Poetry Analysis for Sunshine by Matisyahu free essay sample

By Mantissas Many songs use different literary devices to communicate a message out to the audio once. One of those songs is Sunshine by Mantissas, which displays symbolism, imagery, figure s of speech, tone, and theme. Others might not enjoy the song because it gives mixed signals. Although that is true, there are much more reasons to why someone would enjoy it. Sunshine by Mantissas is a n effective song because the artist uses a potpourri of literary terms to present his meaning to the AU audience. Mantissas uses symbolism to define the deeper meaning of never giving up in his so Eng. In Sunshine, the artist says, uniform my golden sunshine, which symbolizes the center of happiness in life. The artist is telling someone that they are his golden sunshine which translates t o something such as you are the light of my life. The audience is told that there is someone or something out there that keeps him at his peak of happiness and also benefits his eagerness in life. We will write a custom essay sample on Poetry Analysis for Sunshine by Matisyahu or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Another sys mambo in this song is the shelter that the artist refers to when he says Id be your shelter from the storm. This particular line is both a symbol and a metaphor. The artist is the actual shelter to which he refers t o, and symbolizes safety and security. He would protect that person from the bad things thrown at the m in life. Although both lyrics are only a small line, they generate a deeper meaning than what is actual y portrayed, which makes this song so great. Imagery is a very creative device that is used in the song. Its raining in your mind, so push them clouds aside is one of the lines that display it. In addition to imagery, this line I s also a form of Drug 2 recertification, because the mind does not actually rain. This line meaner that the per son Mantissas is referring to is thinking in a negative way, or only of bad things in their life, and what t be doing is forgetting about the negative and focusing on the positive good things the eye should be happy about. Reach for the sky, keep your eye on the prize, is both a hyperbole and enders tenement. This line anticipates the type of goal the artist has for himself, and advice he has to others . Keep looking forward or keep your mind set on your goal, because there is never a limit in achieving In Sunshine, there is a variety of figurative language that is used. Found the ground beneath my feet gone, is a form of alliteration and metaphor. The artist is telling the audience e that he lost the steady foundation in his life which kept him sane and practical. One of the other type s of metaphors/ similes are Time to grow and be a man, want to fly high like Peter Pan. The artist is s eying that it is time to take responsibility for yourself and learn new things in life because t hey are part of what is needed to become successful and happy. These types of figurative language are us d in the song to communicate interest and creativity, which is another reason why Sunshine is effect vive. Without a tone, songs and poems would not have emotion. The tone of Sunshine is confident and faithful, as if no one could give up on anything when listening to this song. The w hole chorus where it says, Reach for the sky, keep your eye on the prize, forever in my mind be my golden sunshine. Its raining in your mind, so push them clouds aside, forever by my side, youre my golden n sunshine shows how positive the artist is in the song. He is saying to never give up and always focus o your goal because it can be achieved no matter what. It gives the audience a feeling of confide once because the lyrics are compatible to a form of advice anyone could heed. There is always a certain thing that a song or poem needs, and that is a theme. The t hem is Drug 3 what the main idea of that song/ poem is about. Sunshine is about never giving up and reaching for your goals, which is the theme of the song. Just like the tone, the chorus of this song e explains the theme. In verse two, the artist says, Found the ground beneath my feet gone, no more words

The History of the World in Six Glasses Essay Essay Example

The History of the World in Six Glasses Essay Essay Example The History of the World in Six Glasses Essay Paper The History of the World in Six Glasses Essay Paper How did beer lead to the development of metropoliss in Mesopotamia and Egypt? Grains grew widespread in the Fertile Crescent ( The crescent shaped country which had an ideal clime and dirt for turning workss and raising farm animal. it stretches from Egypt. up the Mediterranean seashore to Turkey. and so down once more to the boundary line between Iraq and Iran. ) doing the unwilled find of beer. The Fertile Crescent’s highly rich dirt was suited for the growing of cereal grains after the last ice age. which occurred around 10. 000 BCE. Hunter-gatherers were drawn to the cereal grains and. the ability to maintain the grains for long periods of clip stimulated them to remain. If they hunter-gatherers could boom of off the wild grain if they were willing to remain near it and reap at its extremum. After the hunter-gatherers had spent so much clip roll uping the grain they would hold been loath to go forth the grain that they had collected nor could they travel with it. For this ground hunter-gatherers began to settle on the land. These colonists shortly found that the grain could be stockpiled for long periods of clip without botching. The engineering of these colonists was still in development so storage infinites were non normally watertight. and when the H2O got into the reserve of the collected grains they started to shoot and acquired a sweet gustatory sensation. Therefore going malted grains. When gruel. which is made of poached malted grains. was left to sit for a twosome of yearss it undertakes an interesting transmutation. It becomes a cheerily intoxicating and somewhat bubbly liquid. as the barms from the gruel turn it to alcohol. The cereal grains used to do beer was frequently used as an edible currency. because everyone needed it. Peoples traded and sold it. doing the development and enlargement of metropoliss. Bethany McDaniel AP World History Summer 2012 Assignment Chapter 3 A ; 4 Question 1 Describe the function that wine dramas in Greek or Roman society in relation to societal position. Wine had become available in Mesopotamia in really little measures in 870 BCE. The cost of transporting vino from the mountains down to civilisation. in the fields. made it highly expensive. Almost 10 times more expensive than the more common drink- beer. Wine was considered an alien and foreign drink. Merely the sole few could afford to imbibe and the chief usage was spiritual. When it was available. its high monetary value and scarceness made it a drink worthy of the Gods. Most people neer tasted it. Wine became more stylish in Mesopotamian society. but it neer became wildly low-cost outside wine-producing countries. For the Greeks vino imbibing was synonymous with civilisation and polish. What sort of vino you drank. and its age. indicated how civilized you were. Wine was preferred over beer. all right vinos were preferred over ordinary 1s. and older vinos over younger 1s. What mattered even more was how you behaved when you drank it. The Grecian pattern of blending vino and H2O was therefore a in-between land between savages who over-indulged and those who did non imbibe at all. The difference between affluent and humble Romans was in the contents of their vino spectacless. For affluent Romans. the ability to acknowledge and call the finest vino was an of import signifier of conspicuous ingestion ; it showed that they were rich plenty to afford the finest vinos and had spent clip larning which was which. The richest Romans drank the finest vinos and poorer people drank lesser vintages. Appreciation of different vinos began with the Greeks. and the nexus between the type of vino and the societal position of the drinker was strengthened by the Romans. Bethany McDaniel AP World History Summer 2012 Assignment Chapters 5 A ; 6 Question 1 Explain how Alcohol is related to the African slave trade. African slaves were traded in exchange for European goods. The most pursued good was alcohol in add-on. other goods were needed and utile. Peoples liked the feeling they got from the ingestion of intoxicant. non because of the gustatory sensation. Liquors became popular because the ingestion of liquors got people more intoxicated faster. Another ground liquors became popular was because they contained a higher intoxicant content which acted as a preservative that allowed the liquors to be kept for long periods of clip. They could besides be shipped in slighter bundles. The settlers needed slaves to work on the farms that grew the ingredients for liquors. Settlers foremost tried to capture their ain slaves. but failed. They so decided to import African slaves. Sugar and grain industries. the chief industries involved in doing intoxicant. were greatly dependent on on slave labour. Most slave bargainers drank imported intoxicant ; they didn’t even imbibe Western beers. It was more noteworthy than their ain grain based beers and palm vinos and it shortly became a differentiation of slave bargainers. Slave bargainers preferred intoxicant. specifically spirits. but besides frequently recognized fabrics. bowls. shells. jugs. and sheets or Cu in exchange for slaves. More and more slaves were bought as more and more liquors were in demand. The slaves grew and harvested the stuffs to do alcohol- sugar and barley. Bing slaves they were non paid. which saved tonss of money for the husbandmans. Having slaves alternatively of paid workers allows for more net income. which put more money into the economic system. This allowed Europe to go more modern. industrial. and expanded. Bethany McDaniel AP World History Summer 2012 Assignment Chapter 7 A ; 8 Question 1 Compare and contrast coffee’s credence in society in its early phases to beer. vino. or liquors. Beer wasn’t needfully accepted in society. more that it built society taking to its credence. Peoples came together to turn the ingredients of beer. When beer was foremost made it was extremely accepted among the bulk of people. It was the first alcoholic drink ; People enjoyed the bombilation it gave so and idea of it as a trade name new category of drinks. Wine nevertheless. was non as speedy to go popular. It was extremely expensive so common citizens couldn’t afford it. If beer was available most people would imbibe it over wine because of the cost. Merely the sole few could afford to imbibe and the chief usage was spiritual. Liquors ( modern twenty-four hours spirits ) nevertheless were wildly accepted. Peoples loved liquors. They were in such high demand that people were purchasing them faster than they were being made. Unlike beer or vino people could acquire imbibe on smaller measures of liquors. Liquors were besides slightly habit-forming. to the point where people would take a shooting with breakfast every forenoon. Coffee was accepted in a different manner. Peoples liked java because it was an alternate to alcohol. They could imbibe it in the forenoon with their breakfast alternatively of intoxicant or H2O. Water was insecure to imbibe because it had a inclination to be contaminated. Coffee was known as the great soberer because unlike intoxicant its effects made you more awake and qui vive as opposed to alcohol’s elating consequence. Most of these drinks were accepted because it was a new non-alcoholic esthesis. Bethany McDaniel AP World History Summer 2012 Assignment Chapter 7 A ; 8 Question 2 Describe the function of java houses in society in Europe. Cafes. unlike the illicit taverns that sold intoxicant. were topographic points where respectable people could afford to be seen. Some governments didn’t approve of java houses. they said that were. â€Å"hotbeds of chitchat. rumour. political argument and satirical treatment. They were popular locales for cheat and backgammon. which were regarded as morally doubtful. Although cafes were originally accepted as meeting topographic points and beginnings of intelligence. they were shortly banned by Muslin bookmans. They argued that java had intoxicant effects and therefore was against the instructions of the prophesier Muhammad. After a few months. higher powers lifted the prohibition in some countries because no jurisprudence was really being broken. but they were still socially frowned upon for being topographic points of lay-a-bouts of chitchats associated. In other countries. java was considered an alien freshness and java houses spread highly rapidly. Cafes began to travel West from Great Britain to Amsterdam to The Hague and in that motion it regained its name of an rational tap house of peoples who were above alcoholic ingestion. As the java houses regained their respectful image. they began to distribute across Europe quickly. Where java houses burned in the great fire of London in 1666. twice every bit many were rebuilt as a program for commercial concern. Coffee houses attracted people of the working category because java had medical benefits of forestalling sleepiness. sore eyes. and coughs which improved concern production. Even though people were indulgent of java houses at first. they grew to go a cardinal factor in society. Bethany McDaniel AP World History Summer 2012 Assignment Chapter 9 A ; 10 Question 1 Explain why the Industrial Revolution began in Britain. Richard Arkwright invented a new and more efficient attack to fabrication. therefore the industrial revolution began in Great Britain. Arkwright thought to utilize machine workers alternatively of human workers. This was a genius thought. because machines neer tire but worlds get tired finally. no affair their age. This besides provided a new occupation to replace the occupation that the machines replaced: running the machines. Arkwright created a manner for less clip and attempt to be used to make more work. Many of import exporting industries liked and adopted Arkwright’s doctrine shortly after he presented it. One of the chief industries was tea. Tea was originally a drink used to typify Great Britain as a civilizing. and hardworking power. But after Arkwright’s doctrine was put into action in the tea industry it rapidly became the premier export for Great Britain. So much teas was traded that it funded the edifice of British companies in India. Are you even still reading this because this is highly deadening. Tea was the fuel of workers in these British mills. and was being produced in mass measures. In a short sum of clip. tea became the 2nd most consumed drink in the universe. with lone H2O above it. With the sum of tea being sold. Great Britain was rapidly able to fund more and more mills to be built. These industuries went global and expanded trade further across the Earth. Great Britain shortly became the chief centre of industry in the Eastern hemisphere. More mills lead to more tea which lead to more workers which lead to more money. that was the doctrine being used. All of these industries-including tea- aided Great Britain in going a universe hardworking power. Bethany McDaniel AP Summer 2012 Assignment Chapter 11 A ; 12 Question 1 Discuss how World War Two impacted the globalisation of Coca-Cola. In 1886 John Pemberton â€Å"invented† Coca-Cola. Pemberton ab initio sold Coca-Cola as a medicative sirup that eased concerns. This sirup sold. but it was more of a local redress. and non rather as popular vessel he would hold hoped. Pemberton was a fiddler. and he mixed this sirup with ‘bubbly water’ in order to make what is now known as the drink of America. By the terminal of 1895 one-year gross revenues had reached 76. 000 gallons and Coca-Cola was being sold in every province in America. Although Coca- Cola was being sold in several other states by the clip of the eruption of World War Two. As America mobilized the president of the Coca-Cola Company issued an order stating â€Å"every adult male in unvarying gets a bottle of Coca-Cola for five cents. wherever he is. and whatever it costs the company. † When he president of Coca-Cola said this it automatically linked Coke to nationalism and support for the war attempt. Transporting bottles of Coca-Cola halfway around the universe would be expensive and inefficient. So particular bottling workss and sodium carbonate fountains were established in the field. During the World War Two no less than 64 bottling workss were established around the universe and served about 10 billion drinks. Coca-Cola was made available to civilians near American bases overseas. many of whom developed a gustatory sensation for the drink. Peoples around the universe from Polynesians to Zulus. tasted Coca-Cola for the first clip during World War Two. The â€Å"Coca-Cola Colonels† helped distribute Coke across the universe through World War Two. Bethany McDaniel AP World History Summer Assignment Chapters 11 A ; 12 Question 2 Describe the function of Prohibition in the United States in the creative activity of Coca-Cola. In 1887. America was traveling to experiment with a prohibition of intoxicant. This was an inducement for Coca-Cola to acquire itself established so that its gross revenues could detonate. Alcohol was an highly popular American drink. but without intoxicant. people would be in hunt of another drink to imbibe as a replacement. This would hold been a great chance for Coca-Cola had it really happened. but the prohibition experiment was discontinued in November 1887. Initially. Coca- Cola had advertised itself as a drink with astonishing medicative benefits. for difficult working mean. The business communities at Coca-Cola shortly realized that working me could merely travel out and imbibe intoxicant if they were tired. so they changed their advertizements to demo how Coca-Cola was household friendly and reviewing. They decided that this could demo how it was an any-time of twenty-four hours drink. which adult females and kids could imbibe every bit good as working work forces. This helped set up the Coca- Cola concern because it was now geared toward a larger border of purchasers. With all of this go oning. Coca-Cola was a well-established concern when the prohibition was really enforced in the twelvemonth of 1920. During these 13 old ages of prohibition. the Coca-Cola gross revenues tripled. With no intoxicant to devour. people turned to the bubbly reviewing Coca-Cola drink as a replacement. After the prohibition was ended. people still continued to devour Coca-Cola because they had developed a gustatory sensation for it during the 13 old ages that America was dry. To most Americans the Prohibition was a bad thing. for the Coca-Cola Company it was a really profitable 13 plus old ages. Bethany McDaniel AP Summer 2012 Assignment Overall Analysis Questions 1. 2. 3 1. How do the six drinks chosen by Standage aid to explicate universe history? A History of the World in 6 Spectacless tells the narrative of humanity from the ancient times to the twenty-first century through the position of six drinks. All of the drinks Tom Standage chose symbolized of import alterations in universe history. Beer was foremost cultivated in the Fertile Crescent and by 3000 B. C. E. was highly of import to Mesopotamia and Egypt. it was even used for currency. In Greece vino became the chief export. assisting dispersed Grecian civilization abroad. Liquors such as rum and brandy fueled the Age of Exploration. fueling the malicious slave trade. Coffee encouraged radical idea in Europe during the Age of Reason. when cafes became centres of academic conversation. And 100s of old ages after the Chinese began imbibing tea. it became popular in Britain. Finally. carbonated drinks became a 20th-century phenomenon. and Coca- Cola in peculiar is the taking symbol of globalisation. 2. Describe morality in the Islamic World. The Muslim people were restrained by jurisprudence from imbibing alcohol- and java for a period of time- because it was considered immoral harmonizing to the Torah. 3. Tom Standage offers his sentiment for the following era’s specifying drink- H2O. With supreme wealth. engineering. and resources at our generation’s fingertips. more attempt must be devoted for all world to hold clean imbibing H2O. It’s an astonishing disproportion when 1000000s of Westerners are overzealous about bottled H2O when there are 100s of 1000000s around the universe who must walk more than 10 stat mis to acquire clean imbibing H2O ( if it is available at all ) .

Robots, cyborgs & AI Essay Example | Topics and Well Written Essays - 1500 words

Robots, cyborgs & AI - Essay Example The term android is used only on robots that look like humans, while the term robot is used on machines, which might look or might not look like humans. There are other examples of rising robots known as actroids, which do not exist in the science fiction realm, but they tend to resemble the human beings in their action and also their reception to input. In films like The Terminator, which have smashed awareness the public since their features have instilled a strong idea about human fusion with technology. Cyborgs are aggressive and contain a fantasy of being destructive and invisibility. However, this hyper violent creature is among the many types of fictional cyborgs that have become the main way for commercial films to present the cyborg condition. In films they have privileged the masculine figure which is mainly violent. When the cyborgs are staged in movies they show different ways of thinking in matters of sexual identity and gender. The software interfaced cyborgs created make the bodies of human beings obsolete when the human consciousness was downloaded onto a computer software they showed aggressiveness and their prowess is always improved thus can not go down and the only thing they can do best is kill because its strength physical not cerebral thus can not be controlled. However not all cyborgs are hyper masculine killing machines they are also used for other functions e.g. the terminator in terminator 2 is used as a surrogate father. Electronics technology capability certainly has caused fear which has been translated to massive bodies overpowering human characters. The cyborgs in films are also used to show the male spectacle and desire for masculine body. This not only culminates the sexual expression but also the brute force expressed by the cyborgs. This concept of externally forceful machinery was culminated in the industrial machinery in the early twentieth century. During this time the robot replaced the

Japanese literiture Essay Example | Topics and Well Written Essays - 750 words

Japanese literiture - Essay Example Death and decay or perishability is a theme that has been extensively dealt with in Western as well as Japanese literature. However in Western Literature the concept of death is always related to an ending and has negative connotations. Moreover the Western world is always desiring for permanence rather than accepting and letting nature work on its principles as it is also apparent from the example Keene quotes, â€Å"in west permanence rather than perishability has been desired and this has led men to build monuments of deathless marble the realization that even such monuments crumble is a proof of inexorability of the ravages of time† (18). While on the other hand for Japanese death or decay does not connote negativity or an end in fact they perceive it as a beginning of something new. Moreover unlike the west who craves permanence they accept this bitter reality of human existence. In Japanese literature this principle of perishability is also perceived as the â€Å"Tyrann y of time† (Varley, 47) because Japanese realize that time always takes its toll and it is a natural mechanism according to which everything meets its end or deteriorates eventually with time. Although it is a major theme that is incorporated in many Japanese literary pieces yet this concept is also practically utilized and applied in their culture and life style. The practical implication of this phenomenon in Japanese culture is evident from the example stated in the text, â€Å"Few things for common use are made in Japan with the view of durability. The straw sandals worn out and replaced at each stage of the journey; the robe consisting of a few simple widths loosely stitched together for wearing and unstitched again for washing†¦Ã¢â‚¬  (18). This principle of perishability of Japanese aesthetics helps an observer to find beauty even in ugliness or deformity. As it is also mentioned by Keene, â€Å"†¦flaws are sometimes as attractive as intrinsic beauty† (19). This further reiterates another reality of human existence i.e. it is impossible to attain perfection. Although this cliche is accepted by the Japanese the western world prefers to ignore it or they are unable to comprehend this simple yet complex reality of life. Unlike the western world that condemns impermanence and despises the role of fate in human life Japanese admire this unpredictability because they interpret it as an adventure and they consider it as a break through from the monotony and dullness. The extensive plantation of cherry blossoms in Japan instead of any other plants and trees also support this concept because Japanese prefer novelty in life. Rather than opting for plants that bloom round the year or have longer period of blooming they like the three days glory of the cherry blossoms and such an approach towards life develops a feeling of contentment in them. Such a simplistic approach towards life helps them in enjoying and relishing life moment by moment rather than wasting it like the western world in the marathon or quest for attaining more and desiring for the unattainable. Another interesting fact that Keene explores is that although the Japanese are competing and attaining success in the technological and nuclear age of the twenty first century yet their success in the modern world has not corrupted them and hence they still retain their connection with their

The Large Bathers Formal Analysis Essay Example | Topics and Well Written Essays - 750 words

The Large Bathers Formal Analysis - Essay Example This paper illustrates that the Large Bathers is one of the pieces of arts in Philadelphia Museum of Art. Considering the importance and significance that this piece of art had during its time and the ages after, it is essential that a formal analysis of the painting enhance a better understanding. In the Large Bathers formal analysis, there are certain basic aspects that are ideally of substantive significance, which are looked at. These include elements such as the composition, the theme, color, lights, mood, and tone among other elements of art. Having a closer look at the painting, one is able to derive that ideally, the main theme surrounding the painting is that of human figures in a landscape. Amongst all the works of Cezanne, it is the large bathers that the most lasting and profound impact in addressing the theme of human figures in a landscape. The Bathers painting’s composition is done in such a way that there are trees bordering the bathers from either side with th e bathers in their nude bodies, bending inwardly towards each other, in a manner that looks like their attention is drawn to something. In the surrounding, the Bathers and the trees are aligned in such a way that they form a shape of a triangle. In between the Bathers and the onlookers, there is a dark painting, that looks like a lake. At first sight, the picture brings into perspective certain aspects of old tradition considering the manner in which the paintings are done. The paintings are those of nude women, a traditional approach to paintings, an aspect that contradicts the actual reality that the painting was the beginning of the modern art. Considering the period during which the painting was done, the pictures are very beautiful. During the same period, many technologies had not been developed and hence it was beautifully done.

Integrated Marketing Communications and Social media

Integrated Marketing Communications and Social media The research focuses on two important areas, Integrated Marketing Communications and Social media. However, before reviewing them, it is vital to understand the concepts behind Media and Marketing Communication in general. This would lay a foundation for understanding both the areas covered in the research. Then the real issues: Integrated Marketing Communications and Social media will be covered. 2.1.1 Media According to Harper (2001), the term media in communication can be defined as: The storage and transmission channels or tools used to store and deliver information or data. It is often referred to as synonymous with mass media or news media, but may refer to a single medium used to communicate any data for any purpose. Thus, any information transmission channels or tools used for delivering marketing messages to the audience can be referred to as media. Media is synonymously used with mass media or mass communication, which Dijk (2006) depicts as a type of communication using media to distribute sound, text, and images among an audience. Mass media is an old terminology, but starting from a single medium that is print in 1500s it has grown to incorporate vast types of mediums. Caspi (1993, cited in Wilzig Avagdor, 2004) provides a four stage model of media development: 1) Inauguration where the new medium is given much public attention; 2) Institutionalization where there is widespread public adoption and routinization of the new medium; 3) Defensiveness where the power is threatened by a new medium; and 4) Adaptation the fine line differentiating between old and new medium. Since the inception of first mass media, each new media has gone through these stages and has developed its place in the media environment. With every new emerging media, the previous mediums had to co-exist with the new one at the end. In his research on mass media, Ahonen (2008) specifies a 7th mass media which is mobile. This idea was proposed in 2006. Various media content like music, videogames, tv, news, social networking, internet services and above all advertising is migrating to mobile which is making it a dominant mass media. While discussing the previous mass mediums, Ahonen regards the initial five mass mediums as unidirectional and states that it was only after internet arrived that it acted as inherent threat to all previous mass mediums. This was because internet had certain features that its predecessors did not have like interactivity, search capability, and social networking (discussed in detail later in report) and it could offer all that its predecessors offered. Therefore, cannibalization started occurring with internet. Similarly with the advent of mobile, this medium too can offer what its six predecessors could offer: one can read news, magazines, listen to radio and podcasts, watch TV, movies, play video games and above all consume all content available on internet. To a greater extent it supercedes the interactivity of the web with email and instant messaging (IM). Therefore, mobile would inherently threaten the internet. The idea of mobile being the 7th mass media is supported by Moore (2007), where he states that the historic technology revolution is setting grounds for mobile as a mass media which supports greater reach. Unlike other mass mediums, which are losing their audiences and revenues, mobile like internet is interactive; enabling it to fully capitalize on social networking and digital communities. According to Moore, mobile is the only mass media that is carried by the owner at all times and therefore 100% accuracy is possible in measuring the audience. Therefore the above researches claim that the mass media of 2000s is mobile and as with every new media that erupts, it has the power to cannibalize but not replace the previous ones. 2.1.2 Marketing Communication Engel et. al., (1994 cited in Koekemoer Bird, 2004) defines marketing communication as: the collective activities, materials and media used by a marketer to inform or remind prospective customers about a particular product offering, and to attempt to persuade them to purchase or use it. Marketing communication is the use of the media to target customers and interact with them and the basic aim of this interaction is to deliver brand and marketing messages by the use of the most effective medium. There are various marketing communication tools available to a marketer. These include: selling, advertising, sales promotion, direct marketing, public relations, sponsorship, exhibitions, packaging, point of sale and merchandising, word of mouth, e-marketing and corporate identity (Smith Taylor, 2004). The marketers may use different blends of these communication mix elements depending on the strategy they want to use, but the most effective communication happens when all the tools are used appropriately and synergistically (Koekemoer Bird, 2004). Moreover, it is important to note that marketing communication has over the years changed from being unidirectional to two-way, with the consumers being more demanding and conscious of choices (Koekomoer Bird, 2004). Therefore, it can be inferred that media is the channel and marketing communication is the use of these channels to direct marketing messages efficiently to target customers. The next sections would build on to these concepts and explain the two major areas of interest, Integrated Marketing Communication (IMC) and Social Media. 2.2 Integrated Marketing Communication (IMC) Social media is one of the many mediums that are used as IMC tools/components in designing any marketing mix. This section aims to describe the concept of IMC, its emergence and the changing trends in IMC composition (or the communication mix). 2.2.1. Defining IMC As per Kerr Patti (2002) Kerr et. al., (2008), IMC has been one of the most controversial areas of marketing education during the past decade. While many definitions of IMC have been put forth, agreement on the disciplines constructs remains unresolved. This is because IMC is a concept that still lacks rigorous theory according to IMC authors Cornelissen Lock (Kerr, et. al., 2008). One of the much agreed definitions of IMC and the one to be used/ assumed for this research would include that given by one of the first advocates of IMC concept, Don Schultz (2004, cited in Kerr, et. al., 2008): IMC is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communication programmes over time with consumers, customers, prospects, and other targeted, relevant external and internal audiences. The key difference in this definition of IMC from that of simple Marketing Communication is highlighted by use of three words: i) strategic, ii) evaluate and iii) measurable. In essence, IMC enforces use of marketing communication mix in such a way that it is strategically designed to achieve certain objectives and is also measurable to enforce accountability over marketers. These elements are also stressed on by various IMC authors (Schultz, 1996; Duncan Caywood, 1996, cited in Kerr et. al., 2008), who believe that although concept of IMC is not new, but the fact that previously marketing communication was not coordinated strategically and strategy is now deemed critical, gives this concept a new look. Another definition of IMC given by a well known author on IMC literature, Kliatchko (2005, cited in Kerr, et. al., 2008) reflects the same concept. As per the author: IMC is the concept and process of strategically managing audience-focused, channel-centered and results-driven brand communication programmes over time. This definition is a bit more specific and along with strategy and accountability it emphasis specifically on communication being channel-centered and audience-focused. The common point, however, in almost every definition of IMC is the fact that it enforces accountability over marketers and hence more and more marketers feel the need of using mediums that offer better measures of performance. Also different modes of communication are now used strategically to compliment each other. Managing and coordinating the integration of companys communication across different media and channels is an important aspect of IMC. IMC does involve a process/plan aimed at providing cons istency and impact through integration of communication via different mediums (Larich Lynagh, 2009). Moreover, Kitchen and Schultz (1997, cited in Kitchen, 1999 p. 63) believe that integrated marketing communications has significant value for the organization, specifically in lowering costs and having greater control over the marketing communications program. This is supported by Duncan and Everett (1993, cited in Kitchen, 1999 p. 63) who extend the benefits to include gaining competitive advantage through IMC. It can be generalized that the idea of IMC used in above theories/definitions revolve around a 360 degree marketing communication programs for any of the brand that is strategically designed to achieve desired objectives. Hence, it would be fair to say that IMC includes all kind of communication programs that targeted for the same objective, regardless of the medium used, be it TV, Print, Radio, Street Marketing, Social Marketing, Internet Marketing, PR, Green Marketing, or any other thing. 2.2.2. Emergence of IMC and transformation by Marketing Agencies The world-renowned management guru Peter Drucker (1955, cited in Smith Taylor, 2004) believed that any business has only two basic functions: marketing and innovation. Even though it was said more than half a century ago, but it still applies in todays world; that all marketers should be mindful of the need to measure the effectiveness of all marketing activities. The world of marketing communication has moved from big budgets and little accountability to a more demanding marketing environment where every action has to be justified with proper quantification of benefits of the actions. Earlier, the various tools of marketing communication were regarded as separate functions and were handled by experts in the relevant area. This resulted in overall marketing communications being uncoordinated and inconsistent (Koekomore Bird, 2004). This was then solved with the move towards IMC in 1980s which emphasized coordination of all tools of marketing communication (Belch Belch, 2004). Before the emergence of IMC concept, marketing communications were a lot concentrated on very few mediums of communication but then it was evolution of media management structures in agencies that brought forward the segregation of media agency experience into a) Traditional Media b) New Media. Traditional media includes mediums like television, radio, magazine, newspaper, and other options that agencies had expertise on prior the media revolution in 1980s and 1990s. On the other hand, new media comprised of other mediums like interactive, buzz street marketing, direct response, electronic, and other areas that were adopted by agencies during 1980s and 1990s to make the communication a lot more competitive (Sasser, et. al., 2007). Many companies are now realizing that effectively communicating with customers and other stakeholders involves more than traditional marketing communication tools. Marketers as well as advertising agencies are using the IMC approach and have adopted a complete marketing communication solution, which includes use of both traditional and new media. This is because with the emergence of more technological formats, the audience is being less responsive to traditional methods and the traditional formats too have become fragmented and have started targe ting specific audience (Belch Belch, 2004). Lately one of the greatest influences of this change on media has been that of Information technology. This idea is supported by Kitchen (1999) who believes that it is only with more reliance on electronic technology that concepts like interaction and integration in marketing communication has become more main stream. This transformation over the years has been described by classification of marketplaces in three categories by Schultz (1998), who is a well known author on the area of IMC. According to him these categories are: a) Historical Marketplace, b) Current Marketplace; c) 21st Century Marketplace. In Historical Marketplace marketing organization mostly had information technology, in sense of having IT departments within the organizations. In the Current Marketplace (also the second marketplace), the Channel actually became a dominant force. This was because information technology, in the form of point-of-sale systems, scanners, retail data gathering resources and the like, had given the Channel more and greater information about the consumer and the marketplace than it was available to the Marketer. The third marketplace (the 21st Century Marketplace), are those of some organizations today, but mostly it is the marketplace of the future. It is, however, the 21st Century Marketplace that is expected to bring about the greatest changes. The first two marketplaces were focused on outbound communication systems, such is, not the case with 21st Century marketplace. The communication here would be interactive. These communications would not be controlled by marketer or communication agency but by the customer. Schultz (1996, cited in Kitchen, 1999 p. 63) warned that communication technology and wider technological evolution would continue to drive integrated marketing communication and the old models of communication like homogeneity must be rethought. Its worth noticing that almost all of the new media introduced after 1980s has been digital, e.g. Internet, Mobile, Podcasts etc. This is one good reason why New Media is often used interchangeably with Digital Media in theories. New Media is associated with characteristics like interactivity and electronic (Manovich, 2002 cited in Wardrip-Fruin Montfont, 2002) which actually imply digital technology. To sum up, it can be argued that change in media management structures and move towards 360 degree integrated communication is a result of more strategic and measurable approach by companies which is nothing but the adoption of IMC. Also the advent of new media has increased the challenge for marketers, giving them more options with limited budgets and yet enforcing accountability. But have these additional options made an impact or have changed the trends in overall composition of marketing communication? The next section attempts to explore the same. 2.2.3 IMC composition Changing trends Media has undergone an extensive phase of development in the last ten years. Marketers were previously focusing on promoting their product/service through traditional mediums like TV, Radio, Newspapers, however, now the future of marketers appears to be digital as technology has become an important part of daily lives (Pall McGrath, 2009). Concepts like convergence have come in to bring more versatility in the communication mediums being used. As per Jenkins (2006) who is a renowned author on the topic of media convergence, the term convergence is defined as: Convergence represents a paradigm shift a move from medium-specific content toward content that flows across multiple media channels, toward the increased interdependence of communications systems, toward multiple ways of accessing media content, and toward ever more complex relations between top-down corporate media and bottom-up participatory culture. The concept certainly talks about making the communication mix interdependent bringing in more integration and moving towards having multiple ways of accessing media, i.e. bringing in more versatility in the marketing mix by using a mix of traditional and new media. Moreover, it refers to the behavior of media audience as being migratory, i.e. shifting to the media that can provide them their desired experience. In such an environment, consumers are actively involved in seeking new information and make connections among dispersed media content. Convergence has played its parts in shifting the trends. In the 1990s the digital media revolution paradigm suggested that new media would push aside traditional media and that internet would displace television, and by convergence it was meant that old media would be absorbed fully in emerging new media. However, the convergence paradigm proposes that old and new media would interact in ever more complex ways. New media has paved way for convergence as it has broken barriers that were separating different mediums. Since the beginning, each old medium is forced to co-exist with the emerging media. The concept of convergence indicates that the old media is not being displaced, rather their functions and status are being changed with new media options (Jenkins, 2006). Media convergence is more than simply a technological shift altering the relationship between existing technologies, industries, markets and audiences. The cell phone being a telecommunication device; also allows its users to play games, download information from the internet and receive and send photographs or text messages. These functions can be performed through other media appliances too. For instance; one can listen to The Dixie Chicks through a DVD player, car radio, walkman, computer MP3 files, a web radio station or a music cable channel (Jenkins, 2004). Convergence has brought dramatic changes in the media ownership and has increased media concentration. One such example is when News Corp, owned by media mogul Rupert Murdoch made its first internet purchase and bought MySpace in 2005 (BBC News, 2005). This was because it had realized that significant amount of advertising dollars were being moved from traditional to internet. Yahoo bought social networking sites Flickr, Upcoming.org and del.icio.us to enable content sharing with friends and family (PWC, 2006). Similarly, Walt Disney has become a multimedia giant since last two decades and has acquired various different media companies. It now has several film studios, printing companies, magazines, radio stations, television networks, publishing companies, and cable TV networks. This is one of the classic examples of convergence by a media company (Folkerts Stephen, 2006). Focus of marketers towards concepts like convergence and IMC have already made an impact on consumption of traditional media. More worrisome for traditional operators, however, it is the fact that an entirely new media sector has emerged over the past decade with countless new players who are both unregulated and well-funded (Therier Eskelsen, 2008). Hence, some media agencies have witnessed a trend whereby new media is becoming regular part of communication mix. According to Nielsen Wire (2009), one of the top media trends for 2010 would be that companies would have to make optimization of media convergence their top priority. Therefore, it is vital that media companies become a part of this new paradigm shift where converging old mediums with new would be required for greater returns on their investment. 2.2.4. Factors that influence IMC composition There is certainly a change in the trend of IMC composition. This section tries to explore what are some of the possible factors that may influence the composition of IMC. Study by Sonia Livingstone and Moira Bovill (1999), answers the potential reasons for evolution of digital media over the years and these factors certainly impact the composition of marketing mix too. These include: Parental fear for outdoor activities: The parents and children often explicitly link restrictions on the childs access to the world outside to increase media use within the home. A lot of parents dont want their children to go out much and then this time is spent watching TV or surfing over the internet. Income lifestyle: The usage of media is directly linked to the income level of household and their lifestyle. Working women are likely to have children who will be media-rich users. Children in reconstituted families are particularly likely to have screen entertainment media (TVlinked games machines, gameboys, PCs and television sets) that are not to be found elsewhere in the house. Children from one-parent families are more likely to have less expensive items such as books, walkmans and radios. The rise of bedroom culture: This trend evolved in the early 1980s from the European countries, significantly booming the media-rich users, where children were given access to their private TVs, computers and other media. Absence of leisure activities boredom: People that do not have a lot of social activities, engage themselves with media. Also loners are more likely than all other groups to turn to television, videos and interactive media when they are in need of excitement. Appeal of enhanced experience: The technology is becoming more interactive with each passing year. Interactivity incorporates several dimensions which characterize the changing modes of involvement with media: the exchange of roles involved in a two-way interaction; the degree of user control and management of content and timing of the interaction; thus enhancing the experience. The factors described above focus on youth by and large and this is due to the fact that technology adoption has proven to start from youngsters, because they tend to be accustomed to the new trends and are the early adopters. 2.3 Social Media

Histories Maladies :: essays research papers

It seems these days that our world's history is becoming more and more misconstrued and misused. Everywhere you look or read about history, someone has made a massive blunder. Facts become fiction and fiction fact. And it's always done so to someone or some group's benefit. Take the history of slavery, for example. This always controversial subject has been a key element in the history of our United States of America for many generations, and will be for many more. But the truth, rather the complete truth is not taught in school. Why? Because if it was there are certain groups of people that would be outraged. This is not a racist or prejudiced view, but people who seem to believe that others should be held accountable for what their ancestors did to the others' ancestors will always hold a controlling voice in what is taught in history. Where did this point come from? Simple: as we all know, native Africans were sold into slavery during American colonial times. That has never been disputed. What is not taught, however, is who sold them into slavery. And why is that? Because if it were taught, that controlling minority would lose it's control, not just over history, but politics, education and more. And what's more about slavery is that it wasn't only Africans who were sold into slavery during the course of mankind, but also Jews, Arabs, Irish, Scottish, English, Germans... The list goes on. In fact, every major ethnicity or nationality has had members of it's ancestry enslaved at some point in time. It's nothing that hasn't been performed for eons. But why do we concentrate so hard on the slavery of Africans? Because we have to. Another problem with history as it is taught is religious persecution. Christianity for many centuries has complained that it is persecuted constantly throughout history. Yes, that's true, but Christianity fails to point out that it itself is one of the worst religions when it comes to persecuting other religions. The Crusades are a prime example of persecution performed by Christianity. No religion is exempt from having been persecuted or having performed persecution. But we're not allowed to know that. The Jewish religion is another example. Always one of the most fiercest anti-Christian religions, Judaism is known for being persecuted. Although true enough that their religion has most definitely suffered the worst religious abuse they too participate in the active destruction of other religions.