Hades Essay

The ultimate danger lies within death; he worst failure in a journey is when the hero falls to the fiery grasp of Hell. Much like Odysseus – a Greek hero whose tale can be found in The Odyssey – Leopold Bloom travels into Hades in episode six of Ulysses. The theme of death is a constant recurrence throughout Ulysses, and â€Å"Hades†, as its name implies, is the one chapter where death reigns. But â€Å"Hades† centers more on escaping Hell and returning to the land of the living. The heroes, in the face of death, come back to life. Odysseus and Bloom are mirrored characters, and they both have managed to escape the Underworld.This essays main goal will be to analyses the Homeric parallels between Odysseus' journey in the Underworld and Bloom's travel to Payday Diagram's funeral, a real-life journey into the depths of Hell. First of all, the Homeric parallels in episode six begin with the use of the number eleven. (l should note right away that the funeral for Payday Digamma begins at eleven a. M. ) Eleven is an essential piece of the episode, since it is a number that represents sin and death. To understand why eleven is considered a bad number, we must go back to old times.In ancient societies, pacifically Christian and/or Catholic cultures, the Decoupage, or the Ten Commandments, was used as a reference into writing laws. The number ten was considered a holy number, because there were ten fundamental laws to be followed in Catholic communities. Seeing as the number eleven oversteps ten, it was considered by many to be a â€Å"transgression of law and of sin† (Saint- Augustine, 464). Both Homer and Joyce were aware of the symbolism of the number eleven. The two authors went out of their way to weave the number into their works.However, the two writers did not use eleven as a symbol of in, but rather death. For example, in Homers The Iliad, Achilles grants the Trojan eleven days to complete Hectors funeral rites before the bat tle recommences. (Bell, 404) If we were to compare The Iliad with The Odyssey, we would see a similarity in the funeral rites. When Odysseus descends into the Underworld, he meets the ghost of one of his men, Lovelorn, who had fallen to his death when he fell asleep in the tower on Circle's island. Lovelorn begs Odysseus to give him a proper funeral, just as Hector had received.Let's now switch over to Ulysses: because Diagram's funeral begins at eleven ‘clock, Digamma is a parallel to Lovelorn, who is a parallel of Hector. These parallels explain why Joyce uses the number eleven in â€Å"Hades†. But enough about numbers. Lees discuss parallels in the novel. Joyce has a habit of linking each chapter in some way or another. By this, mean themes and concepts from previous chapters parallel chapters further on in the novel. For example, â€Å"Sirens† focused on the element of sound, whereas â€Å"Cyclops† contrasts and concentrates on sight. Similarly,  "Hades† is a parallel to â€Å"Protests† with its life and death themes.At the beginning of episode three, the themes of life and earth appear immediately. Stephen encounters a midwife carrying a bag; he thinks the bag holds a â€Å"miniskirt with a trailing nevermore, hushed in ruddy wool. † (3. 36) Midwives are seen as a symbol of birth, because they assist women giving birth. However, the chapter's theme quickly switches when Stephen realizes the baby is deceased. The â€Å"ruddy wool† solidifies this mood change; in chapter four, we learn that Bloom's son, named Rudy, had passed away around ten years ago. Rudy had been buried in a â€Å"ruddy red† wool sweater.With Stephen thinking of his dead mother, and his seeing a dead dog n the beach, the concept of death is present throughout the episode. By contrast, â€Å"Hades† begins with an immediate mention of death. Bloom, Martin Cunningham, Simon Deals and Jack Power are heading to Payday Di agram's funeral. Just like when we get a glimpse of death in the ‘life chapter' â€Å"Protests†, we get a glimpse of life in the ‘death chapter' â€Å"Hades†. As Bloom climbs into the carriage to get to the cemetery, he wipes off bits of crumbs on his suit. These crumbs are a reference to the â€Å"potted meat† (17. 124-5) we see on Molly's bed; the crumbs are a metaphor for copulating, and thus birth and fife. The main difference between â€Å"Protests† and â€Å"Hades† is that, in episode six, the theme of death is far more elaborated. From the coffin-tight carriage the men travel in, to the cattle being shipped off to the slaughterhouse, to the mention of Bloom's father's suicide, to the rats crawling out from the graves, Joyce has created a real-life depiction of Hell. What is scary about this episode is the fact that, given the God of Death's reputation in Greek and Roman literature, if Bloom really is descending into Hades, he may not make it out.Greek mythology describes Hades as the God f the Dead. According to legends, the lord of the Underworld kept a close eye on the dead souls, ensuring they do not flee the Underworld. One of Homer's plays, The Odyssey, recounts Odysseus managing to escape from Hades. Odysseus was lucky, since not many heroes have succeeded in escaping the Underworld. The very fact that anyone had been able to break out of the Underworld is a miracle. With this in mind, we are left to wonder if Bloom can make it out of the cemetery ‘alive'. The descent into Hell is seen as a dangerous, but also heroic act, especially in Greek and Roman literature.

You Suck: A Love Story Chapter 27~28

Chapter Twenty-seven Well, That Was Fucked Up â€Å"Then, Lucifer Two attains the blood sword and takes Jared the White as his consort, and they hold dominion over all of the Kindred for ever and ever,† said Jared White Wolf, concluding the hour-long plot synopsis of his unwritten epic vampire adventure novel. â€Å"So what do you think?† â€Å"I really liked it, but I think you may need to work on the characters more,† Tommy said, flexing his writer muscles a little. It helped him to not think about the thirst that was rising in him. Jared looked to Jody, and raised a drawn-on eyebrow. â€Å"I think we must get out of this basement right now,† Jody said, â€Å"and if that means murdering your parents and little sisters, well, you don't make an omelet – â€Å" â€Å"But what did you think of my novel?† Jared said. â€Å"I think it's not a novel, it's a sexual fantasy about you and your rat.† â€Å"It is not. That's just the characters' names.† â€Å"Try Abby's cell again, Jared.† Jody was gritting her teeth. â€Å"Tell her to get back here,† Tommy said. He was starting to get cramps from the blood thirst. â€Å"Hold on, I get shit reception down here.† Jared took his cell and his rat and headed out the door and up the steps. When he was gone, Tommy turned to Jody. â€Å"I'm really feeling the hunger.† â€Å"Me, too.† â€Å"Should we maybe just, you know, sample Jared?† â€Å"I don't think that's a good idea.† â€Å"Well,† Tommy said. â€Å"William is in the hospital, and we don't know where Abby is, and I don't see as we have that many options.† â€Å"Tommy, let's just walk out of here. What's the worst that can happen? We shock Jared's parents? I get the feeling they may be desensitized.† â€Å"That's fine, but then where do we go tomorrow? A hotel? I guess, if we get the money, we can have Abby guard the door to keep the maid from coming in and frying us.† Tommy brightened. â€Å"Hey, maybe Abby grabbed some money from the loft?† â€Å"Abby might not even be alive,† Jody said, more than just irritation in her voice now. â€Å"You know how Elijah was going to kill you to fuck with me? If he's been watching us, he has to know about Abby. She'll be next. We should have left here right away. I feel horrible for leaving her out there alone.† â€Å"She went right to him.† Tommy cradled his head in hands. â€Å"I hate this, Jody. Why did you do this to me? It could have worked. I could have looked out for you and had a real life. Now I just live from feeding to feeding, putting people in danger. Everyone wants to kill us or take something from us. I'm from Indiana, they don't prepare us for this kind of thing in the Midwest.† Jody slid off the bed to the floor and sat next to him, put her arm around his shoulders. â€Å"It's not like that, Tommy. We're like gods. Sure, we have to hunt, but if you let go to the predator part of you, you'll lose that anxious feeling. You have to feel the power of it.† â€Å"Power? What power? I was ready to have the rat as a snack.† â€Å"Well, you can have the rat if you need him, because that little fucker is creepy.† Tommy pulled away from her. â€Å"Don't.† Jared came through the door then, pumping his inhaler. â€Å"Oh my God! Oh my God! She met the hottest guy who is a ninja, and they're like totally into each other. And those guys you told us about, that kidnapped you, a bunch of them are vampires now. And there's a tall woman vampire, too, who tried to bite Abs. And Abby totally took them all on and burned them up with some kind of portable sunlight. Oh my God, she's so awesome. I wish I had balls like her.† â€Å"Where is she now?† Jody asked. â€Å"She's having a Mochaccino at Tulley's on Market. I loaned her like twenty dollars. Which she's going to pay me back out of her Christmas bonus you're giving her. Hey, do I get a Christmas bonus, because – â€Å" â€Å"Call her and tell her to stay right where she is,† Jody said. â€Å"We're on our way.† â€Å"We are?† Tommy said. They could get out of here, find a – a donor! â€Å"No, not you,† Jody said. â€Å"We are.† She patted Jared on the shoulder, careful not to get her hand near the rat. â€Å"We are?† Jared said. â€Å"Yes, Jared, you have to come out to your parents. You have to confess that you've had a girl in your room all day. We'll walk up and you can just introduce me as your girlfriend.† â€Å"Okay. I guess. You might want to borrow some eyeliner and touch up your lipstick a little first, okay?† â€Å"I will slap the gloom off of you, rat shagger,† Jody said with a smile that was just a few degrees below being warm. Over his very long life, Elijah Ben Sapir had been hunted, beaten, tortured, drowned, impaled, imprisoned, and even burned on two occasions – tolerance for those who live off the lifeblood of others being what it is – but in eight centuries, this was the first time he had been flash-fried by a tricked-out Honda. Despite the novelty of it, when novelty had just become his new joy, he figured that if he went another eight hundred years before it happened again, he'd be okay. Creeping down a SOMA alley, snatching rats from behind Dumpsters and draining them to dust just so he could heal himself enough to hunt a real victim, was serving as an abject lesson as to why he and his kind were sworn to remain concealed. It was bound to happen: the application of new technology for the detection and destruction of vampires. Hadn't he adopted technology to protect himself? His self-piloting yacht with its sensors and sealed vault had served him as well as any guarded castle. But he'd forgotten the rule – not forgotten, really, but ignored it – deciding to indulge in hope, to the point of faith, that he would always prevail. So some clever cow had figured out how to package sunlight and unleash it upon his arrogant carcass. The cow would never have found the solution had the vampire not shown him the problem. Humbled was Elijah, and angry, and hungry, and a little sad, because he had loved his yellow tracksuit, and now it was but beads of blackened pol yester burned into his skin. He picked at them as he listened for prey, tucked between a Dumpster and a white step-van full of bread racks. Here came one now – fat enough to complete the healing, Elijah could tell by the weight of his step. The back door of the bakery opened and the rotund baker stepped out and shook a cigarette out of his pack. His life aura was pink and healthy, his heart thumped strong, and would for a long time if Elijah did not suck it dry. Normally he only took the sick and the weak, those who were short for the grave anyway, but this was a desperate time. He leapt on the big man's back and rode him to the ground, catching his scream in one hand, using the other to hit pressure points in his neck that had the baker unconscious in two seconds. Elijah drank, listening to his blackened skin crackle, slough, and heal, even as the baker still breathed. There would be no neck snap, no body to find this time. He dumped the dust from the baker's clothes and slipped into them. His white Nikes were the only survivors of his previous outfit, so he threw the baker's clogs into the Dumpster along with his wallet, pocketed the cash, and took off, dressed in white from head to foot. The vampire smiled to himself, not with joy, but with the grim irony of the situation. People often speak of things coming to them in a flash of inspiration, but the clich held new meaning for Elijah. The flash meant that the game was over, that his foray into human desire, even for revenge, had gone far enough, and now it was time for damage control. They all had to die. He wouldn't enjoy killing her. Not her. After being burned up for the second time in two days, Blue was ready for a healing massacre – a bloodbath – but the Animals had stopped her, citing sissy ethical reasons like murder was, you know, wrong. â€Å"You're burned up!† Blue said. â€Å"This is no time to develop a conscience. Where was your conscience when you were making me do you a dozen times a day, huh?† â€Å"That's different,† said Drew. â€Å"You were in on it.† â€Å"Yeah,† added Jeff. â€Å"And we paid you.† â€Å"No one was hurt, amiga,† Gustavo added. Blue broke off some charred crust coming over the seat of the Mercedes at Gustavo, who was in the passenger seat. Drew dragged her back into her seat by her hips. She crossed her arms and pouted, huffing out little flakes of ash in exasperation. They were supposed to be doing her bidding. They were supposed to be her seven – well, three – dwarves. â€Å"You shut the fuck up, bean town. I was hurt. I am hurt. Look at me.† They didn't look at her. They were all burnt black from the waist up, in the front at least. Their shirts hung on them in charred shreds. The linen dress that Blue had been wearing had incinerated almost completely. She was wearing only her panties and a severely singed bra. Her face was still a bit lopsided from where Elijah had banged it on the car hood. â€Å"We didn't do this, Blue,† Drew said. Blue smacked him repeatedly in the head a half-dozen times, knocking off most of one of his charred ears and all of the carbon strands that were what was left of his hair. The tip of her little finger broke off in the process, at which point she sat back and growled like a beaten dog. â€Å"We need blood to heal,† Blue said. â€Å"Lots of it.† â€Å"I know,† Jeff said. The charred power forward was driving. â€Å"I'm takin' care of it.† â€Å"You just passed five perfectly good teenagers,† Blue said. â€Å"Where the fuck are you going?† â€Å"Somewhere where the donors can handle our action,† Jeff said. â€Å"Well, we're broke until you get my money back, so your donors better have some fucking cash.† â€Å"We can't exactly go into a bar in the financial district,† Drew said. â€Å"Not looking like this.† â€Å"Oh, like they'd let you dirtbags in at your best.† Blue found that being burnt up put her on edge more than normal. She'd tried taking a Valium left by the Mercedes guy, just like Drew and the other had downed handfuls of his painkillers, only to find their vampire systems rejected them with extreme violence. â€Å"We're here,† Jeff said, pulling the Mercedes into a wide public parking lot. â€Å"You're fucking kidding me,† Blue said. â€Å"The zoo?† Tommy waited half an hour before he called Jody's cell, only to get a dropped signal, then voice mail. He called three more times in the next half hour, played two rounds of Gunning for Nuns Xtreme on Jared's Xbox, called Abby's cell only to get voice mail, then made his first sincere attempt at turning to mist. Jody had said it was a mental thing, you just had to see yourself as mist, force yourself to mist, â€Å"like flexing a muscle,† she had said. â€Å"Once you've done it once, you just know how it feels and you can do it again. Like getting up on water skis.† It wasn't that he could get out of the basement undetected, it was what Jody had said about being in the mist state – that time sort of just glided, like you were in a dream. It was the only reason, she said, that she hadn't beaten him senseless for having her bronzed. When you were mist, it just wasn't all that bad. Maybe if he could turn to mist, he could pass the time without driving himself nuts with worry. For all his mental flexing, all he got was a flatulent toot that sent him diving for the door and fanning the room out with it. He was truly a foul dead thing – fouler than he'd even guessed. He looked for paint peeling off the walls. That was it. He was not a kid hiding in his friend's basement, he was a – what did Abby call it? – he was one of the anointed, a prince of the night. He was going to walk out of here, right past the family, and if he had to take them out, well, so be it. That would teach Jody for leaving him behind and turning her phone off. How do you feel now, Red? Huh? Massacred, dismembered family? Huh? Glad you saved your anytime minutes now?! He tramped up the steps and into Jared's parents' family room. â€Å"Hi,† Jared's father said. Tommy had expected a bit of a monster based on Jared's description of his father. Instead what he saw was a bit of an accountant. He was about forty-five, in pretty good shape, holding a little girl on his lap who was coloring a picture of a pony. Another little girl, who looked about the same age, was coloring on the floor at his feet. â€Å"Hi,† Tommy said. â€Å"You must be the vampire Flood,† Jared's dad said, with a bit of a knowing smile. â€Å"Uh. Well. Kinda.† It showed. He could no longer hide among the humans. It must be because it had been so long since he had fed. â€Å"Sort of a weak ensemble, don't you think?† Jared's dad said. â€Å"Weak,† repeated the little girl without looking up from her pony. â€Å"Huh?† Tommy inquired. â€Å"For a vampire. Jeans, sneakers, and flannel?† Tommy looked at his clothes. â€Å"Black jeans,† he pointed out. Shouldn't this guy be cowering in fear, maybe begging Tommy not to put his little daughter in a sack for his vampire brides? â€Å"Okay, I suppose times change. You know that Jared and his girlfriend went up to Tulley's on Market to meet Abby, right?† â€Å"His girlfriend, Jody?† â€Å"Right,† said Dad. â€Å"Cute girl. Not as many piercings as I expected, but we're just happy she's a girl.† An attractive blond woman in her late twenties came into the room carrying a tray with carrot and celery sticks on it. â€Å"Oh, hi,† she said, dazzling a smile at Tommy. â€Å"You must be the vampire Flood. Hi, I'm Emily. Would you like some crudites? You're welcome to stay for dinner. We're having mac and cheese, it was the girls' night to pick.† I should drink her blood and put her kids in a sack, Tommy thought. But his vicious predator nature was overcome by his Midwestern upbringing, so instead he said, â€Å"Thank you very much, Emily, but I really should be going if I'm going to catch up to Jared and Jody.† â€Å"Well, okay then,† said the woman. â€Å"Girls, say good-bye to the vampire Flood.† â€Å"Good-bye, the vampire Flood,† the girls sang in chorus. â€Å"Uh, bye.† Tommy bolted out of the room, then back in again. â€Å"Where's the door?† Everyone pointed through the kitchen, whence Jared's stepmonster had just come. He ran through the kitchen and out the door, then stood with his back against the minivan in the drive, trying to catch his breath. â€Å"That was fucked up,† he gasped, then realized that he wasn't out of breath from exertion at all. He was having an anxiety attack. â€Å"That was really, really fucked up.† Chapter Twenty-eight Wallflowers of the Night It was a lot like trying to get your courage up to ask a girl to dance, except that in this case it wasn't so much the fear of rejection, or that you'd be awkward and embarrass yourself, although that was a consideration, but that whoever you picked was going to be reduced to dust, which was somewhat more significant than trampling her toes. Tommy stood on Castro Street looking for his next victim. His first victim, really. He was tired of being the apprentice. If Jody was going to just leave him in the basement because he wasn't vampire enough for her, then maybe he'd have to become like her. Maybe he'd learn about this predator nature she talked about. Maybe, like that guy in the basement in The Phantom of the Opera, he would have to hear â€Å"The Music of the Night.† He wasn't sure what had happened to the basement guy. He'd gone to see the movie with a girl from his high school, but had to leave halfway through to keep from taking his own life. It hadn't been a good date. There were plenty of people out on the street, even at this hour, but none of them screamed victim. There were no women in low-cut dresses who had just turned an ankle. There were no girls in negligees running down the street, glancing back over their shoulders. There were, in fact, not many girls at all. Lots of guys. Lots. He reckoned that it wasn't really necessary that he pick a woman. After all, he'd fed off of William and Chet, both of whom were male, but this was different. This was really becoming the hunter, and despite his hunger, there was no little bit of revenge in his decision to bite someone. So it had to be a girl. He had to get back at Jody for ditching him at Jared's. He had to show her that she wasn't the only vein in the circulatory system. Or whatever. The few women he saw were so healthy, with big bright pink life auras around them, and weren't alone either. He had to get someone alone. Frustrated, he backed down the alley and started pacing back and forth. After a short time he took a run at the wall, ran up ten feet or so, then turned and ran back across the alley and up the other wall about ten feet, then back, and up the wall fifteen feet – like a skateboarder working a half-pipe, he ran back and forth, feeling the strength and speed of what he was – feeling his confidence rise. I am a superior being, he thought. I am a friggin' god! Then his foot went through a window and he sank up to his crotch into the building, then dangled over the alley upside down, three stories up, flailing. Stupid place for a window, he thought. Then he saw her. She was sort of tall, but dressed in a red evening gown, with athletic curves, and long red hair that had been lacquered into ringlets. She was perfect, and she was coming down the alley. It was like he'd ordered her from an old Hammer film to be the hapless victim. Sweet! So he was hanging upside down by one leg. That could be a tactic. He felt his fangs extending and he drooled a little, which hit her on the shoulder. She started a little, and that's when he made his move. He'd always loved the scene in Dracula where Jonathan Harker sees the Count climbing, facedown, down the castle walls and thinks, Hey, something is up here. Tommy had pleaded with Jody to try it, but she never would, so this was his chance. He pulled himself out of the window, hooked his fingers between the bricks, and began his climb. And dropped thirty feet to the alley, landing flat on his back. â€Å"Ouch.† Upon Tommy's impact, his intended victim had let out a very masculine scream, jumped three feet straight up, and came down sideways on her high heels. She knelt over him rubbing her ankle. â€Å"Cheesy Christ on a cracker, darlin'. Where did you come from?† Southern, and deep. â€Å"Slipped,† Tommy said. â€Å"You're a man, huh?† â€Å"Well, let's say that is a street which I have walked, to which I do not wish to return.† â€Å"You're very pretty,† Tommy said. â€Å"Sweet of you to say.† He tossed his hair a bit. â€Å"You want I should call an ambulance?† â€Å"No, no. Thanks. I'll be okay.† â€Å"What were you doing up there, anyway?† Conveniently, Tommy was still staring straight up at the sky, framed by the buildings, and he could see that she thought he'd fallen from the roof. â€Å"Listening for ‘the music of the night. â€Å" â€Å"Were you watching the DVD? I heard people tried to kill themselves rather than sit through it.† â€Å"Something like that.† â€Å"Honey, just push pause. Just push pause.† â€Å"I'll remember that. Thanks.† â€Å"You sure you don't want me to call someone?† â€Å"No, no. I'll call someone as soon as I catch my breath.† Tommy reached into his back pocket and pulled out a handful of broken plastic and wires that had once been his cell phone. â€Å"Okay then, y'all take care.† She stood, turned, and walked slowly out of the alley, trying not to limp. â€Å"Hey, miss,† Tommy called after him. â€Å"I'm not gay.† † ‘Course you aren't, darlin'.† â€Å"I rule the night!† She waved without looking as she rounded the corner. â€Å"Redheads,† he growled. He could feel his broken ribs knitting together. It wasn't pleasant. As soon as they were healed enough, it was back to Jared's house to eat the rat. Move up the food chain slowly, maybe. An hour later the torn and tattered vampire Flood limped up the driveway to Jared's house. Abby and Jared were smoking in the driveway. â€Å"Lord Flood,† Abby said. â€Å"What are you doing here?† â€Å"You look like someone opened a whole six-pack of whup-ass on you,† Jared said. â€Å"You shut up. How did your family know I was a vampire?† â€Å"Well, certainly not from your wardrobe.† â€Å"Jared, I am all busted up, and I'm feeling hungry, and a little fragile. Now answer my question or I will go inside and murder your family, feed on their blood, step on your rat, and break your Xbox.† â€Å"Whoa, drama queen much?† â€Å"Fine,† Tommy said. He shrugged, which hurt, and headed for the kitchen door. â€Å"Find me a sack big enough for your two little sisters.† Jared jumped in front of him. â€Å"I told them we were playing Vampire the Masquerade and that your part was the Vampire Flood.† Abby nodded. â€Å"We used to play all the time before we actually became minions.† â€Å"It's like Dungeons and Dragons but way cooler,† Jared said. â€Å"Okay.† Tommy nodded. Which hurt. There they were, two perfectly healthy donors from whom he could feed, who would be willing. And he was hurt, and he needed to feed in order to heal. Still, he couldn't ask. He was staring at Abby's neck, then looked away when she appeared to notice. â€Å"Where's Jody?† â€Å"She'll be here soon,† Abby said. â€Å"She sent us back to find you. We called but your cell wasn't on.† â€Å"Where is she?† â€Å"She went to the new loft. She said she'd bring some money and what was left of William's blood back for you. You can stay in a hotel. Jared and I can guard you.† â€Å"She went to the loft? Where Elijah is?† â€Å"Oh, that's not a problem,† Abby said. â€Å"My Samurai prince burned him up while rescuing me from the blond vampire ho and her grocery-store vamplets.† Tommy looked at Jared. † ‘Splain please.† â€Å"Just knock,† Drew said. â€Å"They'll unlock it for you. You're almost naked.† They stood by the front door of the Marina Safeway. Drew had healed a little from his burns, but was still bald and covered with a dusting of soot. Blue was completely healed, but wore only her charred underwear and the beige high heels that had looked so lovely with her linen dress. Since the first time she took the stage in high heels and a bikini back in her first Fond du Lac beauty pageant, right through her career stripping and then bonking for dollars, she thought the whole idea of high heels and underwear patently absurd. Yet here she was, rich, powerful, and immortal – yet still standing around wearing high heels and underwear. This time, however, there was some rationale for the outfit beyond that it floated some horndog's hormonal boat. At the zoo, while the Animals had pursued their prey among animals, she had found two night watchmen, each isolated on his rounds, and took them down. Unfortunately, she hadn't taken their clothing because she didn't want to have to explain to the Animals why she was dressed like a night watchman, since they had suddenly decided to take the moral high ground on slaughter. The Animals had not fared so well. Drew was the only one in better shape than when they'd first been burned. He'd gone for a llama, because he'd always thought they were cute. He was able to feed only a little, however, before he was bitten and spat upon, and decided to call it a night. Gustavo had gone for a zebra, under the mistaken assumption that his experience with horses as a boy in Mexico would somehow give him an edge in handling the African equine. Consequently, he had been summarily stomped, and now had several broken bones, including a nasty compound fracture of one leg, in addition to being burned up. Jeff, the basketball failure, was still embarrassed about having been taken down by a girl, and so picked a jungle cat as his victim, thinking that he would take on the strength and speed of his donor. His right arm was attached only by a few muscles and much of that shoulder was gone altogether. His skin was still crusty black from the waist up. â€Å"Fuck knocking,† said Blue. The big front window had only that day been replaced, but she was going to lead her charge right through it. â€Å"Get in, find them, and take them.† She found she was falling back on her dominatrix experience a lot lately, which was not a skill in which she had complete confidence, having only recently been killed while performing it. She took three quick steps up, snatched up the steel-reinforced trash can that Jody had used on the window only days ago, and flung it underhanded with all her strength. The can rocketed through the air, bounced off the new, double-impact-resistant Plexiglas window, and knocked Blue on her ass. Blue climbed to her feet without making any eye contact with her undead posse, dusted off her bottom, then snapped her newly broken nose back into place. â€Å"Well, knock then, fuckstick,† she said to Drew. â€Å"Knock, knock, knock. We don't have all night.†

Compare and contrast the key appeal factors of the world's top four Essay

Compare and contrast the key appeal factors of the world's top four receiving countries(arrivals 2005)namely France,Spain,USA,China - Essay Example In other words, to every country there holds its own specialty. People visit different countries for not only trade but to spend their vacations, to take out time to explore the world and its beauty. These migrations benefit the countries in a manner to hold up the foreign exchange along with the enhancement of business of their countries. Most of the countries show up their basic historical culture and tradition to keep it alive among the new generation and spreading it all over the world. It is being noticed that technology introduces a new change in every field of daily use. A person traveling of one's pleasure is known to be a tourist and the process or migrations tourist make till one returns back to the homeland is known to be tourism. Tourist is said to be a name to visitor who travels the t other country to visit it for the cause of business or his pleasure. According to Mathieson and Wall (1982), tourism is "the temporary movement of people to destinations outside their normal places of work and residence, the activities undertaken during their stay in those destinations and the facilities created to cater their needs."8 In simple words, Wall and Mathieson wants to say that visiting a place other than usual places like office, schools, relative homes; a place where person moves to accomplish his personal or business desires. Desires may be to attain mental relaxation from the fast track life or desires may to achieve more trading clients to enhance own assets. Studying more about tourist and tourism, Macintosh and Goeldner (1986) defines tourism i n words like, "the sum of phenomena and relationships arising from the interaction of tourists, business suppliers, host governments and host communities in the process of attracting and hosting these tourists and other visitors."8 This is simple and easy defining the same philosophy of tourism in mould of different words. KEY APPEAL FACTORS Traveling from one place to another was a big major time consuming issue. Its developments were simultaneously acting by the passage of time. On foot traveling was done before 1500A.D when stagecoach was invented. This is a carriage pulled by the horse. It in minority but yet being seen now a day and now it's the cheaper transportation to move from one place to another. Then in England in 1825, passenger-carrying railroads, i.e., trains are developed moving the research on the development of boats and ships which was first sailed in ocean in 1840. This transportation was usually used to move on the land across seven seas through oceans. Automobiles and now the most famous transportation is air travel. Traveling may be done for one or more of the following dimensions: Natural Resources Culture Ethnicity Entertainment Extreme Tourism, which includes adventurous activities. Traveling is just not the reason but a name to live a healthy stay at guest place and enjoy that happy tensionless mood which requires following facilities: Lodging Food & Beverages Support Services Infrastructure, services like communication, water for general use, electricity etc. These all facilities require for the following the visitor or tourist to be filled

Dissertation-Methodology Part Essay Example | Topics and Well Written Essays - 2500 words

Dissertation-Methodology Part - Essay Example Data collection methods and tools utilized for analysis are also discussed. With the positivistic paradigm, the emphasis is on using measurement to find out the relationships between facts and causes of the phenomenon. This is â€Å"an essential element of the research process under this paradigm† (Collis & Hussey, 2003, p. 57). This approach is useful when there is a need to conduct statistical analysis (Collis & Hussey, 2003, p. 56). A positivistic approach will be used and the researcher will be independent, will not be influenced by the subject of research, and will take â€Å"the role of an objective analyst† (Saunders & Lewis & Thornhill, 2000, p. 85). The major reason for this method as a choice for the study is because, quantitative researchers focus on the measurement and analysis of facts and causes. According to Denzin & Lincoln (cited in Silverman 2005), â€Å"qualitative investigators think they can get closer to the actor’s perspective through detailed interviewing and observation† (p. 10). With qualitative researchers, the emphasis is on the close relationship between the subject of research and the researcher where the value is in the social reality and the meaning of the social event or phenomenon. The qualitative approach relies on the quality and depth of data and does not focus on the â€Å"measured (if measured at all) in terms of quantity, amount, intensity, or frequency † (Denzin & Lincoln, 2000, p. 8). In addition, as Waters (2001) explains, the quantitative approach is based on â€Å"simplified representations of reality where real features are depicted by symbols† (p. 8). The main benefits of choosing a quantitative approach to this research are as discussed below. Firstly, this method allows stating of the research problem in very specific and clear terms. Also there is a clear possibility to follow the original research objectives that have been set down and to arrive at more conclusive conclusions. Also this

London city Essay Example | Topics and Well Written Essays - 2000 words - 1

London city - Essay Example Its fast-paced growth and advancements helped to produce a community of arts and letters such as had not existed since the Anthens of the fifth century. London is the home of a cultural and educational institution that is clearly depicted by the numerous images around the city. It is a world-class international city like no other as it pulsates with energy of business, style and rich cultural history. It is the home to a wide range of famous and spectacular sceneries such as museums and art galleries that have been in existence ever since the ancient times. Besides this, London is also known for its strengths in the commerce, arts, entertainment, fashion, finance, tourism, transport, and other myriad number of traits Cvetkovic, 2013). The images found along the street are eminently vital as they portray the identity of its people structure and meaning. One of the most striking feature surrounding the London City are the existence of thatched houses which are currently being referred to as cottages. Although being a few in numbers, the thatched houses represent the ancient times where there had not been any advancements in terms of housing. The cottages are described as being small dwellings of traditional build as it was in the olden days. The materials for building a thatched house had caused an alarm as it posed a great threat because of the materials being prone to fire. It is with this profound reason that the government passed on a bill that required its citizens to adapt to brick houses. However, there are still a few thatched houses that have been specifically designed to resemble the traditional ones thereby signifying the culture and traditions of the Britain citizens. London Bridge is another scenario that has caught many eyed due to its magnificent beauty and location. London Bridge is one of the historic sites found in London city and was constructed in the

The Great Sphinx of Egypt Research Paper Example | Topics and Well Written Essays - 2250 words

The Great Sphinx of Egypt - Research Paper Example Others believe that the nose was removed by Sufi who considered it was blasphemous. According to Robert (48), arguments have been raised that the sculpture was built by Pharaoh Khafre at around 2575-2465 BC. This was during the old kingdom which was characterized by the building of pyramids. However, there are various arguments surrounding the construction of the Sphinx. History There are various mysteries surrounding the great Sphinx. The great sphinx is located close to the pharaoh’s Valley Temple and along the covered causeway that led to Mortuary Temple beside the pyramid. The great sphinx is made of limestone with lion’s body and a human head. It is situated at the Giza plateau on the west bank of the Nile in Egypt. It is one of the world’s largest monoliths. It is 73.5 meters (241 ft) long, 19.3 meters (63 ft) wide, and 20.22 meters (66.34 ft) deep and weighs around 200 tons (Robert, and McNally). It is among the oldest monuments in the world and it’ s thought to have been built by ancient Egyptians during the reign of Pharaoh Khafra around (2558-2532 BC). However, there have been controversies regarding who built the statue and when it was built. The Egyptians used the statue as a sign of divinity, and there is a belief that king Harmais was buried in it. The statue faces East which signifies security. The direction the statue is facing means that it guards the temple and the other pyramids that surround it. Egyptians use different names to refer to the Sphinx (Robert, 51). These include Hor-em-Takht (Horus in the horizon), Bw-How (Olacr of Horus) and Ra (Ra of two Horizons). The building of the Sphinx could have taken place during the fourth dynasty of Egypt in the 3rd millennium BC. Also, the statue could have been built by Pharaoh Khafre and the carved image of the face looks just like his face. Others suggest that the Sphinx was built by Pharaoh Khufu the father of Pharaoh Khafre, who also built the great pyramid of Giza. H owever, there is no conclusive evidence regarding who exactly built the great sphinx. Robert (49) states that Pharaoh Khafre ruled the fourth dynasty (2558-2532 BC) after having succeeded his brother King Djedefre. Khafre was the son of King Khufu and Queen Henutsen. He reigned for around 24-26 years and he is also appreciated for having built the second pyramid at Giza. He is also thought to have built the great Egyptian sphinx. During his reign, the Egyptian kingdom obtained great prosperity. Dimensions and Proportionality The head of the sphinx is smaller than the rest of the body which makes it disproportionate. However, this contradicts the facts that it was made by Egyptians since they were good at making proportionate items. The Sphinx was carved from limestone and the stones that were removed were used in the construction of pyramids and temple. The limestone that was removed around the head was stronger and was used in building pyramids while the weaker ones were used in bu ilding the temple (Graham, and Bauval, 17). There was also another suggestion that Sphinx would have been formed through water erosion. According to Manager (1993), the history of the great sphinx had long been forgotten and the monument suffered neglect. The story of the Sphinx began around 1400 BC when pharaoh Thutmose IV was told in a dream to unearth the Sphinx body. In his dream, he was promised to become the king if he carried out the errand.  

Time Orientation Essay Example | Topics and Well Written Essays - 750 words

Time Orientation - Essay Example These three orientations, regardless of culture gender or educational background one has, are often experienced by everyone contrary to what is shown in the video where certain cultures are more inclined to a particular orientation. Perhaps there is a truth to that matter though but, the point is, people somehow come to some points in their lives where they experience the three orientations. In this paper, this writer’s personal assessment of his own past, present and future orientations will be discussed in detail along with the benefits and disadvantages of such orientations. When times are tough and there seems to be no hope for the future, I tend to think about the good times in my past. I think about the people who love and care for me and the events that I enjoyed as a younger person. This is perhaps because I feel like it is a way of escape from the difficulties I am going through. After a few moments, I often feel better and encouraged so that I challenge myself to fac e my present circumstances instead of run away from them or feel disappointed about things. This is an advantage one can have from reminiscing about the past. The joys of life experienced in the past become reminders that life is not always bad. Moreover, bad experiences can also serve as inspirations, showing that despite the bad times, one has overcome and is still surviving in the present despite the difficulties. Nevertheless, there are also disadvantages in dwelling in the memories of the past. For instance, in my experience, whenever I am reminded about the people who have hurt me, I feel angry and eventually, I do not feel so good. Hatred and unforgiveness build up in my mind and heart and I tend to waste my time thinking about how I could get even with them. Thinking so much about the present in the meantime also has its advantages and disadvantages. Whenever I observe other people who seem to have nothing to do but enjoy themselves, I get envious and think that I deserve su ch enjoyment as much as they do. Therefore, I seek to be with friends rather than stay at home and study. Watching movies and playing video games make me forget about my problems or any unpleasant situations so that I spend much time in front of the television or computer. These indeed give pleasure but they also are bound to make nothing out of a man because they are not productive. A good future is sacrificed for the little contentment of a man who dwells in the present. Surely, enjoyment is not only wonderful but is also important especially in this fast-paced and busy world because it relieves a person from stressful days. Nevertheless, staying too long in the present can lead to a failure to prepare for future needs. Being future oriented on the contrary can make a person’s life miserable than it ought to be. Personally, when I think about Mark Zuckerberg, Steve Jobs and Bill Gates, I tend to imagine myself being the next person to discover the next great creation in the world of computers, become famous and wealthy. This often leads me to dream and plan, think about what kind of house I want, imagine myself in the latest car model and give a beautiful woman the best wedding there can ever be. This leads me to demand too much from myself, sometimes forgetting to give myself a little pleasure. I become stingy not only to other people but also to myself whenever I dwell in my future orientation. However, it cannot be denied that this situation is good considering that there are

Overloading Trucks Essay Example | Topics and Well Written Essays - 750 words

Overloading Trucks - Essay Example Although overloading might be seen as quite a common and widely practices approach in any nation but it has certain adverse impacts which require to be discussed. The adverse impacts of overloading of trucks might result in occurring severe life risk accidents, negative impacts in the materials overloaded and unfavorable impacts on the vehicles along with roads among others. In order to deal with this critical concern, government of every nation frames certain regulation, adherence of which is mandatory for the vehicles (NTEA, n.d.). In order to acquire a comprehensive understanding about the aforesaid subject matter, the legislation and law of overloading trucks in New Zealand (NZ) and Saudi Arabia (KSA) has been elaborated in the following discussion. Overloading of vehicles is a serious offence in any part of the world. This aspect of transport law can also be seen in the legislation of New Zealand. Overloading is seen as a serious offence in New-Zealand owing to the fact that it has severe negative impacts on the vehicles, people and the goods carried among others. According to the Land Transport Management Act 2003 in New Zealand, trucks and other vehicles should be aware of their liabilities and act accordingly. Furthermore, Land Transport Act 1998 instructs that vehicles drivers should always ensure safety of the road, the vehicle and the people travelling in highways. Contextually, restrictions against overloading of trucks and other heavy vehicles are highly crucial. According to section 43 of the Land Transport Act 1998, a person carrying a heavy motor vehicle (e.g. Truck) will fall under the offence of infringement, if he/she is carrying the vehicle with goods in excess of the prescribed limit of weight for that particul ar vehicle. Furthermore, the law also signifies that the person will also be accused separately for overloading in each of the axle of the vehicles. Non-compliance of this section of the

The Golden Mean Essay Example | Topics and Well Written Essays - 1250 words

The Golden Mean - Essay Example Subjectivisms and relativism are strongly condemned in deontological systems of thought. On the contrary, one challenge about deontological moral systems is that they do not provide any clear way of resolving conflicts arising out of moral duties. Ethics of care Ethics of care is basically a normative theory of ethics which seeks to determine what makes actions right or wrong. Indeed, it is normally seen that some actions are regarded as right while others are deemed wrong. However, people might not always understand the line between right and wrong and the issues around that. Ethics of care focus on the importance of response. It totally opposes the use of universal judgment in making decisions whether right or wrong. As such, for the media practitioners, it is always important to understand some of the right or wrongs they report. According to the theory, it is seen that all individuals are normally interdependent on the achievement of their various interests. It is further seen th at some people are usually vulnerable to the choices of others and the outcomes in such cases need extra consideration. In a way, ethics of care contrasts the commonly ethical views of deontology and utilitarianism which most women view to be the right angle for looking at the concept of morality. In the media world, journalists will always encounter a number of issues relating to such contradictions and they must effectively report the right situations. In this case, there must a balanced view when looking at the concept of morality so as not to discredit any gender. Potter Box The potter box is an ethical framework that is crucial in analyzing various ethical dilemma realized in communication.... Ethics of care is basically a normative theory of ethics which seeks to determine what makes actions right or wrong. Indeed, it is normally seen that some actions are regarded as right while others are deemed wrong. However, people might not always understand the line between right and wrong and the issues around that. Ethics of care focus on the importance of response. It totally opposes the use of universal judgment in making decisions whether right or wrong. As such, for the media practitioners, it is always important to understand some of the right or wrongs they report. According to the theory, it is seen that all individuals are normally interdependent on the achievement of their various interests. It is further seen that some people are usually vulnerable to the choices of others and the outcomes in such cases need extra consideration. In a way, ethics of care contrasts the commonly ethical views of deontology and utilitarianism which most women view to be the right angle for looking at the concept of morality. In the media world, journalists will always encounter a number of issues relating to such contradictions and they must effectively report the right situations. In this case, there must a balanced view when looking at the concept of morality so as not to discredit any gender. The potter box is an ethical framework that is crucial in analyzing various ethical dilemma realized in communication. It utilizes four categories which are identified as universal in all ethical dilemmas.

Education of Philosophies Essay Example for Free

Education of Philosophies Essay After reading through the different philosophies of education, I have come to the conclusion that I can relate to the student centered philosophy the most for several different reasons. As stated in the chapter, education is not a competition. I don’t agree with having students take multiple choice tests to see who gets the highest amount of right answers. Many students suffer from test anxiety and giving them one chance to prove they are educated on the subject isn’t fair. I am a firm believer that students don’t gain knowledge from textbooks, they gain knowledge by being out in the real world. To me, experiencing things first hand is the strongest way to learn about a subject matter. This leads me to the progressivism philosophy of education. I am all for experimental learning, having students have the chance to learn by doing. Another method of this is called the scientific method. This happens by expecting students to pursue their answers through problem solving and critical thinking, and are rarely expected to find their answers in a textbook. Another method I agree with is social reconstruction. Democracy in a classroom encourages teachers to guide an important dialogue among the children, but to avoid telling students how to think or what to believe. Social purpose gives students an opportunity to instill habits or values that are useful to the greater community. I believe students should be encouraged to think about local, national, and international issues in the real world. More importantly, I believe existentialism is the most crucial student centered philosophy in education. Giving students the ability to develop their own creativity and different ways of self-expression is something that should be focused on in every school. Students should be allowed freedom to go at their own pace and should be inspired by the things shared among peers  in the classroom. Students are expected to be in control of their own lives at school while playing an active role in functioning community, students should leave the school with the important ability to think critically.

How Google Demonstrates Paradoxical Thinking Business Essay

How Google Demonstrates Paradoxical Thinking Business Essay For decades, the management theorists have focused their attention on three types of thinking i.e. Magical thinking, modern thinking and postmodern thinking. The latest inclusion is the paradoxical thinking which was being studied by the researchers of the science field. The main reason that paradoxical thinking has gained importance in the business world is that there were some buzz phrases that were being used by the employees of the organisations such as controlled chaos, getting outside the box, breaking the frame of reference, creative destruction, fuzzy logic and etc. (Lovy, 2011). All of these terminologies show that a business can develop something impossible by going beyond the imaginative framework and these old models have less importance in the contemporary world. The primary crux of the paradoxical thinking is that the openness can be anything but it is indecisive, lacks principled convictions and is sometimes passionless as well (Gebert, Boerner Kearney, 2010). According to Sak and Oz (2010), paradoxical thinking implies that problems should be looked from different angles rather than one perspective so that it can be resolved effectively. The term paradox is described as a range or group of statements that are contradictory and challenge the conventional thinking parameters. Likewise, the paradoxical thinking is stated as the way of looking at a situation or a problem form a various range of perspectives and carrying out in-depth analysis to understand the problem completely (Miron-Spektor, Gino Argote, 2011). One of the best examples of the application of paradoxical thinking is evident in the work performed by Farday in about 1830s. Farday observed that when the electricity current is passed through a wire it can cause a magnetised needle to move that is located adjacent to the wire to move in a direction which is rotational; it formed the basis of electric motor invention. In order to extend his learning and thinking capabilities, he increased his efforts and found that even the moving magnets can ease the flow of electricity in the system. He challenged the ways in which the conventional theorists of physics were working so that he could make valuable contribution in the field (Kasi et al., 2008). It has been found that the companies that encourage paradoxical thinking within their culture are able to make successful progression and their success is evident from the robust performance in the industry. The paradoxical thinking is found in abundance in leading corporations especially technology related firms such as Microsoft, IBM, Apple, Dell, Google, Sony, Wal-Mart, Coca-Cola and many more. Examples of how Google demonstrates Paradoxical Thinking Google is definitely the market leader around the world as it has created a new virtual world for the Internet surfers. The company has been growing at a rapid pace in the Internet-related products and services market as it has efficiently responded to all the demands of the customers as soon as they are required by them. Since gaining top position in the market as a dominant search engine in 1988, it has ensured that it fosters a paradoxical thinking climate within its business operations (Stoltzfus, Stohl, Seibold, 2011). The basic foundation of the paradoxical thinking is that the employees have to be provided an open and innovative culture that will allow them to think a huge range of imaginative and compelling ideas that have never been offered in the market. Google was the first company to identify the need of creating an online search engine from where the people seeking information about different things can retrieve valuable information easily. When Google was thinking about introducing this offering, it had to face resistance from the traditional companies who found the idea to be unrealistic and ineffective. The owners of Google were not let down by such discouraging comments and launched this facility for the Internet users. Since then, the company has been flourishing successfully in the market and has encountered all the challenges with determination and bravery. In order to present the customers with unique offerings, Google has created a work environment that is friendly, fun-loving, enthusiastic and relaxing so that the people working there love to come to their job every day (Baldwin et al., 2010). As a result of such appealing working environment, the employees have successfully employed the concept of paradoxical thinking in the companys product and service offerings which are even evident in the form of its advertisements. The employees show creativity by sharing their ideas with the management and the ones that are compelling are implemented after some modifications. Google has a Loose-Tight structure where the employees are given autonomy to work but have to comply with the Googles unified philosophy (Korn Silverman, 2012). Following are some of the initiatives that are undertaken by Google demonstrate the application of paradoxical thinking in its business operations: In 2005, the Summer of Code mentoring program was launched for students of ages eighteen and older to get them engaged in the free and open-source software. It even made valuable contribution in the open source community. Google MentalPlex on April Fools Days feature the usage of mental power for searching the web. In 2007, it announced the introduction of TiSP (Toilet Internet Service Provider) where one could easily obtain the connection by flushing an end of the fiber-optic cable down in the toilet. It even started advertisements in 2007 about the Gmail paper that could be used by Gmail users to print and ship the email messages. It changed its company name in 2010 to Topeka to display its honour of Topeka Kansas where its Mayor changed the name of the city to Google for limited time period so that it can sway Googles decision of new Google Fiber Project. In its search engine, it added language selection features of Swedish Chef such as Bork bork bork, Pig Latin, Klingon, Elmer Fudd and Hacker. Google Map, Google Notebook and other features are all examples of the paradoxical thinking implications. Hence, innovation is properly embedded in the companys culture so that it can create something new and pioneering for its customers and enhance their online surfing time. Paradoxical Thinking Whether it can be learnt or not The proponents of paradoxical thinking state that the people have to think out of the box and do in-depth analysis of any contradictory thought because it can give rise to something new that is not present in the market (Lovy, 2011). There is no science involved in learning the paradoxical thinking as the learners just have to change their thinking patterns. Sometimes, a solution or invention may appear not to make any sense but it might appeal to the target audience. For instance, when sports cars were introduced, people were sceptical about it that whether it will be accepted in the market or not; now it is the leading choice in the sports world. Similarly, when solar cars were launched by Saturn, it had to face huge amount of criticism but it was successful in meeting the demands of its customers and providing them an energy efficient car that is beneficial for the environment (Luscher Lewis, 2008). The key requirements of developing paradoxical thinking are open mindedness, courage to take risks and experimenting with new ideas. It is important to remain alert about the absurd ideas that are present all the time in minds; they have to be noted down and then dwelt. The employees of an organisation need to be encouraged to play with even vague ideas because there are chances that a unique proposition gets clicked in the mind that can be beneficial for the companys enhanced performance. For this form of thinking, openness is crucial because it allows the individuals to learn new subjects that might not have any linkages to the profession. It is vital to extend the learning boundaries so that unleashed features can be addressed; therefore, increased exploration is the basic requirement of paradoxical thinking (Gobert, Boener Kearney, 2010). Wagner (2009) stated that the basic foundation of the paradoxical thinking is being sceptical all the time; meaning looking at the things from varying perspectives. For instance, when looking at a product, a person can think about making changes in it that can make it look more attractive or changing the style or ingredients that can appeal to other markets (Ging et al., 2010). Hence, paradoxical thinking can be learnt easily by changing the way of looking and observing things in the surroundings so that a new perspective is highlighted. 0230190406001.png (Source: Smith, Binns Tushman, 2010) Paradoxical Thinking Least used intelligence skill Since every organisation emphasises the importance of creating work environment that is conducive and comprises of competed people who have high intelligence skills, such organisations encounter problems when implementing the paradoxical thinking framework. The basics of the paradoxical thinking implies considering the irrational aspects as well so that innovation is encouraged throughout the organisation. It has been found that the paradoxical thinking is one of the eight skills that are related to the intelligence framework (Banff Executive Leadership Inc., 2010). The eight skills that are linked to the intelligence are judgement, perception, reason, intuition, imagination, logic, memory and paradox. Among all the skills mentioned, the least commonly used one is the paradoxical thinking because people are reluctant to get involved in illogical thinking. The traditional specialists still show resistance to apply the concept of paradoxical thinking within the business environment because they feel that it is not appropriate for a business to get involved in such irrational activities. However, the trend is now shifting to the paradox paradigm when the companys management have realised that the customers are looking for both functional and creative solutions (Baldwin et al., 2010). The reason that paradoxical thinking is linked to intelligence is that it allows the people to apply their thinking skills to modify the idea into something feasible that will be appealing for the end-consumers. IBM has ensured that it allows its employees to give any kinds of practical suggestions to the company that can help it in increasing its proficiency and eliminate the drawbacks that are prevalent within the firm (Miron-Spektor, Erez, Naveh, 2011). USA Today is the leading newspaper in the country and it was the first one to introduce the concept of online newspaper so that the customers can read the paper on Internet. When the owner wanted to launch this idea, majority of the people felt that it will have to encounter problems as people prefer to enhance their knowledge about the latest happenings through paper newspapers. However, the paper is considered to be the top selling newspaper in the region that has successfully met the needs of the customers especially who is looking for previous issues to get access to a particular article or piece of information (Wit Meyer, 2005). Ways in which paradoxical thinking can improve organisations performance Since the basic requirements of paradoxical thinking are open working culture and going out of the traditional ways to introduce innovative offerings, the organisations have to make these two elements the integral part of their working environments. The leaders of these companies have to show their appreciation for the efforts put in by the employees in the form of imaginative and appealing ideas so that they are encouraged to enhance their level of productivity (Wit Meyer, 2005). When employees are encouraged to become a crucial part of the organisations decision making process, it enhanced their level of motivation and they are willing to make more meaningful additions in the business processes (Miron-Spektor, Gino, Argote, 2011). In order to support the paradoxical thinking within the company, the top management has to understand that they need to create an environment which allows the employees to play with creative elements, get engaged in activities that will help them in unleashing unexploited avenues of the business operations and ensure that the customers are provided with unique offerings at a fast pace. 0010470201001.png (Source: Ging et al., (2010)) Hence, with the help of creativity, openness, innovation and sceptical thinking, the paradoxical thinking will be promoted within the business organisation. All of these factors will ensure that the companys productivity is increased, competitive edge is attained in the industry and performance continues to grow in a profitable way and at an accelerating rate. Conclusion In todays competitive environment which is being impacted by globalisation and accelerating rate of changes, the organisations have to remain alert all the time about the happenings so that the challenges can be encountered proactively. The managers and leaders of the organisations have to foster an innovative climate within the firms so that the paradoxical thinking can be nurtured which will ultimately make significant contribution in their enhanced performance.

Compare and Contrast:Martin Luther King Jr. Essay -- essays research p

Compare and Contrast: To my understanding the letter that Martin Luther King Jr. composed while confined in the Birmingham Jail, is as one with the appeal that was given by David Walker. Both the letter and the appeal were pleas, pleas to the African American race. Not only to African Americans, but to my surprise and yours it was also written to all races suffering from the same injustice. These pleas were strong and very urgent. Our fears then and are still now today have kept our souls and minds in bondage to the immoral likings of others. David Walker so vividly quoted in a statement written before the preamble of his appeal. It is stated as such: I ask every man who has a heart, and is blessed with the privilege of believing-is not God a God of justice to all his creatures? Martin Luther King Jr. also vividly quoted a statement from his letter that was composed while confined in the Birmingham jail it goes as such: we have waited for more than 340 years for our constitutional and God given rights. The nations of Asia and Africa are moving with Jet like speed towards gaining political independence, but we stiff creep at horse- and -buggy pace toward gaining a cup of coffee at lunch counters. A statement also made we can stand and watch our mothers and fathers be beaten and killed for the likings of cruelty or the great need for the feeling of power, does that make us any lesser? Does it make them any greater? David Walkers statement can mean only one thing God cre...

Oil Drilling in the Artic National Wildlife Refuge Essay -- Argumentat

Oil Drilling in the Artic National Wildlife Refuge The main issue presented in my research involves the debate between environmentalists and the United States government on whether to open and develop a portion of the Artic National Wildlife Refuge (ANWR) in the northern coastal plain of Alaska for the purpose of drilling for oil. Environmentalists argue that opening up this region of ANWR to future oil drilling would destroy the current ecosystems, disrupt animal habitats and adversely change the lives of the people in these local communities. Proponents of oil drilling in this region argue that all the issues presented by the environmentalist groups are not valid and they have no scientific facts to support their argument. Proponents of this issue point to the successful Prudhoe Bay oil exploration, which has produced nearly 13 billion barrels, or, 20 to 25 percent of the oil produced in the United States for the last 23 years. President George Bush recently indicated that he is renewing his campaign to open part of the Artic refu ge to oil exploration, contending that oil drilling is essential to the national security of the United States and would create jobs on a national and local level. George Bush supported his campaign by stating in a recent article â€Å"America is already using more energy then our domestic resources can provide and unless we act to increase our energy independence, our reliance of foreign sources of energy will only increase.† (w1) He also indicated from the same article saying â€Å"Alaskans know firsthand that modern technology allows us to bring oil to the surface cleanly and safely, while protecting our environment and wildlife.† (w2) His proposed energy plan also includes modernizing other energy del... ...ANWR based on geologic surveys. This oil discovery would greatly reduce our dependency for foreign oil supply, create jobs on a national and local level and put more money in the local economics by the increase in the tax base for Alaska. It appears based on the data I accumulated that with the newest technology in oil development would allow the oil to be brought to the surface and distributed in a clean and safe manner. If the people of the coastal plain are not affected negatively by oil development and the wildlife can co-exist in a positive manner then I would support future oil development in the Artic National Wildlife Refuge. Bibliography W3 : www.anwr.org www.alaskawild.org Reuters: by Steve Holland â€Å"Bush says U.S. Needs to Drill for oil in Alaska.† Sat. Feb 23,2002 Taken from www.story.news.yahoo.com W1 & W2: www.foxnews.com www.bushnews.com

Audience Appeal in Romeo and Juliet Essays -- Romeo and Juliet Shakesp

Audience Appeal in Romeo and Juliet Despite the fact that the play Romeo and Juliet was written several hundred years ago, explain how it continues to appeal to an audience today. Despite the fact that the play "Romeo and Juliet" was written several hundred years ago, explain how it continues to appeal to an audience today. Referring to the play how does Shakespeare creates tension for the audience? Explain the use of language and the way the actors convey suspense and excitement. Refer specifically to Act 3 Scenes 4 and 5, to illustrate your views. The story of "Romeo and Juliet" appeals to people because it contains so many things, which they can relate to. The story contains emotions such as love (between Romeo and Juliet), hate (between the two families), Sadness (there are five deaths during the play) and humour (Mercutio (innuendos), the Nurse and Peter). Contrasts of ideas and the opposition between the characters make a play interesting. There are many such conflicts within the story of "Romeo and Juliet" The central of these conflicts been the feud between the two families, the Montagues and the Capulets. There is no apparent cause of this "ancient grudge" despite this many people die because of it. The members of each family seem to have an instinct to hate or even kill members of the other. There is also the contrast between life and death. This contrast can be connected with fate, which in Shakespeares' time was believed in a lot more than today. In the prologue we are told that Romeo and Juliet are "star-crossed lovers", "From forth the fatal lions of these two foes, A pair of star-crossed lovers take their life;" you could say that this means that they are ill fated, or t... ...ne shows the extent of Romeos' love for Juliet. His final speech is full of love and it shows that his suicide is not a reckless act. He loves Juliet more than life itself and believes that the only way in which the can be together is in death. He does not kill him self out of spite or the feeling of despair, but out of his love for Juliet and his unwillingness to carry on living without her. In conclusion the play "Romeo and Juliet" still appeals to an audience today as it did when it was written for many reasons. These include the use of tension to keep to audience on edge and the interesting use of language such as innuendoes and puns. Also the content of emotions and contrasts. Alough I did not enjoy the play "Romeo and Juliet" as much as some of Shakespeares' other plays, I still think that the way in which Shakespeare wrote it was very effective.

General Educational Development Questions Essay

1.Why are dogs mans best friends? Dogs are called mans best friend for many reasons. For hundreds of years, dogs have been friendly, loyal and protective of their human owners. For just as many years, dogs have accepted the love and affection of humans and have been greeting them with a wag of the tail all this time. A dog still wants to be your buddy and play with you even if you’re in a bad mood or haven’t spent much time with him recently. They don’t judge us for things like that, they just keep wagging.All a dog wants is to be loved and loved back. 2. Why are Hurricanes Dangerous? Hurricanes are considered to be very dangerous because they are deadly and are formed from strong tropical storms. When hurricanes happen, they result in heavy rains and strong winds that can sweep humans, buildings and livestock, cause inland flooding, marine hazards and even tornadoes. With that combination, they inflict widespread destruction and can result in a large loss of life. 3. Is addiction a disease.? â€Å"Addiction is a primary, chronic disease of brain reward, motivation, memory and related circuitry. Dysfunction in these circuits leads to characteristic biological, psychological, social and spiritual manifestations. This is reflected in an individual pathologically pursuing reward and/or relief by substance use and other behaviors.Addiction is characterized by inability to consistently abstain, impairment in behavioral control, craving, diminished recognition of significant problems with one’s behaviors and interpersonal relationships, and a dysfunctional emotional response. Like other chronic diseases, addiction often involves cycles of relapse and remission. Without treatment or engagement in recovery activities, addiction is progressive and can result in disability or premature death [emphasis added].† 4.Why is getting my diploma important.?  A high school diploma is important to my future, because college admissions counselors and potential employers usually won’t consider you unless you have one. If I were to get a high school diploma and not need it, not much would have been lost. However, if I were to not get a high school diploma and then end up in a situation in which I needed it, I would be in a bad position. Even people who decide to open their own business might need business classes, meaning they would likely need to be accepted by a college or university, therefore having to present a high school diploma. It seems like many employers and facilities of higher education are willing to accept a GED in place of a high school diploma, but not all of them are. In addition, in order to pass my GED, I should have knowledge of things learned in high school. So it makes sense to stick it out and get the diploma. 5. Why you like or dislike Miami.? I like it because it’s nice and warm with beaches, and because it’s the â€Å"Spanish Hollywood† of the United States. I dislike it because of the streets that tend to get dirty, but overall they’re fine. 6. Reasons why Math is important. Math is hugely important. Pretty much everything you do involves math. All careers invlove some type of math and even if you don’t have a career you still use math everyday. Think about how many times a day you estimate something or figure out some type of math problem. You do use math whether you realize it or not. Some jobs like an artist might not catch people as a math job but you have to add up totals of money in order to sell your art, or even when etimating paint utencils and other stuff. 7. Why is your best friend so special.? My mother is my best friend, i’ve known her all my life. She’s the only person I know that will listen to me, not judge, offer honest and real advice without having other motives. She’s just like me but we’re different in so many ways. I feel so blessed to have a best friend who is actually family. We can share everything from clothes, to purses, to hair items and know we’ll get it back lol.! I feel so blessed to have someone so wonderful in my life. The special for me is that I always gonna have her and her pure love. 8. Why is Tanning in the sun Dangerous.? Some people think having a tan gives them a â€Å"healthy glow.† But a tan really shows that the skin is trying to protect itself from sun damage. Sun damage can lead to premature aging (wrinkles!), eye damage and skin cancer. Even â€Å"indoor tanning† is not without risk. Tanning beds and lamps can expose you to even more harmful ultraviolet light than the sun does. And tanning products such as â€Å"self-tanners,†sunless sprays and pills can expose you to additional risks, according to the Food and Drug Administration. Before you try to get a tan, you should learn how and why our skin tans. When a type of radiation is exposed to the skin, the skin responds by producing melanin. Melanin is a dark substance that helps prevent the body from taking in too many harmful sun rays that can damage skin. The sun produces two kinds of rays, UVA and UVB. UVB rays are around all year and UVA rays are mostly present only during the summer. UVA rays are regarded as â€Å"safer† and they cause the skin to age, while UVB rays cause the skin to burn. However, both of these types of rays are harmful and dangerous in large quantities. Overexposure to the sun can cause sunburn and even skin cancer.

History of Electronic Dance Music Essay

Electronic Dance Music, also known as EDM (we at Poached Mag are not exactly big fans of that acronym), has in recent years, taken over commercial music by storm. Big name producers such as David Guetta, Skrillex and Armin van Buuren have dominated airplay, and current crowd-friendly artistes like Rihanna and Lady Gaga have incorporated electronic elements into their pop-till-you-drop chart-toppers. However, electronic dance music does not stop at whatever you’ve just bobbed your heads to on the radio – it is a whole new realm of music that requires lots of technical know-how before even attempting to name yourself as a ‘DJ’, let alone a musician or an artist. Before one goes into all the nitty-gritty, which consists of instruments, software and production, a basic consensus must be met in terms of what constitutes EDM. What is Electronic Dance Music? Electronic Dance Music is music produced through equipment and played in a dance-based environment. It creates a different kind of body to music, unlike rock and metal bands of the 60s and 70s, which allow room for mistakes and improvisation when played live. The common denominator of dance music is primarily the turntables, in which the Disc Jockey (DJ) uses to combine tracks electronically into one smooth mix. Synthesizers and voice manipulation through softwares such as Logic Pro and Fruity Loops are widely used. â€Å"Organic† instruments such as the acoustic guitar can also constitute as part of the equation, and contemporary musicians bring in eccentric elements – a violin, congo drums and et cetera – to add that special ‘feel’ to their music. That’s a lot to swallow, isn’t it. The 1960s – The ‘Birth’ of Electronic Dance Music Some people say that the early usage of electronic instruments and electronic manipulation in music was in the 1960s, where the boom of funk and soul required the use of the bass guitar and a couple of synthesizers to get the groove going. What many do not know is that electronic music is said to originate from the use of the Theremin, which allows the musician to create sounds by movement. The first commercial appearance of the Theremin can be seen in The Beach Boys’ ‘Good Vibrations’ in 1966. With such tinkering around with electronic instruments, Melbourne physician Val Stephen became one of the pioneers to have a full electronic music album released internationally. During this period, many producers turned to electronic manipulation to solve certain technical problems such as vocal range and sounds that could not be achieved with an ‘organic’ instrument. The 1970s – The Interest Continues Disco is one of the biggest genres of this decade, possibly the first wave of electronic music. Eurodance (most people refer to it as Eurotrash) is said to have emerged during this timeframe, together with familiar and tasteful genres such as funk, soul, smooth jazz and jazz-fusion. Another notable genre of this decade would be experimental music. In disco, the emergence of Disco Divas such as Gloria Gaynor and Donna Summer pioneered the wave of groovy, bass-heavy electronic music. The release of Saturday Night Fever with the once-suave John Travolta and music composed by the Bee Gees, also encouraged the boom of synthesized music. Many established rock musicians also incorporated the usage of synthesizers and modulation in their compositions to create a new genre called Progressive Rock, forming another surge called the New Wave, which then carried on to the 80s. The 1980s – The Experimental Era One such band who incorporated heavy synthesized sounds together with traditional rock music instruments was The Alan Parsons Project. Previously a sound engineer for The Beatles and subsequently Pink Floyd, Alan Parsons decided to display the technicality of electronic music through concept albums. One lauded track was ‘Eye In The Sky’. Electro, House and Techno also gained popularity in this decade, with German wunderkinds Kraftwerk playing a huge role in defining the template for electronic music, and samples from their works are still used to this day. House music was born in Chicago, influenced by funk and soul elements. Techno on the other hand, was said to originate from Detroit, where the Belleville Three decided to create something more organic and technical. In recent times, this genre has been popularized by the Germans. Synthpop took root during this era – with the synthesizer becoming the dominant musical instrument for a change. Bands such as the Pet Shop Boys, A-ha! , Depeche Mode and New Order made their mark in replacing the remnants of disco from the 70s. The 1990s – The Craze for Computers With the rampant improvement in technology and lowering of its costs, many people were actually able to produce and mix their own electronic music. Down-tempo and Lounge became predominant in the 1990s, a challenge to the rowdy teen-pop that was dominating the airwaves. The European Electronic Music Boom (notably in the UK, Germany and France) led to the opening of many superclubs such as Ministry of Sound, and outdoor raves were frequently held. The techno craze developed in Germany, namely Frankfurt and until most recently, Berlin. DJ culture became widespread, with artistes such as Paul van Dyk, Pete Tong, Ferry Corsten and ATB becoming household names. Trance also has its roots in the 1990s, and became the rave in the Netherlands, with Armin van Buuren at the helm. Goa Trance also emerged during this decade, and by the end of the millennium, Ibiza became the destination for partygoers. The 2000s – The Recent Years Till today, many of the electronic music genres are still popular, for example, trance, house and lounge. With technological advancements, many other sub-genres of music then evolved – Nu-disco bands like Miami Horror, The Phenomenal Handclap Band and Electropop bands are looking to becoming mainstays in this era. Another sub-genre that is slowly developing and being widely appreciated would be minimal techno, with Apparat and Nicolas Jaar on the front line of this sub-genre. Various fusions such as Trap (electronic hip-hop), with groups like Flosstradamus are also gaining popularity in clubs. The controversial dubstep phenomenon has also instilled a whole new different way of software manipulation into electronic music producers of this decade. With the 2000s not over yet, one can say that this is only the beginning of Electronic Dance Music as there are many other fusions and genres that have not even been created, much less discovered. As Ferry Corsten puts it succinctly, â€Å"Trance is the classical music of the future. † As for Electronic Dance Music, it sets the template for future musicians. – Image Credits: AP, doandroidsdance. com

Covering the Ucc

Running head: UCC Uniform Commercial Code The Uniform Commercial Code generally regulates commerce or trade on a national basis. Do you think that the UCC would directly or indirectly have any effect on international commerce? If so, what effect on international or worldwide commerce do you think the UCC might cause? In order to give an answer one must understand that in the world trade industry everything ties together.The UCC might just be a State side regulatory law system, but it has to affect the international world too; this might not be direct, but the effects have to exist. When US companies trade outside of the US, their regulations affect the international buyer. Payments, contracts and agreements that are drawn up under the UCC for companies that wish to conduct businesses internationally have affected international businesses with the UCC. Now this in no way saying this is a bad thing. It just means that the same rules we use have to be used by companies that trade within the US.Think of credit cards, they use the UCC in order to keep getting paid from the card holder as well as the card holder keeping his or her rights as an individual or company. Without a clear set of regulatory laws in place like the UCC big companies and one-man operations would not have the rights and protections they have nor would the consumers have rights and protections. References EditorialBoard. (2012). 7. Introduction to Business Law (pp. 148-168). Schaumburg, IL: Words of Wisdom, LLC..

Understand The Alcohol Behaviour And Consumption Health Essay

Brunel University is a individual university campus situated in the West of London ; it is a place to about 15,000 pupils with about 4,500 being postgraduate pupils ( Brunel University, 2012 ) . The big pupil population offers a ready market for intoxicant ingestion. The university and the Union of Brunel Students sell big sums of intoxicant to the pupil through its bars, saloons and convenient shops within the campus. Evidence from literature shows that overconsumption and maltreatment of intoxicant leads to ; reckless sexual behavior, minor offenses and although problematic it affects the academic public presentation of the pupils ( Webb, 1997 ; Underwood, 2000 ) . The pupil brotherhood runs an one-year intoxicant run during the â€Å" freshman ‘s hebdomad † as portion of the brotherhood ‘s candidacy activities.The run purposes to better the wellness behavior of pupils sing intoxicant and it educates them on the effects and dangers of overconsumption of intoxican t ( Union of Brunel Students, 2011 ) . Traveling to university is an exciting clip in the lives of the immature, this is the clip they postpone many grownup functions and duties as they develop their normative accomplishments like doing new friends, developing liberty and many others. This new sense of freedom coupled with other factors like equal force per unit area may set them at hazard of intoxicant maltreatment ( Larimer, 2005 ; Mentor UK, 2007 ) . Several surveies done in the last twosome of old ages have shown that many university pupils consume heavy sums of intoxicant and transcending the hebdomadal intoxicant bound set up by the UK Government ( Gill, 2002 ) . Underwood ( 2001 ) noted that undergraduate pupils in UK universities consumed high sums of intoxicant with many of the pupils acknowledging to gorge imbibing.Purposes and AimsWith bulk of the surveies concentrating on the intoxicant ingestion and behavior of undergraduate pupils, there is a spread in literature sing the intoxicant ingestion and behavior of postgraduate pupils. This survey aims to make full this spread in literature by concentrating the research on the graduate student pupils. From the literature there is small grounds demoing that there have been surveies done to mensurate the impact of the university led intoxicant runs on the pupil population particularly within the UK. Most universities run alcohol run but really few measure them to happen out if the run had an impact in altering the pupils behaviour and attitudes towards intoxicant ingestion ( Mentor UK, 2007 ) . The survey aims to understand the intoxicant behavior and ingestion of Brunel University ‘s graduate student pupils and besides happen out whether the Brunel Alcohol Campaign has had an impact on their imbibing behavior. The aims of this survey are: To bring forth informations on intoxicant ingestion of graduate student pupils within Brunel University. To happen out if the graduate student pupils are cognizant of the intoxicant run run by the University. To happen out how effectual the intoxicant run is on the graduate student pupils. Based on the grounds of the survey recommendations will be given to the university on how to better the intoxicant run.Research inquiry and hypothesisThe research inquiry is: What is the impact of the intoxicant run on the intoxicant ingestion of graduate student pupils? The hypothesis inquiry that will be tested is: Null Hypothesis: Is there a difference in intoxicant ingestion between male and female graduate student pupils? Alternate hypothesis: there is a difference in intoxicant ingestion between male and female graduate student pupils. Evidence from literature suggests that there is a little difference in the ingestion of intoxicant between male and female pupils. With some surveies describing that that female pupils consume alcohol more to a great extent than their male opposite numbers ( Dantzer, 2006 ) . The hypothesis was tested utilizing the information analysis plan SPSS. The qi square trial was used to reject or accept the void hypothesisResearch BenefitThis research will profit the university by allowing them know whether the intoxicant run has had an impact on the graduate student pupils and how they will necessitate to better it. It will besides add to the organic structure of literature sing the intoxicant ingestion and behavior of the graduate student pupils.Research StructureThe survey will hold a literature reappraisal chapter, whereby literature that is relevant to alcohol ingestion and the intoxicant campaigns done within universities in the UK will be searched and reviewed. The literature reviewed was both quantitative and qualitative research carried out associating to the research inquiry ( Punch, 2000 ) . The literature was reviewed and critically appraised before the research. All the relevant literature was written in English. Relevant literature was searched in di aries like, the British medical diary ( BMJ ) , the Lancet, Cochrane reappraisal library, Cinahl, Medline and Google bookman. The library was besides searched for books that were relevant to the research subject ( Bell, 2005 ) . Some of the hunt footings to be used while seeking the diaries were: intoxicant run in universities within the UK, intoxicant ingestion among university pupils in the UK. The flow chart below shows the literature reappraisal procedure If non spread out literature hunt to include more surveies Use the inclusion/exclusion standards to choose relevant literature Define hunt scheme to place literature Figure 1.1: literature reappraisal procedure Is the grounds gathered sufficient to reply the inquiry? The selected surveies are reviewed and evaluated utilizing the critical assessment tool ( CASP ) Abstractions reviewed to choose documents of the correct survey and are run intoing the survey standards Literature hunt utilizing bing grounds based guidelines Population-Intervention-control- result Key inquiry The methodological analysis chapter will place the type of research to be carried out and methods used to roll up informations and its analysis will be detailed. It besides identifies the population targeted by the research. The methodological analysis will besides foreground the restrictions of the survey ( Matthews and Ross, 2010 ) . The consequences chapter will analyze the informations collected and the consequences will be presented utilizing tabular arraies and graphs. The treatment chapter will discourse the findings of the analysed informations and nexus to current or old research done in relation to the research subject. The decision and recommendation chapter will give a sum-up of the research carried and give recommendations based on the findings. Determination of design construction Stating of inquiries and hypothesis Figure.2: Diagram demoing the research design Analysis of informations, drawing of decisions and farther recommendations given Transporting out informations aggregation Choosing the statistical trial for proving the hypothesis Planing informations aggregation tool Identifying the population of interestCHAPTER 2Literature Review2.1. BackgroundAlcohol is the most widely used psychotropic drug in many states in the universe ( Moodie and Hulme, 2004 ) . Besides the ingestion of intoxicant in societal assemblages is a common characteristic in many states around the universe where its ingestion is legal ( WHO, 2011 ) . Surveies have shown that there are assorted grounds why people consume intoxicant, these include ; societal force per unit area, escape, assurance supporter and as stress alleviation ( Moodie and Hulme, 2004 ; Talk rehab, 2009 ) . Depending on the measure consumed intoxicant may both positive and negative effects ( Gronbaek, 2009 ) . It has been argued that there are some positive effects for those who consume moderate sum of intoxicant such as increasing palatableness of nutrient and cardio protective consequence on the bosom for those who consume moderate sums of vino. It can besides be said to hold a positive benefit to mental well ness ( Caswell, 1996 ; Gronbaek, 2009 ) . Alcohol may hold inauspicious effects on those who consume it above the recommended safe bounds ( WHO, 2011 ) . Some of the negative effects include ; sickness after a heavy dark of imbibing ( Drinkaware, 2012 ) , for those who consume at extreme degrees it may ensue in liver cirrhosis ( Moodie and Hulme, 2004 ) , depression and can besides take to alcohol poisoning when consumed in inordinate measures ( Drinkaware, 2012 ) . Globally harmful usage of intoxicant consequences in approximately 2,5million deceases per twelvemonth ( WHO, 2011 ) . Globally around nine per cent of those aged between 15 and 20 nine dice each twelvemonth from the overconsumption of intoxicant ( WHO, 2011 ) . Alcohol is besides the 3rd hazard factor of disease load globally it follows insecure sex and childhood underweight ( WHO, 2011 ) . Some of the hazards associated with intoxicant maltreatment are both knowing and non-intentional fatal hurts, route accidents and force ( Moodie and Hulme, 2003 ) . Alcohol is readily available in states where it is legal and has been approved for usage. In the UK intoxicant is sold from licenced premises to those aged 18 and above ( DirectGov, 2012 ) . Although there are reported instances where those minor come into contact with intoxicant either through deceitful agencies while others are given intoxicants by their parents ( Mentor UK, 2007 ) . The early entree to intoxicant has been linked to early orgy imbibing which subsequently becomes frequent in later old ages which may ensue to alcohol related jobs ( Gill, 2002 ; Moodie and Hulme, 2003 ; Mentor UK,2007 ) . In the UKs general population sixty four per cent of work forces and fifty four per cent of adult females have reported to devouring intoxicant at least one time a twenty-four hours ( Department of Health,2012 ) . Adults belonging to the age group of 20 five to forty four were reported as holding more people devouring intoxicant ( Department of Health, 2012 ) . The most preferable alcoholic drink among males was beer with 60 eight per cent whilst, adult females preferred vinos, liquors and fortified vinos ( Department of Health, 2012 ) . Normally Governments do put bounds of how much intoxicant is to be consumed by those who are above the legal intoxicant ingestion age ( International Centre for Alcohol Policies, 2003 ) .. These bounds are set after thorough reappraisal of grounds sing the dangers and effects of intoxicant. Different authoritiess have different guidelines for each of their ain citizens ( International Centre for Alcohol Policies, 2003 ) .The UK Government through the Department of Health has set up imbibing guidelines to steer the ingestion of intoxicant. These guidelines set out that work forces should devour 3-4 units of intoxicant a twenty-four hours or at least 21 units of intoxicant per hebdomad, while adult females should devour 2-3 units of intoxicant per twenty-four hours or at least 14 units of intoxicant per hebdomad ( Department of Health, 2012 ) . Those who consume more than the needed day-to-day or hebdomadal bounds are at higher hazard of enduring from hazards associated with intoxicant abuse and maltreatment ; hazards such as enduring from high blood force per unit area, higher opportunities of developing liver cirrhosis, experiencing depressed, hapless sleeping forms and holding episodes of memory loss when devouring intoxicant ( Department of wellness, 2012 ) . Table 2.1: demoing the UK Government Drinking guidelinesDrinking usher linesWork forceadult femalesDrinking within lower hazard guidelines Should non devour more than 3-4 units of intoxicant per twenty-four hours on a regular footing. Should non devour more than 2-3 units of intoxicant a twenty-four hours on a regular footing Drinking above the lower hazard guidelines, seting your wellness at hazard Devouring more than 3-4 units of intoxicant a twenty-four hours on a regular footing. Devouring more than 2-3 units of intoxicant a twenty-four hours on a regular footing. Drinking in a manner that puts one wellness at a higher hazard Devouring more than 50 units of intoxicant per hebdomad or more than 8 units a twenty-four hours on a regular footing Devouring more than 35 units of intoxicant per hebdomad or more than 6 units per twenty-four hours on a regular footing Overconsumption of intoxicant has been classified into three cardinal footings: intoxicant maltreatment, intoxicant abuse and orgy imbibing. The Centre for Disease Control ( 2012 ) defined alcohol maltreatment as â€Å" a form of imbibing that consequence in injury to one ‘s wellness, interpersonal relationships and the ability to work † . The term intoxicant abuse has a assortment of definitions and categorization, some of which are seen in table 2.1. Binge imbibing is a term which has no clear definition although most research workers define it as devouring high measures of intoxicant within a short period of clip ( IAS, 2010 ) . Clark ( 2011 ) defined orgy imbibing as devouring more than four standard drinks in a row for both work forces and adult females. Alcohol maltreatment is defined as a accustomed header response adopted by certain persons so as to get by with nerve-racking events ( Williams and Clark, 1998 ) . The definitions used by most research workers are p resented on table 2.1below: Table 2.2 Definition of cardinal footingsCardinal TERMDefinitionAlcohol maltreatment When devouring alcohol leads to wellness jobs and it affects 1s work and societal life but it is non associated with physical dependence. ( PubMed,2012 ) Alcohol abuse: classified into three Harmful imbibing Hazardous imbibing Dependent imbibing Exceeding the recommended bounds set up by the Department of Health when devouring intoxicant ( DEPARTMENT OF HEALTH, 2012 ) . Binge imbibing ( risky imbibing ) . Devouring a batch of intoxicant in a really short period of clip or devouring intoxicant to acquire intoxicated ( DEPARTMENT OF HEALTH,2012 ) The three intoxicant abuse categorizations are determined by the sums of intoxicant consumed ( Department of Health, 2012 ) . First, harmful ingestion is when a individual consumes alcohol over the recommended day-to-day or hebdomadal intoxicant bounds and experiences wellness related jobs straight from intoxicant. Whereas risky imbibing is the same as orgy imbibing which is the ingestion of a batch of intoxicant within a short period of clip transcending the recommended bounds. Dependent imbibing or alcohol addiction is a chronic disease whose symptoms include strong craving of intoxicant, continued usage of intoxicant despite repeated societal and personal jobs and the inability to restrict oneself to devouring intoxicant therefore suffer from backdown symptoms when they stop devouring intoxicant ( Centre for Disease Control, 2012 ; Department of Health, 2012 ; Drinkaware, 2012 ) . Since intoxicant is a legal trade good and it can be used safely without doing any harmful consequence, this complicates the work for those engaged in forestalling harmful usage of intoxicant. Its equivocal nature and the harmless image portrayed by media further perplexing its control ( Moodie and Hulme, 2004 ) .2.2. Alcohol ingestion in universitiesSurveies show that pupils fall ining universities already have established alcohol devouring wonts ( National Institute on Alcohol Abuse and Alcoholism, 2012 ) . When in university the pupils find an environment that fuels their intoxicant ingestion beyond the set intoxicant bounds ( National Institute on Alcohol Abuse and Alcoholism, 2012 ) . In the UK bulk of the immature people sampled aged between 16 and 24 consume intoxicant good over the recommended hebdomadal intoxicant bounds ( Newbury-Birch, et Al, 2009 ) . The intoxicant ingestion forms of UK universities are less documented as compared to forms observed in university pupils in North America particularly the United States of America ( Gill, 2002 ) . In a survey conducted by Lorente et Al ( 2003 ) where a sample of university pupils in the United States of America were asked about their intoxicant ingestion and behavior. It was found that eighty per cent of pupils who attend university consume intoxicant and most of the pupils are considered binge drinkers. However grounds from assorted researches suggests that university pupils tend to devour more intoxicant than their equals who do non go to university ( Craigs et al, 2012 ) . Most of the pupils are deemed to be heavy consumers of intoxicant as they tend to devour big measures of intoxicant within a short period of clip or orgy drink ( Bewick et al, 2008 ) . Gill ( 2002 ) observed that the degree of orgy imbibing among undergraduate pupils may transcend the degrees of orgy imbibing within the general population. This is chiefly due to handiness of inexpensive intoxicant and inexpensive bars that surround the university ( Mentor UK, 2007 ) . There are assorted factors impacting the intoxicant ingestion of pupils while in university. They include: the unstructured clip, inconsistent enforcements of minor imbibing Torahs and for the first old ages the first hebdomad of university is a really vulnerable clip for them since the â€Å" freshman ‘s hebdomad † is associated with heavy ingestion of intoxicant and other related activities ( National Institute on Alcohol Abuse and Alcoholism,2012 ) . In finding the grounds why university pupils consume intoxicant, it has been found that most university pupils consume intoxicant because of equal force per unit area, freedom of populating off from place and the handiness of inexpensive bars around the university and campus ( Department of Health, 2012 ) . Some pupils consume intoxicant as a manner of socializing with other pupils, others because intoxicant makes them â€Å" experience good † or heighten their experiences while in university ( Alcohol research UK, 2010 ) . Furthermore some pupils are said to devour intoxicant as a manner of get awaying their jobs or get away imbibing so as to get by with assorted societal emphasiss and emotions ( Wicki et al, 2010 ) .Dantzer et Al ( 2006 ) found that pupils from affluent backgrounds tend to devour more intoxicant than pupil from low economic background due to the handiness of fundss to fund their ingestion of intoxicant. Peer influence or equal norms has been found to be really strong among university pupils therefore act uponing personal behavior particularly sing intoxicant ingestion ( Perkins, 2002 ) . In most instances pupils have misperceived equal norms when detecting their fellow pupils devouring intoxicant and presuming it is the feature of the person. In add-on, the behavior of an person or a group of people under the influence of intoxicant is rather interesting to fellow pupils as they tend to discourse the perceived merriment they had instead than listen to the narratives of their equals who stayed sober during the intoxicant ingestion session ( Berkowitz, 2005 ) . It has been argued by Perkins ( 2003 ) that cultural media plays a important function in the misperception of intoxicant ingestion as films and music pictures tend to glamorize the ingestion of intoxicant and substance maltreatment and doing it look acceptable to the young person. University pupils ‘ intoxicant ingestion is besides affected by positive anticipations ( LaBrie et al, 2011 ) . Normally the anticipations act a go-between taking to pupils devouring intoxicant boulder clay they feel the coveted consequence. The positive anticipations are associated with higher intoxicant ingestion being observed in pupils and intoxicant related jobs ( LaBrie et al, 2011 ) . Clark ( 2011 ) showed that different personality traits have an consequence on how much intoxicant pupils consume. Some of these traits are predicted to take to gorge imbibing. She besides noted that the positive anticipations play a cardinal function on how alcohol university pupils consume. Faulkner et Al ( 2006 ) noted that university pupils populating on campus consumed perilously high sums of intoxicant. This may be attributed to societal installations available within the university and environing countries. However there is small research on ingestion of pupils who stay in off campus adjustments or who stay at place. It has been noted that as the pupils ‘ advancement through university the degree of alcohol ingestion among them reduces. Furthermore, pupils who consumed intoxicant within the recommended hebdomadal bound while in their first twelvemonth of university were likely to go on with the tendency until their concluding twelvemonth ( Bewick et al, 2008 ) . There is, nevertheless, a great difference in the intoxicant ingestion of different modules within the university, with pupils analyzing biological scientific disciplines holding the highest per centum of pupils who consume and abuse intoxicant, while the technology module has the lowest degree of intoxicant ingestion and substance maltreatment ( Webb et al, 1997 ) . The heavy intoxicant ingestion and abuse in universities within the UK is a major public wellness concern because of the negative societal effects and the hereafter effects it will hold on the wellness of those who overindulge ( Faulkner et al, 2006 ) . In the last figure of old ages alcohol ingestion has increased among university pupils, particularly among the female pupil population whose intoxicant ingestion is about at the same degree as their male opposite numbers ( Gill, 2002 ) . In a recent survey the female pupils were reported as holding the highest rate of heavy intoxicant ingestion as compared to the male pupils with most of them acknowledging to transcending the hebdomadal intoxicant bound ( Dantzer et al, 2006 ) . Binge imbibing in universities is now considered a norm as pupils consider this sort of intoxicant ingestion acceptable ( Mentor UK, 2007 ; ) .2.2.1. Effectss of intoxicant maltreatment on university pupilsThere is a turning organic structure of research sing the intoxicant ingestion and university pupils particularly in North America and the effects it has on the university and the pupils ‘ personal and academic lives ( National Institute on Alcohol Abuse and Alcoholism, 2012 ) . In the USA about 2000 pupils die each twelvemonth from intoxicant related hurts including traffic accidents caused bibulous drive ( National Institute on Alcohol Abuse and Alcoholism, 2012 ) . The heavy imbibing and orgy imbibing do hold some negative effects a pupil ‘s societal and academic life. Most pupils experience negative behavioral effects associated with inordinate ingestion of intoxicant these include ; blackouts, acquiring involved in battles, engagement in illegal activity, drunken drive and engaging in hazardous sexual behavior ( Faulkner et al, 2006 ) . There is small grounds associating intoxicant imbibing with hapless academic public presentation although in some instances pupils do acknowledge their academic work suffers due to the negative effects of intoxicant maltreatment ( Mentor UK, 2007 ) . Students who are non heavy drinkers of intoxicant or those who abstain from imbibing alcohol wholly may endure from the same negative effects, known as secondary effects as those mistreating intoxicant. ( Langley et al, 2003 ) . These secondary effects of intoxicant abuse consist belongings harm, slumber or survey break due to inordinate noise made by bibulous pupils, female pupils experience unwanted sexual progresss and taking attention of a intoxicated pupil ( Higher Education Centre, 2012 ) . These second-hand effects are usually highlighted by the media and this usually affects the sentiments related to alcohol policies ( Langley et al, 2003 ) . The communities neighboring universities besides suffer from the negative effects particularly inordinate noise by the pupils as they head back to the university after a dark of heavy intoxicant ingestion and in some instances damage to private belongings as at times by boisterous pupils ( Faulkner et al, 2006 ) . Although the university pupils tend to mistreat intoxicant, they besides have come up with schemes or protective behaviors to protect themselves from the effects of intoxicant maltreatment ( Cavanaugh, 2010 ) . These schemes involves pull offing the imbibing environment, guaranting one drinks intoxicant with friends, holding a good repast before devouring intoxicant and imbibing in bars. However, female pupils tend to follow the schemes more than their male opposite numbers. Conversely Marten et Al ( 2004 ) argues that there is small grounds to demo whether these schemes help the pupils cut down their intoxicant consumption. Some pupils do comprehend that heavy intoxicant ingestion has some positive effects despite the dangers associated with it. The positive consequence most pupils experience is the assurance to speak to the opposite sex and it enhances the degrees of merriment one has during a imbibing session. These positive anticipations on intoxicant aid lend to more intoxicants maltreatment by the pupils ( Williams, 1998 ) .2.3. University intoxicant runsFor many immature people traveling to the university is an of import portion of life that has personal, societal and academic challenges ( Snow et al, 2003 ) . The universities in general are responsible for advancing wellness and wellbeing among its pupil and staff population, since it is both a topographic point of higher acquisition and a workplace ( Dooris, 2010 ) . In 2010 the WHO endorsed a declaration that would undertake and cut down the injury of harmful intoxicant ingestion. The cardinal countries they focused on were leading, consciousness and committedness to decrease schemes ( WHO, 2011 ) . There is some grounds demoing that community-university partnerships can be effectual in cut downing the effects of intoxicant maltreatment. With the engagement of everyone associated with the university from its decision makers, local jurisprudence enforcement bureaus, occupants and local leaders turn toing and implementing community policies. Some of these schemes include: advertising and enforcing underage imbibing Torahs, increasing monetary values of intoxicant and extinguishing low cost drink particular in bars environing campuses ( National Institute on Alcohol Abuse and Alcoholism, 2012 ) . Binge imbibing among university pupils is a major public wellness issue with the UK Government including universities in its intoxicant scheme. The authorities is pressing universities to move on the inordinate intoxicant ingestion and besides to make environments that do non advance intoxicant inordinate intoxicant ingestion ( HM Government, 2012 ) . Alcohol runs have been carried out universities in concurrence with their relevant pupil brotherhoods, small is known about their effectivity ( Mentor UK, 2007 ) .2.3.1. Health publicity attacks of University led intoxicant runMost of the intoxicant run schemes in universities are frequently targeted to alter the pupils ‘ inaccurate perceptual experiences on intoxicant and the ensuing behavior ( Perkins, 2006 ) . Some of the runs are based on the educational attack of wellness publicity whereby the universities do supply information and cognition sing intoxicant maltreatment. The purpose of this attack is to enable pupils to do in formed voluntary pick so as to alter their behavior whenever they decide to devour intoxicant. This has been done through proviso of cusps, ocular shows and one to one advice ( Naidoo and Wills, 2009 ) . An illustration of this type of run was the responsible imbibing run in 2005 tally by the National Union of Students ( NUS ) and Diageo the intoxicant bring forthing company. The run ‘s purpose was to inform the pupils about intoxicant, its safe ingestion and to promote contemplations on their intoxicant ingestion ( Mentor UK, 2007 ) . This attack seems to be popular because it has been shown to be effectual in cut downing hazardous behavior like smoking surcease and weight spectators. The fact that the targeted client can make up one's mind what hazardous behavior they can discourse with the wellness facilitator and it leads to development of accomplishments every bit good as increasing cognition sing the hazardous wellness behaviors. Evaluation of runs utilizing this attack is comparatively easy as it measures addition in cognition and valid questionnaires are used as a method of informations aggregation ( Naidoo and Wills, 2009 ) . However this attack has some restrictions which may impede its consequence on the pupil population. This attack does non admit that other factors play an of import function in voluntary behavioral alteration. The wellness facilitator running the run may non hold the required the ability and cognition of how to cover with giving information to client therefore cut downing its effectivi ty. Finally since the attack is used in a group scene, the group kineticss or behaviors may non promote treatment of the subject like intoxicant maltreatment ( Naidoo and volitions, 2009 ) . Some university led runs are based on the behavioral alteration attack. The purpose of these runs is to do the pupils change their intoxicant behavior by pressing them to abstain from taking intoxicant, follow a healthy life style and work out a batch ( Naidoo and Wills, 2009 ) . The attack uses aggregate media runs to aim single, wellness functionaries besides pass the information to their clients through usage of reding services. What makes this attack popular is that it views wellness as an person ‘s belongings and it allows people to better their wellness by taking to alter their life styles ( Naidoo and volitions, 2009 ) . The figure below shows the theoretical account used to implement this attack. hypertext transfer protocol: //ars.els-cdn.com/content/image/1-s2.0-S1751722210000181-gr1.jpg Figure 2.2: Diagram Showing the Health publicity theoretical account by Beattie ( 1991 ) Adopted from Naidoo and volitions ( 2009 ) The job with this attack it assumes that there is additive relationship between 1s behaviors and wellness. It does non take into the consideration why the pupils being targeted abuse intoxicant. This attack is usually associated with victim blaming as it tends to demo that hapless wellness is a effect of bad picks. The rating of this type of intercession takes long and the alteration in behavior can non be attributed to the run but other factors may hold played a function ( Naidoo and Wills, 2009 ) . Recently there are some intoxicant intercession programmes being developed and distributed through the cyberspace. These intercessions target those pupils who have n't sought aid from the traditional manners of support or intervention and besides this scheme may help early self-identification of intoxicant jobs via the cyberspace ( Bewick et al, 2010 ) . This may be effectual since most pupils in universities particularly within the UK have entree to the cyberspace. With the intercession being anon. and the pupils can entree it at the clip of their convenience this intercession may turn out to be popular ( Bewick et al, 2010 ) . More research is still being carried out associating to this intercession. Since a university is both a topographic point of work and an institute of acquisition, it offers a alone scene for bringing of specific undertakings focused on precedence issues like intoxicant runs and other wellness publicity programmes ( Dooris, 2006 ) . It is for this ground in the recent yesteryear there has been a focal point on set uping a whole university attack while advancing wellness and wellbeing within the university ( Dooris, 2012 ) . This holistic attack displacements focus from individual subject wellness publicity plans to a whole system attack where both pupils and staff benefit from these schemes ( Healthy Universities, 2012 ) . With the whole system approach the university can incorporate the intoxicant run and run it aboard other runs that reference wellness and wellbeing such as athleticss, healthy feeding, and pupil experience ( Dooris, 2012 ) . The major benefit of this attack is that it uses grounds based pattern to place the demands of both the staff and pu pils ( Health Universities, 2012 ) . Although the whole university attack benefits the university, measuring its impact is complex, since there are many activities that are being run and coordinated at the same clip. Another challenge is its execution since it involves the full organisation ; policies must be written and adopted by the university ‘s disposal. To to the full implement the attack fundss must be made available to engage the forces required to run the wellness and well-being programmes ( Dooris, 2009 ; Healthy universities, 2012 ) . The deficiency of grounds based research within universities besides hinders its puting up and execution ( Dooris, 2001 ) . With most of the intoxicant runs being expert led they do non take into consideration the factors impacting the wellness related behavior of pupils who consume and abuse intoxicant. Such runs chiefly focus on deficiency of control, solitariness, self-esteem issues and personality type ( Suraj and Singh, 2011 ) . Whereas, the salutogenic construct of wellness tends to concentrate more on the factors act uponing 1s behaviour alternatively of concentrating on the causative agents ( Eriksson and Lindstorm, 2008 ) . The construct is based on the theory by Antonovsky that each individual has the ability determined by a sense of coherency that helps the person to get by with emphasis and has a positive influence on wellness related behavior ( Antonovsky, 1996 ; Binkowska-Bury et Al, 2010 ) . The salutogenic construct can be applied to wellness instruction whereby the wellness of an person is viewed as human right. Health publicity professionals are tasked with supplying options and enabling people make sound pick depending on the assorted determiners of wellness ( Eriksson and Lindstorm, 2008 ) . Furthermore, this construct can be used to better wellbeing of persons since it targets the beginning of the job that leads to hapless wellness while taking into consideration the environment and chances that are available to the persons ( Eriksson and Lindstorm, 2008 ) . The sense of coherency theory was chiefly studied in grownups. Recently there are surveies concentrating on immature people and kids. Some of the surveies show that university female pupils do hold a higher sense of coherency than their male opposite numbers. This is because the female pupils care more about their wellness related behaviors than the male opposite numbers ( Suraj and Singh, 2011 ) . Research is still being carried out to happen out what truly influences the healthy behavior of university pupils and what effects the sense of coherency has on them ( Binkowska-Bury et Al, 2010 ) .2.3.2 Social norm intercessionsSince the pupils behaviors and life styles are affected by assorted factors and beliefs for illustration deficiency of information, economic backgrounds and spiritual beliefs. A different attack was needed in order to undertake the rise in intoxicant maltreatment among university pupils. The new attack was to tackle pupils ‘ misperceptions and beliefs about i ntoxicant by aiming a big population in order to alter an person ‘s behavior and therefore heightening protective behaviors ( Perkins, 2003 ) . The bar attack can be applied in three ways universal, selective or indicated. Universal bar attack targets the full university pupil population without acquiring to cognize who is at hazard. Selective bar attack is targeted at those pupils who have been identified to be at hazard of intoxicant maltreatment and its effects. The indicated bar attack is targeted at persons who have been identified as enduring from intoxicant related jobs ( Moreira et al, 2009 ) . The societal norm attack besides seeks to build up the pupils with the accomplishments and accurate information to do informed determination whenever they consume intoxicant ; hence the acceptance of the societal norm theory in university led intoxicant runs ( Naidoo and Wills, 2009 ; John, 2010 ) . Berkowitz ( 2005 ) noted that the societal norm attack aims to turn to the undermentioned misperceptions: Pluralistic ignorance encourages persons to conform to behaviours considered normal for illustration pupils who consume moderate sums of intoxicant assume that other pupils consume more than they do. Hence they do devour more intoxicants based on this premise. False consensus most pupils tend to overrate the intoxicant ingestion of their equals and co-workers to warrant their ain heavy intoxicant ingestion. False singularity when persons assume there is a great difference between them and the others. Those pupils who are heavy intoxicant drinkers tend to believe their ain misperceived behaviors make them alone from those who are moderate intoxicant drinkers or those who abstain The societal norm intercession is going really popular particularly in US universities and colleges where extended research has been done ( Moreira et al, 2009 ) . The positive attack and the absence of a contentious tone in societal norms intercession entreaties to the pupils population and there is less opposition to this attack unlike the top down attack of policies implemented by the university disposal ( Wechsler et al, 2003 ) . Even though the theory is deriving popularity, there are some concerns sing the attack. Some of these concerns arise from its execution particularly the unequal message exposure and some runs do non adhere to the theoretical account. Another major concern is the deficiency of equal rating of the runs and whether the attack should be targeted at homogeneous groups instead than big communities. Besides the deficiency of acquaintance with the theory and related research poses a challenge to those who advocate for it ( Berkowitz, 2004 ) . The most common att acks used in societal norms intercessions are: Social selling attacks Personalised normative feedback intercessions.2.3.2.1. Social selling attacksThis attack relies on the usage of mass media to aim big populations like usage of postings, picture and wireless advertizements informing the pupils about the existent behavior of their co-workers and this aid to alter their single misperceptions on intoxicant ( John, 2010 ; Wechsler et Al, 2003 ) . This attack aims to bring on a behavioral alteration associating to the persons alcohol ingestion ( Mentor UK, 2007 ) . The non-confrontational tone in these run reassures both pupils and university decision makers therefore brushs less opposition as compared to policies and actions designed to cut down intoxicant ingestion ( Wechsler et al, 2003 ) . The runs utilizing this attack usually downplay degree of imbibing on campus and do non concentrate a batch on the negative effects of heavy intoxicant ingestion. The intoxicant industry has besides adopted this attack ( Wechsler, 2003 ) . The disadvantages with this attack are that it is expensive, it feels impersonal and measuring its result is really hard ( John, 2010 ) . There is small grounds in research to demo that this scheme really consequences in decrease in intoxicant ingestion ( Berkowitz, 2004 ; Wechsler et Al, 2003 ) .2.3.2.2. Personalised normative feedback intercessionsThis intercession involves the proviso of the existent pupil intoxicant ingestion norms, single misperceptions and personal intoxicant ingestion forms. The information is delivered via electronic mail, web-based or pen paper. Normally this attack is delivered to a mark population for illustration pupils who have been identified as heavy intoxicant consumers ; it can besides be targeted to the full university population ( John, 2010 ) . Bewick et Al ( 2008 ) showed that the normative feedback intercessions had an consequence on cut downing per juncture intoxicant ingestion among UK university pupils. However, there is grounds from literature demoing that retroflexing the intercession from one establishment to another 1 does non hold the same consequences ( Bewick et al, 2010 ) . There is small information on the misperception of societal norms of university pupils within the UK ( Mentor UK, 2007 ) .2.4. Purposes and decisionUniversity life is a transitional period for most pupils as it offers the opportunity to get healthy life styles wonts and other accomplishments required in the hereafter ( Stewart-Brown et Al, 2000 ) . Most university surveies done particularly sing alcohol behavior is most frequently targeted at the undergraduate pupils. While the graduate student intoxicant ingestion and behavior are seldom studied, showing a spread that needs to be researched on ( Jamison et al, 2008 ) . The measurement of pupils life styles and other related wellness behavior is rather hard as the pupils are ever on the move, most have impermanent references and they have many distractions ( Stewart- Brown et Al, 2000 ) . Never the less a batch of research demands to be done in universities within the UK to happen out the intoxicant behavior and if the intoxicant runs initiated by the universities are effectual. The purpose of this undertaking is to happen out the intoxicant ingestion and behavior of postgraduate pupils go toing Brunel University. The other purpose is to happen out if they have heard about the intoxicant run carried out by the university and if the run has had an consequence on their intoxicant ingestion.Chapter 3Research MethodologyThe purpose of this survey is twofold ; foremost it is to look into to look into whether the graduate student pupils at Brunel University pupils are cognizant of the intoxicant run run by the university and whether they find the run utile. Furthermore, the survey aims to happen out the intoxicant ingestion of postgraduate pupils at the university. Based on the research inquiry outlined below this survey will take on a quantitative research attack. Since the survey is traveling to look at sentiments and ingestion of intoxicant quantitative methods were used to roll up the needed informations ( Aveyard, 2010: Saint matthews and Ross, 2010 ) . The research inquiry is: What is the impact of the intoxicant run on the intoxicant ingestion of graduate student pupils? Quantitative research is used when there is preexistent cognition, which allows for the usage of standardised informations aggregation methods like studies.Surveys are usually used to document prevalence of a specific issue within a population of involvement, they are besides really of import as they can be designed to mensurate certain phenomena like attitudes and behavior in a population ( Bowling, 2009 ) . Surveies are usually guided by two aims. First is to gauge the parametric quantities like attitudes in a population of involvement by utilizing statistics calculated from informations collected. Second is to prove a statistical hypothesis of a population ( Bowling, 2009 ) . This survey employed the usage of a study and specifically a cross-sectional or descriptive study since the information was to be collected at one point in clip mensurating the intoxicant ingestion and consciousness of the intoxicant run run by the university at the micro degree of postgraduate pupils. The cross sectional surveies usually provide a snapshot of the properties of a given population ( Aveyard, 2010 ) Cross-sectional studies involve oppugning the participants or respondents on past and current behavior, attitudes and events. They employ the usage of standardised informations aggregation methods which are economical in footings of clip and resources. The cross-sectional studies can besides aim big populations which can be surveyed rapidly besides the standardized information I collected can be easy coded therefore doing it easy to analyze ( Bowling, 2009 ) .3.1. Data aggregation toolIn a transverse sectional or descriptive study one of the tools used to roll up informations is the questionnaire. Although this is the most common it is non the lone means of informations aggregation ( Matthews and Ross, 2010 ) . There are two type of questionnaires structured and semi-structured. Structured questionnaires use fixed standardized inquiries with pre-coded responses which respondents can take from ( Punch, 2003 ) whilst, semi- structured questionnaires contain both fixed inquiries and unf astened inquiries leting respondents to reply inquiries in their ain manner ( Matthews and Ross, 2010 ) . The major advantage of utilizing structured questionnaires is the ability to obtain unambiguous and easy collectable informations since the inquiries are standardised and pre coded, leting for greater easiness in informations analysis and presentation of informations ( Bowling, 2009 ) . A major defect with the structured questionnaires is that they rely on the general cognition of the population of involvement particularly in relation to informations collected sing attitudes, behaviors and societal procedures. Furthermore, the pre-coded replies may non to the full represent the positions of the respondent and at times they are forced to reply the inquiries unsuitably ( Bowling, 2009 ) . Questionnaires are completed either through self -administration or face-to-face interviews. Self-administered questionnaires may be distributed through web-based methods or through the usage of postal services. Since these distribution methods can cover a big geographical location rapidly and can be more economical as compared to interviews. Self-administered questionnaires tend to understate societal desirableness and interviewer prejudice hence it is most preferable during a transverse sectional study. They are besides the most utile when roll uping sensitive informations since can be answered anonymously ( Matthews and Ross, 2010 ) . The questionnaire in this survey was designed utilizing the online package â€Å" Survey Monkey † . The package allows for both online and hardcopy versions to be designed at the same clip ( Survey Monkey, 2012 ) . The questionnaire had both closed and unfastened ended inquiries so as to roll up positions of the participants. The questionnaire was distributed during the month of August one time ethical blessing was given. It was distributed online and as a pen and paper questionnaire. The on-line study nexus was posted on Brunel University functionary pages and the hardcopy was distributed in the library and along the multitude within the campus. The questionnaire was to be completed anonymously by the pupils ; this was to heighten the response rate. The pupils were free to worsen to reply the questionnaire. For those who did they were handed a participant information sheet which gave them the name and ground of the survey.3.2. Sampling and ParticipantsIn order to make a study a population of involvement demands to place and a sample drawn from it ( Bowling, 2009 ) .The sample selected should be a representation of the population of involvement based on the gender, age and socio-economic group ( Matthews and Ross, 2010 ) . In this survey simple random sampling was used to ask for participants to reply the questionnaire as this was a suited manner to acquire the most representative sample. For case most surveies done in the UK usage purposive sampling to roll up their informations, this possible when the university is in session and most pupils are go toing categories ( Webb, 1997, Bewick, 2008 ) . Since the undertaking was being carried during the summer holidays random sampling was the preferable method. The targeted population of involvement were the postgraduate pupils go toing Brunel University with both male and female graduate student pupils were included in the study. Undergraduate pupils, staff and visitants were excluded from this survey. This is because the survey was non aiming their intoxicant ingestion and behavior. Besides excluded were sing pupils. The participants were invited at random to take part in the study through an invitation station in Brunel University pages on Facebook and some of them were approached in the library and given the difficult transcript questionnaire to finish. The survey aims to ask for a sum of 200 postgraduate pupils to take part in the study. However a sampling mistake shall be considered during the analysis. Since the sample size is little, the consequences can non be extrapolated to the full graduate student pupil population in analyzing in Brunel University.3.3. Pilot StudyDue to clip restraints a pilot survey was non conducted before the oncoming of the undertaking.3.4. Datas AnalysisThe structured information from the questionnaire was collected, sorted, cleaned and coded in readying for analysis. Descriptive statistics was used to analyze the information and explicate the consequences of informations collected ( Black, 1999 ) . The information collected was categorical hence the Chi- square trial was used to compare the agencies of the variables to demo if there is a important difference between intoxicant ingestion between male and female pupils ( Kerr, 2002 ) . The statistical plan SPSS for Windows version18.02 was used to analy ze the information. The mean units of intoxicant consumed per hebdomad were calculated utilizing the expression provided by the Department of Health ( Department of Health, 2012 ) . The units of intoxicant are measured utilizing the intoxicant by volume ( ABV ) which is a standard step of a drinks alcoholic content. The intoxicant by volume is a step of the pure intoxicant content by per centum of the entire volume of liquid in a drink. The intoxicant by volume is usually written on the labels of tins, beer/wine/spirit bottles ( Department of Health, 2012 ) . Different alcoholic drinks have different intoxicant contents The expression is: Strength of alcoholic drink ( ABV ) Volume in milliliters ( milliliter ) 1,000 = units Example: a pint of beer which step about 568 milliliter has an intoxicant content of 5.2 % therefore to cipher its units: 5.2 % 568 ( milliliter ) 1,000=2.95 units Table 2.1 Table demoing units of intoxicant in an alcoholic drink Alcoholic drink Volume ( milliliter ) Alcohol content ( % ) Unit of measurements vino 175 12 % 2.1 Beer/cider 568 5.2 % 3 liquors 25 ( I shot ) 40 % 13.5. Restrictions of the surveyThe deficiency of making a pilot survey had an consequence on the consequences of the survey. The survey focused chiefly on the ingestion of intoxicant by the graduate student pupils and did non look into the effects intoxicant maltreatment had on their societal and academic lives. Another restriction is that the research did non compare the ingestion between postgraduate pupils who stay on and off campus and besides between the undergraduate pupils. The survey did non measure the consequence of the intoxicant run. The survey was limited to a individual campus university therefore making a convenient sample that may hold non been really diverse and may hold affected the information collected. The closed inquiries in the questionnaire merely let the participants answer inquiries in a certain manner. Measuring honestness is rather a challenge in surveies utilizing questionnaires. Since this survey is looking into the intoxicant ingestion of the pupils, there is a opportunity that most replies sing intoxicant ingestion will be under quoted therefore impacting the analysis of the informations collected. The survey did non hold focal point groups which would hold shed more visible radiation on the grounds pupil consume intoxicant and their hebdomadal intoxicant ingestion.3.6. Ethical ConsiderationsEthical motives was applied for and approved in 27 July 2012 by the moralss board of The School of Health and Social scientific disciplines, Brunel University. The information collected was protected harmonizing the UK Data act.Chapter 4Consequences and Data AnalysisThe questionnaire respondents totalled 110 all of whom were postgraduate pupils analyzing at Brunel University. Three respondents did non finish the questionnaire and this was entered as losing informations during analysis. Therefore analysis was carried out on 107 completed questionnaires which represent 50 three per cent of those who answered the questionnaire.4.1. Descriptive statisticsTable 4.1 shows the entire figure of postgraduate female pupils who took portion was 40 six stand foring 40 three per cent of the entire respo ndents with a standard divergence of 0.532 and a mean of 1.37. The entire figure of male respondents was 60 seven stand foring 50 seven per cent of the entire figure of respondent with a standard divergence of 0.615 and a average age of 1.70. Table 4. ; Table screening, no of participants, mean and standard divergence Gender Mean Nitrogen Std. Deviation Female 1.37 46 .532 Male 1.70 61 .615 Entire 1.56 107 .602 The age bracket of 20 to twenty four had the most respondents with a sum of 50 three. The female pupils who fell in this age bracket totalled 30 and the male pupils were 20 three. The age bracket of 20 five to thirty had a sum of 40 eight respondents, 30 three being male and 15 being female. The age bracket of 30 one to forty had the least respondents with a sum of six with one being the entire figure of female pupils and five being male. This is shown in the tabular array below. Table 4.2 Table demoing the distribution of ages Age scope Gender Entire Female Male 20-24 30 23 53 25-30 15 33 48 31-40 1 5 6 Entire 46 61 1074.2. Alcohol ingestionThe respondents who consume intoxicant totalled 90 one. Forty one were female and 50 were male. Those who do non devour intoxicant totalled 16 with 5 being female and 11 being male. Table 4.3: Table demoing the postgraduate pupils who consume intoxicant Those who consume intoxicant Gender Entire losing Female Male 3 0 0 3 Yes 0 41 50 91 No 0 5 11 16 Entire 3 46 61 110 Table 4.4 table demoing chi square trial on intoxicant ingestion between gendersChi-Square TrialsValue df Asymp. Sig. ( 2-sided ) Pearson Chi-Square 111.088a 4 .000 Likelihood Ratio 28.616 4 .000 N of Valid Cases 110 Table 4.5 Table demoing ingestion of intoxicant between the different age groups Devouring intoxicant Age scope Entire 20-24 25-30 31-40 Yes 48 41 2 91 No 5 7 4 16 Entire 53 48 6 107 Table 4.5 above shows the 20 to twenty four age scopes had the highest figure of respondents who consumed intoxicant while the age scope of 30 one to forty had the least respondents who consumed intoxicant. Although there is a little difference in intoxicant ingestion between the age groups of 20 to twenty four and 25 -304.2.1. Favourite Alcoholic imbibeThe favorite alcoholic drink for male pupils was beer and spirits both holding a sum of 30 one male pupils devouring them. Beer was the least favorite alcoholic drink for female pupils. Wine was popular among female pupils. Cider and liquors were tied 2nd topographic point as the favorite alcoholic drink for female pupils. Male least favorite alcoholic drink was cyder, Table 4.6: table demoing favorite alcoholic ingestion between genders Gender Cider Beer Wine Liquors Female 13 11 24 14 Male 3 31 9 314.3. Weekly Alcohol ConsumptionMost of the respondents consume intoxicant one time a hebdomad. There were two male respondents who consume alcohol every twenty-four hours of the hebdomad. More male than female pupils consumed intoxicant twice a hebdomad. The p-value 0.126 shows there is small difference in intoxicant ingestion per hebdomad between male and female pupils. Table 4.7: Table demoing intoxicant consumed figure of yearss in a hebdomad Alcohol consumed figure of yearss in a hebdomad Gender Entire Female Male 1 19 15 34 2 4 13 17 3 6 9 15 4 5 3 8 5 4 2 6 7 0 2 2 Entire 38 44 82 Table 4.8 Table demoing chi square trials of intoxicant consumed per hebdomad between genders.Chi-Square TrialsValue df Asymp. Sig. ( 2-sided ) Pearson Chi-Square 8.609a 5 .126 Likelihood Ratio 9.611 5 .087 N of Valid Cases 824.3.1. Pints and Unit of measurements of Alcohol consumed per hebdomadFemale pupils on norm consumed an norm of 3.07 pints of beer/cider a hebdomad while the male pupils consumed 4.95 pints per hebdomad. Female pupils drunk an norm of 2.88 spectacless of vino per hebdomad while the male pupils drunk an norm of 1.39 spectacless per hebdomad. . Male pupils consume an norm of 5.42 shootings of liquors per hebdomad. Table 4.9: Table demoing the average intoxicant ingestion per hebdomad Gender Beer/cider ( no. pints per hebdomad ) Wine ( no. of spectacless per hebdomad ) Liquors ( no. of shootings per hebdomad ) Female Mean 3.07 2.88 1.65 Nitrogen 28 32 20 Std. Deviation 2.478 3.024 2.084 Male Mean 4.95 1.39 5.42 Nitrogen 37 18 36 Std. Deviation 2.962 1.501 9.938 Entire Mean 4.14 2.34 4.07 Nitrogen 65 50 56 Std. Deviation 2.899 2.662 8.226 All the age groups on mean consume around four pints of beer per hebdomad. Those elderly 20 to twenty four consume 2.63 spectacless of vino per hebdomad. Those elderly twenty five to thirty consume 4.50 shootings of liquors per hebdomad. Those aged thirty one to forty devour the least sum of vino and liquors. Table 4.10 below shows that the mean ingestion of beer per hebdomad was four pints between all the ages, while vino was the least consumed alcoholic drink in a hebdomadal footing Table 4.10: Table demoing intoxicant consumed per hebdomad between age brackets Age scope Beer/cider ( no. pints per hebdomad ) Wine ( no. of spectacless per hebdomad ) Liquors ( no. of shootings per hebdomad ) 20-24 Mean 4.03 2.63 3.83 Nitrogen 36 30 29 Std. Deviation 2.751 2.953 5.471 25-30 Mean 4.30 1.95 4.50 Nitrogen 27 19 26 Std. Deviation 3.184 2.198 10.697 31-40 Mean 4.00 1.00 .00 Nitrogen 2 1 1 Std. Deviation 2.828..Entire Mean 4.14 2.34 4.07 Nitrogen 65 50 56 Std. Deviation 2.899 2.662 8.226The intoxicant units consumed per hebdomad were calculated utilizing the expression provided by the Department of Health the consequences are shown in the graphs below.Figure 4.1: Graph demoing alcohol units consumed per hebdomad between the genders Figure 1 above show male pupils consume more alcohol units per hebdomad when they consume beer/cider with an norm of 14.6 units per hebdomad. They besides consume more alcohol units per hebdomad when devouring liquors. Female pupils consume more wine. Figure 2 below shows that those aged twenty five to thirty devour more alcohol units per hebdomad when devouring both beer/cider and liquors. Figure 4.2: Graph demoing alcohol units consumed per hebdomad among the age groups4.4. Students cognizant of the intoxicant runA sum of 19 which represents 19 per cent of the postgraduate pupils who responded to the study admitted to hold heard about the intoxicant run being run by the pupil brotherhood. Twelve were female and seven were male. Eighty per cent or 80 pupils of those who took the study were non cognizant of the run run by the pupil brotherhood. Table 4.11: Table demoing consciousness of the pupils towards the intoxicant run. Have you heard about the Alcohol Awareness Campaign run by the pupil brotherhood? Gender Entire Female Male 3 5 11 Yes 12 7 19 No 31 49 80 Entire 46 61 110 Table 4.12: table demoing chi square trial of the consciousness of the pupils sing the intoxicant runChi-Square TrialsValue df Asymp. Sig. ( 2-sided ) Pearson Chi-Square 3.838a 2 .147 Likelihood Ratio 3.812 2 .149 N of Valid Cases 107 a. 2 cells ( 33.3 % ) have expected count less than 5. The lower limit expected count is 3.44. Those cognizant of the run said that they heard about the run during the pupil orientation hebdomad, through the Brunel University Student brotherhood web site, posting posted around the university and through the medical Centre.4.4.1 Rating the runForty one pupils rated the run as being good while an equal figure rated it as being hapless. Twelve pupils did non rate the runRating of the intoxicant runevaluation the run Gender Entire Female Male Excellent 1 2 3 Very Good 1 1 2 Good 16 25 41 Poor 21 20 41 Very Poor 4 7 11 Entire 43 55 98 Table 4.13: Table demoing how pupils rated the run4.4.2. Increased Knowledge on effects of overconsumption of intoxicantForty five pupils who took the study said they do n't cognize if the run increased their cognition on the effects of over ingestion of intoxicant. While 40 one pupils said the intoxicant run did non increase their cognition on the effects of overconsumption of intoxicant. Merely 13 pupils said the intoxicant run increased their cognition on the effects of overconsumption of intoxicant. Eleven pupils did non reply the inquiry. Table 4.14: Table screening increased cognition of effects of overconsumption of intoxicant increased cognition of the effects of over ingestion of intoxicant Gender Entire Female Male Missing informations 3 3 5 11 Yes 0 5 8 13 No 0 18 23 41 Do n't Know 0 20 25 45 Entire 3 46 61 1104.4.3 Effectss of the run on intoxicant ingestionMerely two pupils said the intoxicant run made them cut down their intoxicant ingestion. Forty eight pupils said the run did non hold an consequence on their intoxicant ingestion, while 40 five pupils said they do n't cognize whether intoxicant run helped them cut down their intoxicant ingestion or non. Ten respondents did non reply the inquiry. Table 4.15: Table demoing the effects of the intoxicant run on intoxicant ingestion Did the run consequence in decrease of intoxicant ingestion Gender Entire Female Male 2 3 5 10 Yes 0 0 2 2 No 1 21 26 48 Possibly 0 3 2 5 Do n't Know 0 19 26 45 Entire 3 46 61 110 Table 4.16: Table demoing chi square trial on the effects of the intoxicant run.