Letter to the Committee Saying Why Brain Rejuvenation Should Not Be Essay

Letter to the Committee Saying Why Brain Rejuvenation Should Not Be Allowed - Essay Example Within the context of brain transplant, a person is only identical to the later person if the later person has the entire body as the earlier person, subsequently, brain rejuvenation results to memory duplication whereby a person’s memory can be used by several other persons. Prior to the suggested â€Å"brain rejuvenation† procedure on Nick, Dr. Mathews performed a â€Å"brain transplant† operation on Julia North and subsequently the members of the committee agreed that Julia North’s life was saved. Perhaps we may need to understand a few basics and events that led to this case. Before this operation, Julia North was a young woman run over by a car in efforts to save the life of a child who wandered onto the tracks. Mary Frances who was the child’s mother had stroke while watching the events unfold. The two victims were brought to this facility where Dr. Mathews performed his ‘Brain transplant’ operation which the committee approved an d agreed that saved Julia’s life. It is also important to note that at the time of accident, the survivor, Julia North’s body was dying and the brain was okay and Dr. Mathews transferred her brain into another body. The committee further agreed that it was Julia’s life that was saved since the survivor had memories of Julia based on the being Julia. While arriving at this conclusion, this committee must have been guided by the sophisticated memory account that provides that when a person is numerically identical to a later person if and only if the person has memories of being earlier person that is so caused in the right way. My objection for this matter rests with Cohen’s views on this matter. Julia North had one up until the time of accident, and another body after the operation. This implies that one person had two bodies. Therefore a person cannot be simply identified with a human body and therefore something must be wrong with the view that the comm ittee had adopted on this case as it implies that if a similar operation were to be carried out on brain transplant, then afterwards this person would be a person with new body since the person with that body has a memory of having a similar case as Julia if caused in the ‘right way.’ Right in this scenario has a particular meaning of interest, and must satisfy three conditions; if a subject experiences some event, this experience leaves a trace in the brain of the event and this trace that has been left is later responsible for content of a memory, then in this way we can say that the memory is caused in the right way. Dear members, we are faced with another problem of a new technique called ‘Brain rejuvenation’ yet to be performed on Nick. While adopting earlier propositions to defend approving Julia’s case we are also suggesting that the same logic as earlier proposed would be applicable and as such the committee is justified in saying that Nick w ould be the survivor of the operation , and I quote, â€Å"Nick would be the survivor of the brain rejuvenation procedure because the survivor would have the memories of being Nick and there would be more than one person of being Nick.† But dear members, Nick cannot be more than one person and this do not seems right. Using the same procedure as advanced in this new ‘brain rejuvenation’ process, the committee has argued that saving Nick’s life will be accomplished by replacing his brain with a duplicated brain from someone else and as such his survival are justified on the premise that the same bodies would be of this new person, say Alex and that Nick would then have Alex’s memories and they remember them in the right way. Premised on the duplication theory, when someone

Kant Euthanasia Essay Example for Free

Kant Euthanasia Essay Based on Kants theory, I have found suicide morally unjust. This case is about euthanasia and assisted suicide. On September 28, 1991, Dr. Boudewijn Chabot administered a sufficient amount of sleeping pills and a liquid drug mixture to a patient with the intentions of assisting the patient with death. The patient, Hilly Bosscher, was suffering from depression, and psychological pain. She was recently divorced from a 25 year abusive relationship, and her two sons had died. The doctor determined she suffered from unbearable pain, genuinely desired to die, and freely and competently made such a request. On the same day Dr. Chabot administered the medicine, Hilly took the concoction, and died. In Deontology, the term itself leads us to the study of duty. Duty for Kant is the underlying role of morality. Our duty and intentions combine to form our will, and the only one thing in the world that is good is a good will. To act according to duty means we are acting according to principals, not according to the final outcome of our actions. Principals is another important factor in this theory, our actions must be congruent with principals that can be made universal. To be universal, the maxim must apply to absolutely everyone, everywhere, and anytime. Another stipulation in Kants theory is that we should never treat a person solely as a means to our own ends. It is morally wrong to use someone solely to enhance our own self-interest. The idea of universalizability strongly suits this case. To universalize the patients individual maxim, we would see that most if not all will find suicide morally justifiable because everyone at times may feel depressed. At this point, we look at the duty to preserve life at all costs, and find we cannot universalize the patients maxim. Kant was tempted with this maxim, but his will finds it immoral. He once said, I still have strength enough to take my life, but I hold this to be immoral. Whoever deprives himself of life is a beast? The extreme idea of suicide also looks at self-love. She wants to feel better, so she thinks death will accomplish this. The problem here is with death, you dont feel anything anymore. Another angle on this case looks at the patient using the doctor as a means to an end. Her intentions in going to the doctor were solely as a means to self enhancement. She was using him to help herself die, and this is morally unjust. One weakness I find in this theory is that of the doctors duty. A doctor has a duty to minimize suffering. To minimize the patients suffering, he is morally just in assisting her to accomplish death.

Social Psychology Essay -- Psychology

Social psychology is a science that study social thinking (how we perceive ourselves and others, judgement we make and our attitudes); social influence (such as pressure to conform, group of people) and social relations such as aggression and helping (David G. Myers, 2008). Social psychological research methods vary by location: in the laboratory or in the field. Also, it varies by method: correlational or experimental (David G. Myers, 2008). A field research method is everyday situations, for example, Piliavin et al. (1969) Good Samaritanism. Laboratory research method is a controlled situation; for example, Zimbardo (1973) Stanford Prison Experiment. A correlational method measure relationship between two or more variables: independent variable(s) and dependent variable. The independent variables are the experimental factors that the researcher can manipulate, while dependent variables are the things that the experimenter no control over, that include the outcome of the experiment (Class notes). The experimental method explores cause and effect of the study (David G. Myers, 2008). In a decent city of New York, Kitty Genovese on her home was brutally murdered. Within half hour, on two separate occasions, she was sexually molested and stabbed to death by a man (Malim and Birch, 1998). The fact that she was crying for help must have conveyed to the 38 people who heard her screams that no-one else had gone to help her. The event spurred Lantene and Darley (1970) to conduct a Laboratory experiment, investigating two important concepts: diffusion of responsibility and pluralistic ignorance. Diffusion of responsibility is the idea that people are less likely to help when there are others; no one helps because everyone is thinkin... ...08). Social psychology. 9th ed. New York: McGraw-Hill Companies,Inc.,. 3-29, 187-269,427. Kendra Cherry (2012). About.com. (A part of The New York Times Company) What Is Social Psychology? Available: http://psychology.about.com/od/socialpsychology/f/socialpsych.htm. Last accessed 14/02/2012 Mark Holah. (2008). Piliavin, Irving., Rodin, Judith., & Piliavin, Jane. (1969). Available: http://www.holah.karoo.net/piliavinstudy.htm. Last accessed 7th March 2012. MalimTony and Birch Ann (1998). Introduction to psychology. London and New York : Palgrave Macmillan. 102-105, 640-642,826, 830. Richard Gross . (February 2012). Bystander intervention in the New York subway. Psychology Review. 17 (3), 11-13. Www. Phillipallan.co.uk/magazines. Saul Mcleod. (2007). Simply Psychology. Available: http://www.simplypsychology.org/research-methods.html. Last accessed 14/02/2012.

Business Law Essay

Under the law governing offer and acceptance, a valid offer has been made through an advertisement. In order for an offer to be accepted, the party must entirely accept the offer. The rules governing acceptance has to be positive not passive. Silence does not forms acceptance. The general rule of acceptance is that the acceptance must be received by the offeror, otherwise it has no effect. An offer made to a particular person can be rightfully accepted by him alone and in order to avoid complications, acceptance is to be in writing received by the offeror or if it is orally, it must be heard by the offereor. In applying the law to the facts of the case before us, Wayne has made a valid offer to sell his house for $2 million dollars. In this case, Wayne is the offeror and Scott, Kyle and Magdelene are the offeree. Scott offers to buy the house for $1. 8 million dollars and Wayne said nothing. In this case, Scott has now become the offeror and Wayne is the offeree as a counter offer has been made. Looking at the principles of acceptance, an acceptance made must be positive not passive. Wayne said nothing about the offer therefore there was no communication between them of any sort of acceptance. This would highlight that the fact that silence does not form acceptance as per case of Felthouse v Bindly (1862) The offeror cannot impose acceptance just because the offeree does not reject the offer. Therefore, Scott wanting to take legal action towards Wayne is not valid as there was no form of acceptance in either form of writing or orally. When Kyle came to view the property, he agrees to Wayne’s offer of $2 million dollars but â€Å"subject to contract†. Wayne agreed. The definition of subject to contract is that both parties are agreeable to the terms of the offer but propose that they negotiate a formal contract on the basis of the offer. Referring to the case of Yap Eng Thong v Faber Union, the court found the agreement to sell a house â€Å"subject to contract† was not binding. Hence, Kyle wanting to take legal action towards Wayne will not be valid as â€Å"subject to contract† does not bind anyone to the contract before signature. In this case, Wayne revoked his offer to Scott and Kyle by selling the house to Magdalene. An offer can be dismissed at any point of time before acceptance s made. In the case of Routledge v Grant (1828), there was offer made to buy the house and acceptance must be made by the offeree in 6 weeks time. In less than 6 weeks, offeror chooses to withdrew his offer, in which he had a right to do so. Furthermore, the revocation is valid as it is communicated to Scott and Kyle since they have heard of it. The notice of revocation does not necessarily come from Wayne himself. In conclusion to the case study, both Scott and Kyle cannot bring Wayne to legal action as the offer was revoked before their acceptance was made. Revocation was made being communicated and need not come from the offeror himself. Which links to the next point of acceptance must be positive and not passive. Silence does not make up acceptance. Hence, Scott wanting to take legal action against Wayne is not valid. As for Kyle, Wayne has the right to sell his property to anyone as long as a formal contract is not signed by any party. Kyle cannot take legal action against Wayne as â€Å"subject to contract† does not guarantee acceptance and either party can withdraw before signing .

Mass Communication History Essay

Mass communication is the study of how we get information to the greatest number of people as quickly and effectively as possible. This broad-based area of study has evolved from print and broadcast journalism to today’s Internet-connected social media community. As opportunities to communicate to larger audiences grew, universities started offering programs to help students learn how to best communicate with the masses. Basic to the study of mass communications is examining the important and memorable events that emerged along the way Communication to an Immediate Audience People and societies have been communicating with each other since the time of cave drawings and drums. Ancient cultures, such as the Chinese and Romans, communicated through plays and art works. The beginnings of print media were seen in China where movable clay type was invented in 1041. Monks and holy men copied the Bible by hand, but mass media really took off around 1439 whenJohannes Gutenberg‘s invention of movable type allowed the mass production and distribution of books. Although newspapers began in the early 1600s, many American colonists still relied on the town crier as their sole source of information. Communication Spreads to the Masses Digital History focuses on the period from 1880 -1920 as leading the rise of mass communication, with the introduction of the mass market newspapers featuring comic strips, fashion pages, sports news, and women’s pages. National mass circulation magazines, such as Ladies’ Home Journal, also began to appear at that time. Frank Doubleday started organizing book tours to make and promote bestsellers. Thomas Edison introduced us to the wonders of music with his phonograph. Advertising became popular in the late 1800s when the National Biscuit Company, which later became Nabisco, spent the unheard-of sum of one million dollars on a national advertising campaign. Others (like Campbell Soups, Heinz, and Quaker Oats) quickly followed suit in communicating their products’ benefits to the buying public. At the same time, schools of higher learning were beginning to realize that they needed to instruct students on these communication techniques. Although known more for its business degrees, The Wharton School of the University of Pennsylvania offered the first communications courses in 1893. The University opened an official school of communications 60 years later. However, Otterbein College in Westerville, Ohio is distinctly known for having the first communications program. Their program, which was founded in 1906, began awarding degrees in 1909. A Rapid Rise Communication programs at schools first focused on writing, publishing, and newspaper journalism. As photography, radio, and movies became part of the mainstream media, universities had to work hard to bring their programs up to date. In 1903, the movie The Great Train Robbery began to show the ability of the motion picture to tell a story. Marconi introduced wireless communications in 1895, which lead to commercial radio broadcasting in 1920 and television broadcasts in 1939. By 1922, movies had become so popular that they sold up to 40 million tickets a week. Walt Disney himself said, â€Å"Of all of our inventions for mass communication, pictures still speak the most universally understood language.† The first doctoral degree in mass communication was conveyed by the University of Iowa’s School of Journalism and Mass Communication in 1948. After World War II, class offerings in mass communication started growing dramatically as students looked for information on communicating through media such as magazines, radio, and television. A Bold New World of Mass Communication In the digital age, the possibilities for mass communication are growing even larger. Since the first commercial communication satellite was launched in 1960, communication possibilities have expanded to include Internet, social media, blogs, RSS feeds, podcasts, online video, and mobile media. In the 1990s, schools started offering courses in online communications. In 2007, Syracuse University’s S.I. Newhouse School of Public Communication introduced a digital newsroom to train the news reporters of the future. A degree in mass communication can take you in many directions—business, advertising, acting, journalism, public relations, government, and international relations—and into the future. But you have to take the first step and start by getting solid fundamentals offered in advanced degree programs. Examples of Major Corporations Deploying Mass Media Strategies Mass Media Strategies Make a Marketing Difference The study of mass communication can lead you in many exciting career  directions—politics, corporate marketing, charitable work, and more. Many organizations effectively utilize mass media strategies to get their message out to their target audiences. Savvy politicians are using social mass media strategies to reach today’s highly-connected generation of voters. Some mass media strategists are now using their knowledge and abilities to fight for change and equality in the world. The following examples highlight where a degree in mass communication could take you. Ford Fuses Mass Media Strategies to Sell the Fusion When Ford Motor Company introduced its new Ford Fusion in 2005, the manufacturer wanted to move from its traditional Taurus-driving family appeal to attracting younger, hipper drivers. The â€Å"Life in Drive† mass media strategy fused traditional television advertising with an online â€Å"Photo Fusion† interactive component to build awareness. The campaign helped Ford sell more than 23,000 Fusions in just three months and motivated the company to increase production quantities to meet demand. Olympus Uses Mass Media Strategies to Climb to the Top Olympus Imaging used an innovative â€Å"augmented reality† campaign to motivate prospective customers to try out a simulated version of their new portable digital camera. They relied on a mass media strategy to drive consumers to a website for an interactive tutorial and simulated product â€Å"test drive.† Olympus quickly managed to get a version of their product into the hands of over 50,000 potential buyers without ever asking them to walk into a store. In addition, a contest which motivated enthusiastic visitors to share their experience through social networks spread the news even further. Green Mass Media Strategies Help Book Authors See Green Results Similar to the results that can be seen in product marketing, a mass media strategy can also be effective in book marketing. When Shel Horowitz, a green marketing consultant, and his co-author, Jay Conrad, wanted to promote their book, Guerrilla Marketing Goes Green, they combined traditional media, social marketing, and green guerilla marketing elements to achieve success. The book was published in January 2010; three months later it was number one on Amazon’s environmental list. Using Social Mass Media Strategies to Become President Perhaps the best example of using today’s social mass media outlets to raise money, generate awareness, and build momentum is the Barack Obama Campaign for president in 2008. Through his campaign’s unprecedented use of social mass media, over 30 million dollars was raised by thousands of individuals and groups that were motivated to work on his behalf. Voters can count on seeing more of this effective use of mass media strategies in the 2012 presidential election campaign as traditional media costs soar and it becomes more difficult than ever before to reach a targeted voting audience. Using Mass Media Strategies to Effect Positive Change in the World Mass media strategies can also play a part in developing global strategic communications. The United Nations Entity for Gender Equality and the Empowerment of Women has effectively used a combination of community mobilization, outreach, and mass media to provide education, reduce violence, and develop initiatives to promote gender equality in developing countries around the world. In the United States, the Family Violence Prevention Fund used a mass media public service announcements strategy to promote the availability of a â€Å"Coaching Boys into Men† program that provided sports coaches with a â€Å"playbook† on how to talk to their teams about domestic violence. As more mass media opportunities are becoming available to promote products, services, and ideas, more mass media marketers will be needed to help develop and direct these campaigns. You can start building your knowledge and insight into the world of mass media with an online degree in mass communication. This program can give you an understanding of the various mass media strategies that are av ailable today and provide you with knowledge to help you make informed decisions in a world where mass integrated communication can make a massive difference.

Cognitive behavioral therapy Essays

Cognitive behavioral therapy Essays Cognitive behavioral therapy Paper Cognitive behavioral therapy Paper Can a humanistic model of counselling be integrated with a cognitive (or cognitive – behavioural) one? Discuss with reference to Rogers and either Beck or Egan. In the first part of this essay I will summarise the main features of humanistic counselling and the cognitive approach. Rogers used a humanistic person centred approach to therapy and I will look at his view of people, their potential, what goes wrong and what can help them to change. Egan was a cognitive therapist and I will address the above points in relation to his â€Å"Skilled Helper† model. Similarities and key differences in theory, practise and value base between the two approaches will then be discussed. In the second part of the essay, I will use my own previous experience as a client to show how an experienced counsellor can integrate aspects of these two models effectively. I will then look at potential difficulties in making the humanistic and cognitive approach to therapy fit together successfully. I will give a critical analysis of these models, with particular reference to my own therapy and general diversity of needs within the client group. The concluding paragraph will contain an abridgement of the main points covered within the essay. Humanistic therapy emphasises the therapeutic relationship advocated by Rogers with the three core conditions of empathy, congruence and unconditional positive regard. Without these conditions present Rogers asserts that the counselling will be ineffective. Humanistic therapy is non- directive and optimistic. Rogers, (2008 p. 137) supports this viewpoint â€Å"The person centred approach, depends on the actualising tendency present in every living organism, the tendency to grow, to develop, to realise its full potential†. A humanistic therapist s uses active listening skills including clarifying, paraphrasing, reflecting and summarising. The therapist being non-judgemental is essential to the success of person centred therapy. The only ‘tool’ required in the counselling Page two room is ‘the self’; the relationship in and of itself, with the ‘safe space’ for the client to freely express emotions accomplishing the healing. Egans cognitive approach is a directive, systematic, cumulative, problem solving three stage model of helping. Stage one considers the clients present scenario; the counsellor encourages the client to tell their story; using core conditions, active listening skills plus a few challenging questions enabling the counsellor to understand the client’s present frame of reference. Stage two considers the preferred scenario; using directive questions prefixed with words like ‘how’ and ‘in what way,’ the client is moved towards a more objective understanding, an alternative way of viewing their world. The client is encouraged to develop Goals and objectives based on opportunities for future action. Stage three A strategic action plan workable within the clients lifestyle moving them towards desired outcomes is formulated, with plans for future evaluation. Egan (1990 p. 29) identifies one of the main roles of the counsellor in this process â€Å"Counsellors can help their clients empower themselves by helping them identify and develop unused or underused opportunities and potential†. Egan’s model provides principles as guidelines, the correct formula; taking action to valued outcomes is individually tailored to each client, including homework for the client on agreed goals. Rogers views the person as having an inner core to his personality which he terms the organism. The instinctual, somatic, sensory unselfconscious aspect of a human being, as opposed to the reflective, measured and self-conscious part that he describes as the self. Rogers considers, as stated by Embleton, L. ( 2004 p. 32 ) â€Å" that the organism is trustworthy and does not need to be controlled or directed from the outside†. He considers people to be social, self-regulatory and responsible for their own actions, with a natural tendency towards growth and self-actualisation. Each person is valued as a unique individual. Within Humanistic therapy the potential is there for the re integration of self and organism, thus Page three enabling self-actualisation to take place. A phrase used by Kierkegaard the first modern existentialist – to be that self which one truly is – I feel expresses the idea of self-actualisation very well, indicating the potential for growth and change believed by Rogers to be inherent within all of us. Rogers puts forward the view that the client held in the therapeutic relationship, when given the freedom to fully experience his feelings realises his potential to experience being (increased self- awareness) and becoming (self-actualisation). What goes wrong, thus bringing a client into therapy? Rogers considers the problem to be lack of balance in a person’s life, conflict between what has been internalised as belief, conditions of worth and values, and what the person is presently experiencing. Dissolution of protective defence mechanisms that had previously enabled the client to function in their daily life, leads as they experience a life changing event to dysfunction with mental, emotional and sometimes physical disintegration. To reverse this process and bring about reintegration and balance through humanistic therapy, the relationship needs to be firmly established and the core conditions of the therapeutic relationship modelled by the therapist. Within this relationship conditions of worth are minimised. The positive regard offered by the counsellor facilitates an increase in the client’s positive self-regard leading to reintegration and ultimately self-actualisation. Egan views people as being subject to operant conditioning. In essence â€Å"in any situation or in response to any stimulus, the person has available a repertoire of possible responses and emits the behaviour that is reinforced or rewarded† (Mc Leod p. 126). Egan considers that the client’s repertoire of available responses and processing of information mostly learned during childhood will be uniquely theirs, and may not presently be serving their best interests. The cognitive therapist will Page four look for unused or unrecognised life enhancing potential within the client. Egan views peoples actions as a direct result of their feelings and the thinking (cognition) preceding them. People have the potential to unlearn behaviour that does not serve their vital interests and replace it with learned appropriate behaviour. The therapist using ‘The Skilled Helper’ model is able to facilitate the client’s understanding of what is going on for them right now, what they would like to be happening and to assist them in developing strategies, achievable goals and an action plan to get them there. Both cognitive and humanistic therapists are in agreement that the counsellor needs first to establish the core conditions of empathy, congruence and unconditional positive regard with their client. During the first stage of the cognitive approach when the client is telling their story as in person centred therapy active listening skills are used. The cognitive therapist will also add challenging the client’s perception of their present situation, which is directly in opposition to the total acceptance of the clients frame of reference proffered by the humanistic therapist. Who has the answer to the client’s problem? The humanistic therapist places their trust in the client, and their innate ability to resolve their own issues and reach their full potential. The counsellor listens to the client clarifying even those issues which may be just below the client’s level of awareness. â€Å"Listening of this very special active kind is one of the most potent forces for change that I know† (Rogers2008p. 136). Cognitive therapy sees people as needing direction and guidance to resolve their problems. This therapeutic approach has a rather pessimistic view of people seeing them as innately sinful, destructive, and lazy or a combination of all three; the client being unable to be trusted without assistance to ‘find their own way’. A structured disciplined approach is used in cognitive therapy the value of the therapy is considered to be dependent upon the achievement of set goals and actions by the client. The desired end result Page five is discussed and set with the client very early on in the therapy. The counsellor has in mind at the outset how the therapy will progress, and what needs to be accomplished as the client is encouraged to move from stage one through to stage three. In humanistic therapy the client chooses what will be brought to each session not the counsellor. There is no structured problem solving or set goal, and the right time to end therapy is ideally decided by the client. The client’s autonomy is highly valued. Rogers speaks of a ‘directional flow’ moving the client towards growth, healing and the self-actualisation considered by Maslow to be the pinnacle of achievement that all human beings are striving for. For either therapy to work Egan and Rogers both agree that there has to be a willingness by the client to engage in the therapy. They put forward slightly different reasons for resistance in some clients. Rogers (2008 p. 213) feels that â€Å"resistance to the therapist is entirely due to too much probing or too rapid interpretation on the part of the counsellor†. Egan(1990 p. 169) puts forward the idea that resistance refers to â€Å" the reaction of clients who in some way feel coerced†. Both therapeutic approaches stress, that for therapy to be effective the inevitable power differential between client and counsellor needs to be minimised. Also individuality including aspects of the client’s culture religion and gender should be valued and respected by the therapist. I can foresee potential difficulties for myself as a newly qualified therapist in using the two approaches together effectively as I may lack the expertise to know when to use each model and with which client. As I gain in experience and self-awareness I anticipate making effective use of both therapeutic models within my practise. My training uses an integrative approach and I plan to use a variety of different therapies in my future work. I was fortunate to see cognitive and humanistic approaches well modelled by my Page six personal therapist over the eighteen months of our work together. When I entered personal therapy all of the structure in my life had vanished. My defence mechanisms spoken of by Rogers had been breached. I had little self-worth and low self-esteem blaming myself for remaining in a physically and emotionally abusive relationship for thirty four years. In April 2008 as I sat for the first time opposite a counsellor I was vulnerable, frightened and suicidal. I am sure for several months I would have been incapable of rising to the challenge of a cognitive approach. I did not at that time have the mental and emotional capacity to set goals or the motivation to see them through. Using a rather gentler person centred approach the therapeutic conditions of empathy, congruence and unconditional positive regard were established as we worked through various issues and emotions. About half way through my therapy we came to a ‘sticking point’. I had developed an eating disorder and the humanistic model didn’t seem to be helping me. My counsellor opted for a cognitive approach at this stage and asked me to keep a food diary. Together we set goals; the desired outcome was for me to eat healthy food three times a day. At this point I was ready for a challenge. In achieving these goals my self-esteem was boosted. Egan 1990 p. 37 states â€Å"Ideally, clients by their actions come to â€Å"own† the helping process instead of being the objects of it†. This is exactly what happened to me; as from then on I took a more active part in my own therapy. The positive regard shown by my therapist at all times empowered me to ‘own my healing process’. For me the integration of the two different approaches gave the best therapeutic outcome. Had my therapist initially used only a cognitive approach I am sure I would have felt overwhelmed. My life had recently involved massive changes I did not feel capable at that time of working towards further change. It would have appeared too intrusive and directive. I would have been resistant to Page seven the therapy and stopped attending, possibly prejudicing future therapy. Later cognitive therapy was used very effectively when I reached a ‘sticking point’. People are unique bringing their own values and beliefs to therapy. These may be shaped by culture, religion, gender, class or ethnic origin. Any or all of these will have an impact on the counselling relationship, and which therapeutic approach might be most effective in helping a particular client. Native Americans tend to resent being coerced and motivated into doing things, they prefer to work things out for themselves; a counsellor therefore may find a humanistic approach suits this client. In contrast â€Å"A characteristic of certain ethnic minority groups is the desire for a structured relationship in which the counsellor is cast as an expert giving advice and solutions to problems, a therapist who is active, authoritative and directive† (Patterson C. H. ). This client may not be able to engage with person centred therapy but benefit from the more directive cognitive approach. Care must be taken however not to stereotype a particular client group In conclusion I have looked at both humanistic and cognitive therapies, their similarities and differences. Having myself experienced both therapies effectiveness in the healing process, I can see how they could be used at different times with the same client. However, therapy needs to be uniquely tailored to the individual clients needs with particular reference to the diversity of culture, religion, ethnicity and values found within all humanity. Word count 2166 Page eight References Egan, G. ed. (1990) The Skilled Helper. Loyola University of Chicago, Brooks/Cole. Publishing company Pacific Grove California. Embleton, L. et al. (2004) The Person Centred Approach. A contemporary introduction. U. K. Palgrave Macmillan. Mc Leod, J. ed. (2008) Behavioural methods in counselling. IN: Mc Leod, J. An introduction to Counselling. Finland. W. S. Bookwell. Patterson, C. H. Multicultural Counselling: From diversity to Universality. Available at. [Accessed 10 December 2010]. Rogers, C. ed. (2008). The therapeutic relationship. IN Kirshenbaum, H. Land Henderson, V. The Carl Rogers Reader. Great Britain. Constable. Rogers, C. ed. (2008). Theory and research. IN: Kirsenbaum,H. Land Henderson, V. The Carl Rogers Reader. Great Britain.

Twilight Essay Example

Twilight Essay Example Twilight Essay Twilight Essay The myth of the vampire existed in a multitude of civilizations and cultures under various names such is strigoi (for the Romanian territory), Apotamkin, etc. But no matter the name, vampires will always refer to gothic creatures that drain the blood of humans, thus being monstrous. The first writer to introduce the vampire in literature was Lord Byron in the eighteenth century, but the most significant writer to develop the myth was Bram Stoker. He is the „father† of the vampire as he gave a complete description of the vampire in his most famous book† Dracula†. After the release of the book, the myth of the vampire became extremely popular amongst writers and as a consequence the books whose main characters were vampires sky-rocketed. Amongst the most famous contemporary writers which developed and modified the myth of the vampire is Stephenie Meyer with her famous „Twilight†. In her book we find a multitude of deviations from the myth but still she keeps many things as they are with the main purpose of enhancing the vampire’s romantic features. For instance, when Bella takes on the task of finding out the reason why Edward isn’t allowed to come to the La Push beach, she finds a book which describes what Edward is. When searching the camera focuses on all the key words that point to the unnatural and supernatural abilities which Edward has: „the cold one†, one who drinks† the immortal drink† , „undead†, „immortal† and so on. On the other hand Twilight is a complete success, so much so that most of the films flaws work within the context of the story. Personally I would think that the book was better than the movie. For the reason that whilst reading a book anyone can make their imagination run, but when watching a movie all the thinking is done for the viewer. In some cases of a book being made into a film, it is the book that is more fascinating, for the reason that books appear to use more words of description that a movie could not be able to portray. The theme of a love affair between predator and prey, the lion falling in love with the lamb[1] (as said in the book), did not get revealed enough in the movie compared to what the book had showed. Twilight had a reasonable story line and it had some action scenes to keep me entertained but I felt it could have had a more spellbinding plot seeing as how the film was about blood thirsty vampires. While Twilight is about a vampire, the film itself is a romantic comedy rather than a vampire/horror/action. Producers and directors used the grainy grey filter in order to give a gothic dark atmosphere to the movie. They also insured that they used skewed camera angles to make the film more like a movie than a music video. Applying shots such as close ups, pans, birds eye view, gave the sense of action and made the movie more fascinating. And by using non dietetic and dietetic shots furthermore enhanced the climax a certain scenes in the movie. The director, Catherine Hardwicke said that we were not settled on a specific visual rhythm and the film looks uneven. When we started shooting there were no clear markers on how this film was meant to be structured in terms of cinematography [2] and that made the film in some sense appear to be dated and uninspired. Overall, Id have to say that nothing reached 1my expatiations, although nothing was horrible. The film did its job, and there is always room for growth in the next few films that are said to being made (new moon and eclipse). The first in a series isnt always the strongest, and this one provides a decent structure for future events.

10 Facts About Acids and Bases

10 Facts About Acids and Bases 1:13 Watch Now: What are the Differences Between Acids and Bases? Here are 10 facts about acids and bases to help you learn about acids, bases, and pHÂ  along with a chart for comparison. Any aqueous (water-based) liquid can be classified as an acid, base, or neutral. Oils and other non-aqueous liquids are not acids or bases.There are different definitions of acids and bases, but acids can accept an electron pair or donate a hydrogen ion or a proton in a chemical reaction, while bases can donate an electron pair or accept hydrogen or a proton.Acids and bases are characterized as strong or weak. A strong acid or strong base completely dissociates into its ions in water. If the compound does not completely dissociate, its a weak acid or base. How corrosive an acid or a base is does not relate to its strength.The pH scale is a measure of the acidity or alkalinity (basicity) or a solution. The scale runs from 0 to 14, with acids having a pH less than 7, 7 being neutral, and bases having a pH higher than 7.Acids and bases react with each other in what is called a neutralization reaction. The reaction produces salt and water and leaves the solution closer to a neutral pH th an before. One common test of whether an unknown is an acid or a base is to wet litmus paper with it. Litmus paper is a paper treated with an extract from a certain lichen that changes color according to pH. Acids turn litmus paper red, while bases turn litmus paper blue. A neutral chemical wont change the papers color.Because they separate into ions in water, both acids and bases conduct electricity.While you cant tell whether a solution is an acid or a base by looking at it, taste and touch may be used to tell them apart. However, since both acids and bases can be corrosive, you shouldnt test chemicals by tasting or touching them! You can get a chemical burn from both acids and bases. Acids tend to taste sour and feel drying or astringent, while bases taste bitter and feel slippery or soapy. Examples of household acids and bases you can test are vinegar (weak acetic acid) and baking soda solution (diluted sodium bicarbonate a base).Acids and bases are important in the human body. For example , the stomach secretes hydrochloric acid, HCl, to digest food. The pancreas secretes a fluid rich in the base bicarbonate to neutralize stomach acid before it reaches the small intestine. Acids and bases react with metals. Acids release hydrogen gas when reacted with metals. Sometimes hydrogen gas is released when a base reacts with a metal, such as reacting sodium hydroxide (NaOH) and zinc. Another typical reaction between a base and a metal is a double displacement reaction, which may produce a precipitate metal hydroxide. Characteristic Acids Bases reactivity accept electron pairs or donate hydrogen ions or protons donate electron pairs or donate hydroxide ions or electrons pH less than 7 greater than 7 taste (don't test unknowns this way) sour soapy or bitter corrosivity may be corrosive may be corrosive touch (don't test unknowns) astringent slippery litmus test red blue conductivity in solution conduct electricity conduct electricity common examples vinegar, lemon juice, sulfuric acid, hydrochloric acid, nitric acid bleach, soap, ammonia, sodium hydroxide, detergent Chart Comparing Acids and Bases

STRATEGIC MANAGEMENT Case Study Example | Topics and Well Written Essays - 1500 words

STRATEGIC MANAGEMENT - Case Study Example When Tom Harrison had arrived the university and was looking for the methods or ways to improve the overall effectiveness of the organization rather finding out the weaknesses and working upon them. The focus on the overall increase in the efficiency of the organization will help in the long term in the form that there will be increased and improved productivity and the employees will be engaged in work in a far more productive way. The association of the idea of working as the team to the NASCAR races, is an example of sense making when the employees have associated the concept of the quick team work as the NASCAR team. Keeping up with this fast paced world is becoming an uphill task for the companies due the recession and economical crisis that has plunged the business and the employment rates. Though we are suffering problems like underemployment and unemployment, the current employees problem are being over looked for they are over stressed. This in turn has put a lot of pressure on the present work force which not only affects their mental health but also is a source of putting the long term success of the company at stake as well. There are numerous contributing to this state for the employees, namely the crisis, and the fear of losing one’s job. ... Further, the employees do not want to spoil their relation with their employers for again the fear of losing the job. The reputation, productivity, working environment, employee and employer relation has all been drastically changed owing to the pressure cooker type environment due to recession. To overcome all of this many organization have started a new program to assist the employees. This new initiative is known as the Employee assistance program, what this program offers is a wide range of help to the employees. Further, it has been made a confidential process for no employee can know what other is taking help on. This is because to ensure the employee that they can share their problem without the fear of being ridiculed. These problems include marital troubles, anxiety, drug issues, work and family balance, personal development and growth and career related problems. (Jonathan E. DeGraff (21 February 2010)).  The good thing about this service is that it is available throughou t the day and for the whole week with numerous help lines and people there, to assist you whenever you want it (Debb, 2006). There are even no charges, and all of your personal information is safe without any danger of it being leaked. Every firm has developed its own assistance program. This step has proved better work force and increased productivity. The effectiveness of the workplace and the rejuvenation of the employees had been beneficial to improving the environment as well as the production. It has put a stop to disputes and has increased retention of employees. This has opened doors for employment in certain large firms there are two departments for the look after of employees. This initiation will prove extremely helpful in the

Rhetoric & Stereotypes Essay Example | Topics and Well Written Essays - 500 words - 1

Rhetoric & Stereotypes - Essay Example ho are in the tattooed group are considered to be freaks, drug, addicts, criminals, weirdoes, tough and are always around bad people (Macrae, Stangor, Miles, 1996). These stereotypes are all negatives. The senior citizen group is taken to be made of people who are unwilling to accept new things, stuck in the past, silent and low movers who are hard at hearing. These stereotypes are both positive and negatives. Politicians use what looks like rational language that may in fact be false in their speeches so as to satisfy their own desires and interests. Another language common with the politicians is personal attack ad hominem (Bodenhausen and Macrae, 1994). The language is mostly used to shield the politician from the other groups of politicians. Usually this is done in a show of dislike for the other individual. A common language among the tattooed people is subjectivism (Macrae, Stangor, Miles, 1996). This is based on the assumption that whatever is true to an individual may not be true to the other. The language is used to justify their acts of misbehavior because most tattooed people are associated with negative activities. The feminist get a lot of attacks as many people do not want to accept their way of life hence they are never approved and are considered to be weak. Scare tactics are used to undermine their efforts to justify their way of living within the society (Ninvalle, 2004). The stereotypes are meant to undermine or intimidate someone into not doing some things. For example, a feminist can be intimidated due to the fact she is a woman and women are considered weak within the society. Senior citizens are the most neglected and stereotyped people within the society and the language commonly used is genetic fallacy according to Bodenhausen and Macrae (1994). This involves rejecting a claim based on origin or history. These stereotypes are usually half truths and they are based on assumptions that have little or no evidence. In conclusion, the

CONTEMPORARY BRAND MANAGEMENT Assignment Example | Topics and Well Written Essays - 3500 words

CONTEMPORARY BRAND MANAGEMENT - Assignment Example The company’s brand portfolio comprises three major brands including: Adidas, Reebok and TaylorMade. Adidas market area includes sporting goods as well as the equipment industry. The chief segments of this industry include footwear for athletes, sports apparel, and also goods and equipment used for sporting. Other segments include equipment for: hunting, golf tennis, fishing, hiking, baseball, football, rollerblading, biking, snowboarding, surfing, skateboarding, skiing, and hockey, along with play scape and playground equipment. The company’s key competitors include Nike and PUMA. Others are Red tape, New Balance Bata, and Liberty. Athletes together with sports enthusiasts comprise the Adidas customers (Keller 2007, pp. 33). According to Kotler and Dubois (1991, pp. 23) a brand refers to a collection of mental links, held by a given consumer, and which add to the perceived worth of a service/product. These links should be strong, unique, and positive. Alternately, a pr oduct refers to anything which can be presented to a market for acquisition, attention, or consumption and which might fulfil a need or a want. The difference between a brand and a product is such that a brand is acknowledged with intangible values plus imagery, while a product is recognized with characteristics that are visible and very differentiating. Brand architecture strategy refers to the structure employed in organizing a company’s portfolio. It identifies the number and functions of brand names which the company utilises for its product range and also the target markets or target groups. Brand architectures are of various types including: product branding; house of brands; range branding; branded house; source branding; line branding; umbrella branding; endorsed branding and sub-brands. Adidas has adopted the branded house strategy. This is whereby, the brand shifts from being a leading driver to a more dominant one (John & Larry 1997, pp. 48). Brand positioning and its relevance to branding According to Aaker (1992, pp.22), brand positioning involves locating the brand in the intellect or minds of customers in order to exploit the potential profits to the business. Brand positioning is comprised of the following components: Product class or market. This refers to a collection of products/services and brands that are perceived as alternatives to fulfil some precise consumer need. Consumer segmentation. It describes consumer profiles that the brand will serve and what their needs are. Consumer segmentation can be accomplished in terms of geographical/physical location (i.e. region, urban/sub-urban, county size, seasons, climate, etc); demographic factors (i.e. age, education, sex, income, family size, religion, occupation, nationality and race); behavioural factors (i.e. loyalty status, benefits sought, purchase occasion, usage rate, user status, actual purchase and attitude to product) (Aaker 1992, pp.24). Perceptual mapping. This refers to a g raphic approach employed by marketers which tries to visually customer perceptions. It entails methods applied in the analysis and comprehension of how consumers perceive products. It includes the identification of product weaknesses; development and assessment of concepts; consumer perceptions’ tracking; and finally, unearthing group differences (Aaker 1992, pp.26). Brand benefits and attributes. The physical presence of a brand does not guarantee its position in mind of the target consumer. For the product to gain entry into that

Book review Essay Example | Topics and Well Written Essays - 750 words - 3

Book review - Essay Example That is to say, tracing our relationship with the world is just like discovering an undisclosed arrangement in a visual state of deception. The realities of the various entities in the world is often much deeper than what it appears superficially. The whole book explores the various entities in the universe beyond their physical stature so as to find â€Å"deeper realities† (Shubin, 4). Throughout the book, an attempt is made to find the link between the larger galaxy and the anatomy of organisms. It explains how the elements present within the human body have been derived from the atmosphere. It also mentions why helium, although one of the earliest gases, is not found within human beings because of its inability to take part in essential chemical reactions including â€Å"metabolism, reproduction, and growth† (Shubin, 16). Oxygen, on the other hand, reacts readily with other elements so its presence within the body is abundant. Thus this difference in reactivity expla ins the difference in the prevalence of these elements inside the human body. This gives us the idea how human beings may have evolved from elements that were involved during the creation of the world and galaxy. ... Shubin describes how species result from a class of living things which are in some way related to each other in terms of physical characteristics and genetic make-up. Shubin explains that since various species have some traits or characteristics which make them similar, human beings are also related to the cosmological bodies including stars and planets. This is because we are made up of the same elements which are found in such cosmological entities and therefore we were created as a meteors fell on earth transporting chemical elements with them. This means that we are related to these entities in terms of the atomic arrangement (Shubin, 18). Shubin has deeply explored the processes by which the atoms have combined by chemical reactions over the years to form stars (29). The Universe Within seeks to address some really complex details about human existence and has effectively related all the disciplines within the sciences to explain these details. The book lays out some important details connecting the history of universe creation with that of living things. The main theme of this book is the wider scope of living things and other celestial objects that came to existence before us and then paved the way for our own creation. The explanation demonstrates that living things are linked to other beings in the galaxy. The formation of human beings occurred as a result of the creation of wider special bodies which transferred the vital elements onto the earth. This idea is also affirmed the presence of similar elements within human beings. A connection is made using the chemical arrangement and proportion of elements within ourselves and our related ‘cousins’. By observing and speculating the constellations in

Examine how human relations plays an important role in the way in Essay - 1

Examine how human relations plays an important role in the way in which accounting information is used in organizations - Essay Example on the realization that "workers want to feel part of a team with socially supportive relationships and to grow and develop, where motivation, communication, employee participation, and leadership are significant issues" (Kaplan, 1998). The Accounting researchers have adopted traditional and emergent theories, the objective of which is to offer diversified insights and review of the organizational phenomena. The traditional and emergent theories related to the accounting research have been responsible for the "increase in knowledge and understanding about a phenomenon" (Carpenter, 2001). The theories have conceptualized the reality as physical structure, and people have been regarded as "adapters, responders, and information processors to achieve efficiency and the goal of an organization" (Zahirul, 2006). The Accounting Control System is aimed at achieving minimum cost and efficient operations, for this purpose the researchers have relied upon "an arms-length research method – statistically categorizes key variables and then attempts to retrieve meaning by ex post facto interpretations of tests of significance" (Kaplan, 1998). The Accounting researchers have adopted principles of rational choice theory and have expressed certain behavioral response through incentive supported by the implication of the decisions. In this context, the human relations factor have played crucial role for the assessment of the organizational process. The implications of the human relation theories have deterred the management accounting practices (Burchell, 2003). The human relation is regarded as the multidimensional "as this approach placed emphasis on the individual and the organization, motivation, supervisory and management leadership, group dynamics, and organizational development" (Carpenter, 2001). Douglas McGregor proposed Theory X and Theory Y, as per which the human relations is not applicable at organizations "with management’s autocratic approach with supporting

Rene Descarte's Faulty Reliance Essay Example | Topics and Well Written Essays - 1250 words

Rene Descarte's Faulty Reliance - Essay Example To rehearse his argument in short: Descartes believes that we cannot at first glance trust our senses, as it is possible that we are being deceived. Those elements of the world outside our own mind (the res extensa) are available for our thought and our perception (res cogitans) but we cannot trust that the reality of what we think we see is in fact what comprises the world around us. We should doubt, radically, such a belief, because for Descartes this gap between the world around us and our knowledge of the world helps to explain why there exists to many different beliefs about the fundamental nature of our existence. Instead, Descartes suggests, we should be satisfied with the knowledge only that we can think, that we can consider, that thing that we call knowledge, and that material we think of as the world. Hence the famous notion of the Cogito, which in somewhat condensed form, suggests that â€Å"I think, therefore I am.† The claim here is not that of a logical operatio n (thinking begets the awareness of existence) but rather that thinking constitutes the one demonstration of existence that our imperfect cognition makes allows. We are imperfect creatures, capable of being aware of our own imperfections. At the same time, though, we are aware of the possibility of perfection. We can think about the ideal, the infinite, the absolute. And yet we do not know these things, we do not experience these things, and we cannot point our fingers in the direction of some object out there in the physical world around us, in order to demonstrate any of these ideal qualities. Imagination, Descartes seems to suggest, simply isn't powerful to make an argument by way of extension, that would imagine perfection or completion from imperfect or incomplete elements. And so, Descartes suggests, our capacity to think – which is our only true capacity and essence – must have some root that explains the nature of perfection. Descartes introduces this argument by way of a rather awkward rhetorical question (93): â€Å"Now, it is manifest by the natural light that there must at least be as much reality in the efficient and total cause as in its effect; for whence can the effect draw its reality if not from its cause? And how could the cause communicate to it this reality unless it possessed it in itself? (93) How could it, indeed? Well, for Descartes, the answer to the question is contained within its premise: if we can understand perfection, there must exist the essence of perfection, and thus we know that God exists. From the act of thinking, then, we know that we exist, and from the act of thinking about the transcendent or the divine, then we know that God exists. These may seem like separate argument claims. Indeed, in the order they are presented, the Cogito appears to pave the way for the subsequent Ontological argument that proves the existence of God. But we need to understand that this is a trick of presentation, not a linear lo gical relationship. In fact it is the other way around, though this doesn't become apparent until Descartes concludes his project, when the debt the Cogito owes to the Ontological argument is revealed. The most telling paragraph is this: ...considering only that God is my creator, it is highly probably that he in some way fashioned me

Examine how human relations plays an important role in the way in Essay - 1

Examine how human relations plays an important role in the way in which accounting information is used in organizations - Essay Example on the realization that "workers want to feel part of a team with socially supportive relationships and to grow and develop, where motivation, communication, employee participation, and leadership are significant issues" (Kaplan, 1998). The Accounting researchers have adopted traditional and emergent theories, the objective of which is to offer diversified insights and review of the organizational phenomena. The traditional and emergent theories related to the accounting research have been responsible for the "increase in knowledge and understanding about a phenomenon" (Carpenter, 2001). The theories have conceptualized the reality as physical structure, and people have been regarded as "adapters, responders, and information processors to achieve efficiency and the goal of an organization" (Zahirul, 2006). The Accounting Control System is aimed at achieving minimum cost and efficient operations, for this purpose the researchers have relied upon "an arms-length research method – statistically categorizes key variables and then attempts to retrieve meaning by ex post facto interpretations of tests of significance" (Kaplan, 1998). The Accounting researchers have adopted principles of rational choice theory and have expressed certain behavioral response through incentive supported by the implication of the decisions. In this context, the human relations factor have played crucial role for the assessment of the organizational process. The implications of the human relation theories have deterred the management accounting practices (Burchell, 2003). The human relation is regarded as the multidimensional "as this approach placed emphasis on the individual and the organization, motivation, supervisory and management leadership, group dynamics, and organizational development" (Carpenter, 2001). Douglas McGregor proposed Theory X and Theory Y, as per which the human relations is not applicable at organizations "with management’s autocratic approach with supporting

Organisational strategy and decision making Essay

Organisational strategy and decision making - Essay Example It has also been observed that the company had set certain strategic directions for future, such as enlarging business in growing economies and empowering its competitive positioning among others. In order to mitigate the strategic issues and successfully attain the strategic directions for future, certain recommendations comprising both short and long-term have been provided. These include adopting, as well as utilising, the strategy of cost leadership and making substantial investments, especially in developing the performances of the entire workforce. Table of Contents Abstract 2 Introduction 4 Internal Audit–Strengths and Weaknesses 5 Strengths 5 Weaknesses 5 External Audit – Opportunities and Threats 6 Opportunities 6 Threats 6 Discussion 7 Evaluation 9 Conclusion 11 Recommendations 12 References 14 Introduction Strategies are fundamentally described as the ways that a particular organisation selects to compete with its key business market competitors or to comply with the requirements of the customers. In this similar context, organisational strategies are often defined as a pattern of effective policies, decisions, performances or programmes that support an organisation to accomplish its predetermined business goals and most significantly to attain significant competitive position over the major business market contenders (Rothwell, 1998). It has been apparently observed that the organisational strategies adopted as well as implemented by the organisations affect their decision-making procedures by a significant level. This is owing to the reason that the organisations deeply rely upon formulating effective strategies for the purpose of controlling as well as coordinating the information flow amid different parties such as the employees, stakeholders, investors and the customers (Fairholm, 2009). Tesco PLC is regarded as one of the biggest retailers in the entire globe which performs its business functions in 14 nations. The company employs nearly 5, 00,000 personnel and serves significant portion of customers every week (Tesco, 2013). The visions of the company are to attain utmost value from the customers that it serves and also the communities where it operates its different operational functions. Moreover, the other major vision of the company is to flourish itself as a pioneering as well as a modern company and grow its business in every region throughout the globe (Tesco, 2013). In this discussion, the internal audit of Tesco in the form of strengths as well as weaknesses and the external audit in the form of opportunities along with threats will be taken into concern. Moreover, a comprehensive analysis about the different strategic directions of the company will also be portrayed in the discussion. Internal Audit–Strengths and Weaknesses Strengths One of the major strengths of Tesco is that it is a leading organisation in the business market of the United Kingdom and is known as one of the best retail ch ains across the globe. Moreover, the other strengths of the company are strong brand recognition, increased business reputation and deliverance of superior quality products in accordance with meeting the requirements of the customers. In addition, the execution of e-retailing activities while conducting business is also regarded as the other crucial strength of the company. In this similar context, the company has acquired success due to its formulation

Women buying behaviour towards Essay Example for Free

Women buying behaviour towards Essay Introduction Marketers in today’s business environment are presented with the particular challenge of circumventing conflicted messaging, over-saturation of marketing initiatives, and consumer hesitation and guarded behaviour in order to achieve their objectives of enhancing long term brand loyalty and encouraging product purchases. While there are various environmental stimuli which may influence consumer behaviour, the most significant affectation comes from psychological influences associated with marketing communication and personal interpretation of brand and product value. By expanding this value beyond base level interpretation, marketers are able to influence consumer behaviour and redirect purchases over extended periods of time. In order to achieve such standards, however, it is essential that marketers understand what behaviour may be influenced and in what ways this influence may be affected. Undeniably, the product itself has particular importance in this process; however, the result of a productbased marketing campaign may not demonstrate the value desired by a diverse consumer population. Therefore, the achievement of key consumer development and loyalty objectives is based on investigation and analysis of past, present, and future consumer behaviour. This investigation seeks to expand upon the relationship between consumer behaviour and marketing, highlighting those mechanisms that can contribute to more effective marketing practices. A variety of academic theories and empirical studies have been compiled and analysed over the following section and models of consumer behaviour  analysis and marketing programme development will be highlighted. Ultimately, conclusions will be drawn in which effective marketing is directly affected by consumer behaviour, and more effective means of communication and consumer encouragement are the direct result of cognitive stimuli. From both scientific and market perspectives, the ability to influence consumer behaviour is directly reliant upon an understanding of the intrinsic and extrinsic motivation which the majority of consumers within a given market or business sector exhibit. By modelling such motivations and establishing value associated with a particular brand or product, marketers will be able to sustain consumer loyalty over the lifecycle of a product and compete more effectively within marketplaces that are highly saturated. A milestone definition of marketing by Peter Drucker (1999) would firmly establish the relative value and importance of consumer behaviour in effective marketing, arguing that marketing is ‘the whole business seen from the point of view of its final product, that is, from the customer’s point of view’ (58). Marketing, therefore, becomes a composite of both pre-purchase consumer behaviour interpretation and forecasting and post-purchase behavioural analysis. In this way, a rapid increase in consumption over a short period of time may be viewed as an opportunity to develop a broader, loyal consumer base and marketing tactics  must change to accommodate such an opportunity. While early marketing efforts were based on communicating new and diverse products with a growing class of discerning consumers, Raaij et al. (2001:60) argue that marketing communication has since been repurposed in order to establish brand loyalty and reinforce consumer perceptions of value. I n effect, marketers attempt to influence consumer behaviour through their presentation of a strategic, targeted marketing message, establishing the unique value of a given product or brand that will ensure future purchasing loyalty. In his empirical analysis of consumer behaviour and its affectation by marketing initiatives, Foxall (1992:397-98) argues that marketing interventions provide reinforcement of the anticipated result or features of a given product while simultaneously modifying the scope of consumer settings (i.e. purchase  intent, brand loyalty, etc.). Such reinforcement is affected through a variety of channels including product features, strategic delays in provision, and modulation of information exchange and messaging (Foxall, 1992:398). Ultimately, the marketer assumes responsibility for a psychological connection between a particular brand or product and the consumer, strategically directing communications in order to improve a cognitive connection that can potentially influence consumer behaviour. Foxall (1992:398) addresses key concerns surrounding the effectiveness of such communication, but indicates that consumer behaviour has a direct impact on marketing strategies, the result of a meas urable need for reinforcement and connection. As the internet age continues to challenge marketers to consider more diverse relationship formats in the online environment, behavioural analysis has quickly become an effective means of programme development and modulation. From trust to satisfaction to site navigability, Taylor and Strutton (2010:954) have compiled widespread academic evidence that investigates various behavioural features that are frequently evaluated by marketers seeking to enhance their online presence and consumer loyalty. Consumer satisfaction, for example, was found to have a direct impact on trust and brand loyalty in addition to the perceived value of a given product, potentially influencing future purchasing decisions or commitments (Taylor and Strutton, 2010:954). While such concerns are more traditional in nature, their applicability within an online purchasing environment is undeniable, and without marketer intervention and a strategic reinforcement of value, there is a potential that future purchases will be impacted. Yet such interventions require a concise and accurate understanding of consumer behaviour in order to effectively provide value-oriented reinforcement and messaging that is directly related to consumer value systems. Aside from the electronic nature of online consumption, the diversification of communication channels and its impact on consumer behaviour in the past decade has had direct and remarkable influences purchasing decisions, brand loyalty, and consumer commitment. Anton et al. (2007:515) argue that as consumer access to information, feedback, and peer reviews has increased, consumers have increasingly become intolerant to inconsistency and mediocrity, the result of exposure to choice. Essentially the consumer right to choose continues to  impact behaviour and future purchasing considerations, as substitute products and competitive messaging have a direct impact on interpretation and loyalty. By communicating added value and fostering a stable and sustainable relationship, Anton et al. (2007:516) suggest that marketers are able to influence consumer switching behaviour and restrict the influence of competitive initiatives. The affectation provided by strategic marketing communication is essentially a direct link to consumer preferences and purchasing models, as psychological affectation becomes a means of sustaining a particular, idealised behaviour. The role between consumer behaviour and marketing is based on adaptation, a concept that is oftentimes difficult to implement within a diverse, competitive environment as firms attempt to strategically manage resources and reduce corporate excess. Thrassou and Vrontis (2009:499) argue that the consumer behaviour is the most valuable information conduit for marketers as they attempt to navigate market changes, competitive influences, and the consumer buying cycle. From channel preferences (i.e. television, magazine, etc.) to message content, the consumer response to various initiatives should be predictable, a function of extensive market research and behavioural analysis (2009:510). Marketing  communications, as a strategic, value-added enterprise for modern organisations has shifted in its purpose, embracing the demonstration and modelling of product value within the context of consumer preferences, as opposed to past models of feature presentation, differentiation, etc (2009:516). Essentially, the role of the consumer has become one of exchange and communication, providing marketers with information necessary to evolve their messaging, models, and marketing channels. While there is inherent value in strategic messaging, the targeted nature of such communication must be linked to key stimuli which inspire consumer behaviour. Chiu et al. (2005:1682) evaluate such phenomena from a more scientific perspective, suggest that the stimulus-organism-response (SOR) paradigm provides evidence the underlying psychological response that can be expected from consumers. Essentially, the relational bonding activities by a firm (stimulus) can have a measurable impact on con sumers’ value perceptions (organism), whereby  their purchase behaviours may be influenced (response) (Chiu et al., 2005:1682). Within such a model, it is evident that the consumer perception of value has a direct influence on their subjective response to stimuli from marketers, but in order to ensure that such responses are consistent with what the marketing initiative had intended, marketers must understand consumer perceptions and their impact on behaviour. Chiu et al. (2005:1687) used empirical data to model the influence which value perceptions can have on switching behaviour amongst consumers, suggesting that dissatisfaction in general cannot be overcome through messaging or branding alone. Instead, there is a measurable link between the depth of the relationship between a given brand and its consumers which can allow marketers to overcome dissatisfaction and achieve a renewed state of trust. Such relational bonding focuses on the inherent value of a given product to the consumer in relation to their wants and needs, establishing a connection between fulfilment and the particular product in which there is an inherent purchasing response when considering that particular need. When considering the decision making process of consumers, there tangible rewards which must be considered for picking a particular brand or product. De Wulf and Okerken-Schroder (2003:97), for example, have suggested that at the first level of relationship marketing, basic, tangible rewards are identified including cost savings and pricing incentives which provide consumers with a more general value based on financial concerns. More dynamic rewards also focus on intrinsic value in which rewards systems connect consumers and products according to an extended, implied position of loyalty. From rewards coupons to frequent flyer programmes to loyalty bonuses, the long term achievement of reward for consumers can lead them to remain loyal to a particular brand, as switching behaviour would ultimately have a measurable consequence for their rewards earnings (De Wulf and Okerken-Schroder, 2003:97). Such second tier rewards systems establish a long term relationship between the consumer and the brand, ultimately defining consumer participation within the programme in spite of other value challenges or product inconsistencies. Oftentimes the value of understanding consumer behaviour can provide marketers with the information necessary to repurpose their products,  meeting consumer needs without directly impacting the product or brand itself. Fine (2010) presents evidence of the information value associated with purchase behaviour, as consumers self-actualise particular objectives and needs through consumptive actions. From luxury items to particular brands, the decision to purchase a particular product is frequently based on deeper psychological influences, oftentimes influencing brand loyalty according to psycho-social interpretation of product value (Fine, 2010:244). While such peer-based acknowledgement of value can be identified through survey and research, information surrounding consumer behaviour and brand preferences is much more valuable when considering rebranding efforts and consumer communication. Ultimately, Fine (2010:245) argues that it is the achievement of status through the purchase of a luxury or personally valuable brand that can provide consumers with a level of satisfaction that is linked to their future purchase intentions. As previously discussed, dissatisfaction or product failure can ultimately lead to reduced value within this relationship and dissolve the psychological connection. Consumer behaviour is both time sensitive and immediate, experiencing influences according to various stimuli over time. Kowatsch and Maas (2010:702) have modelled the impact which direct communication can have on consumer behaviour during their purchasing process, using an in-store, mobile recommendation agent (MRA) to provide information and feedback for consumers as they shop. The inherent value of such decision assistance systems was demonstrated from a practical perspective, allowing consumers to access additional product data that might have otherwise remained unavailable. The authors also determined that the effectiveness of the system (MRA) had a measurable impact on consumer purchasing behaviour, suggesting that the personal value of the information and the means in which it was communicated could determine whether or not the consumer would engage in the purchase (Kowatsch and Maass, 2010:702). These findings also have implications for more practical marketing applications, as information exchange during the consumption process can have different influences on consumer behaviour than information exchanged over a more extended period of time. Whether communicated at the point of purchase or over other channels, the marketing message can have a direct impact on consumer behaviour.  Research on exploratory buying behaviour has been conducted by Baumgartner and Steenkamp (1996:132), demonstrating how psychological affectation can ultimately lead to consumers decision to purchase, even without original experience with a particular product. The authors argue that there are a host of unique, individual-specific traits which can lead to differences in product purchasing behaviour, the result of interpretation of stimuli and risk taking proclivity (Baumgartner and Steenkamp (1996:131). In order to chase consumers motivated by curiosity or by particular incentives, the authors suggest that marketers must explore the psychological implications of their particular messaging, potentially resulting in a greater sales opportunity. Taking advantage of promotional campaigns and marketing to specific niche consumers are some methods in which consumer behaviour can be influenced by particular psychological undercurrents within a singular marketing mix. The authors also suggested that there may not be a large difference in consumption behaviour amongst individuals with similar cultural ties, as the influence of marketing campaigns may resonate universally amongst these individuals (Baumgartner and Steenkamp, 1996:134). Regardless of affectation, such findings do have important implications when considering the inherent value of marketing campaigns in affecting consumer purchasing behaviour. While marketing initiatives are frequently associated with consumer purchasing behaviour, there are underlying variables related to such consumption that must also be addressed in order to encapsulate the value of a particular product or brand for consumers. Demirdijian and Senguder (2004), for example, have investigated products from a psychological perspective, highlighting key genetic characteristics that influence behaviour and programme future purchasing behaviour. Whether linked to an individual’s personal preferences or actually a function of internal chemical stimuli, the researchers suggest that there are more scientific reasons for consumer behaviour that can ultimately be determined, modelled, and used in product marketing (Demirdijian and Senguder , 2004:351). From the interpretation of a particular taste to the analysis of various sensations associated with fabric, analysts are able to determine and synthesise a future intent to purchase. While such product development can  be used for consumer influence, it can also be used to generate data relevant to the development of those products and services that have greater value to consumers over the long term. While value-added positioning can be achieved through market research, scientific analysis of consumer behaviour will also produce a means of defining those more subversive value components that might otherwise not be identified, from product packaging to secondary uses to the inherent status perceptions held by consumers during use. Conclusions This analysis began with a simple question of why consumer behaviour and an understanding of such processes is useful from the perspective of the marketer. There were a variety of findings uncovered over the course of this research, the majority of which establish some form of affectation according to  psychological influences and messaging stimuli. Inherently linked to brand loyalty and the consumer commitment to the product or brand over time, the means of reducing switching behaviours within extremely saturated marketplaces are directly afforded by marketing communication. The effectiveness of such communication, however, can have the desired (or opposite) result on sustaining consumer loyalty over an extended period of time. While more traditional marketing models focused on product features and competitive positioning of particular brands or products, modern marketing emphasises the relationship between consumer behaviour and value. By enhancing a product’s value, consumers are encouraged to engage in the buying process and are more likely to maintain personal investment in a product over an extended period of time. There are several implications associated with this research and this analysis of various academic perspectives within this field. First, there is a psychological link between purchase and loyalty. Where cognitive interpretation of marketing messages may have influence on purchasing behaviour over the long term, exploratory consumption may result from proper stimulation and more dynamic brand messaging early in the buying cycle. It is this internalisation of intent which ultimately allows marketers to  attract a larger base of consumers, even in a marketplace where there are various substitute products. In order to identify the best fit communication strategy, marketers are oftentimes forced to rely on trial and error or unsupported market research. By modelling particular behaviour patterns, however, associated with exploratory buying, these firms and individuals may be able to predict consumer responses to more dynamic marketing campaigns. From rewards programmes to creative branding to niche marketing, the ability to communicate with consumers according to their personal preferences and their understanding of intrinsic an extrinsic product value is invaluable and can sustain a product’s market expansion over the long term. This research has demonstrated that consumer behaviour and marketing are undeniably linked, and through the understanding of the former, the latter may be more appropriately defined. References Anton, C., Camarero, C., Carrero, M. (2007) ‘The Mediating Effect of Satisfaction on Consumers’ Switching Intention.’ Psychology and Marketing, Vol. 24, No. 6, pp. 511-538. Baumgartner, H., Steenkam, J.B.E.M. (1996) ‘Exploratory Consumer Buying Behavior: Conceptualization and Measurement.’ International Journal of Research in Marketing, Vol. 13, pp. 121-137. Chiu, H.C., Hsieh, Y.C., Li, Y.C., Lee, M. (2005) ‘Relationship Marketing and Consumer Switching Behavior.’ Journal of Business Research, Vol. 58, pp. 1681-1689. Demirdijian, Z.S., Senguder, T. (2004) ‘Perspectives in Consumer Behavior: Paradigm Shifts in Prospect.’ The Journal of the American Academy of Business, pp. 348-353. De Wulf, K., OdkerkenSchoder, G. (2003) ‘Assessing the Impact of a Retailer’s Relationship Efforts on Consumers’ Attitudes and Behavior.’ Journal of Retailing and Consumer Services, Vol. 10, pp. 95-108. Drucker, P.F. (1999 ) Management: Tasks, Responsibilities, and Practices. Oxford: Butterworth-Heinemann. Fine, L.M. (2010) ‘Altruism and Hedonism: A Review and Discussion of Recent Findings in the Marketing and Consumer Behavior Literature.’ Business Horizons, Vol. 53, pp. 241-246. Foxall, G.R. (1992) ‘The Consumer Situation: An Integrative Model for Research in Marketing.’ Journal of Marketing Management, Vol. 8, pp. 383-404. Kowatsch, T., Maass, W. (2010) ‘In-Store Consumer Behavior: How Mobile Recommendation Agents Influence Usage Intentions, Product Purchases, and Store Preferences.’ Computers in Human Behavior, Vol. 26, pp. 697-704. Mooij, M., Hoftede, G. (2002) ‘Convergence and Divergence in Consumer Behavior: Implications for International Retailing.’ Journal of Retailing, Vol. 78, pp. 61-69. Raaij, W.F.V., Strazzieri, A., Woodside, A. (2001) ‘New Developments in Marketing Communications and Consumer Behavior.’ Journal of Business Research, Vol. 53, pp. 59-61. Taylor, D.G., Strutton, D. (2010) ‘Has EMarketing Come of Age? Modeling Historical Influences on Post-Adoption Era Internet Consumer Behaviors.’ Journal of Business Research, Vol. 63, pp. 950-956. Thrassou, A., Vrontis, D. (2009) ‘A New Consumer Relationship Model: The Marketing Communications Application.’ Journal of Promotion Management, Vol. 15, No. 4, pp. 499-521.

Challenges In Automating Tanzania Academic Library Information Technology Essay

Challenges In Automating Tanzania Academic Library Information Technology Essay The main aim of this paper is to establish the cultural challenges of automating academic libraries in Tanzania. It is evident that many libraries, especially in the developed countries are using automated libraries to retrieve data, hence save space, time and increase efficiency in their daily activities. While there are some automated libraries such as that of the University of Dar es salaam, majority are operating still manually. This paper starts with introducing the paper and defining academic library, automated library, automated librarian and moves forward in identifying some eight cultural challenges that act as a stumbling block to the automation of Tanzanian libraries. Amongst those are poor reading culture, inadequate capital, availability of services, poor infrastructure, lack of ICT skills, lack of management support and the donor funded dependency syndrome. It ends with a conclusion on how best to overcome these stumbling blocks. Key words: Challenges, automated libraries, academic library Introduction In discussing automating Tanzania academic libraries, stumbling blocks in various forms surface, including social, cultural, academic, economic, and infrastructural, to mention a few. As for this paper however, it is intended to highlight the cultural challenges facing the automation of academic libraries. It has to be noted that there are twenty eight academic libraries across Tanzania, in both public and private universities (TLS, 2012). Most of these libraries are operated manually, with few remotely automated. In his paper, Kasulwa (2008), stated that 15 Universities are already in the process of automating their libraries. Out of those, only the University of Dar es salaam seemed at that time to have completed automating its library. This paper tries to address the cultural challenges that are a result of this and provides recommendations on how to overcome these challenges in order to move to a more futuristic library. In understanding the academic library, it has to be noted that this type of library is generally located on the campuses of colleges and universities and serve primarily the students and faculty of that and other academic institutions. Some academic libraries, especially those at public institutions, are accessible to members of the general public in whole or in part. Academic libraries are libraries that are hosted in post-secondary educational institutions, such as colleges and universities. The main functions of an academic library are to provide resources and research support for students and faculty of the educational institution. Specific course-related resources are usually provided by the library, such as copies of textbooks and article readings held on reserve (meaning that they are loaned out only on a short-term basis, usually a matter of hours). Academic libraries offer workshops and courses outside of formal, graded coursework, which are meant to provide students with the tools necessary to succeed in their programs. These workshops may include help with citations, effective search techniques, journal databases, and electronic citation software. Workshops organized by academic libraries assist students in acquiring skills needed in their academic endeavors and in the long run in their occupations, in many cases knowledge otherwise not acquired in classrooms. Depending on the nature of the task that the student or user in general has for the library, an academic library offers both, a quite study place and in some libraries, a discussion area. In North America, Europe, and other parts of the world, academic libraries have become more automated. As a result, users have a variety of choice in selecting their reading resources between printed and digital information as per need (Dowler, 1997). In many libraries, academic institutions have subscribed to electronic journals databases, providing research and scholarly writing software, and usually provide computer workstations or computer labs for students to access journals, library search databases and portals, institutional electronic resources, internet access, and course- or task-related software (i.e. word processing and spreadsheet software). They are increasingly acting as an electronic repository for institutional scholarly research and academic knowledge, such as the collection and du ration of digital copies of students theses and dissertations, heading towards what we call: the futuristic library (Anunobi et al, 2012). Tanzania is making an effort in automating the library services in all its libraries through training, aiding libraries with computers and building the capacity of staff and other stakeholders. The Tanzania Library Association supervises these activities and facilitates them through welcoming paper presentations, hosting workshops and training. Defining the automated library 2.1 The Automated Library An automated library is a robotically controlled device designed to load and unload removable cartridges without operator intervention. Cartridges are imported to and exported from the library. They are loaded and unloaded automatically. The archiving and staging processes use a site-defined scheme for allocating the number of drives to use. Automated libraries are also known as media changers, jukeboxes, robots, libraries, or media libraries. The term automated library can be used to describe a library where all tasks are carried out automatically. Computer programs substitute for the intellectually demanding tasks that are traditionally carried out by skilled professionals. These tasks include selection, cataloguing and indexing, seeking for information, reference services, and so on. The common theme is that these activities require considerable mental activity, the type of activity that people are skilled at and computers find difficult. A good examples of automated library is that of the University of Chicago, that has spent over $80 million on the Joe and Riko Mansueto Library, that is unique and handy to its end users and staff. Instead of filling the library hall with books and journals full of dust, the Mansueto library houses its contents fifty feet below the ground. Students and anyone who wants to check out a book searches the online catalog for the item and fills out a request form. A library attendant then tells the system to retrieve the book, prompting the robotic aspects of the library to take over. The books are retrieved by a robotic arm which returns the storage bin containing the book or item. This is different, in that it reduces lounging around in the library here, everythings much more efficient and quick making a request and picking up the book can often take less than 10 minutes, depending on where the student is on campus. View the video below to get a better idea of how the Mansueto Library does things differently. Its another very smart usage of robotic technology, one that wouldnt be out of place in Japan, where new robo-tech gadgetry seems to make waves every other day. 2.2 The automated Librarian A librarian, the person who looks after the storage and retrieval of information was previously professionally trained and educated to deal with information in a wide variety of formats and settings (WordiQ, 2010). Today, in the automated library, the librarian is expected to helps users to navigate into the voyage of internet and evaluate information efficiently. Librarian offers a helping hand for users to find out the required piece of information and to use it for personal and professional purposes (BLS, 2011). Due to the advent of Internet, World Wide Web and proliferation of online catalogue, the role of librarian has been changed. Now he is more efficient and has new roles as intermediary, facilitator, end-user trainer/educator, web organizer designer, researcher, interface designer, knowledge manager/professional and sifter of information resources (Rao Babu, 2001). Librarian should be knowledgeable in a variety of information sources and follow the new trends and advanceme nts in computers, media and publishing (Careeroverview, 2011). Cultural Challenges in automating Tanzanian Libraries The challenges of automated libraries vary from country to country, while in some instances there are some similarities. Kamba (2011) identifies challenges in Nigeria as being ICT illiteracy, ICT awareness and lack of ICT framework. Muller (2005), identifies challenges facing special libraries in South Africa as being trend change, adding value to the special library, inadequate education on library information service, lack of or inadequate proper benchmarking and lack of succession plan. As for cultural challenges in Tanzania, this paper identifies six major challenges as discussed in the sections hereunder: 3.1 Poor reading culture of many university/college students A survey conducted by the daily news paper in 2011 at the St. Augustine University of Tanzania, reported a poor tendency of individual reading at the library, which resulted to poor assignments and research reports and in some instances even duplication of research reports. It revealed statistics of 60 percent of students enter the library for assignments and research, and 85 percent of those who do visit the library study books that are relevant in their respective courses only. As a result, the language proficiency is low, the research papers have low quality and the theory of I can read has preceded I do read. According to their survey, some students complete their three years in college without having visited the library at all. While this is an example in one university, experience reported in research and surveys reveal that the case is almost similar in many other universities across the country. 3.2 Inadequate Capital This comes in four forms. Inadequate economical, cultural, social and institutional capital. The economic capital is in terms of financial implications in an attempt to get connected, purchase of a computer, train responsible staff and students, build a user friendly infrastructure for the automated library and the likes. Cultural refers to knowledge acquired through cultural expression learned from the family socialization and education institutions. With these statistics, the uneducated outweigh the educated, posing a serious challenge on how the former influence the later in decision making and studying habit. Social means the social networking and relationships benefits one can get from participating in certain library networks and databases related to lending books, journals, papers and research. As for institutional capital, they include issues that mediate all of economic, political and social life. These include bodies that enable and support the initiatives to bring the Inte rnet access. Inadequate capital results into poor libraries with minimum automation, poor staff with little qualification for automated libraries and poorly developed students with limited resources for their education. 3.4 Availability of Service In their survey on service providers, the Tanzania Communication Regulatory Authority (TCRA), showed that by June 2010, only 46 (67%) out of 68 ASLs were found operating, 20 of them (30%) were not traced and 2 (3%) were not operational. Out of 46 operational licensees only 38 (83%) of them provide internet service. As a result, availability of service to end user is limited, often unreliable. Hence, even if libraries were to use their services, the library services quality would still be in jeopardy. Uncertainty in availability of services acts as a stumbling block in learning, using and communicating in an automated library environment. 3.5 Infrastructure Barrier Infrastructure includes a shared, evolving, open, standardized, and heterogeneous installed base and by as all of the people, processes, procedures, tools, facilities, and technology which supports the creation, use, transport, storage, and destruction of information, Pironti (2006). The notion of information infrastructures, introduced in the 1990s and refined during the following decade, has proven quite fruitful to the Information Systems (IS) field. It changed the perspective from organizations to networks and from systems to infrastructures, allowing for a global and emergent perspective on information systems. Information infrastructure is a technical structure of an organizational form, an analytical perspective or a semantic network. If some of the component of the automated infrastructure doesnt operate the way it should, then other parts are affected. In Tanzania, if the staff are not well equipped, then they are in no good position to assist students, while if the students dont understand on how to use the infrastructure, then the staff and equipment will not be of any use. Should the staff and students understand the computer and automated equipment, but lack computers and or electricity, then that acts as a stumbling block. Should everything be in order but the service provider are on and off, again it affects the operation of the automated library. Unfortunately, in most of the academic libraries in Tanzania, one of the above mentioned or more are off-order, hence acting as stumbling blocks to the library. 3.6 Inadequate ICT skills Most of the ICT staff and end users lack the proper know-how in usage of ICT equipment. Shortage of computers and low computer student ratio, lead to some students not touching computer for all the three years in their academic endeavor. As a result universities find themselves with graduates who have no skills. Even the staff lack adequate environment to display their talents and use their talents. 3.7 Lack of Management Support Though the library is at the center of any academic institution, the management has not been supportive to modernizing and automating their services. This is often a result of minimal funds, low enrolment, never-ending priorities and ever increasing competition, resulting to investing more in marketing, bettering remuneration and modernizing buildings. 3.8 Donor Funded Dependency Syndrome By definition, donor funded dependency syndrome also known as aid dependence can be defined as a situation in which a country cannot carry out its activities without the assistance of funding and expertise. It is a national pandemic, and has spread in all sectors of the country, academic institutions not exempted. Waiting for sister-colleges to donate computers, printers, books, experts in automation, construction, tools, laboratory equipment and so much more. This again acts as a stumbling block in that in kills creativity on how best to utilize available resources and work on automating their libraries hence save space, time and increase efficiency. Conclusion The significance of automating academic libraries can never be overlooked. The heart of the academic world lies in the library and if that is not updated, operated in an efficient and professional manner, the quality of the product from the local universities will be jeopardized. Running campaigns on significance of automating libraries, providing ICT training to librarian, academic staff and students and building a user friendly infrastructure that can facilitate the smooth running of an automated library will place Tanzania in a better situation academic wise and will assist it to work hand in hand with other universities across the world.