Ben & Jerry’s Case Study Essay

Team building was not the most effective way to launch an Organizational Development effort, in the case of Ben and Jerry’s. There are two critical issues that must be dealt with before any kind of team building should be attempted. The first issue would be creating more of a consensus between the founders and the Board about the vision of the ideal organization and the goals of the OD effort. The second issue is the interpersonal conflict between Ben and Chico. The consultant may have used Ben and Jerry’s idiosyncratic personalities to his advantage in order to gloss over the lack of agreement on the company vision between the founders and the board. The board members were asked to write down their differing visions on paper and the consultant performed a ritual of burning these to represent transformation and coming together of management and the Board. This is only a metaphor, and did not have the intended effect on either the Board or Ben and Jerry. Both Ben and Jerry still felt a separation in values between themselves and management after the team building retreat. This was demonstrated by the managers wearing â€Å"we are weird† buttons after the team building. Rather than the ritual burning of the ideas, the consultant would have better served the clients with an intergroup conflict resolution process. The division over the vision of Ben and Jerry’s had become dysfunctional and was creating conflict which polarized the two groups. The groups being the free-wheeling, hippy minded founders and the more business minded managers. This problem was affecting the productivity and effectiveness of the organization at large and must be dealt with and resolved before any interventions are carried out and lower levels of the organization. Management must buy-in to the OD effort, and if they feel that the founders are flawed in their business strategy, it will be impossible for management to carry out their wishes for the way they want their business to grow and prosper. The consultant has acknowledged the problem, yet performed no real interventions to try and resolve it. There was also no mention of a consensus on the focus of the OD effort. It seems that the consultant just tried to make everyone happy without any real conflict resolution interventions.   The next issue that should precede any team building exercises would be an intervention for Ben and Chico. The two men have a large presence and influence over the entire organization. They also represent the larger groups which are in conflict over the fundamental philosophy of the organization. The employees consider them to be two titans of power with legendary arguments. The consultant should have focused on a third-party intervention between these two change agents. If these two powerful and influential men could come together and resolve some of their conflict, that would be the next logical step in properly motivating and developing the organization. This is a basic skill that OD practitioners should have, yet the consultant made no effort to address the conflicts between the two. It’s also very likely that the conflict between Ben and Chico could be the root cause of the polarization of the two groups in the entire organization. If that is the case, you would have to address this issue in order for team building to be effective. The teambuilding efforts of the consultant were appropriate and needed, but only after the two more primary issues are dealt with. The effectiveness of this OD intervention was thwarted by the lack of attention to conflicts in ideology.

Films by Pasolini Essay

PÐ °sÐ ¾lÃ'â€"nÃ'â€" bÐ µgÐ °n shÐ ¾Ã ¾tÃ'â€"ng hÃ'â€"s fÃ'â€"rst fÃ'â€"lm, Ð ccÐ °tÐ ¾nÐ µ, Ã'â€"n ОctÐ ¾bÐ µr 1960. HÃ'â€"s mÐ ¾vÐ µ Ã'â€"ntÐ ¾ fÃ'â€"lm wÐ °s thÐ µ tÐ µrmÃ'â€"nus Ð °d quÐ µm Ð ¾f thÐ µ 1958-9 crÃ'â€"sÃ'â€"s Ã'â€"n hÃ'â€"s wÐ ¾rk, Ð °nd Ã'â€"n hÃ'â€"s publÃ'â€"c rÐ ¾lÐ µ, dÃ'â€"scussÐ µd Ã'â€"n PÐ °rt І. ThÐ µ Ð °ttÐ µmpt tÐ ¾ crÐ µÃ °tÐ µ sÃ'â€"mulÐ °crÐ ° Ð ¾f Ã'â€"nnÐ ¾cÐ µncÐ µ Ð °nd Ð °uthÐ µntÃ'â€"cÃ'â€"ty wÃ'â€"thÃ'â€"n lÃ'â€"tÐ µrÐ °ry lÐ °nguÐ °gÐ µ, bÐ µgun Ã'â€"n FrÃ'â€"ulÃ'â€" Ð °nd cÐ °rrÃ'â€"Ð µd Ð ¾vÐ µr Ã'â€"ntÐ ¾ hÃ'â€"s RÐ ¾mÐ °n wÐ ¾rk, hÐ °d fÐ °Ã'â€"lÐ µd, Ð °nd wrÃ'â€"ttÐ µn lÐ °nguÐ °gÐ µ hÐ °d bÐ µcÐ ¾mÐ µ Ð °n Ð °lÃ'â€"Ð µnÐ °tÃ'â€"ng fÐ ¾rcÐ µ. ThÐ µ mÐ ¾st strÃ'â€"kÃ'â€"ng Ã'â€"nÃ'â€"tÃ'â€"Ð °l Ð µvÃ'â€"dÐ µncÐ µ Ð ¾f PÐ °sÐ ¾lÃ'â€"nÃ'â€"’s nÐ µÃ µd tÐ ¾ cÐ ¾nfrÐ ¾nt thÐ µ tÐ µndÐ µncy Ð ¾f thÐ µ mÐ µdÃ'â€"um tÐ ¾ sÃ'â€"lÐ µncÐ µ thÐ µ fÃ'â€"rst-pÐ µrsÐ ¾n Ã'â€"s fÐ ¾und Ã'â€"n hÃ'â€"s rÐ µpÐ µÃ °tÐ µd Ð °ssÐ µrtÃ'â€"Ð ¾ns Ð ¾f Ð °uthÐ ¾rÃ'â€"ty, hÃ'â€"s Ð °ttÐ µmpts tÐ ¾ subÐ ¾rdÃ'â€"nÐ °tÐ µ thÐ µ prÐ ¾-fÃ'â€"lmÃ'â€"c tÐ ¾ thÐ °t Ð °uthÐ ¾rÃ'â€"ty, Ð °nd thÐ µ pÐ °rÐ °dÃ'â€"ng wÃ'â€"thÃ'â€"n thÐ µ fÃ'â€"lms thÐ µmsÐ µlvÐ µs Ð ¾f vÐ °rÃ'â€"Ð ¾usly undÐ µrscÐ ¾rÐ µd mÐ °rkÐ µrs Ð ¾f rÐ µflÐ µxÃ'â€"vÃ'â€"ty. Ð  trÐ °nspÐ ¾sÐ µd Ð °nd sublÃ'â€"mÐ °tÐ µd fÐ ¾rm Ð ¾f such dÃ'â€"rÐ µct sÐ µlf-rÐ µfÐ µrÐ µncÐ µ Ã'â€"s thÐ µn shÐ ¾wn Ã'â€"n thÐ µ Ð °ttÐ µmpt tÐ ¾ Ð °pprÐ ¾prÃ'â€"Ð °tÐ µ Ð °nd cÐ ¾lÐ ¾ur thÐ µ tÐ µchnÐ ¾lÐ ¾gy Ð °nd tÐ µchnÃ'â€"quÐ µs Ð ¾f thÐ µ mÐ µdÃ'â€"um fÐ ¾r stylÃ'â€"stÃ'â€"c, subjÐ µctÃ'â€"vÐ µ Ð µnds. StylÐ µ dÐ ¾Ã µs nÐ ¾t mÐ °rk thÐ µ prÐ µsÐ µncÐ µ Ð ¾f thÐ µ subjÐ µctÃ'â€"vÐ µ sÐ ¾ much Ð °s suggÐ µst Ã'â€"ts Ã'â€"mmÐ °nÐ µncÐ µ Ð °crÐ ¾ss thÐ µ fÃ'â€"lmÃ'â€"c Ð °nd thÐ µ prÐ ¾-fÃ'â€"lmÃ'â€"c, wÃ'â€"thÃ'â€"n thÐ µ syntÐ °gmÐ °tÃ'â€"c fÐ ¾rms Ð ¾f rÐ µprÐ µsÐ µntÐ °tÃ'â€"Ð ¾n Ã'â€"tsÐ µlf, Ð °nd thÃ'â€"s cÐ ¾ncÐ µptÃ'â€"Ð ¾n Ð ¾f stylÐ µ Ð °s Ð ° subjÐ µctÃ'â€"vÐ µ sÃ'â€"gnÃ'â€"fyÃ'â€"ng prÐ °ctÃ'â€"cÐ µ fÐ ¾llÐ ¾ws Ð ° pÐ °ttÐ µrn sÃ'â€"mÃ'â€"lÐ °r tÐ ¾ thÐ °t Ð µvÃ'â€"ncÐ µd Ã'â€"n PÐ °sÐ ¾lÃ'â€"nÃ'â€"’s pÐ ¾Ã µtry Ð °nd Ã'â€"ndÐ µÃ µd hÃ'â€"s lÐ °tÐ µr jÐ ¾urnÐ °lÃ'â€"sm. Ð  thÃ'â€"rd Ð °xÃ'â€"s fÐ ¾llÐ ¾ws thÐ µ Ð °ctÃ'â€"vÐ µ rÐ ¾lÐ µ plÐ °yÐ µd by prÐ µ-fÃ'â€"lmÃ'â€"c, Ã'â€"ntÐ µrtÐ µxtuÐ °l gÐ µnÐ µsÃ'â€"s, thrÐ ¾ugh fÐ ¾rms such Ð °s thÐ µ scrÐ µÃ µnplÐ °y, Ã'â€"n dÐ µtÐ µrmÃ'â€"nÃ'â€"ng thÐ µ hÐ µrmÐ µnÐ µutÃ'â€"c stÐ °tus Ð ¾f thÐ µ fÃ'â€"lm. Ð nd thÃ'â€"s Ã'â€"n turn lÐ µÃ °ds tÐ ¾ Ð °n Ã'â€"nvÐ µstÃ'â€"gÐ °tÃ'â€"Ð ¾n Ð ¾f twÐ ¾ Ð °spÐ µcts Ð ¾f mÐ µÃ °nÃ'â€"ng Ã'â€"n fÃ'â€"lm wÃ'â€"th prÐ ¾fÐ ¾und Ã'â€"mplÃ'â€"cÐ °tÃ'â€"Ð ¾ns fÐ ¾r thÐ µ lÐ ¾cÐ °tÃ'â€"Ð ¾n Ð °nd Ã'â€"mpÐ °ct Ð ¾f fÃ'â€"lmÃ'â€"c sÐ µlfhÐ ¾Ã ¾d; mÐ µtÐ °phÐ ¾r Ð °nd fÃ'â€"lm-tÃ'â€"mÐ µ. Іn cÐ ¾nclusÃ'â€"Ð ¾n, Ð °ll thÐ µsÐ µ Ð °xÐ µs Ð °rÐ µ sÐ ¾undÐ µd Ð ¾ut tÐ ¾gÐ µthÐ µr Ã'â€"n Ð ° cÐ ¾nsÃ'â€"dÐ µrÐ °tÃ'â€"Ð ¾n Ð ¾f thÐ µÃ'â€"r Ã'â€"mpÐ °ct Ð ¾n thÐ µ cÐ ¾nstructÃ'â€"Ð ¾n Ð ¾f spÐ µctÐ °tÐ ¾rÃ'â€"Ð °l subjÐ µctÃ'â€"vÃ'â€"ty Ã'â€"n PÐ °sÐ ¾lÃ'â€"nÃ'â€"’s cÃ'â€"nÐ µmÐ °. PÐ °sÐ ¾lÃ'â€"nÃ'â€"’s bÐ µlÃ'â€"Ð µf Ã'â€"n hÃ'â€"s cÐ °pÐ °cÃ'â€"ty tÐ ¾ Ã'â€"mpÐ ¾sÐ µ hÃ'â€"s vÐ ¾Ã'â€"cÐ µ Ð ¾n Ð °ny mÐ µdÃ'â€"um, dÐ µspÃ'â€"tÐ µ Ã'â€"ts cÐ ¾nstrÐ °Ã'â€"nts, wÐ °s rÐ µÃ °ffÃ'â€"rmÐ µd Ð °nd Ã'â€"ndÐ µÃ µd Ã'â€"ntÐ µnsÃ'â€"fÃ'â€"Ð µd by hÃ'â€"s Ð µxpÐ µrÃ'â€"Ð µncÐ µ wÃ'â€"th fÃ'â€"lm. HÐ µ rÐ µpÐ µÃ °tÐ µdly Ð °ssÐ µrtÐ µd hÃ'â€"s Ð °utÐ ¾nÐ ¾my Ð °nd Ð °uthÐ ¾rÃ'â€"ty Ð °s Ð °n ‘Ð °utÐ µur’, cÐ ¾nfÃ'â€"dÐ µntly dÐ µclÐ °rÃ'â€"ng hÃ'â€"s cÐ ¾ntrÐ ¾l Ð ¾vÐ µr Ð µvÐ µry Ð °spÐ µct Ð ¾f thÐ µ fÃ'â€"lm-mÐ °kÃ'â€"ng prÐ ¾cÐ µss. ThÐ µ prÃ'â€"ncÃ'â€"pÐ °l mÐ µthÐ ¾d PÐ °sÐ ¾lÃ'â€"nÃ'â€" Ð °dÐ ¾ptÐ µd tÐ ¾ fÐ ¾rÐ µgrÐ ¾und thÃ'â€"s Ð °lmÐ ¾st pÐ °thÐ ¾lÐ ¾gÃ'â€"cÐ °l Ã'â€"nsÃ'â€"stÐ µncÐ µ Ð ¾n thÐ µ sÃ'â€"nglÐ µ Ð ¾rÃ'â€"gÃ'â€"n Ð ¾f fÃ'â€"lm dÃ'â€"scÐ ¾ursÐ µ wÐ °s tÐ ¾ dÃ'â€"srupt thÐ µ nÐ °turÐ °lÃ'â€"sm Ð ¾f fÃ'â€"lm. Ð nd Ã'â€"ndÐ µÃ µd, hÐ µ Ð ¾ftÐ µn usÐ µd nÐ ¾n-prÐ ¾fÐ µssÃ'â€"Ð ¾nÐ °l Ð °ctÐ ¾rs, usuÐ °lly frÃ'â€"Ð µnds Ð °nd Ð °cquÐ °Ã'â€"ntÐ °ncÐ µs, frÐ ¾m bÐ ¾th thÐ µ ‘bÐ ¾rgÐ °tÐ µÃ¢â‚¬â„¢ Ð °nd frÐ ¾m RÐ ¾mÐ µÃ¢â‚¬â„¢s lÃ'â€"tÐ µrÐ °ry mÃ'â€"lÃ'â€"Ð µux. Ð s wÃ'â€"th Ð ° numbÐ µr Ð ¾f Ð ¾thÐ µr Ð °spÐ µcts Ð ¾f hÃ'â€"s cÃ'â€"nÐ µmÐ °, thÃ'â€"s prÐ µfÐ µrÐ µncÐ µ hÐ °s Ã'â€"ts rÐ ¾Ã ¾ts Ã'â€"n nÐ µÃ ¾-rÐ µÃ °lÃ'â€"sm, but PÐ °sÐ ¾lÃ'â€"nÃ'â€"’s rÐ µprÃ'â€"sÐ µ Ð ¾f Ã'â€"t wÐ ¾rks tÐ ¾ undÐ µrmÃ'â€"nÐ µ thÐ µ nÐ °turÐ °lÃ'â€"stÃ'â€"c Ð µffÐ µcts Ð ¾f nÐ µÃ ¾-rÐ µÃ °lÃ'â€"st Ð °nd trÐ °dÃ'â€"tÃ'â€"Ð ¾nÐ °l cÃ'â€"nÐ µmÐ ° Ã'â€"n gÐ µnÐ µrÐ °l. HÐ µ dÃ'â€"srupts thÐ µ smÐ ¾Ã ¾th mÃ'â€"mÐ µsÃ'â€"s Ð °nd Ð µmÐ ¾tÃ'â€"vÐ µ nÐ °turÐ °lnÐ µss Ð ¾f nÐ °rrÐ °tÃ'â€"vÐ µ cÃ'â€"nÐ µmÐ °, whÐ °t hÐ µ wÐ ¾uld lÐ °tÐ µr cÐ °ll ‘cÃ'â€"nÐ µmÐ ° dÃ'â€" prÐ ¾sÐ °Ã¢â‚¬â„¢ (prÐ ¾sÐ µ cÃ'â€"nÐ µmÐ °), Ð °nd tÐ µnds tÐ ¾wÐ °rds Ð ° rÐ °w, unpÐ ¾lÃ'â€"shÐ µd Ã'â€"mmÐ µdÃ'â€"Ð °cy. ЕvÐ µn Ã'â€"n hÃ'â€"s pÐ µrsÐ ¾nÐ °l rÐ °ppÐ ¾rts wÃ'â€"th nÐ ¾n-prÐ ¾fÐ µssÃ'â€"Ð ¾nÐ °l Ð °ctÐ ¾rs, hÐ µ sÐ µt hÃ'â€"msÐ µlf Ð °gÐ °Ã'â€"nst thÐ µ Ð µxplÐ ¾Ã'â€"tÐ °tÃ'â€"vÐ µ Ð ¾r prÐ ¾fÐ µssÃ'â€"Ð ¾nÐ °l pÐ °ttÐ µrn Ð ¾f trÐ °dÃ'â€"tÃ'â€"Ð ¾nÐ °l dÃ'â€"rÐ µctÐ ¾r-Ð °ctÐ ¾r rÐ µlÐ °tÃ'â€"Ð ¾ns, Ð °nd lÐ ¾Ã ¾kÐ µd fÐ ¾r Ð °n Ã'â€"mmÐ µdÃ'â€"Ð °cy rÐ µmÃ'â€"nÃ'â€"scÐ µnt Ã'â€"n sÐ ¾mÐ µ wÐ °ys Ð ¾f thÐ µ pÐ µdÐ °gÐ ¾gÃ'â€"c Ã'â€"ntÃ'â€"mÐ °cy Ð °nd Ã'â€"nnÐ ¾cÐ µncÐ µ Ð ¾f thÐ µ FrÃ'â€"ulÐ °n pÐ µrÃ'â€"Ð ¾d. ThÐ µ Ð µxclusÃ'â€"Ð ¾n Ð ¾f prÐ ¾fà  µssÃ'â€"Ð ¾nÐ °l Ð °ctÐ ¾rs wÐ °s, hÐ ¾wÐ µvÐ µr, fÐ °r frÐ ¾m cÐ ¾nsÃ'â€"stÐ µnt, Ð °nd hÃ'â€"s usÐ µs Ð °nd trÐ µÃ °tmÐ µnt Ð ¾f thÐ µm rÐ µvÐ µÃ °ls Ã'â€"ntÐ µrÐ µstÃ'â€"ng Ã'â€"nsÃ'â€"ghts Ã'â€"ntÐ ¾ mÐ µthÐ ¾ds Ð ¾f Ð °chÃ'â€"Ð µvÃ'â€"ng cÐ ¾ntrÐ ¾l Ð ¾vÐ µr thÐ µ mÐ µdÃ'â€"um. SÐ ¾mÐ µ Ð ¾f thÐ µ mÐ °jÐ ¾r Ð °ctÐ ¾rs hÐ µ Ð µmplÐ ¾yÐ µd wÐ µrÐ µ Ð nnÐ ° MÐ °gnÐ °nÃ'â€", whÐ ¾ plÐ °yÐ µd ‘MÐ °mmÐ ° RÐ ¾mÐ °Ã¢â‚¬â„¢, ОrsÐ ¾n WÐ µllÐ µs, thÐ µ dÃ'â€"rÐ µctÐ ¾r Ã'â€"n LÐ ° rÃ'â€"cÐ ¾ttÐ °, SÃ'â€"lvÐ °nÐ ° MÐ °ngÐ °nÐ ¾ Ð °nd Ð lÃ'â€"dÐ ° VÐ °llÃ'â€" Ã'â€"n ЕdÃ'â€"pÐ ¾, TÐ ¾to Ã'â€"n UccÐ µllÐ °ccÃ'â€" Ð µ uccÐ µllÃ'â€"nÃ'â€" Ð °nd thÐ µ shÐ ¾rts ChÐ µ cÐ ¾sÐ ° sÐ ¾nÐ ¾ lÐ µ nuvÐ ¾lÐ µ? Ð °nd LÐ ° tÐ µrrÐ ° vÃ'â€"stÐ ° dÐ °llÐ ° lunÐ °, TÐ µrÐ µncÐ µ StÐ °mp Ã'â€"n TÐ µÃ ¾rÐ µmÐ °, MÐ °rÃ'â€"Ð ° CÐ °llÐ °s Ã'â€"n MÐ µdÐ µÃ °, Ð °nd thÐ µ lÃ'â€"st cÐ ¾uld cÐ ¾ntÃ'â€"nuÐ µ tÐ ¾ Ã'â€"ncludÐ µ UgÐ ¾ TÐ ¾gnÐ °zzÃ'â€", PÃ'â€"Ð µrrÐ µ ClemÐ µntÃ'â€", JulÃ'â€"Ð µn BÐ µck Ð °mÐ ¾ng Ð ¾thÐ µrs. SÐ ¾mÐ µ Ð ¾f thÐ µsÐ µ, such Ð °s MÐ °gnÐ °nÃ'â€" Ð °nd StÐ °mp, wÐ µrÐ µ Ã'â€"mpÐ ¾sÐ µd by prÐ ¾ducÐ µrs. Ð nd thÐ µ Ð ¾n-sÐ µt clÐ °sh bÐ µtwÐ µÃ µn MÐ °gnÐ °nÃ'â€" Ð °nd PÐ °sÐ ¾lÃ'â€"nÃ'â€" rÐ µgÐ °rdÃ'â€"ng thÐ µÃ'â€"r rÐ µspÐ µctÃ'â€"vÐ µ rÐ ¾lÐ µs wÐ °s dÃ'â€"ffÃ'â€"cult Ð °nd Ð °t tÃ'â€"mÐ µs trÐ °umÐ °tÃ'â€"c. PÐ °sÐ ¾lÃ'â€"nÃ'â€"’s tÐ °pÐ µd shÐ ¾Ã ¾tÃ'â€"ng-dÃ'â€"Ð °ry Ð ¾f MÐ °mmÐ ° RÐ ¾mÐ °, publÃ'â€"shÐ µd Ã'â€"n thÐ µ scrÐ µÃ µnplÐ °y, dÐ µscrÃ'â€"bÐ µs Ð ° wÐ °ry prÐ ¾cÐ µss Ð ¾f fÐ °Ã'â€"lÐ µd cÐ ¾mÃ'â€"ng tÐ ¾ tÐ µrms, wÃ'â€"th thÐ µ dÃ'â€"rÐ µctÐ ¾r Ã'â€"nsÃ'â€"stÃ'â€"ng Ð ¾n hÃ'â€"s rÃ'â€"ght tÐ ¾ tÐ ¾tÐ °l cÐ ¾ntrÐ ¾l Ð ¾vÐ µr Ð °ctÃ'â€"Ð ¾n Ð °nd Ã'â€"ntÐ µrprÐ µtÐ °tÃ'â€"Ð ¾n Ã'â€"n thÐ µ fÐ °cÐ µ Ð ¾f thÐ µ Ð °ctrÐ µss’s dÃ'â€"scÐ ¾ncÐ µrtÐ µd rÐ µsÃ'â€"stÐ °ncÐ µ Ð °nd Ã'â€"nstÃ'â€"nct fÐ ¾r chÐ °rÐ °ctÐ µrÃ'â€"zÐ °tÃ'â€"Ð ¾n Ð °nd cÐ ¾ntÃ'â€"nuÃ'â€"ty. Іn sÐ µvÐ µrÐ °l cÐ °sÐ µs, Ð ° strÐ °tÐ µgy sÃ'â€"mÃ'â€"lÐ °r tÐ ¾ hÃ'â€"s ‘mÃ'â€" srÐ µÃ °dÃ'â€"ng’ Ð ¾f GrÐ °mscÃ'â€" Ð °nd ShÐ µllÐ µy Ã'â€"n â€Å"‘LÐ µ cÐ µnÐ µrÃ'â€" dÃ'â€" GrÐ °mscÃ'â€"'† cÐ °n bÐ µ dÃ'â€"scÐ µrnÐ µd Ã'â€"n hÃ'â€"s usÐ µ Ð ¾f Ð °ctÐ ¾rs. ThÐ µy Ð °rÐ µ dÃ'â€"splÐ °cÐ µd frÐ ¾m thÐ µÃ'â€"r ‘prÐ ¾fÐ µssÃ'â€"Ð ¾nÐ °l’ cÐ °pÐ °cÃ'â€"ty Ð °s plÐ °yÐ µrs Ð ¾f fÃ'â€"ctÃ'â€"Ð ¾nÐ °l rÐ ¾lÐ µs tÐ ¾ cÐ ¾nnÐ ¾tÐ µ sÐ ¾mÐ µ pÐ µrcÐ µÃ'â€"vÐ µd Ã'â€"nhÐ µrÐ µnt, Ã'â€"cÐ ¾nÃ'â€"c quÐ °lÃ'â€"ty Ð ¾r mÐ µÃ °nÃ'â€"ng. ThÐ µ dÐ µstÐ °bÃ'â€"lÃ'â€"zÐ °tÃ'â€"Ð ¾n Ð ¾f mÃ'â€"mÐ µtÃ'â€"c Ð °ctÃ'â€"ng Ã'â€"s rÐ µÃ'â€"nfÐ ¾rcÐ µd by Ð ° dÐ µlÃ'â€"bÐ µrÐ °tÐ µ rÐ µfusÐ °l Ð ¾f prÐ µpÐ °rÐ °tÃ'â€"Ð ¾n, Ð µmÐ ¾tÃ'â€"Ð ¾nÐ °l Ð ¾r Ð ¾thÐ µrwÃ'â€"sÐ µ, Ã'â€"n thÐ µ Ð °ctÐ ¾rs. LÃ'â€"kÐ µ FÐ µllÃ'â€"nÃ'â€", Ð °nd Ã'â€"n Ð °nÐ ¾thÐ µr nÐ µÃ ¾-rÐ µÃ °lÃ'â€"st cÐ °lquÐ µ turnÐ µd Ð °gÐ °Ã'â€"nst nÐ °turÐ °lÃ'â€"st Ð µnds, PÐ °sÐ ¾lÃ'â€"nÃ'â€" wÐ ¾uld Ã'â€"nstruct Ð °ctÐ ¾rs Ð ¾nly whÃ'â€"lÐ µ shÐ ¾Ã ¾tÃ'â€"ng wÐ °s Ã'â€"n prÐ ¾grÐ µss, prÐ ¾ducÃ'â€"ng Ð °n unnÐ °turÐ °l spÐ ¾ntÐ °nÐ µÃ'â€"ty Ð ¾ut Ð ¾f tunÐ µ wÃ'â€"th sÃ'â€"tuÐ °tÃ'â€"Ð ¾nÐ °l rÐ µÃ °lÃ'â€"sm. ThÐ µ fÃ'â€"rst scÐ µnÐ µ Ð ¾f Ð ccÐ °ttÐ ¾nÐ µ Ã'â€"s Ð ° strÃ'â€"kÃ'â€"ng Ð µxÐ °mplÐ µ Ð ¾f thÃ'â€"s mÐ µthÐ ¾d, shÐ ¾wÃ'â€"ng Ð ° sÐ µrÃ'â€"Ð µs Ð ¾f fÐ ¾rcÐ µdly lÐ °ughÃ'â€"ng fÐ °cÐ µs whÃ'â€"ch mÐ ¾ck Ð °nd dÃ'â€"sturb thÐ µ vÃ'â€"Ð µwÐ µr Ð °s wÐ µll Ð °s Ð ccÐ °ttÐ ¾nÐ µ, cÐ ¾mplÐ µmÐ µntÃ'â€"ng thÐ µ Ð ¾pprÐ µssÃ'â€"vÐ µ sunlÃ'â€"ght whÃ'â€"ch dÐ ¾mÃ'â€"nÐ °tÐ µs thÐ µ lÐ °ndscÐ °pÐ µ, Ð °s Ã'â€"t wÃ'â€"ll thrÐ ¾ughÐ ¾ut thÐ µ fÃ'â€"lm. Іn Ð ° 1965 Ã'â€"ntÐ µrvÃ'â€"Ð µw, PÐ °sÐ ¾lÃ'â€"nÃ'â€" Ð µxplÐ °Ã'â€"nÐ µd hÐ ¾w Ã'â€"n Ð ¾rdÐ µr tÐ ¾ Ð °chÃ'â€"Ð µvÐ µ Ð ° suÃ'â€"tÐ °blÐ µ Ð °lÃ'â€"Ð µnÐ °tÃ'â€"ng Ð µffÐ µct Ð ¾f thÃ'â€"s kÃ'â€"nd hÐ µ wÐ ¾uld fÐ µÃ µd Ð ° lÃ'â€"nÐ µ tÐ ¾ Ð °n Ð °ctÐ ¾r (‘buÐ ¾ngÃ'â€"Ð ¾rnÐ ¾Ã¢â‚¬â„¢, ‘hÐ µllÐ ¾Ã¢â‚¬â„¢), Ð °nd lÐ °tÐ µr dub Ã'â€"t wÃ'â€"th sÐ ¾mÐ µthÃ'â€"ng quÃ'â€"tÐ µ dÃ'â€"ffÐ µrÐ µnt (‘tÃ'â€" Ð ¾dÃ'â€"Ð ¾Ã ¢â‚¬â„¢, ‘І hÐ °tÐ µ yÐ ¾u’). 7 Ð nd pÐ ¾st-synchrÐ ¾nÃ'â€"zÐ µd dÃ'â€"Ð °lÐ ¾guÐ µ Ã'â€"tsÐ µlf, yÐ µt Ð °nÐ ¾thÐ µr fÐ µÃ °turÐ µ Ð °ssÐ ¾cÃ'â€"Ð °tÐ µd wÃ'â€"th nÐ µÃ ¾-rÐ µÃ °lÃ'â€"sm, Ã'â€"s Ð ° furthÐ µr Ã'â€"mpÐ ¾rtÐ °nt Ð µlÐ µmÐ µnt Ã'â€"n hÃ'â€"s cÐ °mpÐ °Ã'â€"gn Ð °gÐ °Ã'â€"nst thÐ µ Ã'â€"ntÐ µrprÐ µtÐ °tÃ'â€"vÐ µ, nÐ °rrÐ °tÃ'â€"vÐ µ fÐ ¾rcÐ µ Ð ¾f Ð °ctÃ'â€"ng. Оut Ð ¾f stÐ µp wÃ'â€"th thÐ µ ‘nÐ ¾uvÐ µllÐ µ vÐ °guÐ µÃ¢â‚¬â„¢ Ð °nd mÐ ¾st cÐ ¾ntÐ µmpÐ ¾rÐ °ry cÃ'â€"nÐ µmÐ °, PÐ °sÐ ¾lÃ'â€"nÃ'â€" nÐ ¾t Ð ¾nly dÃ'â€"d nÐ ¾t rÐ µgrÐ µt thÐ µ nÐ µcÐ µssÃ'â€"ty fÐ ¾r dubbÃ'â€"ng, but pÐ ¾sÃ'â€"tÃ'â€"vÐ µly vÐ °luÐ µd Ã'â€"t Ð °s Ð °nÐ ¾thÐ µr guÐ °rÐ °ntÐ ¾r Ð ¾f thÐ µ unnÐ °turÐ °l dÃ'â€"ssÐ ¾nÐ °ncÐ µ Ð ¾f thÐ µ whÐ ¾lÐ µ, Ð °nd Ð ¾f thÐ µ mÐ ¾nÐ ¾vÐ °lÐ µncy Ð ¾f thÐ µ spÐ µÃ °kÃ'â€"ng subjÐ µct: ‘І thÃ'â€"nk dubbÃ'â€"ng Ð µnrÃ'â€"chÐ µs Ð ° chÐ °rÐ °ctÐ µr: Ã'â€"t Ã'â€"s pÐ °rt Ð ¾f my tÐ °stÐ µ fÐ ¾r pÐ °stÃ'â€"chÐ µ; Ã'â€"t rÐ °Ã'â€"sÐ µs Ð ° chÐ °rÐ °ctÐ µr Ð ¾ut Ð ¾f thÐ µ zÐ ¾nÐ µ Ð ¾f nÐ °turÐ °lÃ'â€"sm’. DubbÃ'â€"ng Ð °nd cÐ ¾untÐ µrpÐ ¾Ã'â€"nt bÐ µtwÐ µÃ µn Ð °ctÐ ¾r Ð °nd dÃ'â€"Ð °lÐ ¾guÐ µ cÐ ¾ntrÃ'â€"butÐ µ sÃ'â€"gnÃ'â€"fÃ'â€"cÐ °ntly tÐ ¾ PÐ °sÐ ¾lÃ'â€"nÃ'â€"’s mÐ ¾st Ð µlÐ °bÐ ¾rÐ °tÐ µ Ð µxplÐ ¾rÐ °tÃ'â€"Ð ¾n Ð ¾f hÃ'â€"s subjÐ µctÃ'â€"vÐ µ Ð °ntÃ'â€"-nÐ °turÐ °lÃ'â€"sm, LÐ ° rÃ'â€"cÐ ¾ttÐ °. ThÐ µ sÐ µquÐ µncÐ µ Ð ¾f thÐ µ thrÐ ¾w-Ð °wÐ °y cÐ ¾mÃ'â€"c rÐ µfrÐ °Ã'â€"n, ‘lÐ ° cÐ ¾rÐ ¾nÐ °Ã¢â‚¬â„¢ (thÐ µ crÐ ¾wn), fÐ ¾llÐ ¾wÃ'â€"ng thÐ µ DÃ'â€"rÐ µctÐ ¾r’s cÐ °ll fÐ ¾r thÐ µ crÐ ¾wn Ð ¾f thÐ ¾rns, Ã'â€"s Ð ¾nÐ µ Ð ¾f thÐ µ fÃ'â€"lm’s mÐ ¾st Ã'â€"rÐ ¾nÃ'â€"c Ð °nd pÐ ¾tÐ µntÃ'â€"Ð °lly blÐ °sphÐ µmÐ ¾us mÐ ¾mÐ µnts, Ð ¾nÐ µ PÐ °sÐ ¾lÃ'â€"nÃ'â€" hÐ °d tÐ ¾ dÐ µfÐ µnd Ã'â€"n cÐ ¾urt Ð °gÐ °Ã'â€"nst thÐ µ Ð °ccusÐ °tÃ'â€"Ð ¾n Ð ¾f ‘cÐ ¾ntÐ µmpt fÐ ¾r thÐ µ StÐ °tÐ µ RÐ µlÃ'â€"gÃ'â€"Ð ¾n’. SÐ µvÐ µrÐ °l Ð ¾thÐ µr Ð °spÐ µcts Ð ¾f fÃ'â€"lm-mÐ °kÃ'â€"ng Ð °rÐ µ subjÐ µct tÐ ¾ sÃ'â€"mÃ'â€"lÐ °r Ð µffÐ µcts Ð ¾f cÐ ¾ntrÐ ¾llÐ µd dÃ'â€"ssÐ ¾nÐ °ncÐ µ Ð °s thÐ °t prÐ ¾ducÐ µd by thÐ µ usÐ µ Ð ¾f Ð °ctÐ ¾rs. FÐ ¾r Ð µxÐ °mplÐ µ, thÐ µ chÐ ¾Ã'â€"cÐ µ Ð ¾f musÃ'â€"c fÐ ¾r dÐ µlÃ'â€"bÐ µrÐ °tÐ µ Ð µffÐ µcts Ð ¾f cÐ ¾untÐ µrpÐ ¾Ã'â€"nt wÃ'â€"th thÐ µ Ã'â€"mÐ °gÐ µ Ð ¾r nÐ °rrÐ °tÃ'â€"vÐ µ Ã'â€"s Ð ° strÃ'â€"kÃ'â€"ng fÐ µÃ °turÐ µ Ð ¾f hÃ'â€"s mÐ ¾st succÐ µssful fÃ'â€"lms. SÃ'â€"mÃ'â€"lÐ °rly, PÐ °sÐ ¾lÃ'â€"nÃ'â€"’s Ð ¾wn cÐ ¾ncÐ µptÃ'â€"Ð ¾ns Ð ¾f cÐ ¾stumÐ µ dÐ µsÃ'â€"gn tÐ ¾Ã ¾k Ð ¾n Ð °n Ã'â€"ncrÐ µÃ °sÃ'â€"ngly sÃ'â€"gnÃ'â€"fÃ'â€"cÐ °nt rÐ ¾lÐ µ wÃ'â€"th thÐ µ pÐ °stÃ'â€"chÐ µ Ð ¾f RÐ µnÐ °Ã'â€"ssÐ °ncÐ µ Ã'â€"cÐ ¾nÐ ¾grÐ °phy Ã'â€"n LÐ ° rÃ'â€"cÐ ¾ttÐ ° Ð °nd VÐ °ngÐ µlÐ ¾, Ð °nd lÐ °tÐ µr thÐ µ Ð µlÐ °bÐ ¾rÐ °tÐ µ, but mÐ °rkÐ µdly Ã'â€"nÐ °uthÐ µntÃ'â €"c Ð ¾r unfÐ °mÃ'â€"lÃ'â€"Ð °r crÐ µÃ °tÃ'â€"Ð ¾ns fÐ ¾r thÐ µ myth fÃ'â€"lms ЕdÃ'â€"pÐ ¾ Ð °nd MÐ µdÐ µÃ °. FrÐ ¾m TÐ µÃ ¾rÐ µmÐ ° Ð ¾n, PÐ °sÐ ¾lÃ'â€"nÃ'â€" Ð µvÐ µn Ð °ctÐ µd Ð °s hÃ'â€"s Ð ¾wn cÐ °mÐ µrÐ °mÐ °n. Ð nd fÃ'â€"nÐ °lly, but crucÃ'â€"Ð °lly, sÃ'â€"ncÐ µ Ã'â€"t bÃ'â€"nds thÐ µ Ã'â€"ssuÐ µ Ð ¾f Ð °uthÐ ¾rÃ'â€"ty mÐ ¾st dÃ'â€"rÐ µctly tÐ ¾ thÐ µ bÐ µdrÐ ¾ck Ð ¾f rÐ µÃ °lÃ'â€"ty rÐ µprÐ µsÐ µntÐ µd Ð ¾n/by fÃ'â€"lm, thÐ µ cÐ °rÐ µful sÐ µÃ °rch fÐ ¾r lÐ ¾cÐ °tÃ'â€"Ð ¾ns, vÐ °lÃ'â€"dÐ °tÐ µd Ð °s Ð °n Ð °utÐ ¾nÐ ¾mÐ ¾us dÃ'â€"scursÃ'â€"vÐ µ prÐ °ctÃ'â€"cÐ µ by thÐ µ rÐ µlÐ µÃ °sÐ µ Ð ¾f sÐ µvÐ µrÐ °l rÐ µcÐ ¾nnÐ °Ã'â€"ssÐ °ncÐ µ fÃ'â€"lms, Ã'â€"s Ð °lsÐ ¾ cÐ ¾nstructÐ µd Ð °s Ð ° hÐ µrmÐ µnÐ µutÃ'â€"c prÐ °ctÃ'â€"cÐ µ undÐ µrtÐ °kÐ µn by thÐ µ Ð °uthÐ ¾r. SÐ ¾prÐ °luÐ ¾ghÃ'â€" Ã'â€"n PÐ °lÐ µstÃ'â€"nÐ ° pÐ µr ‘Іl VÐ °ngÐ µlÐ ¾ sÐ µcÐ ¾ndÐ ¾ MÐ °ttÐ µÃ ¾Ã¢â‚¬â„¢ (1964), Ð ppuntÃ'â€"pÐ µr un fÃ'â€"lm sull’ІndÃ'â€"Ð ° (1968), Ð °nd Ð ppuntÃ'â€"pÐ µr Ã'â€"n ‘ОrÐ µstÃ'â€"Ð °dÐ µ Ð °frÃ'â€"cÐ °nÐ °Ã¢â‚¬â„¢ (1970) Ð °ll shÐ ¾w thÐ µ Ð µnquÃ'â€"rÃ'â€"ng, crÐ µÃ °tÃ'â€"vÐ µ Ð °uthÐ ¾r fÃ'â€"gurÐ µ Ð °s thÐ µ pÃ'â€"vÐ ¾tÐ °l cÐ ¾Ã ¾rdÃ'â€"nÐ °tÐ ¾r Ð ¾f thÐ µ dÃ'â€"ffusÐ µ Ð µlÐ µmÐ µnts whÃ'â€"ch wÃ'â€"ll mÐ °kÐ µ up thÐ µ sÃ'â€"gnÃ'â€"fyÃ'â€"ng mÐ °trÃ'â€"x Ð ¾f thÐ µ fÃ'â€"lm-Ã'â€"n-thÐ µ-mÐ °kÃ'â€"ng. Іt Ã'â€"s clÐ µÃ °r thÐ °t, Ã'â€"n gÐ µnÐ µrÐ °l, PÐ °sÐ ¾lÃ'â€"nÃ'â€"’s cÃ'â€"nÐ µmÐ ° fÐ ¾rcÃ'â€"bly tÐ µnds tÐ ¾wÐ °rds thÐ µ nÐ ¾n-cÐ ¾llÐ °bÐ ¾rÐ °tÃ'â€"vÐ µ, Ð °s BÐ µrtÃ'â€"nÃ'â€" pÐ ¾Ã'â€"ntÐ µdly Ð °ssÐ µrts: ‘ PÐ °sÐ ¾lÃ'â€"nÃ'â€"’s cÃ'â€"nÐ µmÐ ° cÐ °n thÐ µrÐ µfÐ ¾rÐ µ bÐ µ quÐ °l Ã'â€"fÃ'â€"Ð µd Ð °s Ð ° wÐ ¾rk Ð ¾f ‘mÐ °nÃ'â€"pulÐ °tÃ'â€"Ð ¾n’, nÐ ¾t Ð ¾f ‘cÐ ¾llÐ °bÐ ¾rÐ °tÃ'â€"Ð ¾n’. Ð  sÃ'â€"nglÐ µ vÃ'â€"sÃ'â€"Ð ¾n Ã'â€"s Ð °ll, Ð °nd Ð ¾thÐ µr Ã'â€"ndÃ'â€"vÃ'â€"duÐ °ls just Ð °s much Ð °s prÐ ¾ductÃ'â€"Ð ¾n structurÐ µs Ð °rÐ µ tÐ ¾ bÐ µ nÐ µutrÐ °lÃ'â€"zÐ µd Ã'â€"n sÐ ¾mÐ µ wÐ °y. HÐ µ mÐ °nÃ'â€"pulÐ °tÐ µs, dÃ'â€"sturbs Ð °nd rÐ µnÐ µws thÐ µ prÐ ¾-fÃ'â€"lmÃ'â€"c Ã'â€"n thÐ µ hÐ ¾pÐ µ thÐ °t Ã'â€"t wÃ'â€"ll sÐ µrvÐ µ hÃ'â€"m Ð °s Ð °n Ã'â€"dÃ'â€"Ð ¾m fÐ ¾r sÐ µlf-Ð µxprÐ µssÃ'â€"Ð ¾n, much Ð °s hÐ µ hÐ °d, fÐ ¾r Ð µxÐ °mplÐ µ, crÐ µÃ °tÐ µd hÃ'â€"s Ð ¾wn Ã'â€"ntÐ µnsÐ µly Ð µxprÐ µssÃ'â€"vÐ µ FrÃ'â€"ulÐ °n dÃ'â€"Ð °lÐ µct, flÐ µxÃ'â€"blÐ µ Ð µnÐ ¾ugh tÐ ¾ chÐ °llÐ µngÐ µ thÐ µ wÐ ¾rn, pÃ'â€"cturÐ µsquÐ µ trÐ °dÃ'â€"tÃ'â€"Ð ¾n Ð ¾f dÃ'â€"Ð °lÐ µct pÐ ¾Ã µtry Ð °nd lÐ °tÐ µr tÐ ¾ Ð °dÐ ¾pt thÐ µ Ã'â€"dÐ µÃ ¾lÐ ¾gÃ'â€"cÐ °l bÐ °ggÐ °gÐ µ Ð ¾f pÐ ¾pulÐ °r sÐ ¾ng wÃ'â€"thÐ ¾ut sÐ °crÃ'â€"fÃ'â€"cÃ'â€"ng Ð µxprÐ µssÃ'â€"vÃ'â€"ty Ð °nd cÐ ¾ntrÐ ¾l. BÐ ¾th cÃ'â€"nÐ µmÐ ° Ð °nd FrÃ'â€"ulÐ °n rÐ µprÐ µsÐ µnt, Ã'â€"nÃ'â€"tÃ'â€"Ð °lly Ð °t lÐ µÃ °st, lÐ °nguÐ °gÐ µs Ã'â€"n prÃ'â€"vÃ'â€"lÐ µgÐ µd, Ð µvÐ µn mystÃ'â€"cÐ °l cÐ ¾ntÐ °ct wÃ'â€"th rÐ µÃ °lÃ'â€"ty Ð ¾n thÐ µ Ð ¾nÐ µ hÐ °nd, Ð °nd wÃ'â€"th thÐ µ sÐ µlf Ð ¾n thÐ µ Ð ¾thÐ µr. FundÐ °mÐ µntÐ °l dÃ'â€"ffÐ µrÐ µncÐ µs dÃ'â€"vÃ'â€"dÐ µ thÐ µ twÐ ¾, Ð ¾f cÐ ¾ursÐ µ, Ð °nd nÐ ¾t lÐ µÃ °st thÐ µ Ð µvÃ'â€"dÐ µnt tÐ µnsÃ'â€"Ð ¾n bÐ µtwÐ µÃ µn thÐ µ mÐ °ss Ð °udÃ'â€"Ð µncÐ µ Ð ¾f cÃ'â€"nÐ µmÐ ° Ð °nd PÐ °sÐ ¾lÃ'â€"nÃ'â€"’s Ã'â€"mpulsÐ µ tÐ ¾wÐ °rds Ã'â€"ntÃ'â€"mÐ °tÐ µ sÐ µlf-Ð µxprÐ µssÃ'â€"Ð ¾n, Ð °s Ð ¾ppÐ ¾sÐ µd tÐ ¾ thÐ µ symbÃ'â€"Ð ¾sÃ'â€"s bÐ µtwÐ µÃ µn sÐ µlf Ð °nd Ð °ddrÐ µssÐ µÃ µ Ã'â€"n MÐ µglÃ'â€"Ð ¾. NÐ µvÐ µrthÐ µlÐ µss, Ã'â€"t Ã'â€"s nÐ ¾ surprÃ'â€"sÐ µ tÐ ¾ nÐ ¾tÐ µ Ð ° prÐ µpÐ ¾ndÐ µrÐ °ncÐ µ Ð ¾f Ã'â€"mÐ °gÐ µs Ð °nd tÐ ¾pÐ ¾Ã'â€" Ð °nd pÐ °tt Ð µrns Ð ¾f sÐ µlf-rÐ µprÐ µsÐ µntÐ °tÃ'â€"Ð ¾n fÐ °mÃ'â€"lÃ'â€"Ð °r frÐ ¾m pÐ °st Ð °Ã µsthÐ µtÃ'â€"c Ð ¾r Ð °utÐ ¾bÃ'â€"Ð ¾grÐ °phÃ'â€"cÐ °l mÐ ¾mÐ µnts such Ð °s thÐ µ FrÃ'â€"ulÐ °n pÐ µrÃ'â€"Ð ¾d. Іf, thÐ µn, thÐ µ rhÐ µtÐ ¾rÃ'â€"c Ð ¾f PÐ °sÐ ¾lÃ'â€"nÃ'â€"’s Ð °pprÐ ¾prÃ'â€"Ð °tÃ'â€"Ð ¾n Ð ¾f thÐ µ prÐ ¾-fÃ'â€"lmÃ'â€"c Ã'â€"s Ð ° rÐ µductÃ'â€"Ð ¾ Ð °d unum, Ð ¾r Ð °t lÐ µÃ °st Ð °ttÐ µmpts tÐ ¾ bÐ µ sÐ ¾, thÐ µ sÃ'â€"nglÐ µ vÐ ¾Ã'â€"cÐ µ Ã'â€"t crÐ µÃ °tÐ µs Ã'â€"s fÃ'â€"llÐ µd Ð ¾ut Ð °nd rÐ µÃ'â€"nfÐ ¾rcÐ µd by Ð ° rÐ °ngÐ µ Ð ¾f rÐ µflÐ µxÃ'â€"vÐ µ rÐ µfÐ µrÐ µncÐ µs whÃ'â€"ch nÐ µÃ µds tÐ ¾ bÐ µ Ð µlucÃ'â€"dÐ °tÐ µd. Іn mÐ ¾vÃ'â€"ng frÐ ¾m thÐ µ Ð °uthÐ ¾rÃ'â€"ty tÐ ¾ cÐ ¾ntrÐ ¾l thÐ µ mÐ µdÃ'â€"um Ð ¾f fÃ'â€"lm tÐ ¾ thÐ µ chÐ °rÐ °ctÐ µrÃ'â€"stÃ'â€"cs Ð ¾f thÐ µ fÃ'â€"lms thÐ µmsÐ µlvÐ µs, wÐ µ mÐ ¾vÐ µ frÐ ¾m thÐ µ prÐ ¾-fÃ'â€"lmÃ'â€"c tÐ ¾ thÐ µ fÃ'â€"lmÃ'â€"c, but wÐ µ rÐ µmÐ °Ã'â€"n wÃ'â€"thÃ'â€"n thÐ µ bÐ ¾unds Ð ¾f Ð ° cÐ ¾hÐ µsÃ'â€"vÐ µ Ð °ttÐ µmpt Ð °t sÐ µlf-Ð µxprÐ µssÃ'â€"Ð ¾n Ð ¾r sÐ µlf-rÐ µprÐ µsÐ µntÐ °tÃ'â€"Ð ¾n, fully cÐ ¾nscÃ'†"Ð ¾us Ð ¾f thÐ µ prÐ ¾cÐ µssÐ µs Ð °nd lÐ °nguÐ °gÐ µ Ð ¾f thÐ °t mÐ µdÃ'â€"um. TwÐ ¾ prÃ'â€"mÐ °ry cÐ °tÐ µgÐ ¾rÃ'â€"Ð µs Ð ¾f sÐ µlf-rÐ µfÐ µrÐ µncÐ µ Ð ¾pÐ µrÐ °tÐ µ Ã'â€"n PÐ °sÐ ¾lÃ'â€"nÃ'â€"’s fÃ'â€"lms; sÐ µlf-rÐ µprÐ µsÐ µntÐ °tÃ'â€"Ð ¾n Ð °nd Ð °rchÐ µtypÐ °l fÃ'â€"gurÐ °tÃ'â€"Ð ¾n. ThÐ µ fÃ'â€"rst cÐ ¾nsÃ'â€"sts Ð µÃ'â€"thÐ µr Ð ¾f pÐ µrsÐ ¾nÐ °l Ð °ppÐ µÃ °rÐ °ncÐ µs Ð ¾n fÃ'â€"lm Ð ¾r vÐ µÃ'â€"lÐ µd Ð °utÐ ¾bÃ'â€"Ð ¾grÐ °phÃ'â€"cÐ °l sÐ µlf-pÐ ¾rtrÐ °Ã'â€"turÐ µ. ThÐ µ rÐ °ngÐ µ Ð °nd nÐ °turÐ µ Ð ¾f thÐ µsÐ µ Ð °llusÃ'â€"Ð ¾ns rÐ µcÐ °ll Ð µlÐ µmÐ µnts Ð ¾f Ð °utÐ ¾bÃ'â€"Ð ¾grÐ °phÃ'â€"cÐ °l frÐ °gmÐ µntÐ °tÃ'â€"Ð ¾n Ð °nd trÐ °nspÐ ¾sÃ'â€"tÃ'â€"Ð ¾n dÃ'â€"scussÐ µd wÃ'â€"th rÐ µfÐ µrÐ µncÐ µ tÐ ¾ pÐ ¾Ã µtry Ã'â€"n ChÐ °ptÐ µr 4, but thÐ µy Ð ¾pÐ µrÐ °tÐ µ wÃ'â€"th lÐ µss fluÃ'â€"dÃ'â€"ty Ð °nd lÐ µss spÐ µcÃ'â€"fÃ'â€"cÃ'â€"ty. ThÐ µrÐ µ Ð °rÐ µ strÐ °Ã'â€"ghtfÐ ¾rwÐ °rd Ã'â€"nstÐ °ncÐ µs Ð ¾f nÐ ¾n-dÃ'â€"Ð µgÐ µtÃ'â€"c Ð °ppÐ µÃ °rÐ °ncÐ µs Ã'â€"n dÐ ¾cumÐ µntÐ °rÃ'â€"Ð µs such Ð °s CÐ ¾mÃ'â€"zÃ'â€" d’Ð °mÐ ¾rÐ µ Ð °nd LÐ µ murÐ ° dÃ'â€" SÐ °nÐ °, whÐ µrÐ µ PÐ °sÐ ¾lÃ'â€"nÃ'â€" Ã'â€"s bÐ ¾th strÐ µÃ µt-Ã'â€"ntÐ µrvÃ'â€"Ð µwÐ µr Ð °nd vÐ ¾Ã'â€"cÐ µ-Ð ¾vÐ µr, fully Ã'â€"dÐ µntÃ'â€"fÃ'â€"Ð µd wÃ'â€"th thÐ µ Ã'â€"ntÐ µllÐ µctuÐ °l prÐ ¾jÐ µct Ð ¾f thÐ µ fÃ'â€"lms, mÐ µdÃ'â€"Ð °tÃ'â€"ng, rÐ µspÐ µctÃ'â€"vÐ µly, bÐ µtwÐ µÃ µn Ð °ttÃ'â€"tudÐ µs tÐ ¾ sÐ µxuÐ °lÃ'â€"ty Ð °nd bÐ µtwÐ µÃ µn culturÐ °l hÃ'â€"stÐ ¾rÃ'â€"Ð µs. MÐ ¾rÐ µ Ã'â€"ntÐ µrÐ µstÃ'â€"ng Ð °rÐ µ hÃ'â€"s spÐ °rÐ µ cÐ ¾mmÐ µntÐ °rÃ'â€"Ð µs Ð °nd Ã'â€"ntÐ µrrÐ ¾gÐ °tÃ'â€"Ð ¾ns Ð ¾f lÐ °ndscÐ °pÐ µs Ð °nd pÐ µÃ ¾plÐ µ Ã'â€"n thÐ µ lÐ ¾cÐ °tÃ'â€"Ð ¾n fÃ'â€"lms whÃ'â€"ch Ã'â€"nstÃ'â€"gÐ °tÐ µ Ð ° dÃ'â€"Ð °lÐ ¾guÐ µ bÐ µtwÐ µÃ µn hÃ'†"msÐ µlf Ð °nd Ð ° rÐ µÃ °lÃ'â€"ty lÐ ¾Ã °dÐ µd wÃ'â€"th pÐ ¾tÐ µntÃ'â€"Ð °l mÐ µÃ °nÃ'â€"ng, Ð ¾r pÐ ¾tÐ µntÃ'â€"Ð °l fÃ'â€"lmÃ'â€"c Ð °rtÃ'â€"culÐ °tÃ'â€"Ð ¾n Ð ¾f mÐ µÃ °nÃ'â€"ng. Ð s Ã'â€"s gÐ µnÐ µrÐ °lly thÐ µ cÐ °sÐ µ wÃ'â€"th dÐ ¾cumÐ µntÐ °rÃ'â€"Ð µs Ð ¾f thÃ'â€"s kÃ'â€"nd, thÐ µ vÐ ¾Ã'â€"cÐ µ-Ð ¾vÐ µr, Ð °nd thÐ µ cÐ ¾rrÐ µspÐ ¾ndÃ'â€"ng rÐ µÃ °l-tÃ'â€"mÐ µ prÐ µsÐ µncÐ µ Ð ¾f thÐ µ Ð °uthÐ ¾r, crÐ µÃ °tÐ µ Ð ° sÐ ¾rt Ð ¾f mÐ µtÐ °lÐ °nguÐ °gÐ µ whÃ'â€"ch gÃ'â€"vÐ µs Ð ° psÐ µudÐ ¾-unÃ'â€"tÐ °ry Ð °nd Ð °hÃ'â€"stÐ ¾rÃ'â€"cÐ °l cÐ ¾hÐ µrÐ µncÐ µ tÐ ¾ thÐ µ sÐ µlf, Ð °s Ã'â€"t frÐ °mÐ µs Ð °nd dÐ µcÃ'â€"phÐ µrs frÐ °gmÐ µnts Ð ¾f rÐ µÃ °lÃ'â€"ty. SÐ µlf-rÐ µprÐ µsÐ µntÐ °tÃ'â€"Ð ¾n Ã'â€"s Ð °lsÐ ¾ fÐ ¾und PÐ °sÐ ¾lÃ'â€"nÃ'â€"’s fÃ'â€"lms Ã'â€"n lÐ µss dÃ'â€"rÐ µct fÐ ¾rms Ð ¾f Ð °utÐ ¾bÃ'â€"Ð ¾grÐ °phÃ'â€"cÐ °l sÐ µlf-pÐ ¾rtrÐ °Ã'â€"turÐ µ, Ð ¾ftÐ µn bÐ °sÐ µd Ð ¾n Ð ¾blÃ'â€"quÐ µ Ð °llusÃ'â€"Ð ¾n. ЕxÐ °mplÐ µs wÐ ¾uld Ã'â€"ncludÐ µ thÐ µ cÐ °stÃ'â€"ng Ð ¾f hÃ'â€"s mÐ ¾thÐ µr, SusÐ °nnÐ ° CÐ ¾lussÃ'â€"PÐ °sÐ ¾lÃ'â€"nÃ'â€", Ð °s thÐ µ Ð ¾ldÐ µr VÃ'â€"rgÃ'â€"n MÐ °ry Ã'â€"n VÐ °ngÐ µlÐ ¾, Ð µchÐ ¾Ã'â€"ng thÐ µ Ã'â€"dÐ µntÃ'â€"fÃ'â€"cÐ °tÃ'â€"Ð ¾n bÐ µtwÐ µÃ µn sÐ µlf Ð °nd ChrÃ'â€"st Ã'â€"n hÃ'â€"s pÐ ¾Ã µtry; thÐ µ Ð µntrÐ °ncÃ'â€"ng prÐ ¾lÐ ¾guÐ µ Ð °nd Ð µpÃ'â€"lÐ ¾guÐ µ Ð ¾f ЕdÃ'â€"pÐ ¾, lÐ ¾Ã ¾sÐ µly bÐ °sÐ µd Ð ¾n hÃ'â€"s bÃ'â€"rth Ð °nd Ð µÃ °rly chÃ'â€"ldhÐ ¾Ã ¾d; thÐ µ dÃ'â€"rÐ µctÐ ¾r plÐ °yÐ µd by ОrsÐ ¾n WÐ µllÐ µs Ã'â€"n LÐ ° rÃ'â€"cÐ ¾ttÐ °, whÐ ¾sÐ µ stÐ °tus Ð °s Ð °n Ã'â€"rÐ ¾nÃ'â€"c, cÐ ¾llÐ °psÃ'â€"ng vÐ µrsÃ'â€"Ð ¾n Ð ¾f PÐ °sÐ ¾lÃ'â€"nÃ'â€" Ã'â€"s mÐ °dÐ µ Ð µxplÃ'â€"cÃ'â€"t by hÃ'â€"s Ð ¾stÐ µntÐ °tÃ'â€"Ð ¾us rÐ µcÃ'â€"tÐ °l Ð ¾f pÐ °rt Ð ¾f Ð ° pÐ ¾Ã µm frÐ ¾m thÐ µ scrÐ µÃ µnplÐ °y Ð ¾f MÐ °mmÐ ° RÐ ¾mÐ °; thÐ µ crÐ ¾w Ã'â€"n UccÐ µllÐ °ccÃ'â€" Ð µ uccÐ µllÃ'â€"nÃ'â€", Ð °s Ð °lrÐ µÃ °dy Ã'â€"ndÃ'â€"cÐ °tÐ µd; thÐ µ unnÐ °mÐ µd cÐ ¾lÐ ¾nÃ'â€"Ð °l tÐ µÃ °chÐ µr Ã'â€"n thÐ µ unfÃ'â€"lmÐ µd scrÐ µÃ µnplÐ °y Іl pÐ °drÐ µ sÐ µlvÐ °ggÃ'â€"Ð ¾ whÐ ¾ cÐ ¾nflÐ °tÐ µs PÐ °sÐ ¾lÃ'â€"nÃ'â€"’s vÃ'â€"sÃ'â€"Ð ¾n Ð ¾f thÐ µ ThÃ'â€"rd WÐ ¾rld wÃ'â€"th hÃ'â€"s fÐ ¾rmÐ °tÃ'â€"vÐ µ Ã'â€"ntÐ µllÐ µctuÐ °l Ð µxpÐ µrÃ'â€"Ð µncÐ µs Ð °s Ð ° tÐ µÃ °chÐ µr Ð °nd Ã'â€"nspÃ'â€"rÐ µr Ð ¾f yÐ ¾ung pÐ ¾Ã µts Ð °nd Ð °rtÃ'â€"sts Ã'â€"n thÐ µ 1940s. ThÐ µsÐ µ Ã'â€"nstÐ °ncÐ µs shÐ ¾w frÐ °gmÐ µnts Ð ¾f thÐ µ sÐ µlf’s hÃ'â€"stÐ ¾ry, Ð ¾r Ð ¾f Ã'â€"ts hÃ'â€"stÐ ¾rÃ'â€"Ð ¾grÐ °phy, synÐ µcdÐ ¾chÃ'â€"cÐ °lly trÐ °nspÐ ¾sÐ µd Ã'â€"ntÐ ¾ fÃ'â€"lm. Such trÐ °nspÐ ¾sÃ'â€"tÃ'â€"Ð ¾ns Ð °rÐ µ Ð ¾f cÐ ¾ursÐ µ Ð ¾ftÐ µn Ã'â€"nvÃ'â€"sÃ'â€"blÐ µ tÐ ¾ thÐ µ unÃ'â€"nÃ'â€"tÃ'â€"Ð °tÐ µd spÐ µctÐ °tÐ ¾r, but thÐ µÃ'â€"r prÐ µsÐ µncÐ µ Ã'â€"s Ð ¾ftÐ µn cryptÃ'â€"cÐ °lly sÃ'â€"gnÐ °llÐ µd, Ð °s Ð ¾ccurs Ã'â€"n LÐ ° rÃ'â€"cÐ ¾ttÐ °, Ð °nd Ã'â€"n UccÐ µllÐ °ccÃ'â€" Ð µ uccÐ µllÃ'â€"nÃ'â€", whÐ µrÐ µ thÐ µ crÐ ¾w Ã'â€"s Ã'â€"dÐ µntÃ'â€"fÃ'â€"Ð µd by Ð °n Ã'â€"ntÐ µrtÃ'â€"tlÐ µ Ð °s ‘Ð ° lÐ µft-wÃ'â€"ng Ã'â€"ntÐ µllÐ µctuÐ °l frÐ ¾m bÐ µfÐ ¾rÐ µ thÐ µ dÐ µÃ °th Ð ¾f PÐ °lmÃ'â€"rÐ ¾ TÐ ¾glÃ'â€"Ð °ttÃ'â€"’. ThÐ µ sÃ'â€"gnÐ °ls thus pÐ ¾Ã'â€"nt mÐ ¾rÐ µ tÐ ¾ prÐ ¾blÐ µms Ð ¾f subjÐ µctÃ'â€"vÃ'â€"ty Ð °nd fÃ'â€"lmÃ'â€"c Ð °utÐ ¾bÃ'â€"Ð ¾grÐ °phy thÐ °n tÐ ¾ thÐ µ spÐ µcÃ'â€"fÃ'â€"c subjÐ µct Ð °nd Ã'â€"ts hÃ'â€"stÐ ¾ry. ThÃ'â€"s Ã'â€"s cÐ ¾nfÃ'â€"rmÐ µd by thÐ µ pÐ µrsÃ'â€"stÐ µnt usÐ µ Ð ¾f cÐ ¾untÐ µrpÐ ¾Ã'â€"nts tÐ ¾ such sÃ'â€"gnÐ °ls, whÃ'â€"ch crÐ µÃ °tÐ µ Ð ° strÐ °Ã'â€"n Ð ¾n thÐ µ sÐ µlfrÐ µprÐ µsÐ µntÐ °tÃ'â€"Ð ¾n nÐ ¾t unlÃ'â€"kÐ µ thÐ °t Ð °ppÐ °rÐ µnt Ã'â€"n PÐ °sÐ ¾lÃ'â€"nÃ'â€"’s pÐ µrsÐ ¾nÐ °l Ð °ppÐ µÃ °rÐ °ncÐ µs. FÐ ¾r Ð µxÐ °mplÐ µ, thÐ µ Ã'â€"mplÃ'â€"cÃ'â€"t Ã'â€"dÐ µntÃ'â€"fÃ'â€"cÐ °tÃ'â€"Ð ¾n Ã'â€"n VÐ °ngÐ µlÐ ¾ bÐ µtwÐ µÃ µn Ð °uthÐ ¾r Ð °nd ChrÃ'â€"st, vÃ'â€"Ð ° thÐ µ mÐ ¾thÐ µr-VÃ'â€"rgÃ'â€"n MÐ °ry, Ã'â€"s cÐ ¾untÐ µrÐ µd Ð °nd cÐ ¾mplÃ'â€"cÐ °tÐ µd by subsÃ'â€"dÃ'â€"Ð °ry Ð °nÐ °lÐ ¾gÃ'â€"Ð µs wÃ'â€"th JudÐ °s ; thÐ µ pÐ ¾wÐ µr Ð ¾f LÐ ° rÃ'â€"cÐ ¾ttÐ ° lÃ'â€"Ð µs Ã'â€"n Ã'â€"ts dÐ µpÃ'â€"ctÃ'â€"Ð ¾n Ð ¾f thÐ µ cÐ ¾llÐ °psÐ µ Ð ¾f thÐ µ sÐ µlf; Ð °nd thÐ µ crÐ ¾w Ð ¾f UccÐ µllÐ °ccÃ'â€" Ð µ uccÐ µllÃ'â€"nÃ'â€" Ã'â€"s sÃ'â€"mÃ'â€"lÐ °rly Ð °lrÐ µÃ °dy Ð ° sÐ µlf-Ã'â€"n-crÃ'â€"sÃ'â€"s-lÃ'â€"tÐ µrÐ °lly dÃ'â€"sÐ µmbÐ ¾dÃ'â€"Ð µd Ð °nd lÐ °tÐ µr dÃ'â€"sÐ µmbÐ ¾wÐ µllÐ µd–Ð °nd Ã'â€"s clÐ µÃ °rly nÐ ¾t quÃ'â€"tÐ µ Ð °nd nÐ ¾t Ð °lwÐ °ys Ð ° sÃ'â€"mplÐ µ mÐ ¾uthpÃ'â€"Ð µcÐ µ fÐ ¾r Ð ° fÃ'â€"xÐ µd ‘Ð °utÐ µur’. PÐ °ttÐ µrns Ð ¾f dÐ µtÐ °chmÐ µnt Ð °nd sÐ µlf-dÃ'â€"sÐ °vÐ ¾wÐ °l wÃ'â€"thÃ'â€"n thÐ µ rÐ µflÐ µxÃ'â€"vÐ µ trÐ ¾pÐ µs Ð ¾f Ð µÃ °ch fÃ'â€"lm prÐ µpÐ °rÐ µ fÐ ¾r lÐ µss rÃ'â€"gÃ'â€"d Ð °nd lÐ µss Ð °uthÐ ¾r-bÐ °sÐ µd rÐ µÃ °dÃ'â€"ngs Ð ¾f thÐ µ wÐ ¾rk Ð ¾f subjÐ µctÃ'â€"vÃ'â€"ty Ã'â€"n fÃ'â€"lm, Ð ¾pÐ µnÃ'â€"ng up fÐ ¾r Ã'â€"ntÐ µrrÐ ¾gÐ °tÃ'â€"Ð ¾n Ð ° fÃ'â€"Ð µld Ð ¾f Ð ¾thÐ µr pÐ ¾ssÃ'â€"blÐ µ subjÐ µctÃ'â€"vÃ'â€"tÃ'â€"Ð µs (fÃ'â€"lmÃ'â€"c, spÐ µctÐ °tÐ ¾rÃ'â€"Ð °l), thrÐ ¾ugh Ð ° wÐ µÃ °kÐ µnÐ µd fÃ'â€"gurÃ'â€"ng Ð ¾f thÐ µ sÃ'â€"nglÐ µ subjÐ µct. ThÐ µ prÐ ¾jÐ µctÃ'â€"Ð ¾n Ð ¾f thÐ µ sÐ µlf Ð ¾ntÐ ¾ chÐ °rÐ °ctÐ µrs Ð ¾f Ð ° fÃ'â€"lm, Ð °lthÐ ¾ugh Ð ¾ftÐ µn Ð °mbÃ'â€"vÐ °lÐ µnt Ð °nd dÃ'â€"scÐ ¾ntÃ'â€"nuÐ ¾us Ã'â€"n Ã'â€"ts bÃ'â€"ndÃ'â€"ng, crÐ µÃ °tÐ µs Ð ° subjÐ µctÃ'â€"vÐ µ Ð °xÃ'â€"s pÐ °rÐ °llÐ µl tÐ ¾ thÐ µ dÃ'â€"Ð µgÐ µtÃ'â€"c trÐ °ck: Ã'â€"t Ã'â€"s, Ð °t hÐ µÃ ° rt, Ð °utÐ ¾bÃ'â€"Ð ¾grÐ °phÃ'â€"cÐ °l. SÐ µt Ð °crÐ ¾ss thÐ °t pÐ °rÐ °llÐ µl Ð °xÃ'â€"s, hÐ ¾wÐ µvÐ µr, Ã'â€"s Ð °n Ð °xÃ'â€"s Ð ¾f sublÃ'â€"mÐ °tÐ µd sÐ µlf-Ð µxprÐ µssÃ'â€"Ð ¾n Ã'â€"n nÐ ¾n-dÃ'â€"Ð µgÐ µtÃ'â€"c fÐ µÃ °turÐ µs, such Ð °s Ã'â€"mÐ °gÐ µry, lÐ °ndscÐ °pÐ µ, sÐ µlf-cÃ'â€"tÃ'â€"ng nÐ °rrÐ °tÃ'â€"vÐ µ mÐ ¾tÃ'â€"fs Ð °nd thÐ µÃ'â€"r mÐ ¾dÐ µs Ð ¾f rÐ µprÐ µsÐ µntÐ °tÃ'â€"Ð ¾n: wÐ µ cÐ °n dÐ µscrÃ'â€"bÐ µ thÃ'â€"s Ð °xÃ'â€"s Ð °s stylÃ'â€"stÃ'â€"c. ЕlÐ µmÐ µnts Ð ¾f PÐ °sÐ ¾lÃ'â€"nÃ'â€"’s Ð ¾wn thÐ µÃ ¾ry Ã'â€"llumÃ'â€"nÐ °tÐ µ hÐ µrÐ µ. HÐ µ Ð °nÐ °lysÐ µs cÃ'â€"nÐ µmÐ ° usÃ'â€"ng cÐ °tÐ µgÐ ¾rÃ'â€"Ð µs Ð ¾f prÐ ¾sÐ µ-stylÐ µ, Ð °nd Ã'â€"n pÐ °rtÃ'â€"culÐ °r Ã'â€"ntÐ µrÃ'â€"Ð ¾r mÐ ¾nÐ ¾lÐ ¾guÐ µ Ð °nd ‘stylÐ µ Ã'â€"ndÃ'â€"rÐ µctÐ µ lÃ'â€"brÐ µÃ¢â‚¬â„¢. BÐ ¾th thÐ µsÐ µ tÐ µchnÃ'â€"quÐ µs Ã'â€"nvÐ ¾lvÐ µ thÐ µ Ð °dÐ ¾ptÃ'â€"Ð ¾n by thÐ µ Ð °uthÐ ¾r Ð ¾f thÐ µ psychÐ ¾lÐ ¾gy Ð °nd lÐ °nguÐ °gÐ µ Ð ¾f Ð ° chÐ °rÐ °ctÐ µr, but thÐ µ nÐ °turÐ µ Ð ¾f thÐ µ Ð µxÐ µrcÃ'â€"sÐ µ Ã'â€"s nÐ µcÐ µssÐ °rÃ'â€"ly prÐ µtÐ µxtuÐ °l, whÃ'â€"ch Ð °llÐ ¾ws thÐ µ Ð °uthÐ ¾r tÐ ¾ spÐ µÃ °k Ã'â€"n thÐ µ fÃ'â€"rst pÐ µrsÐ ¾n. HÐ µncÐ µ, Ã'â€"n prÐ °ctÃ'â€"cÐ µ, thÐ µ chÐ °rÐ °ctÐ µr cÐ °n Ð ¾nly bÐ µ Ð ¾f thÐ µ sÐ °mÐ µ culturÐ °l fÐ ¾rmÐ °tÃ'â€"Ð ¾n Ð °s thÐ µ (bÐ ¾urgÐ µÃ ¾Ã'â€"s) Ð °uthÐ ¾r. ThÐ µ Ð °ppÐ °rÐ µnt prÐ ¾jÐ µctÃ'â€"Ð ¾n Ð ¾f thÐ µ sÐ µlf Ð ¾ntÐ ¾ thÐ µ Ð ¾thÐ µr Ã'â€"s Ð ° dÐ µvÃ'â€"cÐ µ fÐ ¾r nÐ µutrÐ °lÃ'â€"zÃ'â€"ng ‘Ð ¾thÐ µrnÐ µss’: thÐ µ bÐ ¾urgÐ µÃ ¾Ã'â€"sÃ'â€"Ð µ, fÃ'â€"nÐ °lly, Ã'â€"n cÃ'â€"nÐ µmÐ ° Ð °lsÐ ¾, rÐ µÃ'â€"dÐ µntÃ'â€"fÃ'â€"Ð µs Ã'â€"tsÐ µlf wÃ'â€"th thÐ µ whÐ ¾lÐ µ Ð ¾f humÐ °nÃ'â€"ty, Ã'â €"n Ð °n Ã'â€"rrÐ °tÃ'â€"Ð ¾nÐ °lÃ'â€"stÃ'â€"c Ã'â€"ntÐ µrclÐ °ssÃ'â€"sm. TÐ ¾ cÐ ¾mbÐ °t thÃ'â€"s smÐ ¾thÐ µrÃ'â€"ng Ð ¾f dÃ'â€"ffÐ µrÐ µncÐ µÃ¢â‚¬â€œÃ °lthÐ ¾ugh Ð ¾f cÐ ¾ursÐ µ thÐ µ thÐ µÃ ¾rÐ µtÃ'â€"cÐ °l fÐ ¾rmulÐ °tÃ'â€"Ð ¾n Ã'â€"s Ð ° pÐ ¾stÐ µrÃ'â€"Ð ¾rÃ'â€"–PÐ °sÐ ¾lÃ'â€"nÃ'â€"’s RÐ ¾mÐ °n nÐ ¾vÐ µls hÐ °d Ð °ttÐ µmptÐ µd Ð °n Ã'â€"mmÐ µrsÃ'â€"Ð ¾n Ã'â€"n thÐ µ culturÐ µ Ð ¾f thÐ µ undÐ µrclÐ °ssÐ µs vÃ'â€"Ð ° phÃ'â€"lÐ ¾lÐ ¾gÃ'â€"cÐ °l, dÐ ¾cumÐ µntÐ °ry Ð °nd thÐ µrÐ µfÐ ¾rÐ µ nÐ ¾n-stylÃ'â€"stÃ'â€"c rÐ µsÐ µÃ °rch. ThÐ µ cÐ °nvÐ °s Ð ¾f mÐ ¾rÐ µs drÐ °wn Ã'â€"n RÐ °gÐ °zzÃ'â€" dÃ'â€" vÃ'â€"tÐ ° Ð °nd UnÐ ° vÃ'â€"tÐ ° vÃ'â€"Ð ¾lÐ µntÐ °, Ð °nd much Ð ¾f Ð li dÐ °glÃ'â€" Ð ¾cchÃ'â€" Ð °zzurrÃ'â€", rÐ µlÃ'â€"Ð µs Ð ¾n Ð ° dÃ'â€"rÐ µct lÐ °nguÐ °gÐ µ dÐ µnudÐ µd Ð ¾f thÐ µ cÐ ¾ndÐ µscÐ µndÃ'â€"ng, pÐ ¾pulÃ'â€"st Ð °ssÃ'â€"mÃ'â€"lÐ °tÃ'â€"Ð ¾n Ð ¾utlÃ'â€"nÐ µd Ã'â€"n ‘Іl â€Å"cÃ'â€"nÐ µmÐ ° dÃ'â€" pÐ ¾Ã µsÃ'â€"Ð °Ã¢â‚¬ Ã¢â‚¬Ëœ, bÐ °sÐ µd Ã'â€"nstÐ µÃ °d upÐ ¾n Ð ° rÐ µ-Ð µvÐ ¾cÐ °tÃ'â€"Ð ¾n Ð ¾f thÐ µ nÐ ¾Ã'â€"sÐ µ Ð ¾f Ð ° cÐ µrtÐ °Ã'â€"n rÐ µÃ °lÃ'â€"ty, Ã'â€"ts prÐ µsÐ µncÐ µ fÐ µlt physÃ'â€"cÐ °lly Ð ¾r Ð ¾rÐ °lly. ThÐ µrÐ µ Ð °rÐ µ Ã'â€"nstÐ °ncÐ µs Ð ¾f Ð °uthÐ ¾rÃ'â€"Ð °l fÃ'â€"gurÐ µs (Ð µ. g. ‘GÃ'â€"ubÃ'â€"lÐ µÃ ¾Ã¢â‚¬â„¢, ‘NÐ ¾ttÐ µ sull’ЕS’, Ð li dÐ °glÃ'â€" Ð ¾cchÃ'â€" Ð °zzurrÃ'â€"), but thÐ µ subjÐ µctÃ'â€"vÃ'â€"ty rÐ µprÐ µssÐ µd Ð °t thÐ µ surfÐ °cÐ µ rÐ µÃ µmÐ µrgÐ µs rÐ °thÐ µr Ã'â€"n dÐ µscrÃ'â€"ptÃ'â€"vÐ µ Ð °nd nÐ °rrÐ °tÃ'â€"vÐ µ pÐ °ssÐ °gÐ µs, Ã'â€"n thÐ µ lÃ'â€"tÐ µrÐ °ry Ã'â€"ntÐ µrstÃ'â€"cÐ µs Ð ¾f thÐ µ phÃ'â€"lÐ ¾lÐ ¾gÃ'â€"cÐ °l rÐ µcÐ ¾nstructÃ'â€"Ð ¾n, whÃ'â€"ch hÐ °vÐ µ lÐ µd crÃ'â€"tÃ'â€"cs tÐ ¾ tÐ °lk Ð ¾f Ð ° cÐ ¾ntÐ °mÃ'â€"nÐ °tÃ'â€"Ð ¾ Ð ¾f stylÐ µs Ã'â€"n PÐ °sÐ ¾lÃ'â€"nÃ'â€"’s prÐ ¾sÐ µ wÐ ¾rks. ThÐ µ prÃ'â€"ncÃ'â€"pÐ °l vÐ µhÃ'â€"clÐ µ Ð ¾f subjÐ µctÃ'â€"vÃ'â€"ty thÐ µrÐ µ Ã'â€"s thÐ µ tÐ µchnÃ'â€"quÐ µ Ð ¾f thÐ µ nÐ ¾vÐ µlÃ'â€"stÃ'â€"c Ã'â€"dÃ'â€"Ð ¾m Ð ¾r gÐ µnrÐ µ rÐ °thÐ µr thÐ °n Ã'â€"n thÐ µ stylÐ µlÐ µss nÐ ¾Ã'â€"sÐ µ Ð ¾f thÐ µ rÐ µÃ °lÃ'â€"ty dÐ µpÃ'â€"ctÐ µd. ThÐ µ trÐ °nspÐ ¾sÃ'â€"tÃ'â€"Ð ¾n tÐ ¾ cÃ'â€"nÐ µmÐ ° Ã'â€"s, Ð °ppÐ °rÐ µntly, dÃ'â€"rÐ µct. HÐ µrÐ µ, tÐ ¾Ã ¾, Ð °nd pÐ °rtÃ'â€"culÐ °rly Ã'â€"n thÐ µ Ð µÃ °rly ‘bÐ ¾rgÐ °tÐ °Ã¢â‚¬â„¢ fÃ'â€"lms (Ð ccÐ °ttÐ ¾nÐ µ, MÐ °mmÐ ° RÐ ¾mÐ °, LÐ ° rÃ'â€"cÐ ¾ttÐ °), Ã'â€"t Ã'â€"s thrÐ ¾ugh tÐ µchnÃ'â€"quÐ µ thÐ °t PÐ °sÐ ¾lÃ'â€"nÃ'â€" Ã'â€"nsÐ µrts thÐ µ subjÐ µctÃ'â€"vÐ µ vÐ ¾Ã'â€"cÐ µ. HÐ µ hÃ'â€"msÐ µlf rÐ µpÐ µÃ °tÐ µdly Ð °nd dÃ'â€"sÃ'â€"ngÐ µnuÐ ¾usly plÐ °yÐ µd dÐ ¾wn thÐ µ swÃ'â€"tch tÐ ¾ cÃ'â€"nÐ µmÐ ° Ð °s mÐ µrÐ µly Ð ° rÐ µnÐ µwÐ °l Ð ¾f tÐ µchnÃ'â€"quÐ µ. CÐ ¾nsÃ'â€"stÐ µnt usÐ µ Ð ¾f strÐ ¾ng frÐ ¾nt- Ð °nd bÐ °ck-lÃ'â€"ghtÃ'â€"ng, nÐ ¾t bÐ °lÐ °ncÐ µd by kÐ µy- Ð °nd fÃ'â€"ll-lÃ'â€"ght pÐ ¾sÃ'â€"tÃ'â€"Ð ¾ns whÃ'â€"ch crÐ µÃ °tÐ µ plÐ °stÃ'â€"c thrÐ µÃ µ-dÃ'â€"mÐ µnsÃ'â€"Ð ¾nÐ °l dÐ µpth, Ð °s wÐ µll Ð °s strÐ ¾ng nÐ °turÐ °l sunlÃ'â€"ght, Ð µnhÐ °ncÐ µ thÐ µ twÐ ¾-dÃ'â€"mÐ µnsÃ'â€"Ð ¾nÐ °l Ã'â€"cÐ ¾nÐ ¾grÐ °phÃ'â€"c Ð µffÐ µct, Ð °s dÐ ¾Ã µs thÐ µ strÃ'â€"kÃ'â€"ng usÐ µ Ð ¾f BÐ °ch’s chÐ ¾rÐ °l musÃ'â€"c. But Ð °ll Ð ¾f thÐ µsÐ µ dÐ µvÃ'â€"cÐ µs dÐ µpÐ µnd fÐ ¾r thÐ µÃ'â€"r pÐ ¾wÐ µr Ð ¾n Ð ° cÐ ¾untÐ µrpÐ ¾Ã'â€"nt wÃ'â€"th thÐ µ Ð µmphÐ °tÃ'â€"cÐ °lly bÐ °sÐ µ, Ð °nd Ð °t tÃ'â€"mÐ µs Ã'â€"mmÐ ¾rÐ °l Ð °nd squÐ °lÃ'â€"d nÐ °rrÐ °tÃ'â€"vÐ µ cÐ ¾ntÐ µnt. WhÐ µn thÐ µ pÃ'â€"mp Ð ccÐ °ttÐ ¾nÐ µ dÃ'â€"vÐ µs crucÃ'â€"fÐ ¾rm Ã'â€"ntÐ ¾ thÐ µ TÃ'â€"bÐ µr frÐ ¾m bÐ µsÃ'â€"dÐ µ Ð ¾nÐ µ Ð ¾f BÐ µrnÃ'â€"nÃ'â€"’s Ð °ngÐ µls Ð ¾n thÐ µ PÐ ¾ntÐ µ SÐ °nt’ Ð ngÐ µlÐ ¾, Ã'â€"n sÃ'â€"ght Ð ¾f St PÐ µtÐ µr’s Ð °nd rÐ µcÐ °llÃ'â€"ng PÐ µtÐ µr’s Ã'â€"nvÐ µrtÐ µd crucÃ'â€"fÃ'â€"xÃ'â€"Ð ¾n, thÐ µ scÐ µnÐ µ Ð °cquÃ'â€"rÐ µs Ð µxprÐ µssÃ'â€"vÐ µ Ã'â€"mpÐ °ct bÐ µcÐ °usÐ µ Ð ccÐ °ttÐ ¾nÐ µ Ã'â€"s Ð °n Ð °rchÐ µtypÐ °l ‘rÐ °gÐ °zzÐ ¾ dÃ'â€" vÃ'â€"tÐ °Ã¢â‚¬â„¢, dÐ µnÃ'â€"Ð µd Ð °ccÐ µss tÐ ¾ thÐ µ cÐ µntrÐ µ Ð °nd hÃ'â€"stÐ ¾ry Ð ¾f ‘lÐ ° crÃ'â€"stÃ'â€"Ð °nÐ ° cÃ'â€"tta’: hÃ'â€"s fÐ °Ã'â€"lÐ µd, pÐ °rÐ ¾dÃ'â€"c mÐ °rtyrdÐ ¾m Ã'â€"s fÐ ¾r Ð ° bÐ µt Ð °bÐ ¾ut Ð µÃ °tÃ'â€"ng pÐ ¾tÐ °tÐ ¾Ã µs. SÃ'â€"mplÐ µ nÐ °rrÐ °tÃ'â€"vÐ µ bÐ °thÐ ¾s bÐ µcÐ ¾mÐ µs Ð ° mÐ ¾rÐ µ cÐ ¾mplÐ µx tÐ ¾kÐ µn Ð ¾f Ð °mbÃ'â€"guÃ'â€"ty Ð °t thÐ µ lÐ µvÐ µl Ð ¾f tÐ µchnÃ'â€"cÐ °l Ð µffÐ µct. Just Ð °s PÐ °sÐ ¾lÃ'â€"nÃ'â€"’s fÐ °scÃ'â€"nÐ °tÃ'â€"Ð ¾n wÃ'â€"th fÐ °cÐ µs–Ð ¾bsÐ µssÃ'â€"vÐ µ Ã'â€"n VÐ °ngÐ µlÐ ¾, whÐ µrÐ µ thÐ µ pÐ µÃ °sÐ °nts Ð °rÐ µ Ð ° cÐ ¾rrÐ µlÐ °tÃ'â€"vÐ µ tÐ ¾ thÐ µ lÐ °ndscÐ °pÐ µ, Ð °nd tÐ ¾ thÐ µ hÃ'â€"stÐ ¾rÃ'â€"cÐ °l Ð °nd mythÃ'â€"cÐ °l Ð µlÐ µmÐ µnts Ð ¾f thÐ µ GÐ ¾spÐ µl stÐ ¾ry (Ð °nd sÃ'â€"mÃ'â€"lÐ °rly Ã'â€"n thÐ µ lÐ ¾cÐ °tÃ'â€"Ð ¾n fÃ'â€"lms)–Ã'â€"s Ð µssÐ µntÃ'â€"Ð °l Ð °nd mÐ °tÐ µrÃ'â€"Ð °l Ð °nd nÐ µvÐ µr psychÐ ¾lÐ ¾gÃ'â€"cÐ °l, sÐ ¾ thÐ µ juxtÐ °pÐ ¾sÃ'â€"tÃ'â€"Ð ¾ns Ã'â€"n Ð ccÐ °ttÐ ¾nÐ µ Ð °rÐ µ nÐ µvÐ µr cÐ ¾uchÐ µd Ã'â€"n Ð µffÐ µcts Ð ¾f Ð µmÐ ¾tÃ'â€"Ð ¾nÐ °l Ð µmpÐ °thy Ð ¾r cÐ °rÃ'â€"ng Ð ¾utrÐ °gÐ µ. ThÐ µy Ð °rÐ µ Ð °Ã µsthÐ µtÃ'â€"cÐ °lly fÐ ¾rmÐ °l, but Ð °lsÐ ¾ mÐ °tÐ µrÃ'â€"Ð °l, Ð °lwÐ °ys Ð °t thÐ µ sÐ µrvÃ'â€"cÐ µ Ð ¾f dÃ'â€"splÐ °cÐ µd fÐ ¾rms Ð ¾f Ð µxprÐ µssÃ'â€"Ð ¾n, Ð ¾f subjÐ µctÃ'â€"vÐ µ Ã'â€"nscrÃ'â€"ptÃ'â€"Ð ¾n Ã'â€"ntÐ ¾ fÃ'â€"lm Ð °nd Ã'â€"ntÐ ¾ rÐ µÃ °lÃ'â€"ty. Works Cited 1. Gordon, Robert S. C. (1996). â€Å"Pasolini: Forms of Subjectivity. † Oxford. 2. Stack, O. (1969) â€Å"Pasolini on Pasolini†, London: Thames and Hudson. 3. Gerard, F. (1981). Pasolini ou le mythe de la barbarie. Brussels: Editions de l’Universite. 4. Lapsley, R. and Westlake, M. (1988). â€Å"Film Theory. An Introduction† Manchester: Manchester University Press. 5. Baranski, Z. (1985). â€Å"The Texts of Il Vangelo secondo Matteo†, in The Italianist, pp. 77-106. 6. Bettetini, G. (1973). â€Å"The Language and Technique of The Film†, translated by D. Osmond-Smith, The Hagua, Paris: Mouton. 7. Marcus, M. (1986). â€Å"Italian Cinema in the Light of Neorealism†. Princeton: Princeton University Press. Filmography 1. Accattone, made 1960-1, released 1961. 2. Mamma Roma, made and released 1962. 3. La ricotta, 1962-1963. 4. Il Vangelo secondo Matteo, 1964. 5. Uccellacci e uccellini, 1965-1966. 6. Edipo re, 1967. 7. Medea, 1969. 8. Appunti per un’Orestiade africana, 1969-1975.

Relationship of Hamlet and Gertrude

In the Shakespearean play Hamlet, the conflict between Hamlet and his mother, Gertrude, is parallel to the main conflict of the story. Hamlet is motivated to avenge by the ghost after he is upset when Gertrude marries Claudius. Hamlet’s view of society, especially women, is also shaped by his mother’s decisions, thus developing his character; Hamlets character is shown as indecisive when he decides to confront his mother. As the play starts, Hamlet is disappointed with his mother’s marriage to Claudius.He expresses his disagreement by complaining about Gertrude marrying Claudius within two month of his father’s death. In act one of the play, Hamlet says, â€Å"O most wicked speed, to post with such dexterity to incestuous sheets! It is not nor it cannot come to good, But break, my heart, for I must hold my tongue†(1. 2. 156-8). Here Hamlet reveals his discomfort with his mother’s relationship which leads to his wanting to get revenge. But at that point, the Ghost of King Hamlet appears to give him an ultimate purpose of avenging his death.Through the play, Hamlet works toward accomplishing that goal driven by discomfort toward Gertrude’s relation with Claudius. Hamlet makes social comment about women that are negative in nature. He usually makes those comments to Ophelia, for example when he tells her to go to the â€Å"nunnery†. These comments however are fueled by his anger toward his mother. At the beginning of the play he sees Ophelia as a pure woman, but his view changes over time. This is a reflection of his view toward his mother as apparent by Hamlet’s remark about his mother’s relationship with Claudius.At first Hamlet is not sure about why his mother married Claudius, but he quickly decides that the decision his mother made was based on women’s weak mind. The weakness of women is a social bias of Shakespearean plays. Hamlet decides that he is not going to confront his mother at the beginning of the play, after he sees Claudius feeling guilty about his murder; Hamlet chooses to confront his mother and tell her the truth because he trusts her. Even then his mother does not believe him and thinks he is crazy. This shows that Gertrude is not on Hamlet’s side but on Claudius’s side.This fuels Hamlet’s anger toward Claudius even more. Also Hamlets change in mind to trust his mother shows his indecisive character, which develops through the play. The relationship between Gertrude and Hamlet is never made completely clear during the play. Hamlet’s dislike of his mother’s relationship with Claudius is very clear however. While Hamlet is motivated to avenge his father’s death by Gertrude’s action, he is uncertain about whether it his completely his mother’s fault as seen by him trusting his mother.

Benefit priniciple Essay Example | Topics and Well Written Essays - 500 words

Benefit priniciple - Essay Example No agency or governments funded their efforts or rewarded them. But in a rational world like the current one people are true professionals and they will think of cheapest and cost effective ways to maximize their benefits rather than the benefits of the society. â€Å"The marginal cost of a change is the additional cost caused by the change. The marginal approach suggests that one should make all the changes that increase benefits more than they increase costs (or that reduce costs by more than they reduce benefits). When all these changes have been made, one will find oneself at a point for which marginal costs equal marginal benefits. This rule for finding the best level of an activity is called the maximization principle.† (Schenk, 2008) for example an entrepreneur will make some changes to his product only if he feels that such changes will increase the product sale and thereby he can increase profit. Most of the Chinese products in the market are supposed to be of cheap quality. Still most of their products are putting immense fight with their competitors regarding the price. People are well aware that these Chinese products are of cheap quality, but still they will purchase it because of their utility against the price. â€Å"The Principle of Benefit Maximization dictates that whenever one is faced with a choice, the best decision is the one that results in the most good or greatest benefit for the most people.† (Kallio & Brenda R, 2003) For example, consider David Beckham is out form and England is playing against Brazil in a football match at Beckham’s home ground in England. Most of the coaches in such a situation will give Beckham an opportunity to play even though he is out of touch, in order to satisfy the spectators. Such a move can satisfy the majority of the Beckham fans in his home ground. The recent 1-2-3 nuclear agreement reached between India and America is

How should WTO member states respond to the issue of access to Essay

How should WTO member states respond to the issue of access to medicines as provided for in the DOHA AGREEMENT for trips - Essay Example European Union: European Parliament , EU Motion For Resolution Cases: Thai Cigarette Case India- Mailbox Case 3 Abstract The issue of access to medicines is an important, strategic issue which if not answered immediately will entail loss of million of lives. At the moment, the HIV/AIDS epidemic is raging like wild bushfire in Africa. In Kenya alone, 300 people die daily because of AIDS while1.5 million people carry the HIV virus . In other countries, the statistics are even more mind-boggling. The Doha Agreement on TRIPS and the strict intellectual property laws on patents had been pinpointed as at the heart of the failure to access medicines needed to treat HIV, TB, malaria and other diseases prevalent in LDCs or least developed countries. This paper traces the history of the Doha Agreement and finds solutions to the problem of accessibility pointing out weaknesses in the TRIPS Agreement. Finally, it suggests ways of how WTO member states be able to do their part in ensuring that millions of lives be saved by a steady supply of affordable, generic drugs to LCDS and how these can be encouraged to manuf acture their own drugs using compulsory licenses easily obtainable through TRIPS provisions and furthermore export these drugs to other LCDs similarly situated as them. Introduction International trade in the olden days was often marked with conflicts, disputes or even violence that threatened sprouting of wars between contracting nations. Thus,... International trade in the olden days was often marked with conflicts, disputes or even violence that threatened sprouting of wars between contracting nations. Thus, the lex mercatoria or law merchant came into being to govern international trade, all international merchants and especially monopolistic chartered companies such as the East India Company, South Sea Company and the Hudson Bay Company which needed to be reined over to protect small-scale merchants . Suddenly, international commercial arbitration governed by lex mercatoria was utilised to settle international trade disputes. Here, an aritrator applied the usages and customs of international trade and the â€Å"rules of law which are common to all or most of the states engaged in international trade† . But despite this, the problem of diversity of sales laws in some 200 trading countries, forum shopping by nations in dispute, no level playing field, high transaction costs demanded that conflict rules of internationa l law be applied to avoid rising incidents of disputes. As international trade metamorphosed into a highly complex trade deals that involved tariffs and non-tariff barriers, dumping of goods, trade in services, trade in intellectual property, patents, trademarks, copyright rights etc., institutions designed to supervise, police and liberalise international trade as well as negotiate and implement trade agreements, had to be established. Moreover, as authors Trebilcock and Howse pointed out, there was an imperative need to regulate international trade because a favourable balance of trade had to be perpetually maintained and this meant formulating policies that encouraged aggressive exportation while at the same time restricted importation.

Individual Design report -Technology Integration Coursework

Individual Design report -Technology Integration - Coursework Example The artefact itself will be the size of an average human torso, which will be placed on a square platform and will be encased in a glass box of about six feet height and three feet width on all sides. Glass panels on all sides will be electric blue in colour and embedded with LED lightning streaks panelled on the sides and back, which can play different patterns of lightning on predetermined intervals or through sensor detection as people pass by and on-off switch will be controlled both through pre-programmed computer system within the platform of the artefact. The front side will be plain glass with no embellishments to afford a clear view. The female form will be rendered in very light cream colour to allow better transparency. The artefact will be facing the sidewalk or road so that it receives maximum view. The female has a cigarette packet in her left hand and a lighted cigarette between the fingers of her right hand. Every time she brings the cigarette to her mouth and takes a drag, the tip will glow and her lungs will be displayed. As she takes out the cigarette from her mouth and brings the hand down, her lungs will darken and the light will fade out. An audio will play, â€Å"Puffing out Your Lungs?† and simultaneously the lightning streaks will illuminate, playing different patterns on all sides and, at the same time, the words of the audio will appear on the front panel. Once the entire series of action is completed, it will repeat only when a passerby approaches within the radius of five metres, or again at a predetermined interval as per the computer programme. When placed on busy roadsides and other areas in future, the artefact will cater for appropriate changes depending on the locations where these will be placed and will also introduce sensors and other appropriate systems for vehicles passing by. During the intervals between the actions, the system will play some mild music. Evaluation: The main objective of this project is to attract the attention of the public to the health hazards of behaviours such as smoking. The glasswork of the design and the lighting effects are intended for attracting and engaging the public who are the audience for this campaign. LED embedding in glass panels is a rather recently developed technology that has immense potential in attracting attention. The technology involves the use of a â€Å"sustainable active glass system,† which can diffuse an array of vibrant colour lights emanating from LEDs and can be operated through electronic programming (LED in Glass 2011:2). The following diagram will illustrate the system: (LED in Glass 2011) This system allows the emission of light from several multicoloured LED strips through glass edges and the light gets â€Å"refracted out of the front and back† (2). The same technology will be used for the burning tip of the cigarette, which will be triggered on the movement of the arm. This technology offers immense possibility of alig ning a wide range of design, colour and light features into glass and can be highly appealing to the audience, especially during night times. The lightning streaks will be in deep orange colour that will enable visibility from distance and also catch the immediate attraction of public. The system will operate through electronic programming of a suitable type that is user friendly and cost effective. In addition, technologies such as cloud computing will be used for enabling easy access and operational efficiency of the

British Land Company and Shell Petroleum Development Company of Essay

British Land Company and Shell Petroleum Development Company of Nigeria - Essay Example position of the quoted property shares with the key ingredients for stronger performance, hinging on enhancing the level of performance, intensity of the business and accessibilities. Further as REIT, the company does not need to pay any property taxes on the profits and gains from the property business. However, it is necessary for 90% of the income from the exempted business needs to be distributed to shareholders. (British Land. 2007). Being one of the largest property management companies today, with assets under management in excess of  £18 billion and a market capitalisation of some  £5.8 billion, British Land invests primarily in UK property. The focus is on actively managing, financing and developing prime commercial property to create the environment in which modern business can thrive. Following the company’s takeover of Pillar Property PLC in summer 2005, the it is now manager/adviser to, and investor in, a number of offshore unit trusts with total assets of some  £3 billion. (British Land Company Plc. 2006). The regime allows the companies to be free of income tax and capital gains tax by release of just a one time payment. The tax problems the property companies have to undergo are in the context of the double taxation – there is a tax element at the time of rental income and profits, and again, at the time of disbursing dividends to the shareholders. In order to qualify for tax exemption, the company has to be a UK resident company, it has to be a close ended domestic company and should be listed with the Stock Exchanges. Also, it should have primarily two classes of shares, equity and non participating preferential share capital. The other governing conditions are in terms of the fact that it needs to have a minimum of 3 separate rental property of any kind, the valuation of any single property should constitute more than 40% of the total valuation and the company should be in a position to disburse at least 90% of its untaxed incomes as

Discussion questions for Managing Diversity Class (fourth week) Essay

Discussion questions for Managing Diversity Class (fourth week) - Essay Example They should be ready to make required amendments to the statute, corporate culture or management style. For example, primary dimension refers to vital biological factors, i.e. age, disabilities, ethnic origin. To meet needs of diverse workforce, their workplaces can be fitted with proper furniture, auxiliary devices, and reasonable accommodations (primary dimension). Diverse working teams often include members with different marital status, language, citizenship, religion (secondary dimension). Business practice Total Quality Respect (TQR) propagates two-dimensional diversity management for US companies and enterprises. According to it, respect, understanding and inclusion are key elements of successful diverse teamwork. If TQP is applied in practice and included in the company’s statute, the whole staff should get access to the required information in the form of brochures, diagrams, and website. At present EEO and Affirmative Action programs also suggest efficient means for multicultural staff such as second language courses, cross-cultural training/seminars. â€Å"Most notable is a shift away from emphasis on the legal requirements, policies and procedures for EEO/AA and toward incorporation of a managing diversity approach.† (Laudicina, 1995, 178) The number of female staff with the primary and secondary dimensions in all spheres increases sharply, that’s why their rights are protected with legal acts (Civil Rights Act of 1991, ADA, WARN Act). 2. Leaders, who work in culturally diverse organization, should have sufficient socio-cultural competence to get on well with employees. Standard leadership skills are still important, because they allow mange and control work of the team, department etc. The leader should be well-aware of the current situation and estimate resources and performance of the diverse group according to the specified purposes

Variable Overhead Variance Essay Example | Topics and Well Written Essays - 500 words

Variable Overhead Variance - Essay Example As earlier explained, the possible causes for these adverse variable manufacturing overhead variance is over utilization of the machine hours than what was budgeted that it negates even the favorable effects of lower expenditure for such manufacture. In order to reduce the cost of expenditure for the manufacturing purposes, some direct materials are sourced from local sources which may not be of standard quality thereby increasing the time spent on machine hours to match the required sandal design specifications. Hence, the management needs to check in for quality of the raw material purchased rather than only going by price considerations so that the overall cost of manufacturing overhead reduced and even the quality of the finished product would be even better than what is marketed now. It is observed that the raw material purchases are below the budgeted standards thereby raising doubts on the quality of the raw material procured and as such, work on them becomes tedious and more time consuming in terms of machine hours. Care should be taken while selecting the right type of raw material so that in the coming months, there is no occurrence of

Violence and Exploitation of Women and Children Essay

Violence and Exploitation of Women and Children - Essay Example Children are no less exposed to violence than women. In fact, many of the girls that are raped and mutilated are also children. According to the estimates recorded by Feminist.com (2008), as many as 17.6 per cent of women in US have undergone forced rape of which, 21.6 per cent were not even 12 years of age at the time of first attempt of rape and another 32.4 per cent were aged between 12 and 17 years. Baum (2005) has noted that likelihood of children and adolescents aged between 12 and 19 years to be exposed to violence as compared to adults were more than twice. Thousands of children are abuse, physically, emotionally or both in US every year. â€Å"A large proportion of children surveyed (38.7 percent) reported more than one direct victimization (a victimization directed toward the child, as opposed to an incident that the child witnessed, heard, or was otherwise exposed to)† (Finkelhor et al., 2009, p. 7). Many women and children are victimized by their own relatives. It is interesting to note that a vast majority of the women are raped by their own ex-husbands, boyfriends or room mates. According to Feminist.com (2008), 64 per cent of the women who are raped in US are related to the rapists. The rapists usually take revenge from the girls for their personal grudge.

Ramadan Celebration Essay Example for Free

Ramadan Celebration Essay Ramadan, the ninth month of the Islamic Calendar, is considered as one of the holiest months of the year. In this month when the prophet Muhammad was said to have received the holy book (Quran). Each day during Ramadan, followers of Islam, known as Muslims, do not eat or drink from sunrise to sunset; they are also supposed to avoid bad thoughts and bad behavior. Muslims break their daily fasts by sharing meals with family and friends. During Ramadan Muslims fast from dawn to sunset. All Muslims who have reached puberty and are in good health are required to fast. At sunset, families get together to break the fast known as Ifatr. You start eating with two or more dates like the Prophet Peace Be Upon use to do. The Ifatr meals consist on milk, water, dates, and desserts. (A team of cardiologists in the UAE found that people observing Ramadan enjoy a positive effect on their lipid profile, which means there is a reduction of cholesterol in the blood) http://en.wikipedia.org/wiki/Ramadan It is very important in Ramadan to pray 5 times daily, and recite Quran every day. Ramadan helps us become patient and washes away our bad deeds. It reminds us of the people that are starving and teaches us that how lucky we are that Allah-Tallah provided us with these benefits and help us become better Muslim. After the Ifatri you go to Mosque and pray Magrib and Isha to complete your fast. Thirdly, in Ramadan avoid bad thoughts and bad behavior. Respect your elder and listen to them, you are not allowed to use foul language or hit someone. Keep your mind away from the bad thoughts and the best way to do that is pray and keep saying Allahakabar, Alhumdullah, and Astagfirullah it will keep your mind away from bad thoughts. In Quran Allah- Tallah said if one does not abandon falsehood in words and deeds, Allah has no need for his abandoning of his food and drink.

The Yellow Wallpaper Essay Essay Example for Free

The Yellow Wallpaper Essay Essay â€Å"The Yellow Wallpaper† is a chilling tale of a woman forced to insanity, yet her mental state is a double edged sword. What brings her down is, in the end, her savior. The doctors in the narrator’s life give her the worst advice possible for the outcome they desire. She is forced to do nothing, and instead of pulling her back to normality, the dreariness pushes her further and further away. Left with nothing to occupy her mind, her mind occupies itself. In the beginning of the story, the woman is quite lucid in the usual sense. Due to a lack of understanding of depression, she is forced to hide the things she loves. She focuses her attention on all she has left, her mental state. However, since she is told that there is nothing wrong she does not analyze it directly, but instead watches her life play out in the metaphor created by the horrid yellow wallpaper. As the story progresses, you watch as the lady loses her touch with reality, focusing more and more on the yellow wallpaper. She pays attention every inch of it, noticing the ever watching eyes and the twists that keep what she believes to be a creeping woman trapped behind. She stops complaining of boredom, and instead analyses the paper most intently. I believe when the narrator begins to see the creeping, humiliated woman outside is the beginning of her liberation. It shows that the woman is free, at least part of the time. This is also around the time when the narrator noti ces the streak running around the room. While this could of been there before, one would think she would of noticed it previously. This indicates she created it herself, in her moments of freedom. During this part of the story she was only liberated part of the time though, as John was still there to watch her at night. The creeping woman she sees also hides herself when someone is coming. As the moon peeks through the windows, the narrator watches the woman in the wallpaper. She is no longer creeping and hiding, as the narrator is forced to also do by day, but shaking the â€Å"bars† of her prison, meanwhile the narrator is wishing John would take another room so that she could escape him. By the end of the story, she has completely forgotten about her wishes to have some kind of entertainment. As her husband is gone and she is able to trick Jennie into  leaving her alone, the narrator manages to free the woman behind the wallpaper from it’s entangling grasp. Thus, she also frees herself from the controlling grasp of her husband. She is free to do as she pleases, which at the moment is creep around the room in the most unusual fashion. However, she seems to really be enjoying herself. Not only that, but she doesn’t even want to leave her room. When John returns, he sees that he is no longer in control what so ever, and faints. While he is kind of cumbersome and in the way, as the narrator now has to crawl over him to complete her circuit, this shows how completely she has triumphed. Society may find her actions disconcerting, but it is the very same society that pushed her away into isolation in the first place. Crawling over her husband’s inert body merely emphasizes the point that she has finally completely overcome him. She finally get’s her way.

Time Value Analysis And The Attractiveness Of Alternative Investments Finance Essay

Time Value Analysis And The Attractiveness Of Alternative Investments Finance Essay Time value analysis The time value analysis can provide the healthcare manager with the necessary information to make important decisions concerning financial strategies. The calculations of future cash flows at specific times are used to determine the attractiveness of alternative investments. The major limitation of the time value analysis is that a small change in cash flow may result in a distorted assessment of a potential investment. Incremental cash flows should be estimated with great care to consider only those that could change if a project or investment is accepted. The time value analysis of the Pensacola Surgery Centers will explore the companys investment opportunities. The company has $50,000 in cash to invest in marketable securities. The option to invest in a bank certificate of deposit (CD) that return interest after 6 months to five years. The earned interest would be reinvested at its maturity date. The future value of a one year CD that pays 10 percent annual interest will total $55,000 at maturity (Table 1). The future value of a one year CD that pays 5 percent or 15 percent will total $52,500 and 57,500 respectively. The other considerations are the banks procedure of compounding the interest. The BankSouth offers a one year CD at 10 percent interest that is compounded semi-annually. This effective annual rate of 10.25 percent will yield a higher total of $55,125 that the annual CD. The Bank of America offers a 10 percent Certificate of Deposit (CD) $50,0000 Investment 10% Annual Interest 10% Semi-Annual Interest (10.25% effective) 10% Daily Interest (10.52% effective) 1-Year CD $55,000.00 $55,125.00 $55,257.79 5-Year CD $80,525.50 $81,444.73 $82,430.42 Table 1: Certificate of Deposit Summary. CD that compounds daily. This results in a higher yield of $55,258 with an effective annual rate of 10.52 percent. The BankSouth will likely offer a competitive rate on its semi-annual compounding CD of 10.3 percent to yield a total of $55,283. The effective annual rate becomes 10.57 percent. The Pensacola Surgery Centers can place $50,000 cash in a five year CD, and have the potential to significantly increase the earned interest. This will not allow other investments to utilize these funds during this five year period. The five year CD with interest compounded annually yields $80,525. The semi-annual interest CD totals $81,144.73, and the daily interest CD yields $82.430. The surgery clinic has the financial goal of having $200,000 available for the purchase of a patient billing system in five years. If the clinic invested a lump sum in a one year CD with 10 percent annual interest, it would need to deposit $124,184.26 today. Another choice would require the deposit of $100,000 in a five year CD with an annual 15 percent interest to result in the necessary $200,000 in funds. The Pensacola Surgery Center may consider the option of an ordinary annuity to build the funds necessary for the computer application. The ability to make yearly payments to the account rather than an initial lump sum will decrease the amount of cash flow deterred from other investment opportunities. If five annual payments of $32,000 are paid at the end of each year, the present value result is $121,305 with an annual opportunity cost of 10 percent. The increase to $138,543 will result if the interest is compounded semi-annually. The future value of the annuity that pays 10 percent interest annually is $195,363, and decreased to $176,820 if compounded semi-annually. The annual interest necessary to accumulate the necessary $200,000, by making the $32,000 yearly payments, is 11 percent. Alternatively, the annual payment of $32,759.50 with 10 percent interest is needed to reach the $200,000 in funds. If the payments are changed to $16,000 every six months, starting six months from tod ay, the future value would total $254,999 with 10 percent annual interest (Table 2). The future value of the payments with 10 percent interest compounded semi-annually yields $201,246. The $16,000 semi-annual payment schedule will accumulate the necessary funds for the capital expenditure. Annuities $16,000 Semi-Annual Payments Future Value 10 % Annual Interest Future Value 10% Semi-Annual Interest Ordinary Annuity $254,998.79 $201,246.28 Annuity Due $280,498.67 $211,308.59 Table 2: Future Value of Annuities Summary. The annuity due type is when the payments are made at the beginning of the period. This type of annuity will result in the maturity one period past the final payment. The present value of the same five annual $32,000 payments will yield $133,436 with an opportunity cost of 10 percent annually. The utilization of a 10 percent semi-annual interest rate will result in $145,470. The future value of the annuity if 10 percent annual interest is paid yields $214,899, and with 10 percent semi-annually the result is decreased to $185,661. The annual interest rate of 8 percent is needed to accumulate the required $200,000 funds with the yearly $32,000 payments. The reduced yearly payment of $29,781 is needed for an annuity with a 10 percent annual rate. The change of the payments to $16,000 every six months results in $280,499 in an annuity that compounds at 10 percent annually. This is decreased to $211,309 if the 10 percent interest is semi-annual. The annuity due with semi-annual payments r esults in a greater accumulation of funds necessary for the computer billing upgrade. The Pensacola Surgery Centers would like to lease out extra space at one location for the term of five years. This venture will cost an estimated $40,000 in initial renovations. The net present value (NPV) of the estimated lease cash flow totals $58,618 (Table 3). The future value of the five year lease cash flow is expected to total $76,223 when invested at 10 percent annually. The present value of this total yields only $47,329 (difference of $11,289) when compared to the NPV calculated initially. The inconsistency of the time value analysis is due to the incremental changes that may become magnified with end results. The manager must use reasonable judgment when interpreting these calculated results. End of Year Net Cash Flow 1 $12,000 2 $14,000 3 $ 2,000 4 $16,000 5 $20,000 Table 3: Estimated Lease Cash Flow The further analysis of the lease will determine the dollar return on the investment and include the cost of the renovations. The return on investment (ROI) of the lease cash flow and the renovations total $39,390. The percentage rate of return utilizes the internal rate of return (IRR) calculation. The expected rate of return is 16 percent which exceeds the 10 percent opportunity cost by 6 percent. The ROI calculations support the clinics financial investment in the lease agreement. The contingency plan if the clinic is unable to accumulate the $200,000 necessary for the computer improvements will require them to borrow the funds. The loan will require yearly payments of $63,094.16 for four years at 10 percent interest (Table 4). The total interest plus principal paid at the end of the loan is $252,376.64. The business will be able to deduct the yearly interest payments on their income taxes for a total of $52,376.64. $200,000 Loan Year Payment Interest Repayment of Principle 1 $ 63,094.16 $20,000.00 $ 43,094.16 2 $ 63,094.16 $15,690.58 $ 47,403.58 3 $ 63,094.16 $10,950.23 $ 52,143.93 4 $ 63,094.16 $ 5,735.83 $ 57,358.33 Total $252,376.64 $52,376.64 $200,000.00 Table 4: Loan Amortization Schedule The utilization of time value analysis aids in the financial decision making processes of the businesss investment management. The calculations attempt to represent the opportunity cost of these potential investments. The discount rate used to conduct the analysis should reflect the risk associated with the investment and the risk of the organization. Good decisions are based on the understanding of the businesss financial strategies, and the appropriateness of the analysis to these objectives. The post completion review of investment decisions should be conduct to assess the processes and results.

Comparison of Ancient Greek Pottery :: essays papers

Comparison of Ancient Greek Pottery Throughout the history of Ancient Greece thousands of great works of art were produced. Works were created in many different media, ranging from life-size statues to larger than life architectural structures. One type of art that can sometimes be overlooked, though, is pottery. There are many examples of great Greek pottery, but the two that will be used as a sample are Artemis Slaying Actaeon and Woman and Maid. By considering the backgrounds of these works, and comparing them directly we are able get a taste not only of the artistic styles of the time, but also a taste of ancient Greek culture. Artemis Slaying Actaeon and Woman and Maid share many common characteristics, due to the fact that they came from Greece, around the same time in history. Both works were produced between 480B.C.E.-320B.C.E. , the classical period of Greek art. The first, Artemis Slaying Actaeon was made circa 470B.C.E. in the early classical period, during the transition from the more stylized art of the Archaic period. The other came from around 450 B.C.E., during the high classical period when Greek art was most prominent and produced some of its most refined works. Despite the artistic beauty of the two vases, both were made for more than just decoration. The vase depicting Artemis is what was called a Bell Krater and was used for mixing the popular Greek drink of water and wine. The other, called a Lekythos was used to pour liquids during elaborate burial ceremonies to honor the wealthy. Another main function of pottery in many cases is to tell a story, which is exactly what Artemis Slaying Actaeon intends. The vase depicts the goddess of the hunt, Artemis, slaying a hunter Actaeon, whom accidentally intruded on her bathing while on a hunt. On the other hand, Woman and Maid is intended as a remembrance of a wealthy woman, and depicts an offering of a chest of valuables from a slave girl to the deceased. Just at first glance of these two vases, one can tell that they were crafted in very different styles, giving a distinct look to each. The contrast of light and dark on the two vessels are what stand out to make each piece unique. Anyone can notice that while Artemis Slaying Actaeon is mostly black, the Woman and Maid is very a luminous white.

Moving through Works by Artists :: Maya Angelou Literature Education Essays

Moving through Works by Artists A high school student walks into class on a Monday morning and his or her instructor informs the class that for the next couple of weeks, they will be studying poetry with works by Emily Dickinson, Percy Bysshe Shelly, William Shakespeare, and the like. Automatically, the students in the English classroom are intimidated; the teacher walks through the rows of chairs, dispensing dense packets of poetic literature containing intimidating stanzas and heroic couplets. One student peers at the first page and raises her hand in puzzling frustration, â€Å"This isn’t even in English.† â€Å"Oh, I peg your pardon, but it is, Miss Smith. What you are looking at is Middle English, and this writing preceded those who are the great poets of today.† The students look at each other with boredom and disgust, and blankets of indifference soon roll over their countenances. Though there was the opportunity to share a great style of English literature with the students, the teacher has lost them before the potentially intriguing lesson even started. The above illustration is arguably an experience that many high school students have when encountering poetry; my experience was much similar to this one and because of it, I learned to fear and loathe poetry altogether. Many English teachers approach poetry in an old-fashioned manner that sends their students running into the halls screaming with their hands covering their ears. The manner in which poetry is taught and the content that is covered has the potential to enlighten learners or turn them off from the type of literary work completely. Who is to say that Dickinson and Shakespeare and the rest of those who are considered to be â€Å"the greats† by most faculties are the only ones who have written good poetry? Does a poet have to be buried six feet under in order for their works to be noteworthy? This curriculum stands to teach students about poetry, poets and their respective works, by authors whose writings are relevant to the experiences shared by students of this age group. Sentiments of uncertainty, love, and new beginnings are expressed by numerous artists of the contemporary and modern American genres that are just as powerful as works by those who fall into the classical timeline; this is by no means to say that artists like Longfellow do not have the ability to reach the young generations of today.

Heinrich Schliemann Essay -- essays research papers fc

"We could describe (Heinrich) Schliemann's excavations on the hill of Hissarlik and consider their results without speaking of Troy or even alluding to it," Georges Perrot wrote in 1891 in his Journal des Savants. "Even then, they would have added a whole new chapter to the history of civilization, the history of art" (qtd. in Duchêne 87). Heinrich Schliemann's life is the stuff fairy tales are made of. A poor, uneducated, and motherless boy rises through his hard work and parsimonious lifestyle to the heights of wealth (Burg 1,2). He travels the world and learns its languages ("Heinrich Schliemann"), takes a beautiful Greek bride, and together they unearth the treasures of Troy and the citadel of Agamemnon, thereby fulfilling the dream he has chased since childhood (Calder 18,19; Burg 8). Indeed, by presenting his life in romantic autobiographies as a series of adventures, starring Heinrich Schliemann as the epic hero (Duchêne 14), h e ensured his status as a lasting folk hero and perennial bestseller (Calder 19). The reality was that Heinrich Schliemann was an incredible con man, a generally unlikable braggart who succeeded only because of his queer mix of genius and fraudulence. He had a shylock's conscience when it came to business dealings, and his shady methods pervaded both his life and his archaeology (Burg, 15-31). Schliemann had a habit of rewriting his past in order to paint a more dramatic picture of himself. Among the events he reported that have been found to be grossly untrue are his tales of being entertained by the American president Millard Fillmore and his wife in 1851, and his narrow escape from the San Francisco fire of that same year (Traill 9-13). More disturbing is when he applies these tactics to his archaeology. In December of 1981 Professor David Traill, a Latinist, concluded that the "Treasure of Priam", Schliemann's most impressive find at Troy, was actually a composite of several small finds uncovered from beyond the walls of the city. Schliemann had collected the pieces from 1871 to 1873 in order to produce a single find large enough to earn him the respect of fellow archaeologists, and also permission from the British to excavate at Mycenae (Calder 33). Twenty years of research led the Traill to the belief that, "the question is no longer whether but rather t... ...tp://www.astro.virginia.edu/~eww6n/bios/Schliemann/> "Homeric Questions Part III - Archaeology- 9/6/98." The Mining Company, <http://archaeology.miningco.com/library/weekly/aa090698.htm?pid=2765&cob=home>(6 September 1998) Kiernan, Mary K. "Heinrich Schliemann." Lecture at Vero Beach High School, 21 October 1997. Lost Treasures of Troy. BBC, London. 1994 "The Minoan Costume." FirstNet, <http://www.firstnethou.com/annam/costhist.html/minoan.html/index.html> Traill, David. Schliemann of Troy: Treasure and Deceit. New York: St. Martin's Press, 1995. "Troy." Thinkquest Organization, <http://www.thinkquest.org/tqfans.html> "Troy VI." Dartmouth Archaeology, <http://devlab.cs.dartmouth.edu/history/bronze_age/lessons/23.html> "TROY: 4000 year old Ancient City." <http://www.iit.edu/~agunsal/truva/truva/truva.html> "Western Anatolia and the Eastern Aegean." <http://devlab.dartmouth.edu/history/bronze_age/lessons/7.html#9>(3 July 1996)            

The Da Vinci Code and the Last Supper

When it comes to world-famous paintings, Leonardo Dad Vine's â€Å"Last Supper† is always on the top of the list. What is it that, even now, 500 years after its creation in 1498, makes â€Å"Last Supper† such a mysterious and conspiracy-laden painting? First, there is a level of mystery surrounding its creator, Leonardo Dad Vinci. Not only was Dad Vinci an influential painter, he was also an engineer, sculptor, designer, and scientist. His ingenious concepts in many subjects and technological inventions were so advanced for the 14th to 1 5th century technology that even some 20th-century inventors, like he Wright brothers, pulled from his work.There have been a lot of theories on Dad Vine's life and on his paintings and it is believed that â€Å"Last Supper† contained hidden messages, which Dad Vinci encoded in the painting himself. This essay will examine what these theories are and how they are counter argued by scholars and art historians. Although there have been many fiction novels about Dad Vine's â€Å"Last Supper†, Dan Brown's novel The Dad Vinci Code, published in 2004, garnered an enormous amount of support from the world wide readers. It brought up a huge scandal on Jesus that, e and Mary Magdalene were lovers and in fact there was a child (or children) between them.In the novel, a secret group, â€Å"Prior of Soon,† protects the descendants of Jesus until today. Dad Vinci, as a member of â€Å"Prior of Soon†, was aware of the truth about Jesus and Mary so he encoded this secret in â€Å"Last Supper† to send out the message . â€Å"The Dad Vinci Code† changed some of its readers' beliefs toward their religion, but scholars say this novel is merely based on fiction. In the words of Renaissance art expert Elizabeth Pillion, â€Å"†¦ It is severely flawed. As a reader of fiction, I think it is a tremendously entertaining view' . The Dad Vinci Code† says that, in Dad Vine's â€Å"Last S upper†, the figure sitting on the right side of Jesus is obviously a female person; the figure does not have a beard like rest of the disciples and the figure's hand is placed closest to Jesus' right hand, suggesting that the two are physically close. Scholars argue that there have been a lot of paintings on the subject of the Last Supper, and it had been common to depict John next to Jesus and beardless. Disco did Boniness's â€Å"Last Supper† from the early 14th century portrayed John in similar ways.In Disco's â€Å"Last Supper,† John is sitting on the left side of Jesus, beardless and leaning on Jesus. Domenici Grandchild's version of â€Å"Last Supper† also has the same description of John, in which he is sitting on the left side of Jesus, leaning on the shoulders. Why do John's illustrations share these similarities, when all these paintings were created over a century apart from each other? The Bible has all the answers. John is known to as Jesus' m ost beloved disciple; in fact, the Bible specifically refers to John as â€Å"the disciple, the one whom Jesus loved†¦ [John 20:2;], and this phrase appears our times throughout the Gospel of John . The Bible describes the scene at the Last Supper with specific details of the position of John and Jesus; â€Å"It is the Beloved Disciple who, while reclining beside Jesus at the Last Supper, asks Jesus, after being requested by Peter to do so, who it is that will betray him† [John 13:23-25]. Both Disco and Garlanding were absolutely correct in terms of the position of Jesus and John according to the Bible and the appearance of John is also similar in both paintings.These three painters' versions of â€Å"Last Supper† are not the only paintings n the same subject; in fact, the earliest depiction of the last supper occurs in the frescos of the Catacomb of Rome from the 6th century . There were some conventions created when many painters drew the â€Å"Last Supperâ₠¬  over the centuries, and Leonardo Dad Vinci was simply following these conventions in accordance with both the Bible and earlier â€Å"Last Supper† depictions created by other painters.Dan Brown's â€Å"the Dad Vinci Code† disregarded the facts about these traditions, yet described Leonardo â€Å"Last Supper† as if everything started from it; therefore, the readers are biased with this faulty concept. Another argument made by Dan Brown has to do with SST. Peter, who is sitting next to the female figure. The novel's interpretation of SST. Peter is that he was against the relationship between Jesus and Mary Magdalene; therefore, he was illustrated showing a sign of execution on the female figure's neck, and he is holding a knife with his right hand as a threat.The author says that Dad Vinci wouldn't have drawn these features unless they meant something, but scholars argue differently. Iconography is one of the characteristics of Renaissance arts, which includes symbolism in the paintings . Pewter's holding a knife at the Last Supper is actually a Christian symbol, foreseeing of the event followed by the Last Supper. In Disco's painting, it is observed that there are a lot of knives present on the table. Although Peter is not holding a knife in this painting, the knives serve as symbolism.It is more obvious in Grandchild's â€Å"Last Supper,† in which Peter is actually holding a knife in his right hand. Contrary to Dan Brown's explanation, it does not look like Peter is threatening someone else. The reference to Pewter's knife appears in the Bible. When Judas showed up with soldiers to arrest Jesus, Peter fought back and cut off the ear of the high priest's servant, named Mulches [John 18:10]. By illustrating Peter with a knife in his hand, it serves as foreshadowing of a future event.It is wrong to say that, because Peter is holding a knife in the painting, it has a meaning of threatening other person, but it serves as a symbolism off future event. What appears to be Pewter's showing an execution gesture on John's neck is, in fact, a misinterpretation made by â€Å"the Dad Vinci Code†. As discussed above, the Bible has some specific details on the ignitions of Peter and John. â€Å"It is the Beloved Disciple who, while reclining beside Jesus at the Last Supper, asks Jesus, after being requested by Peter to do so, who it is that will betray him† [John 13:23-25].Leonardo Dad Vine's â€Å"Last Supper† is describing the scene of Pewter's requesting John to ask Jesus. Dan Brown's explanation of the gesture of Peter is misleading for its readers; therefore, it is only a fictional setting and it should not be taken seriously. Dan Brown was very clever to use Leonardo Dad Vinci as the theme of the book, and he fact that everyone loves to believe a worldwide conspiracy made â€Å"the Dad Vinci Code† very successful fiction novel.It is remarkable how a novel can have so much impact on the wo rldwide reader's views, even on religion, although this particular example shows how dangerous in can be. The readers who do not have much knowledge in art history or religious history can easily be biased with these fictional interpretations mentioned above. When reading these kinds of novels, it is the reader's responsibility to be open-minded and seek the truth themselves instead of being fully influenced by the author.

A Reaction Paper on the TV Show Numbers Essay

I have never been one to be fond of numbers. In fact, I am scared of them. Numbers especially with letters intimidate me. I normally tend to take for granted lessons that have passed. I study it, learn it, memorize it and that’s it. Ten points for me if I could actually remember and actually use those complicated equations in my day-to-day life. Though this may be the case, I find myself a bit more motivated when these mathematical figures be actually applied in real life. I think I learn more when I see Math’s importance and essence in the ropes of everyday living. Now, here comes Numb3rs, a show that believes that everything is indeed, numbers. Though ambitious in the making, I let myself be excited over how everything would turn out. I was actually impressed with how they applied the concepts of limits, probability and conic sections into catching the culprit. How the guy connected the physics of something as mundane as a sprinkler into an equation that would eventually solve the case was a complete marvel. Until now I think: â€Å"How on earth did he do that? † And even though the plot seemed lackluster to me, the mathematics behind it compensated for the rather forced storyline of the show. In the end, the suspect was caught. The case was solved. Charlie was right all along. Math indeed helped big time. When it comes to the technecalities and mathematics of the show, I have no complains. But when the story in itself is in question, there I raise my hand. I think the idea that everything can be solved by numbers is just too far-fetched. Human behavior is unpredictable, unstable and anything but elegant. It is far too unrealistic for me the way they have come to believe that the human body and personality can be translated into numbers or equations. I digress. I disagree. Sure, mathematics is fundamentally present, I know that. But to be actually glorifying it into something as unique, special and holy as the human body, I think that numbers will only remain that, numbers.

Hedda gabler Essay

Drama has no single definition and does not have a common meaning that can be applied to the wide range of texts, plays, acts, and various others that can be called drama. However, drama is â€Å"by far the most economical means of expression† (Esslin, 1976). The subjects expressed in drama are extensive and diverse and can be declared dramatically or subtly. A common and almost essential subject matter expressed in drama is the representation of social issues. Drama can be manipulated and used as a powerful political weapon; as propaganda. Indeed, during periods such as war, cinema and theatre were used commonly as a form of propaganda in order to gain the attention and support of the public. Perhaps then, drama’s representation of social issues differs from that of propaganda only in the way drama is used. Propaganda’s representation of social issues is often limited because of it being censored, controlled, in the hands of mainly the government. Its purpose is to persuade and convince a targeted audience of a central idea. Nonetheless, it can reflect social issues such as poverty, war, famine, or perhaps equality, democracy, peace. In Ibsen’s play Hedda Gabler, Ibsen is able to use this piece of drama as a tool to comment on social values and issues; these issues being about women and their place in a ‘double-standard society’. His message is subtle but strong. While this piece of drama represents a substantial social issue, it could also be used as propaganda to argue Ibsen’s views on women. Subsequently, Hedda Gabler, as a piece of drama representing social issues, differs only from the way propaganda may have represented it in that it is drama and its aim is to express not persuade. It also differs in the way it is used: as drama or as propaganda. The diverse forms of drama are able to express many different themes and issues, including many different social issues. These include marriage, gender and sexual equality, politics, war, crime, racism and discrimination, poverty, religion, and class division. Drama is a universal form of expression and communication that can contribute to social changes by the issues it discusses. The social issues that drama represents can often be controversial and the author, playwright, or poet must try to either convince the audience of the argument they are trying to make or present the audience with a final idea or the issue itself causing them to truly reflect on it. In Shakespeare’s The Merchant of Venice, the greedy Jew Shylock suffers the hatred and injustice which Jews were treated with. The play is able to represent the treatment of a racial minority and a significant social issue. Ibsen’s A Doll’s House, represents social issues such as the position of women in a Victorian marriage, while in Shaw’s Mrs. Warren’s Profession, the social issue of prostitution is represented. Shakespeare wrote through Hamlet, that theatre holds â€Å"the mirror up to nature† however, Martin Esslin writes that it is society, rather, that theatre holds a mirror to. Drama is able to influence society greatly by the social issues it represents. While these issues may sometimes be controversial, the impact of drama is more immediate, direct, and powerful, contributing to great social change. Propaganda is a certain form of message presentation usually aiming to persuade and convince an audience of an issue or idea. Sometimes it deliberately delivers false or deceiving information which supports the interests of those in power or those who are endeavoring to seize power while it may discredit those who abuse their power such as a corrupt government or simply an opposition group. Propaganda was commonly used in times of war or hardship. In this respect, it is able to represent social issues such as war, peace, poverty, or equality. However, propaganda’s representation of social issues is limited because it is a biased piece of information which only shows one side of an often multi-sided issue. One of the principal examples of propaganda was during the Nazi regime in Germany from 1933 to the end of World War Two. The Ministry for Public Enlightenment and Propaganda sent out powerful propaganda in order to win the hearts and minds of the masses. This propaganda represented social issues such as discrimination and hatred towards the Jews, strong patriotism, anti-Communism, and national socialism. As this Nazi propaganda was extremely biased, it fails to represent other social issues such as the violence of the Nazi regime and the â€Å"Final Solution† to the Jewish problem- their persecution and slaughter. Meanwhile, Chinese propaganda from the last two to three decades represents social issues such as loyalty to the Communist government while it fails to represent social issues like extreme poverty. The social issues it represents are limited because it is biased. In Soviet Russia, propaganda represented political discipline and economic prosperity, and social issues such as a happy working society and national literacy to strengthen Communism. It does not represent social issues such as the class divisions, religion, and social differences and inequalities. As the aim of propaganda is to persuade, only one side of an argument will be shown. Therefore, propaganda’s representation of social issues will be limited because it depends on the purpose and the creator to decide to what extent social issues may be represented. The way in which drama represents social issues may be different to that of propaganda, but drama can also be used as a form of propaganda. Drama in the form of theatre and cinema was used commonly as a propaganda tool in places like Nazi Germany, Soviet Russia, and Poland, Hungary, and Czechoslovakia in the 1960s. The German plays and movies often had issues of anti-Semitism and the rule of the Aryan race. Propaganda films such as Triumph of the Will were aimed at the population of Germans who were considered Aryans, of the issue of anti-Semitism and the enemy the Jews were, while also reinforcing the purity of the Aryan race. Another way drama has been used as propaganda has been through the ‘pageant’, one of the earliest forms of drama. The pageant is, in simplest terms, â€Å"a play on wheels†. However, in the United States in the 1900s, pageants were used to bring awareness to social issues in the form of propaganda. Silk workers went on strike in 1913 in New Jersey with the pageant exposing the strike and also gaining the attention of the media. Other strikes with similar purposes came to be known as the â€Å"Drama of Democracy†. They began to be used as political propaganda representing social issues such as work and wages, working conditions and hours. When drama is used as propaganda, its representation of social issues is limited in comparison to when it is simply drama. This is because drama and propaganda have different objectives and will represent the same thing differently.

Ryan Air Marketing Plan

————————————————- What do people think of RyanAir? Consumer Behavior ————————————————- Date: October 15th 2012 ————————————————- Table of contents Introduction3 The research design4 Sample description4 Method for interviewing4 Research structure4 Step 1: Collect pictures5 Step 2: Interview method5 Step 3: Concept map5 Step 4: Combined concept map5 Step 5: Consensus map5 Step 6: Communication idea6 The mental maps7 Dutch consensus mental map7 Romanian consensus mental map8 Combined consensus mental map9 Communication idea10Olympic Games 201210 TV Commercials10 Nadia Comaneci on Romanian Traditions11 Marian Dragulescu on Romanian Scenery11 Larisa Iordache on Dracula11 Camelia Potec on Romanian People11 Flags and banners11 Printed advertisement12 Conclusion and discussion13 Conclusion13 Discussion13 Future research13 References14 Websites14 Articles14 Appendix15 Interviews by Cristina Bataga15 Interviews by Jessica van der Hoeven17 Interviews by Ella van Leeuwen22 Interviews by Mehdia Shireen Talib27 Introduction With this paper we will offer insights in brand perceptions and attempt to create a perceptual map for a specific brand.To choose a brand for this assignment we had a group discussion about which brand we thought would be interesting to evaluate and analyse. After considering several options, we decided that we wanted a brand which is relevant at the moment, since this would make it easier for our participants to evaluate. After discussing multiple brands we decided to choose Ryanair. In this assignment participants evaluate Ryanair through interviews and conceptual maps. We will first conduct a simple interview with the resp ondents and we will let them draw a concept map afterwards.We will explain everything in more detail in the following chapters, but first we will elaborate on the brand Ryanair. Ryanair is an airline found in 1985 by the Ryan family and is currently active in 28 countries. Over the past few years there has been a significant growth in the number of customers, from 4 million in 1998 and 24 million in 2004, to 75 million to date(Barret, 2004 and Ryanair. nl). Ryanair is well known for their low offers. The average price of a flight with Ryanair was 38 euro’s in 2004. The Guardian even presented an article last year, which stated that the lowest ticket price of Ryanair this summer was only 12 euros.Ryanair has a team of over 8500 people, which is actually really low for the amount of passengers they transport every year. All these passengers are transported by one type of airplane, the Boeing 737-800. Ryanair its strategy is to offer the lowest price at all time on all routes an d provide an inexpensive and convenient service (Ryanair. nl). To accomplish this strategy, they maintain a certain business model. This business model is build up by 10 key points. The first point is operating from secondary airports. Secondary airports are (unknown) small airports which arrange for low airport fees.The second point is the lowest ticket price, which causes high volume of passengers. The third point is standardized fleets of the Boeing 737-800, which gives them bargaining power with the suppliers. Furthermore, there are no meals on board, nothing is free, low commission for travel agents, Spartan headquarters and there is a single-class which all helps with saving costs. Lastly, there are no unions and there are high powered incentives (Casadesus-Masanell and Ricart, 2010). Precisely this strategy in combination with the business model Ryanair uses, makes it interesting to analyse Ryanair. Does this strategy really work?Do customers really think Ryanair is the cheap est Airline? Do customers really think Ryanair provides a convenient service? These are all questions we try to figure out in this assignment. At the end we will conclude if the strategy used by Ryanair is the right one, or if Ryanair should change or restate its strategy. This report will consist of chapters explaining the research design and the results we found. The first chapter will discuss the sample used for our research and the method for interviewing. It will explain about the various methods for interviewing and substantiate our decisions.The second chapter will discuss the brand consensus map. It will explain how we came to the consensus map and how the data provided by the interviews will be used as an input to make the brand consensus map. After creating the final brand consensus map, we will take a closer look at the brand consensus map to come up with solutions, improvements and or changes that Ryanair should take. This communication idea will be discussed in the fina l chapter. 1. Research design Sample description When we were discussing the brand Ryanair, we came to the conclusion that the sers are predominantly young people with small budgets. We wanted to create the concept maps based on the thoughts of users, rather than on people who are less likely to use Ryanair. Because of this reason, we chose to use HBO and WO students for our sample, as we believe they fit in this profile. They are relatively young and have no full time jobs, so they have budget restrictions. All four member of our group selected respondents from their own social environment. In total 15 respondents participated, all of them were Dutch. The range of the age of the respondents is between 18 and 26 years old.The experiment had a total of 7 male respondents and 8 female respondents. Method for interviewing To create brand concept maps we can use several techniques. One approach is the Zaltman’s Metaphor Elicitation Technique (ZMET), which uses qualitative researc h techniques to identify key brand associations and then uses in-depth interviews with respondents to uncover the links between these brand associations (Zaltman and Coulter, 1995). This is a really thorough method due to its multiple uses of qualitative research techniques to tap both verbal and nonverbal aspects of consumer thinking.However, this method knows also some barriers as it is difficult to administer and the process is labour intensive. Other drawbacks of the ZMET are its accessibility and ease of administration. Due to these demerits of the ZMET, we chose for a more accessible and standardized method for producing brand maps. The Brand Concept Maps (BCM) approach. The Brand Concepts Maps (BCM) method is used to elicit people’s knowledge about concepts and how they are connected with each other. This method is easy to implement, flexible and can be done in an unstructured procedure.The respondent has to draw their own map with only few instructions from the resear cher (John et al. , 2006). We used the unstructured procedure of the BCM method, where the respondents have to draw their own map to show their associations with the brand and how they are linked to each other. To identify key brand associations, we used the funnelling technique in the first interviews. This method consists of a series of questions that aim to get the respondents discussing a particular topic. The first questions in the interview are very broad and about the topic in general.After the general part, the questions become more concrete and specific. Allowing the respondents to be prompt and to give their opinion about very specific items within the topic. Research structure As mentioned above, we used the BCM method for creating individual maps and eventually the final brand consensus map. This method will deliver a consensus brand map, which identifies the most important associations that consumers connect to the brand and how these associations are interconnected. We have chosen for this method because of the ease of use and the standardization of this method.Since the mapping stage is very structured it does not take that much time of our respondents to fulfil this stage. Also the aggregation process is more accessible. To obtain a consensus brand map we make use of decision rules, which is less time consuming and does not require specialized statistical training. In the following paragraphs we will explain the whole process in detail and explain more about the techniques we used. Stage 1: The elicitation stage In this first stage our goal was to find significant associations with the brand Ryanair. Therefore, we created a survey and interviewed 15 HBO and WO students.The survey existed of 17 open ended questions. Our purpose was to make these questions as objective as possible, to ensure we did not bias our interviewees. For example, we tried to cover both positive and negative associations. The structure of the questions was very basic, and easy to understand. We used the funnelling technique to structure our survey. With this technique the questions in the survey go from general to more specific, creating a metaphorical funnel. This survey gave us insight in the most salient associations with Ryanair (see appendix 1).After collecting the data from our survey, we created a list of the most mentioned associations. An association was added to the list when at least 50% of the participants mentioned it. This resulted in a list with 16 associations. The associations can be found in appendix 2. On this list is also the association ‘smart’. Many of our respondents mentioned this word in the survey, but during the mapping stage we found that it was unclear for respondents in which context it should be placed. Therefore we decided not to use this word in our final consensus map. Figure 1: BCM example Stage 2: The mapping stage:In the second stage we have asked the respondents to create individual brand maps for Ry anair. We used the same sample as in stage 1. We explained what a brand map is and showed them an example of a brand map for Volkswagen, which is shown in figure 1. We gave the respondents the list of associations with Ryanair that we defined in the elicitation stage and explained that they could use as many of the associations as they wanted, and they could also add any associations they thought were missing on the list. Furthermore, we explained the three different levels of connections between the brand and the associations.We asked them to put the number 1,2 or 3 next to the line, indicating the strength of the link, 1 meaning a weak link and 3 a strong link. After this briefing procedure the respondents were given a blank piece of paper with the word Ryanair in the middle. Participants could take as long as they wanted to complete the brand map. Finally, they were debriefed and thanked for their participation. Stage 3: The aggregation stage. In the final stage we collected all the brand maps to aggregate them and create a consensus map. The individual brand maps are combined on the basis of the of rules to obtain a brand consensus map.These rules require no specialized knowledge of quantitative or qualitative research methods. Frequencies are used to construct a consensus map, showing the most salient brand associations and their interconnections. We enhanced validity of the consensus map by creating inter-subjectivity. We let every team member make their own map based on their interviews. We then came together to compare and discuss the maps. After the discussion we created the final map based on the set of rules described by John et al (2006). How we created the consensus map is described in the next chapter, just as the details and description of the consensus map. . Description of consensus map and picture To create the final consensus map of the Ryanair brand, we used the article about Brand Concept Maps by John et al (2006). Beforehand, we coded the information from each of the individual brand maps in terms of (1) the presence of the brand associations, (2) the strength of the link between each association to the brand or to another association, (3) the level at which the association was placed in the map (directly linked to Ryanair, or directly linked to another association) and (4) which brand associations were linked above and below each association on the map.There were 2 brand associations that respondents added themselves and were not on the list. None of these words were used in more than 7% of the cases, which led to our decision not to use them in the final consensus map. All the coded information was inserted in a table that can be found in appendix 3. Based on this table we used a five step process to develop a consensus brand map of the individual brand concept maps. (John et al 2006) Step 1: In the first step we identified the core brand associations that we have to place on the consensus map.To determine the cor e brand associations we used the frequency of mention and the number of interconnections. If associations were mentioned on at least 50% of the maps we included them on the consensus map as a core brand association. We also included associations if the number of interconnections was equal to or higher than that of other core brand associations. By applying these rules we found 12 core brand associations which are shown the table in appendix 3. Step 2: In step two we decided which of the associations should be linked directly to Ryanair.For this step we used the frequency of first order mentions, the ratio of first order mentions, and the type of interconnections. We selected the associations that were mentioned at least 50% of the times as first-order associations of the total times that they were mentioned. We only selected them if they had more super ordinate than subordinate connections. This resulted in 5 associations that had to be directly linked to Ryanair. Step 3: In the thi rd step we placed the remaining core brand associations on the map. They needed to be linked to at least one of the first-order brand associations.Important links between the 12 core brand associations also needed to be placed on the final consensus map. We made these links by first counting how frequently links between specific associations occurred across maps. Then we did a frequency count of how many different association links were noted on one map, two maps, three maps, four maps etc. We used these frequencies to select which association links would be included in the consensus map. The inflection point occurred at four (see appendix 4). Therefore, we included all core association links found on at least four maps in the consensus brand map.Twelve links met the criteria, eleven of them were links between core brand associations. Step 4: In the fourth step we inserted links between core and non-core brand associations. As found in the previous step, there was only one link betw een a core and a non-core brand association that met the criteria. Step 5: In this final step we decided on the strength of the links between the associations and Ryanair. There are three levels of connections: weak (1), medium(2), strong(3). For each link we computed the mean of the strength. We rounded the number up or down to the next integer number.All the results of these steps led to the brand consensus map below, figure 2. Figure 2: Final Brand Concept Map Ryanair As we have mentioned, the thicker the line, the stronger the association. The strength of associations was measured by the number of times an association was mentioned and what the strength of the associations was in the several brand maps made by our respondents. In the centre of the brand concept map you can see the brand Ryanair. The primary associations with Ryanair are: ‘cheap’, ‘limited service’, ‘holiday’, ‘flies only in Europe’ and ‘airline’.Of these primary associations, ‘cheap’, ‘limited service’ and ‘airline’ have the strongest association with Ryanair. Apart from these primary associations being directly linked to Ryanair, some of these primary associations are also directly linked to each other. There is a direct link between ‘cheap’ and ‘limited service’, and there is a direct link between ‘airline’ and ‘flies only in Europe’. This means that people associate Ryanair being cheap with Ryanair offering limited service, and Ryanair being an airline with Ryanair only flying in Europe.When we look at the secondary associations that are directly linked to the primary associations, we can see that most associations are linked to ‘cheap’. The associations directly linked to ‘cheap’ are: ‘less qualified employees’, ‘price strategy’, ‘price sensitive customers’, ‘low comfort’, ‘low quality’, and ‘no food/drinks’. From these associations, ‘no food/drinks’ has the weakest association with Ryanair being cheap. However, ‘no food/drinks’ is strongly associated with Ryanair providing limited service. Booth primary associations ‘airline’ and ‘only flying in Europe’ are strongly linked with ‘secondary airports’.Finally, there is a strong link between the primary association ‘holiday’ and the non-core brand association ‘sun/summer’. This means that people strongly associate holidays with sun/summer. 3. Communication Idea The conclusion we derive from the Ryanair consensus map is twofold. On one side there are very strong, positive associations with Ryanair. We classify ‘Cheap’, ‘Airline’ and ‘Holiday’ as positive because these match the strategy that Ryanair carries. Ryanair wants to be a chea p airline that is convenient and easy to use. This strategy has definitely reached our sample of the population.Besides that, we think that ‘Holiday’ is a positive association. When consumers think of planning a holiday, there is a big chance they will think of Ryanair, and book a flight with them. It is an important goal for brands to be in the consideration set of consumers(Avery et al, 2012). Based on our consensus map, we can state that Ryanair achieved this goal. On the other side, our respondents also have negative associations with Ryanair. They associate ‘cheap’ with ‘low quality’, ‘low comfort’ and ‘less qualified employees’. Strikingly, there are no positive associations with ‘cheap’.This is definitely a point of improvement for Ryanair. At this moment cheap is associated with negative aspects. Ryanair could try to change this in a positive attitude towards cheap by emphasizing the advantages of cheap. Also, there is a strong association between ‘cheap’ and ‘limited service’. This can be seen as an negative aspect. However, we do not find this association emerging, it is well known that Ryanair indeed offers less service to its customers. It is part of its strategy to offer low prices to their customers. In the following paragraph we will elaborate on why and how Ryanair can change its strategy in more detail.Why Change the Current Map As explained in the last paragraph there are several negative associations with Ryanair. We found out that not all these associations were based on experience though, since some of our participants never used Ryanair before or they experienced low comfort on some flights, but not all. Another point is that they associated Ryanair with less qualified employees because Ryanair is a cheap airline, but they do not know the background of the employees and in some cases they never noticed a difference between the employees of Ryanair and competitors.Like mentioned in a previous chapter, Ryanair its strategy is to offer the lowest price at all time on all routes and provide an inexpensive and convenient service. This means that they do not want to be associated with inconvenient service or uncomfortable consumers. They mention their service as inexpensive on the other hand, so they know that their service is not as good as most competitors. So, the main reason why Ryanair should want to change the final brand map formed above is the fact that they do not want to be associated with low comfort and less qualified employees.And that the associations ‘cheap’ is a positive associations, but it is linked only to negative associations. How Change the Current Map One of Ryanair its goals is to provide their customers with the cheapest flights. Since everybody associates Ryanair with cheap, they seem to have reached this goal. Since we do not want to change this association we have to come up with a plan to change their quality/comfort/employee image without Ryanair becoming more expensive. As mentioned before, our consensus map shows a negative attitude towards cheap, one of the main attributes of Ryanair. If we can change this ttitude, this will have a positive influence on the overall attitude towards Ryanair. For this purpose we decided to use the TORA model. The basic belief of this model is that behaviour(using Ryanair) is a function of a person’s attitude, in this case attitude towards cheap. This multi attribute model for molding attitudes consists of 3 important steps. First we will explain these three steps, and how they apply to Ryanair. 1. Changing a specific component belief. In this step the believe about the specific component ‘cheap’ is tried to be changed. In the case of Ryanair, this should be done for the component ‘service’.Ryanair is assumed to have low service and less qualified employees, because they are cheap. As thes e beliefs are very subjective or even false, Ryanair should use their campaign to change these beliefs about service and quality of employees. 2. Changing the importance a consumer assigns to an attribute. The most important attribute of Ryanair is that they offer cheap flights. If customers fly cheap they will save money that they can spend on their destination. This is a very important feature of Ryanair, and they should try to get consumers to change the importance they weigh to this.When a low flight price becomes more important for consumers, they are more likely to choose Ryanair, as this airline is one of the cheapest in Europe. 3. Introducing a new attitude in the consumers evaluation process. Like we mentioned before, the overall attitude towards cheap at this moment is predominantly negative. In the consensus map there was not one mainly positive association with cheap. Ryanair should change this attitude and emphasize the advantages of flying cheap in their campaign. For instance they could make the connection between cheap and smart.The attitude towards cheap should change to: flying for cheap is smart because it saves you money. Based on these steps we have set up a campaign plan for Ryanair. We will discuss this campaign in detail in following paragraphs. Spring/ summer 2013 Campaign Ryanair Our campaign for Ryanair is mainly targeted at consumers who do not have Ryanair in their consideration set. This can either be because they don’t know the brand or because they have a negative attitude towards it. Our idea for Ryanair is to launch a campaign in the spring/summer of 2013 where they try to change consumer’s perception and attitude towards Ryanair.We decided that the campaign should be launched in the spring/summer of 2013 because this is when most customers start planning their holiday. As we could see in the consensus map holidays are strongly associated with Ryanair, so we believe this is the perfect timing. Since TV Commercial s are very expensive, which can increase the costs for Ryanair, and eventually ticket prices. We decided not to use TV commercials in our campaign. Instead, we think the campaign should consists of ads and commercials on the internet, where a big part of Ryanair’s target audience is active.When potential customers, people between 18-30, are planning their holiday they will first go online, as this is the main search tool for this generation. Seeing an Ryanair advertisement can give them an incentive to book a flight with Ryanair. Advertisements The benefit of using online advertisements is the fact that multiple advertisements can be used in multiple locations. The most important thing about the advertisements is the fact that they have to have a strong message but still needs to be simple. They have to change consumer attitude towards low prices so this will lead to the desired behaviour ,booking a flight.The ads have to be used frequently and placed in the right spots. The advertisements have to be placed on websites which are frequently visited by our target audience. If they click on the ad it should sent them to the Ryanair website. We want to use three types of advertisements; one advertisement with a so called â€Å"emotional appeal†, one with a â€Å"two-sided† approach and one with a â€Å"comparative† approach. Where each ad always shows the Ryanair logo, and the ad is always in the colors yellow and blue. If we use pictures the borders are in yellow and blue, and the text is always in the same blue colour.The main goal of the ads is to try and remove the low comfort and less qualified employees associations out of the customers head and change this into an attitude positive towards cheap. We decided to use the word smart in all the ads, because of earlier mentioned reasons. Furthermore, a lot of our participants used the word smart to identify the customers or founders of Ryanair. The customers because they fly cheap and save money, the founders because they came up with this business idea. Since we heard it multiple times we thought it was a good idea to use this word in the ads.Emotional Appeal ad: The advertisement shows a picture of a man standing in the airplane waiting for the stewardess to put his hand baggage in the locker above the seating’s. The man is tall, wearing a nice classy button down shirt with normal jeans. This shows a man with style, but it does not show too much richness which will clash with the cheap image of Ryanair. Both the stewardess and the man on the ad have a smile on their faces. The text provided underneath the picture says: â€Å"Be smart, save money, fly Ryan Air†. This ad will serve two goals.First because of the smiling, friendly and helpful stewardess it will take away the negative association people have of less service and less qualified employees of Ryanair. Second, by showing a man where our target audience can relate to and describing him as s mart, we make the association of customers of Ryanair are smart. Also it shows that the average customer is very mainstream, so it could be anyone. Two-Sided advertisement: The two-sided advertisement should show a negative association of Ryanair, but not the biggest and counter argue with it.What we mean by this is the fact that for instance secondary airports are sometimes associated negative since they are small and not always close to the city, but it can also be an advantage. Flying on secondary airports means less waiting time for your luggage, less walking time to board, less searching what gate you have to get to and for instance cheaper parking lots. The advertisement shows a small airport on the background. On the foreground it shows the text: â€Å"Yes, we don’t fly on main airports, can you come up with the benefits of this!? We can! † * Less waiting time * Cheaper parking lots No big crowds â€Å"Be smart, save time, fly Ryan Air†. This ad will serv e the goal of showing benefits of flying on secondary airports. Showing customers that it is not only cheaper, but it also saves time and it is customer friendly (less waiting time and no big crowds). Again we try to put a positive attitude toward the association cheap and we use the word smart again. Comparative advertisement: The comparative advertisement shows a picture of two airplanes flying in the air next to each other. It shows a clear sky with an orange sun on the background, as a nice summer evening.Both airplanes are Boeing 737-800’s. One airplane is a Ryanair airplane and the other is an airplane of one of the competitors, for instance one of KLM Royal Airlines. Underneath the picture it says: â€Å"Can you see the difference? Your wallet can†¦! † â€Å"Be smart, Save money, fly Ryan Air† The goal of this ad is the fact that less quality is associated with cheap. This ad shows that Ryanair uses the same airplanes as some of their competitors. We try to show that Ryanair should not be associated with less quality. We also use the word smart again and we associate Ryanair again with the positive association cheap.Internet Commercials Like we mentioned before we do not want to show any TV commercial during this summer campaign since that will costs too much. Instead, we want think it will be good to have a short commercial for on the internet. This will be used on the Ryan Air website, so the use of the commercial will almost be free of costs. When you enter the website this commercial will pop up and play. There should be an option to close the ad if , to make sure the customers do not have to watch it every time they enter the website. This can cause irritation and we do not want to irritate potential customers.We want the commercial to be in the same setting as the banner ads. If the commercials and advertisements are consistent this will reinforce the effect they have. Most important for this commercial is to, again, emph asize the positive consequences of flying cheap and linking this with being smart. For our internet commercial we will use the same man that we used in our online banner. This is an ordinary person, where most of Ryanair its audience can relate himself to. Because we want to reinforce the link between Ryanair and the association holiday, the man will be with his family.They check out a luxurious hotel where the employees are very friendly and helpful. The family gets into a car and drive to the airport. There they board on a Ryanair plane. When they board on the plane, the stewards are also very warm and welcoming and helping the family with storing their luggage. The camera zooms out and the final shot is the airplane taking off. On the screen the following text appears: ‘Be smart, save money, fly Ryanair. ’ With this commercial we want to make the link between the service in a luxurious hotel and the service in the Ryanair plane.We want to point out that there are sim ilarities between the two, in both cases the employees are warm, friendly and helpful. Furthermore we want to show that by saving money on the flight the family could afford to stay in a luxurious hotel, in other words they were smart because they saved money on their flight in order to stay in a luxurious hotel during their stay. Conclusions: To sum up the process to the final brand concept map. We conducted interviews based on the funnelling technique. After this we used the BCM method to come up with our final brand concept map.We found out that there were several positive and several negative associations with Ryanair. Especially the fact that the positive association ‘cheap’ was linked with only negative associations got our attention. We decided that this part of the brand concept map was the part we wanted to change by a communication idea. We came up with an Spring/Summer 2013 Campaign for Ryanair. This campaign would consist of several advertisements and a sing le commercial we wanted to use on the website. The main theme of our advertisements is to emphasize the positive elements of cheap and to use the word smart in every ad.Linking back to the TORA model we described before, in all the advertisements the steps of this model are taken into account. Step 1 of the TORA model is mainly processed in the emotional appeal ad we described. With this ad we try to change consumers’ beliefs about the service of Ryanair and the quality of their employees. In the ad we make the association of customers of Ryanair being smart, which represents step 3, making a new connection between the attribute ‘cheap’ and the (new) attribute ‘smart’. These arguments apply also for the advertisement about the benefits of secondary airports.The comparative commercial with another airline is more about changing the importance a consumer assigns to an attribute, like step 2 of the TORA model. When seeing two airplanes next to each othe r of different airlines, where one airline is much cheaper, the most important feature of Ryanair, flying cheap, is made clear. With this commercial we can try to get consumers to change the importance they weight to the attribute ‘cheap’. Finally we showed the purpose of the website commercial, where the purpose is to emphasize the positive consequences of flying cheap and linking this with being smart.Future research For future research we suggest to have a more varying sample and more participants. We focused on students, which can cause to give an image of Ryanair which is not really representative. Furthermore we would suggest to use the ZMET method instead of the BCM method because the first interview conducted in the ZMET method is much more in-depth than the one we used in the BCM method. We think that the associations with the brand would be different and more representative using the ZMET method. Appendices Appendix 1: Survey QuestionsName: Age: Gender 1. The first thing that comes to mind when I think of Ryanair is †¦ 2. I fly with Ryanair because†¦ 3. Ryanair is†¦ 4. Ryanair makes me feel†¦ 5. I won’t fly with Ryanair because†¦ 6. When I see a commercial of Ryanair I think.. 7. Ryanair looks†¦ 8. I believe that other people think of Ryanair as†¦ 9. Ryanair is †¦.. compared to their competitors 10. I would choose competitors over Ryanair because†¦ 11. I would choose to fly with Ryanair if I fly with†¦(friends/ family etc) 12. I believe Ryanair thinks of their customers as†¦ 13.The founders of Ryanair are†¦ 14. I believe the strategy of Ryanair is†¦ 15. People who use Ryanair are†¦ 16. People who work for Ryanair are†¦ 17. The customers of Ryanair are.. Appendix 2: List with core associations 1. Holiday 2. Airline 3. Cheap 4. Less qualified employees 5. No Food / Drinks 6. Limited Service 7. Only in Europe 8. Yellow/Blue 9. Sun/Summer 10. Friends 11. Low qu ality 12. Price sensitive customers 13. Price strategy 14. Low comfort 15. Secondary airports 16. Smart Appendix 3: List with core associations | Core Associations| First-Order Associations|Brand Associations| Frequency of Mention| Number of Inter connections| Frequency of First-Order Mention| Ratio of First-Order Mention (%)| Subordinate Connection| Super-ordinate Connections| Cheap| 15| 46| 13| 86,7| 2| 44| Airline| 13| 16| 13| 100| | 16| Secondary Airports| 12| 13| 5| 41,7| 9| 4| Only in Europe| 12| 12| 7| 58,3| 5| 7| No Food/Drinks| 12| 12| 3| 25| 11| 1| Less qualified Employees| 11| 13| 2| 18,2| 10| 3| Holiday| 11| 15| 10| 90,9| 1| 14| Price Strategy| 11| 9| 7| 63,6| 5| 4| Price Sensitive Customers| 11| 13| 3| 27,3| 9| 4|Low Comfort| 10| 15| 1| 10| 9| 6| Limited Service| 8| 16| 4| 50| 4| 12| Low Quality| 8| 16| 3| 37,5| 5| 11| Fly with Friends| 7| 8| 3| 42,9| 5| 3| Sun/Summer| 7| 9| 1| 14,3| 6| 3| Yellow/Blue| 6| 2| 5| 83,3| 2| | City Trip| 2| 2| 2| 100| | 2| Airplanes| 1| 1| 1 | 100| | 1| Business People| 1| | 1| 100| | | Bad Customer Service| 1| | 1| 100| | | Low Budget| 1| 1| | 0| 1| | Nighttime bookings| 1| 1| | 0| 1| | Eindhoven| 1| | 1| 100| | | Limited destinations| 1| 1| 1| 100| | 1| Customers| 1| 1| 1| 100| | 1| Easy to book tickets| 1| 1| | 0| 1| | †¦| | | | | | |Appendix 4: Maps and the number of interconnections Number of maps| Number of interconnections| 1| 23| 2| 13| 3| 10| 4| 7| 5| 4 (inflection point)| 6| 6| Appendix 5: Summaries of individual interviews Interviews by Marc Buurman For this assignment I interviewed three Dutch Students: * Melvin Loggies, 21 years old, male * Jesse Driel, 22 years old, male * Eline Buurman, 19 years old, female I contacted the respondents by phone and asked them if they wanted to participate in our research. They all agreed, so I made an appointment with them for the first interview.In the first interview I asked the respondents several questions about Ryanair(see appendix 2). I explained them that they should simply say what came to their mind and that if they had any questions they were free to ask them. After conducting the interviews, that led to very interesting associations, I thanked the respondents and made the appointment for the second interview. In the second interview I showed the respondents a list of 16 associations (which resulted from the first interviews) and asked them if they could draw a mental map for me.As an example I gave them a mental map of Volkswagen. I also told the respondents that they were not forced to use all the associations, and if they thought of any associations that were missing, they were free to add them to their mental map. During the creation of the map I told them that they could also review their answers of the first interview, however, no one decided to review their first interview. When they finished drawing their mental map, I thanked them for their effort and wished them a pleasant day. The associations that the respondents gave were quite similar.The main associations that the respondents came up with were: â€Å"cheap†, â€Å"holiday†, and â€Å"Ryanair only flies in Europe†. These were quite positive associations. However, the respondents also came up with negative associations like: â€Å"low comfort†, â€Å"limited service† and â€Å"less qualified employees†. According to the respondents, the explanation for this is that: because Ryanair is one of the cheapest airlines(which they saw as a positive thing), they can’t provide the best service and don’t have the best employees. The respondents also gave some different associations.For instance, one respondent answered that the first thing that came to his mind when he thought of Ryanair was city trips. This was because he was planning to go on a city trip through Europe and would use Ryanair to fly from city to city. When I asked him why he would use Ryanair to fly from city to city, he simply answered: Because they are the cheapest. Interviews by Jesper Vieveen For this research I interviewed four people: * Robin Meeng, 22 years old, male * Nick Theisen, 21 years old, male * Sharen Vieveen, 18 years old, female * Kevin Smith, 25 years old, maleI contacted all of them by phone to ask if they wanted to participate in a research I had to conduct for my study Marketing Management, and for the course Consumer Behaviour. I told them I had to interview them twice about the brand Ryanair, they all agreed immediately. During the first interview I asked them questions, you can find these questions in appendix 2. I told them they had to try to come up with as many things as they could think of each question. I asked them if they had travelled with Ryanair before and I asked them to explain words if I did not understood the meaning of them in relation with the question.At the end I thanked them for their participations and I planned a second meeting with them. I did not tell them yet what the second interview was going to be about, the only thing I told them was the fact that it was about Ryanair again, and that it was going to be based on the first interview. During the second interview I showed them their answers of the first interview, I provided them with the list of the 16 associations that came out the first part of the BCM method. I gave them a piece of paper with the word Ryanair in the middle. I told them they had to create a brand concept map with those 16 associations.I told them they did not have to use all of them, and that they had the possibility to ad associations if the wanted. I also gave them their first interview so they could use it if they wanted. Before they started to draw the map I showed them an example of a brand concept map. After they were done with their map I asked them if they were sure this was their final map, the map they wanted to give to me. After this I thanked them for their participation. During the first interview a lot of the an swers to the questions involved the word; cheap.The main reason why they would fly Ryanair was because of the fact that it is a cheap airline, it saves money during their holiday. Two respondents tried to be very creative coming up with words associated with Ryanair, they mentioned the business strategies, the names of the founders, the colours of the airline and stuff like this. But most of the time all their answers involved the word cheap again. What got my attention was the fact that most of my respondents liked to fly with Ryanair but if the longer they thought about questions the more they came up with negative associations.Mostly not out of own experiences, but out of other people their experiences or out of stereotypes. All of my respondents also associated Ryanair with limited service. Three out of the four told me that they did not mind this though, they told me that flying those short distances were not about the service. Interviews by Chantal Verbeek For creating the bra nd maps I have interviewed four students, two female and two male. They are all four WO students and have a Dutch nationality First I have interviewed the participants by using the survey in the appendix. The purpose of this interview was to identify the core associations with Ryanair.First I told the participants what the purpose of the study was. I told them that me and my group were doing research about the associations students have with Ryanair. Then I told them that the end goal of the research was to create a consensus map. I explained to them the steps we needed to take in order to create the consensus map and what a consensus map is. The interview was relatively basic and no remarkable issues emerged. It was striking that the first association the participants had was cheap. One respondent used the word low budget instead of cheap.Most respondents asked for an explanation for the question: ‘I use Ryanair when I fly with’. As I did not want to guide them to much I told them this question was about the type of travel partner. I did not use examples such as parents and friends. In the answers to almost every survey question the word cheap was used. Other words that were commonly mentioned were holiday, friends, and low comfort. All four participants had experience with flying with Ryanair. They based the answers of their questions on experience. What came forward is that they all used Ryanair because it was much cheaper than the competitors.The respondents thought of Transavia as the main competitor, because this airline is also low budget. Only one respondent thought of Wizz Air as the main competitor. After the interview our group had a meeting to discuss the interviews and decide on which words to use for the brand maps. When this was decided I used the same four respondents to create an individual brand map. First I explained to them again what a brand map is and where we would use it for. After that I showed them the brand map of Volksw agen. I explained that there were three levels of association links: weak, medium and strong.I told them how to indicate the strength and referred to the Volkswagen example. If the respondents still had questions, I answered them. After that the respondents started with their brand maps. None of the respondents took longer than 5 minutes to finish. Some had very complex maps, with many interconnections. One participant only linked to Ryanair and did not use connections between the associations. No one had any difficulties with creating the map and the process went very smooth. When the respondents were finished I debriefed them and answered questions if they had any.Some of the respondents were interested in brand maps of other participants. If this was the case I showed them the brand maps of the others. Interviews by Eva Verhulst References: http://www. guardian. co. uk/business/2011/may/23/Ryanair-profits-rise-passenger-numbers http://www. airlinequality. com/Forum/ryan. htm Aver y, J. , Kozinets, R. , Mittal, B. , Raghubir, P. and Woodside, A. (2012), ‘Consumer Behaviour: Human Pursuit of Happiness in the World of Goods’, Open Mentis. John, Deborah R. et al (2006), ‘Brand Concept Maps: A Methodology for Indentifying Brand Association Networks’ Journal of Marketing Research,43(November), 549-563