Eye Movement Desensitization and Reprocessing Essay

There are many events in a person’s life that can be considered traumatic. Trauma can be easily described as a distressing experience caused by an event or physical injury. The symptoms that follow a traumatic event can include disassociation, hyperarousal, and avoidance. Some people choose to cope with their symptoms in many different ways such as substance abuse, medication, and/or therapy. When working with trauma there are many diverse forms of treatment. Eye Movement Desensitization and Reprocessing [EMDR] is one form of treatment that appears to be effective. Eye movement desensitization and reprocessing is a treatment used in psychotherapy to alleviate distress associated with trauma (Shapiro, 1991). During EMDR clients reprocess information while focusing on external stimuli such as, lateral eye movements, hand tapping, and audio stimulation. Francine Shapiro developed EMDR in 1987 after discovering that eye movements had a desensitizing effect on herslef, and also after experimenting she found that others also had the same response to eye movements. In 1987, Shapiro named this approach to treatment Eye Movement Desensitization. A case study was conducted to test the effectiveness of eye movement desensitization. The results indicated there was a significant decrease in distress and increase in confidence in positivity (EMDR Institute, 2012). When this treatment was first discovered it was reported it serves to decrease anxiety and did not claim to eliminate all posttraumatic stress disorder symptoms. Gaining feedback from clients and clinicians this treatment continued to develop. In 1991 reprocessing was added to eye movement desensitization creating EMDR. Adding reprocessing was to reflect the insights and cognitive changes that occurred during treatment and to identify the information processing theory (that Shapiro developed) to explain the treatment effects (2012). In 1995 the EMDR International Association was founded to establish standards for training and practice (Shapiro, 2001). There have been many studies published in regards to posttraumatic stress disorder and demonstrating the effectiveness of EMDR. EMDR therapy happens in eight stages. EMDR requires clients to think about the past, present, and future. The first phase is designed to obtain history and also to develop treatment planning. Obtaining history information can take one to two sessions or it is something that is continuous throughout therapy. Clinicians will discuss with the client the specific problem and symptoms resulting from the problem. The client does not have to give much detail in regards to history. Some people will share and give great information and specifics and there are others who are only comfortable sharing limited information. With the background information and history collected, the therapist will be able to develop a treatment plan that will identify targets on which to use EMDR (Shapiro, 1991). Targets are the events from the past that created the problem, situations that cause distress, and skills client needs to learn for future well being (1991). The second phase is preparation, it is important to explain the theory of EMDR and how it works. Establishing rapport to ensure clients are reporting accurate feelings and changes that are experienced during eye movements is helpful (Shapiro, 2001). The second phase of treatment the therapist will also ensure the client has several ways to cope with difficult situations. The therapist is able to teach different techniques of imagery and stress reduction techniques that clients can use during sessions. The techniques are used to rapidly produce change in emotional disturbances (2001). The client at this point is learning self care. The third phase is assessment, in this phase the client will select a specific memory/picture from the target event. At that time a statement is chosen that expresses a negative self belief associated with the event (Shapiro, 2001). The negative beliefs are verbalizations of negative and disturbing emotions that still exist. The common statements include I am bad, I am worthless, I am nothing, etc. The client then picks a positive statement to replace the negative belief. The positive statement should reflect what is appropriate in the present (2001). The client is then asked to estimate how true they feel the positive statement is using the one to seen Validity of Cognition scale; one equals completely false and seven equals completely true (Maxfield, 1999). Also, during the Assessment Phase, the person identifies the negative emotions along with physical sensations associated with the memory. The client is asked to rate disturbance on the Subjective Units of Disturbance (SUD) scale, with zero reflecting no disturbance and ten reflecting the worst feeling ever had (1999). The next phase focuses on the client’s emotions and sensations as they are measured using the SUDs rating (Shapiro, 2001). The desensitization phase people reprocess past events while focusing on an external stimulus. This phase allows a chance to identify and resolve similar events that may have happened and are associated with the specified event/memory. During desensitization, the therapist will lead the person in sets of eye movement with appropriate changes of focus until his SUDs levels are reduced to zero or a low number. Another phase is the installation phase. The goal is to increase the positive belief that the person has identified previously to replace the negative belief. The goal is for people to identify and believe in their positive statement and scoring it high on the Validity of Cognition scale. After the positive belief statements and installation the next phase which is the body scan phase, the client is ask to think about the past target and asked to notice and focus on changes in body. The seventh phase is closure. In this phase the client is asked to keep a log during the week of anything related to the memory that may arise. The goal is to ensure that the client leaves feeling better than the beginning of treatment (Shapiro, 1989). It is reported if the processing of the traumatic target event is not complete in a single session, the therapist will assist the person in using a variety of self-calming techniques in order to regain a sense of stability. The last phase examines the progress made thus far. The therapist makes sure positive results on scales have been maintained. The reevaluation phase is vital in order to determine the success of the treatment over time (Maxfield, 1999). Clients may feel relief almost immediately with EMDR; however it is as important to complete the eight phases of treatment. The goal of EMDR is to produce the most comprehensive and profound treatment effects in the shortest period of time, while simultaneously maintaining a stable client. The beginning of EMDR appears to be similar to exposure therapy. There are several studies and reviews that have been completed to test the effectiveness of EMDR in treating trauma. EMDR has been found to be an effective treatment for trauma. It has also been found to work faster than other therapies (Cahill, 1999). A study done by Davidson and Parker compared EMDR to no treatment and compared it to other exposure therapies such as prolonged exposure (2001). This study explored thirty four studies on the effectiveness of EMDR in treating trauma. It was discovered that among the thirty four studies, EMDR was found to be effective with an effect size of . 83 when compared to no treatment. It was also found to be a better choice of treatment than other non-exposure therapies such as CBT which only had an effect size of . 55. Controlled efficacy studies report a decrease in PTSD diagnosis of 70-90% after three to six sessions (Chemtob et al. , 2000). EMDR has been compared with cognitive behavior therapy in past clinical trials. EMDR has also been compared with and found superior to a wide range of other treatments, such as relaxation therapy, biofeedback, standard mental health treatment in a managed care facility, and active listening (Maxfield, 1999). Evidence based support has led to EMDR being acknowledged as effective in the treatment of PTSD. Independent reviewers for the American Psychological Association reports EMDR and exposure therapy as empirically validated treatments (Chambless et al. , 1998). Also the International Society for Traumatic Stress Studies designated EMDR as effective for PTSD (Shalev et al. , 2000). They noted that EMDR is more efficient than other treatments as it used significantly fewer sessions than behavior therapy and took less time (2000). Cahill found similar results in a literature review conducted. They found that as a whole EMDR is effective in treating trauma, but that it is equally as effective when compared to other exposure therapies (1999). Some studies also indicate that EMDR may be more easily tolerated by clients than other exposure therapies. In a study by Schubert, it was discovered the use of eye-movements in the EMDR process reduced the pulse and heart rate in clients (2010). This suggests a calming experience as the process progresses. EMDR has been extensively researched in the treatment of trauma survivors. EMDR has been tested with survivors of a wide range of traumatic events, using a variety of control conditions, in multiple types of settings, by numerous researchers (Maxfield, 2002). Research has also investigated the use of EMDR with victims of rape, physical assault, childhood abuse, natural disasters, accidents, and other traumas (2002). EMDR is a therapeutic technique in which the patient moves his or her eyes back and forth, while concentrating on the target event or memory causing distress. The therapist waves a stick or light in front of the patient and the patient is supposed to follow the moving stick or light with his or her eyes. EMDR is fast and rapid approach to therapy. While there are many supporters of this type of therapy there are many critics that believe EMDR is pseudoscience. It is suggested, wit evidence based information EMDR is an effective treatment. It is important to note that only clinicians who have received specialized training in EMDR are able to conduct it.

Francisco “Franz” Arcellana Essay

Francisco â€Å"Franz† Arcellana (September 6, 1916 – August 1, 2002) was a Filipino writer, poet, essayist, critic, journalist and teacher. He was born on September 16, 1916. Arcellana already had ambitions of becoming a writer during his years in the elementary. His actual writing, however, started when he became a member of The Torres Torch Organization during his high school years. Arcellana continued writing in various school papers at the University of the Philippines Diliman. He later on received a Rockfeller Grant and became a fellow in creative writing the University of Iowa and Breadloaf’s writers conference from 1956- 1957. He is considered an important progenitor of the modern Filipino short story in English. Arcellana pioneered the development of the short story as a lyrical prose-poetic form within Filipino literature. His works are now often taught in tertiary-level-syllabi in the Philippines. Many of his works were translated into Tagalog, Malaysian, Russian, Italian, and German. Arcellana won 2nd place in 1951 Don Carlos Palanca Memorial Awards for Literature, with his short story, â€Å"The Flowers of May.† 14 of his short stories were also included in Jose Garcia Villa’s Honor Roll from 1928 to 1939. His major achievements included the first award in art criticism from the Art Association of the Philippines in 1954, the Patnubay ng Sining at Kalinangan award from the city government of Manila in 1981, and the Gawad Pambansang Alagad ni Balagtas for English fiction from the Unyon ng mga Manunulat sa Pilipino (UMPIL) in 1988. Francisco Arcellana was proclaimed National Artist of the Philippines in Literature in 1990. Arcellana is buried at theLibingan ng mga Bayani. Arcellana died in 2002. As a National Artist, he received a state funeral at the Libingan ng mga Bayani. His grandson Liam Hertzsprung performed a piano concert in 2006 dedicated to him. Arcellana’s published books include: * Selected Stories (1962) * Poetry and Politics: The State of Original Writing in English in the Philippines Today (1977) * The Francisco Arcellana Sampler (1990). * Lualhati Torres Bautista Lualhati Torres Bautista (born Manila, Philippines December 2, 1945) is one of the foremost Filipino female novelists in the history of contemporaryPhilippine Literature. Her novels include Dekada ’70, Bata, Bata, Pa’no Ka Ginawa?, and ‘GAPÔ. Bautista was born in Tondo, Manila, Philippines on December 2, 1945 to Esteban Bautista and Gloria Torres. She graduated from Emilio Jacinto Elementary School in 1958, and from Torres High School in 1962. She was a journalism student at the Lyceum of the Philippines, but dropped out even before she finished her freshman year. Despite a lack of formal training, Bautista as the writer became known for her honest realism, courageous exploration of Philippine women’s issues, and her compelling female protagonists, who confront difficult situations at home and in the workplace with uncommon grit and strength. Lualhati garnered several Palanca Awards (1980, 1983 and 1984) for her novels ‘GAPÔ, Dekada ’70 and Bata, Bata†¦ Pa’no Ka Ginawa? exposing injustices and chronicling women activism during the Marcos era. ‘GAPÔ, published in 1980, is the story of a man coming to grips with life as an Amerasian. It is a multi-layered scrutiny of the politics behind US bases in the Philippines, seen from ordinary citizens living in Olongapo City point of view. Dekada ’70 is the story of a family caught in the middle of the tumultuous decade of the 1970s. It details how a middle class family struggled and faced the changes that empowered Filipinos to rise against the Marcos government. These series of events happened after the bombing of Plaza Miranda, the suspension of the writ of habeas corpus, the proclamation of martial law and the random arrests of political prisoners. The oppressive nature of the Marcos regime, which made the people become more radical, and the shaping of the decade were all witnessed by the female protagonist, Amanda Bartolome, a mother of five boys. Bata, Bata†¦ Pa’no Ka Ginawa?, literally, â€Å"Child, Child†¦ How Were You Made?†, narrates the life of Lea, a working mother and a social activist, who has two children. The novel begun with an introductory chapter about the graduation day from kindergarten of Maya, Lea’s daughter. A program and a celebration were held. In the beginning, everything in Lea’s life were going smoothly – her life in connection with her children, with friends of the opposite gender, and with her volunteer work for a human rights organization. But Lea’s children were both growing-up – and Lea could see their gradual transformation. There were the changes in their ways and personalities: Maya’s curiosity was becoming more obvious every day, while Ojie was crossing the boundaries from boyhood to teenage to adulthood. In the end, all three, and especially Lea, have to confront Philippine society’s view of single motherhood; and the novel itself brazens out to the questions of how it is to be a mother, and how a mother executes this role through modern-day concepts of parenthood. Nick Joaquà ­n Nick Joaquà ­n was born in Paco, Manila, one of the ten children of Leocadio, a colonel under General Emilio Aguinaldo in the 1896 Revolution, and Salome Marquez, a teacher of English and Spanish. Being read poems and stories by his mother, Joaquin taught himself by reading widely at the National Library of the Philippines and the library of his father, who by that time was a successful lawyer after the revolution. This developed further his interest in writing. At age 17, Joaquà ­n was first published in the literary section of the Pre-World War II Tribune under writer and editor Serafà ­n Lanot. Before publishing in the Tribune, Joaquin worked as a proofreader of the paper. After winning a Dominican Order-sponsored nationwide essay competition for La Naval de Manila, the University of Santo Tomas awarded Joaquà ­n an honorary Associate in Arts (A.A.) and a scholarship to St. Albert’s Convent, the Dominican monastery in Hong Kong. Upon his return to the Philippines, he joined the Philippines Free Press, starting as a proofreader. Soon, he was noticed for his poems, stories and plays, as well as his journalism under the pen name Quijano de Manila. His journalism was markedly both intellectual and provocative, an unknown genre in the Philippines at that time, raising the level of reportage in the country. Joaquà ­n deeply admired Josà © Rizal, the national hero of the Philippines. Joaquà ­n paid tribute to Rizal by way of books such as The Storyteller’s New Medium – Rizal in Saga, The Complete Poems and Plays of Jose Rizal, and A Question of Heroes: Essays in Criticism on Ten Key Figures of Philippine History. He also translated the hero’s valedictory poem, in the original Spanish â€Å"Mi Ultimo Adios,† as â€Å"Land That I Love, Farewell!† Joaquà ­n served as a member of Motion Pictures under President Diosdado Macapagal and President Ferdinand E. Marcos. Joaquin’s first move as National Artist was to secure the release of imprisoned writer Josà © F. Lacaba. Later, at a ceremony on Mount Makiling attended by First Lady Imelda Marcos, Joaquà ­n delivered an invocation to Mariang Makiling, the mountain’s mythical maiden. Joaquà ­n touched on the importance of freedom and the artist. As a result, for the remainder of the Marcos regime, Joaquà ­n no longer received invitations to address important cultural events. LUALHATI BAUTISTA Lualhati Bautista is one of the foremost Filipino female novelists in the history of contemporary Philippine Literature. Her novels include, â€Å"Dekada ’70 (Decade ’70)†, â€Å"Bata, Bata, Pa’no Ka Ginawa? (Child, Child†¦ How were you made?†, and â€Å"‘GAPÔ (short name for Olongapo, Philippines)†. In addition to being a novelist, Lualhati Bautista is also a movie and television screenwriter and a short story writer. Her first screenplay was Sakada (Seasonal Sugarcane Workers), a story written in 1975 that exposed the plight of Filipino peasants. Bautista has received recognition from the Philippines’ Don Carlos Palanca Memorial Awards for Literature and the Surian ng Wikang Pambansa in 1987. Her award-winning screenplays include Bulaklak sa City Jail (A Flower in City Jail) (1984), Kung Mahawi Man ang Ulap (If The Clouds are Parted) (1984), Sex Object (1985). For screenplay writing, she has received recognition from the Metro Manila Film Festival (best story-best screenplay), Film Academy Awards (best story-best screenplay), Star Awards (best screenplay), FAMAS (finalist for best screenplay), and URIAN awards. Two of her short stories have also won the Carlos Palanca Memorial Awards for Literature, Tatlong Kuwento ng Buhay ni Julian Candelabra (Three Stories in the Life of Julian Candelabra), first prize, 1982; and Buwan, Buwan, Hulugan mo Ako ng Sundang (Moon, Moon, Drop Me a Sword), third prize, 1983. Bautista also authored the television dramas Daga sa Timba ng Tubig (The Mouse in the Bucket of Water) (1975) and Isang Kabanata sa Libro ng Buhay ni Leilani Cruzaldo (A Chapter in the Book of Life of Leilani Cruzaldo) (1987). The latter won best drama story for television from the Catholic Mass Media Awards. Bautista was honored by the Ateneo Library of Women’s Writings on March 10, 2004 during the 8th Annual Lecture on Vernacular Literature by Women. In 2005, the Feminist Centennial Film Festival presented her with a recognition award for her outstanding achievement in screenplay writing. In 2006, she was recipient of the Diwata Award for best writer by the 16th International Women’s Film Festival of the UP Film Center. She is also the only Filipino included in a book on foremost International Women Writers published in Japan, 1991. Francisco Baltazar, known much more widely through his nom-de-plume Francisco Balagtas, was a prominent Filipino poet, and is widely considered as the Tagalog equivalent of William Shakespeare for his impact on Filipino literature. The famous epic, Florante at Laura, is regarded as his defining work. Balagtas learned to write poetry from Josà © de la Cruz (Huseng Sisiw), one of the most famous poets of Tondo. It was de la Cruz himself who personally challenged Balagtas to improve his writing. (source: Talambuhay ng mga Bayani, for Grade 5 textbook) In 1835, Balagtas moved to Pandacan, where he met Marà ­a Asuncià ³n Rivera, who would effectively serve as the muse for his future works. She is referenced in Florante at Laura as ‘Celia’ and ‘MAR’. Balagtas’ affections for Celia were challenged by the influential Mariano Capule. Capule won the battle for Celia when he used his wealth to get Balagtas imprisoned under the accusation that he ordered a servant girl’s head be shaved. It was here that he wrote Florante at Laura—In fact, the events of this poem were meant to parallel his own situation. He wrote his poems in Tagalog, during an age when Filipino writing was predominantly written in Spanish. Balagtas published Florante at Laura upon his release in 1838. He moved to Balanga, Bataan in 1840 where he served as the assistant to the Justice of peace and later, in 1856, as the Major Lieutenant. He was also appointed as the translator of the court. Balagtas is so greatly revered in the Philippines that the term for Filipino debate in extemporaneous verse is named for him: balagtasan. Jose Garcia Villa Jose Garcia Villa (5 August 1908 – 12 June 1973) is a Filipino poet and a National Artist for Literature. He is known for introducing the â€Å"reversed consonance rime scheme,† as well as for â€Å"comma poems† that made full use of the punctuation mark in an innovative way. Villa is also a short story writer, critic, and painter. Villa was born in Singalong, Manila on 5 August 1908. He is the son of Simeon Villa, who was Emilio Aguinaldo’s physician, and Guia Garcia. Villa went to the University of the Philippines High School. He studied pre-medicine at the University of the Philippines but did not finish the course. He decided to take pre-law, but did not finish it either. Instead, he devoted a good part of his college time writing short stories and poems.In 1930, he won the Philippines Free Press literary contest for his short story entitled â€Å"Mir-i-nisa† and used the prize money to go to the United States. He studied at the University of New Mexico, and later at Columbia University. He taught poetry at the City College of New York from 1964 until 1973. He also worked in the Philippine Mission to the United Nations from 1954 to 1963 and became the vice consul in 1965. After retiring in 1973, he continued to conduct poetry workshops in his apartment in Greenwich Village, New York City. Francisco Sionil Jose He has been called a Philippine national treasure. Born on December 4, 1924 in Rosales, Philippines, he was introduced to literature in public school and later at the University of Santo Tomas. While working as a journalist in Manila, he moonlighted writing short stories and eventually novels. In the late fifties Jose founded the Philippine branch of PEN, an international organization of poets, playwrights, and novelists. In 1965 he started his own publishing house SOLIDARIDAD, and a year later he began publishing the remarkable Solidarity, a journal of current affairs, ideas, and arts, still going strong today. Jose wrote in English rather than in his national language Tagalog, or his native language Illocano. In 1962 he published his first novel The Pretenders. Today his publications include ten novels, five books of short stories, and a book of verse. His works are available in 24 languages and some have recently been published in North America by Random House. He has been awarded numerous fellowships and awards, most notable being the 1980 Ramon Magsaysay Award for Journalism, Literature, and Creative Communication Arts, the most prestigious award of its kind in Asia. Gilda Cordero-Fernando Gilda Cordero-Fernando is a multiawarded writer, publisher and cultural icon from the Philippines. She was born in Manila, has a B.A. from St. Theresa’s College-Manila, and an M.A. from theAteneo de Manila University.Gilda Cordero-Fernando was born on June 4, 1932. Cordero-Fernando has two landmark collection of short stories: The Butcher, The Baker and The Candlestick Maker (1962) and A Wilderness of Sweets (1973). These books have been compiled and reissued later as Story Collection (1994). Another book, Philippine Food and Life, was published in 1992. Together with Alfredo Roces, Cordero-Fernando worked on Filipino Heritage, a 10-volume study on Philippine history and culture published by Lahing Pilipino in 1978. Afterwards, she founded GCF Books which published a dozen titles that deal with various aspects of Philippine culture and society. She received several Carlos Palanca and Philippines Free Press awards for her stories. In 1994, she received a Cultural Center of the Philippines (Gawad CCP) for her lifetime achievements in literature and publishing. Cordero-Fernando has also worn numerous other hats as a visual artist, fashion designer, playwright, art curator and producer. In February 2000, she produced a hugely successful extravaganza entitled Luna: An Aswang Romance†¦.. Linda Ty Casper Linda Ty Casper is a Filipino writer who has published over fifteen books, including the historical novel DreamEden and the political novels Awaiting Trespass, Wings of Stone, A Small Party in a Garden, and Fortress in the Plaza. She has also published three collections of short stories which present a cross-section of Filipino society. In 1992, Tides and Near Occasions of Love won the Philippine PEN short story prize; another at the UNESCO International Writers’ Day, London; and the SEAWrite Award in Bangkok â€Å"Triptych for a Ruined Altar† was in the Roll of Honor of The Best American Short Stories, 1977.[2] Her novel Awaiting Trespass which is about the politically sensitive theme of torture by the Marcos regime was published by Readers International ofLondon. This work gained her major critical attention in the United States for the first time, and in Britain the novel was chosen as one of the five best works of fiction by a woman writer published in 1985-86 Born as Belinda Ty in Malabon, Philippines in 1931. She spent the World War II years with her grandmother while her father worked in the Philippine National Railways, and her mother in the Bureau of Public Schools. Her grandmother told her innumerable of stories about the Filipino’s struggle for independence, that later became the topics of her novels. Linda Ty Casper graduatedvaledictorian in the University of the Philippines, and later earned her Master’s degree in Harvard University for International Law. In 1956, she married Leonard Casper, a professor emeritus of Boston College who is also a critic of Philippine Literature. They have two daughters and reside in Massachusetts. * The Transparent Sun (short stories), Peso Books, 1963 * The Peninsulares (historical novel), Bookmark 1964 * The Secret Runner (short stories), Florentino/National Book, 1974 * The Three-Cornered Sun (historical novel), New Day, 1974 * Dread Empire (novella), Hong Kong, Heinemann, 1980 * Hazards of Distance (novella), New Day, 1981 * Fortress in the Plaza (novella), New Day, 1985 * Awaiting Trespass (novella), London, Readers International, 1985 * Wings of Stone (novella), London, Readers International, 1986 * Ten Thousand Seeds (historical novel), Ateneo, 1987 * A Small Party in a Garden (novella), New Day, 1988 * Common Continent (short stories), Ateneo, 1991 * Kulasyon: Uninterrupted Vigils (collected first chapters), Giraffe, 1995 Cecilia Manguerra Brainard Cecilia Manguerra Brainard is an award-winning author and editor of nineteen books. She co-founded PAWWA or Philippine American Women Writers and Artists; she also founded Philippine American Literary House. Brainard’s works include the World War II novel, When the Rainbow Goddess Wept, Magdalena, and Woman With Horns and other Stories. She edited several anthologies including Fiction by Filipinos in America,Contemporary Fiction by Filipinos in America, and two volumes of Growing Up Filipino I and II, books used by educators. Cecilia Manguerra Brainard (born 1947) grew up Cebu City, Philippines, the youngest of four children to Concepcion Cuenco Manguerra and Mariano F. Manguerra. The death of her father when she was nine prompted her to start writing, first in journals, then essays, and fiction. She attended St. Theresa’s College and Maryknoll College in the Philippines; and she did graduate work at UCLA. Brainard has worked with Asian American youths for which she received a Special Recognition Award from the Los Angeles Board of Education. She has also received awards from the California State Senate, 21st District, several USIS Grants, a California Arts Council Fellowship, an Outstanding Individual Award from the City of Cebu, Philippines, Brody Arts Fund Award, a City of Los Angeles Cultural grant, and many more. The books she has written and edited have also won awards, the Gintong Aklat Award and the International Gourmand Award among them. Her work has been translated into Finnish and Turkish. Brainard’s second novel, Magdalena inspired the playwright Jocelyn Deona de Leon to write a stage play, Gabriela’s Monologue, which was produced in 2011 by the Bindlestiff Studio in San Francisco as part of Stories XII! annual production showcasing original works for the stage by Pilipino/Filipino American Artists. Brainard’s writings can be found in periodicals such as Town and Country, Zee Lifestyle Magazine, Focus Philippines, Philippine Graphic, Amerasia Journal, Bamboo Ridge among others. Her stories have been anthologized in books such as Making Waves (1989), Songs of Ourselves (1994), On a Bed of Rice (1995), â€Å"Pinay: Autobiographical Narratives by Women Writers, 1926-1998† (Ateneo 2000), â€Å"Asian American Literature† Alejandro Reyes Roces Alejandro Reyes Roces (13 July 1924 – 23 May 2011) was a Filipino author, essayist, dramatist and a National Artist of the Philippines for literature. He served as Secretary of Education from 1961 to 1965, during the term of Philippine President Diosdado Macapagal. Noted for his short stories, the Manila-born Roces was married to Irene Yorston Viola (granddaughter of Maximo Viola), with whom he had a daughter, Elizabeth Roces-Pedrosa. Anding attended elementary and high school at the Ateneo de Manila University, before moving to the Arizona State University for his tertiary education. He graduated with a B.A. in Fine Arts and, not long after, attained his M.A. from Far Eastern Universityback in the Philippines. He has since received honorary doctorates from Tokyo University, Baguio’s St. Louis University, Polytechnic University of the Philippines, and the Ateneo de Manila University. Roces was a captain in the Marking’s Guerilla during World War II and a columnist in Philippine dailies such as the Manila Chronicle and the Manila Times. He was previously President of the Manila Bulletin and of the CAP College Foundation. In 2001, Roces was appointed as Chairman of the Movie and Television Review and Classification Board (MTRCB). Roces also became a member of the Board of Trustees of GSIS (Government Service Insurance System) and maintained a column in the Philippine Star called Roses and Thorns. During his freshman year in the University of Arizona, Roces won Best Short Story for We Filipinos are Mild Drinkers. Another of his stories, My Brother’s Peculiar Chicken, was listed as Martha Foley’s Best American Stories among the most distinctive for years 1948 and 1951. Roces did not only focus on short stories alone, as he also published books such as Of Cocks and Kites (1959), Fiesta (1980), and Something to Crow About (2005). Of Cocks and Kites earned him the reputation as the country’s best writer of humorous stories. It also contained the widely anthologized piece â€Å"My Brother’s Peculiar Chicken†. Fiesta, is a book of essays, featuring folk festivals such as Ermita’s Bota Flores, Aklan’s Ati-atihan, and Naga’s Peà ±afrancia. Something to Crow About, on the other hand, is a collection of Roces’ short stories. The book has been recently brought to life by a critically acclaimed play of the same title; the staged version of Something to Crow About is the first Filipino zarzuela in English. This modern zarzuela tells the story of a poor cockfighter named Kiko who, to his wife’s chagrin, pays more attention to the roosters than to her. Later in the story, a conflict ensues between Kiko’s brother Leandro and Golem, the son of a wealthy and powerful man, over the affections of a beautiful woman named Luningning. The resolution? A cockfight, of course. Something to Crow About won the Aliw Award for Best Musical and Best Director for a Musical Production. It also had a run off-Broadway at the La Mama Theater in New York. Through the years, Roces has won numerous awards, including the Patnubay ng Sining at Kalinangan Award, the Diwa ng Lahi Award, the Tanging Parangal of the Gawad CCP Para sa Sining, and the Rizal Pro Patria Award. He was finally bestowed the honor as National Artist of Literature on the 25th of June 2003. When once asked for a piece of advice on becoming a famous literary figure Roces said, â€Å"You cannot be a great writer; first, you have to be a good person†.

College Strictly Essay

The learned philosopher Aristotle maintains that the pursuit of learning belongs at the heart of what is means to be human. By nature, he states, all men desire to know, inasmuch as all men seek to understand all things on account of being awed (cited in Marias, 1967, p. 63) But what is especially onerous about the acquisition of knowledge is that it is an endeavor that comes not without a price – one has to accede to the rigors of correct logic, as indeed follow the standards of correct methodologies. For true knowledge does not lie on knowing why things are what they are, it is essentially about learning to weed the straws of falsity from the prolific seeds of truthfulness. If learning institutions – or a certain college, as a way to concretely cite the case in point – exist on account of the noble pursuit of higher learning, then it is only reasonable that, by right of mere logic, they be made to comply with their mandated educational standards, whose controlling vision seeks nothing less than the attainment of human excellence in all fields. For such reason, it has to be argued that the need to enforce, in a manner being rigorous but reasonable, educational standards to all learning institutions is certainly a case whose necessity is beyond question. In the first place, one needs to appreciate the fact that the end for which learning institutions are established rests on the reasoned premise that they exist at the service of higher learning. When an institution starts to lose sight of this sacred goal, it compromises altogether the very reason why it should, in the very first place, exist. For instance, when a college professor starts to yield to the temptation of lowering the bar of expectation and truncating the amount of demands relative to his or her course, in the hope of gaining approval from a majority of his or her students, it frustrates the noble goal of learning just the same. It, as a consequence, frustrates too the foundational premise that gives reason to a college’s continued operation. Moreover, it has to be acknowledged that complying with educational standards is, ultimately, a service to the larger society. An institution that strictly enforces its educational standard gives the society a select group of people who not only are experts in their respective fields, but also – more importantly so – are learned individuals unto whom the foundation of a great society rests. Conversely, a college that does not strictly comply with the stipulations of its mandated standard can produce students who, after being allowed to take education lightly, end up ill-trained and unprepared for their greater calling in the world. The very reason why students go to school is precisely to learn, and not to have fun; and this, the learning institution has to remember, must be observed even when it means giving the students reasons to work for attaining a certain expertise in their craft, all in the service of the society’s greater good. Work Cited Marias, J. (1967). History of Philosophy. New York, Dover Publications, Incorporated.

Water Laws in the United States of America Essay

Water Laws in the United States of America - Essay Example There are rights of tribes that need to be taken into account while framing these laws. Apart from this, there is also the issue of balancing conservation with development, which has become a major issue in the understanding of the use of natural resources. An awareness of the need for sustainable development has led to a greater amount of care being put into the conservation of the environment. Framing appropriate laws is one of the most important parts of the conservation of the environment. This paper shall look at the different laws that govern the use of water and water bodies in America. It shall also look at the conflicts that have arisen as a result of such laws and the violations that have happened. All of these go to show how important the preservation of the environment is and the problems that may result as a result of neglect and avarice. The United States Environment Protection Agency seeks to ensure the quality of the water that is found in American water bodies. Water Quality Standards are set to be maintained that are then strictly enforced. These not only prevent unauthorised factory effluents from dirtying the water, they also prevent the contamination of the water by people who live near these rivers and lakes. An important part of this endeavour is the Clean Water Act that results in the standards being constantly monitored. This act lays down specific standards that need to be revised regularly to meet the needs of the community and also to make it scientifically viable. Section 304(a)(1) makes it necessary for the criteria that are laid down for the quality standard of the water found in rivers and lakes to be measured according to the latest scientific discoveries. These discoveries are required to be done taking into consideration the state of the fish that live in these water bodies. CWA Â §316(b) requires that the different aspects that are associated with cooling water intake structures are required to meet certain standards that ta ke into account the environmental impact that they have (Surface Water Standards & Guidance, 2012). The rights of the separate communities of America too have to be maintained while framing the laws regarding them. The maintenance of the peaceful fabric of the American society is to be given a great deal of importance while framing these laws. Laws that reserve a certain amount of water from certain water bodies are commonly known as Winter Rights. They prohibit the use of water that is reserved for the use of Native American tribes that are federally recognized, by others. It prohibits such use, unless such instances are those where the tribes relinquish their rights. These laws are created in such a way that they coincide with the laws that are created by the states for the protection of the rights of the Native American tribes. This has been done to avoid conflicts that may escalate into racial tension. Such laws need to exist to maintain the culture of America that integrates pe ople of different backgrounds and ensures their cultural and economic welfare. There is however, conflict regarding this law where it is felt that certain sections of the populations seeks to appropriate the water that is reserved for the federally recognized tribes in America (Winters Rights (Decision), 2011). Riparian rights are also an important part of the legal framework governing the use of water. It provides a person who owns a piece of land in front of a water body the rights to usage of the water and other resources associated with it. The owner of the land is allowed to use the vegetation of the bottom of the river right in

Is the Concept of Race Biologically Valid Essay Example | Topics and Well Written Essays - 500 words

Is the Concept of Race Biologically Valid - Essay Example Thesis Statement There is less scientific backing and more political leanings in the claim that race is no longer a biologically valid concept. Argument It must be accepted that in the article â€Å"Is ‘Race’ and outdated† concept C. Loring Brace does sound very convincing in his arguments that the concept of race is biologically outdated. The main props for this argument lie in color variations arising from the sun light and climates in regions, where harsher the sunlight the darker the skin in response to the human body’s response to higher doses of ultraviolet rays; sickle cell anaemia developing as a protection response against Malaria in Italy in Europe and the Middle East before being passed on to the Africans once interaction between the continents occurred and the closer blood patterns between the white Europeans and the black Africans than the yellow easy Asians; and blood factor analysis demonstrating traits transcending racial divides. (1). All t hese arguments get summed up into arguments that are based on the cline, which is a gradient of change. (2). These are merely observations that have no scientific basis. Were we to validate all our concepts merely on the basis of observations, without giving credence to other possibilities, we would merely be enacting the story of the blind men and the elephant.

What an IT do for business Research Paper Example | Topics and Well Written Essays - 1000 words

What an IT do for business - Research Paper Example Information technology is developing at a very great speed, particularly in the business world. Many firms are using the internet for various functions to enhance their production efficiency and augment their marketing strategies. However, key among these is the use of technology to increase the competitive advantage of firms. This paper analyzes how a company/business can use information technology to increase its competitive advantage. Introduction Internet has changed the structure of global markets and made it possible to hook up to other systems, people, and companies, without the restrictions of time and space. The dispersion of such a system is purposefully significant for economic development of every country. With the development and progression of the information and communication technology (ICT), competitive advantage plays a vital role in contemporary companies and businesses (Cicak, 2010). Information network comprises diverse types of software platforms and databases, which the companies use to increase effectiveness and augment their competitive advantage. These include venture-wide networks devised to administer all principal functions of the company provided for instance SAP, PeopleSoft, and JD Edwards among others. They also include more general-purpose database creations aimed at specific uses for instance the products provided by Oracle, Microsoft, and many others (Dewett & Jones, 2000). Ways in which information technology helps in generating competitive advantage The fundamental means for understanding the impact of information technology on companies is the value chain. This is the set of procedures harmonized to produce a certain product or service and offering it to the consumers. In almost all industries and companies, information networks carry out several separate but interrelated activities that affect the procedures like production, fabricating, advertising, selling or delivering products to customers. Modern industry is endeavori ng to reinforce relationships with clients, generate new revenue opportunities as well as lessen supply chain inadequacy. The directness of Internet networks ensures ultimate compatibility with other technologies and the volatility of internet-based information systems (Cicak, 2010). Because of advancements in information technology, buyers have easier access to information concerning products and providers, therefore boosting their bargaining power. In addition, internet networks tend to lessen variable costs and to generate considerably greater pressure for firms to engage in vicious price competition. Although internet affects the operational efficiency and strategic positioning in various ways, it also offers new opportunities for reinforcing or realizing strategic positioning (Cicak, 2010). Information efficiencies (INE) are the savings on cost and time that effect when Information Technology permits individual workers to carry out their present tasks at a higher stage, take on extra tasks, and enlarge their positions in the company because of progresses in the capability to collect and evaluate data. On the other hand, information synergies (INS) are the routine gains that outcome when Information Technology permits two or more persons or subunits to merge their resources, cooperate, and collaborate across function or subunit limitations (Dewett & Jones, 2000). Another way in which network technology helps to create competitive advantage is through differentiation. Information technology helps a company to differentiate itself through various aspects. These include pricing, product improvement, and shorter-time to market as well as customer service. Furthermore, information network can help a company offer customised products and services, therefore improving differentiation and competitive advantage. Supported by the Internet’s interactivity aspect, for instance registration form and E-mail, a company can easily gather customer information includ ing

Are some cultures inherently incompatible to democracy Essay

Are some cultures inherently incompatible to democracy - Essay Example However, there was a substantial drawback after Mussolini took power in Italy, and this led to reversal of gains made towards democracy. The number of democratic states reduced significantly in the world to 12 (Huntington, 1993). This was revived after allies won the World War II. This led to a second wave of democratization with 36 countries being governed democratically (Huntington, 1993). Likewise, there was a reverse wave, and the number of democracies came back to 30 (Huntington, 1993). Currently, the third wave is in operation. There are crucial factors that have contributed to the occurrence and timing of third wave move to democracy. Firstly, it is caused by the deepening legitimacy problem of authoritarian regimes in a world where democratic principles are widely accepted. Many people depended on the success of such regimes, but they have been recently faced by the inability to achieve and present economic support. Secondly, the economic success of the 1960 prompted the deve lopment of urban middle class in the majority of the countries. Thirdly, there was a modification of catholic ideologies from the maintenance of the status quo and condemnation of authoritarianism (Huntington, 1993). Fourth, there was external pressure mainly from European Community, the United States, and the Soviet Union (Owen 2002). Lastly, protest has played a key role for subsequent efforts at democratization (Ranker, L. et al. 2007). T

Herb Comparison Essay Example | Topics and Well Written Essays - 500 words

Herb Comparison - Essay Example The dried extract of the root is recommended to be taken once in the morning at a dose rate of 0.5-2 gm. For its multifarious health benefits (WHO). For a preparation to be considered standardized, it should satisfy numerous purity criteria and freedom from contaminants which are described in the WHO monograph on the herb (WHO). Commercially available preparations (e.g. Korean Panax ginseng) however claim to contain 80% of the active ingredient which are recommended to be used at a dose rate of 2 capsules two times a day (Web, undated). The manufacturer eulogizes the health benefits of the preparation but does not elaborate upon the manufacturing process, which may or may not be GMP certified. Price, depending upon quality and source of the plant extract varies from $ 8.50 to $ 19.95 per ounce (Web). 200 mg. per day dose of a standardized ginseng preparation has been shown to provide equivalent health benefits as 1200 mg. per day of a non-standardized extract (Leigh, 2001). 2. Gingko : Gingko leaf extract has wide popularity in its usage as a memory enhancer and blood circulation improving herb (Ehrlich, 2009).

Data Collection Research Paper Example | Topics and Well Written Essays - 250 words

Data Collection - Research Paper Example ChoicePoint’s functions are essential not only for government organizations but also for private consumers. The data collected and provided by ChoicePoint facilitates the fluent running of different organizations in following ways; easy and quick access to personal information benefits both the parties involved in a venture. In addition to that provision of jobs becomes more accurate when different organizations have appropriate data with them. The data provided by ChoicePoint allows the credit card and insurance companies to avoid thefts and frauds and to decrease the cost. This data is also beneficent for security and law agencies because through ChoicePoint they can have an access to the data which they cannot access by themselves due to legal restrictions. The major disadvantage of this data aggregation is identity theft as easy access to personal information enables the hackers to use someone’s identity in criminal actions and as a result the victims of identity theft have to tolerate bitter consequences. In addition to that most of the people think of this data collection as interference in their privacy and thus this act is considered as indecent and unethical. Moreover, there is no proof of the fact that the information provided by ChoicePoint is accurate and sometimes it can be misleading as well. To conclude, there is a very narrow difference between invasions in privacy and the act that is performed to get the information required for the fluent running of different organizations. Personal data collection provides the business with valuable information that plays an important role in acquiring its goals. In today’s era of technology it is essential that one should have complete information about the parties involved in a venture before indulging in it, in order to avoid thefts and frauds. Sometimes, what is considered as an invasion in privacy by certain people is something that is necessary for the fluent

Time series analysis of stock price Research Proposal

Time series analysis of stock price - Research Proposal Example 6). Stock refers to a fraction of ownership of a company by a person. It is a subdivision of a company’s capital that is sold to interested investors for capital generation. Based on the terms of the sale, stock, also known as shares are transferable at timely market prices (Borrowski, p. 3). Capital market is a network in which shares are sold. It consists of companies that issue the stock, the stocks to be traded and the investors who buy or sell the stock at a particular time (Borrowski, p. 3). This research proposal has been motivated by the increasing essence of capital markets in economies and has further been facilitated by the perception that statistics can be used to understand factors in stock prices such as trend and seasonality. The paper with this respect seeks to conduct a time series analysis of stock prices in the New York Stock Exchange market. It will explore some of the factors that affect stock prices and in light with analysis of stock prices of listed companies in a sector, move to investigate possible factors that affects trend and seasonality factors of stock prices in the financial sector’s New York Stock Exchange market. The stock exchange markets, as a forum for buying and selling of shares of companies operates like the normal markets in terms of financial implications of transactions. This means that among other factors, buyers and sellers engage in transactions with the aims of either buying the shares for as low costs as possible or selling them at as high prices as possible. Forces of demand and supply, subject the perceived financial position of particular companies that owns the shares, therefore influences the prices of shares over time. Stock prices are therefore expected to be on high demand when investors predicts higher stability and returns from investing in the issuing company. Similarly, factors that would affect the ability of investors to spend in the capital market will also generally dictate the trend

A movie review of the film The Insider Essay Example | Topics and Well Written Essays - 1500 words

A movie review of the film The Insider - Essay Example The film revolves around two people: Wigand, who was recently fired from a tobacco corporation, and Bergman, a veteran reporter in search of a story. The bombshell that Wigand holds in his possession is the information that Chief Executive Officers of tobacco corporations – The Big Seven – had known all along that tobacco was addictive but had concealed this information from the public. From there, the story unfolded masterfully – telling in gripping fashion how the influences of money and the legal system bore down on Wigand and Bergman, all in order to suppress the truth. Wigand was even the subject of extreme character assassination and despite his attempts to live a quiet life as a professor, was always followed by the story he chose to tell. He became the subject of death threats, the FBI was on his trail, his personal life was in disarray. In the meantime, a bigger context was unfolding. There was a lawsuit poised to be filed against the Big Seven in order to recover what the State paid in medical expenses to treat tobacco-related illnesses. Two legal concepts then emerged from the movie. The first one is the concept of tortuous interference – which basically means that if two parties have an agreement, and a third party induces a party privy to and bound by that agreement to break that agreement, that third party may be made liable for damages. That legal concept is used in connect to the confidential agreement, which is the second legal concept featured in this movie. In the film, Wigand was bound by an iron-clad confidentiality agreement that he was made to sign with his former company. The movie then forces its viewers to reflect: are there limits to a confidentiality agreement? What happens when a confidentiality agreement comes into conflict with public welfare, public health, or even simply the right of the public to know? It is important to situate the movie against the larger social backdrop on which it operates. The m ovie came out in the late 1990’s – a period in history when tobacco politics had reached a crucial juncture. It was at this period that the impunity of the tobacco firms to lawsuit had ended and for the first time, they were being held liable for the addictive consequences of cigarettes. How dangerous really is tobacco? As early as 1964, the U.S. Surgeon General had come out with a landmark report that spoke of the dangers of smoking on one’s health and issued a categorical statement against its use and its spread. In an article, it was stated that: Each year three million people around the world die from tobacco-related illnesses. In the US, tobacco kills more than 400,000 people each year, and medical care for tobacco-related illnesses costs $50 billion annually. The World Health Organization projects that the yearly death toll from tobacco will rise to 10 million by the 2020swith seven million of those deaths striking economically poor countries. Of the one m illion US teens hooked each year on cigarettes, one-third or more will eventually die from tobacco-related illnesses. If current trends continue, over 200 million of today's children and teenagers around the world will lose their lives to this addictive product. (InFact: 1997) Despite these findings, the tobacco corporations have won every single legal battle against attempts to hold them accountable for putting public health in jeopardy. It is said that Philip Morris and other tobacco corporati

Maxims and Sayings, Herakleitos Essay Example for Free

Maxims and Sayings, Herakleitos Essay The â€Å"Unity of Opposites† is a very interesting piece. The concept of opposites and the balance that lies within all is the main idea. By placing these values and definitions as one in the same Herakleitos goes a step further. Although he only discusses a limited number of things and their opposites, this theory can go beyond and be forever limitless in the categorizing of opposites. It sheds light to the idea of balance and good and bad, heaven and hell, life and death. All things in this universe have an opposite and that which is living is also death and here within lies the harmony of absolute knowledge. In a way I believe Herekleitos is seeking wisdom by defining mans belief in religion and themselves. As so stated in his final verse â€Å"I inquired of myself†. One excerpt from the maxim stating, â€Å" War is father of all and king of all; and some he made gods and some men, some slaves and some free.†, shows a strong belief in warfare and accurately depicts the Mycenaean culture of the warrior class. This culture took great pride in their belief of war and strength in pillaging. They lived by the idea that to survive one must attack before being attacked. Just as in the saying by Herakleitos, â€Å"The name of the bow is life, but its work is death.†, a belief for warfare and weaponry is shown. By giving life itself to the object of the bow, the Mycenaean culture can be defined as a war mongering culture. This theory is clearly defined as well in the art piece known as â€Å"The Warrior Vase†. By depicting ancient warriors on this vase, the Mycenaean culture shows that even on a home based piece of pottery, one is reminded of the true value of warfare and strength. The men portrayed on this vase also show a high level of weaponry and defense for an ancient culture with minimal contact with Egyptians and well before roman times.

Otaku Positive Effect On The Japanese Culture Media Essay

Otaku Positive Effect On The Japanese Culture Media Essay I believe otaku are a new breed born in the 20th century visual culture era. In other words, otaku are people with a viewpoint based on an extremely evolved sensitivity toward images. Toshio Okada, Introduction to Otakuology Otaku is one of Japanese popular cultures. The term otaku is used in the Japanese environment to refer to someone who is an extremely obsessive fan of something. It is a person that is devoted to something anime, manga, movies, music, computer gadgets, computer games, and other fields of interest. Literally, it means your home or you in formal terms. However, these meanings are from my point of view not an otaku, nor an otaku expert what is otaku really all about? In this research paper, many aspects of otaku will be discussed: Its history as well as the effect of otaku on the Japanese culture, economy and even around the world. Most importantly, the paper is also going to discuss the negative connotation of this term which was rampant in Japan in the late 80s. Even though negative image of the otaku still exist in the Japanese society today, the otaku has many positive effects in the Japanese culture, the economy and the promotion of Japanese art and culture around the world. History of the Otaku The Otaku is very rampant today in international countries like US and Taiwan. It is a term that has many different meanings, interpretations, positive and negative connotations for every society. In the The Origins of Otaku, it was discussed that many accounts have been vaguely consistent with how the term otaku was associated with anime and manga fans. Also, it was reported that Journalist Akio Nakamori was the first person to publicly write about otaku as related to strange and obsessive fans. Nakamori said that these fans called each other otaku which he believes to be an extremely formal way of saying you (Eng). William Gibson calls otaku passionate obsessive(s). Volker Grassmuck describes them as information fetishists. Lawrence Eng defined it to be Self-defined cyborgs. All of the definitions fall down to the term obssession. Many authors tried to define Otaku more specifically. Here are some of the definitions, Rebecca Scudder reported that there are different otaku subcultures, ranging from people devoting themselves to anime, manga, computer games, movies, radio, and other fields of interest(1). The culture has however continued to spread wide within the country and even internationally. Also, she said that in the US, otaku means the popular subculture that is devoted to anime and manga (1). Lawrence Eng noted that there are some Otaku, who use the term as a reference to themselves or their friends in a humorous manner. This group makes effort to reclaim the term from negative association. Most Japanese would be reluctant to be referred to by this term especially in serious circumstances (Scudder, 2). Karl Taro Greenfield stated that for an otaku, information is the fuel that drives their worshipped dissemination systems. Furthermore, for an otaku, the only thing that matters is the accuracy of the ans wer and not its relevance. He said that no tiny little piece is trivial for them. Also, the object is not important for them, but the information is the heart of the matter. These are some of the definitions of Otaku as from a researchers point of view. However, there are also some views that define it in a larger point of view such as that of the society. Otakus negative image in the Japanese society The Otaku exists as a negative element of the Japanese society, which is an unreasonable and unfair judgement to give them. Otaku was an underground market in the beginning. No one wanted to be associated with the otaku. In Japan, the otaku was treated with intense negativity. For years, it was associated with depressing and downbeat colors. Lawrence Eng suggested that this was due to the growing anxiety of the Japanese adult society which thinks that the present young generation is growing more individualistic and isolated. Furthermore, that the young generation is not willing to fulfill mainstream duties and responsibilities for the country such as studying and working or finding a job(Eng). Also, the otaku has been associated with the alienation and isolation of the youth (Stenberg, 191). Media has also played a big role in building otakus negative image. According to Rebecca Scudder who reported that in 1983, Japanese media portrayed otaku with varying degrees of mockery. Otaku was labeled as antisocial, overweight, and unpopular the typical description of nerds and geeks in the US. Otaku was stereotyped as the persons who lived with a huge collection of their mania, unwilling to leave the house or get a job (2). With all the negativity of otaku building during the eighties, one incident really highlighted the negative image of otaku. In 1989, a psychopath named Tsutomu Miyazaki kidnapped, assaulted and murdered 4 little children (Scudder, 2). Police labeled him as otaku because they found a huge collection of anime and manga in his apartment (Eng). Some of the manga were pornographic which added fuel in the fire. Rebecca Scudder stated that Miyazaki was popularized by the media as an otaku murderer (2). This was the start of the otaku panic, as stated by Kinsella, that led to the association of the otaku to sociopaths like Miyazaki (qtd. by Lawrence Eng). The media accounted this deviant behavior on anime and manga, which led to the revulsion and panic (Eng). Since this incident, the otaku hit the mainstream with mostly derogatory remarks with strong hints of fear and loathing (Eng). Takashi Murakami, a self-confessed otaku and famous otaku/pop artist, acknowledged that the otaku culture is discriminated in against in Japan. This negative connotation has been generalized to all the otaku. Takashi Murakami said in an interview that when the police revealed Miyazakis room, it was just like an exact replica of his room. What he means is that, manga and anime are not the ones that are responsible for the deviant behaviour of Miyazaki. Murakami suggested that Miyazaki is a loser who lacked the critical ability of accumulating enormous information in order to survive and win at a debate among otaku. Azuma suggested that to understand the structure of Japanese post-modernity, one must understand the factors that led to the neglect of the otaku culture (1). These factors are: The association of otaku to the famous serial killer, Miyazaki The otaku has an existing strong collective hostility against those who do not share the same interests with them. Azuma suggested that their introversive and defensive tendencies can be thought of as a kind of inevitable reaction against social pressures. The socio-psychological problem of Japanese post-war identity Azuma stated that the Japanese had an existing difficulty after the Second World War to be able to evaluate and be proud of its own culture (1). These negative connotations affected the Otaku so much, but definitely, these ways of definition and seeing things is not proven. They do not have concrete arguments and proofs that Otaku is a negative culture. Positive effects of the Otaku on the Japanese culture There are many positive effects of the Otaku on the Japanese culture, as well as internationally. These positive effects are proven and are validated by concrete facts. First, looking at what Otaku means from their own perspective gives understanding on the real views of the Otaku. From a previous point, information is what is crucial for an otaku. But what does otaku really mean from an otakus perspective? When and where did the otaku started? And how did it really shape the Japanese culture and society. The Otaku is a misunderstood in most times because of the different changes in the history of Japan. To be able to understand the effects it has on the Japanese culture, one must understand first the history and definitions of the word from the otaku themselves. Hiroki Azuma stated that the otaku is a new cultural group that emerged in 1970s. It consists of enthusiastic consumers that were fascinated by different post-war Japanese subcultures, such as anime, manga, computer games, gadgets, music, movies, and so on (1). Hiroki Azuma discussed that otaku is one of the most important factors in the analysis of the Japanese Contemporary culture. He added that this was because the otakus mentalities have greatly influenced the Japanese society. Murakamis superflat conceptualities are being accounted to the artistic quality of the otaku sensibilities. Hiroki Azuma discussed that otaku culture is claimed to be a cultural successor of the pre-modern Japanese traditions, specifically the Edo tradition. This succession theory was emphasized by otaku critics, Toshio Okada and Eiji Otsuka. However, according to Azuma, the otaku culture should be accounted to the recent domestication of post-war American culture. Furthermore, Azuma claimed that the otaku culture is essentially nationalistic, which was developing at the same time with the Japanese rapid economical growth and the recovery of national self-confidence in 1950s and 1960s (1). Therefore, the Otaku culture is positive, in the sense that it was made to promote nationalism. Examples of this nationalistic view are: Spaceship Yamato (TV anime film 1970s) which is claimed to be an imitation of the pre-war Japanese military (Azuma, 1). Saber Marionette J (TV anime film) which was claimed to be an allegory abstracted from an actual otaku situation (Azuma, 1). For an otaku, examination of the content is a very crucial task. Information is the heart of their goals. Azuma discussed further that the otaku culture has two layers of simulacra and database. This means that an otaku does not only appreciate the superficial design aesthetically. An otaku immediately decomposes the image into many elements and feels zeal to reassemble them up into another character (2). Promoting nationalism is a positive thing. From these facts and descriptions, we can say that the Otaku contributed to these nationalist views. How the Otaku changed the Japanese culture The Otaku has changed the Japanese culture in the most unthinkable ways. It started internationally, then eventually, was slowly accepted in the society. In 1991, some interesting modern approach to the Otaku culture has surfaced. The development Otaku no Video (Studio Gainax animation production) that has given rise to a profound interest on the otaku culture. It has also reduced the negative perception and even stereotypes previously associated with the culture thereby increasing the acceptability of the otaku culture and the associated hobbies. After that, the culture has been used by some political leaders to promote the state of Japan to the international community. Even the former Prime Minister of Japan Taro Aso claimed himself to be an otaku (Scudder, 2). After the worldwide release of the film in 1992, fans US, Great Britain, France, Canada began to use otaku as a term to describe themselves. The Otaku sensation paved way for the creation of a hit novel, Train Man. This promoted self-confidence in ones culture. Everyone has a right to be proud of himself, be it an Otaku or not. In 2004, Train Man, a novel by Hitori Nakano, was popularized worldwide because of its unusual love theme. It has also been made into a TV and animation series. It focuses on the love complications of a computer geek (otaku). It portrays another side of the otaku that made the computer otaku popular. It showed that geeks also have hearts. They are capable of communicating, however there arises difficulties. The novel shows that even computer geeks can change for the better. Carlo Santos described it as a novel that pictures a young mans journey from self-deprecation to self-confidence. This gave the otaku culture a light to promote that they are nowhere near the negative connotations attached to them (1). Confidence in ones culture is another positive effect that the Otaku contributed in the Japane se society. Effects of the Otaku in the International Scene The otaku made a successful new market culture in the international scene. From US back to Asia, Otaku has become a craze, shaping the minds of other cultures. Anthony Chatfield reported that anime first appeared in the US market in the 60s in the form of Kimba the White Lion and Astroboy. However, these did not earn a favourable response. Only when Speed Racer arrived did the anime market was distinguished. This was the beginning of the consciousness that Japan was creating something new and exciting. Although the popularity of Speed Racer was not comparable to its American contemporaries, it paved a way to introduce more Japanese otaku to the international market. Different fanbases emerged they were willing to consume the latest offerings such as Starblazers and Robotech. However, the results were mostly underground (1). In 1989, Akira was released internationally and the effect was booming. The international audience was eagerly waiting for more new releases from Japan (Chatfield, 1). In Japan, this was a major business expansion. Shows like Gundam and Dragon Ball overgrew and made runway sensations. The manga industry also expanded along with the anime industry (Chatfield, 1). The international effects of the Otaku are worth mentioning and needs praise. Effects of the otaku in the Japanese Economy The international hit booming of the Otaku led to the advances and innovations in the Japanese economy. The Otaku industry is becoming more and more successful in the development of the economy through the international self-acclaimed Otakus. In 1990s, the anime became mainstream in Japan. Examples were the monumental runs of Dragonball, which had 156 episodes and Dragonball Z, which had 276 episodes. The Japanese otaku economy boomed, earning companies billions of yen, acquiring commercial sponsorships, and funding vast incredible projects that require sums of money to complete (Chatfield, 2). In 1995, American producers saw the huge effect of the anime market happening in Japan. They tried marketing some of these anime Dragonball Z and Sailormoon in the air. Then, Neon Genesis Evangelion release in Japan and show releases in the US made the otaku interest roar abroad (Chatfield, 3). In 1998, the Gameboy conquered the American market along with the enormously popular Pokemon anime. Films began to pour liberally in the US, at that time, the fansub scene was the only way to access some of the more obscure titles that are currently released in Japan. As the market boomed, so did the licensing of major companies. This was the beginning of the final and full assimilation of Japanese pop culture into American (Chatfield, 3). Nowadays, anime products and merchandise are rampant in the isle of supermarkets. The Anime Network also gained its growing success. Magazines such as Japanese trade magazines for the anime industry has now been translated and marketed in the US. Even American director James Cameron is fond of the manga named Battle Angel Alita (Chatfield, 4). This is a clear picture that otaku has made a big step in advancing Japanese art and culture in the international market. Furthermore, the marketing volumes of the Japanese anime and manga proved to be a big advancement, as well as achievement, in the Japanese economy. The otaku craze has also infected Taiwan and other neighboring countries. When compared with the Taiwans Otaku, the perception to otaku is different from the tradition Japanese stereotyping. The Taiwanese otaku emerged in the 1990s. During this period, the computers and internet had gained acceptability and wide range of usage. The usage of this technology had gained unmatched popularity that was not there prior to this period. The otaku was basically viewed as a group of consumers who had preference for some given obsession. This group exhibited craze for anime, some games and manga. People have created new things based on their common interest and obsession. They otaku have to spend money to meet their obsession. This had led to creativity as this people strive to satisfy their obsession and fantasies. The otaku have been found to be fewer prizes sensitive when comparison is made with other consumers. They have formed communities through online or using internet as medium of interaction. It has been evidenced that among the otaku, the information is exchanged rather fast. Jack Hsu reported that the Taiwan otaku is at its consumption stage, meaning, they rather consume than produce their own anime or manga. Furthermore, he reported that the Taiwanese otaku show extremely high preferences towards Japanese Cultural commodities. Taiwanese otaku were found to consume Japanese productions such as Neon Genesis Evangelion, Spreading Excitement All over the World with the Haruhi Suzumiya Brigade, Densha Otoko, Akihabara @ Deep and KERORO. Because of this success and popularity, the otaku was popularized as a huge market. And for a true otaku, a price does not matter. In other words, otaku was treated as a new group of mass consumers. Thus, this gives another boom for the Japanese marketing economy. The generation gap associated with stereotypes and the otaku has been fading. The resistance toward the otaku culture also seems to have considerably weathered. This is because, some of the product that were originally associated with the otaku have become domesticated and publicly acceptable. The otaku have been considered as a general group of what can be referred to as mass consumers. Attention should also be paid to the potential for creativity that is likely to be derived from the otaku. To many, the otaku culture is associated with mystery. The otaku became obsessed with some hobbies, which became part of them. The otaku use the media and materials to craft a self and even space. The otaku emerged out of young people conviction that through animation, they could influence the next generation (Dave, 27). This was born out of frustration and boredom. A lot of people and especially the youth were displaced. The economic potential and the creativity of otaku only gained appreciatio n at the turn of the millennium. The otaku culture became appreciated in Japan. The otaku culture has many positive effects especially since the time it gained popularity in Japan and the world over (Flemming et al., 60). These were evident in the American otaku industry and the Taiwan otaku market industry. The otaku culture has also gone revolution associated with the modern and the post modernity period. There were fundamental conditions that changed culture associated with capitalism. This change was attributed to the late capitalist societies that included the Japan, the European countries and the American. The changes were consequently accompanied by the transformation of many areas of cultural production. (Azuma, 10). The Otaku culture is proven to effectively develop and advance the Japanese economy through the international fan scenes. Conclusion The Otaku in spite of the wrong negative connotations that are associated with it, grew to be the one promoting nationalism, international applause, and economic development. The otaku culture has therefore played a significant role, both as the consumers of the popular culture and also as producers of this culture. They are also consumers and producers of the mass media products (Steinberg et al, 191). Iles furthered the idea that the otaku are intimate representatives of contemporary Japan. The Otaku is not of the mainstream. However, the otaku who stand as avatars of the Japanese consumer in fact play an important role in qualifying the nature of postmodern consumption. The otaku has proved to be effective representatives in the promotion, growth and expansion in the Japanese culture, the economy and the promotion of Japanese art and culture around the world.

Dubai Is A Very Young Tourist Destination Tourism Essay

Dubai Is A Very Young Tourist Destination Tourism Essay Introduction: Dubai is a very young tourist destination which gained popularity recently. Dubai has proved as a very successful destination and managed its economy after its recent crisis in year 2009. Having exclusive resorts and hotels throughout the city with deserts makes it a memorable destination with cherishing experience it has desserts which make it similar to Las Vegas in America, Dubai was an impossible dream which is now an oasis for fun in a very promising environment. The backbone for the development of Dubai was the investment made by the foreign investors which helped the infrastructure to boom and flourish. These developments were very well supported and promoted by transparent government policies. But it is important to note that though Dubai was one of the first cities to develop tourism its very challenging to sustain it since there are neighbouring destinations as well which are striving hard to gain the popularity among the region. However Dubais development as a destination year after year has been remarkable and impressive. Dubai has been a dessert gem of the Middle East region. Where the tourists can enjoy sunny beaches with the luxury of one of the finest hotels in the world combined with the warmth of Arabian hospitality. Product offer: Dubai is a destination with seven star luxury hotels overlooking the beaches and with superb infrastructure throughout the city. Dubai caters to young tourists and to people who are willing to invest in any kind of business. It serves with excellent tourist amenities and products which are worth investing in. It is one of the seven emirates of UAE where the tourism industry has done exceptionally well in the recent past years. Dubai is one of the most preferred destinations in the terms of its geographic location. Most of the Middle East and subcontinents of India are just few hours away from Dubai and with ease of accessibility. Also it attracts tourists from European countries making it just 5 hours of flight to Dubai. Dubai is known as one of the best places for a short break with wide range of products offering such as hotels and resorts, dining, shopping, partying, sports events and much more. Dubai is also known for its artificial islands namely, Palm Jumeirah, Palm Deira, Palm Jabel Ali and The world. These artificial and unbelieving infrastructures have taken a drastic curve towards the development of tourism industry. Pricing Strategy: Dubai has made its image at an international level and kept the pace with the increasing market demand and needs effectively. Tourism industry is one of the major contributors of the total economy of Dubai. Dubai was at its best in its early 2002 which lasted for 5 to 6 years and faced a global economy crisis in year 2009. However, Dubai is recovering and doing good from last 2 years or so with tremendous growth in retailer business, oil refineries and of course the tourism industry. As said earlier, Dubai saw its boom time during year 2002 and hence it had psychological pricing strategy. However after the economical downfall in year 2009, Dubai is now going through market penetration pricing strategy so as to attract international investors and tourists back to Dubai.(Hsu, Killion, Brown, Gross, Huang, 2008) Also, keeping in mind the visa formalities of Dubai, that is visa on arrival, can be termed as differentiated strategy. In this context, Dubai tries to accommodate more and more numbers of immigrants and which in a way helps the Government of Dubai to generate more revenue through visitors. Service concept: Dubai has emerged as one of the finest places to visit with ample of attractions from heritage sites, exclusive resorts and hotels overlooking the beach to famous landmarks like Burj Al Arab, newly constructed Burj khalifa, the palm, the world, etc. However, Dubai is trying to develop its infrastructure as much as possible and it is coming up with certain developments which will definitely be a benefit for the tourism industry. Future developments which would enhance the service concept of Dubai for tourism industry are as follows: Dubailand Dubai sports city The world Al Maktoum International airport Global village Current key marketing communication strategies: In this world of globalization, countries all around the globe are competing with each other in all aspects. This is where marketing comes into the picture. Today, the importance of marketing has reached to an extreme height where any business or a destination must have a unique marketing strategy to attract tourists or investors and gain their attention. Dubai has also done its part of it so as to make the world aware of what Dubai is all about and what is it offering to the world. Dubai has currently positioned itself in a rejuvenation stage because of the recent economic downfall in year 2009 and hence it is trying its best to penetrate in the market again and it has been doing exceptionally well since past 2 years. Dubai has introduced various promotions and events which has critical role to attract investors from worldwide and sell Dubai as a destination through such events. There are few festivals and events which help Dubai for its strategic marketing which are as follows: Dubai shopping festival Dubai summer surprises Eid in Dubai Also, Dubai introduces sports activity, entertainment, conferences and exhibitions throughout the year. This breathtaking festivals and events attract people from around 200 countries throughout the world. People visiting Dubai for such events obviously experience something unique and this in a way is personal selling for the destination through its tourists. On the other hand, in this world of modern technology, Dubai, like other countries have introduced an official website named Definitely Dubai which makes it easier for an individual to explore Dubai at one stop and go. Hence, Dubai has various means through which they market their destination and they are as follows: Advertisement Personal selling Public relations Main target market: Dubai offers ample of attractions and a place which attracts all sorts of target market from different aspects of market segmentation. Following are the main target market for Dubai: Business travellers: Dubai is a hub for investors and lately more and more number of international investors have turned up to Dubai and invested in some or the other kind of business. Airlines and ship crew: Dubai enjoys its geographic location and remains one of the major points of halt for all the flights flying from one part to the other part of the world. Hence, accommodating maximum number of airlines and ship crews. Expatriates: As said earlier, Dubai has more than 80% of expatriates which means only less than 20% of UAE nationals resides in Dubai. Honeymooners: Having had unique destinations with luxurious resorts and hotels, honeymooners are the best target market for the hotels. Hotels like Burj Al Arab and Atlantis are one of the best hotels to stay in for the honeymooners. Leisure travellers: Leisure travellers have lots more to explore Dubai in terms of shopping, activities, sports, entertainment, natural reserves, beaches and parks. High end travellers may enjoy their stay in any 5 star luxury hotels and make their stay a memorable experience. Main challenges faced: Main challenge for Dubai was to cope up with the global economic crises which had a huge impact on the infrastructure development as well as the tourism industry. Most of the developments or projects were cancelled or put on hold. Also the political instability in the Middle East region raised an alarm for all the tourists visiting this region ultimately slowing down the flow of visitors to Dubai. However, after the economic crises in year 2009, Dubai has made tremendous come back and it is now coping up with the pace of the market with tourism industry booming at a very high rate. Environmental analysis: Environmental analysis is nothing but an evaluation of the possible impacts of external environment or forces on the existing strategies or growth of the business or organization. Dubai as a destination would definitely like to provide each and every visitor a memorable and cheerful experience. Hence, government of UAE is responsible for the betterment and safety of its cities and UAE itself as a country. Dubai is situated on the emirates northern coastline. Dubai shares its border with Abu Dhabi in the south, Sharjah in the northeast and Oman in the south east (www.definitelydubai.com). Having such competitive environment, environmental analysis will help Dubai identify its current position in the market and possible strengths and weaknesses. (Hsu, Killion, Brown, Gross, Huang, 2008) Environmental analysis will basically include macro environmental scanning. Macro environment consists of political, economical, socio-cultural, technological, ecological and legal factors for Dubai as a destination. Marketing Information system: Marketing information system (MIS) is all about gathering and storing of data and evaluating them so as to meet the goals and objectives of any organization and for its development. Information could be in various forms, for example, number of tourist, number of hotels, technology development, businesses, revenue earned, etc can be collected. This information is collected by the Department of tourism and commerce marketing, Government of Dubai Dubai is one of the growing cities in the UAE. As a destination, it attracts visitors through various means like real estate, travel packages, online auctions, exports, nightclubs, multi-level marketing, job agencies for skilled labours, franchise business, etc. These factors somehow attract people from worldwide as a tourist or a visitor. This, in a form adds up to the revenue earned by the government in terms of tourism and development. Marketing information system gathers and stores data in the form of statistics and it is up to date with the department of tourism and commerce marketing, Dubai. This will certainly help Dubai to form its strategy for its continuous and rapid growth in the market. There are certain benefits of having marketing information system which are as follows: It helps to identify and recognize current market trends Helps in marketing planning and controlling Helps with lots of information which is systematically and properly designed Helps in making right decision at the right time with the facts and information readily available It also helps in environmental scanning. Hence, it is always worth having MIS in any kind of business or a destination to evaluate its current position in the market and cope up with new market trends. Environmental scanning: Environmental scanning helps in understanding the context for the preferred future. Environmental scanning refers to macro environment which considers political, economical, socio cultural, ecological, technological and legal factors. It also comprises of industries, companies, clients and competitors. These factors influence the business, industry or a market as a whole. Environmental scanning is a process of identifying the happenings in and around the business or a destination. Dubai is a unique destination with infinite opportunities. Hence, environmental scanning will help the destination to survive in the market by identifying the opportunities and threat to its market. In this world of globalisation, there is a need to do proper analysis of the surroundings so as to maintain the pace with the world and form a strategy accordingly. The procedure for environmental scanning will be done at international level. Dubai has been growing rapidly since past few years and hence the government of Dubai or the tourism department needs to be up to date with the happenings in and around Dubai. PESTLE analysis: Pestle analysis will broadly focus on the political, economical, socio-cultural, technological, ecological and legal aspects of it. This will help Dubai as a destination to plan its strategies for the future development and attract more number of tourists. PESTLE will also help the government of Dubai to know its competitors and the potential threats to its market. (Hsu, Killion, Brown, Gross, Huang, 2008). Political: Dubai is one of the 7 emirates of UAE and unlike other neighbouring countries it has a stable political history. In the recent years, it has sufficiently developed dynamic legal and regulatory framework. Dubai government and the department of tourism and commerce marketing have contributed a lot in the development of Dubai as tourism destination. However, there are certain impacts of political and legal factors on the destination. One of the major factors that attract tourists from around the world to Dubai is the entry formalities. The UAE authorities have made it very straightforward for the visitors of the Dubai by introducing a visa on arrival system. Here the tourists do not require prior visa to enter UAE airport, however this facility is only applicable to 39 countries GCC nationals. Hence, this formality is a big plus point for Dubai to attract tourists from all around the world. Government of Dubai has given good preference to the people who are interested in doing a business. It has also received recognition for its efforts in creating business opportunities. It has been a good outcome overall and the government of Dubai is still looking forward to bring in new expensive facilities. Foreigners have the right to have the ownership of up to 49% for the businesses that are established in UAE and up to 100% for the professional businesses (DTCM, 2011a). The government is also looking forward to improve its foreign relations which will certainly add up to the tourism industry in some or the other way. C:UsersHemalDesktop3c6e5d0499db540c0bff2b975f7fdbc0_LARGE.png Macro environment (PESTLE) Economical: Over the past recent years, Dubai has made a drastic change in its economy by becoming a major hub for the business and investors. Having had a strategic location it serves as a biggest re-exporting centre in the middle-east. Activities such as trade, tourism, transport, businesses, etc has made a huge contribution to the economy of Dubai. However, the major sector which contributes to the economy is crude oil (Govers Go, 2005, p. 77). Dubais gross economy was US $92.11 billion in year 2011. Where in the tourism industry of Dubai made 11% of the total economy. It has been seen that the total revenue generated by the tourism industry was up by 20% in the year 2011 as compared to 2010. Tourism industry made 15,965,011 in year 2011 while in 2010 it was 13,272,330. Dubais trade surplus has also been increased over the years, growing from $18 billion in 2007 to $31 in 2011. This indicates the strength of the export sector of economy. The hospitality industry is expecting a real boom in its mere future that is by year 2015. Targeting around 100,000 rooms for over 15 million visitors. On the other hand, Dubais foreign debt was estimated at approximately US $100. Having looked at all the facts and figures over the past recent years, there seems to be no economical problem in Dubai. In fact, the tourism industry will be one of the major contributors to the Dubais annual economy. Hence, there should be no worries for Dubai as a destination for the international tourists. Social: Social factors comprises of customs, social class, religion, culture and demographic variables such as age, gender, income and education level. (Hsu, Killion, Brown, Gross, Huang, 2008) According to ( DTCM, 2011a) Dubai has a population of 2,065,636 which consists more than 80% of expatriates population. Male : Female ratio is 2.2 : 1 It has very low or no crime rate record Eating of pork is a taboo in UAE National language of UAE is Arabic Dubai follows Islamic religion, however practice of all religions is allowed in Dubai. Dubai is doing well in terms of education; it has only 7% of illiteracy. Dubai is one of the fastest growing cities in the world and the average employment age is from 19 65 and which is expected to grow by 120% by 2016. Hence, this will definitely decrease the illiteracy rate of Dubai. Also, due to friendly nature of Dubai it has made a remarkable growth in the trading business and will continue to attract more and more investors in future. Technological: Technological factor is now one of the important aspects for any destination in the world of globalisation. Dubai has invested hugely in technology and infrastructures in last 20 years or so. It has got ample amount of attractions where the tourists can look forward to and make their visit to Dubai a memorable experience. Dubai has one major international airport, 2 seaports, specialised free zones, several industrial areas, etc. Dubai has 387 number of operating hotels (Figure 1.1) and 53,828 number of available rooms by the end of year 2011, (DTCM, 2011a). Dubai has worlds 4th tallest hotel named Burj Al Arab, standing 321 meters tall with around 70 floors. Recently established worlds tallest building named Burj Khalifa is 828 meters long in height and more than 160 stories. It holds the following records at international level: Tallest building in the world Highest numbers of stories in the world Tallest service elevators in the world Elevators with the longest travelling distance Tallest free standing building in the world Figure 1.1 C:UsersHemalDesktop1.png Dubai has recently introduced to technologies which are useful for the people travelling throughout the city. Installation of automatic fare system, route display, destination display system, electronic taximeters and complete management systems has made easy for the tourists to travel without any hesitation or trouble. Dubai government also introduced One Stop Information Centre (OSIC) where an individual can stop over and browse for all the information about Dubai in one go. Moreover, Dubai has done significantly well in its technology and infrastructure department so as to attract more and more number of tourists as well as investors with long lasting experience. Ecological: Dubai enjoys with undoubtedly one of the best locations on the planet earth. Having had exceptionally well looking beaches throughout the coast, Dubai has many more things to look which is artificial. Dubai has more than 3 artificial islands, namely, Palm Jebel Ali, Palm Jumeirah, Palm Deira and The world (which appears as a world map) from north to the south. Dubai has been voted with the cleanest water with Abu Dhabi and Muscat. Also, certain UAE cities like Dubai, Abu Dhabi and Sharjah have been rated the best cities to live, (Emirates news, 2012). Legal: UAEs seven emirates have their own government with proper municipality and authorities. There are laws where each and every individual must follow and it has been noticed that in a recent few years expatriates have failed to do it (Emirates News, 2012). There are few laws you should never break, for example: Clothing for womens should be conservative, no transparent clothing are allowed where as mens should cover their chest. There are few customs law where an individual cannot bring certain materials and are banned in UAE. For example, pornographic materials, drugs and anti Islamic materials. Consumption of alcohol is banned in public places but can be consumed in restaurants and bar and in hotels. Drink and driving is a big crime and anybody found guilty will be jailed. Procedure for environmental scanning: Relevant areas for scanning Medium Responsibility of Reporting to Time Competitors Tourists Hotels, DTCM, Government of Dubai Internet website of DTCM Annually Investors Hotels, business or organizations DTCM or Government of Dubai Weekly Hotels and resorts Managers of the hotel, frontline staff Stakeholders, General manager, Head of the department Daily Newspapers Hotels, businesses, entrepreneurs Journalists, Newspaper office, media Daily Customers Hotels and resorts Staff of the hotels Managers, Head of the department Daily Internet Staff and managers of hotels and resorts DTCM, government of Dubai Weekly Tourist Staff and managers of hotel DTCM, Government of Dubai Daily Economical GDP per capita Hotels, Businesses, entrepreneurs Government of Dubai Annually Revenue Hotels, entrepreneurs, investors DTCM, Government of Dubai Annually Currency exchange rates Banks, hotels Government of Dubai Daily Legal Minimum wage law Government of Dubai Human resources department Monthly Hospitality magazines/ Newspaper Hotels and businesses, entrepreneurs Media, Government of Dubai, Magazines and newspaper office Monthly Technological Infrastructure/ Technology Government of Dubai, Tourists, Locals Daily Situation analysis: Dubai has been exploring significantly in all aspects so as to attract more and more number of visitors in recent few years. However it has some strengths, weaknesses, opportunities and threats. Strength and weaknesses are internal whereas opportunities and threats are external (Hsu, Killion, Brown, Gross, Huang, 2008). Strengths: Oil companies, booming economy, politically neutral, unique beauty and hotels all around Dubai, safe and clean environment. Weaknesses: Negative image of the Middle East, lack of natural resources, only around 20% of UAE nationality population. Opportunities: Job opportunities for immigrants, increase in oil prices, increase in foreign investors, and development of MICE. Threats: Strong competitors are within the nation for example, Abu Dhabi, Sharjah and Qatar also international competitors such as Singapore and Hong Kong, limited media coverage. Hence, depending on current situation analysis Dubai is going through a booming phase of economy even after an economic downfall in year 2009. Identified are certain strengths and weaknesses with some opportunities and minimal threats where in Dubai can grow drastically as a tourism destination in its mere future. The economy from hotel industry as said earlier and in figure 1.1 shows an impressive growth of 20% in year 2011 as compared to year 2010. Certain factors that will bring in more international investors and tourists are new developments in infrastructure and technology. Dubai has emerged as one of the rapid growing cities and that too in a quick time span and hence it can be concluded that Dubai is becoming more popular internationally and also a best place to live in with extra ordinary attractions. Target market analysis: One of the major essences of marketing is customer oriented. Target marketing is the process of identifying and focusing marketing activities to those customers whose wants and needs can be satisfied by you the best. By target market process you have the potential to convert these customers as your guests of future providing you with hard cash and investments. An effective target marketing analysis will help you to arrange your resources for the market which would provide high return on marketing investments. Hence target market analysis is a very important and crucial part in the development and sustainability of any destination. It is important to note that target market analysis is always an ongoing process, it has to be done in a periodically. Dubai is already a developed destination in the Middle East region and has the competitive edge of being the first-mover over years. Dubai was very well successful to make it on the top of the worlds tourism destination map. The hotel market in Dubai has grown significantly over years which were backed up by infrastructure developments and huge amount of domestic and international investors. However with the beginning of the economic crisis emerging globally it was very natural that it would hit the major market source. Due to the unwelcomed situation grasping the region for quite a while Dubai not only needs but also was forced to rearrange the procedures and strategies of the hotel industry in the city which was suffering from a downfall in the occupancy rates. Dubais Department of Tourism and Commerce Marketing (DTCM, 2011b) have been trying very hard to position Dubai as not only a top tourist destination but also their aim is to develop it as a commercial hub. While conducting target marketing analysis it is important to conduct a competitive analysis with other destinations in the region. This comparison must include factors which attract customers than the competitors it might include climate, scenery, infrastructure etc. Market Segmentation: A market segment is a process of identifying potential customers by one or more characteristics. This is done to better understand the customer needs .Dubai as a destination has classified its customers on the basic of two categories as geographic and psychographic. Geographic segmentation: In geographic segmentation the market is divided into several geographical borders according to region, population, city size and climate. This is done to concentrate on particular consumer base since consumer behaviour varies across geographic territories. Hence it is important to consider geographic factors to target and attract the market specifically. Top 5 source market for Dubai The above pie chart describes the number of visitors on the basis of geographic area and the top source markets for Dubai. From the pie chart it is prominent that Dubai enjoys a high number of visitors from the South Asia region. It also has many visitors from AGCC region which is Arab Gulf country council .AGCC includes 6 countries which are Bahrain, Kuwait, Qatar, Oman, Saudi Arabia, and the United Arab Emirates. The least amount of visitors was from CIS which is common wealth of Independent States. South Asia is one of the most important segments for Dubai, since Asia has the largest piece of share Dubai has a very good opportunity to take over this target market and spread its roots even deeper. The above data is about the visitors coming to Dubai however it is also important to keep a track of the spending power of the source market (DTCM, 2011a). C:UsersFavYAppDataRoamingTencentUsers473793741QQWinTempRichOleXGNK{GK`}3}J][6L7$XUTRG.jpg According to the data above it is prominent that the tourist from the United Kingdom, United States and Saudi Arabia are by far the biggest spending geographic source markets in Dubai for their accommodation which accumulates to $124.9 millon, $82.1 million, and $70.5 million. This is equal to 63.2 percent of the entire category. Among the high spending countries that spend $10 million or more annually, Japan, Italy and France experienced negative growth of 16.6 percent, 7.3 percent and 1.2 percent respectively. However if we take an average spending on the accommodation sector the high spending countries are Russia ($683.54), Switzerland ($629.81) and Saudi Arabia ($551.40). The entire figures are retrieved from (DTCM, 2011a). Pshychographic segmentation: Pshychographic segmentation is a process or tool to group the people according to their activities, interests, lifestyle and opinion. Dubai is a very vibrant city hence it is very important to classify visitors based on their activities to better understand their needs and to develop the infrastructure demand. Henceforth the visitors visiting Dubai has been classified into the following categories:- Pshychographic Segments Characteristics Business Visitors Stay upto 5 days Have visited Dubai on a regular basis Make their own bookings rather than tour operators Look for safety, climate and value for money Airline and Ship Crew Stay upto one to three days Have visited Dubai before and travel regularly Have corporate arrangements for accommodation with the hotels. Stay in 2 star to 4 star hotels and some serviced apartments. Leisure Visitors Stay for 4 to 10 days Are visiting Dubai for the first time Make their own arrangements Prefer to stay at 5 star hotels while minor percent stay with friends and family Cruise Passengers Stay for two to three days Mostly visiting Dubai for the first time Accommodation is usually a part of the cruise package Visit neighbouring destinations like Oman, Bahrain and Egypt. Conference Visitors Stay for eight to fourteen days Are visiting Dubai on regular intervals Make their own arrangements Mostly stay at 5 or 4 star hotels Use Taxi too much as mode of transportation Working Expatriates Stay for more than a year Are usually visiting Dubai for the first time Have arrangements for their accommodation but not in hotels Contribute to the Culture and economy. The above diagram shows the percentage of physcographic segments in Dubai from all the visitors arriving to Dubai. It is important to note that overall, passenger traffic at Dubai International Airport the worlds fourth busiest airport rose 15 percent in 2010 as the global economy recovered. It was up 8.9 percent in the first half of 2011 despite high fuel costs and increased economic uncertainty in Europe and the US. Hotels in the UAE trade and tourism hub Dubai, known for the worlds tallest tower, reported a modest occupancy increase of 0.7 percent to 69.9 percent in May from the previous year. Potential markets profiles: From the facts and figures about the visitors coming to Dubai we can identify and describe the potential target markets for Dubai. After analysis of the data we have identified 3 major new markets for Dubai (DTCM, 2011a). The details of those nations are stated as follows China: In 2010 the visitors from china were found spending more in the country almost 155.3 percent more than they spent in 2009, according to visavue data. The major growth category in some of the segments included quick service restaurant category which inclined to a 361. Percent jump contributing to 31,519 spent in 2010.one of the other segment which was a growth was departmental store spending which went up by 210.8 Percent to $25 million. C:UsersFavYDesktopUntitled.jpg