Hips Feel Good free essay sample

The principle behind the campaign is to celebrate the natural physical variation embodied by all women and inspire them to have the confidence to be comfortable with them. The campaign featured normal women of different shapes and sizes recruited in a number of ways; one was approached in the street, another answered an ad which was placed in a local South London newspaper. This campaign has also spurred on a phenomenon whereby attractive women with bodies that better reflect 95% of the female population are referred to as Dove Mediocrities. As part of this campaign, in 2006, Dove started the Dove Self-Esteem Fund that claims to change the Western concept of beauty from ultra-thin models with perfect features to making every girl (and woman) feel positive about her looks, no matter what they are. In an effort to promote the Fund, Dove ordered a series of highly-successful online-based short films promoting the self-esteem concept, which to date includes Daughters (which also aired as a 75-second television spot souring the Super Bowl XL), Evolution (which went on to win a number of honors, including two Cannes Lions Grand Prix awards), Onslaught, and Amy. We will write a custom essay sample on Hips Feel Good or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page This case describes the situation of Dove as a brand and presents a proposal of what the strategy must continue in order to remain successful and attractive to the consumers. Problem Statement In order to gain market share, Dove has launched a campaign that has the purpose of improving brand image by connecting the to a new concept of beauty. This concept relies on the idea that beauty is not longer a utopian state based on the typical stereotypes of beautifulness; instead, this new concept is based on real people of different shapes, sizes, and colors, encouraging people to love themselves as they are. The first results were successful; Dove made a bond with the society and people started to identify themselves with the brand and therefore demanded more of Dove’s products. However, changing the world’s concept of beauty is not an easy task. On one hand, people have an innate tendency to compare themselves with the established stereotypes pushing them to desire perfect beauty and alternatively, competitors’ strategies are built on ideal beauty, so either they will fight back against real beauty campaign or they will copy the strategy. This is because they compare themselves against a very specific standard of beauty, which only few people fit (for example, supermodels). Leaving aside marketing and commercial efforts, it is a fact that there is no product in the world that can make miracles happen; this means that no body cream or beauty product can change a normal woman into a supermodel. As a result, the strategy of Unilever was to bring down the measurement line (or widen the definition) by telling the world a revolutionary idea linked to the Dove Brand, â€Å"beauty comes in all sizes, colors and shapes†. Unilever got as result more women feeling attractive, which have now a bond with the brand behind the revolution. Debunking Stereotypes Launched in 2004, the ad campaign featured real women whose appearances are outside the stereotypical norms of beauty. The ads asked viewers to judge women’s looks (Oversized? Outstanding? Wrinkled? Wonderful? ) and invited them to cast their votes on www. campaignforrealbeauty. com. In 2005, Dove launched the second phase of this advertising, showing six real women with real bodies and real curves, which was created to discredit the stereotype that only thin is good-looking. By 2007, Dove launched the third phase of the campaign, attempting to challenge the â€Å"only young is beautiful† stereotype. This was based on the dove global study â€Å"Beauty comes of Age† which revealed 91% of women ages 50-64 believe its time for society to change its view about women and aging. The campaign celebrates the essence of women 50+: wrinkles, age spots, gray hair and all. Currently the campaign for real beauty is focused on how today girls are bombarded with unrealistic, unattainable messages and images of beauty that impact their self-steem. 1 Boosting self-esteem around the world The research also revealed an alarming 74% of 8-13 year-old girls saying they wanted to change their appearance . Based on this, the company created the Dove Self-Esteem Fund, which has the purpose of building self confidence in young girls. The Fund also collaborates with organizations like the Eating Disorders Association (EDA) who are developing new ways to increase self-esteem. EDA has developed a workshop designed to help young girls (and boys) understand and deal with feelings about their physical appearance. It also teaches them about how â€Å"ideal† images of beauty are created. Through these actions, Unilever is increasing their brand awareness and making a bond with young girls which in some way became customers and will remain like that in the future. Controversy with real beauty campaign A situation arose after Dove’s campaign for real beauty was launched. People started thinking that Dove was not sending out the correct message. There were severe responses to each of the phases of the campaign. For the phase called â€Å"True Colors†, in which young girls are shown saying that one hates her freckles and another one â€Å"wishes she was blonde †. The idea behind Dove’s campaign is to say that every woman should love herself just the way she is. The replies many people made included that hating one’s freckles is not necessarily implying a low self-esteem; it is just saying that you dislike some part of your body and that is it. If people embrace fully the campaign and feel that everything is perfect, fat people may eventually show more dangerous health problems because of them being comfortable with their besity. The controversy with this phase of the campaign was that hating one part of your body did not make you a low self-esteem person. The idea for the â€Å"love your hair† campaign was that women spend too much time, energy, money and resources when they go to the beauty salon and they only end up â€Å"frying† their hair, so the y suggest to just love your hair the way it is. The responses to that ad were that, again, wanting to vary your hairdo by using curling irons or by changing its color is not necessarily a sign of low self-esteem. The Dove campaigns were taken to extremes, when all they were trying to achieve was to improve self-esteem. Furthermore, for the Onslaught campaign, reactions included people feeling that they were being mean and judgmental, since â€Å"Participating in fashion, cosmetics, exercise, or even plastic surgery doesnt necessarily make a girl unhealthy. † The argument here is that not because you want to correct a part of your body or your appearance that you are not comfortable with means that you are mentally unhealthy or that you have low self-esteem. The idea is that Dove’s campaigns should not be as radical as they are being handled. It is clear that they don’t think that the beauty industry is evil, they are the second largest participant. Contradictions at Unilever: Dove vs. Axe Unilever faced controversy due to two contrary brand advertisings. First, the one for Dove that praises women and their natural beauty and also the one for Axe, which is seen by some people as blatantly objectifies and degrades women. The idea behind Axe’s campaign is to appeal to boys and young men by presenting very attractive women that will instantly go after them if they use the product. Axe, being another product from Unilever, opposes completely the idea behind the Dove campaign. Many people see this opposing ideas as offensive, which has brought negative publicity to Unilever. In the end, Unilever is a big part of the beauty industry: â€Å"It is the world’s second biggest advertiser and manufacturer of skin whiteners, diet drinks, cosmetics, and other beauty products. Many people are not taking so seriously the campaign for Dove, since the same agency worked on the campaign for Axe . Such divergent propositions send mixed ideas to the market, making them not want to purchase Unilever’s products. Contradictions at Unilever: Greenpeace vs. Dove Unilever faced another challenge: when they released the Onslaught campaign, Greenpeace replied to it by producing a video very much alike but titled: Onslaught(er), portraying how Unilever’s products come from natural resources and the company is doing nothing to replenish what they are using. What Greenpeace argues as being the main reason for their campaign is the following: â€Å"As the biggest single buyer of palm oil in the world, Unilever has a special responsibility to help clean up the industry thats behind so much forest destruction . † Environmentalists, naturalists and other groups reacted to the campaign, putting pressure over Unilever, who then had to take action and engage in social responsibility programs that are supposed to help the environment. The campaign aired for two weeks only, but the pressure was such, that Unilever had to start operating a plan to prevent deforestation and to encourage reforestation. Alternatives Analysis 1- Keep creating deeper connections with women on the most personal level. This means, intensify the corporate social responsibility of the brand by stretching even more the bonds and building truth among customers, making a movement instead of a campaign. By doing this the company can remain close to the customers identifying real needs, and helping the society fight the stereotypes of beauty. 2- Modify the actual direction of the real beauty campaign through a less realistic and more institutional campaign. This mean maintaining the campaign by talking and bluffing a lot about the issue but expending less money and effort in trying to solve stereotypes beauty problems of society and focusing more on sales strategies which take advantage of the emerging awareness of the brand. 3- Change the direction of the campaign by leaving aside the real beauty and reinforce the functional strengths of the brand as the mildness. The company can take advantage of the recent awareness of the brand and give a change of direction based on the functional strengths. Key decision criteria Key Decision Criteria could be: †¢ Possibility to gain Market Share (M. S. ) †¢ Increase Revenues (I. R. ) †¢ Improve the brand image (B. I. ) †¢ Strengthen the brand (B. S. ) †¢ Perception as an outstanding product (O. P. ) †¢ Stockholder Satisfaction (S. S. ) †¢ Reach new customers (N. C. ) †¢ Improve communication about Dove products (I. C. ) Evaluation of the Key decision criteria in a decision-making matrix (-1, 0, +1): Alternative M. S. I. R. B. I. B. S. O. P. S. S. N. C. I. C. Sum 1 1 1 1 1 0 1 1 1 7 2 -1 -1 -1 -1 0 -1 -1 -1 -7 0 0 0 0 1 1 0 1 3 Decision-making Matrix Recommendations In order to prepare Dove for the next stage of the re-launch, the question is what is the goal of Dove for the next stage? Was the target of the first stage to strengthen the brand and the perception of the brand at their customers through outstanding campaigns, the next step is to keep and strengthen the whole image even to increase it , in order to gain more revenues. Another goal is to communicate the Dove products so that statements in advertisements appear more sincere. The main problem here is the competition. It can be expected that the competition will adopt parts of the successful marketing strategy and try to gain hereby market-share. Due to the fact that the first re-launch produced already all the demanded improvements and the competition is now aware of the marketing strategy of Dove it is hard to establish new ways to keep or even increase revenues and the brand-equity. But according to the decision making matrix alternative 1 is the best option to reach this ambitious goal. Compared to the other two alternatives, alternative 1 is honest with the target-group of Dove and it gives possibilities to reach new customers and thus increase the revenues and participate more market-share. The first step for the additional re-launch stage is to keep and strengthen the already established bond between women. Regarding the statistics, just two percent of all requested women believe that they are pretty. So the main goal has to keep on tracking the 98percent that don’t believe in their natural beauty. That means to follow the started campaigns in TV, radio, in school as well as the catalogs for moms and daughters. The catalogs and workshops have to be updated frequently in order to provide the most actual information and service to the customers and to gain constant interest in it. The updates have to occur simultaneous to the launch of new products and thus to the development process. But beside the passive connection to the customer as readers and silent participants of the workshops, the active part has to be reinforced. Customers should have the feeling that they are part of Dove, by having the opportunity to run workshops and to share their experience with other participants. The next step for Dove to gain revenues would be the 2% of the women who think they are already pretty as an additional target group. Thereby Dove has to act very sensitive. Instead of changing their way of advertising with â€Å"normal average looking† women of the street, Dove could launch promotions at fashion shows or beauty events. Thus Dove could advert to their advantages in comparison to other products and that even â€Å"models† can take care of their beauty with Dove products. Hereby Dove has to act very careful in order not offending their core target group, the 98% of women who don’t believe in their natural beauty. A wrong launched campaign would be seen as perfidiousness. Finally, new campaigns could be launched in areas where Dove was not active so far. For example catalogs and workshops in kindergartens, nursing homes, or in charity accommodations, in order to gain more positive media perception. Dove could also work together with dermatologists that support the companies’ statements about the natural ingredients and affirm the difference to competitor products. Therefore a new medical product line for dermatologists and pharmacies could be developed. Dove could also consider about launching a business-line and providing workshops and guidebooks to companies where the skin of people is stressed, like the mining-, steel- and construction industry, etc. Implementation Plan According to the recommendation, the plan is to strengthen the brand position by stretching more the bonds with women. In order to do this, the first thing to do is to identify whether the ideal of beauty has changed in the past 5 years. A marketing research must be conducted to learn how the perception of beauty has evolved and what the current trends are in terms of beauty products. Secondly, a study of competition campaigns has to be done to see whether copying Dove’s campaign is being also successful for them or whether they are using a different strategy to compete. Based on these researches, the next step is to prepare a reinforcement of the campaign by adding new and innovative ads using new concepts of beauty, which could be for example intelligence, self-confidence, professional realization or family (not only physical aspects). These would improve the bond that existed with women, because consumers will realize that Dove is evolving together them. This will give Dove a competitive advantage because the competition is now copying the strategy that Unilever launched years ago. This reinforcement gives a good opportunity to use new channels that were not used before and could be used to leverage the brand potential and reach new consumers. Throughout the implementation of this strategy it is important to also maintain and improve stakeholders engagement, and to do this Unilever must establish social responsibility programs and they need to work together with dermatologists that support the companies’ statements about the natural ingredients and affirm the difference to competitor products, this will project to the consumers the message that Dove cares about the environment, one of the things that currently is seen as attractive in a brand and that makes a company sustainable through the years. Finally, the active participation of women has to increase by creating more opportunities of interaction, like blogs or discussion forums and bringing more people to participate in these activities. Also the use of workshops, expos, congresses and appearance of Dove in social events that are important for women today will be key to improve the participation in the campaign and to obtain a full involvement of the consumer.

Free A Soccer Game Informative Essay

Free A Soccer Game Informative Essay A Soccer Game A new day begun and all the people are rejoicing and ready to go and witness the victory of their teams. It was on 5th December 2011 at Pakistan National Stadium when the match between India and Pakistan had to begin at 2 p.m. The funs had come early, and the stadium was full of people waiting to cheer for their teams. A lot of funs had come from India, but the 80 % of the stadium were Pakistani. All funs believed that their team will get out victoriously. The media had come to air the game live in the television because the stadium was full, but there were those who did not have time or possibility to go, so they could watch it on the television. The game begun at 2.10 p.m. and all the funs watched silently The players from India had the courage and they thought that India will emerge the winner. The stickers of India tried many times to score a goal but all in vain. The first half ended with score being 0-0. The second half begun, and the defenders for Pakistan were strong trying to defend many strikes made by India. The game was tough for Pakistan despite the cheering from the funs. The Pakistan coach started instructing them while in the filed. At the 91st minute striker Zech got the ball from midfielder, and he passed all Indian defenders, and he made an excellent goal. After three minutes, the game was over and Pakistan player went out celebrating. The game ended with Pakistan victory of 0-1 The Indian funs went away disappointed, because India played well but did not win. The funs from Pakistan celebrated even in the streets of the city making joyful songs and woes. The game showed that the funs cheering for a team and venue of play can determine the victory of the team.

Analysis on Race (Black) and Representation in Media Essay

Analysis on Race (Black) and Representation in Media - Essay Example While the society has made giant strides towards toppling black discrimination and segregation, significant barriers still remain, reinforced by perceptions created in the media. This paper will look at how these perceptions are perpetuated, especially in music videos in the mass media. The video begins at what looks like Lil Wayne’s residence, and features static Major as his house guest. They seem to be preparing for a night out and are sprucing themselves up in front of a mirror, adjusting their gleaming jewellery and enquiring from each other on how they look. After they are done with their preparations, they leave the house and board an International TXT limousine. They are ushered into the limousine by a scantily clad woman who gives them a secretive glance. Once in the limousine, they seem surprised to find it filled with seemingly intoxicated and similarly scantily clad women. They proceed to make themselves comfortable among the women, who seem to be taken in by the t wo men, with Lil Wayne rapping along and miming to the song’s lyrics. They drive through Las Vegas and Lil Wayne also climbs to the top of the car to play a guitar. Stereotyping of black males in videos acts to serve various purposes, especially motivational and cognitive (Park et al. 159). A desire for the justification of the status quo acts to give life to activation and formation of stereotypes. Stereotyping in the media industry is as a result of the need to give information on the featured characters and to show the audience what to expect of the actions of the character. The media portrayal of black males, especially in music videos, creates an impression of what the society associate them with. In Lil Wayne’s Lollipop video, he is seen dressed in expensive clothing with overly extravagant jewellery. The image created from this video plays on the stereotype of black, ignorant characters, which Lil Wayne seems to enjoy portraying and thus creates an impression th at he is that stereotype. This, in turn, creates an impression in society that all rich black males live in that manner. Society at large then expects this same characterization, in real life, and this becomes a handicap to African Americans since they will be gauged using these same stereotypes, in job interviews and elective posts. It is not uncommon to see covertly racist media adverts, which play on these stereotypes, during elections, since this stereotype has already been endorsed, by powerful rappers, who have a lot of influence, in the African American society. African Americans are, therefore, not treated as seriously as other candidates in elections, and job interviews, where the interviewers may not have had close contact with African Americans, thus have their opinions formed by the stereotypes depicted in the videos. Representation of black males in music videos consists of exaggerated racial portrayals identifiable as parodies of stereotypes (Park et al. 161). Most mus ic videos will have black males from the ghetto wearing gang colours and flashing gang signs. While this is possible, gang affiliations are a crime in America and thus this can be misinterpreted to show African American young men as violent and unrepentant of the pain caused by gang wars. The media industry is flooded with representations of black males as members of

HR250 Individual Written Assignment Essay Example | Topics and Well Written Essays - 1500 words

HR250 Individual Written Assignment - Essay Example Chalon had a track record of motivating personnel and he was reported to have a very firm focus from his previous work experience in Europe. The employees complained about the leadership of Oliver Chalon as a person and the manner in which he interacted with the employees. It could be also that Chalon was also stereotypical about the Americans, it is said that the French view Americans as arrogant and dominating. This made him to be forceful and fierce in implementing his strategies. The difficulties that Chalon is facing can be due to the root of intercultural differences that exist between American and French value systems. Some of the differences exist in the intercultural management scenario. In regard to context French are regarded as high context while the Americans are viewed as low context; high context is characterized by the fact that a place must be left for adoption and interpretation and that everything is in the relationship. The low context is characterized by situations whereby everything must be clear and everything is in contract. This can be the reason as to why Chalon was facing difficulties as the employees were working in the terms that are expressed in their contract as this is in American culture. Context thus makes Americans to view French as disorganized, insincere and not disciplined. Another factor that is under the intercultural management is time. The French are regarded as polychromic while Americans are monochromic. Polychromic is described by schedule independence while monochromic is described by the fact that precision is essential. This can be reflected by the problem that Chalon is facing as the employees who are the Americans and he was French will view him as not focused and dispersed. The root of Chalon’s problem could also be due to the existence of the stereotypes that exist between the French and the American. The

The American Exchange Term Paper Example | Topics and Well Written Essays - 1000 words

The American Exchange - Term Paper Example The American exchange was influenced not only by Europe and Africa, but also by Asia. Moreover, it had an effect on the Asian commerce. The American exchange not only led to commercial growth but also had impacts on environmental and demographic changes1. Discussion Colonialism had a great impact on the American exchange between 1500 and 1800. The kingdoms of Great Britain, Portugal, Spain, France and Dutch each sought to gather wealth for their countries through colonies and advantageous oversees trading arrangements2. This also involved frustrating ambitious rivals from doing the same. In the American exchange, America was the colony, which included the entire western hemisphere. This area attracted a lot of interest because of the sugar islands of West Indies and the silver mines located in New Spain and Peru3. The triangular trade between America, Europe and Africa marked the beginning of the American exchange. According to this triangle, colonies from eastern America furnished t he raw materials while West Africa provided the labor needed to produce these raw materials. The mother country would in turn ship these manufactured products to both countries, that is, America and Africa. This partly led to the American Revolution as they protested against the colonial countries as they took raw materials from them, made them into finished products and then sold them at higher prices4. The Atlantic commerce paradigm takes into account coastal inhabitants of the three continents as they exchanged people and goods. In the Atlantic scheme, historians look at the contribution of the African kingdoms to the slave trade with Africans comprising a higher number of transatlantic immigrants compared to Europeans. The Atlantic commerce scheme also takes into account the Indian nations. The Indians supplied the American regions with skins and fur while they consumed manufactured goods and alcohol from the American regions. The Indian nations also introduced new agricultural products to the American farmers. Indian populations were also an important source of cultural identity and labor in some American regions. The Indians were able, until eighteenth century, to keep the colonialists at the coastal regions and away from the American continent5. Short-term consequences of American exchange The commercial system that existed at this period, with America producing the raw materials and colonial government selling them the finished products, led to the American Revolution. This was mainly due to the taxes on products such as tea, British manufactured goods and sugar products. There were protests by the consumers of the products6. The consumers could relate to the problems associated with goods from the empire. They were seen as a means of the colonial government exerting their rule on the American region. This was especially problematic considering they did not have representation in parliament back in London. Their mass consumption led to resisting of sta mp, sugar and Townshend acts7. They also boycotted tea and pledged non-importation, ultimately declaring independence. The principle of demand and supply is credited as responsible for the revolution and independence as it placed them at par with the colonial governments. The American colonies mobilized in an attempt to put an end to imperial state meddling, which would

Varieties of English: Effects on Teaching English

Varieties of English: Effects on Teaching English The Varieties of English and Its Affects on Teaching English as a Foreign Language English is considered to be the most important language and has gained importance internationally. The English is treated as a means of communicating in the areas of the economy, technology, science, arts, tourism, and sports. English language can be described as a truly global language that people all over the use more than any other language and it functions as an international or world language and it serves as lingua franca for facilitating communication between people who do not share the same first (or even second) language (Harmer, 2007). Since English is considered to be the most important tool for communication globally, the understanding of its varieties also becomes necessary. To give clear view of the use of English in different countries, Kachru (1992) presents the three concentric circles of language. The inner circle represents the places where English is used as first or native language such as Britain, the USA, Australia etc. According to Crystal (2006), there are 400 million native speakers of English language. The outer circle includes the places, such as India, Nigeria, the Philippines, Singapore etc, where English is used as an official language or second language. Crystal (2006) states that there are 400 million speak English as a second language. The Expanding circle represents the countries where English plays no special status but widely used as a lingua franca or medium of international communication and studied as a foreign language, for example, Japan, Egypt, Mexico, Indonesia etc. There are around 600-700 million people use English as a foreign language around the world (Crystal, 2006). These circles clearly show the high status of Englis h language as it becomes an official or second language in more than 100 countries. There are about 2 billion people, one third of the world population speak English all over the world. Varieties of world English include American English. British English, Singapore English (Singalish), Indian English, Australian English, Philippine English, Scottish English, Spanglish, Taglish etc. The existence of different varieties of English around world is because of the spread of English. The spread of English is the result of a number of historical and pragmatic factors (McCrum, 2010). The first factor is the expansion and the influence of British colonization to many parts of the world in the nineteenth century. The second factor is the great influence of United States in world economy and military and Harmer (2013) states that these influences make English to become one of the main language of international businesses. Thirdly, according to Crystal (2003), American technology takes a leading role in the world technology. Besides, the great deal of advertising, broadcasting, popular music and literature around the world use English to express the ideas around the world. Moreover, in education, the most of the academic discourse use English language and it can be one of the main reasons why many countries use English as the foreign language or medium of instruction in schools. Therefore, it is obvious that English becomes a global language as it is the most commonly used in many important fields such as business, education, media, science and technology. According to Greenbaum and Quirk (1991), there are five reasons why varieties of English has evolved: regional, social group, field of discourse, medium and attitudes. The variation occurs in the distinctive features of English which include spelling, pronunciation, lexis, grammar and preferred usages. The varieties of English, as shown in the verbal structures, which express the variations in the aspects are commonly seen in all the varieties around the world. Pronunciation and morphology can be classified in accordance with the frequency of variation seen in the non-standard forms of the English language. The variation in vocabulary is restricted to two types. First, the presence of archaic words and second, the presence of flora and fauna words. The phonological, morphological and syntactical features are the three main features which show the variations in the English language as compared to be the standard form of the language. Out of all the countries around the world, Britain and America are the two main countries that have used a standard form of English. In Britain, the standard form is called as received pronunciation (RP), and in America, the standard form is called by various names, but most common being- general American and network American. Maximum people in America, use General American while speaking. Whereas, a very few people in Britain, use Received Pronunciation while speaking. Other than these two standard forms of English are considered to be the varieties of English. The varieties of English (Fairclough,2014) spoken out of Britain and America are called to be overseas or extraterritorial varieties. English is considered to be an official and often native language. English fulfills the function of a lingua franca (ELF). Many countries, like Nigeria, have used English as a lingua franca (which means a general means of communication). More attention shall be given to the varieties in ELT from various perspectives like grammar, pronunciation, and vocabulary (Pennycook.2014). The variations are least at the level of grammar. Thus, are not to be addressed in the English language classroom in detail. But if we talk about pronunciation, the case is totally different. It requires to be studied in detail. The role of varieties of English in ELT to some extent also depends on the teacher. It has been seen that the prospective teachers of ELT are not prepared properly for coping up with the variety-related problems that arise in the classroom. Due to lack of proper training, teachers hesitate to include varieties of English in ELT as they consider it a complex thing (Llurda, 2016). Also, varieties are not considered important by teachers as they usually are not important in exams. The challenges of variation of English language in ELT context can be overcome by strengthening the regional and social varieties in the areas where English is used traditionally as the traditional language by the majority of the population, by growing the self-confidence of the native and non-native users of English to use the regional varieties in the English language without sticking to the norms of using the traditional language as standard as exposing students to as many varieties of English as possible would do more to ensure intelligibility than trying to impose a single standard on everyone (DSouza, 1999) and by adopting ELF in the ELT, due to globalization as English learners will most likely to communicate in English with other non-native ELF speakers in ELF interactions. Although it is impossible and unnecessary to teach all varieties of English in the classroom, students should be given proper training to be able to understand the speakers from different geographical and social differences which needs to include more exposure to varieties and variety-related training in ELT to create awareness, for example, teaching listening skill with the recordings of different speakers with different accents. To conclude, because of the spread of English in British colonization and the influence of USA in economic and military and a wide use of English language in different areas to share the ideas with the world such as media, technology, science and education can make English to become global language. As English become global language, there are many users of English around the world and this lead to different varieties of English. The existence of varieties of English influence in teaching English as the role of varieties in the ELT classroom has gained major importance and thus, can be said to be the most promising way to provide users of English an education which makes them highly competent in terms of communication globally.

The Greening of the Computer Industry :: Computers Technology Cyberspace

The Greening of the Computer Industry Through the 1990s, I, like many young women interested in technologies and new media theory, read a lot of cyberfeminist manifestas. I digested their optimistic visions describing a world in which computer technology served as the bridge across the gender divide: the ride into cyberspace would be the ticket out of our gender-defined boxes. Our feminist foremothers certainly made the boxes roomier for us, but those old patriarchal forces still too often held the keys to them. Computers, and particularly the internet, were going to blast the tops off. I could see the dream being usurped as those same old power structures began to crowd cyberspace in the same ways that they dominate physical space. As long as the internet remained a free frontier, however, I figured that at least it provided more options for women. Therefore, no matter how many angry girlfriends I saw fighting with their boys over their addictions to reductive images of women trapped compliantly behind glass, no matter how many on-line corporate ads I saw trying to socialize us into neat and tidy target market groups with one set of superficial male-defined desires and needs†¦I still believed that computers had potential, overall, to serve as a further liberating force for women. My eyes were opened to a wider reality, however, at the Whitney Museum of Contemporary Art. Over the summer of 2003, the Whitney hosted a show called American Effect. In this exhibition, artists from around the world expressed their opinions about the United States. I was particularly unsettled by the work of Chinese artist Danwen Xing. To this show she contributed a series of large photographs documenting electronic waste exported from the United States to Southern China. The towns were, in fact, nothing but landfills of e-waste. I was appalled at what I saw: the result of 225 tons of e-waste being exported from the U.S. each week. As a digital artist who is concerned about the environment, I started looking into the issue more deeply. I found that both the production of silicon chips for computers AND the casual and irresponsible e-waste disposal methods of America are serious international public health issues. These hazards primarily affect women and children because they comprise the majority of chip producers and waste pickers. The problem is growing rapidly in the Third World because of the "liberalization" of international trade treaties that benefit transnational capitalism.