Freedom vs. Predestination Essay Example | Topics and Well Written Essays - 250 words

Freedom vs. Predestination - Essay Example In this context, the supernatural being has unlimited power and knowledge to control all of the human actions. On the other hand, freedom of human actions amounts to their free will that is the ability of an individual to act at his discretion exclusive of the constraints of fate (Thiroux & Krasemann, 2011). The above analysis clearly indicates the incompatibility of the human free will with the idea of an all-knowing supernatural being. Our inborn talent is an excellent example of predestination. The talents and gifts that we have are all the doing of a spiritual or cosmic force that is beyond us. However, we have control over the process of discovering and nurturing those talents. The choice of our backgrounds and families are issues that are beyond our control too. A poor background is the result of predestination but getting ourselves out of the poverty is a conscious decision (Thiroux & Krasemann, 2011). The current capitalist nature of our society increases our individual responsibility to both the state and our fellow human beings. The theory of free will is more applicable in today’s society rather than predestination. State laws, legislations and policies govern our actions and as such we may only exercise our free will to a limited level. Our conscience comes into greater play by constantly reminding us of what is good and what is evil (Thiroux & Krasemann,

Essay Example | Topics and Well Written Essays - 500 words - 122

Essay Example The third contrasting feature according to Berman was the culture. She states that the language is probably the same, except that a few words have a distinguishing accent. Berman goes ahead to add, ‘England for example has a rigid class culture that one does not violate without consequences’. This can be better explained that people in England observe culture more seriously as compared to people in America. The new culture that Berman was exposed to was different and by all means, she had to be well accustomed to it especially knowing that her grandmother was from England. Along with that, the sea side was different with the farm side due to the swimming experience that one was prone to endure while there. Back at the farm, there was no swimming experience in the form of leisure. According to Berman, the farm was hectic. She describes that they used to work extremely hard but little income. According to her statement, the work at the farm involved picking berries, feeding the pigs which apparently ate a lot and were still not adding kilos, the chicken that were there also did not lay eggs, the cows did not produce much milk so the income we got at the farm was quite low. Life at the sea side was quite different. There was not much work to be done that involved farm animals. Thus Berman presumed life at the sea side was more appealing as compared to the farm life. A comparison between the two environments is the existence of school children. According to Berman, â€Å"the sea and country will lose their prominence to the hustle and bustle of school†. This means that both the sea side life and farm side life have the similarity where school children are existent in both environments. Being born in the USA, I think is the best thing because everybody wants to come to the States to make their dreams come true. Well, I was born in the USA and I have lived there with my parents for close to seven years. After my

Biography of Nikola Tesla Annotated Bibliography

Biography of Nikola Tesla - Annotated Bibliography Example Nikola Tesla’s parents had migrated from Serbia to Croatia. His father was a priest, philosopher, and poet. The mental training that Nikola’s father gave him by making him do mathematical calculations without using a pen or paper was his initiation into the field of science. And his mother had â€Å"come from a family of inventors†. Nikola also made his first invention when he was a child of age five when he made himself a fishing hook and caught frogs. When Nokola was seven years old, his family went back to Serbia. In the new town, he became an instant hero as he repaired a newly modeled firefighting equipment which had failed to function on its first demonstration before the public. After his school years, Tesla decided to become an electrical engineer and joined Graz Polytechnic Institute in Austria. During his studies, one of his professors had demonstrated a dynamo which can produce direct current electricity and which was invented by Thomas Alva Edison, in the class. After watching the functioning of a dynamo, when Tesla opined that it might be possible to create an alternate current manufacturing motor, his professor refuted this idea as impossible. After a while, with the support of his father, he joined the University of Prague. But after one term was over, he left this course also and joined the telegraph department. While walking in the city park with a friend, the design of the ac motor suddenly came to his mind like a flash of lightning.

Total Quality Management Definition Essay Example for Free

Total Quality Management Definition Essay Total Quality Management is a set of management practices aimed at meeting and even exceeding needs of customers and organizational objectives. The Japanese Industry started it in the 1950’s but it gained popularity from the early 80’s. TQM seeks to merge organizational functions like production, customer service, design and marketing, and has a strong emphasis on process measurement and controls as a way of continually improving the products or services offered by the organization. TQM describes the culture, attitude and organization of a company in the provision of products and services to satisfy needs of customers. Quality is required with efficiency and effectiveness in operations and reducing losses, minimizing defects and waste. Impact of globalization   As companies get bigger, there is an increasing demand for JIT (just-in-time) management, which TQM embraces. This makes things move faster, further pushing along globalization. This also calls for the removal of bottlenecks in production resulting in high quality. Globalization calls for things to be faster, better (because if youre not good, youre not utilizing your competitiveness), and hence comes TQM philosophy, which embraces that. However, globalization has brought about a demand for high skilled labour, which cannot be found with workers with low-level education, who are the majority. Their employment leads to low quality of work. Similar to that are organizations, which want to cut costs on wages and therefore employ workers with a poor educational background. Competitiveness is characterized by high labor costs; therefore, low labor costs are characterized by lower productivity. Women on the other hand, are unfortunately still engaging in low-wage and low-productivity jobs, especially in the Middle East, North Africa and South Asia where womens participation in the global labour market is behind. Application of TQM Both the management and the employees can and should be involved in the process of TQM to improve the production of goods and services. TQM should be driven by a purpose and there should be a clear focus on the future vision of the organization. TQM can also be used as a way of encouraging the potential and creativity of an employee to be displayed as well as improving clients service. TQM calls for organizations to strive to continuously improve its processes through accumulated knowledge of workers and their experience. TQM is easily adaptable, for instance, it was at first an application of manufacturing operations but is now even applied to the service sector. According to Khurram Hashmi (2000), TQM is the foundation for activities, which include: Commitment by senior management and all employees Meeting customer requirements Reducing development cycle times Just In Time/Demand Flow Manufacturing Improvement teams Reducing product and service costs Systems to facilitate improvement Line Management ownership Employee involvement and empowerment Recognition and celebration Challenging quantified goals and benchmarking Focus on processes / improvement plans Specific incorporation in strategic planning This shows that all personnel, in Manufacturing, Marketing, Engineering, Research and Development, Sales, Purchasing, Human Resource, etc, must practice TQM in all activities. TQM is based on continuous improvement, both in strategic planning and in the execution of work. It seeks to avoid mistakes and defects and continually improve results through increasing the organizations resources. The major areas including supply generation, demand generation, technology, operations and people capability. It also maintains that mistakes can be identified and stopped and repetition prevented through change. Implementation of TQM A preliminary test, like a management audit should be done to asses the current state in terms of organizational functioning and establishing where change is needed. There should however be a positive attitude towards change or TQM would be ineffective. Other conditions are stable finances, good administrative systems and managerial skills and optimistic employee morale If these conditions cannot be met, it is advisable to postpone the implementation until when the organization is healthy enough with regard to these. Certain levels of stress, with regard to people feeling a need for change are however needed when implementing TQM. Kanter (1983) described certain building blocks, which should be present in effective organizational change. They include departures from tradition, a crisis or galvanizing event, strategic decisions, individual prime movers, and action vehicles. Departures from tradition are moving from normal operations in an attempt to solve a problem. A crisis, like reduction in finances, may prompt people to act. A strategic decision like a plan acting on the crisis may be implemented by a leader, who becomes the prime mover. The leader takes charge of the new idea or plan and leads people in its implementation. Action vehicles then used and mechanisms put in place to enabling the occurrence of the change.          References International Labour Organization Report (Dec 9, 2005) Globalization failing to create new, quality jobs to reduce Poverty. Retrieved from http://www.globalpolicy.org/globaliz/econ/2005/1209reduce.htm on October 3, 2007 Hashmi, K. (2000) Paper on â€Å"Introduction and Implementation of Total Quality Management† Retrieved from http://www.isixsigma.com/library/content/c031008a.asp on October 3, 2007 Martin, L. (1993). Total Quality Management in the Public Sector, National Productivity Review

Website Evaluation Essay Example for Free

Website Evaluation Essay The creator of the website http://www. nationalmssociety. org/index. aspx is the National Multiple Sclerosis Society (NMSS). NMSS was started in order to provide research and resources to those living with multiple sclerosis. Their philosophy is to create a movement inclusive of people with multiple sclerosis in an effort to move toward a world free of multiple sclerosis (NMSS, 2008). NMSS is a credible organization that has been in existence for many years. Since its creation, NMSS has been diligently working towards developing new research to find a cure for multiple sclerosis as well as enabling people with this disease to find quality of life. Proof of NMSS credibility is shown in the constant updating of the website. News releases are posted regularly to update visitors about new progress being made. Additionally, the website includes up to date information about where those living with multiple sclerosis can find services to help them. Finally, NMSS can be considered credible because they include the sources of their information in their news releases. In their multimedia library section of the website they offer additional resources and information about these is provided (NMSS, 2008). The main stated goal of NMSS is to enable those with multiple sclerosis to find quality of life and to continue to work towards a cure. In order to accomplish these two goals, NMSS is committed to excellent service, leadership and teamwork. These noble goals are listed on the website under the core values section and provide visitors with important information about their mission. Unstated goals include details about the importance of research as it is assumed that most people would agree this is important. There doesn’t appear to be any biases or hidden agendas since NMSS isn’t in existence to make money. Instead, they are dedicated to finding a cure for multiple sclerosis and helping people live with the disease. The information presented on the website is useful to students living with multiple sclerosis. The resources provided can give students important tools to enable them to be successful in school despite the presence of a debilitating disease. The content of the website is current as news related to multiple sclerosis is updated often. This information is based on scholarly research so it can be considered accurate. In addition, the resources presented to viewers are based on studies done by experts in the field so it can also be considered accurate. Additionally, the resources available to viewers are appropriate as it includes people of all ages, races, genders and ethnicities. Multiple sclerosis doesn’t discriminate and neither does this website. These resources are presented in an easy to understand way. There is a link on the website to the multimedia library where viewers can research books, journal articles and pod casts. There is also a link to news where viewers can read the latest news about multiple sclerosis as well as search previous news stories. These important issues are presented through additional resources and news stories in a realistic manner that allows all types of viewers easy access to help materials (NMSS, 2008). The website is presented in English but can be translated into Spanish as well. While this doesn’t enable other languages to read the website it does include a large number of additional Spanish speaking viewers access to important information about how to live with multiple sclerosis. To this end, the readability of the website is appropriate for all viewers regardless of language. The links are easy to find and the website is easy to navigate in order to find what one is looking for. The content included is organized among these links in order to make it simple to find necessary information. If a viewer is looking for the latest news they can visit the news link or if they are interested in finding local services they can visit the find a chapter link (NMSS, 2008). The home page is welcoming because it is organized and a viewer can quickly find necessary links. It includes a slideshow of the latest news with encouraging pictures of people living with multiple sclerosis. These scrolling news stories are meant to motivate viewers to find out more about NMSS, either for themselves or for others. It also includes easy to find links for joining the NMSS movement as well as resources for those newly diagnosed, those currently living with the disease as well as information for friends and family of those living with multiple sclerosis. These links motivate all people touched by multiple sclerosis to learn more about finding a cure and creating high quality of life for those living with this disease. To this end, the links are well organized and easy to find and navigate. There are enough links that desired information is easy to find. Finally, NMSS includes a search link to increase the ability of viewers to find what they are looking for (NMSS, 2008). The graphics on the home page are included with the latest news stories so they can be considered accurate. The website doesn’t rely on many graphic but the ones they include are relevant to the different topics being discussed on the different pages. There are many links designed to motivate people to get involved and learn more about NMSS, including stories of those suffering from the disease, â€Å"Walk for MS,† â€Å"Bike for MS† and an MS fact of the day. These activities are designed to provide additional information that can contribute to quality of life as well as educate people about finding a cure (NMSS, 2008). This website is easy to use for anyone, including disabled people. NMSS doesn’t pity those suffering from multiple sclerosis. The entire mission of NMSS is to help people with the disease live a normal life. It is sensitive to the different needs of people with multiple sclerosis but it certainly doesn’t portray any type of pity. In fact, it works to promote independence and dignity for those living with the disease. It offers a wide variety of resources designed to show those with multiple sclerosis how to live normal lives. Different experiences from different people living with the disease are included in the Online Community. This is a place to post and read individual and personal stories of other people living with multiple sclerosis. These real life examples show others how similar these people really are. Individuals with multiple sclerosis can live relatively normal lives for many years before the disease progresses to the point of disabling a person. If a person with multiple sclerosis didn’t tell others that he or she had the disease it would remain a secret, often for a very long time. In this way, people with multiple sclerosis are very similar to everyone else. The education sections of the website provide further information to show students how similar people with multiple sclerosis are but also to educate them about the differences and what they mean (NMSS, 2008). One suggestion for the website would be to increase the personal stories included. There are only a few posted currently and offering more real life experiences would further the motivation of people living with multiple sclerosis. Additional learning activities geared specifically towards students would go a long way towards helping people understand multiple sclerosis and how it affects friends and family members. The current layout is very easy to navigate so change wouldn’t be necessary. In fact, adding more links would contribute to more confusion while navigating the site. There is so much information currently available on the website and it is condensed into a few links so that viewers don’t have to spend so much time trying to find what they are looking for. Additional links are included in each major link to further narrow the focus of a search. This type of layout makes information easily accessible. A final suggestion would be to include translation into more languages as NMSS promotes diversity and providing important information to more people would only further their mission towards finding a cure. NMSS. (2008). National Multiple Sclerosis Society. † Retrieved on December 13, 2008 from http://www. nationalmssociety. org/index. aspx.

Public Engagement A New Paradigm For Public Relations Marketing Essay

Public Engagement A New Paradigm For Public Relations Marketing Essay Engaging with the public has always been a necessity for PR practitioners to succeed. However, due to the web 2.0, engaging with the public has opened up new channels of communication and therefore a new communication strategy needs to be put into place. As Public Engagement is a relatively new term, no studies have been carried out in this area. The author will look into what Public Engagement is and see if its fit into existing Public Relation models, how organisations engage with their audience , due to the digital web, and if a new Public Engagement model is needed. Paradigms of PR A definition of a paradigm in PR is narrow (Burrell and Morgan 1979). It is seen as a sign of discipline maturing and developing a range of different approaches; at the same time the process is not seen as advanced enough for a full blown paradigm struggle, or debate to be able to take place (Botan 1993, p.108). A paradigm can be thought of as a model (LTang Pieczka 2006) or worldviews (Grunig). Kuhn (1969) defined it a model or a way of thinking about and studying a problem. He stated that no paradigm is perfect and that facts and figures that do not fit the paradigm does not necessarily nullify the values of the paradigm. According to Kuhn a new paradigm can provide a perspective from which the subject can move on. ( As the term paradigm is still very much a vague area, the author will use the terminology used by academics to describe a paradigm as a model or theory and will find out whether Public Engagement fits into any of the original paradigms of Public Relations. There have been many communication models put forward and tested over the past 60 years by public relations practitioners. The principal ones being, the Shannon and Weaver model (1949), Shramms Interactive Model (1954) and Grunigs and Hunts 4 Models (1984). It is important to look at communication models to see whether Public Engagement is a new paradigm in the digital age or simply an extension of these. 1.3 Shannon and Weaver model Shannon and Wavers (1949) Mathematical theory of Communication is acknowledged as one of the most important models from which communication studies has grown (Johnson and Klare 1961), albeit biased towards the technical aspects of communication research (John Fiske 1982). This basic model was linear and did not represent reality where senders and receivers have an equal role. In contrast to the above models Schramm went on to create his model which emphasised two-way communication (1954) and introduced the concept of feedback. In problem solving scenarios open ended questions need to be asked in order to gain feedback and results. The model can be criticised as conveying the feeling of equality in communication. This could be rarely seen in practice and communication tends to be unbalanced. While this model was an important breakthrough in PR, it did little to listen to what the public actually needed. System theories / Four step and Excellence model System theorists are PR practitioners who develop a theory from experience/being in the organisation. They are concerned with the public in PR decisions. Grunig. J and Hunt.T (1984) are two of the earliest system theorists. From their observations they developed four models of public relations (Edward 2009). These were press agentry /publicist, public information, two-way asymmetric and two way symmetric communications known as the Four Step Model. 2.2i Four step model Press agentry (one way communication) is a way of communicating a biased message through media channels. (McQuail Windahl 1993) Public information (one way communication) similar to press agentry, but transparency in the message is vital; the message is truthful and informative. (McQuail Windahl 1993) Two way asymmetric (two way communication) is known as a persuasive tool. The purpose of this is to make the public think in the same way as the organisations. Feedback from the public is used to strength communication strategies. (McQuail Windahl 1993). The message is unbalanced , it is all about persuasion and is favoured by some advertising companies. Two way symmetric (two way communication) the two-way symmetric model, (Grunig and Hunt 1984) is probably the most popular and widely used in todays PR industry. This model is one that can build relationships and solve differences. Stakeholders engage with the organisation and can have some power over policies. This model employs research, listening, and dialogue as tools to promote relationships with both internal and external parties. Grunig put ethics the centre of symmetrical communication. (Grunig Hunt, 1984, p.22 and Grunig et al, 1992, p.55-61). According to Phillips and Young (2009), social media is causing a new communication paradigm. They believe that communication is shifting from the traditional hierarchical arrangement to an audience model encouraging horizontal discourse. Edelman in his interview Edelman (2009) agreed with this idea. In a survey of PR practitioners in charge of campaigns winning the 2002 Golden World awards from IPRA, it was found that when asked which of the four Public relations models they preferred, no one voted for press agentry model, 6.3% preferred the public information model, 18.8% the two way asymmetric model and the favourite model was the two way symmetrical model where 56.3% voted for it (Horn Neff 2008 and Okay PR from theory to practise book). 2.2ii Excellence model Gruig went on to complete a 10 year study Pr practice and developing a model for Excellent Public Relations ( Grunig 1992) It was found that the most successful Public Relations departments took part or contributed to the strategic decisions of the company. Once stakeholders had been identified, the study showed that successful Public Relation departments developed programmes to communicate with them. According to Grunig (1992) Excellence is the balance between an organisation and the public. It was seen as the management of communications on a level that aided the strategic management role whilst maintaining the attention and cooperation of the public. As such, the Public Relation role was enhanced and perceived in commercial terms whereby long term relationships could be forged between strategic parties. This model has been challenged by a number of academics. Philip and Younge (2009) argued that the new Public Relations challenges the Excellence model. LEtang (2006) was also critical and stated that the power imbalance between organisation and public was a weakness in the theory of two-way communication. Pieczka (2006) criticised the model as she felt that the study was biased to the two way symmetrical model. Pieczka not only critised his two way symmetry but questioned the and questioned the validity of his model. She believed that inconsistencies were apparent. It is clear that Grunig excluded conflicting viewpoints and academics have questioned the research carried out and pointed out that he chose paradigms to fit his model. Obviously Grunig based his model loosely on the systems theory but he did take on board these criticisms and the model was revised over the years (Grunig L, Grunig, JE Dossier, M, 2002). It is apparent the Excellence theory has had an impact on PR a leadin g body of work has developed around Symmetry/Excellence Theory which has probably done more to develop public relations theory and scholarships than any other single school of thought Botan and Hazleton (2006) (p. 6). As it was a model that was based on practise in a real life situation, it could be said that this is the model that is real to the industry. As PR has progressed and social media has become a large part in most cases, Public Engagement has taken on a new role, but nevertheless a new communication strategy could be easily adapted from the Excellence model. 2.2 Publics As audiences are needed for communication to take part it is necessary to look at different types of publics. Grunig and Repper (1992) propose two types of publics, the passive and the active. Active audiences go out of the way to find information on the company and respond. Passive audience do not want to engage with the company, but may if prompted to. This has led many practitioners to explore what methods of communication will prompt and engage these audiences. Grunig (1983) identified four basic publics: All issue publics: These publics are concerned with the organisation as a whole and are active on all issues. For example the media Apathetic publics: Are not aware or interested in the organisation as a whole (Smith 2005) Single-issue publics : Tend to be active in one area of the organisation Hot issue publics: are active on a issue that has received a lot of issue in the media These models all have uses and, they do not always consider what other factors affect why people engage in communication or how to attract the public who are unaware of their product. A further model is needed which could include attitudes, communication behaviour and personal behaviour which could help to recognise new stakeholders. ( Featherstone,Weitkamp,Ling and Burnet 2009 from journal Public Understanding of Science ) http://pus.sagepub.com/content/18/2/214.full.pdf+html This theory has been criticised by many. It lacks diversity and ignores the power dimensions of organisations and its publics (Lietch and Neilson 2001). Cutlip et al (2000) believe that PR practioneers should operate in an open system, whereby the external environment should be looked at in order for business change to suit their publics. There appears to be a new kind of publics at the moment and these are named the 21st century consumers and forming a relationship with them is crucial. They are more demanding than ever and want to receive information differently and share it with their own communities (Soli Breakenridge 2009) This new breed has been aided by social media. The social web allows people to communicate and share information and it is important for organisations to be aware of this and monitor conversations, if not, the public will still carry on talking and organisations may miss out . They have come to realise that listening is important. The relationship paradigm leads to trust It believes that two-way communication that attempts to accommodate both parties, while not abandoning the objectives of the initiative, will result in a much greater understanding of the needs and resources available to target publics (Martinez, Jr., Belio, n.d) (http://www.allacademic.com//meta/p_mla_apa_research_citation/1/7/2/1/7/pages172179/p172179-10.php ) 3.5 Rhetorical perspectives Rhetorical theory is based on persuasive through discussion. It is a two way conversation between groups with a common purpose and deals with choice. ( Nichols1963)Ethics goes hand in hand with it. Aristole, a Greek philosopher, wrote The Art of Rhetoric, which was the first formal book to define persuasion and the Greek society was governed by the principle of debate and persuasion. Agreement between parties is the ultimate aim but communication and agreement between both parties is necessary. More recently Heath (1980) ( Heath 1980 ; à ¢Ã¢â‚¬  Ã¢â‚¬â„¢Ã‚   Rhetorics: New Rhetorics ; Rhetorical Studies ; Organization-Public Relationships said that rhetoric was at the front of an organizations relationship to its surroundings. Since then he has argued that it is the good organization communicating well ( Heath 2001 , 39; à ¢Ã¢â‚¬  Ã¢â‚¬â„¢Ã‚   Public Relations Ethics ) Heath believes that PR practitioners and public are engaged in discussion and that rhetoric could be compared to G runigs symmetry model(Heath 2002 p49). Audiences can assess the credibility of all speakers by considering the values on which the message is built. Public relation practitioners role in the past has been seen as one that is there to persuade the public and change their attitudes. This has been common in PR and has been categorised as Grunigs asymmetrical model. Grunig argued that his model be best described as a way of getting what an organisation wants without changing its behaviour or without compromising leads to actions which are unethically, socially irresponsible and ineffective ( Grunig 1992 p39-( Public Relations Ch 18). Rhetorical Theory assumes multiple voices and if one view is acknowledged and preferred then others may not have the opportunity to put their opinion forward. Rhetoric can be seen as a way of asking individuals to think about different points of views (Bryant 1953) (from CH 13 Public Relations theory to practice) Rhetoric is not needed if there is agreement but as Heath (1992) points out communi cation is a wrangle of voices and not in isolation. It helps informs the public how to communicate and engage with each other but ultimately for organisations to be ethical. LEtang ( 1996) and Cheney and Dionisopoulos(1989)( Exploring Public Relations) http://www.prismjournal.org/fileadmin/Praxis/Files/Journal_Files/issue1/refereed_articles_paper3.pdf Heath 2002 pg 49 http://www.blackwellreference.com/public/tocnode?id=g9781405131995_yr2010_chunk_g978140513199523_ss94-1 Postmodernists believe that because of their exsisting power, businesses and government will always enjoy a more profitable outcome than their publics when the two are in dialogue. Postemodernists recognise that the pr industry is changing due to audience segmentation, uncontrolled media due to the digital age, globalisation and a diverse audience. 3.6 Sphere of influence The sphere of influence was first put forward by Habermas ( 1989) He promoted the idea that a just society was at the centre of his theory and that discussion should be free and equal and defined it as the social space that mediates between the political sphere and the private sphere by providing space for discussion and negotitation . ( Weaver, Motion and Roper.- in Public Relations Critical Debates and Contemporary Practice 2006) However it seems that this approach could be seen to be too idealistic. It is more likely that communication is part of a strategic plan to control what the public listens to and the way in which it is disseminated. Jensen (2001) (Jensen I Public Relations and emerging functions of the public sphere. An analytical framework . Journal of Communication Management 6 :133-147). Moloney (2006) maintains that we do not live in a public sphere but a persuasive sphere and that Habermas utopia ideal does not exist. Again it appears that some scholars see his theory of public interest to be very similar to Grunig and Hunts (1984) model of two way symmetrical public relations. 1.2 Conclusion Although Grunigs fourth model is possibly the most well-known and the one that PR practitioners use in their day to day work, there appears to be a gap in communication models in regards to Public Engagement as a result of the digital age. It is now evident that a new model of Public Relations is needed. Public Engagement Public Engagement is a modern paradigm in the Public Relations context and sets out how professionals should be listening and engaging with their stakeholders in this digital age. Marshall Manson, Director of digital strategy at Edelman UK, describes Public Engagement as advancing shared interest moving from an influence pyramid to a world of cross-influence (Manson 2009, pg5). According to Edelman there are four attributes of Public Engagement; it aims to be democratic and decentralized, inform the conversation, call for engagement with stakeholders and finally make it clear how reputation is important. Public Engagement has to work in all four areas (Richard Edelman, 2008). Trust building both internally and externally, reputation management and transparency are the hallmarks of successful Public Relations initiatives. The term Participatory Democracy, a the precursor of Public Engagement was used by John Stuart MillsMills . Mills supported a representative government which included public participation of some kind but on a limited scale. It was apparent that participation could endanger political decision making and therefore democracy (Pateman 1970). Engagement in politics had been regarded as reactive but it is now perceived as proactive. Dialogue and engagement with all parties is important to prevent loss of public trust (Edward Andersson, Simon Burall Emily Fennell, Involve 2010). The Big Society introduced by David Cameron 19 July 2010 sought public dialogue and involvement in decision making. It is true that business and government rely on Public Relations to establish trust and dialogue and that Public Engagement, like any conversation, is all about listening. The world can be compared to a conversation and in order to be successful we need to listen (Richard Edelman 2008). The onset of the digital world has provided the public with means to engage in these conversations as never before. http://www.essex.ac.uk/ecpr/events/jointsessions/paperarchive/edinburgh/ws22/zittel.pdf Arthur W Page Societys White paper(2007)is a good example of how Public Relations practitioners and company leaders must alter their approaches and business goals to be more trustworthy in todays world. The study looked at how CEOs saw their roles change with the culture of the environment. The environment is changing because of the advent of all things digital, a worldwide economy and a new class of stakeholders. However, it failed to provide a clear way to develop the role of the communication department in the future. The paper went on to say that some communication departments need to change their working practises. In order to move forward they must familiarise themselves with new technologies, publics and engagement models. Ivy Lee developed the first press release in 1906 after a train crash occurred in Atlantic city. He used a press release to invite journalists and photographers to the crash, as a way of promoting open dialogue with the media. He believed that Public relations was two way communication, and that PRs were responsible for making organisations listen to their publics and in return to communicate messages to them and engage with them. (Solis Breakenridge 2009). Prior to current publications on Public Engagement, the term was mainly linked to the scientific world. Demos (2009) stated that the UK was now perceived as a forerunner in Public Engagement within the science world. It argued that Public Engagement would only work when interest groups were included. Matthew C. Nisbet Dietram A. Scheufele (2007) argued that communication must be accessible to all sections of society. Advocacy, a term used by Public Relations Company Weber Shandwick, has been used as an alternative to PE and is defined as Public relations caught the first wave, the adoption of new technology to spread information   But that first wave, sharing information with more segmented audiences, is cresting.   A new one, a fundamental transformation of communication from information to advocacy, is rising (Jack Leslie, Chairman, Weber Shandwick Worldwide, n.d). It argues that engagement is necessary if communication with audiences is to take place. It is now evident that universities are becoming involved with the term Public Engagement. The National Co-ordinating Centre for Public Engagement (NCCPE) is part of the Beacon for Public Engagement project. Their aim is to support and encourage universities engage with the public and their stakeholders. According to response source (2010) the ten most engaging brands in the UK are Google, Cadbury, amazon, BBC, facebook, MS, sony , Microsoft, the Olympics and Dove. Case studies- Olympics 2012 London 2012 logo was designed to attract and engage with the young. The aim of the project is to build community engagement and to bring people together through a national event; this would in turn go hand in hand with David Camerons Big Society. Campaigns have already begun, such as the Inspire programme, which has led to projects which have engaged the community. 1,000 projects have now been giving the 2012 Inspire brand to go ahead and is estimated to have reached over 10 million people in the UK with more to be expected (DCMS 2010). The Olympics will coincide with the big society by creating up to 70,000 game makers, who will volunteer around the game sites and will help out in their communities but during the games and after. The Olympics other aim is to change the perception of the disabled. TV broadcasting will be issued throughout the Paralympics games. Other areas of engaging with the community consists of: The new Sports Leaders programme this will train 40,000 sports leaders across the UK, they will have to volunteer 10 hours of their time to teach in the community. Engaging with the next generation of performers A London 2012 festival will be held with over 1,000 events to be released in the summer of 2011 Inspired by a project which helps disadvantaged young people around Britain http://www.culture.gov.uk/images/publications/201210_Legacy_Publication.pdf Facebook In the run up to the 2010 UK election, facebook reminded their UK audience to register and vote and held online live debates between the candidates. They used a live tool on Facebooks democracy tool UK page, where the audience could say whether they liked or disliked what the politicians were saying. Facebooks intention was for their audience to engage with the tool. Facebooks Director of European Public Policy, Richard Allan said: 2010 is the UKs first ever social media election, and the dial test shows how voters can get involved on a scale never seen before. The dial test will provide a true barometer of the public mood and will define how the impact of the debates is interpreted. The tool gave facebook vital statistics on finding more information about their audience. (Wired article) More recently Face book was blamed by the Egyptian government for rallying Egyptians to meet and demonstrate against the President. The web proved so powerful a tool to engage the public that the internet was closed down by the government( The Telegraph 28th Jan 2011) The Police Gordon Scobbie a senior police officer wants to see police using social networks to engage with the public. He says that forces in Scotland should adopt virtual community policing, with officers going online and directly engaging with the public about local issues (http://www.bbc.co.uk/news/uk-scotland-tayside-central-11828502 ) BBC The BBC Trust set up Audience Councils in The British Isles to engage directly with their audiences and get their viewpoint on the programmes and services that the BBC offers. They represent all sections of society and as recently as the end of January 2011 invited viewers to join their organisation through the web and BBC TV Channels. They also hosted events for the youth and made home visits to gain an insight to the needs of the public. A Public consultation was carried out by the BBC Trust in 2010. They held three working lunches and invited organisations who had theory and practise in Public Engagement. They found that although the BBC website was very good at engaging with their audience, there is still a large population who do not have access to the internet. Face to face communication was seen as crucial to meet those with limited access to the internet. http://www.bbc.co.uk/bbctrust/assets/files/pdf/consult/audience_engagement/interest_groups.pdf http://www.mediawatchuk.org.uk/index.php?option=com_contenttask=viewid=309Itemid=92 http://www.bbc.co.uk/england/ace/what/ Social Media in Public Relations Social media, a new paradigm for PR can be defined as being centred around the concept of a read-write Web, where the online audience moves beyond passive viewing of Web content to actually contributing to the content (Sweetser and Lariscy p. 179). From a communication viewpoint, social media creates an available access point for messages to be communicated to the public. Social media messages can be strategic and have many communication aims for organisations e.g. marketing and customer service (Avery, Lariscyb, Sweetser, 2010) Social media has developed over the past years and now consists of forums, message boards, pod casts, photo sharing, search engine marketing, video sharing, Wikis, social networks, professional networks and micro blogging.( Wright and Hinson 2002). Web 2.0 engages with consumers, new and old through these social media platforms and it has let organisations put the Public back into PR'(Solis Breakenridge 2009) Old style PR skills are still helpful in bringing about transparency when communicating with stakeholders (Schlesinger 2010) but the introduction of Web 2.0 technologies has changed the world of communications for Public Relations bringing individual relevancy to communication efforts and at the same time fulfilling marketing criteria and legal obligations. (Pavlik 2008, Philips Young 2009) Rubel (2008) also agrees that there is still a role in public relations for traditional media pitching in certain establishments. Web 2.0 had a great effect on public relations. Whereas before, the web was a place to find information, it is now a place for symmetrical communication (Phillips and Young 2009). According to Phillips and Young Web 2.0 is an evolution. It was observed that digital media has the potential to make the profession more global, strategic, two-way, interactive and socially responsible Grunig, J.E (2009, pg1). However, he adds that the new media is being used ineffectively by some practitioners. Some are using it, as they did with the old media, as a place to write messages rather than using it to interact with the public strategically. Grunig (2009) concludes that it can only be used effectively if social media is used to its full capacity. 1.1 Social media and stakeholder engagement From the eCircle 2010 the European marketing social media and Email marketing study of 1,045 Consumer in the UK, some interesting results showed: Fans and Followers are the new email subscribers. To successfully engage in digital dialogue, marketing experts must convert consumers into subscribers as fans and followers. Users of social networks want to be engaged by companies: 13% of fans and followers of company / brand profiles want to be called upon to do something. These should be used better by brands. When information is shared, it can have a wide reach: 43% of users of social networks have more than 100 friends of followers. On average, each shared message reaches 77 people. But companies only achieve this multiplier effect if the brand or product becomes part of the users private communication. Public Engagement has produced new networks of influences and online forums leading to a way of communication through Blog, Twitter and Facebook among many, which impacts on all walks of life (Edelman, 2009.) In 2009, 625 million people worldwide had access to the internet, and as a result many people are now choosing to share their content on popular social network sites, such as Facbook and My Space, rather than choosing a service which allows only one means of purpose such as Blogger (McCann 2009). In one of the most recent surveys across numerous industries, 78% of organizations reported using blogs, 63% online video, 56% social networks, and 49% podcasts (Gillin, 2008). A further research by PR company Burson-marsteller 2010 confirmed that major international companies were using all four media platforms twitter, facebook, youtube and corporate blogs to engage with the public . Wight and Hinson carried two research projects that were five years apart, into the impact of new technologies on PR. It concluded that although more people used these technologies between 2009-2010 there were fewer new media opportunities available, for example this was borne out in the fact that facebook had been the most used social network site and that twitter was the most popular micro blogging site. It was obvious from their results that technology was continuing to change public relations. In 2008 it was reported that 61% of those who answered their survey believed that blogs and social media had changed the way their companies had communicated. By 2010 this figure had increased to 75% and many believe that social media worked alongside traditional media. Many of the open ended questions from the study showed that technology was having a huge impact and moving PR into a two way communication by opening channels between companies and publics. It is evident that Public Relations practitioners are using social media tools, especially blogging, in recent years within the workplace. It was seen as a way of competing against others in the PR world (Porter, Sweetser Trammel, Chung, Kim, 2007). According to Rowse (2007) practitioners are actively using blogs. Engaging and starting a conversation with stakeholders through social media a very powerful tool(PR Week 4th Feb pg 20) It offers practitioners and journalist a means to have two way communication and great opportunities. According to McCanns Wave 4 report (2009), social media platforms are so common these days that it is the place where the public share and create. In his study he noted how they presented unique opportunities to listen and observe. One way messaging is now outdated and anyone understanding this new communication world will only succeed (Weber Shandwick n.d). There is a need to understand and integrate social media platforms to PR initiatives (Flanagan 2010) and organisations have to think carefully on how they are going to engage various stakeholders on problems and in the planning process in the changing technological environment (Goodman 2010). But not everyone has access to the internet. The elderly find it hard to learn new skills and the poorest of our society may not have access to a computer or the internet. As a result their ability to engage with each other or society can be limited and certain groups of society may be excluded (Warschauer 2003). It seems that Prs need todo more that just have use of the web. They need to be aware of conversations happening online, and they know that they should engage in a fully transparent dialogue with openness and honesty. This will help to develop relationships with their customers. One section of society that has been affected by the introduction of the digital world is PRs relationship with journalists. (Sweetser, Porter, Chung, Kim, 2008) Instead of the old means of PRs contacting journalists for pitching news stories, the roles are changing slightly. Media catching is increasing in popularity. Journalists are now contacting a number of PRs at one time and others looking for stories and information. One third of Americans constantly use blogs as a means of gaining information (Smith 2008). At this point it is necessary to understand that social media is vital within organizations, encouraging employee engagement. Enterprise 2.0 is a form of web 2.0 which is used for businesses only. They provide services such as Yammer, a corporate version of Twitter, and Chatter- a social-networking service (Economist 2010). According to Mashable (2010) the top five engaged brands in social media are Starbucks, Coca- Cola, Oreo, Skittles and Redbull. Starbucks has developed a digital platform solely so that the public can

Ethnographic study at McDonalds Essay -- globalization

This essay focuses on the topic of globalization, taking along several other factors with it. Increasingly in the world, it becomes obvious that the globalization is affecting almost all the businesses of the world. Every market in some way or the other is following the principles of globalization. For example, McDonalds is a chain of restaurants working in collaboration to deliver their customers with the best product and to achieve this McDonalds follows the concepts of globalization. This essay will discuss anc ethnographic study at McDonalds examining whether it confirms or denies the claims made about globalization. The ethnographic study took place at McDonalds’ shop, Leeds, local market in the afternoon of Monday, 17th January 2011. From away I could observe the huge logo of McDonalds. I stood at the entrance and stared at the shop for few seconds. The shop was far more elegant than the average McDonald’s. The interior has a minimal style with posh chairs, tables, black art deco fixtures, beautiful paintings and attractive lights and draperies. There were large windows so it was impossible for customers to see into the Harvey Nichols store. Also, outside were window boxed filled with flowers or greenery. I could hear some relaxing music. At first glance, I noticed that customers were people with different age groups, genders, ethnic classes, social classes and cultural backgrounds. The language which was more spoken was English. [Without thinking, I was moving towards the counter, I faced] the girl behind the counter [; she] was wearing a red t-shirt with a cap and a hut. She see med to be in a rush to handle the orders. Despite that, she was friendly and with a smile on the face to welcome the customers. The most co... ...International Economics. Krishnan, R. (1996). The first revolt against globalization. Monthly Review, vol.48, no.1. Krugman, P. (1994). Does Third World Growth Hurt First World Prosperity? Harvard business review Oman, C. (1994). Globalisation and regionalisation: the challenge for developing countries. Paris: Development Centre studies. Osland, S.J. (2003). Broadening the Debate, the Pros and Cons of Globalization. Journal of Management inquiry, Vol. 12 no. 2, pp.137-154 Rodrik, D. (1997). Has Globalization Gone Too Far. Washington: Institute for International Economics. Rosenau, N. J. (2006). The Study of World Politics: Globalization and governance. Abingdon: Routledge. Valaskakis, K. (1998). The challenge of strategic governance: Can globalization be managed? Optimum, vol. 28, no. 2, pp. 26-40. http://www.mcdonalds.co.uk/ (accessed 15/01/2011)