English Spelling Essay

1. Give an outline of the views on English spelling presented in text 1 and 2. Text 1 †Proper spelling? Its Tyme to Let Luce†, an article from the website of the American magazine WIRED, written by Anne Trubek, published January 31, 2012. Trubek claim that our language is forever evolving, and it’s only normal and a part of the evolution of languages. She believes that it would be great if we could loose our idea of correct spelling, and open our arms towards a more modern and different type of spelling. Trubek also explains how, when the typing machine and the first printed texts where created, words were written in many different ways. It didn’t matter how the word was spelled, but how it was read. She argues that there is no reason why it’s not possible to have that kind of open mind set nowadays. She also contradicts herself a bit, by saying it’s a good thing how our language is evolving and that it’s a part the technological evolution that the society us is undergoing, but at the same time she claims that the spelling is a huge mess, and still need to follow the basic spelling norms. Text 2 â€Å"Spelling: A rebuttal from wired’s copydesk† written by Lee Simmons, published January 31, 2012, on Wired magazines website, on the other disagree with Trubek. Simmons believe that the English language is totally rubbish, and there need to be some rules, for spelling formally. He doesn’t care how we spell when we are texting, and communicating with each other, but we really need to try to concentrate when writing formal and informing things. 2. Characterise the tone and style used in text 2. Illustrate your answers with examples from the text. Text 2 by Lee Simmons, argues against Trubek. Simmons uses the style of writing, ’quote and answer’. When Simmons, answer the quotes his tone is rather aggressively, †Instead, Trubek waves her hands and declares grandly that ‘with the new technologies, the way that we write and read†¦ is changing, and so must spelling.’ Really?† When Simmons uses the, quote and answer technique, it makes it easier to point out the weak spots in Trubeks article, and really dig deep in them. It’s not only pointing the week spots out, it’s also asking questions to the reader, which makes the reader think  about the mistakes Trubek. Simmons believes that he knows better that Trubeck, which is enforced by his job as a copy editor at the magazine Wired. Through the whole article, he argues against Trubek, and keep shooting down Trubeks arguments. But in the end of the text, you’re being left with a feeling of disappointment, the article lac ks a point. 3. Taking your stating point in text 3 discuss the relevance of spelling norms. The point in text 3, had never really occurred to me before. But it actually makes a lot of sense. Arguing that the fewer different unpredictable spellings there are, the easier the language. The fact that the Finish language has no different pronunciations of word, therefore it is easier to learn, which I believe is good for the country, because has a huge influence on for an example, financial workers, who set to learn the language. If it didn’t take so long for to learn the English language, it could mean that the English language could evolve into an even bigger and more powerful world language.

Flaws in Twain’s “The Adventures of Huckleberry Finn” Essay

Mark Twain’s novel The Adventures of Huckleberry Finn is by any means a classic. However, there are several flaws. First of all the coincidence that everything happens with in my mind detracts some from the story. The other major problem is that the book seems to drag on and on the closer you get to the end, as if Twain had a page quota to fill and was not worried about the story. The other problem brought up on our hand-out was Huck’s lack of seriousness in what was a very serious situation for Jim. As for the coincidence part, it appears most obviously as you read towards the end. For example Huck ends up at Aunt Polly’s, and I was thinking, yeah†¦ right those chances are about one in a million. And then after Huck tells Aunt Polly that he is Tom, Tom shows up†¦ uh-huh, I bet. It is things such as those I just mentioned that make it very difficult for me to read a book without becoming frustrated. It is probably because I am used to real life and like it or not real life is just not that perfect. My other gripe was that Twain seems to ramble on and on and on an†¦.. To me it seems as if the story that he was writing became faint shortly after the time when Huck says, â€Å"It’s me. George Jackson, sir†(pg. 95). I do have to give him that the feud was interesting filler, but you can only take so much filler. Then when John Wayne (The Duke) and Elvis (The King) come along there seem to be four or five stops along the river that except for one little detail, are the same. Please excuse the jump back, but how coincidental is it that you have a Duke and a King on the same raft in the middle of the Mississippi river (yes I do know they are not really royalty but that does not matter)? Even during all of this complaining I have done I did find humor in such things as when Huck was observing some local â€Å"loafers† and their discussions about borrowing and lending chewing tobacco. â€Å"Here, gimme back the chaw and you take the plug. † (pg. 138). I can just picture four or five guys laying around chewing tobacco with spit/tobacco juice running down their chins, probably in dirty overalls with no shirts on underneath and boots, to complete the look, three or four days of beard waiting to be shaved, and oh yeah, a nice old straw hat. The picture of this I have in my head is just so vivid that it disgusts me now. I think that is one of the reasons this is such a great book, the imagery. The final thing mentioned was Huck’s lack of seriousness or that he was too humorous or too wrapped up in fantasy for the situation both he and Jim were in. Here as opposed to the things I attacked above I will have to be on the side of the defense. My foremost reason is that I do not think Huck realizes the seriousness of the predicament. Huck is a boy that lives in Hannibal, MO during the times of the Civil War, he probably does not know any other ways to deal with anyone who is a slave or is trying to escape. Put yourself in his shoes once and think of the trouble you might have. Then think how you would deal with these problems. Would it be in the way many kids do, with a bit of fun to try to alleviate some of the tension? Take the time when Jim thinks Huck is dead and he shows up scaring Jim to the point of carrying out a conversation with a â€Å"ghost†. Jim says † I alwuz liked dead people, en done all I could for ? em†¦ â€Å"(pg. 40). Read that section over and see if it does not seem to be in good taste, if you can call anything done by Huck â€Å"tasteful†. I think it does. My final task is to come up with a new ending. I think my ending goes like this: Huck and Jim find the mouth of the Ohio river as planned and venture upstream by any means available. As they continue up the river the bond between the two runaways becomes ever stronger. When they reach the free states and Jim is officially free. After waiting around a while the two begin to get money in any way they can. When it is enough Jim buys his wife and children out of slavery, and Huck takes a cut (not too much, just enough to get home). Once home Huck starts all over with his ever interesting plots (not without the help of Tom Sawyer). Time passes and over the years Huck misses Jim and eventually embarks on a quest. The quest to find Jim. This journey would be much like the journey he and Jim took just a few years ago. This time though, there is no John Wayne and Elvis to make the story drawn out and boring towards the end. Then Huck finds Jim, meets the wife and kids, and goes back home to lead a normal (or as normal as can be) life working as little as possible and living off his $6000.

Chaucer's General Prologue

Chaucers General Prologue Essay Compare and contrast the presentation of three pilgrims from Chaucers General Prologue and show how their descriptions add to our understanding of his society  The Canterbury Tales is a group of tales written by Geoffrey Chaucer in about 1387. Chaucer planned to write 24 tales but died before he could complete them, so, The Canterbury Tales consist of 22 verse tales and two long prose tales. The General Prologue gives a brief but vivid description of each pilgrim journeying to Canterbury before the pilgrims actually begin telling their tales. Most literature written in the medieval period was written in either French or Latin, especially poems or Holy Scriptures, so when Chaucer wrote The Canterbury Tales in Middle English he was making a statement. Chaucer wanted to promote the vernacular language of England and so wrote The Canterbury Tales in Middle English. Three of the best portraits of the pilgrims in the General Prologue are of the Knight, the Wife of Bath and the Monk who all tell us a great deal about Chaucers society. The Knight is a verray, parfit, gentil knyght, who earns his living by fighting for his faith and his king. He has high status in the feudal system and Ful worthy was he in his lordes werre. He is as meeke as a mayde, and he is also worthy and humble.  The way in which Chaucer writes The Knight and the language he uses reinforces the point that the Knight is virtuous. The alliteration in he were worthy, he was wys draws attention to the praise that Chaucer is giving him. Also triple negatives are used to reinforce the point that he has no vices; he nevere yet no vileynye ne sayde. The Knight is humble and not materialistic where the text reads;  His hors were goode, but he was nat gay  Of fustian he wered a gypon  Al bismotered with his habergeon  There is also an ironic simile in the verse about the Knight where the text says, as meeke as a mayde this describes him as calm and gentle whereas we expect a Knight to be violent and proud of himself. Finally, the rhyming couplets at the end of each line draw even more attention to his good qualities for example  . prys  . wys  He does not care what people think of him, he uses his horse for its function, and he does not decorate it elaborately but just uses it for fighting. The clothes that he wears also tell the reader that he is not materialistic because he, wered a gypon/Al bismotered with his habergeon. The Wife of Bath lives biside Bathe and likes to weave, she has been married five times and gives advice to people in love. Thries hadde she been at Jerusalem, which suggests that she is a holy woman who has been on a lot of pilgrimages. However she only wants to be seen as religious and holy person. Chaucer only pretends to give evidence of her devotion whereas he is really saying that she is not concerned about religion, but that she is more concerned with her reputation and how she looks to other people; Nobody to the offrynge before hire sholde goon. Although she had been on a number of pilgrimages, especially to Jerusalem, Chaucer writes that she is often found wandrynge by the weye on them, passing many a strange strem. The alliteration here draws our attention to these details. Chaucers ambiguity towards some pilgrims motives for being on the pilgrimage is shown in this verse as he could be implying that the Wife of Bath strayed from the religious purpose of the trip.  Chaucer uses euphemisms to hint at the Wife of Baths promiscuity; gat-tothed, reed stockings, five husbands and oother compaigne in her youth are all quotes to support this point. The five husbands could suggest that the Wife of Bath was an early feminist because she uses men to her own advantage and in her tale she claims womens superiority over men. READ: First Confession Analysis EssayChaucer gently mocks the gregarious Wife of Bath by telling the reader in an exaggerated manner that on Sunday at Church the wimple that she wore weyeden ten pound, this also hints at her materialistic and vain nature, which is completely opposite to the Knight. The Wife of Bath had clothes such as;  hosen of fyn scarlet reed  Ful streite yteyd and shoes ful moyste and new  That show that she is vain and materialistic because she has bought new shoes for a pilgrimage and red stockings which would be very expensive because to dye clothes bright colours was very expensive in those days.  The Knight, however, Of fustian he wered a gypon/Al bismotered with his habergeon which is completely the opposite. The Monk is a lord ful fat and in good poynt; he is indulgent; the fact that The Monk likes to eat swan also suggests that he is indulgent, not what a monk should be. The sleves purfiled at the hond /with grys, and that the fyneste of a lond. This suggests that he is extravagant and doesnt really care about religious vows. The simile that says the Monks head shoon as any glas, could also suggest that he is vain. Like The Pardoner, The Monk is not a true clergyman; The Pardoner sells fake relics such as white sheets and says they are the Virgin Marys veil and The Monk goes on pilgrimages to get out of the monastery. The Knight has many pastimes, but most are associated with war, such as training the Squire, his son, taking part in jousts, defending the faith, travelling abroad to battles. This suggests that in Chaucers society there were many wars and that in the feudal system; knights were expected to fight to defend their faith and country.  The Wife of Bath, however, enjoys weaving which would be expected because Bath was famous for fine cloths. Of remedies of love she knew per chaunce, this means she helps people with love, which is ironic considering that she Housbondes at chirche dore she hadde fyve. She went on a lot of pilgrimages like the Knight, but she koude muchel of wandrynge by the weye, which could mean that she diverted from the religious purpose of the trip. Apart from this, though she has a lot of leisure time to enjoy her other pastimes. But unlike the Knight, the Wife of Bath enjoys things that will fulfil her needs and wants, whereas the Knights interests and pastimes dire ctly benefit other people such as the Squire, his country or his King The Monk enjoys hunting, which could imply that he doesnt care about Gods creatures as a Monk should. The Monk and The Pardoner are both corrupt, which reinforces the popular view that the Church at the time was rich and corrupt; The Parson is the only good clergyman on the pilgrimage. The Friar knew a lot of the taverns in the country which suggests he has a lot of time for social time which a monk should not have.  Christians go to Canterbury to worship the shrine of St Thomas Beckett who was murdered at Canterbury. In the General Prologue, the characters met up at the Tabard Inn and decided to tell their stories. The supposed reason these pilgrims are going to Canterbury is to seek St. Thomas, holy martyr blessed, but some have other ulterior motives for going there. The Knight, I think, is on the pilgrimage to give thanks to God and St. Thomas Beckett for bringing him back alive and well from battle. The Wife of Bath likes to show off about being holy since nobody to the offrynge before hire sholde goon. She could be going to Canterbury for a holiday, to travel more, to find another husband, to show off how rich she is; compared with The Knight she is on the pilgrimage for materialistic reasons whereas the Knight, like the Parson, is on the pilgrimage for authentic religious reasons. The Monk could be on the pilgrimage to socialise or it could be a reason to get out of the cloistered of the monastery; neither of which are holy reasons. READ: Play It Again Rita EssayIn conclusion I believe that the Knight is the only person, along with the Parson, who is on the pilgrimage for the right reasons. The Knight is on the pilgrimage to give thanks to God and he dedicates his time to those who are in need. On the other hand The Monk is on the pilgrimage for one of two reasons, either to socialise with other people or just to get out of the monastery. This reflects the view at the time that the Church was corrupt and rich. The Wife of Bath is on the pilgrimage for vain and materialistic reasons the most likely reasons are either to show off her wealth or to find another husband. This reflects the position of women because could not go out and live on their own they needed the support of a husband or a father.

Business decision making Essay Example | Topics and Well Written Essays - 3000 words

Business decision making - Essay Example and other external factors such as availability of suppliers are also necessary to be considered that would help an entrepreneur in successfully establishing a flower shop in the city (Fairfax Media, 2015). Sufficient workforce should be available in the particular area that would help in conducting the business in an effective manner. Moreover, there are factors that include effective promotional activities and good customer support are recognized to be vital for attracting the customers towards the flower shop, which will be beneficial in creating customer loyalty, which in turn will assist towards long term sustainability of the flower shop. There are various flower shops in the UK operating successfully and an increased demand has been observed in the market segments of Coventry city. In this respect, the growing demand for flowers in the country is providing a great scope for the entrepreneurs to establish flower shops in order to suffice the demand of the people (Warwickshire O bservatory, 2015). Feasibility report is generally used for evaluating the probability of the success of a particular project or business that is being planned to be launched in the future. It is therefore, the result of detailed analysis of a proposed project, business or idea for determining whether establishing such venture would be successful or not. A feasibility report also examines the readiness of an organization for ensuring that internal capabilities are capable enough to commence a new project or business. In case, if an organization or an individual is not capable of carrying out the new business planning, a contingency plan is being provided in the feasibility report that would help to overcome the adverse situation. Contextually, in this study, the feasibility report would help the flower shop owner to obtain a detailed outlook about the environment and the rate of success if the flower shop is established in Coventry city, UK. The report would be serving as an important

Starting An Aquarium Lab Report Example | Topics and Well Written Essays - 500 words

Starting An Aquarium - Lab Report Example Water in the glass or fibre tank provides the fish with a close to nature location. When the fish are bought and put in the aquarium, they find it an almost natural habitat. There are plants to provide oxygen, the gravel at the bottom acting as a substrate for the plants. The light not only makes the fish look attractive, it helps the plants grow too. The filter helps keep the water clean for the fish, and drains out unwanted chemicals, like ammonia. The powerhead is used to gently circulate the water and drain it out when required. * List of materials and equipment 1. Fish tank: glass or fibre. 2. Stand for the tank. 3. Gravel for the plants. 4. Lights, preferably CFL for the tank. 5. Filter 6. Hood 7. Powerhead 8. Air pumps 9. Net 10. Cleaning Equipment 11. Fish * Directions Steps 1. Choose the Tank: Chose the tank, depending on the size and shape that fits your room. 2. Select or make a stand for the tank to rest on. 3. Place the soil at the bottom, aquarium soil called fluorite is available in pet shops. 4. Next, place the gravel on the layer of soil. 5. Place the decorative material. 6. Add water gently into the tank through a siphon. 7. Drill the hole near the bottom and place a filter (Eheim 2313 Classic filter).Make sure there is a filter intake and filter output 8. Add a CO2 system(yeast/fermentation plant) to help the plants grow well. 9. Place a heater is near the water flow, such as the outlet (or inlet) from the filter, or in the stream of a power head. 10. Install the plants and add water . 11. Add the fish. 12. Place the aquarium lid on top along with the lights, preferably fluorescent. 13. The aquarium is ready to be used.

International Relations - Research Project with Outline Paper

International Relations - Project with Outline - Research Paper Example Periodically, a striving nuclear program pursued in Teheran during the year of 1970. As per the contemporaneous documents of US, it was apparently mentioned that the nuclear ambition of Iran was intensely focused on producing 10-20 nuclear power reactors and more than 20,000 megawatts of nuclear power by the year of 1994. The nuclear power of Iran was commenced as a light-water nuclear power reactor to be placed near the city of Bushehr. Effectively, uranium enrichment technology and producing nuclear weapons has also been instigated in the city of Teheran1. There are certain reasons that can be identified behind embarking nuclear programs within the countries. According to the present scenario, the global countries seek to adopt the nuclear programs for effective and instant security and thereby protect it from external security threats. Furthermore, the nuclear programs adopted by countries are often considered as an establishment of apparent coercions and distrust within the global environment which in turn increases the threat of global sustainability by a considerable extent2. The leadership phenomenon of Iran has been consistently taking place in international debates concerning its nuclear ambition. It is in this context that several well-argued statements in relation to Iran’s acquisition of nuclear programs have been commented by various national as well as international leaders. With this concern, the problem can be identified apparently referring to the steps of nuclear ambition taken by Iran with its international relationships. For instance, the unidentifiable effects of nuclear hostilities are also regarded as an important aspect for giving rise to security concerns amid other countries. The strapping international pressure forced Iran to provisionally freeze the uranium fortification activities and to develop the inspection of its nuclear power organising alliances with International Atomic Energy Agency (IAEA) in the year 20033. The

Science Fiction Essay Example | Topics and Well Written Essays - 500 words

Science Fiction - Essay Example It’s so damn boring.† I wonder whether it is a custom among students to speak in slang or is it a part of university curriculum. I also saw some girls and boys sitting together on some benches sharing notes with each other. I ask myself, â€Å"It might be so that students on Earth share their things with each other but why do they do so when they should hide things?† I cannot come up with an answer since on my planet we hide notes from each other. I see many customs in this campus which are quite surprising for me and which I am sure I will keep on thinking about till many days to come. I see some parents coming into the campus too. One of them is carrying a magazine which says, â€Å"Parent Times†. A magazine for parents? What do parents have to do with a college magazine? And specifically written for them? Too surprising, I must say. And the parents are coming in for the family weekend! That was too hilarious! So, the parents are also involved in the univ ersity activities. â€Å"I will take this idea to my planet†, is the first thought that comes into my mind. The most obvious custom that I observe among students is that female students are being seated in the residence hall while males are standing.

The Emperors Necropolis Assignment Example | Topics and Well Written Essays - 1250 words

The Emperors Necropolis - Assignment Example There are many mysteries spoken of in relation to the tomb and First Emperor. The overall scope and detailed complexity of the tomb have been called astonishing and astounding. Why did he build it? Did he really seal up living people inside the tomb to prevent its secrets from being revealed? How in a time so long ago was such a thing able to be built? Truly, it is a magnificent accomplishment, but the Tomb of Shi Huang Di is less about mystery or mythology, but a product of armies of manpower over the course of decades. In order to understand the creation of the Mausoleum, we must understand the man who claimed the title of the First Emperor of China. Yin Zheng took the throne in 246 BC, at the very young age of 13, and managed to unite several warring kingdoms. With these successes, he took the name Shi Huang Di, or First Emperor. He was a force to be reckoned with, but not all of his contributions to China were militant in nature. The Emperor standardized a coin system, universalizing potential commerce in the different kingdoms. He also created a standard of weights and measures, commissioned roads, and waterways to connect the states and the first to conceive the Great Wall of China. He was a man of great and immense power, amassing more wealth and control than any previous ruler before him. Not long after unifying the feuding kingdoms, he conceived and commissioned the tomb that would be so much more. Shi Huang Di was fixated on the afterlife and believed that he would continue on when his mort al life was over. This is entirely not unlike the ideology behind the Pharaohs of Egypt. The Emperor entirely planned for his rule, his kingdom, his actual court, would continue into the afterlife.

Globalization Essay Example | Topics and Well Written Essays - 500 words - 3

Globalization - Essay Example With the decades or even centuries of other political views like communism, it is indeed a difficult task to educate a large group of people to adopt to a great change in their way of living so that the process is given the time to take its full effect and not to be hurried (Modelski 2007). Economic freedom could be the most important of the factors contributing to communist nations to consider being democratized and can be said to be the strongest driving force for a nation to undergo the process. Looking at democratic countries succeeding not only in their economy but also in their social affairs adds to the attraction to democratization as Modelski states as ‘winning wars sans the mass killings’. In addition, democracies work better. Where there is peace and order, without the fear of committing mistakes and getting punished, a person surely works better and this is true in democratic countries as opposed to communist countries. Modelski also considers the factor of d emocracy knowing how to cooperate a strong motivation for the drive to democratization. Taking the psychological side of it, people who are given the freedom to have their rest and improve their working conditions are more productive and consequently improve the economic situation of the nation they are in.

“Organizations need strong leaders and a strong culture” Essay Example for Free

â€Å"Organizations need strong leaders and a strong culture† Essay In this essay, I am going to critically analyze the importance strong leaders coupled with a strong culture has within organizations. In doing so, the argument is built up of several contextual layers defining the significance that heavily immersed cultures along with well driven leaders has on the operational and interactional functioning’s of an organization but most importantly its employees. However first and foremost, it is believed that Post Bureaucratic management practices shape the construction of individual values and beliefs, ultimately depending on which cultural enrichment management will adopt. Furthermore, the abuse of power leaders may espouse may inflict adversarial repercussions upon the cultural framework embraced by the organization. Therefore this initiates a direct sequence of employees challenging De Facto power by engaging in managerial discourses, which repudiate against cultural structures, causing hierarchal movement. Whilst, firmly substantiating that strong culture’s lead by strong leaders build the inner mechanistic functioning of an organization, throughout this essay, in Section One I shall illustrate the importance of Post Bureaucratic mechanisms and the internal relationships they have with culture and leadership. Moreover in Section 2, I will attempt to expose how power is used as a possession, rather than a relationship between people. Lastly, in order to logically complete my argument, I will define how resistance is seen to be a ‘reactive process’ whereby people embedded in power relations actively oppose initiatives enacted by others (Jermier et all 1994:90) Section 1 It is believed that having such a widely shared integrative culture in organizations is often viewed as a panacea for management and a recipe for corporate success (Peter and Waterman 1982) In relation to this statement, a good culture coupled with a intuitive leader will only set out a positive regime of truth, that will undoubtedly allow the emergence of a cultural  landscape to ensure conformity is consistent to all who belong to the organization. In order to achieve such an ambition, organizations embrace Post Bureaucratic mechanisms, which are depicted as a set of normative controls that stress the importance of socialization, enculturation and identification with company objectives. (Josserand, Villesà ¨che, Bardon 2012) However the most pressing point to highlight is the fact that Post Bureaucratic mechanisms heavily entail the involvement of cultural promotion, which further aims to propel culture onto center stage. Ultimately, this means that for people to function within any given setting they must have a continuing sense of what the reality surrounding them is about (Pettigrew 1979) Herein, this tells us that culture provides a source of organizational ‘common sense’, upon which members draw to when deciding where, when and how to act. (Clegg, Kornberger Pitsis 2011) Therefore social interaction must be conceived as the negotiation of meaning, which inevitably formulates and continues the growth and extension of leadership abilities and culture amongst members of an organization. Moreover social interaction may also be characterized as an organization of instrumental relations, resulting in the formulation of various relations or relationships amongst not only members of an organization but also identification in a corporate alumni network. Hence, repetitive symbolic activities are drawn upon by organizations to maintain the stability of the social system, which has a fundamental obligation to create and recreate the system. (Rosen 1988) Making direct reference to Michel Rosen’s journal article: â€Å"You asked for it: Christmas at the Bosses Expense†, the use of ceremonies and rites, being the Christmas party encompasses a latent function, which directly aims to enable a state of partial suspension of normal structure relationships in which culture emerges as an organizing principle underlying agency membership. Lastly, despite Post Bureaucratic mechanisms promoting an enterprising culture, more importantly it imbues humanistic values of autonomy, flexibility, confidence and trust that ultimately carry the intent to urge employees to take on responsibilities (Josserand, Villesà ¨che, Bardon 2012) However, it should be undoubtedly emphasized that managers must inhibit the appropriate leadership qualities that will enable themselves and employees  to share a common relationship, in turn directly allowing them to control and frame their subjectivity in order to align one another’s relevancies. Subsequently this is achieved through leaders identifying culture, as an asset to form a paternalistic relation with their employees, as such can be debated to ignite a desirable urge to be apart of the community the organization instills. Furthermore it should be accentuated that the â€Å"Path Goal Theory† of leadership, is imperative to a successful relationship between employer and employee. It is noted as the physiological and technical support that managers provide as leaders, which ultimately intends to motivate employees by helping them understand that their needs and expectations can be fulfilled through the performance of their jobs. (Clegg, Kornberger Pitsis 2011) Section 2 In todays business realm the sociological treatment of power has the ability to perpetuate a substantial impact on the interrelation and operational processes of an organization. In support of this statement, it is elemental to treat power as a property of abstract systems, as its complexities must not only be precisely managed but also more importantly understood. Therefore it is clear that the conception of power has the capability to â€Å"make or break† an organization as Giddens argues that â€Å"the notion of power is logically tied to that of action, and in its widest sense, power refers simply to the ‘transformative capacity’ of human action†. (Knights Roberts 1982) Given this fact, we are able to argue that power has the fortitude to develop, refine or revolutionize an organizational landscape. Accordingly it is paramount that power should be treated and only applied amongst the confinements of a relationship, rather than kept as a possession to an individual. It is this underlying complexity that sparks much conjecture throughout organizations and cultural foundations. Specifically, when power is treated as a possession the direct result is that of the ignition of conflict, which can be depicted as a threatening hazard that has the ascendency to topple even the most successful organizations throughout the world. Firstly it is important to point that the individualistic conception of power is concealed within managers in which it is defined as the way that resources of ownership and control are employed in attempt to coerce labor into compliance. (Knights Roberts 1982) This is formally known as coercive power, which is understood to be the power someone has over another, ultimately meaning the denial or removal of individual choice. Furthermore coercion â€Å"requires the active submission of one person to another†¦Ã¢â‚¬  (Russ 1980:7-11) as such a thought holds the aptitude to administer alarming repercussions throughout an organizations culture. This is largely due to the fact that â€Å"equal attempts at coercion may lead to more or overt forms of resistance† (Russ 1980:7-11), a discomforting scenario that will not only cause a severe backlash against the leadership circle, but also hold the potential to eclipse the current operational success of the business. Essentially, due to the low trust dynamics, a regressive spiral of attempted control and counter control (Fox 1974) will further impede negatively on the business, ultimately throwing the culture into an unhealthy state of affair and the leadership hub at risk of being overthrown. In addition, another essential point to mention is the affiliation the notion of mainstream culture has with coercive power. As stated above, the sociological treatment of power has the potential to inflict adversarial effects if not effectively managed by administrators of an organization. Alternatively, culture is believed to create consistency and reduce conflict. However coercive authority, contradicts the view of mainstream culture, as it arguably does the total opposite. If it is believed that if organizational structures, strategies, regulations and policies frame the behavioral intents of employees, then members who belong to a hierarchy dominated by coercive power, will not only reject to be consistent with company norms but also increase conflict. This is supported by the belief that culture brings people together: it ensures they all think alike, feel and act in relatively similar ways. (Clegg, Kornberger Pitsis 2011) Similarly, also by correlating coercive power with mainstream cultures, it highlights the inadequate and defective leadership attributes it promotes. Cultural engineering is undertaken by senior management and disseminated  downward causing a spiral effect. (Clegg, Kornberger Pitsis 2011) Therefore culture can be interpreted as a management ‘lever’, a means of ensuring organizational goals are instilled and accepted by its members through the allurement of its culture. (Brewis 2007) Essentially, to make leadership effective, a leader must undertake in authoritative power, which is a more realistic understanding of interdependence in organizations (Knights Roberts 1982) What this means is that a mutual recognition of employer employee relations is shared, causing members to accept the advice and direction of others rather than opposing. A unique feature of the relationship is that authority cannot be imposed nor possessed, but exists only as a quality of the relationship. (Knights Roberts 1982) However mutual manipulation may occur when someone attempts to elevate their power above the mutual trust, therefore implying it is imperative to maintain the reciprocal of rights. Lastly this has an overwhelming influence on the culture, as all participants obtain a sense of authority and belonging. Section 3 With regard to coercive power, and the debilitated ramifications it inflicts on an organization’s cultural arrangement, it can be condoned to believe that members will engage in more overt forms of resistance. Essentially, what this points out is the creativity of employees resisting increasing control of the labor processed by management (Prasad and Prasad 2000). Therefore resistance can be directly associated with defective leadership, as even though management believe they hold the right to produce the policies that â€Å"they† want, it doesn’t mean its members will agree. Given these facts, work groups use resistance to induce what they want, the indispensible adjustments required for relatively smooth and everyday functioning in the workshop. (Courpasson, Dany Clegg 2011) More importantly, despite the act of resistance producing a common interest in opposition to management, it simultaneously results in more resistance (Burawoy 1982), clearing professing the viral empowerment it professes amongst members of an organization. Hence, this approach conceptualizes resistance as an irreducible opposition between members and management, clearly endangering the foundations of any cultural environment inhibited by an organization. Touching upon the previous paragraph, resistance is a direct result of the enmeshment of exploitative relations (Courpasson, Dany Clegg 2011). More importantly, this allures members to engage in managerial discourses, which operate against the cultural and ideological controls that frame, a company (Thomas 2009) and craft new identities, which challenge De facto Power (Ewick and Silbey 2003). Ultimately this causes dysfunctional freezing of an organization, a direct cause of members participating in â€Å"distancing† themselves from the company’s ambitions and requisites until change has transpired. Nevertheless this can be seen to benefit the organization as a whole, as employees now have the capacity to accede their desires. In relation to culture, it is imperative that members concerns are meant in order to achieve optimum business success; therefore managers seek to secure compliance through meeting employee’s sentiments and desires. Subsequently, it is vital for cultures to obtain core values and presuppositions that are widely shared and acted on (Peter and Waterman 1982), however by managers thriving on the elevation of power and exploitation, it only contradicts what a good culture should be about by going against group norms. Drawing closely to theorists ideas, it is believed that â€Å"if you forged a strong culture that incorporate all organizational members in shared beliefs and commitments – everything else good, morale, performance and results should follow†(Peter and Waterman 1982), clearly exposing the importance of effective and understanding leadership. Lastly, it should be accentuated that improvement in productivity and quality would accrue when corporate cultures systematically align individuals with formal organizational goals (Peter and Waterman 1982), but arguably wont be reached if members are continually constrained by the corporation. Overall with all of the above being discussed, one could conclude that Human skill is a pre requisite of what a strong leader should acquire. An approved culture will only occur if everyone is integrated into one managerially designed structure and the result, a superior performance. However this is  can be deemed only attainable if leadership has the ability to work with people, meaning to be sensitive to the needs and motivations of others, and taking into account other needs in ones decision making (Clegg, Kornberger Pitsis 2011) a clear contrary to what coercive power achieves. However, it could be argued that such leaders enjoy the hierarchal separation between themselves and lower level employees, as the process to both lead and yet also work alongside them is an ongoing struggle. Conclusion In summation, I have come to the conclusion that it is inevitable for an organization to parade operational success without some sort of formulation of a strong culture espoused with strong leadership. Despite Post Bureaucratic management practices shaping the construction of individual values and beliefs, I believe it is imperative for the leadership hub of any organization to be effectively aware of the on going relationship its shares with its members. For any organization to achieve corporate success the notion of culture should be heavily identified and all components that it contains must be exercised accordingly. Ultimately, if managements leadership qualities are deemed to be strong, the culture constructed must comprise a set of deep, basic assumptions and beliefs as well as shared values, which will enable members to attain a sense of not only identity but also more importantly provide them with heterogeneous ways of making decisions. Therefore bringing my essay to a close, it should not be forgone that an organization requires a strong culture and strong leadership. Reference List Articles 1. Burawoy, M. 2001. Donald Roy: Sociologist and working stiff. Contemporary Sociol. 30(5) 453-458 2. Courpasson, D., Dany, F. and Clegg, S. (2011) Resisters at Work: Generating Productive Resistance in the Workplace,  Organization Science, Articles in Advance: 1–19. 3. Ewick, P., S. Rayner, eds. (2003) Narrating social structure: Stories of resistance to legal authority. Amer. J. Social. 108(6) 1328-1372. 4. Fox, A. (1974) Beyond Contract: work, power and trust relationships. London: Faber 5. Josserand, E., Villesà ¨che, F. Bardon, T., (2012) Being an active member of a corporate alumni network: a critical appraisal, pp. 31-55 6. Knights, D. and Roberts, J. (1982) The power of organisation or the organisation of power? Organisation Studies, 3(1): 47-63 7. Prasad, P. A. Prasad. (2000) Stretching the iron cage: The constitution and implications of routine workplace resistance. Organ. Sci. 11(4) 387 – 403 8. Russ, V., (1980) Positive and negative power; thoughts of the dialectics of power, Organizational studies 1/1:3-20 9. Rosen, M. (1988) You asked for it: Christmas at the bosses expense, Journal of Management Studies, 25(5): 463-480. Books 1. Brewis, J. (2007) Culture in Knights, D. and Willmott, H. (eds), Introducing Organizational Behaviour Management, Australia Thompson: 344-374. 2. Clegg, S., Kornberger, M., and Pitsis, T. (2011) Managing Organisations: An Introduction to †¨Theory and Practice, 3rd Edition, London, Sage (Chapter 6), pp. 224 3. Clegg, S., Kornberger, M., and Pitsis, T. (2011) Managing Organisations: An Introduction to †¨Theory and Practice, London, Sage (Chapter 4), pp. 133 4. Jermier, J. M., D. Knights, W. R. Nord, eds (1994) Power in organzations. Routledge, New York. 5. Thomas, R. (2009) Critical management studies on identity: Mapping the terrain. M. Alvesson, T. Bridgman, H. Willmott eds. The Oxford Handbook of Critical management studies. Oxford University Press, Oxford, UK, 166-186 6. Peter, T. J., Waterman, R.H. (1982) In Search for excellence: Lessons from Americas best-run companies. Warner Book, New York.

Role of Medicinal Plants for Health

Role of Medicinal Plants for Health General The use of natural products with therapeutic properties is as ancient as human civilization. For a very long time, mineral, plant and animal products were the main sources of drugs [1].The use of complementary medicine to alleviate and improve health conditions is increasing in developed countries [2]. New medicinal plants from different parts of the world are being investigated with this purpose in mind [3]. Although the utilization of botanicals has increased in the western world, there is a lack of information about mechanisms of action and potential differences among species within the same genus [4]. Now-a-days, several plants have been identified for their anticancer and anti-inflammatory compounds. Scientific experiments on the anticancer properties of plants and their components have been detected. Herbal medicines have been the basis of treatment and cure for various diseases and physiological conditions in traditional methods practiced such as ayurveda, unani and siddha. However no systematic studies were conducted to evaluate the efficacy and safety of the formulations from the plant were undertaken. Also no attempts were made to isolate and identify the active principles involved in these effects [5]. As an evolutionary response plants were obliged to produce and store a wide range of organic molecules. These substances are usually termed as secondary metabolites (SM). Some of these compounds are involved in the survival of the plants as a defense mechanism against natural enemies. Many SM could actively interact with targets in the human body inducing a bioactivity of interest [6]. The bioactive compounds of medicinal plants are used as anti-diabetic, chemotherapeutic, anti-inflammatory, anti-arthritic agents where no satisfactory cure is present in modern medicines. The use of plants for medicinal purposes dates back to antiquity because they contain components of therapeutic value [7]. Medicinal plants are cheaper and more accessible to most of the population in the world. The acceptance of traditional medicine as an alternative form of health care and the development of microbial resistance to the available antibiotics has led researchers to investigate various therapeutic uses of medicinal plants [8]. Therefore, the quest for plants with medicinal properties continues to receive attention as scientists are in need of plants, particularly of ethno botanical significance for a complete range of biological activities, which ranges from antibiotic to anti-cancerous [9]. Bangladesh features a sub-tropical climate and low-lying landmass largely adjacent to extensive river deltas. The country comprises very fertile soils and is home to some rare ecosystems such as the Sundarbans mangrove forests. Given the fertile plains and high population density, the indigenous vegetation has mostly given way to cropland and extensive cultivation. Today, almost 60% of the landmass is used for farming, which is a global maximum value. However, originally large parts of Bangladesh featured tropical forests and marshy jungle with highly bio-diverse flora being also an excellent source for medicinal plants. The Bangladeshi traditional medicine is a unique conglomerate of different ethnomedical influences. Due to the geographic location and sociocultural characteristics of the country, it involves traditionally rooted elements influenced by local indigenous people and close-by Indian Ayurveda and Unani medicine [10, 11]. Given its inexpensive, easily accessible and well-established health services, the use of traditional medicine is an integral part of public health services in Bangladesh with its providers being deeply embedded within the local community [12-14]. Recent data suggest that the utilization of traditional medicine health services in Bangladesh is widespread [15] and plays a crucial role in providing health care for poor people, people in rural areas and for tribal people [16]. Antioxidant and anti-inflammatory activities of medicinal plants The anti-oxidative activity has been confirmed contributing kinds of cancer and inflammatory preventions for its multiple functional roles. The production of oxidants is a typical event associated with aerobic metabolism. When oxygen is supplied in excess or its reduction is insufficient, reactive oxygen species or free radicals such as superoxide anions, hydroxyl radicals and hydrogen peroxide are generated [17]. Accumulation of the free radicals in body organs or tissues can cause oxidative damage to biomolecules and membranes of cell, eventually leading to many chronic diseases, such as inflammatory, cancer, diabetes, aging, cardiac dysfunction and other degenerative diseases [18]. In the last 50 years, antioxidant and anti-inflammatory activities of extracts from medicinal or food plants have been extensively investigated. Many pharmacological studies have shown that extracts of some antioxidant plant possess anti-inflammatory, anti-allergic, anti-tumor, anti-bacterial, anti-muta genic and anti-viral activities to a greater or lesser extent. Researchers reported that intake of fruits, vegetables and other foods having high antioxidant activity has been associated with reduced risks of cancer, cardiovascular disease, diabetes and other diseases [17]. Trouillas et al. investigated the antioxidant, anti-inflammatory and anti-proliferative properties of sixteen French herbal tea and found some herbs exhibited high antioxidant, anti-inflammatory and anti-proliferative activities [19]. Antioxidant activities in twenty traditional anti-inflammatory herbs extracts were investigated. The results suggested that the anti-inflammatory activities of these extracts could be explained, at least in part, by their antioxidant properties [20]. Free radicals liberated from phagocyte cells are important in inflammatory processes, because they are implicated in the activation of nuclear factor kB, which induces the transcription of inflammatory cytokines and cyclooxygenase-2 [21 ]. Free radicals and oxidative stress Reactive oxygen species (ROS) is a term that encompasses all highly reactive, oxygen containing molecules, including free radicals. Types of ROS include the hydroxyl radical, the superoxide anion radical, hydrogen peroxide, singlet oxygen, nitric oxide radical, hypochlorite radical, and various lipid peroxides. All are capable of reacting with membrane lipids, nucleic acids, proteins and enzymes, and other small molecules, resulting in cellular damage. ROS are generated by a number of pathways. Most of the oxidants produced by cells occur as: A consequence of normal aerobic metabolism: approximately 90% of the oxygen utilized by the cell is consumed by the mitochondrial electron transport system. Oxidative burst from phagocytes (white blood cells) as part of the mechanism by which bacteria and viruses are killed, and by which foreign proteins (antigens) are denatured. Xenobiotic metabolism, i.e., detoxification of toxic substances. Consequently, things like vigorous exercise, which accelerates cellular metabolism; chronic inflammation, infections, and other illnesses; exposure to allergens and the presence of leaky gut syndrome; and exposure to drugs or toxins such as cigarette smoke, pollution, pesticides, and insecticides may all contribute to an increase in the bodys oxidant load [22]. Most reactive oxygen species are generated as by-products during mitochondrial electron transport. In addition ROS are formed as necessary intermediates of metal catalyzed oxidation reactions. Atomic oxygen has two unpaired electrons in separate orbits in its outer electron shell. This electron structure makes oxygen susceptible to radical formation. The sequential reduction of oxygen through the addition of electrons leads to the formation of a number of ROS including: superoxide; hydrogen peroxide; hydroxyl radical; hydroxyl ion; and nitric oxide. Free radicals and other ROS are derived either from normal essential metabolic processes in the human body or from external sources such as exposure to X-rays, ozone, cigarette smoking, air pollutants, and industrial chemicals. Free radical formation occurs continuously in the cells as a consequence of both enzymatic and non-enzymatic reactions. Enzymatic reactions, which serve as source of free radicals, include those involved in the respiratory chain, in phagocytosis, in prostaglandin synthesis, and in the cytochrome P-450 system. Free radicals can also be formed in non-enzymatic reactions of oxygen with organic compounds as well as those initiated by ionizing reactions. Some internally generated sources of free radicals are Mitochondria, Xanthine oxidase, Peroxisomes, Inflammation, Phagocytosis, Arachidonate pathways, Exercise, Ischemia/reperfusion injury etc. Some externally generated sources of free radicals are- Cigarette smoke, Environmental pollutants, Radiation, Certain drugs, pesticides, Industrial solvents, Ozone etc. Normally, cells defend themselves against ROS damage with enzymes such as alpha-1-microglobulin, superoxide dismutases, catalases, lactoperoxidases, glutathione peroxidases and peroxiredoxins. Small molecule antioxidants such as ascorbic acid (vitamin C), tocopherol (vitamin E), uric acid, and glutathione also play important roles as cellular antioxidants. In a similar manner, polyphenol antioxidants assist in preventing ROS damage by scavenging free radicals. In contrast, the antioxidant ability of the extracellular space is less e.g., the most important plasma antioxidant in humans is uric acid. Effects of ROS on cell metabolism are well documented in a variety of species. These include not only roles in apoptosis (programmed cell death) but also positive effects such as the induction of host defense genes and mobilization of ion transport systems. This implicates them in control of cellular function. In particular, platelets involved in wound repair and blood homeostasis release ROS to recruit additional platelets to sites of injury. These also provide a link to the adaptive immune system via the recruitment of leukocytes. Reactive oxygen species are implicated in cellular activity to a variety of inflammatory responses including cardiovascular disease. They may also be involved in hearing impairment via cochlear damage induced by elevated sound levels, in ototoxicity of drugs such as cisplatin, and in congenital deafness in both animals and humans. ROS are also implicated in mediation of apoptosis or programmed cell death and ischemic injury. Specific examples include stroke and heart attack. All the biological molecules present in our body are at risk of being attacked by free radicals. Such damaged molecules can impair cell functions and even lead to cell death eventually resulting in diseased states. In recent years it has become apparent that the oxidation of lipids, or lipid peroxidation, is a crucial step in the pathogenesis of several disease states in adult and infant patients. Lipid peroxidation is a process generated naturally in small amounts in the body, mainly by the effect of several reactive oxygen species (hydroxyl radical, hydrogen peroxide etc.). It can also be generated by the action of several phagocytes. These reactive oxygen species readily attack the polyunsaturated fatty acids of the fatty acid membrane, initiating a self-propagating chain reaction. The destruction of membrane lipids and the end-products of such lipid peroxidation reactions are especially dangerous for the viability of cells, even tissues [23-25]. Membrane lipids present in subcellular organelles are highly susceptible to free radical damage. Lipids when reacted with free radicals can undergo the highly damaging chain reaction of lipid peroxidation (LP) leading to both direct and indirect effects. During LP a large number of toxic byproducts are also formed that can have effects at a site away from the area of generation, behaving as second messengers. The damage caused by LP is highly detrimental to the functioning of the cell [26]. Lipid peroxidation is a free radical mediated process. Initiation of a peroxidative sequence is due to the attack by any species, which can abstract a hydrogen atom from a methylene group (CH2), leaving behind an unpaired electron on the carbon atom (à ¢Ã¢â€š ¬Ã‚ ¢CH). The resultant carbon radical is stabilized by molecular rearrangement to produce a conjugated diene, which then can react with an oxygen molecule to give a lipid peroxyl radical (LOOà ¢Ã¢â€š ¬Ã‚ ¢). These radicals can further abstract hydrogen atoms from other lipid molecules to form lipid hydroperoxides (LOOH) and at the same time propagate LP further. The process of LP, gives rise to many products of toxicological interest like malondialdehyde (MDA), 4-hydroxynonenal (4-HNE) and various 2-alkenals. Isoprostanes are unique products of lipid peroxidation of arachidonic acid and recently tests such as mass spectrometry and ELISA-assay kits are available to detect isoprostanes [27]. Oxidation of proteins by ROS/RNS can generate a range of stable as well as reactive products such as protein hydroperoxides that can generate additional radicals particularly upon interaction with transition metal ions. Although most oxidized proteins that are functionally inactive are rapidly removed, some can gradually accumulate with time and thereby contribute to the damage associated with ageing as well as various diseases. Lipofuscin, an aggregate of peroxidized lipids and proteins accumulates in lysosomes of aged cells and brain cells of patients with Alzheimers disease [28]. Inflammation Inflammation is one of the body unique mechanisms that help body to protect itself against infection, burn, toxic chemicals, allergens or other noxious stimuli [29]. It is a body defense reaction in order to eliminate or limit the spread of injurious agent [30]. The process is created by immune cells invading the tissue like an army in full battle mode [31]. There are various components of inflammatory reaction that can contribute to the associated symptoms and tissue injury [30]. During inflammation, innate cells and molecules are usually stimulated to isolate, destroy infectious agents and repair tissue, or sometimes the adaptive immune system is also stimulated [32]. Consequently, the mechanism works in a cascade, where the inflammation is often triggered by circulating immune complexes that enter tissues [31]. Principally, inflammation is manifested by pain, swelling, redness band loss of function in the afflicted tissue [31, 33]. Saladin (2007) categorized process of inflammation into three major processes; mobilization of the bodys defenses, containment and destruction of pathogens, and tissue clean up and repair [34]. While Mahat and Patil (2007) classified the process into three phases; the first phase is caused by an increase in vascular permeability, the second one by infiltration of leukocytes and the third one by granuloma formation [30]. The inflammatory response is initiated by circulating proteins and blood cells when they contact invaders in the tissue. Microbial invaders that lodge in body tissue and begin to proliferated triggered inflammatory response [33]. Bacterial products interact with plasma factors and cells to produce agents that attract neutrophils to the infected area (chemotaxis). The chemotactic agents, which are part of a large family of chemokines, include a component of the complement system (C5a), histamine, kinins, leukotrienes, and polypeptides from lymphocytes, mast cells, and basophils [35]. The neutrophils also produce oxidants and release granular constituents comprising of lytic enzymes performing important role in inflammatory injury [36]. The innate immune system contributes to inflammation by activating the alternative and lechitin-binding complement pathways, attracting and activating phagocytic cells that secrete cytokines and chemokines, activating NK cells, altering vas. The result would firstly be increased in blood flow to the affected tissue which accelerates the delivery of immune system element to the site [33]. The vasodilation would later cause enlarged capillaries and lead to redness (erythema) as well as increase in temperature, which for an influx of fluid and cells, contributing to swelling [32]. Saladin (2007) explained that the increased in blood flow also washes toxin and metabolic wastes from the tissue rapidly. In addition, vasoactive chemicals cause endothelial cells of the blood capillaries to separate a little, widening the intracellular cleft between them and increasing capillary permeability that ease the movement of fluid, leukocytes, and plasma proteins from the bloodstream into the surrounding tissue [34]. In the area of injury, many of the neutrophils enter the tissues. As neutrophils encounter bacteria, they avidly phagocytize, digest and destroy them. Neutrophils also recruit macrophages and additional neutrophils by secreting cytokines [33]. Activated macrophages and T cells in the inflamed tissue also secrete cytokines called colony stimulation factors, which promotes the production of more leukocytes by the red bone marrow. Within a few hours of inflammation, neutrophilia (the rise in the neutrophil count in blood) would occur [37]. Then, the neutrophils are attracted to the endothelial surface by selectins, and they roll along it. They bind firmly to neutrophil adhesion molecules of the integrin family. They next insinuate themselves through the walls of the capillaries between endothelial cells by a process called diapedesis [35]. Leukocytes adhere loosely to the selectins and slowly tumble along the endothelium, sometimes coating it so thick that they obstruct blood flow. This adherence to the vessel wall is called margination [38]. Later, the fibrinogens are filtered into the tissue fluid clots in area adjacent to the injury, forming a sticky mesh that sequesters bacteria and other microbes [34]. This is caused by release of chemicals from tissues and migrating cells. Most strongly implicated are the prostaglandins (PGs), leukotrienes (LTs), histamine, bradykinin, platelet- activating factor (PAF) and interleukin-1 [39]. Prostaglandin is implicated in inducing the production of various chemo-attractants and pro-inflammatory cytokines [36]. Gislason (2009) mentioned that macrophages and neutrophils are responsible to secrete a number of mediators which is responsible not just for initiation, but also for progression and persistence of acute or chronic state of inflammation [31]. Finally, monocytes acts as the major agent in tissue clean up and repair. It enters the blood from the bone marrow and circulated for about 72 hours. Then, they enter the tissues and become tissue macrophage. The macrophage becomes activated by lympokines from T lymphocytes [35]. The activated macrophage migrate in respond to chemotactic stimuli and later engulf and destroy bacteria, damaged host cells, as well as dead and dying neutrophils. Besides that, it also acts as antigen presenting cells and activating specific immune response [34]. Edema may also contribute to the tissue clean up. Nitric oxide is responsible for vasodilatation, increase in vascular permeability and edema formation at the site of inflammation [36]. The swelling compresses veins and reduce venous drainage, while it forces open the valve of lympathic capillaries and promote lympathic drainage. The lymphatics can collect and remove bacteria, dead cells, proteins and tissue debris better than blood capillary can. An accumulation of dead cells of neutrophils with other debris tissue and fluid will form pus, a yellowish fluid. It may accumulate in the tissue cavity and known as abcess [32]. Pus is usually absorbed, but sometimes it may be released by its rupture. Blood platelets and the endothelial cells in an area of injury secrete platelet derived growth factor, an agent that stimulates fibroblast to multiply and synthesize collagen. Hyperemia at the same time delivers the oxygen, amino acids and other necessities of protein synthesis, while the hea t of inflamed tissue increases metabolic rate and speed of mitosis and tissue repair. The fibrin clot in inflamed tissues may provide a scaffold for tissue reconstruction [34]. In part, inflammation declines simply because the mediators of inflammation have short half-lives, are degraded after their release, and are produced in quick bursts, only as long as the stimulus persists. In addition as inflammation develops, the process also triggers a variety of stop signals that serve to actively terminate the reaction [38]. Anti-inflammatory Activity Anti-inflammatory refers to the property of a substance or treatment that reduces inflammation. Anti-inflammatory drugs make up about half of analgesics, remedying pain by reducing inflammation as opposed to opioids, which affect the central nervous system. Drugs to control inflammation When healing is complete, the inflammatory process usually subsides [32]. However, an uncontrolled and persistent inflammation that sometimes is triggered by harmless agent such pollen or by an auto immune response. It may act as an etiologic factor for many of these chronic illnesses, where it may induce, maintain or aggravate the disease [29]. As mentioned, the inflammation would occur with the presence of antigen. Thus, constant supply of antigen is available from the food or environment may leads to chronic inflammation and causes diseases such as asthma, arthritis and other autoimmune diseases [31]. In such cases, the defense reaction themselves may cause progressive tissue injury. Hence, anti-inflammatory or immunosuppressive drugs may be necessary to modulate the inflammatory process [37]. Anti-inflammatory drugs are designed to targets the inhibition of the release of these mediators to control inflammation [36]. Harvey and Champe (2008) have classified anti-inflammatory drugs into three category; Nonsteroidal anti-inflammatory drugs (NSAIDs), Cyclooxygenase-2 inhibitors (COX-2 inhibitors) and other analgesics [32]. Aspirin is a prototype of traditional NSAIDs. It works by irreversibly inhibit Cyclooxygenase 1 and 2 (COX-1 and 2) enzymes, which results in decreased formation of prostaglandin precursors [40]. Due to this mechanism of action, aspirin also cause adverse effects such as gastric hemorrhages, hypersensitivity and thrombocytopenia [41]. It is becoming a concern of healthcare providers that patients are developing intolerance from day to day. About fifteen percent of patients show intolerance with aspirin. Therefore, newer NSAIDs with greater anti-inflammatory activities are developed. However, the newer NSAIDs are considerably more expensive than aspirin and some have proved to be more toxic in the other way [32]. The second category is COX-2 inhibitor. The mechanism of action is by selectively inhibiting the activity of COX-2 enzyme that results in decreased of prostaglandin precursors [37]. Unlike aspirin, COX-2 inhibitors have an advantage by showing lower risk of developing gastrointestinal bleeding and have no significant effects on platelets [42]. However, this drug is not recommended for renal impaired patients because it may cause renal insufficiency and increase the risk of hypertension [40]. It also has some possible adverse effects recorded in Malaysian Index of Medical Specialities (MIMS) that it may cause allergic reaction, dizziness, headache, rash, upper respiratory infection and gastrointestinal disturbances such as dyspepsia, abdominal pain and diarrheas [41]. Acetaminophen is categorized under other analgesic because it has little or no anti-inflammatory activity [32]. It inhibits the synthesis of prostaglandin in the central nervous system and peripherally blocks pain impulse generations [40]. They have therapeutic advantages over narcotic analgesics which they do not cause physical dependence or tolerance and does not affect platelet function or increase blood clotting time, but it does have many of side effects similar to aspirin [42]. Rarely, skin rash and allergic reaction may appear as the side effects [41]. There are also drugs from autacoids antagonist such as antihistamines used to prevent progress of inflammation. The term antihistamine, without a modifying adjective, refers to the classic H1 receptor blockers [32]. H1 histamine antagonists drugs are develop effectively to target the receptors to treat hay fever and some skin allergies such as urticaria. H1 receptor blockers act on immunoglobulin E (IgE) antibody-sensitizing mast cell [37]. Rheumatoid arthritis is alleviated by drugs, which inhibit the cyclooxygenase enzyme and reduce synthesis of prostanoids, corticosteroids prevent the formation of both prostaglandins and leukotriens by causing the release of lipocortin that leads to inhibition of phospholipase A2 that reduces arachidonic acid release which is able to suppress the inflammation of rheumatoid arthritis and asthma [39]. Anti-cytokines therapy involving target on Interleukin-1b (IL-1b) and tumor necrosis factor-ÃŽÂ ± (TNF-ÃŽÂ ±) that stimulate synovial cells to proliferate and synthesize collagenase, leading to degradation of cartilage, stimulation of bone resorption, and inhibition of proteoglycan synthesis is another method that is effective in treating rheumatoid arthritis [32]. Despite the benefits that the drugs hold, it also carries the side effects. As a result, it may lead various unwanted effects such as to gastric lesions, allergy reactions, tolerance and dependence, as well as resistance [40, 43]. Hence, worldwide researchers are still working to produce the ideal medicines of anti-inflammatory with highest efficacy, best potency and lowest or none side effects. Description of the plant investigated Bauhinia acuminata L. is a species of flowering shrub native to tropical southeastern Asia. The exact native range is obscure due to extensive cultivation, but probably from Malaysia, Indonesia (Java, Borneo, Kalimantan, Lesser Sunda Islands), and the Philippines. It is widely cultivated throughout the tropics as an ornamental plant. It may be found as an escape from cultivation in some areas, and has become naturalized on the Cape York Peninsula, Australia [44]. Common Name Bangla: Shwet Kanchan. Malaysian: Bunga Perak. English: Dwarf White Bauhinia, White Mountain Ebony [45]. Indonesian: Panawar Saribu (Sunda Islands); Kupu-kupu (Java) Thailand: Ka Long, SomSio Burma: Mahahlegabyu India: Kaanchnaara, Kovidaara (Ayurvedic); Kachnaal (Unani); Vellaimandarai (Siddha/Tamil); Kanchan (Assam); Shwetkachnar, Kachnalsafaid (Punjab) Sri Lanka: Sudu Kobalila (Singhalese) Japan: Moku-wan-ju. Taxonomical Hierchy: Kingdom : Plantae Subkingdom : Viridaeplantae Infrakingdom : Streptophyta Division : Tracheophyta Subdivision : Spermatophytina Infradivision : Angiosperms Class : Eudicots Superorder : Rosids Order : Fabales Family : Fabaceae Subfamily : Caesalpiniaceae Genus : Bauhinia Species : B. acuminata Binomial name : Bauhinia acuminata L. Botanical Description: Fig.-1.1: Bauhinia acuminata L. tree. Bauhinia acuminata L. is a member of the Fabaceae family. It is a rapidly growing shrub that can reach up to 3m tall. It rises with several strong, smooth, upright stems with many slender branches; young twigs being pubescent. The stipules are linear-lanceolate measures 1cm long. The leaves are cordate or nearly so are the base, bilobed to about one third of their length with obtuse or acute lobes 9-11 nerve, sparsely pubescent beneath, about 10cm long and broad. The flowers appear at the extremities of the branches 3-4 in a loose bunch with white petals. Thepedicels measure 6-12mm long. The flower buds fusiform, long attenuate at the apex and 5 setaceous dents, measures 3cm long. The calyx-limb laterally splitting, spathaceous; receptacle short. The petals obovate, measure 4cm long and 2cm wide. The stamens 10 all fertile, shorter than the petals; anthers small.The ovary shortly stipitate, sparsely pubescent. The pods are linear-oblong, stipitate, measure 10cm long and 1.5cm wide, d ark brown in colour containing 10 roundish compressed seeds [46, 47]. Traditional uses of Bauhinia acuminata L. The bark and leaves in a decoction helps relieve biliousness [48]. A remedy recommended by the Indian Vaiydas [45]. In Malaysia and Indonesia the plant is used in the treatment of common cold and cough [48]. The root seems to be the part made used of by the Japanese in treating cough and cold. In India the decoction of the leaves and bark is given for allying asthmatic attack. The Indians made used of the bark and leaves in a decoction to treat stones in the bladder, venereal diseases and leprosy [45]. Amongst the Mullu kuruma tribe of Karella the decoction of the bark is used in treating urinary discharge (gonorrhea). They make use of paste of the leaves applied on the throat for throat troubles. It is applied externally to treat skin diseases [49]. The root is boiled in oil and applied to burns and pain [45]. Objective of study To evaluate the free radical scavenging and anti-inflammatory activity of Bauhinia acuminata L. bark extracts in rats. Significance of study Bauhinia acuminata L. is one of the

Humor and Criticism in Erasmuss Praise of Folly Essay -- essays papers

Humor and Criticism in Erasmuss Praise of Folly Humor and Criticism in Praise of Folly Erasmus’s Praise of Folly is a humor-filled satire of pretty much everything. It is filled with wit and sarcasm which make light of serious problems and blow insignificant issues out of proportion all the while bringing a smile to the reader’s face. It is not stinging humor at the expense of others (unless, of course, the shoe fits), rather it is directed towards everyone. Erasmus even includes himself in the joke, practically parodying himself in the first section (xvi). In Praise of Folly, Erasmus uses this humor to criticize without the harsh judgment of seriousness. His humor parallels the import of his subject. When Folly discusses the issues most significant to Erasmus, she loses her jocularity and ironic tone, whereas in her first voice, Folly laughs at those whose foolish ways are reason for criticism but not for scorn. This section finds great ironic humor in the folly of all types of conceit, pointing out that the most condescending of people have little reason for such egotism. Folly laughs at the conceit of â€Å"the general run of gentry and scholars† with their â€Å"distorted sense of modesty† (11) including â€Å"those who lay special claim to be called the personification of wisdom, even though they strut about ‘like apes in purple’ and ‘asses in lion-skins’† (13). Folly, of course, is guilty of this most of all in dedicating a whole book to praising herself, and she admits the great folly behind this when she asks, â€Å"What could be more fitting than for Folly to trumpet her own merits abroad and ‘sing her own praises’† (11). Erasmus jokes about this type of conceit because it is innocent and commonplace. His point is to en... ...art for any lack of seriousness. Here we see the culmination of Folly’s progression towards Erasmus’s most serious subject and away from humor. Erasmus demonstrates the value of humor by making fun of insignificant issues and teaching us how to laugh at ourselves. â€Å"Jokes of this kind . . . which aren’t lacking in learning and wit† (4) help us put the less significant aspects of life in perspective. They also aim to moderate the level of his criticism making it more constructive than insulting. For it is â€Å"the ridiculous rather than the squalid† (7) to which his humor applies. He reserves a more serious voice for more serious wrongdoing. We see this parallel between humor and subject clearly as Erasmus progresses from constructive criticism of insignificant folly to harsh indictment of religious pretension and most of all in his solemn praise of Christian folly.

Society’s Neglect of the Homeless Essay example -- Argumentative Persu

Society’s Neglect of the Homeless There is a serious problem with the way homeless people are treated. They are not treated as any normal human being is treated. The homeless have been dubbed the outcasts of society and receive practically no assistance from the government. Where is the consideration for these people? Are homeless people considered less than human? Why is it so hard to give a helping hand to somebody who is in need? Is society becoming too self-absorbed or are homeless people just transient to the rest of society? Society does not want to be bothered with the problems of inhumane people living on the streets, when there are enough problems within it. There should be no reason for people to worry about the problems of others. The government is mainly responsible for the welfare of all the people living in its area. In society homeless people are on the bottom of a prioritized list. That is why homeless people are categorized as mentally ill. Nobody wants to deal with the problem, so they make an excuse of a homeless person being on the street because of ment...

Lacoste :: essays research papers

  Ã‚  Ã‚  Ã‚  Ã‚   Introduction Andaman Tourism Recovery Plan 2005 was developed by Tourism Authority of Thailand in order to manage the Crisis of â€Å"Tsunami† Tidal Wave, which mainly caused tremendous damages to 6 southern provinces of Thailand, which are Phuket, Phang Nga, Krabi, Ranong, Satun and Trang. This tidal wave not only affected to local people and thousands of tourists, who lost some of their family members and property in this natural disaster, but also many of tourism investors and service providers such as Hotels and accommodations, restaurants and travel agents lost their property and incomes as well. Since these 6 southern provinces of Thailand are located on coastal Andaman, they are very famous among tourists both Thai and foreigners for beautiful coasts and unspoiled nature. Each year, these provinces could bring a lot of tourists from everywhere to Thailand. The local people in theses areas earn their living mainly from selling souvenirs and providing tourism services to tourists. Therefore, when â€Å"Tsunami† tidal wave unexpectedly attacked and made many of tourists canceled or postponed the trip to Thailand, it causes the opportunity to restore the business and improve condition of living of local people after the Tsunami seem to be hopeless. Therefore, Andaman Tourism Recovery Plan 2005 will assist all stakeholders to know where Tourism Authority of Thailand is heading to in order to restore and develop these 6 southern provinces. In this report, we will study and analyze the recovery plan and evaluate the possibility to make all processes success according to the objectives, which Tourism Authority of Thailand set up.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ms. Ajaree Viwatpinyo   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  I.D. 463 9605   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ms.Naiyana Vongfufeungkajorn  Ã‚  Ã‚  Ã‚  Ã‚  I.D.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Objectives -  Ã‚  Ã‚  Ã‚  Ã‚  To study the Andaman recovery plan 2005, developed by TAT. -  Ã‚  Ã‚  Ã‚  Ã‚  To analyze the positive and negative of impact from the recovery plan. -  Ã‚  Ã‚  Ã‚  Ã‚  To analyze the potential effectiveness of the recovery plan. -  Ã‚  Ã‚  Ã‚  Ã‚  To criticize the role of concerned organization in order to create the effectiveness of the plan. According to the tidal wave disaster â€Å"Tsunami† which attacked many countries around Andaman Sea on 26th of December 2004, 6 provinces in southern part of Thailand are one of the victims of this natural disaster. In consequence of â€Å"Tsunami†, the situation of tourism in Andaman coastal provinces of Thailand is facing the unexpected crisis. Moreover, the unclear information regarding the situation in affected areas leads to the decrease of number of tourist. For example, the disaster caused many tourists to cancel hotel bookings in Satun, even the province received only slight damage.

Coca Cola’s New Vending Machine

1) Pros for Coca Cola Co. Technology Availability: Electronic components are becoming more and more versatile and cheaper. All that is required in order to adjust the price with the changes of the weather is a temperature sensor and a computer chip. Therefore, it can reduce the implementation costs. Increase competitiveness through price discrimination: Price discrimination is used in order to increase the economic efficiency. In principle, the temperature sensitive vending machine is no different from any other form of price discrimination. For example, airlines pair daily and hourly fluctuations in demand with fluctuations in price. Moreover, in Japan some vending machines already adjust their prices based on the temperature outside. Increase profitability: vending machines are an extremely profitable resource and channel and have the opportunity to be more profitable for Coca Cola. More profitability could be achieved through: * Having the ability to lower the price to customers who would usually not buy the product but all the same with charging a higher price to those who would. Lowering the price at off-peak buying time in order to increase the overall sales. * Providing information when a machine is out of stock. Facilitate the micro marketing: information about which drinks are selling and, at what rates in a particular location is relayed by internet, helps salespeople to figure out which drinks will sell best in which locations. Cons for Coca Cola Co. Damaging the brand image: it causes to interpret that Coca C ola is not customer-friendly Risk of price war: automatic price adjustments will provide the capability to ignite the price war e. . over a holiday weekend. Pros for consumers * Interactive experience when purchasing a soft drink could produce added value as micro marketing can be used to satisfy the demand of consumers more easily. * Enjoy more promotion and pay less when the product is less demanded. Cons for consumers * Product is more expensive when it is more needed. This might seem unfair to a thirsty person. Considering that, the purpose of a coke is always to quench the thirst, people should not pay different prices for the same good. Exploit the consumers who live in warm climates. * Exploit the faithful customers who are loyal to Coca Cola brand. 2) Where? * In hot climates: the value of coke to customers is higher because a cold drink is needed more to quench their thirst. Therefore, this technology will increase the price of coke in warm climates and destroy the value of coke to brand switchers who will find an alternative. * In colder climates: the value of coke to customers is lower because they do not desire cold drinks. Therefore, the price will be lower and this will make coke have a higher value for customers in colder climates. Who? * Brand switchers: this type of consumers will not have loyalty to Coca Cola and therefore switch brands based on the related price. Therefore, it may create value to brand switchers in colder climates and decrease value in hotter climates, as they find a cheaper alternative. Overall, brand switchers will benefit the most from this technology. * Habitual buyers: this type of consumers does not prefer the brand but switching costs are too high. Therefore, they stay with the same brand and if the price of coke becomes lower than competing brands it will add value of coke to these consumers. * Brand loyal consumers: these customers will suffer the most because they will want to buy Coca Cola whether the weather is cold or hot. Therefore, it will only add value to this product for them when it is cold. 3) Price Wars: the ability to discount prices so easily could cause competitors to lower prices, specifically on holidays. Price discrimination: those consumers that drink on hot days will be worse off since they must pay a higher price, while some consumers that drink Coke on cold days will be better off since they receive a lower price. Consequently, sales in warmer countries could decrease as a result of charging high prices. It will only be a success if the difference between prices is not explicitly known. Otherwise, price discrimination could harm Coca Cola’s brand image. In addition, setting the price lower in cold climates might cause some profit losses and change the reference point, and destroy the brand image either. ) * Coca Cola should not have publicized the new technology while it was still being researched. Instead, they should have waited until they knew exactly what they wanted to achieve through this technology. Furthermore, they should not have publicized new technology in a way that vending machines would change prices according to the weather temperature. Because, this create s controversy that made them look not customer-friendly but profit hungry. This might damage the brand image. * Their response to the announcement of New York Times was the right action. Because, it cleared the intention of Coca Cola that was to improve product availability and promotion activity rather than to raise prices of soft drinks in hot weather. * Another point they did right is that they carried out thorough product testing of this new technology to enable them to identify how successfully it could increase their vending machine profitability. * I would recommend that if Coca Cola decided to use the technology they might first implement it in colder countries and promote the new technology as a way for consumers to save money and increase their utilities. After the adoption of this new technology, they should introduce it into warmer countries but without the emphasizing on the price, with more emphasizing on the attributes of the vending machine such as refrigerated display case, cooler, the ability of accepting credit cards and debit cards, better availability of products through better stock control. 5) I think the comments of Mr. Ivester were naive and not well planned. He should not say that it is fair to raise prices in a championship event in a hot summer day. Therefore, according to the passage the Ivester’s answer created the flap, seeming to cast the company as one that was not customer-friendly. Instead, he should say that Coca Cola is not introducing vending machines that raise the price of soft drinks in hot weather, just exploring innovative technology that can improve product availability, promotion activity. Just like the comments of Pepsi spokesman, Jeff Brown, â€Å"At Pepsi we are focused on innovations that make it easier for consumers to buy a soft drink, not harder. † Based on Ivester’s comments, the image of Coca Cola’s brand eroded.

Archimedes Principle

Applications of Archimedes' Principle 1. Submarine: A submarine has a large ballast tank, which is used to control its position and depth from the surface of the sea. A submarine submerges by letting water into the ballast tank so that its weight becomes greater than the buoyant force (and vice versa). It floats by reducing water in the ballast tank. -thus its weight is less than the buoyant force. 2. Hot-air balloon The atmosphere is filled with air that exerts buoyant force on any object.A hot air balloon rises and floats due to the buoyant force (when the surrounding air is greater than its weight). It descends when the balloon weight is more than the buoyant force. It becomes stationary when the weight = buoyant force. The weight of the Hot-air balloon can be controlled by varying the quantity of hot air in the balloon. 3. Hydrometer A hydrometer is an instrument to measure the relative density of liquids. It consists of a tube with a bulb at one end.Lead shots are placed in the bulb to weigh it down and enable the hydrometer to float vertically in the liquid. In a liquid of lesser density, a greater volume of liquid must be displaced for the buoyant force to equal to the weight of the hydrometer so it sinks lower. Hydrometer floats higher in a liquid of higher density. Density is measured in the unit of g cm-3. 4. SHIP A ship floats on the surface of the sea because the volume of water displaced by the ship is enough to have a weight equal to the weight of the ship.A ship is constucted in a way so that the shape is hollow, to make the overall density of the ship lesser than the sea water. Therefore, the buoyant force acting on the ship is large enough to support its weight. The density of sea water varies with location. The PLIMSOLL LINE marked on the body of the ship acts as a guideline to ensure that the ship is loaded within the safety limit. A ship submerge lower in fresh water as fresh water density is lesser than sea water. Ships will float higher in cold water as cold water has a relatively higher density than warm water.

Carter Racing

Carter Racing Case Study In this case, Carter Racing has to make a decision about whether or not to participate in a race with the knowledge that they have been experiencing a 29% engine failure rate. Carter Racing is a relatively new team, so they have not yet established a firm reputation. The mechanic thinks that temperature is the cause of failure, but that theory has been questioned by another of the racing team’s engineering staff. If they race and win, they could receive a $1,000,000 sponsorship from Goodstone Tires for the next season.However, on the off chance that they do win, they might ignore the engine failure problem they’ve been experiencing. Another scenario that might occur is that they may decide to race and experience an engine failure during the race. The damage of this scenario is extreme. They will have risked their driver’s life, lost any reputation they might have been building, and lost the sponsorship from Goodstone and the $500,000 oil contract they already have.Another scenario is that they withdraw, which means their reputation might be slightly damaged and they lose $50,000 that season between the lost deposit and the returned sponsorship funds. My recommendation is that Carter Racing withdraws from the race and takes the $50,000 loss for the season. This ensures that they have until the next season to resolve their engine failure issues and it gives them time to formulate a safer strategy.They should not attempt to risk their driver’s life and stake their reputation on the slim odds of winning the race. If they were to race and lose their options, the chances of recovering from that loss are very small. It’s much more difficult to react to something of this scale than it is to prevent it. If they take advantage of the time they have once they withdraw, they can come back next year with a stronger team and better odds of winning, which will surely encourage more sponsorships.

The Effect Of External Factors On Purchase

The results demonstrate that demographic, geographic and group significantly effect Pl. The findings of this study help marketing, managers and companies to understand young Malaysian consumers' behavior and Pl. Keywords: external factors, purchase intention (Pl), young generation, Malaysia 1. Introduction Nowadays, purchase intention is more complicated and more significant for consumers than in the past. Customers are encompassed by reports, advertisements, articles and direct mailings that provide large amount of information.Moreover, different kinds of products, supplies, super markets and shopping malls have complex and difficult decision making. This study focuses on the young generation in Malaysia because of some reasons. Firstly, immature customer segment is known as special segment for some special products. Secondly, at the period of evolution from youth to early maturity, these customer segments have their unique consumer behaviors and attitudes (Safari, AAA). Thirdly, ju veniles' effect on their families and shape family consumer behavior; finally, young consumers can change and influence culture as well as society (Safari, AAA).In addition, according to the previous studies, investigators argued that the external actors (demographic, geographic and group) influence Pl. Besides, there are some difficulties in applying these factors and measuring their effects on Pl. The effect of demographic on Pl is complicated and confusing that needs to be examined. For instance, consumers 18 to 24-year-old are â€Å"more likely than other consumers to buy a product on the spur of the moment and change brands if the mood strikes† (Abdul Raze & Summarizing, 2009). Apart from that, there are still some studies that indicate the males and females behave and make Pl in different Ways. Teenage boys were more utilitarian, whereas manage girls are more social/conspicuous conscious† (Cathy & Vincent, 2006). Furthermore, different races have different behavio rs, which can significantly affect Pl; for example, the Malady are more patriotic to the local brands compared to two other Malaysian races. Likewise, group influence significantly affects Pl. Group (social networks, television, influential, books) influences on young generation in Malaysia and changes their culture, behavior and purchase intention because they have adapted with other cultures (Eon, Ata & Philip, 2008). 2.Literature Review Purchase intention means a consumer prefers to buy a product or service cause he/she finds that he/she needs a particular product or service, or even attitude towards a product and perception of product. In other words, purchase intention means consumer will buy a product once again after she or he evaluates a product and finds out that the product worth buying. While consumers select one particular product, the final decision on accepting 153 WV,m. Essence. Org/birr International Business Research Volvo. 5, No. 8; 2012 a product to buy or rejecti ng it depends on consumers' intention.Also, a large number of external factors have been recognized, which can affect Pl (Keller, 2001). 2. The Effect of Demography on Pl One of the most important features which influence Pl is demographic (age, gender and race). Young consumers in different ages have different behavior. A nineteen years old consumer may behave differently with a twenty five years old consumer. For example, some young consumers are more concerned on the labeled products than other young consumers (Nabob & Mimed, 2010). The effect of gender depends on some factors.For example, females are more concerned about those kinds of products that are directly related to house because as housewives, the quality of the products is more important or them compared to men. Thereby, label, brands and quality have effects on consumers' PI (Seasonal, All & Seabird, 2006; Safari, Bibb). The other factors that shape Pl among males and females are information and education. For example, a study shows that females are less experienced with online purchasing; therefore, they rely on other recommendations than males during decision making process (Ciao & Yang, 2010).Atmosphere and environment also influence on consumers' Pl among males and females. An investigation shows that music in restaurants has more effect on females than males. Stephanie Wilson, 2003). In addition, studies showed that men are more risk taking than women and they are more reliance on themselves to make purchase decision than women (Seed, 2003). Different ethnic groups act differently to make purchase decision. For example, studies in the United States have shown that African-Americans in some cases have different purchase intentions than the whites (Americans).Some factors can have effects on different races such as media, advertisements, and televisions. The other example shows that 16% of married white women are more likely to do mom purchase than married black women in the United States; but some other factors (socio-economic, environment, culture, income) could be combined with race to achieve better outcomes (Ciao & Yang, 2010). 2. 2 The Effect of Geography on Pl The other external factor that influences consumers' Pl is geography. Locations that products are being produced and manufactured are very important for consumers and can shape their Pl.A place to shop for organic products is crucially integral for consumers. For instance, a research demonstrates that majority of consumers prefer to buy their organic food ND products from hypermarkets and shopping malls and only a few of them enjoy of buying products in farms (Sit & Inertia, 2010). 2. 3 The Effect of Group on Pl Group also affects consumers and their Pl. Previous experiences of celebrities have utilized different assumptions and basic theoretical grounds Of psychology to describe how a sponsorship as an influential effect consumers' Pl and their behavior (Speed & Thompson, 2000).Sport celebrities as a group of influential figures have significant influences on young consumers especially when they want to make decision to choose a brand and Pl. Star members in each team have significant effects on consumer behavior. Thus, they would make brand for the team's sponsor because team members are able to attract enormous amount of consumers for a brand (Arcadias & Fairyland, 2006). 3. Research Methodology 3. 1 Measures Data has been mainly collected based on primary research and secondary research was used as well. Previous literatures were studied to recognize the factors influencing consumer Pl.Learning and understanding key points from previous literatures were combined with this current research study to obtain better results. Sampling strategy is based on probability based. The population is in age group of 17-32 years old as millennial/young generation. Questionnaire has distributed to some Malaysian universities. According to the aim of this research, the race of population has to be M alaysian only and questions Were written in English language. The sample Was selected from universities (senior and junior students). SPAS soft. Are was used to measure/ analyze the data. 3. 2 Hypothesis Demographic factors positively effects on purchase intention, for example, there is a difference between young consumers and adult generation in the ease of purchase intention. In some cases, male and female consumers act differently to make purchase decision and also different races have different influences on purchase intention 154 WV. Essence. Org/birr Volvo. 5, NO. 8; 2012 (Hide, Gerard & Alex, 2008). Thereby, age, gender and race are strongly affecting Pl, which has been proven by previous studies.HI : (a): Age influence PI (b): Gender influence Pl (c): Race influence Pl Malaysia is divided into two different parts: west and east. Sit (2010) noted that different areas and locations have different effects on consumers' behavior and purchase intention. Consumers in cities and vi llages (rural and urban) have different behavior and purchase intention (Wong & Yah, 2008). Therefore, rural and urban influence Pl differently. H2O: Geographic influence on Pl. Friend, relative, colleague/classmates and Media impact on purchase intention. HA: Group affects Pl. . 3 Data Collection The questionnaire in this study has been distributed to 350 respondents. 325 respondents have returned the completed questionnaire, which made up 93% of overall responses. We have given the questionnaire to students usually in their classes and we had left them and given them enough time to answer the questions. After 30 to 45 minutes we went back to classes and ask students to return questionnaires. The SPAS software has been used to analyze the effects of external factors (demographic, geographic and group influence) on Pl.Consumers between 17-32 years old were selected as young generation. The research was carried out at different regions in Malaysia such as International Islamic Univer sity Malaysia (MM), University Sebastian Malaysia (LIKE), University Putty Malaysia (JIM), Multimedia University (MIX) and Nation Library. The questions mainly examined the effects of rends, relatives, classmates/colleagues and media on consumers' Pl. All scales measured on 7-point Liker-type scales ranging from â€Å"strongly disagree† to â€Å"strongly agree†. The demographic factor is divided into three separate categories.These three groups involved age, gender and race, which will be explained in the following subsections. As demonstrated in Table 1, most respondents involved are in the age group of 22-26 years old. Analysis shows that 30. 2% of the respondents belong to 17-21 age group, 40. 9% belong to 22-26 age group and only 28. 9% are in the age range of 27-32 years old. The majority of the respondents are females; 221 respondents are female (68%) and 1 04 are males, which contributes to 32% of the total respondents participated in this study.