Women Enpowerment

Power is a relational dynamic between individuals or between groups of people and is often unequally distributed. This inequality results in control or domination. The pattern in which power is distributed in a society or the power structure of society is strengthened by the force of tradition ,values,history and by the prevalent ways of thinking and behaving. Any effort to change the balance of power entails change in the existing power structure. Women's empowerment is the process by which women negotiate a more equitable distribution of power , a greater space in the critical decision making processes in the home ,in the community and in the economic and political life. The aim of empowerment of women is the fuller and wholesome development of both men and women. Empowerment of women is anti-men. It is against patriarchy. Changes in law pertaining to marriage ,property, sexual harassment ,dowry,rape and other forms of violence, so as to bring in laws favouring or supporting women's empowerment are necessary but not enough. Enabling women to actually access to the benefits of appropriate laws is the key task of the empowerment process. The process of empowerment which seeks an equitable and active share for women has to deal with the burden of ideas and values which are passed on to women as part of their socialization process from their very childhood. This social conditioning becomes part of her person and mindset and influences her behavior. The empowerment process must begin with women changing their own ways of thinking and behaving . They must try to appreciate themselves more and to recognize and value their knowledge and skills and their contribution of the sustainability of the households and the community. Women then, must wage a multi-prolonged battle at many levels and this battle has necessarily to begin with the women themselves at a personal and individual level . As the empowerment process advances ,men loose their traditional power and control over women and this process must begin within the family. Women setting out to empower themselves must be aware and also prepared for the backlash they might have to face from the men who suddenly find themselves losing their traditional power and control. The road to empowerment is long, lonely and often frightening. In fact, the struggle is the process of empowerment. In recent decades, while individual women have been waging a very personal struggle, they have not been alone. Women within 34 communities, within countries and across the globe have been linking within one another to expand and to sharpen their efforts for their own empowerment. Economic Empowerment of women: Poverty Eradication: Since women comprise the majority of the population below the poverty line and are very often in situations of extreme poverty, given the harsh realities of intra-household and social discrimination, macroeconomic policies and poverty eradication programmes will specifically address the needs and problems of such women. There will be improved implementation of programmes which are already women oriented with special targets for women. Steps will be taken for mobilization of poor women and convergence of services, by offering them a range of economic and social options, along with necessary support measures to enhance their capabilities Micro Credit: In order to enhance women’s access to credit for consumption and production, the establishment of new, and strengthening of existing micro-credit mechanisms and micro-finance institution will be undertaken so that the outreach of credit is enhanced. Other supportive measures would be taken to ensure adequate flow of credit through extant financial institutions and banks, so that all women below poverty line have easy access to credit. Women and Economy: Women’s perspectives will be included in designing and implementing macro-economic and social policies by institutionalizing their participation in such processes. Their contribution to socio-economic development as producers and workers will be recognized in the formal and informal sectors (including home based workers) and appropriate policies relating to employment and to her working conditions will be drawn up. Such measures could include: Women and Agriculture: In view of the critical role of women in the agriculture and allied sectors, as producers, concentrated efforts will be made to ensure that benefits of training, extension and various programmes will reach them in proportion to their numbers. The programmes for training women in soil conservation, social forestry, dairy development and other occupations allied to agriculture like horticulture, livestock including small animal husbandry, poultry, fisheries etc. will be expanded to benefit women workers in the griculture sector. Women and Industry: The important role played by women in electronics, information technology and food processing and agro industry and textiles has been crucial to the development of these sectors. They would be given comprehensive support in terms of labour legislation, social security and other support services to participate in various industrial sectors. Women at present cannot work in night shift in fact ories even if they wish to. Suitable measures will be taken to enable women to work on the night shift in factories. This will be accompanied with support services for security, transportation etc. Social Empowerment of Women: Education: Equal access to education for women and girls will be ensured. Special measures will be taken to eliminate discrimination, universalize education, eradicate illiteracy, create a gender-sensitive educational system, increase enrolment and retention rates of girls and improve the quality of education to facilitate life-long learning as well as development of occupation/vocation/technical skills by women. Reducing the gender gap in secondary and higher education would be a focus area. Sectoral time targets in existing policies will be achieved, with a special focus on girls and women, particularly those belonging to weaker sections including the Scheduled Castes/Scheduled Tribes/Other Backward Classes/Minorities. Gender sensitive curricula would be developed at all levels of educational system in order to address sex stereotyping as one of the causes of gender discrimination. Health: A holistic approach to women’s health which includes both nutrition and health services will be adopted and special attention will be given to the needs of women and the girl at all stages of the life cycle. The reduction of infant mortality and maternal mortality, which are sensitive indicators of human development, is a priority concern. This policy reiterates the national demographic goals for Infant Mortality Rate (IMR), Maternal Mortality Rate (MMR) set out in the National Population Policy 2000. Women should have access to comprehensive, affordable and quality health care. Measures will be adopted that take into account the reproductive rights of women to enable them to exercise informed choices, their vulnerability to sexual and health problems together with endemic, infectious and communicable diseases such as malaria, TB, and water borne diseases as well as hypertension and cardio-pulmonary diseases. The social, developmental and health consequences of HIV/AIDS and other sexually transmitted diseases will be tackled from a gender perspective. Nutrition: Intra-household discrimination in nutritional matters vis-a-vis girls and women will be sought to be ended through appropriate strategies. Widespread use of nutrition education would be made to address the issues of intra-household imbalances in nutrition and the special needs of pregnant and lactating women. Women’s participation will also be ensured in the planning, superintendence and delivery of the system. Violence against women: All forms of violence against women, physical and mental, whether at domestic or societal levels, including those arising from customs, traditions or accepted practices shall be dealt with effectively with a view to eliminate its incidence. Institutions and mechanisms/schemes for assistance will be created and strengthened for prevention of such violence , including sexual harassment at work place and customs like dowry; for the rehabilitation of the victims of violence and for taking effective action against the perpetrators of such violence. A special emphasis will also be laid on programmes and measures to deal with trafficking in women and girls. Rights of the Girl Child: All forms of discrimination against the girl child and violation of her rights shall be eliminated by undertaking strong measures both preventive and punitive within and outside the family. These would relate specifically to strict enforcement of laws against prenatal sex selection and the practices of female foeticide, female infanticide, child marriage, child abuse and child prostitution etc. Removal of discrimination in the treatment of the girl child within the family and outside and projection of a positive image of the girl child will be actively fostered. There will be special emphasis on the needs of the girl child and earmarking of substantial investments in the areas relating to food and nutrition, health and education, and in vocational education. In implementing programmes for eliminating child labour, there will be a special focus on girl children. Mass Media: Media will be used to portray images consistent with human dignity of girls and women. The Policy will specifically strive to remove demeaning, degrading and negative conventional stereotypical images of women and violence against women. Private sector partners and media networks will be involved at all levels to ensure equal access for women particularly in the area of information and communication echnologies. The media would be encouraged to develop codes of conduct, professional guidelines and other self regulatory mechanisms to remove gender stereotypes and promote balanced portrayals of women and men. Operational Strategies: Institutional Mechanisms: National and State Resource Centres on women will be established with mandates for collection and dissemination of information, undertaking research work, conducting surveys, implementing training and awareness gener ation programmes, etc. These Centers will link up with Women’s Studies Centres and other research and academic institutions through suitable information networking systems. While institutions at the district level will be strengthened, at the grass-roots, women will be helped by Government through its programmes to organize and strengthen into Self-Help Groups (SHGs) at the Anganwadi/Village/Town level. The women’s groups will be helped to institutionalize themselves into registered societies and to federate at the Panchyat/Municipal level. These societies will bring about synergistic implementation of all the social and economic development programmes by drawing resources made available through Government and Non-Government channels, including banks and financial institutions and by establishing a close Interface with the Panchayats/ Municipalities. Resource Management: a. Assessment of benefits flowing to women and resource allocation to the programmes relating to them through an exercise of gender budgeting. Appropriate changes in policies will be made to optimize benefits to women under these schemes; b. Adequate resource allocation to develop and promote the policy outlined earlier based on (a) above by concerned Departments. c. Developing synergy between personnel of Health, Rural Development, Education and Women & Child Development Department at field level and other village level functionaries’ d. Meeting credit needs by banks and financial credit institutions through suitable policy initiatives and development of new institutions in coordination with the Department of Women & Child Development. Women’s Component Plan: The strategy of Women’s Component Plan adopted in the Ninth Plan of ensuring that not less than 30% of benefits/funds flow to women from all Ministries and Departments will be implemented effectively so that the needs and interests of women and girls are addressed by all concerned sectors. The Department of Women and Child Development being the nodal Ministry will monitor and review the progress of the implementation of the Component Plan from time to time, in terms of both quality and quantity in collaboration with the Planning Commission. Legislation a. Strict enforcement of all relevant legal provisions and speedy redressal of grievances will be ensured, with a special focus on violence and gender related atrocities. b. Measures to prevent and punish sexual harassment at the place of work, protection for women workers in the organized/ unorganized sector and strict enforcement of relevant laws such as Equal Remuneration Act and Minimum Wages Act will be undertaken, c. Crimes against women, their incidence, prevention, investigation, detection and prosecution will be regularly reviewed at all Crime Review fora and Conferences at the Central, State and District levels. Recognised, local, voluntary organizations will be authorized to lodge Complaints and facilitate registration, investigations and legal proceedings related to violence and atrocities against girls and women. d. Women’s Cells in Police Stations, Encourage Women Police Stations Family Courts, Mahila Courts, Counselling Centers, Legal Aid Centers and Nyaya Panchayats will be strengthened and expanded to eliminate violence and atrocities against women. e. Widespread dissemination of information on all aspects of legal rights, human rights and other entitlements of women, through specially designed legal literacy programmes and rights information programmes will be done. Gender Sensitization: a. Promoting societal awareness to gender issues and women’s human rights. b. Review of curriculum and educational materials to include gender education and human rights issues c. Removal of all references derogatory to the dignity of women from all public documents and legal instruments. . Use of different forms of mass media to communicate social messages relating to women’s equality and empowerment. Partnership with the voluntary sector organizations: The involvement of voluntary organizations, associations, federations, trade unions, non-governmental organizations, women’s organizations, as well as institutions dealing with education, training and research will be ensured in the formulation, implementation, monitoring and review of all policies and programmes affecting women. Towards this end, they will be provided with appropriate support related to resources and capacity building and facilitated to participate actively in the process of the empowerment of women. Women Reservation Bill: Reservation for women at each level of legislative decision-making, starting with the Lok Sabha, down to state and local legislatures. If the Bill is passed, one-third of the total available seats would be reserved for women in national, state, or local governments. In continuation of the existing provisions already mandating reservations for scheduled caste and scheduled tribes, one-third of such SC and ST candidates must be women. Political pundits, sociologists, political scientists, feminists and historians and almost everybody has said that if the bill becomes an act then it will be the biggest socio-political news since independence. The central government cleared the Bill on February 25, 2010. For such a bill to pass, the Constitution has laid out an elaborate procedure. So, even if the Rajya Sabha passes the bill its real impact will be felt only when it passes through the Lok Sabha. On March 8, it's difficult to say how the government will manage order in the Upper House so that members favouring the bill can vote without disruption or chaos created by opposing members. Article on Women Empowerment Women Empowerment : Women are the integral part of our country that is not only limited to bring up the children but also to contribute equally for the development of our country. They are such human bodies which are made of patience, tolerance, perseverance, strength and dedication towards their families. They play a dynamic role in each and every activity. Moreover, there is not even a single field left where they have not left their footprints whether it’s about opposition of Government in ‘Geetika Murder Case’ (An airhostess, Delhi) or their raising of voices against the rape of ‘Delhi’s Medical student’. We can clearly feel their presence in our life and figure out what we are without them. However, in this male-dominated world, women have no option left except dealing with the problems which they come across on regular basis. They are better than men in all the areas and that cannot be denied by all of us. As per the data, 84000 cases were registered against the men for the sexual violence of women in 2014 which itself is a ‘Statistics of Shame’ for our country folk. More than 6 million female fetuses have been aborted in the last decade which shows our law and order and its delaying in the decision. Besides all these, 825000 cases or violence are still pending in our trustworthy said courts. These statistics show that how much developed we are in terms of oppression on women. In case of ‘Delhi Rape’ few politicians blamed the victims for their movement towards westernization and adopting western culture knowing that most of women who are victimized are either poor or illiterate by birth. So, rather than pointing out their incapability, they should amend such laws that not only protect them but also become medium of grave punishment for the doers. When women can do all that is required for the enhancement and modernization of the world, why women are not much powered as compare to the men who still believe in disrespecting the women of our country and making us feel embarrassed. They are educated and aware of their own rights. Most importantly, they need not depend on their male mates to get their work done. They have emerged as supernatural power which knows no restriction and boundation and they are both mentally and physically able to respond. Now, the time has come for women to empower themselves so that every criminal may think twice before he comments or molests any of the women of our country. Apart from these, Govt. hould step forward and run campaign for the overall awareness of women across the country. Through these alternatives, we can dream of liberation once again which is meant for both men and women equally. Women empowerment will help all the women to come forward and understand their rights for their stability in this staggering male world. They will be more educated and aware of laws which they usually do not get to know till they die. In this way, they can feel empowered and live safer than ever.

The Lost Symbol Chapter 127-128

CHAPTER 127 The breeze felt cold outside CIA headquarters in Langley. Nola Kaye was shivering as she followed sys-sec Rick Parrish across the agency's moonlit central courtyard. Where is Rick taking me? The crisis of the Masonic video had been averted, thank God, but Nola still felt uneasy. The redacted file on the CIA director's partition remained a mystery, and it was nagging at her. She and Sato would debrief in the morning, and Nola wanted all the facts. Finally, she had called Rick Parrish and demanded his help. Now, as she followed Rick to some unknown location outside, Nola could not push the bizarre phrases from her memory: Secret location underground where the . . . somewhere in Washington, D.C., the coordinates . . . uncovered an ancient portal that led . . . warning the pyramid holds dangerous . . . decipher this engraved symbolon to unveil . . . â€Å"You and I agree,† Parrish said as they walked, â€Å"that the hacker who spidered those keywords was definitely searching for information about the Masonic Pyramid.† Obviously, Nola thought. â€Å"It turns out, though, the hacker stumbled onto a facet of the Masonic mystery I don't think he expected.† â€Å"What do you mean?† â€Å"Nola, you know how the CIA director sponsors an internal discussion forum for Agency employees to share their ideas about all kinds of things?† â€Å"Of course.† The forums provided Agency personnel a safe place to chat online about various topics and gave the director a kind of virtual gateway to his staff. â€Å"The director's forums are hosted on his private partition, and yet in order to provide access to employees of all clearance levels, they're located outside the director's classified firewall.† â€Å"What are you getting at?† she demanded as they rounded a corner near the Agency cafeteria. â€Å"In a word . . .† Parrish pointed into the darkness. â€Å"That.† Nola glanced up. Across the plaza in front of them was a massive metal sculpture glimmering in the moonlight. In an agency that boasted over five hundred pieces of original art, this sculpture–titled Kryptos–was by far the most famous. Greek for â€Å"hidden,† Kryptos was the work of American artist James Sanborn and had become something of a legend here at the CIA. The work consisted of a massive S-shaped panel of copper, set on its edge like a curling metal wall. Engraved into the expansive surface of the wall were nearly two thousand letters . . . organized into a baffling code. As if this were not enigmatic enough, positioned carefully in the area around the encrypted S-wall were numerous other sculptural elements–granite slabs at odd angles, a compass rose, a magnetic lodestone, and even a message in Morse code that referenced â€Å"lucid memory† and â€Å"shadow forces.† Most fans believed that these pieces were clues that would reveal how to decipher the sculpture. Kryptos was art . . . but it was also an enigma. Attempting to decipher its encoded secret had become an obsession for cryptologists both inside and outside the CIA. Finally, a few years back, a portion of the code had been broken, and it became national news. Although much of Kryptos's code remained unsolved to this day, the sections that had been deciphered were so bizarre that they made the sculpture only more mysterious. It referenced secret underground locations, portals that led into ancient tombs, longitudes and latitudes . . . Nola could still recall bits and pieces of the deciphered sections: The information was gathered and transmitted underground to an unknown location . . . It was totally invisible . . . hows that possible . . . they used the earths magnetic field . . . Nola had never paid much attention to the sculpture or cared if it was ever fully deciphered. At the moment, however, she wanted answers. â€Å"Why are you showing me Kryptos?† Parrish gave her a conspiratorial smile and dramatically extracted a folded sheet of paper from his pocket. â€Å"Voila, the mysterious redacted document you were so concerned about. I accessed the complete text.† Nola jumped. â€Å"You snooped the director's classified partition?† â€Å"No. That's what I was getting at earlier. Have a look.† He handed her the file. Nola seized the page and unfolded it. When she saw the standard Agency headers at the top of the page, she cocked her head in surprise. This document was not classified. Not even close. EMPLOYEE DISCUSSION BOARD: KRYPTOS COMPRESSED STORAGE: THREAD #2456282.5 Nola found herself looking at a series of postings that had been compressed into a single page for more efficient storage. â€Å"Your keyword document,† Rick said, â€Å"is some cipher-punks rambling about Kryptos.† Nola scanned down the document until she spotted a sentence containing a familiar set of keywords. Jim, the sculpture says it was transmitted to a secret location UNDERGROUND where the info was hidden. â€Å"This text is from the director's online Kryptos forum,† Rick explained. â€Å"The forum's been going for years. There are literally thousands of postings. I'm not surprised one of them happened to contain all the keywords.† Nola kept scanning down until she spotted another posting containing keywords. Even though Mark said the code's lat/long headings point somewhere in WASHINGTON, D.C., the coordinates he used were off by one degree–Kryptos basically points back to itself. Parrish walked over to the statue and ran his palm across the cryptic sea of letters. â€Å"A lot of this code has yet to be deciphered, and there are plenty of people who think the message might actually relate to ancient Masonic secrets.† Nola now recalled murmurs of a Masonic/Kryptos link, but she tended to ignore the lunatic fringe. Then again, looking around at the various pieces of the sculpture arranged around the plaza, she realized that it was a code in pieces–a symbolon–just like the Masonic Pyramid. Odd. For a moment, Nola could almost see Kryptos as a modern Masonic Pyramid–a code in many pieces, made of different materials, each playing a role. â€Å"Do you think there's any way Kryptos and the Masonic Pyramid might be hiding the same secret?† â€Å"Who knows?† Parrish shot Kryptos a frustrated look. â€Å"I doubt we'll ever know the whole message. That is, unless someone can convince the director to unlock his safe and sneak a peek at the solution.† Nola nodded. It was all coming back to her now. When Kryptos was installed, it arrived with a sealed envelope containing a complete decryption of the sculpture's codes. The sealed solution was entrusted to then – CIA director William Webster, who locked it in his office safe. The document was allegedly still there, having been transferred from director to director over the years. Strangely, Nola's thoughts of William Webster sparked her memory, bringing back yet another portion of Kryptos's deciphered text: IT'S BURIED OUT THERE SOMEWHERE. WHO KNOWS THE EXACT LOCATION? ONLY WW. Although nobody knew exactly what was buried out there, most people believed the WW was a reference to William Webster. Nola had heard whispers once that it referred in fact to a man named William Whiston–a Royal Society theologian–although she had never bothered to give it much thought. Rick was talking again. â€Å"I've got to admit, I'm not really into artists, but I think this guy Sanborn's a serious genius. I was just looking online at his Cyrillic Projector project? It shines giant Russian letters from a KGB document on mind control. Freaky.† Nola was no longer listening. She was examining the paper, where she had found the third key phrase in another posting. Right, that whole section is verbatim from some famous archaeologist's diary, telling about the moment he dug down and uncovered an ANCIENT PORTAL that led to the tomb of Tutankhamen. The archaeologist who was quoted on Kryptos, Nola knew, was in fact famed Egyptologist Howard Carter. The next posting referenced him by name. I just skimmed the rest of Carter's field notes online, and it sounds like he found a clay tablet warning the PYRAMID holds dangerous consequences for anyone who disturbs the peace of the pharaoh. A curse! Should we be worried? 🙂 Nola scowled. â€Å"Rick, for God's sake, this idiot's pyramid reference isn't even right. Tutankhamen wasn't buried in a pyramid. He was buried in the Valley of the Kings. Don't cryptologists watch the Discovery Channel?† Parrish shrugged. â€Å"Techies.† Nola now saw the final key phrase. Guys, you know I'm not a conspiracy theorist, but Jim and Dave had better decipher this ENGRAVED SYMBOLON to unveil its final secret before the world ends in 2012 . . . Ciao. â€Å"Anyhow,† Parrish said, â€Å"I figured you'd want to know about the Kryptos forum before you accused the CIA director of harboring classified documentation about an ancient Masonic legend. Somehow, I doubt a man as powerful as the CIA director has time for that sort of thing.† Nola pictured the Masonic video and its images of all the influential men participating in an ancient rite. If Rick had any idea . . . In the end, she knew, whatever Kryptos ultimately revealed, the message definitely had mystical undertones. She gazed up at the gleaming piece of art–a three-dimensional code standing silently at the heart of one of the nation's premier intelligence agencies–and she wondered if it would ever give up its final secret. As she and Rick headed back inside, Nola had to smile. It's buried out there somewhere. CHAPTER 128 This is crazy. Blindfolded, Robert Langdon could see nothing as the Escalade sped southward along the deserted streets. On the seat beside him, Peter Solomon remained silent. Where is he taking me? Langdon's curiosity was a mix of intrigue and apprehension, his imagination in overdrive as it tried desperately to put the pieces together. Peter had not wavered from his claim. The Lost Word? Buried at the bottom of a staircase that's covered by a massive, engraved stone? It all seemed impossible. The stone's alleged engraving was still lodged in Langdon's memory . . . and yet the seven symbols, as far as he could tell, made no sense together at all. The Stonemason's Square: the symbol of honesty and being â€Å"true.† The letters Au: the scientific abbreviation for the element gold. The Sigma: the Greek letter S, the mathematical symbol for the sum of all parts. The Pyramid: the Egyptian symbol of man reaching heavenward. The Delta: the Greek letter D, the mathematical symbol for change. Mercury: as depicted by its most ancient alchemical symbol. The Ouroboros: the symbol of wholeness and at-one-ment. Solomon still insisted these seven symbols were a â€Å"message.† But if this was true, then it was a message Langdon had no idea how to read. The Escalade slowed suddenly and turned sharply right, onto a different surface, as if into a driveway or access road. Langdon perked up, listening intently for clues as to their whereabouts. They'd been driving for less than ten minutes, and although Langdon had tried to follow in his mind, he had lost his bearings quickly. For all he knew, they were now pulling back into the House of the Temple. The Escalade came to a stop, and Langdon heard the window roll down. â€Å"Agent Simkins, CIA,† their driver announced. â€Å"I believe you're expecting us.† â€Å"Yes, sir,† a sharp military voice replied. â€Å"Director Sato phoned ahead. One moment while I move the security barricade.† Langdon listened with rising confusion, now sensing they were entering a military base. As the car began moving again, along an unusually smooth stretch of pavement, he turned his head blindly toward Solomon. â€Å"Where are we, Peter?† he demanded. â€Å"Do not remove your blindfold.† Peter's voice was stern. The vehicle continued a short distance and again slowed to a stop. Simkins killed the engine. More voices. Military. Someone asked for Simkins's identification. The agent got out and spoke to the men in hushed tones. Langdon's door was suddenly being opened, and powerful hands assisted him out of the car. The air felt cold. It was windy. Solomon was beside him. â€Å"Robert, just let Agent Simkins lead you inside.† Langdon heard metal keys in a lock . . . and then the creak of a heavy iron door swinging open. It sounded like an ancient bulkhead. Where the hell are they taking me?! Simkins's hands guided Langdon in the direction of the metal door. They stepped over a threshold. â€Å"Straight ahead, Professor.† It was suddenly quiet. Dead. Deserted. The air inside smelled sterile and processed. Simkins and Solomon flanked Langdon now, guiding him blindly down a reverberating corridor. The floor felt like stone beneath his loafers. Behind them, the metal door slammed loudly, and Langdon jumped. The locks turned. He was sweating now beneath his blindfold. He wanted only to tear it off. They stopped walking now. Simkins let go of Langdon's arm, and there was a series of electronic beeps followed by an unexpected rumble in front of them, which Langdon imagined had to be a security door sliding open automatically. â€Å"Mr. Solomon, you and Mr. Langdon continue on alone. I'll wait for you here,† Simkins said. â€Å"Take my flashlight.† â€Å"Thank you,† Solomon said. â€Å"We won't be long.† Flashlight?! Langdon's heart was pounding wildly now. Peter took Langdon's arm in his own and inched forward. â€Å"Walk with me, Robert.† They moved slowly together across another threshold, and the security door rumbled shut behind them. Peter stopped short. â€Å"Is something wrong?† Langdon was suddenly feeling queasy and off balance. â€Å"I think I just need to take off this blindfold.† â€Å"Not yet, we're almost there.† â€Å"Almost where?† Langdon felt a growing heaviness in the pit of his stomach. â€Å"I told you–I'm taking you to see the staircase that descends to the Lost Word.† â€Å"Peter, this isn't funny!† â€Å"It's not meant to be. It's meant to open your mind, Robert. It's meant to remind you that there are mysteries in this world that even you have yet to lay eyes upon. And before I take one more step with you, I want you to do something for me. I want you to believe . . . just for an instant . . . believe in the legend. Believe that you are about to peer down a winding staircase that plunges hundreds of feet to one of humankind's greatest lost treasures.† Langdon felt dizzy. As much as he wanted to believe his dear friend, he could not. â€Å"Is it much farther?† His velvet hoodwink was drenched in sweat. â€Å"No. Only a few more steps, actually. Through one last door. I'll open it now.† Solomon let go of him for a moment, and as he did so, Langdon swayed, feeling light-headed. Unsteady, he reached out for stability, and Peter was quickly back at his side. The sound of a heavy automatic door rumbled in front of them. Peter took Langdon's arm and they moved forward again. â€Å"This way.† They inched across another threshold, and the door slid closed behind them. Silence. Cold. Langdon immediately sensed that this place, whatever it was, had nothing to do with the world on the other side of the security doors. The air was dank and chilly, like a tomb. The acoustics felt dull and cramped. He felt an irrational bout of claustrophobia settling in. â€Å"A few more steps.† Solomon guided him blindly around a corner and positioned him precisely. Finally, he said, â€Å"Take off your blindfold.† Langdon seized the velvet hoodwink and tore it from his face. He looked all around to find out where he was, but he was still blind. He rubbed his eyes. Nothing. â€Å"Peter, it's pitch-black!† â€Å"Yes, I know. Reach in front of you. There's a railing. Grasp it.† Langdon groped in the darkness and found an iron railing. â€Å"Now watch.† He could hear Peter fumbling with something, and suddenly a blazing flashlight beam pierced the darkness. It was pointed at the floor, and before Langdon could take in his surroundings, Solomon directed the flashlight out over the railing and pointed the beam straight down. Langdon was suddenly staring into a bottomless shaft . . . an endless winding staircase that plunged deep into the earth. My God! His knees nearly buckled, and he gripped the railing for support. The staircase was a traditional square spiral, and he could see at least thirty landings descending into the earth before the flashlight faded to nothing. I can't even see the bottom! â€Å"Peter . . .† he stammered. â€Å"What is this place!† â€Å"I'll take you to the bottom of the staircase in a moment, but before I do, you need to see something else.† Too overwhelmed to protest, Langdon let Peter guide him away from the stairwell and across the strange little chamber. Peter kept the flashlight trained on the worn stone floor beneath their feet, and Langdon could get no real sense of the space around them . . . except that it was small. A tiny stone chamber. They arrived quickly at the room's opposite wall, in which was embedded a rectangle of glass. Langdon thought it might be a window into a room beyond, and yet from where he stood, he saw only darkness on the other side. â€Å"Go ahead,† Peter said. â€Å"Have a look.† â€Å"What's in there?† Langdon flashed for an instant on the Chamber of Reflection beneath the Capitol Building, and how he had believed, for a moment, that it might contain a portal to some giant underground cavern. â€Å"Just look, Robert.† Solomon inched him forward. â€Å"And brace yourself, because the sight will shock you.† Having no idea what to expect, Langdon moved toward the glass. As he neared the portal, Peter turned out the flashlight, plunging the tiny chamber into total darkness. As his eyes adjusted, Langdon groped in front of him, his hands finding the wall, finding the glass, his face moving closer to the transparent portal. Still only darkness beyond. He leaned closer . . . pressing his face to the glass. Then he saw it. The wave of shock and disorientation that tore through Langdon's body reached down inside and spun his internal compass upside down. He nearly fell backward as his mind strained to accept the utterly unanticipated sight that was before him. In his wildest dreams, Robert Langdon would never have guessed what lay on the other side of this glass. The vision was a glorious sight. There in the darkness, a brilliant white light shone like a gleaming jewel. Langdon now understood it all–the barricade on the access road . . . the guards at the main entrance . . . the heavy metal door outside . . . the automatic doors that rumbled open and closed . . . the heaviness in his stomach . . . the lightness in his head . . . and now this tiny stone chamber. â€Å"Robert,† Peter whispered behind him, â€Å"sometimes a change of perspective is all it takes to see the light.† Speechless, Langdon stared out through the window. His gaze traveled into the darkness of the night, traversing more than a mile of empty space, dropping lower . . . lower . . . through the darkness . . . until it came to rest atop the brilliantly illuminated, stark white dome of the U.S. Capitol Building. Langdon had never seen the Capitol from this perspective–hovering 555 feet in the air atop America's great Egyptian obelisk. Tonight, for the first time in his life, he had ridden the elevator up to the tiny viewing chamber . . . at the pinnacle of the Washington Monument.

Viral Marketing: Effectiveness and Implementation

Word-Of-Mouth Marketing: Effectiveness and Implementation Submitted by: Spandana Araga Marketing II Term Paper How it works Advertising agencies and marketing experts get paid big money to create ads that are unforgettable. But getting those ads seen and getting people to talk about them are two of the biggest challenges facing any advertiser these days. It is a common misconception that memorable marketing campaigns require big budgets. Somewhere along the line, marketers came up with a brilliant solution: let the customers spread the word themselves.Word-OfMouth Marketing(WOM), also known as Viral Marketing consists of advertising campaigns and messages that depend on peer to peer forwarding. WOM plays on the common sense that when a person likes something, they want to talk about it. They create a potential for exponential growth like a â€Å"virus†, and hence the name. Trusav et al (2009) in a study of WOM versus traditional marketing found that WOM referrals have a strong impact on new customer acquisition. The long-term elasticity of signups with respect to WOM was estimated to be . 3. The elasticity for WOM is approximately 20 times higher than that for marketing events and 30 times that of media appearances Effectiveness of WOM According to the article, â€Å"Word-Of-Mouth Marketing will change your business† by Hedges and Chung word-of-mouth marketing â€Å"gives brands a powerful and influential way to engage their target audience. The article talks about how consumers are very vocal about their views especially when it comes to personal care products like cosmetics.Projections by eMarketer predict 72 million U. S. adults will regularly give WOM advice about products or services in 2011, up from 65 million in 2006. There are 3. 5 billion WOM conversations occurring daily in the U. S. , according to the Keller Fay Group. Though 92% of these conversations are through off line means- face to face or phone- a vast majority of the influencer s depend on the internet to get more information and make decisions.From plain old word of mouth, now with the use of social networking sites such as facebook, youtube and twitter, the effects of viral marketing campaigns can be amplified. For example Barack Obama got the youth to vote, a task many thought impossible, by utilizing social networking sites. He accomplished this by strategically tapping into nearly every major social media outlet. At the time of Obama's inauguration in January 2009, the President had 3 million friends on facebook, 3000 videos on Youtube and several followers on twitter and myspace.Implementation Though most marketers will agree that WOM is an effective marketing tool, surprisingly, not many choose to utilise it. A CMO Council survey found 56% of senior marketers saying their companies have no programs to track or propagate positive WOM. Marketers would benefit by keeping track of what is being said about their product and learning ways to infiltrate, i nfluence and spark conversations about their products. Word of Mouth Marketing Association outlines some positive WOM guidelines. The first is creating communities and connecting people.This can be in the form of creating user groups and fan clubs, supporting independent groups that form around your product, hosting discussions and message boards about your products. Avon hired Communispace to create a private online customer community, where the company can develop and maintain relationships with its brand advocates. Another guideline is motivating brand advocates and evangelists to actively promote a product by providing recognition and tools to active advocates, recruiting new advocates, and teaching new advocates about the benefits of the products and encouraging them to spread the word.For example WOM services such as SheSpeaks and BzzAgent are a great way to recruit new brand advocates and engage them into the brand. The initial conversation starter is product sampling, but lo ng-lasting relationships can be formed. It is of outmost importance to engage in transparent conversation. WOM campaigns work best when the marketer can engage in two-way conversation with consumers. Some simple ways to execute include creating blogs and other tools to share information or participating openly on online blogs and discussions.For a brand to build an impactful WOM online or off -line campaign some touch-points need to be defined. First the marketer needs to identify who the â€Å"Talkers† are-the ideal brand advocates who will tell their friends about the brand. This target group has to be defined and then be wooed to become true advocates for the brand. Next, the â€Å"Tools† have to be identified- the campaign mediums or resources through which the message can travel (online, off-line or integrated).An effective tactic to make the message spread faster is to disguise the message as something which is entertaining and interesting enough that it begs to be passed around. It needs to be remembered that viral marketing is not about the product but about the message. Next it is to be decided how the brand owner will be â€Å"Taking Part†- how the marketer should directly or indirectly join the conversation while being careful not to be heavy-handed and giving thousands or millions of potential customers a platform to interact. An important final step is â€Å"Tracking†.It has to be decided on how the research will be collected, analyzed, disseminated and utilized to best impact the brand. A mistake many marketers do is rushing into a WOM campaign without a clear strategy or vision. There is a dangerous flipside to WOM- in the absence of an authentic, wellconstructed brand message, consumers will unleash their own impressions which could be positive or negative to fill the void, and today’s speed of light communication platforms enable those homemade brand messages to travel at lightening speed.Brands must fiercely protect the brand assets and remain loyal to the core brand identity in order to gain the respect of the masses. Profitable brands can be built on deploying WOM smartly. The online success of the beauty brand e. l. f. Cosmetics is a good example. Joseph Shamah, the brand’s CEO says that WOM has been very effective for them and more than 80% of their customers say they heard about the brand from a friend.

Human Rights and Economic Development Essay Example | Topics and Well Written Essays - 1250 words

Human Rights and Economic Development - Essay Example The present time and age has witnessed human rights falling to its lowest ebb, which has essentially meant that it is indeed one of the most talked about subjects within the domains of the people and the society takes the brunt for the same anomalies (Gosine 2011). Human rights are universal and do not come about just because they are accepted by a culture or a society or completely shunned by it. They remain equal to all men and women present on the face of this world. This is the reason why it is seen in a similar perspective within the first world (developed) nations as it is perceived within the third world (underdeveloped) countries. The need is to understand how human rights, as a composite factor is able to sustain itself and be deemed as the savior for all human beings. However, it is an entirely different matter altogether that human rights are given more significance in the developed nations than the underdeveloped ones. These distinctions essentially outline the shortfall on the part of the human rights undertakings and actions happening on a global basis (Gavrielides 2011). The universal basis of human rights ensures that it is a problem for the entire world and not selected to a certain area or population. Thus the need is to find out how these anomalies can be taken care of and what more could be done to thwart such instances in the coming times. As far as understanding particular issues with human rights in the world, the need is to comprehend where human rights come about or pose as a problem. They are more often witnessed within the underdeveloped countries where people do not have access to proper clothing, quality food and shelter above their heads. This is the aspect that draws attention towards the point that human rights in all its forms and manifestations, remains a much quintessential factor. Men and women are being slaughtered in the name of cultural issues which is apparently a human rights

HR article review Essay Example | Topics and Well Written Essays - 250 words

HR article review - Essay Example With an identified knowledge gap in the relationship between human resource practices and employees’ performance, the study investigated relationships between human resource management practices such as recruitment and selection, training and development, employees’ participation, reward, maintenance, and separation, and employees’ performance. A cross sectional survey design was implemented and data collected a sample of 285 participants, out of which 198 offered the required information. A scale was used to aid data collection and regression analysis used to investigate relationships between the different human resource management practices and employees’ performance. Results identified significance of some of the human resources practices but not all. Recruitment and selection, level of employee involvement in an organization, reward, and maintenance had significant effects on employee performance. Other practices identified insignificant relationships to employee performance. The factors were further correlated and the authors recommends continuous evaluation of the human resource management practices in an organization because of effects of time factor and the developed knowledge is significant and comprehensive to human resource management that deals with issues relating to organizations’ employees (Tabiu and Nura 247- 256). Tabiu, Abubakar, and Nura, Abubakar. â€Å"Assessing the effects of human resource management (HRM) practices on employee job performance: A study of USMANU Danfodiyo University Sokoto†. Journal of Busines Studies Quarterly 5.2 (2013), 247-259,

The Raisin In The Sun Research Paper Example | Topics and Well Written Essays - 1250 words

The Raisin In The Sun - Research Paper Example The original play tackles the transformational processes of the various challenges of an older generation of working destitute black Americans compared to a younger generation. The movie, thus, gives cultural insight of generational straggles between conservative forces (evil) and transformational forces (good). This paper will discuss how embodiments and characterizations of good and evil are represented in the script and the film. It will also provide arguments served by the films interpretations of these forces. The paper will finally explore reviewer’s reactions to the film’s manifestations of good and evil arguments with regard to the films interpretations. The play tells a story of a younger family who lives in South Side, Chicago, in a crowded one-room apartment. The family is faced with a lot of antagonism with regard to how money inherited from Lena’s husband should be utilized by the family with each family member having a different proposal. For instan ce, Lena prefers using the money to buy a family house in the neighborhood; Walter Lee wants the same money to be given to him to start a business with his friends who are planning to open a liquor store which, he believes, will give him good returns. Beneatha, on the other hand, hopes to be given the money to enable her pursue her education. The result of these forces pulling in different direction creates an awareness of conflict between the forces of good and evil among the play’s characters as each attempts to win the battle. The forces of sexism are very much evident in the film as portrayed by Walter Lee. He opens the play with a discussion with her wife, Ruth, arguing, â€Å"Black women are the most backward of all women in the world (Green 1).† He says that this is due to the fact that they do not provide support to their fellow black men. This shows how male chauvinists expect to be given support and are looking down upon women. This also provides the supporti ng rhetoric for Water Lee as a patriarchal head of the family. This is an evil force that despises women in the society and feels that they are the voice of everything. In fact, the manner at which he calls these women looks like an abuse, especially calling them the most backward people in the world. The film depicts Beneatha as a new black voice, an ambitious girl who aspires to become a doctor despite what the society perceives. She is influenced by new ideas which put her at cross roads between joining black bourgeois status and black poverty. In the film, Beneatha suffers a lot from patriarchy and sexism in her quest to achieve her dreams (Green 1). Her ambition and aspiration of becoming a doctor, not a nurse, confronts the limitations of psychology that sexist and racist society has for black women. This puts her at loggerheads with adults who challenge her for conforming to their â€Å"beliefs† with regard to what role a woman play and how they are expected to behave (Poitier and McNeil 1). The question that may be asked is whether she is a feminist or not. However, throughout the film, she does not reveal any control over her own life since most of the time she depends on others for survival. In this case, Beneatha is depicted as a good character in the society with passion and aspiration to transform her life. On the other hand, the adults who challenge her dream represent the evil forces, as they do not want to see her pursue her education. As the film begins,

Business Ethic and Corporate Social Responsibility Essay

Business Ethic and Corporate Social Responsibility - Essay Example Oil is a major contributor to greenhouse gases which results in climate change. The company is on a drive to become more socially responsible by not only reducing its carbon footprints but by improving the safety of its work environment and is employees. In so doing it seeks to reduce the number of accidents and fatalities as well as the number of oil spills, blowouts and flarings at its operations globally. Shell has faced a lot of criticisms from the communities in which it operates and non-governmental organizations (NGO’s) that are concerned about the companies safety practices, the environment and human rights. The company is currently working with communities, its partners and NGO’s in order to deal with potential impacts and also to share the benefits that derive from operations and projects. Shell’s Display of its Corporate Social Responsibility (CSR) According to the company’s CEO Vosser (2010, qtd. in Shell 2010), strong principles as well as the development of trust are fundamental to shells approach and the respect for human rights is deeply entrenched in the company’s General Business Principles which it proudly boasts as having being developed since 1976. Vosser (2010, qtd in Shell 2010) also reveals that the company has adopted transparency as a way of dealing with some of its problems at its operations in Nigeria which has been plagued by operational spills, spills arising from sabotage and spills arising from the theft of fuel. This allows it to keep track of spills in order to determine the main cause. With respect to safety, the company has signed up with the UN Global Compact LEAD which seeks to reinforce commitment by businesses to the principles of Global Compact. Shell has been a member of this group since 2000. The company’s safety measures has been heightened as a result of the BP Deepwater Ho rizon incident in the Gulf of Mexico which dominated the news all over the world in 2010 and the oil spill that resulted. Shell believes that it has the necessary skills and technical expertise to avert such a situation in its operations based on its stringent operating standards which it applies globally. This is a demonstration of its ability to operate in a socially responsible manner despite the diversity of challenges the company faces. Shell’s goal is zero fatality and zero accidents (Shell 2010). In terms of safety in its deepwater operations the company ensures that the persons employed in this area of its operations are properly trained and are competent to handle the requirements of the job. Shell’s focus on the environment lies in some key areas, including CO2, flaring, spills, and the company’s use of water. The company has invested in technology that will lead to more energy efficient refineries and chemical plants. To this end the company has devel oped carbon capture and storage technology to effectively reduce carbon emissions. The company is working assiduously to reduce gas flarings in Nigeria; one of its locations in which it seeks to tackle environmental problems head on. In order to assist in the improvement of standards and practices that may lead to environmental sustainability the company is working with some leading environmental organisations in the quest to adhere to proper environmental management of the energy sector. In addition to providing jobs and training for its employees, Shell also shares the benefits of its operations with the communities in which it operates by providing contracts for goods and services and by

Molecular basis of aging in relation to fertility Essay

Molecular basis of aging in relation to fertility - Essay Example Aging is defined as â€Å"a progressive, time-dependent deterioration of an organism’s capacity to respond to environmental changes, which ultimately makes it susceptible to death† (Allen and Balin 4). It is a widely-accepted idea that aging is a natural process that occurs in all living organisms. Since the process of aging most likely would be affecting an organism’s overall body functions, it would also greatly affect its capacity to reproduce, eventually leading to a decrease or the loss of fertility of the said organism (Liu and Case 1169). At present, there are numerous links between chromosomal and DNA damage not just to the aging process of an organism but also on fertility. A female’s capacity to conceive and give birth, or a male’s capability to contribute in conceiving a child is called fertility (Masoro 161). In order to proliferate the species well into numerous and succeeding generations, organisms must be able to produce as much offsp ring as possible that are able to adapt to the current environment that they live on. For that to happen, the process called natural selection takes place (Torday and Rehan 12). Also, the energy that flows within the organism is appropriated in such a way that during the process of reproduction, most of the energy from the consumption of food is distributed to the body’s reproductive systems, mostly to the rapidly-dividing cells called the gametes. However, once the organism starts the process of aging, the energy being exerted for reproduction is reduced and more focus is given to the maintenance of the organism’s body, especially when there is the presence of a rapid breakdown of cells as well as the decline of cell-to-cell communication within the systems and organs (13). Not only is the production of cells affected by aging, but also the process of DNA replication and repair as well. Due to the proliferation of damaged DNA especially in the sex cells of the organis m, it would eventually contribute to the creation of deformed or dysfunctional oocytes or spermatozoa that would eventually be the cause of the loss of reproductive capability or infertility among aging organisms (Sikka 78). Among pregnant women, the imbalance of antioxidants and pro-oxidants may result to oxidative stress due to reactive oxygen species (ROS), which could affect DNA production when in excess, or affect cell-signaling pathways when deficient (Dupont, Cordier and Junien 25). Also, due to the age-associated decline of female fertility can be attributed to the abnormalities found in the oocytes themselves. Due to the abnormalities in the folding of the DNA and eventually, the abnormalities in the alignment of the chromosomes during meiosis and diakinesis which can be attributed to the mutations in the microtubules, preimplantation of embryos or aneuploidy in the fertilized egg may cause spontaneous abortions among older pregnant females (The Practice Committee of the Am erican Society for Reproductive Medicine (PCASRM) 248). Male fertility is also greatly affected by ROS, wherein the spermatozoa membranes would be highly-susceptible to oxygen damage due to the peroxidation of lipid membranes, damaging the sperm and rendering them incapable of fertilizing the ovum (Sikka 78). Also, the presence of errors in the DNA called nicks could also contribute to male infertility due to loosely-packed DNA and chromatin disorganization (Sakkas, Urner and Bizzaro 11). These nicks may be attributed to age-induced DNA

Human Immunodeficiency Virus Essay Example | Topics and Well Written Essays - 2500 words

Human Immunodeficiency Virus - Essay Example Heterosexual infection remains the primary route of transmission for the virus in the country. HIV is rapidly transforming itself into a different disease which means that innovative and creative strategies need to be formulated for achieving optimum results. Information exchange and accessibility is another strategy that can lead to superior outcomes. A preventive strategy needs to be modified so that poor and marginalized communities have access to resources. The NHS should strive to develop a coordinated database that can be shared by private health organizations and voluntary organizations. This can be used to ensure that superior treatments are available for patients belonging to vulnerable and susceptible risk groups. The United Kingdom has an advanced and well-developed health system. Public health indicators have been improving due to the advent of technology and rapid interventions. However considerable problems continue to exert a strain on the health system. HIV is considered to be a major problem in the United Kingdom due to a number of reasons. It can inflict a heavy toll on individuals in terms of financial, emotional, and psychological problems (Hough, 2003: Pg 644). It can lead to high levels of anxiety, stress, depression, and frustration among individuals. Further many individuals hesitate to disclose HIV due to the social stigmas associated with it. Empirical studies have documented that heterosexuals and homosexuals comprise the leading risk group for HIV. Minorities are vulnerable to the disease due to the lack of effective and efficient procedures (Flowers & Duncan, 2003: Pg 179). The lack of information means that many individuals forego preventive treatment in order to reduce co sts. This can be deleterious for the NHS that seeks to maintain an integrated and coordinated program for HIV management and prevention. The NHS needs to formulate an efficient and effective system that can be used to attain excellence. A comprehensive strategy should focus on HIV prevention and patient empowerment. Further there is the need to deploy efficient and effective strategies that can be used to attain excellence in combating the disease. This research paper will seek to analyze the issue of HIV as a major public issue in the United Kingdom. It will formulate a smart strategy that can be used to enhance the process of HIV detection, prevention, and management. Background HIV is a condition that can be debilitating and incapacitating for many individuals. It leads the weakening of the immunological system. It can lead to fatal outcomes if not properly treated. HIV can be transmitted through various means. Sexual intercourse is the main cause of the transfer of the disease (Lee, 2003: Pg 2201). Contaminated blood and needles can also lead to infection of individuals with HIV. Finally children who are born from HIV infected mothers are likely to be diagnosed with the disease. HIV has become a major public issue in the United Kingdom. This is due to the fact that it can cause significant health problems in the population (UNAIDS, 2000: pg 23). It can lead to negative outcomes that must be tackled in a systematic and logical manner. The United Kingdom has a comprehensive system for tackling HIV. It has developed a robust program for surveillance and management of

Business Loans at Samba Bank Research Paper Example | Topics and Well Written Essays - 750 words

Business Loans at Samba Bank - Research Paper Example They have assisted these individuals with the finances and the loan schemes which were more refining than any other Saudi Bank. Being the first private Saudi Bank, they managed to build a strong customer relationship and is known as one of the most trusted confidants of the elite’s wealth in Saudia. Their banking relationship consists of the relationship manger, a personal advisor and understands and advises the individuals in the protection and the growth of the portfolio of the assets. They have some award winning investment and wealth management experts who are working closely with the relationship manager and are known to every minute detail of the account. However they are confidential and trusted advisors, who provide the award winning services to their clients. SambaDiamond, Samba Gold, Ladies Banking, Alkhair Personal Loan, Alkhair Home Loan are some of the many finance and loans opportunities provided by Samba Bank at a personal level. Due to the high success rate and reasonable interest rates where the turnover of the bank is also very high. Due to its long history with high success and confidentiality rate, Samba Bank saw a lot of investors trusting Samba with their money. This is the reason primarily why Samba was shortlisted in the Top Ten Safest Banks of the Middle east and ranked at number four. â€Å"The top ten world’s safest banks 2011 in the Middle East list includes National Bank of Abu Dhabi at the top ladder followed by the National Bank of Kuwait, Qatar National Bank, Samba Financial Group (Saudi Arabia), National Commercial Bank (Saudi Arabia), tie for ranking number six between Al-Rajhi Bank (Saudi Arabia), Riyad Bank (Saudi Arabia), Abu Dhabi Commercial Bank, Kuwait Finance House and Saudi British Bank (Saudi Arabia).† (Saudi Arabia hosts 5 out of 10 safest banks in ME - Arab News ) Keeping in mind the trust and high turnover rate generated by Samba Bank in the personal banking, it introduced the loans schemes in t he corporate sector as well which turned out to be equally successful. It is one of the largest providers of Corporate Banking financial products and strives to set a competitive edge which will help it get differentiated from the competitors. Thanks to the differentiated financial banking and the advisory services, Samba Bank has been able to build a very strong relationship with the government; public, private sectors. The primary focus of the bank is to empower the business owners to pay more attention to their business rather than the bank. Hence, Samba has introduced a number of loans and finances schemes on a commercial level which helps in the achievement of the critical success. It extends a helping hand to those businesses especially which have the potential but not the resources to grow and expand. Therefore, several options like working capital and long/short term loans fulfil the financing needs of the business owners. Some of the loans which are provided by Samba Bank i nclude: Working Capital Loans. Contract & Project Financing. Investment Loans. Islamic Financing Products. For the convenience of the business owners, there is the online corporate banking facility provided by the Bank so that they can access their account information online as well as view, download or print the information of their accounts as per the requirements. There are ecertain products provided as well as the financing schemes which have been designed with the requirement of the Islamic Banking. These products as well as services have been established

Demerits of Advertising Essay Example for Free

Demerits of Advertising Essay Advertising is a form of communication used to encourage or persuade an audience (viewers, readers or listeners) to continue or take some new action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful. Advertising messages are usually paid for by sponsors and viewed via various traditional media; including mass media such as newspaper, magazines, television commercial, radio advertisement, outdoor advertising or direct mail; or new media such as websites and text messagesModern advertising developed with the rise of mass production in the late 19th and early 20th centuries. Type Demerits1 Demerits of Advertising (Objections) Various objections against it may be listed as follows: 1. Economic Objections a) Advertising is not productive. It is true that it does not produce any tangible goods. It is said to involve wasteful expenditure. b) It forces people to desire and buy goods, which, in fact, are not within their means.  c) It increases the cost of goods. Advertising charges are included in the price, which the consumer has to pay. d) Advertising results in monopoly. The consumer becomes a slave to a particular brand. 2. Social Objections a) Most of the advertisements contain tall claims and the consumers do not enjoy the benefits advertisement in full. They are shortlived only. b) The press is influenced by the advertisers because they provide major revenue for the existence of newspapers. 3. Ethical Objections a) Advertising appeals make people to use such articles, which may affect their health. For example alcoholic drinks and cigarettes. b) People with less purchasing power cannot afford to buy articles even though advertisements create a strong need in them. Thus a section of society remains discontented. Whatever may be said against advertising, it is increasingly used almost in every branch of business to promote sales. It is not merely a means of sales promotion but today it has become a science equivalent to any other social science. Type Demerits 2 These are the disadvantages of advertising: Increases the cost: It increases the cost of goods. The cost of the advertisement is included in the price and is ultimately borne by the customers. Misleads the public: It misleads the public by giving false statements about the product. (It may be true in some cases but majority of advertisers know the value of honest statements.) Creates a dissatisfaction: It creates tastes and desires for some people whose income may not allow them to buy. Such people feel dissatisfied. Creates a monopoly: It increases monopolistic trend. Due to advertisement some manufacturers create monopoly in industry and thus reduce healthy competition. It becomes difficult for new firms to enter the field. Creates the confusion: It creates the possibility of wrong purchases. Being impressed by the advertisement, in some cases, a person is not able to purchase the commodity, which he actually wants to purchase. Encourages luxury: This encourages luxury. Mostly the commodities related to comforts and luxuries are advertised, for example, cigarettes, cosmetic goods and etc. due to advertisement of cigarettes several persons start smoking cigarettes, which becomes habit. Reduces cleanliness: It reduces cleanliness. Large number of posters and writings on the walls are used for advertisement. This makes the roads and the walls of the houses look dirty. Thus, it reduces the natural beauty. Causes wastage: It is a cause of wastage of natural resources. As a results of advertisement, style and fashion change quickly. It makes the goods out of fashion.

Sociological Imagination Essay Example for Free

Sociological Imagination Essay The blackboard website will be unavailable between 7PM to midnight on June 29th for maintenance, so please make sure you upload it before 7 PM. Do not wait till last minute. Late assignments will result point deduction or even a zero essay grade. Format: Please submit an electronic word file named â€Å"your full name essay 1†, such as â€Å"JohnSmithessay1†, through blackboard on time. This essay should be 3-4 pages in total, double spaced, 11 point font. Do not directly copy and paste your assignment on blackboard! Choose to attach your assignment word file. Late assignments are not going to be accepted. The sociological imagination enables individuals to see the intimate relationship between the events of history as they occur in human societies and the events of an individuals or familys biography. wrote C. Wright Mills. In this assignment, you are to write up an Essay explaining the connections between your family biography and historical events over the past 50 years. Choose one family members of yours to focus on, such as your grandparents, you parents, your brothers and sisters, or you. Reflect on his or her life and think about how his/her life trajectory is intertwined with the historical changes in the country that you are from. The purpose of this assignment is to for you to apply the sociological imagination to analyze the profound influence that historical and societal contexts have on lives of individuals. Please make sure that you fulfill the following requirements: Clearly state what the personal events are. Explain how these personal events in your family are related to or affected by some of the historical events you listed. Explain in your own words what the sociological imagination is and whether/how it has helped you to better understand the life experiences of your family members. You can refer to the first assigned reading to answer these questions. Before you start your essay, you can do the following exercise on a piece of paper. Please do not include the time line drawing in your essay! It is just used for you to better conceptualize your essay. Draw a time line that begins in the 1960 and ends at the 2013. Above the line you are to identify in chronological order three significant events and/or transitions in the life of you or your family members (such events or transitions are like births, graduations, marriages, divorces, employment changes, income changes, geographic mobility, employment changes, or other changes you can think of). Next, think about the historical and social contexts underlying this particular individual’s life trajectory. What historical or societal events have affected his/her path or life? What historical or societal factors have influenced the important decisions he/she made in his/her life? Below the line identify in chronological order some of these important historical events. Write down the historical events and the time period it occurred or lasted. Such events in the United States include, are not limited to, World War II, the Cold War, the Korean War, the Civil Rights and Womens movements, the Vietnam War, the recession of the 1980s, and etc. Please do not be limited by the events I list here. You are free to choose some historical events that are less well known (such as the development of colon technology, tea party movement and etc.) but you think are influential in your life or the life of the family member that you chose. After you have decided which family member and life events to focus on, write an essay on the relationships between these personal events and some the important historical events in your country. Please note: I am not asking you to write what you or your family were thinking or doing on the day of 911 or the inauguration day of president Obama. You are supposed to write about how these historical events substantially shaped the life trajectory of the particular individual you chose. Your essay will be graded based on how well you answered each question and the overall quality of your assignment. I strongly recommend you read the grading rubric in the appendix carefully before you start. Please organize your thoughts and arguments, present them in a logical manner and explain them in detail. Please proof read papers for typographical and grammatical errors. Appendix 1: excerpts of other students assignments as example The following are some examples from other students assignments. Please learn from them how to apply the sociological perspective to your own life events but do not be constrained by them. (1) During World War II my family underwent some great changes. My grandmother took a second job, working in the woolen mills making army blankets. My grandfather joined the marines and moved his whole family from Ohio to California It was during this time that my grandparents divorced. Divorces are higher during any period of dramatic economic change. Although Im sure my grandparents blamed themselves, their divorce was a product of the economy and society. The same theory holds true for my parents. When they divorced, they blamed themselves, wondering what each had done wrong, as I did. When I look at what was happening in the economy, the similarities [with my grandparents] are easy to see. The nation- wide divorce rate was up dramatically and the economy was beginning to take a terrible turn for the worse. (2)When people ask me why I enrolled in college a year ago, I usually answered that I enrolled because I wanted to. I realize now that my answer cannot be quite that simple. Because my family doctor believed that the pill was finally proven safe in 1963, I was able to plan my family. In doing so, my son and daughter are nearly raised and I am still young enough to pursue a second career. More than any other factor, though, the womens movement probably was the greatest influence on my decision. The successes of the movement in social equality have given me the necessary courage and confidence to attempt to be more than a mere shadow of my husbands social position. Appendix 2: grading rubric Sociological Understanding (40%) The essay should apply key sociological concepts, ideas, theories learned in class correctly and properly to analyze related topics. Assertions in the essay must be supported by evidence (from texts or from data) that is logically related to the thesis. Coverage (30%) The essay must be clearly based on readings and topics related to the course. Essays that are simple summaries of sources are adequate, but will not get the highest grades. The essay should answer all the required questions in the essay guideline. If you fail to answer any questions, some points will be deducted. However, you should organize the essay in a way that it flows smoothly. Do not just list your answers to each question. Originality (10%) The essay should be original. Originality does not mean that you must be the first to think or write something, but that you take different sources and write about them using your point of view. Originality is entailed in taking your sources and forging them into an essay in your voice. Summarizing sources will be adequate, but not very original. Papers written by you and previously submitted to other courses are not original for this course. Such recycled papers will get a failing grade. Copying directly from internet without citing properly is considered plagiarism and will result in a failing grade. What is plagiarism? Writing Quality (10%) Words and constructions should be chosen with care. Statements should be direct and clear.w The essay should contain no errors of sentence structure, spelling, word choice, or punctuation. If you have difficulty writing or English is your second language you should tell me at the beginning of the semester. Im not a writing teacher, but I will do what I can to help you become a better writer. You should also seek help at the Writing Center. Every paper must have a title and the authors name, either at the top of the first page or on a separate title page. All citations and references must be in ASA, APA or MLA format. The general tone of the essay should be academic and professional. Good writing often sounds like well-organized thoughtful conversation. I do not want you to imitate the turgid academic writing found in some sociology journals. I want you to write with a level of sophistication appropriate for well-educated college students.

The relationship between double dissociations and cognitive processes

The relationship between double dissociations and cognitive processes A relationship implies the way things interconnect and includes ways these groups regard and behave towards one another. Double Dissociations (DDs), modularity and connectionist modeling (CM) will be introduced. Discussions about their strengths and weaknesses, how advances in technology have added value to existing data and possible theoretical models will follow. Research community opinions will be explored as these factors impact the extent to which these processes uphold one another. Prior to 1960 the brain was primarily understood in terms of behaviorism where human behavior was thought of in actions of stimuli and response rather than through structure and organizational process (Cohen, 2000). Computer technology and cognitive psychology seemed to be a natural match as cognitive psychologists frequently used computers for analogies to explain the human brain. Armed with philosophies concerning modularity scientists started to explore ways in which computer technology could model actions of the human brain (Parkin, 1997). Cognitive neuropsychology leans on the theoretical framework provided by cognitive psychologists and detailed observation of brain behaviors and is noted for comparing differences between how an intact system works and what happens when it becomes damaged. Parkin (1997) shares an example of the difference between determining function for individual modules of an intact television set. He points out that observing modular failures in the set may be more informative than separating out the multiple components and how they contribute to media transmission. Even if one is ignorant of the workings of a television, by observing consistent mechanical failures it can be noted that it is possible for a television to lose sound and retain a picture or to retain the picture and lose the sound. By this it could be assumed that the components are independent of one another. The same principles can be applied to mechanical failure in a car or in the human brain where these observations can be foun d in the form of Double Dissociation (DDs) (Parkin, 1997). Dissociation is the process of identifying the neural substrate of a specific area of brain function. DD was a term originally used in statistics where 2 independent variables (IV) have different effects on two dependent variables (DV) where one IV affects DV1 but not DV2 and the second IV affects DV2 but not DV1 (Tauber,1955). In neuropsychology 2 independent brain areas are functionally dissociated by 2 cognitive tests. DDs are seen as the result of traumatic damage, disease or congenital deformities and offer a window into processes that normally operate in symbiotic ways such as the ability to understand and communicate with language (Parkin, 1997). DDs are sometimes criticised as reductionist however they can be vital signposts for estimating functional perimeters. DDs are useful for showing what happens when functional impairment occurs in one area of the brain leaving another area intact, while in other individuals the opposite functional pattern emerges (Shallice, 1988). It is challenging to find DDs where there are no mitigating factors or co-morbid conditions and some researchers recommend a classification system to rate DD extent and quality (Shallice, 1988; Parkin, 1997). DF is an individual with a single dissociation. She sustained Visual Form Agnosia when her ventral stream, the area responsible for the conscious identification of visual objects became impaired. Visual areas in the dorsal stream needed to identify color and texture remained intact so she could identify fruits and vegetables but was unable to identify a card, even though she was able to push it through a slot. She could draw on long term memory to draw objects but later when asked to identify them could not (Milner and Goodale cited in Datta, 2004). D.B. another person was found to have unconscious/covert visual function, allowing her to do better than chance on forced choice experiments which tests knowledge of areas she claimed not to see (Stoerig Cowey, 1992). DDs are noted in the contrast between deep dyslexia and surface dyslexia. The term dyslexia describes disorders of language concerning reading and spelling and can be acquired as the result of trauma or can be present at birth).Deep dyslexics have semantic, visual and reading errors (Plaut Shallice, 1993), they fail to name pseudo words but can name some exception words indicating the non lexical or visual route remains impaired but the phonological/lexical route was intact. Surface dyslexics can accurately name the pseudo words but demonstrate difficulty when pronouncing exception words such as pint which they pronounce as though it rhymed with lint. This indicates the non lexical/ visual route is intact but the lexical/phonological is impaired (Naish, 2000). Connectionist modeling (CM) is the process of using the computer to model various components of brain function so the patterns of how they work together can be observed. CMs, like the brain are layered for sequential tasks. The influence of the neuron is based on the strength of its connection and learning or recognition is achieved by altering the strengths of connections between learning. In models this is accomplished by assigning weights and connections that are determined by predetermined rules (McLeod, Plunkett Rolls, 1998) Modeling relies on gaining understanding of cognition through rule-guided transformation of mental representations. Hinton Shallice (1991) designed a connectionist model and used this to replicate co-occurrences of semantic and visual errors. After training the model to map from orthography to semantics it was lesioned. Three common network properties were identified to reproduce deep dyslexia, distributed orthographic/ semantic representations, gradient descent learning and attractors for word meanings. A fourth factor proved valuable which consisted of increasing the ratio of concrete to abstract semantics. The network replication proved useful for studying deep dyslexic patterns however may not be an accurate representation of how the brain learns (Plaut Shallice, 1993). DD and connectionist modelling have worked together to explore prosopagnosia, (face blindness). Face recognition has been traced to the fusiform area of the brain and because it is domain specific and information encapsulated there are characteristic of modularity present (Carlson, 2007). In Prosopagnasia it is common for face perception to show impairment, while object recognition remains intact (Cohen, 2000). Within prosopagnosia some people retain covert recognition without overt recognition. (De Haan, Young, Newcombe, 1987) explored this, utilizing behavioural techniques with PH, who sustained trauma related prosopagnosia. PH was only able to recognize two out of multiple faces he was tested on, moreover he was unable to discern famous from common faces above the level of chance, yet he retained the ability for covert recognition which was identified by the use of galvanic skin response testing and forced word choice testing where he did better than would be possible by chance. CM to study prosopagnosia was adapted to investigate whether recognition was sequential and temporally driven and how the information was linked to determine comprehension. (Cohen et al, 2000). It was found significance in the first process is unnecessary for successful execution of the adjacent process and this observation was later strengthened by FMRI findings (Cohen et al, 2000). Adjustments to face recognition CM were the result of what was already known through DDs about overt and covert recognition. The model allowed repetition of the patterns and the ability to alter parameters to resolve questions about timing versus modular involvement. Hidden layers in the network work to average error across the network and the covert learning is seen in the model. It learns by minimizing error to produce responses for information not directly inputted to the model (Cohen, Johnston Plunkett, 2000) LaVoi Naish, (2009) urge that the simplicity of available cognitive models cant mirror the complexity of the human brain and that at best the networks are useful for modeling small tasks. Cognitive neuroscience was originally dominated by case studies, cognitive modelling in the form of neural networks and carefully developed neuropsychological testing tools. DDs were critical tools for discovery (Parkin, 1997). Modularity was observed through behaviour and confirmed at post mortem or through animal studies. Technology lacked capacity to ethically observe structural brain changes in living participants. The brain was dissected and stained after dearth so changes could be observed. Differences in function were more readily seen by brains that were damaged (Parkin, 1997). DDs provided and continue to contribute valuable information in living patients and in lesioned laboratory animals. Brain impairments can also be explored and charted through case studies of cognitive dysfunction in humans and animals. There is considerable research done with animal models due to ethical and financial constraints. One added advantage of animal studies is that multiple generations can be studied in fewer years than it takes a human to reach maturity (Carlson, 2007). Recently Transcranial Magnetic Stimulation (TMS) technology has been used to approximate a lesioned condition however TMS is temporary and fails to show results of long-term impairments. Hubel and Wiesel used kittens to demonstrate extended light deprivation during critical periods in development can cause permanent visual impairment. When light was restricted to one eye, the seeing eye took over function; however the kittens failed to develop binocular vision. Research delivered insight for ocular dominance and childhood cataracts (Goldstein, 2001). They contributed to visual neurophysiology by demonstrating how signals from the eye are processed by the brain where they generate detection of motion, edges, color and depth perception (Carlson, 2007). The research supports cortical plasticity studies by revealing plasticity can be developmentally triggered as well as domain specific. Similar activity occurs in hearing and motor domains (Ramachandran, Altschuler, 2009). The brain is dynamic and adapts in impairment which has implications for modularity assumptions and consequent rehabilitation (Purves, 2008). A 1949 manuscript cited by Scoville and Milner (1957) reveals findings of significant memory loss in two patients with medial temporal lobe surgery (MTLS including the hippocampus. In 1957 Scoville and Milner warned other surgeons not to overlook the role of the hippocampus which brings us to the study of HM. HM was one of Scovilles patients in 1953 and a victim of MTLS. HMs difficulty began with a bike accident at age seven, initially recovery seemed normal but three years later HM sustained intractable seizures. At age 27, HM underwent experimental surgery in hope of limiting seizure activity. The bilateral medial temporal lobe MTLS reduced seizure activity but also impaired HMs ability to learn new information, mental processing speed, and episodic explicit memory, resulted in language impairment and erased long term memory (Scoville and Milner, 1957; Corkin, 1984; Sagar et al., 1985). He remained a case study from age seven until after his death at age eighty three. Ironically one of the few individuals he continued to recognize was Dr. Scoville who remained involved with his care until his death. There is no evidence of Scoville blaming others or shirking responsibility for his surgical actions. After HMs death at his request and with the guidance of his guardian, HMs brain was donated to science to help others. HMs brain was dissected and the procedure broadcast online (Science Blogs, 2009) HMs cognitive impairments spanned memory, visual, and language domains providing a long term picture of how network involvement and developmental changes may follow the removal of domain specific anatomy. These impairments were more clearly defined by recent advances in imaging technology such as high definition functional magnetic resonance imaging available in HMs later years however some of the impairments may have been present from the onset of his epilepsy. Deficits on tests of executive functions and hippocampal involvement are common unusual in epilepsy patients, pre and post surgery. They can be prone to perseveration as well as language and motor skill impairments (Hermann et al., 1988; Horner et al., 1996; Martin et al., 2000; Trenerry and Jack, 1994). H.M.s neurological examination in 2005 reveals his medications still included prescribed anti seizure medications, Tegretol, Paxil, and Tegretol-X. Additionally in 2002-4 when HMs brain was re-scanned extensive white matter damage and corpus callosum fiber and cortical thinning beyond that considered normal for his age group was discovered in addition to the original damage from the resection. This may indicate modular damage can impair the networks and other modules that interface with it. Initially there was resistance in the medical community to naming the hippocampus as the seat of memory because animal models did not demonstrate the same degree of disruption as HM (Barr, Goldberg, 2003). This cultural mindset and lack of information may have been a factor in Scovilles failure to recognize the earlier warning signs about memory retention and hippocampal involvement. The hippocampus was gradually accepted by the medical community as a structure having domain specific function that was critical to information encapsulation. More recently it has been noted that memory may have significant network features mediated by paths in the frontal lobes rather than an exclusively domain specific module (Barr, Goldberg, 2003). Case studies such as HM (Henry Molaison) are valuable to cognitive neuroscience as they can show the transition of theory over time and how views on what constitute modularity are subject to change. There are similar findings where severe childhood brain injury led to widespread long term negative effects on white matter architecture and restricted the potential for brain growth. Damage patterns in the hippocampus indicate the white matter injury may come from the lesions restricting long term cerebral blood flow (Tasker, 2006). Neural network architecture could possibly model patterns of learning but would lack the capacity to predict developmental cascades in organic brain matter (Shallice, 1988). Scientists such as Broca who identified the segment of brain mainly responsible for language understanding and Wernicke who found areas relative to speech production are examples of how DDs increase understanding of localist function. Broca and Wernicke both researched aphasia post-mortem at the same time period in history and compared cases (Purves, 2008). Wernicke identified the area of the brain responsible for language comprehension and named it Wernickes area. Carl Wernicke was the scientist who discerned there was a regional difference between patients with aphasia dividing those with expressive aphasia (produce language) and those who sustained receptive aphasia (understand language) Wernicke located impaired language patients whose left frontal lobe was intact. These patients experienced language impairments in the area of comprehension and even though their speech was well formed it made little sense. Wernicke found that the area of the brain damaged in these patients was a small area in the left parietal cortex. Wernickes area is considered responsible for accessing words and decoding them for speech, whereas Brocas patients could understand language but could not transform them into understandable speech (Purves, 2008). Broca found speech accuracy impairment in expressive aphasia was due to the brains inability to produce language rather than the mouth failing to produce words. (Purves, 2008) Brocas patients included Leborgne who could only repeat the word tan and Lelong whose vocabulary consisted of only five words. Both patients were found to have lesions in the left frontal lobe an area later named as Brocas area. These patients led Broca to assume speech was region specific in the brain. Brocas area is presumed to be the syntax module and Wernickes area the semantics module (Purves, 2008). Wernicke and Brocas areas until recently appeared to fill some of Fodors (2000) conditions for modularity including domain specificity, autonomy and information encapsulation. The extent of this modularity is being examined in the light of more recent findings incorporating high tesla magnetic resonance imaging (MRI). Additional damaged areas are now identified as contributing to speech disruption. It was found that although Brocas area specific lesions can cause speech disruption, they are unlikely the source of complete and permanent speech impairment (Dronkers, Plaisant, Iba-Zizen, Cabanis E (2007). Additional evidence that Brocas area can be largely destroyed and language can remain intact was presented in a case study involving a computer engineer who had a tumor in Brocas region. The tumor and Brocas area were destroyed but he was able to function with minimal language problems and return to his work 3 months post surgery (Grodzinsky Santi 2002). Ongoing problems included an inability to create complex sentences, or relay reported speech. The problems were reported as working memory deficits and his recovery was explained by neural plasticity of the surrounding cortical area and a shift of some function to the right hemisphere (Grodzinsky Santi 2002). It seems unlikely that working memory could be the causation factor as the occupation he returned to is one highly dependent on working memory access. There is no report of auditory working memory in this individual differing from his visual working memory so it may be that Brocas area is not so easily dismissed (Grodzinsky Santi 2002). Figure 1 Broca and Wernicke areas NIH publication 97-4257, http://www.nidcd.nih.gov/health/voice/aphasia.asp (accessed 17/04/2010) Evidence from children who learn to read after a TBI indicate those who relearn reading or recover language may not be as fluent as they were previously (Ewing-cobb, Barnes, 2002). The adverse effects of diffuse axonal injury extend to linguistic development in the areas of discourse processing, lexical development and reading. An analogy could be the functional capacity deficit experienced when one injures the writing hand and has to adjust to using the alternate one. It appears the older and more expert a child reader is at the time of injury the better chance they have of functional recovery in the area of language (Ewing-cobb, Barnes, 2002). The areas of working memory and speed of processing for mediating recovery were acknowledged by Ewing-cobb and Barnes as an area for further research. Functional MRI (FMRI) reveals more explicit localization in the way language is used than that proposed by Broca and Wernicke as evidenced by (Lyons, Mattarella-micke, Cieslak, et al, 2009) who maintain language activates domains and networks beyond the areas commonly ascribed to language processing and that the expanded process influences the language experience. Gonzà ¡lez, Barros-Loscertales, Pulvermà ¼ller, Meseguer, Sanjuà ¡n, Belloch, et al. (2006) found that neural areas which access word meaning can include related sensory systems. For instance accessing the meaning of the word vanilla may activate the olfaction and gustatory systems. Action language can activate motor regions used to complete these actions (Lyons et al, 2009). One example (figure 5) shows left dorsal premotor cortex activity. This area is considered central to selection of higher level action plans and contributes to increased comprehension of sport specific and signals increase in strength in accordance with levels of expert learning (Beilock et al., 2008). This is much like the trend cited by Posner, (2004) in regards to the fusiform area being more than face specific with expert learners. Hickok Poeppel, 2007; Vigneau, Beaucousin, Herve, Duffau, Crivello, 2006) found left dorsal premotor cortex activity is modulated by personal experience when category specific action related language is used (figure 5) Figure 2 Shows brain activation differences between expert and novice hockey players when category specific language is introduced indicating language is also accessed via motor pathways (Lyons, Mattarella-micke, Cieslak, et al, 2009) This may have profound implications for cognitive rehabilitation when Brocas or Wernickes area are damaged however it is important to note that in spite of the coordination of other networks these areas are still largely domain specific for functional capacity. Cognitive models can be supportive in logging where, and to what extent cognitive functioning is systematically impaired or spared. They can offer some insight as to whether the function in question is mainly modular or if it is distributed like a network (Cohen et al, 2000, McLeod, Plunkett, and Rolls, 1998: Parkin, 1993). Present cognitive models lack the processing power to model complex modules and the inclusion of multi sensory network architecture (|Naish, 2000) The modularity assumption is ascribed to philosopher Fodor who conceptualizes the brain as having modular characteristics and goes on to define modularity as domain specific, autonomous, innately specified, hardwired (neuronal path specific), informationally encapsulated, and not assembled (Coltheart,1999). Multiple areas of the brain are considered to have modular characteristics but do not meet all the criteria for Fodors model by (Cohen, Johnson Plunkett, 2000). Fodor insists he has never maintained the brain is modular but only that it contains modular characteristics which he goes on to describe. Fodor (1983) does not believe the mind is massively modular explainable by computational or excessively modular models, instead his emphasis is on the function of a mental state rather than its biology and he maintains modularity can be by degrees rather than on an all or nothing basis (Fodor,2000). Fodor (1983) gave his model (figure 2) three components. The transducers act like perception whose task is to convert precepts or stimuli into signals for neurons. The input systems he envisions interpret the information within mainly modular platforms. The central system operates as an executive system Fodor suggests basic aspects of vision, and language have modular characteristics and Fodor describes the central system as responsible for reasoning, problem solving analysis and making choices as network mediated (Fodor, 2000). The diagram below shows a limitation of this model in that it is feed forward only without feedback networks. Figure 3 Fodor, J.A. (1983) the Modularity of Mind, MIT Press/Bradford Books Scientists such as Posner, 2003; Gordon, Arns Paul, 2008 and Williams, Brown,, Palmer, Liddell, Kemp, Olivieri, et al. 2006) have credited neural network models as learning tools from which they have derived theoretical models of how the brain learns (Posner Carr, 1992) Two of these models will be briefly described to demonstrate that neural networks contribute to the understanding of the functional patterns of the brain. Rennie, (2001) a physicist, models the large-scale electrical activity of the brain and mapped the neuronal activity from temporal and localist assumptions. His model has contributed to the development of the integrate theory model where conceptual knowledge of cognition, biology, modelling, physics and even psychiatry are combined to propose how the brain integrates cognitive and emotional feedback(Gordon, Arns , Paul,2008 ). The integrate model could allow for cognitive function based on fight/flight mechanisms and internal/external motivators while still retaining the modular aspects. Although the integrate model was conceptualized by information accessed by observing Rennies cognitive modelling of the brain, contributions of genomics, neuropsychology, psychiatry, case studies, neuro-imaging and meta analysis are in use to further develop the model (Gordon, Arns , Paul,2008 ). This model explores age and temperament stimulus processing changes, and possibilities for personalized psycho-active drug formulation. Fight /flight response is represented in how emotion is processed and its affect on language response. In this model there is feedback and feed forward mechanisms at all levels (Williams, Brown, Palmer, Liddell, Kemp, Olivieri, et al. (2006). Figure 4 Integrate Model http://brainNET.net (accessed 11/04/2010 Posner employed cognitive modelling networks investigating patterns for attention which informed his theory on executive attention networks and assisted the design of attentional network training for children (Posner Rothbart, 2007). This computer training module used in his research demonstrates functional neural plasticity in that long-term gains in attention, language skills, working memory, visual perception and executive functioning are observed (Thorell, Lindqvist, Nutley, Bohlin, Klingberg, T. 2009). The advantages extend to near and far transfer tasks such as language acquisition, working memory and cognitive load capacity. Posner describes the brain as a network but does not deny domain specificity plays a role in identifying localization. His emphasis is on mental states, a position similar to Fodor, (Posner Rothbart, 2005). Posner refers findings which favour localized mental operations as an opportunity to explore neural plasticity and uses elements of face processing to support his position. Posner references the common activation that occurs in the fusiform area when experts think about a domain of expertise rather than an exclusive face recognition task. He maintains that if we see localizations in the form of mental operations it would be natural for to share operations in common (Posner, 2004). In fact (Corbetta Shulman, 2002) show localization of separate mental operations within the parietal lobe which merge with a larger network to align attention to specific targets (McCandliss, Cohen, Dehaene, 2003) Posner and Tang (2009) have recently explored attention state models and how they influe nce learning and communication. See a diagram of Posners conceptual model below: Posner model of localization of aspects of executive attention states www.dana.org/NEWS/cerebrum/detail.aspx?id=23206 accessed (14/04/2010) The relationship between DDs and the modularity of cognitive processes in conjunction with the role CMs play is informed by ongoing research. Ellis and Young (1988) indicate unearthing a double dissociation, is only a starting point as processes and the aspects they mediate in common need careful identification. Crowder (1972) comments investigating the necessity of a two process theory may be more informative than the properties of individual processes (Plaut, 2003). DDs and CMs may oversimplify functional processes leading to distorted perceptions of neuroanatomical systems. Dividing executive function and episodic memory may undermine mutual network connections to temporal lobe systems, (Barr, Goldberg, 2003) DDs are useful for showing what happens when functional impairment occurs in one area of the brain leaving another area intact, while in other individuals the opposite functional pattern emerges (Parkin, 1997). The correlations can act as a reference in a similar way to a labelled fuse box which points the way to the specific appliance that caused an overload malfunction in the system. Fuses can be individually tested for function and the electrical impairment can be isolated for further review. CM simulates to some extent how patterns can develop in response to stimuli and injury. CMs work on an input in/out basis and as a result are unable to account for the complexities of phenotype variations influencing cognition (Naish, 2000). The patterns themselves are more concrete than abstract concepts and this may lead to insights about how specific cognitive processes work. FMRI, TMS, Galvanic skin response, single cell electrical recording, Magneto-encephalography, Quantitative encephalography, Positive electron tomography, Single photon emission computed tomography methods all allow neuro-anatomical functional observations with living individuals/animals. This informs understanding about modularity and the interaction of adjacent structures. It is important to note that each technology has limitations, MRI with temporal resolution, MEG and QEEG with spatial resolutions. With TMS artificial lesions can be created without harm to living participants by means of magnetic stimulation however, this process is time limited and can produce artefacts. These methods add to the foundation laid by early cognitive neuroscience and in some cases lead to confirmation or disputes about the original findings (Carlson, 2007). Bowers (2009, 2010) for instance notes single cell recordings may be consistent with localist coding rather than a distributed model based on the fact that neurons in the hippocampus and certain areas of the cortex may selectively respond to one stimulus out of many. His assumption is that because the IA word identification model uses single units to code for specific units it is not distributed. Parallel Distributed Processing networks (PDP)s rely on graded constraints and interactivity to determine actions that are consistent with the systems knowledge as determined by connection weights between units. However, (Plaut and McClelland, 2010) claim PDP neural network could learn localist grandmother cells in training specific learning conditions. The CMs are built from mathematical formulas using incomplete knowledge, they can be useful for showing patterns however it is illogical to expect them to uphold something they were only created to simulate and this thinking leads to unintentional error in interpretation. Statistically constructed mathematical computer models are built by the National Institute of Highway Safety to assess levels of diffuse axonal brain injury using squid axons (IIHS, 2007). These axons are electrical synaptic models rather than the chemical synaptic structure commonly found in human brains. Chemical synapses are less robust and more vulnerable to secondary cell death than the electrical synaptic structure (Roberts, 2005). Myelination damage cannot be measured by squid axon models. The resulting inaccuracies prejudice compensation claims for diffuse axonal injury survivors who often sustain language and vision impairments as the squid axon model can survive higher impact without brain damage. (Price, 2007) Cohen reports being disturbed by the ad hoc tinkering of connectionists trying to make the model work. Naish retorts that if connectionists tinker it is only to appear to model what neuro-physiologists claim to have found. He notes the complexity of the brain and notes this leave cases open for contamination by extraneous variables (Naish, 2009). Parkin (1997) states DDs may contain co-morbidities and research will reflect this. Literature tends to report simple conditions because they are easier to understand (Naish, 2009). Rebuttals can include neuro-psychologists calling connectionists tinkerers and connectionists accusing neuro-psychologists of cherry picking cases. This may reflect frustrations of research demands in a rapidly evolving field. Hinton reports CMs require labelled training data and most data learning relevant data is not constrained by labels. The signals CMs attempt to replicate require different equations than biological neural signals creating comparative discrepancies (Hinton, 2010). The brain processes data for 10^14 labels @ 10^9 per second, well beyond what computers presen