Anti-Social Media: the Role of Technology in Creating Superficial Ties

ANTI-SOCIAL MEDIA: THE ROLE OF TECHNOLOGY IN CREATING SUPERFICIAL TIES INTRODUCTION: The general topic that I would like to explore is communication and relationships through social media. In particular I am interested in the way that social media affects the way that we create or maintain relationships and different identities, and if this alienates us from human understanding in relationships. This topic is connected to the concepts of online communication and personal relationships, the concept of self-disclosure and the construction of identity (Duck & McMahon, 2012).Is the bite-sized world of social media leading to bite-sized and unsubstantial personal relationships? This was a question I asked myself recently when looking at some of my own relationships — friendship, romantic, professional, and family alike. Social media plays a role in many of those relationships these days, and what I noticed is that it isn’t always for the better. The main academic articles I will reference are written by; Pavica Sheldon (M. M. C. , Louisiana State University), a graduate teaching assistant and Ph. D. tudent in the Department of Communication Studies at Louisiana State University, Xin-An Lu, an Associate Professor in The Department of Human Communication Studies at Shippensburg University in Pennsylvania, USA, and Sally Dunlop, a professor at University of Australia, school of public health, and her two co-authors, Eian More and Daniel Romer, both professors at the University of Pennsylvania. This paper will first outline the main points of the aforementioned articles. I will then draw upon their themes to help answer my research questions, and I will conclude with the derivations that can be drawn.THEORY REVIEW: In the Rocky Mountain Communication Review, Sheldon (2009) looks at the motivations for the use of social media, Facebook in particular, and the difference in use between genders. She examines 260 university students across four common factors f or logging onto Facebook; relationship maintenance, passing time, entertainment, and virtual community. She finds through these parameters that â€Å"Females used Facebook to maintain their relationships, to be entertained, and to pass time. Males, on the other hand, used Facebook to develop new relationships† (Sheldon 54).Specifically, she found through her focus groups that those who frequent the social networking site more are doing so out of loneliness (Sheldon 55). This links directly with Xin-An Lu’s paper published in Proteus 27 (2011). Lu takes a much broader approach; looking at the affects of social media on the creation of identity and the modern formation of non-geographical communities. Lu argues that online community helps to reduce and remove social restraints and gives the user the ability to experiment with different identities, coming together based on shared and meaning (Lu 53).However, these new text-based relationships may not have existed before a nd we cannot use them to replace face-to-face interactions as they are ‘media-poor’, which is defined by Lu as â€Å"possess[ing] less immediate feedback, fewer cues and channels, and weakened personalization and language variety† (Lu 52), because â€Å"relationships formed in this environment may be weak, superficial, and impoverished, as compared with those formed in [face-to-face] communication† (Lu 52).We must be wary as we read through this review of the comparisons of studies conducted years apart with different conclusions, and we must remember that technology advances at such a rate that should be taken into account when looking at conclusions of past scholars. Finally, Dunlop, More and Romer discuss the positive aspects for having an enlarged network of support, especially for adolescents who have been exposed to, or are thinking of suicide, stating that â€Å"social networking sites may provide both greater exposure to such information and also greater social support to those who obtain this information† (Dunlop et al. 078). This article, published in The Journal of Child Psychology and Psychiatry, suggests that online forums, which are often anonymous and have no connection back to the user, are â€Å"more strongly related to increases in [suicide] ideation† (Dunlop et al. 1078) than social networking sites. Nevertheless, the study shows that social networking sites increase exposure to stories of other suicides, and increased exposure causes increased suicide ideation, and increased curiosity to research and find forums and blogs.This is important to an article discussing youth and the internet, as new innovations are taking place at an alarming rate, and there are new ways to communicate and receive information every day. This article is succinct and fact based, studying the different uses for the internet and social networking sites, and identity creation and anonymity on the World Wide Web. DISCUSSION: Co mmunication is more than just the exchange of words, it involves a transaction between two people that results in a shared meaning and understanding (Duck and McMahon 82).This greater level of communication involves more than the sending or exchanging of symbols, but more the negotiation of the shared meaning between people based on their personal connections. A key element to creating this understanding is engaged listening which allows the listener to move beyond the words said for a greater understanding of the overall message. Usually, this involves the richness of face-to-face interaction. Online communications lack this richness due to the lack of incorporation of non-verbal communications, such as facial expressions and tone of voice, with the words being said (Duck and McMahon 228).The ease with which online communications become asynchronous cause concern for the development of understanding of social cues that are present in face to face interactions that hinder those who use the failsafe of online interaction to save face and to compensate for their own perceived shortcomings. Duck and McMahan state that online media has significantly increased the number of significant ties that people maintain, while the number of core ties remains the same.We can become so seduced by the ease of connecting with others online that we begin to think that these relationships are more intense, more committed and more complete than they really are. We run the risk of alienating the people who populate our daily lives in pursuit of intimacy with our online friends. Another downside of social media relationships is that we are potentially subject to emotional contagion effects, as illustrated in research by John Cacioppo, a researcher at the University of Chicago. His studies show that loneliness is transmitted via social networks.Cacioppo’s findings suggest that if a direct connection of yours is lonely, you are 52% more likely to be lonely; if the connection is a friend of a friend, 25% more lonely, if the connection is 3 degrees out (a friend of a friend of a friend), it’s 15%. While this research looked at offline social networks, it may have some implications for online social networking as well. If someone in your online social network is angry, lonely, or hostile, and takes it out on you, you are more likely to transmit this mood yourself.This means that even though you may never have met this person or interacted with them in real life, their â€Å"bad behaviour† can still influence yours. I have personally noted people interacting in mean and critical ways that, I imagine, they would find more difficult to do in real life. This is a problem, because any kind of negativity and bad manners has the possibility to multiply exponentially. The Internet is an amazing tool. Even as it is shrinking the world and brought us closer together, it is threatening to push us further apart.Like any useful tool, to make technology serv e us well requires the exercise of good judgment. For whatever reason, the restraints that stop most of us from blurting out things in public we know we should not seem far weaker when our mode of communication is typing. Unfortunately, typed messages often wound even more gravely, while electronic messages of remorse have little power to heal (Lickerman). Perhaps we just do not think such messages have the same power to harm as when we say them in person. Perhaps in the heat of the moment without a physical presence to hold us back, we just do not care.Whatever the reason, it is clearly far easier for us to be meaner to one another online. CONCLUSION: Social networking websites provide tools by which people can communicate, share information, and create new relationships. With the popularity of social networking websites on the rise, our social interaction is effected in multiple ways as we adapt to our increasingly technological world. The way that web 2. 0 users interact and talk to each other has changed and continues to change. These users now socialize through the Internet and it takes away from the in person socialization that has been around forever.Social networking websites effect our social interaction by changing the way we interact face-to-face, how we receive information, and the dynamics of our social groups and friendships. Communicating through the Internet and social networking websites is quite different than communicating in person. When users communicate through these websites, they use things like IM and chatting as well as status or Twitter updates to talk to friends and express themselves. Chatting online is quick and easy and allows you to connect to an almost unlimited amount of people from all over the Earth. Although theInternet connects millions of people and allows them to chat, it changes the traditional in person conversation that is important to our social lives and friendships. This change to our social interaction is not nece ssarily positive or negative. The change expands the different outlets through which we can communicate and as long as we remember the importance of face-to-face contact in our social lives, we can find a healthy balance between the two. These social networking websites also affect the way we receive information and news. The sites open up different portals through which we get information and create a more diverse news outlet.Rather than reading the newspaper or hearing the news on TV, we rely on our â€Å"friends† on the sites to give us updates on the world around us. Through Facebook or Myspace statuses, posts, comments, etc. , web 2. 0 users find new information that is most likely relevant to them. These new diverse outlets lead to users discussing world news or other information on the sites and can remove the need to discuss these events in person. Another way that web 2. 0 sites affect the way we socially interact with one another is by changing the dynamics of our s ocial groups and friendships.Social networking sites create a new model of social interaction and friendships. As people’s social circles grow, the ties of the online friendships are not always as strong as in person close friendships. Although these sites can alter the dynamics of friendships in that way, it also creates lots of new friendships and increases our social interaction. The many effects of social networking websites on our social interaction with one another can be both positive and negative, all that is sure is that there is a definite effect. We must embrace the increasing use of web 2. 0 sites and the different roles they play in our social lives.There is not really a need to focus on the positive or negative effects of these sites because whether the effects are good or bad depends upon the things in society that you value, and that is different for most every person. These sites will most likely continue to grow in popularity and continue to alter the way we socialize with one another and we must embrace it. SOURCES: Duck, Steve & McMahon, David T. The Basics Of Communication: A Relational Perspective. Los Angeles: Sage 2012. Print Dunlop, S. , More, E. , & Romer, D. (2011). Where do youth learn about suicides on the Internet, and what influence does this have on suicidal ideation?Journal o Child Psychology and Psychiatry, 52:10 pp 1073-1080. Landau, Elizabeth. â€Å"Loneliness Spreads In Social Networks. † CNN. 4 December 2009. Turner Broadcasting System Inc. 1 March 2012. . Lickerman, Alex. â€Å"The Effect Of Technology On Relationships. † Psychology Today. 8 June 2010. Sussex Publishers, LLC. 1 March 2012. . Lu, X. (2011) Social Networking and Virtual Community. Proteus 27, 1, 51-55 Sheldon, P. (2009). Maintain or Develop New Relationships? Gender Differences in Facebook Use. Rocky Mountain Communication Review. 6-1, 51-56.

The Ministry of Defense of Belarus and Russia

This paper is a comparative treatment of two ministries of defense of substantial strategic importance to the world, that of Russia and Belarus. Both countries have had strained relationships with the United States and the western world and have been actively pursuing activities with those countries hostile to western imperialism such as China and Venezuela.This paper will, first, summarize the basic structure and relations of the two ministries, and then compare and contrast them. A conclusion will attempt to bring these insights together. The Ministry of Defense of Belarus:Interestingly, the Defense Ministry of Belarus has its roots in the reaction to the Chernobyl disaster of 1986. This disaster is one of the main reasons the two republics it affected, Ukraine and Belarus (as the city is on their border) declared independence from the USSR several years later. In fact, the very first piece of legislation establishing this ministry (in 1992) was explicitly titled the â€Å"Reactio n against the Affects of Chernobyl† and acted as a form of public mobilization against the tremendous health risks of the airborne radiation (â€Å"Legislative Basis,† 2009).But in the era of 1991-1992, historic in that it was the era of the fall of the USSR and the independence of the Warsaw Pact nations and the former Soviet Republics, saw the Belorussian state declare independence from the defunct USSR and develop its own institutions, chief among them was the ministry of defense. Several issues presented themselves: first, about half of the Belarusian republican army was of Russian descent, and second, that thousands of Belarusian troops were serving the former USSR in countries abroad.The newly formed independent Belarusian government then implemented programs that re-Belarussianized the armed forces and brought those expatriated soldiers home (Global Security, 2008). The structure of the Defense ministry is not civilian, and in fact, a major issue in Belarusian po litical culture is the means by which the purely military aspects of the Ministry and its civilian contacts could be regularized. But at the moment, the entire staff of the Ministry are uniformed officers. Currently, the Minister of Defense is Col. Gen.Leonid Maltsyev (appointed 2001), and he is supported by a general staff that includes the following offices: the chief of staff of the armed forces of the republic, the deputy minister, a ministry dedicated to armaments and acquisitions, then Logistics, army command and lastly, the air command and the air defense. As Belarus is landlocked, there is no naval force. The structure of the Ministry in terms of a chain of command is that the Defense Ministry is a part of the Council of Ministers, itself directly under the President of the Republic, currently the wildly popular Alexander Luksahenko.The General staff serves directly under the Defense Minister, and under him stand the land, air and support staffs in a position of equality. Fi nally, under the land forces stand logistics. Hence, the doctrine here is that Logistics and strategy stand under the land army, while the air corps follows orders. Hence, the equality between land and air forces is theoretical only. The tradition of the ministry is that land forces should predominate, and air forces act as an auxiliary to them. The mentality and culture of the Ministry follows a very specific doctrine. Its main points are the following:a) that the ministry is dedicated to a â€Å"balanced† cooperation among states. There is to be strict neutrality in terms of â€Å"power blocs,† and cooperation will not follow and specific â€Å"ideological† bent, but what serves the mission of the ministry in terms of the defense of the republic. b) that this ministry will never seek to acquire nuclear weapons. c) that it operates in accordance with a strict equity with other states (â€Å"Military Doctrine,† 2009). In addition, the â€Å"Military Doct rine† of the Republic is an important source for the basic functioning of the Ministry.The most interesting elements of this more or less bureaucratic document are the conditions that must prevail for the military services of the republic to respond if the republic is threatened. The document itself calls this the â€Å"political-military† situations that permit the usage of armed force in general, but are obviously applied to Belarus specifically. Hence it is a sort of a moral blueprint where force can be used, though it does not specify the amount of force in each case. These are: a) the lack of effective political mechanisms to solve political problems.b) economic imperialism , that is, the desire for advanced countries to use their economic and political clout to exploit smaller and weaker states; c) the domination of a few major powers over the resources of the globe d) the development of new technologies that threaten the typical military balance in the world e) t he use of propaganda to overthrow states (in other words, the use of a controlled media to manipulate public opinion over and above normal democratic channels) f) the manipulation of ethnic groups in order to create a volatile situation (â€Å"Bases,† 2009).Needless to say, this official doctrine of the defense ministry makes perfect sense given the small size and vulnerability of the republic. Belarus is a part of the non-aligned movement, which brings the Ministry of Defense, Foreign Affairs and the Presidency into regular co-operation. Since Belarus has regular treaties with Venezuela, Russia, Vietnam and China, the policy here is to co-operate fully with the president and the foreign ministry in developing a â€Å"non-aligned† movement that seeks to alter the current â€Å"uni-polar† nature of global power.Hence, the Defense Ministry is following directives placed by the presidency and the Foreign Ministry in developing a place in the world for smaller, weak er powers who seek to create a power balance with the west rather than have the west dominate them. Hence, the Defense Ministry has adopted a defense policy that is completely in line with that of the presidency, the council of ministers, the foreign ministry and the nature of being in charge of the defense of a small country. Lastly, since Belarus economically is one of the most dynamic countries in the world, the funding of the military forces has never been an issue (IMF, 2009).The fall of the USSR meant that many of the Russian forces in the Warsaw Pact countries were backed right into Belarus, leading to a situation where Belarus was one of the most militarized countries in the world. President Lukashenko sought to reduce the number of forces, end conscription, and hence, reduce the strain of the armed forces on the budget. Today, the armed forces are a fraction of what they cost in 1992, leading to a smooth relationship with the finance ministry and the presidency. Thus, in co nclusion, the Ministry of Defense of the Republic of Belarus is a model for the developing world.It seeks no political power, since it already is directly represented in the council of ministers and the ministry itself is run by uniformed officers appointed by the President. It cooperates fully with the foreign ministry in developing a military doctrine in line with the â€Å"non-aligned† movement. It seeks a balanced co-operation with the world and a reduction in the number of both nuclear and conventional weapons systems in world politics. It has been steadily reducing its cost to the ministry of finance, leading to–to say the least–a smooth working relationship. The Defense Ministry of RussiaThe structure of the Russian Ministry of Defense is largely civilian. The Minister himself is Anatoly Serdyuvkov, who, significantly, was a former tax official under Putin. However, immediately under him is a uniformed officer, Gen. Nikolai Makarov, who was the former com mander of the Siberian military district. This is significant for one major reason, it is the post that places the Russian armed forces in direct connection and communication with the Asian powers, especially China. Under the Minister and General Makarov, there is a First Deputy Minister and a States Secretary for Defense.Under him is a woman, Lyubov Kudelina, who is in charge of the relationships between Finance and Defense. While the Minister himself is a former tax official, Mrs. Kudelina also worked at Finance and was deeply involved with tax collection. It would be noted that at the fall of the USSR between 1990 and 1993, tax collection almost completely bottomed out. The money and institutions for collection no longer functioned, and taxes were reduced to protection money from the local criminal gangs. Vladimir Putin, financed by oil money, reversed this trend.Hence, there should be no surprise that two major figures in the defense ministry have little military experience, but were both close to the financial and taxing apparatus (â€Å"Senior Officials,† 2009). Under the Defense Ministry’s Finance representative lies, not surprisingly, the chief of armaments, the chief of Logistics and another deputy minister. Since logistics and armaments procurement are costly productions, their subordination to the finance representative is no surprise. This structure seems eminently rational. It builds in inter-agency cooperation within the Defense Ministry itself especially within the all-important financial end.What is more important, however, is how the agency views itself, its mission and its role in the government. Like in the Belarussian case, the Russian Defense Ministry, in cooperation with the presidency and the ministry of finance, has developed a comprehensive understanding of itself in the world and in the Russian, and post-Soviet world. First and foremost, before any other consideration, the Ministry of Defense makes it clear that its numb er one priory in the defense of Russia is to maintain a high level of deterrence. It seeks to defend Russia by making any attack on it of painfully high cost.After this, combat readiness is the next priority, and within this priority is the concept of high mobility. Speed and the efficient use of resources is a major part of the Russian defense strategy. It is cheaper and more efficient to maintain small numbers of infantry, but backed by the highest in technology in terms of missile defense, the air corps and intelligence (â€Å"Development,† 2009). After this, three elements come into play: first, the nature of high-technology weapons, the war on terror and the protection of the environment.This latter even has its own office, under a General trained in economy, General Alevtin Yuruk in a rater unique arrangement where his office interfaces with the rest of the Russian government to loosen up funds and manpower to repair any environmental damage caused by the action of the armed forces, and most importantly, the safe keeping of the nuclear stockpile. After Chernobyl, the environment is more than just a saccharine slogan, it is a matter of life and death (â€Å"Environmental Protection,† 2009). But apart from the above strategic considerations, there is another, moral, sense of Russia’s defense ministry and its place in the world.The fall of the USSR made it clear that the Russian Federation was to recreate its mission, its identity and its interaction with the outside world. Hence, the ministry has, in communication with the past three presidents of the post USSR world, created a moral sense of itself, one based on the following ideas: a) the creation of a democratic international order where a few major powers do not control the world’s resources; b) force can be used only with the express permission of the UN c) forces worldwide should be decreased to a minimum and used solely for defense d) to create the infrastructure for Russ ia’s new mission as a major powere) international cooperation necessary for the war on terror, drugs and mafia activities f) co-operation, not confrontation wit the USA g) Asia is the future, and hence, building strong ties with China and Vietnam become of paramount importance (â€Å"Global Cooperation,† 2009). Several conclusions can be drawn from this. First, Russia clearly sees its defense role as a great power, not as a second tier force. Second, it seeks to create an international order based on equity, around the security council of the UN and its decisions where Russia has a veto. It sees China as central to its future security.And, lastly, it sees China, or more specifically the Russia-China Shanghai Cooperation Organization (SCO) as a means of balancing its relations with the US, NATO and the EU. Hence, balance and cooperation over confrontation seems to be the theoretical grounding (â€Å"Global Cooperation† 2009). The mission of the Defense Department in Russia is mirrored by the two other agencies (other than finance, which are intertwined deliberately), the Presidency and the Foreign Ministry. In a speech dated January 18, 2009, Foreign Minister Sergei Lavrov laid out the foreign policy goals of Russia, and these consist in the following ideas:a) the rebuilding of the financial system fo the globe on a more democratic basis. The Russian government has made clear that it is the â€Å"imbalance† of the system that caused the meltdown,. Too much mon3y in too few hands, both in terms of stats and individuals is the cause of the meltdown. The post-World War II system needs to be dismantled and rebuilt on an equitable basis. b) The unilateral recognition of the â€Å"independence† of Kosovo and the US/Israeli support of Georgian aggression against the Ossetians prove the need for a real democratic world order, not one controlled by the US and its few allies.Russian intervention to repel the Georgian invasion of Ossetia (who voted for independence and union with Russia) was meant to help create the infrastructure for a new international order, since Georgia would not have invaded had the US guaranteed diplomatic support. c) Lavrov states â€Å"the era of national egoism is over. † d) he seeks what he calls a â€Å"polycentric world order. † e) and, as seen above, cooperation with the EU is as important as cooperation with China. China is not mentioned in Lavrov’s speech, which is significant (Lavarov, 2008).On the other hand, the foreign policy concept of the Russian Presidency stresses China far more than the EU. Medvedev makes the claim that China is a major, if not the major, priority of Russian foreign policy. Polycentrism is again stressed, and again, that the imbalance of the world financial system–too much money in too few hands–is the cause of the recent meltdown. Lastly, the foreign policy ideas of the new president seek to establish strong environmental standards, energy security and a price structure that is fair and steady and that all economic growth be environmentally sustainable (Medvedev, 2008).Several things derive from this comparison: there may be a coalition of defense and Presidency against the foreign ministry over the issue of China. While it remains that President Medvedev and the Defense Ministry treat China as the number one priority (and several recent summits between Peking and Moscow over military matters reflects this), Lavarov seems to think that the EU should have this role. However, these agencies seem to have more in common than anything else, and these commonalities should be taken as basic ministerial policy: Russia as a great power, polycentricity, economic democracy and basic international equality.Conclusion: Comparison of Belarus and Russia in Defense Policy It does not take a genius to figure out that both Belarus and Russia are responding to American pressure and military adventurism. Both countries are threatened by American expansionism in both the economic and military spheres. Hence, their defense ministries reflect this. And of course, since Russia and Belarus are politically and ethnically connected, as well as vulnerable to American pressure, their defense policies will overlap in several areas.However, the size differences of Russia and Belarus will also be the cause of some differences in policy, especially since Belarus makes no claim to great power status, but in fact, would like to see the concept of â€Å"great powers† disappear. The main similarities of the two defense departments are their stress on international equity and polycentricity. The world order should reflect diversity in nations and interests, not the domination of the US and its allies in world politics and finance. Both ministries would like to see drastic reductions in the arms of the world, and arms to be used solely for defense, not for offense.Both ministries see a balanced foreign polic y as central: that Asia should be used to balance Europe and Europe to balance the US. Both Belarus and Russian military brass are visiting China and Venezuela on a regular basis, and both countries have signed arms deals with Peking and Caracas. Needless to say, this is a means of balancing US hegemony and the US involvement in Iraq, Africa and the Balkans. It might be surmised that the Belarusian ministry is purely military because Belarus is small and very vulnerable. Hence, the military forces must have direct access to state power in order to act quickly.This was made especially important when threats of invasion came from the McCain presidential camp. The Russians, less vulnerable to assault and attack, can afford some space between civilian and military personnel, though the second in command of the ministry in Russia is the chief of staff. It is curious that the Minister of Defense for Russia has little military experience, but much financial experience. This suggests that t he ministry really is designed to interface with the rest of the government to create an integral policy, while actual military decisions are in the hands of the second in command, General Makarov.This sort of interfacing is certainly a good beginning for further research in this field. References: This paper used mostly primary sources in its construction. The most important were: On Belarus: (www. mod. mil. by) Ministry of Defense. â€Å"Administrative Board. † Belarusian Defense Ministry Portal. 2009 Ministry of Defense. â€Å"Legislative Basis. † Belarusian Defense Ministry Portal. 2009 Ministry of Defense. â€Å"Military Doctrine of the Republic of Belarus. † Belarusian Defense Ministry Portal. 2009 Ministry of Defense. â€Å"The Bases of the Military Policy of the Republic of Belarus. † Belarusian Defense Ministry Portal.2009 International Monetary Fund. â€Å"The Republic of Belarus and the IMF. † Executive Board Consultation, 2009 One Secon dary Source: Global Security. â€Å"Ministry of Defense [of Belarus]. † In Defense Policy and Programs, 2008. (Globalsecurity. org) On Russia: Ministry of Defense. â€Å"Development. † In Military Insight. Published by the Russian Ministry of Defense, 2009 Ministry of Defense. â€Å"War on Terrorism. † In Military Insight. Published by the Russian Ministry of Defense, 2009 Ministry of Defense. â€Å"Global Cooperation† In Military Insight. Published by the Russian Ministry of Defense, 2009 Ministry of Defense.â€Å"Environmental Protection† In Military Insight. Published by the Russian Ministry of Defense, 2009 Medvedev, Dimitri. â€Å"Strengthening Dynamic Partnership with the Asia-Pacific Region. † In Articles of the President of Russia. (Kremlin. ru), 2008 Lavarov, Sergei. â€Å"Transcript of Remarks and Response to Questions by Russian Minister of Foreign Affairs Sergey Lavrov at Press Conference on 2008 Foreign Policy Outcomes. † MFA, January 16, 2009 Ministry of Defense. â€Å"Deputy Minister of Defense for Financial and economic Issues† In Senior Officials. Published by the Russian Ministry of Defense, 2009

ES Lab Report †Nitrate

Background IntroductionThe presence of nitrogen is vital for all organisms as it is an element of protein. It is present in the environment in various compositions and constantly changes from one to another as it goes through the Nitrogen cycle. Nitrate and nitrite are both compounds of nitrogen, which are found in natural sources such as soil, water, plants and food. These compounds are formed when microorganisms in the environment break down organic materials, such as plants, animal manure, and sewage. This is useful as most of nitrogen absorbed by plants is in the form of nitrate. However, since nitrate is extremely leachable, it very quickly moves with water through the soil and in the event of high amounts of rainfall or excessive irrigation, this can permeate through the various soil layers and reach the groundwater sources.   Nitrate can get into drinking water from runoff or seepage into ground water from farms, golf courses, home lawns, etc. In a well, nitrate may get into the water more easily if the well is poorly constructed.The presence of nitrate in water is extremely difficult to detect, as it does not have any color, odor and is tasteless. The most significant health hazard of the presence of nitrate in drinking water is when the nitrate present in the water is transformed to nitrite in the digestive system.   This causes a condition called methemoglobinemia, which occurs due to the oxidation of hemoglobin to form methemoglobin. Methemoglobin does not have the same oxygen carrying ability of hemoglobin.Effects of nitrate in drinking water are as follows:Excessive levels of nitrate in drinking water have caused serious illness and sometimes death. When there is too much nitrate in freshwater or estuarine systems close to land, nitrate can reach high levels that can potentially cause the death of fish. Escalated potential risks of cancer from nitrate and nitrite in water and food are also reported.In this experiment, we are going to measure th e level of nitrate or nitrite present in our water system by comparing tap water with grey water. Grey water is non-industrial wastewater generated from domestic processes such as washing dishes, laundry and bathing.Aim of ExperimentBy investigating the elements of nitrite or nitrate that our ground water has, we as a class can determine which residential areas have the most health-threatening water. The aim of this experiment is to raise awareness in high school students on health-threatening issues such as the potential risks of nitrate in water.HypothesisUnlike countries like Australia or Singapore, Indonesia is not commonly associated with clean tap water. In fact drinking tap water is not recommended nor practiced.   Inspite of this common notion, there are very few health issues related to â€Å"clean water† in Jakarta.   The hypothesis put forward by this experiment is that the nitrate level in groundwater in areas around Jakarta would be minimal.Materials and Equi pmentsGrey water, Tap water, Nitrate-nitrite meter, Function graph, Calculator, Testing chemical.Independent Variable: LocationDependent Variable: Amount of nitrate/nitriteMethods– Collect plentiful gray water and tap water from houses in different areas. – Put the same volume of water from each source into different test tubes.   Ã¢â‚¬â€œ Put the testing chemical inside each test tube to check nitrate/nitrite level.   Ã¢â‚¬â€œ Measure each nitrate/nitrite level using meter.   Ã¢â‚¬â€œ Compare result using a mathematical function graph.    – Use calculator to calculate final results.      Ã¢â‚¬â€ Interpret data.DiscussionAs seen from the results the level of nitrate found was minimal.   The area around Lippo Karawaci and Sudirman has the biggest chance of having nitrate in their water. This being said does not mean there is 0% possibility that nitrate is present in other areas. This experiment is probably not as detailed as it should be; therefore achieving zero results in most of the areas.EvaluationEven though the results show extremely minimal amounts of nitrate present in the water sources In Jakarta, one cannot draw permanent conclusions that it safe to drink. Alternate sources of drinking water such as bottled water or spring water are always recommended, especially in the case of infants and pregnant women.   Boiling of water is not a solution, as this only tends to increase the concentration of nitrate in water.The hypothesis states that the nitrate level around Jakarta and its surrounding suburban areas will be minimal. The experiment confirms the hypothesis. However, since the sample size was limited the reliability of the results is debatable.

Early Western Civilization Essay Example | Topics and Well Written Essays - 500 words

Early Western Civilization - Essay Example popularly known as, Charles the great, was a King of a Germanic tribe in current-day Belgium, France, Luxembourg, the Netherlands, and western Germany. He embarked on a charge to unite all Germanic peoples into a single kingdom and convert all his subjects to Christianity. Because he was a shrewd military strategist, he spent a majority of his reign engrossed in warfare so as to accomplish his goals. As a result of this role, he catapulted the Carolingian Renaissance, a cultural as well as intellectual revival in Europe. This Renaissance served as a platform for the rise of civilization in Europe. His unification of most parts of Europe changed the political inclinations of the time. Charlemagne also played a critical role in the economy of Europe by abolishing the monetary system based on gold that was a rare commodity. The new system based on silver that was adopted after that made trading and commerce easier. The Holy Rome Empire was at the forefront of the civilization in Europe. Through the empire’s solid grounding on Christianity to drive its course, myriad social services were provided to Europeans. These services included schooling and medical care, which are essential to the development of society. As the empire spread its holding to the rest of Europe, so did civilization. Another key participant towards the civilization of Europe was Germany. Germany had innovative ideas for economic growth, coupled with their eye for engineering. The Germans developed essential tools and equipment that promoted agriculture, and hence civilization. England, as a country had an enormous bearing on the civilization of Europe. Due to her stability in terms of politics, England was able to develop adequate tools to aid the amelioration of her economy. The ideas that were hatched in England moved to other parts of Europe, hence promoting civilization. The Byzantine Empire, headquartered in Constantinople, was one of the key drivers for European civilization. Over its

Pesticides Essay Example | Topics and Well Written Essays - 250 words

Pesticides - Essay Example Pesticides would also ensure that stored food, especially cereals, stay for long periods without any destruction from probable pests. However, the consequence of this is devastating. The chemicals used in the pesticides, though not poisonous to man on instant use, would accumulate in the body, posing risks such as developing such deadly diseases like cancer. Levine (2007) says that pesticides are not harmful to human beings, but excessive use of foods that have elements of the chemicals are harmful to the body. The danger may not be instant, but the negative impact would surely come. Genetically modified foods are equally unsafe. The fact that they increase food productivity notwithstanding, the modification makes them unsafe. This modification interferes with the normal arrangement of the DNA in the food. The body depends on the food we eat for various processes. By taking in food that is genetics modified, chances are that the body might assimilate this manipulated genetics, a fact that can result in a person giving birth in abnormal children. Pesticides and genetically modified foods should completely be

Coffee Essay Example | Topics and Well Written Essays - 500 words - 1

Coffee - Essay Example The finest coffee in the world that is grown in shade instead of sunlight is found in India. The number of coffee-growers in India is around 250,000, and 98 per cent of them grow it on a small scale. White flowers appear on the coffee plants and have an average life of three days before maturing into seeds. The duration between the fruit’s blooming and maturing stages varies from one region to another and from type to type. This duration for Arabica is around seven months whereas it is almost nine months for Robusta. The coffee plant needs around 90 per cent humidity and 70 degrees Fahrenheit of temperature to grow (Smestad, 2012). Coffee plants may catch fungus if not treated for it. There are two basic methods of processing coffee; the dry processing method and the wet processing method. In the former, coffee beans are dried in the sun whereas in the latter, they are fomented and washed. The power of coffee as a commodity is immense. â€Å"Coffee began as an export commodity in Yemen before 1500† (Topik and Samper, n.d., p. 6). Today, coffee is one of the most traded products around the world and is the largest food item imported by the US. The coffee commodity chain comprises producers, workers, exporting agencies, importing countries, roasters, and shops. This is how they reach the consumers. A lot of developing countries depend upon coffee as the prime export item. â€Å"Some 20 million families in 50 countries now work directly in the cultivation of coffee; an estimated 11 million hectares of the world’s farmland are dedicated to coffee cultivation† (Coffee News, 2008). Developing countries are the main exporters of coffee. Coffee is chiefly exported by Brazil and India. While the consumers of coffee are largely spread all across the world, the US is the biggest consumer of coffee in the world. Brazil, Colombia, and Vietnam make more than 50 per cent of the total amount of coffee in

Fashion Retail Marketing Essay Example | Topics and Well Written Essays - 4000 words

Fashion Retail Marketing - Essay Example The essay "Fashion Retail Marketing" discovers the fashion retail marketing. This online retail brand has emerged as one of the favourite destination for youngsters, looking for fashionable and affordable brands. This report analyses the brand value and the strategies followed by the company. This section discusses the company objectives and the ethical policies it follows. In the next topic the financial details of the company are given. The company’s large product range has been highlighted. The positioning strategies of the company are discussed and analyses of their impact on the company’s operations have also been discussed. To find out the macro environment of the retail brand, PEST analysis is done. This will give a clear understanding of the current economic, social, political and technological changes within the country and how it has impacted the operations of the company. Value chain analysis gives a detailed layout of the flow of raw materials and other prod ucts from suppliers, to the warehouse, manufacturing and operational process and finally delivery of products to the customer doorsteps. The report also throws light on the marketing campaigns and strategies followed by the company. Though the online retailer has maintained a continuous growth in the online marketing sector, there are certain risks and challenges that lie ahead. Very retailer is one of UK’s prominent online and home shopping brands. It is an arm of One Shop online retailer which has a customer base of over five millions. and an annual turnover of over 1.7 billion pounds (Very, 2013). Very online brand was launched in the year 2009. The online retailer deals with categories such as apparels for men women and children, home and electrical appliances. The website of Very retailer in designed keeping high internet users in mind. The website provides customers with the opportunity of shopping across a range of product areas, from footwear and fashion to home and e lectrical and other accessories. To gain competitive advantage, Very online retailer has introduced a number of interactive marketing services, and innovative online marketing strategies to engage the customers on mobile channels (Wang, 2005). The retail brand believes in creating a workplace having a perfect balance between hard work and having fun. The company’s preferences lie in putting the customer first. The brand believes in treating its customers as well as employees well and making a difference by keeping things simple. The online retail brand thrives on four major brand values. Deliver- The retail brand thrusts upon getting results which satisfies the customer expectations as well as fulfils the organisational needs. Innovate- To make the business better, the company develops innovative ideas in the field of marketing campaigns, innovative advertising and branding ideas, inventing new categories and product range to meet the changing customer preferences. Courage- C ourage means doing activities which are of best interest to the company and challenging a process because it is not correct. It can be any process from finance to the supply chain process. Enthuse- The Company believes in creat

Word meditation Assignment Example | Topics and Well Written Essays - 250 words

Word meditation - Assignment Example Clearly not. In this sense then, awake means me are alert and paying attention to something. One might argue then that being awake does not depend on the person who is awake, but depends on the person or thing originally said person must pay attention to. Generally, we’re all awake for the Rolling Stones, or the Second Coming of Jesus Christ, but we’re not always so awake for that 6am mathematics lecture, or grandma’s stories about how great it was to live in Ireland. Awake can be a verb – one can awake; and it can be an adjective – he is awake. However, these descriptions don’t always mean the person is awake from sleep. One can awake from past memories, or awaken from a dream. Here’s a quandary – can we be awake in a dream? I know I’ve had dreams where I’ve definitely been more attentive than during math class, dreams about flying or swimming a mile below the Atlantic Ocean, am I then more awake during these dreams than when I zoning out during math lectures? In this regard being awake is a much more complicated process than people originally realize. One not only has to be awake – meaning they are conscious – but they have to be conscious of being conscious in a way. They have to be so entirely conscious that there is no way they could possibly be unconscious. But then one must ask, is it possible to be too awake? Can one be so awake that they are no longer awake and just, well, Ià ¢â‚¬â„¢m not sure what they would be then, but definitely not

Events Essay Example | Topics and Well Written Essays - 1000 words

Events - Essay Example Often the military or the paramedics would step in and, with the aid of volunteers, deal with the situation on an ad-hoc basis. But the disorganized and unsystematic nature of these efforts would lead to less than satisfactory response to the event. It is only in recent decades that organized and exclusive government agencies were set up to prevent and manage unexpected emergencies. It is with the formation of FEMA (Federal Emergency Management Agency) in 1979 that the nation had a separate government body for tackling emergencies. Prior to that, even in the three decades following the Second World War, the approach to emergency events was piecemeal and loosely coordinated. But, despite empowering FEMA with necessary discretionary powers during crisis situations, as well as providing it with sufficient funds for garnering resources, the agency has not lived up to expectations. In more than three decades of FEMA’s existence, the nation has seen a fair share of natural disasters . But often FEMA has been found wanting in its competence and execution of prediction, prevention and relief operations. Two events in particular stand out as great lessons for the agency - Hurricane Andrew of 1992 and Hurricane Katrina of 2005. These two events exposed the state of emergency management in the United States. They played a significant role in shaping the field of Emergency Management subsequent to the event. Remedial measures were taken to restructure related agencies and personnel teams based on the failures experienced during the two events. Hurricane Andrew hit the South Eastern coast of the United States (in particular the states of Florida and Louisiana) in August of 1992. Powerful gale storms above the speed of 170 miles per hour caused havoc in the region. It uprooted hundreds of trees, threw astray public facilities, disrupted telecommunication, made public transportation unviable and most importantly, displaced tens of thousands of people from their homes. I n the aftermath of the hurricane, a quarter of a million citizens were left homeless. Their houses were either destroyed by the hurricane or left inundated by flooding. FEMA was criticized from all angles for failing to anticipate the intensity of the hurricane as well as being able to evacuate vulnerable communities to safer places in advance. It eventually took the arrival of battalions of soldiers from the National Guard to partially bring the situation under control. The National Academy of Public Administration prepared a detailed report on the event titled ‘Coping with Catastrophe’. This report outlined various shortcomings of FEMA and the manner in which it went about its designated work. One of the outcomes of this inquiry is the creation of the Emergency Preparedness and Response Directorate. Yet, these adjustments would prove to be inadequate, as the disasters surrounding Hurricane Katrina of 2005 would show. Hurricane Katrina hit the Gulf Coast region of the United States in August 2005. FEMA’s anticipation of the onset of the hurricane was fairly accurate, and it positioned response personnel in the vulnerable regions ahead of time. But where FEMA erred is in not empowering the personnel with resources and direct access to the affected population. The inadequacy of the response personnel was proven by the fact that within three days of the onset of the Hurricane, the National Guard troops were once again pressed into service. New Orleans

Post high school plan Essay Example for Free

Post high school plan Essay Youve just arrived at your office, which you share with a colleague, and it looks as if its going to be another frustrating day. Your side of the office is neat as a pin and incredibly well organized. You always arrive at work on time and you take care not to talk loudly when youre on the phone, so that you dont disturb your office mate.  Your colleague, however, is the exact opposite. Empty cups and stacks of dusty files litter his side of the office. He often rushes into the office late, and he sometimes puts the radio on while hes working, which breaks your concentration. You love your work, but dread coming into the office every day, simply because you dont like sharing your space with your colleague. He drives you crazy, and you often argue. If you thought about it, youd quickly recognize that theres conflict between you because the two of you have completely different working styles. Once youd realized this, youd have a starting point for thinking about how you could work together more effectively. All of us experience conflict like this at work. Conflict can be useful, since it can push conflicting parties to grow and communicate, and it can improve conflicting ideas. However, this can only happen if we understand why the conflict is there in the first place. Once weve identified the root of the problem, we can take the right steps to resolve it. In this article, well look at eight common causes of conflict in the workplace, and well explore how you can use them to manage conflict more effectively. About the Eight Causes According to psychologists Art Bell and Brett Hart, there are eight common causes of conflict in the workplace. Bell and Hart identified these common causes in separate articles on workplace conflict in 2000 and 2002. The eight causes are: 1.Conflicting resources. 2.Conflicting styles. 3.Conflicting perceptions. 4.Conflicting goals. 5.Conflicting pressures. 6.Conflicting roles. 7.Different personal values. 8.Unpredictable policies. You can use this classification to identify possible causes of conflict. Once youve identified these, you can take steps to prevent conflict happening in the first place, or you can tailor your conflict resolution strategy to fit the situation. How to Use the Tool Lets take a closer look at each of the eight causes of workplace conflict, and discuss what you can do to avoid and resolve each type. 1. Conflicting Resources We all need access to certain resources – whether these are office supplies, help from colleagues, or even a meeting room – to do our jobs well. When more than one person or group needs access to a particular resource, conflict can occur. If you or your people are in conflict over resources, use techniques such as Win-Win Negotiation or the Influence Model to reach a shared agreement. You can also help team members overcome this cause of conflict by making sure that they have everything they need to do their jobs well. Teach them how to prioritize their time and resources, as well as how to negotiate with one another to prevent this type of conflict. If people start battling for a resource, sit both parties down to discuss  openly why their needs are at odds. An open discussion about the problem can help each party see the others perspective and become more empathic about their needs. 2. Conflicting Styles Everyone works differently, according to his or her individual needs and personality. For instance, some people love the thrill of getting things done at the last minute, while others need the structure of strict deadlines to perform. However, when working styles clash, conflict can often occur. To prevent and manage this type of conflict in your team, consider peoples working styles and natural group roles when you build your team. You can also encourage people to take a personality test, such as the Myers-Briggs Personality Test . This can help them become more accepting of other peoples styles of working, and be more flexible as a result. 3. Conflicting Perceptions All of us see the world through our own lens, and differences in perceptions of events can cause conflict, particularly where one person knows something that the other person doesnt know, but doesnt realize this. If your team members regularly engage in turf wars or gossip, you might have a problem with conflicting perceptions. Additionally, negative performance reviews or customer complaints can also result from this type of conflict. Make an effort to eliminate this conflict by communicating openly with your team, even when you have to share bad news. The more information you share with your people, the less likely it is that they will come up with their own interpretations of events. Different perceptions are also a common cause of office politics. For instance, if you assign a project to one person that normally would be  someone elses responsibility, you may unwittingly ignite a power struggle between the two. Learn how to navigate office politics , and coach your team to do the same. 4. Conflicting Goals Sometimes we have conflicting goals in our work. For instance, one of our managers might tell us that speed is most important goal with customers. Another manager might say that in-depth, high-quality service is the top priority. Its sometimes quite difficult to reconcile the two! Whenever you set goals for your team members, make sure that those goals dont conflict with other goals set for that person, or set for other people. And if your own goals are unclear or conflicting, speak with your boss and negotiate goals that work for everyone. 5. Conflicting Pressures We often have to depend on our colleagues to get our work done. However, what happens when you need a report from your colleague by noon, and hes already preparing a different report for someone else by that same deadline? Conflicting pressures are similar to conflicting goals; the only difference is that conflicting pressures usually involve urgent tasks, while conflicting goals typically involve projects with longer timelines. If you suspect that people are experiencing conflict because of clashing short-term objectives, reschedule tasks and deadlines to relieve the pressure. 6. Conflicting Roles Sometimes we have to perform a task thats outside our normal role or responsibilities. If this causes us to step into someone elses territory, then conflict and power struggles can occur. The same can happen in reverse – sometimes we may feel that a particular task should be completed by someone else. Conflicting roles are similar to conflicting perceptions. After all, one team member may view a task as his or her responsibility or territory. But when someone else comes in to take over that task, conflict occurs. If you suspect that team members are experiencing conflict over their roles, explain why youve assigned tasks or projects to each person. Your explanation could go a long way toward remedying the pressure. You can also use a Team Charter to crystallize peoples roles and responsibilities, and to focus people on objectives. 7. Different Personal Values Imagine that your boss has just asked you to perform a task that conflicts with your ethical standards. Do you do as your boss asks, or do you refuse? If you refuse, will you lose your bosss trust, or even your job? When our work conflicts with our personal values like this, conflict can quickly arise. To avoid this in your team, practice ethical leadership : try not to ask your team to do anything that clashes with their values, or with yours. There may be times when youre asked to do things that clash with your personal ethics. Our article on preserving your integrity will help you to make the right choices. 8. Unpredictable Policies When rules and policies change at work and you dont communicate that change clearly to your team, confusion and conflict can occur. In addition, if you fail to apply workplace policies consistently with members of your team, the disparity in treatment can also become a source of dissension. When rules and policies change, make sure that you communicate exactly what will be done differently and, more importantly, why the policy is changing. When people understand why the rules are there , theyre far more likely to accept the change. Once the rules are in place, strive to enforce them fairly and consistently. Tip: Although Bell and Harts Eight Causes of Conflict provide a useful framework for identifying common causes of conflict in the workplace, they dont explore how to deal with conflict. So make sure that you know how to resolve conflict effectively, too. Key Points Psychologists Art Bell and Brett Hart identified eight causes of conflict in the early 2000s. The eight causes are: 1.Conflicting resources. 2.Conflicting styles. 3.Conflicting perceptions. 4.Conflicting goals. 5.Conflicting pressures. 6.Conflicting roles. 7.Different personal values. 8.Unpredictable policies.

The Roles Of Mainstream Media

The Roles Of Mainstream Media The roles of mainstream media have been widely speculated. Some say the mainstream media act as a tool used to relay the government or corporate propaganda (Galt, 2011: http://johngaltfla.com/wordpress/2011/08/25/words-that-merriam-webster-dictionary-left-out-of-the-2011-u-s-edition/) while others say it simply transmits information that is of the interest of the public. However, many skeptical scholars unanimously agreed that the mainstream media is a media organ that censor the dissemination of news by distorting information through the use of bias photos, placement bias and other forms of deception that mislead viewers into drawing incorrect conclusions (conservapedia, 2012). All in all, mainstream media are generally being perceived as an avenue for the government or controlling group to push out their policies and assume that the idea proposed generally reflects the prevailing thoughts of the majority. Diverse opinions on the effects of mainstream media The history of mass media can be traced back thousands years ago. Studies after studies reviewed that the media possess unfathomable effects. Some scholars perceive media as an invasive, malignant and cancerous force, having direct effects on viewers (manipulate them) while some scholars such as Paul Lazarsfeld believed that media had rarely direct influence on individuals. The introduction of Mass Society Theory, Magic Bullet Theory, Middle-range Theory, Critical Theory and many more further reinforces the idea that media plays an integral part in our lives, although some theories have been rejected as time goes by. Far-sighted figure such as Adolf Hitler foresees the potential of media and thus, uses the radio (a mainstream media) to influence peoples belief and ultimately pushes them to act in accordance to his whims and fancies. Although Hitlers action is one with ill-intentioned, it has proven to the world the capability mainstream media. Mainstream media is comparatively more influential than alternative media as it is the most sought after media by the majority and thus, more people are more susceptible to mainstream media. Ownership of mainstream media in Malaysia Once you understand how powerful the media can be, it is not surprising to see media literates fighting over the ownership of media. The notion Those who own the media own the minds of the people extracted from Karl Marxs greatest ideology once again reinforces how capable media is. With this in mind, the Malaysia government adopted the authoritarian theory by being involved directly in the States media ownership. Many media outlets are owned by individuals who have connection to the ruling coalition BN. The ruling party justify their ownership in the mainstream media as an effort aligned with the New Economic Policy that aims to assure the participation of Bumiputera in mainstream industry and to ensure the economic growth of the nation under the leadership of the elite group. The government or ruling party acquires or controls these media companies through various investment arms. The following list out some of the ownership of the mainstream media in Malaysia: In the newspaper industry, the New Straits Times Press (NSTP) that publishes the New Straits Times, Berita Harian and Harian Metro is a subsidiary of the Fleet Holdings, an investment arm of UMNO while The Star newspaper turns out to be one of MCA most invested property (Zaharom Nain, Mustafa K. Anuar, 2008). In the TV sector, TV3, Malaysias first private TV station too is under the control of 4 prominent political figures, known to be closely related to the previous Deputy Prime Minister Anwar Ibrahim (Zaharom Nain, Mustafa K. Anuar, 2008). Meanwhile the Natseven TV Sdn. Bhd. or commonly known as NTV7 is owned by the Chairman of ENCORP Group, Datuk (Dr. Effendi Norwawi) who happened to be Malaysias former Minister of Agriculture. Furthermore, the government also extended their reach in the satellite broadcasting field as Astro and Measat 1 are jointly owned by the Binariang Sdn. Bhd., headed by T. Ananda Krishnan, a manufacturing and horse racing tycoon who is a close friend of the former Prime Minister, Tun Dr. Mahathir Mohamad (The Star, 9/1/1996) Based on the list of ownership mainstream media in Malaysia, it is evident that the Malaysia mainstream media has never gone out of the ruling coalitions sight. For the past 50 years, the media was and is still closely related to the local authority. This clearly shows that the mainstream media in Malaysia is closely related to the system of power and authority. Media is owned through political connection and that they have a say in the content of media by only allowing content that favours the ruling coalition. With ownership of media in hand, media has been regarded as the ultimate tool to reach out to mass audiences. Role of Malaysias mainstream media What is the role of mainstream media and how it operates lies significantly in the hands of the owner of that particular media. The trendsetter ultimately determines the direction of the mainstream media and its content. For instance, what it wants the media to show to the public and what it wants the media to do, i.e. promote government policies. In Malaysia, the mainstream media is a pro-government tool. Due to the polarized system, media operators are bound to abide to the higher management, in other words, the government. If they do not do so, they might face charges under the Sedition Act, Printing and Press Publication Act, Official Secret Act and other related laws that govern the interest of the governing elites. This modus operandi of mainstream media is to advocate the government in sending the nations messages across to the masses. top-down hierarchy has further inhibited the voices of the opposing party. The statement that mainstream media in Malaysia been perceived as an important agent of change for most of the governments policies is undoubtedly true. According to Zaharom Nain and Mustafa K. Anuar (2008) from the very first Malaysias newspaper, The Prince of Wales Gazette to the launching of Malaysias first broadcast satellite, Measat 1, the ownership of mainstream media never leaves from the sight of political figures. As such, the mainstream media has been fully utilized as a means to propagate the nations policies. From the NEP in 1969 to Look East Policy in the up till Vision 2020 and now the latest and most bandied about policy 1 Malaysia. Study reveals that media is the key player in portraying the image of 1Malaysia (Hanita Hassan, Hadina Habil, Noor Aireen Ibrahim). Further, in their research on the roles of media in realizing unity in diversity, they believe that media has a powerful capacity to educate the public on the importance of unity by promoting cross-cultural understanding, tolerance and acceptance of other cultures and religion, the media is thus is the perfect means of communication between the public and the government. 1 Malaysia 1 Malaysia concept was introduced by our sixth Prime Minister, YAB Dato Sri Najib Tun Razak on 16 September 2010. It is an on-going program where it involves all Malaysians to be united so that Malaysia can become a more harmonious, peaceful and efficient country. For this concept to be successful, it is important that all people cooperate as one but not as Sarawakian or Sabahan. 1 Malaysia concept must be applied and practiced all the time to ensure the values of acceptance, mutual understanding and the sense of belongings is engrained in each and every Malaysians mind. According to YAB Dato Sri Najib Tun Abdul Razak, the 1 Malaysia reflects how we see, how we act and how we think as Malaysians. As such, the government takes actions based on the needs of all ethnic groups in our country. No race shall be left out and all decisions made will not oppress one another. The concept of One Malaysia is based on the principle of People First, Performance Now, which mean the government will think from the peoples perspective, put the people as their first priority and only carry out programme that benefits the people. Performance now denotes that the government emphasizes on producing productive results, stresses on the workers efficiency in carrying out designated task as well as how fast and well government servants can complete a certain duty within a given timeframe. Furthermore, the One Malaysia concept also highlights 8 core values, namely perseverance (preserve harmony and peace), acceptance (show tolerance in other races lifestyle, religious practices and food), education (the learning of the national language), integrity (uphold the principle of being ethical and honest), meritocracy (appreciate talented personnel), humility (be humble at all times), loyalty (pledge to serve the country and its people) and the culture of excellence (rich in culture and show commitment beyond ordinary). One way of making the concept known is by the means of media. Media is the best tool to reach out to the public. According to S. Ramasubramaniam, he believed that the media has the potential to influence the desired racial attitudes especially for ethnics with minimal inter-racial direct contact. Ways to encourage the acceptance of 1Malaysia concept From NEP to Look East Policies to Vision 2020, these policies have been so widely published in almost all mainstream media. As mentioned above, mainstream media has been effectively made use of to spread the governments convictions, in this case, the 1Malaysia concept. They use several methods to coerce, pacify and encourage the public in general to accept 1Malaysia. use aggressively Repetition Lets take The Star as an example: The Star published all sorts of news revolving around the 1Malaysia concept in an exaggerating rate. For example, the establishment of 1Malaysia clinics, introduction of 1Malaysia aid schemes and the ceremony of 1Malaysia Family Day celebration. Besides, the pictures of the current Prime Minister Datuk Seri Najib Tun Razak have also been featured all the time, appearing in almost every day newspaper. On the other hand, TV stations such as RTM 1, RTM 2 and TV3 replay video clips and Public Service Announcement (PSA) pertaining to 1Malaysia concept. Even the radio stations shove the 1Malaysia concept down our throat by repeating the 1Malaysia song and messages. Frequent exposure to the 1Malaysia concept is a long term planning effort by the government. The media resorts to this method as they believe that through repetition, the public will be able to familiarize themselves with the concept and eventually take in the concept and further practice it in daily lives. Furthermore, the government uses the mainstream media because they believed in Rogers diffusion of innovation theory whereby people at large will eventually accept 1Malaysia concept after going through the 5 stages in the diffusion process. At first, the public will be aware of the 1Malaysia concept as it has been widely publicized in the mainstream media. However, being aware is simply not enough. The concept is to be believed will be accepted by a very small group of innovators who are usually heavy media users. This trend will later on be followed by opinion leaders (early adopters) who will try to comprehend the concept themselves and if these leaders find the concept beneficial, they will eventually encourage their friends (early majority) to accept the concept. The snowball effect continues through word of mouth and reaches the late majority. After an extensive period of time, even the laggards will join in the bandwagon. Therefore, 1Malaysia concept must be aired as frequently as possible and over a significant amount of time in order of this theory to sink into the minds of the people. Biased reporting Secondly, mainstream media are used to encourage the acceptance of 1Malaysia by portraying good sides of 1Malaysia concept. Parts of propaganda techniques are used in this context for example, the plain folks technique under special appeals. 1Malaysia concept has generally been regarded as an ideology that is created for the people. The notion We stand, we think and we act as Malaysians as envisaged by Datuk Seri Najib Tun Razak is commonly feature in the mainstream media. It carries the meaning that all people are together as one but not as separate individuals as Sarawakian or Sabahan. Besides, news featuring on citizens benefiting from the 1Malaysia aid scheme, 1Malaysia book vouchers, 1Malaysia housing loan and the list goes on and on is ubiquitous. Besides, the mainstream media also uses transfer to associate 1Malaysia concept to a peaceful, harmonious country whereby everyone is entitled to enjoy equality. In addition, mainstream media are also used testimonial technique by quoting prominent figures, usually political figures of the National Frontier who are in support of the 1Malaysia concept. Apart from that, based on priming effects, the media believes that how 1Malaysia concept is being presented in the media will eventually heighten the likelihood that people will develop similar thoughts about those things in the real world. To translate it into the present context, the mainstream medias constant portrayal of the positive side of 1Malaysia concept will indirectly shape how the public in general perceives 1Malaysia. Therefore, as long as the media portray 1Malaysia as something good, beneficial and serve the interest of the public, 1Malaysia concept will be widely acceptable by the citizens of Malaysia. Other than that, the mainstream media also try to coerce the public into accepting the 1Malalaysia concept through advertisements and video clips that uses the appeal to fear. Local TV stations such as TV1, TV2 and TV3 air the Bersih 2.0 turned riot video clip over and over again as if to convince Malaysians that this will not happen if we were to embrace the 1Malaysia concept. As such, it indirectly sends out a message that 1Malaysia acts as a reassurance that riots will not happen as 1Malaysia concept emphasizes extensively on maintaining peacefulness and harmony The mainstream media highlight the 1Malaysia concept during ethnic festivals. It symbolizes us getting together and form a bandwagon. This is what people are doing and so should you. It is another way of the government to urge the public to assimilate the 1Malaysia concept. This scenario display people get together to uphold the 1Malaysia concept. Excessive use of logo, slogan The mainstream media also uses the 1Malaysia logo and slogan in a wide-ranging manner. According to Hanita Hassan, Hadina Habil, Noor Aireen Ibrahim, symbols are strong identification marker as it symbolizes the 1Malaysia concept and symbols or visuals are to be believed that leaves generally a greater impact than words. Flipped through the newspaper for example and you will see plentiful of 1Malaysia logo together with its most bandied about slogan: People first, Performance now (translated from Rakyat didahulukan, Pencapaian diutamakan). By repeatingly use of these logo and slogan, it aims to intrude into our sense of vision, thus, leave behind an impact. Introduction of new sections Other than that, The Star even allocates a special section, dedicated to events or programmes concerning the 1Malaysia concept. Specialized website 1malaysia website catering for this Concept that is of utmost importance to the extent, they allocate a new section to cover on 1Malaysia news Uses Agenda-setting theory as benchmark- 1Malaysia is covered frequently and prominently, the public will regard the issue as important. Therefore, government take advantage / exploit the media to implant the concept into the peoples mind. Discussion Despite all the efforts by the mainstream media, the question whether the mainstream media has successfully generated the desired outcome of the 1Malaysia concept remains arguable. It cannot be denied that the mainstream media has effect on the citizens of Malaysia. It does leave impact behind but only to a certain extent. The effects of mainstream media generally affect the average people. These average people are usually made up of those who are illiterate, living in rural or maybe suburban area whereby they do not have adequate access to the outside world except amenities provided by the government. Since these people are being confined in the comfort zone built by the government, they will only see from the perspective of the government, which is how 1Malaysia concept benefits the people. In order for 1Malaysia concept to be accepted, people must first believe in the concept itself. Government try to persuade people into accepting the concept but is it the wisest choice to use media? In my opinion, I am not convinced as the media ownership are under the control of the government. Hence it does not give me a comprehensive, transparent report on what 1Malaysia concept is all about. All we see are the good sides of the 1Malaysia. All things are bound to have its pros and cons. It makes us question the integrity of the media Whatever is reported tend to be biased, Confrim the statemet above: (methodÆ’Â   bias These owners of mainstream media are all political figures / associates who is closely related The truth monopolize the media industry. politically used-entity. Loses its credibility in reporting nothing but the truth.. 1 for people to trust them wan people to embrace the 1Malaysia and work together as one. Tyrannical make people question the integrity, accountability, reliability and credibility of media. How far can people trust the media which is publicly known to be government-sided? However, mainstream media is not almighty! Audiences are not passive in nature. They have a free choice. Even though Malaysians are deprived of their freedom of speech but we do have the freedom of choose. This freedom is further supported by the selective process whereby audiences can choose to expose to selected media outlet, choose to remember what is meaningful and the choice to alter the meaning to make to consistent with our pre-existing beliefs. Not do what they are told without comprehending Deemed to chg due to personal predisposition and strongly held beliefs. It is not necessary that they must be exposed to the mainstream media. With the advent of technology, the Internet has opened up a wide array of alternative media catering to different needs of the audience. This has allow audience to look for Malaysia Kini exposes the hidden truth behind government policies and several other socio-political blogger for example Marina Mahathir. So does the mainstream media achieved what it wanted frequently has put people off. Tend to switch channel. will be able to look elsewhere for sources of information. selective exposure, retention and perception Macroscopic political economy denotes that media institution has been turned into a selling commodity. Æ’Â   question put people off With Æ’Â   This is exactly what the Malaysian government is doing. Critical theory explains that the dominant group, i.e. government, maintain its status quo by exerting control on the people via Repressive State Approach (RSA) and Ideological State Approach (ISA) and media is a form of ISA Those who know operations of media not easily susceptible to the media as they themselves know the dirty tricks, laws, acts and vicious cycle repeating itself question the integrity, accountability, reliability and credibility of mainstream media. Question that govet intention. 1malayisa= media practices democratic-participant theory that advocates media support for cultural pluralism at a grass root level , to stimulate and empower pluralistic group. developmental theory call for government and the media to work hand-in-hand to ensure that media assist in the planned, beneficial development of a country. In short, mainstream media have effect on So back to the question: is I would say not. Unless the ownership of media is dissolved and is equally shared among the community, separate it as an independent entity, only then can be put our faith into the mainstream media. due to credibility, accountability, reliability. However boundaries between mainstream media is getting vague as time goes by as one new media emerges, media ownership has changed. Doubts are arising as media now portray what is desired by the controlling group instead of the voice of the masses (Under the control of media conglomerate or elites)- due to polarized system and the top-down hierarchy. Look at the ownership of media. Media is a tool for manipulation. Cannot be denied that media does not have effect as the very moment you are exposed to the media. Misuse media distort the original value of media MSM is a polarized system, meaning one-way information to be transmitted/ passed down. This is a situation known as Agenda-setting. Diffusion of information People see Mainstream media (MSM) as an avenue to transmit / bridge between the public and government. Some see MSM as a tool used by those who are in power, i.e. global company owner, the government, private sector. Media are supporting roles in govt policies Acts + Media ownership Æ’Â   limit / put constraints http://www.mediaprima.com.my/aboutus/our_profile2.aspx Media Prima- leading integrated media investment group. (media conglomerate) own 100% in TV3, NTV7, TV8, TV9, NSTP (The New Straits Times Press (Malaysia) Berhad)Æ’Â   NST, The Malay Mail Berita Harian, harian Metro, Fly fm, Hot Fm, One fm Clearly show media are generally/ widely use to propagate govt ideology Discussion part: usage Æ’Â   emergence of new media Audience are not passive. Relaisation whos behind the mediaÆ’Â   increase erosion of the medias credibility Demand for greater transparency, accountability and democracy. Demand for proof / seek reinforcement) Some responded that mainstream media fails to meet the communication needs of certain groups (esp minority) Media is merely a tool To use it wisely or to misuse it (distort it) is up to an individual and the As long as it is under the grasp of the government, freedom of speech can never be truly realised!

Airlines In Aviation Industry Of Malaysia Marketing Essay

Airlines In Aviation Industry Of Malaysia Marketing Essay Malaysia Airlines (MAS) is the government-owned flag carrier of Malaysia. It is the largest and last long airlines in aviation industry of Malaysia. There are two factors that are affecting the performance of MAS which are Macro and Micro Business Environment. Macro environment factors will be the beginning. Firstly, the political environment are newly set or amended by the government. Malaysia has a Civil Aviation Act 1969 [Act 3]  [1]  that makes better provision in the law relating to Civil Aviation and for matters connected therewith and ancillary to it. Secondly is the social cultural environment. The social and cultural dimensions of the environment consist of customs, lifestyles, and values that characterize the society in which the firm operates. MAS have take action to fulfill their social responsibility to participate in the carbon offset program and the Kyoto Protocol. Carbon offset program is one of the efforts made by people to slow down global warming and Kyoto Protocol is to stabilized the atmospheric greenhouse gas concentrations at an appropriate level, thus preventing severe damage of climate change on human. Next will be the technological environment. MAS airline had advanced their technology to meet their customer needs in information technology such as provide online services. Demographic play an important role in affecting sales of MAS. As the population increase, the number of potential customers will also increase. The last one will be the economic environment. MAS have many connections throughout the world and it will give a big impact to the company if there are any changes in economy level. Second main factors will be the micro environment factors. Competitors are the main issue in the highly competitive market, thus MAS keep an eye on their competitors and try to predict their likely next moves in order to survive. Other than that, customers are the main resources of revenue to the airlines. MAS have to be able to find out the customers needs on the flight services. The quality of employees services has been upgraded to a different level by having the training program and academy the provided by MAS. Besides, the intermediaries are also playing an important role. Access to effective intermediaries can be decisive for marketing success. MAS got their own intermediaries to help them sell the flight tickets. The media helps MAS to create awareness to the public about the MAS and its activities or promotions. We have undertaken SWOT analysis to identify the company strengths, weaknesses, opportunities and threats. Our recommendations had been based upon the analysis. Business Environment in Malaysia According to World Bank, Malaysia ranks 24th in the Ease of doing business. Malaysia is an excellent destination to do business. Malaysia has a favorable demographic structure and geographically advantages. Meanwhile, the economy condition is stable at the moment. Malaysia government are welcoming foreign investment in Malaysia and establish legal requirement to guide and protect foreign investment  [2]  .  (Malaysia Business Environment, 2010) The Gross Domestic Product (GDP) in Malaysia expanded at an annual rate of 2.40 percent in the second quarter of 2010 from the previous quarter. From 2000 until 2010, Malaysias average quarterly GDP Growth was 1.18 percent reaching an historical high of 5.70 percent in September of 2009 and a record low of -7.80 percent in March of 2009 (Refer appendix 1.1). The inflation rate in Malaysia was last reported at 1.90 percent in July of 2010. From 2005 until 2010, the average inflation rate in Malaysia was 2.77 percent reaching an historical high of 8.50 percent in July of 2008 and a record low of -2.40 percent in July of 2009. Inflation rate refers to a general rise in prices measured against a standard level of purchasing power  [3]  (Refer appendix 1.2). (Trading Economics, 2010) Foreign Direct Investment (FDI) in Malaysia is set up following the holding of at least 10% of the total equity in a resident company by a non-resident investor.  Malaysia has been one of the most successful Southeast Asian countries in attracting Foreign Direct Investment (FDI).  Malaysia has been an encouraging economy to foreign investors. The FDI movement is derived from financial institutions and non transaction factors like foreign exchanges, price changes, and other changes during the reference period  [4]  . (Trade Chakra Website, 2010) Foreign envoys have commended Malaysias Economic Transformation Programme (ETP), an action plan that will see the country becoming a high-income economy by 2020.The comprehensive ETP, which was launched on 25 October, has 131 entry-point projects (EPPs), 12 reporting labs and 60 business opportunities, which will eventually create some 3.3 million new jobs  [5]  . (MIDA Official Website, 2010) The unemployment rate in Malaysia was last reported at 3.70 percent in March of 2010. From 1998 until 2010, Malaysias Unemployment Rate averaged 3.43 percent reaching an historical high of 4.50 percent in March of 1999 and a record low of 2.90 percent in March of 1998  [6]  (Refer appendix 1.3).  (Trading Economics, 2010) Malaysia is now moving-up the value chain and is currently focusing on attracting high-technology, high value-added, knowledge-based and skills intensive industries, incorporating activities such as design and development and research and development. The last decade has seen a deepening and widening of Malaysias industrial base as well as the further development of its services sector. As such, a strong foundation has been laid for the economy to move forward into the new globalised environment. Company Background Malaysian Airline System Berhad, also known as Malaysia Airlines (MAS) is the government-owned flag carrier of Malaysia. Malaysia Airlines operates flights from its home base, Kuala Lumpur International Airport, and its secondary hub in Kota Kinabalu. It has its headquarters on the grounds of Sultan Abdul Aziz Shah Airport in Subang, Selangor. Malaysia Airlines had its humble beginning in the golden age of travel. A joint initiative of the Ocean Steamship Company of Liverpool, the Straits Steamship of Singapore and Imperial Airways led to a proposal to the government of the Colonial Straits Settlement to run an air service between Penang and Singapore. The result was the incorporation of Malayan Airways Limited (MAL) on 12 October 1937. On 2 April 1947, MAL took to the skies with its first commercial flight as the national airline. Fuelled by a young and dynamic team of visionaries, the domestic carrier turned into an international airline in less than a decade. With the formation of Malaysia in 1963, the airline changed its name to Malaysian Airlines Limited and soon after, Borneo Airways was incorporated into MAL. Within 20 years, MAL grew from a single aircraft operator into a company with 2,400 employees and a fleet operator using the then latest Comet IV jet aircraft, 6 F27s, 8 DCs and 2 Pioneers. In 1965, with the separation of Singapore from Malaysia, MAL became a bi-national airline and was renamed Malaysia-Singapore Airlines (MSA). A new logo was introduced and the airline grew exponentially with new services to Perth, Taipei, Rome and London. However, in 1973, the partners went separate ways; Malaysia introduced Malaysian Airline Limited, which was subsequently renamed Malaysian Airline System, or simply known as Malaysia Airlines. Today, Malaysia Airlines flies nearly 50,000 passengers daily to some 100 destinations worldwide.   The airline holds a lengthy record of service and best practices excellence, having received more than 100 awards in the last 10 years. The most notable ones include being the first airline with the Worlds Best Cabin Crew by Skytrax UK consecutively from 2001 until 2004, 5-star Airline in 2005 and 2006, as well as No.1 for Economy Class Onboard Excellence 2006 also by Skytrax UK. It is one of only six airlines to be given a 5-star status airline by Skytrax (the other 5 are Asiana Airlines from South Korea, Cathay Pacific from Hong Kong, Qatar Airways from Qatar, Singapore Airlines from Singapore and Kingfisher Airlines from India).  [7]  (Malaysia Airlines Home Page, 2010) Macro Environment Political and legal environment The political environment is one of the less predictable elements in an organizations business environment. Political environment has a great impact on the opportunity and threats of Malaysia Airlines. The ASEAN open sky agreement took effect in December 2008 and is scheduled to be fully implemented by 2015  [8]  (Wikipedia, 2010). The agreement will allow regional air carriers to make unlimited flights to all 10 ASEAN member states. According to Minister of Transport Malaysia Dato Seri Kong Cho Ha, the agreement will further expand and open cities in ASEAN member nations and from all routes, and he also believes that it will bring regions positive development of the aviation industry. This development plan is including flight liberalization, aviation safety, air traffic management, aviation technology, aviation environmental protection, air management framework and human resources development. As the biggest government owned flag carrier of Malaysia, MAS also be protected and to consolidate its international image in the ASEAN. The Malaysian government has never had a clear written commercial air transport policy. The national carrier MAS was asked to operate both domestic and international services but in the early years, more emphasis was placed on domestic services. The case of the emergence of AirAsias approval to operate low-fare services both for domestic and international services cause a ridiculous situation where MAS had to compete with AirAsia which was charging low fares, being a low-cost carrier as MAS fares and rates were controlled by the government. However, since 2007, MAS has been allowed to charge its own domestic fares. By this, MAS can meet the demand of the public for low fares with a fair and balanced consideration  [9]  . (The Malay Mail Homepage, 2010) Besides, the policy of the other countries will also affect MAS performance. For example, the airport tax of Changi Airport in Singapore will be rise in 2011. The airlines and travelers using Changi Airport will have to pay more start from April next year. The travelers subjected to a passenger service charge and a security service charge which will be added to the price of the air ticket. This will result in budget travelers also paying more. This might reduce the number of customers to take flight with MAS to go to Singapore as they need to pay more on the tickets price  [10]  . (Airport Charge Website, 2010) The legal environment serves to define what organizations can and cannot do at a particular point in time. Normally acts and regulations are not directly affected MAS daily operation; it is only a way to decease the criminal. The following are Aviation Acts and Regulations: Civil Aviation Act 1969 [Act 3] An act to make better provision in the law relating to Civil Aviation and for matters connected therewith and ancillary to it. Carriage By Air Act 1974 [Act 148] An act to give effect to certain Conventions relating to carriage by air and to provide for matters connected therewith and ancillary thereto. Civil Aviation Offences Act 1984 [Act 307] An act to give effect to the Convention on Offences and Certain other Acts Committed on Board Aircraft signed at Tokyo on 14 September 1963, the Convention for the Suppression of Unlawful Seizure of Aircraft signed at The Hague on 16 December 1970, the Convention for the Suppression of Unlawful Acts against the Safety of Civil Aviation signed at Montreal on 23 September 1971, and the Protocol for the Suppression of Unlawful Acts of Violence at Airports Serving International Civil Aviation, concluded at Montreal on 24 February 1988 and for purposes connected therewith. Airport and Aviation Services (Operating Company) Act 1991 [Act 467] An act to provide for the vesting of property, rights and liabilities of the Government of Malaysia relating to civil aviation in a company, to make financial arrangements for that company, to provide for matters relating to staff and for other matters connected therewith. International Interest In Mobile Equipment (Aircraft) Act 2006 [Act 659] An Act to implement the Convention on International Interests in Mobile Equipment and the Protocol to the Convention on International Interests in Mobile Equipment on Matters Specific to Aircraft Equipment. Social and cultural environment The social and cultural dimensions of the environment consist of customs, lifestyles, and values that characterize the society in which the firm operates. Social and cultural components of the environment influence the ability of the firm to obtain resources, make its goods and services, and function within the society. Social and cultural factors include anything within the context of society that has the potential to affect an organization. Population demographics, rising educational levels, norms and values, and attitudes toward social responsibility are examples of Social and cultural variables. MAS airline are not only do their business on Malaysia and also on other countries, especially Southeast Asia, East Asia, South Asia, Middle East and on the Kangaroo Route between Europe and Australasia. Every social and cultural factor of those countries may affect MAS airlines operation. MAS airline are trying many way to match all different cultural and social factors to gain their profit. And now MAS airline was co-operation with 31 airlines those from different countries to know more about the local cultural and social. As we know MAS airline has more 50 years doing their business in Malaysia, so they are always no forget the Malaysia people. We can know that from their uniform, female flight attendants are wearing Sarong Kebaya which are superimposed on the kelarai motif is a mixture of Malaysian flora, such as the cempaka, jasmine and the leaves of the hibiscus. Recently, MAS airline was launched some new services and promotions for their lovely Malaysia local people. Such as Balik Kampung, it means going back to hometown, the super low fares are also perfect for customer business and holiday trips with 5-star airline come standard at no extra charge. MAS have take action to fulfill their social responsibility to participate in the carbon offset program and the Kyoto Protocol. Carbon offset program is one of the efforts made by people to slow down global warming  [11]  (Refer appendix 2.1). With this environmentally friendly manner, MAS calculates the required economic cost to offset these carbon dioxide emissions, and then contribute to the specialized enterprises or institutions after aware that 2% of the worlds carbon emissions of greenhouse gases are contributed by the aviation industry. (Wikipedia, 2010) The purpose of the Kyoto Protocol is stabilized the atmospheric greenhouse gas concentrations at an appropriate level, thus preventing severe damage of climate change on human  [12]  . Malaysia as one of the signatories, MAS also has an obligation to perform their responsibilities to restore the harsh environment of earth. Besides that, MAS also implement the Green Plan Concept in their operation and management that consist of Reduce, Recycle, and Re-use. The plan not only focuses to reduce material and energy consumption, reduce emissions of harmful substances, but also concerned in make products and components to facilitate the separate collection and recycling or re-use. (Wikipedia, 2010) Technology environment Technology is another aspect of the environment a firm should consider in developing strategic plans. Changing technology may affect the demand for a firms products and services, its production processes, and raw materials. Technological changes may create new opportunities for the firm, or threaten the survival of a product, firm, or industry. Technological innovation continues to move at an increasingly rapid rate. MAS airline had advanced their technology to meet their customer needs in information technology such as provide online services (tickets selling) that able to reserve the seats their needs (Refer appendix 2.2). MAS airline was providing e-ticketing, its an easy way for their customer to purchase ticket but only can allow a party of 9 passengers and below in a single booking. There is a 6 alphanumeric character given during booking and also printed on your E-Ticket. It is also referred to as Booking Reference, Reloc MH etc. This information technology has a certain role in promoting the number of airline passenger. MAS continue to improve airport facilities technology such as airport construction and equipment installation, new energy and environmental technologies airport, airport lighting, airport barrier-free facilities and technology, airport construction steel, ground support equipment and services etc to promote the development of the airport and increase the satisfaction of passengers. Most of Malaysia Airlines aircraft are made by Boeing Company (Refer appendix 2.3); Boeing Company is the world leader in the aerospace industry company and the worlds largest manufacturer of civil and military aircraft. It also increases the confidence of passengers on MAS airplanes. In addition, the rotor design and manufacture, electronic systems and advanced information and communications systems of Boeing aircraft are effective in helping Malaysia Airlines to provide the best in-flight services. Malaysia Airlines (MAS) is considering an additional aircraft type for its new fleet plan- the A350, B787 Dreamliner or Boeings latest B777 variant, B777-300. MAS already have three B737-800s on lease. The airline, in an effort to lock in its financing costs early, has also issued out request for financing proposals to cover its deliveries until 2012. MAS plan to receive 14 B737-800s, eight A330-300s and five A380s by the end of 2012. Economy environment Economic factors refer to the character and direction of the economic system within which the firm operates. Economic factors include the balance of payments, the state of the business cycle, the distribution of income within the population, and governmental monetary and fiscal policies. The impact of economic factors may also differ between industries. From the perspective of the world economy, world trade growth will slow down; the U.S. subprime mortgage crisis has caused turmoil in international financial markets and the slowing U.S. economy, and to some degree of drag on the global economic growth. This also affected the MAS must holding a conservative approach in decision making to reduce the risk. But according to optimistic forecasts by senior economist at HSBC Global Research, economic growth in Malaysia is expected up 7.3% this year supported by the strong rebound in exports and soaring commodity prices. The overall level of consumer prices rise about 8% and domestic economic development will benefit the entire aviation industry. As one of the company airlines, MAS airline has many connections throughout the world and it will give a big impact to the company if there are any changes in economy level. As we know economy of Malaysia are growing slightly, people purchasing power are growing slightly also. More and more people are spending their money for travelling either out of Malaysia or in Malaysia. Normally, people will purchase more during some season especially the school holiday. MAS was providing some promotion to increase their revenue, such as ASEAN Pass, Balik Kampung, MAS Holidays Packages, etc. Demographic Environment The population growth has a great impact on the sales of Malaysia Airlines. The population in Malaysia was increasing from 23,274,690 (2000) to 28,306,700 (2009)(Refer appendix 2.4). The increasing numbers of population in Malaysia will affect MAS sales indirectly. As the population increase, the number of potential customers will also increase. At the same time, the demand for MAS services and products will also increase. Due to this reason, MAS should satisfy the needs of the future customers in order to increase the sales. Based on the statistic, the population of East Malaysia in year 2009 is 5,793,700 and the population of West Malaysia in year 2009 is 22,513,000 (Refer appendix 2.4). This shows that the population of West Malaysia is more than East Malaysia. Therefore, MAS should pay more attention to the West Malaysia because there has a higher opportunity and faster growth for MAS. Micro Environment There are some factors or elements in an organizations immediate area of operations that affect its performance and decision making freedom. These factors include competitors, customers, intermediaries, employees, media and shareholders. Competitors Competitors exist in all the industry. In airlines industry, MAS have many competitors such as Air Asia, Tiger airway, Jetstar and others. The major competitor for MAS is Air Asia. In this highly competitive market, MAS should keep an eye on their competitors and try to predict their likely next moves. Air Asia offers a device called e-player that allow customers to select and switch between movies, tv shows, music and games by pressing the screen (Refer appendix 3.1). Due to this, MAS also offer customers their very own 10.4 LCD touch screen monitor to watch any one of 12 video channels of their choice in their personal space (Refer appendix 3.2). The screen monitor also becomes a video game console if the customer needs extra excitement  [13]  . (The business environment 6th edition ,Adrian Palmer Bob Hartley 1.3.4 ,pg15) Although they have many competitors, but MAS also can outstanding. This is because MAS use the non-price decision strategy. They use this strategy to remove themselves from the price competition. MAS competes their competitors by providing the best services to the customers. For examples, MAS provides a comfortable seat (versatile new flat bed seat) to their customer (Refer appendix 3.3). Besides that, MAS and their competitors also got provide the online services like purchase tickets or check the schedule of the flight to the customers (Refer appendix 2.2). But MAS always upgrade their website to ensure the customers can browse their website faster and not waste the consumer time. At the other sides, MAS also provide the high quality of food and drinks to the customers. All the food that they provide is clean and healthy. Customers Malaysia Airline System (MAS) is the largest airline in Malaysia. The target market for MAS is frequent travelers, businessmen, families with young children and new marriage couples. The airline industry is full of operators that fly to many locations form many other locations. Therefore it is possible for a customer wanting to travel to be able to select from a whole range of companies. No one company has a monopoly on flights to a country. This means that the customer will have a lot of power and be able to select when they want to fly at the price that they are willing to pay. Hence, MAS should pay attention on the behaviors and demand of the customers. Businessmen always travel around the world to do businesses. There is a statistic shows that businessmen are the most frequent people that taking flight. It is important for MAS to do research about the businessmens demand on flight services as businessmen are the biggest group of customers for them. MAS introduce a frequent flyer program called Enrich by Malaysia Airlines (Refer appendix 3.4). This program is for frequent travelers that comprises a variety of airlines, banks, credit-card issuers, hotels and lifestyle retailers around the world. Therefore, the businessmens demand can be fulfilled by this program. Additionally, research shows that the number of teenagers taking flight is increasing. Nowadays, teenagers are doing everything online include buying stuff, checking for information and so on. Since teenagers are the future potential customer, thus, MAS provide online services such as online tickets booking, online schedule checking, tickets price checking, hotel booking and so on (Refer appendix 2.2). Intermediaries Access to effective intermediaries can be decisive for marketing success. MAS got their own intermediaries to help them sell the flight tickets. Travel agency is one of the intermediaries of MAS. The travel agency provides many packages of tour to customers and the ticket of MAS. Travel agency introduced some tour packages with flight tickets. Most customers will buy the whole packages include the tickets from the travel agency directly because the price of the tickets are cheaper. This can also helps the customers to save their time to go book or buy tickets online. Besides that, MAS also established the ticket office in many place. The ticket office will help MAS to sell the tickets to customers. It will convenient the customer that live far away from the airport. Other than that, hotel also considers as an intermediary for MAS. MAS also provided hotel booking services to the customers for their convenient and benefits them such as will get cash refund with term and condition (Refer appendix 3.5). Transportation service is also provided in the packages to customers between airport and hotel when they reach their destination. At the other sides, MAS also hire the agents to help them sell the tickets. The agents will sell the ticket in Matta Travel Fair and others. Many customers will buy the tickets from agents because it is cheaper and easy to get. Employees An employee contribution to an organization is very important. Employees are one of the main reasons for MAS to obtain the achievement for today. Employing the right staff and keeping these staff motivated is a necessary move for an organization. MAS give academy for the employees to provide the training program to their employees and train their employee become professional (Refer appendix 3.6). The academy includes operations management, business and finance, people and technology, jeppesen training, service training and so on. Like this, the customers will get the professional services from the employees of MAS. And MAS can gain competitive advantages from doing this  [14]  . (Malaysia Airlines Homepage, 2010) Besides that, MAS also provide many offers to their employees. They will give free tickets to their employees and travel to other country. On the other hands, MAS also will give more discounts to the family members of their employees. MAS also give the high salary and allowance to their employees. At the other sides, MAS also give high bonus to their employees. Like this, their employees will more hardworking to work and also provide the best services to the consumers. Media Malaysia Airlines (MAS) advertising campaign designed to create awareness to public about the MAS and its activities or promotions. The media is use to improve the communication between MAS and public. MAS internet website is update frequently in order to update customer knowledge about MAS services and activities.MAS also hired advertising agency to design a series of ads to promote their flight plans and catches the attention of customers (Refer appendix 3.7). MAS also advertise on the television to emphasize the quality of services provided by the crew cabin on the plane. This strategy can increase interest of the customers to take a flight with MAS. MAS were on television to promote their Air Bus A380 one kind of their airplane to their customers to build confidence on five-star air services. SWOT Analysis SWOT stand for Strengths, Weaknesses, Opportunities and Threats. SWOT analysis is an instrumental for examining the overall strategic position of a business and its environment. In other words, SWOT analysis is use to analyze the Strengths and Weaknesses of your organization, as well as the Opportunities and Threats revealed by the information you have gathered on the external environment. Strengths MAS Has World Class Image Malaysia Airlines (MAS) is a well-known government-owned flag carrier of Malaysia. It is the pride of a nation, their success is important to the country. This means that they are funded by the government. Based on the statistic from Sep 15, 2010 through Nov 15, 2010, the current on-time performance of MAS is 96% which is one of the highest in worldwide (Refer appendix 4.1). MAS have an average delay of 11.0 minutes and it is a better performance than other flights (Refer appendix 4.1). Unless there is terrorism or disease burst out, otherwise MAS market prospects are better with growth of tourism and increase in disposable incomes. The benefits can only be easily gained if both Changi and KL International Airport maintain similar facilities and procedures. Besides, Malaysia Airlines is being ranked as the worlds top 10 airlines. And it is also one of the only six airlines to be given a 5-star status airline by Skytrax  [15]  . (Flight Stats Website) MAS Has Good Facilities MAS have invested a large amount of money on IT and they use this IT to the benefits of satisfied their customers needs and enhanced their overall performance. MAS provide comfortable seats, safeties, and food and beverage supplies. The versatile new flat bed seat that MAS provide allow the customers to enjoy the comfort afforded by several preset positions accessible just at the touch of a button (Refer appendix 3.3). The headrest is adjustable and the massage elements provide maximum comfort to customers. In addition, the best part about MAS versatile new flat bed seat was that each chair had a liquid crystal display television (Refer appendix 3.2). The 10.4 LCD touch screen monitor had video game console and it allows customers to watch any one of 12 video channels of your choice in your personal