Benefit of school vs traditional college Essay Example for Free

Benefit of school vs traditional college Essay Technology and specifically ICT has permeated virtually all sectors of life including education. Traditional schooling is being replaced at an unprecedented rate. These days most professionals prefer to take courses online rather than attend school physically. The reasons behind this trend range from convenience, greater options, multitasking, and reduced cost among others. Often, this kind of schooling has been criticized because skeptics argue that the socialization aspect of schooling is cut off from schooling experience. Additionally, this technique has cost many people their jobs and means of livelihood. For instance, the cooks, secretaries, security personnel and such like. What’s more, this technology is still new to many people and naturally, resistance to adopt it is commonplace. However, I feel that despite the negatives associated with e-schooling, the benefits far out ways the costs and hence, my stance on the subject remains that school should be reinforced. To begin with, my community benefits greatly from e-schooling in the sense that, it enable re-schooling among adults who felt ashamed to go back to a traditional college to complete a degree. This is especially the case for people who had dropped out of high school or college. Nowadays, it is possible for them to earn degrees and diplomas while at home. This way they are able to multitask, say, baby sitting and learning In addition, collaboration between teachers and students has never been easier than with e-schooling. A wide range of digital resources, online libraries online tests, emails, videoconference and more are used to facilitate communication among stakeholders in the schooling system. Feedback on one-on-one basis makes school just as effective if not more to traditional college. Schooling to a marginal extent is cheaper than the traditional college. This has increased access to education for the economically challenged people in my community. Notably, the best colleges and universities are located in major cities, say, New York LA and so on meaning that the rural areas are sidelined from access to these colleges. The advantage of e-schooling is that these people now have a chance to get degrees and diplomas from these prestigious colleges without relocating from their home area. The costs of education have also been halved owing to technology of schooling. (Holmes Gardner, 2006) Personally, schooling has had both direct and indirect impacts in my life. Prior to the introduction of e-schooling, I used to find that the schooling duration was too long. I wanted to get my degree as fast as possible. With the introduction of e-schooling, I am able to accelerate my program such that I get a full credit course in one semester. Most people in my community are using similar approach and it has worked well. Moreover, I have more control and independence over my learning skills. The experience of taking a course online can be life changing. I have learnt to be more responsible of my time. Last summer I was able to take up an AP course that was not available in our site and my friend has explored a learning opportunity that was not schooling in our site. Generally, I believe that schooling has enriched not only my life but also the lives of the people in my community. (www. ucet. ac. uk/ ) In the community where I come from, people are athletic and get involved so much with games and sport to an extent that it becomes very difficult to manage an 8-hour school program and sports. E-schooling has curbed this problem by giving the students flexibility and independence to decide how they want to structure learning hours. For some they access learning material in morning hours while others prefer to do that late in the night. At the end of the day, whichever style used, people earn degrees. Alternatively, enrolment to e learning is fast and hassle free. Most people can attest to the pressure experienced during enrolment days in college. With online schooling, this problem has been erased. I would like to share the experience of my cousin who got involved in an accident. Subsequently, her two legs were amputated making it a challenge to move around in clutches. The option of e-schooling has benefited my homebound cousin and in few weeks, she graduates with a diploma from a distant college. Other disabled people from my community have also benefited from schooling. (http://aasd. k12. wi. us/eSchool/whyecourses. htm. ) Other benefits arising from schooling is students with unique cases or reasons for being away from school benefit from e-learning e. g. teenage mother s, terminally sick students participating in foreign exchange programs, resist, and self supporting students who juggle between work responsibilities and learning Briefly, schooling is a great advancement in the education sector. The outstanding features attributed to schooling are the flexibility and affordability of the schooling concept. Reflecting on the benefits that I have witness at a personal level and within my community, I believe traditional colleges will be phased out as more and more people embrace e-schooling for its benefits. A word of caution though, policies and regulations need to be clearly set to ensure that schooling achieves fundamental purpose of schooling. Additionally, students and educators need to e empowered on how to maximize use of digital resources and online technologies in order to reap benefits of schooling.

Importance of television in our life Essay Example for Free

Importance of television in our life Essay Natural rubber, also called India rubber or caoutchouc, as initially produced, consists of suitable polymers of the organic compound isoprene, with minor impurities of other organic compounds plus water. Forms of polyisoprene that are useful as natural rubbers are classified aselastomers. Currently, rubber is harvested mainly in the form of the latex from certain trees. The latex is a sticky, milky colloid drawn off by making incisions into the bark and collecting the fluid in vessels in a process called tapping. The latex then is refined into rubber ready for commercial processing. Natural rubber is used extensively in many applications and products, either alone or in combination with other materials. In most of its useful forms, it has a large stretch ratio, high resilience, and is extremely waterproof.[1] Varieties[edit] The major commercial source of natural rubber latex is the Parà ¡ rubber tree (Hevea brasiliensis), a member of the spurge family, Euphorbiaceae. This species is widely used because it grows well under cultivation and a properly managed tree responds to wounding by producing more latex for several years. Many other plants produce forms of latex rich in isoprene polymers, though not all produce usable forms of polymer as easily as the Parà ¡ rubber tree does; some of them require more elaborate processing to produce anything like usable rubber, and most are more difficult to tap. Some produce other desirable materials, for example gutta-percha (Palaquium gutta)[2] and chicle from Manilkara species. Others that have been commercially exploited, or at least have shown promise as sources of rubber, include the rubber fig (Ficus elastica), Panama rubber tree (Castilla elastica), various spurges (Euphorbia spp.), lettuce (Lactuca species), the related Scorzonera tau-saghyz, various Taraxacum species, including common dandelion (Taraxacum officinale) and Russian dandelion (Taraxacum kok-saghyz), and guayule (Parthenium argentatum). The term gum rubber is sometimes applied to the tree-obtained version of natural rubber in order to distinguish it from the synthetic version.[1] Discovery of commercial potential[edit] The Para rubber tree is indigenous to South America. Charles Marie de La Condamine is credited with introducing samples of rubber to the Acadà ©mie Royale des Sciences of France in 1736.[3] In 1751, he presented a paper by Franà §ois Fresneau to the Acadà ©mie (eventually published in 1755) which described many of the properties of rubber. This has been referred to as the first scientific paper on rubber.[3] In England, Joseph Priestley, in 1770, observed that a piece of the material was extremely good for rubbing off pencil marks on paper, hence the name rubber. Later, it slowly made its way around England. South America remained the main source of the limited amounts of latex rubber used during much of the 19th century. In 1876, Henry Wickham gathered thousands of Para rubber tree seeds from Brazil, and these were germinated in Kew Gardens, England. The seedlings were then sent to India, Ceylon (Sri Lanka), Indonesia, Singapore, and British Malaya. Malaya (now Malaysia) was later to become the biggest producer of rubber. In the early 1900s, the Congo Free State in Africa was also a significant source of natural rubber latex, mostly gathered by forced labor. Liberia and Nigeria also started production of rubber. In India, commercial cultivation of natural rubber was introduced by the British planters, although the experimental efforts to grow rubber on a commercial scale in India were initiated as early as 1873 at the Botanical Gardens, Calcutta. The first commercial Hevea plantations in India were established at Thattekadu in Kerala in 1902. In Singapore and Malaya, commercial production of rubber was heavily promoted by Sir Henry Nicholas Ridley, who served as the first Scientific Director of the Singapore Botanic Gardens from 1888 to 1911. He distributed rubber seeds to many planters and developed the first technique for tapping trees for latex without causing serious harm to the tree.[4]Because of his very fervent promotion of this crop, he is popularly remembered by the nickname Mad Ridley.[5] Properties[edit] Rubber latex Rubber exhibits unique physical and chemical properties. Rubbers stress-strain behavior exhibits the Mullins effect and the Payne effect, and is often modeled as hyperelastic. Rubber strain crystallizes. Owing to the presence of a double bond in each repeat unit, natural rubber is susceptible to vulcanisation and sensitive to ozone cracking. The two main solvents for rubber are turpentine and naphtha (petroleum). The former has been in use since 1764 when Franà §ois Fresnau made the discovery. Giovanni Fabbroni is credited with the discovery of naphtha as a rubber solvent in 1779. Because rubber does not dissolve easily, the material is finely divided by shredding prior to its immersion. An ammonia solution can be used to prevent the coagulation of raw latex while it is being transported from its collection site. Elasticity[edit] In most elastic materials, such as metals used in springs, the elastic behavior is caused by bond distortions. When force is applied, bond lengths deviate from the (minimum energy) equilibrium and strain energy is stored electrostatically. Rubber is often assumed to behave in the same way, but this is a poor description. Rubber is a curious material because, unlike in metals, strain energy is stored thermally. In its relaxed state, rubber consists of long, coiled-up chains. When rubber is stretched, the chains are taut. Their kinetic energy is released as heat. The entropy and temperature increases during elongation but decreases during relaxation. This change in entropy is related to the changes in degrees of freedom. Relaxation of a stretched rubber band is thus driven by a decrease in entropy and temperature, and the force experienced is a result of the cooling of the material being converted to potential energy. Rubber relaxation isendothermic, and for this reason the force exerted by a stretched piece of rubber increases with temperature. The material undergoes adiabatic cooling during contraction. This property of rubber can easily be verified by holding a stretched rubber band to ones lips and relaxing it. Stretching of a rubber band is in some ways opposite to compression(although both undergo higher levels of thermal energy of an ideal gas), and relaxation is opposed to gas expansion (Note: rubber bands last longer in the cold). A compressed and heated gas also exhibits elastic properties, for instance inside an inflated car tire. The fact that stretching is equivalent to compression is counterintuitive, but it makes sense if rubber is viewed as a one-dimensional gas, plus it is attached to other molecules. Stretching and heat increase the space available to each section of chain, because the molecules are pulled apart. Vulcanization of rubber creates disulfide bonds between chains, so it limits the degrees of freedom. The result is that the chains tighten more quickly for a given strain, thereby increasing the elastic force constant and making rubber harder and less extensible. When cooled below the glass transition temperature, the quasifluid chain segments freeze into fixed geometries and the rubber abruptly loses its elastic properties, although the process is reversible. This property it shared by most elastomers. At very low temperatures, rubber is rather brittle. This critical temperature is the reason winter tires use a softer version of rubber than normal tires. The failing rubber o-ring seals that contributed to the cause of the Challenger disaster were thought to have cooled below their critical temperature; the disaster happened on an unusually cold day. The gas molecules in the rubber were too close to their bound solid molecules(a partial phase change that separated the rubber molecules may have occurred), allowing the rubber to take on a more solid shape(a partial phase change to a more liquid and molecularly separated form would not be good, either). Heated gas has a higher energy, and rubber must be kept at specific temperatures and probably should not be used on vehicles that undergo extreme temperature changes. Chemical makeup[edit] Latex is the polymer cis-1,4-polyisoprene – with a molecular weight of 100,000 to 1,000,000 daltons. Typically, a small percentage (up to 5% of dry mass) of other materials, such as proteins, fatty acids, resins, and inorganic materials (salts) are found in natural rubber. Polyisoprene can also be created synthetically, producing what is sometimes referred to as synthetic natural rubber, but the synthetic and natural routes are completely different.[1] Chemical structure of cis-polyisoprene, the main constituent of natural rubber: Synthetic cis-polyisoprene and natural cis-polyisoprene are derived from different precursors. Some natural rubber sources, such as gutta-percha, are composed of trans-1,4-polyisoprene, a structural isomer that has similar, but not identical, properties. Natural rubber is an elastomer and a thermoplastic. Once the rubber is vulcanized, it will turn into a thermoset. Most rubber in everyday use is vulcanized to a point where it shares properties of both; i.e., if it is heated and cooled, it is degraded but not destroyed. The final properties of a rubber item depend not just on the polymer, but also on modifiers and fillers, such as carbon black, factice, whiting, and a host of others. Biosynthesis[edit] Rubber particles are formed in the cytoplasm of specialized latex-producing cells called laticifers within rubber plants.[6] Rubber particles are surrounded by a single phospholipid membrane with hydrophobic tails pointed inward. The membrane allows biosynthetic proteins to be sequestered at the surface of the growing rubber particle, which allows new monomeric units to be added from outside the biomembrane, but within the lacticifer. The rubber particle is an enzymatically active entity that contains three layers of material, the rubber particle, a biomembrane, and free monomeric units. The biomembrane is held tightly to the rubber core due to the high negative charge along the double bonds of the rubber polymer backbone.[7] Free monomeric units and conjugated proteins make up the outer layer. The rubber precursor is isopentenyl pyrophosphate (an allylic compound), which elongates by Mg2+-dependent condensation by the action of rubber transferase. The monomer adds to the pyrophosphate end of the growing polymer.[8] The process displaces the terminal high-energy pyrophosphate. The reaction produces a cis polymer. The initiation step is catalyzed by prenyltransferase, which converts three monomers of isopentenyl pyrophosphate into farnesyl pyrophosphate.[9] The farnesyl pyrophosphate can bind to rubber transferase to elongate a new rubber polymer. The required isopentenyl pyrophosphate is obtained from the mevalonate pathway, which is derives from acetyl-CoA in the cytosol. In plants, isoprene pyrophosphate can also be obtained from 1-deox-D-xyulose-5-phosphate/2-C-methyl-D-erythritol-4-phosphate pathway within plasmids.[10] The relative ratio of the farnesyl pyrophosphate initiator unit and isoprenyl pyrophosphate elongation monomer determines the rate of new particle synthesis versus elongation of existing particles. Though rubber is known to be produced by only one enzyme, extracts of latex have shown numerous small molecular weight proteins with unknown function. The proteins possibly serve as cofactors, as the synthetic rate decreases with complete removal.[11] Current sources[edit] Close to 21 million tons of rubber were produced in 2005, of which approximately 42% was natural. Since the bulk of the rubber produced is of the synthetic variety, which is derived from petroleum, the price of natural rubber is determined, to a large extent, by the prevailing global price of crude oil.[12][13] Today, Asia is the main source of natural rubber, accounting for about 94% of output in 2005. The three largest producing countries, Thailand, Indonesia (2.4m tons)[14] and Malaysia, together account for around 72% of all natural rubber production. Natural rubber is not cultivated widely in its native continent of South America due to the existence of South American leaf blight, and other natural predators of the rubber tree. Cultivation[edit] Rubber is generally cultivated in large plantations. See the coconut shell used in collecting latex, in plantations in Kerala, India Rubber latex is extracted from rubber trees. The economic life period of rubber trees in plantations is around 32 years – up to 7 years of immature phase and about 25 years of productive phase. The soil requirement of the plant is generally well-drained, weathered soil consisting of laterite, lateritic types, sedimentary types, nonlateritic red, or alluvial soils. The climatic conditions for optimum growth of rubber trees are: Rainfall of around 250 cm evenly distributed without any marked dry season and with at least 100 rainy days per year Temperature range of about 20 to 34 °C, with a monthly mean of 25 to 28 °C High atmospheric humidity of around 80% Bright sunshine amounting to about 2000 hours per year at the rate of six hours per day throughout the year Absence of strong winds Many high-yielding clones have been developed for commercial planting. These clones yield more than 2,000 kg of dry rubber per hectare per year, when grown under ideal conditions. Field coagula[edit] Mixed field coagula Smallholders lump at a remilling factory There are four types of field coagula, cuplump, treelace, smallholders’ lump and earth scrap. Each has significantly different properties.[15] Cuplump is the coagulated material found in the collection cup when the tapper next visits the tree to tap it again. It arises from latex clinging to the walls of the cup after the latex was last poured into the bucket, and from late-dripping latex exuded before the latex-carrying vessels of the tree become blocked. It is of higher purity and of greater value than the other three types. Treelace is the coagulum strip that the tapper peels off the previous cut before making a new cut. It usually has higher copper and manganese contents than cuplump. Both copper and manganese are pro-oxidants and can lower the physical properties of the dry rubber. Smallholders’ lump is produced by smallholders who collect rubber from trees a long way away from the nearest factory. Many Indonesian smallholders, who grow paddy in remote areas, tap dispersed trees on their way to work in the paddy fields and collect the latex (or the coagulated latex) on their way home. As it is often impossible to preserve the latex sufficiently to get it to a factory that processes latex in time for it to be used to make high quality products, and as the latex would anyway have coagulated by the time it reached the factory, the smallholder will coagulate it by any means available, in any container available. Some smallholders use small containers, buckets etc., but often the latex is coagulated in holes in the ground, which are usually (but not always) lined with plastic. Acidic materials and fermented fruit juices are used to coagulate the latex – a form of assisted biological coagulation. Little care is taken to exclude twigs, leaves, and even bark from the lumps that are formed, which may also include treelace collected by the smallholder. Earth scrap is the material that gathers around the base of the tree. It arises from latex overflowing from the cut and running down the bark of the tree, from rain flooding a collection cup containing latex, and from spillage from tappers’ buckets during collection. It contains soil and other contaminants, and has variable rubber content depending on the amount of contaminants mixed with it. Earth scrap is collected by the field workers two or three times a year and may be cleaned in a scrap-washer to recover the rubber, or sold off to a contractor who will clean it and recover the rubber. It is of very low quality and under no circumstances should it be included in block rubber or brown crepe. Processing[edit] Removing coagulum from coagulating troughs The latex will coagulate in the cups if kept for long. The latex has to be collected before coagulation. The collected latex, field latex, is transferred into coagulation tanks for the preparation of dry rubber or transferred into air-tight containers with sieving for ammoniation. Ammoniation is necessary to preserve the latex in colloidal state for long. Latex is generally processed into either latex concentrate for manufacture of dipped goods or it can be coagulated under controlled, clean conditions using formic acid. The coagulated latex can then be processed into the higher-grade, technically specified block rubbers such as SVR 3L or SVR CV or used to produce Ribbed Smoke Sheet grades. Naturally coagulated rubber (cup lump) is used in the manufacture of TSR10 and TSR20 grade rubbers. The processing of the rubber for these grades is a size reduction and cleaning process to remove contamination and prepare the material for the final stage of drying.[16] The dried material is then baled and palletized for storage and shipment in various methods of transportation. Transportation[edit] Natural rubber latex is shipped from factories in south-west Asia, South America, and North Africa to destinations around the world. As the cost of natural rubber has risen significantly, the shipping methods which offer the lowest cost per unit of weight are preferred. Depending on the destination, warehouse availability, and transportation conditions, some methods are more suitable to certain buyers than others. In international trade, latex rubber is mostly shipped in 20-foot ocean containers. Inside the ocean container, various types of smaller containers are used by factories to store latex rubber.[17] Uses[edit] Compression molded (cured)rubber boots before the flashesare removed Contemporary manufacturing[edit] Around 25 million tonnes of rubber is produced each year, of which 42 percent is natural rubber. The remainder is synthetic rubber derived from petrochemical sources. Around 70 percent of the worlds natural rubber is used in tires. The top end of latex production results in latex products such as surgeons gloves, condoms, balloons and other relatively high-value products. The mid-range which comes from the technically-specified natural rubber materials ends up largely in tires but also in conveyor belts, marine products and miscellaneous rubber goods. Natural rubber offers good elasticity, while synthetic materials tend to offer better resistance to environmental factors such as oils, temperature, chemicals or ultraviolet light and suchlike. Cured rubber is rubber which has been compounded and subjected to the vulcanisation process which creates cross-links within the rubber matrix. Prehistoric uses[edit] The first use of rubber was by the Olmecs, who centuries later passed on the knowledge of natural latex from the Hevea tree in 1600 BC to the ancient Mayans. They boiled the harvested latex to make a ball for a Mesoamerican ballgame.[18] Pre-World War II manufacturing[edit] Other significant uses of rubber are door and window profiles, hoses, belts, gaskets, matting, flooring, and dampeners (antivibration mounts) for the automotive industry. Gloves (medical, household and industrial) and toy balloons are also large consumers of rubber, although the type of rubber used is concentrated latex. Significant tonnage of rubber is used as adhesives in many manufacturing industries and products, although the two most noticeable are thepaper and the carpet industries. Rubber is also commonly used to make rubber bands and pencil erasers. Pre-World War II textile applications[edit] Rubber produced as a fiber, sometimes called elastic, has significant value for use in the textile industry because of its excellent elongation and recovery properties. For these purposes, manufactured rubber fiber is made as either an extruded round fiber or rectangular fibers that are cut into strips from extruded film. Because of its low dye acceptance, feel and appearance, the rubber fiber is either covered by yarn of another fiber or directly woven with other yarns into the fabric. In the early 1900s, for example, rubber yarns were used in foundation garments. While rubber is still used in textile manufacturing, its low tenacity limits its use in lightweight garments because latex lacks resistance to oxidizing agents and is damaged by aging, sunlight, oil, and perspiration. Seeking a way to address these shortcomings, the textile industry has turned to neoprene (polymer of chloroprene), a type of synthetic rubber, as well as another more commonly used elastomer fiber, spandex (also known as elastane), because of their superiority to rubber in both strength and durability. Vulcanization[edit] Main article: Vulcanization Natural rubber is often vulcanized, a process by which the rubber is heated and sulfur, peroxide or bisphenol are added to improve resistance and elasticity, and to prevent it from perishing. The development of vulcanization is most closely associated with Charles Goodyear in 1839.[19] Before World War II era manufacturing, carbon black was often used as an additive to rubber to improve its strength, especially in vehicle tires. Today, all vehicle tires are made of synthetic rubbers. Allergic reactions[edit] Main article: Latex allergy Some people have a serious latex allergy, and exposure to natural latex rubber products such as latex gloves can cause anaphylactic shock. The antigenic proteins found in Hevealatex may be deliberately reduced (though not eliminated)[20] through processing. Latex from non-Hevea sources, such as Guayule, can be used without allergic reaction by persons with an allergy to Hevea latex.[21] Some allergic reactions are not to the latex itself, but from residues of chemicals used to accelerate the cross-linking process. Although this may be confused with an allergy to latex, it is distinct from it, typically taking the form of Type IV hypersensitivity in the presence of traces of specific processing chemicals.[20][22]

Importance Of Public Open Space Health And Social Care Essay

Importance Of Public Open Space Health And Social Care Essay One of the principal aims of any public authority is to improve the quality of life. Parks and public open spaces have played an critical role to improve residents life in development of city (Nankervis, 1998). The history of public spaces could be found all over the centuries in the medieval era, the communal grazing space and city square also known as the common was a significant urban element. Industrial revolution might trace back the tradition of providing for POS(public open spaces) was recognised as a critical aspect in the city development (Churchus, C. et al 2004). For the majority of 19th and early 20th centuries, the provision of POS within urban areas were considered as essential to the resident health of inner city, where commonly crowded conditions, pollution and lack of sanitation were an issue. Recent research defined at the beginning of the new millennium shows that more than 60% of the worlds population lives in cities. By 2025 will be over 5 billion people who liv e in urban contexts and in 135 metropolitan areas, the number of residents will exceed 4 million (Musco, 2006). Those aspects is becoming problem; the increase in population, lack of public services, growth of cities by dispersion of settlements and pollution in the rapid urbanization. Therefore, residences require more safety and to be more environmentally friendly constructed. Nowadays, POS provide leisure, recreation and promote public health (Banjeree, 2001) as well as making areas more attractive and more pleasing places. According to World Health Organization of workshop report which is The future for our children, Physical activities absence cause by the lack of open spaces for recreation lead to psychological problems, obesity, accidents and injuries were considered as priorities. Other aspects is that children have more time for television, computer games and an increase in the development lead to use of commercial playgrounds (McKendrick et al. 2000). Moreover, the other research has identified these startling facts: 20% of four-year-olds are overweight and 15% of 15-year-olds are obese. Evidence shows that this increase in obesity is linked to more sedentary lifestyles and a decrease in outdoor activity. It could expect the adult patterns of exercise are set early in life (Kuh, Cooper 1992). Therefore, exercise shortage when young can breed problems in adulthood, i.e. diabetes and heart disease. It also appears that there is a problem with polluted places or ruins instead of open spaces. Surroundings without green space link to short of community sense and aspect increased behaviour of violence compared with those that included green space (Jackson, Kochtitzky 2001). In addition, the dangerous place attracts vermin and can harbour criminal activities (Lord 1995) For example, the largest wastewater sludge plant and medical waste incinerator in the Northeast of New York City, where has a childhood asthma 1000% higher than other city in New York State. Children might choose to play on the streets rather than in garbage and used needles of the vacant (Maantay 2001). This study shows that land-use patterns also significantly affect the health of urban communities and lack of safe places limits childs activities. In the recent study examined different socio-economic status(SES) of children play in open space. The 94% of parents concern regarding their childs safety was the most frequently presented factor influencing where children played. Parental-safety concerns about the their children playing were mainly influenced by strangers, congregate teenagers/gangs undesirable behaviours such as bullying, having alcohol and road traffic (Valentine and McKendrick, 1997). These concerns were particularly evident among more than one-third of parents from low and mid SES areas, compared to just 10% of parents from high SES areas. In addition, more than 80% of families lived on a main or through street, half of the parents allowed their children to play on the street where expose cars. Therefore, the children seem to spend more time at home, friends houses even in the bush, river, road and street. These safety concerns limit places opportunities for childrens play. Though almost all recognise that problem exists, the best possible response has not been easy to reach. Supporting green open space and sustainable design can bring down disease, mental problems furthermore carbon footprints through ecological park, green infrastructure and upkeep of allotments. It could have long-term positive effects on public health, economic value of public space and reducing crime, which three principal points can be justified with some evidences in next stage. London is still among the greenest capital cities in the world (visitlondon.com/areas/parks/). Londoner can enjoy the great outdoors more than other countries, also Nottingham is good example because not only there are a number of parks for people, but also people easy to access high-quality of green spaces which make a healthier community. There is a growing concern about the health of the nation which related particularly our public health. From the perspective of planning and building places that influence peoples health, an all-inclusive approach to public health which respects the prevention of disease and the promotion of physical and mental well-being(Honari and Boleyn 1999, Pacione, 2003). The figure 1 gives more information about obesity already costs more in public health terms, and why important the assessment of green space for public health.  ¿Ã‚ ¡4.2 billion Annual cost to the NHS of obesity and related diseases 50 per cent Reduction in risk of heart attack by a daily walk in the park 91 per cent People who believe that public parks and open spaces improve quality of life 300 per cent Increased likelihood of residents being physically active in residential areas with high levels of greenery Figure 1. Greenspace Scotland 2009: Health impact assessment of greenspace: a guide.www.cabeurl.com/30 Scottish Natural Heritage and Institute of Occupational Medicine, published by greenspace scotland Firstly, safe and clean area encourages people to walk more and therefore meet considerable health benefits. Surgeon General prescribed lively walking or cycling as little as 30 minutes a day in the park to improve health. It has been reported to reduce heart attack risk by 50%, (Hakim 1999) diabetes by 50%,( The Diabetes Prevention Research Group 2002) colon cancer by 30%( Slattery, Potter and Caan et al 1997). Moreover, it is estimated that if just one in 100 inactive people took adequate exercise it could save the NHS in Scotland as much as  £85 million per year. (Bird 2003). Secondly, there is increasing evidence that nature in the urban environment is benefits for both physical and mental health. Natural elements such as trees and lakes promote a drop in blood pressure and reduce stress feelings(Hartig, Evans, et. al. 2003). Increasing access to high-quality POS can produce substantial benefits of public health and save healthcare costs such as joining a gym or going swimming (Pretty, Griffin, Sellens and Pretty, 2003). Therefore, being activities in outside promote physical and mental well-being, reduce stress, overcome isolation, social cohesion and alleviate physical problems. In other words, future health can be defined how carefully design makes healthy places through public green spaces. Being urbanisation has led to children with short of opportunities to play out of house and experience the natural environment than previous generations. Under the UN Convention on the Rights of the Child, children have the right to play, recreation and culture (Petrie, Egharevba, Oliver and Poland, 2000). Play breeds important phenomenon for development of children; the growth of social skills, experimentation about the crises of confrontation and the promotion of physical activity. Baranowski T. et al also defined natural open space for children, that being outdoors is the most powerful correlate of physical activity, and contact with nature can significantly reduce the psychological distress caused by stress. Firstly, activity in public, green spaces bring benefit to children suffering from Attention Deficit Disorder (ADD). Evidence shows that green space activities such as fishing, soccer were 85% regarded the behaviour of children with ADD, while non-green activities such as vid eo games, watching television were only 43% improved as beneficial (Taylor 2001). Secondly, places with trees and grass encourage better opportunities for childrens playing than spaces without such eclogical elements. For example, in inner-city Chicago, childrens playing was monitored in surrounding apartment blocks where were similarly planned trees and grass. Playing in the green spaces found significantly higher levels of creative than in the barren areas. Children playing in the green spaces had more opportunity for mental growth, this aspect can improve the interpersonal skills development (Taylor 2001). In addition, well-designed spaces will provide to fill fewer opportunities than previous generations through providing children with opportunities for exercise and leaning. The crime-ridden district can change to attractive, safe places and improve place value by public open space. Firstly, community gardens were shown significant reduction in crime rate. A positive example emerges from Southern Ontario, Canada, a community garden was attempted on the old rubbish dump site, which attracted local criminals and was avoided by the 1200 local residents as a result drastic 30% drop in crime through environmental design. Moreover, this reduction has encouraged residents to use the streets more at night, including better communication with different ethnic groups (McKay 1998). Such changes can promote everyone to meet the greatest of public spaces. Indeed, good-quality public spaces link to good management to prevent from slumism. Secondly, locating proximity to public space b economic value and trading by leading more people for retailers. It has been shown that well-planned public spaces improvements in town centres could generate commercial trading by up to 40% and the growth of private sector investment (DoE and The Association of Town Centre Management, Managing Urban Spaces in Town Centres 1997). Small businesses choosing a new business location rank the amount of open space and proximity to parks and recreation as the number-one priority in site selection. (The Trust for Public Land, Economic Benefits of Open Space, 2001) Thirdly, The local economy can achieve significant positive impact from a high-quality public landscape in terms of stimulating increase in value of house, since prorerty-buyers prefer to be near green space. For example, in Berlin by 2000, close to playgrounds in residential areas and a high number of street trees was found to increase 16% in the values of property. (Luther, Gruehn 2001). In Leiden, Netherlands, a view of a park have been shown to raise the house prices by 8% to compare with a view of an apartment block, which can reduce the price by 7%. The value of homes was at least 15% higher by the presence of green spaces, where the majority of residents mentioned the public green spaces as a major factor in their moving decision into the area. (Luttik 2000) When the environment is unattractive, Unsafe, i.e. unwalkable urban areas, can make it hard to achieve the requirements of physical activity and interaction between residents and nature area by the lack of greenery and dominated traffic. It will provide unproductive life style. Inclusive high-quality, well-maintained public spaces that encourage walking, cycling and various activities have a positive effect on our health. In other words, POS is a powerful weapon in the fight against obesity and illness. Responsibility explained the interrelationship between health, well-being and sustainability and urban design improvements undertaken as part of a wider strategy can breed even more dramatic results; shifting patterns of sickness, population, public health, also bring down carbon footprints. Probably, carefully design can deal with complex requirements in simple ways. However, above all, integrated decision-making should be preceded by policymakers, also they should concern existing c ommunities and refurbishments. This research has deal with sustainable, promotive health environments together with the concerning health and well-being. This win-win strategy in sustainability benefits accrue from every planning process through more collaborative working. Open space will become firmly part of ordinance and community development. Approach to public open space maximises its potential to contribute to a more inclusive and sustainable one on a local, regional and national level that will enhance a wide range of goals.

The Most Noble Order of the Garter :: Essays Papers

The Most Noble Order of the Garter History Of Orders: The secular orders of chivalry that came about in the fourteenth and fifteenth centuries were fundamentally based on the idea of religious expression, social valor, and virtue. These institutions, â€Å"recycled some of the trappings of the original orders of chivalry, but with the aim to create a close knit and devoted circle of noblemen around the person of the sovereign† (Saintry). An order is an award or symbol of great authority and mark, â€Å"The most striking among them (Orders) were those founded by great princes and distinguished by their lavish ceremonial and their ornate dress regulations. The oldest of these princely orders seems to be the Order of the Band, founded by Alfonso XI of Castile in about 1348† (Keen). However, King Edward III, founded the Order of the Garter in 1348 setting a new standard for the future of these great orders. It is within these orders that the very essence or aura can be understood within the realm of chi valry. These orders were descendants from the age of feudalism. Even today the Order of the Garter is still practiced in Great Britain today. Every year at Windsor Castle the ceremony of the Garter takes place. This celebration is performed in the shadow of the famed St. George's tower where a procession takes the present 24 knights into St. George's Chapel (the shrine to the Garter). History of the Garter: The Order of the Garter, founded by King Edward III, is the premier Order of Great Britain. This order is comprised of twenty-six Knights who surrender themselves onto the mercy of their order. It is believed that the Order of the Garter is modeled after King Arthur's Knights of the Round Table and Edward does nothing to dispel that rumor! King Edward III is the epitome of the Order of the Garter and some even believed that Edward was King Arthur reincarnate. This fueled his idea for the Order, which embodied the idea of chivalry and everything that went with it, (i.e. largesse, honor, and nobility). It is rumored that at a celebration King Edward was dancing with the glamorous Countess of Salsbury when her garter slipped off. Immediately Edward picked it up, slipped it on his leg and said, â€Å"Honi soit qui mal y pense† or â€Å"Shame or dishonor on him who thinks evil on it.

Why in the world do we need derivative :: essays research papers

Why in the World we Need Derivatives Many years ago humans discovered that with the use of mathematical calculations many things can be calculated in the world and even the universe. Mathematics consists of many different operations. The most important that is used by mathematicians, scientists and engineers is the derivative. Derivatives can help make calculations of anything with respect to another event or thing. Derivatives are mostly common when used with respect to time. This is a very important tool in this revolutionary world. With derivatives we can calculate the rate of change of anything with respect to time. This way we can have a sort of knowledge of upcoming events, and the different behaviors events can present. For example the population growth can be estimated applying derivatives. Not only population growth, but for example when dealing with plagues there can be certain control. An other example can be with diseases, taking all this events together a conclusion can be made.   Ã‚  Ã‚  Ã‚  Ã‚   The population of the world is growing extremely fast. Eventually there is going to be overpopulation and resources are going to run out if something is not done. We know earth is overpopulated and that a control over population can be made or at least something can be done so there is not a catastrophe. Population growth can be determined using exponentials which directly relate to derivatives. This is a tool that can be very helpful for anthropologist and sociologists in the world (which have nothing to do with mathematics). Not only to know population numbers in ten or twenty years but to have control over other things. For example will there be enough food for five billion people in the world, will there be enough mineral supply for five billion people in the world or will there be enough fuel supply for five billion people in the world. Many of those types of investigations can be determined with the application of derivatives. The world population is growing extremely fast, and our natural resources are been consumed even faster, this study using exponentials and its graphs gives us an idea of what must be done to prevent a disaster. Around this fact of overpopulation and running out of natural resources many things have been created. Indirectly derivatives have caused all this and in some way it is very useful and important. For example birth control methods are a consequence of this.

Writing Cannot be Altered by Technology :: Teaching Writing Education Essays

Writing Cannot be Altered by Technology The term â€Å"cyberculture† is derived from the word â€Å"cyberspace†. William Gibson’s science novel â€Å" Neuromancer† predicted a world that man and machine merge to become a cyborg (Tribble and Trubek: 521). This prediction became reality during the end of study of the 1990s when cyberculture began to flourish. This culture exists within several cultures here on earth. Some may ask, what is cyberculture? Cyberculture studies cover the examination of the subject and the forming communities within the realms of those networked spaces that are being created through technological devices and amplifications (Silver). In this essay I will examine how technological advancements affect our fundamental habits of writing and reading. Our â€Å"traditional† writing was not traditional in ancient times. The birth of writing itself was a new technology. This is similar to the birth of the computers years ago. The writing process is taught in grade school. It begins with brainstorming, writing a rough draft, proofreading and completing a final draft. This process is often obsolete with modern writing. Traditionally a writer uses a writing utensil and paper to create their writings. Modern technology allows us to type as we write. This occurs when a writer begins to type their thoughts as they think. I personally design a paper structure similar to the traditional format to assist in my paper creation prior to typing; however, some people sit at the computer and type as the think. Some may argue eliminating the traditional process damages the fundamentals of writing. However, I feel we brainstorm in a different way with modern writing. As the person types, he/she deletes and rearranges senten ces to make the paper complete. The writer is able to use spell check or proof read from a printed copy. The fundamentals are not tarnished because the purpose of traditional process applies to the modern process as well. I feel we should learn the traditional format of writing in addition to using the advancements of technology. "Internet is another invention in a line of modern technologies that undermine traditional notions of civil society that require unity and shun multiplicity while giving impressions that they in fact re-create such a society" We should not rely solely on technology because we must know how to function if the technology fails.

Confessions of a Shopaholic

Existential consumption and irrational desire Richard Elliott University of Oxford, Oxford, UK If marketing is truly the â€Å"ultimate social practice of postmodern consumer culture† (Firat, 1993) then it carries the heavy burden of â€Å"determining the conditions and meanings of life for the future† (Firat and Venkatesh, 1993). Certainly, social theory is now focusing on consumption as playing a central role in the way the social world is constructed, and it can be argued that marketing is too important just to be left to marketers as it plays a â€Å"key role in giving meaning to life through consumption† (van Raaij, 1993).Marketing has been criticized from within as being a â€Å"technique† without moral regard for the consequences of its actions, and there is no shortage of critics of its most public face: advertising. This paper aims at identifying some of the issues raised by postmodern and poststructuralist accounts of consumption. In particular, it is argued that consumption can be conceptualized from cultural, social and psychological perspectives as being a prime site for the negotiation of conflicting themes of freedom and control.It is proposed here that in postmodernity the consumption of symbolic meaning, particularly through the use of advertising as a cultural commodity, provides the individual with the opportunity to construct, maintain and communicate identity and social meanings. This use of consumption as a resource for meaning creation and social transactions is a process that involves the making of choices that are sufficiently important to be considered as existential.This is not an attempt at rehabilitating the practice of marketing, but is intended to demonstrate that the consumer is far from being a passive victim but is an active agent in the construction of meaning. In part this can be seen as a response to Olander’s call for â€Å"consumer research for the consumer’s sake† (Olander, 1993), but also as providing theoretical underpinning for concepts such as â€Å"advertising literacy† (Ritson and Elliott, 1995a) which attempt to build new socially located and meaning-based-models of advertising.Exploring some consumption dialectics As a heuristic device to help unpack some of the complexity of the consumption experience, five dialectics will be explored and their (sometimes polar) tensions used as analytical frames for reviewing competing discourses on the meanings of consumption: My thanks to Geoff Easton and Rolland Munro for discussions which improved the ideas in this paper, some of which have been explored in Elliott and Ritson (1995). Existential consumption and irrational desire 285 European Journal of Marketing, Vol. 1 No. 3/4, 1997, pp. 285-296.  © MCB University Press, 0309-0566 European Journal of Marketing 31,3/4 286 (1) the material versus the symbolic; (2) the social versus the self; (3) desire versus satisfaction; (4) rationality versus irrationality; and (5) creativity versus constraint. It is acknowledged that binary oppositions are essentially structuralist and thus in danger of betraying the complexity of the poststructuralist accounts they are being used to elucidate here, and that they are inevitably reductionist.However, postmodernism is riven with contradictions, even Baudrillard’s account of postmodernity is itself a totalizing â€Å"meta-narrative† (Hebdige, 1989), so we must learn to participate in the â€Å"tolerance of incompatible alternatives† (Lyotard, 1984) and â€Å"the juxtaposition of opposites and contradictions† (Foster, 1983) called for by postmodern theorists in the hope that it can develop our understanding(s) of the meaning(s) of these complex ideas.As a heuristic device, these bipolar oppositions should not be read as posited structures but merely as aids to coming to grips with the sometimes mind-numbing interrelations between what are often incommensurable co ncepts. The binary opposition is false and should, of course, be allowed to â€Å"melt into air† (Berman, 1983). The material versus the symbolic As soon as a product’s ability to satisfy mere physical need is transcended, then we enter the realm of the symbolic and it is symbolic meaning that is used in the search for the meaning of existence (Fromm, 1976).Central to postmodern theories of consumption is the proposition that consumers no longer consume products for their material utilities but consume the symbolic meaning of those products as portrayed in their images; products in fact become commodity signs (Baudrillard, 1981). â€Å"The real consumer becomes a consumer of illusions† (Debord, 1977) and â€Å"the ad-dict buys images not things† (Taylor and Saarinen, 1994). This semiotic perspective of products as symbols raises difficult questions about the location of cultural meaning.The term symbol itself can relate to the product that carries meaning or to the meaning it carries, and the interpretation of meaning is a complex product of what is contained in the representation and what the individual brings to the representation (LeVine, 1984). Symbolism can be analysed semiotically by examination of the system of signs and what they signify. It has been realized, however, that this leads to an infinite regress as one sign leads to another without there ever being anything â€Å"real† outside the system.All meaning is socially constructed and there is no essential external reference point, so ultimately â€Å"There is nothing outside the text† (Derrida, 1977). To complicate matters further, symbolic interpretation is essentially non-rational improvisation that does not obey the codes of language but operates at the unconscious level (Sperber, 1975). A Jungian analysis goes even further and suggests that the full significance of a symbol cannot be Existential grasped in purely intellectual terms, if it becomes fully definable in rational consumption and terms it is no longer a true symbol (Storr, 1973). rrational desire But even for the sign-dependent human being things are never purely material nor purely meaningful, there is always a mediated relation between matter and meaning. This mediated process operates through the materiality 287 of language as a dynamic force in the transformation of an indeterminate range of human possibilities into a restricted moral economy of meaning, in which we are simultaneously authors of and authored by the language with which we try to communicate (Pfohl, 1992).This relationship is partly a function of the individual’s ability to understand and control the interaction between the material and the symbolic, and material objects themselves are always in transit and their meaning is likewise on a trajectory (Appadurai, 1986). The social versus the self The functions of the symbolic meanings of products operate in two directions, outward in constructing the social world – social-symbolism – and inward towards constructing our self-identity: self-symbolism (Elliott, 1995).Consumption of the symbolic meaning of products is a social process that helps make visible and stable the basic categories of a culture which are under constant change, and consumption choices â€Å"become a vital source of the culture of the moment† (Douglas and Isherwood, 1978). The meanings of consumer goods are grounded in their social context and the demand for goods derives more from their role in cultural practices rather than from the satisfaction of simple human needs (Douglas and Isherwood, 1978). Consumer goods, then, are more than just objects of economic exchange, â€Å"they are goods to think with, goods to speak with† (Fiske, 1989).Consumption as a cultural practice is one way of participating in social life and may be an important element in cementing social relationships, while the whole system of consumption is an unco nscious expression of the existing social structure through a seductive process which pushes the purchasing impulse until it reaches the â€Å"limits of economic potential† (Baudrillard, 1988). It is within this social context that the individual uses consumer goods and the consumption process as the materials with which to construct and maintain an identity, form relationships and frame psychological events (Lunt and Livingstone, 1992).The self-symbolic role of material goods is long established in social anthropology and the individual’s attachment to objects may be a culturally universal function which symbolizes security, expresses the self-concept and signifies connection to society (Wallendorf and Arnould, 1988). Consumer goods are not only used to construct our self-identity but are also used by others to make inferences about us that guide their behaviour towards us (Dittmar, 1992). But now in postmodernity we are able to use consumer products to become any of our â€Å"possible selves† (Markus and Nurius, 1986) inEuropean Journal of Marketing 31,3/4 288 which we utilize consumer goods to construct pastiches of others we have been exposed to via the media or more directly. â€Å"In cyberspace, I can change myself as easily as I change my clothes† (Taylor and Saarinen, 1994). But the choices as to which self to construct and present are attended by the possibility of social consequences which may be very negative for example, a failure of a young person to utilize symbolic capital in the form of knowledge of the appropriate meaning of advertising can lead to rejection by the peer group (O’Donohoe, 1994).Desire versus satisfaction The symbolic gratification promised by advertising manages to recode a commodity as a desirable psycho-ideological sign (Wernick, 1991), and the operation of advertising at the unconscious level is driven by the search for an imaginary self which motivates the individual with desire for cohere nce and meaning (Lacan, 1977).Advertising feeds the desire to achieve the unobtainable unity of the self with destabilized meanings (Featherstone, 1991), images which separate commodities from their original use and offer the possibility to reconstruct the self by purchasing the symbolic meaning of goods and constructing a â€Å"DIY self† (Bauman, 1991). For as Williamson (1978) points out, â€Å"The conscious chosen meaning in most people’s lives comes from what they consume†, and this is energized by the attachment of bodily desire to symbolic meaning where the inchoate needs of the pre-linguistic self are channelled into language.Central to Lacanian theory is the mirror-phase, where the child recognizes itself in a mirror and assumes an image through a transformation from the imaginary to the symbolic. The symbolic for Lacan is linked with absence, in that symbols represent a world of people and things that are not there. The â€Å"real† can only be ap proached through the symbolic medium of language, yet language itself contains the contradictions and fragmentations of gender, power and meaning (Kristeva, 1980).The symbolic focus of much promotional activity in postmodernity is desire, and for Lacan desire exists in the gap between language and the unconscious. â€Å"Desire does not desire satisfaction. To the contrary desire desires desire. The reason images are so desirable is that they never satisfy† (Taylor and Saarinen, 1994). Postmodern consumption is inextricably linked with aspects of sexuality, both conscious and unconscious, as it promises the satisfaction of previously taboo desires through imagery and representations (Mort, 1988).These desires are constructed through the symbolic linkage between consumption and the human body (Kellner, 1992), and operate in large part through the consumption imagery with which we are surrounded and which makes even mundane consumer actions, such as looking in shop windows, high ly significant in our psychic lives (Bocock, 1993). Thus meaning is created through a search for links between identity (the social) and the self and the pursuit of sexual satisfaction through consumption, both of which are doomed to failure.Rationality versus irrationality Existential This postmodern fragmentation of the experience of self has been termed the consumption and condition of â€Å"multiphrenia† by Gergen (1991), who points out that the new irrational desire opportunities for exercise of choice are almost unlimited and so bring with them a â€Å"vertigo of the valued† where the expansion of â€Å"wants† reduces our choice to â€Å"want not†, a multiplicity of competing values and beliefs which make â€Å"the very 289 idea of rational choice become meaningless†.The mass media, and advertising in particular, are responsible for an â€Å"expansion of inadequacy† which is encouraged by a barrage of new criteria for self-evaluation. Cushman (1990) argues that we are in an era of the â€Å"empty self† in which alienation and loss of community can be solved by the â€Å"lifestyle† solution in which the consumer constructs a â€Å"self † by purchasing and â€Å"ingesting† products featured in advertising, a behaviour which can be construed as, at best, of limited rationality.In the Lacanian perspective there is a stress on the individual subject as being fragmented and incoherent, and this leads to the framing of the consumer as simultaneously both rational and irrational, able to both consume and reject what is being consumed, to desire and yet consume without satisfaction (Nava, 1991). â€Å"Identity becomes infinitely plastic in a play of images that knows no end. Consistency is no longer a virtue but becomes a vice; integration is limitation† (Taylor and Saarinen, 1994).The consumption of meaning, even the meaning of supposedly unambiguous television soap operas, is always am bivalent and contradictory (Ang, 1985), and the modes of rationality which operate in the space between the unconscious world of the imaginary and the symbolic world of language are little understood as they are constrained by the â€Å"despotic signifying semiologies† which limit the possibilities for other forms of semiotic systems and other forms of rationality (Deleuze and Guattari, 1983).The conceptualization of other modes of (ir)rationality is paralleled by the recent development in social cognition of the theory of motivated choice, which emphasizes the role of emotion in decision processes (Forgas, 1992; Kunda, 1990). Motivated choice is where judgement is driven by an emotional desire to arrive at a particular conclusion, where biased information search and reasoning processes are used â€Å"to arrive at those conclusions they want to arrive at† (Kunda, 1990).From these perspectives, cool, rational, informationprocessing choice is at least uncommon, and may i n fact be very rare, for â€Å"the real, the really real, is irrational, that reason builds upon irrationalities† (de Unamuno, 1962). Creativity versus constraint The dialectic between freedom and control in the consumption domain is typified by the influence of advertising. The ability of consumers to resist the influence of advertising and thereby exercise freedom has been minimized by the Marxist analysis of its central role in the maintenance of capitalism (Leiss etEuropean Journal of Marketing 31,3/4 290 al. , 1990) which operates through the creation of â€Å"ideological hegemony† (Goldman, 1992). Marxists have also portrayed advertising as a â€Å"magic system† (Williams, 1980) of magical inducements and satisfactions which validates consumption, if only in fantasy, by association with social and personal meanings and thus transforms goods which had rational use-value into irrational symbols.This focus on the power of the symbolic is further developed by Williamson (1986) who argues that advertisements function at an unconscious level at which the consumer is unable to resist latent meaning transfer. More recent post-Marxist analyses have weakened their deterministic stance and recognized that â€Å"the meanings and uses of products cannot be entirely controlled† (Williamson, 1986).However, hegemony still exists, but now depends on affective gratifications provided by mass-mediated popular culture where â€Å"everyday life in amusement society proceeds within a dialectic of enfeeblement and empowerment† (Langman, 1992). From a post-structuralist perspective limited freedom is allowed to the individual through consumption choices: â€Å"for most members of contemporary society individual freedom, if available at all, comes in the form of consumer freedom† through which the individual must take responsibility to invent and consciously create a self-identity (Bauman, 1988).Through the â€Å"new existentialism† (Laermans, 1993) consumers can exercise the freedom to create new meanings for goods through their own idiosyncratic performance of everyday life (de Certeau, 1984). This freedom can be used for collective and individual resistance against the imposed meanings of the dominant cultural categories, particularly through the choice of style and the use of bricolage tactics (Fiske, 1987; Hebdige, 1979).A sustained argument for the active exercise of freedom through consumption is developed by Willis (1990), who characterizes the consumption choices of the young as the behaviour of â€Å"practical existentialists†. The young are seen as exercising choice through consumption-related symbolic creativity which operates via the concept of â€Å"grounded aesthetics†, a process which builds higher-level symbolic meaning structures from the mundane concrete experiences of everyday life.This allows the young a small creative space for making the received social world, to some ext ent, controllable by them. This process is very similar to the marginal â€Å"tactics† (de Certeau, 1984) by which the powerless make sense of consumption, and in relation to advertising would allow them some control over the meaning of a text, but not control over the agenda within which the text is constructed (Morley and Silverstone, 1990).This is a limited freedom where we â€Å"make our own spaces within the place of the other† (Fiske, 1989) but yet it is potentially liberating in that to escape from dominant meanings is to construct our own subjectivity (Condit, 1989), and can therefore be conceptualized as â€Å"authentic† existential choice, rejecting the â€Å"bad faith† of accepting the dominant consumption meanings as inevitable or unproblematic (Sartre, 1969). Advertisements can be seen as cultural products in their own right, and Existential young people consume them independently of the products and have a creative consumption and symbolic r elationship with them.Although Willis (1990) sees advertising as irrational desire manipulative to some extent, he emphasises the scope for individual choice and creativity in meaning and identity construction, as individuals use advertising images as personal and social resources. These are invested with specific 291 meanings anchored in everyday life, via the process of grounded aesthetics, which are then used to construct or maintain personal and social identities. These creative practices are particularly prevalent amongst young people of â€Å"Generation X† (O’Donohoe, 1994; Ritson and Elliott, 1995b).The construction of social identity through â€Å"styles of consumption† is referred to in terms of lifestyle membership of â€Å"neo-tribes† by Bauman (1990), where one may join the tribe by buying and displaying tribe-specific paraphernalia. The neo-tribe is informal, without authority and only requires acceptance of the obligation to take on the iden tity-symbols of the tribe. The consumer may thus exercise the freedom to choose social groupings through existential consumption.The exercise of choice through consumption now flows across national boundaries in a global cultural economy through the operation of advertising â€Å"mediascapes† which are image-centred strips of reality which offer the consumer a series of elements â€Å"out of which scripts can be formed of imagined lives, their own as well as those of others living in other places† (Appaduri, 1990). If aspects of advertising imagery can be appropriated at will by â€Å"practical existentialists† then they may, as Baudrillard (1983) suggests, â€Å"live everywhere already in an ‘aesthetic’ hallucination of reality†, in which the real and the simulated are indistinguishable.However, the extent to which, in a â€Å"mediacratic† age, advertising reflects reality or actually creates it is problematic. Are the â€Å"practica l existentialists† using advertising or is it really using them? Schudson (1984) suggests that advertising is â€Å"capitalist realist art† and that although it does not have a monopoly of the symbolic marketplace, different social groups are differentially vulnerable especially during transitional states of their lives. This form of art idealizes the consumer and portrays as normative, special moments of satisfaction.It â€Å"reminds us of beautiful moments in our own lives or it pictures magical moments we would like to experience† (Schudson, 1984). This suggests that young people in particular, who are at a transitional state in their lives, may be subject to excessive influence by â€Å"buying-in† to advertising’s depiction of a false reality. In contrast, young people may be exercising (limited) freedom in their use of advertising as a cultural commodity for â€Å"even as the market makes its profits, it supplies some of the materials for alte rnative or oppositional symbolic work† (Willis, 1990).This dichotomy between creativity and constraint (Moores, 1993) in the context of advertising is represented by the problematic of hegemony, which sets parameters on the freedom to construct meaning (Ang, 1990). Hegemony European Journal of Marketing 31,3/4 292 does not dominate from outside but is a â€Å"thick texture† which interlaces resistance and submission, opposition and complicity (Martin-Barbero, 1988) and which therefore poses difficult problems for ethnographic analysis to unpack.Structuration theory (Giddens, 1984) offers a solution to the dualism of structure versus agency, by positing that the â€Å"structural properties of social systems are both medium and outcome of the practices they recursively organise†. Thus the consumption of advertising can be both an active and creative practice yet is carried out within constraints imposed by material situation and ideological hegemony. Desire, irrati onality and choice Desire develops from physical need through a growing awareness of the existential choice between a desire to have and a desire to be, desire being defined by absence or lack of being (Sartre, 1969).Lacan’s identification of language as the symbolic order which develops from the pre-verbal imaginary order accompanied by increasing anxiety about the self has been reframed by Kristeva (1980) as the two orders of the semiotic and the symbolic. The imaginary/semiotic order is unconscious whilst the symbolic order is rational, but there is potential for â€Å"slippage† between the two orders of meaning, with a regression to the unconscious and irrational order of the imaginary where desire for the unattainable comfort of the perfect mother holds sway.The gap between the fantasy world of consumption day-dreams of perfect pleasure and the disappointments of reality is the basic motivation for Campbell’s (1987) â€Å"autonomous imaginative hedonismâ⠂¬  which results in limitless wants and a permanent state of frustration. The limited resources of the individual consumer must therefore require choices to be made, choices of which desire to feed and which to deny, which meanings to consume and which to reject or avoid. This vital act of consumer choice may not be to choose that which is most pleasing, but to reject that which is most distasteful.Bourdieu (1984) suggests tastes that â€Å"when they have to be justified, they are asserted purely negatively, by the refusal of other tastes†. We may define ourselves not by what we like, but by what we dislike, and it is strong negative emotional reactions to the consumption practices of others that may structure our social categories. This â€Å"refusal of tastes† seems to operate at the level of the imaginary/semiotic and be driven by pre-verbal inchoate emotion. While consumption may often operate at the level of the imaginary/semiotic or day-dream, it can also have â€Å"real† effects in facilitating the construction of self-identity (Falk, 1994).Phenomenological descriptions of the everyday consumer experiences of women (Thompson et al. , 1990) have surfaced a dominant theme of being in control/being out of control which reflected an anxiety about not buying in the â€Å"right† way, so that women felt guilty when they perceived themselves as not making rational purchase decisions. However, they nevertheless admitted to making purchases in a â€Å"dreamlike† way when they were â€Å"captivated† by a product. In this situation, to act in a self-perceived rrational fashion, to surrender to the symbolic, is itself an authentic existential Existential act of creating meaning through choice, the choice to be irrational. consumption and But to what extent is existential consumption the conscious exercise of irrational desire freedom through choice as idealized by existentialism? Certainly there are severe limits to the fr eedom contained in consumption choices due to individuals having unequal access to the necessary resources, so existential 293 consumption may only exist for some people in some societies.However, the lived experience described by consumers (Elliott and Ritson, 1995; Thompson et al. , 1990) conveys a strong sense of Sartre’s â€Å"engagement† even if not at the level of decisional seriousness discussed by Kierkegaard (Macquarrie, 1972). Marxists may dismiss an individual’s claim to be making conscious choices about consumption as â€Å"false consciousness† but this is to deny the â€Å"situated meaningfulness of everyday consumer experiences† (Thompson et al. , 1990). The freedom of practical existentialism is authentic, even if it is constrained by inequalities in the economic system and by ideological hegemony.The emotion-laden experiences of the consumer – irrational, incoherent and driven by unconscious desires; constrained by the market economy yet obtaining limited freedom through existential consumption and symbolic creativity; able to build a DIY self through consumption yet suffering an expansion of inadequacy through advertising – this constructs the subjectivity of the postmodern consumer with whom postmodern marketing (Brown, 1995) must deal. References Ang, I. (1985), Watching Dallas: Soap Opera and the Melodramatic Imagination, Methuen, London. 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