Yahoo Case Management Essay Example

Yahoo Case Management Essay Yahoo! is a digital media company that delivers digital content across the World Wide Web. Yahoo! operates across the globe reaching to the Americas, EMEA, and the Asia Pacific. They are headquartered in Sunnyvale, CA and currently employees 13,600 people at the end of the FY2010 year. Yahoo! ’s current mission is to connect people to their passions, their communities, and the world’s knowledge. Yahoo! rovide many different services to their users and a one stop place to browse the web, check email, look at the news, check current finances, and much more. They have a place for small businesses to keep track of emails and websites. Yahoo! gets most of their revenue through selling display and search advertising. Some of their current objectives and strategies are to provide their users with the most update and efficient information possible. They want their users to be happy and continue using their site to satisfy their needs. There are eleven people within Yahoo! s top management. Ross B. Levinsohn was named CEO after Scott Thompson resigned from his position as CEO. Thompson had fraudulent information on his resume and one of Yahoo! ’s third party member found it. Yahoo was in the process of suing Facebook for supposedly stealing patents from Yahoo!. Facebook is now countersuing Yahoo! , saying that Yahoo! was the one who stole the patents. Yahoo! ’s demographics stated that more men viewed Yahoo! than women. No matter what someone’s income was wasn’t a determinant of whether or not they used the site. The political and legal segments of the firm refer to the laws and regulations of companies that react in industries with competitor companies. These rules and regulations may be set within the firm by the Board of Directors or outside of the firm by government policies. Yahoo! ’s Board of Directors are the ones responsible for setting the standards for the company’s officers, directors, and employees. Yahoo! has a very strong competitive environment. Some of Yahoo! ’s direct competitors include: AOL Inc. , Google Inc. , Microsoft, Face book Inc. All of these companies compete in the Internet Service Providers industries. We will write a custom essay sample on Yahoo Case Management specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Yahoo Case Management specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Yahoo Case Management specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Each one of these companies may be in a similar industry but they each have different company beliefs. The threat of new entrants is relatively weak. Although the Internet does provide ease for anyone at any time to create their own website, for them to actually be compatible with Yahoo! there many entry barriers they would have to consider. Some of the opportunities that we found for this company included: increased mobile content consumption, increasing digital advertising, merging positions with AOL Inc. , a distribution strategy centered on using the popularity of social networks. Some of the threats included: the intense competition, decline in market share, increased dependence on advertising revenues exposed Yahoo! to business cycles. The number of users that access Yahoo! ’s many different applications is one of the biggest strengths that they have. This large customer base attracts many different companies looking to advertise on Yahoo! ’s websites. In the United States alone, Yahoo! attracts 187 million users. That is more that Google (176 million), Facebook (154 million), and AOL (114 million). Its company leads in 12 different online categories with Yahoo! Finance being one of the biggest ones. HISTORY Yahoo was found by David Filo and Jerry Yang, PhD candidate in electrical engineering at Stanford University, in February of 1994. It started as a hobby that began a new way that people communicated across the globe. They started making lists of their favorite links and spending more time on that than on their doctoral dissertations. Yahoo! is an acronym for â€Å"Yet Another Hierarchical Officious Oracle†, but they both said they chose the name because of the definition of Yahoo! : â€Å"rude, unsophisticated, uncouth. † (Yahoo! History, 2012)Yahoo! had its first million hit in 1994. They knew they had a fast growing business, due to the heavy flow of traffic on their site. They met with many venture capitalists, until the met Sequoia Capital which is a â€Å"well regarded firm who has had many successful investments such as, Apple Computer, Atari, Oracle and Cisco Systems†. (Yahoo! History, 2012)Sequoia Capital agreed to invest in yahoo in April of 1995 and invested nearly $2 million in them. Once things began to look up they started look for a management team. Tim Koogle was their first hire and CEO. He was a veteran of Motorola and he was also an alumnus of Stanford University also with a degree in engineering. In April of 1996 they had a success IPO launch and had 49 employees to their company. Yahoo! is currently the leading global internet communications provider. It offers a broad network to over 345 million people worldwide. www. Yahoo!. com reaches out to audiences all across the globe; it is the No. 1 internet brand across the globe as well. Yahoo! is currently headquartered in Sunnyvale, CA with other offices in countries like Asia, Europe, Australia, and Latin America. During the year end of 2010 Yahoo! had a 2. 1% decrease in revenues compared to 2009. Yahoo! ’s operating profits had a 99. 8% increase over year 2009. Yahoo! ’s net profit for 2010 was $1,231. 7 million compared to $598 million in 2009. MISSION/OBJECTIVES/STRATEGIES Yahoo! ’s vision is to â€Å"deliver your world, your way. † They do that by using technology, insights, and intuition to create deeply personal digital experience that keep more than half a billion people connected to what matters most to them. Their mission is to connect people to their passions, their communities, and the world’s knowledge. Yahoo! s objective for their business to survive is to provide maximum services and quality to their users to be able to find what they are searching for on their site. Yahoo! needs to increase the amount of users that use their search engine and be able to provide quick services to their users. Yahoo! needs to focus on the important applications and be able to provide for the users who use their services. Yahoo! ’s strategies are to increase the number of sharing of content and services to be able to ensure their users are happy with their services. Yahoo! should also provide services for their users all across the globe. Industries/Products/Competition Yahoo! ’s main industry is internet information providers. They provide the world with a one stop place to be able to search the World Wide Web and keep a check with the latest news and finances. â€Å"Yahoo! ’s offerings include Yahoo! Mail, Yahoo! Messenger, Yahoo! groups, Yahoo! Answers, Flickr, and Connected TV. † (Business Discription, 2012) These provide a wide variety of communication and social services to users and small businesses. Yahoo! ’s key products and services include News, Email, Music, Video, TV, search services, local advertising, social networking and mobile applications. Most Yahoo! ’s services are free of charge but some of their offers do cost a small fee. Yahoo! ’s revenue is based off of their offerings. Yahoo! ’s free email is available so you can keep in touch with friends and family across the globe. Yahoo! offers a lot of services to different types of people globally. They have a place for your small business to be able to create and maintain a domain, an email, a website, and lastly a place where you can sell your products and services online to customers across the globe. Yahoo! is a great one stop shop for the latest news and weather. Yahoo! ’s top competitors are Google, MSN, and AOL. They have to keep up with the latest trends to be able to be the best. Unlike Google, Yahoo! offers many different services right on their homepage. You don’t have to search for the weather or news its right there on their homepage. Yahoo! is a great site to use when you just want the latest on what’s going on. Top Management There are seven employees on board for the top management position of the company Yahoo! Inc. The Interim Chief Executive Officer, Executive Vice President and Head of Global Media are Ross B. Levinsohn. Levinsohn is accountable for all of the company’s digital media business, which include the strategy, partnerships, vision, engineering, and content structure for all of Yahoo! ’s properties and global experience. Michael J. Callahan is the Executive Vice President, Secretary and General Counsel. In 2007, he became the executive vice president. Before he took on the role as the executive vice president he was served as the senior vice president. Callahan is in charge of the public policy and worldwide legal affairs. Callahan advises Yahoo! ’s board of directors on corporate and strategic governance issues. David Dibble also serves as one of the Executive Vice President and is also over the Central Technology Organization. Dibble job requirements is making sure Yahoo! up and running efficiently all over the world. He has to be make sure that the basic technology, information security and application management are running smoothing as well. He is also responsible for charting a clear transportation roadmap for Yahoo! maps and directions. Dibble is also required to make sure the performance of the site is running up-to-date too. David Filo is the co-founder and chief at Yahoo! Inc. Filo is from Louisiana and co-founded Yahoo! Inc. in 1994. He job requirements is to direct the industrial operations behind Yahoo! Inc. and is the key technologist. Filo takes credit for helping construct Yahoo! into the most vastly trafficked website and a popular name brand. Timothy R. Morse is the Chief Financial Officer and Executive Vice President. Morse manages Yahoo! ’s finances, mergers and acquisitions and investor relations. Rich Riley became the American Executive Vice President in April of 2012. He handles all of the operations for consumers, partners, and advertisers in the American regions and all the go to market activities. Riley has been with the company for thirteen years and he was the created of the toolbar that we still use today. In 2009 he became the Senior Vice president and the Managing Director in Europe. Riley help Yahoo! back on track when it was down in the weakest region. Rose Tsou was the general manager in 2000 and got a promotion in April of 2007 to where she was is now as the Senior Vice President of the APAC region. Tsou duties are to manage Hong Kong, Southeast Asia, Korea, India, and Taiwan. Tsou is on the board in New Zealand and Australia for the joint venture operations. In 2001, she help productively formed the internet brand with Taiwan. She helped with the formation of Wretch which is now one of the hottest blog and photo site. David Windley is the Chief Human Resources officer and the Executive Vice President. He is the team leader of the global human resource team. Windley is responsible for motivating the company’s global strategies with talent and culture and organization efficiency. Mark Morrissey is Senior Vice President of Core Platforms. He looks after the foundational platforms, technology and research to allow customers products and leverage of Yahoo! s data store. He is accountable for our display advertising, information and analytical platforms, consumer and global platforms, and the Yahoo! labs. Christophe Parcot is the Senior Vice President and Managing Director of Yahoo! EMEA. He oversees all the go-to-market behavior and operations for consumers, partners, and advertisers in the EMEA area. He is responsible for all the sale s operations too. Shashi Seth is the Senior Vice President, Connections of business. He is responsible for all the company interactions with all of its 700 million users. The connections group is he responsible for Yahoo! Search, Mail, Flickr, IntoNow, Messenger, Answers, Groups, and the social bar. Current Issues One major issue involved with Yahoo! Inc. is dealing with the resigning of the Chief Executive Officer, Scott Thompson. He stepped down from his position on May 13, 2012 after only being the CEO for a short four month period. Thompson exaggerated his credentials he received from Stone Hill College. Thompson was the former PayPal president and was hired by Yahoo! in January of 2011. He was hired because Yahoo! as hoping that Thompson would help end the Web portal from struggling. On May 3, 2012, a principal shareholder with 5. 8% stake in Yahoo! , Daniel Loeb revealed that Thompson’s degree had fraudulent information. Loeb stated that Thompson had only received his accounting degree but not his computer science. Thompson leaving will be very costly for the company. Thompson will receive his annual base salary of $1 million, his hiring bonus of $1. 5 million in cash money and also $5. 5 million in stock. According to regulatory filings, he will also get an incentive equity award that is valued at $5 million. He is also entitled to compensation two times the amount of his annual salary. After the resigning of Thompson, this is the third CEO to be discharged from Yahoo! within the last eight months. Yahoo! Inc. might suffer a negative impact on its shareholder’s trust. Yahoo! is one of the biggest brand names out there but it has not been performing up to par. Even though Yahoo! is a big name brand, it is performing very inadequately within the last few years. Some of the biggest social networking sites have been taking over Yahoo! ’s market share. Yahoo! Inc. market share is dropping. It went down 2% points just since September. In September 2011 Yahoo! had about a 15. 5% market share of searches in the United States and now in the month of May 2012 it has dropped to 13. 5%. Since the market share has been declining for Yahoo! , Google and Bing have been gaining in market share. With the new CEO in office hopefully there will be some new changes into getting Yahoo! market share value back up to where it should be. With all the new changes Yahoo! is going through and Levinsohn is in office as the interim chief executive officer, he is faced with a big crisis. Levinsohn has to make the choice to sell some of the stake in Alibaba back to the internet company for seven billion dollars but Daniel Loeb will approve the transaction. Alibaba is one the largest internet based company where you can trade with other companies, shop, and it has a search engine based in China. Yahoo! China and Alibaba formed together in 2005. Some reports found that Yahoo! the company’s performance and graphics have been going downhill the past eight years. The company’s management problems are not helping. The internet traffic site has gone down . 7% within a year. The market cap is falling too. In the year of 2006 it a value at $54. 9 billion and now in 2012 it is $17. 26. In April of 2012 it was $18. 8. Yahoo! ’s revenue growth has been falling as low as -13. 20%. The expenses at Yahoo! keep rising and is over $1 billion where as it was just in the millions a couple of years back. Hopefully with all the new changes taking place Yahoo! Inc. can get back on its feet and get back where it use to be. Also another major issue going on with the company Yahoo! is their lawsuit with Facebook. Yahoo! is claiming that Facebook has stolen ten patent ideas from Yahoo!. The patents that Yahoo! s claiming that Facebook stole from them are: †¢Ã¢â‚¬Å"U. S. Patent No. 6,907,566 Method and system for optimum placement of advertisements on a webpage, †¢U. S. Patent No. 7,100,111 Method and system for optimum placement of advertisements on a webpage, †¢U. S. Patent No. 7,373,599 Method and system for optimum placement of advertisements on a webpage, †¢U. S. Patent N o. 7,668,861System and method to determine the validity of an interaction on a network, †¢U. S. Patent No. 7,269,590Method and system for customizing views of information associated with a social network user, †¢U. S. Patent No. 7,599,935 Control for enabling a user to preview display of selected content based on another users authorization level, †¢U. S. Patent No. 7,454,509 Online playback system with community bias, †¢U. S. Patent No. 5,983,227 Dynamic page generator, †¢U. S. Patent No. 7,747,468 Contents consignment sale system and method for networking broadcasting, †¢U. S. Patent No. 7,406,501 System and method for instant messaging using an e-mail protocol†. (Yahoos 10 patents that it claims Facebook infringed, 2012) Now Facebook is in the process of countersuing Yahoo!. Facebook is claiming that Yahoo! is infringing on their patents. Sociocultural Sociocultural is defined as â€Å"the concern with a society’s attitudes and cultural value†. (Hitt, 2009) Yahoo! ’s value shapes the culture and defines the character the company. The value and culture is at the heart of what they do and who the company is. The value that Yahoo! is committed to is achieving integrity. Leadership is earned and should never be taking lightly. Yahoo! aims to have a faultless implementation and does it best to achieve the quality. (Yahoo Investor Relations, 2012) Changes in social trends may impact the demand for a company’s product and availability as well as the business production and marketing activities. These trends can also affect individual’s willingness to work. The sociocultural environment influences individual’s expectations, attitudes, achievements, and responsibilities of the company and its management. Management firms take into consideration several external elements when doing an external assessment of the business. Political factors dissect the legal, political, and governmental aspects of a business and include such things as: government-driven tax laws, trade agreements, regulated prices, incentives, and manufacturing requirements. Political stability is an important consideration. Social factors are another key element which includes the way Americans work, live, produce, and consume. With the aging society of America, billions of people who are outside the US may be in market for American products. Demographics The demographics for Yahoo! Inc. by age and gender that look at Yahoo! on a daily basis are compared to the population of the users on the internet in general: Yahoo! : Internet Users: Below 24- Men 13%, Women 12%Men 9%, Women 37% 25 to 34- Men 15%, Women 10%Men 9%, Women 8% 35 to 44- Men 11%, Women 8%Men 8%, Women 7% 5 to 54- Men 9%, Women 6%Men 7%, Women 4% 55 to 64- Men 6%, Women 5%Men 4%, Women 3% Above 65- Men 4%, Women 1%. Men 3%, Women 1% From this distribution of the ages and gender, Men look at Yahoo! Inc. or use the internet more than women do. This is probably true because Yahoo! offers more for the male gender with the Yahoo! Sports and Finance tabs. When looking at the location for the United States, Massachusetts rank number one in the st ate that visited Yahoo! the most. California was second and Texas ranked third. Then you have Georgia, Washington, New York, Virginia, Illinois, Florida, and then Indiana. It is very close for race for the states coming in fourth through tenth. When looking at the global distribution the United States ranks number one for the most use out of the websites. The Philippines, Indonesia, Egypt, Romania, Malaysia, Hong Kong, India, United Kingdom, and Taiwan are in a close tie with what global country uses the website the most. Yahoo! Inc. leads its rival’s with the amount of user traffic. Yahoo! ’s website is clicked on globally with over 2. 4 billion page views though out its 25 international website and the 13 languages you can choose. Yahoo! lso attracts more the 627 million visitors a month. This reaches about 47. 4% of the global population. Yahoo! Inc. headquarters in Sunnyvale, California but has offices all the world including India, Latin America, and China. Yahoo! Inc income distribution levels are closely similar to each other no matter the income of the house hold. The users whose average income ranges from $0-$30k, $30-60k, $60-$1 00k and $100k-+ are similar to the general population. The households where the income is $100k and more looks at Yahoo! closely the same as the households where the income is $0-$30k. The ethnic mixes of the web searchers for Yahoo! are the African, African American, Asian, Caucasian, Hispanic, Middle Eastern, and other. The African Americans’ spend more time searching with the website Yahoo! then the Middle Eastern. The Asians and Caucasians spend more time on the website than any other race. The Hispanic and Africans are viewing the site about the same percentage. Economic Environment The economic environment includes the consumer price index, gross domestic product, and the strength of today’s dollar. Yahoo! Inc. needs to have correct information about our economy. Yahoo! ’s expenditures by their advertisers have a tendency to have a recurring cycle, reflecting overall economic environment and budgeting and buying patterns. Yahoo! Inc. gets most of their revenues from the advertising. If any advertising decreases then that can result in the revenue for the company. Yahoo! Inc is very dependent on their brand and a mishap on the brand name can result in cost-effective conduct could hurt the business operating cycle. The earnings of Yahoo! depend on the customers and how much the advertisers are spending on their websites. This year the decision was made to ramp up election coverage by partnering with ABC news, a new web show â€Å"Remake America† and a new blog â€Å"The Signal†. Wayne Powers, Yahoo! ’s SVP of North America sales, stated that the company sees this as a real opportunity and focus for the year. He also stated that Cox Digital Solutions will be the exclusive company for the political issues and advocacy advertising. Powers explained how Cox would be focusing campaign money specific to issues that deal with jobs and health care while Yahoo! ’s sales team would be working with advertisers that wanted their messages tied into the high-traffic election issues. Yahoo! ’s outgoing CEO Thompson had stated that data will attribute to the company’s turnaround and play a major role in the multiplatform political advertising capabilities. Political/Legal Environment The political and legal segments of the firm include all of the external issues and benefits relating to the firm. First off we would like to mention the privacy bill of rights as one of the major trends under the political and legal environment. This bill has a purpose of protecting consumer’s privacy from the data collected online. This bill of rights is said to be voluntary but as of right now we know that Yahoo! Google, AOL, and MSN have agreed to become a part of this. The pushing of this bill requires search engine sites to add a â€Å"Do Not Track† device to the website. If the consumer chooses this device, said to be represented by blue triangle icons on the edges of some digital ads, then a direct indication will be sent to the companies that colle ct this records for advertising purposes. The indication will let the companies know that the user does not want to be tracked. Currently there are many lawsuits between the companies of Yahoo! and Facebook. Yahoo! irst eluded that Facebook was responsible for stealing ten patents from the company. This statement from an article explains more, â€Å"Yahoo Inc sued Facebook Inc over 10 patents that include methods and systems for advertising on the Web, opening the first major legal battle among big technology companies in social media. † (Yahoo sues Facebook for infringing 10 patents, 2012) Through reading this article we saw that Yahoo! had not decided to take their issues to legal term until after the announcement of Facebook’s public offering that could have resulted in Facebook being valued at $100 billion dollars. Many people know of the financial duress Yahoo! has incurred over the past couple of year and wonder if this is a means of acquiring capital. A spokesperson of Facebook, Jonathan Thaw says,† Were disappointed that Yahoo, a longtime business partner of Facebook and a company that has substantially benefited from its association with Facebook, has decided to resort to litigation. † (Yahoo sues Facebook for infringing 10 patents, 2012) Many people also feel that this could not have been a smart move on Yahoo! ’s behalf, since Facebook was responsible for many of Yahoo! s benefits. We now know that Facebook has retaliated and now has a pending lawsuit against Yahoo!. There recently have been many new partnership made on Yahoo! ’s behalf. Some of these partnerships include Yahoo! merging with ABC News and LG Electronics. Yahoo! has also introduced Genome, which was created by Yahoo! this year in hopes of bettering online marketing campaigns. We feel that politica lly Yahoo! will benefit from the Genome. One of the main reasons for creating such a program for Yahoo! was to increase their ROIs. Genome was designed to help marketers organize campaigns to help meet their objectives and build brand value. The News segment of Yahoo! is revolving daily touches on subjects of U. S. news, local news, business news, entertainment news, sports, politics, technology, health, travel, sciences and opinion news. Yahoo! conducts annual business human rights webcasts. The new partnership with ABC is based on using mobile devices to directly channel users through apps. The users can enter to win prizes after watching their favorite shows. The application is title Yahoo! IntoNow mobile application. By using the IntoNow application viewers can chat about their favorite shows through Twitter and Facebook. Technological Environment As we know that Yahoo! is a digital media company, and an Internet Web based company, the technological environment is very important to the growth of this company. In today’s society digital media is one of the fastest growing industries and also one of the fastest growing industries the world has ever seen. Yahoo! has a developer network called Yahoo! Geo Technologies. This section of Yahoo! lets users create individual portfolios and share them via Internet. Not only does Yahoo! Inc. ave a private technologies section where you can find the latest information on all of the upcoming technologies; you can blog about it, and read technologies news headlines as fast as they are put online. Yahoo! has made itself available through all of the â€Å"smart† technology, purchasing itself an â€Å"app† where you may access this portal thro ugh any smart device such as cell phones. Competitive Environment Yahoo! has a very strong competitive environment. Some of Yahoo! ’s direct competitors include: AOL Inc. , Google Inc. , Microsoft, Face book Inc. All of these companies compete in the Internet Service Providers industries. Each one of these companies may be in a similar industry but they each have different company beliefs. The mission statement of Yahoo! says,† to connect people to their passion, their communities, and the word’s knowledge†. Google provides the largest catalog of web sites and other material, and makes this material available to anyone who can get an internet connection for free. Google’s automatic search technology helps consumers find instant access to significant information from their online catalog. Microsoft’s mission â€Å"our missions and values are to help people and businesses throughout the world realize their full potential. About Microsoft, 2012)† AOL is just an internet service provider who combines the influence of the Internet with its own standard services. Industry Analysis First, the threat of new entrants is relatively weak. Although the Internet does provide ease for anyone at any time to create their own website, for them t o actually be compatible with Yahoo! there many entry barriers they would have to consider. For this reason many people could argue that the threat of new entrants would be high because of the ease of creating new websites but in no way would the enter being a direct competitor of Yahoo! hat would take much time. Since we know that Yahoo! was established and has been successful for many years, we can also conclude that this company has faced many issues in getting the business brand where it is today. Some of the barriers to entry include: capital investments, economies of scale, switching cost, loyalty of the brand, and an absolute cost advantage. For a company to measure up to the level of success that Yahoo! is it would need a substantial amount of monetary funds. Millions in fact of dollars would be necessary for the development and startup of a site like Yahoo!. In many instances it takes an extended amount of time for a company to build its name/reputation and even longer to attract users. Start up Internet providers would not be smart in trying to compete on the level that this company does. The information mentioned earlier about the ease of new entrants into making their own websites is still very relevant to the success of Yahoo!. Although these companies are not direct threats in the beginning it is always necessary to watch the growth rate of these little companies. Yahoo! has to continually find new attractions, that competitors dont have, and ways to keep their customers loyal. The threat of new entrants in search engine market is moderately low because competitors, Google Facebook Inc. , have many servers all over the world that captures so much information about user behavior, a new entrant would have to provide more sufficient search results at faster speed. These new competitors would also be forced to present information from different sources in a more integrated and customized way. Since the turn of the 20th century in this competitive market, the new entrants have to have an absolute cost advantage comparing to others. The new entrants must come up with a better, cheaper and more efficient plan to collect information from diverse parties and allocate the information from itself. Also new entrants have lower cost of producing the services compared with Yahoo!. This brand loyalty is a harsh entry barrier to overcome unless the rival product offering is of primarily and considerably greater worth than what Yahoo! is contributing. Secondly the bargaining power of the buyers/customers is high because of the availability of substitutes, switching cost and the undifferentiated services. Because there are so many search engines in this industry other that Yahoo! users can switch to other engines if they want to with great ease. For this to happen the other engines must prove that they have a substantial amount of performance over Yahoo!. This means that there are absolutely no switching costs for Yahoo! users to switch to Google, AOL Inc. , or Microsoft. One of the main goals of Yahoo! is to get their users on the website and maintain their interest for multiple hours. Through this idea they hoped to attract many people with many different ages at all points and times during the day. Through research we conclude that the advertisers are another of the buyers of Yahoo! Inc. Yahoo! must strive hard to keep their eye popping ads so maintain the continuation of their advertisers. The services that Yahoo! offers are diverse from any other competing internet server. At the home page of Yahoo! you can find any and everything in the entertainment division without have to do numerous searches. The services that Yahoo! ’s rivals carry is much undifferentiated from theirs. Third, the barg

Critical Lens Essay on Rime of the Ancient Mariner Essay Essays

Critical Lens Essay on Rime of the Ancient Mariner Essay Essays Critical Lens Essay on Rime of the Ancient Mariner Essay Paper Critical Lens Essay on Rime of the Ancient Mariner Essay Paper Essay Topic: The Rime of the Ancient Mariner The Romantic period. which lasted from 1780 to 1837. was a clip of invention and imaginativeness. particularly in the field of literature ( hearts-ease. org ) . Not merely was literature changing. but so was the whole universe. There was a strong sense of patriotism. self-expression. inquiries were asked. and people were more concerned with beauty than logic. â€Å"The Lyrical Ballads† was the first romantic piece published. and paved the manner for the Romantic Movement which left a permanent impact on literature. civilization. and manner of life. After the joint attempt of William Wordsworth and Samuel Coleridge in the creative activity of â€Å"The Lyrical Ballads. † Samuel Taylor Coleridge wrote â€Å"Rime of the Ancient Mariner† in the 1790s. Coleridge used his imaginativeness to make superb imagination. supernatural existences. composing that was abstract instead than realistic. and subjects of nature. All of these elements combined to make the most celebra ted verse form during the Romantic Time period. Frost of the Ancient Mariner† is a originative verse form due to it’s glorious usage of imagination. Imagery helps to do Coleridge’s poem romantic because it is a powerful tool that articulates a message in originative and descriptive item. Imagery is frequently referred to as â€Å"the esthesiss that linguistic communication creates in the mind† . Harmonizing to dictionary. com. imagination is the usage of vivid or nonliteral linguistic communication to stand for objects. actions. or thoughts. One illustration of a quotation mark from â€Å"Rime of the Ancient Mariner† that has imagination is the following. â€Å"The death-fires danced at dark ; the H2O. like a witch’s oils. burnt green. and bluish and white. † ( 5 of 20 ) . This is imagery because the reader can visualise the death-fires. and grok what Coleridge was seeking to demo the reader. This is really inventive. and would non happen in existent life. Because of imagination. Col eridge was able to make a really romantic temper. which helped beef up his verse form. Another manner that Coleridge’s verse form is romantic is through intense item and linguistic communication that makes the supernatural appear to be existent. and combines it with the known universe. All who read it inquiry if these supernatural existences truly do be. One illustration of how Coleridge uses the supernatural component is in the undermentioned citation. â€Å"Is that a DEATH? and are at that place two? Is DEATH that woman’s mate? Her lips were ruddy. her expressions were free. Her locks were xanthous as gold: Her tegument was every bit white as Hansens disease. the Night-mare LIFE-N-DEATH was she. Who thicks man’s blood with cold. † ( 7 of 20 ) . This quote uses superb inside informations and descriptive linguistic communication that makes DEATH and LIFE-N-DEATH appear to be existent. Coleridge uses his extraordinary imaginativeness to make two supernatural existences that appear existent and terrorization. Because the Romantic period had mu ch more artistic freedom than the periods before it. Coleridge was able to utilize supernatural existences as a major subject in his verse form. Last. â€Å"Rime of the Ancient Mariner† is romantic because it is abstract and uses the subject of nature to demo that people must love all living things. Coleridge created this abstract atmosphere by utilizing literary elements such as subject and symbol. One illustration of Coleridge’s usage of symbolism is in the undermentioned quotation mark from the verse form. â€Å"At length did traverse an Albatross. Through the fog it came ; As if it had been a Christian psyche. We hailed it in God’s name. † ( 3 of 20 ) . Symbolism is. harmonizing to dictionary. com. the pattern of stand foring things by agencies of symbols or of imputing symbolic significances or significance to objects. events. or relationships. The usage of symbolism in the above subdivision is apparent when Coleridge compares the Albatross to a Christian psyche. such as Jesus. The Albatross therefore symbolizes a holy figure. such as Simon in Lord of the Flies. The linguistic communication in which Coleridge describes the Albatross is besides really abstract. Rather than the ordinary manner of stating â€Å"then came an Albatross. † Coleridge uses his sense of passion. and non ground to compose this verse form. He says â€Å"through the fog it came ; As if it had been a Christian psyche. † Coleridge besides uses the literary component of subject by utilizing nature to demo that all existences should demo â€Å"love and fear to all things that God made and loveth. † ( 20 of 20 ) . This subject is addressed when Coleridge says. â€Å"O happy life things! no lingua Their beauty might declare: A spring of love gushed from my bosom. And I blessed them unaware: Certain my sort saint took commiseration on me. And I blessed them unaware. † ( 10 of 20 ) . This citation takes topographic point when the Mariner sees H2O serpents and blesses them. This is when the enchantment on the Mariner begins to interrupt. because he has begun to appreciate nature. alternatively of destructing living things. In â€Å"Rime of the Ancient Mariner. † Coleridge’s usage of linguistic communication is really original and imaginative. The reader can understand precisely what the Albatross represents. and how the Mariner felt about the serpents. Besides. the Mariner’s emotions flooded the text. which made â€Å"Rime of the Ancient Mariner† a fantastic piece of poesy. By holding an abstract sentiment. â€Å"Rime of the Ancient Mariner† was able to carry through its end in going a romantic piece. In decision. â€Å"Rime of the Ancient Mariner† is a romantic verse form because passion. non ground. ruled. and imaginativeness was more of import than logic. Coleridge was able to utilize his imaginativeness to bring forth eye-popping sentences filled with imagination. supernatural existences. and all of which included authorship that was elusive as a replacing for the logical and mathematical diction. Due to the usage of imagination. Coleridge expressed a message in originative and graphic item. By utilizing nature. Coleridge was able to learn the reader of the major subject in the narrative. to love all living things. Because of his imaginativeness. Coleridge created an abstract narrative that people have come to esteem for 100s of old ages. Because of that. Coleridge became known as the male parent of the romantic period. and one of the greatest poets of that clip period.

Adoption and use of B2B enabling technologies in Australian companies Essay

Adoption and use of B2B enabling technologies in Australian companies - Essay Example In the B2B transactions, the volume of trade is higher and large amount of capital flows between the two organizations involved. The main cause to this is that in a supply chain, involving B2B trade, many sub components involving the purchase and use of raw material in a necessity as compared to a business consumer relationship which involves sale of a finished product to the consumer (Ho, 12). In Australia, there is lack of excellent mailing and telemarketing campaign lists and therefore people who are involved in direct marketing are frustrated. Direct mail is always wasted by being sent to the wrong person and on most occasions, in major companies in Australia, the contact person is the company’s chief executive officer and this executive will receive constantly a series of irrelevant mail that on most occasions are of no use to him or her. In Australia, the maintenance of data and its quality is poor and a large amount of junk mail reduces business campaigns, causing irrit ation among clients, therefore reducing the growth of direct marketing. This lack of choice and low standard of data production creates an opportunity for us to engage in provision of specialist database services and of higher quality, developed through extensive research. As an organization, we should focus on the quality of the database service to introduce in the Australian Market. For the success of the database product to be a reality, proper sales mechanisms needs to be enacted in order to realize the growth of our company the penetration of our services in the Australian Market. As our company grows, the need of developing complex sales strategies also arises, as this will effectively target the desired clients in the corporate structures. In addition, our company has to invest heavily in employing qualified and highly experienced sales personnel as this will facilitate professionalization of our marketing strategies to facilitate penetration of the Australian market. Investm ents in sales will be reflected by the successes our sales team will achieve in meeting the objectives of the organization as it will evolve into a significant player of database marketing in Australia and New Zealand and therefore making it the preferred choice of markers who engage in provision of high value services and products. As the National Sales Director, I am responsible for the performance of the sales team of the organization and because of this; I am preparing a report that will highlight the structure of my sales team that reflects the staff number, their geographic location, their roles and remuneration package. This report will highlight the distribution model that exists and the various costs and revenues expected. From this report, I will start by highlighting my salary, benefits and bonuses and thereafter highlight the salary scale of my staff, their expected benefits and bonuses. Thereafter, I will construct a budget basing on this analysis. In this report, I wil l provide my findings, based on research on the salary scale of sales staff in the Australian market and thereafter provide recommended salary structures of sales people putting into account various incentives our organization shall provide to motivate our staff. As the national sales director, my duty is to improve the sales of our database services to corporate organizations whose sole aim is to improve on the decisions made by these organizations. In marketing our databases services, the basic fundamental principles of marketing must be applied. These involves knowledge of the product, setting of competitive pricing system,

Retail Banking Essay Example | Topics and Well Written Essays - 1500 words

Retail Banking - Essay Example The process of such redefinition is by means of strategic relocation in the economic service sector. Augmented competition, expansion, innovative services, and new-fangled geographic markets construe to the fact that both the gamut of stakes or risks and the stake profile for the banks are considerably transforming. Banks are transforming with the incorporation of economic markets, thereby, facilitating with tremendous opportunities for expansion. The Western banks have accounted for generation of around 90 per cent of the revenue from the interest income which has depreciated to 60 per cent, and sometimes, as low as 40 per cent (Penza and Bansal, 2000). As viewed by Miller, Fee-based income by means of the investment services as well as derivatives are some new-fangled sources of income which are becoming increasingly pertinent for the income statements of commercial banks (Miller, 1988). ... Nearly, every nation, until the commencement of the twentieth century, possessed a domestic retail banking sector which was set apart from its fellow citizens, thereby, being dominated by a handful of developed banks (Ream, 1998). The core assets of retail banks are widespread branch networks where each branch is equal to the others, along with a manager and extensive back-offices. However, this was all limited until the advent of e-Banking. Even though, banks are commonly condemned for construing a customer as various account units, they lucidly comprehend to the fact that it is the customer who is the focus of everything they do. The retail banks which can easily make out the significance of an efficacious customer relationship approach and the requirement to be more customer-centralized for making sure they settle on long-term success. Chronologically, retail and investment banks have been managed along the tracks of business which has resulted in silo vicinity that inhibits banks from turning into customer-centric hubs. The retail and investment banks manage customer information in an efficacious manner by eradicating the storage authorities of the customer information by means of incorporating statistic systems and procedures across various product lines, which has helped in providing the sharing of modern information with the employees. This has helped the banks in comprehending to their customers in a better way, keeping in mind their future fundamentals as well. There is a devastating agreement regarding the

Casablanca Social And Political Mores Of Society Film Studies Essay

Casablanca Social And Political Mores Of Society Film Studies Essay The classical film Casablanca (1942) is a romantic story set in the times of World War II and is about two men who were in love with the same woman. Rick Blaine (Humphrey Bogart) owns the most popular nightclub and gambling hideout Ricks Cafà © Americian that is located in Casablanca. During the war many people wanted to escape Europe for America therefore, people who wanted to escape went to Ricks Cafà ©. Ricks cafà © became heaven for the people who wanted to escape looking to buy illegal letters of transit to allow them to escape. Unexpectedly a gorgeous lady, Ilsa Lazlo (Ingrid Bergman) enters the nightclub with her husband Victor Lazlo (Paul Henreid). Ilsa was Ricks true love who had left him when the Nazis conquered Paris. Ilsa wanted her husband to escape to America; however, she wanted to stay behind in Casablanca after renewing her love with Rick. Though, Casablanca did not end in an entirely happy ending because Ilsa has escaped with Victor. The director (Michael Curtiz) uses many elements throughout the film such as: using actors, dialogue, elements of lighting, elements of camera movements, sound, editing and production design to show the audience the understanding of the whole story. The director used different styles throughout the whole film to send an emotional, and political messages implied by the characters action. Actors The director (Michael Curtiz) uses famous stars Rick (Humphrey Bogart) and Ilsa (Ingrid Bergman) in the romance film Casablanca. Rick as a mysterious handsome cafà © owner with a love past, set up in the business with his friend Sam (Dooley Wilson) as a piano player. In addition, all the refugees are under Ricks protection which means that he sells illegal documents for the refugees who wants o escape to America. Curtiz makes Ricks cafà © seem very real. In addition, the film focuses on Rick clash between love and virtue: since he must choose between doing the right thing by helping Ilsas husband (Victor Laszlo) escape or his love to her. Also Curtiz chooses Ilsa (Ingrid Bergman) to be a beautiful lady who Rick falls in love with, and married to Victor Laszlo (Paul Henreid). Ilsas role is basically a lover and a help a great man (Victor). The movie is a metaphor for American involvement in World War II. Curtiz makes the dialogue very touching and ironically funny. Movement Casablanca obviously prefers closed formal compositions as opposed to open one, and opening framings play a famous role in the visual design and staging of shots (visual design refers to the static organization within shots while visual staging refers to organizational shifts within shots). I will speak about the scene where Rick had his Paris flashback and waiting for Ilsa to show up after she arrived to Casablanca. The shot demonstrated to the audience how the camera was moving from right to left movements from Ricks face to his hand which tips the glass. Moreover, the second shot shows the audience the camera movement that was following Sam the piano player walking on the right towards Rick leaving space between both Sam and Rick and the door was showing in the background. This shot sets up the audience for the approaching scene where Ilsa will enter unexpectedly from the door in the background. After that, Ricks grabs the alcohol bottle so he can pour a drink for himself; by doin g that it showed a clear view of Ilsas entrance. This scene provides attention towards Ilsas entrance. When Ilsa is about to enter the cafe both Rick and Sam immediately turned their heads towards the door, the lights where darkened before Ilsas entrance; and when Ilsa does enter, the lighting of the room is back and it highlights that Ilsa is framed by background door. In this scene there were many pauses on some parts to show the importance of the character or information such as the faces, hands, body movements and eyes. Therefore, by doing the pauses they will grab the attention of the audience towards the specific shot. According to Louis Giannetti, movements that are from right to left physical movement in this direction seems natural however, movements from left to right seems mysteriously tense and uncomfortable. (Giannetti, 2010). Sound As well, the major musical pattern which is the song that Ilsa asked Sam the piano player to play her and Ricks song As Times Goes By. The song showed the audience the love and romance between Ilsa and Rick. The music appeared again when Rick was lost in his sad memories, in the flash back sequence in Paris. By playing the song it will bring to the audience an emotional atmosphere. According Louis Giannetti in Understanding Movies, music merged with lyrics, music acquires a more real content because words have specific references to the film. With or without lyrics, music can be more specific when contrast with film images. (Giannetti, 2010). In Casablanca, while playing the music in Ricks flashback it showed the audience the love between both Rick and Ilsa. Furthermore, according to Louis Giannetti, loud sounds tend to be threatening and intense; however, quiet sounds strike as delicate, hesitant, and often weak. (Giannetti, 2010). Moreover, when Rick remembers the time he spent in Paris with Ilsa, when they were in the car driving or drinking wine together there was a soft music playing in the background which showed the audience that it is a romantic and happy scene. Also, when the German war planes were overhead, the tanks rolling down the road towards Paris and the German troops crossing the river the music that was playing in the background was loud which illustrated to the audience that there is danger. When Rick was going o take the train from Paris there was the sound of heavy rain at the station, and when the conductor says All aboard, last train leaving in three minutes this demonstrates to the audience a very anxious and nervous scene to whether Ilsa will be showing up or not. After remising there was a freeze shot where no music was played and suddenly music was played when Ilsa came in this illustrated that this is when something will unexpectedly happen. Lighting Moreover, Casablanca shows many techniques of film noir, mainly with the use of shadows and lighting throughout the film. The effect of lighting in Ricks Flashback to Paris is the only bright sequences in the whole film that helps the audience to understand the happiness of Rick and Ilsa when they were in Paris. Rick is sitting, drunk and in a total dark room remembering the good times he had with Ilsa in Paris. The sudden change from dark to light illustrates to the audience the comparison of how Rick was happy in Paris and unhappy now. The final scene in Paris, where Rick is waiting under the rain for the train, the cloudy gloomy clouds and dimmed lighting on the scene indicates that Ilsa will not be showing up. It tracks the set up pattern of the light scenes are the pleased and joyful and the dark scene are sad and misery. In addition, the logo in Paris cafà ©, a shadow on a white background, this shows the whole scene a bright and happy tone. This illustrates for the audience t he mood and purpose of the flashback. Moreover, the name of the cafà © La Belle Aurore which indicates the meaning of the beautiful sunrise; this is another point of the good times they have experienced in Paris. On the other hand, the logo for Ricks Cafà © Ricks Cafà © Americian, has white letters on a dark background which shows the differences between both cafes. This use of lighting demonstrates the happiness in Paris and the sadness in Casablanca. Furthermore, in Casablanca Ricks face is glowing through the whole film; however in one scene his face was not glowing (this shows that the shadows on Ricks face demonstrates the loss of the power). This scene is when Rick was drunk waiting for his love Ilsa in his cafà ©. This point out that Rick has lost all the power and that Ilsa holds significant influence on him. According to Louis Giannetti in Understanding Movies, the use of light and shadows creates mood and emotional impacts on films. While using spotlights, which are hi ghly selective in their focus and intensity, the director can guide the audiences eyes to any place of the scene. There are various different styles of lighting, usually is designed as a lighting key, the style is connected to the theme and mood of the film, as well as its type. Tragedies and melodramas films are usually lit in high contrast, with harsh shafts of lights and dramatic streaks of blackness such as Casablanca. In general, films have darkness suggests fear, evil, and the unknown. On the other hand, lightness suggests truth, joy, and security. (Giannetti, 2010) Dialogue In addition, the dialogue of this scene is very touching to the audience. After the Cafà © has closed and streets are empty, Rick is depressed sitting in a dark room while smoking cigarettes and drinking alcohol heavily. Ricks face is completely unreadable. Sam feels that Rick is troubled and says to Rick Boss go home to bed. Rick stubbornly tells Sam that he is waiting for a lady Rick is expecting Ilsa to come back to him. Shes coming back; I know she is coming back. This shows the desperation and the bad mood Rick is feeling. Then Sam again feels that Rick is trouble and suggests that they should take the car, get drunk and drive all night or stay away until Ilsa is gone so Rick can avoid seeing Ilsa. This shows that Sam is worried about Rick. Before Rick starts to reminisce about the good memories both of them had, he then pound his fist down on the table and says out of all the cafes in town she has to walk in mine. Then Rick raises his head, trying to get his control and power back Rick madly orders Sam to repeat the song he played for Ilsa As Time Goes By: Rick: What is that your playing? Sam: Oh, just a little something on my own Rick: Well, stop it! You know what I want to hear Sam: No, I do not Rick: You played it for her; you can play it for me Sam: Well, I do not think I can remember Rick: If she can stand it, I can. Play it! While hearing As Time Goes By, the camera blurs into a dissolve from his face into a flashback- it takes Rick back to happier moments with the romance he had with Ilsa in Paris. Ricks remembers the past to oppose the explanation that Ilsa will tell Rick of her disloyalty in Paris. Rick feels rejected because of his true feeling for Ilsa and Ilsa leaving him in Paris without any explanation. At the end of Ricks remembering, the camera pans from left to right, locating Rick drunk. The camera relocates Rick on the left when unexpectedly the door of the cafà © opens. Ilsa appeared wearing a scarf and a white coat. As Rick expected, Ilsa has come back to him, but she gets up Ricks angry feelings by telling him that she would not have came to Casablanca if she had known he was here. Ilsa tries to talk to Rick but he refuses to hear the explanation she has. Rick hesitates in talking: Rick: Why did you have to come to Casablanca? There are other places. (This showed the audience how miserable he is when he found his true love with another man). Ilsa: I would not have come if I had known that you were here. Believe me, Rick, it is true. I did not know. Rick: it is funny about your voice, how it has not changed. I can still hear it. Richard dear, I will go with you any place. We will get on a train together and never stops. (Rick saying this to Ilsa shows that he is being sarcastic and he is hurt). Ilsa: Please do not. Do not Rick! I can understand how you feel. Rick: Huh! You understand how I feel. How long was it we had, honey? Ilsa: I did not count the days. Rick: Well I did. Every one of them mostly, I remember the last one the wow finish. A guy standing on a station platform, in the rain with a comical look on his face, because his insides had been kicked out. After completing the conversation, Ilsa tries to continue explaining her past story, with tears in her eyes, the reason for keeping her secret from him earlier. But Ricks rude sarcasm and irritation stops Ilsa from continuing her explanation. Editing Furthermore, editing is a very important technique to any film. Editing is used expansively and is more stressed than other film techniques such as panning or dolly shots, angels, light, mise en scene and tracking. Editing is not only important for the storyline of the film but it is significant in the sense that it allows for the engaging of several types like action, romance, and history. Through the use of cuts, the director can show numerous coincident scenes at ones that represent a different genre. According Louis Giannetti in Understanding Movies, editing is and artistic and narrative process by which scenes shot for a film are put together to create a logical visual and a narrative form. One of the most important elements about editing is that it removes the unnecessary time and space in the film. With the connection of ideas, editing associates one shot with another or one scene with another. (Giannetti, 2010) Production Design The main point of a film is that it tells the audience the story. All the films are based around a plot or storyline that includes many scenes and sequences all of which it contributes to the overall story. The use of the camera and editing is an important element of moving the image language. The director uses basic elements to get their point to audience, such as: the dialogue sequences that occur by a series of shots from one actor to another, the sequences of the scenes that will point out their point in the film. The lighting of the film can show who, where and what is important. The music can illustrate the importance of the scene. They can also point out their point to the audience by illustrating it as a story such as Casablanca the director used a storytelling technique. The director raises the some types of questions that would be asked of any manuscript document- questions about its information content, its background context, and its historical influence. Also, demands of the close reflection of camera angle, lighting, shot composition, editing and the ways in which each of these and other elements of visual language add slight patterns of understanding. If not a frame-by-frame or shot-by-shot analysis, surely a scene-by-scene or sequence-by-sequence breakdown is essential for understanding the order of images and how they may play on one another and interact with whatever soundtrack there may be. (OConnor, 1988) Sum Up To sum up, lighting, movements, sound, actors, dialogue, and editing are very essential in a film. Therefore, these elements help to provide a vivid image in the audiences head, to point out their main issue across the film, and to emphasis the important parts throughout the whole film. The director should know all of the types of elements to make sure he/she uses the correct element added in the film. If the director uses the wrong element in the film he/she may be sending a wrong message or picture to the audience. Argument of Films Reflecting the Political and Social Mores of Society at the Time of Creation Some historians argue that films reflect the political and social mores of society at the time of creation and some say otherwise. This question is arguable because it can either be that the film reflects the political and social more of the society or the society drives the entertainment. However, social and political issues can affect films and films can affect the society. Any film can be based on a political issue or a social issue that is happing in the world for example, like financial crisis there has been many films made about it or based on a history of the famous piano player Wolfgang Amadeus Mozart and Antonio Salieri in Amadeus. Films can be based on a social issue that has to do with under age prostitutes, buying illegal guns such as Taxi Driver; this kind of social issue can be seen in the world. Films can do what books cannot do: provide the audience with a story, as well as an image to back up the story. Watching a film or a commercial is a very inactive activity, allowing the audience to sit, stare and absorb everything that is presented in the screen. Films can symbolize a powerful element that can spread the ideas in a quicker form. Film-makers often manipulate their audience into believing that what they are seeing is the truth. Some film makers can also twist the truth in the film. By using a variety of techniques in their film, an audiences feeling towards one subject or another can change after watching the film. While watching the film no matter what their political or social views, their views can be changed towards the end of the movie. This kind of reaction to the audience is because of the lighting, camera movements angles and overall screen play on the film. Films can affect society in various ways. For instance, many films can affect the audiences attitudes an d morals like horror and violent films in some cases the film makes the audience act out the way they see it in the film. The audiences can start acting violent and aggressive and by doing that they will affect the society as a whole. Moreover, war films often have big bodily fit men as sergeants and most of time they would be smoking cigarettes when showed in films. Many people started buying cigarettes to be like those men this also affects the society. According to The Journal of Marketing, the president of the California state senate recently held a hearing on the issue because he believes that screen smoking does have an impact on young people and he wants the industry to respond to this problem. (Pechmann Shih, 1999). This example shows the audience that films do affect the society and the industry. Drug films also teach the audiences that doing drugs makes the audience look cool or selling drugs can make you rich. Romance films show the audience that everything ends happily when in reality not everything ends happily. Those examples changes the way the audience sees things and changes in their beliefs, perspectives and values which also affects the society. Films are cultural works of art that are formed by cultures, which reflect those cultures. Films are considered to be a vital art form, a source of popular entertainment and an influential method of educating of teaching the audience. According to the book History in Images/ Images in History: Reflections on the Importance of Film and Television Study for an Understanding of the Past, what films hides in the cinematic gift are the moral narratives needed to maintain the society that produces and supports these stories in films in the first place. Film packages this social gift in alluring visual images, economic clarification, romantic myths, political explanations, emotional validation, and convincing religious and legal value systems. The generis narratives that characterize much of the current cinema are intended to be traditional are designed to generate a sense that the audience has moral responsibility to head the warning of the film. The advice which comprises the cinematic gi ft is concerned with how to be recognized and how to function as a proper individual in the particular society that offers the film. The audience is exposed to socially excused instructions about how the society and individuals should ideally function. If the film gives the audience social misinformation understood in terms of entertaining story, the audience must, according to the laws of reciprocity give it back a promise to maintain the type of society that will continue to create and support stories. Some audiences see life as if it were just like in the movies, films that are created and controlled by a small number of audiences who maintain a limited vision of the social as well as the individual body. (Mascia-Lees Sharpe, 1992). Since 1930s, films have become major factors in politics and the culture. Film and culture implement an overly simple, reflective model of the film-culture. The issue demands some understanding of theory and recognition of the need to understand a film as one part of a much larger, complex and ever-changing culture. Understanding a film as artifact needs a consideration of its production background, the difficult joint process involved in its creation, and the political or other reasons a film may be meant to serve. Based on the acknowledgment that the audience may read in a single film differently, attention has focused on the ways in which class, gender, and political associations influence the understanding of a films signs and symbols. Film makers should draw awareness to equally vital differences in the meaning films hold for people in various cultures or other eras. Film makers should ask themselves if the films current at the time, social or culture influences that may have le aning the audiences at some specific place and time in the past to react to a film in one way or another. (OConnor, 1988). Conclusion In other words, this is a debatable issue; research could not come to an answer, whether films reflect the political and social mores of society at the time of its creation due to the fact that it depends on each societys value and priority. However, film has a huge influence on forming our thinking or it sometimes reflects real life, the issue is important. Society can drive the entertainment industry. Social and political mores of society can affect films which create a film within a specific moral, social or political, for example, Casablanca it is driven by the society with a political issue since it was set at the time of War World II and the film was about the refugees trying to escape to America.

Hsm 541: Week 2 †You Decide

HSM 541: Week 2 – You Decide Krystal Richards Professor Alan Flower Middlefield Hospital has been a great healthcare facility to the Middlefield area. Middlefield Hospital consists of a 450-bed tertiary facility in a major urban area in the Northeast. The hospital is an integrated health system that provides the full array of inpatient and outpatient services. The hospital enjoys a reputation of quality care in the area. In recent years, there are areas of concern that need to be addressed.As I have been assigned the position as the new Chief Executive Officer (CEO) of Middlefield Hospital, I will provide strategies and recommendations needed for implementation to turnaround the hospital into a more positive experience not only for the patients but for the employees as well. My approach will implement a triad of care – access, cost, and quality. Middlefield Hospital has been a key staple within our market area of Middlefield. The hospital was able to build another facil ity on the other side of town.The new hospital offers much better facilities and the technology is state of the art. While visiting the new hospital, I noticed that the staff appeared much more invested in the quality of patient care and the patients also seem happier. As with new facilities, there comes lots of excitement. The quality of our old facility needs to be upgraded and needs some new type of organization. There needs to be a balance of power so that the new hospital is able to start performing better. This lies within the hospital medical staff, hospital administration, and hospital governance.With the hospital medical staff we need to take into account their pay for their performance on the work they do. This will in turn encourage them to want to stay with the hospital knowing they will have a steady long-term position. Hospital administration is another important thing to take into account since they work with the clients just as much as the medical staff does. From he alth insurance, to IT, to security everyone plays a key part in making sure that the patients feel comfortable. To mprove the performance, there need to be upgrades with the systems that the hospital uses to keep track of the patients information. I recommend using Epic as a tool to help keep all of the patient’s information confidential and easy to access with a click of a button. This will allow for every department to have access to a certain patient’s file whether to be from a doctor entering notes about the patient’s visit, to health insurance billing department making sure that copays and such are being paid and their accounts are kept up-to-date.The hospital governance plays an important role because of the need for funds to help keep the hospital. By providing more outside events to raise money for the hospital will be a great start to being able to fully provide for each patient that comes through Middlefield Hospital doors. Since the employee morale is going down, I think it is important to obtain a good relationship with the local university, Essex University, to provide jobs and internships to the students in the nursing program.This nursing program will make sure that our managers will be able to teach classes at the university and help train the students to be prepared to work in the hospital. This should address the problem of the employee turnover rate to decrease and bring down the number of nursing vacancies. Nurses are a very important part of the hospital because they are by the patient’s side more than the doctor can be, so they have to show compassion all of the time. This is not a hard characteristic for them to have because they already know how much helpful being a nurse can be.Also by providing better compensation packages to prospective employees might help as well. Middlefield Hospital needs the best of the best in terms of medical staff. Now that there is another hospital in the area, we need to make sur e that both hospitals can be top notch at all times. As with all plans and strategies, this is just the beginning. I believe that Middlefield Hospital will be on top in our marketing areas. By planting these seeds, I am sure that our hospital will continue to grow and become a valuable part of the community.

Light-Induced Transformation of Amyloplasts Into Chloroplasts

Plant Physiol. (1984) 75, 142-145 0032-0889/84/75/0 142/04/$01. 00/0 Light-Induced Transformation of Amyloplasts into Chloroplasts in Potato Tubers' Received for publication November 9, 1983 and in revised form January 19, 1984 YU S. ZHU, DENISE L. MERKLE-LEHMAN, SHAIN D. KUNG* Department of Biological Sciences, University of Maryland Baltimore County, Catonsville, Maryland 21228 ABSTRACT The transformation of amyloplast into chloroplasts in potato (Solawum tuberosum L. ) tuber tissue can be induced by light.Excised potato tuber discs illuminated with white light of 3000 lux bepgn to synthesize chlorophyll after a lag period of 1 day, and continued to synthesize chlorophyll for 3 weeks. In this paper we present evidence, based on ultracentrifugal sedimentation and immunoprecipitation, that the lightmediated synthesis of Ribulose-1,5-bisphosphate carboxylase began 1 day after illumination with white light. When illuminated the chloroplasts isolated from light-grown potato tuber tissue incorporated I3SImethionine into polypeptides, one of which has been idenified as the large subunit of Ribulose-1,5-bisphosphate carboxylase.These chloroplasts are functional as determined by 02 evolution in the Hill reaction. A great deal of data is now available on the biochemistry of the development of chloroplasts from etioplasts (6). Much less is known about the development of chloroplasts from amyloplasts, a starch storing organeile, which exists in storage tissue, roots, and some callus. It is well known that potatoes turn green on exposure to light for several days.Not only does the study of the organelle transformation and light-regulated gene expression stimulate theoretical interest, but the greening of potato also has some practical importance, since the greening of the potato is accompanied by the formation of the poisonous alkaloid, solanine (5). The morphological and ultrastructural changes in the development of chloroplasts from amyloplasts were described in several electron microscopic studies (3, 11). In this communication we present some biochemical evidence to show the function of chloroplasts from potato tuber based on the biosynthesis of Chl, RuBPCase,2 and Hill activity. lates in sterile Petri dishes (9 cm), 40 discs per dish. The discs were illuminated at room temperature by fluorescent tubes with intensity of 3000 lux. Chlorophyll and RuBPCase Determination. Chl was determined according to Arnon (2). RuBPCase was detected with a Model E analytical ultracentrifuge, as previously described (9). Schlieren pictures were taken at 44,770 rpm, 10 min after attaining this speed. An Ouchterlony double diffusion test was employed to determine the RuBPCase specifically. The antiserum was prepared against RuBPCase from tobacco (15).Light-Driven Protein Synthesis in Choroplasts. Ten g of green potato tuber discs which had been exposed to white light for 7 d were homogenized in a Waring Blendor with cold isolation buffer (sucrose 0. 35 M, Hepes-NaC l 25 mm, EDTA 2 mM, isoascorbateNa 2 mm, pH 7. 6) and filtered through 2 layers of Miracloth. The resultant filtrate was centrifuged at 30g for 1 min to remove starch granules, and the supernatant was then centrifuged at 2500g for 1 min. The pellet was resuspended in 1 ml of KCI suspension (KCI 0. 2 M, Tricine-KOH 66 mm, MgCl2 6. 6 mM).The chloroplast suspension was transferred to a Petri dish (3 cm in diameter) and incubated with [135S]methionine (10 ,uCi) at room temperature under white light (4000 lux). During a 2 h incubation, the incorporation of [35S]methionine into proteins was measured. After the 2 h incubation the radioactive polypeptides were separated on an SDS-polyacrylamide gradient gel (815%), followed by fluorography as described by Blair and Ellis (4). 02 Evolution Assay. The ability of chloroplasts from potato tuber discs to evolve 02 was measured in the Hill reaction ccording to the procedure of Marsho et al. (12). The incubation system consisted of ferricyanide 1. 7 mm, methylamine 3 mm, glyceraldehyde 10 mm, and chloroplasts corresponding to 15 yg of Chl in a total volume of 0. 6 ml. The reaction was initiated by irradiation with red light (22. 4 mw/cm2). The 02 evolution was measured and recorded with a polarograph. RESULTS MATERIAILS AND METHODS Chlorophyll Synthesis in Light-Illuminated Potato Tuber. Our Preparation, Culture, and Light Treatment of Potato Tuber experiments showed that the greening of potato tuber depended Discs.Centennial and Katahdin, two varieties of potato tubers on varieties, storage temperature, light intensity, and wavelength supplied by the United States Department of Agriculture were of light. Out of more than ten varieties of potatoes tested, two used in this study. The tubers were peeled and sterilized with varieties, Centennial and Katahdin, which turn green more Amphyl (National Laboratories, Lehn and Fink Industrial Prod- quickly under light, were selected in this study. Storage of potato ucts Division of St erling Drug Inc. , New Jersey).Discs (10 x 2 tuber below 4 °C retarded or inhibited the transformation of mm) were made with a sterile cork borer and a gel slicer. These amyloplasts into chloroplasts. Blue light was most effective in discs, after washing in sterile water, were placed on 1% agar inducing greening of potato tubers. No red light stimulation was observed. Potato tuber discs illuminated with white light began to green ‘ Supported by National Institutes of Health grant CM22746-01 and with a lag period of about 1 d. The greening continued for 3 United States Department of Agriculture agreement 58-32044157. 2Abbreviations: RuBPCase, ribulose-1,5-bisphosphate carboxylase; weeks after culture (Fig. 1). After illumination for 3 weeks, the potato tuber tissue contained 10 Ag Chl/g of fresh tissue, about LS, large subunit. 142 TRANSFORMATION OF AMYLOPLASTS IN POTATO TUBERS 143 14 oct[L] 15 – a) 121 10 101 5 C-) 8 x 0 > ct [D] Days After Illumination FIG. 1. Time c ourse of the synthesis of chlorophyll in potato tuber discs during continuous illumination with white light. lAt [D] By 0 15 I †¦.. AAt [L] i _x- 60 120 90 Time (min) FIG. 3. Incorporation of [35S]methionine into proteins in the lightdriven chloroplast protein synthesis system. -M1 samples were added to 20% TCA containing 10 tg/ml unlabeled methionine. Proteins were precipitated with 5% TCA containing 10 Mg/ml unlabeled methionine, and counted with a Mark I scintillation counter. Ct, chloroplasts; At, amyloplasts (control); L, light-incubated; D, dark-incubated. FIG. 2. Biosynthesis of RuBPCase in potato tuber tissue as assayed by Ouchterlony double diffusion 0 h (1), 6 h (2), 12 h (3), 24 h (4), 48 h (5), and 72 h (6) after illumination. The central well contained antibody to LS. One g of potato tuber discs was homogenized with 0. 1 ml of Tris 80 mm, MgCl2 20 mm, KCI 40 mM, pH 8. . After centrifugation at 12,000g for 10 min, 20 Ml of the supernatant were used for assay of RuBP Case. hundredth of the Chl content in normal leaves. This is primarily due to fewer chloroplasts per cell. The chloroplasts were not distributed uniformly in discs and were probably linked to some specific ultrastructure in the cortex. Microscopic observation revealed that the amyloplasts were comprised of two types: large (55 x 80 Mm) and small (5-20 Mum). Most of them were stainable with I2-KI. Upon exposure of the discs to light the small amyloplasts only turned greenish.RuBPCase Biosynthesis in Potato Tuber during Greening. Since RuBPCase is the most abundant soluble protein in the chloroplasts (10), it can be used as an important biochemical marker of chloroplasts. The de novo synthesis of RuBPCase was clearly demonstrated by ultracentrifugal sedimentation (data not shown) and specific immunoprecipitation (Fig. 2). The Schlieren pattern of extracts from normal leaves consists of four peaks representing 80S cytoplasmic ribosomes, 70S chloroplast ribosomes, 18S Fraction I protein (RuBPCase), and 4 to 6S Fraction II proteins (8, 9).The extract from potato tuber stored in the dark lacked the peak of RuBPCase, whereas a small peak was observed in discs exposed to 3 d of light, indicating the light one initiated the synthesis of RuBPCase (data not shown). The biosynthesis of RuBPCase was also demonstrated by an Ouchterlony double diffusion assay (Fig. 2). The light-mediated synthesis of RuBPCase started at 1 d after illumination and increased during greening. The RuBPCase content was estimated to be -6 ,ug/g fresh potato tuber tissue, whereas the RuBPCase content of a typical green leaf is 5 to 10 mg/g fresh tissue (10).Further evidence for the de novo synthesis of RuBPCase in light-treated potato tuber was obtained from the experiment on light-driven protein synthesis in chloroplasts. The chloroplasts, isolated from potato tuber discs after illumination for 7 d, exhibited a higher activity of protein synthesis, as demonstrated by the incorporation of [35S]meth ionine into proteins (Fig. 3). In contrast to light-driven protein synthesis in chloroplasts, the chloroplasts in the dark and especially amyloplasts, either in the light or dark, exhibited a very low protein synthesis activity.A number of radioactive polypeptides synthesized in the chloroplasts in the light were recognized on SDS-polyacrylamide gels followed by fluorography (Fig. 4). It was observed that some chloroplast polypeptides (mol wt 39,000, 50,000, 52,000, 55,000, 94,000, 96,000) were synthesized more readily in the light than in the dark. One of these polypeptides co-migrated with purified unlabeled LS of RuBPCase (mol wt 52,000), and was identified as the LS, based on this and results presented in Figure 2.There is also one strongly light-initiated polypeptide (mol wt 64,000) which does not appear in the dark. 02 Evolution of Chloroplasts from Light-Induced Potato Tubers. Upon illumination with red light, the chloroplasts, isolated from light-treated potato tuber discs a fter 3 weeks of light treat- 144 Plant Physiol. Vol. 75, 1984 ZHU ET AL. sure to light, the amyloplasts are transformed into chloroplasts, which have a different function. The changes in ultrastructure of potato tuber amyloplasts during greening were investigated by electron microscope.It was shown that the main developmental features were elongation of vesicles into thylakoids, the differentiation of grana and the appearance of ribosomes in the stroma (3), although the ultrastructure is generally less well developed compared to that for normal leaves. On the other hand, there is very little information on biochemical alterations in potato tuber during greening. To confirm the transformation of amyloplasts into chloroplasts, this study provides some biochemical evidence: (a) the synthesis of photosynthetic pigments, (b) the synthesis of RuBPCase and other proteins, and (c) Hill reaction activity.Before illumination the potato tubers contain no Chl or Pchl, but do contain carotenoid which increases during greening (1). Very low light intensity (400 lux) was required to initiate greening. The light may penetrate into the potato tuber discs and evoke the development of chloroplasts from amyloplasts. During the development of chloroplasts from amyloplasts, assembly of Chl into the newly synthesized membranes occurs. Cold storage may cause the breakage of membranes (13); however, some studies suggested that amyloplast membranes remain intact in cold storage (14).It was frequently observed that the chloroplasts were formed as streaks in the potato tuber discs, suggesting a special structure is linked to the chloroplast development. The Schlieren pattern of the extracts from light-induced potato tuber tissue as well as its immunoprecipitation reaction with antiserum to RuBPCase demonstrated that RuBPCase, an important enzyme in the photosynthetic carbon cycle, was de novo synthesized during greening. This result was further confirmed by the active light-dependent pro tein synthesis in the isolated chloroplasts.The biosynthesis of RuBPCase during greening suggests the involvement and operation of CO2 assimilation in the chloroplasts. Furthermore, the photosynthetic function of electron transport and 02 evolution in isolated chloroplasts from potato tuber was shown by the high Hill reaction activity. The transformation of amyloplasts into chloroplasts is absolutely light-dependent. The fact that red light did not stimulate this transformation indicates that phytochrome may not participate in this regulation. This coincides with the result that potato tuber does not have phytochrome (7).What is the photoreceptor in this light-induced organelle transformation? How does light turn on the genes for the development of chloroplasts, and turn off the genes for the development of amyloplasts? Undoubtedly, this system provides an attractive and challenging model for investigations into the molecular mechanisms underlying the photoregulation of development and gene expression. FIG. 4. SDS-PAGE of light- (1) and dark- (d) initiated polypeptides synthesized in chloroplasts isolated from light-treated potato tuber discs. (R) photograph of stained gel. L) fluorograph of (R). Arrows indicate the mol wt of light-stimulated polypeptides and band corresponding to LS. Although the dark-incubated sample was more concentrated than the light-incubated sample (R), the fluorograph (L) indicates there was more incorporation of [35S]methionine into the light-induced polypeptides than into the dark-initiated polypeptides, demonstrating that more polypeptides were synthesized in the light than in the dark. The samples were incubated with [35S]methionine for 120 min. ment, evolved 02 using ferricyanide as an electron acceptor.This Hill reaction activity is comparably high (177 Amol 02/mg Chl h), indicating that an active electron transport reaction took place in this chloroplast preparation. DISCUSSION The cells of potato tuber contain a large number of amyloplasts, whose function is to accumulate and store starch in the form of reserve starch granules. It is of interest that upon expo- Acknowledgments-We thank Dr. Ray Webb of United States Department of Agriculture, Beltsville, Maryland for providing us with different varieties of potato, and F. J. Xi for her help in determination of Hill activity. LITERATURE CITEDDevelopment of chloroplasts from amyloplasts in potato tuber discs. New Phytol 72: 449-463 2. ARNON DI 1949 Copper enzymes in isolated chloroplasts. Polyphenoloxidase 1. ANSTIS PJP, DH NORTHCOTE 1973 in Beta vulgaris. Plant Physiol 24: 1-15 3. 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