Postmodern Marketing

Introduction No-one will dispute the fact that the whole humanity is now living in the business world acting on the principles of production, marketing and consumption. People buy food, clothes, elements of style and devices for communication every day; they go out to eat and have fun. Thus, they make business choices every minute of their lives.Advertising We will write a custom essay sample on Postmodern Marketing specifically for you for only $16.05 $11/page Learn More The businesses therefore need to detect the changes in human consumer patterns and reassess their vision of markets and strategies to remain competitive and successful in the post-modern market (Firat and Shultz, 1997, p. 183). Business has to be unusual and attractive nowadays as the humanity evolves from the ‘tribal’, ‘segmented’ state as it has been recently referred to (Nancarrow Nancarrow, 2007, p. 129-130). The previous views on marketing as an activity the success of which depends on the way the marketers have managed to adapt to a change have long ago been altered and lost their sense (Deacon, n.d., p. 4). The present reality does not work according to the principles of ‘normative’ marketing that has been making the major emphasis on segmentation and positioning for a long time (Firat Shultz, 1997, p. 184). The characteristics of the present-day postmodern marketing correspond to the innovative commodities and opportunities that the contemporary generation of consumers has obtained. Thus, the availability of modern technology enables the consumers to conduct the majority of their daily affairs, shopping included, in the hyper-reality. The consumer segmentation that has been so much addressed in the modern marketing is substituted by fragmentation in the post-modern version thereof (Firat Schultz, 1997, p. 185). Consumption and production have been reversed because of the shift of the emphasis and decentralization o f the object for purchase in its significance in the marketing process. ‘Paradoxical juxtapositions’, life in the chaotic present with the main stress on the outer style and form and not on the quality of the content define the paradigm of postmodern marketing relationships that have to be considered by those marketers willing to fit in them and remain afloat in the evolving cultural and business world (Firat Schultz, 1997, p. 185). The response to postmodern wishes and preferences is felt in all areas of marketing and pertains to the fundamental reconsideration of the role of consumers, goods, markets and marketing strategies in the business process.Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Postmodernism represents a weird mix of the past with the turbulent, aggressive advancement in all fields of interest; thus, ultra-modern products with a nostalgic fleur either in t he form, style or content are extremely popular because of their postmodern duality reflecting the human duality and disorder (Brown, 1997, p. 167). Reconsideration of age segmentation as viewed on the example of people in their 50s and the purchasing power they represent, the role of women in business is also a part of the postmodern marketing strategic reconsideration; pensioners are offended by the attributes of inferiority created due to stereotypes, thus being discouraged to involve in modern marketing campaigns (Allen, 2008). Women are now viewed as a completely different segment for marketing than men, and their characteristics in building consumer behavior are approached from a completely new angle (von Hippel et al., 2010). Now it turns out that only with the help of the interpretive consumer research (ISR) and proper understanding of the consumer experience and not simply segmenting and grouping consumers in accordance with positioned products can help move marketing ahead in the conditions of postmodernism (Cova Elliott, 2008, p. 122). Barack Obama has proven that with his brilliant Presidential campaign in 2008. The secret of Obama’s success was in the positioning of himself as a new, attractive brand (McGirt, 2008, p. 1). The US President managed to break stereotypes and interest the public by his originality and unusualness. The usage of digital forms of communication with the electorate also played a major role in corresponding to the innovative marketing conditions – text messages for the youth, e-mails for the older: what could be better in serving the need for being informed at the beginning of the 21st century? (Dannen, 2008, p. 1). Thus, the innovative call for self-reinvention in the postmodern time may be fulfilled, and marketers have to keep track of the change and find ways to incorporate their marketing goals and objectives in the reality of postmodernism (Peters, 2007, p. 1).Advertising We will write a custom essay sample on Postmodern Marketing specifically for you for only $16.05 $11/page Learn More Postmodern Practices of Contemporary Companies Nike. The history of Nike’s marketing and advertising campaigns showed their ups and downs throughout the history of the brand’s existence. In the hard times of a recession and low sales, the company leaders developed a new inspirational logo for the company â€Å"Just Do It†. According to the opinion of experts, it incorporated not only the winning position of the company’s administration willing to become the world’s leader in sales, their determination and commitment in work, but the inspirational element that intruded in other spheres of human life than only sportswear. The company realized that the postmodern market requires an intrusion in the fields that go far beyond the area of sports and sportswear. It has to become a part of the human lifestyle, form of being etc. Hence, it start ed a comprehensive inspirational campaign that attributed the company’s logos to the most unexpected areas. The peculiarities of Nike’s postmodern marketing strategies were noticed by Holt (1999): â€Å"Nike has abandoned the core principle of modern marketing, which advises companies to weave into their advertising only those elements of public culture that are consistent with the distinctive meanings of the brand. Instead, Nike is bent upon attaching the â€Å"swoosh† logo to any person, place, or thing that achieves recognition in the popular cultural world of sports† (Holt, 1999). Another postmodernism element that made the Nike’s marketing strategy stand out of others was the ability to add unusual humor to the advertisements (CFAR, n.d.). They were non-mainstream and did not find the overall recognition and acceptance, even considered sociopathic by some observers, but nevertheless they showed an alternative attitude to the brand from the sid e of its creators and gave the new vision to consumers. What is even more important, despite any innovations the company marketers still managed to sustain the image of coolness of their product so aspired by all consumers (Nancarrow Nancarrow, 2007, p. 142). No matter what epoch comes and which forces determine coolness, it still exists and drives the consumer patterns. More than that, the hedonic pleasure from consumption, an indispensible element of the postmodern culture of consumption, was also successfully preserved: â€Å"Nike became a self-fulfilling image prophecy: if you want to be hip, wear Nike; if you are hip, you are probably wearing Nike. The â€Å"Just Do It† campaign was able to turn sweaty, pain-ridden, time-consuming exercise in Nike sneakers into something sexy and exciting† (CFAR, n.d.).Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Hence, it is possible to assume that Nike successfully pursues the postmodern tendencies in marketing and manages to expand its influence to the areas in which people would have never suggested its presence before. Corresponding to the human need of unusual, humorous and attractive, Nike manages to remain at the top of the postmodern marketing space. Facebook. The response of Facebook to the postmodern requirements of consumers is tremendously precise and comprehensive. It is enough to understand how the initially social network opened for non-students in 2006 evolved to become an over-grasping, universal mechanism for communication, entertainment, brand-new business and fun within a couple of years to realize how well it fulfills the innovative postmodern needs of the 21st century’s consumers (Dunay Krueger, 2009). The reason of Facebook’s success in the modern business arena is that the company opened innovative, unusual opportunities for people spending much time i n the social networks for various reasons. The administration of the company reacted in a timely way to the fact that online consumption patterns change, and their offer to connect to customers, partners and potential clients through social networking turned out a serious success. Facebook nowadays represents a mixture of facilities for advertising, promotion and word-of-mouth campaigns for the online marketers developing their businesses (Dunay Krueger, 2009, p. 9). The individuals communicating at the Facebook and spending much time there may now benefit from using that social network in a number of additional ways – by creating their own business, by being engaged in the free flow of discussion with both clients and providers, thus ensuring extended access to marketing information and connecting the daily social life with consumption (Dunay Krueger, 2009). The Facebook facilities include managing the groups in which individual is, finding the proper groups for business p romotion, organization of public events and dissemination promotional information, creating ad presentations etc. (Holzner, 2008). All this information on the extended opportunities offered by Facebook corresponds to the postmodern requirements of cyber-reality, chaos and disorder; it is possible to only imagine the ways people interact in virtual social networks to realize how chaotic, turbulent and instant the communication is. The Facebook innovative solution showed that even this social environment is appropriate for the creation of beneficial marketing conditions, thus ensuring the tremendous popularity of online marketing solutions. Their major difference from conventional commercial Web sites is that Facebook allows simultaneous communication and marketing, ensures various acquaintance and communication opportunities that may precede business relationships etc. All in all, Facebook is a marketing solution of the new generation requiring living with an instant, including the e lement of personal experience in the consumer behavior and involvement in hyper-reality (Firat Schultz, 1997; Cova Elliott, 2008). Blackberry. The path of marketing strategies pursued by Blackberry can also be called a successful one in terms of meeting the postmodern generation demands. It is enough first to recall the way Blackberry entered the market of communications at the end of the 20th century – the marketers offered their devices to be used for one day for free to feel the benefits of being connected to one’s e-mail on the move (Fisk, 2009). The gadget was fully innovative as at that moment of time no mobile device offered connection to the e-mail. The innovation was a natural response to the growing mobility of business – CEOs started to travel more, with the intensifying globalization and international integration of all business areas. International meetings, conferences and negotiations became an everyday reality rather than an outstanding event. Hence, the majority of business people who got the major portion of their work tied to the e-mail correspondence quickly appreciated the indisputable advantages that Blackberry offered to them – doing business on the move. The name of the company producing Blackberries is also eloquent – Research in Motion. It presupposes the mobility of the modern business generation that cannot stay in offices all day long and spends working days in motion worldwide (Fisk, 2009). Since 2007 Blackberry initiated major repositioning of the appliance, erasing the prestige, age and income margins that are so unpopular for the postmodern way of thinking in marketing. Now the gadget is available not only for business officials of high positions, but for the young people worldwide as well. Initially created as a business appliance vital for staying in touch with business partners, now Blackberry is also a wonderful digital friend used for fun, traveling and communication for any individual wishing to stay in touch not only on the phone but with the help of the Internet (Blackberry, 2010). Modern Blackberries include such applications as GPS for travelers to find their way, traditional e-mail packages to stay in touch by mail, telephone communications opportunities (now blending an e-mail device and a conventional mobile phone), multiple Java and entertainment possibilities etc. (Blackberry, 2010). All these features make Blackberry a universal device for traveling, communication, fun and business. As the postmodern practice of marketing suggests, applications that were previously meant for a certain segment of target customers are now attractive for any consumer from any segment, according to his or her immediate needs. Blackberry may be used for a number of purposes everywhere – in the office, in a bus or at the beach, thus intruding in all spheres of human lives that have been neglected by marketers before. This makes Blackberry so pleasant for usage and desi rable for obtaining, which may be certified by the growing numbers of Blackberry possession by young people and individuals not connected with business. Developing a marketing strategy in the postmodern reality poses a great challenge before the traditional, ‘normative’ marketers who are used to taking into consideration traditional marketing forces. The motto of marketing has recently been segmentation of the population, targeting the focus groups by specific kinds of advertising etc. However, now there are no tribes that will follow the lead and will pursue the concept of the cool by means of brand commitment. As it has been found out by modern marketing researchers, consumers are not loyal to one brand as they like to live in the chaos of multiple opportunities. It is very hard to address the turbulent, changing needs of every focus group, hence an innovative approach is required to retain the product’s sales on an adequate, if not rising level. The marketer o f a new generation has to understand the context in which people exist in the contemporary reality. First, the postmodern period is characterized by the look back to the past – one can explain a plenty of well-marketed ‘retro’ advertisements that play on the people’s nostalgia. Secondly, the technological advancement is intruding in every sphere of human life: even education, healthcare, religion and other areas are now effectively marketed; the postmodern way of marketing presupposes accompanying the individual in every aspect of his or her life, making a product an addiction (like Blackberry). Hence, some methods of making the product attractive, cool and stylish and indispensible at the same time are the key to product success in the post-modernity. Finally, making the product integrated in the social context of the individual (like Facebook) is also the way to promote a product; people socialize, buy and sell and the same moment of time right now, thus becoming the global consumption community. References Allen, A 2008, ‘How to†¦market to the over-50s’, The Marketer (Blueprint), March 2008, pp. 33-38. Blackberry Official Site 2010. Web. Brown, S 1997, ‘Marketing science in a postmodern world: introduction to the special issue’, European Journal of Marketing, vol. 31, no’s 3/4, pp. 167-182. Center for Applied Research (CFAR) n.d., ‘Mini-Case Study: Nike’s â€Å"Just Do It† Advertising Campaign’. Web. Cova, B, Elliott, R 2008, ‘Everything you always wanted to know about interpretive consumer research but were afraid to ask’, Qualitative Market Research: An International Journal, vol. 11, no. 2, pp.121-129. Dannen, C 2008. ‘How Obama Won It With the Web’, Fast Company. Web. Deacon, JH n.d., ‘The Foundations of Marketing Thought’, in JH Deacon, The Renaissance Marketing Man, Elgar – Cheltenham. Paper in Progress. Dunay, P, Krueger, R 2009, Facebook Marketing for Dummies, San Francisco: John Wiley Sons. Firat, AF, Schultz, CJ 1997, ‘From segmentation to fragmentation: Markets and marketing strategy in the postmodern era’, European Journal of Marketing, vol. 31, no’s 3/4, pp. 183-207. Fisk, P 2009, Marketing Genius, San Francisco: John Wiley and Sons. Holt, DB 1999, ‘Postmodern Markets’, Boston Review: a Political and Literary Forum. Web. Holzner, S 2008, Facebook marketing: leverage social media to grow your business, Indianapolis: Que. McGirt, E 2008, ‘The Brand Called Obama’, Fast Company. Web. Nancarrow, C, Nancarrow, P 2007, ‘Hunting for Cool Tribes’, In B Cova, RV Kozinets A Shankar (eds), Hunting for Cool Tribes in Consumer Tribes, Elsevier, Oxford, pp. 129-143. Peters, T 2008, ‘Brand You Survival Kit’, Fast Company. Web. Von Hippel, C, Issa, M, Ma, R, Stokes , A 2010, ‘Stereotype Threat: Antecedents and Consequen ces for Working Women’, European Journal of Social Psychology, n/a. doi: 10.1002/ejsp.749. This essay on Postmodern Marketing was written and submitted by user Mariah Coffey to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

Studying Abroad Just Go For It! [Interview]

Studying Abroad Just Go For It! [Interview] Have you thought of studying abroad? Probably, yes. However, most likely you are not sitting right now at your laptop in some European country reading this post. That means you are not using your opportunities to spend a semester at some country youve never visited, to learn about their culture and their education. Why are you still in doubt? Probably there are some questions on studying abroad which still bother you and keep you from applying for the program. We decided to help you with that and interview a student who already used her studying abroad opportunity. Judy Su is one of the applicants of Danish Institute for Study Abroad program. She has recently got back home from Copenhagen, where she studied graphic design. She kindly agreed to answer several questions about her time spent in Denmark and share her impressions about the experience she had. We started from the most basic question: How did you decide to apply for studying abroad? I go to the University of Michigan, where study abroad is required for Art Design students. I decided to apply to the Danish Institute for Study Abroad because Ive always admired Scandinavian design, and because my University has a good relationship with theirs. So, making a decision was not a problem for you. What about the application? Is the study abroad application process competitive? To my knowledge it wasnt too competitive given our schools requirement, but the application did include questions about my GPA and required a transcript. Next step after the application is preparation for the trip. A bit of packing advice from Judy: Less clothes, only pictures (no souvenirs) from home, less art supplies. So, your trip started and you arived in Copenhagen. What were the barriers youve faced at first? Obviously, the language. I was lucky that in Copenhagen, nearly everyone speaks English very well. Despite that, all the signs that appear on the streets, public transportation, and in grocery stores (among many other places) are entirely in Danish, so I had to piece things together the best I could. What about other cultural differences youve noticed? It appears that mainly the small things you dont really think about are the most interesting cultural differences. For example, there were bicycles everywhere. It was interesting to get used to looking out for bikes more so than for cars when crossing the street. Another interesting difference is that Danes will almost always wait to cross the street until the walk signal is displayed. Jaywalking results in a lot of glares from those waiting. Lets talk a bit about your studies. What subjects have you studied? Visual Journal, Photojournalism, European Art of the 20th Century, and Graphic Design Studio as my core course. What were the most interesting tasks/projects? In my Graphic Design studio, we were designing an identity for Copenhagen Harbor Farming. For my Photojournalism project, I had an assignment to photograph someone Danish for the semester. We also went for field trips for European Art and Graphic Design. For European Art, we went to Ny Carlsberg Glyptotek to look at their Gauguin collection. Did you get writing assignments while studying in Denmark? What kind of them? Besides being an official blogger for the school, I also did some writing for classes. They were pretty standard papers; I took an art history class, so the majority were for that class. Do they have strict plagiarism policy in college? Does it differ from US plagiarism policies? Yes, but my school was a school specifically for study abroad students, so they followed standard US plagiarism policies. I cant imagine plagiarism rules would be any different in other countries. Youve posted weekly plans in your blog. Did they help you manage your time? The weekly goals were more for me to make the most of my time while I was abroad. I wanted to make sure I didnt miss out on anything that I wanted to see, because I didnt know when I would ever be back. What helped you make your studying more effective? I always found it difficult to get things done in my room (I was sharing my room with two other girls), so I would go to the school and finish work up there. By the way, Judy described her accomodation at Copenhagen on her blog. (quote) The three of us share a bedroom. There are also two bathrooms in my hall. There are people on the floor who have singles too, and all of us have keys to our individual rooms. My building is much more apartment style, so you are living independently†¦ Keep in mind though, there are some DRCs that are more dorm style. Some of the building rules can be a challenge to get used to, especially if you’re used to living in a house or off-campus. In a DRC, you will have an RA, and you will have to follow rules regarding quiet hours, chore rotations, and guests. Would the experience of studying abroad be relevant for your future profession? In what way? Oh, absolutely! I studied graphic design as my core course, and learning about it through an international lens is such a valuable experience. It makes you much more aware of the background and perceptions of your work, and Im glad I was able to learn it this way. In addition, I was just exposed to so much thats different from what I used to see in the States. That definitely helped for drawing inspiration. On her return home in Michigan, US, Judy wrote on her blog: Things here seem kind of like they always have, and it’s only the little things that remind me my semester in Copenhagen wasn’t just a dream. So, we decided to ask Judy: How would you describe your Copenhagen time in just one sentence? Going abroad was one of the most exciting and eye-opening experiences Ive ever had. As a final question, please, give some advice for all the students who are considering to study abroad. Just go for it! I have never heard of anyone who regretted going abroad. Once youre there, make sure you make the most of your time. Studying abroad is such a great opportunity, and you wont want to miss a thing! Thanks, Judy Su, for such an inspirational advice and interesting interview! Hopefully, the thoughts of this cheerful design student will change minds of our readers and help them make the right decision on studying abroad.

A formal analysis of history of art-Africa Essay

A formal analysis of history of art-Africa - Essay Example there is a protrusion which can only be a nose and that is set close to two ovals that also contain indentations that could be interpreted as marks for the pupils of the eyes. It is difficult to be sure if the eyes make the nose more obvious or vice versa but the overall effect is clearly a human face. However, there is no discernable mouth which is perhaps the artistic license taken by the individual who created this object. Below the face, there are is an almost square hollow created which could represent the legs or the neck of the figure. Going beyond what is obvious, the colors of the object give it the sheen of aged wood or leather. The top part of the object which appears to be dark brown and cracked in places gives the impression of leather while the bottom most part has chipped away in places to reveal a softer shade of brown and that gives the impression of wood being used in the construction. The bottom part is something which does not appear to fit in the shape since it contains a hollow within it while the rest of the object is quite solid. In essence, it seems that the bottom of the object is moving against it. On the other hand, the shapes behind the face and the curved top fit together quite well since the graceful curves complement each other and accent the most prominent feature of the artwork i.e., the human face. Since the object can also be split up into three distinct regions, of which the first is the curved shape at the top, the middle being the face and the bottom region containing the square hollow, it is easy to say that the object is made to be stood, presented and viewed vertically. The overall shape of the object in terms of being oval or not is difficult to define. Without taking the square hollow into the picture, graceful curves and oval shapes would have dominated the object and it would have been easy to say that the object is circular. However, the violent presence of sharp angles that make the bottom most part of the object

Does Religion Stabilize Society Essay Example | Topics and Well Written Essays - 1250 words

Does Religion Stabilize Society - Essay Example However, the issue still remains controversial as religion is not same for all the countries and its role is different in different parts of the world. Unfortunately, there are the societies, which do not benefit from their religious beliefs, but they on the contrary delay their development. Thus, the given paper will prove that religion really can stabilize society, but only if the society stabilizes its religious beliefs.Religion controls our behavior and this is the most important role of it. If to analyze the laws, which exist in the modern society, it will become clear that they are based on the religious beliefs transferred to us by our ancestors. For example, in European countries murder is considered to be the hardest violence and the first and most important commandment is â€Å"do not murder†. In his article â€Å"The advancement of religion in a pluralist society (Part I): distinguishing religion from giving to ‘charity’ Donovan Waters (2011) states: à ¢â‚¬Å"religion as the law sees it is concerned with belief of some kind in the power and influence of the supernatural; a set of such beliefs will make up a faith and that faith relates humanity and the individual’s destiny to a conceived spiritual essence which in one way or another is understood to bring succour to human kind† (Waters, 2011: 653).... But for the religion our society would be quite different. We can’t know exactly if the life in this society would be worse or better, but it would differ much from the life we have now. We know that well and thus maintain religion. We feel that we can’t do without it. According to Emile Durkheim, religion is a product of the society as the society recognizes its essentiality: â€Å"If religion has given birth to all that is essential in society, it is because the idea of society is the soul of religion† (cited in Bellah, 1973: 191). Religion, self-reliance and cooperation Religion teaches self-reliance. We can find many religious teachings, which teach us to rely upon ourselves in order to be successful. Religion teaches us to work hard and get the desirable, we all know the rule: keep looking for and you will find. This rule was brought to us by religious teachings and its veracity was proved many times. Religion states that we should never give up, on the cont rary we should look for the new ways to get the desirable and believe in our own forces. Religion teaches us to rely upon ourselves but at the same time it teaches us to work together. The problem is that we are selfish by nature. We feel that we can get better results working as a one team but at the same time we always try to benefit from our selfishness. Religion helps us resolve this problem by teaching us to provide each other with necessary assistance. It condemns selfishness and selfish behavior. It is necessary we should mention that modern society and the views of capitalism make people more selfish. Now many prefer to get advantage of others and benefit from the failure of others. However, such behavior is still highly criticized and this is due to the religious

ABC Health Care Research Paper Example | Topics and Well Written Essays - 1500 words

ABC Health Care - Research Paper Example The company is losing its hold on the market, as well as missing income flows and revenues from the poor quality of healthcare networks currently operated by the company. As such, the main aim of this analysis of the requirements of technical analysis of the healthcare is to come up with new ways and strategies that would enable the company make the best out of its networks, as is the case for both its trusted as well as untrusted clients. This is a very critical aspect of the new design development as it enables the company to maintain high security levels. As such, this control of accessibility for both legitimate as well as malicious users of the system forms the utmost importance of the safety and security of the management system of ABC Health Care. The threat that the company faces through the usage of improper management systems does not remain solely to the outside malicious users. However, this also relates to the legitimate users engages in the illegitimate activities. The securities of the company’s website as well as other critical factors that affect the normal operations of the business are critical in maintaining the security of all systems. The new design of network development would include a high-level performance through the incorporation of consistent delivery system. The new design should include proper support systems of the business as well as bridge a balance the security requirements without introduction of significant overhead and complexities that may arise in network use and development. Other important aspects that the new design of network should address include the possibility of maintenance and enhancement of security without incurring a significant increase in the overheads of management or other related complexities. This also incorporates the implementation of systems that are supported by the industry, such as meeting the appropriate standards set by the industry, as well as being scalable and tolerant to faults. The i mplementation of the designs should also assist in ensuring compliance with all the applicable regulations within the market as well as within the industry. To close it up, the system should also have proper access control for both legitimate as well as malicious users. In order to achieve maximum success through the proper usage of the network systems of the ABC Health Care, the analysts should consider the all the related factors to the development of a consistent network system that ensures proper returns as well as provide its clients with the best service deliveries. In addition, the company should also include both internal as well external aspects of network development in improving its technical designs. This is through the considerations that the untrusted aspects of network connectivity would include connectivity of users to the internet, whereas the trusted network would mainly deal with the purpose of supporting all business functions, as well as ensuring that the compan y overcomes it current flaws in network connectivity. Some of the composite business function that this new vision should address would include the suppliers of the company, as well as the partners. These persons or groups have a secure business relationship with the company and assist in its day-to-day operations for culmination into a successful end of a fiscal year. The system designers can also come up with a Network Intrusion Prevention System appliance in order to maintain and uphold the security of the health care system. This is a

The History Of The Heavyweight Methodologies

The History Of The Heavyweight Methodologies INTRODUCTION Software has become an essential part of human life both at professional and personal end. The development of software has become a chaotic business and is normally cited as the code and fix. In the initial days the software programs were written without much of plan, design and without long term site. This however was fine for the small systems. With the advancement of technology several changes were made and it became difficult to incorporate these changes and it was hard to fix the bugs. This was the result of improper planning. This has led the roots to another alternative, Methodology. This emphasized on the disciplined process of software development to make the whole software development process smooth and predictable. Traditional methods were heavily dependent on documentation, design, work plan and structure making it the way to call it the heavy method. However, this seemed increasingly lengthy and frustrating for few developers who were looking for rapid change. This has resulted in consultants preparing methodologies independently. These methods are known as agile methods. Agile methodology is getting extensive popularity in the industry. This is a mix of accepted and controversial practices. It is the features of the projects such as scope, requirement, resource and size that determine the appropriate methodology that should be used. Thought practicing professionals still emphasise on the importance and usage of heavy methods, the empirical studies are emphasizing on the Agile methods. Heavyweight methodologies Heavyweight methodologies are considered the traditional way of software development. These are based on step by step evolution approach. Several steps in this process include, defining requirement, solution formation, testing and development. In this process it is also mandate to prepare a document that has a set of requirement at the beginning of the project. Waterfall approach: This emphasizes on structured approach. Each stage in this process has a set of actions. These activities much be fulfilled before progressing to the next stage. Each phase is named differently. The first phase determines what the system will be, the second phase determines how the system will be developed. It is in the third stage that the actual coding and designing is started. The developed system is tested in the fourth stage. In the fifth and final stage appropriate training and documentation are provided. In terms of engineering, the term waterfall is used to denote a subsequent or sequential development. Waterfall Model Life Cycle Unified Process (UP) Each activity comprising modelling is divided into workflows in the UP process. This process takes place in an repetitive and incremental manner. In this method the whole process is divided into four phases. The below diagram depicts the stages of this process: Inception At the end of this process the feasibility of the project is determined. The scope of the design is set and a business plan is prepared. Elaboration In this phase, a basic design is made and a plan of structure or construction is made. A risk analysis is also done at this stage. The major risks determined should also be addressed. Construction In the construction phase the system of beta-version is prepared. A well developed system good enough for the preliminary test should also be available in this stage. Transition This is the final stage. In this stage the system is commenced to the stakeholders and end users. The process is considered complete if the stakeholders agree that the objectives mentioned in the inception phase are met. As part of UP there are approximately 50 work items that should be completed. This rigid approach and heavy documentation add a lot of the complexity to the UP. Also, the roles in this process are predefined making it less flexible. Spiral Model This is another heavy model which merges both design and prototype stages trying to combine the benefits of top-down and bottom-up benefits. The four phases in the development model are as follows: Objective setting- In this phase objectives of the project phase are identified. Risk assessment and limitations In this phase key risks are identified and analysed. Information about reducing these risks is also collected in this phase. Development and validation A suitable model is selected for the next phase. Planning The project is reviewed and plans for the next round of spiral are made in this phase. Characteristics of Heavyweight methodologies Heavyweight methodology is known for a long time. This is a very disciplined approach in the software development. Few characteristics of heavyweight methodologies are as follows: Predictive approach: This methodology plans most part of its software development for a longer time. A great emphasis is given to drawing focusing on the needs and measure to answer these needs. Drawings determine how to build the system and act as the basis for the construction process. This also predicts time table and budget for building or constructing the software. Inclusive Documentation: Traditional software development considers the requirements documentation as a key element of documentation. It collects all the customer and stake holder requirements before writing code. Process orientation: The purpose of this method is to allocate or define a process of work that suits the one using it. A process may contain few processes just a manager or a tester can perform. For every task in this method there is a procedure. Agile modelling Agile process concentrates on adding lightness to its processes leading to high quality of software and customer satisfaction. Few of the agile models are as follows Extreme Programming (XP): This has evaluated out of problems raised from traditional systems. This process is known for short cycles of development, incremental planning and continuous feedback, communication leading to evolutionary designing. This methods life cycle is divided into 6 phases i.e. Exploration, Planning, Iterations to release, Production, Maintenance and Death. During the Exploration stage, the client creates story boards about his needs. This is followed by the planning phase in which the story boards are prioritised and a first release schedule is prepared. In the Iteration to Release stage it is the responsibility of development team to create the whole system by continuously testing and integrating the code. In the Production Phase additional testing and performance checks are done. Developments and suggestions detected in this stage are documented for later implementation. Based on this updated releases are made in Maintenance Phase. The final stage is the Death Phase is reached when customer has no more stories to be implemented and the final documentation is prepared. Scrum: Scrum is a repetitive and incremental process of product development. Scrums main focus is on how members should work in order to generate flexibility in a continuously varying environment. At the end of each iteration it makes a set of potential features. In this method it is not compulsory to use any specific software development methods. Key practices in this method are : Product Backlog, Sprints, Sprint Planning, meeting, Sprint Backlog and Daily Scrum. Dynamic System Development method: This is a mixture, and extension for rapid application development and iterative development practices. The basic notion behind this method is to give more importance to time and resources before the functionality of a system. In this method a high emphasis is given to quality. This method has five stages : Feasibility Study: A decision is made about usage of DSDM. This decision is based on project type, organization requirement and people. This stage has two outcomes, 1) feasibility report ii) A prototype plan Business Study: A business study to understand the business aspect of the project. This forms the base for prototype. Functional Model Iteration: This phase includes analysis, coding and prototypes. The output of this stage is a prototype code and analysis models. Design and build iteration: Main system is built in this stage. The prototypes are reviewed and developments are made based on user comments. Implementation: This is the final stage where the project is handed over to the user. Appropriate training is also provided. Characteristics of agile methodologies People oriented: All the stakeholders. i.e. customers, developers, users and end users are very important in this methodology. Adaptive: This methodology is preferred by those who are open to change and are flexible. Balancing Flexibility and Planning: Though planning is important, a trial and error method is followed in this approach as it is hard to predict the right things in the initial stage of software development. Simplified process and small groups: A simple process of concentrating on the present rather than the future is the motto of Agile process. It also maintains small teams and any communication is provided to the whole team. Comparison Traditional heavy methodology for software development is prevailing successfully for a long time now. However, it has several disadvantages such as inflexibility and high time consuming etc. Taking these drawbacks in to account a new system was developed which is Agile. Both the methodologies i.e. (agile and heavy weight) have their advantages and disadvantages. People usually use one of these methods based on the feasibility. A Summary of difference in agile and heavyweight is shown in the following table. There are important factors influencing the decision and selection methodology, which is suitable for different conditions. These factors can be divided into the size of the project, people and risk Project size: One of the major limitations in this process is size of the project. The important elements in this process are budget, time span of the project and team organization. A huge project needs huge team and huge budget. This in turn requires better co-ordination and better communication. Heavy methodology provides this by a thorough planning, design and documentation. However, this is not possible in case of Agile process. According to Alistair A light process needs few people in contrary to the heavy method where more people are required. A major limitation of agile methods is the size of the project. Main elements of the same are budget, duration of projects and organization of the project team. The larger unit or a larger budget, you need the larger project. Thus, requires a compilation of more demands, requirements of more people and better coordination. Heavyweight support this methodology by providing planning, documentation and processes for better communication and coordination in large groups. Fewer people are needed if the methodology used is lighter. However, more people will be needed if the heavier methodology (Alistair Cockburn, 2003). The larger group also has its impact on communication in the design and performance. The methodology is a matter of coordination and management of human communication. This implies that the level of methodology must be increased if the numbers of people increase. This makes it even more difficult to use agile methods with large groups. However, Ken Schwaber (one of the deve lopers of SCRUM) argues that large groups can be broken down into small teams using the dimensions of the scrums. Project duration is another factor in the choice of methodology. Heavyweight methodology needs a lot of extra time for output such as documentation, design documentation, writing, analysis etc. Therefore, it can be concluded that when time is short agile development methodologies would be the best option. People Factor: The Agile methodology gives very much importance to stakeholders i.e. it concentrates on peoples factor. This methodology makes sure that experienced people and skilled people are part of the process. Experts who are part of the team provide continuous feedback about the effects that the use may face in selecting the project. As part of this process the customer also gets a right to check progress and change the direction of development at any stage or iteration. This is one of the main features that make the agile process more attractive than the heavy process. Organizational culture is another important factor while choosing the methodology. If any organization is not open to change and is inflexible, An agile process cant be used there. Risk Factor: An important risk factor in the software development is how it responds to change. Agile methods can be used in case of applications that should be built quickly and dont have any quality hurdles. If the project is critical and requires several quality layers then the traditional system is appropriate. Improper definition may lead to several defects. Agile methodologies help in developing short term projects and give importance to customer reviews. Conclusion I would like to end it by saying that heavy methodology consisted of severe methods of comprehensive planning, design documentation.. Heavy thoughts that accompany them will be taken over by the agile movement not in the distant future. The need for Heavyweight approaches still prevails in large, long-lived projects that have specific security, reliability and security requirements. However, business needs to respond quickly to the environment in innovative, cost-effective and efficient manner is increasing the need to use agile methods of software development.

The Sociological Impacts of Wireless and Modern Computer Technology :: Essays Papers

The Sociological Impacts of Wireless and Modern Computer Technology Introduction of the significance of Wireless Technology on Society Today’s society is one filled with physical interaction, being replaced by wireless communication with known parties instead of communication between casual strangers, creating a deterioration of casual interaction and the influx of the wireless dependency with family, businesses and friends. From the invention of the landline telephone, wireless technology has been a dream to people who like to stay in touch and communicate with the ones they love without having to be tied down to one location; yet the various types of influences, impacts and dependencies that wireless communication has upon the world wide daily life is something that sociologist have been studying closely in order to monitor the underlying effects of this sort of technology. The ways in which people view wireless technology is one of the most important researching tools that determines the future effect of the products, and to what extreme people will allow wireless technology to monitor their lives. Definition of Wireless Technology Wireless technology is a form of technology that uses a certain wavelength of radio wave space to transfer information that was previously transferred via landline wires. The important difference of wireless communication is that it has the ability to monitor, record and connect people from anywhere, at anytime, to anyone. Different Sentiments Towards Wireless Technology There are certain indicators that show how society feels towards new inventions and technologies being integrated into our social patterns, and one of them is the rate of adoption by consumers. There are certain stages of innovation adoption within the consumer realm that identifies the products importance and strength within society; first are the innovators, they are usually the high income, high education, low age, male sector of society who like to have new gadgets to show off to their friends. This innovation crowd is important to the second stage of innovation, the early adopters who see the innovator enjoying his/her product and receiving productivity or enjoyment from it and therefore adopting it themselves. Innovators look at products that have a relative advantage over products that they already own; compatibility and complexity of the product are two main factors.

Othello Coursework Essay

Othello is one of Shakespeare’s tragedies but also a love story of two lovers. Shakespeare’s tragic heroes always had at least one main flaw, which contributed to their downfall. In Othello’s case it was jealousy; when he was told Desdemona was having an affair. Other themes the play deals with includes hatred, racism, betrayal and discrimination. Although Othello is the main protagonist in the play, however, in many ways Iago seems to be the dominant character. Iago is presented in complete contrast to Othello, and is the villain of the play. Othello is a respected high-ranking general whereas Iago is a lower status and referred to as in his ‘ancient’ or his ‘ensign’. Many critics often describe Iago as the narrator of ‘Othello’; a fascinating character who is the main focus of the play. Many critics also see Iago as an intriguing character as he can be unpredictable. At the beginning of the play, it is Iago and Roderigo who are the first on stage, not Othello. If one were to form an opinion of Othello from this discussion, it would not be a favourable one. The audience is made aware of Iago’s hatred of Othello because Othello promoted Cassio instead of him and his belief that Othello slept with his wife. Furthermore Roderigo is jealous of the fact that Othello has taken Desdemona as his wife. In Act 2 Scene 3 of Othello, Iago is presented as the puppeteer, constantly manipulating everyone around him. Critics have argued about Iago’s motives for wanting to hurt others but in this scene he comes across as cruel and malicious. The scene is set in a castle and opens with Iago trying to get Cassio drunk. Iago motivated by his lust for power is attempting to dispose Cassio of his position as a lieutenant. Knowing that Cassio cannot handle his liquor it would be more likely he would fight if he’s drunk and that would make him look bad in Othello’s eyes. The opening scene presents us with a brief exchange of Cassio and Iago controversial analysis on Desdemona. In the dialogue, Cassio remarks are polite and complimentary to Desdemona stating she is ‘exquisite lady’, ‘fresh’, ‘delicate creature’, ‘modest’ and ‘perfection’. Iago on the other hand has a contrasting view compared to Cassio. Iago suggests that Desdemona is ‘full of game’ and ‘sport’ and that there is ‘provocation’ in her eye suggests both characters have different views on women. Iago’s low opinion of Desdemona only deepens his misogynist view and his hate for women because of the control Desdemona has over Othello. This can portrays his jealousy because Desdemona is an extremely attractive character with a higher noble status than his wife, giving him a reason to hate Othello. Iago has the opportunity to consider his plans in his soliloquy when Cassio leaves to invite some friends for a drink. One way we can tell the presentation of Iago as a character in Act 2 Scene 3 is through his soliloquies. It reveals Iago’s true character and intention to get Cassio drunk so that he loses control and becomes quarrelsome to get into a fight with Roderigo, ‘Am I to put our Cassio in some action’. His skills of persuasions show his power to manipulate people into trusting him to cover his act of being an ‘honest’ friend that adds to the presentation of his character. Iago’s clever perspective to observer this from a person allows the audience insight into various schemes or secrets to his motives that other characters are blind to. Furthermore, Iago’s understanding and manipulating the weakness of those around him make him a powerful and compelling figure that Shakespeare have portray in this scene. Cassio who has been left in a position of responsibility by Othello will shame himself as a lieutenant and loose his position as part of Iago’s plan that will gain him power for his talent of understanding and manipulating people’s weaknesses, ‘If consequences do but approve my dream’. Iago states he is willing to take on revenge on anyone that gets in his way of achieving Othello’s downfall. The end result would make up for what he lost on his way and enjoys the pain and damage he causes which he ‘approves’. The first soliloquy in this act shows us how narrow-minded Iago is and lacks emotions or feelings towards the people around him or himself. W. H Auden describes Iago as a â€Å"Practical joker of a peculiar appalling kind. † W. H attempts to portray Iago as a more humane character than he really is. Loyalty, love, friendship and guilt are all emotions that make us human. Iago misunderstands this concept of feelings, which leads him to his downfall. Shakespeare presents Iago with loss of emotional connections in his character show the tragedy of how isolated Iago is. Shortly after Roderigo raises the alarm under Iago’s instructions, Shakespeare uses dramatic irony to present Iago’s actions as he pretends to be the peacemaker. Othello aroused from his sleep ask ‘honest Iago’ for an explanation of the disturbance. Without being disloyal to Othello or to Cassio, he ironically follows Montano’s advice upon his honour as a solider to tell the truth of his version of the night’s events. While trying to save Cassio by making excuses for him, Iago endures that Othello will have no other option than to remove him as his position for causing a shameful public display. The irony of Iago’s account, we known that Iago constantly tries to underplay Cassio’s part in the fight, ‘I had rather ha’ this tongue cut from my mouth, Than it should do offence to Michael Cassio. ’ With subtle additions such as, ‘And Cassio high in oaths, which till tonight / I ne’er might see before’ and ‘ but men are men, the best sometimes forget’ reveals that Cassio has disgraced himself to befit a high ranking officer. Cassio sacked from his lieutenant position, Iago pretends to be a true friend by advising Cassio to seek help from Desdemona to gain his position back. ‘This broken joint between you and her husband entreat her to splinter’. Shakespeare cleverly portrays Iago as an evil mastermind who appears to aid Cassio, instead manipulating the situation in order to make it appear to Othello that Desdemona has emotions for Cassio when she pleads for his job. This sequence allows us to see Iago’s manipulative nature in a continuous flow; from the way he has made others see him to the revelation of his true self. The way he’s portrayed, we are amazed by his mastery of switching facades or identities without a trace of guilt. Iago when speaking with Montano, questions Cassio integrity and his position as a Lieutenant. Iago manages to suggest his support and concern for his comrade while at the same time, destroying his credibility and honour. He mentions to Montano that Cassio is a ‘solider fit to stand by Caesar’ as 2nd in command but his drinking habits matches his ‘virtue’ and implies he drinks every night. Iago’s apparent concerns furthers as he criticises Othello’s judgement for trusting Cassio to be his lieutenant shows his jealousy to be overshadowed and therefore lost his ‘social class’’ that he lacks of. His hatred dominates him just like he dominates all the other characters. Iago seems to master all the emotions that might affect his facade and never shows a trace of nervousness that intensify the power he has over the characters in the play and his ability to control the situation to his will. Furthermore when Iago protests to Montano that he is reluctant to highlight Cassio’s problems to Othello, as he ‘loves’ Cassio and would not wish him any harm. The irony of this situation is the fact that once Montano suggest it would be an ‘honest action’ to inform Othello, Iago declines. This is the only time we see Iago is speechless and to make him look more trustworthy, he implies that his allegiance is to a higher kind of ‘honesty’.

Deterrence and Integration The essays

Deterrence and Integration The essays Some theorists have generally viewed integration as a process leading to a condition called political community, in the international level, as primarily consensual, or based principally on the development of shared norms, values, interests, or goals. According to some theorists the world of the twentieth century was characterised by growing numbers of technical issues that could be resolved only by cooperative action across state boundaries. Such issues could best be addressed by highly trained specialists or technicians, rather than by politicians, because such pressing problems could be addressed outside the politicised context of ideology or nationalism. Also according to these theorists, it was essential to have a cooperation. This functional cooperation would come necessary international institutions, in the form of organisations and regimes, based on multilateralism in the terminology of many of Functionalist theorists. Later another group of theorists emerged, Neo-functionalist theorists. Their principal contribution lies in the explanation, modification, and testing of hypotheses about integration. The major emphasis is placed on the role of political parties and interest groups and the extend to which political elites in the units to be integrated support or oppose integration. Neo-functionalist theory, within its European Union context, attaches major importance to an integrative process leading ultimately to a federation or political union. Functionalist theory has been the object of several kinds of criticism and modifications: that it is difficult, if not impossible, to separate the economic and social tasks from the political that governments have shown themselves unwilling to hand over to international authority tasks that encroach on the political that certain economic and social tasks do not spill over into the political sector ...

Spelling Tips Doubling Consonants when Adding a Suffix

Spelling Tips Doubling Consonants when Adding a Suffix Spelling Tips: Doubling Consonants when Adding a Suffix The â€Å"doubling up† rule (also known as the â€Å"1:1:1 rule†) is one of the few rules in English spelling that is correct most of the time. Given how confusing English can be, we find this reliability oddly comforting. Let’s look at how it works. What is the â€Å"Doubling Up† Rule? The â€Å"doubling up† rule states that, when adding a vowel suffix (e.g., â€Å"-ing† or â€Å"-ed†) to a single syllable word that ends with one vowel followed by one consonant, we should double the final consonant. For instance, â€Å"dig† gains an extra â€Å"g† when changed to â€Å"digging.† Additional examples include: Base Word (Single Consonant) With Vowel Suffix (Double Consonant) Star Starring, Starred, Starry Run Running, Runner Big Biggest, Bigger As you can see with â€Å"starry† (i.e., lit by stars) above, â€Å"y† is sometimes treated as a vowel when using this rule. Other words like this include â€Å"sunny,† â€Å"blurry† and â€Å"furry.† The Exceptions The only universal spelling rule in English is that there’s actually no universal spelling rule in English. As such, we need to mention a few exceptions: words that end in â€Å"w,† â€Å"x† or â€Å"y.† These letters aren’t usually doubled in English, so single syllable words that end in a vowel plus â€Å"w,† â€Å"x† or â€Å"y† don’t require doubling the final letter when adding a vowel suffix: Base Word (Single Consonant) With Vowel Suffix (Double Consonant) Play Playing, Player, Played Snow Snowing, Snowiest, Snowed Box Boxing, Boxer, Boxed Multi-Syllable Words Things get a bit trickier with words that are more than one syllable long. Some still require doubling the final consonant when adding a vowel suffix, such as: Base Word (Single Consonant) With Vowel Suffix (Double Consonant) Begin Beginning, Beginner Regret Regretting, Regretted Control Controlling, Controlled, Controller These are generally words where the final syllable is stressed. When the final syllable of a multis include: Base Word (Single Consonant) With Vowel Suffix (Single Consonant) Open Opening, Opened Listen Listening, Listened, Listener Happen Happening, Happened In some cases, whether to double the final consonant depends on the suffix added. â€Å"Prefer,† for example, gains an extra â€Å"r† in â€Å"preferred† or â€Å"preferring.† This is because, in both, the final syllable is stressed. However, no doubling is required in â€Å"preference,† since the final syllable here is unstressed. There are also some words that end in an â€Å"-l† that are conventionally spelled with a single consonant in American English, but take a double consonant in British or Canadian English: Base Word American English (Single Consonant) British/Canadian English (Double Consonant) Travel Traveled, Traveling, Traveler Travelled, Travelling, Traveller Cancel Canceled, Canceling Cancelled, Cancelling Model Modeled, Modeling, Modeler Modelled, Modelling, Modeller As such, it’s important to proofread your work carefully and double check any words that you’re not 100% sure are spelled correctly.

Judiciary in England and Wales is not Reflective of Society Research Paper

Judiciary in England and Wales is not Reflective of Society - Research Paper Example It is evidently clear from the discussion that diverse compunctions of the judiciary have higher capacitates of responsiveness to experiences and needs of different legal system subjects. On the other hand, such a judiciary appears reflective of various cultures and backgrounds of the nation served. Another feature of diverse judiciaries is that they are more accountable and responsible for articulating issues of complex legal democracies. Proper co-existence with other forms of government necessitates the inclusion of gender as a judicial diversity dimension. However, gender is a major issue in analyzing the composition of the judiciary of England and Wales. This paper aims at assessing existing literature on the ethnic and gender composition in the English and Wales’ judiciary. The essay will also illustrate the previous efforts of the government in achieving diversity in the judiciary.  Gender is a critical dimension of judicial diversity illustrated by the proportions of positions awarded to the males and females on the judiciary. There are different ways of rationalizing judicial diversity where judicial appointments follow policy and law that promotes equal opportunities. The judiciary needs to show sensitivity to the experiences and needs of the different elements of legal systems where the judiciary requires an illustration of diversity for service as well as diverse judiciary with increased accountability of legal democracies. The current preclusion the gender incorporation dictates the alternative dimension regarding judicial diversity. Features of judicial initiatives towards achieving ethnic and gender diversity are assessed through qualitative and quantitative perceptions and experiences of judicial bias.

Leaders, History and Political Science Article Example | Topics and Well Written Essays - 1250 words

Leaders, History and Political Science - Article Example This paper outlines that the world is shifting from gigantic entity where every part was seen as separate to the other into a more interlinked entity through economic globalization and through the influence of transnational political organization and growth of population. Liberation on the other hand is actually the contrast of realism in that it sees both state and non-state actors as significant. It also views the international associations’ implications to define the performance not only of great powers but also of minimal powers. According to liberalism, states are disaggregated into entities where some of them functions trans-nationally.  This study declares that  women are still mistreated in different societies in the world today.   Distinctions between individuals with any given state or culture are much superior to differences between groups. Social standing, education, personality, past experience, belief structure, affection shown in the home and countless of other factors will influence human behavior and culture. For example in African cultures, women must stay home and perform all the house chores. There was also a belief that if the husband do not beat his wife, then he does not love her that much. This means that women were frequently beaten and mistreated without any form of defense because people believed that it was a sign of love therefore, there was no need of intervention. India has the men marrying women but   it is interesting to note that it is women who pay dowry instead of men.... A good example of such is the US policy toward Venezuela. The Venezuela President Chavez was bitter with US due to their denial to include Venezuela and other countries in America into United States (Restrepo 33). In fact, the whole of Venezuela was bitter and resentful with the US and that contributed to Venezuela president Chavez to make democracy in the country an intimidating influence to other people. He begun harassing the citizens of the country as a why to show his anger. However, US had to come in, its policy towards Venezuela was that democracy, and the leaders of the country should practice equitability (Shifter 71). In other words, every citizen in the country deserved equitability and democracy not harassment and enslavement. Therefore, it was individual leader; President Chavez who determined the content of US foreign policy to Venezuela (Restrepo 64). The same happened to Syria where US policy towards Syria was elimination of Assad from power due to his dictatorship an d unusual elimination of citizens particularly the University students who protested for murder of their colleague. However, this case was different in that the citizens of Syria supported United States’ policy over President Assad while in Venezuela; the citizens supported President Chavez although he denied them democracy (Shifter 82). 2. Compare and contrast the traditional Realist view of National Security and the Liberal view of Human Security. Are these two views always in contradiction to each other or could they be complimentary? In your opinion, which view of security should be paramount? The traditional realist view of national security is that the state is the main actor