By Emily Ashford Essay

In the course of this essay I want to contrast and compare two poems by the Irish poet Seamus Heaney. His anthology â€Å"Death of a Naturalist† was written in reflection of childhood and the loss of innocence possibly based on his own experiences. This anthology has received much praise and recognition over the past few decades. Seamus was brought up in the deep hearted countryside of Ireland. He grew up alongside nature and alongside 8 other children, although he was the oldest and maybe understood some things before the other children; such as death and the â€Å"facts of life. † In the poems â€Å"Death of a Naturalist† he learns the true realities of nature, and how the frogspawn and frogs come to be there. In â€Å"The Early Purges† he learns not to be sympathetic toward cute and fluffy but ultimately resource draining animals. Both settings are rural rather than urban however, the each poem focuses on different areas of the countryside; â€Å"Death of a Naturalist† is based around where â€Å"all the year flax-dam† grows. Flax – dam it a stagnant pond where harvested flax is left to decompose to prepare for manufacture into linen and other materials. The poem is narrated by a young boy, he is recalling events in which he explored nature where the â€Å"flax – dam festered in the heart of the townland. † This implies that, at this time in the boys life, nature was especially important. In â€Å"The Early Purges† events are recalled on a farm. A â€Å"well run† farm where delicate and unnecessary animals are seen as â€Å"scraggy wee shits† and are slaughtered. The poem is narrated again, from a young boy’s perspective and perhaps even the perspective of the poet himself. Through the boys interaction with nature we are reminded and recognize the childhood innocence. In â€Å"Death of a Naturalist† the boy is fascinated with nature to the extent that even the most trivial and perhaps annoying things to most adults, such as â€Å"bluebottles† and â€Å"the warm thick slobber of frogspawn† become exciting to him. He likes these things â€Å"best of all. † The way nature is presented also shows us a childish imagination where many things are considered and elaborated in a way only a child could think. Also through the eyes of a child we learn about death, where at first this brutal inevitability â€Å"frightened† him. However, again the boy’s fascination with this process of killing and decaying is described in every detail. After the â€Å"kittens drown† and their â€Å"tiny din†¦ soused† the boy watches the corpses and follows the process of deterioration. Both poems involve a change in attitude, each of these changes represent a loss of innocence. In â€Å"Death of a Naturalist† this change is represented from the start of the second stanza. Contrasting to the first stanza he begins to describe the flax-dam in a negative way. Where it was once â€Å"green and heavy headed† it has now been invaded by â€Å"angry frogs† Seamus also uses military terms and plenty of similes and metaphors; like â€Å"blunt heads farting,† to draw attention to how daunting nature can be to a child.

A University Education Is Not Essential for Success’ Essay

In a general point of view, university education is necessary for success and that is why parents nowadays would ask their children to finish their Bachelor degree as a minimum request. They think that university education is an essential element for success. However, I do not think that that is true at all. University education is only one of the keys for success but not the only key to achieve success. Some people may think that what success is being a millionaire or even a billionaire. Nevertheless, in the reality, being that kind of capitalists does not require any degree of education. It is a truth that having a higher degree of education can let us apply a higher salary job but it is not essential for being the tycoons. There are some real life examples to prove my argument is truth. Bill Gates, Steve Jobs and Richard Li choose to give up their opportunity to finish the university education and start their businesses. Although they do not have any diploma of graduation in the university, they can still run their business very well and earn a huge sum of money. University education is not an essential element for being a millionaire. Earning enormous figure of income does not request any degree. Moreover, what success is not only making a huge sum of money but also making our own dreams come true. Not everyone is giving weight money to a high position and what he or she wants is to accomplish his or her dreams. Different people have different dreams and some of the dreams may require a high level of education such as being a doctor or a lawyer in Hong Kong. It is necessary for the one who has these dreams to have a good academic result in A-Level exam and finish the university study to get the certification. However, some dreams do not claim any degree such as travelling around the world and having a perfectly satisfactory family. Therefore, we can grasp that how essential a university education is according to the one’s dreams but university education is not essential for every dream. In addition, there are many other keys for success, such as the talents, intelligence, communication skills, social skills etc. To be successful in a career, we need those elements I mentioned above and cannot ignore their importance for success. The diploma is only just an admission ticket in our career. What the boss paying attention is not our level of education but our working ability. That’s mean the ability to get the project done in order to help the boss earning profit. Although one has a high education level, the boss would still fire him or her if he or she makes troublesome to the company. Therefore, the university education is not that essential as people think. In conclusion, the university education is only one of the key for success.

Red Scarf Girl Essay

Red Scarf Girl Essay The Cultural Revolution was a time of much confusion in china. The memoir Red Scarf Girl by Ji-li Jiang illustrates the chaos of that time. Ji-li’s experiences during this time period led to her point of view changing. Ji-li starts the Cultural Revolution full of progressive thoughts, but this quickly turns to confusion, and leads to an important choice, something that impacts the rest of her life. In the beginning of the Cultural Revolution, Ji-li is full of thoughts of moving forward, and helping Mao’s work to succeed. She believes that she can make a difference in the world. Ji-li helps with the â€Å"Destroy the Four Olds† campaign, and is nearby when a shop sign is smashed for having a name that does not concede with the communist principles. This gives her a feeling of kinship with everyone there. â€Å"Although what we had smashed was no more than a piece of wood, we felt like we had won a victory in a real battle. †(Pg. 24). But even as she was aiding the revolution, her thoughts soon turned to confusion and frustration with the policies of the Communist party. In short, Ji-li begins the revolution full of progressive thoughts but she soon becomes puzzled with the parties policies. As the glossiness of the revolution begins to fade, Ji-li becomes perturbed with the rules of the Communist party, as the Red guards constantly contradict them. The paper says that â€Å"a historic counterrevolutionary† had â€Å"confessed and had a positive attitude, he was pardoned†(Both on Pg. 176). However, this is opposite from how Uncle Zhu was treated after his confession, as he was pushed for more information to make Ji-li’s father confess. All this chaos led to Ji-li having to make a choice between her father, or Chairmen Mao, because the Red guards needed her to be a witness of her father’s antirevolutionary activates to convict her father, and if she did not she would be stuck with a bad class status. This demonstrates the immense confusion there was during that time. In summary, the instability during the Cultural Revolution led to Ji-li having to make an important choice. As the novel draws to an end, Ji-li has am important choice to make; She can support her family or support Mao and the revolution. Ji-li face great pressure from the red guards and also from the part of herself that wants to cure her black class status. However she chooses her family because â€Å"(it is) too precious to forget and too rare to replace†(Pg 263). However, this choice has consequences for her and her family. She was prevented from becoming an actress because of her class status, and her mother was forced to write self-critism reports because she would not break with her husband. In brief, Ji-li has a vital choice to make, and chose her family, but this choice had consequences. How does Ji-li’s point of view change during the Cultural Revolution? It shifts from believing that Mao was most important, to believing that her family and responsibilities are most important. â€Å"Once my life had been defined by my goals: to be a Da-dui-zhang, to participate in the exhibition, to be a Red guard. They seemed unimportant to me now. Now my life was defined by my responsibilities. I had promised to take care of my family, and I would renew that promise every day†(Pg. 263) This shows how her view point has shifted from herself and Mao, to her family. Ji-li had a lot courage to be able to do what she did, and I think that it is her courage that got her this far.

Global Warming Essay Example | Topics and Well Written Essays - 500 words - 7

Global Warming - Essay Example One of the major factors that contribute significantly to global warming is the burning of fossil fuel, which has amplified the levels of atmospheric carbon dioxide to their highest for the last 20 million years. This paper, however, will focus more on another factor that also play a crucial role in global warming, which is deforestation (Maslin, 2007; Humphreys, 1996). Global warming can be hastened by a variety of factors, one of which is deforestation. Deforestation is the result of human activity such as illegal logging which is damaging to the ecosystem. The effects of deforestation as stressed by Humphreys (1996) range from the global to the local level. One of the most essential implications of deforestation is its impact on the dilapidation of the atmosphere (Humphreys, 1996). Deforestation plays a crucial role in global warming, which transpires from elevated concentrations of greenhouse gases resulting to net escalations in the global mean temperature (Humphreys, 1996). Radiative forcing is the atmospheric process by which greenhouse gases amplifies temperature increases according to Humphreys (1996). To gain insight on how deforestation partake a role in global warming, it is beneficial to explore how this process really works. Greenhouse gases are composed mainly of four gases namely, carbon dioxide, methane, nitrous oxide and chlorofluorocarbons (Humphreys, 1996). The effects of global warming are deemed to be hazardous to the planet Earth. It was predicted that intense global warming will cause alterations in global trends of agricultural productivity, augment melting of the Arctic and Antarctic ice caps, thermal spreading out of the oceans and a net proliferation in sea levels which would endanger coastlines worldwide (Humphreys, 1996). Humphreys highlighted that not only does deforestation play a part in global warming but as a result, global warming would remarkably be perilous to nature, the warming of the oceans

Independent Research Essay Example | Topics and Well Written Essays - 3500 words

Independent Research - Essay Example . . Before the constitutional monarchy in 1931 (Kiriwat 2001), all theatre Khon, or masked dance drama was for palace performances only. Khon is still part of an elite group of the Thai National Theatre. Their performances are only related to the Rhamakayian. Lakon Nai also dealing with the Rhamakayian, was intended to be danced only by women who can do the complicated hand and finger movement. They are both very much part of the Thai culture. This is a study to present a short history of the origins of Rhamakayian and its importance in Thai Culture. The study will show how the royal family changed Rhamakayian from the original Ramayana developing two distinct dance styles which began centuries ago. King Rama I and King Rama II standardized the dance forms . This classical dance of today still has ancient origins. It style is old fashioned and no longer appeals to modern audience. It will be shown why the perception of the audience is no longer met. An audience is determined by the t ype of performance . Their needs and expectations will be shown in order to how what companies can do today, to bring the universal aspect of Rhamakayian back to the dance and drama without losing this beautiful Thai Epic. To conclude, the study will have shown that the use of an ancient subject is universal and its dance and drama can be brought up to the expectations of today's audience. The Origins of Ramakien from the original Ramayana Ramayana is a "timeless tale", which originated in ancient India. India was considered the centre of the world. The epic consists of 18 books covering every significant and insignificant aspect of human nature and character. The epic, though adapted to each individual country's culture and standards, has traversed all of Asia. It is so ingrained in the culture of the Asian world that it is compulsory in University and some lower education. In Indonesia, students are quoted as saying "Islam is our Religion but Ramayan is our Culture". (Kumar 2007) The Way of the Ram as Ram was a God who left his children , Lav and Kush to travel the world. This epic is universal to all as it covers the nine sentiments known to man. Each and every situation in a person's life is covered in the epic. So that the reader might get an excellent feel of the importance of Ramayana on the development of Rakayian. Expressing feeling are used in movement as they show the power of the sentiments in dramatic art. As it will be explained in the psychology of the audience are the Rasas expressed to the people in the hall? Love: between Sita and Rama Valor : Shiva's bow was broken when it was being restrung Pathos: Kakasura's feelings when he surrendered Suprise: the bridge over the ocean Humour: Shoorpanakha going to Rama Terror and Disgust: battlefield Fury: Killing Ravana Peace: Interaction with the sages. All of Asia was influenced by the story. "Ramanama is for the pure in heart and for those who want to attain purity and remain pure.' Mahatma Gandi". (Kumar 2007,page 4) The progression from Ramahaya to Ramakian was done in stages. The first Ramakian version came to Siam in the 14th century. In the 18th century there was a great fire which destroyed all existing written versions of the epic. The most modern version comes from King Rama I who in the 18th century saw the importance of cataloguing and sequencing the whole epic. He added his own writing where he had to complete the storyline. In Thailand, Ramakien changes in context but the story stays the same; the

Team Project Experience Essay Example | Topics and Well Written Essays - 750 words

Team Project Experience - Essay Example This role offered me an opportunity to explore and exercise my leadership skills. The role gave me a chance to take part in the project from the time the project was set up to the end. Usually, these duties begin in the second stage of the project but I got an opportunity to participate from the beginning as a member of the team that floated the first ideas for the project. Through this, I understood the project in full. The advantage that came with taking this responsibility is that as a member of the team I got the chance to participate in the project from start to finish. A holder of this position drove the project from the implementation stage to completion. My duties during project implementation included among others preparation of the project management plan that began with stage three (Chermack 2011). Risk assessment in addition to planning the mitigation aspects were my roles that I performed well during the process. These functions fell under my overall jurisdiction of lead ing the project team to achieve set objectives following through set targets at every stage. The responsibility was also enthusiastic, as I made sure that team members comprehended their assigned responsibilities. As an evaluation aspect, the manager monitored performance against the original plan. This helped in eliminating leakages and shielding the project from slipping out of the original plan. ... Good communication skills supplemented this strength. This happened in an honest and clear manner while maintaining respect among all team members. A good team player is a good listener, this aided in the effective functioning of the team (Tuckman and Jensen 1977). Coordination was product of good communication that included open and clear communication channels. I injected this personality into the team and it effectively helped the efficiency of working as a team. Among other strengths, I was flexible and this was important for a team member as the team often worked under changing conditions. Personal professional qualities Team projects run on deliverables and deadlines. Professional qualities that I brought into the team for the role-played included the element of cohesiveness that augmented the skills and other qualities possessed by other members. I acquired these skills in extra weekend classes offered at the extra mural studies centre. As a member of the team who preferred th e role of a project manager, I demonstrated leadership qualities in the team and this was crucial in underlying the essence of cohesiveness. Experience showed that the effectiveness of this quality served well for the team as members enjoyed good communication and sound conflict resolution mechanisms. As a project manager, I initiated the strength deployment inventory (SDI) that raised the need for the team to work together cohesively. It also offered opportunities for team members to draft successful working relationships (Nagarajan 2005). Through this, members of the project team learnt motivational areas of their colleagues. This knowledge enhanced the alignment of the members to the project goals. Clear understanding of project roles and awareness of skills of team

Frist quality management assays Essay Example | Topics and Well Written Essays - 3750 words

Frist quality management assays - Essay Example Many a times people fail to realise that what they are doing is ultimately for the client and it is because the client pays that the company is running. Some companies were so surprised initially by the sudden ‘quality movement’ of the 1990’s that Cant (1992, p. 1) commented that Businesses generally have a lethargic approach towards any kind of change. When TQM was still a newbie, some people thought that it could rescue businesses from ‘flabby management techniques’ and ‘shoddy products’, while others thought it to be ‘too perfect’ and that such management techniques cost more than they are worth. American firms could not truly embrace ‘Quality Management’ until they thought it made their shareholders more money than it did the seminar organizers, consultants and book publishers, who again, they thought, reaped the biggest quality rewards of the 1980s. Only those who had the patience and stuck to it reaped the rewards. Many, who did not, were wiped out in the competition. Virtually every business depends on repeat business for survival. It’s a common sense answer that for customers to come back they should be happy with what they got before. Earlier, professionals could count on their reputations and work contacts to provide a steady stream of work; however, as a result of de-regulation, an over-supply of professionals in many disciplines and a declining public image, this is no longer guaranteed. A research study done on legal advisors, where the sample consisted of 600 commercial business organizations drawn from ‘Key British Enterprises’ 1989 proved that â€Å"Clients with higher perceptions of service quality are likely to consider changing their legal advisers less often and expect to enjoy longer working relationships with their corporate legal advisers.† (Morgan 2007, p. 38) Though we know that the relation between ‘customer satisfaction’ and ‘profits’ is quite obvious, there are 3 problems,

MGMT U5DB Research Paper Example | Topics and Well Written Essays - 250 words

MGMT U5DB - Research Paper Example Change leader is not only responsible for the financial success of the project but is also concerned with the allocation, management and integration of the human resources. Hence, change manager plays a role of, or shows certain traits of, a HR manager. In the capacity of a HR manager, the change process is handled in terms of appropriate human skills being gathered, training being provided properly to accommodate the change process, new systems, technologies and processes being appropriately incorporated in the business culture and employees being ready to adopt and accept the change project. For the purpose, the change leader or HR manager provides training courses, proper guidance on the viability of the project, explanation on the importance and benefits of the change to the employees and organization and a rationale to motivate employees on adapting to the change process. The assessment of the impact of a change project remains one of the most important responsibilities of a change leader. He is liable to account for any discrepancies that existed during the change process. He tracks and amends the change strategy to avoid negative or unexpected outcomes by the end of the change

Dialect variation Research Paper Example | Topics and Well Written Essays - 1250 words

Dialect variation - Research Paper Example A common mistake made by a majority of people is to confuse accents with dialects by messing up with the differences between sounds people make and pronunciation and the words they use. If one has to consider grammar and vocabulary alongside pronunciation, then it is reasonable to use the term â€Å"dialect.† However, when discussing a dialect, an individual will usuallyfully concentrate on pronunciations. If sounds alone are what are being spoken of, then the area of study in language is phonology or pronunciation. Phonology is a special aspect of dialect that requires separate attention to be understood precisely (Riggle and Godsmith 38). Phonological variation is the difference in pronunciation across and within dialects, for instance, people from different countries may pronounce â€Å"easy† with an â€Å"s† while people from another country pronounce it with a â€Å"z†. Arguably, the most common phonological difference in England is the sound of â€Å"bath vowel† which differs between North and Southern England populations. Another example is the issue of rhoticity, relative to whether or not letter r should be sounded when it comes after a vowel (McKay Lee 70). While most Wales and England populations do not pronounce this later r, those in Lancashire and English West countries do pronounce it. Variations in phonology are important in marking regional dialects. In order to represent the pronunciations precisely, linguistics tend to use a phonetic alphabet, where distinctively dissimilar sounds are represented by varying symbols, instead of unphonetic English spelling systems. One sound is usually symbolized by different spellings, like the â€Å"sh† sound being pronounced as sh in â€Å"sheep†, but as â€Å"ti† in â€Å"nation† (Brown, 108). Approaches to phonological variations The well-known phonological variations are word stress and syllable structure. The main question is whether there are generalizations to be made in various patterns of these variations. For the no-pattern approach, no attempt is made to find an overall pattern that applies to most or all words, maybe because no generalization exists (Riggle and Godsmith 40). For instance, there are no rules to determine which syllable of polysyllabic English words swallows the stress. Consequently, stress patterns are merely listed in the lexicon. Any evident statistical preferences or trends for particular patterns are likely due to historical mistakes. The norm-and-exceptions approach assumes that English has a default stress structure with four different versions na mely; language parameters, language typology, optimology theory, and rule-based theory. Language typology assumes a limited number of

The Benefits of Reading Essay Example for Free

The Benefits of Reading Essay Reading is the best thing we can do for ourselves. Not only does reading enrich our lives, it can also enrich the world around us. It has been stated that, â€Å"The more you read, the better you get at it; the better you get at it, the more you like it; the more you like it, the more you do it. And the more you read, the more you know; the more you know, the smarter you grow†. The benefits of reading last a lifetime. Reading well affects a person’s academic and professional success. However, it has been found that Malaysians do not read enough. Many students do not read beyond the materials of the school curriculum. With the existence of television and the advancement of computers with the internet, books have taken a backseat. The young today prefers sprouting roots in front of the television, surfing the internet or playing console games. Many perceive reading as a chore rather than pleasure. There is a need to bring back the creative culture of reading among Malaysians. Since the birth of our nation in 1957, there have been numerous campaigns held to encourage the reading habit among Malaysians because our government knows that only an educated and knowledgeable nation can climb up the ladder of success. However, campaigns launched to encourage reading are unable to achieve much as progress cannot be seen in the short time limit. Reading is the habit that has to be ingrained and inculcated from young. An environment that encourages reading needs to be created by parents in the home. Research has shown that the early years in a child’s life have the highest rates in forming and establishing the habit of reading. Habits formed at a young age will stay with them for a long time. Thus, parents and teachers should teach the young to appreciate and enjoy reading beyond their school text books. The reading time should not be turned into a task but into a pleasurable and enthralling experience. The benefits of reading are many. Reading fiction materials can transport the reader to another world and provides relaxation. It has a therapeutic effect as it stimulates the right side of the brain to the beauty and rhythm of language which has the ability to calm and relax us. Leisure reading can lead to an input of language acquisition as well as language competence. Through carefully graded and selected reading materials learners can gain a wide range of vocabulary and good expressions, thereby improving their language skills. In general, those who have more literacy in English reads more. Teachers and lecturers of higher institution of learning are appalled when students or undergraduates cannot even comprehend reading passages or communicate their thoughts. The drop in the standard of English is definitely due to lack of reading materials in English. Reading is a profitable pursuit in which we can obtain beneficial insights and knowledge. Hence, Malaysians cannot ignore the habit of reading. The habit needs to be exercised and allow to flow from a regular routine. Then, only with literate and educated citizens can our nation succeed and be raised to greater heights. After all, â€Å"A nation that reads, is a nation that succeeds. †

Calorimeter used for calorimetry

Calorimeter used for calorimetry Introduction What is a Calorimeter ? Definition: A calorimeter is a device used for calorimetry, the science of measuring the heat of chemical reactions or physical changes as well as heat capacity. The word calorimeter is derived from the Latin word calor, meaning heat. Differential scanning calorimeters, isothermal micro calorimeters, titration calorimeters and accelerated rate calorimeters are among the most common types. A simple calorimeter just consists of a thermometer attached to a metal container full of water suspended above a combustion chamber. To find the enthalpy change per mole of a substance A in a reaction between two liquids A and B, the liquids are added to a calorimeter and the initial and final (after the reaction has finished) temperatures are noted. Multiplying the temperature change by the mass and specific heat capacities of the liquids gives a value for the energy given off during the reaction (assuming the reaction was exothermic.). Dividing the energy change by how many moles of X were present gives its enthalpy change of reaction. This method is used primarily in academic teaching as it describes the theory of calorimetry. It does not account for the heat loss through the container or the heat capacity of the thermometer and container itself. In addition, the object placed inside the calorimeter show that the objects transferred their heat to the calorimeter and into the liquid, and the heat absorbed by the calorimeter and the liquid is equal to the heat given off by the metals. Functions: As one of the devices used in the science of calorimetry, the calorimeter plays an important role in measuring heat capacity in a number of secure environments, as well as the physical changes that occur with the incidence of specific chemical reactions. This is some information about the general function of the calorimeter and how measuring calories related to the process of identifying heat capacity. Calorimeter is a term that is derived from the Latin word calor, which literally translates to heat. While most people understand the concept of calories as they relate to weight gain or loss, fewer individuals are aware that calorie content is determined by the ability of the substance to generate heat or energy as a result of the consumption. What the calorimeter actually does is identify the rate and scale of the production of that heat or energy and translates into numerical designations that can be used to adequately measure the production and the assimilation of heat and energy. Thus, when thinking in terms of counting calories, what is actually happening is thinking in terms of how much heat and energy will be generated and expended as a result. Calorie measurement has several important applications. One of the most common has to do with health matters. Because the calorie content of some foods is judged to be quite high, the result is that the energy or heat created by the consumption of the foods must make best use of that produced energy. If there is no efficient use of the calories, then the result is energy stored in the form of fat for later consumption. That is why the calorimeter is so important. Proper measuring of calories allows people to more properly plan food intake to ensure that the body has enough heat or energy to function, but does not store excess energy as fat. Types of calorimeter There are a number of different types of the calorimeter that help to measure energy and heat production: 1 :: Adiabatic Calorimeters An Adiabatic calorimeter is a calorimeter used to examine a runaway reaction. Since the calorimeter runs in an adiabatic environment, any heat generated by the material sample under test causes the sample to increase in temperature, thus fuelling the reaction. 2 :: Reaction calorimeters A reaction calorimeter is a calorimeter in which a chemical reaction is initiated within a closed insulated container. Reaction heats are measured and the total heat is obtained by integrating heat flow versus time. There are four main methods for measuring the heat in reaction calorimeter: Heat flow calorimetry Heat balance calorimetry Power Compensation Constant Flux 3:: Bomb calorimeters A bomb calorimeter is a type of constant-volume calorimeter used in measuring the heat of combustion of a particular reaction. Bomb calorimeters have to withstand the large pressure within the calorimeter as the reaction is being measured. 4:: Constant-pressure calorimeter A constant-pressure calorimeter measures the change in enthalpy of a reaction occurring in solution during which the atmospheric pressure remains constant. 5:: Differential scanning calorimeter In a differential scanning calorimeter (DSC), heat flow into a sample—usually contained in a small aluminum capsule or pan—is measured differentially, i.e., by comparing it to the flow into an empty reference pan. 6:: Isothermal titration calorimeter In an isothermal titration calorimeter, the heat of reaction is used to follow a titration experiment. This permits determination of the midpoint (stoichiometry) (N) of a reaction as well as its enthalpy (delta H), entropy (delta S) and of primary concern the binding affinity (Ka). 7:: X-ray micro-calorimeter The detector and X-ray micro-calorimeter, works by sensing the heat pulses generated by X-ray photons when they are absorbed and thermalized. X ray micro-calorimeter diagram. The temperature increase is directly proportional to photon energy. This invention combines high detector efficiency with high energy resolution, mainly achievable because of the low temperature of operation. Micro-calorimeters have a low-heat-capacity mass that absorbs incident X-ray (UV, visible, or near IR) photons, a weak link to a low-temperature heat sink which provides the thermal isolation needed for a temperature rise to occur, and a thermometer to measure change in temperature. 8:: High-energy particle calorimeter In particle physics, a calorimeter is a component of a detector that measures the energy of entering particles. 9:: Heat-loss calorimeter Cross-section view of a heat-loss calorimeter. The heat developed inside the cell is collected by the inner copper cup. Then, it flows through the silicone-rubber which serves as a thermal resistor and the outer copper cup, to the flowing water surrounding the outer copper cup. 10:: Gas calorimeter A gas calorimeter which uses an ultrasonic resonator is in prototype state. It is based on the following mechanism: Periodic temperature changes are produces in the gas-filled resonator cavity by heat absorption, These temperature changes lead to variations of the velocity of sound c via the temperature dependence of c, The change of the velocity of sound results in periodic changes of the tuning of the ultrasonic resonator, The detuning of the resonator is measured by lock-in techniques, The device is simultaneously calibrated an additional heat source at a frequency different from the one to be measured. Gas calorimeter types: Junkers Gas Calorimeter Also known as Gas Calorimeter, Junkers Type Used for determination of calorific values (1000 Kcal/m3 26000 Kcal/m3) of fuel / flue gases at low pressures (2† to 12† W.G) Boys non-recording gas calorimeter The P5615 Boys Gas Calorimeter Set supplied by Cussons has been developed, from apparatus designed by the late Sir Charles Boys F.R.S., to provide a simple but accurate method of ascertaining the calorific values of a wide range of gaseous fuels currently in use. As such it is a necessary item of equipment in any thermodynamics laboratory and is applicable to craft and vocational courses in gas engineering and technology. DESCRIPTION The two main items of equipment in the apparatus are the Boys non-recording gas calorimeter fitted with appropriate burners in the base, and a precision, Hyde type gas meter with a capacity of 2.0 litres/rev consisting of a specially designed measuring drum housed in a gas-tight casing and sealed with water. The whole set is manufactured to a very high standard and is supplied with all necessary accessories including thermometers with reading lenses, measuring vessels and a general purpose set of four burners for town and coke oven gas, natural and methane gas, butane, propane, acetylene, ethylene and propylene. Tru-Therm H Gas Titrator Gas Calorimeter The Tru-Therm Model H real time natural gas calorimeter is a continuous measurement calorimeter instrument that determines calorific Heating Value, Specific Gravity, and WOBBE measurement of natural gas, with continuous rate of update of 10 seconds. Calorific Heating Value is determined by the stoichiometric micro combustion of natural gas. Natural gas and air are supplied to a small instrumentation burner (about 1/2 inch cube) where the flame temperature is directly measured by a thermocouple. The thermocouple provides a signal to the Measurement Engine Control Computer, which in-turn regulates the flow rate of gas to achieve the maximum temperature of combustion. This occurs at the Stoichiometric Point. The gas flow rate that corresponds to this temperature is determined by a precision flow-meter which is sensed by the Measurement Engine Control Computer. Differential Thermoelectric Tritium Gas Calorimeter A device for measuring the amount of any reactive gaseous component in a single gas or in a mixture of two or more gases. The device comprises a reaction chambre, at least one means for supporting a removable catalyst suitable for catalysing the reaction between the reactive component and the gas or gases and at least one heat sensor for detecting and measuring the heat produced or absorbed by the reaction between any reactive component and one or more other gases Exhaust Gas Calorimeters The Exhaust Calorimeter comprise a multi-tube exhaust gas heat exchanger in which the exhaust gases pass through the tubes and the cooling water flows outside the tubes. An exhaust gas sampling point with shut off cock is provided. The cooling water circuit is fitted with a flowmeter on the inlet and a flow control valve on the outlet side. Note that the unit must be arranged for contra flow that is the exhaust gas and cooling water must flow through the heat exchanger in opposite directions. Temperature measuring points are provided for exhaust gas inlet and outlet, and cooling water inlet and outlet. The instrumentation is sufficient to enable the heat content of the exhaust gases to be accurately determined.

High Rise And High Density Buildings Sociology Essay

High Rise And High Density Buildings Sociology Essay The subject of this research developed from a personal interest in the dichotomy between quality and the provision of housing in the U.K. In an interview with BBC Two news night the Planning Minister, Nick Boles, criticised the recent provision of housing. He states People look at the new housing estates that have been bolted on to their towns and villages in recent decades and observe that few of them are beautiful. Indeed, not to put too fine a point on it, many of them are pig-ugly (the Guardian, 2012). This is a valid point and is at the core over the provision of housing as literature provides sufficient evidence based on negative feedback on housing especially with houses built in the post war periods of the 1960s. However using the term pig ugly to describe the effort of others is perhaps too much of an exaggeration. Nevertheless, this develops interest in exploring further what the Minister considers to be pig ugly and what can be done to make these buildings better. With regards to providing housing for the community, Boles was pin pointing with particular criticism to the recent Harrison Wharf development in Purfleet, Essex, which he describes as an insult to the community. The Planning Minister states that whilst more land is needed for development, the right to houses is a basic moral right, like health-care and education, theres a right to a home with a bit ground around it to bring your family up in (the Guardian, 2012). With this criticism on a high density type of development consisting of 103 flats, not buildings of the 1960s either but a more recent development, raises curiosity as to what new developments offer in terms of quality in housing despite all the new policies and regulations in place. Exploring further research into the rights to houses will develop further evidence as to what extent a right to a home with a bit of ground is a necessity. Other evidence pointing towards the ideology of an ideal home being that with a garden includes that of the town planner Professor William Holford, whom on a report of symposium posits the view that in British housing, a tacit assumption is that the ideal house for young family with children is a cottage, a villa, or a semi-detached house with a garden. From this, it can be argued that high rise and high density flats in particular have come to be regarded as what Sir William Holford describes as a regrettable necessity, forced upon us by the shortage of land to accommodate the unfortunate who have to live in them Royal Institute of British Architects (RIBA). Taking this into account, with consideration of the growing increase in high-rise and high density housing in the UK builds up controversy and develops the keenness to investigate further whether high-rise and high density housing really is a regrettable necessity or more satisfying projects can be achieved. The ideology of an ideal home being that with a garden described above may just be one characteristic of what the consequences of high-rise and high density housing seem to have. Literature provides other numerous consequences associated with high-rise and high density housing whereas at the same time, other literature reviews suggests that high density housing is increasingly being seen as a solution for the high demand for housing. The Planning Policy Guidance note 3 (PPG3), which sets out the governments policy on different aspects of planning requires local authorities to avoid inefficient use of land, hereby referring to developments that provide less dwellings per given area (PPG3). It is therefore evident that the government does encourage accommodating more using less space, whether it is encouraging developments which are considered as failures according to some literature sources, is a question that prompts further investigation. There is much debate about what the future housing is offering as a solution with consideration to the governments restrictions on land use. With the main drivers to high density housing being high house price inflation, a cultural shift bringing about the desire to live alone and several other drivers discussed further in a later chapter of this study, there has been an increased rate of household establishment (Bretherton Pleace, 2008). The effect of these price inflation in houses has led to what Hills (2007) terms as residualisation, where it is mainly the poor people adapting in the social rented tenure of housing. With this occurring in the last 20 years there is now a need to bring down this compactness of poverty and social exclusion. Evidence suggests that this solution can be brought about through high density housing that are affordable and of mixed tenure. (Bretherton Pleace, 2008). With particular reference to high-rise and high density development in the provision of housing as they are both designed on the basis of accommodating more in less space, the debate on whether better designed, affordable and mixed tenure housing can provide a solution that tackles the demand for housing to accommodate without derogating quality is the essence of what has developed interest in doing this research. Aims and Objectives The Aim of my research is to investigate whether high-rise and high density housing can provide good quality homes while providing housing to cater for the increasing demand. To aid my study of this aim, I will use the key question noted below. The following objectives will help in achieving the aim. Objectives: To provide an overview of the Increase in high-rise and high density housing in the U.K To identify factors that affect the quality of homes that will be used in this research To explore the negative and positive design features with high-rise and high density buildings and their effect on occupants Key question: Can better designed, affordable mixed tenure high-rise and high density housing provide a solution for quality homes for the future? Literature Review Scope of chapter This chapter will critically appraise the literature review, identify similarities of statements, commonalities and contradictions of the body of evidence. It is divided into the following five main sections Definition of high-rise and high density buildings (300) History and growth of high rise and high density buildings (500) High rise debate Evaluating the literature on the drivers and barriers of key features of good design in high-rise and high density buildings(2000) Definition of high rise and high density buildings High rise buildings: While the most prominent name for tall building remains high rise, in Britain and several other European countries high rise buildings are sometimes referred to as tower blocks. Various definitions are used to define high rise buildings as the terms do not have agreed definitions recognised internationally. Langdon and Everest et al (2002) affirm that it is not possible to define high rise buildings using absolute measures. Most sources define high rise building to suit the subject being studied, the definitions not always expressed in terms of number of storeys but rather in linear height feet and meters. According to the Council of Tall Buildings and Urban Habitat (1969), a high rise building can be defined as a building of 10 storeys or more. Craighead (2009) defines a high rise building as that which extends between 75 feet (23metres) and 100 feet (30 meters) or about seven to ten storeys depending on slab to slab distance between floors. For the purpose of this research the defi nition of high rise buildings is considered that of Langdon and Everest et al (2002) who believe that; In relative terms tall buildings are best understood as buildings whos planning, design construction and occupation is influenced by height in ways that are not normally associated with more typical, local developments. High density buildings ( might need adding more) Literature suggests that measuring density figures is problematic as there are many differences in the approximations of determining density figures. A wide variety of measurements to density have been used since 1918 including: dwellings per hectare, persons per hectare, habitable rooms per hectare, floor spaces per hectare and bed spaces per hectare (Woodford et al., 1976 cited in Jenks 2005). Although the common unit recommended by the research for the government is the dwelling per hectare the rest of the measurement are also frequently used (DETR, 1998). To give a base for the purpose of this study, density in housing is considered the ratio between the number of households or people and the land area they occupy, the government considers 60 and above dwellings per hectare and 140persons per acre to be high density. As mentioned above the planning policy guidance 3(PPG3) encourages high density building by setting requirements for more efficient use of land stating that new developments should aim for a density which is not less than 30 dwellings per hectare (Ibid). Therefore where high rise housing is mentioned throughout this study, it is referred to that of which is considered to be of high density. History and growth of high rise and high density buildings According to Reddy (nd), the growth of a city is closely linked with the growth of high-rise buildings. In England, the tallest buildings that were above the skyline were always the cathedrals, churches, palaces, castles and public buildings. The stable skyline in England was primarily contributed by the locally applied height restrictions and lack of demand for housing. In Britain, high rise buildings were first developed after the Second World War in the 1930s (). The high rise buildings construction went hand in hand with the demolition of Georgian and Victorian housing. The destruction of houses and drastic population growth were among the main reasons that led to the construction of high rise buildings. High rise buildings seemed to be a quick fix to the population problem in order to accommodate more people at that time. Built in central locations with excellent views, high-rise buildings were welcomed as were seen as modern living. The construction of high-rise buildings was r eckoned as the modern and most effective way to handle the demand for more housing issue and the shortage of land issue. In addition to population growth after the war, the ageing 19th century houses also led to the growth of high rise buildings in the United Kingdom. High rise buildings seemed unpopular in Britain as the English houses concept had dominated most parts of the country. However, the situation seemed to be different in Scotland, as tenements (staircase-access blocks of any height, but most usually 3 or 4 storeys) appeared to be the common urban type for most people. Along the 19th century, different types of flats arose in London and other English towns. The four to six-storeyed tower blocks became popular among the lower classes of people and was subsequently seen developing in the west end of London as well (Glendinning Muthesius,1994). Up until the 1990s, an estimated 400,000 flats in 6500 multi-storey blocks were built in Britain, with the most booming period being the late fifties to the early seventies. To that end, about 20% of all public housing constructed post-Second World War was provided in tower blocks primarily with 6 or more storeys (Ibid). Glendinning and Muthesius (1994) contend that the high-rise construction trend continued during the post-war years in London and the majority being built by the local authorities. High rise and high density debate The debate arising from whether high rise and high density buildings have brought more harm or benefits to its occupants and society is rather challenging. Tall buildings seem to be an important topic of debate in London more than any place in the United Kingdom. A scheduled debate to discuss the planning decision for a tower near Vauxhall Bridge was held in June 2005 after the House of Lords reckoned it to be as a possible threat to the London skyline. Both the benefits and the unpleasant outcomes of high-rise buildings were discussed. To begin with, several reviews and early studies seem to have concluded that high rise and high density buildings have not had pleasant outcomes to their occupants as compared to their advantages (Cappon cited in Gifford 2006). Some major contributions to the high-rise debate are the reports commissioned by the Corporation of London, Tall buildings and sustainability (Pank 2002) and by Development Securities PLC, Tall Buildings: Vision of the Future or Victims of the Past? (LSE Cities Programme, 2002). The two reports both concur that high-rise buildings could for sure bring about an outstanding contribution to the inevitable new wave of redevelopment. However, the LSE report emphasises the need of highest standards of design for high-rise buildings whilst the Corporation of London report seems to be emphasising more on sustainable design. ADD DEBATE ON HIGH DENSITY HOUSING In terms of the societal level, high-rise buildings have been accused of exacerbating traffic problems, burthening existing services and infrastructure and in some ways inflicting damage on the character of neighbourhoods (Broyer cited in Gifford 2006). The attack that occurred in the United States of America in September 11th 2001 inflicted fear within occupants of multi storey buildings (Gifford, 2006). The fear that they may be attacked at any particular time raises questions as to whether high-rise buildings are good for people. This, according to sources, describes high-rise buildings as bad for its occupants people living fear of attack makes high rise buildings bad. As for the positive side of high rise buildings, they offer excellent views especially to the upper-level occupants and not forgetting urban privacy. As mentioned above in the growth of high rise buildings, the views that high-rise buildings offered its occupants was one of the primary reason they became popular among the working class in London, therefore this terms high rise as good for its residents. High rise and high density buildings are often although not always located in central urban location, therefore their location seems to point out that they are preferable to those who like central locations. Churchman (1999) highlights that the location of high rise buildings in central areas indicates that services and public transport systems are more likely to be near as well as a significant number of close neighbours therefore one may have greater choice of friends and acquaintances for support. High rise buildings, according to Kunstler and Salingaros (2001) have to some degree deformed the function, the quality and the long-term health of urbanism. The public realms of the streets are being clogged by the infrastructure of high rise buildings. Krier (1984 cited in Kunstler and Salingaros 2001) referred to this as urban hypertrophy. He further asserts that they prevent the organic development of new healthy, mixed urban fabric anywhere further than the centre. On the other hand, Broyer (2002) suggests that high rise buildings which are at times thin buildings leave more room for green space and parks. High rise buildings have smaller footprints than the low-rise houses, therefore take up less land area than the low-rise housing units. He further points out that the unused land near high rise buildings has been seen to be a no-mans land and frequently used by dangerous elements. ADD DEBATE ON HIGH DENSITY HOUSING As seen from the above points, the high-rise debate has raised many questions as to whether they are good or bad. High rise buildings have both the good and bad side of them. However, the negative side of high rise buildings seem to outweigh the positive sides of high-rise buildings. Drivers and barriers of key features of good design in high-rise and high density buildings The increase of population has been considered to have negative outcomes from the past when cities and towns in the UK experienced rapid growth and urbanisation. The seriousness of the state of high population density now can be seen by looking at how far back density brought about consciousness to the government and the public in general. According to Jenks (2005), it was since the 1840s where London was considered a huge city with a population of 21/2 million. More recent statistics from the Office of National Statistics indicate that the UK population is already at its fastest rate in growth and is estimated to increase from 62.3million in 2010 to 67.2million in the next ten years, taking into account higher birth rates than deaths. A further increase of 73.2million is projected in the next 25years, an estimated figure which makes up an average increased growth rate of 0.6%. (National trust). Migration figures also published by the Office of National Statistics show figures in the year 2010 to be 575,000 immigrants, a figure which is said not to have broadly changed since 2004, shows the effect of rising population due to migration into the UK. (HBA, 2011) = Population Increase is regarded by many sources as the core driver towards the demand for housing thus as the UK population continues to increase the demand for housing grows strongly. In London, where population is predicted to grow to 10million, a 2milion increase of Londoners will need housing over the next 20 years which means that 1million new homes will have to be built (Housing and planning consultant). Despite this, the National Housing Federation (NHF) (representatives and campaigners for better housing in England) point out that fewer houses are now being built than at any point since the Second World War. This gap between supply and demand in housing is a prominent issue in UK has instigated vast amount of research in this field. With regards to space required for these new homes and taking into account the restrictions of protecting the green-belt, Colin Wiles, a house and planning consultant implies that London has simply run out of space and its out-of-date green belt is the culprit(The Guardian). With only 4,000hectares of Brownfield land, it provides barely a fifth of the space required to build 1million new homes in London(The Guardian). To be able to house Londoners, Colin Wiles insists London must either build upwards or outwards hereby highlighting the demand for high-rise developments to solve the housing issues (Ibid). Many other sources including Mark Fairwether (2000) agree on the increase in population factor with planning policies that encourage development on Brownfield sites to protect the green as major influences to the market for high-rise and high density housing. Demographic changes in everyday living is yet another factor that is seen by many sources to be influencing the demand for housing. Without going further beyond the scope of the research, the following other factors are worth iterating when identifying the drivers to more housing in a place where land is very limited (parliament)= Increasing number of one-person households Life Expectance Rates Desire for city Living Cost of housing Housing trends Overseas influence Housing rights and Eligibility Add on more drivers Increasing number of one-person households Cost of housing Research Methodology Statement of research Aim It is vital to analyse the different strategies of research therefore understanding the difference between quantitative and qualitative, knowing the different sources and techniques of data collection and the ethics involved is what this chapter aims to cover. Having identified a topic and considered the purpose of study, a way of which this study is going to be performed has to be identified. It is important to determine the appropriate methodology and how to use it in order to carry out an investigation into living in high-rise and high density housing. It is by conducting this methodology that a conclusion will be arrived at (Peter, 2001). Getting to this conclusion however has to go through several steps which include collecting and analysing data that is relevant to the purpose of study (Naoum 2007). The choice of the methodology will depend on the kind of subject which has to suit the methodology that goes with it. As it may be possible to conduct the research for the subject of study without having knowledge of the various methods, having detailed knowledge of planning an investigation will give you an insight into different ways of doing so and also enhance your understanding of the literature (Bell 2010). The main importance is to make sure that the research maximises the chance of realising its objectives (Fellows 1997). It is important to first understand what research is about before actually conducting and planning the research. Although research can serve many purposes, the most common and effective ones are exploration, description and explanation (Babbie 2010). Exploratory research is used when only limited amount of knowledge is known for a particular subject or when a new interest is examined by the researcher. Research therefore is being done to explore more about the topic (Naoum 2012). Description serves the purpose of observing situations and events and then describing what was observed by answering questions such of what, where, when and how while explanation in the other hand tends to explain things answering questions of why (Babbie 2010). Foundations in Research As the type of research in this case is that of social research, it is essential to first consider the underlying of social research in order to prepare the way into which the research will be approached. Understanding and considering the two elements of science which are logic and explanation will mean that the findings have to first make sense and also correspond to what has or can be observed. These two important elements relate to three major aspects of social science representations; theory, data collection and data analysis. The theory deals with the aspect of logic in science, data collection deals with observations while data analysis analyses patterns achieved in the observations and compares what was logically expected to what was actually observed where necessary (Babbie, 2010). The order in which these three aspects can be approached is what differentiates the two important methods of reasoning in research which are; inductive and deductive. Inductive and Deductive Deductive theory takes the process of having a theory, reasoning it by deducing it into a hypothesis, testing the hypothesis which then gives you a pattern of observation which will help you confirm whether or not the theory is right or wrong (Deduction and Induction, 2006). Whilst deductive theory breaks down from the more general to the more precised, inductive reasoning works out the opposite. It moves from measured patterns of general observations which lead to the formation of tentative hypothesis that can then be explored into a general conclusion or theory. In understanding the social effects of living in high rise buildings, these two approaches both are effectual approaches which when both work together can provide more accurate and complete understandings. Quantitative Research Quantitative research uses a scientific approach and is objective in nature. Naoum (2007, p.37) defines quantitative research as:- An inquiry into a social or human problem, based on testing a hypothesis or a theory composed of variables, measured with numbers and analysed with statistical procedures, in order to determine whether the hypothesis or theory hold true. Quantitative research therefore based on the above definition is strong and can be reliable. When there is presence of a theory and testing is needed to determine whether it holds true, a quantitative approach is to be considered (Naoum, 2007). It can also be used in the collection of known facts and studying the relationship between one set of facts to another evaluating them in numerical data (Bell, 2010). In the case of investigating living in high-rise and high density housing, whilst finding research from data and facts that have been collected previously, testing and analysing the variables and measuring it in numbers may contribute to achieving a conclusion. Whether the findings only achieved from this method of research will be enough is highly doubtable thus other strategies of research may need to be considered. Qualitative Research Qualitative research is more concerned and seeks to understand the purpose of study based on opinions and feelings of individuals perceptions of the world (Bell, 2010). Qualitative research is subjective by nature. It emphasises meanings, experiences (often verbally described), description, and so on.'(Naoum, 2007, p.40). The information obtained from this strategy of research falls in two categories; a) Exploratory research b) Attitudinal research. In order to explore more about a subject, Interview technique is usually used to collect data so as to diagnose a situation, screen alternatives and discover new ideas. Attitudinal research is used to evaluate opinions of people towards a particular object. The Object in this case refers to an attribute, a variable, a factor or a question. (Naoum, 2013). Babbie (2010) defines variables as logical groupings of attributes whereas attributes are characteristics of a person or things. The two ways in which data can be collected are primary data collection and secondary data collection. To investigate the living in high rise and high density buildings, using exploratory research would be beneficial to the study to personally question the residents using interview techniques hence getting their opinions of the effect of living in the schemes. Naoum (2012) describes primary data as that of which is collected at first hand coming directly from the source, while secondary is data that is obtained from other sources using desk study approach. Using both primary and secondary methods of collecting data may be useful, with secondary data helping to back up the views and opinions of people collected from primary sources which may be in question. Whilst the primary research method technique will be interviewing personnel, an awareness of any restrictions or requirements to be considered is worth knowing. Lutz (cited in Bell 2010) who writes about ethnographic research suggests that some type of contract should be established with the associated field, contract in this case referring to the set of restrictions and requirements that a researcher is to consider. Many professional bodies and organisations have set their own ethical guidelines as Lutz (cited in Bell 2010) stresses, it may well be that whilst investigating about living in high rise buildings issues such of care needed when involving children, manner of conducting the interview, rights of the interviewee, voluntary participation, what subject may or not be examined and more need to be considered before research is being done. The research being done in this case will represent an intrusion into peoples lives, knocking on peoples doors for them to participate in inte rviews perhaps is a disruption in the persons regular activities. Moreover, the information required may be personal and often not known to people associated to them let alone a stranger intending to research. Therefore it is worth reiterating that understanding the importance of ethical agreements about what is proper and improper when conducting research need to be considered beforehand. (Babbie, 2010, p.63) The studies were carried out by Joanne Bretherton and Nicholas Pleace who were greatly supported by Kathleen Kelly and Alison Darlow who managed the project on behalf of the Joseph Rowntree foundation. Case Studies This chapter will discuss three case studies. One in the North West of England, one in London and one in Scotland. The case studies will briefly describe the characteristics of the case study schemes, their design, location, number of storeys and their tenure mix. Subsequently, the case study schemes will also consider the following: Reasons as to why the occupants of the case study schemes moved in. The report findings on the attitudes of occupants towards living in the case study properties. Finally analyse the lessons learnt from the study that can towards establishing quality housing for the increasing demand. Case Study 1: Case study one is located in the North West of England and was completed in 2001. The developer of the scheme was a housing association. The size of the whole site was 0.49 hectares while the whole scheme was of 120 units per hectare built between four-to-six storeys including both accommodation and work sites. This scheme provided 75 flats set around a communal courtyard including: 14 one-bedroom flats 42 two-bedroom flats 19 three-bedroom flats. An on-site meeting room was also available on site. The primary focus of the scheme was providing social housing for rent and had a high level of involving the occupants in management. The main aim of the scheme is connected to urban regeneration as the entire area was being redeveloped. Other developments have come up around the area since the construction of the scheme. The design, however, is rather uncommon in trying to adhere to an outstanding architectural style in a user-friendly modern development (Bretherton Pleace, 2008). Case Study 2: Case study 2 is located in London and was completed in 2003. The developer of this scheme was also a housing association. The size of the whole site is 0.53 hectares with 122 dwellings per hectare; this had the highest density compared to the other case studies. The site had about 70 units per hectare, made up of: 31- one bedroom flats 12-two bedroom flats 16- three bedroom houses 6- Four bedroom houses. This scheme was built on brownfield and a large shared communal area around it. The whole site was affordable, providing social rented housing, key worker Low Cost Home Ownership (LCHO) and renting and LCHO. Accommodation for people with support needs was also available which was designed for easy access. The scheme was fundamentally designed as an example of low-cost housing in a very pricy part of the country within the remit of it being high density, energy economical and advanced in construction with a balanced sustainable mixed community (Bretherton Pleace, 2008). Case study 3: Case study 3 is located in a large urban area in Scotland and was completed in 2000. The size of the whole site is 1.6 hectares while the whole scheme was of 75 units per hectare in a two-to-four storey perimeter block with a community centre, surrounded by terraced gardens and enclosed by allotments for use by the occupants of the scheme. The development was made up of 120 flats including: 35-one bedroom flat 46-two bedroom flat 39-three bedroom flat. The tenure mix was chiefly balanced towards social renting, covering 70% of the flats, with most of the remainder being LCHO through shared possession. Some of the flats had been constructed for market sale owner occupation. Similar to case study 2, some of the flats were particularly designed for people with support needs. In contrast to the other case studies, this one was designed to be car free, ther

The Subway Franchise Essay -- essays research papers

The Subway Franchise   Ã‚  Ã‚  Ã‚  Ã‚  The Subway story started in 1965 in Bridgeport, Connecticut during the summer of 1965. 17 year old Fred DeLuca was trying to earn enough money to pay for his college tuition by working in a hardware store. He wanted a way to add money to his minimum wage salary. He got the solution at a backyard barbecue in a conversation with a family friend, nuclear physicist Dr. Peter Buck. With a $1000 loan from Buck, DeLuca opened Pete's Super Submarine on August 28, 1965. One year later, he opened his second shop so customers would see him expanding and believe that he was successful. In an effort to increase visibility to customers, he shortened the name to Subway and introduced the bright yellow logo. The first Subway franchise opened in Walling...

Communism and America :: Communism Essays

The word communism has always been a sort of taboo word to say. Even today we call people commies to make fun or tease people. Why did all this start? How did communism become a bad a word? Well communism has always been feared since the birth of our nation. It was the form of government that the majority of Americans did not want. Communism is basically a theory or system based on the ownership of all property and goods by the community as a whole. This system would destroy a lot of the liberties that we as Americans enjoy. There was a certain time period where extremely paranoid about the communist party taking control. Starting at about the 1920’s up until the 1950’s people really feared communism. The Cold War, Ronald Reagan, and the Red Scare were all major contributors in the unreasonable fear of communism during this time period. These three factors helped shaped America’s ideology about communism during this time period.   Ã‚  Ã‚  Ã‚  Ã‚   The Cold War put us on the brink of war with the Soviet Union. This could have possibly been the one thing that started the fear of communism. Russian spies are everywhere. People suspected each other, even their neighbors. Since the soviet Union was a communist country that was spreading it’s influence in Europe. America had to do something about it. America felt that the people living in the Soviet Union were being oppressed and needed to be free. This so called war was basically seeing how far both the countries, (America & Soviet Union) could go without going into war. Examples of this would be the Truman doctrine, which was Truman’s way of making sure Greece and Turkey would not become a communist country (N.N.787). Another example would be the Marshall Plan, which asked the countries that needed help request it and the US would help. America did not want the Soviets to spread their ideas to other countries by exploiting the dissatisfaction of their country. So we helped because we thought that our country was in trouble from the communists (N.N.787). An even better example of clashes between the US and the Soviet Union would be the Berlin Airlift. Soviets blocked off all land into Berlin and we airlifted supplies into Berlin. Now during this at home, there were many people scared of communism also. Many were accused communists due to the Red Scare.

Methods of Studying Human Behavior Essay

Among the various methods of studying human behavior such as naturalistic observation, survey research, correlation research, and experimental method, survey research method is the most appropriate method that can be used to investigate the relationship between violence and alcohol use. Survey research method offers best alternative for the study because it can easily study relationship between violence and alcohol use by easily determining the target population that shall participate in the survey. Moreover, survey research method facilitates collection of data regarding violence and alcohol use behavior (Dube et al, 2001) by use of interviews or questionnaires among the selected survey sample. As a result of obtained information the from survey method, it is easy to draw conclusion regarding alcoholism and violence because survey usually targets similar responses from selected respondents on their take on the research topic. However, precaution should be taken so that carefully categorization of participants to ascertain the accurate and credible results. In other words, to assure validity of the data obtained, participants should have some observable similarity when using survey method. Moreover, results obtained heavily depend on the respondents’ ability to tell the truth and respond honestly. Therefore, if respondents are dishonest, then the result shall be misleading. In other words, survey method requires full self report from the selected sample. In this case of using survey methodology in studying the relationship between alcohol use and violence, ethical considerations are of essence. One such consideration regards, consent form the respondent that he/she is of opinion that will voluntarily share needed information being requested. More critical on ethical considerations, regards the nature of questions asked to respondents in the sense that if the questions asked are embarrassing nature, the respondent may not be in position to respond honestly (James, 1890). For example, young couple may find it embarrassing to answer questions related to their suffering in marriages unlike the old couples who may be open enough to share. Q2. Difference between negative and positive reinforcement: Negative and Positive Reinforcement Both positive and Negative reinforcement concept is an interesting area in psychological arena. To differentiate, positive reinforcement entails activities aimed at increasing recurrence of a certain behavior because the behavior was rewarded or a person committing the behavior receives what he or she wanted by performing the behavior. For example, hardworking ion college attains good grades and scholarship encourages recurrence of working hard behavior. While on the other hand, negative reinforcement, regards consequences of a behavior that discourages its repetition. For example poor performance, results to poor grades that discouraging laziness behavior in studying. Though, negative reinforcement should not be viewed as punishment because it can be explained and its objective clearly defended as to produce positive results. However, shaping behavior requires integration of both positive and negative reinforcement since they both create a strong behavior conditioning tool determining whether or not a certain behavior is likely to be repeated or changed to a desired one. This is because behavior tendency to be repeated is determined by either positive or negative consequences. For example, working hard in college secure one with good skills for job execution which is a positive consequence, but failing results to low skills and low chances of good job then it becomes a negative consequence to performance behavior. An example from personal life is that of alcohol abuse that was coupled by legal charges. This behavior resulted to negative reinforcement in terms of charges, fines and detainment. In a holistic view, these negative consequences did not mean something bad to mean as I learnt later. On my part and encounter the fines, charges and detainment was the beginning of the new life in terms of positive reinforcement of sobriety that was impossible to attain without couple of negative reinforcements. Though the situation was an integrative scenario in terms of negative and positive reinforcement, ethical consideration needed at this moment is the utilization of common sense. Q3. Which theory of psychological thought: Theories of Psychology Psychology as a scientific disciple that seeks to study, understands, and explains human behavior, for me theory of behavioral Psychology or school of thought for Behaviorism proves to be the most appropriate theory for understanding psychology. Behaviorism states that all behaviors are shaped based on the consequences encountered as a result of the behavior or experiences (Skinner, 1948/1986). For example, when you meet a friend and you smile at him or her and she smiles back at you, this may encourage smiling behavior at friends. But when you smile and friend ignores you, then the behavior is likely to be discouraged. Therefore, consequences that facilitate to shape behaviors are either favorable or unfavorable, but it depend how we perceive and view consequences and experiences. This behaviorism theory is a crucial as a center stage for understanding behavior change in the sense that when practice good habits it leads to lifestyle changes and we are able to live positively. For example, practiced and lived life free from alcohol abuse. Thus, the theory helps my deeper understanding of need for practicing changes from changed lifestyles, we adopt new desirable behaviors. Therefore, I firmly assert that I am what I do. However, although behavioral theory is my preferred theory, environmental issues plays a big role in the acquisition of behavior. For example, social settings, nature of friends and our role models matters. Additionally, it is a point of worth to note the Cognitive Psychology theory remains crucial because informs of internal aspects of human behavior based on consequences of past experiences. Q4. Psychological disorders and their treatment: Anxiety disorders Statistically, over 20 million patients are reported to be affected by anxiety disorders in America. Based on this number of persons that are affected by the anxiety disorder, there is need to pay close attention to the disorder. There are numerous types of anxiety disorders such as Post Traumatic Stress Disorder (PTSD), Social Phobia, and Panic disorder which are related to stress (David, 2008). In a position of a counselor, I would use the following symptoms to diagnose anxiety disorder as follows: panic disorder patient exhibits hot flashes, racing heartbeat, fears of being death or crazy, nausea and terror. Panic disorder is best treated by a combination of psychological, physical and physiological treatment. Secondly, social phobia anxiety disorder will comprise of symptoms such as confusion, blushing, diarrhea and palpitations which are all physical symptoms. Social phobia can be treated best by behavior and social changes along side use of medication and therapy. The third disorder PTSD is accompanied by symptoms such as avoidance behavior, Hypersensitivity such as sleep, anxious, Re-experiencing an event, Loss of interest in surroundings. Treatment approach to treating PTSD includes exposure therapy, medication, cognitive behavioral therapy, and group therapy. References David, Buss, (2008), Evolutionary psychology: the new science of the mind, Pearson/Allyn and Bacon Dube SR, Anda RF, Felitti VJ, Croft JB, Edwards VJ, Giles WH, (2001): Growing up with parental alcohol abuse: exposure to childhood abuse, neglect, and household dysfunction. Child Abuse, 25(12):1627-1640 James, W. (1890). The principles of psychology. New York: Holt Skinner, B. F. (1948/1986). Walden II. Englewood Cliffs, NJ: Prentice Hall [Psychology: The Evolution of a Science]

Edgware in London to City Road Essay

Using what I have learned from my study materials, I will compare Station Road, Edgware in London to City Road, Cardiff for either their similarities or differences relating to inequalities. Both roads are over 200 years old and have similar layouts. Station Road is located in a neighbourhood and is very similar to City Road as it is extremely busy with high volumes of traffic and also pedestrians shopping and commuting. Along this road there are a few takeaways, cafes, restaurants, newsagents and estate agents, pharmacy, banks, charity shops and also Edgware Underground station. On the one side of the streets is a big shopping centre with more shops inside and well known supermarkets Sainsburyà ¢s and Marks & Spencer. There are similarities on mentioned streets such as road signs, bollards and of course shops and people which make the street what it is. City Road has a large Ethnic minority, on Station road only a small minority are white British, the rest are Asians and East Europ eans. There are also differences between the streets and this essay will use the differences to show how this can create inequalities. Differences are not just there or given, they are made by people in relation to others and by people in relation to material things and their environment. One of the visible inequalities on Station Road is the traffic infrastructure. The numerous controlled crossings help pedestrians access their destinations, but in turn it has an adverse effect for motorists and increases social disorder between motorists and pedestrians as they fight for space among the road. City Road was said to have been a country lane 200 years ago, but by the 1960à ¢s was taken over by car showrooms. Most of them have been replaced by cafes, takeaways and restaurants designed for large numbers of ethnic minority and student population (The Street 2009, scene 1). There are inequalities between local shops and big supermarkets on both streets. On the street I know there are three powerful stores, Sainsburyà ¢s, Marks & Spencer and Lidl. They have large ranges of products, the competitive prices, car parking spaces, they sell more goods for the convenience of people.

Fashion Opinion Leadership Essay

1. Introduction Consumers influence each other in several ways: they exchange information through communication, seek or give opinions and copy each other’s behaviour. Researchers recognise the giving and seeking of opinions as one of the most important word-of-mouth influences on brand and product choice (Bristor, 1990 and Weimann, 1994). Especially in fashion, social groups and opinion leaders influence product and brand evaluations (Amaldoss and Jain 2008). Fashion consumers often refer to fashion opinion leaders who they desire to be alike. The Internet and social media speeded up the way of communication within reference groups and made it possible to share interests without physical interaction. The following essay will outline an overview of fashion opinion leaders and reference groups before giving a better understanding of how fashion retailers make use of fashion opinion leaders in order to influence customers. 2. Reference groups and reference group influences Consumers use several sources when they seek information or opinions on decisions; informal and social (Goldsmith and Clark 2008). This aspect of consumer behaviour is described as opinion-leadership-opinion-seeking, word-of-mouth, buzz or social communication (Goldsmith and Clark 2008). This means that consumers refer to something or someone when they seek information and clears the way for the term referential or reference group. Solomon and Rabolt (2009) define Humans as social animals that try to fit into certain groups, please others and take â€Å"cues about how to behave by observing the actions of those around† (p. 422) them. A group can simply be defined as two or more people sharing common goals and interests. All members of a group interact by certain patterns, frameworks and networks. A group member must therefore be perceptible to belonging to this group. Groups can be primary (family), secondary (professions), formal (churches), or informal (certain group of frie nds). Belonging to a herd or group, makes consumers want to identify themselves psychologically and physically with desirable individuals of this group. Thus, an individual or group conceived of having significant relevance upon an individual’s sociological attributes, such as evaluations, characteristics, aspirations, or behaviour is defined as reference group (Park et al, 1977). As stated by Holton (2004), Merton hypothesized that individuals compare themselves with reference groups of people who occupy the social role to which the individual aspires. Hence, the group becomes the individual’s frame of reference and influences his ideas and decisions. Reference group influence can occur in different ways. According to Solomon and Rabolt (2009), group members of reference groups can be influenced informational, utilitarian or value-expressive. Furthermore, individuals are also mostly influenced by normative referents of the group, such as parents, teachers, or peers (Childers and Rao, 1992). There are also so called aspirational groups of which individuals aspire to be a member of. This phenomenon can be considered as comparative referents, such as public opinion leaders or celebrities. Belonging to a group, aspirational or not, can influence the buying behaviour of individuals, and decisions are often based on what the group members please in order to be accepted (Joel et al 1972). According to the above, a reference group is as an individual or group that significantly influences an individual’s behaviour (Bearden and Etzel 1982). 2.1 Online referential groups and virtual consumption communities Literature mostly concentrates on face-to-face interaction within reference groups on a regular basis or on aspirational groups without direct interaction (Pentina et al, 2008). However, Sheth and Parvatiyar (1995) stated that it is not directly necessary to have physical contact and interactions with members of a group in order to refer to it. More common forms of reference groups are online reference groups, which only exist in the World Wide Web. Within the age of the Internet, arising social media networks and communities it is possible to share interests with people who the individual never met personally (Solomon and Rabolt, 2009). A virtual community of consumption is defined as â€Å"a collection of people whose online interactions are based on shared enthusiasm for and knowledge of a specific consumption activity† (Solomon and Rabolt, 2009, p 426), such as fashion for instance. In the concept of virtual communities any group of people can share common bonds, without being dependent on physical interaction and common graphic location (McDonough, 1992). But the issue of relationships between each other still lies at the heart of virtual communities (Farquhar and Rowley, 2006). Although online sharing of interests takes place on blog websites, social media platforms, like facebook or twitter or sharing services like as Pinterest, members build up relationships when sharing. On facebook, for instance, members liking other people’s post in certain theme groups and commenting on those can explain a relationship. Solomon and Rabolt (2009) state that the impact of virtual communities on individual’s product preferences and decisions are huge. Because of that, an online referential group can be considered as consumers who write about their opinions towards certain topics, seek information, publish recommendations, and post products or services. 2.1.1 Online referential groups in fashion and fashion bloggers Fashion and apparel shopping are seen as the most popular discussion topic among social networks (Thomas et al, 2007). In fashion, online communities are seen mostly through social media emergence such as blogs or facebook groups. Fashion blogs are mostly run by one person who writes or â€Å"blogs† about different products, occasions or events within the fashion industry. The community is then formed by readers of the blog, so called â€Å"followers†, that read the stories or comment on it. With gaining popularity bloggers are also able to gain money by advertising on their blog websites. According to the Telegraph, the most popular bloggers make up to  £10,000 a month in advertising (Telegraph, 28/10/2012). Meanwhile, also fashion retailers look into the blogging business. For retailers the building up of social media groups could help them to gain direct feedback from consumers while monitoring discussions in referential groups online. Burberry for example not only has its own group on facebook, but also launched a blog, showing images of people wearing their trench coats (The Art of Trench, 28/10/2012). 3. Fashion opinion leadership Referring to an opinion leader is one of the social or informal sources of decision and opinions seeking, named by Goldsmith and Clark (2008) in reference group behaviour. A person who has knowledge about a certain product and whose advice is seriously taken by others explains opinion leadership. An opinion leader or influential is a person, who is frequently able to influence attitudes and behaviour of others (Solomon and Rabolt 2009) Further, it can be explicated by the desire of leaders to distinguish themselves from followers, while followers pursue the countervailing desire to assimilate with leaders (Amaldoss and Jain 2008). Feick and Price (1987, p. 95) state that opinion leaders are more likely in product categories in which association with the product provides a form of self-expression. Fashionable clothing embodies information about the personality and status of its wearer to other people (Dodd et al, 2000). However, Amaldoss and Jain (2008) argue that in fashion, this occurrence is mostly seen within the purchasing of luxury clothing and accessories. There are several types of opinion leaders that can be observed in fashion. Firstly, some heavy consumers of fashion clothing who become extremely interested and preoccupied with it, so that their interest, knowledge and experience qualifies them to become fashion opinion leaders for others (Goldsmith, 2000). Today, these types of fashion opinion leaders occur mostly online, such as fashion bloggers. Secondly there are people who are in the public spotlight, such as celebrities. Celebrities mostly look adorable and therefore individuals follow their look because they desire to assimilate with this leader (Amaldoss and Jain 2008). But sometimes celebrities are being dressed up by personal outfitters in order to create, perform and accomplish a certain image without actually having the interest or knowledge in the area. This shows that also the perception that individuals have about a person can make the person an opinion leader. Of course, there are also people whose profession is related to fashion that can be an opinion leader for individuals, such as designers, fashion photographers, models or fashion magazines. A recent study on Mintel shows that fashion content in celebrity, lifestyle or fashion magazines, newspaper supplements and makeover shows has a direct influence on the shopping behaviour of 2 – 3.5 million people. Especially women are most likely influenced by such coverage (Mintel, Fashion Online, 29/10/12). As the fashion magazine example illustrates, an opinion leader does not have to be only one person, it can also be a company or an organisation. 3.1 Fashion opinion seeking â€Å"Opinion seeking is the behavioural counterpart to opinion leadership† (Goldsmith and Clark, 2008, p 309) and is important to the diffusion of new fashion products because it can spread word-of-mouth about the advice gotten from opinion leaders. Unlike opinion leaders, opinion seekers do not have the same knowledge of and interest in a product category than opinion leaders in this segment do (Goldsmith, 2000). Opinion leaders do also absorb risk (Solomon and Rabolt, 2009) for opinion seekers when buying a new product. Therefore, Opinion seekers consider opinion leaders as appropriate sources for information and advice (Bertrandias and Goldsmith, 2006). Nevertheless, opinion seekers are very important to opinion leaders because they act on the information they got from the opinion leader. The fashion industry is one of the industries that show the most frequent changes in trends and styles. When consumers determine on buying a new product they might ask or even search for information about the desired fashionable product. Because of that they often make use of informal or social sources when seeking information (Goldsmith and Clark 2008) or opinions on decisions from fashion opinion leaders in any form. Consumers can seek for an opinion through various types of social communication, word-of-moth recommendations, observing opinion leaders, researching a subject or buzz (Goldsmith and Clark 2008). In an online perspective, consumers can use social network communities as sources for apparel shopping. 3.1.1 The process within referential groups in fashion: coherence of opinion leaders and opinion seekers The basis of forming referential groups in virtual communities is the process combining interpersonal connectivity, social enhancement and sharing of information. Dholakia and Bagozzi (2004) state that interpersonal connectivity between members is important to retain social benefits of participating online. In fashion opinion leadership and fashion opinion seeking, the process is based on the social need of each other, shown in figure 3. Figure 1: The process of fashion influence between fashion opinion leaders and fashion opinion seekers in referential groups, adapted from Goldsmith and Clark, 2008 This process can especially be observed in online communities where opinion leaders post pictures of themselves wearing a new product. Several opinion seekers may like the product and give a positive feedback to the opinion leader or even share it with others, which shows symbolic validation to the opinion leader and creates a loop. 3.1.2 Victoria Beckham as fashion opinion leader for the Birkin Bag A good example for an opinion leader in fashion is Victoria Beckham. The ex-singer, designer and wife of English football star David Beckham is referred to being an A-list celebrity in the public spotlight. She is not only famous for designing fashion and wearing high-heels, but also for her collection of the Hermes Birkin Bag. The Birkin Bag is a hand-made handbag designed by the luxury fashion brand Hermà ¨s and is estimated to start at $6,000 (Branch, 2004). The bag is often seen adorning the arm of celebrities and has become a cult fashion phenomenon (Tonello, 2009) and is an example of a fashion product that gained high popularity. Its brand, Hermà ©s limited its production, to limit its accessibility. Victoria Beckham is presumed of possessing the largest collection of Birkins (Fashionthroughtravel, 26/10/12). The following figure shows an example of her and her Birkin Bag collection. It can be the fact that Victoria Beckham is popular and has a lot of people referring to her what made the bag so famous and desirable. Followers or referents to her then adopted the product, Birkin Bag. The more leaders adopt a product, the higher value is crated among its followers. â€Å"Thus, followers are buying the product for its reference group effect† (Almadoss and Jain, 2008, p 935). Therefore individuals that look up to their opinion leader may want to follow his choices (Amaldoss and Jain, 2008). As being outlined before, fashion clothing transmits a certain personality and status of its wearer to other people (Dodd et al, 2000) and is also a form of self-expression. Wearing certain trends or accessories like a Birkin Bag show commitment to a certain image of being wealthy, belonging to a higher class or having a sure feeling of trends and fashion. 4. Why and how marketers make use fashion opinion leaders The innovator theory by Rogers (1962) shows that consumer attitudes towards purchasing products can be classified into five categories. The following figure shows Rogers’s adoption of innovations curve. Depending on how quick consumers are to purchase they are either: 1. Innovators or Designers (2.5%), 2. Fashion opinion leaders or early adapters (13.5%), 3. Early majority (34%), 4. Late majority (34%), 5. Laggards or late adapters (16%) Directly after innovators or designers of the product, opinion leaders come second in purchasing or adapting this trend. According to the theory, opinion leaders are the key to product diffusion (Mituse, 05/11/12). Although innovators and opinion leaders combined account for no more than 16% of the overall market, a company can try to target opinion leaders already in early product stages and see if product diffusion will spread to the early and late majorities (Mituse, 05/11/12). Following Rogers’s theory and transferring it to the fashion industry, it can be argued that it is from extreme importance for fashion retailers to get opinion leaders on board in order to establish their designs and products within the market. Thus, the reasons why fashion opinion leaders influence others by sharing information are extremely important for companies (Bertandias and Goldsmith, 2006). Fashion retailers make use of â€Å"key opinion leaders† to influence the purchasing behaviour of consumers through their perceived position of authority. Therefore employing opinion leaders as advertising mascots or models in commercials or adverts, as seen in the figure below, is common in fashion retail. Figure 4: Fashion opinion leaders advertising for retailer Furthermore, collaborations with opinion leaders that are famous for their profession are common in fashion retail. This can be underlined by collaborations between mass retailer h&m and designers like Donatella Versace (2012) and Jimmy Choo (2009) or online premium retailer NET-A-PORTER and Karl Lagerfeld, as figure 5 illustrates below. Figure 5: Collaborations of retailers and designers as fashion opinion leaders Nevertheless, marketing products or brands effectively today requires tools that reach beyond normal advertising methods: by prior targeting fashion opinion leaders, marketers are able to engage positive word-of-mouth behaviours (Bertrandias and Goldsmith, 2006) about their products. According to Chaney (2001), opinion leaders act as human information processors and are an attractive marketing tool as part of the overall communication strategy. Influences by fashion opinion leaders are not only verbal, but also visual (Bertrandias and Goldsmith, 2006). In fashion, a product has to be desirable to a consumer. If no one is seen with a certain product, most consumers don’t see a reason in buying it. If someone famous is seen with the product, the probability of referential groups buying or wanting the product as well increases. When word-of-mouth networks are generated around opinion leaders, it can pave the way for spreading news or opinions about certain fashion products. Thus, it is beneficial to address fashion-marketing communications directly to opinion leaders of this segment in order to speed up advertising messages. Therefore, advertisers may address womenswear or accessories fashion campaigns directly to opinion leaders like celebrities or high-fashion magazines. Because of the important role they may have in influencing markets, advertisers may also hand out free fashion product samples to opinion leaders (Yahoo, 29/10/12). Handing out such testimonials, which often embody free designer clothes, handbags or shoes, retailers encourage opinion leaders to wear the brand in order to influence reference groups around the opinion leader visually. Outfitting celebrities that have public appearance for free, mostly sees this occurrence, exemplarily stated in the below figure. Figure 6: Celebrities on the red carpet, adapted from ELLE By doing so, the marketer uses the position of the opinion leader to carry and break down its message to influence its relevant target group. Well-established magazines such as Vogue, Elle or Glamour can also be expected to have high influences on fashion decisions of opinion seekers. A fashion magazine even has the ability to cluster a whole group of fashion opinion leaders together: celebrities, photographers, editors, industry experts and fashion journalists. This might be a reason why opinion seekers use those magazines as information source when seeking for an opinion. Thus, advertising in fashion magazines, outfitting celebrities, or using fashion opinion leaders in adverts can influence target groups in their purchasing behaviour. 5. Conclusion ‘Reference groups in fashion’ are defined as fashion consumers who are heavy fashion users and highly involved in seeking or reflecting opinions about fashion brands and products with others who share the same interests. Further, it is differentiated between fashion opinion leaders and fashion opinion seekers. As being part of a referential group, opinion leaders and opinion seekers are positively related to each other, as the one can’t exist without the other. Today, fashion opinion leaders are often classified as celebrities, people standing in the public spotlight, magazines, or bloggers, surrounded by networks of reference groups that admire to be like them. Especially in the age of social media it has become more important to marketers to understand the process of providing, sharing and seeking of information between fashion opinion leaders and opinion seekers. 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