To demonstrate how the field of'globalisation studies'has moved on Annotated Bibliography

To demonstrate how the field of'globalisation studies'has moved on - Annotated Bibliography Example ? from ‘centripetal articulation of nation states.’ The sources of information in the article are based on library research on books , journal and projects. Furthermore, Sassen has utilized internet based research on drawing information pertaining to globalization of institutions, authority, territory and rights. To this end, Sassen draws several conclusions in the article. Foremost, the author contends that denationalization and global dynamics distort existing systems and meanings. In addition, the author believes that sovereign authorities of states are partially disaggregated whenever the unitary structures of states conform to a globalized structure. In addition, the author is quick to point out opportunities for exit that are available for the disadvantaged due the weakening of centripetal nation dynamics. Furthermore, the author asserts that denationalization dynamics, such as inclusion of human rights paradigms, post significant consequences. These include the di sassembling of bits and pieces of the nation state and state machinery as containers. In general, Sassen concludes that there are political and normative implications of centrifugal dynamics that arise out of

La Grande Odalisque Essay Example for Free

La Grande Odalisque Essay Jean Auguste Dominique Ingres was born on August 28th, 1780. He became one of Jacques-Louis David’s most famous and successful students. During Ingres time working with David, and eventually turning away from him, he became a part of the Neo-Classicism movement; leaving behind, but not forgetting the Romanticism methods. Neo-Classicism is the 18th century restoration of tradition principles which lead Ingres to be one of the most famous draftsmen. Ingres was an extremely precise and talented man of his time and was most famous for his portraits; especially his portraits of female nudes. In the year 1814, Ingres created one of his most famed masterpieces, La Grande Odalisque. It was created in Paris and still remains there in the museum by the name of The Musà ©e du Loure. The painting is well-known for its subject of fantasy and eroticism; she was a passive, mysterious and an unknown being to the Western world, which made her audience long for answers. Throughout Ingres life he created many pieces of work. In his well ahead years, Ingres continued to paint and surprise his faultfinders. He eventually ended up on top, being viewed as â€Å"one of the greatest living artists in France† during that time. (Rifkin 15) He left behind many fans but no apprentices to carry on the Neoclassicism heritage. Ingres painted many historical, mythological, and religious subjects; however, he is probably most respected for his portraits and female nudes. Ingress style highlights skilful formations, along with smoothly painted surfaces, and very thorough drawings. â€Å"In 1814, he created one of his many famous masterpieces, Grande Odalisque. It is 91 cm in height and 162 cm in length (35.8 Ãâ€" 63.8 in).† (Peirce 50) It is an oil painting on canvas, with a subject of make-believe and sexuality. The painting was commissioned by Queen Caroline Murat of Naples, Napoleon’s sister. It was painted in the Neoclassicism movement in P aris, along with many of his other works. This one in particular is of a nude female, who transpires to be an odalisque. â€Å"An odalisque was a female slave in an Ottoman seraglio, especially the Imperial Harem of the sultan.† (Peirce 54) La Grande Odalisque was formed by Ingres using some of David’s ideas and creating a female nude, in a bizarre and unfamiliar way. To the Western world she was nothing like they’d ever seen before, which caused confusion but a desire to want to know everything about her; â€Å"In the mind of an early 19th century French male viewer, the sort of person for whom this image was made, the odalisque would have conjured up not just a harem slave, itself a misconception, but a set forth fears and desires.† (Shelton 75) This was mainly because of the way in which Europe considered Islamic Asia; they viewed the people there as unique, barren and careless. To observers she was located in an almost make-believe world, much like how Western culture viewed the Eastern side o f the world; fantasized. At the time it was ignominious for its physical wrongness; in specific, â€Å"the nude female was thought to have three lumbar vertebrae too many†. (Shelton 78) It was an opinion stressed by art critics, but was never challenged or proven. When it had finally been studied, they found something out of the regular, â€Å"we measured the length of the back and of the pelvis in human models, expressed the mean values in terms of head height, and transferred them to the painting.† (Peirce 81) The falsification was found to be greater than what had been presumed originally; â€Å"La Grande Odalisque had five, rather than three, further lumbar vertebrae†(Peirce 81). Basically, she is structurally impossible; her pose is one that would be impossible to mimic. Since Ingres combined rationality and realism into his paintings some critics believe the deformation may perhaps exist on purpose and stand for an emotional motive. The way in which the woman’s head is placed and how it the distance it is away from her pelvis suggests, â€Å"the artist may have been marking the gulf between her thoughts and her social role† (Shelton 79) The face of the woman is where the observer’s eyes are drawn. Her expression is secluded, care-free and mysterious; giving her an almost secret filled feel about her. Her role as a harem is not to think of feeling; she is there only for the purpose of pleasure. â€Å"This theme is consistent with the role of women in the nineteenth-century views on female gender roles public women, i.e., prostitutes, fulfilled a vitally important social role as repositories of male sexual desire.† (Siegfried, Rifkin, Willey 34) Her gaze pulls viewers into her unknown world; captures and traps. The main reason for her existence is to wait upon a man, but not just any man; her husband. With knowing that her husband is the only man to ever see her in this state, the viewer is pulled in and knowing they will never be able to experience her, â€Å"she was part of the sultan harem, she was there to satisfy the carnal pleasures of the sultan, despise what she may feel or want. She reflects a woman ´s deep thoughts, complex emotions and feelings.†(Peirce 48) Her gaze tortures the viewer into looking and makes it difficult to look away. This piece is full of sensuality, mystery and romanticism. The woman is surrounded by a dark background; black with many different shades of blue. Her and her body are really the only aspect of the painting holding any light colours. With this, she stand out to the viewer; making her more striking than ever. Even with her imperfections she is blessed with flawless skin, shoulders, legs, arms and hands. The items nearby her, the peacock fan, the turban, and the pearls suggest an unfamiliar place; an exotic place. At her feet lies a hookah, which may come to the viewers as a shock; it’s not for tobacco but rather opium. The harem may come off to observers as irrational, passive and drugged, which creates more desire to know what she’s about. Is she offering it, or is she just high? That is a question that will never be answered, a question that keeps the viewers’ attention. La Grande Odalisque is what Western society believes a harem would look like. She is of the unknown but in a way that it becomes familiar. Since this is what the Western part of the world imagines and fantasizes about Islamic Asia, it makes them believe they are superior to what’s in front of them. Ingres conveyed his subject of wants and desires by painting La Grande Odalisque, and having the Western part of the world view it; you want what you can’t have. That is one way in looking at it, another is: â€Å"Some art historians have suggested that colonial politics also played a role.† (Shelton 81) Either way, Ingres combined what was happening to the world around him, two places so unfamiliar colliding together, with what the Western world wanted to see; what is actually happening is a completely different story than what one wants to believe is happening. La Grande Odalisque is recognized for its subject of desire for the unknown; her gaze, her pose, and the inferior, yet exotic, items surrounding her are what makes her so incredible to what people consider the norm. She has deficiencies but her overall appearance is perfect; she is nothing like her observers, which makes her that much more wanted; it’s a conflict between La Grande Odalisque and the viewer. Society, even today, is scared of the unfamiliar. We take situations, events and even the little parts in life that we are unsure of and turn it into something that can be confronted, even if it’s not reality; it’s what human beings do to feel safe from what we consider the abnormal. What makes this painting so unique is that people critique the way in which viewers see her, instead of the way she sees us; she is an unacquainted with us, as we are with her.

An Analysis of George Batailles The Story of the Eye Essay -- Story E

An Analysis of George Bataille's The Story of the Eye ...awareness of the impossibility opens consciousness to all that is possible for it to think. In this gathering place, where violence is rife, at the boundary of that which escapes cohesion, he who reflects within cohesion realizes that there is no longer any room for him (Theory of Religion 10). When Georges Bataille first published The Story of the Eye in 1928, anonymously and "in a limited edition of 134 copies" (Lechte 118), he had been at the Bibliothà ¨que Nationale in the department of numismatics for nearly six years. Bataille was thirty-one at the time of publication, and it was not his first or the most violent piece. "The Solar Anus" which preceded it actually looks ahead to the serious ethnographic articles, albeit often of a scatological nature, which Bataille wrote for Documents, a short-lived journal which he edited and founded in 1929. Active in surrealist and avant-garde circles, Bataille courted the radical left of the political and aesthetic arenas, although his professional work compelled him to function within rigid systems. While The Story of the Eye is often dismissed as adolescent writing (Bataille himself calling it juvenile in a preface to a later edition), I offer here a reading of The Story of the Eye in the context of his profession as a librarian and of his work as editor and writer for Documents, a journal that consolidates his reflections as antiquarian, literary artist, and amateur ethnographer. To read Bataille's fiction in concert with his sociological and critical writing elevates the radical negativity of its violent transgression to a positive value. The text of this novel contains, in an embryonic stage, the basic theories which... ...F. Bouchard. Ithaca: Cornell UP, 1977. 29-52. Gill, Carolyn Bailey. Bataille: Writing the Sacred. New York: Routledge, 1995. Hollier, Denis. "The Use-Value of the Impossible." Bataille: Writing the Sacred. 133-53. Lechte, John. "Surrealism and the practice of writing, or The 'case' of Bataille." 117-32. Nietzsche, Friedrich. On the Genealogy of Morals. Trans. Walter Kaufmann and R. J. Hollingdale. Ed. Walter Kaufmann. New York: Vintage, c1967, 1989. Richardson, Michael. Georges Bataille. New York: Routledge, 1994. Stoekl, Allan. Introduction. Visions of Excess: Selected Writings, 1927-1939. Georges Bataille. Minneapolis: U of Minnesota P, 1985. ix-xxv. Suleiman, Susan Rubin. "Transgression and the Avant-Garde: Bataille's Histoire de l'oeil." On Bataille: Critical Essays. Ed. and trans. Leslie Anne Boldt-Irons. Albany: SUNY P, 1995. 313-33.

Essay --

There are several different definitions of macro environment depending on what aspect we are referring. Macro environment could be defined as anything outside of business such as the economy, technology, and the power of natural and artificial. These factors are often uncontrollable. In Macro environment, many factors will affect the decision-making in any organization. To overcome and analyze these factors organization can categories it in to PESTLE model. The macro-environmental or external factors of KFC can be identified by using PESTLE analysis, which stands for economic, technology, legal and political, social - demographics and natural – environmental a) Economic: Economic factors represent the wider economy; it includes economic growth rates, levels of employment and unemployment, costs of raw materials such meat, petrol, energy, herbs, and steel, interest rates and monetary policies, exchange rates and inflation rates. These may also vary from one country to another. Hence, the economic factor depends on all these factors and upon a country as well. Thus, in a way the influences of economic factor are major and could be said as one of the most profound influences upon any industry. Industries, which depend on selling products, which are not a necessity, but rather depending on luxury, would rarely be able to profit b) Technology: What amount to technology is a question that depends upon two key factors firstly the adaptation capacity of an industry and secondly on availability of recent innovation. If we wish to place it in a vast arena, it involves changes in information and mobile technology, changes in internet and e-commerce or even mobile commerce and it include materials development and new methods of manufa... ...Its basic economy principle that corporations would usually have certain target groups, thus any that takes place within this group would in turn affect the corporation significantly. e) Natural- Environment: This factor usually involves availability of natural Resources and procedures or policy with regards to management of waste and etc. While this factor is not a key issue in all form of business, it plays a major function or role when it comes to mass production industries which lie heavily upon availability of raw materials. A prominent example would be uranium mining; if the area of mining has, ceases in availability of such material then the existence of the mining company would be placed to halt. The remnants of multiple tin mining factories could be seen all over Malaysia, which is due to decreased availability of the raw material.

Philosophy of Music Education in the Indian Context Essay

These goals must be the first and foremost reason why we teach music. To instill an even greater understanding and love of the domain thus enabling our students develop a genuine interest and continue a life long journey that’s undertaken in varying degrees and through diverse roles. Phenix (1986) stress on the fact that knowledge of methods makes it possible for a person to continue learning and undertake inquiries on his own (p. 11). Estelle Jorgenson in her book â€Å"Transforming Music Education† eloquently describes the need for music education to be transformed for the very reason that children be able to continue developing their knowledge beyond the classroom. Effective music education is built of a foundation that encompasses discussions, goals, materials and strategies, based on a teacher’s knowledge and experience of music and child development, educational guidelines and â€Å"overarching, and developing philosophy of music education† (Fiske, 2012). Before I elucidate my philosophy about music, I recognize the need to clarify my stand as a music educator who is passionate and determined to elevate the status of music education within classrooms around India. My Musical Experiences Music has always been a part of me for as long as I can remember. My earliest memories of music, especially the performance aspect, goes back to when I was three years old and sang a solo for a Christmas Concert that was organized by the radio station that my father worked at. I have memories of him kneeling on one knee and playing the guitar for me while I sang after which I was delighted to receive a big present from Santa. Ever since, I have enjoyed performing, and have so felt so comfortable on stage. All along I grew up listening to Christian gospel music and many contemporary arrangements of hymns. Supplementary to that my father offered me a rich experience of Indian hindustani devotional music. I learned songs by ear and didn’t realize what I was missing at this point, imagining what I learned in music to be the only way to absorb and internalize it. Performing was something that I enjoyed doing and it came naturally to me, partly because of my early initiation into leading worship at church. My true test of endurance came about when I was introduced to Western Classical Music at the age of 14, through the study of two years of piano. My teacher, like many others around, displayed an extremely formalistic approach and didn’t do much to expand my understanding of music beyond what was on the page and how I was supposed to read it. In response to this method I didn’t enjoy learning from the pages of notated music books, as much as I did learning by ear, and I continued to develop as a musician who played by ear and improvised at will. Studying opera during undergrad was a trying phase for me because of my inability to â€Å"connect the dots† as easily as I should have been able to. My aural skills remained excellent and I sometimes relied on that to carry me through certain phases. Hard work and determination became my motto, and I spent hours to understand and perfect music that was assigned to me, as I wanted to do my very best. Although I had composed songs earlier, without notating them, the study of music theory opened up a whole new world for me. I could now add variety and richness to my music through the concepts I was learning. Music became a new language for me; I was captivated by the way it lent itself to diverse experiences through different musical roles (something that I wasn’t aware of or didn’t pay attention to earlier). As a Music Teacher Although I initially joined a conservatory to study vocal performance, I found myself deeply drawn towards music education, and during my second semester decided to learn more about devising meaningful and persuasive trategies to improve the standard of music education in India. This thought emerged from an understanding that I had felt almost cheated for having lost out on so many years of studying music formally, yet effectively. I didn’t have a choice because structured music instruction simply wasn’t available at all the schools that I studied in, or the quality of instruction didn’t serve the purpose of educating or informing students like me. What gave the impression of a music class/lesson at school was in reality an enthusiastic way of keeping students occupied for forty minutes in simple singing, with a concert for parents every once a year. We learned songs by rote to perform them, year after year. During those years though, I didn’t realize the limitations that this system came with and continued to enjoy the fact that I was in choir and able to sing. This vacuum remains largely visible and unattended to in schools today, although some music educators in the recent past have taken huge steps towards improving the quality and effectiveness of their instruction in classrooms around India. Their efforts however remain predominantly an enthusiastic endeavor. What is urgently required is certainly something much more than sincere teaching. It calls for a transformation of the present system, giving room for every child to receive superior music education that fits into the whole. The need of every student being met in a transformed educational framework that constantly reshapes itself to accommodate new ideas and strategies. After all, as Regelski (2003) rightly points out that music (music education) is for everyone and not just for an elite few. The turning point in my decision to finally teach music myself came about when I enrolled my four-year-old daughter, Tiara, for after-school piano lessons. I hoped to give her a head start, with the understanding that she needn’t have to face the same challenges in learning music, like I had to. However, after a few classes, I realized to my complete dissatisfaction that there was no structure, no thought and imagination, and no clarity in what was being thought to her. Her fingering on the piano was all over the place for the two songs that her teacher worked on â€Å"Twinkle, Twinkle Little Star. † And â€Å"Baa Baa Black Sheep† Her teacher (I later learned wasn’t introduced to classical notation), taught her these songs by writing letters in a book and instructing her to commit it to heart. Lesson after lesson they would follow the same outline with no emphasis on any other musical aspects whatsoever. I decided I wasn’t going to take this lying down! I had to do all within my capacity to change the face of music education, as the vast majority of people understand it. I began studying about music education as well, to inform and equip myself for the task at hand. Around this period, my voice teacher encouraged me to coach students in voice, and I began shying away from it believing I was under qualified and needed many years of study to begin teaching. However, with a newfound passion and vigor, I accepted to coaching some of his voice students and also began to teach small groups of students on the history of music (because I loved learning about it). Meanwhile, I started training both my young daughters at home constantly developing new ideas and strategies to introduce musical concepts to them. A friend noticed my teaching style and asked if I would teach her daughter too, and thus began my professional journey as a music educator. Four years since then, I find myself accountable for the music instruction I offer to over 250 children across various age groups, who are part of my school. The need is so great within schools, and only a few educators are willing to take the extra effort of educating themselves and being channels of superior music instruction-catalysts of sorts. I am blessed to have a team of ten teachers who share in my vision and work alongside me in imparting music to the children who are part of our music school, â€Å"Harmony†. My long-term vision is to enhance the music programs in India for the betterment of as many children as possible. Individuals don’t realize what they’re missing until they’ve been given a taste of it, a glimpse of the bigger picture (much like my case). Through our school performances I aim on providing a window for the change to take place. A transformation that not only affects my students, but others around them as well through their personal interactions with each other and the community as a whole. My Personal Philosophy â€Å"A field or discipline without philosophical guidance, without critically examined ideals and commitment to their revision in light of the diverse and changing needs of those it seeks to serve, is more akin to an occupation han a profession† (Bowman & Frega, 2012, p. 23). For my vision to bear fruit and show evidence of becoming something concrete, I realize the need to develop my philosophy of music to an extent that equips me with the requisite tools to be able to initiate the change that I seek after. In the words of Jorgenson (2008), â€Å"I want to excavate beneath the superficial and demonstrable skills to think about the ideas and principles of music teaching, the things that drive and shape †. According to Kivy (2002), â€Å"A practice or discipline or body of knowledge, then, seems to become ‘eligible’ (If that is the right word) for philosophy, properly so–called, when it becomes for us a way of life: when it cuts so deeply into our natures as human beings that we are impelled to explore and reveal its innermost workings† (p. 7). It is necessary for me to â€Å"clarify the major dimensions of musical experience† so I can â€Å"effectively offer them to, and nurture them within, â€Å" my students (Reimer, 2003, p. 9), this despite the passion and conviction with which I teach and advocate the need for arts in schools. I have begun to develop a synergistic mindset in my philosophy of music education after my reading and researching the literature, coupled with practical experiences over the last few years. Reimer (2003) points out â€Å" A synergistic mind-set is one open to cooperation as an alternative to contention, to searching for points of agreement or confluence as an alternative to fixating on discord, to recognizing nuances in which seemingly opposed views are capable of some level of contention† (p. 30). I agree with Reimer’s democratic view that musical meaning is meaning that â€Å"individuals choose to give to and take from music, based on their life experiences and their musical orientations. † He further adds that there is to be no â€Å"one right way†, and calls for an adaptation of a synergistic blend in music teaching. Music must involve decision making through discernment and connections within a particular role (Reimer, 2003, p. 213). Eisner (1987) illuminates the need for a curriculum that â€Å"exploits the various forms of representation and that utilizes all of the senses to help students learn what a period of history feels like†(p. 7). Similarly, offering students a basis for understanding music in all contexts involves a thorough exploration of musical meaning within its definitive parameters, along with contemplation or reflection. Introducing students to the music and other art forms of various cultures is a wonderful way to broaden their understanding of the meaning of music. A student does not need to lose his own musical identity in order to study other music. On the contrary, in learning about other music, a student’s life is enriched. Reimer states, â€Å"In the spirit of adding to the self rather than substituting other selves for one’s self, the study of the music of foreign cultures enriches the souls of all who are engaged in it† (p. 191). Music and Meaning As advocates of music, music educators are often expected to express the meaning of music through words, yet words are incapable of truly describing the beauty and emotion felt through experience. â€Å"The concern is not to arrive at a definition and to close the book, but to arrive at an experience† (Ciardi, 1975, p. ). Ciardi states that there â€Å"still lingers belief that a dictionary definition is a satisfactory description of an idea or of an experience† (p. 1). Words may attempt to describe music, yet true meaning must be derived from the actual music experience Reimer (2003) discusses the difference between meanings drawn from words or language and the meanings found through music. He writes, â€Å"Language is created and shared through the processes of conceptualization and communication. Music is created and shared through the process of artistic/aesthetic perceptual structuring, yielding meanings language cannot represent† (p. 133). â€Å"The real power of music lies in the fact that it can be â€Å"true† to the life of feeling in a way that language cannot† (Langer, 1942, p. 197). Phenix (1986) highlights the need to look for aesthetic meaning in music concluding that there has to be a delicate balance between descriptive proposition that serves the purpose of laying out a historical background and allowing for freedom to gain perceptual features. Though music may evoke emotions in my students as they compose or serve as an outlet for their feelings when they perform, the ultimate significance of music lies in its ability to symbolize/portray deeply felt emotions. In the pages of his article, How Does a Poem Mean, John Ciardi (1975) shares with the reader his view that language is not capable of completely conveying the meaning that is discovered through experience. Living through the poetry is more powerful than attempting to interpret it. I believe that language does, however, serve a purpose of enhancing and is required when teaching for musical meaning. Words such as diction, metaphor, rhythm, and counter rhythm describe elements that lead to the understanding of form. Once a student can identify changes in the form through performance, â€Å"he will have identified the poem in action† (p. 95). He will no longer ask what the poem means but will see â€Å"how it means† (p. 95). Ciardi suggests questions such as, â€Å"Why does it build itself into a form out of images, ideas, rhythms? How do these elements become the meaning? † and â€Å"How are they inseparable from the meaning? † (p. 100). These questions are helpful in leading a student to the ultimate meaningful experience. Likewise, music students may use their knowledge of musical elements, such as rhythm and dynamics, to see â€Å"how† a piece of music means. Reimer (2003) says language has the essential function of disclosing and explaining the music. Music elements are inseparable from the performance of the music as they help to explain the musical experience. On their own, however, words and definitions remain dull and lifeless. I believe students should be immersed in the experience, while in a chorus, performing their instruments and listening to those around them. Meaning can be discovered through active participation in music and through the emotion and beauty the music portrays, for â€Å"Music means whatever a person experiences when involved with music† (Reimer, 2003, p. 133). Ciardi’s (1975) statement: â€Å"It is the experience, not the final examination, that counts† (p. 3) is particularly striking. The Indian society places high emphasis on examinations in music as with other subjects, very often overlooking the need for students to value their experience through the process of learning. I sometimes feel pressured by the community to meet high concert performance expectations and good examination results. Although I recognize that performance and the International music exams is a wonderful opportunity in which students can share their music with the community, or understand their level of competency, the true reflection of meaning in the music should be experienced in day-to-day music making within my classroom. I do my best not to focus on the examination repertoire alone but to include other music as well giving them a chance to draw out meanings and experience the music. Ciardi (1975) describes a poem as a â€Å"dynamic and living thing† (p. 10). He continues stating, â€Å"One experiences it as one experiences life. One is never done with it: every time he looks he sees something new, and it changes even as he watches† (p. 10). Similarly, music is capable of revealing something new each time it is experienced. The meanings my students derive from an initial listening of a piece of music may be vastly different than the meanings understood months or years later. The meaning of music constantly changes with personal life experiences and new perspectives. Reimer claims, â€Å"Music education exists to nurture people’s potential to gain deeper, broader, more significant musical meanings† (p. 133). I believe my students should derive their own meanings from the musical experience and without my influence. By explaining meanings to them, I face the fear of casting into oblivion the celebration of their own unique experience with the music, much the same way a language teacher might, in more ways than one, take away from the experience of a students â€Å"feelingful† experience of poetry as she explains the meaning in the verses of the poem. Instead of teaching â€Å"what† music means, I will instruct students on â€Å"how† music means, enabling them to derive meaning from experiences that occur beyond the classroom, and within their own roles. Feeling through Music â€Å"Music does for feeling what language does for thought† (Bowman, 1998, p. 200). As a musician, I understand the power of music to evoke feelings. Listening to or performing a great work of music in a concert hall may bring tears or chills to the musician in a way that only music is capable. Similarly, students’ emotional lives may be heightened by experiences in the classroom. According to Reimer (2003), the â€Å"emotional dimension of music-its power to make us feel, and to â€Å"know† through feeling-is probably its most important defining characteristic† (p. 72). In Western history, emotion has often been regarded less valuable than intellect (Reimer, 2003). Some people do not consider the arts to be as important as other core subjects such as math and reading in education due to the belief that arts are based on emotions and not reasoning or intellect. Recently, however, scientific scholars have begun to recognize that human intelligence, or cognition, is exhibited in a variety of forms, directly related to functions of the body, and tied to feeling. Dimensions of the mind, once thought to be separate and unrelated, are now known to work together, contributing to the things we know and experience. Anthony Damasio, a research neurologist, believes â€Å"feeling is likely to be the key factor in human consciousness itself and an essential ingredient in human cognition† (Reimer, 2003, p. 76). The capacity to feel â€Å"pervades and directs all we undergo as living, aware creatures† (p. 8). â€Å"Direct experiences of feeling are embodied in music and made available to the bodied experience of those engaged with it† (p. 80). The use of descriptive and symbolic language in the classroom, in the teaching of a varied repertoire of expressive music, aids in drawing out these responses of feeling from students. Including music that is heavy and loud or delicate and light will bring out an array of feelings. I believe students should be given an opportunity to articulate these feelings through journaling and in-class discussion.

Securities Paredes3 03 Essay

Securities Paredes3 03 Essay Securities Paredes3 03 Essay SECURITIES REGULATION OUTLINE PART ONE: RAISING CAPITAL I. SECURITIES REGULATION OVERVIEW A. Goals of Securities Regulation: The goals of securities market focus on the issuance of securities. These laws are all about disclosure. Investors need information. They are not able to kick the tires or to squeeze the fruit to test the product. So they need to make an informed decision when buying the product – a future stream of earnings. Nearly 84 million Americans (43.6%) of the US own some sort of stock. Institutional (pension funds, mutual funds, commercial banks, insurance companies) own the rest. 1) Assuring Informed Investor Decision-Making & Consumer Protection: Investors need to trust that the company they are investing in is doing the right thing. Securities laws instill trust because the disclosure of information will mean that the investor can be confident in the company. The investor knows that that there are protective measures and legal recourse. However: this can also lead to complacency. Ex. Enron: Thus investors not confident when laws not enf orced. Enron’s forms hadn’t been looked at in 3 years. 2) Allocative Efficiency: We want to ensure that stocks and other securities are priced accurately according to their true objective value. So long as the information that the regulations require is processed appropriately on the market, capital will flow to productive uses. The higher the value, the higher the price of the security and vice versa. We don’t want money being spent in places it shouldn’t be. However, corporations may restrict the outflow of information to prevent later liability actions. 3) Corporate Governance and Agency Costs: Sometimes agent/corporate interests will diverge from shareholder interest. Securities regulation mitigates these concerns, telling corporate managers don’t cook your books or stock will go down. Brandeis: â€Å"Sunlight is the best of disinfectants.† 4) Economic Growth, Innovation, Access to Capital: We want companies to be able to expand and grow. Securities regulation ensure that investors will feel confident about investing and then companies can get capital, expand, grow. A securities-centered economy like the US encourages entrepreneurial ventures. A banking-centered economy like Europe’s encourages firms dominance and corporate consolidation. 5) The Market for Lemons: Investors need to know which companies are lemons, which aren’t. Rigorous scheme of securities regulation allows the non-lemons to signal to market that they’re not lemons and thus investors won’t be afraid of investing. B. Overview of the Financial Markets: The securities markets are a subset of the many financial markets. There are non-securities markets (bank loans, treasury bills, CDs and commercial paper) and equity markets. The decision of which market for a company to enter is based upon the cost of capital in the particular market, the time necessary to effect a transaction, and regulatory supervision. When a financial product is considered a security, the breadth of the securities laws applies. C. The Equity Markets: 1) The Trading Markets: a) The Primary Market: The primary market is issuer transactions sold to investors. b) The Secondary Market: The secondary market are trading transactions between investors, done on NYSE, NASDAQ, Electronic Communications Markets. D. Regulatory Framework: 1) The SEC: The Securities & Exchange Commission is an independent administrative body charged with the administration of the securities laws. Subject to the Administrative Procedure Act, thus there are open meetings, advance notice of regulatory changes, opportunities for interested parties to comment. Very New Dealesque. Maintains EDGAR (Electronic Data Gathering, Analysis and Retrieval). a) The Composition: One Chairman and four commissioners. Each commissioner has a five-year term, staggered, no more than three can be from the same party. b) The Divisions:

Free Essays on Korean Jewelry

Silla, Paekche, and Karak are known as the three kingdoms in the Three Kingdoms period that occurred approximately between the years of 37 B. C. E. and 668 C. E. In coming together in unity, these three kingdoms enjoyed more freedom than they had for many years because of the lack of fighting between their three kingdoms as well as the unified front that they presented to others. Invasions became less frequent from common enemies, namely Japan and China, who would continue to invade and overtake Korea even in the twentieth century. The Three Kingdoms period was a time of flourishing art and ability. It was a time that Korea began to see more things Chinese mainly because of an invasion of another kind, Buddhism. It was during this time that many Korean people, mainly chungin class artists, began to notice and imitate Chinese art that was beginning to be imported. The chungin class in Korea was known as middle class. Theirs was a small group that consisted of educated laborers such as astronomers, physicians, interpreters and artists. This group was subordinate to the yangban, or nobility. The yangban’s taste in art differed in that from the chungin class. The chungin preferred a more realistic approach to art whereas the yangban’s taste was for the more dreamlike and fantastic. The chungin also preferred to speak in their native tongue, Hanguk (Korean) whereas the yangban considered it vulgar not to speak in Chinese. All Korean people who could write at this time did so in Chinese because the Korean characters were not â€Å"created† until the fifteenth century by King Sejong. Most secrets of the metal smithing and engraving have remained just that, secrets. There is a lack of written information on most Korean skills because most skilled workers utilized the master-apprentice system of passing information through generations. Whatever we do know about the creating of art during this time comes from the writings of ... Free Essays on Korean Jewelry Free Essays on Korean Jewelry Silla, Paekche, and Karak are known as the three kingdoms in the Three Kingdoms period that occurred approximately between the years of 37 B. C. E. and 668 C. E. In coming together in unity, these three kingdoms enjoyed more freedom than they had for many years because of the lack of fighting between their three kingdoms as well as the unified front that they presented to others. Invasions became less frequent from common enemies, namely Japan and China, who would continue to invade and overtake Korea even in the twentieth century. The Three Kingdoms period was a time of flourishing art and ability. It was a time that Korea began to see more things Chinese mainly because of an invasion of another kind, Buddhism. It was during this time that many Korean people, mainly chungin class artists, began to notice and imitate Chinese art that was beginning to be imported. The chungin class in Korea was known as middle class. Theirs was a small group that consisted of educated laborers such as astronomers, physicians, interpreters and artists. This group was subordinate to the yangban, or nobility. The yangban’s taste in art differed in that from the chungin class. The chungin preferred a more realistic approach to art whereas the yangban’s taste was for the more dreamlike and fantastic. The chungin also preferred to speak in their native tongue, Hanguk (Korean) whereas the yangban considered it vulgar not to speak in Chinese. All Korean people who could write at this time did so in Chinese because the Korean characters were not â€Å"created† until the fifteenth century by King Sejong. Most secrets of the metal smithing and engraving have remained just that, secrets. There is a lack of written information on most Korean skills because most skilled workers utilized the master-apprentice system of passing information through generations. Whatever we do know about the creating of art during this time comes from the writings of ...

Mandarin Chinese Names of North American Cities

Mandarin Chinese Names of North American Cities Mandarin Chinese has a relatively limited stock of phonetics compared with other languages. When it comes to translating Western geographical names into Chinese characters, a close phonetic match is attempted. Consideration must also be given to the meaning of the chosen Chinese characters. Most geographical names are chosen as phonetic approximations of the Western names, but a few place names are descriptive. San Francisco, for example, is Jià ¹ JÄ «n ShÄ n, which translates as â€Å"Old Gold Mountain,† reminding us of the California gold rush. Most Mandarin Chinese geographical names sound strange to Western ears. This is because there is usually not an exact phonetic equivalent to the sounds of the English names. North American Cities Click on the links to hear the audio. English Name Chinese Characters Pinyin New York ç ´ Ã§ ´â€ž niÇ” yuÄ“ Boston æ ³ ¢Ã¥ £ «Ã©  â€œ bÃ…  shà ¬ dà ¹n Montreal è’™ç‰ ¹Ã¥ ©  mà ©ng tà ¨ là ³u Vancouver æ º «Ã¥â€œ ¥Ã¨  ¯ wÄ“n gÄ“ hu Toronto Ã¥ ¤Å¡Ã¥â‚¬ «Ã¥ ¤Å¡ duÃ…  là ºn duÃ…  Los Angeles æ ´â€ºÃ¦ â€°Ã§ £ ¯ luà ² shÄ n jÄ « San Francisco 舊金å ± ± jià ¹ jÄ «n shÄ n Chicago èŠ Ã¥Å   Ã¥â€œ ¥ zhÄ « jiÄ  gÄ“ Seattle è ¥ ¿Ã©â€ºâ€¦Ã¥Å"â€" xÄ « yÇŽ tà º Miami é‚ Ã©Ëœ ¿Ã¥ ¯â€  mi Ä  mà ¬ Houston ä ¼â€˜Ã¦â€" ¯Ã©  â€œ xiÃ… « sÄ « dà ¹n Portland æ ³ ¢Ã§â€° ¹Ã¨Ëœ ­ bÃ…  tà ¨ ln Washington è  ¯Ã§â€ºâ€ºÃ©  â€œ hu shà ¨ng dà ¹n New Orleans ç ´ Ã¥ ¥ §Ã¨â€° ¯ niÇ” o ling Philadelphia è ² »Ã¥Å¸Å½ fà ¨i chà ©ng Detroit Ã¥ ºâ€¢Ã§â€° ¹Ã¥ ¾â€¹ dÇ  tà ¨ lÇÅ" Dallas é â€Ã¦â€¹â€°Ã¦â€" ¯ d lÄ  sÄ « Atlanta ä ºÅ¾Ã§â€° ¹Ã¨Ëœ ­Ã¥ ¤ § y tà ¨ ln d San Diego è â€"Ã¥Å" °Ã§â€°â„¢Ã¥â€œ ¥ shà ¨ng dià © y gÄ“ Las Vegas 拉æâ€" ¯Ã§ ¶ ­Ã¥Å   Ã¦â€" ¯ lÄ  sÄ « wà ©i jiÄ  sÄ «

Marketing plan Essay Example | Topics and Well Written Essays - 500 words - 4

Marketing plan - Essay Example The application of these media would facilitate the building of a loyal customer base. The products of Pizza Restaurant are Pizza and other food items. However a lot of the customers like to spend their time in the restaurant because they like leisure and entertainment activities. Therefore the critical factor is to design a message that will appeal to the emotions of the customers. The message should communicate the exciting features that are offered by the restaurant. One possible message can be: Pizza Restaurant delivers the best products in town. This simple message will appeal to the emotions of the customers, particularly when delivered through attractive audio-visuals. Such a message broadcast online and through TV can communicate to the mass market and create an emotional appeal for Pizza Restaurant. Answer to Question 2 The most important element is the positioning strategy. Implementing an effective positioning strategy will enable Pizza restaurant to emphasize upon the uni que quality of its products and services (Armstrong and Kotler, 2005). Since the restaurant will be targeting customers most of whom are from rich families, the critical success factor is to create a unique positioning within the minds of the customers (Fred, 2006).

Module 8 DQ 1 and 2 Assignment Example | Topics and Well Written Essays - 500 words

Module 8 DQ 1 and 2 - Assignment Example Particularly, when one knows how to carry out critical appraisal on interval variables, translating the research results and findings into practice becomes possible. For instance, when determining the relationship between temperature and effective treatment, the use of internal variables may come in handy. A physician who is thorough in research studies will for instance know that a temperature of 0.0 on the two sides of the scales must not be misconstrued to mean the absence of temperature, just as a PH of 0.0 will not mean the absence of acidity. The determination of the PH and temperature is very sacrosanct to the provision of healthcare services. The same use of statistical provisions as part of the EBR in medical services provision heavily relies on the concept of statistical significance. By being able to appreciate the importance of significance level, the director of the nursing department will be able to correctly decide whether to discard research findings as false, or to implement them as true. For instance, a statistical significance of .95 will compel the director of the Federal Qualified Healthcare Center, nursing department, to adopt research findings of an inquiry on the relationship between inpatient admission and patient satisfaction. Throughout the course, the connection between the use of research and efficiency in the administration of healthcare services is maintained, and thereby helping the learner appreciate the nexus between EBR and patient-centered medical programs. The term informed consent is a legal jargon applicable in many fields including healthcare. The fundamentals that must be thought out when invoking informed consent from the patient are competency, benefits, risks and details. According to Hahn and Collier (2010), competency demands that the patient should have a mind that is at least able to comprehend the details, benefits and the risks that will accompany a specific form of medical intervention. Likewise,

George Washington's Farewell Address Essay Example | Topics and Well Written Essays - 750 words

George Washington's Farewell Address - Essay Example From the essay "Farewell Address" it is clear that in the beginning section of the letter he addressed his concerns of the various security threats that the nationals of America might face in different sects of life. He stated and believed that the American population was secure all over the world including the United States itself if the various states of the country stay united and left peacefully with each other. He added that the constitution that created all the states of USA is experiencing and was going to experience continuous threat from enemies located both locally and internationally. He advised the American people that they should not support those who were looking forward to breaking the union and they should give importance to the unity of the United States over all other factors such as religion, culture and behavior. In his address, he even gave supports to the new government that will be taking over and emphasized the importance of constitution whenever the people of America wish to change the government. He even stated that the government should operate in accordance with the constitution and any changes to the constitution should only be made if the majority of the population of America votes in the favor of the change. Another warning given by Washington through his address was that there are certain political elements that will become an obstacle in the governemnt’s right to use their power and make the decision. These elements will try to persuade the citizens that such activities are in the best interest of the American’s.... These elements will try to persuade the citizens that such activities are in the best interest of the American’s, but the rel intention of these elements is to take power from the hands of the government and transfer this power in the hands of the unfair individuals (Hargrove, 2000, p.14). Washington warned the American people about the creation of political parties as political parties devide the population into groups by saveguarding and represnting the interest of a small portion of the entire population. He even pointed out that the activities of these parties face various obstacles from the government as government beilieves that these parties are their enemies. On the other hand these parties even try to crfeate differences and break governments that have been elected by the majority vote. Washington states that the constitution is very important to keep a track of changes in parties and to ensure that parties that are working for the interest of only one group do not se ek governmental powers. He even states that if certain authority that the government has is unjust, then changes can be made through constitution and not force. Through his letter, he even gave imporftance to religion and morality anad stated that religion is very important to live morally. Washinton supported the creation of balanced federal budget through his letter and stated that government credit should be used wisely, all debts acccumulated during the time of war should be repaid immediately to ensure that the burden of these debts do not fall on the shoulders of the generations that have yet to come. He even emphazied that in certain scanrios such as while safeguarding United States more expenditure needs to

Corporate Governance and social responsibilities Essay

Corporate Governance and social responsibilities - Essay Example This began in the 1980s when the company put in place structures to check the sources of its funds and how the funds are spent in a transparent and accountable manner. This paper will discuss the extent to which the Coca Cola Company has incorporated corporate governance principles and social responsibility practices into its operations and how effective these strategies have been in fostering the growth of the company in the highly competitive soft drinks industry. Introduction Corporate governance refers to laws, processes and guidelines that a business is controlled, regulated, and operated in. The directors of Coca Cola have laid out factors that have led to improved corporate governance. The Coca Cola Company has been committed that guide corporations in dealing with that govern corporate governance. Corporate governance has been enforced by the shifting attention to high and risky profiles that have shifted the debate on corporate governance. In many cases the coca cola company has been faced with lawsuits from both the customers and employees over their operation errors. Rubach and Picou (2004, p.24), the role of corporate governance has been linked to the economic and social elements arising from the company activities. The Coca Cola Company has adopted the balance theory that sates that the company must find a balance between its internal activities and the activities of external shareholders. The relevant stakeholders that the coca cola company takes in consideration include shareholders, employees, competitors, suppliers and customers. The most relevant stakeholders that determine corporate governance include the shareholders. The institutional theory states that it is that role of the directors to maximize... The objective of this research is to acquire a better insight of corporate governance principles and social responsibility practices using the Coca Cola Company as an example. The Coca Cola Company has adopted the balance theory that sates that the company must find a balance between its internal activities and the activities of external shareholders. The relevant stakeholders that the coca cola company takes in consideration include shareholders, employees, competitors, suppliers and customers. The most relevant stakeholders that determine corporate governance include the shareholders. The institutional theory states that it is that role of the directors to maximize shareholders value because they are the owners the corporation. Davis asserts that the most important corporate governance policies seek to put an institution on more non financial perspective as opposed to the traditional institutional governance. Traditionally, governance of corporations was based on the sole objective s of profit maximization and cost minimization. Since its foundation, Coca cola has practiced traditional governance in its management but the directors in the 1980s came to realize that an organization of Coca Cola’s caliber could not operate on finances alone but the ways in which the finances are generated and used. The main areas that the directors of the Coca cola company have a focused on include endorsement of corporate governance in the company, parties to corporate governance , Corporate governance guidelines and ownership and structure in order to ensure good corporate governance.

Management in Context Essay Example | Topics and Well Written Essays - 4250 words

Management in Context - Essay Example MFP's typically relate to low rates of inflation ,prudent government spending, high rates of investment and a healthy trend of market liberalisation. The Post World War II approach of the BWI's was based upon a much smaller role for the state following the era of the large-scale globalisation (so characteristic of the post cold war years) This was largely a response to the state controlled economy' of the USSR which turned out to be an economic and political disaster. Globalization is a term which has been used to describe and explain many different phenomena like greater economic integration across national borders.The concept is supported by those who agree with its trade and economic benefits yet those who criticise it believe that those who perceive it as a threat to social cohesion and an invasion of the "capitalist evils of the west" thus undermining state welfare.As at today the term denotes a kaleidoscopic image, a great variety of tendencies and trends in the economic, social and cultural spheres. In brief it can be used to described from an economic and developmental point of view as , "increasing and intensified flows between countries of goods, services, capital, ideas, information and people, which produce cross-border integration of a number of economic, social and cultural activities. It creates both opportunities and costs and for this reason it should not be demonized nor sanctified, nor should it be used as a scapegoat for the major problems that are affecting the world today. (Williamson, 2002 cited in Cooper 2005 pg 15) In the light of the above there has been a rapid growth in the Multinational Corporations trying to reap the benefits of Foreign Direct Investment with in foreign legions where the costs of labour etc are far less.This has also been enhanced by the role of the modern state in economic intergration and the elaboration and adoption of market-oriented policies and regulations,internationally and locally.During the 1980s this integration intensified and there was an increase in"financial sector deregulation, the removal of controls over foreign exchange and enhanced freedom of trade. Financial deregulation has resulted in the progressive elimination of capital controls, the removal of controls over interest rates, and the lifting of traditional barriers to entry into banking and other financial services"( Vincent, 1995)Academics have expressed a lot of scepticism over the fact whether Globalisation of Investments and the growth of MNCs (Multinational Corporations) has been meaningful to the contribution to domestic growth .According to Froot (1993) Globalisation does not actually require neither capital flows nor investment in capacity but is a mere extension of corporate control over international boundaries: Therefore the recent ability of Globalisation to

Corporate Governance and social responsibilities Essay

Corporate Governance and social responsibilities - Essay Example This began in the 1980s when the company put in place structures to check the sources of its funds and how the funds are spent in a transparent and accountable manner. This paper will discuss the extent to which the Coca Cola Company has incorporated corporate governance principles and social responsibility practices into its operations and how effective these strategies have been in fostering the growth of the company in the highly competitive soft drinks industry. Introduction Corporate governance refers to laws, processes and guidelines that a business is controlled, regulated, and operated in. The directors of Coca Cola have laid out factors that have led to improved corporate governance. The Coca Cola Company has been committed that guide corporations in dealing with that govern corporate governance. Corporate governance has been enforced by the shifting attention to high and risky profiles that have shifted the debate on corporate governance. In many cases the coca cola company has been faced with lawsuits from both the customers and employees over their operation errors. Rubach and Picou (2004, p.24), the role of corporate governance has been linked to the economic and social elements arising from the company activities. The Coca Cola Company has adopted the balance theory that sates that the company must find a balance between its internal activities and the activities of external shareholders. The relevant stakeholders that the coca cola company takes in consideration include shareholders, employees, competitors, suppliers and customers. The most relevant stakeholders that determine corporate governance include the shareholders. The institutional theory states that it is that role of the directors to maximize... The objective of this research is to acquire a better insight of corporate governance principles and social responsibility practices using the Coca Cola Company as an example. The Coca Cola Company has adopted the balance theory that sates that the company must find a balance between its internal activities and the activities of external shareholders. The relevant stakeholders that the coca cola company takes in consideration include shareholders, employees, competitors, suppliers and customers. The most relevant stakeholders that determine corporate governance include the shareholders. The institutional theory states that it is that role of the directors to maximize shareholders value because they are the owners the corporation. Davis asserts that the most important corporate governance policies seek to put an institution on more non financial perspective as opposed to the traditional institutional governance. Traditionally, governance of corporations was based on the sole objective s of profit maximization and cost minimization. Since its foundation, Coca cola has practiced traditional governance in its management but the directors in the 1980s came to realize that an organization of Coca Cola’s caliber could not operate on finances alone but the ways in which the finances are generated and used. The main areas that the directors of the Coca cola company have a focused on include endorsement of corporate governance in the company, parties to corporate governance , Corporate governance guidelines and ownership and structure in order to ensure good corporate governance.

Lives of girls and women by Alice Munro Research Paper

Lives of girls and women by Alice Munro - Research Paper Example Every story reveals more about Del’s experiences from being a young, innocent girl to becoming an adult, living with her family that comprises of her parents, younger brother, and Uncle Benny; the work focuses mainly on issues of girls and women, thus the prominence of female characters and its feminist bias (DeFalco 377). In this analysis, I propose that the repeated crises encountered by Del in Alice Munro’s Lives of girls and women, are partial illusions camouflaging a looming decay, and that everyday life is a grand illusion. Structure Dell narrates the stories from a first person’s point of view, and the whole cycle is structured in eight chapters, each detailing a self-contained tale that espouses additional facts concerning Del’s evolving identity. The cycle opens up with a fundamental retrospective focus on Del’s childhood when she is first awakened to the romance of everyday, surrounded by chaotic and eccentric misfits (Awano 91), the likes of Uncle Benny, whose concept of the world was a distorted reflection of reality. From these early experiences, Del learns to focus on the deeper meanings and details of life rather than merely on the shadows and reflections that individual lives often cast as she sharpens her wits and senses for a future career as a writer (McDonald). Through the subsequent chapters, the writer portrays various models of womanhood that come into constant interaction with Del as she grows up, from Naomi, Del’s best friend who lives up to the expected role of ingenue, wife on one end, and her mother Ada who sometimes speaks for ‘the world’ and on others for what â€Å"the world† fears and despises. Text Analysis In the first chapter, the Flat Roads, Munro establishes a symbolic geography in which she thoroughly contrasts the town of Jubilee, the epitome of society, sociability, and propriety, from the Flats Road, where drunkenness, sexual looseness, dirty language, haphaza rd lives, and content ignorance are the norm of everyday (McDonald). Del, still a child, grapples with the assimilation of Munro’s two countries but is yet to encounter the lurking struggle to belong to both worlds and the subsequent inner conflict due to a split personality. The distinctions between the town of Jubilee â€Å"the world† and the Flat Roads â€Å"the other country† are clear, but Uncle Benny, who represents the â€Å"other country,† espouses both a sense of potential for chaos in the world, and a hope for change through ecstatic faith, unlike the garrisons through the allusion of the ark (Monro 27). The title of the chapter suggests Del’s compromise by unconsciously sharing Uncle Benny’s vision yet not forfeiting the security offered through her mother’s ordered perception. Chapter two, titled Heirs of the Living Body, Del herself confronts the dilemma of Munro’s two countries, the Garrison’s world, repres ented by Del’s two aunts, and Uncle from her father’s side; unlike Uncle Benny, Uncle Craig perceives a reassuring pattern of everyday events. Unlike the disordered setting of the Flat Roads, the garrison world is highly structured that no sense of chaos and potential terror is recognized in Ada’s viewpoint, and Craig’s sisters Elspeth and Grace who are bound in the domestic sphere represent a subtle yet profound aspect of the garrison for they are excellent housekeepers and adept socializers (McDonald). Unlike her mother who embraces directness and

Overseas Volunteer Essay Example for Free

Overseas Volunteer Essay The summer of 1996 was a time of great change for me as an individual. This was the summer that I was fortunate enough to get to spend six weeks as part of a traveling abroad program. These six weeks changed the way I viewed different places, people and cultures. I was lucky enough to experience many different things in many different places. I met many people from interesting cultural backgrounds and learned a lot from them. These six weeks prepared me for many new experiences in life. While traveling, I stayed with different families who were kind enough to take me in. Living with people who had different cultures and sometimes even different languages was a challenge for me since I had never even been out of the United States before this trip. I got to learn how to adapt to new situations by finding inventive ways to communicate with other humans. This was invaluable to me because it forced me to really pay attention to other people and learn about their cultural values through observation. This is a skill that has stayed with me. I have learned to slow down and really listen and observe in order to learn new things and gain new perspective. I was also able to visit many historic sites, landmarks and museums during my travels that I had only read about in books. I was able to apply a picture in a book to the real setting and this was an incredible experience. In these visits I was also able to learn a great deal about the culture in which I had immersed myself. This allowed me a deeper understanding of the people around me. These visits also told me about the rich histories of different groups of people and how they shaped the culture as it is today. In addition, I was able to try new and different foods which only added to my cultural experiences. At the same time, as I was experiencing new cultures I was also able to reflect on my own culture and the importance that it holds in my life. My travels have helped shaped the person I am today. I was forced to learn patience as I was immersed in cultures with different values and languages. I learned how to be creative in finding ways to communicate respectfully. I built my self confidence as I began to realize how capable I was of learning about different cultures in ways other than reading books. I got the opportunity to meet interesting people who helped me understand different ways of life and apply those to my own life. I learned how to be flexible in adapting to new ways of doing things, new ways of communicating and even new ways of eating. I experienced a great deal of personal growth in these travels that will prove invaluable to me in my future accomplishments. Changing lives is a great experience. This sentence sums up why I would like to be a Peace Corps Volunteer. I have a deep desire to change the world by changing the lives of people less fortunate than me. I have been fortunate enough to have access to a high quality education. I have always enjoyed learning and experiencing new things and I would like to pass that on to other people. My college education was only a starting point in my life long learning endeavors. I have a passion for knowledge that has allowed me to reach a point in my life where I wish to give 27 months serving as a volunteer and enriching the lives of people around the world. Habitat for Humanity has given me valuable life skills but more importantly gave me the opportunity to help people less fortunate than me. I have been able to build homes for people and at the same time learn about their individual lives. I have taken my passion for helping others and in the process began to realize how one person can make a great difference. I can be that one person that takes the initiative to make small changes that will eventually lead to big changes. I desire to take this realization and travel the world helping others through small changes. Four years in the workforce has also given me valuable experiences that will enable me to be an effective volunteer. Through working, I have gained leadership skills that will serve me well when working with a team of other volunteers. These leadership skills will help me work cooperatively to make positive changes in the world. I have also gained a clear understanding of globalization outside of the United States and I wish to build on that knowledge through my volunteer work and opportunities I wouldn’t be able to have if I continued working in the corporate world. Working as a volunteer will provide me with international experience and new insights about the world around me. I can learn new values and perspectives that will make me a more well rounded and empathetic person. I will gain new understandings of different people and cultures and be able to apply some of that to how I live my own life. At the same time, I will have a great responsibility to show others my values and teach them new and exciting things about my own culture. Twenty-seven months is a short time in my life but those months will mean big changes in my life that will last long after my time serving as a volunteer is over. My life would be greatly enriched by helping others through small changes. I look forward to the chance to start making small changes right away and watching those small changes turn into big changes that have positive impacts on people around the world.

The Rise Of Facebook In Vietnam Media Essay

The Rise Of Facebook In Vietnam Media Essay Reading Public Relations at university, I am always fascinated by the art of communicating with and persuading people. Being a heavy user of Facebook, I am amazed how the social network since its birth has brought about so many changes to the ways people share and communicate. This research paper is my attempt to investigate the marketing communications role of Facebook in my home country, Vietnam. A survey targeting at 100 Vietnamese internet users and interviews with two industry experts were conducted and analysed. I was able to sit in the positions of both users and marketers to view the issue. Findings showed that Facebook marketing communications in Vietnam is currently at its young age however has had a very interesting journey of development. The young internet community and marketing practitioners in Vietnam love Facebook. Nevertheless, that is not enough to secure future success; the social network has to do much more in order to increase its digital influence in a highly competitive market. Chapter 1: Introduction Overview There have been a number of studies on effects of social media on marketing communications, a few of which have a specific investigation on the social network giant Facebook. However, most of those only focus on cases in the West where the emergence of social media first happened and most of the marketing trends originate. I am thus keen on doing a research on how social networks and Facebook specifically have found its ways and been used as a marketing communications tool in the other side of the world. Vietnam is one of the fastest growing internet populations worldwide with around 30 million users, making up a third of the total population. The Facebook block issue which caused difficulties logging in the site starting since late 2009 has not made this social network less attractive in Vietnamese users perspectives. Facebook marketing and communications in Vietnam moreover enjoys a boom when agencies have increasingly appreciated the power of the site in influencing audiences. This research paper attempts to study the nature of this development and its roles to marketing communications in the eyes of both users and marketers. Objective The aim of this study is to investigate the current performance and future potential of Facebook as a marketing communications tool in Vietnam. It is hence important to determine profiles of Vietnamese Facebook users and their behaviours towards the social network. Opinions of industry experts on how effective Facebook is and will be to approach and persuade audiences are also essential. Key areas of investigation include: What is the current place of Facebook in the Vietnam social web market? What is happening to Facebook in Vietnam? Is this really blocked? Who use Facebook most in Vietnam? How do they interact with the site? What are their concerns when using Facebook? How reliable Facebook content is compared to other media platforms? How effective is Facebook in terms of marketing communications in Vietnam? What is the future of Facebook marketing in the country? The study is in general to provide an insight of Facebooks performance in Vietnam, focusing on its marketing roles. It specifically aimed to evaluate the strengths, weaknesses, opportunities and threats of the social network as a growing marketing communications tool in this emerging economy. 1.3 Background The internet in Vietnam has had a fascinating journey of development, in opinion of Thomas Crampton, Asia-Pacific Director of Ogilvy 360Â ° Digital Influence. He believes that the rapid growth of the internet in Vietnam receives support of three main factors including a developing nation, young population and the Government (Vietnam News, 2010). In terms of statistics, a research in 2010 by TNS, one of the worlds biggest market research groups, showed that 45% of Vietnamese are highly engaged in digital activities. The countrys figure is ranked fifth in Asia-Pacific area and slightly higher than the United Kingdom (43%) and the United States (42%). According to the same source of statistics, Vietnam is known as one of the youngest internet populations worldwide with the average age of 27. Another significant feature of the internet in Vietnam is its growing mobility. Again, statistics proved it best when showing that Mobile internet in Vietnam saw a growth of more than 800 per cent last year, reaching a total of 110 million mobile subscribers in early 2010 (Vietnam News, 2010). All of these somehow draw an overall picture of Vietnams internet environment with a young, mobile-going and highly-digital community. Social Media in Vietnam Like the development of the internet, Vietnam social media has witnessed dramatic growth since its first day in the country. Social network usage increased significantly from 4% in 2009 to 64% in 2010 (Crampton, 2010). Social networking was ranked as the most important digital activity by 25% of Vietnamese internet users, just behind Emailing which was ranked first by 27% of the research participants (TNS, 2011). The social web market in Vietnam marked its first turning point in 2005 with the launch of Yahoo!360, a blogging tool which allows users to compose their writings, customise screens and socialise with friends. Before the emergence of Yahoo!360, the social web environment in Vietnam relied on a few dominant platforms. Yahoo dominated the instant messaging and emailing sectors while its searching function was relatively popular together with Google. Community pages varied when users tended to participate in their online local community such as school forums rather than a particular national-scale page. A similar situation happened to video/music-sharing sites when several providers shared the popularity. After Yahoo!360 came, it ruled the social media world in the country, possibly with the support of Yahoos early dominance in Vietnam internet services. Millions of Vietnamese enjoyed writing about their daily lives and gossiping celebrity news. They gradually created a mass online comm unity and a unique blogging style called Yahoo!360. It was not a tool specifically designed for Vietnam market, but the market took it anyway, with great passion and enthusiasm. (Nguyen, Ogilvy 360Â ° Digital Influence, 2010) Only people from Mars dont know about Yahoo, said Hoang An, 21, one of countless fans of the portal, which has one of the countrys most potent brands. (Russell, Asian Correspondent, 2010). The next turning point happening to the Vietnam social web community was in 2009. Yahoo!360 dominated social media in Vietnam however did not work well in other countries. The blogging tool failed to serve global customers, forcing Yahoo! global to close the service. The firm gave warnings about the closure several times since early 2009; however Yahoo Vietnam has seen a mix of trying to maintain the operation and investment versus tempting to close it down (Nguyen, 2010). The reason was as clear as the brand has achieved such a significant success in the country. Yahoo!360 users or in this case a majority of the Vietnam web community were strongly against this decision. Nevertheless, their efforts could not help prevent the closure of the site in 2010. Yahoo! Vietnam not long after that launched a local blogging service targeted specifically at Vietnam market called Yahoo!360 Plus. However, the replacement has not achieved such extreme success like its original version did. Since th en, the market has witnessed the emergence of a number of social media, both domestic and international brands. Facebook in Vietnam The number of Facebook Vietnamese users has reached more than 1.5 million in early 2011 (Social Bakers, 2011). The figure in 2009 was around 40,000 and impressively doubled in 2010. Facebook estimated a number of 1.9 million Vietnamese users in 2011. The social network has a Vietnamese-language version along with its English site; users thus have a choice of the language they want for their own pages. However, language has never been a problem preventing the popularity of social media in general and Facebook especially in Vietnam. English was the only language used in many social media tools; however, what really matters is that users can always propose their own content in Vietnamese or any other languages. Facebook is furthermore an international social network thus designed to reach international users. Chapter 2: Literature Review When researching the performance of Facebook as a marketing communications tool in Vietnam, I came across a number of concepts and facts which help build a better understanding of the topic. In this chapter, I will then explore these concepts and their relations to the study of marketing communications on Facebook Vietnam. They include the growing roles of social media in general and Facebook especially to marketing communications, the place of Facebook in comparison to its competitors and the internet censorship issue in the country. 2.1 Marketing Communications to Social Media and Facebook There are a variety of definitions of the term social media. Social media guru Larry Weber in his book Marketing to the Social Web suggested that The social web is an online place where people with common interest can gather to share thoughts, comments, and opinions. It includes social networks such as MySpace, Gather, and Facebook [] and branded web destinations like Amazon, Netflix and eBay. In summary, it is a new world of unpaid media created by individuals or enterprises on the web. (Weber, 2009: 4) Looking at another source, Brian Solis and Deirdre Breakenridge (2009: xvii) defined social media as the democratisation of content and the shift in the role people play in the process of reading and disseminating information. In general, definitions slightly vary but all feature social media as new media platforms whose content is created on the web and by internet users. The term marketing communications meanwhile is widely agreed to consists of the promotional activities pursued by the firm and includes personal selling, mass selling, (comprising advertising and publicity), public relations and sales promotions (Monye, 2000: 11). It is the process of interacting with audiences or customers in a way that promotes a favourable brand image and helps build goodwill. Putting social media and marketing communications together, it then results in the concept of a new communications tool which is based on strengths of social web. Zarrella in The Social Media Marketing Book believes that the best way to define the term is to compare it with marketing on traditional media (including television, newspapers, radio and magazines). The author describes these traditional media as one-way static broadcast technologies while social media with new web technologies have made it easy for anyone to create and, most importantly to distribute their own content (Zarrella, 2010: 2-3). Marketing on the social web hence does not require huge sums of money to embed their messages but can make their own interesting content that viewers will flock to (Zarrella, 2010: 3). Supporting the idea of this growing power, Larry Weber believes that the social web has transmitted the way we do marketing: Rather talking at customers, marketers should talk with them. And the social web is the most effective way in the history of the world to do just that on a large scale. (Weber, 2009: 4) Among a number of different social media platforms, social network giant Facebook indeed makes up to the word giant. The review will focus on the marketing communications role of Facebook, which also seems to be one of the sites most significant social influences. The Facebook Marketing Book has a comprehensive summary of various marketing tactics Facebook. According to this, key strengths that make Facebook an effective marketing communications tool lie at its larger audience than old media and huge amount of personal information which has been volunteered by users to give the site then therefore advertisers (Zarrella, 2011: 3). From big brands to small businesses, anyone is able to use Facebook adverts, applications, and pages to communicate directly with audiences and leverage their brand image. It is suggested that the diversity of Facebook applications, from messaging and photo sharing to gaming, is beneficial to not only users but also marketers. Marketing people now have more platforms to engage with customers and carry out new effective strategies. For example, a Facebook Profile could make huge contribution as it represents how people share things with their large and very connected group of social connections. 500 million profiles on Facebook hence become precious sources of data for marketers to get use of: In fact, this is Facebooks biggest selling point: the site actively encourages users to fill their Profile with the type of information marketers are always trying to find all for free. (Zarrella, 2010: 33) Facebook Pages, Groups and Events are also believed to be the key to most social media strategies and will more than likely be the central point for most of marketers efforts and promotions. The popularity and importance of creating and monitoring Facebook page was emphasised as users nowadays look at the site much the way we look at the internet 10 years ago and are confused when they cannot find their favourite store or celebrity (Zarrella, 2010: 65). In terms of statistics, each of 500 million users on Facebook is connected to 60 Pages, Groups and Events on average. Overall, Facebook is considered as a highly competitive and fast-moving channel but amazingly cost effective, which if used properly can be an extension of your brand, helping you present the same personality, tone and visual faces as you would in any other materials (Zarrella, 2011: 7). 2.2 Marketing Communications on Vietnam Social Media The phenomenon of Yahoo!360 blog in Vietnam resulted in the emergence of influencers who are called hot bloggers in Vietnam. Their blogs attracted several millions of page views at the time and many of them are journalists. The social media expert in her article described these hot bloggers as whom PR departments in various agencies incorporated into clients marketing communications and PR activities (Nguyen, 2010). In general, it could be said that from the very early day when social media marked its appearance in Vietnam, PR and marketing have already been strongly involved in and taken advantage of the social web. The social web environment in Vietnam after the age of Yahoo!360 has seen a rapid and diverse development, when a number of both local and international companies have joined the market. None of them seem to have made a phenomenon like what Yahoo!360 did; however more social media platforms are getting popular. Among those, social networks have especially marked a significant growth in the country: Those who like local social networks became members of Yume, ZingMe, Tamtay, i-pro, Henantrua, Vietspace, etc., while others who like foreign networks joined Multiply, WordPress, Yahoo Plus, Twitter, etc. However, none rules the market (Vietnamnet, 2010). The top influential social media sites in Vietnam was recently summarised in the below chart by the Ogilvy 360Â ° Digital Influence team. Figure 3.1: The landscape of Vietnam Social Media 2010 (Ogilvy, 2010) According to the research above by Ogilvy, social media tools listed in the smaller circle are evaluated as being more influential than those in the larger circle of the same sector. Vietnam overall is considered as a fast-growing country in terms of social web development. There are both local and international names operating in different sectors, ranging from blogging, social networking and music sharing to QA and online trading. In the sector of social networking specifically, Facebook is put behind three local sites in terms of digital influence. In other words, it is competing with local providers to be the top choice of online marketing communications tools. 2.3 Facebook Block Story Facebook is currently not the biggest social network in the country but growing fast in both number of users and influence on audiences. Its growing power has been proved after the blocking. The story started in late 2009 when it was getting difficult accessing Facebook in Vietnam, leading to a worry that the government would ban the social network. There were reasons for such claim because Earlier this year, Vietnams government tightened restrictions on blogging, banning political discussion and restricting postings to personal matters. Police have arrested several bloggers for writing about politically sensitive subjects (Russell, Asian Correspondent, 2009). The government and state-controlled internet providers did not respond to a request for comment. Private internet companies meanwhile blame the spotty access on technical issues, without offering an estimate for when the problems will be resolved (Ngo, CNET News, 2009). Facebook seemed to face its end in Vietnam at the time when local media started spreading the rumour that the site is going out of service and following the pathway of Yahoo!360: The Thanh Nien, one of the most popular newspapers in Vietnam, ran an article with the headline Facebook in grave illness. It hinted that this is similar to the process of what happened to the now defunct Yahoo360, suggesting maybe its time to look to other social Web sites. (Ngo, CNET News, 2009) The situation remained sophisticated since there has been no official statement regarding the problem logging in Facebook in Vietnam. The only obvious fact was that Vietnamese users could not access Facebook in their usual way. However, not the investigation of whether the government blocked Facebook and why they did so, state of the site after that is more the concern of my study. In relation to this, Global Voices had a comprehensive and interesting review of the whole issue: When Vietnam blocked Facebook, everyone was talking about a smaller China. One year after the governments endeavour, Facebook Vietnam tells another story. Not only does Vietnam remain on the list of 10 countries with the fastest growth of Facebook users. (Chip, Global Voices, 2011) The author explained a simple reason for the above fact: Because they can. If users in China have to pay for a VPN and go through a painful process to gain access to Facebook and other blocked websites, people in Vietnam just need to change their DNS settings and enjoy a full Internet experience for free. Information gathered from other sources showed an exactly same situation when Vietnamese users found and spread ways to access Facebook as if there had never been a problem logging in the site before. Some tech-savvy Facebook fans have found ways around access problems by readjusting their web browsers to a different configuration. They have been sharing instructions for doing so online. (Russell, Asian Correspondent, 2009) Trung, a 15-year-old high school student, taught me how to change the DNS: I figured it out myself, Trung said proudly, I just Googled it. Indeed, after a few Google searches, I found plenty of simple ways to bypass the ISPs DNS settings. (Ngo, CNET News, 2009) The commentator from CNET concluded: Blocked web sites are new to Vietnam. However, this seems to be the first time people are out in big numbers looking for ways to bypass. This shows the popularity of Facebook and the desire of young Vietnamese to reach out and stay connected with the rest of the world. 2.4 Facebook Vietnam to Marketing Communications Facebook which had been doing relatively well in Vietnam, after the block seemed to catch even more attention. Its popularity immediately convinced marketers and PR people to take the site as a growing powerful marketing communications tool. ZingMe, which is the biggest social network in Vietnam and once considered as more influential by the Ogilvy team, now seems to lag behind Facebook, in the opinion of an industry expert: We have tried some campaigns on ZingMe, but the results werent very good. Most of Zing Me users are under 15, and many of them log in ZingMe just to play Nong Trai (a game similar to Facebook Farmville). There are not many activities outside games. Facebook is still the most effective despite its being blocked, both in term of interaction and conversion rate. (Chip, Global Voices, 2011) Fan page which can be created by anyone on Facebook and allows users to become members of a group supporting a particular brand or person has increased significantly in terms of number and popularity. It proves the growing power of Facebook as an online marketing communications tool in the country: The largest fan page in Vietnam currently has 484,000 likes. For a market of 1.7 million users (and growing), the number means that this page has reached to almost 30 percent of Vietnamese Facebook users. Imagine this ratio worldwide, we would have a fan page with 100 millions likes. (Chip, Global Voices, 2011) The article on Global Voices emphasised another factor showing the rise of Facebook marketing in Vietnam which is the shift of hot bloggers from Yahoo!360 to the social network. Gao, real name as Vu Phuong Thanh, who was once a Vietnamese hot blogger on Yahoo!360 is now arguably the most popular Vietnamese on Facebook with more than 90,000 likes on her page. She is also working as the PR Manager for a new boy band in Vietnam. Regarding her media plan for the launch of the band, she shared that Social media, Facebook and YouTube, accounts for 60% of their marketing plan. Facebook is where people get to know about 365. She doesnt want to use ZingMe or other Vietnamese websites. The fan page of the band on Facebook had more than 7,000 members after three weeks. It could be said that the blocking issue has not had significant impacts on the users side since they are still able to access Facebook. The block of Facebook even somehow helped raise public awareness and promote the popularity of the site in Vietnam. Agencies have recognised the growing power of Facebook in marketing communications hence taken actions to develop this new effective tool. The current situation generally looks promising to Facebook Vietnam, yet requires further actions and support: 100% our customers are international brands. Social media is still new here, local companies dont allocate budget for it. But I think from next year there will be more Vietnamese companies interested in social media. Advertising agencies now understand the efficiency of social media, and they are the ones who advice and allocate budget for brands. said Vo Thanh Cuong, CEO of Click Media, an agency specialised in digital marketing and communications. (Chip, Global Voices, 2011) From the other party which is Facebook itself, the social network has also taken this as a serious issue that needs to be considered and dealt with thoroughly: Last October, Facebook put up a message on its career page that they are looking for someone that has experience in government relations work and navigating government agencies along with an extensive network of contacts in the government and the technology space. The recent visit of Javier Olivan, Head of International Growth of Facebook, to Vietnam suggested that Vietnam will be soon taken care of. They should- said Cuong Vietnam is not a small market at all. With a population of 90 million and Internet penetration rate of 27.5%, Vietnam is definitely not small. (Chip, Global Voices, 2011) Summary The statistics and information gathered above all in all shows an overall picture of the emergence and development of Facebook in Vietnam. A review of its marketing communications roles has also been covered through brief analysis and case studies. In summary, social media generally and Facebook especially are emerging powerful marketing communications tools. In Vietnam, social media has its own ways of developing and approaching users as well as an increasing power to marketing communications. The use of Facebook marketing is at its early stage but growing rapidly with positive figures and comments from both users and marketers. The censorship issue seems to remain sophisticated but not affect the growth of Facebook in the country in a short run. Meanwhile, government relations and further support from different parties is the key to a more sustainable development of the social network in Vietnam. The literature review however has shown a one-sided positive picture of Facebook marketing and communications in general. In order to investigate the issue thoroughly, further research and analysis on both advantages and difficulties of Facebook marketing in Vietnam is required. Chapter 3: Methodology In order to study the marketing communications roles of Facebook in Vietnam, I believe that a combination of quantitative and qualitative methods will be more helpful than using a single type. I decided to carry out a survey targeting at a variety of Vietnamese internet users and intensive interviews with local communications experts. The survey is expected to provide numbers and facts regarding Facebook usage from the audience side while the interviews aimed to bring an insight of its marketing roles and future development in the opinion of local industry professionals. Survey I conducted a survey which aimed to approach 80-100 Vietnamese internet users. As survey could be used to not only describe things but also explain them, data gathered from survey is expected to provide public behaviour, population characteristics and also measurements of variables between which relationships can be analysed (Gunter, 2000: 24). In this case, the purpose of doing survey is to find out who are using Facebook most in Vietnam, how they are interacting with the social network, and how reliable the content is to them. At the same time, it is expected to make comparisons of characteristics between different groups such as Vietnamese living in Vietnam and abroad, different genders and ages. Designing, delivering and managing a survey was said by Barrie Gunter as not just asking a group of people a few questions. It requires much planning and a high level of skill in its administration to ensure that valid and usable data are obtained (Gunter, 2000: 23). Firstly, questions were constructed using different types depending on the purpose and nature of research. For example, multiple-choice was used when specific information is needed and could be easily made while opinion-based questions required a rating function. Questions were put in logical order, from general to specific and all easy to understand. Furthermore, the survey length was also taken into consideration; the number of ten is believed to be reasonable enough as it takes participants less than five minutes to finish. Furthermore, diverse angles of the research topic Facebook usage in Vietnam were included, from time length, frequency, and means of access to content contribution and opinions on content reliability. Due to the fact that targeted respondents live in different parts of the world and all use the internet, I chose an online survey tool to carry out my quantitative research. Participants who were my circle of friends, relatives and colleagues could start the survey whenever they wanted by clicking the link sent via email, Facebook message or Yahoo Messenger. The reason for using different delivery channels is to ensure that the research will approach both Facebook and non-Facebook users. This includes respondents who use other social networks rather than Facebook and who do not use social network at all. This is in attempt to minimise bias and make comparisons more accurately. I chose my circle of friends and relatives on the internet as my sample because higher rates of responses and honesty could be expected using personal relations. They also represent a random thus typical group of internet users fulfilling requirements of including different age groups living both in Vietnam and abroad. In terms of survey layout, the online survey provider was selected instead of sending an attached file via email to ensure professionalism and maximise the response rates. I also added an introduction which is short, realistically worded, non-threatening, serious, neutral and pleasant but firm because one way to increase the response rate in any survey is to prepare a persuasive introduction (Wimmer Dominick, 2000: 171). Receivers who fulfil the sampling characteristics and know the sender as well as purpose of this survey are believed to be likely to contribute. Finally, as a function provided by the tool, data was gathered in an easy-to-use format and valuable for comparisons and analysis. Reponses are available to be viewed individually and in group so that it is possible to compare respondents who belong to different age, gender and location groups. The survey link was available for one month during which reminders and following-up were regularly carried out in order to achieve the targeted response rate. Intensive Interviews If the research survey aimed to seek an overview of Vietnamese Facebook users profiles based on quantitative data, the interviews are expected to provide an in-depth evaluation on Facebook marketing in Vietnam. Evaluation on the effectiveness of something is believed to be best undertaken by people who create it. In this case, they are communications and digital marketing professionals whose work is to create efficient marketing tactics on social media. (See Appendix 2 3) Some expert comments on the issue have already been mentioned in the review of literature (Chapter 3), most of which however are relatively general. The intensive interviews were therefore designed and conducted in a way so as to provide specific, detailed and valuable opinions for further analysis. Since the objective is to obtain opinion-based responses, observational methods are not appropriate and intensive interview seems to be the only practical one. Areas of investigation include their opinions on Facebook development in Vietnam and its effectiveness as a marketing communications tool. The questions were constructed based on SWOT analysis model in attempt to evaluate strengths, weaknesses, opportunities and threats of Facebook marketing in Vietnam. Especially, examples or real case studies are encouraged to be provided by the interviewees in order to back-up the statements. Interviews were conducted via email due to the fact that the interviewees live abroad and were too busy to schedule a long telephone interview. The lack of interaction and flexibility that this channel may result in was already taken into consideration. The interviews were therefore designed as a mini research paper which the respondent dealt with as an assignment. The positive side is that interviewees tend to take it more thoroughly with details and valuable back-up information than some thoughts that come up at the time she gives the answers face-to-face. The interviewees were given a reasonable length of time ranging from one to three weeks in order to provide the most comprehensive answers possible. Based on their responses, further questions were given to clarify an issue or develop an idea in more depth and generally increase interaction. All in all, the interviews receiv