Starbucks against Vietnamese coffee culture

Starbucks against Vietnamese coffee culture Starbucks brand name is one of most admired famous global business in the world (Moore, 2006, p.7). Moreover, in terms of marketing, Starbucks always is the case study for discussing about it successful marketing and branding strategies. Because of the fall of the economy, it was forced to close 700 stores that were unable to make enough profit and cut thousands of jobs in America, UK, and Australia after a drop in sales in 2008. The brand was also facing the issue of their customers choosing a cheaper option over their higher coffee prices. Starbucks then was applauded for their handling of crisis situations. This report will apply relevant theory and practice of strategic marketing management to explore the situation, contributing factors and management of marketing strategies in the financial crisis sector, reflecting the happenings and identifying recommendations relevant to Starbucks International Coffee. OVERVIEW OF STARBUCKS COFFEE The Seattle-based Starbucks Corporation, which founded in 1971, is nowadays a multinational coffee and coffee house chain with over 15,000 stores in in all 50 states and 43 countries outside of the United States (Pham, 2008, p.8). Serving consumers everywhere (Moore, 2006, p.12.), the aim of Starbucks is to establish and leverage its powerhouse premium specialty coffee through rapid expansion of retail operations, new distribution channels and successful make it coffee a global product for millions customers. Appendix 1 At Starbucks Coffee, the mission is [] to inspire and nurture the human spirit one person, one cup, and one neighbourhood at a time. (Clampitt, 2009). Starbucks has been and always be proud of their commitment to maintaining quality, integrity, and great taste of coffee through the course of its growth and the high value placed on the employees/partners worldwide (LeFort, 2008) . Appendix 2,3 Store Expansion Strategy of Starbucks Throughout the 1990s, Starbucks had started developed a three-year geographic expansion strategy (Clampitt, 2009) then Starbucks store launches grew more successful in revenue (Creamer, 2007). Not just selling the coffee, Starbucks model with opening new stores next to doors and inside shopping malls caused them to increase in value than all other competitors (Cebrzynski, 2007) In 2004, Starbucks announced to analysts that it had a very aggressive target to double its rate of expansion. Their stated goal was to grow to 15,000 stores in the US. According to the report in an article, Starbucks has more than 13,000 locations around the world, and has overstretched itself with the long-term goal of 40,000 stores worldwide (Woodward, 2007, Clark, 2008). Appendix 4, 5, 6 There is a raised question that whether it is a bad business decision for coffee chain Starbucks to expand its brand too quick. (Cebrzynski, 2007) is also suspicious that has Starbucks lost its Starbucks experience by growing that big? (Business: Trouble brewing, 2007) FINANCIAL CRISIS AND COMMODITIZATION OF THE BRAND A crisis, according to (Brown, 2003) is a decisive moment, a turning point, a time of great difficulty, then marketing cannot possibly be in crisis. Mr Schultz, Starbuckss CEO, saw the crisis coming. He had discovered the problem of their own development strategies: Stores no longer have the experienced soul with the warm feeling of a neighbourhood store. At the beginning of 2007, he did warned about the commoditisation of the brand that the expansion from 1,000 to more than 13,000 shops over the past ten years, in order to achieve the growth, development, has led to a series of decisions that make a watering down of the Starbucks experience. (Businessweek. 2007). The decline of Starbucks is the result of over expanding previous years, has been criticized by those who oppose globalization such as ( Klein, 2009): Instead of opening giant stores on the outskirts of town, Starbucks chooses locations right in the range of the inner area already full with all kinds of coffee house. This s trategy relies heavily on the cost reduction by purchasing multiple quantities at wholesale prices like Wal-Mar, however, affected more by the competitors The rapid growth has obviously caused Starbucks some problems. For the first time in its 37-year- history Starbucks lost customers and profits collapsed 97% (Jagger, 2008) during the fourth quarter of 2007 after the ubiquitous coffee chain was forced to absorb the effect of weakening demand. The footfall had declined in the UK, where it has two other big coffee retailer: Whitbreads Costa and Caffà ¨ Nero as well, -$6.7 million after tax, compared with a $158 million profit for the same quarter last year. (Lee, 2008). Although company officials still do not believe growth is an issue (Cebrzynski, 2007), first time in five years, Starbucks was knocked out of first place in the coffee-and-doughnuts category by Dunkin Donuts (Creamer, 2007). And it was the biggest faller in the index by 7 points to 42 out of a possible 100. (Leroux, 2008) Issue Reasons As (Schindehutte et al., 2008) argues that [] something is clearly affecting the ability of firms and business units to sustain performance ), suffering from a rough economy and its own strategic missteps, Starbucks had to admit their own mistakes, much of which is self-inflicted (Ignatius, 2010) In current economy, as a classic dilemma of any big business, while trying to expand, Starbucks not only have to deal with other factors like competitors and the mortgage crisis, they also competing with themselves. Size may have brought success to Starbucks, but it has also led to issues of brand depersonalisation. In the rush to open more stores, Starbucks is experiencing what all successful brands do when they move from being a small, niche firm to a global entity (Golding,2009). Moreover, there are some extra affections from the environment, such as: The brands bottom line has been hit by the rising costs of raw materials. [] now Starbucks isnt for some people said Howard Schultz, CEO of Starbucks (Not enough froth Starbucks, 2008). Fancy Starbucks coffee has also struggled to compete with cut-price rivals such as McDonalds and Dunkin Donuts, as these traditionally food-focused outlets have begun to sell their own premium and reasonable coffee offer (Clark, 2008). As the financial crisis has spread to the real economy, a perfect storm of negative factors affecting the consumer (Cebrzynski, 2007). The flagging economy and soaring gas prices are responsible too (Leroux, 2008). Consumers are worried of rising gas prices, energy bills, declining home values, the weak dollar, tighter credit, therefore giving hard consideration to how they spend their money. They even already scale back on restaurant dining that made restaurants are slowly creeping out of their thoughts. STRATEGIC MARKETING MANAGEMENT TO SOLVE PROBLEMS Crisis management is much more than coping with a crisis, it is identifying, studying, forecasting, stopping and avoiding crisis as well. (Clampitt, 2009) Continuous improvement and monitoring in business operation can detect and prevent an upcoming crisis (Rhee Valdez, 2009). Effective marketing can contribute to a firms growth through better anticipation of market opportunities, calibration of risks, a tighter linkage of technological possibilities with market concepts, and faster adjustment to shifting market needs and competitive moves. (Day, 2003) For their part, market-driving firms such as Starbucks is demonstrating how business model innovation results in sustainable advantage and superior long-term performance in a wide range of industries. (Schindehutte et al., 2008). When a crisis or disaster strikes, companies must analyze and choose from many strategic plans. One way they do this is by using a SWOT analysis a strategic planning tool used to evaluate Strengths, Weakness es, Opportunities, and Threats. The goal of a SWOT analysis is to identify key internal and external factors that affect the desired outcome. Strengths and weaknesses are internal to the company and include things like wage/benefits, corporate culture, leadership, marketing, and operations. Opportunities and threats are external to the company and include things like government regulations, competition, and economic and social forces. (Clampitt, 2009) The focus for the strategic management to understand the market and industry processes of Starbucks and must be able to integrate valid and reliable SWOT analysis so as to determine future strategies for business development and growth in the global market. SWOT Analysis The SWOT analysis will provide enough awareness for the Starbucks and its business management and operations with regards to their strategic management implying relevant points for their resources as well as market approaches and processes in order to stay in shape and in control of their business environment. Applying a SWOT analysis to Starbucks global expansion strategy shows why they have been successful overcome the crisis. Appendix 7 The business strategy of Starbucks is identical to the corporate level strategy, focusing on coffee-related products as the premier purveyor of the finest coffee in the world and maintenance of great environment for every staff member in its retail stores. Continual quality improvement is crucial to competitive success and the perfect symbol for the dilemma that faces world trade (Schindehutte et al., 2008). Therefore, it is typical to give the promises to improve service, reduce growth and expand marketing efforts for responding to a decline in customer traffic (Business: Trouble Brewing, 2007). Equally as important, company should not lose sight of their brand heritage (Cebrzynski, 2007). A long term business strategy built upon the hundreds of little things on a daily basis which is the key to customer relationships in the future (Cannon, 2002). Re-energizing Starbucks Process When a decline in customer traffic happens to any chains like Starbucks, its a signal that the company should re-examine their positions (Cebrzynski, 2007). It is the market that provides signals both to the entrepreneur and marketer regarding what value is needed, when it is needed, and how it should be delivered (Schindehutte et al., 2008). Starbucks needs to go back to its roots (Cebrzynski, 2007) and make its brand special again. Company brought back the original CEO, Howard Schultz to restore the companys shine. Starbucks knows it needs to do something new (Skenazy, 2008). Re-structure: Back to basics Chairman Howard Schultz take back the reins from ousted CEO James Donald, not only closed 100 unspecified, underperforming locations with weak sales but also closed most stores across the US simultaneously in order to retrain to improve customer experience at American stores and to get back to the core (Creamer, 2007). Besides, Geoff Vuleta, CEO of New York innovation consultancy Fahrenheit 212, had a radical solution that open a chain of microstores devoted solely to making coffee. No travel cups, no music, no machines, just amazing beans and a narrow range of the best-in-the-world coffee drinks,, just moving brand back to the basics. Resource-led Strategy: Focus on service quality experience Everyone should know that nothing is better for a business than a satisfied customer who can talk to others about their experience with our service (Cannon, 2002). First of all, Starbucks really needs to refocus on the luxury coffee experience; the smells, the sounds. They also gained customers positive experience in stores by well-trained staffs who were knowledgeable about the companys products, who eagerly communicated the companys passion for coffee, and who had the skills and personality to deliver consistently pleasing customer service (Whats Brewing at Starbucks, 2011). Starbucks wanted to turn all Starbucks employees into partners, give them a chance to share in the success of the company and make clear the connection between their contributions and the companys market value (Thompson Strickland, 2009). From its founding, Starbucks set out to be a third place to spend time, in addition to home and work.(Business: Trouble Brewing, 2007) To remedy that, the company plans to improve its service. Field managers will spend more time in the stores to make sure service really does get better, and new baristas will receive additional training. (Cebrzynski, 2007). New breakfast line, featuring a proprietary baked and chilled food program was unveiled in September. Howard Schultz said the smell of the sandwiches overpowered the aroma of coffee, one of the chains signature features (Jennings, 2008). Following the lead of other coffee chains, Starbucks will also be offering a customer loyalty card for the first time. (Ahmed Walsh, 2008) In an attempt to rvetain loyalty in the UK, Starbucks has introduced free coffee refills for anyone buying a hot drink and has ramped up its hitherto negligible marketing activity (Lee, 2008).  · Market-led Strategy: Reputation management can take a while for a bad reputation to hit your bottom line, or a good one to increase profit (Cannon, 2002). As word-of-mouth is a primary marketing tool, Brian Collins, chief creative officer of New Yorks Collins design research firm, suggested company should better use its digital resources to learn the tastes of regular customers and reach target audience by creating social networking tools like Facebook or Twitter and blog page. They also used it both as a way to stay interacted, involved with their current customers and look for new ones. According to TNS Media Intelligence, Starbucks spent $40 million in the first nine months of 2007 (York, 2008), launched its first national TV campaign to defend its ownership of the coffee segment from encroachment by McDonalds, Dunkin Donuts and other chains (Cebrzynski, 2007). They also created the site My Starbucks Idea (http://mystarbucksidea.force.com/), which gives consumers the opportunity to post ideas, suggestions, to vote and discuss about what they want to see from Starbucks. If they gain support, these ideas may be chosen to carry out to change the company in its business process, product development, experience development, and store design.(Jarvis 2008) Change will not happen overnight, Mr. Schultz said. It will evolve over time, but I ensure you a positive change will occur. I, along with our dedicated partners, will strive to exceed the expectations of our customers every day. (York 2008) RECOMMENDATIONS FOR FUTURE STRATEGY As the company expands, the culture and corporate strategy must be maintained for success (Jennings, 2008). For the recommendation, Starbucks should be able to sustain the companys growth and make the business become strong global brand. What could Starbucks do to make its stores an even more elegant milieu that welcomes rewards and give surprises to customers? What new products and new experiences could the company provide that would belong to and be associated with Starbucks? And how could Starbucks reach people who were not coffee drinkers? Starbucks must continue the fixed-price purchase commitments in order to secure an adequate supply of quality green coffee beans and to limit its exposure to fluctuating coffee prices in upcoming periods. (ThompsonStickland, 2009) Some experts therefore believe its unbranded stores initiative is not only logical, but necessary. It needs to focus on the inherent values of being local; it needs to employ local staff; it needs to be suitably different from Starbucks corporate image.It is a phenomenally successful company that started off as a local brand but grew incredibly quickly, he says. The brand was originally loved and respected by everyone, but the corporate world decided it had become too big. However, David Anderson, director of Cada Design Group, argues that most consumers dont have issues with the brand. Consumers are looking for a home away from home, and want it in an environment that isnt so heavily corporate branded. They think customers are brand loyal or product loyal, but they are not. It comes down to convenience and providing a space people want to be in. It wants to regain a community personality and the image of the neighbourhood coffee shop.(Golding, 2009) CONCLUSION Starbucks Coffees heyday was back when the corporation announced the business results in the first quarter this year reached U.S. $ 2.7 billion, with net profit of 242 million dollars (nearly 300% increase compared to same period in 2009). This is also the result of efforts to revive the brand had been likened to a giant. From the case of Starbucks, what is the lesson for business? Because development needs, the business diversified products and services is perhaps natural. A long time, Starbucks has gone with their own race shop system extension. This group has become the pride of American business people. The market strategy of Starbucks is a classic lesson in the textbook business. More services they desire to acquire a lot of customers. In fact, they have plummeted, but in time to edit. So go in-depth development (product quality, service key) to get a solid foundation for expanding business. But do not be too ambitious expansion width, expansion, missing the core. Marketing once again demonstrated its magic to bring Starbucks back to the track. The results of consumer research shows that of Starbucks, the main indicators in the business achieved a high level of satisfaction over a year ago. Although Starbucks enjoyed success in the past few years, there are a few obstacles looming. Since the popularity of the coffee house idea has grown, some cities wish to issue regulations on the coffeehouses due to complaints of late night patrons becoming uncontrollable. In conclusion therefore, Starbucks was the only company with anything close to national market coverage. The companys efforts to greatly increase its sphere of strategic interest via its joint ventures and the move to sell coffee in supermarkets that represents such ongoing drive in order to continually reinvent the way Starbucks operate its business. (Thompson Stickland, 2009) Amidst the environmental, social, and economic challenges and changes for Starbucks, its chairman, president, and chief executive officer, Howard Schultz, pledges Even during this time of change for our company, one thing that will never change is our long-standing commitment to conducting business in a responsible and ethical manner. Going forward, we will only deepen our approach by continuing to integrate social and environmental responsibility in every aspect of our business. With its various and numerous awards in Best Business, Most Admired Company, 100 Best Corporate Citizens, to name a few, Starbucks is becoming one of the most respected brands in the world. (Clampitt, 2009)

Easyjet S Response To Social Responsibility Needs

Easyjet S Response To Social Responsibility Needs The intended purpose of Our research papers is that they are used as models to assist in the preparation of Your own research papers. We neither endorse nor tolerate any form of plagiarism, whole or partial, and will not engage in any activity that facilitates cheating. Papers For You or its affiliates will NEVER sell a model paper to ANY student giving us ANY reason to believe that (s)he will submit our work, either in whole or part, for academic credit at any institution under their own name!!! PLAGIARISM IS A CRIME!!!! By purchasing research papers from Us you undertake not to pass off or submit (for any purpose whatsoever) all or any constituent part of the Paper commissioned by You, from Papers For You, as your own work or that of a third-party. 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Please have a look at the Suggested use of our papers If you quote from our paper you must reference the paper in the References or Bibliography section of your assignment, coursework or dissertation (according to the Harvard System of Referencing): Papers For You (year of the paper) Number of the paper and title of the paper, Available from http://www.papers4you.com [Accessed date] Papers 4 You.Com Introduction Since corporations have to draw on the community in which they operate for resources, they also have obligations to their multiple stakeholders, namely, those who get affected by corporate policies and practices who may affect the corporation in turn. This means that businesses dont just have financial accountability but also social and environmental responsibility (Aga, 2004; pg 13). Corporate social responsibility (CSR) is a doctrine which means that a business, apart from making profits, has a responsibility towards the society and its people. Holme (2006) defines social responsibility as the continuing commitment by business to behave ethically and contribute to economic development while improving the quality of life of the workforce and their families as well as of the local community and society at large. It is about achieving commercial success in ways that honor ethical values and respect people, communities and the natural environment (Aga, 2004; pg 13). The fundamental ide a of CSR is that business corporations have an obligation to work towards meeting the needs of a wider array of stakeholders (Clarkson, 1995; Waddock et al., 2002). More generally, CSR is a set of management practices that ensures the company maximizes the positive impacts of its operations on society or operating in a manner that meets and even exceeds the legal, ethical, commercial and public expectations that society has of business (BSR, 2001, cited in Jamali Mirshak, 2006 ; pg 251). Traditionally, it has been the governments which have assumed the responsibility of improving peoples living conditions but societal needs, now, have exceeded the capabilities of the governments to fulfill them. (Jamali Mirshak, 2006; pg 243) This has turned the spotlight to businesses to play a more responsible and societal role. CSR has really taken off in the last few years, so much so, that businesses seek to differentiate themselves through their CSR engagement. Good examples of that would be Tescos green marketing campaign, Nestle and Krafts fair trade coffee campaign, Experians (Credit Reference Agency) announcement of switching over to renewable energy and making its UK sites run on electricity from green sources. With the climate change issue taking front stage at global conferences, CSR has become a key strategic issue for the aviation industry. Low cost airliners in particular have faced the flak for polluting the environment; they are continuously being blamed by environmentalists for violating the emission norms and are held responsible for bringing about a climate change. Tony Pilcher (2007; pg 25), head of global business travel management at HSBC, pointed out that those who believe climate change is just a passing fad must change their attitude quickly. As a result of all this, economy carriers like easyJet are being driven to change their business process to contribute to tackling the issue of climate change. The study analyzes the proactive and reactive measures easyJet is taking or has taken to make air travel more efficient and environment friendly. Discussion and Analysis Views on socially responsible practices within the aviation sector range from one extreme to the other. Skeptics and other aviation experts believe that Social Responsibility tends to dilute business focus on growth and profitability. Proponents of CSR however believe that CSR gives the aviation businesses an opportunity to look beyond economic returns and take the wider social concerns into consideration. (Jackson and Nelson, 2004; Rudolph, 2005). At the core of the Social Responsibility debate is the idea that aviation industry should undergo a transition from a state of mere compliance to a mode of engagement, from harm minimization to value creation (Luetkenhorst, 2004; Novak, 1996). Major changes have taken place in the European airline industry during the last decade. Although the top players are still full-service carriers (FSC), LCCs like easyJet have achieved strong market positions in the last few years. easyJet, with 29mn passengers in 2005, is in the same league as FSCs like Lufthansa, Air France etc. easyJet was founded by entrepreneur Stelio Haji-Ioannou in 1995 and now operates in 218 routes in Europe, across 65 airports and 62 cities. (easy Jet Company Reports, 2006). Because of the shift in environmental spotlight to the low cost carriers and the aviation sector in general, airliners are being driven to take steps to manage and control the adverse affects on climate change. There has been a renewed focus on social responsibility (especially towards the environment). easyJet is in the process of tackling the issue in its own way. While some changes have been explicitly embarked upon by easyJet, other are embedded in its business model. easyJets business model make sure that some of the environmental benefits are inherently embedded in it. Some of the social and environmental benefits of its business model are discussed below Traditional carriers normally work on a hub and spoke system where passengers have to take two or more flights to get to their destination. EasyJet provides direct short-haul point-to-point services without any connecting services between two locations. This helps cutting down on emissions automatically. Since 2000, easyJets CO2 emissions per passenger per kilometre has reduced by 18%. (easyJet Corporate and Social Responsibility Report, 2007) Another aspect of easyJets business model is to use smaller and less congested airports to avoid high congestion charges and landing fees. Larger airports tend to require aircraft to fly longer holding patterns and longer taxi times to and from the runway leading to higher fuel emissions (easyJet Plc, Annual Report and Accounts, 2006). EasyJet, therefore, has comparably lower emissions as compared to full scale carriers. Waste minimization Easy Jets distribution is purely internet based. The virtue of being a ticket less airline helps minimize waste in the form of paper documents. On board waste is reduced by not offering free food service. Emission per passenger EasyJet claims to have more spacious and bigger aircrafts than other low cost carriers. Eg. The typical seating configuration of an Airbus A319 is 124 seats (source: Airbus). easyJets no-frills service allows them to reduce the space and weight inside the plane devoted to galleys, lavatories and storage. Their Airbus A319s fly with 156 seats which mean they typically carry more passengers per flight thereby reducing emissions per passenger. Each of easyJets A319s carries 26% more seats than the norm and carries up to 57% more passengers per flight than the European norm meaning that the typical European airline operating an Airbus A319 would burn 27% more fuel per passenger. (easyJet Plc, Annual Report and Accounts, 2006). Efficient on the ground easyJets business model is centered on high aircraft utilization which tends to minimize the turnaround time. It makes minimal use of ground equipment, has shorter dwelling time on the ramp and keeps surface journey to a minimum. All this seems to minimize waste and have minimal adverse affect on the environment. Apart from the social benefits, easyJet draws from its business model; it is also taking major steps in becoming a more socially responsible organization. As an employer, it is committed to play a leading role in the future environmental performance of the aviation industry. The steps that it has taken so far include: Changing its business model in wake of rising environmental concerns. Up till now, its business model centered on cost reduction. easyJet is now planning to embark on an advertising strategy focusing on social responsibility. With its latest campaign, it will try to differentiate itself against other carriers through its environment friendly activities. It is repositioning itself to give it a new image and has planned a major shift in its advertising strategy away from price-driven offers to promoting its green credentials through its new campaign highlighting its efficiency in reducing carbon emissions. Reforming of the air traffic system to reduce congestion. Technological up gradation of aircrafts. easyJet is working to reduce emission per aircraft through new generation aircrafts. It is actively engaging with airframe and engine manufacturers on the application of new technologies for the next generation of short-haul aircraft. Its Chief Executive Andy Harrison points out that in 2006, easyJet removed 22 older aircraft at a cost of over  £275 million as part of their drive for efficiency and in the coming four years they plan to buy 100 brand-new Airbus A319s to lead the Green growth in the aviation sector. (easyJet Corporate and Social Responsibility Report 2007) Giving customers the most comprehensive range of environmental information available for travel to a particular destination, and helping them to offset the carbon emissions of their flight. (easyJet corporate and social responsibility Report, 2007) Paying renewed attention to cleanliness of aircrafts for waste minimization and adding more efficiency to its recycling and waste disposal system Leading the way in shaping a greener future for aviation with its campaign for inclusion of aviation in the European Unions Emissions Trading Scheme and EUs Single European Skies programme. It is forecasted that if the EUs Single European Skies programme gets implemented, it could lead to a 12% reduction in flying distances by reducing the patchwork of European traffic control centres. (easyJet Corporate and Social Responsibility Report 2007) Trying to make its fleet compliant to latest international noise and emission standards to tackle the issue of pollution and reduce CO2 emissions. For achieving this environmental efficiency, easyJet has established an environmental code to monitor progress towards its targets. It has a strategy of being environmental friendly both in the air and on the ground. It strives to do this with the help of technological up gradation as new technology aircrafts are more fuel efficient. Its policy is to grow its fleet using the latest technological aircraft, whilst retiring older aircraft usually within seven to ten years of delivery (easyJet Plc, Annual Report and Accounts, 2006). easyJets socially responsible activities also extend to its employees. It is committed to equality and diversity and is an equal opportunities employer. It also complies with age discrimination laws. Attitude and Motives There has been a debate over easyJets response to social responsibility. Friedman (1983) pointed out, Business of business is business, by which he meant that the only motive of a business is wealth creation. With easyJets social responsibility activities, it looks as if; it has taken up CSR activities because of wealth creation rather than social, ethical and environmental concerns. Theorists like Fisher and Lovell (2003) have debated whether organizations CSR activities reflect their genuine concern for the society or whether they embark on CSR activities for business growth and profitability. CSR is slowly becoming a niche segment in itself, which provides organizations with new business opportunities and new segment of customers to cater to. Researchers identify two types of CSR behavior. One, which adopt CSR practices purely because of business reasons and where ethics and the concern for stakeholders other than the promoters do not matter. The other kind is more responsible whe re profit maximization is subject to ethical restraints, appropriate discharge of the companys social responsibility, and a balanced concern for the needs of all the stakeholders, not just the promoters. It is very difficult to classify easyJets social responsibility activities. Conclusions While CSR movements have definitely picked up over the last few years, the motives behind easyJets CSR activities remains open to debate, as most companies like easyjet seem to embark on CSR activities more for business and profitability reasons rather than ethical and social reasons. As highlighted in the text, easyJet is using mainstream marketing to propagate their CSR practices to help redefine their brand image from a low cost carrier to a low-cost ethical carrier. This definitely has an impact on the consumers because the greatly increased profile of CSR activities in general suggests that the concept has a potential to attract environment friendly consumers who can also become a potential advocate for the brand. Organizations like easyJet might be highlighting their CSR operations to market their products but as Fisher Lovell (2003) point out, most organizations social responsibility efforts are little more than Public Relations campaigns designed to promote corporate brands by creating the appearance of being good corporate citizens. But, under the present environmental concerns, Easy Jet, as an organization, is doing what it is supposed to do; making money for the owners by obeying relevant environmental and social rules. While easyJet efforts in responding to environmental change efforts cannot be belittled, the motive behind the efforts still remains unclear. Whether easyJet sees social responsibility as a narrow conception entailing economic and legal responsibilities or a broader concept entailing a wider range of economic, legal, ethical, moral, and philanthropic responsibilities is unclear. References Aga, A (2004) Management Paradigms Beyond Profit Maximization, vol 29, no 3, p 13 Choueke,M (2006),EasyJet abandons price-led campaigns for green focus, Marketing Week (01419285), Vol. 29 Issue 45, p3-3, Clarkson, M (1995), A Stakeholder Framework For Analyzing and Evaluating Corporate Social Responsibility , The Academy of Management Review 20(1), 92- 118. easyJet: Annual Report and Accounts (2006) Corporate and Social responsibility Report http://www.easyjet.com/common/img/easyJet_CRS.pdf, Date accessed 01/06/2007 easyJet Corporate and Social Responsibility Report (2007) easyJet promises action on environmental-efficiency http://www.easier.com/view/Travel/Flights/easyJet/article-99999.html Date accessed 02/06/2007 Fisher, C. and Lovell, A. (2003) Business Ethics and Values,London, FT/Prentice Hall; Holme (2006) CSR- Introduction http://www.tutor2u.net/business/strategy/corporate-social-responsibility-introduction.html Date accessed 09/05/2007 Jackson, I. and J. Nelson (2004), Values-Driven Performance: Seven Strategies For Delivering Profits With Principles, Ivey Business Journal 69(2), 1-8. Jamali, D Mirshak, R (2005) Corporate Social Responsibility (CSR): Theory and Practice in a Developing Country Context Journal of Business Ethics (2007) 72:243-262 Luetkenhorst, W, (2004), Corporate Social Responsibility and the Development Agenda_, Inter economics 39(3), 157-168. Pitcher, T (2007) ITM Conference, Climate Concerns us all, Travel Trade Gazette UK Ireland, Issue 2760, p25-25 Rudolph, P. Letters To The Editor (2005), An Adam Smith Look At Green Regulations, The Wall Street Journal June 6.

The Western Law Man and the Series GunSmoke :: Television Media TV Essays

The Western Law Man and the Series GunSmoke Gun Smoke is the story of a western law man doing his best to bring law, order and integrity to the West, a place that seems to be greatly lacking all three of those qualities. Matt Dillon is the marshal of Dodge City, and to him his job is more than a job, it is his duty. In the "Soldier" episode I listened to an interesting thing happens, Dillon makes a mistake, he arrests two soldiers-one who really doesn't deserve it-and by doing this he causes the man to get in deep trouble with the army. Dillon, though, realizes that he has made a mistake and goes to great lengths to make it right to the man, even when it means hiding him from the army. To Dillon there are times when integrity must be held higher than the law. Law is highly valued, though, in the "Gonif" episode I listened to Dillon is forced to arrest two former Civil War soldiers who have been so desensitized to death that they didn't have much of a problem at all killing a store clerk they tried to rob, but who drew a gun on them. The funny thing about the two men though, is that they are honest almost to a fault and tell Dillon the whole truth about killing the man. Dillon sees that "they are not bad men," but realizes too that they are a danger to people. He feels troubled that he must arrest them and send them to court, where they are almost certainly going to receive the death penalty, but he also feels that he must uphold the law. Dillon doesn't necessarily like that decision, but it is what has to be done in his eyes and he feels convicted to uphold the law. Dillon also sees' that Dodge must have order if it is going to be livable. When a gang comes to town in "Bum's Rush" and "Gonif" they each challenge the marshal's authority and refuse to leave town when he tells them to, so Dillon takes action. With the first gang Dillon shows how crooked the leader of the gang is and uses the local doctor as a witness to prove that instead of being a do-gooder the leader is actually trying to knock off the bank. With the evidence shown them and some strong words from Dillon the mob disbands.

Willa Cather Describes Erotics of Place in her Novel, A Lost Lady Essay

Willa Cather Describes Erotics of Place in her Novel, A Lost Lady To discover an erotics of place in Willa Cather's A Lost Lady, takes little preparation. One begins by simply allowing Sweet Water marsh to seep into one's consciousness through Cather's exquisite prose. Two paragraphs from the middle of the novel beckon us to follow Neil Herbert, now 20 years old, into the marsh that lies on the Forrester property. This passage, rich in pastoral beauty, embraces the heart of the novel-appearing not only at the novel's center point but enfolding ideas central to the novel's theme: An impulse of affection and guardianship drew Niel up the poplar-bordered road in the early light [. . .] and on to the marsh. The sky was burning with the soft pink and silver of a cloudless summer dawn. The heavy, bowed grasses splashed him to the knees. All over the marsh, snow-on-the-mountain, globed with dew, made cool sheets of silver, and the swamp milk-weed spread its flat, raspberry-coloured clusters. There was an almost religious purity about the fresh morning air, the tender sky, the grass and flowers with the sheen of early dew upon them. There was in all living things something limpid and joyous-like the wet morning call of the birds, flying up through the unstained atmosphere. Out of the saffron east a thin, yellow, wine-like sunshine began to gild the fragrant meadows and the glistening tops of the grove. Neil wondered why he did not often come over like this, to see the day before men and their activities had spoiled it, while the morning star was still unsullied, lik e a gift handed down from the heroic ages. Under the bluffs that overhung the marsh he came upon thickets of wild roses, with flaming buds, just beginning to open.... ...arsh. A final glimpse of marsh turned wheat field comes in the fourth chapter of the novel's Part Two. Heavy rains have come to the Sweet Water valley, lifting the river over its banks and swelling the creeks. Cather reports that "the stubble of Ivy Peters' wheat fields lay under water," (121) raising the hope that Peters' intrusion upon the land is merely temporary, that given respite from human meddling, the marsh will reassert itself. I admit that this is my hope more than it is Cather's. But even if this is so, it is Cather who arouses the desire that invites me to hope. Works Cited Cather, Willa. A Lost Lady. Ed. Susan J. Rosowski with Kari Ronning, Charles W. Mignon and Frederick M. Link. The Willa Cather Scholarly Edition. Lincoln: U of Nebraska P, 1997. Williams, Terry Tempest. An Unspoken Hunger: Stories from the Field. New York: Vintage, 1994.

Leadership and Change

The element of change remains a factor in everyday life within the organization. How to handle change begins with a decision to embrace the implications into an organization's vision. Incorporating change and a healthy attitude toward change as a core value begins with leadership. A good leader like John Welch provides vision and clarity for the employee. He even instills inspiration in the employee allowing them the freedom to explore and create out of their every day job tasks. Such a leader will be able to communicate issues of change and create a bond with their team. This creates a comfort level that allows for creative thinking resulting in an environment that easily accepts change as a factor. This connection begins at a fundamental level of human sociology where the use of story is central. Howard Gardner reflects, â€Å"the ultimate impact of the leader depends most significantly on the particular story that he or she relates or embodies, and the receptions to that story on the part of the audiences† (14). By telling stories, allows for a certain level of openness or vulnerability on the part of the leader and makes them human. By opening the line of communication, gives the employee knowledge of their environment and develops trust. The leader's role is to sell the idea of commitment within a culture. Odiorne suggests, â€Å"if employees knows what is expected, and what help and resources are available, they can then be relied upon to govern their actions to achieve the commitments they have made† (138). This sets the stage for goals and achieving high performance. The culture in turn feeds off this energy and excitement. There are three reasons why leaders are important. First they are responsible for the effectiveness of organizations. Second, the change and upheaval of past years has left us with no place to hide. We need anchors in our lives as a guiding purpose. Third, there is a national concern about integrity of our institutions. Being mindful of own context is difficult for us. (15-16) Managers with a keen understanding of leading represent these three key attributes and create a foundation from which to act. A leader must also display curiosity and have the guts to be daring. They must be a dominant force within the team. Bennis reflects, there are two kinds of people â€Å"those who are paralyzed by fear, and those who are afraid but go ahead away. Life is not about limitation but options† (185). A healthy culture inspires options and the innovations that grow out of creativity. Still one cannot ignore times of fear. Management sometimes creates fear on purpose or misuse to work employees harder. From personal experience, fear can drive an employee to try harder at a better job or completely kill worker confidence. This does not create positive outcomes but promotes conflict and an unstable team. It is clear for management to be successful, it must communicate its vision but also create positive reinforcement. Once key members understand people's needs, then action can be taken to improve management's role. Only then will a leader be taken seriously. Recognizing positive traits in a team member builds trust, integrity and also meets an important need. Finally, there are many things a leader can do to motivate their team members and inspire excellence. From personal experience there are many recommendations that come to mind. At a company wide level, a recognition or awards program is effective in maintaining culture by motivating employees. Being noticed for a job well done instills pride.

Reading Comprehension Essay

Introduction The main objective of this study is to know the common problems of students in reading comprehension specifically the Grade 7 section A students of San Roque National High School. Reading comprehension is one of the problems faced by learners nowadays. Goodman defined reading as â€Å" a receptive psycholinguistic process wherein the actor uses strategies to create meaning from text† (Goodman, 1998). In a classroom setting, reading is one of the effective ways for learners to catch up with the lesson at ease. But in some cases, students find difficulties in the reading process and cause them to understand a certain text. Anderson and Freebody (1981, 1983) stated that vocabulary knowledge of a certain individual makes an important contribution to reading comprehension. Therefore, this is also the fact that makes the students of San Roque National High School (Grade 7) find difficulties in reading comprehension. Walker (1946) stated that â€Å"reading is an active process in which reader shift between sources of information (what they know and what the text says). The means of interpreting the text and responding to what they have read will be the factior also of the common problems in reading comprehension of San Roque National High School. The coginitive ability in reading comprehension contributes to the factors which may help the students to overcome the problem of reading comprehension of Grade 7 students in San Roque National High School. Statement of the Problem Specifically it sought to find answers to the following questions: 1. What are the difficulties in reading comprehension of Grade 7 section A students of San Roque National High School according to the following factors: a.Gender b. Age c. Family Income 2. What are the causes of reading comprehension difficulties of Grade 7 section A students of San Roque National High School according to the following factors: a. Gender b. Age c. Family Income 3. This study will help the researchers to determine the ways to overcome the ways to ovcrcome the difficulties of reading comprehension of Grade 7 section A students of San Roque National High School according to the following factors: a. Gender b. Age c. Family Income Basic Assumptions 1. This study will help the researchers to determine the difficulties in reading comprehension of Grade 7 section A students of San Roque National High School according to gender, age and family income. 2. This study will help the researchers to determine causes of difficulties in reading comprehension of Grade 7 section Astudents of San Roque National High School according to gender, age and family income. 3. This study will help the researches to determine the ways to overcome the difficulties in reading comprehension of Grade 7 section A students of San Roque National High School according to gender, age and family income. Significance of the Study The writers believe that the result of this study will be of great importance to the persons involved in the field of education such as: The Students. This research will help the students be aware of their problems in reading and find solutions. The Teachers. This research will guide the teachers on how to help their students understand their reading problems and provide them solutions. The Future Researchers. This will serve as a source of information and reference on the related field of their studies. Scope and Delimitation of the Study. This study is concerned on the common problems in reading comprehension of Grade 7 students in San Roque National High School, academic year 2013-2014. Grade 7 section A. Definition of Terms Difficulty. The quality or state of being difficult. Reading Comprehension. Understanding what is being read. Comprehension. The art of understanding. Family Income. The amount of such gain received in a period of time of a family. Economic Status. The condition of the person in relation to consumptions of goods and services. Receptive Psycholinguistic Process. Process wherein the actor uses strategies to create meaning from text. Vocabulary. all the words used by or known to a particular person or group, or contained in a language as a whole. Interpreting. to establish or explain the meaning or significance of something. Responding. to act or do something in reaction to something else. Cognitive ability. relating to the process of acquiring knowledge by the use of reasoning, intuition, or perception. ENDNOTES Chapter 2 REVIEW OF RELATED LITERATURE AND STUDIES Related Literature Reading comprehension is the capacity to identify and understand meanings communicated by the text. Once an individual understand the different letters that create words, and they can use their knowledge to identify words and then comprehend a message that a compilation of words will make. Walker (1946) explained that reading is an active process in which readers shift between sources of information, elaborate meaning and strategies, and check their interpretation and use of the social context to focus their response. Wardhaugh (1974) seems to agree that reading is an active, productive, and cognitive activity. He also pointed that reading involves an active search for information and interaction with the text. Anderson (1981) and Freebody (1983) said that vocabulary knowledge of a certain individual makes an important contribution to reading comprehension. In connection with the idea of Anderson (1981) and Freebody (1983), Hirsh and Nation (1992) and Laufer (1989) also stated that in order to gather greater vocabulary knowledge, reacting with the use of L2 (second language) should be acquired, Villa (2002) suggested that the student must be provided with basic skills in the use of the language as a tool for learning and for communicative competencies in business, science and technology. Related Studies Reviews of studies in the area of problems in reading comprehension revealed that researchers in this area concentrated on: (a) the â€Å"simple review† of reading, (b) strategy of using standardized test in reading accuracy, (c) causes of poor reading comprehension. Hoover and Gough’s analysis (1990) centered on the â€Å"simple review† of reading. Reading comprehension comprises two sets of skills, those concerned with decoding linguistic comprehension are necessary and neither skill on its own is sufficient if successful reading comprehension is to follow. Nation and Snowling’s study (1998) found that poor comprehenders read nonwords as quickly as control children. This experimental finding is confirmed by observations that poor comprehenders perform at age-appropriate levels on standardized tests of nonword reading accuracy. Nation and colleagues have used the strategy of matching poor comprehenders to control children on nonword reading. Another study conducted by Perfetti (1985) found that poor comprehension is a consequence of inadequate processing, lack of knowledge, or some combination of both processing and knowledge-based weaknesses. Synthesis-of-the-state of the Art The synthesis-of-the-state of the art presents the differences and similarities of the previous and the present studies. The present and previous studies have differences in the area of provlems in reading comprehension that the researchers studied. The study of Perfetti (1985) focused on the causes of poor reading comprehension. The study of Nation and Snowling (1998) focused on poor comprehenders on nonword reading. And Hoover and Gough’s analysis (1990) focused on the reading skills. Almost all studies identified the problems encountered by the respondents, the most prevalent one was the problem in reading comprehension. Walker (1946), Wardhaugh (1974), Anderson (1981), Freebody (1983) and Villa (2002) studies focused more on the contribution of reading comprehension to the individuals. Walker (1946) explained that reading is an active process that was agreed by Wardhaugh (1974) and said that reading is an activity, specifically, productive and cognitive activity and that reading involves an active search for information and interaction with the text. Anderson (1981) and Freebody (1983) focused on the vocabulary knowledge that makes an important contribution to reading comprehension that was seconded by Hirsh and Nation 1992 and Laufer (1989) that in order to gather vocabulary knowledge, the use of L2 as a second language should be required. While Villa (2002) that students must be provided with basic skills in the use of language as a tool for learning and for common competencies in business, science and technology. It may be observed that in the discussion of the studies stated above, in reading comprehension the thinking capabilities of students are a great factor in conducting the study. Theoretical Framework G identifies three main theories of reading comprehension. These theories are: Based on the schema theory, depending on how extensive their â€Å"files† become, their degree of reading comprehension may vary. Schema is the organized knowledge that is already has about people, places, things, and events. Each schema is â€Å"filed† in an individual compartment and stored there. In attempting to comprehend reading materials, students can relate this new information to the existing information they have compartmentalized in their minds, adding it to these â€Å"files† for future use. The mental modes can be thought of as a mind movie created in one’s head, based on the reading context. This model is reconstructed or updated to reflect the new circumstances as the situation changes, but the items important to the main character are kept in the foreground. The proposition theory involves the reader constructing a main idea or macrostructure as they process the text. These main ideas are organized in a hierarchical fashion with the most important things given the highest priority to be memorized. Conceptual Framework The conceptual framework is based on the systems approach, which shows the interplay of the four major elements such as the Input, Output and Feedback. Input is made up of the profile of the 30 students of Grade 7 in San Roque National High School who serve as the respondents of this study in terms of age, genders, family income and the common problems in reading comprehension of the respondents. Process is the distribution and retrieval of survey questionnaire, analysis and interpretation of data. Output is the determining of the problems in reading comprehension of Grade 7 students in San Roque National High School. Feedback is the response and goal of the research which determine the common problems in reading comprehension of Grade 7 students in San Roque National High School. FEEDBACK ENDNOTES Chapter 3 METHODOLOGY Research Design The researchers used the descriptive method in analyzing and revealing the common problems in reading comprehension. The causes of reading comprehension difficulties and the ways to overcome the difficulties in reading comprehension of Grade 7-Ruby student in San Roque National High School S. Y. 2013-2014. The Subject The respondents of this study were the Grade 7-Ruby students of San Roque National High School. The Research Instruments The researchers used a questionnaire to determine and collect accurate information that identify the common problems in reading comprehension of Grade 7-Ruby students of San Roque National High School, and the possible ways to overcome the difficulty. Data Gathering Procedure Survey questionnaire was given twice to the students for the dry run and finalization. The data’s and information from the survey questionnaire will be used in the summary of the study. Statistical Treatment of Data To facilitate the analysis, interpretation and the presentation of data, the appropriate statistical tools were chosen and applied. In this study, frequency, percentage distribution and ranking were used. Below is the formula used in computing the percentage. P(%) = f/n x 100 Wherein: P = unknown f = frequency n = ENDNOTES CHAPTER 4. COMMON PROBLEMS IN READING COMPREHENSION OF GRADE 7 SECTION RUBY STUDENTS IN SAN ROQUE NATIONAL HIGH SCHOOL This chapter dealt with the presentation, analysis and interpretation of data gathered through the use of a survey questionnaire. The discussion and analysis of data are focused on the common problems in Reading Comprehension according to Gender, Age and Family income, causes of the problem, the ways to overcome the problems and same with the profile of the respondents. The respondents of this study were the Grade 7 section Ruby students. The coverage of the study was extended to thirty-five respondents. I. Profile of the Respondents This part described the profile of the respondents in terms of Age, Gender and Family Income. Table 1. 1 Age of the Respondents Age Frequency Percentage % Rank 12 17 49 1 13 16 46 2 14 1 2. 5 3 15 0 0 – 16 0 0 – 17 1 2. 5 3 Total 35 100% Table 1. 1 shows the age of the respondents and range from twelve to seventeen years old. It could be noted from the table that 17 out of 35 respondents or 49% belong to the age twelve, ranked first; 16 or 46% belong to age thirteen, ranked second;1 or 5% belong to age fourteen and seventeen, ranked third. It is implied that most of the students belong to the age bracket of 12 years old. Table 1. 2 Gender of the Respondents Gender Frequency Percentage Rank Male 14 40% 2 Female 21 60% 1 Total 35 100% Table 1. 2 shows the gender of the respondents. It could be noted from the table that 40% belong to male respondents and 60% belong to the female. It is implied that most of the students are females. Table 1. 3 Monthly Family Income of the Respondents Monthly Income Frequency Percentage % Rank 500-5000 Php 12 34. 4 % 2 5000-15 000 Php 17 48. 6 % 1 15 000-25 000 Php 4 11. 4 % 3. 25 000-30 000 Php 2 5. 7% 4 Total 35 100 % Table 1. 3 shows the monthly family income of the respondents ranging from the starting amount of 500. 00 Php (Five Hundred Pesos) to 30 000. 00 Php (Thirty Thousand Pesos). It could be noted from the table that 34. 3 % belong to the respondents who’s family’s income ranges from 5000-15 000 Php ranking to the 1st place; 34. 3% belong to the respondents who’s family’s income ranges from 500-5000 Php; ranking the 2nd place, 11. 4 belong to the respondents who’s familys’s income ranges from 15 000-25 000 Php; ranking the 3rd place; and 5. 7 belongs to the respondents family’s income ranges from 25 000-30 000; ranking 4th place. It is implied that majority of the respondents belong to 5000-15 000 Php monthly family income. II. Difficulties in Reading Comprehension a. Age Table 1. 4 Difficulties Most Difficult More Difficult Less Difficult Least Difficult f % f % f % f % Difficulties in understanding 2 5. 71% 16 45. 71% 16 45. 71% 1 2. 9% Difficulties in understanding unfamiliar words 2 5. 71% 19 54. 29% 11 31. 4% 3 8. 6% Difficulties in finding reading materials 2 5. 71% 9 45. 71% 21 60% 3 8. 6% Total 5. 7% 41. 9% 45. 7% 6. 7% Table 1. 4 shows the age of the respondents according to their difficulties in reading comprehension. It could be noted from the table that 5. 7% of the respondents say that understanding sentences is the most difficult; 5. 7 % says that it is more difficult another 45. 71% of the respondents says that it is less difficult and 2. 9% says that it is least difficult. b. Gender Table 1. 5 Difficulties Most Difficult More Difficult Less Difficult Least Difficult f % f % f % f % Difficulties in understanding 7 20% 4 11. 4% 21 60% 3 8. 6% Difficulties in understanding unfamiliar words 2 5. 71% 20 57. 1% 10 28. 6% 3 8. 6% Difficulties in finding reading materials 3 8. 6% 7 20% 18 51. 4% 7 20% Total 11. 4% 29. 5% 46. 7% 12. 4% c. Family Income Table 1. 6 Difficulties Most Difficult More Difficult Less Difficult Least Difficult f % f % f % f % Difficulties in understanding 3 8. 6% 9 25. 7% 19 54. 3% 4 11. 4% Difficulties in understanding unfamiliar words 8 22. 9% 11 31. 4% 13 37. 1% 3 8. 6% Difficulties in finding reading materials 3 8. 6% 12 34. 3% 15 42. 9% 5 14. 3% Total 13. 4% 30. 5% 44. 8% 11. 4% III. Causes of Reading Comprehension Difficulties a. Age Table 1. 7 Causes 12 13 14 15 16 17 f % f % f % f % f % f % a. Lack of reading materials 4 23. 5% 6 37. 5% 1 100% 0 0 0 0 0 11. 4% b. Cannot afford to buy reading materials 9 52. 9% 11 68. 8% 0 0% 0 0 0 0 0 8. 6% c. No time for reading 9 52. 9% 3 18. 8% 0 0% 0 0 0 0 0 14. 3% d. no interest in reading 3 17. 6% 3 18. 8% 1 100% 0 0 0 0 0 e. Exposure to computers rather than books 3 17. 6% 4 25% 0 0 0 0 0 0 0 f. visual impairment 1 11. 8% 4 25% 0 0 0 0 0 0 0 g. spend more time in watching T. V. 14 82. 4% 13 81. 3% 0 0 0 0 0 0 1 25% Total 17 37% 16 39. 3% 1 28. 6 0 0 0 0 Table 1. 7 shows the age bracket of the respondents according to the causes of reading comprehension difficulties. It could be noted from the table that the respondents who are 12 years old says that spending more time in watching television is the number 1 cause of their reading comprehension difficulties with 82. 4 %. For the respondents age 13 with 81. 3% says that spending more time watching television is the number 1 cause of their reading comprehension difficulties. 100% from their age of 17 stated that spending more time in watching television is the cause of their reading comprehension difficulties. None of the respondents are aligned in the age 15-16 years old. b. Gender Table 1. 8 MALE CAUSES f % Rank a. Lack of reading materials 5 35. 7 3rd b. Cannot afford to buy reading materials 7 50 2nd c. No time for reading 5 35. 7 3rd d. no interest in reading 5 35. 7 3rd e. Exposure to computers rather than books 3 21. 4 4th f. visual impairment 0 0 g. spend more time in watching T. V. 11 78. 6 1st Total 36 36. 7 FEMALE CAUSES f % Rank a. Lack of reading materials 6 28. 6 4th b. Cannot afford to buy reading materials 11 52. 4 2nd c. No time for reading 9 42. 9 3rd d. no interest in reading 3 14. 3 6th e. Exposure to computers rather than books 4 19. 0 5th f. visual impairment. 6 28. 6 4th g. spend more time in watching T. V. 17 8. 0 1st Total 21 38. 1 Table 1. 8 shows the gender of the respondents according to the causes of reading comprehension difficulties. It could be noted from the table that 78. 6% of males says that spending more time is watching the females says that spending more time in watching television is the cause of their reading comprehension difficulty. It is implied that females are more close to the addressed on that cause in reading comprehension difficulty which is spending more time in watching television. c. Family Income Table 1. 9.

Jane Austen said of Emma ‘she is a character who no-one but myself will much like.’ Examine the idea of Emma as a likeable character

Jane Austen said of Emma ‘she is a character who no-one but myself will much like.' Examine the idea of Emma as a likeable character. On deciding my opinion of Emma from what I have perceived of her, I took into account the different influences when reading it. In the period when the book was written, the character of Emma would have been disliked by the audience whoever read it in Austen's time would have felt she is headstrong and could have been seen as a woman who rebels against society. This is shown in the novel when she is speaking to Mr. Elton and refusing his proposal, â€Å"believe me, sir, I am far, very far, from gratified in being the object of such professions.† In this time women were influenced by society to marry for wealth in order to secure their future. The author's opinion on Emma is â€Å"she is a character who no-one but myself will much like.† However these very same characteristics would be viewed by the modern world as acceptable because more women in today's society are found to be more independent and are headstrong. Reading through the book at different points, we can see the many flaws and strengths Emma has a character. As a reader we notice how she is a loyal friend and considerate both towards Harriet and her father Mr. woodhouse. But we also see how she can be manipulative to Harriet and thoughtless to miss bates â€Å"it was as much as Emma could bare without being impolite.† The idea of the author describing the situation by using the bare would suggest to us that the predicament she is in; to her is something very bad and difficult to get out. The reason the author chose this was to get the readers to understand what Emma's feelings are at that point, being there and listening to miss bates, at this point I empathize with Emma, she is being patronizing but polite towards miss bates. It's in this chapter 43 where she finds miss bates dull, but to say those things in her society would be frowned upon. However in certain times of the book I find Emma to be too full of her and should learn how to respect others. Although generally my opinion of Emma would be that I like her and the character she is, is believable as her characteristics are found in all of us. Even if the book may portray the other characters in another way not showing the reader what they are truly like so we cant judge Emma's actions against theirs. I find Emma to be a typical human by the way she acts. Emma has her own opinions and voices them out if what others are saying or doing her is against. This shows Emma as a strong minded individual and doesn't believe in the way society is governed, to me as a reader, it seems that Emma is restrained and held back by society. When studying at the character of Emma in the period of Austen, the readers may approach Emma differently. Their views and opinions of her may change due to the way the society of their time worked. The fact that Emma was rude publicly to miss bates where she voiced out her opinions of her, â€Å"ah ma'am, but there maybe a difficulty. Pardon me – but you will be limited as to number – only three at once.† in this sentence you can see that when Emma says this, there is hardly a pause and that the thoughts come easily to her but what she says is not justified for in the period this was written if certain members did not cooperate with each other they were taught to refrain themselves from speaking nastily about them out loud. People in Austen's society, when reading this book, would disapprove of Emma when she talks about her feelings towards marriage. At this point, us the audience can now see Emma at a different perspective, we now see how selfish she is capable of being when she declares that she will marry Mr. knightly for love and not wealth but advises her friend Harriet to marry for social status on page 48. This links to when Harriet tells Emma that she plans to marry Mr. Martin for love but Emma dismisses this idea and encourages Harriet to find someone else and marry them for wealth. However Emma's feelings change yet again when Harriet confides in her and tells Emma that she believes to be in love with Mr. knightly, here we see Emma change moods and projects Harriet to be beneath Mr. knightly and that she does meet the expectations. This is where Emma clings to established idea only when it suits her, but does turn against them, to the readers it would suggest to them that Emma is confused about where she stands and what she wants to believe in. she seems as though her character is rather fickle. At the time when this book was written women were expected to marry mainly for wealth and social status in order to secure their future and well being. But in the 19th century at the time when this was being written, there had been a huge change in the social structures because of heightened industry. New money had been introduced and began to make its mark; Austen satirizes this least confident, most pompous part of society such as the Coles. Rank was determined by family history and not current wealth. Mr. Weston is of good family but is not a historical landowner. This is where Emma clings to established ideas only when it suits her but does go against them. People reading Emma in Austen's time would find Emma too headstrong and seems to have no respect. This also links to when Harriet wishes to marry Mr. martin for love but is persuaded by Emma to refuse him and marry someone else who is financially secure, however when Emma finds out about Harriet's feelings towards Mr. knightly, Emma's mood switches and makes Harriet sound as though she is beneath him and not good enough. One incident in the book where Emma shows this is when Mr. Weston marries Miss Taylor â€Å"a portion less governess.† Emma also illustrates her changing attitudes in society as well when Emma is distasteful of the Coles and Mrs. Elton who have come into money only recently and here Emma refers to that by commenting â€Å"she bought no name, no blood†¦Ã¢â‚¬  in this quote Emma uses blood in a very personal context about people now becoming wealthy, she sticks to old hierarchical values which shows she lacks forward thinking. In Austen's period men were allowed to make matches with no money and social security if the woman was pretty and accomplished. With this attitude in today's society because woman now have a near equal status, the idea wouldn't be welcomed and maybe frowned upon by us. Also both partners are expected to have some money and had an education. In chapter 8 it backs up my point as Mr. knightly is arguing with Emma about influencing Harriet's decision in marrying Mr. martin because Harriet's background is unknown and its because of this that none of the characters can make a true judgment as who will be best suited to Harriet. Here it shows one of Emma's faults as she is quick to judge without knowing all the facts. We would perceive her as more of the type of person we would associate with our modern society, as well as looking at the people around us in our world and comparing it to the time the book was written; over the years women have grown more independent and it is seems clearly in our society. Women are seen to be more head strong and focused for what they are aiming for in life, and the character of Emma enforces this. She had formed her own opinions of people and had admitted that she is quite happy to match make even if others disapprove. â€Å"I have none of the usual inducements of wanting to marry†¦fortune I do not want, employment I do not want†. Emma's thoughts of marriage and love is put to the reader she also refuses to acknowledge about the qualities men look for in a wife, such as security and for the women to be pretty and accomplished. Her refusal to these codes, caused problems between men, and relationships. This idea could be linked to when she refuses Mr. Elton as she does not love him and is also not prepared to commit herself to him. Mr. Elton is a wealthy character and in Austin's time Emma would have been expected to marry him. In today's society, many young single women take an interest in their friend's future and also match make, but in our time it is very much welcomed. Also in our modern environment people of become less shallow about wealth and appearance, and when they marry, they marry for love and not wealth, compared to Austin's era. Touching on the idea that Emma is more ahead of her time in the opinions of love and marriage, we ourselves look back and see her character as normal for most of her actions are exactly what we today would feel, such as being honest about our feelings of other people, whether we like them or not. As well as advising or helping our friends, choose partners. When Emma is helping her friend Harriet by introducing her to gentlemen, people in Aust in's time as well as our society would approve of her doing that. At the period of time, the author was writing, she was at that point single and un-married. She had strong feelings against loveless marriages and with these emotions Jane Austin has established her characters, for instance she herself is written as Emma, Miss Taylor's role is idealized and Jane Fairfax; her position is more realistic as her outcome/marriage to Frank Churchill is looked upon as unlikely. She focuses on Emma's character to put across to the readers, her views on marrying for love as the outcome for Emma is that she marries Mr. Knightly for love. With Austin's female characters she removes them from actual society and romanticizes. The readers expectations of a happy ending is marriage, Emma is shown to have learnt that marriage is good. Could Austin be shown to be ironic? I think that at the time Austin was writing most, if not, all stories finish with a happy ending and it was unusual if they did not. I also, have the idea that the reason why she chose Emma to fall in love and then marry, is that she probably wanted to show people in her society that it is possible to stop caring so much about money and to marry someone you care about. However, when I contemplate this idea I begin to wonder, why, if my theory is correct in some way, that she chooses Emma to act peculiar and show her clinging onto establish ideas when it suits her. Most women in Austin's period would not have been troubled or confused about their feelings towards their marriages and the gentlemen they married, where as Emma at one point asks herself for a clear answer about what she feels for Mr. Churchill. â€Å"I will certainly not persuade myself to feel more then I do†¦he is undoubtedly very much in love everything denotes it very much in love indeed†. By ending the story happily its suggests to the reader as well as taking into account Austin's views, that perhaps Austin is wanting this in her own life, such as to find a gentleman she loves and marry. There are two explanations as to why Austin is doing this, it could in away be that the author feels threatened in someway, that she may never marry as she is turned against society for promising to marry for love and with this idea she uses Emma to portray what she wishes. The other explanation is taken from a modern point of view that Austin is looking at the realistic side of marriages, such as love and not the materialistic side, for readers of today would respect Austin and the character of Emma for feeling this way. By Austin making this promise to her she is in a way making a statement to her society by using Emma's character to mould Austin's emotions. By ending the story with Emma marrying, Austin in turn hopes that she will find a gentleman, that she loves and will eventual ly marry him. The position of Emma's character in the social hierarchy is that she is a daughter from a father who is a substantial land owner. She has been brought up in a well to do family, who has a history of wealth which they are flourishing in. It is from this situation that Emma has formed her opinions, on the ‘old' times and is distasteful to people who have recently come into money, due to the society shake up. When a woman, such as Emma is born into high society, she is expected to help the less fortunate, by attending to them and giving them food, which improves her character and it, is thought by doing this, it will help her have a better profile when marrying. Readers in Austin's period would agree with Emma helping the less fortunate, however in our society we would respect this charitable act. Although, the mentioning of the poor and needy, conditions in their time were largely missed out of the novel. But Austin writes of one visit to the poor, which is to heighten Emma's charity due to her command of the narrative. This is shown when Emma and Harriet pay a visit to Miss Bates house and offer help, also the topical issues such as social structures are held to irony and exaggeration. Because Emma is expected to be charitable she is also predicted to be nice to those lower in the social status such as Miss Bates. However, because of Emma's view on the resent monies and the people who h ave reaped the benefits and become rich, Emma acts pleasantly towards them, but in our society we would class that as an insult and snobbery. â€Å"With the father who is affectionate and indulgent† towards Emma. Would help us to understand Emma's view on certain things; possibly it is the father who has enforced the established ideas on Emma. From studying the characters of Jane Fairfax, Emma and Mrs. Elton, it gives me the impression that Jane Fairfax illustrates the positive side of Emma's character whereas Mrs. Elton is seen as the negative side of Emma's character. At the beginning of Chapter (20) the readers are introduced too Jane Fairfax â€Å"Jane Fairfax was an orphan† this setting makes you as a reader sympathetic towards Jane Fairfax. Continuing to read the chapter, readers learn of Jane's background and become aware of a more positive description of her character as opposed to Emma's character. As well as that Emma tolerates Jane and she accepts Jane into society but not the Coles who have recently become rich. The readers begin to get the idea that Emma recognizes Jane's attractiveness and becomes jealous of her, in chapter 20 â€Å"Jane Fairfax is elegant†¦Ã¢â‚¬  However when reading the description we seem to side rather with Emma and look upon Jane as too much of a good character and feel she is too superficial, this is my opinion from a reader of today. The reason the readers feel like this towards Jane is probably because the narrative style as Austen uses a narrative style that is omniscient, she writes in third per son so she is observing the action and development of the plot from the point of view of a central character and privy to her thoughts and feelings alone. The character of Emma is more believable as she has many faults like a proper human which are revealed through her actions and conversation. Picking out certain key quotes, I notice that maybe Emma is acting a bit harsh towards Jane â€Å"why she did not like Jane Fairfax might be a difficult question to answer.† Personally I don't think she is aware of how harsh she can be but needs to take control of feelings. In Austen's society, the readers would favor Jane over Emma as she would be seen as a better wife to look at but knowing Jane's background it would affect her chances for she was not born with money. Why readers of Austen's period would also like Jane's character more, is that the author doesn't write from Jane's point of view but only Emma's, so we cant understand any of Jane's feelings towards certain characters, whether she thinks nastily of them or highly. Another fault of Emma shown in this chapter is that we as the readers perceive Emma to be lazy â€Å"always d oing more then she wished and less then she ought.† To help us understand Mrs. Elton's character, we can look at the conversations between her and the other characters. I noticed that she is very tedious to talk to. â€Å"It was as much fun as Emma could bear without being impolite.† This once again illustrates Emma's character in a bad light; it's when Emma's shows the reader her capability of being rude to characters when its unprovoked makes me wonder if I do like Emma. Maybe Emma is nasty to Mrs. Elton; I don't think that both Austen's and modern society would disapprove as much for Mrs. Elton is shown not to be a likeable character. But with Jane the readers of Austen's society would feel it's unnecessary for she is a likeable person. The readers make their judgment of the characters from what they have been shown or given hints to by the author and from this we get the idea that both Jane Fairfax and Mrs. Elton seem like (2) exaggerated characters of Emma's personality. Emma's relationship with the male members of society differs from the personality of the male; for example when she is in the presence of Frank Churchill, Emma tends to act flirtatious and possessive therefore gives an immediate impression that she feels insecure and thinks that Frank is only there for her amusement (reference to this is in Chapter 43, page 361) As we read more about the different occasions Emma spends with Frank we assume Emma to fall in love with Frank and marry â€Å"if I find him conversable, I shall be glad of his acquaintance; but if he is only chattering coxcombi he will not occupy much of my time or thoughts.† After being around Frank Churchill Emma develops a judgmental streak in her personality as she becomes almost fanatical with looks and appearance (Chapter 18) the similarities between Frank and Emma is that they are both appearing to be critical on appearance because at a degree Frank also cares about looks (Chapter 23) Frank is flirting with Emma and flattering her. Emma likes to be around Frank when he is flattering her as it is more adult, (Chapter 43). At this point we sort of like Frank but wonder if he is false. The remarks he makes when complimenting characters does he truly mean them or is he just saying them to improve him-self and to make others like him. â€Å"Miss Woodhouse you have the art of giving pictures in a few words. Exquisite quite exquisite.† By giving the readers these certain hints it means that Austin can help trick the readers into believing that Frank is Emma's match for they are socially equal it is a far gone conclusion before he even enters the novel. (I.e. they are both socially and financially equal as well as being at a similar age). The conversation's between Emma and Frank shows Emma to be slightly immature and prone to speak her mind as opposed to when she is in the company of Mr. Knightly. Frank Churchill is a â€Å"dashing young hero† this makes him sounds a bit ruthless and insubstantial. However, Emma's relationship with Mr. Knightly is different the impression of Mr. Knightly is that he is a perfect hero, The two quotes that have been mentioned above clearly states that Frank Churchill is shown to be vain, whereas Mr. Knightly comes across as not. Mr. Knightly is virtually never wrong, as he shows clarity and insight in judging Emma as well as other characters. To us as a reader we feel we can trust and respect him for his thoughts and opinions. In (Chapter 8) we see Emma to be showing her faults as she takes criticism from Mr. Knightly. From my opinion by Emma becoming aware of her faults she can rectify them and therefore become a better person. But in Chapter 43 we see Mr. Knightly giving opinions and not criticism he is honest and admits to not liking Frank Churchill to which the readers of Austin and today's society would respect, however when Emma admitted to not liking Miss Bates, she was frowned upon because Miss Bates character was portrayed as old and pathetic. When Mr. knightly is dancing with Harriet, he is trying to almost prove to Emma that he would do any thing for her but I doubt the readers would pick this little hint up as they fell its an act of kindness. We also read a different persons opinion of frank Churchill's character â€Å"Mr. knightly who for some reason had taken an early dislike to Mr. Churchill.† It's as if by reading this quote that the author is patronizing and suggests that frank is harmless for the way which he shows kindness is through flattery. Austen is demonstrating irony. The irony in Emma's belief that she is the centre of everyone's intrigues when she is in fact blind to her own feelings she has of Mr. knightly. I think as a reader I would say I much rather prefer Emma's character when she is in the presence of Mr. knightly as she more grown up by realising her mistakes and able to take criticism in chapter 8 but when in the company of frank Churchill Emma is somewhat childish and more prone to speak her mind in chapter 43, she is inclined to feel jealous as she is of Jane Fairfax when invited to the Coles party in chapter 25. Emma's relationship with her father, he is overprotective of her â€Å"affectionate and indulgent father.† But they are very close to one another for when the readers are told about the proposal of Mr knightly to Emma she has trouble to say yes as she wishes to remain near to her father and live near to him in chapter 50. Emma is selfless in relation to her father. The connection with Emma and miss bates the harmless spinster who is the aunt of Jane Fairfax. She is sweet and tempered but tedious due to incessant chatter. In chapter 43 the readers see another side to Emma as she acts unkindly towards miss bates. It illustrates to us that Emma doesn't think before acting but later regrets the things which she has said. Yet the reader can't clarify whether Emma apologises for herself of Mr knightly. We are shown the extent of Emma being headstrong we therefore feel sympathy for miss bates but can see how she can be intensively annoying because of the narrative style. Although in Austen's period when women were not allowed to speak out of tone publicly but the character of Emma is shown otherwise, I feel in a way that I respect Emma more and she is presented to the readers that she is ahead of her time. Emma reflects the values of Augustan society which was written 100 years before the novel was written. In the 19th century at the time when Austen was writing there had been a huge change in social structures. New money was beginning to make its mark and more people were becoming rich. It's this that Austen satirises this least confident and most pompous part of society. Mr knightly and Mr Woodhouse are substantial landowners. The ‘new rich people' now associate themselves with the historical landowners and its because they have only just come into money that Emma is distasteful towards them but Emma clings to established ideas as and when it suits her; She accepts Harriet of whom a financial background is a mystery where as she isn't fond of the Coles. â€Å"The Coles were respectable in their way, but they ought to be taught that it was not for them to arrange the terms on which the superior families would visit them.† From a modern perspective I would see this as snobbery and for me puts Emma in a bad light whereas in Austen's point in time it may have the opposite effect for they would see Emma as obeying the society rules. I gather that Emma would have the satisfaction in dismissing the invitation but hearing of others going and wanting to be the centre of attention she partakes, this idea relates to my point I made about clinging to traditional designs when it suits her. Harriet smith is seen as Emma's project and a â€Å"lady of unknown birth.† She is more in charge of her heart then Emma. Throughout the novel the readers can clearly see that both Emma and Harriet are close friends; Emma is very considerate of Harriet and loyal. In chapter 7 Emma influences Harriet on rejecting Mr Martin's proposal because Emma fears for Harriet's financial situation when marrying Mr Martin. This could be seen in two different ways as it shows emma trying to good friend as she thinks of Harriet's future however some readers may think this hypocritical of Emma; after reading the book and looking back at this point once Emma has declared she will marry for love and not money but advises Harriet to marry for money and not love. Austen is trying to comment on a society interested in social structures not values and personality. With mrs Elton she marries for money even though she is quite wealthy whereas mr martin who doesn't seem to care about the social structu res or the social statuses involved he wishes to marry for love. Emma has many flaws and weaknesses and suffers from humility (chapter 43, criticism from mr knightly) and self knowledge both of which she lacks at first but through the novel she gains in her journey in adulthood. One of her weaknesses is that she manipulative in chapter 7 on influencing harriets decision but could be seen as caring for harriets future. She is shown to be thoughtless towards miss bates but might be turned into emma being headstrong and not following a trend with others. I generally think emmas character means well in what she does throughout the novel. I see emma as a genuine character because she has flaws in her personality which are resolved but because they are I don't find her as interesting in towards the end of the novel. From a person of 100 years ago when the book was written I would say that they would've have liked emmas character because of her flaws and the way they are displayed to the reader.