Communication and Information Technology Essay

Technological advancement have improved and eased the communication process. With the world revolving around technology, almost all tasks have been simplified consequently reducing the number of hours that one can perform a certain task. It has helped in the organizing information, thus enabling access and retrieval of information easy. The use of technology has helped many organizations cut on costs at the same time increasing efficiency and promptness in service delivery. In the medical arena, most of the up to the standard hospitals or healthcare systems have adopted the use of technology in delivering of their services. This has brought about comfortably and the feeling of appreciation to the patient or the person who is being served as it gives an aura of value for money and the sense of embrace of technology in this technological era. Electronic Medical Records is one of these technologies (Kluge, 2001). With the capacity to hold limitless information and being able to be changed to fit the current need, this technology has helped in the healthcare practitioners to deliver services in a more organized manner and without having delays as compared to if everything was done manually. Consequentially, this reduces costs and improves the picture of the organization at the same time fostering monitoring ability of the organization of the number of clients visiting the healthcare facility. Electronic Medical Record is computerized kind of information keeping in which information is compressed as it is converted in a digital format. This allows for consumption of minimal space while keeping the office of operation clean, tidy and attractive (Fins, 2008). This creation of space enables the expansion of services offered in the healthcare facility as there is more space of operation. Access of information becomes easy and convenient thus increasing the morale of the staff in service delivery. It offsets the possibility of committing unnecessary mistakes while delivering services because of handwritten records which are not legible. This program makes it possible transfer information from one healthcare system to another thus making it possible to treat patients in the shortest time possible as their medical records are delivered in the shortest time possible electronically. By use of this technology, it is possible for parents to monitor their kids’ wellbeing without having extra cost of travelling to where they are to check on their progress. It also makes it possible for patients to assess their medical record and also get their results without much problem of waiting till they are given to them manually. Other electronic communication delivery services like the use of voice over have helped in the reduction of the amount of work that one does in calling patients manually so that they can be attended to. It is just a simple task of just announcing a patients name and they go to the corresponding room in which they will be served. This has increased efficiency and effectiveness in serving clients (Fins, 2008). This sets a kind of an order which they patients follow and allowing for easy dissemination of information, loud enough for everyone to hear, thus, patients do not have to suffer the discomfiture of not having heard their names being mentioned by a caller physically since this system is fitted with speakers loud enough to be heard clearly. Other technologies like the Practice management software ensure the smooth running of the healthcare system giving medical practitioners a humble time in their operations on a daily basis. This wads off possibilities of confusion and lets them (medical practitioners) operate in an orderly manner. The information which this software can handle is all inclusive and does not only include the client’s bio data but also other aspects of the healthcare organization like bills and transactions going on. (Klug, 2001) It works just the same way as the EMR only that it comprises of the management aspect of healthcare system in its daily operations. Apart from keeping a track on patients’ conditions and appointments, the system is used to develop bills and keep a record on the same so that thee reports can be used whenever need arises. It keeps every transaction and activity on record so that it becomes possible for any practitioner to know what was done the previous day and by who, which patient was attended to and by who so that he/she is able to know exactly where to start as concerns a specific task. This just as the EMRs has a way of cutting costs and increasing effectiveness. This is because all information as concerns any patient is stored electronically and retrieved with ease when need arises, thus avoiding the possibility of confusing one’s medical data with another persons (Fins, 2008). This enables a medical practitioner to prescribe the right medicine to the right person while at the same time allowing for generation of information about the right bills for the client in accordance to the medical procedures and medication accorded to him or her. Other systems like the electronic health systems keep a full medical history of a patient. It keeps essential information that can be used by the doctor or any medical practitioner to offer quick and effective diagnosis of a patient. All healthcare reports about a certain patient are stored in this system including drugs prescribed to the patient every time he/she attends that healthcare facility. It is also inclusive of all test results of that particular patient as well as x-rays and the response of the patient towards a certain medication. All this information is essential for up to level health care treatment of any patient. It keeps off the agony of a patient for having to answer tedious questions about their past medical history every time they visit a healthcare facility, as information about them is stored electronically and retrieved on every visit. This medical history is updated time to time on the occasions that a client visits for the purpose of seeking for treatment. The use of electronic technology in healthcare systems has more pros than cons. This is because as enumerated above, it has advantages to both the client and the healthcare facility. The fact that it increases efficiency and effectiveness can not be underscored while at the same time reducing operating costs of the facility. Clients are served to their liking and while their medical record is kept safely and is retrieved during the time of need with a lot of ease (Kluge, 2001). One of the major disadvantages is that information about a patient can be copied maliciously and tampered with. If the entire system should break down, then volumes and volumes of information are lost. It would be a good thing if all the above system could be integrated into one piece. This will ease operation even more as all the operations are under one click of a ‘mouse’. It could also be improved in such a way that clients can access their information wherever and whenever they are. Reference Fins, J. (2008). Web of Care: How Will the Electronic Medical Record Change Medicine? The Hastings Center Report, Vol. 38, pp. 67-88 Kluge, E. (2001). The Ethics of Electronic Patient Record

Netflix Analysis

The following analysis is about Netflix and Blockbuster. Two successful companies with similar target market but at the same time with very different strategies which can make the difference of success in the future or contrary go down. First of all we need to clarify what is the specific situation of each one. Blockbuster is a rental home video company that has been leading the market during many years, since the VHS cassette till the appearance of the DVD and the expansion of the internet. They have had a well-designed strategy which let them growth significantly being the leaders in the market, having in 2006 more than 5000 locations within the US. They basically offered a huge number of in-store movie rental. As it is said in the text their financial success is based on the maximization of the days that a movie is rented. Also it is important to mention that a big part of their revenues came from the ‘’late fees’’ (10% of the total revenues in 2004). But as the times were changing, the customer’s needs were changing too and Blockbuster was in the need to adapt his business to the market. Netflix, being so visionary ten years ago, was launched as a personalized DVD movie rental using USPS to deliver DVDs to its subscribers and using a pricing model similar to the one used by video stores. The following analysis focuses on how those two companies that cover the same needs, they have totally different strategies and by analyzing both strategies we will see how a good strategy and a good knowledge of the market can make the difference and take a company to the success. Basing on the data and information in the case, Blockbuster would be ‘’short’’ and Netflix would be ‘’long’’. Blockbuster has an old-fashioned strategy, they focused all their efforts in differentiate from Netflix by integrating online and traditional in-shop services and by copying Netflix’s strategy of no late fees. Despite their attempts they had significant operation losses and they just grew 5% (they expected a bigger growth by suppressing late fees). Contrary, Netflix would be ‘’long’’ because from the beginning they were visionary, and they were offering what customers needed while the times were changing. Because of that their net income has been growing significantly. As inferred in Exhibit 1 in the case, net income multiplied in just two years (in 2004 was 21595$ and in 2006 the net income was 49082$). It is important to take into account what jobs did Netflix and Blockbuster for consumers. Blockbuster was the leader in the market by offering consumers in shop movie rent. They perfectly covered the need of watching the latest movies at home. They were very successful and so they expanded by opening new locations with the objective that at least 70% of the population have a Blockbuster very close. Netflix though, offered movies but unlike Blockbuster, they deliver the rented movies to the customer’s houses. They changed the concept of traditional movie renter. Netflix was created as a new concept, but covering the same need that Blockbuster was covering. Over time, Netflix grew more and more thanks to this competitive advantage that made the difference from Blockbuster. About their profit models, Netflix reached profitability by investing capital in opening more distribution centers producing more subscriptions thanks to the improved delivery service. As showed on Exhibit 2 in the case, the increase on the number of subscribers was very significant with 107 in 1999 to 6316 subscribers in 2006. Netflix based its strategy in the concepts of convenience and selection and they showed it by introducing the prepaid subscription based model where customers had to pay a monthly fee instead of the old per rental charge model. With this strategy they were be able to have better customer retention. On the other hand, Blockbuster was primarily focused on making the company profitable by expanding geographically, opening new locations so that they can increase the market share. Blockbuster focused the strategy on the concept of ‘’movie night’’, it means that their market is a specific niche in which customers make an impulsive decision and rent a movie when they get in the shop. That’s why they only have high-demand movies (unlike Netflix that apart from high demand movies, they also have old or independent movies). The Netflix success is due to a series of different steps that the company has had to face from the beginning till nowadays. The changes in the customers’ needs and in the society led Netflix to a constantly changing strategies. They launched the platform in 1997 like an alternative way to the traditional movie renters, to provide home movies services better satisfying customer’s needs. They took advantage of the latest hit in the new technologies, the DVD. And they acted like early-adopters of the DVD focusing their efforts in attracting owners of this new device. They were being successful, but they started losing customers so they were in the need to make some changes. And they did. Netflix totally changed the pricing strategy from the traditional pay-per-rent to the subscription model which allowed customers unlimited movies a month. They came up with the recommendation system as they needed to differentiate from the traditional video rental stores offering something that they didn’t offer. To increase the quality and number of offered movies, they created business relationships with the major studios so that they reach customer’s needs. As a consequence of this growth, they increase the distribution channel with USPS. But apart from that, Netflix was having a huge problem. They were constantly losing customers. To solve these problems they thought different: attract the old customers that have canceled their subscriptions. To reach this goal, they changed the unsubscribing policy and instead of trying to retain them, they made the cancellation process as easy as the subscription one. Probably many of the customers that left before will come back to Netflix when the platform will earn more awareness or when just decided that they want to reopen their accounts. So if all those processes were easy for them, the impression of the brand on the customer’s mind will be positive. At this point Netflix was doing well, the numbers of subscription were increasing and their net income was increasing too. What would be next? The new technologies market is a constantly growing and changing market. Something that is being a hit now, in one year could be completely forgotten. With the expansion of the internet many in-shop services will be affected. Services that can be offered via internet will replace the traditional commerce. And this will be the case in the video rental. The traditional video rental services whether in-shop or delivery will tend to disappear because of the following reasons or assumptions: -Internet is growing more and more. Many improvements are being made to improve the quality. -The number of people who have internet at home is also increasing. -Customers are adapting to the new era and they are adapting to new technologies and regulations. So basing on that, as Netflix already did years ago, they should be innovative again and take the risk to change in order to keep profitability for the company. They can’t avoid the new trends, if they don’t follow the changes and they don’t adapt to them, they will disappear because customers will change to those brands that cover their actual needs. Netflix was offering what customer’s needed, but this is changing with the appearance of VOD, and so by covering the same need, they should adapt to the times by changing their strategy.

How does Robert Louis Stevenson explore the duality of human nature in Dr Jekyll and Mr Hyde? Essay

Robert Louis Stevenson incorporated the ideology of the duality of human nature into his Victorian thriller novella: ‘The Strange Case of Dr Jekyll and Mr Hyde’. This does not emerge fully until the last chapter. The text not only de-familiarizes the duality of human nature as its central theme but forces us to wonder the properties of this duality and to consider each of the novella’s chapters as we weigh up the various theories. Jekyll asserts that â€Å"man is not truly one, but truly two,† implying that everyone has two parts to their personality, ‘Good’ and ‘Bad’ instead of just yourself and he imagines the human soul as the battleground for an â€Å"angel† and a â€Å"fiend,† both opposing forces each struggling for mastery. The novella tackles many different theories that circulated at the time. When the novella was published, there was uproar that it suggested we have two parts to our personalities. This theory went against many influential Victorian religious beliefs. Robert Louis Stevenson’s believed that people had a dual personality and this is echoed in the novella. The inspiration for the novella could have come from many different people and events, most notably: a dream that Stevenson had repeatedly as a child relevant event about Deacon Brody who was a cabinet maker by day and murderer by night. Also during his time in the Samoan Island a man named Dr Hyde greatly insulted his friends, from that could have and most probably did give birth to the Jekyll and Hyde characters. Robert Louis Stevenson, the author, was born in 1850 in Edinburgh, and you can see the divisions between scientific and religious views reflected in the story from his childhood. His mother, being very religious, had him baptised whereas his father did not approve of his writing and thought he should have a more scientific past-time. This is reflected into the novella, with the more experimental Dr Jekyll, which eventually leads to his apparent death. In contrast, you have Dr Hastie Lanyon, a more stringent and ‘old-style’ scientist who at one point dismisses Jekyll’s experiments as, â€Å"scientific balderdash†, this clearly shows the straight to the point view that would have been shared with Victorian society towards experimental science. It had huge implications: namely that God was not the higher authority and Science had influence with the creation of everything which at the time many people were scared of god’s wrath and the consequences if th ey were found playing with science whereas today we are more scared of what we create than the consequences of religion. This proposal was re-enforced when Darwin published his book: â€Å"Theory of Evolution†, to the general public in which a large amount of people saw it as an ‘attack on religion’, simply by stating that God did not create the world in seven days and that all animals, including human beings, were all descended from something more primitive that its current form: this would have caused fear as people were scared that we could evolve to a point we’d turn into characters such as Dracula, Frankenstein or even characters such as the ‘ape-like’ Hyde. Many also believed that science had come out of its comfort zone and was meddling in things that only God had control over. This is what Stevenson does in the novella using the Jekyll and Hyde characters. This would have given the story, when it was published, the edge as many people saw the supernatural and science as quite an intimidating matter and it was widely feared, and suggesting that people had two sides. Subsequently, during the time of the publication in 1888, in London there were numerous murders of prostitutes by the notorious serial killer, Jack the Ripper. Several people had thought that the story of Jekyll and Hyde had inspired Jack the Ripper to commit the killings. Nevertheless, while this was never proven it had been implanted in the minds of many Victorians, to think about Jekyll and Hyde and the duality of human nature. There was, discussion about Jack the Ripper being highly educated, that of a doctor like Jekyll, or professor or even royalty. Victorian society at the time of the novella’s publication had a very large class divide, with the upper class honourable gentry and the poor, poverty ridden lower classes. Robert Louis Stevenson juxtaposes these extremes in his novella, emphasising the vast difference between the classes using the honourable Dr Jekyll and his repressed darker side that is Mr Hyde, which ensures the reader sees the contrast between Jekyll’s rich, good and kindness against Hyde’s evil, seemingly poor and deplorable behaviour. The novella is set in the vice-ridden city of London aptly described within the novella as being, â€Å"dingy†, â€Å"distained† and â€Å"blistered†, these adjectives paint a picture of an area in dis-repute and set a tone which is echoed through the character Hyde throughout the novella: which was a very different place to the prosperous modern, Edinburgh, where Robert Louis Stevenson was brought up. There was a very real sense of a nor th, south divide. The south was riddled with crime, a true ‘dark ages’ setting portrayed through Mr Hyde’s abode in London’s infamous Soho, whereas the upper class, ‘good’ side of Dr. Jekyll lives in an influential square described as having â€Å"florid charms†, and â€Å"thoroughfare with an air of invitation†, these adjectives not only imply that the street in itself are ‘good’ but also personify the street by implying it invites customers to shop there with its decor or ‘charms’. Dr Jekyll and Mr Hyde delve into the Victorian’s fascinated fear of the supernatural, highlighting the vast differences between religion, science and philosophy at the time. Most notably is this shown by the disagreements between Dr Jekyll and Dr Lanyon, at one Lanyon protests Jekyll’s experimenting would have â€Å"estranged Damon and Pythias†, who were mythological Greek followers of Pythagoras. This shows Dr Lanyon, like so many at the time, as scared and completely against mixing science and religion, whereas Dr Jekyll shows himself to be more experimental, like philosophers at the time such as Darwin and Sir John Herschel who believed in evolutionism: the idea that everything has descended from something, most notably humans from apes. At the time Great Britain was a world leader, a pioneer for all things scientific however still very religious and like any great nation it had secret vice’s and habit’s that were hidden away to the rest of the world, like how Hyde is hidden away in Jekyll. Jekyll displays a dual natured personality even before he starts to meddle with Hyde, but his potion he creates, which he hoped would separate and purify each element, succeeds only in bringing the dark side into being-Hyde emerges, but he has no angelic counterpart. If man is half angel and half fiend, then it makes you wonder what happens to the â€Å"angel† at the end of the novella. Jekyll succeeds in liberating his darker side, freeing it from the bonds of conscience, yet as Jekyll he never liberates himself from this darkness. Jekyll cannot participate in ‘unrepeatable pleasures’ due to his high standing in society, therefore, concocts a potion which allows him to mentally and physically split his ‘good’ and ‘evil’ personalities on command allowing Jekyll, to remain a reputable socialite, however, also enjoying the Soho ‘pleasures’ such as visiting popular brothels which were abundant during the Victorian period however it would’ve been social suicide to visit as Jekyll due to his upper class and well educated veneer. However, this soon spirals out of control and the cost of Jekyll’s curiosity turned out to be a deadly reversal of dominance. When Jekyll become’s Hyde, he says he feels â€Å"younger, lighter and happier in body†, which implies that despite Jekyll tapped into this more ‘evil’ side of his human nature, he is enjoying the new found freedom, this allows him to do what he wants. However, especially when Hyde has been ignored and made a recluse within the shadow of Jekyll, we can see this physically emphasized when Hyde’s described as being ‘small’ and ‘stumpy’, lashes out, and murders Sir Danvers Carew. Jekyll believes that his potion gives him complete control over the transformations between his ‘good’ and ‘evil’ side. Throughout the novella Hyde is described as being disgusting and the minute you meet him, people unconsciously take an instant dislike to him. When Mr Enfield ‘collared’ Hyde, Enfield apparently, â€Å"turned sick and white with the desire to kill him†; showing how hypocritical Victorian’s were as they were rejecting and repressing their own evil side. This is the side of Jekyll which he himself wants to be rid of. However, he ends up being a ‘slave’ and ‘underdog’ to his ‘evil’ side, which is Hyde. Additionally, we are led to believe that Jekyll kill’s himself to be rid of Hyde forever. Jekyll’s potion is made solely to rid Jekyll of his ‘evil’ side. However, it is increasingly noticeable that the more times that Jekyll uses the potion, his hold over Hyde weakens to a point where â€Å"I fell asleep Jekyll, but awoke Hyde†, This shows that Jekyll has lost all control, and it gives a view to what is to come. The loss of control over Hyde implies that Jekyll has never been pure, and has always had his ‘evil’ side, Hyde within him which is echoed by two well-known philosophers. The social contract theorists, Thomas Hobbes and John Locke, came from fundamentally different viewpoints. Hobbes believed that â€Å"all man is born evil†, whereas Locke said â€Å"man are born flawed but good deep down†, which is portrayed throughout the novella. This is shown clearly when the physical traits of Hyde are described as, â€Å"short and stumpy†, however as Hyde gains control over Jekyll, Hyde becomes as tall and as well built as Jekyll, implying that the powers of ‘good’ and ‘evil’ are now not as thrown in one direction. Another more recent psychologist named Sigmund Freud believed that we were made up of three parts: the id, ego and the super-ego. The id is the set of uncoordinated instinctual trends; the ego is the organised, realistic part; and the super-ego plays the critical and moralising role. He also believed that it is the rules of society and laws that stop everyone from going around killing each other. It seems that Hyde consists of only the id; this emphasizes the ideology that Hyde simply represents the primitive and ‘animal-like’ qualities of Jekyll and that Jekyll remains the critical organised part of his makeup. The bulk of the crime was committed by and amongst the lower classes, leaving the upper classes seemingly innocent, however we know from Jekyll’s feelings that he desperately wanted to be able to enjoy the pleasures of the lower classes much like Stevenson himself, and this is what leads him to create the potion, and turn into Hyde. There is also an air of cynicism about Jekyll as he wanted to, in effect, ‘use’ Hyde for his dirty deeds, â€Å"†¦Edward Hyde would pass away like the stain of a breathe upon a mirror†, clearly showing that Jekyll has planned for this and has the full intentions of using Hyde not as was originally thought or desired for medical and theological experiments but for more sinister. As a result of Hyde’s ‘imprisonment’ in Jekyll, at every possible chance Hyde seizes control over Jekyll in order to release some of the anger that has been kept in for years. At one point, â€Å"the powers of Hyde seemed to have grown in the sickliness of Jekyll†, which shows that the consistent changing between Jekyll and Hyde made Jekyll, succumb to illness. This made Jekyll weak, allowing Hyde a clearer passage when he ‘took over Jekyll’ this uses dramatic or even tragic irony to convey it’s message. This leads us to believe that people reach the point where you either chose your ‘good’ or ‘bad’ side. Throughout the novella there are many crimes that Hyde commits, most notably the murder of Sir Danvers Carew and the ‘assault’, of the young girl walking on the side path in the evening, which when coupled with the idea that they were committed by Jekyll’s ‘evil’ or ‘bad’ side, they simply bolster Hobbes’ theory that all men are born ‘evil’. However, it also ironically agrees with Locke’s theory that all men are born good but with flaws, as for Jekyll to allow Hyde control, he must drink a potion to separate the good and the bad which shows that Jekyll clearly isn’t ‘bad’ but has â€Å"flaws†, as Locke says. Both crimes involve violence directed against innocents in particular. The fact that Hyde ruthlessly murders these harmless beings, who have seemingly done nothing to provoke him and even less to deserve death, emphasizes the extreme immorality of Jekyll’s dark side unleashed. Hyde’s brand of evil constitutes not just a lapse from good but an outright attack on it. Throughout the novella the language used to describe the main characters, especially Jekyll and Hyde are consistent with what they’re meant to symbolise. For example, Hyde, is referred as being, â€Å"ape-like†, a simile and â€Å"hideous†, an adjective both echo the idea that Hyde is Jekyll’s ‘animal like’, and ‘primitive’ side, by comparing Hyde to an ape this also emphasizes the Victorian idea of duality of human nature where the ‘evil’ part has the more disgusting and unattractive traits, whereas the ‘good’ part of you has the more respectable and ‘like-able’ features. According to the remarks made by observers, Hyde appears ‘repulsively ugly’ and ‘deformed’, ‘small’, ‘shrunken’, and ‘hairy’: these adjectives symbolize his moral hideousness and warped ethics. The connection between such ugliness and Hyde’s wickedness might have been seen as more than symbolic. Many people believed in the science of physiognomy, which was, that someone could identify a criminal by physical appearance. His hairiness may indicate that he is not so much an evil side of Jekyll as the embodiment of Jekyll’s instincts, the animalistic core beneath Jekyll’s polished exterior, another point is where Stevenson gives the door Hyde enters, human qualities such as calling it, â€Å"sinister†, which is an example of personification. The door is also mentioned later on in the novella where it’s referred to, â€Å"two door’s from one corner†, seemingly an oxymoron where the door can be interpreted as two physical entrances to the Jekyll residence which Hyde uses, but also the mental entrance to Jekyll’s ‘good’ side and Hyde’s ‘bad’ side placed next to each other to symbolize the two halves of Jekyll’s human nature. The simple name â€Å"Hyde† which consists of a single syllable is a good way to name the character, and they’re many ways where this is evident, one of those is: â€Å"Jekyll†, consists of two syllables so â€Å"Hyde†, implying that Hyde, is hidden or ‘hides’ within Jekyll however it could also symbolize half of what Jekyll is, Jekyll’s ‘bad’ side. You can also link the idea of Hyde being half of Jekyll by the first sighting of Hyde in the novella, where he’s described as being small, even half of Jekyll’s size, symbolizing the ‘evil’ side which has been out-weighed by the ‘goodness’ of Jekyll. Stevenson meant for Jekyll’s name to be pronounced as if it were French-Je KILL. â€Å"Je† in French means â€Å"I†: I kill subtly emphasizing Jekyll’s ‘evil’ side. Unlike how Hyde is described within the novella, Jekyll is given more providence and a m uch more of a pleasant character consistently described as being an ‘honourable’ man and ‘good doctor’ by his friends. During the Victorian times if you were a doctor, like Jekyll then you would need to conduct yourself in an honourable way and be a ‘role model’ to the lower classes and fellow peers. From the beginning of the novella Jekyll is mentioned as having a â€Å"signature very well known and often printed†, indicating that Jekyll had a large community presence. During Victorian times, doctors were highly respected and considered to be among the most intelligent people of their time, with a great deal of responsibility, you could also link this to why Jekyll wanted to move medicine forward by means of a personality splitting potion. At certain points in the novella, pathetic fallacy is used- most notably when Sir Danvers Carew is murdered, where the sky is peaceful at the time, this reflects the maid at the window’s pure serenity and relaxed mood, however this changes rapidly when Poole fetches Utterson, and the weather changes to heavy rain, this implies that the weather is used to reflect the moods of the different characters. Dr Jekyll and Mr Hyde both represent two very different ends of the social spectrum and Dr Jekyll are definitely the accepted end of it and throughout the novella the social classes that were prominent in Victorian times and at the time of the novella’s publication are echoed through ‘Jekyll and Hyde’. Jekyll who’s always seen to be a respectable man, and always dressed in clothes which fit unlike Hyde’s, representing Hyde’s physical features as much smaller than Jekyll’s. Whereas the Hyde character consistently inhabits clothes that are too small for him, emphasizing the idea that Hyde represented Jekyll’s ‘poor’ side that relies on Jekyll’s clothing. Clothing to the lower classes would’ve been expensive and therefore would have been handed down after it had stopped fitting, and rarely would’ve been thrown away due to its value, an idiom which best describes the situation between Jekyll and Hyde’s, rich and poor balance would be: ‘the man’s treasure is another man’s rubbish’, clearly highlighting the necessity for the lower classes to grasp at any whole material they could whereas the higher, more richer classes would have the ‘luxury’, of throwing things away quite like when Jekyll simply gives up his clothes for Hyde. There are numerous other characters in the novella which all have their small roles to play and all add to the mystery of the Jekyll and Hyde connection. However, unlike Jekyll and Hyde they’re not split into two distinct characters to show it. One of those characters would be, Poole who is Jekyll’s loyal butler, who at one point fears for Jekyll’s life so much he runs to Utterson’s for help. This could show ‘good’ human nature as he is willing to go, against his order’s to leave him in his cabinet despite what he hears or sees, to essentially save Jekyll’s life. However this could be miss-construed as he fears that if Jekyll dies then his pay, and stable residence with Jekyll will cease. Another character who displays hints of a more twisted human nature is the police sergeant who investigates the murder of Sir Danvers Carew. We are told that when he hears of the murder, â€Å"his eye lighted up with professional ambition†, the irony that the sergeant has more feelings for his own future and that he could get a promotion whereas he doesn’t care as much that a Member of Parliament was brutally â€Å"bludgeoned†, to death by Hyde. In the sergeant and Poole’s cases, you can see two very different sides to human nature, similar to the Hyde and Jekyll’s differences. Another character which shows a more sinister side but still relative to today’s human nature is Hyde’s housekeeper who when hearing of the news that he killed someone presses the police for information, most likely for gossip. Hyde’s housekeeper answered the door to the police and: â€Å"She had an evil face, smoothed by hypocrisy†, which implies that she was more than happy to implicate her employer suggesting that even during Victorian times people were as we are today ‘gossip motivated’. Yet another character in the novella is Mr Utterson, who in his own narrative reveals himself to be : â€Å"lean, long, dusty, dreary, and yet somehow lovable†. Despite this Utterson shows himself to be a very nosey person, consistently asking Jekyll for details about his will, even by-passing Jekyll and asking Lanyon. This could be taken in two ways: either Utterson simply wants to know why Jekyll has such a strange will, or as we are lead to believe Utterson genuinely cares for Jekyll and wants to help in any way he can. These two views of his character both showing ‘good’ and seemingly ‘bad’ human nature. However you can also link Dr Lanyon with Mr Utterson as they both have an unfounded hatred and un-scientific eye for the supernatural which is shown clearly in the novella as it progresses Both are unable to notice and link the disappearances and re-appearance of Jekyll and Hyde, until Lanyon witnesses the process and dies soon after, His death represents the more general victory of supernaturalism over materialism in Dr. Jekyll and Mr. Hyde. Then you have Utterson who doesn’t ‘see’ the ‘truth’ right up until the end when he receives the letter from Jekyll explaining the series of events. Throughout the novella, Mr Utterson is a frequent character who helps to lead the plot, displaying the behaviour and attitude, towards the ‘truth’ much like Victorian people at the time despite the fact he though Jekyll was hiding Hyde and being blackmailed, he’d rather not admit it. Even when he suspects Jekyll of criminal activities such as blackmail or the sheltering of the murderer Hyde, he prefers to ignore what he has learned, or what he thinks he has learned, rather than bring ruin upon his good friend. Robert Louis Stevenson, the author, raised in a very religious way could be one of the reasons that he chose to write this novella, as a way of rebelling like many at the time when it came to the super natural and religion. However, we can link his religious upbringing to one of the characters: Gabriel Utterson, Gabriel is one of the ‘main’ angels in the religion and often referred to in the bible with ‘God’, so despite the rebelling against his religion, Stevenson still insert snippets from his past into the plot line. Lastly the link between Utterson and Lanyon, they both embody the lack of knowledge and unwillingness to entertain anything to do with the supernatural much like the Victorians who preferred what they knew, which was religion and not what this would have been during publication, a horror story. Another very prominent theme displayed in the novella is the presence of silence like the Victorian’s at the time of publication; two kinds of silence in the novel indicate two different notions about the interaction of the rational and the irrational. The characters’ refusals to discuss the sordid situations indicate an attribute of the Victorian society in which they live. This society prizes decorum and reputation above all and prefers to repress or even deny the truth, certainly if that truth threatens to upset the conventionally ordered society in place. Faced with the irrational, Victorian society and its population prefer neither to acknowledge its presence nor to grant it the legitimacy of a name. Involuntary silences, on the other hand, imply something about language itself: Language is by nature rational and logical and many characters display this silence throughout the novella for example: Enfield and Utterson cut off their discussion of Hyde in the first ch apter out of distaste for gossip; Utterson refuses to share his suspicions about Jekyll throughout his investigation of his friend’s predicament. Moreover, neither Jekyll in his final confession nor the third-person narrator in the rest of the novella ever provides any details of Hyde’s behaviour or secret vices. Maybe the silence is kept out of the mutual respect for each other’s respect however it is more likely that during Victorian times, everyone knew what everyone else was doing although never revealed their knowledge due to the age old idiom: â€Å"Knowledge is power†, allowing a crime such as black mail to thrive, which it did during Victorian times and why would a reputable man want to be seen in such circumstances, it could destroy their reputation quite like when Utterson suspects Jekyll of being black mailed. Quite like the Victorian’s at the time we are really gossip crazy, and we all love to have information about other people to use at our advantage, much like the Victorians we don’t like our family secrets and self-pride to be damaged no matter what social class we belong to, both the Victorian’s and ourselves didn’t like to ‘air their dirty laundry’, implying that if something could damage the honour, pride or reputation of the family or person then it simply would be kept secret seemingly to protect themselves like Jekyll does with Hyde. ‘Dr Jekyll and Mr Hyde’ is medium length and that is why it is categorised as being a novella, because it isn’t long enough to be called a novel, nor short enough to be called a short story. All but the last two chapters are written in third person: the penultimate chapter, ‘Dr Lanyon’s narrative’ is written in first person, from Dr Lanyon’s point of view, in a package to Mr Utterson. Again, in the last chapter, with Dr Jekyll explains the long series of events in a mixture of third, and first person, when talking about himself, Dr Jekyll, (third when talking about Mr Hyde’s actions). The novella has two endings emphasizing the idea of dual natured personalities, and two different sides too our personalities: firstly when Utterson and Poole, the butler, find Hyde in Jekyll’s cabinet, and secondly, when Utterson finally reads Jekyll’s letter at the end of the novella which explains the series of events. At points in the last chapter, even Dr Jekyll becomes confused as to who he is, which emphasizes the idea that Hyde could be taking ‘over’. The book, ‘The Strange Case of Dr Jekyll and Mr Hyde’, starts with a long narrative from Mr Enfield; a key character in the plot line. The narrative concerns Mr Utterson and Mr Enfield who informs him of the night were he witnessed a â€Å"stumbling†¦ damned Juggernaut†, character â€Å"who was as emotional as a bagpipe†, a metaphor insinuating Hyde, whom they were talking about was careless and oblivious to the pain he caused. Also they mention, ‘door’ which becomes more important as the story goes on proving to be of use to Hyde and Jekyll as a physical and theological escape to each other’s acts. It is at this point that due to both of the men’s disapproval of gossiping, that they stop the conversation, and continue their walk. The novella consists of a long anecdote start ed at the beginning and ends with a summary of Dr Jekyll’s point of view. Jekyll mainly explains their story and that he will transform into Hyde again, soon and will not be able to stop it. The idea of Jekyll and Hyde is for the reader to think about the two different sides to human nature, and how things can ‘possibly’ go wrong when you lose all control over the ‘evil’ side of your personality, as inevitably happens in the novella. I think that Stevenson, who was plagued throughout his life by illness, wrote this story to share his own experiences, and views in a controversial religious and scientific situation at the time of publication. Throughout Stevenson’s life he battled with respiratory problems, consistently moving from city to city, and even to different countries most notably the Samoan islands and I believe that this is just one of the ‘demons’ in his life, or part of his own ‘evil’ human nature that led him to write this story. No one philosopher can be linked directly to the story since the text grapples at parts of Locke’s and Hobbes’ theories. A possible moral of this interesting story is that which many Christians recite daily, (yet another religious link to the story): â€Å"Lead us not into temptation, but deliver us from evil†, and that ‘one’ needs to be in control of their darker side of human nature, and to stop this evil from growing larger as happens in Dr Jekyll and Mr Hyde or perhaps, the moral is that we cannot control evil once unleashed.

MBA Thesis- Entrepreneurial Business Plan Thesis

MBA - Entrepreneurial Business Plan - Thesis Example There has to be some mechanism for federal level reporting where hospitals across the country are held to it, and it’s just not a voluntary thing. We don’t have it. Voluntary reporting vastly underestimates the frequency of errors and injuries that occur† – Dr. Landriagn (Assistant Professor at Harvard Medical School) 911 Health Care Services Corporation is a privately owned firm with an aim to offer high quality healthcare services. By leveraging its services through excellent technology, firm aims to offer newest technology in patient identification and medical history storage. By employing latest technology and database tools, we aim to offer a comprehensive service which can help reduce the time and cost to record, save and retrieve patient information in hospitals and other healthcare settings. This technology will facilitate healthcare service providers at different levels and will offer a robust and a cost-saving technology which can cater to the needs at different levels including emergency departments of the hospitals. This will be a private limited company with initial share capital of $10 (m) equally divided into shares of $1 each. The initial subscribers of the business will be assuming 50% of the ownership by subscribing to propionate number of shares. Initial shareholders and subscr ibers will also serve on the management of the business and will provide their expertise and experience to run the business. This firm will be primarily a privately run business with one CEO as the head of the organization looking after day-to-day issues of the firm and devising strategies and developing strategic alliances and partnerships. A marketing team will be involved in the execution of marketing strategy through which firm can actually aim to partner with different hospitals and healthcare service providers for effecting marketing and selling of the technology. The overall idea was conceived in order to

Gas consumption in the united states Research Paper

Gas consumption in the united states - Research Paper Example A study of gas consumption can help alleviate challenge and improve on efficient use of the commodity. The negative externalities can also be addressed after knowing the extent of gasoline use. The purpose of this research paper is to find how petrol tax, average income, proportion of driver’s population, paved way affects consumption of petrol gas. For this research, the data covers forty eight states and the sample represents the whole population. Introduction The research bases its data from the individual that owns vehicles and firm owner with the appliance that use petrol. Furthermore, the research targets small and large companies all industries. The availability of this information is crucial in preparing this report as it assures of credibility of the source of raw data. The report is reliable because the majorities of the respondent are literate and have the expertise and ability to give information accurately and provide insight in the gas industry. The report relies on a grass root survey of the entire gas industry for one year and forecasts on future consumption. The forecast of the report reveals a combined outcome of an entire target population. The methods used to collect and analyses the data limit a margin of error less than plus or minus 0.2%. Therefore, I can guarantee that the research paper provides a true picture of gas consumption in a year (Hejny S, etal 2003). ... dia have reported that gasoline has become cheaper, and the U.S is less dependent on imports from the Middle East, but this information remains elusive. The president on September 18 said that the country is not yet oil independent, but there is a boom of oil production that could benefit the country in future (Stratfor Geopolitical Diary, 2013). Oil production in the country skyrocketed to a high of 8 million barrels in a day, the highest production since 1989. Energy is used in heating and production of petrochemicals products. The usage can be broadly categorized to power generation and transport fuels. All the countries energy comprises natural gas, renewable wind power, coal, and finally nuclear power. In the U.S, petrol is derived from imports and domestic production of crude oil. The country produce it own coal and is almost being independent in its natural gas. The U.S and Canada oil deposit are not sufficient to rid off the country from global suppliers (Stratfor Geopolitica l Diary, 2013). One of the main agenda of the U.S government is security, and the country cannot produce enough energy for its people. Therefore, increasing production of oil ensures energy security for the country. However, this cannot be the only way to cure ‘addiction’ to oil. Companies like the GM and Tesla are now developing electric cars that use battery instead of oil. This technology can swipe the use of gas to electricity in the near future (Stratfor Geopolitical Diary, 2013)Â   The energy consumption in the United States has decreased compared to China. China currently tops the world in energy consumption. The U.S consumption has decreased by 1.6% since 2007. It has, however, consumed twice that of the European countries. In 2011, oil was the main source of energy at 36% with

Trace the evolution of the response of the United Sates to the Essay

Trace the evolution of the response of the United Sates to the Holocaust starting with the Evian Conference of 1938 through the end of 1945 - Essay Example Consequently, this war created a refugee problem in the west and raised a lot of concerns in the world. There was need to solve this problem and relocate the displaced Jews who were termed as refugees (Rossel, p13). The first response by the United States of America to solve this crisis was made by President Franklin D. Roosevelt who was the then US president. He acknowledged that the Jews problem was becoming an international crisis and convened the Evian Conference on 6th July, 1938. The conference was attended by 33 countries including Britain and her colonies, and other European and Latin American countries. The purpose of the conference was to come up with solutions to the problems that the Jews were facing as a result of the rise and expansion of the Nazi Germany (Grobman, p124). However, the conference failed to produce any constructive results. Most of the western countries including the US were very reluctant in opening their borders to the Jews who were being persecuted in Germany. They argued that the great depression had greatly affected their economies and increased the rate of unemployment in their countries thus accepting the Jews would increase competition for the jobs and cause further problems. The only country that agreed to open its borders to the Jewish immigrants was the Dominican Republic; it agreed to take in about 100, 000 refugees. The only achievements of the conference were the documentation of series of superficial and oral statements which implied that there was a refugee problem that required a solution and the creation of the intergovernmental committee on refugees (ICR) which was to continue working on the refugee crisis(Grobman, p299). In 1939, some Americans became concerned with the problems of the Jews in Germany and tried to rescue them but failed. For example, in response to the plight of the Jews, Senator Robert F. Wagner introduced a refugee aid bill in the United States senate on February 9, 1939 to help the

Should high schools in America be single or mixed gender, (should high Essay

Should high schools in America be single or mixed gender, (should high schools be all boy all girl or should they be mixed) - Essay Example The same is discussed at length in the paper, to arrive at a logical conclusion, regarding the viability and credibility of single-sex education as the most preferred and beneficial environment for learning. Today there has been a renewed interest in assessing the type of educational environment for students – i.e. single gender or coeducational setting and its likely influences positive or otherwise, on the learning abilities of the students enrolled therein. Various claims have been made by supporters and critics alike, regarding the likely impact of the educational environment or type of schooling on fostering the leadership skills, risks associated with sexual harassment, availability of better opportunities as well as eliminating or fuelling gender stereotypes. While some researchers have stressed on the advantages and significance of single-sex education as the single most tool of enhancing the educational experience of the students and securing their long term prospects, yet others have vehemently opposed the same, categorizing such a system as essentially reintroducing gender barriers and providing differing treatment to students on the basis of their gender. Although, with respect to any given educational setting, learning outcomes are a consequence of an interplay of various factors – such as, social, emotional, psychological, physical and intellectual and can hardly be construed as resulting from a single variable. The educational policy of the schools, composition of subjects taught, family background of the students etc work collaboratively towards enhancing the student’s overall performance. The change in socio-cultural environments have brought about significant transformations with regard to the opportunities available for both male as well as female students and hence played a major role in revolutionizing their educational experiences (Bracey, 2007). During the early 20th century, the country witnessed a shift from the highly

The problems with traditional ethnographic filmmaking as exemplified Essay

The problems with traditional ethnographic filmmaking as exemplified by Nanook of the North - Essay Example The film Nanook of the North is a pioneering effort by film-maker Robert Flaherty. Released in 1922 and filmed in the immediately preceding years, the film was a tentative experimentation in two genres – ethnography and documentary. At a time when the written word was the primary mode of information dissemination, Nanook of the North attempted to achieve what an ethnographic book on the Eskimo would have done. When motion picture as we know it today was taking its early steps as a medium of popular culture, Flaherty, who called it a non-fiction film, can be credited to have made the first documentary. Looking back at the ninety years since the release of Nanook of the North, one can see vast improvisations in film-making technique and technology. The addition of synchronized sound would be another cornerstone in the history of films. (Ellis & McLane, 2005) As can be expected in this early example/experimentation with narrative film, there are a few obvious problem areas. While nominally adapted to the documentary form, the viewer cannot avoid feeling the enactment of a pre-conceived script. It is as if the film-maker, instead of making himself the invisible observer of unfolding events, seems to have instructed Nanook and his clan to perform specific acts. This is typical of not only early documentaries but also the vast body of ethnographic publishing of the previous century. For example, other post-First World War forays in this genre such as Dziga Vertov's The Man with the Movie Camera, Walter Ruttmann's Berlin: Symphony of a City (1927) and John Grierson's Drifters (1929) all share this common flaw. This is also true of Flaherty's subsequent film Moana (1926). Flaherty portrays Eskimo and Samoan cultures in a revisionist mode by creating imagined characters, bringing back to life lost cultural practices (such as hunting for Walruses using harpoons) and setting the film in an ancient period (conveyed to the audience through use of oil lamps when elect ricity is easily available). All this goes to show that these early ethnographies were â€Å"done less in the name of art than to salvage elements of the past by portraying them in the filmic equivalent of 'the ethnographic present'. As a result, Flaherty's alterations and temporal licenses met considerable disapproval in scholarly circles. He only inflamed passions further by stating, 'Sometimes you have to lie. One often has to distort a thing to catch its true spirit'." (Askew, 2006, p.29) There is also a directorial slant that seeks to iterate well-established stereotypes of the natives. This is not only applicable to Nanook and the Native American stock he comes from, but also to all indigenous people under European imperialist purview. For example, similar stereotyping of the natives is evident in British-authored ethnographies in Indian subcontinent, German experience in African colonies, Belgians in the Congo and the French occupation of Indo-China. What is also evident in early film ethnographies are the fixedness in perspective – these films were made by white men for other white men, with a patronizing attitude toward nativities/communities being explored. Further, the primitives were shown to display Western family ideals: â€Å"Like a museum display in which sculpted models of family groups perform "traditional activities," Nanook's family adopts a variety of poses for the camera. These scenes of the picturesque always represent a particular view of family or community, usually with the father as hunter and the mother as nurturer, paralleling Western views of the nuclear family. In the following trading post sequence, Nanook is shown to be ignorant of Western technology....This conceit of the indigenous person who does not understand Western technology allows for voyeuristic pleasure and reassures the viewer of the contrast between the Primitive and the

International Business Master Essay Example | Topics and Well Written Essays - 500 words

International Business Master - Essay Example The manufacturers can alert customs about unauthorized products entering the United States, and customs will act to prevent this. However, not all people feel that these products should be excluded from the market. The idea the United States grew up around is the free market economy, and many argue that these actions are just another offshoot of this. Many people who purchase these unlicensed imports view manufactures in a hypocritical light, saying that manufactures sell off excess items in gray markets to bring up cash flows. One industry that felt this gray market bind is Apple Computes, Inc. Apple has spent quite a bit of time and money in an effort to bring up the value of the Mac and further improve the reputation of the computer and the company. Apple Computers has spent much of its time and effort focusing on providing excellent customer service and instruction in order to help people who purchase their computers better use the computers. However, gray marketers are not concerned at all with customer service quality, and this is where Apple Computers, Inc is running into problems. Customers can purchase Macs from these gray markets and then complain about the customer service presented after the computer has been purchased.

Marketing Assignment Example | Topics and Well Written Essays - 500 words - 4

Marketing - Assignment Example A steward is usually concerned with the three disciplines of mapping, building and aligning a channel value system. Channel value system can be improved and converted from an assembly of certain elements to a highly integrated and efficient system with a deliberate strategy. Mapping is all about coming up with a strategy on how the goods or products will reach the consumer from the producer. It means detailing ones go to market world. It involves coming up with an overview of the system and what drives it. Understanding customer needs and their demand is also important in mapping for channel stewards. It also involves coming up with diagrams showing flow of products and services through the channel value chain, Gauging outside forces shaping the market, Catalog channel member division and cost of labor and calculating a case for channel stewardship investing. Building involves assembling a new and improved overall system and putting it into aligned practice. This basically means creating the stewardship plan. It also deals with targeting value chain value properties of key customer segments, Identifying levels of operation up and down the chain based on perspectives shared with stewardship groups by respected people from each channel partner and prioritizing and demarcating roles and investments is the final step in the building task. Aligning is all about harmonizing the channel value chain. It includes; Engendering the 3 T’s truth, transparency and trust, resolving channel discrepancies and reconciling differences between competing channels, and sustain senior executive engagement from all players. Internet shopping has brought a lot of changes in the marketing sector since almost all goods and services nowadays are being marketed and transacted online wise. Incorporating the internet into a channel strategy and overcoming common obstacles that prevent transformation has been

Case Study Example | Topics and Well Written Essays - 1000 words - 33

Case Study Example Both lines of product compete for the company resources. Recently, the standard line of furniture has seen a significant increase in sales. As a result, the company has increased the labor hours for this line. However, the customized furniture line still gains precedence due to its huge profit margin. The company’s founder is quick to note the company’s growth in his review (Rice, 2003). However, the finance department has revealed that the inventory has tied up huge amount of cash. As a result, the inventory holding costs continue to increase. Additionally, the increasing lead times is causing more delays in delivery of both lines of production. As a result, the company management has been forced to re-examine the impact of the standard line furniture on the entire production process. Qatar has adopted an economic model that has led to the boom especially in the furniture industry. Small-scale production of furniture is not enough to meet its growing demand. As a result, a number of large-scale furniture manufacturing companies have cropped up in all corners of the country. Under this section, an analysis is provided of the strength and weaknesses of Gulf Creative Ideas. Since its inception, the company sales have rose dramatically. It has identified affluent consumers as its target market. High-end consumers are less price-sensitive and provide unique design specification for their furniture. The company has exploited this niche fully and this as translated to its continued growth in revenue. Chapter 1 is concerned with the operation management: activities that oversee the production process. Under the organization chart, inventory management is part of these activities in the manufacturing process. Chapter 2 analyzes the need for a mission statement and the operation strategies that follows. Gulf Creative Ideas should focus on the strategies that augment its competitive advantage. With regard to the sixth chapter, quality improvement is a

Violent computer games Essay Example for Free

Violent computer games Essay The huge influence media productions have on their audience is unquestionable. The use of quirky television advertisement to persuade the public to purchase a particular product ahead of other similar brands is a tried and tested method used by manufactures. The millions of pounds spent on a major celebrity endorsing their franchise is a risk that companies are willing to take. Newspapers campaigns aimed to manipulate their readers opinions on world issues, political campaigns and even the winner of a reality television show have been successful for many years and are another way of swaying the publics views. But could a video game really influence a human being into committing crime or even murder? . In 1993 Jamie Bulgar, a three year old boy from Liverpool was abducted from a shopping mall by two 10 year old boys. Jamie was taken over two miles away from the mall, being heavily tortured on the way. Jamie was eventually killed by the boys who then left his remains on a railway track so that a train would get rid of the evidence. However the murder was not put down to cold blood alone, it was largely discussed at the time by the media and in court what the real motivators of the boys actions were. The two boys, Thompson and Venables had access to a collection of violent films, one of which was Childs play 3 in which a possessed doll kills young children. Although no testimony was presented at the trial the films in question were subsequently banned and removed from video rental chains. There are several theories to explain the various effects the media has on its audience. Firstly, the hypodermic syringe model, the type of consumption that has the most impact. As the name implies this short term effect theory this short term effect theory is based on an idea that the violence witnessed on screen injects itself into the audience like a needle. There is a belief that as a consequence, this may lead to people imitating or rein acting a violent scene. There are several different cases to support this theory: In 1982 an American, John Hinkley JR, shot President Ronald Regan in an attempt to impress actress Jodie foster when he became obsessed by her after seeing her in the film Taxi Driver. In the film, Foster plays a young prostitute who is rescued by a man that plans to murder a presidential candidate. Hinkley harassed Foster and told her he would come to rescue her as she had been in the film. In 1978 Michael Ryan went on a killing rampage through a small town on Hungerford, shooting 13 people. Ryan was dressed on military uniform, although there was no conclusive evidence, it was suggested that Ryan had been inspired by Sylvester Stallones character in the film Rambo. The second theory is the inoculation model. This time the suggestion is that long term exposure to the media de-sensitises the audience to its content. This means the viewer could become immune to the messages and watches passive state. It is hard to shock this type of viewer as they have seen it all before. This is potentially as dangerous as the syringe theory, as it makes it hard for them to distinguish between fiction and reality and the right thing and the wrong thing as violence, gore and bad language have no effect on them. The final theory is the gratification theory. Here, the viewer is in control, we select and reject media in an active and thoughtful way. The media is consumed to satisfy certain needs, for example, TV soap operas can provide an artificial community for people that dont have the opportunity to experience one in real life. Documentaries, soaps and dramas can also help reinforce a viewers identity. Viewers experiencing difficulties in their lives may find it comforting or supportive if the topic concerning them is raised publicly. Video games can be played on several types of platforms: home consoles used with TV sets, computers, and computers with access to the Internet, coin-operated arcade machines, and handheld devices including games systems and mobile phones. In the past these electronically products were not available highlighting the fact that they have become developed and more poplar. There are a number of video games on the current market that have been campaigned against for causing an in fluctuation in crimes committed and in sighting violence. Grand Theft Auto and Carmageddon were accused of glamorising crime and subsequently blamed for causing in increase in road rage, car jacking and armed robbery. Tekken and Mortal Combat were heavily criticized for their trademark Finishing Moves which involved characters being decapitated, mutilated and tortured. In all these games, the players were rewarded for their sever brutality with bonus points.

Possible theories for crime: Nature versus Nurture.

Possible theories for crime: Nature versus Nurture. Crime is a matter of popular interest and focus; it is everywhere you look from newspapers to cinemas. Criminal acts have the ability to repel and fascinate us at the same time. When violence occurs we want answers. One of the questions people often ask when hearing of a crime, whether it be burglary or murder, is why? What causes criminal behaviour? Unless we know what causes an act of violence it is hard to put it behind us. The search for the causes of crime continues to form the basis of most criminological studies. There are numerous explanations for crime; biological, economical, geographical, psychiatric, psychological, sociological. However, broadly speaking these causes generally fall into two basic schools of thought, nature and nurture, and while most of us will embrace notions from both sides, some criminologists tend to lean more in one direction than the other. Psychological theories of crime hold the view that individual differences in behaviour may make some people more predisposed to committing criminal acts. These differences may arise from personality characteristics, biological factors or social interactions. As there are so many theories for criminal behaviour this paper will focus on the biological and environmental factors, which may account for the growing social problem of violent and antisocial conduct. It was an urgeà ¢Ã¢â€š ¬Ã‚ ¦.a strong urge, and the longer I let it go the stronger it got, to where I was taking risks to go out and kill people-risks that normally, according to my little rules of operation, I wouldnt take because they could lead to arrest. Edmond Kemper (cited on http://www.crimelibrary.com) Where does this urge come from? Do we all possess it and if so, what stops some people from committing crimes, whether it be murder, as in this case, or something less, whilst others cannot control this urge. It could be said that criminals have no control over their impulses, whereas we do; no matter how angry we get there is something that stops us from taking this anger out on other people. According to Sigmund Freud (1856-1939) all humans have natural drives and urges repressed in the unconscious. More importantly he also claims that all humans have criminal tendencies. It is through the process of socialisation that these tendencies are curbed by the development of inner controls that are learned through childhood experiences (Eysenck, 1977). Maybe the thing that stops us is the thought of the punishment we would receive if caught, or maybe it is morality or social programming. It may even be that we are afraid that if we commit a crime and are caught, we risk losing the social bonds that we have with other people, as they will then think less of us. Humans are knowledgeable people who understand a great deal about the conditions and consequences of what they do in every day life (Farrell, Bowling, 1999). Once convicted of a crime and in court, there is an increased emphasis upon the free will and moral responsibility of the offender for their actions. However the conception of the offender being genetically at risk has now emerged. There have been numerous studies carried out on twins to determine whether genetic influences play a part in criminal behaviour. Christiansen (1977) reported on the criminality of a total population of 3,586 twin pairs from Denmark. He found that 52% of the twins were concordant for criminal behaviour for identical twin pairs, whilst 22% of the twins were concordant for fraternal twin pairs. These results suggest that identical twins carry some form of biological characteristic that increases their risk of becoming involved in criminal behaviour (McLaughlin, Muncie, Hughes, 2003). However, the thought that criminal behaviour is due to genetics poses many questions. At a personal level, people wonder about how much actual choice they have over their lives. Accepting genetic causes for their traits can relieve guilt about behaviour they want to change, but cannot. According to Gibbons (1968), the genetic theory indicates that inherited traits are specific in nature, i.e. so that a person inherits green eyes and blonde hair. However criminal behaviour is not specific, it covers a wide range of criminal activities from petty theft to mass murder. Also, many criminals engage in a range of these activities, not always one specific type of crime, therefore how can the genetic theory account for this variability? It could be suggested that criminals inherit general tendencies to break laws. However criminals do not break all laws, they obey to most. It is very difficult to demonstrate any feasible mechanism for the inheritance of criminality (Eysenck, 1977). A disorder such as Cystic Fibrosis is a disorder produced entirely by hereditary causes. The cause is known and understood and the presence of the disorder can be determined with accuracy. With this in mind, what kind of structure can be imagined to underlie the cause of crime? What is criminal in one country may not be criminal in another country; the purchasing of marijuana is legal in Amsterdam whilst illegal in many other countries. Also, what is a crime at one time may not be a crime at another time, i.e. it is a citizens duty to kill in war but outside of war it is a crime. People are able to understand the differences in situations like these. What some people do find difficult is the thought that a gene or chromosome may cause the difference between a criminal and a non-criminal (Eysenck, 1977). In a study carried out by Bernhardt (1930) on two groups of siblings, group one had both parents as none criminal, but criminality was among the grandparents or other close relatives, and the second group had no criminal parents or other relations. He found twice as high a crime rate among siblings in group one, than in group two, and postulated that this difference must be endogenously caused, as both groups of children grew up in non criminal homes. As can be seen from this study, it is difficult to eliminate environmental factors. There is always the possibility of direct influence from grandparent to grandchild. It may also be assumed that grandchildren of criminal grandparents are exposed to less favourable environmental influences via the intermediate parental link. Plus, the probability that the environment the parents create for their children is much the same as the grandparents created for the parents, is very likely. The biological side of criminal behaviour can be studied through mental patients. In a ten year follow up of criminality in Stockholm mental patients, Belfrage (1998) found new evidence for a relationship between mental disorder and crime. The study was carried out on 1056 mental patients with the diagnosis of schizophrenia, affective psychosis or paranoia. After they had been discharged from mental hospitals in 1986, they were followed up ten years later. It was found that of those who were forty years old or younger at the time of discharge, nearly 40% had a criminal record, compared to less than 10% of the general public. According to Soothill, Peelo and Taylor (2002), on a typical day, four mentally disordered offenders are admitted from the courts to Broadmoor hospital, Rampton hospital or Ashworth hospital on hospital orders. Also, about one offender a day is transferred after sentence from a prison service establishment to a hospital. However some criminologists regard biological evidence with alarm. Nelkin and Lindee (1995) believe that genetics, in relation to crime, deflects attention from the need for social reform, education and rehabilitation in tackling the violence in society. The study carried out by Komiya (1999) highlights the importance of environmental factors, such as families, schools and companies, concerned with the individual. This study was concerned with looking at the low crime rate in Japan in relation to the cultural background. It found that reasons for low crime rate were due to factors such as low unemployment, high educational standards, strict justice in relation to the control of firearms and drugs and the certainty of arrest, self-discipline and the high level of self-control. This latter is regarded as the strongest weapon for survival in Japan and they learn the value of self-control at a very early stage in life. It is the most important stage of socialization in Japan, whereas in Western countries a self of sense is most important. The socialization in Japan happens through/in families, schools and companies. In the family, children are under strict discipline. They learn to accept parental authority; therefore they are driven by parental expectations. There is lots of body contact i.e. bathing with parents. This is the opposite of Western families who encourage their children to have their own bedroom. In the school there are lots of regulations and children also have peers. The companies provide security i.e. lifetime employment, medical support, retirements benefits. For this, Japanese workers must accept strong informal social control by their company. As can be seen through this study Japan has a strong sense of security and an infinite number of repressive rules. These two elements act together to produce high levels of self-control, which acts as a strong force restraining people from committing crimes. The Japanese legal culture contributes to the prevention of crime by controlling the individuals behaviour. This is the opposite to the Western worlds emphasis on the permissive nature of rules and the relative freedom of action. According to Komiya (1999) this suggests there is a trade off between low crime rates and a strong awareness of freedom. If individuals have a strong sense of responsibility, a society can lower its crime rate without undermining freedom. It could be said that a persons environment depends to a certain extent on his/her own choice (Horwitz, Christiansen, 1983). It could also be that some individuals within certain areas are drawn into crime (McGuire, Mason, OKane, 2000). A case in which the latter may apply is institutional upbringing. There seems to be a stigma attached to children raised in an institute; they are labelled as social deviants. However it must be remembered that children placed in these institutes, before being removed to the institute, are already in a rather threatened situation. Therefore it should be expected that these children would show increased delinquency rates. However once a person is stigmatised by a label, the response is often to fulfil the label given and commit further acts of deviance. To take a quote from http://www.crimelibrary.com, I have several children who Im turning into killers. Wait till they grow up. David Berkowitz This illustrates how much of an impact the environment in which a child grows up in has later on in life. Reading this quote would definitely worry criminologists who believe that the environment shapes a person and influences later life choices. Some parents believe that by being harsh on a child will toughen the child up. Instead, it often creates a lack of love between parent and child that can have disastrous effects later on in life. If a child does not bond with his/her carers there is no foundation for trusting others later in life (http://www.crimelibrary.com). Bowlby (1957) carried out a study on 44 thieves at a psychiatric clinic. He believed that a long separation from the mother during the first five years of a childs life is a leading cause in the development of socially incapable, troublesome and delinquent personalities. Other studies claimed that the absence of the father might also create an equally dangerous risk (Horwitz, Christiansen, 1983). Andry (1955) found tha t the absence of the father was as equal a risk as the absence of the mother, and re-established the father as an equally important figure (Horwitz, Christiansen, 1983). Either way, both researchers found that parents are very important in the development of children. A criminal can often be heard blaming his/her actions on a number of traditional explanations; childhood abuse, genetics, exposure to traumatic events and perceived social injustices to name a few. However the problem with this is that many people have been exposed to one or more of these traumas, yet they do not turn to crime. Maybe it is an interaction of a number of factors. Yet in the case of Jeffrey Dahmer, who had an apparently normal upbringing, environment does not seem able to explain the behaviour displayed. If there is a genetic explanation, it is difficult to explain, as we do not see entire families of, in this case, serial killers. Another aspect of crime, which is of interest, is understanding how and why offenders stop committing offences. This is crucial for the development of effective crime prevention and criminal justice practises. Without a theory as to why people stop offending it is difficult to know which policies and practises are best needed to stop it. Some criminologists believe that by searching for the causes of criminality, the attention is taken away from the pressing task of crime management (McLaughlin, Muncie, Hughes, 2003). This essay has only just begun to skim over the causes of criminal behaviour. As can be seen it would be difficult to credit one theory for the explanation of crime, there is a continual interaction between both genetic an environmental factors; they are functionally interdependent. No one study carried out can be said to provide conclusive evidence for either genetic factors or environmental factors (Horwitz, Christiansen, 1983). However if genetics were to be seen as the cause of criminality, this would pose future problems; it may lead to genetic screening for the interest of risk assessment. This could lead to genetic discrimination, which could then lead to loss of employment or denial of insurance or other benefits (Rose, 2000). If crime were due to genes, the individual would not be to blame yet they would be punished through the mentioned ways. There must be something in the child himself which the environment brings out in the form of delinquency. This quote by Aichorn (Gibbons, 1968) demonstrates the importance of both nature and nurture acting together. Certain aspects of each theory help us to understand the criminals behaviour, and it is through this interaction that we are able to further our knowledge on criminology. Awareness of Students in Junk Food Consumption | Proposal Awareness of Students in Junk Food Consumption | Proposal Izyan Hanim Binti Ibrahim THE AWARENESS OF STUDENTS IN PUSAT PERMATA PINTAR NEGARA IN CONSUMING JUNK FOOD CHAPTER 1 INTRODUCTION INTRODUCTION World Health Organisation has stated that the dispersion of disease mainly is caused by the unhealthy eating lifestyle (As cited in CSE 2012). However, the adolescence really love eating junk foods including burgers, carbonated drinks, instant noodles, French fries, hotdogs, sweets, potato chips and biscuits (Arya Mishra 2013). According to Arya Mishra (2013), they have classified adolescence stage into three stages which early adolescence, ranging from 11-14 years old, middle adolescence, teenagers of age 15-17 years old and lastly late adolescence that have ages of 18-21 years old. Those stages are the most important stages in human life cycle because during early adolescence is the emotional management stage due to it is a puberty level. Moreover, in the middle adolescence is the try-and-error stage because teenagers tend to try many new things and experiences and last but not least teenagers will figure out his or her future plan during the late adolescence stage. The study has stated that wrong consumption of nutrients at this level will result a prolong impacts to them. Students of Pusat Permata Pintar Negara are the gifted students and their specialties should be preserved. This study will survey the awareness level of them in taking in the junk foods to make them realise how dangerous is the action. Students who live far away or without parents have higher tendency to consume or buy junk foods. A study has discovered that foods rich in nutrient have higher price index in marketing fields compared to the unhealthy foods like junk foods ( Deakin University 2008). Finally, this research project will reveals the frequency of those students in consuming junk foods from schooling session until living in the dorms session with others. Despite all of this, the researcher will investigate how the examination year will affect the frequency of their consumption towards junk food in order to enhance the cognitive level. BACKGROUND Junk foods are categorised as any types of meals that can be prepared in short time and does not require much energy to make it (Johnson et al. 2012). However, Escalante et al. (2004) has stated about the intake of beneficial nutrient decrease as the consumption of junk food increase in children’s meal. This is one of the implication the over exposed children to the junk food advertisement continuously in front of television. For instances, the advertisement that make a non-stop promotion is Koko Krunch, Coca Cola, Pepsi Co and biscuits. Yosifon(2006) also support this claim about the effect of advertisement in monopoly the young generation’s mind. In addition, World Health Organisation (WHO) has come out with a result those actions is one factor that contributes to the increase of statistical analysis on the Body Mass Index (BMI). Company of junk food will target the new generation as their marketing customers to exploit the profit (Yosifon 2006). Junk food is rich with salt, trans fat, sugar and many chemical contents as their preservative and addictive agent. Monosodium glutamate is the most well-known food addictive agent in junk food. Monosodium glutamate is one of a dangerous chemical that always being related with the development of cancer cell. As has been stated before, junk food is a food rich with fat. The consumption of high fat meals will make the signal of appetite-supress is being ignored and leads to increase of appetite and gaining weight (Johnson et al. 2012). Not to be forgotten, Johnson et al. (2012) also have made a study on the effect of junk food on brain. The study has proved that junk food can reduce the volume of brain. The reduction of brain capacity will lead to the neuro diseases. For students, the ability to memorise is important for the process of cognitive. So, the risk to be effected with Alzheimer’s disease should be lower by taking care of intake of junk food and aware with the intake of nutrients. 2 As conclusion, this research mainly wants to study the awareness of gifted students in the consumption of junk food and to determine whether examination year will affect the consumption of junk food in their diets. PROBLEM STATEMENT Teenagers are the main target for any company of junk food to be their customers. So, junk food has becomes one of their favourite food. Besides, the problem that has been observed by the society about this issue is the source to get this junk food can easily bought by the students and there is no restriction. For examples, many types of junk food can be bought from the vending machines, school canteens and the nearby grocery shop (Datar Nicosia 2009).As students; they should spend the money wisely. So, they eat junk food because it is affordable and cheap. However, obesity cases among the young generation is rising up and continuously year by year (Escalante et al. 2004). PURPOSE OF RESEARCH The purpose of conducting this research is to study the awareness level among students of Pusat Permata Pintar Negara in consuming junk food in their diets. Junk food contains many types of chemicals and the most well-known chemicals present in that food is monosodium glutamate. Monosodium glutamate can produce an addictive flavour that enhances the taste of the foods (Husarova Ostatnikova 2013). As students, the frequency of taking junk food will be investigated by the researcher and to determine whether the examination year for Form 5 student, that will facing Sijil Pelajaran Malaysia, will control them from taking the junk food. RESEARCH OBJECTIVES To determine whether students of Pusat Permata Pintar Negara aware about the intake of junk food. To study the frequency of students consuming junk food. 3 To investigate whether the examination year will affect their intake of junk food. RESEARCH QUESTIONS The research questions are: Does the students of Pusat Permata Pintar Negara aware about the intake of junk food? How frequent is the students consume junk food in their life routine? Does the examination season will affect the intake of junk food among the students of Pusat Permata Pintar Negara? RESEARCH HYPOTHESIS Alternative hypothesis, : The examination will affect the frequency of consuming junk food by the students. Null hypothesis, : : The examination will not affect the frequency of consuming junk food by the students. SIGNIFICANCE OF RESEARCH This research is mainly done because teenagers nowadays are known as junk food generation because there are many of them that take in junk food as their main dishes every day. So, this research is one of a step towards reducing the intake of junk food especially among the students. The significance of this research is to enlighten the society about the dangerousness of junk food in harming the health. Besides, this research will highlight the seriousness 4 level of consuming the junk food in diets of students. LIMITATIONS The samples of this research are just from a small population of Pusat Permata Pintar Negara which have a total number of students of. Due to small population, the sample used for this experiment will be a small sample size. The small sample size may not have a statistical support due to insignificant result of the finding for this research project. DEFINITION OF TERMS The definition of each main concept in the research is as follows: AWARENESS The awareness of students in Pusat Permata Pintar Negara in this research is about how they control the intake of junk food even they know its implication on health. Moreover, it becomes serious when students tend to chewing something during study or revise in the night. FREQUENCY The frequency of eating the junk food gives an idea to the readers about the number of consumption of junk food per day or per week. COGNITIVE The ability of students to understand their studies CONCLUSION The awareness of students in Pusat Permata Pintar Negara should be investigated through this research since they are the gifted students that need to preserve their specialities. Through this survey, maybe next research can study how to raise their awareness and decrease the consumption of junk food. 5 CHAPTER 2 LITERATURE REVIEW 2.1 INTRODUCTION Junk food is defined as any food that contains less in nutrients but rich in the inappropriate things such as the preservative and the additive agents. Junk food can contribute to obesity and encourages the eaters to skip their breakfast because of improper meals time (Gopal et al. 2012). The study by Gopal et al. (2012) has claimed about the bad effect of consuming junk food that the society does not realise is about the decreasing absorption of calcium in humans. Based on the survey by Gopal et al. (2012), their outcome of survey has shown that the biggest factor for the students to consume junk food probably is because of the taste of junk food itself. Almost 70% of the eaters agree with this factor and unfortunately almost half of them never care about the long-term effects. 2.2 CHEMICALS IN JUNK FOOD Chemical in junk food has a high glycaemic index and will suppress the appetite of the eaters. In addition, chemicals in junk food can higher the level of sugar more rapidly compared to other type of food (Vartanian et al. 2007). Monosodium glutamate, MSG, is a well-known chemical agents used in junk food and many studies has been conducted by using the animals as the samples to prove its effect on health. The usual experiment was conducted to study the implication on reproductive organs, central nervous system and adipose tissue (Husarova Ostatnikova, 2013). Overconsumption of junk food can reduce the size of lumen within age 30 and has a high risk to be attack by the coronary disease (Johnson et al. 2012). 6 2.3 METABOLIC SYNDROME Metabolic syndrome is defined as any disease that can lead to heart attack. For examples, high blood pressure, obesity, diabetes and obesity (Alberti et al. 2006). Husarova Ostatnikova (2013) has stated that chemical contents used in junk food can interrupt the metabolism process in humans’ body. â€Å"Junk food can increase the parameters of insulin, fatty acid and triglycerides in serum† (Husarova Ostatnikova 2013). They has been added that monosodium glutamate can increase the production of bile and the most dangerous element regarding this food addictive is it can change the structure of ovaries and fallopian tube. Besides, MSG can cause headache but the studied show there is no relationship between asthma and the uptake of junk food. Not only that, medical staff at Harvard University and University of Murcia can make the young men to distorted their reproductive system and development because the sperm produced will be the unhealthy sperm to fertilize with the ov um( Johnson et al. 2012). 2.4 PREVIOUS RESEARCH A study has proved that junk food’s nutritional content is approximately has zero content of nutrition. Furthermore, it has a large quantity of trans fat. Trans fat acts like the saturated fat which contributes to the increase in the statistics of obesity (Johnson et al. 2012). A statistical by World Health Organisation (WHO) shows that 2.8 million of humans were killed yearly due to the problems of body weight or obesity. This implication of junk food has been supported by British Heart Foundation (2014) that excess consumption of junk food will higher the risk of obesity. As the obesity has stated in an individual life, he or she will has a higher tendency to be infected by mane other diseases. The most common disease is the coronary disease. Not to be forgotten, illness that related to the obesity is high blood pressure, diabetes type II and development of cancerous cell. A recent article by Gutierrez (2014) states that junk food makes the eaters become addictive to it and the addictive level is like craving for heroin. In addition, the article also has claimed about the effect of over consumption of junk food will make the person will 7 refuse to the healthy meals and they prefer to starve themselves. When chemical content from junk food was entered the human body system, the biological content of brain will be deteriorated (Michelle 2014). It has been added that the entire body system will be interrupted especially the digestive system due to inappropriate digestive flow. A report by the Military Leaders for Kids (2010) has come out with a statement by the army that want all sources of junk food to be eliminated in school compounds either in canteens or vending machines. However, as a started step in order to remove the sources, conspiration between American Heart Association and the beverages companies was setting up to decrease 88% of the calories present in their product that will be in the school compound in United States. 2.4 CONCLUSION Consuming excess salt, sugar and many other unbeneficial needs to be controlled at the early age because obesity in young age will has a high probability to develop into adult obese (British Heart Foundation 2014). The awareness level of students in Pusat Permata Pintar Negara in consuming junk food should be studied so that next research can be conducted to find the appropriate ways in increasing their awareness. Students of Pusat Permata Pintar Negara are the gifted students that need to be preserved their intellectual level. 8 CHAPTER 3 RESEARCH METHODOLOGY 3.1 RESEARCH DESIGN Survey research method will be the research design for this study. 162 copies of questionnaires will be distributed among the students of Pusat Permata Pintar Negara, Universiti Kebangsaan Malaysia. The samples will be divided into three groups which is Form 4, Form 5 and Asasi Pintar students. Those groups have 54 samples each and a total of 162 students will be involved. There are three different levels of students because the researcher want to know whether the examination year will affect the consumption of junk food which is Form 4 students are not in examination year, Form 5 students are in examination year (Sijil Pelajaran Malaysia) and Asasi Pintar students are in the post-examination year. The questionnaire that will be distributed is from the Codman Academy. 3.2 RESEARCH PROCEDURE Based on Krejcie and Morgan table, the researcher can decide an appropriate number of samples. With the total number of population which is 280 students, Krejcie and Morgan table shows that the number of samples that should answer the Codman Academy questionnaire that will be distributed is at least 162 students. The result of the survey will have a valid result for the researcher to analyse. The questionnaire that will be distributed is taken from Codman Academy Junk Questionnaire Survey which already has its own validity. Therefore, pilot test is not necessary in this study . The questionnaire will be distributed among students of Pusat Permata Pintar Negara, Universiti Kebangsaan Malaysia. There are 15 questions involving questions on frequency of consumption of junk food by students of Pusat Permata Pintar Negara. The duration for collecting the questionnaires with the answers will be about 5 days. 9 The questionnaire will be analysed and the researcher will study on the frequency of consumption of junk food. In addition, the frequency of the Form 5 students for the intake of junk food will be compared with respondents from Form 4 and ASASIpintar students because the researcher wants to investigate about the effect of examination year on the frequency of taking junk food. 3.3 SAMPLE AND POPULATION 3.3.1 RESEARCH POPULATION The population for this research is the students of Pusat Permata Pintar Negara, Universiti Kebangsaan Malaysia that will answer the questionnaire. The total number for the population is 280 students including Form 4, Form 5 and Asasi Pintar students. 3.3.2 INCLUSION CRITERIA FOR THE STUDY SAMPLE The samples should be studying in Form 4 and Form 5 because they already pass the maturation stage in thinking skill. So, the answer can be more relevant and it is more valid to analyse it as the research result. 3.3.3 EXCLUSION CRITERIA FOR THE STUDY SAMPLE Students which are in Foundation phase or in Form 1 level cannot be selected to answer the questionnaire because some of them have matured but some of the students still have the immature way of thinking. So, the answer will be the irrelevant answers. The lecturers or teachers are excluded from the sample because the researcher want to study the awareness in the consumption of junk food among the students due to they are known as the junk food generation. 10 3.3.4 STRATIFIED SAMPLING METHOD The population will be grouped based on the age and the level of studying in school either the students are from Form 4 (16 years old), Form 5 (17 years old) or the post Sijil Pelajaran Malaysia candidates which are in ASASIpintar (18 years old). The sampling method will be conducted from each of the age of students’ ages. 3.4 INSTRUMENT 3.4.1 KREJCIE AND MORGAN TABLE This table gives the researcher a guideline in choosing the number of respondents needed for a certain number of population. The study will be conducted in Pusat Permata Pintar Negara which has a total number of 280 students including Form 4, Form 5 and Asasi Pintar students. So, a valid number of samples needed are 162 students. 3.4.2 CODMAN ACADEMY JUNK FOOD QUESTIONNAIRE Codman Academy Junk Food Questionnaire is taken as the questionnaire for this survey. The language used for this questionnaire is English language because it is a universal language. So, the respondents can answer the questionnaire without any obstacle due to language. 3.5 DATA ANALYSIS The result from the questionnaire will be analysed by using the statistics software known as SPSS. Results will be presented through frequency counts and other descriptive statistics. From the analysis, the researcher can get the statistical analysis on the result of the awareness of students in Pusat Permata Pintar Negara towards the intake of junk food. The hypothesis testing will be done by the researcher to make a decision. The decision is either to reject the null hypothesis or fail to reject null hypothesis. Microsoft Excel 2010 will be used to tabulate the data. 11 3.6 PRELIMINARY BUDJET 12 REFERENCES British Heart Foundation. 2014. Briefing: Junk food marketing to children campaign Husarova, V. Ostatnikova, D. 2013. JMED Research. Monosodium Glutamate Toxic Effects and Their Implications for Human Intake: A Review 2013(2013):1-11 Vartanian, L.R., Schwartz, M.B. Brownell, K.D. 2007. American Journal of Public Health. Framing Health Matters 97(4):667-675