Body & Cultural Text Essay

When a person has watched a film, advertisement or read a book, there are distinct elements that are evident throughout the work of art that seemingly communicate more than their surface meaning. This essay seeks to demonstrate how metaphor, connotation and metonym are usually used in distinct cultural texts such as in books, film and others. It specifically applies the basic concepts of communication theory to cultural texts, objects and images. Body Communication theory lays emphasis on exchange and production of meaning and information through symbols and signs (Littlejohn, 2002). It draws its argument from encoding and sending of a specific message, where it is received and decoded by the recipient and synthesized for a meaning and information to be drawn out of it. What communication theory depicts is that communication does permeate all evels of human experience while being central to comprehending a certain human behavior (Griffin, 1997). Through metonym, metaphor and connotation, the main elements of communication theory are brought into focus, since they are figurative use of sending certain messages but in distinct ways. Through them, cultural texts are deciphered and understood, where meanings are drawn beyond the surface meaning. Metonym Metonym, a figure of speech, is rhetorically used where a concept or entity is not called by its name but through the name of another thing that is associated intimately with it. It is the use of a single object or thing to identify another, which might be related. For example, in Act III, scene II of Shakespeare’s Julius Caesar, (Lines 74-77): ‘Friends, Romans, countrymen, lend me your ears’ (Pickering & Hoeper, 1982). ‘Ear’ in this case represents attention, since it is the ears that we use to pay attention to speech. Once the ‘lending ear’ (attention) has been heard, the basic understanding of ‘lend’ (to borrow something) is stretched to include nonmaterial things, in this case attention. Washington might be the capital of the United States, but it is usually used as an obvious metonym for the U. S. government. In film, metonym gives meaning to distinct elements of plot, such as in the recent movie, American Beauty. It is a comedy where personal, inner conflict is depicted through metonyms. For instance, the protagonist, ‘Tootsie’, shows signs of inner conflict when he lacks confidence to carry out a scam. In another level of conflict, metonyms in the form of coworkers, boss, father, friends, TV audience and his love depict the protagonist’s social conflict. The movie is all about different levels of conflict that are splendidly shown metonymically, through different contexts. This is achieved through outward projection of different levels of conflict on other characters it is seen, creating a very dramatic impact. Particular types of metonyms in substitution do influence our thoughts, actions and attitudes. This is achieved through focusing on a specific aspect and suppressing another inconsistent with a particular metonym. For example, Lakoff and Johnson argue that when you think about ‘Picasso’, your thoughts move beyond a piece of art (1980). You start thinking of it in relation to the individual, his artistic conception, technique, art in history and other relations. Connotation Connotation in texts, expressions and in mere words shows the expressed and emotive part of a language. Seemingly, all connotative signs and expressions lie vaguely midway between ambiguity and symbolism. For instance, the word ‘iron’ denotes a very tough metal but can connote that a man is a piece of ‘iron’ since he has won a boxing match without a problem. Connotations form a major component of poetry, where its power of expression, suggestion and emotion offers parameters that gauge the literary capability of an author while the cultural text awareness of the reader is revealed. This means that connotation must be culture and text bound to be of any significance. For instance, in Elizabethan times black was synonymous to piracy, lust, infidelity and cruelty. This is shown in Shakespeare’s depiction of Elizabethan disgust of the connotation black in more vivid racial terms. In Othello, Iago expresses that â€Å"†¦ an old black ram is tupping your white ewe† and â€Å"arise†¦or else the devil will make a grandsire of you† (Pickering & Hoeper, 1982). This association of Othello shows the established historical connotation that Western nations had concerning black as pure evil. The communicative element of connotation is pervasive and everywhere. It is expressed in all cultures and dwells across all ages in all literary styles, genres, cultural expression such as music, architecture and painting. Music offers something more to people beyond the rhythm and stones, thus connotation end up being capable of having double meanings and creating euphemisms. In film, connotation makes a communicative entry, as in the official poster of Ugly Betty, Season 2. In the poster, there is a darker background that lies behind Alexis, Amanda, Daniel, Marc, Claire and Willie, connoting Mode as being business and in that juncture, wealth and money equals evil and power. In the same poster, there is a white and blue background behind Betty, Hilda, Henry, Justin, Christina and Iganscio. This connotes family, happiness, tranquility and deeper peace. In hair product advertisements, the portrayal of hair as free flowing and seemingly in motion in an immaculate style connotes a woman readying herself to socialize, in that the free-flowing hair connotes freedom, as elaborated by Williamson, (1978). Metaphor Metaphors are simply comparisons showing two things, unlike in a major way, but importantly similar in a certain way. Being an analogy, a metaphor lies between two ideas or objects and elaborated through the usage of a certain word, which communicates figuratively. In books, metaphors communicate a poetic imagination that enables authors such as Shakespeare to show a comparison between the world and stage, where humans enter and leave the stage, as seen in the drama â€Å"As You Like It†, while Robert Frost’s poem, ‘The Road Not Taken’ compares the life of a person to a journey. In film, metaphors elaborate issues figuratively, such as in a short film entitled The Unique Oneness of Christian Savage. In the film, a child loses a best friend who falls from a tall tree where they had been playing. The child then runs away from the funeral and the words spoken, and starts beating the â€Å"evil† tree that killed the friend using a broken branch. This is a visual metaphor introducing an element of conflict without the use of words but very powerful. In adverts, metaphors are used in associating products using semantic domains that have positive connotations. The truth in an advert appears like a law for advertisers to keep off from explicitly making such statements that might be either true or false. For instance, in an air freshener advert, it might be said in an advert that it will bring a tropical breeze in your home. While it is obvious it cannot do this, what is metaphorically communicated is that your house will have fresh air. In addition, the communicative element of metaphors also takes a visual course, where it becomes a window of new thinking. These visuals give the individual a chance to escape while those who are creative can explain and interpret a novel world. In understanding the metaphor, the interpretation is on the world we live where we establish the relationship. In advertising, this is even clearer and true in the recent highly creative and digital images in advertisements. In fact, the smarter a metaphor is the more unforgettable and memorable the advert campaign. In some Ford Motors adverts, the car transforms itself in different terrains, into a metallic ape along a mountain and a crocodile in a river. This is a visual metaphor for strength and safety. Most importantly, the more fun and creative the metaphor, the more unforgettable the message it conveys. It has been a major sell for adverts with figurative images. For instance, there are adverts on the campaigns on Aids by the French. It has images which are very captivating and fearful but communicate their intention. One is a naked man having sex with a gigantic venomous arachnid, while another shows a female doing the same with another, a metaphor for unprotected sex. It is disgusting and scary to say the least, but aptly effective. Such graphical metaphors depict the underlying element of communicative theory, where the way communication is done might not be important, rather, it is whether the message has been communicated at all (Littlejohn, 2002). In the case of the French Aids Campaign adverts, the emotional figurative hook connects well with the audience. Conclusion Metonyms, connotation, and metaphors are demonstrated in cultural texts with a communicative element that edifies the spirit of the communication theory. All of them work in different ways to aid communication. References Griffin, E. (1997). A first look at communication theory (3rd edition). New York: McGraw-Hill. Lakoff, G. & Johnson, M. (1980). Metaphors We Live By. Chicago: University of Chicago Press. Littlejohn, S. W. (2002). Theories of human communication (7th edition). Belmont, CA: Wadsworth. Pickering, J. & Hoeper, J. (1982). Literature. London: Macmillan. Williamson, J. (1978). Decoding Advertisements. London: Marion Boyars.

Personal life and sports Essay

Sportsmanship is the character, practice, or skill of a person involved in sports. This includes the participant, the parents, the coaches, and all spectators. Sportsmanlike conduct includes fairness, courtesy, learning to be a good loser, being competitive without rude behavior, or experiencing any ill feelings toward the opponent. Too often in any sporting event, the purpose of the sport is forgotten. Winning has become overwhelmingly important to the adults involved. This attitude is inflicted on the youth. People of all ages should be allowed to fully embrace the challenge and fun of playing sports. Teaching, coaching, motivating, and winning are fine as long as the reason for the sport or activity is prioritized. The attitudes of athletes are instilled in them at a very young age. They reflect the motivation and goals of their parents, who sometimes push them into sports they would not normally choose for themselves. Play is essential in growth and develop- ment. Children who play sports with other children tend to socialize and adjust better as adults. Healthy competition provides a natural, emotional outlet for children, but should not be forced or overemphasized. Competition should be kept friendly with the emphasis on participation rather than the outcome of the event. Parents should not pressure the child to excel, regardless of his abilities, because this takes away the fun of the sport, adds undo pressure on the participant, and produces unsportsmanlike conduct. Sportsmanship is participating in a sport, rather than performing, and realizing how you play the game is more important than winning. Too many coaches and parents tend to forget the reason for sports for children. They get caught up in the excitement and competitiveness. Winning is the ultimate goal, at all costs. The cost is the effect this attitude has on the children. I have witnessed this behavior from coaches and parents, where they have actually embarrassed and humiliated young players in front of their peers. The negative effect this has on the athletes is obvious. They become aggressive, sometimes withdrawn and angry, rude, and inconsiderate. Sports are not just an activity. They form a stepping stone toward the future. Sportsmanship teaches children how to interact with peers, how to relate and interact with others. Sports can teach cooperation, sharing, and compassion. At a young age participation in sports introduces players to rules, and how to incorporate them into other aspects of life. A child must realize that losing has absolutely nothing to do with self-worth, that their personal value is not measured by winning or losing, but doing the best that they can in sports and life. It is important that children and adults be part of a group to feel acceptance, without the emphasis on winning. Self-confidence does not come from winning or losing, but how the outcome is handled. If you perform to your best ability, then you have won the only  important game. Sportsmanship is what the activity should be about. Coaches and parents should relax, enjoy the fact that their children are active and adjusting socially, have fun, and allow their children to have fun. They will produce healthier, happier, more secure, self-confident, and less angry, frustrated children. Sportsmanship carries into every aspect of daily life. Winning and losing is part of every day life at every age and every stage. We should learn and be taught through praise and example how to win and lose with dignity, humility, and self-respect.

WRITE AN ESSAY ON BETWEEN THE WORLD AND ME BY RICHARD WRIGHT

WRITE AN ON BETWEEN THE WORLD AND ME BY RICHARD WRIGHT - Essay Example He embarks on using fragmentation and unique perspective to help reinforce and focus on the themes of the poem.  Combining all these things makes Wright’s works on the poem potent (Harris 95-102). It is about a man who experiences the death of the victim by staring at his burnt skeleton. The reader experiences deep regrets and sadness for the victim after the initial reading. It is only after reading the poem severally that the reader gets to know the author’s real meaning. It is common for man to view tragic occurrences with remorse and pity. People cannot understand the situation unless they give it a view from the victim’s perspective. The theme of the poem becomes apparent when the central character mentally experiences the sufferings and death of the victim. Wright’s poem starts with the protagonist walking through the woods and comes across a human-like burnt-to-ashes skeleton on a tree. The initial scene represents how people and society view tragedies. The society position is of viewing adversities as terrible misfortunes. People are deeply saddened by such circumstances, but they lack the understanding of the victims emotions and viewpoint. The world remains separated from the victim until when people understand the victim’s emotions and prospective that results from the incident (Harris 95-102). As the poem continues, the protagonist view of the victims demise with an outsider’s view progresses. The protagonist experiences cold pities because of the life experienced as he continues to view and think about the death of the victim. The details of the death become apparent to the protagonist after the cold pities. When "the dry and hard bones stirred, lifted, rattled, melting themselves" into the body of the protagonist, the character now realizes the victims situation and pains. When the protagonists change to be a victim by imagination and mental processes, what the victim went through

Current Events and U.S. Diplomacy Essay Example | Topics and Well Written Essays - 750 words - 2

Current Events and U.S. Diplomacy - Essay Example Kennedy, and others, were fearful that if Communist ideals were permitted to expand on a more global scale, it would result in catastrophic consequences for Democratic countries. Russia’s Cold War Relationship with the United States Russia (USSR) was one country involved with America on a deep level during the Cold War, In fact the Kennedy doctrine previously described was largely aimed at the Soviet Union. Tensions were extremely between the two countries, and the relationship was not only strained, it was all but over. As such, military threats abounded on every level, yet Kennedy’s belief, as expressed in the containment doctrine, did hold out hope that tensions would be resolved, and a working relationship moving forward be established (Bose, 1998). Naturally, towards the end of the Cold War, that hope was all but crushed as both countries appeared headed towards a certain inevitable war, yet we know that did not happen. In essence, before the Kennedy Doctrine was e stablished, the two countries held staunchly different ideological views that forced the President to establish a stated policy that Communist ideals could not be permitted to spread to the America’s. ... In addition, both countries now allow their citizens to travel to the other, and diplomatic efforts are cordial and respectful. While Russia’s main ally continues to be China, and America’s ally continues to be the United Kingdom, the region is much more stable today than during the Cold War as a result of both countries cooling down and learning to co-exist peacefully with one another. Effects of the Kennedy Doctrine on Global Affairs The restraint shown by Kennedy during the Cold War had an enormous effect on global affairs. Rather than choosing to escalate the tensions being exhibited between the two countries and showing the world America’s resolve and military strength, Kennedy was able to put in place a doctrine that was aimed at peace between two countries who did not see eye to eye on a whole host of issues. The reality is that America and Russia will likely never be ideologically similar, the global community was watching with keen interest to see if dip lomacy could truly win out against two adversaries as strong and these countries. This has served as a model in cases since the Cold War as countries try to avoid war at all cost (Higgins, 1987). In addition, the containment policy served to minimize the spread of Communism throughout the region. In the years following this era, Communist regimes gradually began to fall, as the people of the global community looks towards more democratic ideals. While Communism remains in Cuba, its spread did not go far beyond that geographical region, keeping North America among the most democratic and free areas in the world, even to this day. Conclusion The Cold War was a difficult time for all involved. The Kennedy Doctrine, however,

History Research Paper Example | Topics and Well Written Essays - 1500 words

History - Research Paper Example The Minoan civilization is the oldest Greek and the oldest European civilization. Many characteristics define the Minoan civilization. One, there are palaces everywhere to be found and it stretches to the whole entire island. Every city has no walls around it. There is no fear of foreign attack and no domestic enemies of war. Every road is paved. It is during this time that the first flushable toilet is made since France in 1701 AD. The Minoan civilization is also engaged in a lot of trade and is rich and healthy. Every home has two stories. The Minoan civilization declines due to many factors. In 1628 BC, there is a massive volcanic eruption, which is two hundred miles away. The explosion and the waves destroy the Minoans’ city. It is felt from China all the way to California. By 1500 BC, the Minoans tries to rebuild their city. The problem is that they cannot rebuild because of a weakened city. In 1450 BC, the Minoan world is invaded by a civilization, the Mycenaeans. The Mycenaeans will finish off the Minoans’ world. They were the second oldest group of Greeks. In 1871 AD, Heinrich Schliemann goes and seeks the legendary city of Troy. He carries with him one book entitled Iliad written by Homer. In the same year, he goes to Western Turkey in Hissar. There he finds a gigantic mound. He begins to dig straight down and discovers nine ancient cities. Some of them are older than Troy. 1873, he states that he discovers the legendary city of Troy and he goes to search for the legendary Greek king, Agamemnon who destroys the city of Troy. He later goes to Peloponnesus in 1878 and he discovers five bodies which he thinks is the legendary king, but is not. He instead discovers the city Mycenae and the Mycenaeans. The Mycenaeans build cities on top of hills which are about nine hundred feet high. There are gigantic walls around their cities. The walls are

Jake Barnes as a Hemingway Hero Essay Example | Topics and Well Written Essays - 500 words - 1

Jake Barnes as a Hemingway Hero - Essay Example Brett and Barnes had a past relationship. However, World War I rendered Barnes sexually impotent through a battle wound. Barnes wants a relationship with Brett, but she cannot give up sex, even for love. Throughout this novel, Barnes is the shoulder for Brett to cry on. He is her friend, confident, and admirer. She is engaged to Mike, but cheats on him with Cohn and Romero. While carrying on with these men, she still confides in Barnes. The pathetic part of Barnes and Brett’s relationship was Barnes knew exactly what she was, but still did not care. Barnes thought: Barnes, aside from his feelings for Brett, wanted to find the meaning of life. He knew that loving Brett was not making him happy, but could not quite grasp what would make him happy. In order to pursue the meaning of life, Barnes decided to go back to the basics with a fishing trip in Spain. By imposing the basics on his life, Barnes wanted to find peace through order. Even though ideally he thought if Brett would love him, then the meaning of life and happiness would fall in line, Barnes found that peace came with order. When Brett suggest they could have been happy together, Barnes replies, â€Å"Yes, isn’t it pretty to think so?† (Hemingway 248) This shows that Barnes realizes that although his desire to be with Brett is nice to think about, peace is only found with order, not confusion. Jake Barnes loved an unworthy woman and searched in vain for happiness. Both of these things make him a Hemingway hero. His survival of unrequited love and journey through life makes him an everyday hero. Barnes faced reality. The ultimate conclusion that only the need of basic essentials to create order in his life allowed Barnes achieve a separate peace. Barnes found what every person needs to know to gain peace; happiness does not come from others, but only from within. Barnes found his separate peace from within. This is what makes him not only a Hemingway hero, but a memorable

Online Consumer Behavior Essay Example | Topics and Well Written Essays - 5000 words

Online Consumer Behavior - Essay Example In the physical commercial world, the IT used for operations remains mostly in the background, invisible to the consumer. In e-commerce, however, the technology has been moved to the foreground and has become the store itself as a Web site. Such Web-based stores that use "networks and Internet technology for communications and transactions between various groups of stakeholders like businesses and consumers" have recently also been called Net-enabled organizations (NEOs). A key difference between online and offline consumer behavior is that the online consumer is generally more powerful, demanding, and utilitarian in her shopping expeditions. As a result, customer loyalty on the Web is low overall; although, as in the physical world, it is influenced by the availability of good, relevant content in an enjoyable context. Now that nearly all marketers have accepted that tapping a promotion's full potential requires strategically integrating the online and offline components, considering the differences between online and offline consumer behavior becomes important. Some professionals contend that these differences are enormous; a common refrain, for example, is that where consumer behavior offline is passive, the Web is all about engagement. But what those observers really are comparing is consumer behavior relative to advertising media; they're comparing how consumers interact with ads on television as compared with ads on the Internet. Where online and offline promotions are concerned, the differences are far less pronounced. In many cases, a Web site is really just a digitized retail store. Still, the simple insight that the exact same triggers motivate transactions both on- and offline has tended to become obscured amid the excitement accompanying the rise of online marketing. Promotions that focus on connecting the dots between in-store and online merchandising have, in fact, proved highly successful. Pepsi enjoyed runaway success with its E-Stuff promotion, which drove traffic from the store to the Web and back again. Simon Brand Ventures similarly fielded an online promotion that drove online shoppers to the company's malls, and mall shoppers to the Web. That's not to say that anyone who knows everything about offline promotions can consider himself armed and dangerous when it comes to online promotions. Some interesting, and sometimes surprising, trends and patterns have emerged with regard to online consumer behavior. One such interesting development concerns the profile of the online population: According to a recent newspaper report, the fastest-growing consumer segment on the Web is blue-collar workers---up 52% since spring 2001. A separate and somewhat contradictory report has it that seniors actually are the fastest-growing segment, even though 87% of people over age 65 don't yet have Web access. Meanwhile, a third survey found that online games, in particular, hold surprising appeal among older consumers. This survey discovered that 42% of frequent online garnets are over age 35, while just 30% are 18-to-35 years old. These groups have nowhere to go but up in terms of their online use; still, their growing ranks among the wired population point to as-yet uncharted opportunities for promotion marketers, and their online behavior bears watching. Plenty of opportunity remains among the younger set, to

Assignment #2, Leadership Issue, Essay Example | Topics and Well Written Essays - 500 words

Assignment #2, Leadership Issue, - Essay Example Even though unemployment problems and home prices are going high, many of the Americans do believe that Obama is trying his best to solve these problems. Many voters believe that Obama is the ideal candidate to lead America in this difficult period. In their opinion, the conditions could be worsened if anybody lese lead America during this period. On the other hand, according to Christopher Altchek (2012), â€Å"The more legal-oriented Obama is not equipped to deal with the rigors of the Great Recession, nor is he able to solve critical issues like unemployment or the nation’s mounting debt problems† (Altchek). It is a fact that unemployment problems are getting worsened as time goes on even though Obama is taking many steps to solve it. Drastic measures are necessary to solve America’s current problems. Obama is not ready to take drastic measures. Obama is trying to solve America’s problems with the help of economic theories and principles published through books. It should be noted that economic theories may not help always to solve practical problems. â€Å"Change† was the slogan put forward by Obama when he contested first time for the president post. Even though Obama has almost completed his first term in the president’s office, Americans do not feel any changes in political, economic or social circles. In other words, Obama has given false promises to the people and he failed to rise to the expectations of the people. Many people thought that Obama might declare an end to war on terror. it should not be forgotten that Obama criticized war on terror on many occasions before his election as president of America. However, after assuming president ship, he swallowed many of his earlier words and opinions. In other words, he failed to bring any political changes in America or in other parts of the world. Many of the foreign policies are imitations of the previous republican

Tourism Management Essay Example for Free

Tourism Management Essay An importance-performance analysis of hotel selection factors in the Hong Kong hotel industry: a comparison of business and leisure travellers Raymond K.S. Chu, Tat Choi*  Department of Hotel and Tourism Management, The Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong Special Administrative Region, Peoples Republic of China Received 16 December 1998; accepted 3 February 1999 Abstract Using an Importance}Performance Analysis (IPA), this paper examined business and leisure travellers perceived importance and performance of six hotel selection factors in the Hong Kong hotel industry. The six hotel selection factors identied were: Service Quality, Business Facilities, Value, Room and Front Desk, Food and Recreation, and Security. Both business and leisure travellers held the same perceptions towards all the six hotel selection factors. The IPA grids illustrated that the Value factor fell into the Concentrate Here quadrant; Service Quality, Room and Front Desk and Security in the Keep Up the Good Work quadrant; and Business Facilities and Food and Recreation in the Low Priority quadrant. Room and Front Desk and Security were found to be the determining factors for business and leisure travellers, respectively, in their hotel choice selection. Implications for Hong Kong hoteliers and researchers were discussed. 2000 Elsevier Science Ltd. All rights reserved. Keywords: Importance}Performance Analysis; Hotel selection factors; Business and leisure travellers 1. Introduction 1.1. The Hong Kong hotel and tourism industry Hong Kong has long been Asias most popular tourist destination. The total visitor arrivals for 1996 reached a record of 11.7 million, representing a remarkable 14.7 per cent growth over 1995, with HK$84.5 billion (US$10.8 billion) #owing into the Special Administrative Regions economy in foreign exchange earnings. The 14.7 per cent growth rate in 1996 out-performed the world average of 4.5 per cent, as well as the average growth rates for East Asia/Pacic and South Asia, with 7.9 per cent and 4.0 per cent respectively (WTO, 1997). In addition, approximately 8 per cent of Hong Kongs Gross  Domestic Product (GDP) is attributable to tourism (HKTA, 1998). However, since the beginning of 1997, Hong Kongs inbound tourism industry has experienced  an unprecedented decline. As illustrated in Table 1, the Hong Kong Tourist Association (HKTA) revealed that the numbers of visitors declined from 11.7 million in 1996 to 10.4 million in 1997, representing a 12 per cent fall (HKTA, 1998). The fall in visitor arrivals has been aggravated by the regional currency turmoil, which has made Hong Kong an expensive destination to travel in comparison with other Southeast Asian regions (Poole, 1997). The depreciation of the Thai baht, the Indonesian rupiah, the Malaysian ringgit, and the Philippine peso has inevitably attracted international travellers who prefer to seek bargain visits to these cheaper destinations. Hong Kong is now considered less vacation-friendly than previously as high in#ation has driven up prices. In 1989, 60 per cent of travellers rated shopping in Hong Kong as above average in value for money, but in 1993 the number fell below 45 per cent (HKTA, 1998). In the early 1990s, Hong Kong su!ered from a relatively high in#ation rate of about 10 per cent per annum as a result of an increase in labour and land costs. This paper attempts to identify both the importance and performance of hotel selection factors in the Hong Kong hotel industry using the Importance}Performance Analysis (IPA) model. More specically, the paper intends to compare perceptions of business and leisure travellers, in terms of importance and performance of hotel selection factors. By identifying the needs, desires and expectations of di!erent segments, hoteliers will be in a better position to develop tailor-made marketing strategies to cater for their target customers and to achieve competitive advantages. Source: Adapted from A Statistical Review of Tourism, Hong Kong Tourist Association (1998). 2. Literature review cent per annum in recent years (Hueng, 1997). The rising cost of accommodation in Hong Kong and the dwindling number of shopping bargains are continuously a!ecting the Hong Kong tourism industry (Brevetti, 1995). Such price in#ation threatens Hong Kongs reputation as a Shopping Paradise. Looking at the visitor prole, in particular at a comparison of business and leisure travellers, there appears to have not much signicant change between the two groups. The leisure segment has constituted almost 60 per cent of total visitor arrivals to Hong Kong over the past ten years, while the business segment contributed up to 30 per cent of total visitor arrivals over the same period (see Table 1). Regarding the hotel industry in Hong Kong, room rates have long been considered as the prime factor that adds to the cost of a trip, contributing to tourism downturn (Beck, 1997; Schloss, 1997). Schloss (1997) reported that Hong Kong hotels are more expensive to stay in than in Tok yo hotels, even when they o!er discounts. Beck (1997) mentioned that Hong Kong hotels are too expensive and that the  high cost is the single factor that continues to a!ect tourism in Hong Kong seriously. Research studies have shown that satisfaction with hotel properties, including services, facilities and price, appears to be one of the major factors leading to the success and repeat patronage of the destination (Shih, 1986; Stevens, 1992). To be successful in business, one must understand how customers perceive the product or service attributes, their importance and performance when compared with other competitors. The importance of being competitive and o!ering competitive advantage has been recognised for some years. In the hotel environment, where competition dominates, hoteliers must study the strengths and weaknesses of the product or service they provide and accurately dene their importance and performance. To maintain Hong Kongs present status as one of the worlds most attractive tourist destinations, hoteliers 2.1. Importance}Performance Analysis Importance}Performance Analysis (IPA) conceptually underlies the multi-attribute models that date back to the late 1970s. Martilla and James (1977) applied the IPA technique to analyse the performance of the automobile industry. Hawes, Kiser and Rao (1982) and Hawes and Rao (1985) used the IPA concept in retirement communities and health care applications. Sethna (1982) found the IPA technique to be a valid and powerful technique for identifying service quality areas that require remedial strategic actions. The underlying assumption of the IPA technique is that customers level of satisfaction with the attributes is mainly derived from their expectations and judgment of the products or services performance. IPA has become a popular managerial tool that has been broadly used to identify the strengths and weaknesses of brands, products, services and retail establishments in various industries in recent years (Chapman, 1993; Cheron, McTavish Perrien, 1989). Hemmasi, Strong and Taylor (1994) measured the service quality of hospital services using IPA as an alternative to the traditional SERVQUAL instrument devised by Parasuraman, Zeithaml and Berry (1988). While Evans and Chon (1989) used the IPA to formulate and evaluate tourism policy, Keyt, Yavas and Riecken (1994) and Hsu, Byun and Yang (1997) adopted the IPA technique in restaurant positioning. Lewis (1985) used the IPA as a competitive analysis technique to identify tourists perceptions of the hotel industry. Lewis and Chambers (1989) reported the e!ective use of IPA by the Sheraton Hotel in monitoring customer satisfaction. Almanza, Ja!e  and Lin (1994) used the IPA matrix to determine means for improving customer satisfaction. Martin (1995) examined service providers perceptions of customers expectations of quality service in the hotel industry using the IPA technique. In an increasingly competitive environment, a determination of the strengths and weaknesses of a  have high levels of performance in relation to these activities. In the Low Priority quadrant, attributes have low importance and low performance. Although performance levels may be low in this cell, managers should not be overly concerned since the attributes in this cell are not perceived to be very important. Limited resources should be expended on this low priority cell. Lastly, the Possible Overkill q uadrant contains attributes of low importance, but of relatively high performance. Respondents are satised with the performance of the organisations, but managers should consider present e!orts on the attributes of this cell as being overutilised (Evans and Chon, 1989; Hemmasi, Strong Taylor, 1994; Keyt et al., 1994; Martilla James, 1977; Martin, 1995). Fig. 1. Importance}Performance Analysis grid. Quadrant I Attributes are perceived to be very important to respondents, but performance levels are fairly low. This sends a direct message that improvement e!orts should concentrate here. Quadrant II Attributes are perceived to be very important to respondents, and at the same time, the organisation seems to have high levels of performance on these activities. The message here is To Keep up the Good Work. Quadrant III Attributes are with low importance and low performance. Although performance levels may be low in this cell, managers should not be overly concerned since the attribute in this cell is not perceived to be very important. Limited resources should be expended on this low priority cell. Quadrant IV This cell contains attributes of low importance, but relatively high performance. Respondents are satised with the performance of the organisations, but managers should consider present e!orts on the attributes of this cell as being overutilised. 2.2. Perceived importance and performance of attributes Attribute importance is generally regarded as a persons general assessment of the signicance of an attribute for a product. Many studies have attempted to analyse customer satisfaction in terms of both expectations that relate to certain important attributes and judgments of the attribute performance (Myers Alpers, 1968; Swan Coombs, 1976). However, there appears to have been diverse conclusions made about how one should relate attribute importance and performance. The concept of importance is viewed by customers the same as satisfaction (Barsky, 1992; Rosenberg, 1956). When a customer perceives an attribute as important, the customer will believe that the attribute will play a signicant role in in#uencing his or her product choice (MacKenzie, 1986). More recently, the term importance has been used to refer to the perceived importance of an attribute and its e!ect on product or service quality (Carman, 1990). Lilien, Kotler and Moorthy (1993) dened the term important attributes as those considered important by consumers, and that the various brands or products are perceived to di!er. Hemmasi et al. (1994), however, stated that performance lies in customer perceptions of performance of the attribute. Thus, the more favourable the perception of performance, the greater the likelihood of the choice from among similar alternatives. Therefore, it is strategically important for hoteliers to understand and to identify the product (or service) attributes perceived by customers as important, and to examine how customers perceive these product (or service) attributes. It is also very likely that a customers favourable post-purchase experience may lead him or her to repurchase if the customer is satised with the hotel performance. 2.3. Hotel attributes in hotel choice selection Those attributes directly in#uencing choice are determinant attributes: they may arouse consumers purchase intentions and di!erentiate from competitors o!erings  products or services importance and performance seems an undeniable constituent of success. The interpretation of the IPA is graphically presented on a grid divided into four quadrants. Fig. 1 illustrates the IPA  grid. The -axis reports the customers perceived importance of selected attributes, and the X-axis shows the products (or services) performance in relation to these attributes. The four identiable quadrants are: Concentrate Here, Keep Up the Good Work, Low Priority and Possible Overkill. In the Concentrate Here quadrant, attributes are perceived to be very important to respondents, but performance levels are seen as fairly low. This sends a direct message that improvement e!orts should concentrate here. In the Keep Up the Good Work quadrant, attributes are perceived to be very important to respondents, and at the same time, the organisation seems to  (Alpert, 1971). The services and facilities o!ered by a hotel, or hotel attributes, are those features of products or services that lead consumers to choose one product over others (Lewis, 1983). Wuest, Tas and Emenheiser (1996) dened perceptions of hotel attributes as the degree to which travellers nd various services and facilities important to customers satisfaction. Atkinson (1988) found that cleanliness of the accommodation, followed by safety and security, accommodation value for money, courtesy and helpfulness of sta! were identied as top attributes for travellers in hotel choice selection. Wilensky and Buttle (1988) mentioned that personal service, physical attractiveness, opportunities for relaxation, standard of services, appealing image, and value for money were signicantly evaluated by travellers. Rivers, Toh and Alaoui (1991) examined the hotel selection decisions of members and non-members of frequent guest programs. Their results showed that convenience of location and overall service received the highest ratings. Ananth, DeMicco, Moreo and Howey (1992) surveyed 510 travellers, asking them to rate the importance of 57 hotel attributes in hotel choice decision. The results showed that price and quality was rated as the most important attribute across all age categories, followed by attributes related to security and convenience of location. LeBlanc and Nguyen (1996), in particular, examined the ve hotel factors that may signal a hotels image to travellers. These ve factors were: physical environment,  corporate identity, service personnel, quality of services and accessibility. They suggested that marketing e!orts should be directed to highlight the environmental cues in order to attract new customers. An extensive review of the literature for the hospitality industry suggests that attributes such as cleanliness, location, room rate, security, service quality, and the reputation of the hotel have been considered by most tourists in hotel choice decision (Ananth, DeMicco, Moreo Howey, 1992; Atkinson, 1988; Barsky Labagh, 1992; Cadotte Turgeon, 1988; Knutson, 1988; LeBlanc Nguyen, 1996; Lewis, 1984,1985; Marshall, 1993; McCleary, Weaver Hutchinson, 1993; Rivers, Toh Alaoui, 1991; Wilensky Buttle, 1988). 2.4. Hotel attributes as perceived by business and leisure travellers Many studies have looked into a comparison between business and leisure travellers in their hotel selection criteria. These studies indicated that the important attributes a!ecting business travellers hotel choices were cleanliness and location (Lewis Chambers, 1989; McCleary et al., 1993; Taninecz, 1990), whereas security, personal interactions, and room rates were considered as important by their leisure counterparts (Clow, Garretson Kurtz, 1994; Lewis, 1985; Marshall, 1993; Parasuraman et al., 1988). Taninecz (1990) found that cleanliness,  comfort of mattresses and pillows, and quality of towels received the highest ratings from business travellers. Lewis and Chambers (1989) and McCleary et al. (1993) also found that location was the most important factor in#uencing hotel selection by all business travellers. However, they argued that a hotels catering facilities were not important in hotel selection, as th ere are often many alternative dining choices nearby. Leisure travellers seem to be more concerned with room rates and value in their initial hotel selection (Lewis, 1985). Parasuraman et al. (1988) found that the quality of personal interactions with employees was a critical component of the service quality evaluation. Employees service quality has been cited as important to leisure travellers when selecting overnight accommodation (Parasuraman et al., 1988). Knutson (1988) mentioned that leisure travellers were mainly concerned with a hotels safety and security. This concern might stem from the idea that leisure trips often involve families, and these travellers have a high sensitivity to what may occur around them when their families  are involved. Marshall (1993) and Clow et al. (1994) revealed that security was cited as one of the most important criteria in selecting a hotel. Tourists want to be safe and secure in their accommodation, and are willing to pay for this. The safety and security system may di!erentiate one property from its competition, hence becoming a competitive strategy that helps a hotel to gain tourists condence and trust. Ananth et al. (1992) found that leisure travellers were likely to express concern with regard to a hotels reputation and name familiarity. Other studies have suggested that some hotel attributes are seen as important by both business and leisure travellers. Knutson (1988) examined the di!erences between business and leisure travellers in an attempt to determine the attributes that initially attract these two types of travellers to a hotel, and that bring them back. Her ndings suggested that the following factors were considered by both business and leisure travellers when selecting a hotel for the rst time or for repeat patronage: (1) clean, comfortable, well-maintained rooms, (2) convenient location, (3) prompt and courteous service, (4) safe and secure environment, and (5) friendly and courteous employees. Lewis (1984,1985) tested 66 hotel attributes to determine the basis of hotel selection by 1314 business and leisure travellers in six hotels. The ndings showed that location and price were the determinant attributes for hotel selection for both business and leisure travellers. Cadotte and Turgeon (1988) examined data from members of the AH MA (American Hotel Motel Association) on the relative frequency of 26 categories of compliments. Survey results found that the ve most frequent compliments were: (1) helpful attitude of employees, (2) cleanliness of establishment, (3) neatness of establishment, (4) quality of service, and (5) employee knowledge of service.

Medical Technology in Todays Society Essay Example for Free

Medical Technology in Todays Society Essay Medical technology in todays society is often seen as a treatment or cure for human health issues. The term medical technology refers to the diagnostic or therapeutic application of science to improve the management of health. Unfortunately, the negative impacts of this technology are often left unexposed to the public until too late. Medicine, such as drugs, is often perceived to be of benefit to humans as it is used to cure various diseases. On the other hand, medicine can also be highly damaging. Using medicine incorrectly; consuming it in small dosages, in excess, or using it abusively; can be injurious to peoples health. Modern medical technology can also be damaging for human well-being but this effect is not restricted to health. Throughout time people have become increasingly reliant on modern medicine. This is especially so in todays modern society. Medical intervention by use of technology has been able to help prolong many lives. An example of this is those who suffer from asthma. These sufferers may use air purifiers and/or nebulizers along with prescribed medication to help them live more comfortable and longer lives. It can be deemed a miracle that we are able to help so many people overcome their illnesses with medical technology. The current technologies available are able to do incredible things but people must be constantly aware of other modern technologies that can interfere and put the patient at risk. An example of this is the pacemaker which has the ability to save a persons life and ultimately extend it. However, external factors can interfere with medical technology and ultimately put the patient at risk. For example, radiation from everyday items such as microwaves to wireless devices such as mobile phones can affect the operation of the pace maker. Thus medical technology has a negative impact on the user of this device as it places environmental limitations on where he or she can go. Users of such a device therefore need to be continuously wary of their environment. In addition, the implementation of a pace maker prevents users from undertaking MRI scans as the process interferes with the function of the device. This is a prime example of medicine acting against itself, All medical technology needs to be treated and used with caution. Respirators need to be constant monitored and the same applies for the simplest drips. Hospitals nowadays are equipped with technology that requires the operating knowledge of hospital staff and medical professionals. The medical technology that is used in hospitals needs to be carefully monitored. Misuse could lead to an accident that has the possibility to cause a long term negative effect for the patient. It is due to the above reason that today, proficient clinical settings require the consistent expertise of all medical staff in relation to the operation of medical technology. Medical technology was invented for our health and well being. However there is always the risk of unforeseen consequences. An example of this is LASIK (Laser-Assisted In-Situ Keratomileusis) eye surgery, an operation where a patient has his or her vision corrected. Eyesight clinics advertised that the operation would improve a persons vision and give freedom to those who did not like wearing glasses or contacts all the time. Before user a laser to correct the vision the operation required the practitioner to cut open the patients corner. During the trial stages of the operation, this procedure led to several unsuccessful results where the patients suffered from extremely dry eyes, milky vision and poorer eyesight than prior to the operation. Other disastrous results included foggy visions, starbursts around lights and double vision. These after effects negatively impacted the lives of the patients greatly as they now had worse vision than prior to the operation. However, it is thanks to researchers that the medical technology in this field has advanced to a level where the risks are now minimal. These professionals are currently working on a new method of corrective eye surgery where it will not be necessary to cut open the cornea before lasik surgery is used. There will be even less of a chance that things will go wrong if the answer to this problem is found. The Gamma Ray, used to eliminate cancerous cells around the brain without the use of open surgery, is another example where medical technology could have negative effects. Its intention was to cure people with cancerous cells in places of high risk or in places that could not be safely accessed by open surgery. The risk lies in the calculation of the amount of radiation that is directed at the cancer. If there is a miscalculation the laser may destroy the cancer and other cells around it, leading to brain damage. From these two examples one can see that there is a limit to how medical technology can be used. Drugs created by medical technology are intended to help humans recover from their illness or improve their condition, however they are harmful if taken in small dosages, in excess or if used in the wrong way. For example if more that 400mg of vitamin E if is taken a day it will act as a blood thinner. Large doses of vitamin A causes heart problems. An overdose of cold and fly medications can lead to liver failure. Medicine, such as antibiotics are often perceived to be of benefit to humans as it is commonly used to treat bacterial infectious diseases. On the other hand, antibiotics can have unpleasant consequences if taken in dosages that do not completely eradicate the pathogen, thereby contributing to resistance. Antibiotics can also be used abusively when physicians prescribe the drug unnecessarily or if patients become complacent and do not adhere to the necessary antibiotic therapy. From these examples it is easy to see that medicines can cause adverse effects if taken in excess, small dosages or if used in the wrong way. Lack of funding for medical technology can cause negative effects on the genetic fitness of populations. It can bring about misleading information to the creation of a cure. As new diseases are constantly emerging, doctors, scientists and researchers need to know as much information about the sickness before they can find a cure. They need to know specific information such as the lifespan of the offending pathogen, if the disease is a virus, the exact signs and symptoms and the genetic make up before they can start research on the cure. However, lack of funds means that research projects may be delayed or even stopped before a cure is found. Researchers need the money so that they will have access to proper equipment and resources. Without it, they may not be able to conclude a research project that has the potential to find information that will lead to a cure. A major issue in medical technology is regulation. Ethical considerations need to be recognised and evaluated before research can continue. Also the lack of funding also means that cures cannot be tested thoroughly. All cures, whether they are over the counter drugs or prescription medications to medical technology (electronic thermometers), need to be thoroughly tested before they can be passed onto the market or used safely by professionals. In addition, the testing regimes may incur societal backlash due to experimentation on animals. As a result, lack of funds can prevent cures from being formed and this negatively impacts the public. Medical technology is very important for those with diseases and those who are ill or injured. For people with asthma a breathing machine may be essential for life, without it breathing may become difficult and even dangerous. Medical technology can add years to our lives and can make life better. It enables us to live past the normal expectancy of life. Technology has so many benefits. Without it we would not be able to travel, contact others around the world, entertain, or educate as well as we do. Medical technology is perhaps the most important technology of all.