Definition of Mobility Essay

1.1 – Give a Definition of Mobility The definition of mobility is the ability to move body parts, and the ability to move from place to place as well as sitting down and getting up. 1.2 – Identify and Explain Health Conditions That Can Affect Mobility Some health conditions that can affect mobility are age, arthritis, strokes, heart attacks, infections, fracture of bones and possibly mental issues. Arthritis can affect mobility due to the joints hurting or going stiff making mobility harder for the individual. Heart attacks and strokes can affect mobility due to an individual’s balance possibly being impaired but also due to possible paralysis of one side of the body. Mental issues could affect mobility due to someone’s confidence possibly going due to a fall etc. 1.3 – Outline the Effects That Reduced Mobility May Have on Individual Well – being. Reduced mobility and movement may have different impacts on different people; some people may be able to cope better with it than others. Some people may lose their confidence and sense of self, some people may develop depression due not being able to do as much as they used to. Reduced mobility and movement may affect people’s personal relationships, moods. It can also affect a person’s social life due to possibly not being able to leave the house etc. It can also affect a person’s day to day life for example personal care, food preparation to being able to make meals and cups of tea. 1.4 – Describe the Benefits of Maintaining and Improving Mobility for the Individual The benefits of maintaining and improving mobility for individuals are great; it can help with the physical and emotional well – being of the individual. The physical benefits include keeping good circulation and muscle strength; it can help to maintain a steady weight of the individual. Simply put if you don’t encourage an individual to keep their mobility and movement then the muscles waste away, for example if you were to keep a mobile individual bed ridden their muscles in turn will waste away impairing their movement and mobility. Also in some cases physiotherapy can also help to build up the muscle strength etc. enabling reduced movement to possibly increase. The emotional well – being of maintaining and improving mobility for an individual is very important as when someone has reduced movement and ability it can affect their social life, social skills, self-esteem a nd confidence and can also lead to depression, which in a nutshell if you can  improve the mobility and movement of an individual can reduce the risk of depression, can enhance self-esteem and confidence and also can enable them to have a social life. Who Would You Report Progress and / or Problems to? If I noticed progress or problems relating to an individual’s mobility and movement I would always note this down in the Care Log and I would also inform my co-ordinator of any issues, my co-ordinator would then report it to possibly doctors, nurses and also to the occupational health team which could either sort out the use of equipment or could implement anything that could help the individual for example extra care or even reduced care and reduced equipment. How Would You Report the Following Problems and / or Progress Relating to Mobility? – Choice of Activities, equipment, appliances and support provided. I would always be vigilant in my work and the care I provide to see if I could notice any changes to an individual in regards to all aspects of their care including mobility. I would also read care notes that have been written by other carers involved in their care and also possibly family members and healthcare professionals etc. If I noticed any changes at all in regards to what activities they chose for example if they stopped wanting to go out etc. I would always ask them the reasons for this and listen to the reasons (these reasons could be something along the lines of don’t feel confident enough and feel off balance) I would write these concerns down in the Care Log and also report to my co-ordinator, senior carer or manager to possibly look at implementing additional support for their choice of activities. If there was an issue with the equipment for example needed different equipment as it wasn’t suitable or even that they didn’t need the equipment again I would write it down and log it in the Care Log as well as reporting to co-ordinator, senior carer or manager, they would then report this to the occupational health team who would then organise for an assessment of the equipment in place and if necessary change or alter the equipment to suit the individual’s needs at that time. If there was an issue with appliances for example couldn’t work the cooker anymore etc. again I would record my findings in the Care Log along with to my co-ordinator,  senior carer and manager, I would also see if I could speak to the family to see what they suggested and also to see if I could suggest anything for example a microwave instead of a cooker and maybe bigger handled cutlery instead or normal cutlery etc. If I had a problem with the support provided I would again rec ord in the Care Log along with my co-ordinator, senior carer and manager. These concerns would possibly be told to the family and also could be reported to healthcare professionals along with the individuals social worker.

Riordan Manufacturing Legal Review

Riordan Manufacturing Legal Review Cody Morse BSA310 10/29/12 Morris Polston Riordan Manufacturing Legal Review Upon reviewing Riordan Manufacturing’s legal section I found the page to be devoid of any information regarding to current business system. However, the page does detail the relationship between Riordan Manufacturing and their legal partners, Litteral & Finkel, who have been legal representatives of Riordan Manufacturing since the company’s founding.Litteral & Finkel are global but lack an office in China to directly assist Riordan Manufacturing on its legal matters regarding their future expansion into Shanghai. The Legal page contributes information regarding the board of directors and the basic governing policies regarding it. Litteral and Finkel have stated that they can send attornies from their closest offices to help aide Riordan Manufacturing should the need arise.Although this is helpful and most useful it would be great to see a virtual meeting syste m incorporated into the communication between both parties (Apollo Group, Inc. , 2012). It is would recommend that both Riordan Manufacturing and Litteral & Finkel, invest in the implementation of a virtual meeting software such as Citrix Go-to-meeting. This would allow for face to face video communication regarding legal matters and would also facilitate realtime document sharing between the parties.An issue with security has also been found during the review. A memorandum was marked confidential however it was protected by any incription. We can see no security measures to protect information internally or externally. It is our recommendation that firewalls be added to all locations to protect from outside interference. It would also be wise to start using a program like Bitlocker on all hard drives. Works Cited Apollo Group, Inc. (2012). Legal. Retrieved 10 20, 2012, from Riordan Manufacturing:

Examine Hamlet’s Relationship with Gertrude Essay

At the beginning of the play, during Hamlet’s first soliloquy, Hamlet contemplates suicide because he is so furious with his mother for marrying Claudius within a month of his father’s death. This is when Hamlet comments, ‘frailty thy name is woman’ to express his bitter feelings towards his mother for not only the speed of her remarriage and betrayal of his father, but the ‘dexterity to incestuous sheets’. The situation, and Hamlet’s reaction to it, is a trigger of an increasing negative attitude towards all women, viewing them as weak. It is shown through his relationships with Gertrude and Ophelia. The audience learn through the other characters that Hamlet has shown affections towards Ophelia; whether they are genuine and lasting feelings is uncertain as Leartes advices Ophelia that they are not. Leartes asks Ophelia to ‘hold it a fashion, and a toy in blood;/ A violet in the youth of primary nature.’ Leartes not only says that Hamlet’s feeling towards Ophelia is short-lived nonsense of his youth but highlights that ‘for he himself is subject to his birth’. Polonius also echoes a negative portrayal of Hamlet’s relationship with Ophelia as he advises her to ‘be somewhat scaner of your maiden presence’. Ophelia sees that Hamlet’s feelings are genuine as he ‘hath importuned me with love / In honourable fashion’ and ‘hath given countenance to his speech†¦ with almost all the holy vows of heaven’. However, she is obedient and follows the wishes of her brother and father to ‘keep as watchman to my heart’ or to not ‘give words or talk with the Lord’. The rejection of Hamlet by Ophelia is a significant influence in him believing that ‘frailty thy name is woman’ as Ophelia could be seen as weak for following the orders of others who assumed that Hamlet’s affections could not be trusted when she, herself, believed them to be true. Hamlet’s reaction to Ophelia’s rejection is extreme and she is ‘affrighted’ by his state of ‘knees knocking each other†¦ with a look so piteous in purport/ As if he had been loosed out of hell’. His bitterness has been exaggerated by the ‘antic disposition’ that he has adopted since learning that his father was murdered by his uncle from his father’s ghost. This would make him feel even more anger towards his mother for marrying Claudius. He is manipulated by the Ghost who encourages his frustration for her when he says, ‘ shameful lust/ The will of my most seeming-virtuous Queen’. Hamlet is in a vulnerable position as he is shocked by the revelations and is still grieving his father; it is comforting to ally his own feelings with his father’s in his resent towards Gertrude for marrying Claudius so soon after the King’s death and is quick to believe that he is a murderer. Hamlet follows the Ghost’s orders to not seek revenge on Gertrude but to ‘leave her to heaven’. Hamlet’s despise for Gertrude festers within him through the play and with it, his views of women. Hamlet follows the Ghost’s wishes not to take action against Gertrude and as a result he makes Ophelia suffer for his hatred of his mother. The extreme behaviour which Ophelia reports to her father leads Polonius to believe that he is ‘mad’ with the ‘very ecstasy of love’. Ophelia was obedient to her father’s wishes and ‘did repel his letters, and denied/ His access to me.’ In contrast to Hamlet’s ‘mad’ behaviour a letter written by him to Ophelia shows his strong feelings of affection towards her as he says, ‘To the celestial and my soul’s idol, the most/ beautified Ophelia’. The language is passionate in a very exaggerated style and shows that Hamlet had powerful emotions for her, and a rejection would cause an exaggerated reaction also. In conversation with Polonius, Hamlet’s bitter feelings towards women come out through quick and crude puns: ‘Let her walk not I’ th’ sun. Conception is a blessing, but not as your daughter may conceive’. This echoes Hamlet’s comment that ‘frailty thy name is woman’ as the punning suggests women are improper and easily influenced. In Hamlet’s next meeting with Ophelia he is harsh towards her and denies sending her letters but speaks abruptly to her, making connections between chastity, beauty and immorality. He repudiates Ophelia, the woman he once claimed to love, in the harshest terms and urges her to go to a nunnery as she ‘wouldst thou be a breeder of sinners’ and comments unfavourably on the flirtatious tricks of women such as ‘lisp’ and ‘nickname’. Hamlet says ‘we will have no more marriage’, this is not only because he believes women make ‘monsters’ of their husbands but the resent of his mother’s marriage to Claudius is also implied. When Rosencrantz and Guildenstern are sent to find out what is troubling Hamlet he feels betrayed his mother as his mother and Claudius are together plotting together ways spying on Hamlet; his mother is being led by Claudius. He goes on to say that he has lost all interest in life, ‘Man/ delights not me; no, nor woman either’. He talk of men and women separately suggesting that they are different creatures. During the play Hamlet is cold towards both Gertrude and Ophelia, when his mother asks him to sit by her he refuses as ‘metal more attractive’. He comments, ‘how cheerfully my mother looks, and my father died within these two hours’, and speaks of ‘country matters’ crudely to Ophelia. Hamlet is thinking about the way his mother has acted and as he cannot confront her he offends Ophelia. Even though it is not suggested that Gertrude connived at her husband’s murder, but by marrying Claudius she is guilty by association, â€Å"None wed the second but who killed the first’. It reminds the audience the way in which the circumstance has changed him to believe ‘frailty thy name is women’. Once the play has been stopped, Gertrude asks to speak to Hamlet which is when he confronts her about his feelings as before he had to ‘hold my tongue’. He tells her that it was Claudius ‘blasting his wholesome brother’. He asks why she would desert his father for his uncle and aggressively shames her ‘in the rank sweat of an enseamed bed/ Stewed in corruption, honeying, making love/ Over the nasty sty’. The audience recognise the crude language that he used when speaking to Ophelia as he condemns the ‘frail’ women. Gertrude is convinced mainly by Hamlet’s insistence and power of feeling, which illustrates her ‘frailty’ and tendency to be dominated by powerful men and her need for men to show her what to think and how to feel. Ophelia is driven mad by her father’s death and it contrasts strongly with Hamlet’s, differing primarily in its legitimacy: Ophelia does not feign madness to achieve an end, but is truly driven mad by the death of her father. After Polonius’s sudden death and Hamlet’s subsequent exile, she finds herself abruptly without any of them. She is obsessed with death, beauty, and an ambiguous sexual desire, expressed in startlingly frank imagery: ‘Young men will do’t, if they come to’t, By Cock, they are to blame. Quoth she ‘Before you tumbled me, You promised me to wed.’ Shakespeare has demonstrated her chaste dependence on the men in her life; similar to Gertrude’s character. Ophelia is in such a ‘frail’ state when in the same situation as Hamlet – their fathers both murdered – she commits suicide, which Hamlet also contemplated in his first soliloquy. Ophelia is associated with flower imagery from the beginning of the play. In her first scene, Polonius presents her with a violet; after she goes mad, she sings songs about flowers; and then she drowns amid long streams of them. The ‘fragile’ beauty of the flowers resembles Ophelia’s own ‘fragile’ beauty, as well as her nascent sexuality and her exquisite, doomed innocence. Despite Hamlet’s harsh treatment of Ophelia, Hamlet is grief-stricken and outraged when declaring in agonised fury his own love for Ophelia. He fights with Laertes, saying that ‘forty thousand brothers / Could not, with all their quantity of love, / make up my sum’. This shows that his despise of women could not overcome his love for Ophelia in the same way that Hamlet had trusted his mother to believe he is not mad but not tell Claudius that is an act, even though he had felt betrayed by her throughout the play. Therefore, Hamlet was shattered by his mother’s decision to marry Claudius so soon after her husband’s death, Hamlet becomes cynical about women in general, showing a particular obsession with what he perceives to be a connection between female sexuality and moral corruption. This motif of misogyny, or hatred of women, occurs sporadically throughout the play, but it is an important inhibiting factor in Hamlet’s relationships with Ophelia and Gertrude. He urges Ophelia to go to a nunnery rather than experience the corruptions of sexuality and exclaims of Gertrude, ‘Frailty, thy name is woman’. Gertrude seems to have a powerful instinct for self-preservation and advancement that leads her to rely too deeply on men much like Ophelia who is also submissive and utterly dependent on men. As these are the only two significant women in Hamlet’s life it is easy for him to conclude that ‘frailty thy name is women’.

Art history- art of romanesque France Coursework

Art history- art of romanesque France - Coursework Example Latin fathers were Cyprian (bishop of Carthage), Tertullian Septimus, Ambrose the bishop of Milan, Jerome, Augustine, the bishop of Hippo and Gregory the great who was the bishop of Rome from 3rd September, 590 to death (Hughs, 2014). Their theological insights greatly shaped the course of the Christian history. These Latin fathers helped in understanding the Christian doctrine development throughout the millennia. Up to the modern era, their explorations of the scriptures have grounded biblical commentary (Lawrence, 2014). 3. Monasticism is whereby one renounces worldly pursuits to devote fully to Christian work. These included monks (male) and nuns (female). Monks and nuns accomplished many practical roles in the middle Ages. They nursed the sick, accommodated travelers, and assisted the poor. The abbots and abbesses offered advice to the secular rulers e.g. the monastery of Cluny under Abbot Odilo an abbot at the secular collegiate church of St. Martins at Tours (Hughs, 2014). Monasticism also offered the society a divine outlet and ideal with vital consequences for the medieval culture wholly. Monasteries also promoted learning, encouraged literacy as well as preserved the features of the ancient literature like the works of Virgil, Cicero, and Aristotle. Monastic composers also had a role in elevating the scope and complexity of choral music as well as creating the best environment for devotion (Lawrence, 2014). 4. The renaissance of the twelfth century had plenty of changes made at the outset of High Middle Ages including political, economic and social transformations with scientific and philosophical roots. The era is characterized by the rediscovery of ancient roman and Greek authors, a rebirth of classical learning as well as the Greek’s spirit of inquiry recovery (Lawrence, 2014). 1. As Duby wrote, in the medieval era, the pilgrimage routes were paths that were walked by kings, princes as well as ordinary peasants. As a result each town along the way

Pre Calculus Questions Assignment Example | Topics and Well Written Essays - 250 words

Pre Calculus Questions - Assignment Example However, I later discovered that integration is the easier of the two concepts through practice. Using numerical data, differentiation proved to be the most difficult concept to use and in some case, I realized when doing trial questions that it was difficult to use differentiation. I realized that differentiation was only nice when using explicit formulae to solve functions. Integration seemed impossible explicitly but it was comfortable numerically. Natural exponential function can be used to estimate the size of a population with a constant relative growth rate. In estimating population growth, the formula P (t) = P (0) e kt where P is population after a period t, k denotes constant relative growth rate, and P (0) denotes the initial population size at t = 0. The measurement of time used in the formula is in most cases proportional to the life of the organisms under study. In the case of bacteria, hours or days are utilized while for human beings, t is normally in

Industrial Revolution Essay Example | Topics and Well Written Essays - 750 words

Industrial Revolution - Essay Example All this sudden change upgraded the living status of the British men, leading them to acquire an aristocratic kind of lifestyle. There was also an emergence of social classes in the society namely: wealthy class, middle class and poor class. As per (Goloboy ,15),â€Å"Most obviously, the industrial revolution transformed the nature of work. Increasingly, Americans worked for wages rather than within a family farm economy†. â€Å"The ‘industrial revolution’ was one of the three or four most important transformations in human history, and Britain was the first society to experience it†(Hoppit,2010).The industrialization began with cotton production which multiplied the productivity of cotton threads 10 times more than previous rate. The industrial revolution also increased the production of iron to a staggering level, which helped in the invention of electricity, trains, telephones, and radio... There was also an incredible amount of yield in agricultural sid e as the crops like turnips, clover and alfafa boomed. The industrial revolution also increased the population ratio as the food supply was immense along with financial system enrichment on government side â€Å"The industrial revolution was a process of household – based resource relocation that increased both the supply of marketed commodities and labor and the demand for market supplied goods† (Vries ,249-253).Interestingly, there was also a decline in the death rate of people as dangerous disease like plague and small pox started declining. Apart from bringing prosperity to American and Europe, industrial revolution also had its big share of drawbacks .The main issue was the emergence of industrial class, pollution, unemployment and child labor. 4 â€Å"Many people argued about the effects of the industrial revolution. Opponents point to the ugly over crowded towns, the ruin of vast areas of the country side, the quest for profit, and the employment of women and c hildren in dangerous jobs† (Ross, 34).There was mass emergence of large cities with a complex transportation system which led to higher amount of pollution in the environment. The industrial revolution declined quality of living of human beings from a natural angle and also depleted the natural resources to a great extent. In this 21st century, the globe has undergone a massive industrialization and in one way on technologically basis, we are far from excellence. Still, there are lots of countries which are in developing stage and in under developing stage. Development is good, but when it destroys our very natural environment, health and well being and humanity, then it can become our very own enemy. Now the super powers like America, England and Germany, have exceeded the limits of Industrialization and technological revolution and have depleted much natural resources of the planet. According to (Shapley), â€Å"The United States must be held accountable for its emissions, double the per capita level in Europe, and should follow the EU lead by committing to reducing its total greenhouse gas

Research Project Proposal Essay Example | Topics and Well Written Essays - 2250 words

Research Project Proposal - Essay Example This study will explore the research about the effects of therapeutic massage on stress and quality of life of female faculty working in the teacher education program at a (Name) University. It will enquire into if there will be some impact on the efficiency and life style of the female faculty staff if they are provided with the massage facility in order to reduce the level of stress in imparting their too heavy pedagogical duties. The purpose of this project is to study the quality of life of female faculty working in the Teacher Education program at a (Name) University to determine what effects massage therapy designed to relax and revitalize the mind, body, and spirit has on stress reduction and overall quality of life. The quantitative and qualitative feedback received from pretest and posttest surveys and massage follow-up questionnaires will be used to determine what if any difference the effects of therapeutic massage designed to relax and revitalize the mind, body and spirit has on stress reduction and management, and overall quality of life. 3. In what ways does participation in the holistic health alternative practice of therapeutic massage treatments improve the quality of life of female faculty working in the Teacher Education program at this (Name) University The (Name) University female faculty across schools and departments will benefit from knowing if perceived stress is reduced and quality of life improved as a result of participating in a perceived Quality of Life and Stress survey and three massage therapy treatments designed to relax and revitalize the mind, body, and spirit. The information will be used to increase awareness of the stress female faculty encounter in the Teacher Education program. The findings may result in the development of holistic health programs that improve higher education environments. The information will be shared and published with the Massage Therapy Foundation of the American Massage Therapy Association. REVIEW OF LITERATURE The literature referred to value of life as a qualitative practice that appears from the inside, a mode of concerning to life that twigs from a fresh perceptive and an eternal change in a manner an individual witness life. In order to be familiar with living being and becoming as it communicates to worth of life and transform of the inside out, it was required to examine strain and its consequence on fitness and living being. When the symbols of stress persevere, an entity is in danger for heart infection, cancer, corpulence, hopelessness, obsessive-compulsive, ill treatment, diabetes, and so on. Stress slows down the resistant organism. A destabilized resistant organism effects in ill health. It is necessary to identify the sign of stress and make out what steps should be taken to reduce the stressors that influence physical condition and value of life. Knowing that tension begins when a

The Efficiency Effects of Mergers and Acquisitions in Malaysian and US Term Paper

The Efficiency Effects of Mergers and Acquisitions in Malaysian and US Banking Institutions - Term Paper Example The effect of globalisation on trade and business is the most prominent aspects and this has created the impotence of deregulation for encouraging economic growth. These market deregulations have intensified the market competition and the existing players are trying to gain upper hand position in the market. In this regard, Hope and Maeleng have mentioned free trades as â€Å"competition–enhancing devise† (Hope and Maeleng, p.61). In such competitive business environment, every organisation is trying to be larger in terms of value, market size, consumer base etc. However, achieving rapid growth is tedious and long term process that may cause in not catering the available opportunities before rivals and this process of growth is known as organic growth. On the other hand, mergers & acquisitions (M&A) leads to achieve a rapid organisational growth. Today, M&A has become very popular strategies for the business and market expansion in domestic and in international market. However, M&A is riskier strategy as it influences the engaged companies as well as the entire market (Hagelm p.155-157). This paper will present a discussion on the effect of M&A on banking institutions and financial markets of Malaysia. 2. Overview of Malaysian and US Banking Sector USA is highly developed nation with a huge financial market. Prior to the financial crisis of 2007-2008 US market was considered to be the most stable financial market. The period of the latest financial crisis has made the entire financial market weak as many top financial institutions including top banks like Lehman Brothers have collapsed severely. Since 2007 till 2009 US banking sector have experienced several bank failures and merged. The statistics are presented below in the table. Table 1: (Source: Fahlenbrach, Prilmeier and Stulz, p.40) However, Now US banks are attempt to recover from the crisis as the banks like JPMorgan and Goldman Sachs are showing considerable growth (Ferreras, â€Å"US Ba nking Sector Endeavors Recovery—Research Report on Goldman Sachs and JPMorgan Chase’s†). However, majority banks are still facing crunch situation and hence, many have commented that it will take a significant time to recover. On the other hand, market indices for US banking sectors depict a positive result which has been presented below. Figure 1 (Source: Fahlenbrach, Prilmeier and Stulz, p.33) Malaysian is a one of the rapidly developing countries in the Asia Pacific region. The effects of the financial crisis of 2007-2008 were on the most of world economies directly or indirectly. However, in case of Malaysian economies it was not hurt significantly and hence, its banking sector kept growing during financial crisis. Bank Negara Malaysia is central banking responsible for regulating other commercial and other investment institution. The following table represents number of financial institution including banks as per November 2009. Table 2 (Source: MIDA,  "Banking, Finance and Exchange Administration†) Malaysia banking has anticipated a growth in loan amount in during 2010 as it loan amount increased by 12.8% comparing to previous years. Analysts, Lin and Mee have commented that â€Å"Within the retail segment, mortgages, hire purchase and credit card loans grew by 13.2 per cent, 7.7 per cent and 14.2 per cent respectively†

Managing Creativity and Changes in Organizations Essay

Managing Creativity and Changes in Organizations - Essay Example The management of intellectual capital will require skills that nurture creativity and innovation in the workforce rather than compliance as in the past.† The case of Apple Incorporated is sheer evidence that hierarchical management structures will be less evident in the future. Instead, nurturing creativity and innovation in the workforce will be a must rather than doing a requirement of compliance for hierarchical management. What Apple exactly did is a depiction of innovation, a significant change that opens the door for the more innovative business approach in the future. Apple Incorporated has primarily dealt more with specialization, leading to the progress of its product offerings in terms of technological advancement. However, what is clear in its case is the ability to promote creativity and innovation concerning the skills of the manpower to develop something new. At Apple Incorporated, it does not matter who the boss is, for as long as everybody has something new inn ovative to offer that is in line with the firm’s vision to go for a change and lead in the industry. Aside from the fact that Apple has been producing new innovative products in the market and has become the leader in its industry due to this approach, it has also successfully made an innovation in its business model, and together these have called for effective management of skills prior to creativity and innovation. In other words, the company’s business culture is more of a deviation from the traditional business model.  

Questioning the Text Papers Essay Example | Topics and Well Written Essays - 1000 words - 1

Questioning the Text Papers - Essay Example All the three tales interacts to form a coherent picture of the predicaments that the characters face and the possible solutions to the problems. The paper presents a question from the text and discusses it comprehensively with illustrations. Considering the nature of the relationship between characters in the three tales, examine whether the existence of racial ties and commonalities can influence the disposition of an individual toward another person of the same race? Explain the impact of the behavior displayed by characters from similar backgrounds on the efforts to discourage racial discrimination and stereotypes? The text possesses themes of stereotypes and racial prejudice especially towards the Chinese people. It presents several examples that emphasize the idea that the author addresses some of the major problems faced by various victims of racial discrimination. The question emerges from the observations that individual characters who hail from the same ethnic groups, mistreat their fellow counterparts. Instead of providing support for them to thrive and adapt to the harsh systems, they shun them away, and this worsens their situations. There are many scenarios that support the basis of the questions. The relationship between Wei-Chen and Jin is a typical example that illustrates this fact. Another example is the event that transpires between Wong Lai-Tsao and Tze-Yo-Tzuh that was full of betrayal. In brief, the question originates from the negative treatment displayed by various characters to individuals from the same race. The query is significant as it highlights the weaknesses existing in the society between victims of racial prejudice and stereotyping. Research indicates that most individuals in alien countries face discriminations or mistreatment from fellow tribesmen and members of the same race (Shabazz 1238). As minority

The Different Lifestyles Between an Alcoholic and Non-Alcoholic Essay Example for Free

The Different Lifestyles Between an Alcoholic and Non-Alcoholic Essay A person’s body that is physically dependent on alcohol is known as alcoholism. An alcoholic can be called an addict; someone who is addicted to alcohol. (More on the definition of â€Å"addict† is further in this essay). Alcoholism is a very serious illness that affects about 30 percent of people; 10 percent of women and 20 percent of men (Green Health Edition, Chapter8, page 222H). People all over the world and throughout history have used alcohol for every kind of social gatherings to religious ceremonies. It is said that alcohol enhances celebrations or special times; however, people have rarely ever thought about the impact alcohol can have. Research collected from the textbook, Green Health Edition, Chapter 8, page 222, even shows that very low levels of alcohol consumption may lower some health risks. However, while alcohol can sometimes play a positive role in some people’s lives (people who can control it); it needs to be remembered that it is a chemical substance that affects a person’s general personality and behavior. Alcoholism can affect individuals, as well as their families in a number of ways. Living a life of an alcoholic or a non-alcoholic is entirely a choice. Knowing the difference between an alcoholic lifestyle versus a sober lifestyle can hopefully help an individual make the right choice. Alcohol affects everyone on different levels, where one area may be more affected than another, depending on the alcoholic. Alcohol has a major negative impact on the individual as well as anyone else that is involved, and may need treatment to get their lives back to normal. The lifestyle of an alcoholic and non-alcoholic differentiates in many ways, ranging from family relations, to finances, to emotional/behavioral issues. Alcoholics can disrupt family life and cause harmful effects that can last a lifetime. Family interaction between an alcoholic differ majorly compared to family interaction involving a non-alcoholic. An alcoholic family or a family that has an alcoholic spouse or parent or parents suffers in many ways. If there is a celebration of any kind, the alcoholic will tend to bring alcohol to it, show up drunk or avoid going altogether. Drunkards will frequently withdraw themselves from family or social gatherings in order to commit more time to their drinking. Approximately 71 percent of drinkers have reported heavy alcohol consumption prior to attending a party, sporting event, or school-sponsored activity (Green Health Edition Chapter 8, page 223). This can ruin the celebration and cause emotional distress for the sober family members. A non-addict family will tend to have smooth running, well organized, have happy company at their celebrations or family gatherings. Another way a family can be affected by alcoholism is where a parent is the alcoholic. Most commonly, the majority of alcoholics are parents or those who have a similar type of framework of some sort in which they have the authority to be influential. Parental responsibilities are often ignored, leaving children to take care of themselves. This type of behavior creates an evident formula for catastrophe as toddlers, adolescents, and teenagers need embracive attention for adequate development. Children and young teens that see alcohol abuse tend to become more â€Å"susceptible to abusing alcohol themselves† (yourbesthealthcare. blogspot. com, para. 6) and at an early age. Parents can become verbally and physically abusive successfully cutting emotional ties that become relevantly involved with the family relationship and with their children and perhaps even spouse. This could lead to a divorce which causes even more emotional drama on young children. A non-alcoholic family is more prone to have a happy functional family. The children do better in school, behave better in social events, teens perform better academically, and will most likely not fall into the pattern of alcohol abuse. Those are the families whom are those that communicate with one another, work and compromise together, parent together, and the children have a safer and stable environment and foundation to grow up on. Alcoholics go through money just as fast as they do their alcohol. Fiscal disciplinary actions are almost unavoidable when a person develops an alcohol addiction. Just financially supporting the habit of drinking alcohol alone can off balance a family budget. An alcoholic may take money aside or hide spending money for the wanted alcohol. Some liquor can indeed be quite taxing to a budget, especially when an addict’s tolerance keeps growing. Alcoholics sometimes depend on other family members to step in and help with their finances. This is where family member can become the alcoholic’s enabler without realizing it. â€Å"Families are desperate to fix the drinker’s problem, to show them there is a better way to live, because one believes it will demonstrate how much they are loved and they will return the love† (Al-Anon Faces Alcoholism 2012, page 6). Sometimes alcoholics may steal possessions or money to support their addiction. Alcoholism can have a tremendous financial impact on an individual and families. With increased finances coming from the budget and going to the increased need for alcohol, â€Å"financial duties, such as bill payments, can be put at risk because it is necessary for the alcoholic to get a drink† (yourbesthealthcare. blogspot. com, para. 4). Besides money leaving the family budget, alcoholics can even put their job security at risk causing an inconsistency that generally is noticed by supervisors, which in turn are reported to the boss. This can cause frequent job changes and the loss of jobs, which causes the finances to fluctuate. Sometimes a person may use this for an excuse to drink even more because they cannot deal with the financial strains and stress. Not only does a person’s finance suffer from the wanted addiction itself, but also their pocket book’s hole can grow even bigger when you mix it with legal issues. There can be legal fees, higher insurance fees, court costs, fines, and if you are involved in an automobile accident and you get a DUI, you could face the cost of car repairs, medical bills or replacement costs. The financial pinch can hurt worse if the individual goes to jail or even loses their driver’s license. Losing a driver’s license can make it more difficult to keep or get a job. If your loved one, whether it is a son/daughter or a spouse, goes to jail or even, gets sentenced to an extensive rehabilitation facility, this, too, can cause financial strain. On top of losing the extra income through the now absent alcoholic, extra funds are needed to be placed on the individual’s book so they can order from Commissary, or make weekly phone calls that get expensive, and extra funds are also needed to travel to see your alcoholic, loved one. This all adds up and definitely adds to a major financial strain. â€Å"The fundamental activities of daily living and many of lifes chances to further ones economic standing are closely tied to an individuals current financial resources† (Pearlin Radabaugh, page 98, 1976). Sober families have a tendency to have better money management and are able to enjoy some of life’s finest things because they do not have money going to unwanted or unnecessary things, such as everything mentioned above. These are families and individuals who are able to rationally come up with financial goal plans, have the brain capacity to critical think, make effective decisions, and the ability to solve problems. They are able to prioritize goals and evaluate the importance of each while taking into consideration of the family and how they would affect them. Attitudes and values are more positive in this type of environment and most decisions are based on attitudes and values. As long as they are positive and healthy, then the outcome will be a healthy and positive one for the whole family. A big way that all families are affected by alcoholism is the alcoholic’s behavior, especially behind the wheel. Every family is affected by this, even families not involved in the alcoholic’s life. According to some research from the Green Health Edition textbook, Chapter 8, page 232, traffic accidents are the leading cause of death for all age groups from 5 to 45 years old and in 2008 nearly 32 percent of traffic fatalities involved at least one driver who was under the influence of alcohol. That is about 11,773 alcohol impaired driving fatalities in just one year. This survey represents an average of one alcohol-related fatality approximately every 45 minutes. About 49 percent of alcohol-related crashes were reported during the weekends, the days where most families go out to spend some quality family time, and it is said that the majority of alcohol-related fatal crashes occur at night compared to during the day, as well as the day or days of the week. According to: Drinking and Driving: Chapter Three, Alcohol and Its Consequences- Drinking and Driving Laws Insurance Institute of Indiana, an influenced driver has a risk of the likelihood of dying in a single vehicle crash is more than 382 times higher than for a nondrinker. Research from A. R. Phoenix Resources, Inc. finds that around 10 percent to 25 percent of drinkers report drinking to get psychological relief; to regulate negative emotion. It is said that most alcoholics drink because they are depressed, trying to hide certain unwanted emotions, or even suppress trauma from the past or present. The reason alcoholics drink varies from one drinker to the next, and the list can be endless. Why they drink is not too important, it is how they handle themselves. According to the 1996 A. R. Phoenix Resources Inc.an inmate workbook titled A New Freedom, section A Guide to Using Your New Coping Skills, there is a flow of events that lead to inappropriate behavior for individuals who go through negative emotions or do not know how to cope with them in a positive manner. The first stage is â€Å"Vulnerabilities†. These areas can put the alcoholic at risk, especially when he/she is not feeling very lovable, capable or worthwhile. It also includes discomfort with their own physical appearance, or health, unresolved or unaccepted issues of grief, anger, anxiety, or traumas. Next, is â€Å"Triggers†. A specific trigger, which can be an event or a thought (this includes people, places, things, and situations), can hit an individual in the most vulnerability spot. The next step is â€Å"Stinking Thinking†. Not everyone reacts appropriately to events or triggers. The way an individual may perceive an event may be faulty. It is common to overreact to certain triggers. Alcoholics tend to create unnecessary problems for themselves because of this. The fourth step is â€Å"Uncomfortable Feelings†. When an alcoholic thinks about these events, one may experience uncomfortable feelings, such as loneliness, anger, anxiety, sadness, or shame. These are normal feelings, but people choose to deal with them appropriately or in a dangerous fashion. Alcoholics will try to drink to forget about or wash away these feelings, where a non-alcoholic will tend to work through emotions and handle them positively. Then, â€Å"Isolation† is next. It often helps to talk about these feelings with others. If an individual is physically or emotionally isolated, then they have no help. This is where one will turn to drinking. Sometimes the isolation is deliberate; people have guilty secrets and stay away from others so the secrets do not get discovered. Next is the need for â€Å"Control†. It is common to feel the need to gain more control in our lives. People try to control the uncomfortable feelings and symptoms, but occasionally this means to control or manipulate relationships or the environment to create feelings of comfort or to reduce the discomfort. The eighth step in the cycle is the â€Å"Set-Up†. At this stage alcoholics have not fixed anything yet. An alcoholic will usually think about how they can seek relief for the discomfort- or seek a positive feeling (getting drunk) to deal with emotional issues. A non-alcoholic will tend to think how they can use positive coping skills at this point. Next is the â€Å"Behavior†. This is where the thoughts are put into action. People achieve relief for the discomfort through behavior. For an alcoholic, the relief is only temporary. The real problem was never addressed and this can cause additional problems. Alcoholics then, normally, face guilt afterwards. An individual may recognize that they have a problem and realize that they had made a mistake (again) and will deal with their feelings of guilt by justifying, rationalizing, or making promises to themselves or others, all while pretending everything is normal. An alcoholic typically thinks oneself is â€Å"fine†; thus they will continue on with their life with the additional vulnerability of having failed again. This pattern repeats itself again and again; it becomes a cycle. When a non-alcoholic faces this similar stage of emotional issues, they are typically more capable of handling the issues in a more effective way. They plan ahead on how to avoid temptations of making themselves feel better and avoid difficult situations. They tend to slow down, recognize what their feelings are telling them and they give themselves better options. Instead of drinking, one may choose to do breathing techniques, relaxation techniques, prayer, or seek out a supportive friend that they can talk with. Non-alcoholics have a different perspective on life and are able to focus on what is important. They are stronger and more capable at standing up for themselves and to themselves. They are able to love and accept themselves and others, and are able to keep their life, thoughts and feelings in balance. ‘People who are alcoholics are considered to be addicts; addicted to alcohol. According to Carl Jung, addiction is a spiritual illness, a spiritual search. One of the most poignant descriptions of addiction is found in Kahlil Gibran’s poem, â€Å"Jesus Knocking at the Gates of Heaven†. Addicts mean to go one place, and finishing in another. According to Dr. Carl Jung, they mean to find God. In a letter to Bill W. , the founder of Alcoholics Anonymous, Jung wrote regarding a patient. â€Å"His craving for alcohol was the equivalent, on a low level, of the spiritual thirst of our being for wholeness, expressed in medieval language: the union with God. † Jung went on to explain, â€Å"You see ‘alcohol’ in Latin is spiritus, and you see the same word for the highest religious experience as well as for the most depraving poison. The helpful formula therefore is: â€Å"spiritus contra spiritum† meaning, exchanging the ‘spirit of alcohol’ for the ‘spiritual awakening’ of Alcoholics Anonymous. In truth, most using addicts have to be â€Å"lifted up† by some outside force, family, friends, and society – to be restored to good health and healing. People need to know that even for those who seem initially not to want it, and some might say deserve it, recovery is possible’ (Jeanette McDougal, Addiction is a Spiritual Illness 2009). ‘Despite growing recognition of our national alcohol problem, fewer than 10 percent of alcoholics in the United States receive any care. Factors contributing to this low figure include inability or unwillingness to admit to an alcohol problem; the social stigma attached to alcoholism; breakdowns in referral and delivery systems (failure of physicians or psychotherapists to follow up on referrals, failure of clients to follow through with recommended treatments, or failure of rehabilitation facilities to give quality care), and failure of the professional medical establishment to recognize and diagnose alcoholic symptoms among patients. Most problem drinkers who seek help have experienced a turning point: A spouse walks out, taking children and possessions; the boss issues an ultimatum too dry out or ship out. Devoid of hope, physically depleted, and spiritually despairing, the alcoholic finally recognizes that alcohol controls his or her life. The first steps on the road to recovery are to regain that control and to assume responsibility for personal actions’ (Journal of Health and Social Behavior, (Dec 1994): pages 291-308). Alcohol kills more people under age 21 than cocaine, marijuana, and heroin combined (Green Health Edition Chapter8, page 223). The fact is, alcohol is a drug, and if it is not used responsibly, it can become dangerous. The lifestyle of an alcoholic and non-alcoholic differentiates in many ways, ranging from family relations, to finances, to emotional/behavioral issues. Alcoholism has negative effects on family relations. Emotional, physical, and even spiritual bonds can be broken. Divorces can happen and if there are children involved, they may pick up the habit at an early age. If a family’s reliance on financial needs is jeopardized in anyway by the alcoholic’s so-called â€Å"needs†, can cause a burden a family may not be able to handle. The alcoholism illness leaves the inability for the addict to provide for the family to the same standard of a non-alcoholic is drastically decreased, depriving the family of necessities. Alcoholism effects families by the individual’s choice of behavior because of emotional issues, however this affects the individual more so than the family. Alcoholics drink for many reasons, which are not important, but the self-destructing behavior is. Addicts tend to get themselves into a repeating cycle that will not end until they get help. Having the education on the effects of alcoholism can hopefully help aid a person to choose to live a non-alcoholic lifestyle. Alcoholics Anonymous as well as alcohol treatment provides a humane, successful second chance to lead a healthy, productive, alcohol free life. References: *Al-Anon Faces Alcoholism 2012 -brochure booklet *A New Freedom, 1996 A. R. Phoenix Resources Inc. : A Guide to Using Your New Coping Skills-an inmate handout worksheet/workbook from NEACC *A New Freedom, 1999 A. R. Phoenix Resources Inc. ; Healthy Relationships and Healthy Boundaries-an inmate handout worksheet/workbook from NEACC * Author Peirce, Robert S; Frone, Michael R; Russell, Marcia; Cooper, M Lynne Publication title: Journal of Health and Social BehaviorVolume 35Issue 4Pages 291-308Number of pages 18 Publication year 1994 Publication date Dec 1994 Title: Relationship and financial *Carl Jung, Letter to Bill W., founder of AA. AA Grapevine. January 1968 *Catalano, Ralph, David Dooley, Geojeanna Wilson, and Richard Hough.1993. Job Loss and Alcohol Abuse: A Test Using Data from the Epidemiologic Catchment Area Project. Journal of Health and Social Behavior 34:215-25. *CHAPTER 8 | ALCOHOL AND TOBACCO |GREEN HEALTH EDITION 223 M. *How Does Alcoholism Affect Families? | eHow. com By Remy Lo, eHow Contributor *How Drug Addiction and Alcoholism Affect Your Finances by erika.eHow. com *Jeanette McDougal an inmate handout on â€Å"Addiction is A Spiritual Illness† 2009 *Kessler, Ronald C. 1979. Stress, Social Status, and Psychological Distress. Journal of Health and Social Behavior 20:259-72. *Miss. Carter who is the head director of NEACC and has been for the past ten years *Voydanoff, Patricia and Brenda W. Donnelly. 1988. Economic Distress, Family Coping, and Quality of Family Life. Pp. 97-116 *yourbesthealthcare. blogspot. com.

The main characteristics and structure of the Acts of the Apostles Essay Example for Free

The main characteristics and structure of the Acts of the Apostles Essay Outline your knowledge and understanding of the main characteristics and structure of the Acts of the Apostles [35] The Acts of the Apostles is the fifth book of the New Testament which outlines the events of Apostolic Age of Christianity. Within the book, there is a definite structure behind it with reoccurring and consistent themes and characteristics that continually appearing throughout it. In terms of the structure of the book, there are three consistent themes which consistently appear and develop throughout Acts as the Apostles progress through the journey. The themes I refer to are geographical, biographical and theological. The geographical theme is first made evident by Jesuss final command before he ascended into heaven, in 1:8 of Acts. Jesus said you will receive power when the Holy Spirit comes on you; and you will be my witnesses in Jerusalem, and in all Judea and Samaria, and to the ends of the earth. The book of Acts then proceeds to tell the story, where the events fulfil this prophecy and the actual book could be divided into sections based on what Jesus said. From the start of the book until chapter 6, the Apostles are situated in Jerusalem and from then to chapter 12 is the story of how the Apostles fled Jerusalem and went out to Judea and Samaria. From Chapter 12 onwards chronicles the missionary journeys and the road to Rome, which was considered by many to be the ends of the earth at the time. The biographical theme is one that has caused many of scholars to dispute the title of the book, for although the book is titled Acts of the Apostles, the book mainly centres around two figures. The first figure would be Peter, one of the original twelve and a Jewish convert whom represented the traditional early Christians who maintained their Jewish traits. The first part of Acts focused on him and his leadership in getting the Church started up. The other figure would be Paul, a former member of the Sanhedrin who persecuted the Church before being converted and becoming a missionary spreading the message to the Gentiles throughout Asia, Europe and to Rome. The theological theme is shown through the spread of the message and the expansion of the Church to include the Gentiles and how such a move caused such controversy and concern amongst the early Christians. In the book, Luke ensures to include all details which state that Gentiles should be allowed to convert so as to solve the problem, for even if the speeches included in the book were not successful, the content was of importance, and thus view is upheld by scholars such as Fernando. Also in Acts are a number of characteristics that are ever-present in most, if not all stories within the book. The Holy Spirit, baptism, opposition, universalism, miracles and prayer, it is generally agreed by scholars and can be seen by most, that these features are often integrated somehow into the stories. The Holy Spirit is the most common reoccurring characteristic present in the book of Acts, and also one that is existent in Lukes Gospel and shows the connection between his Gospel and Acts. As said by the scholar Guthrie, God is seen to be active in the early Church through the Spirits power. The Holy Spirit was a promised gift from Jesus and is shown to have much effect when it came into ones life. On Pentecost, the spirit is shown to have changed the Apostles from being scared and in hiding, to being open and speaking out proudly of their religion, particularly Peter, who became a fearless and insightful leader. It also changed Paul from being one of the persecutors to being one of the persecuted. The general message is that if one accepts the message with enthusiasm, the spirit would change their life, with an example of this being the Crippled Beggar as well. Another common characteristic of the book is the sacrament of Baptism, as Luke commonly writes that baptism is necessary in order to become a part of the Church, for it is not only symbolic of a change of heart or the washing away of old sins and such, it is supposed to give way for a new life where the Holy Spirit actually lives within a person. This is made clear by Paul when he was in Ephesus in chapter 19. Opposition is something which also comes up often in the book of Acts, more often than not actually. From Jesus time, to the actual beginnings of the Church and all the way to when Paul was in Rome, the Christians were facing persecution from others, namely the Jews. The Sanhedrin arrested numerous Christians and even stoned Stephen to death and Paul is rejected by the Jews in just about every town he enters on his missionary journeys. Despite their numerous attempts to spread the message to everyone, including the Jews whom Paul always visited first upon entering a town, they continued to shoot it down and reject them. And that idea of Christians attempting to spread the message to all leads us to the next characteristic and that is, universalism. This is first raised in 1:8 of Acts, as it is said that the message should be spread to all people everywhere, and begins to happen after the Diaspora of the early Christians after Stephens death. Philip is the first to break boundaries as he converts Samaritans (essentially a sect of Judaism) and talks to an Ethiopian, however Peter officially accepts the Gentiles into the Church, beginning with Cornelius. Also, Paul is told in a vision to be the one who preached and spread the message to the Gentiles specifically. Another characteristic which is present throughout the book is the act of Miracles, which as CS Lewis said are what God writes across the sky in capital letters what he usually writes in small letters everyday. The point behind them is to make valid the claims that Jesus is indeed the Lord and that his power and presence is still very much alive. An example of a miracle is how Peter healed the crippled beggar, enabling him to jump up and run about. And the final characteristic of Acts is the importance of prayer in Christianity. Luke uses prayer to emphasise the community aspect of the religion and encourages others to worship in numbers as prayer gives people time to give praise to God, whilst also bringing about fellowship and equality especially after the division between Jewish and Gentile converts. Paul was seen to have prayed often, such as when he was imprisoned and he prayed and sang hymns which lead to divine intervention as he escaped from the prison. Overall, one can see that there are many characteristics that the book is based around and that there is a definite structure which really builds up the story.

Methods Of Evaluation Of Vehicle Aerodynamics

Methods Of Evaluation Of Vehicle Aerodynamics Part a) Different methods of evaluation of vehicle aerodynamics: In recent years aerodynamics of vehicle has gained a lots of attention because of the major use of negative lift (down force) principle which improves the performance of vehicles. Thus evaluating vehicle aerodynamics has become an important part of car engineering and it is no longer only limited to vehicles initial designing. Several method and tools are used in this process such as wind tunnel testing, computational fluid aerodynamics or track testing. Each of these tools has their special need for e.g.:- at initial design stage wind tunnel can be used and after car is built it can be tested on the track. In the following paragraphs i discuss three mostly used methods i.e. wind tunnel testing, CFD software and track testing. http://www.atzonline.com/cms/images/sh05-09-20.jpg Wind tunnel testing: In 1870s first wind tunnel was designed but until 1960s it was just meant to use for aeronautical purposes but once this method brought to use for automotive purposes, within no time it became an essential part of car developments and provided good environment for aerodynamic evaluation. In the wind tunnel testing method a geometrical shapes or models is mounted in the test section of wind tunnel and air is blown over or sucked through a duct by a fan or number of fans. To make measurements more accurate closely spaces vertical and horizontal air vane are used which smoothes the turbulent flow before it reaches the model. Usually, measurements are taken from a balance on which model is mounted and various visualisation techniques such as smoke and tufts are used to understand the affect of some geometric features on aerodynamic performance. Wind tunnel helps to acquire lots of data such as: Aerodynamic forces drag, lift, side force Variation of these forces and movements with yaw Vehicle cooling drag Affect of aero features Surface pressure distribution There are different types of wind tunnels which are as follows: LOW SPEED WIND TUNNEL also named as SUBSONIC WIND TUNNEL are of open return type or return flow in which air is moved with a propulsion system made up of a huge axial fan which helps in increasing dynamic pressure and thus helps to overcome viscous loss. In this type mach number is kept very low and speed is maintained up to 400 km/h http://en.wikipedia.org/wiki/Subsonic_and_transonic_wind_tunnel#Subsonic_tun)Staffordshire University logo HIGH SPEED OR TRANSONIC WIND TUNNEL is designed to reach the speed close to the speed of sound. Mach and Reynolds number both are important here due to viscous or in viscid interactions. As compared to subsonic wind tunnel, much large scale facilities and pressurized wind tunnels are used. (http://en.wikipedia.org/wiki/Subsonic_and_transonic_wind_tunnel#Subsonic_tunnel) SUPERSONIC WIND TUNNEL generates supersonic speed. In supersonic wind tunnel, high pressure ratio is required and to avoid occurrence of liquefaction or condensation drying or pre heating facility is required. http://upload.wikimedia.org/wikipedia/commons/thumb/f/f0/Supersonic-en.svg/400px-Supersonic-en.svg.png (http://reference.findtarget.com/search/supersonic%20wind%20tunnel/) HYPERSONIC WIND TUNNEL produces hypersonic flow field in test section. It runs with very high pressure ratio and like supersonic; hypersonic also requires pre heating facility. As compared to other types of wind tunnels, hypersonic wind tunnel has more challenges in its designing. Staffordshire University logo (http://commons.wikimedia.org/wiki/File:Langley_hypersonic_wind_tunnels.jpg) WIND TUNNEL SCALE: Model scale wind tunnel testing (MWT) plays an important role in aerodynamic development of motorsport vehicles, training and research though now it has been outmoded by CFD. wind_tunnel1 Figure: http://www.insightman.com/mag_photos/wind_tunnel1.jpg It is an ideal way to determine the affects of various features and body styles on aerodynamics of vehicles. In model scale testing, model lie between 30%,60%nand they can be be produced by various techniques such as fibre glass, stylist clay models, milled foam and rapid prototype models or a combination of all of these. Model scale testing doesnt needs high running cost as sophisticated test methods such as fitting a moving ground plane doesnt need high expense. In all, if styling method can be utilized than this testing method is a cheaper method to develop vehicle aerodynamics.Staffordshire University logo In spite of all, model scale testing has its own limitation such as: Ensuring geometric similarity: some special features can be difficult to model at small model scale. Reynolds number effects: Reynolds number (Re) of the flow around vehicles reduces with the reduction in scale which then requires an appropriate increase in the airflow. FULL SCALE WIND TUNNEL TESTING (FSWT):- FSWT has totally taken over MWT as it many problems faced during MWT are overcome by using full scale testing: It eliminates the effect caused due to Reynolds number. It totally avoids the cost of production of models. It helps to determine the influence of small geometric changes. Aerodynamics: Radical LMP2 in MIRAs Full Scale Wind Tunnel (http://www.mira.co.uk/Services/AerodynamicsMainPage.htm) COMPUTATIONAL FLUID AERODYNAMICS (CFD): It is a phenomenon or software used to improve the car aerodynamics. The software provides benefits from number crunching capability of computers used to solve the problems of fluid flow, heat transfer and related processes like chemical reactions with the use of simulations of fluid flow. The fluid here refers to a lot of substances as well which behave like fluids depending on the circumstances they are in, for example, winds blowing around buildings, cooling air flows in a laptop, drugs in asthma inhalers etc. It mainly focuses on affects made by pressure, temperature, density and the velocity of the fluids. It is powerful technique software with a wide range of applications. It is very commonly used software in automotive industry (the method has an ability to calculate the air flows around a vehicle or car), especially in motorsports because of the massive competition. It first came in light in 1990s.The software is now owned by Bar Honda Formula 1 team. The software has always been updated at times as the as the new computer technologies come in. since the software runs of a computer, the speed of the computer processor also plays an important role in improving the performance, in other words, more powerful the supercomputer, more accurate result of CFD process. As the time passes it has become cheaper and advanced.Staffordshire University logo Streamlines under a stock car (http://strangeholiday.com/oops/stuff/annurev.fluid.38.050304.092016.pdf) Working process of computational software is divided into phases: First of all, it divides the geometric structure of the object into a set of elements or cell which named as a mesh. The accuracy of the result of CFD totally depends upon the number of cells as higher their number is, more accurate result will be. Secondly, mesh representing volume occupied by the fluid is created. Now, when fluid flow comes into contact with the object, it gets separated into as many cells as possible. Then, computer starts finding out the problem it faced during the second phase. Besides this, it also set up a clear image of interaction of object and fluid flow. Finally, simulation is started and result obtained is analyzed. Staffordshire University logo INSTRUMENTED ROAD OR TRACK TESTING: This testing method has earned lots of popularity in short time as it a very cost effective testing method as all we need to perform this is good weather and cost of renting a track and instrumenting. Aerodynamic drag plays an important role to improve the performance (fuel consumption, speed) of car. These tracks are constructed especially for the vehicles which are new or are under research. The tracks are made under such circumstances that when testing a car it gives the most relevant or most accurate results. DSC_05442 Figure:http://www.speedsportlife.com/wp-content/2009/11/DSC_05442.JPG These tests are used to identify the different properties or aspects in different conditions such as traffic flow, weather (raining, dusty, snowing or at different wind flows) and time of day. The car is made run on the track at different and constant speeds to check the flow ratios with the help of the sensors fixed on both sides of the track. The sensors track the dynamic path of the car which give information about the flows and performance of the cars. The aerodynamic behaviour of the vehicle is then analyzed and the car is again made run on the track with improved or modified aerodynamic properties. Part 2Staffordshire University logo Computational Fluid Aerodynamics (CFD) The science that tries to verify a numerical solution to the equations that govern the fluid flow is called CFD (Computational Fluid Dynamics). In the recent years, CFD methods have been utilized as an important tool of design analysis within research organisation and industry with the help of supercomputers. In fact, science is now trying for the theoretical-experimental treatment so that results which are obtained in wind tunnel testing can be used to standardize and prove the numerical models. As everything have its dual aspects, so as CFD. It has its own lots of advantages and some disadvantages too which are discussed as follows: MERITS:- A large number of CFD simulations can be performed rapidly and of course it is way cheaper than making a real model and running it in a wind tunnel or an instrumented track. With CFD there is always a greater probability of getting design right first time before manufacturing the actual vehicle because overall concept and shape can be tested. CFD enables the designer to analyze and visualize the flow around the vehicle. It can be done a number of times to facilitate the design optimization. It is much cheaper than to perform a wind tunnel test. Auto optimization is the advanced form of CFD and is considered to be more accurate. In it computational methods that accesses mathematically the obtained results and makes changes to the configuration and the shape of the vehicle. It automatically selects the most suitable design. Automatic mesh deformation is one of the advancement in auto optimization. Performing computational optimization method and automatic mesh together, it is possible to explore geometry changes and the software alters the mesh along with the geometry. CFD technology helps to improve the aerodynamic performance of vehicles and also helps in reducing co2 emmision.Thus, this testing method not only serve a duty for automotive purposes but also helps in keeping environment pollution free. Staffordshire University logo Demerits: No doubt CFD is a best tool among all other ways of determining vehicle aerodynamics but scaling issues can create some limitations to it such as reduicton of transition from laminar to turbulent flows (e.g. boundary layers) or the calculation of separated flow and unsteady wakes.) CFD can make millions of calculations to achieve an accurate result but the final result can only be appropriate for some reasons like: non accurate or less accurate data, scientific knowledge base or reduction in number of calculations by supercomputer. So, there are more chances of making numerical errors since everything relays on computers. Besides this, approximation of result can cause Truncation errors and round off errors are also possible due to the word size available on a particular computer The bottom line is that solutions find by CFD rely upon user-defined elements like: grid generation and turbulence modelling, which will be soon an obstacle facing code developers. It is not yet possible to create full flow field model economically as in mostly vehicles the large scale flow regimes depends on inevitability of transition and turbulence. PART 3 25mph Pressure image:E:25MPH25mph Pressure.gif The pressure is very low (-21.71446) on upper and lower surface of wing .It is more (33.87485) on front tip of wing and also it is less( 23.76770) on front upper and lower surface, it also same on back upper and lower surface of wing. Velocity image:E:25MPH25mph Velocity.gif The velocity is very low (1.854647)on front tip of wing and it is high (6.536719) on upper and lower front surface of it. It is also same on back upper and lower surface of wing. Velocity is really low (9.658100) on lower surface and upper surface of wing but on mid portion of upper surface it is (7.317064) 45mph Pressure image: The pressure is very low (-16.66089) on middle upper and lower surface of wing .It is more (38.92842)on front tip of wing and also it is less( 23.76770) on front upper and lower surface, it also same on back upper and lower surface of wing. E:45MPH45mph pressure.gif Velocity image: The velocity is very low (2.634993)on front tip of wing and it is high (8.097410) on upper and lower front surface of it. It is also same on back upper and lower surface of wing. Velocity is really high (9.658100) on lower surface and upper surface of wing but on mid portion of upper surface it is (7.317064) E:45MPH45mph velocity.gif 65mph Pressure image:E:65MPH65mph pressure.gif The pressure is very low (-1.500165) on upper and lower surface of wing .It is more (33.87485) on front tip of wing and also it is less( 18.71413) on front upper and lower surface, it also same on back upper and lower surface of wing. Velocity image: The velocity is high (6.536719)on upper and lower front surface of wing. It is also same on back upper and lower surface of wing. Velocity is really high (9.658100) on lower surface and upper surface of wing but on mid portion of upper surface it is (7.317064) E:65MPH65mph velocity.gif 85mph Pressure image:E:85MPH85mph pressure.gif The pressure is very low (-16.66089) on upper surface and also low on lower surface(-11.60731) of wing .It is more (33.87485) on front tip of wing and also it is less( 23.76770) on front upper and lower surface, it also same on back upper and lower surface of wing. Velocity image: The velocity is high (8.097410) on upper and lower front surface of it. It is also same on back upper and lower surface of wing. Velocity is really high (9.658100) on lower surface and upper surface of wing but on mid portion of upper surface it is (7.317064) E:85MPH85mph velocity.gif Part 4: Conclusion: Staffordshire University logo As the technology improves day by day the things (automobiles) get cheaper, smaller (size) and advanced. Since there are a lot of ways of aerodynamic testing, but the CFD software is the best way of evaluating the aerodynamic performance of the car. There are a lot of thing which make CFD the best. Like we can also evaluate the aerodynamic performance of the car using methods like wind tunnels but using wind tunnels it becomes far more expensive (making arrangements for the sample model), whereas in CFD we just need a CAD model and everything is done more quickly than any other method. Also if the model needs any changes or modifications it is very easy as compared to making new models for wind tunnels.CFD is more affordable and there is no maintenance required whereas wind tunnels and instrumented tracks needs a lot of maintenance at the time of operation or when free. There are very less or no chances of any errors in CFD (since everything is done with the help of computer) only a human error could affect the results, whereas in the case of track testing and wind tunnels the probability of making errors is more as big machinery or equipments are used which are analyzed by humans (no doubt computers are more reliable). There are lots of models (heavy) which are dangerous to test in wind tunnels in full scale, whereas in CFD the simulation can be performed without worrying about anything. Using the mesh deformation makes the calculations more clear, one can focus on each and every single part the vehicle or model tested as compared to an overall result obtained from track testing or wind tunnels. It takes very less time to carry out the results. So CFD is the best method for testing the aerodynamic performance and it will become better and cheaper as the computers get more powerful and cheaper. Staffordshire University logo

An Analysis of the Characters of The Canterbury Tales :: Canterbury Tales Essays

An Analysis of the Characters of The Canterbury Tales An interesting aspect of the famous literary work, "The Canterbury Tales," is the contrast of realistic and exaggerated qualities that Chaucer entitles to each of his characters. When viewed more closely, one can determine whether each of the characters is convincing or questionable based on their personalities. This essay will analyze the characteristics and personalities of the Knight, Squire, Monk, Plowman, Miller, and Parson of Chaucer's tale. One of Geoffrey's less believable main characters is the Knight, for reasons of chivalry. The knight displays many traits which make him seem almost too good to be true, and a true gentleman that rarely exists in reality. The narrator sums up the knights character by stating that "Though he were worthy, he was wys,/And of his port as meeke as is a mayde." (pg. 5, The Canterbury Tales) The knight holds four main admirable traits, making him the most liked traveler in "The Canterbury Tales," and also amplying the doubt of his realism. The reader is prepared to learn of each of his noble accomplishments and importance when the narrator remarks that" A knight ther was, and that a worthy man,/That fro the tyme that he first bigan/To ryden out, he loved chivalrye,/Trouthe and honour, fredom and curteisye." (pg. 4, The Canterbury Tales) From the characters impressive introduction, it is clear that this man is the most valued and honorable traveler among the group. This perfect gentleman hol ds a love of ideals that are often not displayed by people. First and foremost, he believes in the ideals of chivalry, and always stays true to its principles. He also feels that one should be honest, truthful and faithful, which many people are not all of these ideals. The knight thinks one should only do what is right, and what will gain him honor and reputation. This character also believes in freedom and generosity towards all, and displays this ideal repeatedly throughout the novel. And lastly, the knight also strongly feels that any proper person should display courtesy and elegance at all times. Another aspect of this character's life which makes him seem too prestigious to be truthful is his impressive military career. He fought in the holy war, known as the Crusades and was involved in 15 "mortal battles." In the prologue, the narrator informs the reader that "Ful worthy was he in his lordes werre,/And therto hadde he riden, no man ferre,/As wel in Cristendom as hethenesse, /And ever honoured for his worthinesse.

Taco Bell Not Real Mexican Food in The Great Taco War :: essays research papers

RR - â€Å"The Great Taco War† The Real Deal Mariah Carey is one of the top pop singers in America today. On an average, her CD’s sell for fifteen dollars. However, many find it easier to purchase a â€Å"knock-off† for a cheaper price than to purchase the real thing. For instance, an individual can purchase the exact CD at a local flea market for five dollars and save the extra ten dollars for something else. In the short story, â€Å"The Great Taco War,† Jose Antonio Burciaga informs readers that fast food industries like Taco Bell do no sell authentic Mexican tacos. He urges readers to purchase tacos from taquerias because unlike Taco Bell, their food is â€Å"real† Mexican food. In the beginning, Burciaga provides a brief history when Taco Bell was established. First starting in Mexico City and then spreading throughout the United States, the chain sold â€Å"mild imitations of the real thing† (382). Many Mexican businesses and people protested against Taco Bell because unlike homemade tortillas made from hand, they used â€Å"prefabricated hard tortilla shells† (383) that tasted nothing like real Mexican tacos. Additionally, the restaurant also combines food and makes up names so that it appears different. From Enchiroto, a combination of a burrito and enchilada, to Cinnamon Crispas, known as bunuelos, Burciaga points out that â€Å"the Taco Menu can be a mystery if one is not familiar with the renamed food items† (383). Lastly, the author informs readers that compared to Mexican food, Taco Bell’s food is cheaply made. Upon visiting a local Taco Bell restaurant, Burciaga orders a menu item and begins to consume the taco when he notices that the â€Å"meat was lukewarm and the cheese and shredded lettuce were cold.

Family Themes in Shakespeare :: essays research papers fc

Some of Shakespeare’s most well known works are his tragedies. One of the reasons they are still read worldwide is Shakespeare’s study of character and the relationships, which these characters are involved with. In order to get the full tragedy; the characters must represent basic morals or ideas. A common theme among a lot of Shakespeare works is the idea of family and what it means to be within and part of a family. This idea of a natural law, in which it deals with society’s and family’s expectation of what is to be given from parent to child as well as the bond which is made. In Shakespeare’s King Lear, the two plots revolve around a parent’s dealing with children who are not proper to what is expected of them. King Lear is a story, which deals with the idea of familial expectation and the roles in which parents and children play. Lear’s madness and his obsession with being praised blinded him to the child who was really the only one who loved him, Cordelia. The same with the Earl of Gloucester, he was blinded by his illegitimate child, Edmund, who set out to turn him away from his heir, Edgar. Within the story, these two children and a few loyal servants try to help and eventually try to save the King and Gloucester, but they are both too stubborn to recognize the goodness and true bond in these people. The story of King Lear deals with the turmoil of a chaotic world began by the boundaries of family and personal relationships being turn upside down.   Ã‚  Ã‚  Ã‚  Ã‚  The story opens with King Lear, ready to retire, calling his three daughters to the room. When everyone had assembled, Lear made the grand announcement that he would divide the kingdom three ways, a piece to each daughter. However, he added that the larger pieces were to go to the daughter who loved him most. He based this not upon their actions but the speech they gave. The first two daughters, Regan and Goneril, made a flowery and obviously fake speech in which Lear preened and awarded them their kingdoms. When it came to his third daughter, Cordelia, she answered, â€Å"Unhappy that I am, I cannot heave my heart into my mouth. I love your majesty according to my bond, nor more nor less.† (Abrams, pg. 893) In that she tells her father she loves him but will not participate in the game he had arranged for the dividing of his lands.

National Crime Survey

Would you answer honestly if participating in a national crime survey asking about your criminal behavior, including any drinking and drug use? Yes I would participate in the survey. I would be honest because I have nothing to hide and no reason to lie. But for some they don’t want people to know what crimes they have committed or they lie about the extent of the crimes. But I think it’s because they want to be seen in a â€Å"good light†. A good term for this is called â€Å"Social Desirability Bias† which means that you reply in a manner that is socially acceptable and desirable. [1] The main purpose of this study is to allow the participants to describe the crimes in their own words instead of implying from observing participants. [2] Honesty in these self-report studies help many different groups to better understand crime and criminal behavior. They use these reports to gather information to put them into statistics. The reports that are used are collected from the NIBRS (National Incident-Based Reporting System) and NCVS (National Crime Victimization Survey) and published by FBI in their yearly UCR ( Uniform Crime Report. ) In some forms of deviance self-report studies have been proven better than police reports (ex: minor offenses among adolescents. ) In a variety of social-psychological studies these reports have been proven very useful (ex: monitoring of subjective feelings or states is at issue) [3] Dishonesty in these repo

Economy of the United States Before During and After World War Ii Essay

They were also encouraged to ration their food and gas, and often grew â€Å"Liberty Gardens. † Unfortunately, World War II also made the American Government used to relying on ‘deficit spending’ (government spending of borrowed money), causing economic problems that still linger today. That’s all I have. Hope it helps! Everything listed above is definatly true to a point, I’m a history major who has to answer this question for an exam later this week so I thought I’d help add some more information for the people who are looking†¦ WWII was an expensive war, it would cost $304 billion just to finance it. For this reason the governmnet pushed war bonds which encouraged common people to help support the war both with their money and with their hearts. From the get go the war was marketed to the common people, proven by the use of popular movie stars in the promotion of War fund-raising and compliance with governmnet measures. After pearl harbor, the American people were ready to pour everything they had into the war effort. Women donated thousands of tons of aluminum cooking supplies to help build planes– though it was later found that only virgin aluminum was good enough for aircraft and so their pots and pans were melted down and sold back to them as pots and pans. In the first months of the war Washington was a mess, and mobilization was slow. This is because our governmnet is not made to act swiftly, it was designed to take time and thought before any decision can be made. Scrap drives were unorganized and so were the efforts of the common people. Those who could not physically join the armed forces wanted to know what they could do to help but the governmnet expected little more from them than the purchasing of war bonds and for them to practice conservation of goods. Other items which were recycled included bone and fats which were used in making explosives and other materials. One of the greatest failures of American govenmnet was the policies which did not encourage the full use of all of the American people. While â€Å"Rosie the Riveter† posers might make it seem that women were begged to help in factories, the truth is that Americans tried to keep the women home for as long as possible before labor shortages around 1943 made it nessisary for factories to stop policies of discrimination. Comming out of the Depression, America had 9 million men that needed jobs. Each and every one was employed before women and minorities were given a chance to go to work. Even more difficult than the position of minorities was that of married women, especially those with the men of their families fighting overseas. America had been progressing socially as a nation under FDR, but his social reforms had taken a back seat to the war effort. Day care was almost non-existant, and where it was it was impossible to afford. Many stores also chose to keep the same hours they had during peace time and so women who worked late had a hard time getting the items they needed. Married women who had husbands in the workforce were also discriminated against because a common attitude was that the man should be the sole bread-winner of a household and children would â€Å"be denied proper care† if their mother’s worked. Many goods that people took for granted disapeared, and with more money than they had seen in years the American public had little to spend it on. Gasoline was rationed and in many cities â€Å"Sunday driving† was banned, those who violated the laws had their gas coupon books taken away. The decrease in driving worked both to save gasoline and to put many new business, which depended on â€Å"drive-in† coustomers, to fail. Most people were given a card that allowed them 2 gallons of gas per week, with unrestricted gas reserved for emercency vehicles, police officers, and a few unscrupulous congressmen. Meat was also rationed at 2lbs per person per week which was very difficult for some people to live with. Conservation and the war effort also found its way into popular fasion. Durring the war shoes could only be found in limmited colors (i. e. 4 shades of brown, and black) and clothes were not allowed to be made with any more material than was absolutly nessisary, pleats, ruffles and other embelishments were thrown out for the durration. (This is one of the reasons why short skirts and bare-backed dresses were all the rage). A black market of rationed goods and consumer goods (such as sheets) was strongly revived during this period, but was not so pervasive as to undermine the system. With money burning holes in their pockets, Americans turned to the entertainmnet industry, which with it’s glamourous actors and fantastical stories, helped to distract the public from their problems. Also, the governmnet had it’s own idea about what Americans should do with their extra money, during the war the income tax was introduced to suppliment GI spending and has been with us ever since. One thing I would like to correct from what is stated above is the idea that minorities gained rights as a result of the economic boom and the war effort. What happened is that minorites began to actively fight for their rights after WWII. Women did not want to be thrown out of their positions after the men came home from the war, they liked the freedom of having their own income and enjoyed doing something other than cooking and cleaning. African-Americans also were feircly discriminated dirring this time. It would not be until after the death of FDR that the new president Harry Truman would finally desegrigate the military. This nations’ minorities were fighting overseas for freedom and equality when in fact they were not given these freedoms at home. After the war, blacks who had served in the military moved out of the south and sought a better life in the north where they could escape the racial caste system which existed there. Jews were also discriminated here as well as in many other countries. We were eager to condemn Hitler for murder and open persecution, but we did not want to take the Jews off of his hands alive. If you need more info, consult this book: O’Neil, W. L. (2002). A Democracy at War: America’s Fight At Home and Abroad In World War II. Cambridge: Harvard University Press. Most of my ideas come from that text, nothing is quoted directly. Hopefully this helps too!

Branding Universities Essay

The end of the 1990s witnessed the corporatization of public universities in Malaysia resulting in the publication of corporate literature in these universities and the type of writing Fairclough (1993) refers to as the marketization of academic discourse. Marketization is necessary in public universities due to stiff competition in attracting students among the public universities as well as from the increasing number of private universities. This article reports how Malaysian universities re-brand themselves using the results of an investigation on corporate brochures from these universities. The investigation employs a structural analysis and a textual analysis. Although informative in nature, these corporate brochures exhibit the use of promotional elements in the texts as seen in the contents and the language use. The communicative functions of university brochures are viewed to be more promotional than informative. ABSTRACT KEY WORDS: brochures, corporate culture, genre analysis, re-branding, universities Introduction Academic institutions, particularly public universities, used to be regarded as the pinnacle of learning. Most of these universities were reputed for providing the best tertiary education and the mere mention of their names lit up the faces of those who had the privilege of learning from these fountains of knowledge and those who aspired to be associated with them. There was a time when admission was ‘by invitation only’, otherwise young men and women were seen struggling to gain admission into these prestigious institutions. These public universities acquired a promotional value (Wernick, 1991) without having to promote or market themselves. In advertising terms, these universities did not go through the process of branding. Branding is a fundamental strategic process of effectively marketing a product or service which includes creating a brand name and identity, designing Downloaded from http://dcm. sagepub. com by Heemal Kasseean on October 9, 2009 58 Discourse & Communication 2(1) the packaging and promoting the product or service (Randall, 1997). Although Randall (1997) argues that ‘brands (and therefore branding) are so fundamentally important to the survival and success of many firms’ (p.2), this was not the case in public universities in the past. This is significantly due to the fact that these academic institutions were claimed to be free from other influences as evidenced by Cardinal Newman’s view of universities cited by Wernick (1991) as: . . . the high protecting power of all knowledge and science, of fact and principle, of inquiry and discovery, of experiment and speculation; it maps out the territory of the intellect, and sees that . . . there is neither encroachment nor surrender from any side . . . (Cardinal Newman, 1847, cited in Wernick, 1991:151) That was the traditional image of public universities, independent of political or societal influence and this image was not built by advertising or branding. As centres of academe, public universities were known for their quality education based on the results of their graduates and their performance in the careers they embarked on upon graduation. As years passed, more aspiring young people would apply for admission in certain universities due to their reputation. This reputation in turn became the  image of the universities which automatically created the promotional value (Wernick, 1991) of these universities, mentioned earlier as the pinnacle of learning. Each university was identified by its name or logo and no further promotional strategies were required. By providing quality education, these universities successfully built ‘a distinct brand personality’ (Randall, 1997: 67) for themselves as the success of branding is justified when people are reminded of a particular brand just by looking at the logo or hearing its brand name. The traditional role of public universities was to manage society (Jarvis, 2001) by producing scholars in the various fields of study so that they can go out to make the world a better place to live or join the academia to continue producing scholars. However, towards the end of the 20th century, the role of universities started changing from serving the state in managing society to serving the industry and commerce in ensuring that people are employable (Jarvis, 2001). This is partly due to the demands of the contemporary knowledge-based society (Veitch, 1999) where consumers have become more knowledgeable and have started demanding for better education and improved quality of life. Changes started taking place in public universities in the West as early as the 1980s where the governments were forced to abolish academic tenure and decrease funding for these universities. This was when many traditional universities started transforming into corporate universities (Jarvis, 2001) where they have to assume a more corporate form and function more like a corporation. From being the centre of academe, universities have become business-like entities (Connell and Galasinski, 1998). In Malaysia, a number of public universities have recently been corporatized, a move taken by the Malaysian government in its effort to inculcate better and more efficient management of these institutions. As corporate culture (Treadwell and Treadwell, 2000) is a new culture in all these universities, most of them Downloaded from http://dcm. sagepub. com by Heemal Kasseean on October 9, 2009 Osman: Re-branding academic institutions with corporate advertising have set up corporate communications departments (Hajibah Osman, 2005) to handle corporate matters. Among the functions of these departments are managing corporate information and publication and projecting a positive image of the universities which are part of corporate advertising. Corporate advertising Business corporations use corporate advertising to enhance the image of the whole organization, or of the general brand in order to influence social values or to establish a connection between the corporation/brand and an already established positive value and in this era of identity, a lot of emphasis has been put on the importance of brand and corporate identities (Richards et al. , 2000). Unlike business organizations, universities are non-profit institutions. Public universities are viewed to use corporate advertising to enhance the strong foundation and to highlight the quality of these institutions of higher education. While it is common for business corporations to publish informative or promotional literature from time to time to inform the public about new developments in the organization (monthly or yearly reports) or to introduce new products or services (product launch leaflets), the use of promotional literature in academic institutions is a recent development. Malaysian public universities have started producing informative literature in the form of university brochures and special booklets in conjunction with certain celebrations in the universities as well as promotional literature in the form of leaflets providing brief information on academic programmes offered by the universities or introducing new programmes (Hajibah Osman, 2005). By employing new strategies to market their traditional image, from the advertising perspective, these universities are re-branding their products and services. Re-branding is the process of marketing an existing product or service of one brand with a different identity involving radical changes to the brand name, logo, image, marketing strategy and advertising themes (Wikipedia, 2006). In the advertising industry, re-branding is often referred to as re-positioning, that is, re-positioning a product or service in order to improve sales. Although there was no actual initial branding taking place in universities, being non-profit making institutions, the term ‘re-branding’ is used in this article to illustrate the change in the image of these universities particularly since the late 20th century. Significantly, this change has been effected without compromising the traditional characteristics and values of these institutions as the pinnacle of higher learning. The process of re-branding is aimed at improving the image of the universities by focusing on the facilities and highlighting the quality of the academic programmes. This article attempts to investigate the process of re-branding in public universities in Malaysia by conducting a genre analysis on university brochures, one type of print materials published by the institutions that represent corporate advertising. Analysing genres can lead to a ‘thick description’ (Bhatia, 1993) Downloaded from http://dcm. sagepub. com by Heemal Kasseean on October 9, 2009 59 60 Discourse & Communication 2(1) of the texts contained in these genres, explaining why certain texts have been constructed the way they are. The specific objective of this article is to identify and discuss the strategies used in the re-branding process based on the structural organization of university brochures and the communicative functions of this type of brochure. Previous investigations of advertising genres mostly focused on straightsell advertisements of products or services. Bruthiaux (2000), for instance, investigated how advertisers make use of a limited space available to them to create successful advertising copies by examining the syntactic features in an undisclosed number of display and classified advertisements. His results show that the degree of syntactic elaboration ‘varies substantially even when content of equal simplicity/complexity or familiarity to readers is being presented. This variation appears to correlate with perceptions of status on the parts of both writers and readers’ (p. 298) and the persuasive elements lie in the vacuous displays of linguistic sophistication designed to create a largely artificial sense of exclusiveness among status-conscious readers (p. 369). Investigations have also been conducted on the language of advertising in Asia, for instance, Tej Bhatia’s (2000) investigation of language of advertising in Rural India and Henry and Roseberry’s (1998) investigation of the linguistic features in tourist information brochures from Brunei. Thus far, there have been very few linguistic analyses conducted on the genre of corporate advertising. Therefore, the genre selected for analysis in this article is brochure, specifically corporate brochure from academic institutions. A brochure is a printed document of six or more pages, used to introduce an organization, published only once and distributed to special publics for a single purpose (Newsom and Carrell, 2001). The discourse community of Public Relations (PR) specifies five characteristics of brochures, three of which are related to the present article: always having a singular message statement; having a purpose – to persuade or to inform and educate; and attracting and holding the attention of the audience. Brochure genre makes an interesting study because, first, this genre is viewed as a ‘blurred genre’ (a term borrowed from Scollon et al. , 1999) in that the term ‘brochure’ has been used to refer to other forms of publications including booklet, flyer, leaflet and pamphlet (Newsom and Carrell, 2001). Second, a brochure is a genre of persuasive discourse shaping the thoughts, feelings and lives of the public (Dyer, 1993) placing it under the field of advertising. However, according to Newsom and Carrell (2001), brochures are produced by PR practitioners rather than advertising practitioners. This is probably due to the fact that PR, among other things, incorporates looking after the reputation of an organization ‘with the aim of earning understanding and support, and influencing opinion and behaviour’ (Beard, 2001: 7). The question of ownership arises placing brochures in an even more ‘blurred’ state as the communicative functions of brochures have been set by the discourse community to which the genre belongs. In the context of this article, brochures are categorized as a corporate genre (basically PR) involving the principles of corporate writing (Treadwell Downloaded from http://dcm. sagepub. com by Heemal Kasseean on October 9, 2009 Osman: Re-branding academic institutions with corporate advertising and Treadwell, 2000). Brochures are readily available, particularly in print version, and are easily accessible electronically. Finally, brochure genre needs to be investigated because brochure format is one of the most frequently used information formats in advertising and PR but is ironically the least written-about (Bivins and Ryan, 1991). Corporate genre in academic institutions This article establishes that any publications from universities, particularly those produced by the Corporate or Public Relations Office, are referred to as corporate genre. Corporate brochures are usually categorized as informative brochures (Richards et al. , 2000) providing all the necessary information about the organizations they represent. There are certain corporate elements present to qualify them as corporate brochures, but mostly these brochures are informative. However, an analysis of corporate brochures from multinational corporations by Askehave and Swales (2001) prove that these brochures also function to promote the organization. This is evident in the presence of promotional elements selected as syntactic choices in these brochures. Corporate brochures also function to establish long-lasting trading relationships which are in fact paramount in today’s industrial market. Hajibah Osman (2005) also notes that corporate brochures from academic institutions are promotional in nature with the use of promotional strategies apart from corporate and informative strategies. Another corporate genre in academic institutions, the university prospectus, started changing in form in the 1990s (Fairclough, 1993) where apart from providing information on the core business of the university, that is, the academic programmes, the prospectus has also included information on other aspects of the universities. Based on a critical discourse analysis of prospectuses from a number of British universities, Fairclough notes that these universities started promoting their programmes because they have come increasingly under (mostly government’s) pressure to operate like other types of businesses competing to sell their products to consumers. The university prospectus has become a ‘genre of consumer advertising colonising professional and public service orders of discourse on a massive scale, generating many new hybrid partly promotional genres’ (Fairclough, 1993: 139). Academic institutions in Malaysia have also published promotional leaflets (Hajibah Osman, 2005) to advertise their academic programmes and these are circulated to potential students particularly before a new academic year begins. These leaflets are no longer the plain, boring information sheets but colourful and interesting ones. This article concurs with Askehave and Swales (2001) that corporate brochures function as promotional brochures more than projecting the corporate image and providing information. Thus, the investigation in this article attempts to identify and discuss the strategies that realize the promotional functions in this type of brochure as part of the re-branding process in public universities. Downloaded from http://dcm. sagepub. com by Heemal Kasseean on October 9, 2009 61 62 Discourse & Communication 2(1) Methodology In 2005, there were 11 public universities in Malaysia (currently, there are 20). Brochures were obtained from the 11 universities and were initially analysed to identify the possible structural organization. Based on the organization, the communicative functions of these brochures were determined. The 11 public universities included in this investigation are: International Islamic University Malaysia (IIUM/UIA); Universiti Teknologi MARA (UiTM); Universiti Kebangsaan Malaysia (UKM); Universiti Malaysia Sabah (UMS); Universiti Malaysia Sarawak (UNIMAS); Universiti Putra Malaysia (UPM); Universiti Perguruan Sultan Idris (UPSI); Universiti Sains Malaysia (USM); Universiti Teknologi Malaysia (UTM); Universiti Utara Malaysia (UUM); University of Malaya (UM). A textual analysis was conducted to examine the strategies used in the rebranding process. The strategies in the context of this article are tactical choices (Bhatia, 1993) which are cognitive processes ‘exploited by the writer to make writing more effective keeping in mind any special reader requirements, considerations arising from the use of medium or constraints imposed by organizational and other factors’ (p. 20). The strategies used by universities in re-branding the institutions are discussed within the framework of the sociolinguistic theory which considers writing as ‘part of the overall activities of a group and organization’ (Gunnarsson, 1997: 140) and in relation to the corporate culture (Hagberg and Heifetz, 2000) practised by the universities. As a genre is a typical form of utterances, it should be studied in its social contexts of use (Berkenkotter and Huckin, 1993). Sociolinguistics does not only describe linguistic variation and the social context in which such a variation occurs, but also shows how linguistic differentiation reflects social structure (Coupland, 2001). The sociolinguistic perspective in this article considers the existence of factors underpinning the construction of university brochures and the concept of promotional culture (Wernick, 1991). Re-branding academic institutions It has been established that university brochures form part of the corporate advertising strategies in Malaysian universities which in turn are part of the rebranding process in these traditional institutions. The structural organization in these brochures consists of 10 sections identified as moves (Table 1). Some of the moves are exemplified with extracts from the university brochures in Figure 1 (see Appendix). In identifying the moves, the term ‘service’ is used to refer to the educational services and the support services offered by the universities. All the brochures from the 11 universities include Moves I, C, L, D, J and S, indicating that these six moves are obligatory. Ninety-one percent of the brochures include Moves A, T and E, while 81 percent include Move V, making them optional moves. The 10 moves have been used to realize three communicative functions of the university brochures which are: †¢ To inform the public about the academic programmes offered in the university and the facilities and other services available to support the academic programmes; Downloaded from http://dcm. sagepub. com by Heemal Kasseean on October 9, 2009 Osman: Re-branding academic institutions with corporate advertising †¢ †¢ To portray a corporate image of the university; and To promote the university as an academic institution based on the quality and the variety of academic programmes offered as well as the facilities available. These communicative functions of university brochures correspond with the general functions of brochures (Newsom and Carrell, 2001) set by the discourse community of PR. Re-branding strategies The 10 sections in university brochures have been identified as moves and these moves are realized with the use of strategies, and for the purpose of discussion in this article, re-branding strategies. The article discusses how the strategies contribute to the re-branding process and what their communicative functions are. NAME AND LOGO The first move in university brochures is called identifying the service which presents the name and the logo of the university. Although the brochures are in English language, the names of the universities are in Malay, the national language of Malaysia except two universities, International Islamic University Malaysia and University of Malaya. The names of the public universities were officially changed to Malay when the national language was made the medium of instruction in the mid-1970s. In the case of IIUM, however, the acronym by which it is commonly referred to by Malaysians is the Malay version, UIA. Similarly, University of Malaya is now popularly known as Universiti Malaya (UM). Interestingly, alumni up to the early 1980s still refer to this oldest university in the country as MU (Malaya University). TA B L E 1. Structural organization of university brochures Section Move identification Name of the university University slogan or motto Vision/Mission statement Profile or background of the university Location and size of the university Academic programmes offered at the university Facilities available to support the academic programmes Entry requirements, fees charged and duration of the programmes Career opportunities and recognition received by the university Contact addresses and telephone numbers Identifying the service (I) Attracting reader attention (A) Targeting the market (T) Establishing credentials (C) Locating the service (L) Describing the service (D) Justifying the service (J) Indicating the value of service (V) Endorsing the value of service (E) Soliciting response (S) Downloaded from http://dcm. sagepub. com by Heemal Kasseean on October 9, 2009 63 64 Discourse & Communication 2(1) In the past, universities were identified by their crests but now these crests have been generally referred to as logos. Although it cannot be ascertained when the change exactly took place, this is the first re-branding strategy. However, this is not an obvious re-branding element because some of the established traditional universities in the world still use the term crest, for example, Oxford University (http://www. ox. ac. uk/web/crest.shtml). As far as Malaysian universities are concerned, both terms are similar and a recent survey of the university websites shows that most of the public universities in Malaysia refer to the crest as the logo while two universities (UKM and USM) refer to them as emblems. Most of the websites also provide the rationale for the design of the logo (e. g. UiTM, UPM). Whether used as crest, logo or emblem, interestingly, there are two common shapes observed: the shape of a shield (six universities) and a round shape (five universities) (Figure 2, see Appendix). The shape of USM’s emblem differs significantly from other logos in that it resembles a state emblem. This qualifies for the use of the term ‘emblem’ (a heraldic device or symbolic object as a distinctive badge of a nation, organization or family – Oxford Dictionary and Thesaurus, 2001) by the university. Although the current shape of UPSI’s logo is round, it once had the shape of a shield (Figure 3, see Appendix). Compared with the logos of established universities which include traditional designs representing the academe, the current logos of Malaysian public universities include elements of modern designs. In fact, some of these logos have gone through some kind of ‘evolution’ as in the case of UiTM, UPM and UPSI. UPM ‘evolved’ from a training school to a college to a university focusing on agriculture. Later, the university started including more disciplines and the name was changed from Universiti Pertanian Malaysia (Malaysia University of Agriculture) to Universiti Putra Malaysia (Putra University of Malaysia) in 1997, taking after the name of the first prime minister at the same time keeping the same acronym. UPSI and UiTM underwent almost similar ‘evolution’; from a centre to a college to an institute and finally to a university. Throughout the ‘evolution’, the logos have also gone through many changes where the concept incorporated in the logos mainly represents the focus of the university. While UPSI’s logo changed in shape but not in concept, UiTM’s and UPM’s logos underwent a total facelift (Figure 3, see Appendix). This is probably due to the fact that UPSI’s focus of training teachers remains throughout. MOTTO AND SLOGAN A motto is a short sentence or phrase that expresses a rule for sensible behaviour, especially a way of behaving in a particular situation (Collins Cobuild Dictionary, 2001). Most of the university logos have the motto inscribed on them as the motto represents the culture or the way of life in the university. Once again, all the mottos of the public universities are in Malay. The more established universities still retain this culture inscribed in the logo as seen in UM’s motto (translated as) ‘Knowledge, the Source of Development’, UPSI’s ‘Knowledge, the Beacon of Pure Character’, UTM’s ‘By the Name of God for Mankind’ and UUM’s ‘Scholarship, Downloaded from http://dcm. sagepub. com by Heemal Kasseean on October 9, 2009 Osman: Re-branding academic institutions with corporate advertising Virtue, Service’. UPSI keeps the same motto inscribed on the logo throughout its ‘evolution’ but UiTM left out its motto of 39 years from its new logo. The newly established universities (UMS and UNIMAS) do not have a motto inscribed in their logos. While a motto is a traditional feature of a public university, having a slogan is a new phenomenon. A slogan is a distinctive catchphrase that serves as a motto for a promotion campaign (Wells et al., 2003) used to sum up a theme for the benefit of the product or the service in order to deliver a message in a few words which are easily remembered. There are two types of slogans (Russell and Lane, 1990): hard-sell slogans are strongly competitive, epitomizing the special significant features of the product or service being advertised. Institutional slogans establish a prestigious image for companies which they need in order to enhance their products or services. Slogans in university brochures fall under the category of institutional slogans. Again, it cannot be ascertained when universities started creating slogans but there is a strong probability that they started at the same time when Malaysian public universities were undergoing corporatization in the late 20th century. Slogans started appearing on brochures and prospectuses of these public universities. The use of slogans has been viewed as a significant re-branding strategy as slogans represent the most promotional element in advertising. The purpose of having a slogan is to attract the reader’s attention and to let it linger on the reader’s mind. According to Russell and Lane (1990), the memorability of slogans can be enhanced by making use of literary techniques. These techniques consist of certain types of words including: †¢ †¢ †¢ †¢ Boldness – use of strong powerful words, and startling or unexpected phrases; Parallelism – use of a repeated structure of a sentence or phrase; Rhyme, rhythm, alliteration – use of repeated sounds; Aptness – use of appropriate, direct words (Russell and Lane, 1990). Slogans in university brochures have been created based on good advertising principles as they have been observed to make use of the literary techniques, for example: †¢ †¢ †¢ †¢ †¢ †¢ boldness: Garden of Knowledge and Virtue (IIUM) parallelism: The National University with an International Reach (UKM) aptness: Your Inspiration parallelism: Contemporary and Forward Looking (UNIMAS) boldness: Towards a World-Class University (UPM) boldness: Towards Excellence and Supremacy (UPSI) Boldness is exemplified with words such as ‘virtue’, ‘world-class’ and ‘supremacy’ where the universities are bold enough to associate themselves with such high stature. Traditionally, public universities are centres of academe which do not portray an image of flaunting. Slogans using parallelism aim for jingle-like sounds so that readers can remember them easily while aptness acts like punchlines, strong and effective to be easily remembered. The bottom line is that a slogan is an Downloaded from http://dcm. sagepub. com by Heemal Kasseean on October 9, 2009 65 66 Discourse & Communication 2(1) advertising concept and a marketing tool. The fact that public universities as nonprofit making academic institutions use slogans place them in a different light. They are currently functioning more like business entities. MISSION STATEMENT This move is identified as targeting the market based on the communicative functions of the mission statements. A mission statement provides information about what type of organization it is and what it does (Falsey, 1989) at the same time highlighting the positive factors in the organization. Stating the mission of the university is viewed as one of the two crucial strategies (the other being using slogans) in re-branding academic institutions as this move never appeared in academic genres before. This move has placed public universities in the same league as other successful corporations. Mission statements of public universities in Malaysia are observed to provide information as to what and how they can contribute to the public in terms of tertiary education as highlighted (underlined) in the following examples: (10) To become a distinguished university, aspiring to promote academic excellence in higher education and professional training necessary for the country’s socio-economic development (UiTM). (11) To be a premier university seeking excellence in the advancement of knowledge to meet the aspirations of the nation (UM) (12) To become an exemplary university of internationally acknowledged stature and as a scholarly institution of preference and choice for students and academics through the pursuit of excellence in teaching, research and scholarship (UNIMAS) (13) To lead in the development of creative human resource and technology in line with the aspirations of the nation (UTM). The words ‘distinguished’, ‘premier’, and ‘exemplary’ are used to emphasize the quality of the universities. Other words like ‘excellence’, ‘advancement’ and ‘stature’ as well as ‘to lead’ are all bold words of promise by the universities. PROFILE OF THE UNIVERSITY This section is identified as the move to establish the credentials of the university as it provides information on the background and/or the current status of the university. The background information includes the date of establishment and the reason for the establishment while information on the current status of the university usually includes the achievements of the university in terms of academic programmes and physical development as well as the quality of the programmes offered. This move is supposed to be informational but there are a number of instances where the brochures provide the information on the current status of the university using ‘promotional’ words and phrases. For example: (14) UNIMAS is an ISO-certified university . . . Its undergraduate programmes have been designed to suit the needs of society and industry. Downloaded from http://dcm. sagepub. com by Heemal Kasseean on October 9, 2009 Osman: Re-branding academic institutions with corporate advertising An ISO certification for an organization confirms the quality of that organization and it is now a common practice among public universities to obtain such certification to convince the public about the quality of the university, particularly the academic programmes on offer. Universities with ISO certification usually highlight it in their brochures as a strategy to promote the institutions. Other instances of promotional words can be observed in the following examples: (15) The university is the catalyst for regional growth in the northern region of Peninsula Malaysia (UUM) (16) From these humble beginnings, UM grew hand-in-hand with the young nation to become the nucleus for producing graduates of the highest quality and calibre. The word ‘catalyst’ denotes the importance of the university in the regional growth of the northern region of the country, without which there would not have been much growth in that region, thus promoting the significance of the university. Similarly, the word ‘nucleus’ conveys the significance of UM to the developing nation. Another instance is when a university states the commitment of the university to the public or the nation. UPM boldly states its commitment to become a worldclass university to convince the public to come and enrol in this university. (17) Named Universiti Putra Malaysia in honour of the pioneering Prime Minister of Malaysia, . . . has adopted this pioneering spirit and is committed to become the world class Univers.