Cultural Misunderstanding Essay

Nowadays, with the development of modern technology, the world tends to be a global village. It is quite convenient to contact people from other countries by telephone, fax or on the internet. Therefore, firms get more opportunities to sell their products overseas. However, as we all know, different countries have their own unique cultures. Hofstede who is a pioneer of comparative intercultural research describes culture as â€Å"the collective programming of the mind which distinguishes the members of one category of people from another† (Henk, Joseph Soeters and Peter Ester 2004,34). Owing to diverse company management, languages as well as customs, cultural conflict will arise from communication between people of different cultural backgrounds. This essay tries to present the main elements of cultural misunderstanding during cross cultural business and then find some effective ways to avoid or mitigate those problems. Different cultures make the world diversified. However, unfortunately, it also causes some negative effects on international business, which can lead to misunderstanding, confusion even anger. It usually appears in following aspects: 1). Misunderstandings based on power distance: According to Gallois and Callan(1997,28 ), â€Å"the distance† between a manager and subordinate can be considered as to extent to which employees can agree with their bosses or managers. It has two different styles: high distance and low distance. High power distance culture is usually found in some oriental countries, especially in Japan, Korea and China. Superiors seem to be entitled to more privileges. They are the centre of the whole company, their status (based on age, experience, or position) gives them the right to tell others what to do, and subordinates always esteem the managers. On the other hand, in western countries, an employee can have different opinions to his/her boss and can discuss problems with their manager face-to-face. Actually, deference of power in low power distance is based on knowledge and experience, rather than status or position alone (Gallois and Callan, 1997,28). Because of the different realization of power distance, conflict and misunderstanding must emerge when two or more who come from different power distance cultures work together. In this situation, managers of  multinational companies must pay attention to the clashes and be aware of the difference of cultures. The manager should know how to let those employees work together harmoniously and cooperatively. 2). Misunderstandings based on language: As the medium of information, language is used to express ideas, thoughts, and beliefs. Different nations use different languages, so there will be loss or misunderstanding during communication. For instance, in some countries, people like using implicit words, which are hard for foreigners to understand. It will cause big problems in cross-cultural negotiations. Language-based misunderstandings will happen, even with two native speakers of the same language, but from different dialect groups or social classes, communicating, because of accent, slang or technical terms. What’s more, according to Gallois and Callan (1997, 7), language is also associated with non-verbal communication, which includes gestures, body language, eye contact and some types of non-verbal behavior are used based on the user’s culture. Therefore, it is common that similar gestures will have different meanings in different countries. Thus, the non-verbal channel is another contributor of misunderstanding. For example, an Indian shaking his/her head means â€Å"yes† instead of â€Å"no†! In order to reduce language-based misunderstanding, overseas sellers should follow the â€Å"customer orientation† principle and do business in the customer’s language and communication style. In other words, it is essential to pay extra attention to the communication process, even if it takes more time. 3). Misunderstandings based on social rules. Social rules are defined as â€Å"shared expectations about the behavior that should and should not occur in specific social situations† (Gallois and Callan,1997,33). But the rules are different from one situation to another. Take punctuality as an example: we all know time is money, but when there is a conference, Germans usually arrive 5 minutes before the start and Spanish people will be late for 15 minutes late. However, in their mind they are both on time. Furthermore, when Western people converse with each other, the usual distances are between 0.5 and 1 meter. However, in China, the distance is much less, especially in a restaurant when people’s bodies will touch very closely.  Some Westerners feel uncomfortable in that situation. In a word, to keep an open mind about other people’s social rules and respect for those rules is very necessary. â€Å"When in Rome, do as the Romans do†. From what has been discussed before, cultural conflicts are inevitable during cross-cultural business, due to differences in company management, language, attitude toward times, social behavior, etc.. People are not all the same under the skin. As a professional business person, he/she should be willing to learn other nations’ cultures and keep an open mind, and adapt himself/herself to fit into the business environment in order to get the best achievement in business. References: Gallois,C and V.Callan (1997) Communication and Culture. JOHN WILEY&SONS Vinken,H, Joseph Soeters and Peter Ester(2004) Comparing Culture Dimensions of Culture in a Comparative Perspective. BRILL The Content of Intercultural Communication http://www.ahtvu.ah.cn/jxcl/zhykch/1107/supplementary%20reading2htm 25/01/2006

Research Proposal: An evaluation of risk management and corporate strategy in low budget airlines. A case study of EasyJet.

Abstract This research paper will be looking at the risk management and corporate strategy approaches taken by low budget airlines and, in particular, by EasyJet. As part of the background analysis, literature in this area will be drawn upon to identify background information that will shape the research aims and questions, as well as identifying the research methodology and timescales that are going to be applicable. Background Introduction In order to gain a background understanding, this section will look at the general strategy and corporate issues experienced by the low budget airlines, before then going on to examine the risk management and corporate strategy that is used, especially by the likes of EasyJet. Consideration will be given as to how this strategy can then be evaluated as, although delineating the actual way in which the strategy operates. Once this has been achieved there is the need to verify whether or not this strategy has bee successful and how exactly success should be defined in this context. During this research proposal one issue that needs to be delineated is why EasyJet is being looked at as a case study and why this is being done after the theoretical background has been looked at. It is contended here that choices of business strategy are theoretical and need to be understood generically before then looking at how this choice plays out in the ‘real world’ through the use of Ea syJet. Understanding the choice of strategy is just one stage of the proposal, with the main value being added by the ability to evaluate the strategy in the context of the industry and to look at ways in which the strategy could be improved or altered, in order to achieve sustainable success, in the future. For this reason, the background literature review and current understanding has been looked at here before setting out the structure for the research paper in more detail. . Literature Review 2.1The Concept of Budget Airline Strategies as Background Understanding  The UK airline industry has, as an industry, gathered considerable pace in recent years, with the number of passengers flying in the last decade increasing to a point whereby it is becoming part of day to day life, rather than an activity that is reserved for the wealthy, perhaps once a year for their annual holiday. According to the CAA Statistics there are approximately 126 million air journeys made a year from the UK This general change in the demographic of those relying on these airlines is such that it has fundamentally changed the budget airline industry. In particular, one of changes is theappearance of budget airlines, such as Ryanair and EasyJet, as well as the growth within the regional airports across the country, again supporting greater access for all. Prior to the growth of the low cost airline industry, commercial flying was something that was reserved for those in a much more financially stable situation, yet the marketing and branding of the budget industry has enc ouraged a much broader range of appeal. There is a question as to which way round this has occurred and as such this will need to be explored during the wider paper. The industry as a whole hit a particular difficulty in 2001, where the trade centre attacks meant that a variety of airlines no longer had the same appeal and a number of airlines went into liquidation (IAA, 2011)Despite this, there has been an increasing pressure on the airline industry from the low cost arena, with more and more people viewing airlines such as EasyJet and Ryanair as a viable travel option, thus attracting a broad range of individuals who will now consider, particularly local and short haul travel, as a means of enjoying cheap holidays, on a regular basis (Gross and Schroeder, 2007) . The budget airlines operate with adifferent strategy from the more traditional commercial airlines in the industry, and are thus able to make cost savings that can then be passed on to the customer base. A considerable amount of literature such as that by Doganis in 2001 has been established to look at the ways in which the low cost airlines have set themselves apart and have changed the airline industry. One of the leading arguments that is presented as part of this background research is that of Porter’s Five Forces model, in 1981, provides a conceptal tool which suggests that a company will look at the five forces on the industry as a means of creating and establishing their own strategy. These five forces are : the bargaining power of suppliers, the bargaining power of buyers, the threat of potential new entrants, the threat of substitute products and the rivalry within the industry. lThis strategic argument has also been presented by Brandenburger and Nalebuff 1995 t hat indicates game theory is used to support the success of the airline industry. ,This will be explored in considerably more detail in the research itself; however, it provides an important starting point for the discussion here and will form a key part of the ongoing analysis.Corporate Strategy employed by EasyJetEasyJet is being used as a case study in this scenario. Therefore, consideration will be given as to how the specific corporate strategy as indicated by Porter’s model, has worked within the company itself and how this can then be evaluated and the risks associated with the strategy managed, appropriately. As noted by Porter in 1996 (p.62), it was stated that: â€Å"A company can outperform rivals only if it can establish a difference that can preserve. It must deliver greater value to customers or create comparable value at lower cost or do both†. It is this approach that is used as the fundamental strategy which has been established by EasyJet (Wright 1 987). Porter, as a result of his analysis, created three generic strategies, one of which is relevant here, namely that of cost leadership. In this case, the aim is to be the lowest cost supplier and to achieve profitability based on having a strong price cost margin (Dobson, Starkey and Richards, 2004). This is an extension of the understanding established initially by Porter in 1985, where he stated at p.13 â€Å"Low-cost producers often sell a standard, or no-frills, products and place considerable emphasis on reaping scale or absolute cost advantages from all sources†. Although the discussions here were aimed at those that generically follow these strategies, they are clearly very relevant to the way in which EasyJet has formulated itself. Moreover, for this type of cost leadership strategy, it is suggested that there is a need to be offering roughly the same product as the competitors, but to do so in a way that is cheaper, thus identifying the key element of the produ ct or service that simply must be provided and to remove the frills that are perceived to be unnecessary, in order to attract the appropriate market share. Within the airline industry, it could be argued that an actual airline seat which goes from A to B is a standard commodity and that a seat will be booked in order to allow an individual to travel from one place to another and that aside from this, no substantial differentiation is necessary for the majority of the public. Of course, there are those who might desire more leg room, better food, faster check in, etc., but on the whole, this is a standard commodity which lends itself to an idea that cost leadership can be achieved and is a approach potentially taken by budget airlines such as EasyJet. EasyJet, for example, has looked at the various ways in which it can save costs, such as the cost of landing at central airports, the cost of providing meals to everyone, the cost of check in staff at the airport, all of which has been eliminated as part of its strategy. For instance, by encouraging online check in and allowing all customers to book online and to manage their booking entirely online, this reduces the number of staff required within the airport. Furthermore, the airline typically utilises regional airports, as they charge less than central airports and this then allows the company to provide cheaper flights to the region. This will, of course, reduce the number of people who are willing to travel to that region, as some will place a premium on a direct flight to the centre of the city but, in many cases, an alternative airport within a few miles will be acceptable and is a great way of achieving a cheaper flight. This will also be the approach when providing the fligh t element of cheap package holidays.Concept of Risk Management within the Budget AirlinesBased on this strategy, there are clear needs to look at risk management as a means of maintaining the strategy. When following a cost leadership approach, there is the need to consider that competitors may simply innovate to copy and to be able to do the same, so that companies such as EasyJet need to ensure that they stay ahead of the game and are constantly looking towards improving their position and cost savings and therefore gathering greater market shares. Other risks are generic to the industry, as a whole, such as terrorism or global economic decline; however, the focus of this paper is on the way in which EasyJet deals with the risks that set it apart from the others and the way that this company uses its own strategy to manage the risks that may be present. For example, if there is operational pressure, or there are fewer people looking to travel, EasyJet can look towards the notion of providing greater technological efficiencies or offering its customers to groups of the market share that may improve its position. Risk management is therefore, in this case, about creating a level of dynamism that allows the company to remain ahead of the competition and to further its own competitive strategy, in this case, cost leadership. Generic Industry Background In order to understand the role of EasyJet it is necessary to briefly understand the generic industry situation. The actual notion of a low cost airline can be seen to have emanated in the 1970s, when Southwest Airlines established itself as a cut price airline providing a very basic but nevertheless acceptable service to American internal travellers. It aimed to appeal to those who were interested in price, rather than convenience, comfort or timeframe; it was often aimed at the student market and was referred to by many as the ‘Hippie’ Airline. From this point, several longer haul efforts emerged, but never fully gathered speed in comparison to the short haul equivalents, arguably due to their inability to differentiate themselves across the markets (Porter, 1980). That said, from the late 1990s through to the current day, several short haul no frills airlines have gained considerable success. Others have failed such as Zoom, in 2008, whic h suffered from problems associated with higher costs, most notably in the area of fuel. (Zoom, 2014) Despite certain differences pursued by the various carriers, on the whole, they pursued the approach of having uniform airplanes that reduced purchase and maintenance costs, as well as sticking to those airplanes that have minimal operations requirements and can therefore retain a low level of costs. Other operational benefits are gained through the use of requiring personnel to undertake multiple roles and to ensure that there are less people required to service customer needs, both on the ground and in the air. Whilst this may somewhat reduce the efficiency and the quality of service provided, on balance, it provides a basic service at a cheap price. Certain principles are seemingly consistent across the low cost airline industry, such as the use of secondary airports which are cheaper, the removal of non essential features, the imposition of charges for any added extras, e.g. additional baggage handling, so that individuals can simply pay more for what they actually require or wan t as added extras. The primary example of this is the removal of inflight meals as standard, thus allowing flyers to purchase what they wish, if indeed they wish to purchase food at all. Again, this reduces automatic costs and also offers opportunities for added revenue to be generated through the sale of snacks. These basic principles are common across the entire industry, although certain aspects have been more readily pursued by EasyJet and will form the focus of the main discussions.Research Aim and Research Question The overall research aim is to evaluate risk management and corporate strategy in low budget airlines using Easyjet as a case study.The research will analyse the working methods of the budget airline industry and to consider its overall and generic corporate strategy and positioning as an industry, as well as to look at individual examples within the industry, such as Easyjet. The research objectives are as follows: To gain an understanding of the ethos of the no frills airline industry, as a whole, considering strategies and approaches that are being accepted as the norm within the budget airline industry. A specific consideration of the risks facing low budget airlinesTo evaluate risk management and growth strategies across the industry and identify how these can then be mitigated in the long run. To evaluate the processes and strategies operating within EasyJet . By following this approach, the aim is to look at the industry, as a whole, but then to use the knowledge gained as a means of evaluating the current approach and looking to the future for both EasyJet and others within the same industry. Recognising this will enable a rounded and directed discussion for the management team of both EasyJet and other similar airlines.Research Methodology The research methodology for the paper is considered to be important for the purposes of identifying how the overall aim of evaluating the strategies and risk management available to low budget airlines and, in particular, EasyJet can be acheived. Firstly, it is considered to be necessary to undertake a deductive approach to the literature review, whereby the basic theory of the no frills airline is taken and then explored and observed. For example, there are accepted principles which are part of the no frills airline as a generic cost leadership strategy. Therefore, by taking the essence of the cost leadership strategy and then observing the industry in light of this, it is then possible to create a further theory as to the success of the industry and, more specifically, EasyJet. At this point, it is then necessary to take an inductive reasoning approach and to use observations as a means of developing a further theory of how these approaches can be evaluated and how these can then be better dealt with, in the future, for both EasyJet and the industry, as a whole. With this in mind, there is a shift in reasoning that needs to be clearly delineated in the structure of the research paper and will be looked at in these sections, below. Introduction and Industry Background – this will form the backbone of the deductive reasoning and will take the accepted theories of the no frills airline, with the strategy that is considered to be appropriate for this industry, most notably the cost differentiation, as noted in the introductory section above. Literature Review – this will need to transcend both aspects and will involve a detailed secondary analysis of existing understanding, including the need to look at general strategies that can be employed within the commercial arena. This will then need to be applied more rigorously to the case of the budget airline and how the generic strategies work within the budget airline industry. It will also look to identify specific areas of failure and to use a more deductive reasoning to establish a new theory of how the industry can now evolve. Case Study – these theories will then need to be tested by using a case study as a further form of secondary research, which is then capable of testing the theories raised and also developing them further, with specific examples in mind. A case study is seen to be the most appropriate means of achieving this, due to the need to take theories, test them and then potentially create new theories as to how this matter can be progressed. Analysis and Evaluation – This will then pull together the various aspects of the research, to create an overall evaluation and an ongoing theory that can be used including, recommendations for the future for EasyJet as to how it can use its own strengths to create a new strategy or approach, as well as being able to evaluate its existing approach. This research methodology, which relies entirely on secondary research, may be seen to be limited, due to the lack of primary research; however, it is felt to be appropriate in this case, due to the need to gather such a broad range of opinions, if primary research were to be relied upon. With this in mind and the specific thought that consumers are likely to have in relation to the industry, it was determined unhelpful to collate a large amount of primary research. Although there is a large amount of information available in the general domain, this is not in itself going to provide sufficient depth of understanding and therefore additional databases are going to be required, in order to add the necessary value to the discussion. Economic and financial journals may also prove useful in this regard, as they are readily available in the University library and will provide the background theoretical understanding. The starting points for the references and resources to be used are contained below; however, it is anticipated that this will be increased dramatically, over the course of the first two stages of the research and, in particular, during the literature review.. Key words will include, budget, strategy, airlines and EasyJetTimescale The overall duration of this research is to take place over one academic year, consisting of ten months. This is also a large deciding factor in the determination not to rely on primary research, at all. There would need to be a large amount of primary research gathered and this simply would not be possible with the time frame allocated if a suitable level of reliabilty were to be obtained. The following time frame is to be followed, with a degree of flexibility allowed in order to ensure that all aspects of the research are completed diligently. Month 1 – set out the research question, consider the available literature as well as the access to case study information and delineate any possible limitations that may arise in terms of information available. Months 1 – 2 – establish the introduction and industry background, looking solely at literature relating to the generic theories of business development, as well as the theory of the no frills airline. Months 3 – 4 – undertake case study analysis of EasyJet, which will require detailed information to be gathered from the company, from the commentary relating to the company and from any other source that could offer guidance as to how the company has been successful or, indeed, where the company has failed. Months 5 – 6 – analyse case study, in light of the literature review and evaluation structure set, going forward. A key component of this research is to evaluate the strategy being employed and to evaluate the way that the company may manage its risk. With this in mind, the evaluation process should be considered over a long period of time and with sufficient depth, revisiting issues, if required. Months 7 – 8 – pull together all the research and revisit any areas that seem lacking or where additional questions have been raised; most notably, ensuring that the aims and objectives are fully established and any gaps have been dealt with or, at the very least identified, so as to form part of the limitations and future research statements in the end report. Months 9 – 10 – review and present findings, undertake any other final areas of research that may be required and ensure that the findings of the research paper are presented fully. Any further areas of research will be identified at this stage and laid out for future use by others. Any limitations of the research will also be established.Resources RequiredThe primary research is not being undertaken due to the required timeframe. For the analysis itself, there is a need to have access to a variety of literature data bases, including the standard academic databases and industry information relevant to the airline industry. It has been identified that sources such as Euromonitor may provide a particularly useful insight into the industry itself, but are paid for databases. However, there are certain databases that may present industry information and are provided to the University which need to be looked at, in more detail. Specific databases that are appropriate include : Datastream EconLit JSTOR Datamonitor Conclusions and Next Steps In summary, therefore, the aim is to evaluate the strategies used by the no frills industry, with particular reference to EasyJet. In this context, the next step is to undertake a reasonable amount of background reading, to ascertain the areas that are then going to be pursued as part of the literature review. The main initial stage will be to look at the various aspects of the corporate strategy and to split the areas of reading and literature into sub headings. This will then be pursued when looking at the EasyJet case study; therefore, it is necessary to establish these strands of the argument and the support for this argument, from the outset. Establishing the main aims, strands of analysis and the way in which the findings will be presented will all be part of this initial fact finding and preparatory stage. References –  Brandenburger A.M. & Nalebuff B.J. (1995), â€Å"The Right Game: Use Game Theory to Shape Strategy†, Harvard Business Review, July-August pp 57 – 71 Calder, S. (2003), No Frills: The Truth Behind the Low-Cost Revolution in the Skies, UK: Virgin Books CAA Statistics (2006) http://www.caa.co.uk/docs/80/airline_data/2006Annual/Table_0_1_6_All_Services_2006.pdf Doganis, R. (2001), The airlines business in the 21st century, London: Routledge Galbraith, C. & Schendel, D. (1983), â€Å"An Empirical Analysis or Strategy Types†, Strategic Management Journal, 4:2 153 – 173 Gross, S and Schroeder, A. (Eds.) (2007) Handbook of Low Cost Airlines – Strategies, Business Processes and Market Environment, Berlin. Hill, C.W.L. (1988), â€Å"Differentiation Versus Low Cost or Differentiation and Low Cost: A Contingency Framework†, Academy of Management Review 13:3 pp 401 – 412 IATA (2011) The Impact of September 11th http://www.iata.org/pressroom/documents/impact-9-11-aviation.pdf Miller, D. (1988), â€Å"Relating Porter’s Business Strategies to Environment and Structure: Analysis and Performance Implications†, Academy of Management Journal 31:2 pp 280 – 308 Mintzberg, H. (1978), â€Å"Patterns in Strategy Formation†, Management Studies 24:9 pp 934 – 948 Mintzberg, H., Quinn, J.B. & Ghoshal, S. (1995), The Strategy Process, UK: Prentice Hall Murray, A.I. (1988), â€Å"A Contingency View of Porter’s â€Å"Generic Strategies†Ã¢â‚¬ , Academy of Management Review 13:3 pp 390 – 400 Porter, M.E. (1985), Competitive Advantage: Creating and Sustaining Superior Performance, New York: The Free Press Porter, M.E. (1980), Competitive Strategy: Techniques for Analysing Industries and Competitors, New York: The Free Press Stabell, C.B. & Fjeldstad, O.D. (1998), â€Å"Configuring Value for Competitive Advantage: On Chains, Shops, and Networks†, Strategic Management Journal 19:5 pp 413 – 437 Treacy, M. & Wirsema, F. (1993) â€Å"Customer Intimacy & Other Value Disciplines’, Harvard Business Review, Jan-Feb pp 84 – 93 White, R.E. (1986), â€Å"Generic Business Strategies, Organizational Context and Performance: An Empirical Investigation†, Strategic Management Journal 7:3 pp 217 – 231 Wright, P. (1987), â€Å"A Refinement of Porter’s Strategies, Strategic Management Journal 8:1 pp 93 – 101 Zoom (2014) Zoom – Bankruptcy Filed in 2008 Retrieved from http://www.flyzoom.com/

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Internationa human rights law - Essay Example In most cases, the application of extraterritorial jurisdiction statutes often becomes necessary to regulate the conduct of the state agents in another territory if their conducts have an impact on the national interests of their country of origin (Ovey and Robin, 2006, p.25). With regard to international laws, there are cases where extraterritorial jurisdiction has been exercised beyond international boundaries particularly under agreement between the concerned parties or nations. These legal agreements allow the US government to exercise authority and jurisdiction over the members of the US military in these countries. Many other countries have also enacted laws and signed agreements with other countries to allow them prosecute their citizens in other countries for crimes such as genocide, frauds and war crimes among others. This is often practiced regardless of whether the crimes were committed extraterritorially or in their mother countries. For example, the UK government has incorporated the Rome statute act into their domestic laws. This legislation allows criminal cases to be filed against UK nationals who commit crimes in other countries. In this regard, such criminals can be prosecuted according to the standards of the UK laws even if their count ries of residences do not have such laws. Al-Skeini v. U.K was a case involving the investigation of a complaint in which the British troops had allegedly mistreated and killed five Iraqi civilians and maimed the sixth one. Consequently, the families of the victims sought justice from the European Commission on human rights. One of the major controversies surrounding the case was the question of whether the case was within the jurisdiction of the ECHR since crimes were committed outside the United Kingdom. Although the previous jurisprudence had always sought to limit the extraterritorial jurisdiction of the European countries in the other areas they control, the ECtHR Grand Chamber courts ruled that since the

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Waste to Energy Industry - Essay Example A common method of converting household waste is to convert the products into gases which is then used as the catalyst for the production of electrical energy (Khoo, 2009). One of the main benefits of using this technology is that there is an after-effect after the conversion of the waste has been completed, allowing for various chemical manufacture or as an additive to livestock feed (Khoo). This gasification process is also known generate much less air pollution and industrial residues, therefore from a community perspective, another main benefit is that it is a cleaner method of disposing of household waste. Plasma is often used in this process and seems to be a more efficient method of converting household waste. Plasmas are â€Å"gases that have been heated to the point of ionization—meaning they are composed of charged particles such as electrons that can conduct electricity and generate tremendous amounts of heat† (Ebert, 2007, para. 2). These plasmas can melt various metals and convert chemicals through the intense heat and electricity being generated by these technological breakthroughs. Food waste, from homes and various businesses, can also be disposed of efficiently. This is quite important as in countries like the United Kingdom, food waste makes up an entire one-third of total household rubbish (Bream, 2007). In this country, where land mass does not allow for ongoing landfill use for food waste products, there is a major benefit as it essentially allows the land to be utilized for other, more community-focused projects. The speed at which the conversion process of this household waste occurs would also seem to be a superior advantage of the technology, as this process can even change the composition of metals, plastics and chemicals in order to provide efficient energy sources. In a landfill, the process of decomposition of these

Comparison of Operating System Kernels Essay Example | Topics and Well Written Essays - 2750 words - 1

Comparison of Operating System Kernels - Essay Example Different kinds of operating systems are available and in completion amongst one another. These come in form of products from Microsoft, Apple, Linux, FreeBSD and many more. Each of them has a large customer bench and has its own characteristics; it is these characteristics that make them unique and most sought after. At the same time these characteristics are totally unique in their way and facilitate the users in many ways. Computer itself is a large entity, and has many components such as memory unit, processing unit, operating system, cache, and many more parts. It is the operating system that holds the kernel within itself. Kernel is a series of instructions, processes and programs that are joined together, grouped into large entity to perform the tasks. For example a particular process, and a particular program may be designed to execute a certain function, the kernel is a larger entity that is created to enable execution of the entire operating system. While programs are related to the virtual mode, the kernel is also concerned with the physical mode and physical operations as well. Kernel is that part which provides a bridge between the software and hardware; it acts as an intermediate source between the two and facilitates each of them in making up an entire computer system for purpose of all the operations that we perform on the outside face of it(Pfleeger & Pfleeger, 2012,351). Before creating a kernel, a lot of thought is invested in to it, this thought pertains to the kind of customers it would entertain, the kind of functions it would provide, what capacity it would support, and most importantly the kind of work that would be performed by it. Based on these considerations, the kernels are designed to provide maximum benefit to the users and enrich the usage of computers along with aim of providing maximum ease. Other factors which distinguish the kernels support and

McDonalds Video Advertisement Essay Example for Free

McDonalds Video Advertisement Essay This paper analyzes the rhetorical features of one particular video advertisement (2010 see Reference list for details) that was issued on the internet by the multinational burger company McDonalds. It now circulates on the internet with and without the English subtitles. The subtitled text of the advert is a very brief nine lines long, followed by the single tag line â€Å"Come as You are† and the full text is given below at Appendix 1. Hill and Helmers (2008, pp. 51-53) describe how a video uses a particular type of persuasion called â€Å"visual argument† which is rhetorical rather than logical or dialectical. The medium is very compressed and this does not allow full exposition of claim, argument, rebuttal, etc but on the other hand the visual aspect lends a sense of immediacy which written text does not have. They warn, however, that the apparent advantage of seeing rather than reading is partly illusory, since the images presented are highly structured and filtered so as to present a particular viewpoint. In their terminology the McDonalds advert would fall into the category of â€Å"didactic narrative†. The target market for McDonalds products is generally young families and teenagers. The opening shots set a scene which is familiar to this group: a busy and noisy McDonalds restaurant with many smiling faces. A father waits to be served while a son sits at a formica table and talks on his mobile telephone while looking at a photograph. Across the world, in France as well as in other countries, this is a regular occurrence and will resonate with both older and younger viewers who see themselves in the father or son role. The dresscode in the video is casual and â€Å"cool† as evidenced by the beanie hat worn by a customer, and the hoodie worn by the boy who talks. This is typical of styles popular with young urban males. At first it looks like a mainstream father and son, where the son talks to someone romantically on his cellphone. The person on the other end of the telephone is neither seen nor heard and one just assumes out of habit that this person is female. Lines 1-4 are spoken by the boy. The father arrives and lines 5-9 are spoken by the father. As the father quizzes the boy and makes a comparison with himself, the facial expression of the boy makes it clear that the father is not aware of a crucial difference between them: the boy is gay. The Tag line which is presented on a plain screen at the end just before the McDonalds logo â€Å"Come as you are† tacitly acknowledges that people are different, and extends a welcome to all kinds of people. It does not matter whether they are older or younger, gay or straight, they should still come to McDonalds and eat together. The claim, or main issue which the video presents is that diversity is a good thing, and people should be welcome regardless of their sexual orientation. There is no explicit verbal argument to back this up, but the story presents the gay son in a favourable light. This is done by camera angles that focus on his face, and the choice of an attractive young French male actor dressed in pretty average teenage clothes. This is by no means extreme gay activism with stereotypical gay wardrobe, mannerisms and speaking style but a subtle depiction of a situation that a pretty average young gay man is likely to encounter. It all looks and is intended to look â€Å"normal†. The video is youth-focused, because it lets the audience see things from the boy’s perspective, while making it obvious that the father does not appreciate the insider information which audience and boy share. The father represents the traditional French male role model of an experienced older man who is successful with women. The son represents a more up to date role model of a gay French man. An interesting aspect of the video is that there are a number of appeals going on at the same time in different directions. On the one hand there is a main message conveyed by pathos, which shows the young boy’s romantic feelings towards his boyfriend, and his wry acceptance of his father’s old fashioned and rather macho attitudes. On the other hand there is some authority and believability in the role of the father who pays for the meal and takes a positive and fatherly interest in his son. The son is inward looking and reflective, using the personal pronoun â€Å"I† to reveal his feelings, while the father uses the pronoun â€Å"you† more often and directs his feelings outwards. The father cites the evidence of his own experience to offer an example for the boy to follow in his footsteps. McDonalds will be well aware that parents and teenage children, and the sometimes complex and difficult relationship between them is absolutely the territory in which they operate their business. They provide a framework, something like a neutral territory, in which this generational conflict can be worked through, via the activity of buying and eating fast food. In making the gay-friendly message implicit, rather than explicit, McDonalds avoids the possible outcome of presenting a crass or sensationalist message. The way gaps in the narrative are left for the viewer to supply is also very clever, because it flatters the audience and forces them to get involved in constructing the meaning of the advertisement. Ambiguity used in this way is a very powerful rhetorical technique. There is still, of course, the possibility that some viewers will react negatively to the overturning of the traditionally dominant heterosexual point of view. Some viewers will resist the gay-friendly message that is being constructed but this, too, is part of the writer’s intention. Advertisers often court controversy as a means to extend the impact of their message and this is a prime example of that. If some viewers react with an indignant and anti-gay blog post or a you tube video or text response then this in turn provokes pro-gay and pro-McDonald posts from the viewers. The message is then guaranteed durability and a wider circulation. In purely technical production terms this video is a model of economy and precision. There are only two speakers, and each takes only one conversation turn. The product is never mentioned, and the instant recognizability factor with this brand makes this irrelevant in any case. Just in case there is any doubt in the viewer’s mind, however, the logo is added at the end. The colors are muted, and the mood is a gentle family intimacy with some tension caused by the unspoken facts which change the surface meaning of the discourse. Deep meaning is conveyed in shots of the changing expressions on the son’s face, and these meanings are obliquely referred to in the tag line â€Å"Come as you are†. This phrase is used in standard English to mean something like â€Å"don’t dress up specially – there is no need to be formal† and the McDonalds ad suggests an extension of this to mean something like â€Å"you don’t need to pretend you are straight, just be yourself† for a young and gay friendly audience, or â€Å"you don’t need to worry if your son is gay, just come and eat with him as normal† for an older audience who may be less open towards a gay message. The advert makes a plea for tolerance, not for any particular orientation. All of the components of the advert, even including the brief snippet of song saying â€Å"I’m going on my way† at the end, support these same messages and the images work, because they rest on a long McDonalds formula of adverts showing intimate conversations in busy restaurant scenes, but incorporate this new â€Å"diversity† based angle in a positive, friendly and contemporary way. Appendix 1. 1. Boy: Hello? 2. Boy: I was thinking about you too. 3. Boy: I miss you too. 4. Boy: My dad’s coming, I have to hang up. 5. Father: Is this your class picture? 6. Father: You look just like me at your age/ 7. Father: Let me tell you I was quite the ladies’ man! 8. Father: Too bad your class is all boys†¦ 9. Father: You could get all the girls. (Song in the background) 10. Tag line replaces the pictures : Come as you are. Hill, Charles A. and Helmers, Marguerite (2008) Defining Visual Rhetorics. Mahwah, NJ: Lawrence Erlbaum Associates. Lunsford, Andrea A. , Ruskiewicz, John J. , Walters, Keith. (2009) Everything’s an Argument. Boston: Bedford books. McDonald’s video advert â€Å"Come as You Are†, (2010) in French with English subtitles. Available online at: http://www. youtube. com/watch? v=xk8xyONKK_4feature=related

Current Debate Essay Example for Free

Current Debate Essay Statement of Purpose Today, networking of every kind is fuelling the momentum of change. And in the process further transforming the way we live, work and play. The interplay and interconnections between various devices and systems is creating a world of surprises. To stay ahead in the fast changing world requires the ability to look beyond the present. Most new developments emerge in the USA and then spread almost instantly across the world. My country, India is also caught in the web of change creating exciting opportunities for youngsters of my generation. Indians are proving the worth of their merit and diligence on world platforms. The caliber to match international parameters is the vital need of the hour. This has motivated me to pursue a Masters course in Electrical Engineering at your school. You have the best research facilities, the latest equipment and the dynamic curriculum, which will enable me to understand and apply modern techniques to meet different needs. Your faculty does not only teach what is known but actively contributes to the growth of new knowledge. Education at your institute will equip me to keep pace with the technological revolution. I will be well prepared to evolve with the demands of change. I want to learn to grow in the challenging field of information technology and its related industries. I want to understand the intricacies of the wide spectrum of networking and the allied field of web-linked services. This is the one sphere, which is making the impossible of yesterday, a reality of today and going beyond to create a new tomorrow. My ambition is to focus on a career aimed at contributing to research and development in the arena of information technology. Your training will develop my expertise to manage the vital aspects of all technology with the capability to adapt, assimilate and add on new dimensions of my own. My academic record throughout has been outstanding. I secured 97. 33% in the Sciences (comprising Physics, Chemistry and Mathematics) in the 12th standard, thereby gaining direct admission to the Engineering institute- S. P. C. E. (Sardar Patel College of Engineering) in a highly competitive field. My academic performance continued to flourish at S. P. C. E. and I consistently stood among the top rankers. I received merit Scholarships for excellence in Academics from the State Bank of India and the SIR RATAN TATA TRUST. My schedule at engineering college was filled with intense study and focused work for research and a variety of technical projects. I was active on many other fronts too. I am an active member of the Institution of Electrical Engineers (IEE). I have also been a part of the Electrical and Electronics Students Association (EESA) of my college. As an active member I was involved in organizing the EESA inaugural as well as the EESA week which consisted of seminars, presentations and various quiz competitions. I was also an active member of the team responsible for organizing ‘The India Room’ at the college festival during the second year of my Engineering degree. This was done with the special intention to commemorate the Golden Jubilee celebrations of Indian Independence and was the highlight of the festival. As part of the student management committee I helped in the organization of the Technical Exhibition section at ‘SPACE-99’, our college festival. The exhibition was known for innovative presentations and I led my team to establish new benchmarks with original creations. The exhibits ranged from educational software to automated signals and complex electronic games. The engineering curriculum gave me a strong grasp of all technical principles. Of the wide range of subjects, I was most interested in the fields of Computer Networking, Computer Architecture, Microprocessors and Digital Systems, as well as in the field of Parallel Processing. I wrote a Technical Paper titled A Treatise on TCP/IP and The Proposed OSI Reference Model, for an I. E. E. E. contest in K. J. Somaiya College of Engineering. This paper concentrated on the study of the TCP/IP protocol suite, and made a comparison with the proposed OSI Reference Model. My teammates and I developed software in Visual Basic to function as a visual aid in understanding the Microprocessor-8086, which was also presented at a software contest at VESIT (Vivekananda Educational Society’s Institute of Technology). I must say that I was most confident whilst presenting our software to an audience of 100 comprising of both students and faculty, in fact debates and public speaking have always been my forte. My final year B. E. project concentrated on developing a Micro- controller controlled air-conditioning system using the fuzzy set theory. One of the most important phases of my education took place on the sports fields. Training in sports taught me the value of discipline, rigorous practice and teamwork. There was a time when I went down in the dumps with a defeat in a match. My sports teachers taught me to rise again after every fall, which helped me to face setbacks in life with courage and the ability to try again and again. Fair play and sportsmanship prepared me to win the battles of life on the basis of merit alone. Once a week, I worked as a teachers aid at a center for Adult education. I took on the challenge to introduce them to the world of basic education, health and hygiene, which was hitherto, something they never cared for. This brought out my creativity and taught me to share my knowledge with others. I sincerely hope that my dedication towards excellence in whatever I do, along with my outstanding academic records, qualify me for admission to your institute. I look forward to creating my own niche in the international family of students at your school. I believe that every experience will add to my all round education and prepare me for the future. Vinod Pandey