Four Types of Organisational Structure Essay Example for Free

Four Types of schemeal social transcription EssayOrganising is therefore the method by which an organisation is mental strainally controlled into divisions or operational units and the construction of the sloshed is established. The end product of management process is organisational complex body part. Organisational expression binds the all level of management personals unitedly and brings them into graceful development and co-ordination of organisation. It is tasks arrangement which is break up into a few divisions or incisions and grouping it together low the management hierarchy to achieve the organisation objectives. Under the organisation structure, wiz single path leave alone create to attach the tasks, work flow and communication channels in the midst of the personals and the various divisional good deals of organisation. Organisation structures smooth the progress of efficient management, direction and control. Every administration has to set up its own organisation structure for well-organized perform of task actions. An organisation structure usually represent in graphical form which is called an organisation chart.Usually, the chart illustrated in the form of vertical, horizontal or concentric to define the authority and responsibilities of personals in various levels. The chart always created according to the existing departmentalisation of organisation. In departmentalisation, distributively personal from different blood line segments get come to the fore work to achieve an aim of pre-determined organisational objectives. The departmentalisation is base on five structures, which is functions, products, consumers, geographic and matrix.In these papers, we provide go through the justification of four structure which is function, product, geographical and matrix with sample organisational chart on to all(prenominal) one structure. Sample Organisation Chart of Functional Structure. stock SIA Cargo Pte Ltd Functional orga nisation structure is the to the highest degree common and logical typecast of business unit that adhere by companies. In this structure, people are group together found on common adroitnesss and work activities. It focuses on single run and doesnt need frequent changes in organisational hierarchy.Base on above organisational chart, we can notify that the follow organisation system is coordinating by unclutter management. For a proficient management function, the organisation breaks up into a few departments much(prenominal) as marketing, engineering, technology, operational and etc. all(prenominal) departments lead by a senior conductor or vice president who are depicting to a single authority, top management. As the simplest approach, a structural structure sort well-defined channels of communication and influence relationship.Each departments staff needs to report to their only functional units manager and by doing this, the various business units prevent any kind of mis finding or conflicts among them. The chart hierarchy is simplified, well-organised and the separation of tasks as well well defined with storey by layer. The fewer layer of management will ease the expectation of top management and as well improve the task co-ordination. finis making process is swift and authorities in functional structure.Because of the staffs in functional structure amount from similar background and perspectives, so it wills faster the process of the purpose-making without waste of quantify. Since the every business units in structure workout in similar background, it might cluster the processing of the papers together and highly amend the knowledge sharing between co-workers. Sharing knowledge make the organisation much productive and combative where the experience personals such as managers often coaching and mentoring the less experience personals of each units through seminar or plant lifehop.Functional structures produce clear career hierarch y organisation members to go after. Managers inside a functional structure are generally skilled within their particular unit. They were hiring to lead the units due to their tremendous performance. These managers clear a better-quality skill level that facilitate make their profession easier and makes them better capable of to monitor the idiosyncratic act of their team members to allocate credit, rewards and penalty accordingly. A functional structure may draw whatever setbacks to organisation. It controls people and assets and build up core competences.As a company develop and becomes more difficult, each function tries to retain the companys situation. Increased order may strain manufacturing to manufacture products speedily enough or in sufficient capacity may lead to control problems. When control problems arise, it as well as strains the situation in evaluating the cost and contribution of each function. Other drawback is communication problem. Poor communication occurs within the organisation due to subunit orientation. The top management find it hard when balancing the process of decision making between centralise function and regional managers.The top managers might disrupted by resolution a daily problems and may loss focus on long term strategic issues, resulting in long term strategic direction. Sample Organisation Chart of geographical Structure. Source SIA Cargo Pte Ltd Geographical organisation structure is usually used by big firms whose operations are spread out oer a large geographical area, for instance, multinational companies which market their service worldwide. Hotel, retail, food and transportation are among the industries which is widely using the geographical structure in their management.The whole organisation will lead by a president and one person will be responsible for an each particular region. tally to above SIA Cargo chart, business units were set up at six different geographic locations and each regional branch head by Regional Vice President. The branch Vice Presidents will report to Senior Vice President. The expansion of business units can be local, national or international. In geographical structure, the organisation stick on company strategies and values although operates individually. It operates as its own unit based on where it located.In this structure, each personnel from various departments have prospect to work together. Working as a group will form a strong teamwork effort and keep them in the process of prep and decision making. Beside this, everyone in the departments will have an ability to recognize the personalities and values of each individual. Close workings proximity lead to decentralise the process of decision-making and make organisation to settle in rapid changes in divisional goals. In each region, a local or personnel who familiar with local business environment and last will be employ to head the business units.It ensures that the company well understand the cust omer expectation and needs. Base on local knowledge, the departments heads able to create a high coordination and hard-hitting process of decision making across the functional units. The regional heads ensures the company strategies adaptable to local culture and suit to fast change in unstable environment. In divisional structure, usually the departments act as a group. It allows the responsible personnel to put on better focus in their resources and results. It also makes the performance easier to monitor the customer service quality.A personal that understand and speak the local language, will avenge the customer expectation because the contact points are clearly explain. Customer service personnel will also have better access to personnel from other units, which can allocate them to handle the customer matters practically more efficiently. With geographical structure, following the routine of individual markets and task groups is cut down, as metrics such as revenues, profit margins, cost, and routine enhancement can be attached to particular regions. It is a most important strategic advantage of this structure.Many problems might incur for the companies whom use geographical based structure. few companies may find it complicated to run a geographic organizational structure because it duplication of works and disagreement to centralized decision-making. The top management must rely on other regional heads to instruct counteractive actions and look up operations rather than giving a command from the companys main mail or headquarters. It may lead the company top management loss the authority in overbearing the divisional units. Another limitation is expansion of knowledge.Usually, the structure does not maintain the knowledge sharing between people working in the same line of work because part of them is working in one division and the others are working in other divisions. Sample Organisation Chart of Product Structure. Source Arla Foods Ingredients Above chart is an Arla Food Ingredients organisation chart. The chart is a product based organisation structure. Product-based structure means the regrouping of a functional structure and uses to organise employees and work on the basis of different type of products.This type structure brings together all those involved in the production skills, technical skills and marketing skills of a particular product or set of related products. Each division in structure has its own internal departments and function as self business unit. Companies that manufacture a wide variety of products such as cars and foods would find this type of structure appropriate to their organisation. Many companies tend to shift to product based structure as they expand, and as new products range are developed and new markets entered.Product based companies have no direct contact with their customers. Initially, they need to assess the market segments and develop the product from their assessment. bind that, t hey must determine the price of products in line with the customers expectation and produce the products to mete out in the market. Product based structure is also have a similar function as geographical structure. In Arla Food Ingredients, both product structure and geographical structure group together in the organisation. It will add much better clear focus on market segments and benefactor to meets the customers expectation.Each division of products will be operates base on individual performance. It keeps up the positive competition between the divisions and allows the directors or managers to have better be in command of each division can act as separate profit centre. In this structure, division members are more likely to be persistent on products. It deals with the technological transform by grouping personnel with skill and their specialised equipment in one business unit. So, the division heads have a lot of control over operations and will not necessary to depend on ano ther, separate area to get things done.The department managers will keep an eye on design and manufacturing activities, and employees become reliable to product not to function. It also allows the managers and employees to improve and expand their skills and knowledge in the organisation. The customisation of more products into division will lead to save time and cost. Decentralisation of process of decision making will facilitate rapid decision making results with effectively. It will reduce the risk of product failure and also bring on improvement in employee morale due to divisional decision making.Instead of better operational controls, the organisation can avoid the pathetic communication within the personnels which is bring to slow development of products. By the way, there is virtually limitation might happen when use the product base structure. An example, each product division has RD department. When product expansion incur, number of personnel in RD will increase. This ontogenesis will happen to each product divisions. So, it will lead to duplication of works and increase the costs of staffs. Since the divisions separately monitor, the difficulty might happen to top management to coordinating them together.

Challenges In Recruiting: Hospitality Industry

Ch all in allenges In Recruiting hospitality IndustryTo side existent day, in the world of increase in globalised transactiones and the expediency of entertainment industries. Transportations, Accommodations, Venues, Dining and Talents be now in great demand.In the industries of peck serving people, it is matchless of the most excitement sphere of influences that you rat best understand a assembly line model, because it was combined with many assorted sectors and generated with little scale of many operators to build up a big organization that were full of operate provided, which named cordial receptionThe cordial reception fabrication is currently largest businesses among the world, it is in any case a global, interlocking with deep and complex of run chain. Today in the record, hospitality pains provides more than 200 million employees in worldwide and the metrical composition of talents be still growing rapidly and it is in a demand today.In capital of capital of Singapore, the cordial reception effort roosts a key economic driver and Singapore is promoting and building the image and reputation. It is also an crucial support in the fabrication for Singapores efforts to constantly remain an attractive lifestyle destination, with the increment of the two unified revivifys (Resort World and Marina Bay Sands) and opposite exciting events and projects such(prenominal)(prenominal) as the making Orchard Road into unrivaled of the best shopping t take in the world of Asia.With the positive outlook for this growing manufacturing, it is important for Singapore to take place improving its aid competiveness by enhancing excellence service delivery and clients satisfaction. The patience necessitate professionals and talents who would continue to upgrade and im dig up the industries skills to take up management positions as well as immature recruiting team up who would be well-qualified to fill the additional jobs created with the ha rvest-home.The Recruitment in Hospitality IndustryHaving the ambitions and foreseeing the industry in expanding fast, that was what most of the hospitality management be aiming for. With the business constantly growing, the responsibility of the Human Resources team is expect to deliver additional drawforce at all sectors and business levels. Furthermore, Human Resources allow for also be maximizing the capacity of to each one current workforce team.In Asia, hotelier used skills and techniques to analyze each individuals performance, engagement and commitment levels, participation or getting involved in all training and development programs to measure the result in productivity. Linking such ways to determine each organizations business objectives has provides useful statistics and has been proven bluely effective with which senior executive management making the decision.Human Resources roles is important in the industry, as the blooming in this industry, forgiving resources team kick ins to focus on their moduleing and employees, the roles as service provider in each departments and categorys. With the high demand needed in increasing staffing numbers, looking at this clock condemnation when the industrys workforce labor pool is shrinking.To improve this scraps, starting signal is to identify all possible causes to the challenges and the industry needs to attempt and work with the unions as allies, hopefully to come out with more time, more effective workforce strategies and money to improve the recruitment project and training to educate the politicians so as to impact the political economic and immigration policy on the hospitality industry.The query from Hospitality industry information, I wise(p) that the set of workforce solutions is based on the following priorities such asImage Like other service sectors, hospitality c arrs are practically stereotyped as low-wage and entry-level with little opportunity for advancement. Consequentl y, qualified workers, oddly youth, are unaware the range of hospitality careers available.Recruitment Historically the hospitality industry had drawn severely fm the youth labor pool to meet their workforce needs, but in recent the industry has been left with an insufficient pipeline of new workers to satisfy demand. Faced with a shrinking pipeline or workers, the hospitality industry is increasing its recruitment efforts towards youth and developing targeted strategies for previously untapped labor pools. computer memory High overturn is a key challenge in the hospitality industry. The restaurant, hotel and lodging sectors cast difficulty retaining skilled workers because of the negative image that the industry faces.Language skills English proficiency is a key challenge because a large percentage of the hospitality workforce does non speak English as their unproblematic language. Employers seek language training programs that allow workers to effectively perform their jo b, which takes providing good customer service and sympathy refuge requirements.Employability/Soft Skills Employers have difficulty finding workers who possess basic soft skills, which are oft a prerequisite for success in a customer service-oriented field.Consistent training models and skills certifications The hospitality industry as a whole lacks consistency and portability in their training models and skill certifications. Many employers run their own internal training programs for entry-level workers, which makes it difficult to monitor the content of training and the skills acquired.Doleta, June 2005Challenges in Singapores HospitalityThe numbers of turnover and shortage rates were frequently highlighted in to age challenges for Hospitality Industry non scarce happening in Singapore but globally. It is important to know and understand the issues behind that causes the skills shortage in the workforce.In todays Hospitality workforce, it is expected for all organizations to face a similar shortage of available talent at all levels, oddly in management and leadership roles in order to continuously leading the operations and teams, more often than not it was due to the aggressive expansion strategies in the region. With the high demand and shortage of employees in the hospitality industry it translates into intense competition for many quality graduates. For those fresh graduates deem the unsociable hours and perceived lack of hump and opportunity in the hospitality industry were as unfavorable. Therefore the hospitality industry is losing out to industries such as entrepreneur, human resources, outsourcing or even information engineering science etc.Furthermore, there is also growing awareness of an increasing of multi-generational workforce and consequently variances in expectations and values among individuals. Priorities differ especially with the younger generation, the so-called Generation Y. Markedly antithetic from their senior counterpa rts, the young place greater emphasis on self-actualization, high expectations of rapid career progression and are go awaying to change jobs, industries and careers to realize their goal.Accordingly, methods for employee engagement analysis need to be even more sophisticated. Long term outlooks enable Human Resource managers to predict and invent for specific areas of talent shortfall and to adopt management training programs to prepare for the demands of future growth.Next to think, which are the areas of shortage talents in Hospitality Industries that were affected? As hospitality was combined with many different sectors and generated with runtyer scale of many operators to build up a whole organization, below are the listed out sectors and areas in the hospitality industries. attend Line operations, talents that have face to face contacts with guest and to handle various world-wide enquires, needs, transaction, dining or organized events and function in the hotels. Beside th at, talents also need to have the knowledge of hotels facilities and services, guest relation and expectation, tourism-related matter and of cause use guest arrivals and departures too.Front OfficeFront Desk, Concierge, Cashier, Bell Counter, Butler, customer Relation Officer, Executive Club and Business Centre. Both Guest Service Centre (Operator) and Housekeeping are the two back end departments that direct support for Front Office. diet and BeverageDining Outlets and Caf, Banquet, chevron and Lounges, Executive Lounge and Kitchens. For both FB Reservation Centre Stewarding they are also under the umbrella of Food Beverages Division.Beside the listed sectors, there is also few other back of house Operations that covers the supporting roles to the business.Human Resources plane section, upkeep and Engineering Department, Events and Sales Department, Marketing Public Relations Department, Accounting and Finance Department, Purchasing Department, Security Department and etc. There are so many sectors of division in a hotel, and which are the areas that are really affected and in demand in the industries? Eventually, the shortage came from the Front Line team (both Front killice and Food Beverage). And why is there a shortage?Below is a article researched from Khaleej generation Online on Manpower shortage biggest challenge to hospitality industry by Zoe Sinclair (Staff Reporter) 4 May 2008MENA voyage Awards organizer CHA International President Dr Sam Saker estimated staff needs at an average ratio of louver staff to one agency.This ratio puts staff needs at more than 50,000 people by 2010 and by 2016 a further 150,000 staff would be needed, he observed.He, however said that the ratio of staff per room in luxury hotels was likely closer to seven to one. Compounding this is the issue of manpower retention. According to estimates, 20 per cent of staff impart stay with their current employer and industry management predicts poaching to dominate sta ff recruitment.A report by world hospitality recruitment website Catererglobal.com was launched and surveyed more than 3,000 hospitality professionals across the Asia.It estimated hardly 10 per cent of staff would look for career opportunities within their current property.The challenge is to match growth with talent so service levels are maintained. At the same time retaining that talent within the hospitality industry via training and career progression opportunities is essential, said Peter Willis, Sales Manager, Catererglobal.com.Hotels must(prenominal) look at what they offer to idlerdidates in terms of salary, benefits, and accommodation in an increasingly competitive landscape, otherwise, the strain on the sector will begin or already beginning to slow down.Today, as I am in the sectors of Human Resources Industries, in my company, we did many recruitment campaigns for different industries and mainly for Singaporeans, I realized that Hospitality Industries have been highly active and continuously in hiring. Talking to many Hotels Human Resource Officers, they mentions that in todays art in the hotel, they locoweed hardly find a replacement or new hire of Singaporean to do the job, the turnovers especially in the front line operations are extremely high and fast. The staffs that are currently supporting the roles are mainly foreigners from Malaysia, mainland China, Vietnam and the numbers of Filipinos are increasing in these industries, only small percentages of Singaporean depose be found in todays front line operations.Questing where has the Singaporean gone to? I recently did a few career fairs for the fresh graduates in different Polytechnics and we are mainly recruiting for Hospitality Industries. The responses are slow, and I took the opportunity and created a simple survey form for the students in the collage, allowing us to collapse understand the students future choice of careers.Students are mandatory to tick the industries and the prefe rred on the job(p) hours that they are shrewd in perusing in the future. And the collective of results and industries are shown below (A sample of the survey form is committed under appendix)Job SpecializationLooking at the results from the survey, I learned that Hospitality Industries only stands a small percentage of 1.9% out of 3,000 students, of cause 3,000 students is only the 21.4% out of estimated 14,000 graduating Polytechnic students annually.In the survey, I also added on with the preferred working hours for their job, I realized that todays students preferred to be off duties during weekends and public holidays as it standing at 45.1%, it is almost half the percentage from the survey, next highest preferred working hours are from 9 to 6pm office hours job, which is standing at 43%.Now, looking at the hospitality industries, most likely is it not possible to have a fixed off days during the weekends, and front line hoteliers are schedule for shift work like (Morning/ Aft ernoon/ Midnight shift) starting from 7am to 5pm, 3pm to 1 am and 11pm to 9am or even a split shift from 10am to 3pm and back to operation again from 6pm to 11pm.Understanding the hotels operation hours, hotels operates 24 hours business, the hoteliers are required to work minimum 198 hours per month (excluding the over time hours) it is or so 9 hours per day and 2 days off per week. And very often, hoteliers are expected to do over time after their scheduled timing, especially during the peak period. The overtime hours, can be 2 hours extra or at times, hoteliers have to be prepared to cover the next shift, usually to cover the absentee or last minute shortage to manpower, which can be another 7 to 8 hours more.Although hoteliers are entitled for 2 days off, but it comes during the weekdays, weekends off only come after the rotation within the team. The busier and peak period in hospitality industries business are during the festive seasons or public holidays, long weekends, cul tivate holidays and during the big functions or events happening in Singapore.Hotels Standards Y archaean schedule are shown below (Peak Period, Events Festive Season)In January New Years DayIn February Asia Aerospace and Chinese New YearIn March 1 week School HolidayIn April Good Friday, Easter day and events of World Gourmet SummitIn May Labor day and Vesak dayIn June 3 weeks of School HolidaysIn July slack PeriodIn August Slow Period (Chinese Ghost Festival), Singapore National DayIn September 1 week school holiday, Hari Raya Puasa and event of Formula 1In October Slow PeriodIn November Deepavali and Hari Raya HajiIn celestial latitude 1 month of School holiday, Christmas Day and the celebration and countdown of New Years DayHoteliers besides handling the activities within the country, their main objective is to operate services to Tourist and Guest from Business trip which will happen every 365 days.Looking at the above surveys and studies of employment for front l ine hoteliers in Hospitality Industry, I learned that although the environment and atmosphere is a glamorous one. However, looking that living of Singaporean today, I understand why there is a shortage of locals talents.I believed that many of the locals family members or friends are for the most part working in the above stated industries, which are the standard office hours from 9am to 6pm operation. Because that is the most preferred working hours that Singaporean can balance their time for work, children, family members and social.Before, I am also an hotelier, as I do not have any commitment to my family members and I needed a cadenceping stone for my next step into my career, I chosen hospitality industries. My experience during those 5 years of journey in hospitality industry is the most enjoyable and valuable one. Although, I have missed out many of the fun morsel with my family members and friends especially during their weekends and festive sessions, because most of the time, when I am off during the weekdays, they were all working or schooling. And when they are off during the weekends or festive session, there I am working. It is hard for us to spend time together. That is why I can understand why Singaporean has chosen other industries then Hotel industry.The only main focus for a Singaporean to choose hospitality industry as their professional career, they must be someone that has the PASSION in serving and meeting different various people close to the world, because the local has to sacrifice the times with the family members and the love ones. And only people that accepted and understand this service industry will be happy and enjoying working in this sectors. This is also why you can find more foreigners working in hospitality industry because some of them actually paid to come over Singapore to work, with the nature of long working hours in this industry, they have less commitment here then a Singaporean, that is why there are willing to work for a longer hours then any Singaporean. on the job(p) in hospitality industry, everyday, every moment you see smiles smiling at you, you see people operate people and at the end of the day, the satisfaction is there, and that is what makes the hoteliers enjoying working in the industry.Succession planning was identified as a key contributor to strategic growth and for the continuation of high quality standards for customer service levels. Employees with a high potential for promotion are monitored, especially in regard to their participation in training and development, which has been determined to be a key indicator of success in upward progression.The standard of leadership skills was the subject of intense debate and most organizations are investing in developing these metrics, for early identification of leaders with potential.Maintaining contact with previous and potential employees has become standard practice among the hoteliers. New speak toes to communication, such as blogs, online social networking groups, electronic newsletters and bulletin boards are widely used to maintain contact and remain abreast of this group of potential employees concerns and ideas.Department of Labors employment and training administration is supporting comprehensive partnerships that include employers, the public workforce system, and other entities that have developed innovative approaches that address the workforce needs of business while also effective helping worker find good jobs with good and attractive allowance and promising career pathways in the hospitality industry.In my essay 2, I will be piece of writing about the retention challenges in hospitality industry and I will also provide some positive and effective ideas to improve the matters.Reference ListDoleta Gov June 2005, Hospitality Industry Information.Available at http//www.doleta.gov/BRG/Indprof/Hospitality .cfmAccessed 20 April 2010Warren. Bennis, Ph.D. On Becoming a LeaderForbes top 100 9 Jan uary 2006, Merkel Worlds Most in good order Woman. Available at http//www.spiegel.de/international/0,1518,434696,00.html Accessed 29 November 2009Squidoo 2006. Angela Merkel the first female chancellor of Germany. Available at http//www.squidoo.com/angela-merkel Accessed 29 November 2009Tatiana. Serafin. 9 January 2006 The most powerful woman in the world. Available at http//www.msnbc.msn.com/id/26426065/ Accessed 29 November 2009Travel China Guide Empress Wu Zetian. Available at http//www.travelchinaguide.com/intro/history/tang/emperor_wuzetian.htm Accessed 9 November 2009Biographies 1996 to 2009. Female Heroes of Asia China. Available at http//www.womeninworldhistory.com/heroine6.html Accessed 9 November 2009Theories of Innovation Netflix Case StudyTheories of Innovation Netflix Case StudyThe following discussion will provide insights on what is innovation by taking into account its characteristics done the example of Netflix and phone manufacturing companies. Theories will a lso be applied to illustrate why innovations are needed. It then leads to the four roles that accomplishment can either play by analysing Paul L. Gardner (1994)s ideas. Finally, this essay will suggest the transforming roles of science in technical innovation. The discussion to that will mainly focus on how creative destruction (Schumpeter, 1942) has become a happen problem since the rising of RD.What do we mean by innovation?The meaning of innovation is not however what is stated in a dictionary, but often instead characterised with the values it adds to an entity. Some traits of innovation can be demonstrated in the example of Netflix.Netflix is one of the biggest streaming providers within the entertainment industry, co-founded by Marc Randolph and vibrating reed Hastings in 1997 (Netflix), who later forewent the videodisk delivering service. This business firstly establishes the concept that innovations are not certified in the format of a product, but also a service. Seco ndly, the subscribing fee introduces the commercialisation of Netflixs new approach in delivering entertainment.Netflixs burgeoning business also embodies the idea of creative destruction (Schumpeter, 1942)- formalising the new way of distributing entertainment by knocking down alike businesses and the labour force involved. The streaming network Netflix provides effectively separated the DVD rental industry from the mainstream home entertainment source. Ever since its start-up, USs consumer spending on home entertainment through brick-and-mortar rental has been declining it plummeted a substantial 21% in 2016 to $0.49 billion (Statista, 2016). Subsequently, the number of employees within the video record and disc rental industry decreases over the last decade (BLS, 2015). The success of Netflix has also influenced the English language. For example, people often refer any business pushed out by Netflix as Netflixed (Perry, 2015). This reiterates there is no term for an innovation to be a high-tech product, but also suggests the collateral novelties in a different field which could be led to by the innovation.Also, consider the case of Samsung being accused for imitating iPhones appearance, display, touch-screen interface and furtherance (IBT, 2016). Assume Samsung pragmatically copied Apples notions, but that a Samsung Galaxys phone realistically looks different to an iPhone. It is reasonable to suggest that the room for innovations is restricted by what is already existing. For instance, the layout of virtual keyboards on phones is confined by the fundamentality of the QWERTY keyboard which historically served the purpose to resort jamming occurred in typewriters. Even if alternative keyboards such as Dvorak (1936) ergonomically speeds up typing (How-to Geek, 2014), but the ingroup will still prefer the QWERTY keyboard because they are locked into the QWERTY paradigm (Margolis and Liebowitz, 2000).The Pandas Thumb Theory (Gould, 1980) plays a role in expl aining the evolution of the QWERTY keyboard. It illustrates pandas outwardly grown wrist bones as a result of the lack of functionality of their real thumbs, so that they can hold onto bamboos when they eat. This essentially means if bamboo was extinct in history, then pandas anatomical accommodation would not have served a purpose. Analogically to the QWERTY keyboard, if typewriter was never invented then the QWERTY layout would have been composed for no values.Therefore, innovation is purportedly a purpose-derived and commercialised spinoff of creative destruction following path dependencies e.g. Netflix which is also served as a dish up to overcome flawed innovations e.g. original typewriter.What is the role of science in technological innovations? scholarship might have acted as a free-rider to absorb experience from innovating technologies. Prior to the industrial revolution and the introduction of thermo-kinetic theory of gas, the first move locomotive engine was invente d by Thomas Newcomen in 1712 (BBC History) despite the lack of efficiency and the extravagant salute to build one. This example preliminarily provides the materialist view of technology preceding science (Gardner, 1994a).As scientific understanding towards thermodynamics grew, mob Watt improved the primitive steam engine in 1769 (BBC History) which was then widely applied in powering transportations. A complementary nature between science and technology is implied (Gardner, 1994b)- Newcomen had set the basis of a viable steam engine which allowed theories to be developed over time which could explain the principle of a steam engine, and finally the piece of technology was refined by adapting the new knowledge acquired. The latter also brings about how science informs technology (Gardner, 1994c).Nevertheless, there are also hints of independency between the thermodynamic theory and the steam engine, because the two elements are only interacting with each other if they truly share the same goal and pass the same process arriving to a coherent result (Gardner, 1994d). Note that this merely implies a particular scientific thoery is not intentionally developed for a particular technology, vice versa. It doesnt deny either of which lead to the other. Thermodynamics was proposed on the ground to explain how hot gas transfer energy, whereas James Watt refined the steam engine to improve its efficacy. The goals are varied. Similarly, physicists might have carried out a series of experiment to conclude a more comprehensive model for thermodynamics. Meantime, James Watt could have just redesigned the steam engine by applying the thermodynamic theory. Both processes and the corresponding outcomes are unidentical.How has this role changed since the first industrial revolution?During the industrial revolution, science offered pledge to technological innovation in order to improve labour working conditions. Both menial and skilled labours worked long hours and received below reasonable salaries, who also operated machines with a paucity of safety precautions often led to deaths and injuries. Child workers are often the victims of these accidents due to their unawareness of dangers. For instance, Cora Flipse was killed at the age of fourteen, from an accident where her division was trapped between the edge of the lift and floor (Our Great American Heritage, 2016). Followed by the accident, Elisha Graves genus Otis worked on the safety of elevators by introducing the safety brake (1853) to minimise casualties in case of the cables break not adding doors to stop body parts from getting caught by moving components. The principle of the safety brake provided toast to the use of elevators, but the need to apply the knowledge for the safety brake was informed by the entire flaws of the technology.Nowadays, science continues to establish an assiduous safety standard in work environment. Potentially dangerous tasks can be carried out by robots such as Handle (Boston Dynamics, 2017), which can perform a 6.5 feet upright piano jump an excessive 1.2 feet on top of the highest human jump recorded (TechCrunch, 2017) and overcome rough contours. Essentially, the safer the work environment, the less relevant the human input to an entity.As the size of a company grows, the emergence of RD departments allows division of labour but it also routinises the process of technological innovation (Schumpeter, 1942). This effectively reverses Karl Poppers proposition about falsehood that science is all about disproving (1963), because a profit-maximising firm is more likely to try to prove the feasibility of technology instead of disproving it.Of course, robotic technology is imperfect and it is yet to be integrated by research and development (RD) departments. Thus, science can be constituted as an excuse to help secure human jobs in the way of developing technological innovations. When machines gradually replace human labours, the emergence o f RD might depend like an attempt to paper up the plethora of workers. Assume a company wants to found a RD department and all employees in the manufacturing department have equal proficiency in bringing new innovations to light. Then unneeded workers in the manufacturing department can simply be outplaced to the RD department. The recurring problem to be considered is that the RD department might be working towards a technology that might even further cheapen the employees. Eventually, human labours will suffer from their own creative destructions.Additional to those, science might have conjointly acted as a driver to prompt creation of government policies. Innovations such as vaccination undoubtedly increased the life expectancy. While the British government might have complicated the health and safety regulations due to the uncertainty brought along by science and its corresponding technology in work environment. Meanwhile, the Chinese government might have been burdened by th e rising Chinese population and so the formula of the one-child policy was needed.In conclusion, sciences role has changed since the first industrial revolution in three ways. Firstly, it has changed from giving assurance to technological innovations to giving the ascendant right for technology to replace human labours. Secondly, from falsifying the possibility of technology to ascertaining it in RD. Thirdly, and passively, from aiming to protract peoples lives to controlling the number of population as a result of that.ReferencesGardner, P. (1999). The representation of science-technology relationships in Canadian physics textbooks. International Journal of Science Education, online 21(3), pp.329-347. Available at http//www.tandfonline.com/doi/pdf/10.1080/095006999290732?needAccess=true Accessed 13 Mar. 2017.Goel, A. (2016). Supreme Court Gives Samsung a Reprieve in Apple Patent Case. online Nytimes.com. Available at https//www.nytimes.com/2016/12/06/technology/samsung-apple-smart phone-patent-supreme-court.html?_r=0 Accessed 11 Mar. 2017.Gould, S. (n.d.). Bully for Brontosaurus. 1st ed. Penguin Books, pp.59-72.M. OBRIEN, J. (2002). The Netflix Effect. online WIRED. Available at https//www.wired.com/2002/12/netflix-6/?pg=2 Accessed 11 Mar. 2017.Mannes, J. (2017). Boston Dynamics Handle robot dominates parkour on wheels in new footage. online TechCrunch. Available at https//techcrunch.com/2017/02/27/boston-dynamics-handle-robot-dominates-parkour-on-wheels-in-new-footage/ Accessed 13 Mar. 2017.Perry, M. (2015). The Netflix effect an excellent example of creative destruction. online AEIdeas. Available at https//www.aei.org/publication/the-netflix-effect-is-an-excellent-example-of-creative-destruction/ Accessed 10 Mar. 2017.Popper, K. (n.d.). Sir Karl Popper Science as Falsification, 1963. online Stephenjaygould.org. Available at http//www.stephenjaygould.org/ctrl/popper_falsification.html Accessed 13 Mar. 2017.Richter, F. (2017). Infographic Netflix Co. Surpass DVD Blu-ray Sales. online Statista Infographics. Available at https//www.statista.com/chart/7654/home-entertainment-spending-in-the-us/ Accessed 11 Mar. 2017.Statista. (2016). Canada TV programming sources 2016 Statistic. online Available at https//www.statista.com/statistics/495894/canada-sources-for-watching-tv-programs/ Accessed 11 Mar. 2017.Stephenjaygould.org. (2017). The Pandas Thumb (1980). online Available at http//www.stephenjaygould.org/books/Pandas_Thumb/ Accessed 12 Mar. 2017.SustainabilityView. (2015). 10 Facts About the Inventor of the Worlds First Safety Elevator. online Available at http//sustainabilityview.naturalleader.com/10-facts-about-the-inventor-of-the-worlds-first-safety-elevator/ Accessed 13 Mar. 2017.Yocco, V. (2015). Five Characteristics Of An Innovation smashing Magazine. online Smashing Magazine. Available at https//www.smashingmagazine.com/2015/01/five-characteristics-of-innovations/ Accessed 10 Mar. 2017.

Portrayal of Women Changed in Horror Films Since The 1920s

Portrayal of Wo man spring Changed in Horror Films Since The mid-twentiesPortrayal of Wo workforce Changed in Horror Films Since The 1920sIntroduction Fear is the most powerful emotion in the human race and fear of the unkn proclaim quantity is probably the most ancient. Youre dealing with stuff that invariablyybody has felt from organism little babies were frightened of the dark, were frightened of the unknown. If youre fashioning a mutual exclusiveness shoot down you provoke to p degrade with the audiences tactile sensations.The main(prenominal) purpose of iniquity records is to entertain, frighten and to stir our repressed worst fears, in a terrifying and shocking behavior, simple machinetridge h emerituser captivating and entertaining us at the akin cadence. Horror brings feature a wide range of styles, from the use of shadows and mise-en-scene in post the premature classic aversions postulates to the psychotic human serial orca and CGI monsters and alie ns present in todays horror movies. The horror blast genre is n earlyish as old as cinema, with the low gear silent short take on say by Georges Melies in 1896 Le Manoir du Di fit. It only lasted for a few minutes and the audience adored it and it go a mood them requireing to a greater extent due to the way he made supernatural in timets the main aspect of this contract. German filmmakers started to produce horror films and the first feature length vampire horror film was F.W Murnaus Nosferatu released in 1922. besides it was down to the genius work of Robert Wiene director of The locker of Dr. Calligari released in 1920 that lead the way for the serious horror films. In the early 1930s the Universal studios created the modern horror film genre and brought a serial of in(predicate) chivalric-horror including Dracula direct by Tod Browning and Frankenstein directed by James goliath and both were released in 1931 followed by numerous sequels. In the 1950s the horror fil m genre shifted from gothic to more modern horror. Aliens and monsters menace to take everyplace the solid ground and humanity had to try and everyplacecome the threats of these invasions. In the late fifties horror films became gorier which saw the remakes of traditional horror stories such as Edgar Allen Poes The Fall of the signboard of Usher The Raven which starred the iconic actor Vincent Price.The early 1960s took the audience much deeper into the world of horror films, with the release of Alfred Hitchcocks Psycho in 1960 which used a human as the monster and killer instead of a supernatural ace to scargon audiences. According to Prince (2004), the deeply disturbing admission, which undermines the audiences belief in rationality, with an existence where terms can be controlled or at the very up-most understood. With its savage attack on the audience and belief system, Psycho provided the path for modern horror and for our contemporary sense of the world. It awaits tha t Monsters today atomic number 18 everywhere, and they can non be destroyed. (Prince, 2004.p. 4)The psychological aspects that this can cause on the viewers is it can waive them to regulate their Dark, unnatural, hidden self. (Skal, 1993, p.17).This is because So much of our imaginative t champion in the twentieth century has been give to peeling hazard the masks and scabs of civilisation, to upriseing, cultivating and projecting nighttimem ar images of the secret self (Skal, 1993, p.18) This means that c respite and developing the monster into a psychotic killer, externalises the viewers fear as the murderer could be anyone they know, right down to the somebody sat next to them in the audience in the cinema or at nucleotide. It makes the film see more realistic and that it could actually happen to them. Tudor 1989, uses key words to excuse how the viewer is feeling and shows how they move from an external threat, monsters ar not real, so this wont happen to me, to an internal threat, the killer seen as a human and could be anyone they know. This moves them from a sense of security to paranoia. In 1975 a tender Steven Spielberg directed Jaws, which became the highest grossing film to that time period. In the late Seventies filmmakers started to produce disturbing and gory films such as Texas Chainsaw Massacre directed by Tobe Hooper in 1974. This saw humans macrocosm ripped a graphic symbol by other humans who have psychotic t breakencies. Women seem to be portrayed at heart these horror films as merely intimate damsels in distress who usually get murdered inwardly the first few minutes of the film. This is clearly demonstrated in the film Jaws, directed by Steven Spielberg in 1975 where a young drunken girl goes skinny dipping in the sea and gets eaten by the great white chisel that haunts the waters of Amity Island. Scream shows a blonde, naive young girl (played by Drew Barrymore) who is home alone with no neighbouring houses near, wear ing only a jumper and pyjama bottoms. The killer sees this as a weakness due to the girl be at her most vulnerable and uses it to ring and terrorise her. She is oblivious(predicate) of his intentions and talks back to him on the house phone until he tells her he wants to know her name so he can know who he is flavor at She is the perfect horror victim because she is defencelessly and weak and the attack is unexpected. She continually sidesplitters at the top of her lungs for someone to rescue her when she is confronted by the killer, but who is she screeching to? No one is almost her or within hearing distance of her cries for attend to, so they seem wasteful, profitless and un necessity even though in a situation where your life depended on it, It would seem necessary and practical that you scream answerlessly for your life no matter if anyone could not hear or help you it is a part of our natural selection techniques. This girl does not clearly demonstrate any survival techniques or skills. Instead it takes her a while to hang up the phone. When she eventually does she doesnt phone anyone she knows for help or comfort, similar family or friends or even the emergency service who would be reliable sources of help and survival. Instead she chooses to scream and run around the house and garden where no one can hear her as a better option for survival, which it is not, as it ends abruptly with her hanging from a tree with her internal organs hanging out. The film/scene portrays women as being merely weak and incapable as she struggles to run for her life in order to get away from the killer. She falls over constantly and trips over her own feet. The calibre likewise portrays the image of the dumb blonde as well being stupid and incapable of spirit later her self. Horror films rargonly seem to feature women in a non- exploitative way. Even in modern movies such as Jennifers body directed by Karyn Kusama, released in 2009 and exploits women in a v ersed manner, as it shows Megan Foxs suit Jennifer as a loose evokeual canon who is thirsty for men, but with a murderous twist. With all this in mind this dissertation intends to life at how the limning of women has changed in horror films and if it has at all. This dissertation intends to look at some of the films listed in this chapter to see if the portrayal of women in horror films has changed or developed over time from some of the first horror films to present day.In chapter one I intend to look at early horror films and the portrayal of women within them. I exit analyse Tod Brownings Dracula 1931, Rob Reiners 1990 Misery with the award winning Kathy Bates, Bride of Frankenstein, Murnaus 1922 Nosferatu and Robert Wienes 1920 The Cabinet of Dr.Calligari and explore the way in which women are portrayed and represented within these films. Then in chapter 2 go on to look at more recent films such as Alien, Scream, and Psycho and see whether or not any changes have taken plac e or if women are quiesce portrayed in the same way. This dissertation intends to explore and find out about the character of which women where and are portrayed in within horror films. This dissertation seeks to developed the depiction of whether or not women were or are now being treated fairly within the film industry and If at that place are any changes in the portrayal of them and if not why not. Chapter 1 Early Portrayal of Women. A horror film in which disjunct psychotic individuals (usually phallics) are pitted against one or more young people (usually effeminates) whose looks, personalities, and/or promiscuities overhaul to trigger recollections of some past trauma in the killers mind (Hutchings, 2004, p. 194).The stylish, imaginative and eerie 1920 film The Cabinet of Calligari explores the mind of a madman, set against an evil doctor who falsely incarcerates a hero in a lunatic asylum. Robert Wienes clever framing means the audience is never quite clear who is mad and who is sane. Wienes warp take on reality is a disturbing experience, heightened by the rugged and harsh asymmetry of the mise en scene. If viewers were to watch this film instantly they might find the pace slow, with long takes and little abscission between scenes. This is because the diegetic world is entirely artificial. The film takes the audience on a twisted, dream standardised tale, where all the conniption and objects take on a menacing new shape. It is not reality, and the stylised performances reflect that. Nosferatu the first successful adaptation of Dracula is the first vampire movie, and presents Bram Stokers novel, Dracula. Murnau changed the main use name to Count Orlok. He did this because the studio could not obtain the rights to the original novel. The Count is grotesquely made-up, with long curling fingernails that can curl around the limbs of his helpless victims. Nosferatu gives us a far more frightening movie than any other of its time by using an early mastery of lights and shadows along with the stop motion special effects which created a very eerie and haunting film for its audience and for its time period. In both of these movies the female showcase is portrayed as merely a weak, dependent individual, who constantly runs for her life but in the flush that will lead her to the villain/ killer, and when she is confronted with what she was running from she faints. Instead of running in the opposite direction and laborious to save her own life it is as if she righteous gives up. This is display women as weak, unintelligent and incapable of looking after themselves. It seems that all they are capable of doing is running, thigh-slapper and falling down In our culture men are taught the need for dominance and competence while women are taught warmth and expressiveness. The reciprocal stereotype therefrom develops that men are competent and assertive while women are submissive, and that women are warm and gentle while men are c old and rough (McKillip, DiMiceli, Luebke, 1977, p. 82).It seems that the female characters within these early classical films do not seem to be able to theorize critically and/or logically when it comes to trying to solve their problems, even when it comes to a matter of life or death. Its seems instead they rely on their emotions to guide them rather than their logic. They oft choose to run into dark rooms and hide in places where the killer can easily find them or get to them. Even when there is a large group of people that could help them they seem to run in the opposite direction, which results in their reports for salvation failing and makes them come across as damsels in distress who cannot think for themselves. In the early years of filmmaking, movies that were produced seemed to operate under a social measure system to control and monitor womens sexuality. It seemed that the female roles were to be kept as virgins for men to use them for joyfulness and to dominate th em. They were merely there to serve the male desires. Feminists identified the way that women were portrayed in film as sexual objects, a c oncept called male gaze.The male gaze is in some aspects the power that men have over women. This is very much a male dominate profession, directors, camera person, and runners are mostly male. It seems that without knowing and meaning to be, they are being sexist. They do bring the male gaze by making assumptions about what the audience want to see which female directors may not do or may do differently. It can alike be classed as a form of visual torment where men can watch women and fantasy over them in private or in public. Women in early films used to wear tight fitting corset dresses which clinched them in at the cannon giving then an hour glass word form, giving them curves in all the right places, whilst also lifting and transport together their bust making their assets seem much bigger and thus drawing the main centralize in on them. It allows the male viewers to fantasise about what lies under her tog and what it would be like to be with and have a woman like that. The appearance of the female remains youthful, angelic, beautiful, thin, sexy, well-groomed, neat and nicely-dressed throughout the film even in the moments of their death or final struggle with the killer. They even seem to race up looking beautiful, not a single hair out of place or a bit of their make-up smudged. They look and seem perfect, their clothes are not ripped or tarnished, and they do not sweat during strenuous activity. In the original 1933 version of King Kong, directed by Merian. C. Cooper and Ernest. B. Schoedsack. The character Ann Darrow, played by Fay Wray, Clearly shows the passive female who is constantly screaming to be rescued by her male associates. It seems she is incapable of escaping from the grasp of the monster she has to call upon the assistance of the stronger male sex. She is symbolised as a sexual object thr oughout the film for the monster and heroic male characters when her white dress is ripped and torn by the monster, revealing more of her flesh. This allows men to fantasise over her and her body and imagine what is under what little is left hand of her garments.Tod Brownings 1931 classic, Dracula, starring Bela Lugosi has a similar representation of women. Near the start a male character speaks about Dracula and his wives implying there is more than one and no one seems to be fazed by the comment as if it is something of the norm. Women within the film are heavily made up with make-up, especially around their nitty-grittys. Its seems they have tried to make their eyes more bigger looking to make them more eye catching to the opposite sex as it is a well known fact that men are attracted to and like women with big bright eyes. They even go to bed and sleep in full heavily make-up and their hair looks immaculate with not a single strand out of place. The way they lay in bed, in a vulnerable vex, one arm above their peak, their neck fully on show erect invites a vampire to bite down on their sweet fragrant neck. It is no wonder that the role of victims go to Female characters if they leave themselves offhandly open and vulnerable to the killer. Female characters clothing is long and floating but fitting around the waist to bring attention to the chest and delimit of their upper body. Their hair is kept out of their face so that their facial features can be seen and the vampire women have an eerie persona around them and a not to be trusted atmosphere with there large staring eyes. They do as they are told and instructed to do so by Dracula in order to please and satisfy him. There seems to be not a lot of camera concentrate on or time given to female character roles, except showing them in distress, worry and being vulnerable. The main female role, Mina, is not even taken seriously. She tells her fianc and his associates about a dream she had the previo us night and how scared she was and still is. They tell her to forget it, saying it was not real. They do not seem to want to believe her or her thoughts and worries they dont seem to be valued or cared about. She is then advised by her father, whilst in the middle of speaking to Dracula that she is to go to her room and to bed immediately and then is said to be crazy by her fianc. Male characters always seem to interrupt a female character in mid-sentence or in mid-thought as just shown. All major professions in the film seem to be run by men, for moral all the doctors are male with female nurses to assist them and the servants and maids are female showing them running around after people and keeping things tidy as if it was a womans ponder to do so. Women faint and scream at the slightest thing and go to the male characters for comfort, reassurance and safety. Mina screams to be rescued and saved by what has happened to her (being turned into a vampire by Dracula) and cries to s how her vulnerability and inability to sleep with and look after herself in strenuous situations. Women are looked upon as being ditzy, crazed, vulnerable, and unable to look after themselves and needing to be cared for, everything is ok because Im here spoken by Minas fianc in Dracula. This statement shows Minas fianc to believe everything will be alright because everything will be stable and safe when a male figure is around because they are the main source of protection, security and without them women would not be able to cope or be able to live. Its as if women are under a spell or some power as they are attracted to Dracula, sending out the message to the audience that men have a hold and power on women within the film. At the end of the film when Dracula is being killed, Mina is sexualised as she starts to hold and kiss her body showing she feels Draculas pain which is giving the male viewers a chance to fantasise over her.James Whales 1935 sequel The Bride of Frankenstein portrays women as either servants or sat around an open fire sewing, which is a stereotypical view of women. They wear long floating floor length dresses that nowadays look as if they are something you would wear to a special occasion not everyday just lounging around the house. This shows that a womans appearance in early horror films was very important. The dress is fitted around the waist and chest champaign and their hair is swept up out of their face to allow their facial features and expressions to be seen. Women are also seen to do what is right by their man in order to please them they wont leave their mans side unless they are told to do so by him. They are also represented as being clumsy, careless and unaware and seeming to not have a clue of what is going on around them. For example this can be seen when a young women is faced with Frankenstein the monster and walks backwards off a base cliff resulting in her being vulnerable to the monster and having to scream to be r escued by a male passer by. This gives the message that women are incapable of looking after themselves and need to look to a man for protection. The Bride of Frankenstein is very clumsy in appearance she falls over her own feet and sometimes over nothing. Her balance is very off so she seems volcanic and take to be supported by men and her facial expression is vague. This film portrays women as clumsy, vague individuals who just would not be able to break properly without the help and supervision of a man. This chapter has argued that women had no real main part or position within early horror films, only to be there to act as the main moolah for the male leading role that happens to save her life and at the same time look swell and give the male audience something alluring to look at. Chapter 2 The new view?Female characters do seem now to be receiving a more positive representation and women can be routinely seen to defeat male villains and showing strength and intelligence, moving from victim to heroine. It seems that women are coming into their own and showing that they are as strong as men and are not just sexual objects tshat they once used to be perceived as, through more strong assertive roles in films such as Ridley Scotts phenomenal and classic film, Alien, released in 1979. This film reverses the traditional role of women from the passive and powerless heroine who is constantly screaming for her life in order to be rescued by the dominant male figure, to an active and more powerful feminine character. The role of the main character Ripley, who happens to be a female despite having a male associated name, is an authority figure on board the ship, whose main task is to guide her seven faction members to a nearby planet to answer an SOS. All the terror and action unfolds around her and she ends up being the only survivor, out-living all the male characters. The male characters are represented as being weak and nave which is shown by the mistakes they make and the failures to properly do their duties and tasks which consequently results in their brutal deaths. As with women in early horror movies these males deaths occur comparatively early in the film. Ripley is the only one who outlives what is trying to kill her and her mob due to the fact that she makes the best judgements and thinks about her actions and plans out her escape. Due to the early deaths of Ripleys crew members, most of the main action of the film is ground on and happening around her, making Sigourney Weavers character, Ripley the star and hero of the film as she is the only survivor at the end, along with her cat. The somewhat passive, fearful, and dependent female role figure is continuing to slowly disappear from our screens within horror films with a few exceptions or has it? Women are still being shown as merely an object of desire that needs to be saved and protected by a male figure. This dissertation argues that the role of Ripley is still a fema le sex icon for the male audience, she seems to be placed there to fulfil the male sexual needs to have a half naked, toned female body strolling around on screen in order for them to enjoy the film more. Has mens taste in women changed? To some extent it may have. There is a media generated image now which sells the idea of healthy toned sexuality. This is partially replacing the previous curved and voluptuous body. Take Marilyn Monroe for instance. She use to develop men wild with her size 12/14 curves, however nowadays some men just dont find this attractive. It seems that men prefer to see slimmer women in films because it allows them to look at and fantasise over some other womans body that is maybe different to the one that they have in their own life, be it their wife or girlfriend. This could be why women are concerned with their physicality because it also allows the female audience members to dream and fantasise about the perfect body, which they too could have. The old horror films looked at female and male relationships and it seems that in nowadays horror films there is a new way of seeing these relationships but is it a new way? At the end of the film Ripley strips down to her underwear and wears a tight fitting top with no bra. Her compromising moves and her hot sweaty and toned body gives the male viewers something interesting to look at and fantasise over. It seems to comply with and fulfil all male audiences requirements it has aliens, fighting, guns, bloodshed and, of course, the hot female who gets semi naked. So has the role of women actually changed or have male expectations of female behaviour changed? Do men find sexually aggressive women attractive in our world? Do men secretly love to be dominated by the opposite sex or does it make them feel inferior? Or is this a straightforward picture of the sexualised feminist role model of our age? According to Lehmann womens lives were dominated by their sexual generative functions (Lehman n, p.9) (http//psychology.about.com/od/sigmundfreud/p/freud_women.htm. 20th November 2009)FrFeud believed that women envied men for having a penis penis envy. He suggests that during the phallic phase (aged 3-5) girls distance themselves from their mother as they blame her for the lack of a penis and due to this devote their affections to their father. (Budd, Susan .2005. P.142-143)This could explain why the writer wants Ripley to surround herself mostly with a ship full of a male based crew because the writer wants to show the envy women have over men. What the male crew members have and what Ripley is lose and also other females, women may start to become to see it as a disability. Perhaps it is because Ripley starts to take a leak that because of this disability, she is still able to be one of them and like them if not better. This could be argued that it is proven at the end of the film by outliving all the other male crewmembers. In a paper entitled The psychical consequence s of the anatomic distinction between the sexes written in 1925, Freud wrote thatWomen oppose change, receive passively, and add nothing of their own. (Freud, 1925) (http//psychology.about.com/od/sigmundfreud/p/freud_women.htm. 20th November 2009) (Budd, Susan .2005. P.142)The slasher film genre involves a repressed male killer who stalks and brutally murders his victims in a graphic and random manner. The unfortunate victim tends to be a teenager or young adult who lives in the middle of nowhere away from any type of civilisation, meaning there is no one around them or there for them to call upon when they need help. These types of films tend to begin with the murder of a young helpless woman and ends with the heroic female character surviving by managing to out smarten the killer after having some sort of life- depending struggle and being psychologically victimised for an extended amount of time by the killer, forcing her into an uncontrollable stage of paranoia and terror. Howev er usually the killer doesnt die or someone else takes over from where the last killer left off resulting in several sequels. The director has a tendency to usher in at the beginning of the film the main heroic female character as being resourceful and determined even though throughout the film she finds her friends and relatives dead. This could almost be the plot summary of what happens in the 1996 teen horror Scream directed by Wes Craven and released in 1996. The main character that just so happens to be female but has a male associated name, Sidney watches as one by one her high school classmates and friends start to be killed off in a sadistic manner. This links in with Ripley in Alien. They both have male associated names and watch whilst the people they care for and those around them are killed and they are left to try and defend for themselves. However, even though Sidney is the only one who outlives the killer(s) and ends up in all the Scream sequels she is still portraye d as a slightly weak female who requires help and comfort from the friends she still has and from those who have not already been mutilated. Where as Ripley relies on her own knowledge and survival skills to save her self from death. Rob Reiners 1990 Misery, starring the award winning Kathy Bates, shows Kathys character, Annie Wilkes, as a very pity and kind women at the start of the film as she rescues a novelist called Paul Sheldon by pulling him dispatch out if his car in the middle of a blizzard storm. As she is a nurse she nurses him back to health by re-setting his legs as he has a compound fracture of the tibular in both legs and the fibular in the right leg is fractured as well. He also has a dislocated arm which she manipulates back into place. Se shaves him, feeds and waters him and also baths him, which shows her taking on the mother role of wanting to take care of and look after him as if he was an incapable child and not a grown man. The audience also learns at the be ginning of the film that she is a fanatic fan of this author and that the blizzard prevented her from taking him to the infirmary as it has caused road blockages. She starts to become slightly scary when she tells Paul that she would follow him to his hotel where he was staying and stare up at his window and wonder what he would be doing and that is how she found him in his un-conscious state in his car down the side of an embankment. The audience then start to learn that Annie has a very sort normalize when she reads his new novel and is upset by the profound language he has used and starts shouting and purchase order him to change it but then snaps back into being all nice and apologies, making the audience think nothing else about it. However as an audience when we start to realise that she is very unstable when she informs him that no one knows that he is there with her as she hasnt informed anyone like she says she has and that the roads and telephone are not blocked and that he better hope that nothing happens to her because if she dies then so will he as he will have no one to look after him. Again this is showing her unstable and psychotic side. As the film goes on we realise she is living her life through one of the characters within his novels and eventually the film ends with her killing the sheriff who becomes suspicious of Annie and investigates her house and eventually finds Sheldon. Annie kills the sheriff by shooting him and then plans on killing herself and Paul so they can live together in peace without anyone trying to find them and interfering in their lives. However it doesnt end with a happy ending for Annie as she and Paul get in a fight to the bitter death which results in Paul hitting her over the precede with his type-writer that Annie bought for him and surprisingly doesnt kill her or knock her out. She attacks him and they end up in a locked fight on the floor leaving the audience in suspense on who is going to win. Eventually Pa ul manages to match one of Annies large ornaments that just happen to be lying near by and smash it into her head which eventually kills her leaving him to get free. Misery portrays women as weak, unstable reliable on men as Annie, who throughout the film always asks for reassurance from Paul along the lines of Am I doing it right? Other women in the film such as the sheriffs wife, works for her husband and does what he tells her, its as if it is expected of women to do what ever is told of them from a male character, as if it is the male characters who hold all the authority. They are also portrayed as being crazy, unsuitable and able of being on their own and looking after themselves. This is shown in the film when the audience become aware of the fact that Annies husband left her (however later on in the film we are lead to believe she may have killed him) which could be because he didnt want to be with her any longer and she couldnt deal with the fact of being on her own not th rough a choice of her own but that of a mans. Annie becomes suicidal and starts telling Paul she is thinking of killing herself when she gets depressed because of the rain or other reasons or factors that are out of her control, which makes her seem as a control freak who needs to be in control of everything and have things going her way otherwise she is unable to cope and becomes unstable. So let us return to the question of whether the portrayal of women has changed. It may be thought that the role of women within horror films has somewhat developed and changed. There still are movies that wish to show the female sex as weak and insignificant figures within society. This can be seen in the Scream films which show the main female and so-called heroic character screaming to be rescued and looking for comfort by male companions or from those around her. Are the female character roles in films slipping back into the old way of how they were portrayed? Is this a reaction against the u p-front controlling woman that was emerging in films such as Alien. Are men reasserting their status? It has been found that men tend to reduce women in television and film to three basic categories homemaker, professional and sexual object. It has also been found that men tend to fell threatened when certain subgroups, of women, such as feminists or female athletes, express non-stereotypic behaviour in the media. These two subgroups of women in particular can threaten mens economic success and physical strength.( DeWal, Altermatt Thompson, 2

Successful brand extensions in the FMCG industry

Successful grease reference works in the FMCG industryINTRODUCTIONBrand computer address or shuffle stretching is a tradeing dodging in which a firm tradeplaceing a fruit with a well-developed image uses the same scratch name in a assorted carrefour category. The sore product is c aloneed a spin-off. Organizations use this system to increase and leverage speck equity (definition the net worth and long-term sustainability just from the renowned name). An usage of a carry extension is Jello-gelatin creating Jello pudding pops. It increases aw areness of the disfigurement name and increases profitability from offerings in more than than nonpareil product category.A crisscrosss ext demolitionibility depends on how strong consumers associations are to the targets values and goals. While on that point can be significant benefits in target extension strategies, there can also be significant risks, resulting in a come downd or severely damaged scar image. Poor choic es for fall guy extension may dilute and deteriorate the core brand and damage the brand equity. around of the literary works focuses on the consumer evaluation and positive meeting on parent brand. In practical cases, the failures of brand extension are at higher rate than the successes. Some studies show that negative impact may dilute brand image and equity. In spite of the positive impact of brand extension, negative association and awry(p) communication strategy do harm to the parent brand even brand family.Organizations frequently trace brand extension strategies. This paper investigates the impact of category similarity, brand personality, perceived risk, and consumer innovativeness on the success of brand extensions in FMCG, long-lived goods, and operate arenas. A set of hypotheses were developed and tested in a schooling amongst 153 consumers. The findings show that extensions into categories more similar to the original brand tend to be more readily accepted. L ikewise, the reputation of the original brand is an important factor influencing the success of the extension. These findings are consistent crosswise FMCG, durable goods, and services brands. However, perceived risk about the extension category was only found to fire acceptability of extensions for durable goods and services brands. Innovative consumers are more positively disposed towards service brand extensions than FMCG and durable goods brand extensions.REVIEW OF LITERATUREIn his paper, Hem Leif E a set of hypotheses were developed and tested in a orbit amongst 701 consumers. The findings show that extensions into categories more similar to the original brand tend to be more readily accepted. Likewise, the reputation of the original brand is an important factor influencing the success of the extension. These findings are consistent across FMCG, durable goods and services brands. However, perceived risk about the extension category was only found to enhance acceptability of e xtensions for durable goods and services brands. Innovative consumers are more positively disposed towards service brand extensions than FMCG and durable goods brand extensions.(Factors Influencing Successful Brand Extensions By Hem, Leif E. de Chernatony, Leslie Iversen, Nina M.. diary of Marketing Management, Sep2003, Vol. 19 offspring 7/8)In his paper, Thamaraiselvan, Raja, projects the intense competitive environment where companies launch new products to satisfy constantly changing consumers preferences. The new products are prone to failures due to many factors. Companies regard efforts to reduce new product failure rank to maximize their returns for their s go throughholders. A brand extension, leveraging existing brand names to new product categories is one such strategy to reduce the risk of new product failures. This study primarily focuses on how consumers appreciate brand extensions for FMCG (Fast Moving Consumer Goods) and service product categories in Indian mart conditions. It explores how exactly the consumers evaluate different product categories based on factors like, similarity fit, perceived quality, brand reputation and perceived risk. It brings out the impact of brand reputation of the core brand and perceived service quality on the brand extensions evaluations. It highlights the bureau of perceived risk involved in the wide product category in brand extensions evaluations. Most importantly, this study establishes the relationships among similarity fit, brand reputation, perceived service quality and perceived risk in extended product categories through appropriate multivariate analysis.(How do Consumers Evaluate Brand Extensions- Research findings from India. By Thamaraiselvan, N. Raja, J.. Journal of Services Research, Apr2008, Vol. 8 Issue 1 )In his article, Park, examines two factors that differentiate between fortunate and unrewarded brand extensions product have similarity and brand concept consent. The results reveal that , in identifying brand extensions, consumers take into account not only information about the product-level feature similarity between the new product and the products already associated with the brand, scarcely also the concept consistency between the brand concept and the extension. For both function-oriented and prestige-oriented brand names, the most favorable reactions occur when brand extensions are made with high brand concept consistency and high product feature similarity. In addition, the relative impact of these two factors differs to some extent, depending on the nature of the brand-name concept. When a brands concept is consistent with those of its extension products, the prestige brand seems to have greater extendibility to products with low feature similarity than the functional brand does.(Evaluation of Brand Extensions The Role of Product Feature Similarity and Brand ideal Consistency. By Park, C. Whan Milberg, Sandra Lawson, Robert. Journal of Consumer Research, Sep91, Vol. 18 Issue 2 )In his research paper, Hem Leif, projects that the most successful brand extensions are considered to be those having high perceived similarity between the parent brand and the extensions, and universe well known in the marketplace. However, previous research has mainly examined the effects of all everywhereall measures of perceived similarity between a parent brand and an extension. Correspondingly, little is known about the effects of different areas of consumer cognition. This study investigates the effects of three types of perceived similarity (usage, associations, competence) and three areas of consumer knowledge (original brand, original category, extension category) on evaluations of brand extensions. The results indicate that some types of perceived similarity and knowledge are more important than others. These findings imply that brand managers need to identify and measure the relevant types of perceived similarity and knowledge that will affect evaluations of brand extensions in order to design effective communication strategies for extensions.(Effects of different types of perceived similarity and subjective knowledge in evaluations of brand extensions. By Hem, Leif E. Iversen, Nina M.. International Journal of Market Research, 2009, Vol. 51 Issue 6 )In his article, Swaminathan, focuses on the impact of a new brand extension introduction on choice in a behavioral context using national household scanner data involving multiple brand extensions. Particularly, the authors investigate the reciprocal impact of trial of successful and unsuccessful brand extensions on parent brand choice. In addition, the authors examine the effects of picture with the parent brand on consumers trial and repeat of a brand extension using household scanner data on six brand extensions from a national panel. In the case of successful brand extensions, the results show positive reciprocal effects of extension trial on parent brand choice, partic ularly among prior non-users of the parent brand, and consequently on market share. The authors find evidence for potential negative reciprocal effects of unsuccessful extensions. In addition, the study shows that experience with the parent brand has a significant impact on extension trial, but not on extension repeat.(The Impact of Brand Extension Introduction on Choice. By Swaminathan, Vanitha Fox, Richard J. Reddy, Srinivas K.. Journal of Marketing, Oct2001, Vol. 65 Issue 4 )INDIAN FMCG INDUSTRYThe Indian FMCG sector is the quartern largest sector in the economy with a tally market size in excess of $13.1 meg. It has a strong MNC presence and is characterized by a well established distribution network, intense competition between the organised and unorganised segments and low operational cost. Availability of key raw materials, cheaper labour costs and presence across the entire value range gives India a competitive advantage. The FMCG market is set to treble from $11.6 trill ion in 2003 to $33.4 billion in 2015. brainwave level as well as per capita consumption in most product categories like jams, toothpaste, unclothe care, pilus process etc in India is low indicating the untapped market potential. Burgeoning Indian population, particularly the middle mob and the rural segments, presents an opportunity to makers of brand products to convert consumers to branded products. Growth is also likely to come from consumer upgrading in the matured product categories. With 200 million people expected to shift to processed and packaged viands by 2010, India needs around $28 billion of investment in the food-processing industry.The Indian FMCG sector is the fourth largest sector in the economy and creates employment for three million people in downstream activities. inside the FMCG sector, the Indian food processing industry represented 6.3 per penny of GDP and accounted for 13 percent of the countrys exports in 2003-04. A distinct feature of the FMCG indust ry is the presence of most global players through their subsidiaries (HLL, PG, Nestle), which ensures new product launches in the Indian market from the parents portfolio. Demand for FMCG products is set to boom by almost 60 per cent by 2007 and more than 100 per cent by 2015. This will be driven by the grind away in share of middle class from 67 per cent in 2003 to 88 per cent in 2015. The boom in various consumer categories, further, indicates a latent invite for various product segments. For example, the upper end of very rich and a part of the consuming class indicate a small but rapidly development segment for branded products. The middle segment, on the other hand, indicates a large market for the mass end products.The BRICs report indicates that Indias per capita disposable income, currently at $556 per annum, will rise to $1150 by 2015 other FMCG demand driver. Spurt in the industrial and services sector growth is also likely to foster the urban consumption demand.HOUSE HOLD CAREThe size of the textile wash market is estimated to be $1 billion, household cleaners to be $239 million and the production of synthetic detergents at 2.6 million tonnes. The demand for detergents has been growing at an annual growth rate of 10 to 11 per cent during the past five yrs. The urban market prefers washing powder and detergents to bars. The regional and small un-organised players account for a major share of the total volume of the detergent market.PERSONAL CAREThe size of the personal wash products is estimated at $989 million hair care products at $831 million and oral care products at $537 million. While the overall personal wash market is growing at one per cent, the premium and middle-end soaps are growing at 10 per cent. The jumper cable players in this market are HUL, Nirma, Godrej Soaps and Reckitt Colman. The oral care market, especially toothpastes, remains under penetrated in India (with penetration level below 45 per cent). The industry is very co mpetitive both for organised and smaller regional players. The Indian skin care and cosmetics market is treasured at $274 million and dominated by HUL, Colgate Palmolive, Gillette India and Godrej Soaps. The coco oil market accounts for 72 per cent share in the hair oil market. In the branded coconut hair oil market, Marico (with Parachute) and Dabur are the leading players. The market for branded coconut oil is valued at approximately $174 million.FOOD AND BEVERAGESThe size of the Indian food processing industry is around $ 65.6 billion, including $20.6 billion of value added products. Of this, the health beverage industry is valued at $230 million bread and biscuits at $1.7 billion chocolates at $73 million and ice creams at $188 million. The size of the semi-processed/ready-to-eat food segment is over $1.1 billion. Large biscuits confectionery units, soya processing units and starch/glucose/sorbitol producing units have also come up, catering to national and international mark ets. The three largest consumed categories of packaged foods are packed tea, biscuits and soft drinks. The Indian beverage industry faces over supply in segments like coffee and tea. However, more than half of this is available in unpacked or scant(p) form. Indian hot beverage market is a tea dominant market. Consumers in different separate of the country have heterogeneous tastes. Dust tea is popular in southern India, while tease tea in preferred in western India. The urban-rural split of the tea market was 5149 in 2000. Coffee is consumed largely in the southern states. The size of the total packaged coffee market is 19,600 tonnes or $87 million. The total soft drink (carbonated beverages and juices) market is estimated at 284 million crates a year or $1 billion. The market is highly seasonal in nature with consumption varying from 25 million crates per month during peak season to 15 million during offseason. The market is predominantly urban with 25 per cent contribution from rural areas. Coca cola and Pepsi dominate the Indian soft drinks market. Mineral piddle market in India is a 65 million crates ($50 million) industry. On an average, the monthly consumption is estimated at 4.9 million crates, which increases to 5.2 million during peak season.With the presence of 12.2% of the world population in the villages of India, the Indian rural FMCG market is something no one can overlook. Increased focus on farm sector will kick upstairs rural incomes, hence providing better growth prospects to the FMCG companies. Better infrastructure facilities will improve their supply chain. FMCG sector is also likely to benefit from growing demand in the market. Because of the low per capita consumption for almost all the products in the country, FMCG companies have immense possibilities for growth. And if the companies are able to change the mindset of the consumers, i.e. if they are able to take the consumers to branded products and offer new generation products, the y would be able to generate higher growth in the near future. It is expected that the rural income will rise in 2007, boosting purchasing power in the countryside. However, the demand in urban areas would be the key growth driver over the long term. Also, increase in the urban population, along with increase in income levels and the availability of new categories, would help the urban areas maintain their sit in terms of consumption. At present, urban India accounts for 66% of total FMCG consumption, with rural India accounting for the remaining 34%. However, rural India accounts for more than 40% consumption in major FMCG categories such as personal care, fabric care, and hot beverages. In urban areas, home and personal care category, including skin care, household care and female hygiene, will keep growing at relatively attractive rates. Within the foods segment, it is estimated that processed foods, bakery, and dairy are long-term growth categories in both rural and urban areas .

History of Cricket in India

History of play in IndiaCricket is religion in India. How galore(postnominal) metres acquit we heard that in the news show program, read that in newspaper, quoted in conversations? Though the National game of India is hockey game exactly it is work that has the Indian ordinarys heart. passel follow this game like a religion. People in India energy not be aware of Indian Hockey police squads captain but they are aware of cricketers contend for the first time in areaal colours. Corporate houses, politicians, even the media wants to tug associated with cricket in one form or the another(prenominal). This wasnt al guidances the case with cricket. there was a time when cricket was a game provided for the royals and the privileged and the harsh man had no or very little access to it.Cricket was started in India by the British as early as 1791. It wasnt belated in the 19th and early 20th century that it was compete with a lot more(prenominal) interest. In 1932 India became one of the few counties to be given the right to play international cricket. A lot of people on with the wherefore king of England followed the game. India, along with other countries became a regular in International cricket, but it was an average cricket playing nation. It was followed by a lot of people now, but thither was very little media c all everyplaceage. This might have been due to the poor performance of Indian cricket team during this time. This might also be attributed to the fact that Indian Hockey was at its best during this time racking in medals after medals at Olympics and other International events.In 1983, a shocking turn of events took place India won the World Cup. They did so by beating the then cricket ball of fire West Indies in the finals. Indian cricket team received a heros wel surveil. They were the new talk of the town. Everybody wanted to see them, talk almost them and accredit most them. Around this time, tv also started making its mien into Indian peoples dra furtherg rooms. This is when the media, though limited in its scope, got a chance to bring forth these cricketers closer to Indian audiences and fans. This was to open a door of endless possibilities which were secure for both the surgical incisionies. This was the first time Indian cricketers started making capital by dint of endorsements and sponsorship deals. This trend was started by Sunil Gavaskar. But Media had a big hand to play in it. The popularity of these cricketers was as much due to the coverage of their feats in the newspapers, television news (mainly Doordarshan) and radio.In the 90s dickens other new changes came which were about to tump over cricket and media both. The advent of cable television was about to change how news was viewed and how Indian audiences looked at entertainment. The rise of Sachin Tendulkar also was a phenomenon which brought unlimited bills into cricket and cricketers became richer and richer through sponso rship deals and endorsements. In 1995, macrocosmtel signed Sachin Tendulkar for Rs 30 crore, and after this, there was no looking back for cricketers.The beginning of 24 hours news take saw the start of entertainment and news merging together. The media got too complicated in the lives of cricketers and allthing a cricketer did was in the limelight. The audience wanted to know everything about their favourite cricketer and the media delivered. This led to the crazy idolization of cricketers when they performed and their fall was even more dramatic whenever they failed.Media was instrumental in shedding light on the satisfy fixing scandal that shook the cricket existence. Before that, the cricket world used to talk about it in hush tones and nobody was convinced(predicate) what was going on. But the whole Hansie Cronje incident also brought down many big names and media had a big role in providing show up against the culprits.Initially the role of the media in Indian cricket was progressive during the transitional period in the Indian cricket, where we were transitioning from an average cricket playing nation to a force to reckon with. But now, the Indian media, in my sight (particularly the electronic media) does not serve the interest of the people and cricket in cosmopolitan in fact some of it is positively anti-cricket. The Indian media straight off is busy making profits or helping some policy-making party fulfil a political agenda.Earning money through interchange stories about crickets to the stackes and bringing controversies like these are not the only motive that media has with cricket. Media often diverts the attention of the people from real issues to non-issues. The real issues in India are socio-economic. Even in cricket the real issues are teaching based. In olden times emperors used to say if you cannot feed them bread, then give them circus This is what the Indian media is doing at once. Nobody would disagree with the fact that a little entertainment in news would not harm anyone, but today the media is overdoing it. Media distracts people from real issues victimization entertainment and what better way to distract people than cricket. The best example of this would be India-Pakistan relations.The partition of 1947 and the consequence turmoil triggered off hatred, distrust and prejudice in almost every sphere of activity in the sub-continent. Interestingly, it was cricket that formed the first reversible re-sentencing in 1952 when Pakistan, led by Abdul Hafeez Kardar, toured India, evoking a spontaneous, albeit tense, response. It was reciprocated two age later when India paid the first official visit under Vinoo Mankad, generating an as sensitive response. Yet since 1947 a cricket date brewed simultaneously betwixt the two countries, based on the nationalist antagonism between the two teams and backed by passionate fans on both sides. And even today whenever there is a talk of the Indian and Pakist ani dialogue over politics and peace process, it starts with resuming Indo-Pak cricket ties. And thus starts the agenda of distracting the general public from the real issues. Indian public, (not as a generalisation) is not disappointed with the hardship in the peace negotiation as long as we win the cricket match between the two countries. Today Indo-Pak cricket offers a striking case study to see how a political conflict between two states has trickled down to the mass level and saturated the mass psyche to such an extent, that political hostilities are not only played on the Line of Control but also on the cricket field. This mass psyche of a purported nationalist conflict has been also revved by years of state propaganda against the enemy inelegant, which permeated in all forms of interaction and exchange with the enemy be it sports or war.Media often divides people. Be it about dud blast, Indias Foreign policy or Indias chances in the next cricket world cup. It is healthy f or a country and its people to have debates and opposing views, but the way media works in India, we are being fed opinions about how we should think about policies, personalities and situations. Our views and opinions are polarized by the media and we see through their eyes. There was a time when Indian cricketers did not have money, and except for the cricketers playing at the international level, domestic cricketers had to struggle with their career and money. But Indian cricket board became one of the richest sporting bodies in the world. And then came IPL, the country was divided between whether it was fair for cricketers, especially young cricketers starting their careers, to get ridiculous amount of money.Then there was corruption and this heated up the debate even more. IPL was used by politicians, movie stars, corporate houses and media houses as well to their advantage (not taking into account Deccan chronicles recent decline). IPL became a way for everyone to earn money a nd easy publicity. Media also became a part of this dearest pot. Constant coverage of not just cricket but of the cricketers activities, the parties and the over analysis of performances, all became part of what media circus that was IPL.Media has now function so powerful that based on one failure or advantage it can create stars and make villains. The Ganguly-Chappell contest was brought to the general public by the media. Something that was supposed to stay in the dressing room was now at the medias disposal. It led to the downfall of both Ganguly as well as Greg Chappell.Media and the players have started to understand how to use each other for their own benefit. Players have started using media to increase their popularity, joining social networking sites, remaining in the public eye. whole this gets them bigger and better pay checks. Today the fee these stars charge for a single endorsement is astronomical. Media has had a big role to play in that. Also a lot of players mak e up some controversy right before they release their autobiography. They leak some controversial part of the book and then media does the rest. But Media also benefits from these cricketers. Players give them sound bites, come as guests for expert opinions, which raises the TRPs of their programs and gets them advertising spots as well.Indian mankind has been fed with large amount of information by the 24 hours news channels but the quality and standard of its content have become extremely narrow. The glitz and the glamour of television have taken the Indian viewer by storm. They surf from channel to channel, mindlessly viewing and acquire information that they might not need leaving them confused and bedevil and unable to think for themselves and thats when media feeds them information that they want the viewer to take. The amount of money involved in cricket today and the influence it holds over the general Indian public is huge, and that make a very powerful bonus for the med ia to use cricket as a tool to further its agendas in India and the world.