Examination of Twitter and how social media can be used by businesses rely on immaterial labor The WritePass Journal

Examination of Twitter and how social media can be used by businesses rely on immaterial labor Abstract Examination of Twitter and how social media can be used by businesses rely on immaterial labor AbstractIntroductionDEELVRAAGResearch MethodologyMarketing op internetMarketing in TwitterLiterature reviewImmaterial labourFinding and discusionsTwitter als one-way marketinginstrumentTwitter as a source of news/ people opinionTwitter to create a hypeCompanies using   twitters users networkTwitter as helpdeskOther forms of twitter useCelebritiesPoliticiansTwitter ActionsFrom Free Labor to Voluntary Immaterial LaborReferenceRelated Abstract Nowadays the main trend on the net is the rissing numbers of Social media Appilications, which all have a common factor.   They all depend largely on the users-generated content in simle terms the users of the application. Users create the websites. The process of creating and adding content is a way of working which Italian autonomists call immaterial labor. An example of a social media site that is filled by immaterial labor, is Twitter Not only individuals use social media websites such as Twitter, companies also are active on Twitter. The site is increasingly used as a marketing tool, companies see the value of sending tweets to followers, twitter is becoming very important in companies marketing mix. There are books which addresses the ways you can reach potential customers on Twitter and there are even courses learning companies using Twitter effecitelve and as effecient as possible. Yet there is no clear one way process for the companies to use or to follow. Actually use of twitter by companies   can not be described in one particular method. The purpose of this dessertetion is to examibe the certain ways Twitter can be used by businesses and how enterprises could rely on immaterial labor of their followers Introduction Social media websites are in a rising trend. Each year a new website/application will be lauched on the internet. Tamar Weinberg describes Social Media in his book The New Community RulesMarketring on the social web  as ‘anything where users can participate, create and share content’[1] such as profile sites like Twitter and Facebook and collaborative sites such as Wikipedia and many other blogs. The rising number of social media Initiatives on the web, are resulting in rising numbers in user generated content.   Many of the Social Media sites are largely filled by content supplied by the users. This the delivery of content is an example of   immaterial labor. Immaterial labor is performing labor which has not to be the right idea of working, but yet there is an certain value generated.   An simple example of immaterial labor is posting a message on a social media website. You create a certain value in form of information regairing a certain subject. Other users may or may not use youre provided information. Twitter is a popular appilication of social media. This site is filled by its users.   People with a twitter account are able to to post short messages about anything.   The message should be decent and cant harm others in anyway.   Twitter is very strict with this. A person with twitter account can post messages about thire current situation,   what are they doing now, what they are thinking and they can also alert other twitter users . Reply from other twitter users is common aswell, this is called re-tweet in twitter terms. Many companies discover the power of Twitter. Since its foundation in the Netherlands alone there are hundreds of companies already using twitter,   companies such as Holland international, America express and many more. Companies which are using twitter are actively approaching potential customers each in their own way,   because twittering is a relatively new form of information transfer, there are few standardized methods on how it can be done.   Thus   many companies devise their own ways   using Twitter into their marketing strategy. In some approaches trying to fit twitter into the marketing strategy the immaterial labor of other users have a big impact on the company and its marketing strategy. The purpose of this dessertetion is to examine the ways Twitter is currently being used by companies.   DEELVRAAG In which ways   companys use twitter to spreak their messages? How are companys using the willingness of there followers to perform immaterial labour. Before the analysis a further explaination of immaterial labor is neccesarry. the theory of   Lazzarato and Terra Nova about immaterial albour will   be discussed in theoretical framework aswell as the terms social factory and free labour will be the main themes in theoretical framework.   After a clasification of the case study the different ways twitter used by companys will be analyssed and disccussed Finally, an formulation or the writers own criticism of the idea of free labor, by stating that the emphasis is strongly on the exploitation of immaterial labor Research Methodology This dissertation will be based mainly on the qualitative analysis. In which ways did twitter change the ideas about marketing. Marketing op internet Internet is still not yet fully integrated marketing tool by many companies. The reason is because Internet and the digital world in relative terms are fairly new, developments are followed up quickly, making it very difficult for marketers to perform on a certain development, something new seems interesting until a new features is   added. The Internet is a momentary medium, you can’t predict it, what today is a must for companies can be changed rapidly. Through this turbulent nature of the Internet, some companies are not really convinced to invest in this relative new media. Instead of this they try to use the so called old media like television, radio, newspapers etc.. This gives them a certain guarantee. Yet there are already companies that see the value of the Internet as a marketing tool.   There are many advantages.   Advertising on the Internet:   the range is large and the costs are relatively low. Moreover, if something is advertised on the Internet   companys can precisely track how many people see a particular ad, who clicks on it and many more features. The possibilities are endless. With the rise of Social Media.   Profile web sites such as Facebook and Twitter increase   the possibilities   for companies to invest in Internet even more. For   example, companies can be in touch with individuals on the social network, with almost no costs involved. Marketing in Twitter In a full page e-article in the Handelscourant ( Dutsch business newspaper) of april 2nd, 2011 an interview with businessman Jelle Van der Doorn: Companies that are not use Twitter are doomed. In this article Van der Doorn explains,   with the arrival of Twitter the trend on social media   is developing very rapidily. In one of the many handbooks that have been written about Internet marketing Twitter is explained as follows: Twitter is best described as a micro blogging service. The principle of Twitter is letting know what   you are currently doing. This is done using a text message that can consist of up to 140 characters. Such a message is called a Tweet in Twitter-terms. People who follow you see the Tweets which you write. Interestingly Tweets are often adopted by other people twittering creating a modern fuss/hype that often creates more widespread than the traditional media. Who, exactly, is using Twitter these days? A gadget-addicted tech geek? A twenty-something born-to-be-wired? Someone who has nothing better to do all day than post mind-numbering tweets? Of course not! These days Twitter crosses a wide swath of people from all walks of life.[2] This   fuss/hype will prove to be relevant to companies wanting spread the message to as many people as possible. A detailed expalnation about this topic will be done in the case study fouded in theoretical framework. While Twitter was created for individuals to socialise, Twitter appears to be very interesting for companies aswell. Especially as a platform for marketing, since Twitter is increasingly viewed by companies as an interesting marketing tool. There are conferences about Twitter, there are courses organized and there are books with tips on how to best use Twitter for your business. A recent publication on this issue from Hallis Thomases first book, she removes the prejudice about tweeter and explains why companies need to use twitter/ Who, exactly, is using Twitter these days? A gadget-addicted tech geek? A twenty-something born-to-be-wired? Someone who has nothing better to do all day than post mind-numbering tweets? Of course not! These days Twitter crosses a wide swath of people from all walks of life.[3] What Thomases   could not   know when writing her book is the fact that on April 15, 2010 an anouncement would be done by official Twitter Congress announcing that at that time there were 105 million Twitter users and 300,000 users joining twitter every month. Also interesting to mention is the fact that Twitter.com had a traffic of 180 million unique visitors/viewers each month. The number of users are still increasing. Thomases then provides that Twitter is still in development: Twitter’s full versatility has not even been tapped out yet. It seems like every few weeks, another innovative use of Twitter comes to light.[4] Literature review Immaterial labour Producing Tweets on Twitter is a form of work described as immaterial labor by   Italian autonomists. Sociologist and Social Theorist Maurizio Lazzarato gives as a definition of immaterial labor: labor producing informational and cultural conent of the commodity. Theorist Maurizio Lazzaroti makes a distinction between the informational and cultural content. As explained in these terms, he indicates that the informational content is related to the workflow of the workers. Nowadays, in the modern world, the labor   are increasingly following the   automated work processes trend meaning machines replace human labor. More work is done on or by   the computer and there is less hand work. Examples of occupations in this manner include journalist, bank employees, and many more. What these professions have in common is that they produce nothing physical. Both the form of work   and the final product is intangible. The cultural content is related to the nature of the work. Lazzarato describes the cultural content of immaterial labor as a collection of activities that are not immediately seen as work, but are actually are. An example is creating a public opinion, or   measuring cultural standards. A characteristic of immaterial labor in both the informational content and the cultural contemt is the increasing importance of the   individual subjectivity of the worker in employment. This in contrast to employment in the period of Fordism, where a strict separation between people who believed and those who performed was highly measurable. For example if you were a employee working in factory, you just had to   produce and not think. Nowadays labor is more focused on factory without walls   Tronti   describes this term as the social factory.   He means that the whole society has become a kind of factory. The process of production is not only done in factories, but production is decentralized.   Products are not only mad in factory. []the whole of society becomes an articulation of power; in other words, the whole of society exists as a function of the factory and the factory extends its exclusive domination over the whole of society.[5] The information flow on the Internet can be used to understand what is meant by Social Factory. With the rise of the Internet and the digital economy, labor is decentralized. People do not longer work in one place. Society and production facility become one, making the difference between work and leasure activity very low. People use their free time to work.   During working times they can do things as a consumer buyinm products from internet. The boundary between work and non-work is no longer clear. People can be employees, the producers, while being a consumer at the same time. A clear example is freelance. They work during their free time, or they have free time during their work, the difference between work and non-work has largely faded. Another characteristic of immaterial labor described by the Italian autonomists is the idea that consumption no longer leads to destruction. Earlier, during Fordism,   the life cycle of produced goods was simple. Something was produced and was then consumed. During the process of consuming the product was and some products more slowly than others destroyed. Today, consumption lead to a new form of production. Lazzarato writes: The particularity of the commodity produced through immaterial labor [] consists in the fact that it is not destroyed in the act of consumption, but rather it enlarges, transforms, and creates the ideological and cultural environment of the consumer. This commodity does not produce the physical capacity of labor power; instead, it transforms the person who uses it. Immaterial labor produces first and foremost a social relationship.[6] The consumption of something does not automatically means the end product. If you consume information as a consumer this leads to the production of new information. Examples of cases involving consumer consumption which leads to production of new information can be seen on popular websites that use popularity ratings. On the video site YouTube, for example, you can   track how many people have looked at some clips. After viewing a certain clip the view rating will rise in this way youtube can produce best viewd clips day/week/month/year. So when you view a clip( consumption) you produce information ( +1 in viewed ). With this information websites such as Youtube, Twitter and many more can make money by offering this most viewed clips as a potential market for a promotion tools. A compnay knows exactly how many people will see the advert if they play a advert before this popular clip. The popular the clip(youtube example) the more a company has to pay in order to promote the product s. Companies are not the only ones who are broadcasting   on Twitter. Company are partly dependent on other Twitter users.   These other twitters will retweet information to the other users in positive or negative way, They also can ask question regaring certain products/services. Twitter users can also simultaneously produce and consume information. Through Retweet (RTs) making a new Tweet from a old Tweet.   For example company A offers new kind of holiday packages Tweeter A consume the information and Retweets on the old tweet regarding the package holiday by mentioning other compnays offering same/better services( Producing new information while consuming the old one) Consumption on twitter leads to production. Describing Lazzaratos theory of immaterial labor in previous chapter, producing content for the Internet such as Tweets on Twitter – can be seen as immaterial labor. However, it can also be seen as what Terranova appoint in her article: Free Labor. This type of work is characterized by two things, first, the work with no money in return( free as costless),   and secondly its not an forced work, people do it because they like it (free as volentary). Especially in the early days of the internet, this form of labor was very popular. People were   building communities and sites filled with certain content. Now the proportions are slightly different In the overdeveloped countries, the end of the factory has spelled out the obsolescence of the old working class, but it has also produced generations of workers who have been repeatedly addressed as active consumers of meaningful commodities. Free labor is the moment where this knowledgeable consumption of culture is translated into productive activities that are pleasurably embraced and at the same time often shamelessly exploited.[7] Content produced by individuals on the Internet, have been shamelessly exploited by large media companies. These include using content of their visitors to get more people on their website.Having more visitors, means more revenue from advertising. Indirectly the work of indivuals using free labor will be used to make money. Video Site YouTube.com is an example of a website which works this way. The site consists of movies made ​​by individuals. But the only ones who are   making money are the owners of YouTube, Google. Later in this dessertetion an further analyse of   operating principle exploitation of free labor wil be discsusses. Finding and discusions To explore ways Twitter is used by companies for marketing and selling purposes and to analyze how they make use of the immaterial labor of individual tweeters, a more detailed description of number of ways twitter is use by company will be described in this chapter. This will be grouped in the ways company use twitter and in each sub section a feed back will be created to notion of immaterial labour. Firstly   there is a clear distinction between two major ways Twitter is used.   Some forms of Twitter use are clear, but its usually one direction, others are seen as a dialogue, two sided. Companies that use Twitter as a one-way marketing tools are most similar to old media, which only broadcast.   Ã‚  Tweets   are   broadcasted or Tweets are read, the information transfer is one way here. Other companies are more interactive. They respond to tweets of others, mix with poeple in online conversations and answer questions. Twitter als one-way marketinginstrument Company use Twitter   in the same way as they are using the old media like television, radio and print: as one-way instrument. It is intended to deliver a certain message through the media to the end consumer. Companies hope to get the attention of customers, because attention can lead to revenue. The concept of attention is defined in management terms as;  ´ [] focused mental engagement on a particular item of information. Items come into our awareness, we attend to a particular item, and then we decide whether to act’.[8] Eventually companys hope offcourse that customer will recognise the product and decide to act on it and in many cases buy the product.   With the concept of audience commodity Smythe explains that people are actually working, while not being at work, they are employed by the advertisers. On television, on the streets and now the Internet, they are constantly exposed to information and ads. It also deals with audience: ‘because audience power is produced, sold, purchased and consumed, it commands a price and is a commodity’.[9] As everyone now easily own contents and information on the Internet because of the easy   use of putting information online,   there is more information than you can pay attention to as an individual. Attention has become scarce, demand is greater than supply. This is the reason for companys to employ special people who can highlight the companies products/advertisement on   the Internet. all kinds of different platforms are used here: websites, advertisements, virals and social media. According to media scholar Andrew Keen   the era of social media and   in general   the rise of Twitter has been charctarised   by attention economy, Twitters ascent marks the end of the Web 2.0 period (1999-2009) and the beginning of [] what i would call the attention economy. He argues this view by stating that Twitter is all about attention, people want to be followed by many people as possible and like it when their message are viewed by many twitter users. Many Company use twitter to ask the opinion of the audience, trough the broadcast model ( from 1 sender to many recievers). Example of twitter account using this method are; John Lewis, Social party, bbc channel and many more. Examples of Tweets used by these companys are; As a MemberoftheJohn lewis you will   get10% discountonourcosmetics! Besidessavingyourpointsformore fun stuffsoon Reminder: TonightonChannel 2, 22:50 pm TheBattle ofBrussels. Dexterat 23:00hoursonchannel. 3andat 23:20hoursCannesFilmJournalon channel. 1! What really highlights this tweets is the use of the so called old patron of broadcasting.   Message ahs been transmitted by 1 sender and has been received by many receiver, there is no further interaction. Twitter as a source of news/ people opinion Twitter can be used as a medium to broadcast a certain message, similar to the old model of broadcastting like television. But Twitter can also work in other ways; for instance, it can also be used as a source for other media. This is shown by the example of the BBC broadcast following the egypt situation on 15/03/2011. In this broadcast the preliminary results are reported, there was reporting from the country, and the results were analyzed. So it was a traditional report analysation. BBC also used a seperarte part of the broadcast by reading some interestting tweets, in a so called BBC Cube ineternet. Internet Editors talks about certain interesting tweets twittered by other people rergarding the situation in egypt. What was new however, is that there is a cube internet was broadcasted. Internet Editor Jerome Johnson talked about the tweets send by twitter user regrarding egyptian revolts. Johnson and BBC use tweeter as a medium to get the people opinions about certain objects and information. Italian autonomists would describe this as Twitters general intellect. When the workers are freed from spending all their time at the assembly line, new forms of subjectivity and knowledge arises – the general intellect – creating [] ‘mass intellectuality’, a â€Å"repository of knowledges indivisible from living subjects and from their linguistic co–operation†[10] The idea of ​​general intellect is originally originated from Marx, who predicted the development towards a capitalist system where the subjectivity of the worker and his knowledge would increasingly be a major aspect. The development of fixed capital indicates to what degree general social knowledge has become a direct force of production, and to what degree, hence, the conditions of the process of social life itself have come under the control of the general intellect and been transformed in accordance with it.[11] BBC is not the only news channel using twitter in broadcast session. In a news report of CNN tweeter plays a important role for a very long time now.   Both on the website of CNN as   in the news bulletins on TV   CNN refers to Tweets. On television the internet editor reports the news, while he treats a specific item on its display, tweets are being sended by the general twitters regarding this subject the CNN internet editor trys to highlight and report couple of interesting tweets sended by twitter users. A good example of such an item is in Haiti after the earthquake in January 2010. Because of tweeter many local haiti people could describe the situation in haiti in tweeter sending tweets to BBC as a video link, or text comments. According earthquake expert Earle Twitter is a ideal social medium to collectively share   experiences with each other. Increasingly tweets are being reported before major news channels gets the informations regarding a certain event. Also in the case of Egyptian revolt, Tweeter was the first internet medium to highlight this issue. Many tweets were sended by eye witnesses to BBC, CNN and any other news channels explaining the current situation in egypt. CNN took advantage of that   by implementing this idea to the main CNN website now yiu can read tweets on cnn website in a so called eyewitnesses reports, this is a great idea for people who dont have a twitter account. CNN is monitoring tweets and other messages from people in Egypt and reports from those who said they have been in touch with friends and family. CNN has not been able to able to [sic] verify this material.[12] Example of a Tweets sended by a anonymous tweeetwer user to CNN : Felt that, loud and clear. Were in Cap Haitien. House (really the whole world) shook for about 30 seconds From Twitter user firesideint (Luke Renner) at 5:20 p.m. ET Just experienced a MAJOR earthquake here in Port au Prince walls were falling down. we are ALL fine pray for those in the slums From Twitter user troylivesay in Port-au-Prince, Haiti at 5:24 p.m. ET The remarkable thing is   that CNN uses Twitter as a source of   eyewitness testimonys rather than   a platform with views of the people, as did the BBC during the broadcast on the Egyptian revolt.   A feature that CNN and the BBC have in common is usage of immaterial labor of the   individual tweeters. Twitter users tweeting message at home in their free time and on their own initiative, create value for the news channels, without actually felling being a employee and perfomring a certain task. This fits the description that Lazzarato gives on immaterial labor, the idea that the immaterial labor does not feels   like real work. Terranova   would argue with the fact that   CNN is exploiting the information gained from tweeter users, because CNN uses the information gained from   tweeter in theire news report without actually rewarding in monetary terms or in any other ways the author. Information Broadcasting is a way for CNN to make money, because they get more viewers if they provide good news coverage. The information they get from Twitter, they use that for the same viewers. CNN is creating value from the information on Twitter, without   providing the original author   something in return. Compared with traditional journalism is that in this new form of journalism, opinions and knowledge of the people in short, the wisdom of the crowd -plays a a greater role before the rise of Twitter. Before the rise of tweeter the opinions of normal people only were dealt within television programs which were easily accessible. In news reports the opinions were only given by correspondents, reporters and social elite. Non only news channels gained valuable information on tweeter, the faaous free newspaper Metro actually encourage people using tweeter and sending interest tweets to the editors. Metro mentions Twitter in their section Tweet Week: the modern readers letters section.   Tweets about the metro and   replys   regarding certain inetersting questions are put here. In this way of using twitter it is clear that   the idea of immaterial labor is characterized by the notion that production does not lead to destruction, but to new consumption. Especially in the example of the metro this is really highlighted. The first act of consumption, reading a magazine leads   to the production of tweets containing their views on a particular article. The editors of the Metro are consuming reading and react on this by publicing a certain section on this.   Finally the readers consumer   it again by reading the section of the magazine. Twitter to create a hype In the two previous ways of using Twitter, the message was always one sided: companies use twitter as a form of advertising on the Web, the message is send to   large group of people or companiies use messages from individual Twitter users for themselves, opinions or news value that can be used by other media. But Twitter can also be used in complex ways. Companies can offer both their (advertising) message to send to their followers, and immediately ensure that Twitter users spread the certain message to others in different ways such as re-tweets or face to face advertising. When a company wants to distribute Tweets they want to be ensured that their message gets to as many people as possible. To circulate the company name and message as much as possible,   the companies are largely dependent on the willingness of individual twitter users to perform immaterial labor. This immaterial labor takes form of re-tweets, company A send information to the followers, the followers re-tweet( resend) the message to other tweeter users. This is form of a immaterial labour. For some companies, the purpose of their activities on Twitter is to create a hype/buzz around their companys name or product. Creating a hype or a buzz is a powerfull marketing way to advertise. Instead of trying to send a certain message to each potential customers many customers use a hype marketing, by trying to achieve a situation when customers promote the companys products by sending messages to each other. Research shows that 78% of consumers believe other consumers when it comes to companies and products, while only 14% of consumers find advertising reliable. Hyping or buzzing is explained by as Thomas Jr. as buzzing. ‘[] the amplification of initial marketing efforts by third parties through their passive or active influence .[13] Buzz or hype is a form of face to face or worrd to word advertising. According to Grewal this is an important source of information for consumers. Face to face influence   how people think about a product. It also appeared that word-of-mouth advertising has more impact than information which is printed, and generally considered as the most reliable form of advertising. An example of a company that has unleashed a so-called buzz, is the Donald Duck magazine. Since early February 2010, they created fictitious accounts on Twitter for some Duck city residents, like Donald Duck, Scrooge McDuck and Mickey Mouse Twitter. Through these accounts, they put out story lines and let them Duck city Residents interact between each other. Meanwhile the figures are followed by thousands of people. According to editor Jim van der Weele   the participation of Donald Duck on Twitter a great success and many of their messages are beein re-tweeted. Also newsworthy messages can spread rapidly on Twitter using the immaterial labor of tweeters. A recent example is from Green lands 28 September, 2011. Then there was the official Twitter account of the Green lands   festival reported the following: The requalir tickets to the grean lands festival has been sold out, however the combo tickets are still available, visit greenlands.nl for further information [14] A day later, there was a mistake made ​​at the ticket sales, according to the following tweet. THERE WAS AN ERROR IN TICKET SYSTEM: 10,000 CJP MAPS WERE DOUBLE LOCKED. THEY ARE NOW AVAILABLE AGAIN. SEE SITE # LL10[15] This tweet was re-tweeted   by nearly 100 people, who all had their own followers. The effect was noticeable within one day the remaining 10,000 tickets were sold out. Because of twitter Green lands tweet was spread to huge potential customers base. Because   of all of   those tweeters voluntarily and on their own initiative the message was sent by Lowlands of their followers, they made ​​sure that many tickets were sold. To some extent, they created their value so geretweet Lowlands. This can be seen as a form of exploitation from Lowlands seen. The organization used the free laborof their followers to make money on ticket sales. They all reported benefit from the willingness of their followers to do work, in this case the tweeting of information to their followers. According to the popularity of adding feature # fail in Twitter. A company can be discussed by individuals in tweeter in positive or negative way. If people are unhappy with   a company, Twitter is a popular medium to discuss those complaints. Such an addition, which is called hashtag, are been used by tweeter users when they are not happy with a certain information. On the night of 25th January 2011 when the egyptian revolt took place. Many tweeter users where unhappy with the information provided by certain news channel. People found that this news channel did not provied accurate news, and let it know toeach other. There were many negative reports about   this news channel in Twitter. Due to the immaterial labor performed by tweeter users and, even those who criticize others re-tweet, this certain newschannel recived a bad reputaion in Twitter and was described as poorly news channel. There was a negative buzz about the broadcasting and provided information. Tthese three examples shows   you can not control, direct or change   the buzz and being buzzed as a company.   The buzz can be an unforeseen side effect for companies. Companies using   twitters users network A famous addition in tweeter is the Please RT. This stands for Please Retweet. This means that those who send the Tweet ask all the readers to re-tweet the message to theire followers. This can be a very easy way to get your message read by many people. Author and media expert Erwin Blom experienced this when he lauched his new bookHandbook Communities in twitter with posting   comment asking his followers to retweet his message about his new book. On his site he writes what happened with his message: I have a small base of 6,000 followers. Within that group the message   was re-sent sent by many other people. This so-called re-tweets made ​it ​sure that my message did not only reched the people who follow me, but it also reached a majority of my followers followers. In recent   8days   [sic] a small number of   959 tweets was placed regarding the   Handbook communities. Through Tweetreach I have calculated that I reached a audience of 117,497 people[sic] with no marketing budget, no traditional media, simply through the power of the network. With a Tweet and mouth to mouth advertising, more than one hundred thousand people have been reached! Word-of-mouth advertising that Barnes is talking about, or so called word to mouse   exists only because of the immaterial labor tweeter users perform. Some of the 6000 followers   of Blom performd labor by re-tweeting his message to there followers. Those people   obviously do not feel this as work, they did almost nothing. Yet they created value for the writer, and also indirectly for the publisher and bookstores. But there is another aspect that emerges here, by using Twitter Blom generated value from the network of people. Because of the people who re-tweet post to all their own networks of friends, colleagues and acquaintances, the information can spread widely. If people would not have such network, the message would not reach many people had so the message would had little value. This network of acquaintances Bourdieu described as social capital: The total existing of potential resources arising from the possession of a more or less institutionalized sustainable network of relationships of mutual acquaintance and recognition [] that each of its members is a so called spine in the collective capital. Using Twitter you   generate value from the contacts people have between each other their social capital is utilized. Hardt and Negri suggest that instead of the assembly line in the factory now the network has become the organizational model of production. Another interesting fact of using users twitter network, shows us that it actually   pays off to have a large social capital, in this case in the form of many followers. Reporter GeenStijl TV Rutger Castricum tweeted on february 18, 2011: Buy youre tickets from trnsavia, GREAT DEALS A few minutes later a re- tweet from Rutger, Haha, my holiday pack to ibiza is free, just before my first message transavia called me to put tweet   Buy youre tickets from trnsavia, GREAT DEALS on my porifle page and re twet to all my followers, in exchange they prmoised me free holiday to ibiza, GREAT. At that time Rutger Castricum had 8617 followers, the Transavia advertising was already   seen by rutgers 8617 followers. Airline Transavia knows popular people will have a large amount of followers thus there social capital is fairly high. Transavia used his popularity in their advertising campagne. As the second Tweet show, they sought contact with Rutger Castricum and asked him to post the first message on Twitter. Transavia asked rutger castrcum to perfom immaterial labor. Rutger Castricum did not think putting a tweet as performing labour, but still he perfomed labour which adds value to transavia. ListenRead phoneticallyBesides, in this case Castricum had a reward in a from of a free flight – from transavia. But this is very uncommon in twitter world. Allmost all the immaterial labour perform on twitter is with no reward in any forms. Generally people are tweeting without asking anything in return. This fits the description of Terra Nova Free Labor. At the moment when people produce something, such as information or knowledge, it can be exploited by large companies, who   basically   earn money by immaterial labor supplied by individuals. Terranova explains this as follows: If knowledge is inherently collective, it is even more so in the case of the postmodern cultural economy: music, fashion, and information are all produced collectively but are selectively compensated.[16] Companys are the actual earners earning money from immatrial labor perfomred on the net. People themselves often get nothing in return. This may be one reason why companies are active on Twitter. Firstly, there are many individuals who can help others with a certain message to get, and secondly it costs a company no money, they use the free labor of tweeters. Twitter as helpdesk Many people use Twitter as a guide or help desk.   All   the random questions of all kinds of subjects can be found on twitter. The reason why twitter is such a good source media is because , among others twitter has a very   large amount of people   using it. It appears that there is always someone who knows the answer   to a certain question. Basically this is the idea of wisdom of the crowd, or collective intelligence. In science, there is a disagreement about the usefulness and quality of collective intelligence. According to Surowiecki, the mass has a greater intelligence compared to   isolated individuals. With more people   you have a greater degree of knowledge. Twitter is an ideal medium for information, because with the increased mass there is a great knwldege to be found. A famous feature in Tweeter is the co salled daretoask. People who have a question, put in the   # daretoask in their Tweet question.   people wanting to answer a certain question can search with the # daretoask option. In this way, Twitter can be seen as a place where demand and supply of information meets each other. The reason why this certain way of twittering has become so popular is that it is very easy to tweet your question. You type in the question, you press send and within a few minutes you can expect some asnwers from other twitter users. Answering questions is immaterial labor, as it happens in peoples leisure time. It does not feel like work, but despite that there is something produced, people produce information for each other. Some companies have recognised   the simpliltiy of twitters option as a question and answer   for consumers . This is reflected in accounts of companies like T-Mobile, UPC and KLM. The Twitter Employees of these companies provide paid – immaterial labour and webcare. According to Social Media expert Blom, webcare can shortly be described as Listen. Monitor whats being said about you and respond, explain, help . When in december 2011 the coldest winter in recent years hits Netherlands and in other parts of Europe allot of   travellers stranded at airports around the world and it was chaos at airports. KLM received many questions over the phone and could not initially provide good service. The company decided to deploy social media, and it started to help people through Twitter and Face book. On their Twitter account www.twitter.com/klm they answered questions, provided information and tried to help people by getting them a replacement flight. The employees of KLM web care   performed immaterial labor on Twitter by putting information on Twitter and interact with their customers. After the situation was stable again, People started twittering positive tweets about KLM and their service. KLM   basically did not use the immaterial labor of those other tweeters, rather it was an unforeseen consequence of their service. But the principle remains the same. When a company provides a good service this can be twittered by individual tweeters. The immaterial labour they perform provide a positive buzz and name recognition, and so it added value to the company Other forms of twitter use As described in prvious chapter Apart from the five main ways twitter can be used by companies. Twitter can also be used in many other ways. The main reason why this dessertetion focuses on the main five reason as described above is   becausse of   the   extensive use of the intangible work of individual tweeters in above mentioned forms of twitter use by companies. For some companies selling is not the priorety. Slightly more than half of European companies keep an record about the brand image over past years, to effectively   measure this many companys choose to use twitter, 45 percent of EU companies are using social media to improve interaction between the company and the customer. And with the rising number of talk shows using twitter as a enetertaiment source, its important to remark briefly the other ways of twiiter use by companies. Celebrities Famous celebrities were largely the reason for the popularity of Twitter worldwide. When a celebrity twitters a interesting information all the major talk shows and or magazines will use this in there broadcast and or magazine as a entertainment source for potential customers. Politicians There are also politicians who twitter, some even very fanatic. The leader of Groen links ( Dutch politician party) , Femke Halsema, is very well known politici who use twitter. She   has about 50,000 followers Femke Halseme does not use tweitter only discusiing Politics but she is also using it for private life. Its a new trend for politicians people to talk about there personal life in twitter. Twitter Actions Companies like Dell and United Airlines have such a large number of followers that they offer special promotions on twitter. United Airlines promotes several airtickets to different destination only for the United airlines followers on twitter, they do this to get more followers, which will mean a well known image in future. One of the tweets United airlines wrote; ‘Canada Tware! Floridians†¦ looking to get out of the sun? Head up north with our Canada Tware! See details @ http://tinyurl.com/yexolla’[17] The word tware is a combination between Twitter and Fare. Meanwhile it has become a familiar term in Twitter world. Computer manufacturer Dell claims to earned over 6.5 million U.S. dollars in 2009 with twares. From Free Labor to Voluntary Immaterial Labor Much has been written about the exploitation of labor by companies in todays digital economy. In the article Loser Generated Content: From Participation to Exploitation Petersen gives a list of examples of the different ways social media websites make money based on the immaterial labor of their users. Also writers like Terra Nova and Scholz emphasize that everything at work is performed on social media sites operated by large companies. Terra Nova does that with her notion of Free Labor and Scholtz suggest that: [] forty percent of all web traffic is concentrated on ten websites [] Most of these sites owe their popularity to the wealth of content generated by the visiting net publics that spend significant amounts of time on these very, very few sites thus creating wealth for a handful of corporate owners.[18] this a very pessimistic way of economic thinking which is too much focused on the commercial activities of the companies making money on immaterial labor on the Web. It may well be that money is for individuals who work, but the approach of theorists described above   one-sided view. A Marxist Analysis of Free Labor on the Internet as Schultz describes, implies that ther is a underlying plan behind Twitter for companies to earn money. Petersen also implicitly says that when he talks about the emergence of Web 2.0 in ITS early commercial stage, the Internet Proved bad at selling commodities, but really good at creating opportunities hype and economic bubbles. Something else was needed though, and subtler forms of creating surplus evolved in Web 2.0’.[19]   In the case of Twitter it seems unlikely that there is such a preconceived plan because individuals are rather using twitter than companies. Only recently companies have discovered the power of Twitter, and only recently they use it for their marketing. Petersen concluded in his article by saying that we need to find a new theory of work. A theory on one side exploitting and includes the idea of free labor, and on the other side it also takes into the consedaration that people can experience the joy of contributing to certain sites. both factors are important in research into contemporary social media. However, doing qualitative research on twitter and twitter users, then it is more efficient not to involve exploitation side. The emphasis in the Schultz, Petersen and Terra Nova analysis is they focus too much on the capitalist system behind collaborative initiatives on the Internet. To research the motives of people who are active on Twitter, it is relevant to talk about an form of work that has nothing to do with money. In that kind of research or analysis its irrelevant who makes money from the labor perfomred by people on a certain website, that is rather a conseguqnece that a cause. Most people are not twitterin because they   want to make money: Twitter is completely independent of the capitalist system of profit and earn money for individuals. In Empire Hardt and Negri say that []t he cooperative aspect of immaterial labor [] from the outside [is] imposed or organized, as in earlier forms of work was. [] This fact has reservations about the old notion which labor power as variable capital is considered, ie, as a force that is activated and made ​​coherent only by capital. This, they indicate that the initiative for example to twittering comes from people themselves. It has nothing to do with the question whether companies persuade people to do work for them. People are   twittering because they like it or find it useful to get in touch with each other. In my opinion the term Free Labor   can be deleted   free labour implies an economic relationship between the employer and the employee. If you perform ​​Free Labor, you work for free for companies who make money out of youre free labour. Therfore in my opinion lazzaratos theory about Immaterial Labour, would be more accurate if its called voluntary immaterial labour. Twittering by individuals is totally voluntary, it has in terms of individual twitter nothing to do with economic relations. Voluntary Immaterial labor is seen as a form of immaterial labor in which there is no need to think about which individuals and businesses to earn money somewhere. The   immaterial labor perfomed by twitter users is done because they like it as a time killer or because it helps their social life in some way. According to Wilson and Musick work that has be done voluntarily – voluntary work is characterized with three things. First, it is a productive act, something is produced. This may be a physical product, but can be knowledge or care aswell. Therefore human capital is required: knowledge, skills and experience. Secondly, volunteering is always been   a certain degree of something collective. With Several people a goal is aimed. Therefore the social capital of voluntary immaterial labour of importantce. Finally, voluntary work is where people often assume   to show their ethical side. They want to do something good, and also show it to other people. Cultural capital have s certain importance in this case. This term comes from Bourdieu. He describes that any act of consumption is associated with showing your taste. In everything you consume you indicate what your preferences are. This also applies when you consume youre free time. By showing how you consume   your free time, you give actually describe   what kind of person you are. Wuthnow suggests that when someone does something voluntarily, he or she also immediately shows one of his/hers charactaristics   for example as someone who does something voluntarily. This allows the volunteer to see a sympathetic person. Doing Something voluntary in this case can contributae to someone status and prestige. In this way, Bourdieus concept of cultural capital help in finding the reason why people are twittering. These people do not naively stupid, ignorant that they are operated by companies, but using Bourdieus term is to argue that people are twittering their identity to propagate. That they want to show that they are good at the time, for example, or that they are engaged. In this way, Bourdieus concept of cultural capital can help in finding the reason why people are twittering. These people do not twitter because of stupidity,   now knowing that they are exploited   by companies, but using Bourdieus term it is clear   that people are twittering to   improve their identity. For example to show that they do care. In this analysis it is important to distinguish between the side of the business and the fact that content on the Internet has been exploited on the onehand and the reasons for poeple twittertinf on the other hand. These are two completely different aspects of Twitter, and can not reflect on the motives of someone to twitter with an constantly thoughtin the   mind as a Marxist voice is telling you   about shameless exploitation. You cant only associate twitter with volunatry immaterial labour, many social webiste such as Facebook, MSN and many more can be associated with volunatry immaterial labour. When a facebook users post a comment on his friends home page, this has nothing to do with the economical relationship, not between the two users and also not between the user and the company, its volunatry imaterial labour. This dessretetion is not a result from a naive view of the commercial world. Its completeley logical that companies wants to make money from volunatry immaterial labout performed on twitter by users. I just believe that contuniously retain to the Marxist notion of Free Labor, sientist and researchers cannot researcg and analyse to the motivations of thosewho perfrom immaterial labour. Conclusie Twitter is used   in many different ways by different companys in their marketing campaigns there is no general way how Twitter can be used for a company, it seems that each company must figure out which way works best for them. What many companies have in common though is the fact that they are partially dependent on the willingness of their followers to perform immaterial labor. As is sometimes asked to re-tweet a message, by sending it to each other and sometimes tweeters deliver information or content to media companies. Alot is written by Italian autonomists about immatrial labour, this includes labor which   is characterized by the idea that the worker dont see the work as a job, it does not feel like labour. The reason for this is because nothing physical has been produced,   however it is more the production   of information and the cultural aspects. The main characteristis of immaterial labor is the increasing difficulty to distinguish work time and leisure.   Terranova describes free labour as perfomring labour while not getting a reward in financial and or any other terms. Inherent to Free Labor, the assumption is that companies earn money by the labour that has been performed. In my opinion it is not always necessary   to approach labour in this way. In fact, when youre constantly aware of the fact that others make money from your work,   it possibly reduce   the enjoyment people can   have while performing an voluntary work on the internet.   I therefore recommends to discuss voluntary labor, when research has been done into the user side of Twitter. This term is not about capitalist relations between workers and companies and it instantly shows   the reason why people do participate in Social Media platforms, because they themselves want to do this.   Apart from that I do think that the notion of free labor may be retained. In other cases it is still relevant is that labor is exploited. For a further investigation it may be interesting to examine whatever the   reasons are   people twittering. To investigate this, my idea of voluntary immaterial labor can useful. With an investigation in that direction it can alsodive more content to this term, to cllasify different forms of voluntary Immaterial labor. It is also interesting to see in further research how twitter can be sued by compnays in detailed way. Does it really generate money, such as computer maker Dell claims? And what way I have described above works best for business? in business this can be an interesting issue. Reference [1] Graham, Paula. ‘Web 2.0 and why?’. Fossbox. Slide 5. 18-5-2010 http://fossbox.org.uk/blog/wp-content/uploads/2010/03/1-what-why-how.pdf [2] Thomases, Hollis. Twitter Marketing: an hour a day. Indianapolis: Wiley Publishing, 2010: p. 39. [3] Thomases, Hollis. Twitter Marketing: an hour a day. Indianapolis: Wiley Publishing, 2010: p. 39. [4] Thomases 2010: p. 87. [5] In: Cotà ©, M. The Italian Foucault: Subjectivity, Valorization, and Communication. Politics and Culture, 2003, issue 3. 13-4-2010 politicsandculture.org/2003/07/08/mark-cote-the-italian-foucault-subjectivity-val. [6] Lazzarato 1996: p. 4. [7] Terranova 2000: p. 37. [8] Davenport, T.H., J.C. Beck. The attention economy: Understanding the new currency of business. Cambridge, MA: Harvard Business Press, 2002: p. 20. [9] Smythe, Dallas W. ‘On the Audience Commodity and its Work’, in M.G. Durham and D.M. Kellner (red.) Media and Cultural Studies. Key Works. Malden, MA: Blackwell, 2001: p. 256. [10] Petersen, Sà ¸ren Mà ¸rk. ‘Loser Generated Content: From Participation to Exploitation’. First Monday, Vol. 13, Nr. 3 (3-3-2008). 21-4-2010 http://firstmonday.org/htbin/cgiwrap/bin/ojs/index.php/fm/article/ viewArticle/2141/1948 (Italics van de auteur, citaat komt van Dyer-Witheford, Nick. ‘Cyber–negri: General intellect and immaterial labor,’ In: T.S. Murphy and A.K. Mustapha, red. Resistance in practice: The philosophy of Antonio Negri. London: Pluto Press, 2005: p. 142) [11] In: Virno, Paolo. ‘General Intellect’. Vert. Arianna Bove. Generation Online, 2001. 22-4-2010 generation-online.org/p/fpvirno10.htm [12] ‘Haiti Earthquake. What we’re hearing’. 13-1-2010. CNN. 16-3-2010 cnn.com/2010/TECH/01/12/haiti.social.media/index.html [13] Thomas Jr., Greg. Building the buzz in the hive mind. Journal of Consumer Behaviour. 2004, Vol. 4 Issue 1, p 64. 17-5-2010 http://www3.interscience.wiley.com/cgi-bin/fulltext/112587927/PDFSTART [14] bron: http://twitter.com/rapid_razor_bob/status/9782685646 [15] bron: http://twitter.com/rapid_razor_bob/status/9785482413 [16] Terranova 2000: p. 42. [17] Bron: http://twitter.com/UnitedAirlines/status/11104848684 [18] Scholtz, Trebor. ‘What the MySpace generation should know about working for  free’. 3-4-2007. Collectivate.net. 25-4-2010 collectivate.net/journalisms/2007/4/3/what-the-myspace-generation-should-know-about-working-for-free.html [19] Petersen, 2010.

Aircrafts Maintenance - A Commercial and Public Essential Annotated Bibliography

Aircrafts Maintenance - A Commercial and Public Essential - Annotated Bibliography Example The demand for its services, as with most transport, is a derived one that is driven by the needs and desires to attain some other, final objective. Air transport can facilitate, for example, in the economic development of a region or of a particular industry such as tourism, but there has to be a latent demand for the goods and services offered by a region or by an industry.† Since all major business operation, conducted an international scale by the multinational organizations require air traveling, the safety and protection of the crew and passengers is a matter of grave concern for the airline industry. Consequently, the companies pay due heed to the reparation and overhauling procedure on regular basis in order to ensure a safe journey on the one hand, and for minimizing the maintenance expenditures on the other. â€Å"Aircraft maintenance†, CAA states, â€Å"is an essential component of the aviation system which supports the global aviation industry. As air traffi c grows and the stringent requirements of commercial schedules impose increased demands upon aircraft utilization, the pressures on maintenance operations for on-time performance will also continue to escalate.† This annotated bibliography consists of five pieces of research on the need and significance of aircraft overhauling on regular basis in order to avoid any unpleasant and untoward state of affairs during the flight. First research has been made by Samaranyake et al in 2002, in which they have elaborated the importance of the structure and design of aircraft in the overhauling and reparation procedures. To conclude, it becomes evident that all the researches discussed above throw light upon the maintenance, reparation and overhauling systems of the aircrafts.  

Technological change in organizations Essay Example | Topics and Well Written Essays - 2500 words

Technological change in organizations - Essay Example This research will begin with the statement that the development of technology has changed the entire world of business. This change has encompassed activities from very basic level of idea generation such as through CAD (Computer Aided Design) to product or service production by CAM (Computer Aided Manufacturing) and post business activities.   From the computer revolution to the Internet and most recently and constantly growing Internet based applications such as trading on the Internet, social media, etc., have all forced businesses to harness their adaption to high-paced change by anticipating it rather than following the change merely for survival. Fast pace of technological change has also proved to be proportional to the benefits it brings to business. Immense literature has been developed based on studying various aspects of the technological change to business. ISACA, global nonprofit IT association, has predicted that the entire year 2012, IT departments of business will be collecting huge data from various sources. Growingly conducting a complex procedure to manage the bulk of zeros and ones in a way that benefits the firm with growing return on investment will remain a challenge for IT departments of businesses. This big handling of data constantly grows on the horizontal as well the vertical bases with more of 40 percent projected growth in global data generated in year 2010 while spending on IT has increased by only 5 percent. The rise in demand for people handling big data is so steep that availability of big data analytical talent in US in year 2018 is expected to override the supply (Manyika et al., 2011). (Manyika et al., 2011) Data sources range from consumer behavior at physical outlets to a large number of internet subsections. The emergence of a ubiquitous phenomenon in 2000 has changed the entire business model, constantly challenging IT department to increase capacity to manage (Kenney, and Marshall, 2000). (Kenney, and Marshall, 2000) For instance, technique in retail industry such as bar code, radio frequency identification (RFID) technology and vendor-managed inventory (VMI),  etc. (Smaros, and Holmstrom, 2000), and similar techniques multiply pressure as retrieving and constantly updating data remains with the IT section. Similarly, Self Service Technologies (SST’s), mainly adopted in the financial sector with the Internet banking and ATM, etc., has already put extensive pressure on the IT section. Though these techniques have been developed in the past, constant efforts from the marketing side of business to offer various promotions and extracting information based on consumer activity require increased efforts from the IT section in respect of the program development, i.e. the way information can be retrieved or updated. Applications of social media such as Facebook, twitter, blogs; heavy video content such as Multimedia content, which already accounts for more than half of the Internet traffic, is expected to grow by 70 percent in year 2013, with

The current and also the future patterns in the UK Essay Example for Free

The current and also the future patterns in the UK Essay For this criterion I will discuss the current and also the future patterns in the UK.I will also discuss who is going to be affected by the new changes and will provide statistics to support my answer which is also going to discuss the inequalities of health. There are many factors which affect the health of the public who are in the United Kingdom. However the UK has become a better place to live in compared to living here in the 19 or 2oth century. The main disadvantage is always due to social class. This is because if a person is in a higher class they are able to have the best things and highest quality of care in order to make sure they have the best health. However if someone is from a lower social class they are more likely to spend wisely and think about what they are spending their money and how they are spending money. Usually people in lower class donà ¢t always live in the best areas and they live in overcrowded, polluted areas which can also affect their There are many factors that are likely to influence current health and could carry on influencing patterns of health in the UK. Some of the factors that could this are: * Socio-economic  * Environmental * Genetic * Lifestyle Socio-economic Factors There are many socio-economic factors that are likely to influence current health. If people are living in poor housing conditions which could mean that their health might not be so good, they could be given housing benefits to improve the conditions. If the area where you are living, the environment might not be very good, like the waste management could be bad. To stop this from happening, all the waste management could be recycled. In the urban areas, there will be easy access to health services; although this is a good thing, there can be a lot of pollution as there will be a lot of transport in the area. Whereas in rural areas, the area would be quite but you will not have easy access to health services. This would mean that if you are not well or needed to see a doctor, then you would have to go to a town to the doctors which would far away and expensive. To make it easier for people not to travel all the way to town to go to the doctors, they could provide doctors surgery in the rural area or could have a doctor that would be around the area all the time, like the district nurse.

Shakespeares Tempest - A Tired and Dated Work? :: Shakespeare Tempest

The Tempest: Immortal Classic or Tired and Dated Work? Why do educators hold the works of Shakespeare in such high regard? Should The Tempest be considered an "immortal classic"? Indeed Shakespeare's works had great significance in the evolution of English literature, but these works, including The Tempest are mostly devoid of significance and literary value in the present day. One can expect to gain little appreciation for fine literature from the reading of Shakespeare's works for reasons enumerate. First of all, the colorful and sophisticated metaphoric vernacular style of the language utilized is archaic; even the speech of intellectually refined individuals and other respected literary works do not imploy of this rich style of speech. The poemic composition of The Tempest does not increase one's ability to appreciate distinguished literature because the refined and respected works of most other classical writers are in novel form and thus differ highly from Shakesperian works in the literary devices and mannerisms from which th ey are comprised. The Tempest was written in early seventeeth century England. At this period of history and country the English language was quite different from what it is today in many ways. First, standard, formal vocabulary was different at this time. An great example is found in the line "...you bawling, blasphemous, incharitable dog!" (act 1 sc. 1, p. 9). In this line, the word incharitable is the modern equivalent of the word uncharitable. The standard dictionary word has changed prefixes somewhere througout the centuries. Another thing that would have made a further gap between the vernacular in the play and modern English is Shakespeare's deployment of common language,or slang (although I have no proof because I don't speak sixteenth century slang). "A pox o' your throught..." (act 1 sc.1, p. 9) and "...give o'er..."(act 1 sc. 1, p. 9). These phrases seem to be slang therms because they are so deviant from there modern english equvalents, "curses on" and "give up", respe ctiveley. What value does learning the archaic vernacular give to the reader. Surely it does not increase thier word power or sophisticate their vocabulary, for nowhere, not even in among people of high intellectual refinement such as venerable college professers, is this dead language used. Another distinctive trait of the vernacular used in The Tempest is the heavy use of metaphor. This use of metaphor is so heavy and outlandish that it becomes extrodinarily difficult to interpret and causes the words to fall into chaotic ambiguity. Shakespeare's Tempest - A Tired and Dated Work? :: Shakespeare Tempest The Tempest: Immortal Classic or Tired and Dated Work? Why do educators hold the works of Shakespeare in such high regard? Should The Tempest be considered an "immortal classic"? Indeed Shakespeare's works had great significance in the evolution of English literature, but these works, including The Tempest are mostly devoid of significance and literary value in the present day. One can expect to gain little appreciation for fine literature from the reading of Shakespeare's works for reasons enumerate. First of all, the colorful and sophisticated metaphoric vernacular style of the language utilized is archaic; even the speech of intellectually refined individuals and other respected literary works do not imploy of this rich style of speech. The poemic composition of The Tempest does not increase one's ability to appreciate distinguished literature because the refined and respected works of most other classical writers are in novel form and thus differ highly from Shakesperian works in the literary devices and mannerisms from which th ey are comprised. The Tempest was written in early seventeeth century England. At this period of history and country the English language was quite different from what it is today in many ways. First, standard, formal vocabulary was different at this time. An great example is found in the line "...you bawling, blasphemous, incharitable dog!" (act 1 sc. 1, p. 9). In this line, the word incharitable is the modern equivalent of the word uncharitable. The standard dictionary word has changed prefixes somewhere througout the centuries. Another thing that would have made a further gap between the vernacular in the play and modern English is Shakespeare's deployment of common language,or slang (although I have no proof because I don't speak sixteenth century slang). "A pox o' your throught..." (act 1 sc.1, p. 9) and "...give o'er..."(act 1 sc. 1, p. 9). These phrases seem to be slang therms because they are so deviant from there modern english equvalents, "curses on" and "give up", respe ctiveley. What value does learning the archaic vernacular give to the reader. Surely it does not increase thier word power or sophisticate their vocabulary, for nowhere, not even in among people of high intellectual refinement such as venerable college professers, is this dead language used. Another distinctive trait of the vernacular used in The Tempest is the heavy use of metaphor. This use of metaphor is so heavy and outlandish that it becomes extrodinarily difficult to interpret and causes the words to fall into chaotic ambiguity.

Adidas Analyse

Nikkei appeared in 1978 in the USA and Aids started to lose market shares. By 1990, the brand was sold to a French Investor won uses ten colorless' endorsement communication strategy. In the aim of surpassing the American brand, one of the other main strategies of Aids was acquisitions such as the French ski equipment company: Salomon AS. The brand increased its revenues and was then able to acquire Rebook. Aids still had to overtake Nikkei but is now number one in Europe. In 2009, Aids made a profit of more than 245 million Ð ²? and employed almost 40,000 persons.The German brand is proposing products for a large range of sports such as running, football, tennis, golf, etc. Environment Context Nowadays, the competition on the footwear market has become really strong as in the current time people really care about well being but also because sports has still a strong place in our world. People also care about sports brand because they have become a social symbol and enable people to value their personality and show their membership in some certain social group. Consequently, sports brands fight with each other to become the leader by having the most market shares.Aids is fighting mostly with Nikkei which is the current leader in the footwear market as we will later in this case study (in the competition part). However, Aids has strong tools to become at least the leader in the future. Aids is recognized has the brand of excellence in the sport, in terms of technical and performing shoes but also has since the beginning of its history a strong link with the sports community, being supported by several famous athletes. Aids is also the leader in innovation and design in order to anticipate consumers' needs.The brand tries to help its athletes to increase their skills and their performance with every product of the Aids' range. Generally speaking, Aids is a global organization which is socially and environmentally expansible. It knows how to attract employees and shareholders for financial interest. Aims Aids' mission is to become the global leader with a real passion for sports and a sporting lifestyle. The best way to reach this mission is to have a wide brand and a unique product range for professional and fashion sportive.This gives the possibility to affect lots of consumer needs and exploit each opportunity that market can furnish. They do a difference between quality and quantity. This concept comes from the founder of the brand. Doll Dasher was passionate about sports. He wanted his hoes to be different. They provide excellent comfort while improving athletic performance. These are the statutes of the brand. Its heritage allows Aids to be different from competitors and gives it strength base for future. Marketing objectives In the medium term, Aids wants to increase its leadership in Europe and its shares in the US footwear market.It wants also to be as good as Nikkei, the actual leader. To reach them, it has to furnish constants ef forts to maintain and increase hopefully its position on footwear and apparel market. It has to imitate the competition on their trench points and in the same time, innovate in order to be different. Aids is completely Touches on Its consumers Ana on tenet expectations. I Nat Is winy teen are constantly improving the quality, the look and image of their products. With this, the company hopes to exceed the expectations of their consumers and at least becoming the leader in the footwear market.Contextual analysis The market * Presentation of the global footwear market The footwear market from 1998 to 2009 has gone up: demand for footwear has increased over the last few years. Thus, sales have grown by 9. 3% from 1998 to 2007, even though it went down abruptly in 2009 (-2. 5%). Women's shoes category is the most significant with 47. 7 % of market share, following by the men with 34. 1% part of the market. The children's footwear is the smallest market share category. * Aids footwear ma rket Aids is the world's second largest footwear brand with 22. 9% of market share, after Nikkei (37. %) in 2006. 45% of its revenues are from footwear. Aids distribute its products in 160 countries. They earn most of money selling to large retail stores such as Dick's Sporting goods, Foot locker, or directly to the customers. They had a total of 2 212 retail stores in the world. Western Europe and North America are the two main markets for the sale of Aids products with 31% and 23% of sales 2009. PASTEL analysts * Political First, it is beneficial for Aids to operate in democratic countries as they do not introduce drastic policies, which could affect its sales.Regarding to trading policies, there are no quotas for imported Aids products. However, there is the antiquating law which forbids any company to export its footwear products â€Å"in a country at a price which is below the price at which the product is sold in the market f origin†. Then Aids follows all the current e mployment laws, for the rights of its employees. However, the minimum wage in several countries (such as I-J, France†¦ ) is a constraint for Aids, and which could have a negative impact on its costs of production.That is why, Aids relocates its production activities where the workforce is less expensive such as Indonesia, China and Vietnam. This has made a bad publicity for Aids in these countries as Aids does not give to its employees good working conditions, with a low wage. We can quote as an example the â€Å"Play fair† 2008. * Economic The home economy situation which is the crisis could have a negative effect for Aids as the purchasing power is low. Thus, the unemployment and the decrease of wages could have a bad effect on Aids sales, as customers would not have enough money to spend in its product, vital costs having priority.Interests and exchange rates have also an impact on the consumer behavior. The increase of raw materials' prices as 011 wanly Is a componen t AT plastic NAS an Impact on ten Tall cost AT ten production. Aids has two solutions: increase the sales prices or level down its profit margin. * Social Nowadays, the demography is special: the age distribution is getting higher in most of the world. The target is especially young people who identify themselves to the brand. Maybe Aids should think to the long term.Aids sells in large cities, as there are the highest amounts of customers able to buy sportive shoes in these places. The lifestyle trend of people has changed, compare to several years ago. For instance, more and more people use internet. Aids should have a good platform to sell its products. The obesity is a current problem in our society. Most of the time, these people do not practice sports. It could also have a positive effect: they could want to lose weight and so, buy Aids product to train. People are also becoming less busy and can spend more time to their leisure activities like sports.Regarding to the consumer attitudes, we can notice that the frequency of purchase of Aids footwear is, for most people, to buy one or two football shoes per season. Aids should take that in consideration to promote its shoes during the pre-season. Promotion could also be made before major events such as the World Cup or the European Championship which have an influence on the Aids ad and sales. There s also a fashion and role model with stars wearing Aids shoes: several endorsement contracts have been made with stars such as David Beckman or Lionel Mess. Technological In the footwear market, the key to success is the innovation. Thus, there are new technological advances are becoming more performer as the football shoes which allow the user to kick the ball with more precision and power. Aids needs to be aware of the latest technologies. The use of new materials could be strength for the brand, such as materials able to resist over long distances, humid conditions or extreme temperatures changes. A lot of r esearches are made in the aim to improve the quality of a product.Thus, Aids is the world's first smart shoes (adding a microchip inside the shoe for instance. * Environmental The Sustainable Development is an important subject in our current society, and also for Aids: it has launched its new ecological footwear collection made with natural raw material, recycling material and which are biodegradable. Then, in the aim to protect human health and environment, Aids eliminate PVC and is making progress in finding substitutes like polyurethane, ethyl vinyl, silicone thermoplastic rubber. Yet, global pressure is pushing on Aids which uses for its shoes materials from animals.For instance, it has been seen that Aids slaughtered million of kangaroos, for their skin using to produce leather shoes. In February 2006, David Beckman officially announced that he would not wear Aids shoes anymore. Thus, the environmental campaigners could be a problem for Aids, who should make some R&D to find o thers materials, not taken from animals. * Legal Concerning the regulation, Aids needs to be aware of the legal legislations (most of them protect the customers) such as Sales and Supply of goods act (1979), Trade ascription Act (1968).There is also the European Union (1993), which is the free trace Detente countries Trot EYE: traces are not changer Day customs anymore Ana there are no quotas. Aids has to deal with the counterfeit of Aids footwear products. Competition analysis The competition on the sport footwear has become really aggressive because of many reasons. Nowadays, many people do sports because of the care about well being but also because sports brands have become social symbols that permit to people to distinguish from the others and show their membership in a social group much as for making sport in itself.Consequently, competition on the sport footwear market increase dramatically with the idea of making everything to make your best competitor has a bad image in fro nt of customers and to prove that your brand is the best by all means, we can even talk in some case about unfair competition. In the market of footwear, Disdain's first competitor is Nikkei with 37. 9% of market share, and Aids had 22. 9% % in 2006. Nevertheless, Aids is gaining everyday market shares and we see a close fight between Nikkei and Aids for gaining the global market.Aids makes everything to become the leader on the footwear market. Consequently, to become a bigger threat for Nikkei, Aids has acquired Rebook in 2005, world non in the sport market, in a friendly takeover for 3. 1 billion of Euros (3. 8 billion of dollars). This takeover allows Aids to combine its popularity in Europe among soccer and athletics fans with Rebook popularity in US in basketball and football fan. This takeover is a highly strategic action as it is made in order to win market shares in the U. S where Nikkei is the leader and finally catch its eternal competitor, Nikkei.As we can see, everythin g is made to become a huge threat for Nikkei ND there is a real fight between those two global brands. It can also be seen by the war they lead during major sports events as the football world cup of 2010. They fight to have the biggest number of team who wear their brand and finally in this case it's Aids which wins but which stays close to Nikkei. Indeed, in this football world cup in South Africa, Aids sponsored 12 countries such as South Africa, but also major and favorite teams like those of Germany, Argentina, Spain and France.Aids also made huge benefits in other events, such as the official ball of the world cup, named â€Å"Jubilant† which was created by Aids. Nikkei owns also in this cup 10 famous teams like Brasilia, Netherlands, Portugal and Great-Britain (which wear Umbra, property of Nikkei). It's with this example that we see that Aids and Nikkei have another competitors, named Puma. This brand is well known by Aids, as it has been created by the brother of Aid Dasher after a huge argument between the two brothers. Puma is gaining everyday little by little market share and is gaining in popularity.Puma's strategy is different from its two other big competitors, they are positioned in the luxury market of sport because it has been by the French luxury roof, PR. This brand has a strongly attractive for fashion people, seducing big stars like Brad Pit, or in the sport community the footballer Ankle. Puma is trying to follow Aids and Nikkei by making a lot of actions like for the football world cup. Puma has sponsored 7 teams, mostly African teams, but also a famous team, which won the previous cup, Italy.To better understand the market share that each brand has, we have found a pie chart which represents the market share of each brand in the athletic footwear market where we have decided to focus on, on this case study. Network wellness. Com/stock (It is important to notice that this chart is a bit old as it has been made in 2005, and that f or now, Rebook is now part of Aids) It can be also relevant to make a mapping (See appendix 1) to see where Aids is located / positioned relatively to its competitors in terms of price and technicality.Aids and its competitors Its second competitor is Puma which has been created after a huge argument between the two brothers Dasher ; Aids has to be careful about Puma because it has been buy by the French luxury group PR and is winning little by little market shares. Puma's strategy is different from its two big competitors Nikkei and Aids, they are more specialized in the luxury market, seducing fashion actors (Brad Pit) and famous footballer (Ankle). There is also another competitor in the footwear world named It is also important, in a world of globalization, to highlight the growing power of new entrants from China.There are two domestic famous brands in China: * Lie Inning * Anta They are leaders on the Chinese domestic market in footwear as people prefer to buy domestic brands but also because they are cheaper than Aids and Nikkei. Even if â€Å"Lie Inning and Anta are not competing directly with the two global leaders, they are taking more and more market shares in China, whereas Nikkei and Aids market shares remain the same. † Aids has to be careful of China competitors. Porter's five forces (including generic one) We can introduce this part by the Porter's five generic in order to describe the footwear industry.The five criteria are: * Fragmented * Emerging * Mature * Declining * Global The footwear market is global because the market is saturated in products (everybody has sport shoes at home) but the market is rapidly growing. Porter's five roses can be summarized by many schemes and then, we will apply these forces to our case study. * Threat of new entrants New entrants cannot easily enter in the running shoes' market because a few big companies control the market and they own very important brand awareness, thanks to their advertising budge t.It implies that no new firm can quickly win many market shares without be exposed to a competitive reaction of leaders that will kill the new firm. Nevertheless, some retail companies try to sell low-cost footwear with lower prices than Aids or other important company but with a lower quality as well. With such a positioning, they want to target the people who have not enough money to buy expensive shoes and who are not really the target of Aids. * Threat of substitute products or services Because AT some meal reports wanly Alamo ten running Ana can Impact AT ten leg on the ground.So, some sports which require athletic footwear can be dangerous for the bone structure. That means other sports which do not have such an impact on the health can be a threat for the footwear market such as: swimming, cycling etc. * Bargaining Power of suppliers Shoes' fabrication and technology needs are more and more complex, so Aids upends on more suppliers than before. Raw materials: The insole is a thin layer of man-made ethylene vinyl acetate (EVA). The components of the middle consist of polyurethane surrounding another material such as gel or liquid silicone, or polyurethane foam given a special brand name by the manufacturer.Outsells are usually made of carbon rubber. Increase of the cost of plastic because of the rise of the oil's price. Working conditions of outsourced production are often qualified to be against the human rights and Aids can be obliged to raise his employees' wages. * Bargaining power of buyers Demand is growing and companies are fighting for selling their products to consumers who become more and harder to please. In big retail stores, consumers have a large choice of running shoes. It means that if prices of a brand are too expensive compared to it quality, they will buy shoes of another firm with a better rate Price/Quality.The market is very competitive and customers can choose between several brands such as: Nikkei, Aids, Puma, Acacias, Mizzen, Ne w Balance, Puma, Spiral, Salomon, Lawful etc. * Rivalry among existing competitors The footwear market is growing quickly with 9. 3% of growth between 1999 and 2007. Despite of the footwear market is oligopolies, because a few companies control it, the competition is very intensive and all firms aim to be the first. The main actors of this market are: Nikkei (Leader), Aids (2nd), Puma, Acacias, Mizzen, New Balance, Puma, Spiral, Salomon and Lawful.Portfolio analysis * Product range Aids has more than 90 million pairs of shoes including 3. 000 different styles. The following shows some example of Aids shoes contingent on performance and price. This provides a clear idea of the various proposals of the mark. (See Appendix 2) So, this brand affected all sports. To be more efficient, we will find Aids athletic shoes in each sport. We choose to focus on it because Nikkei, the dominant brand on this market, is much stronger on fashion shoes. Aids gives priority to performance instead of f ashion.This means Aids will be aimed at professional person than those practicing a sport as leisure. The next list is not an exhaustive list: * Football: Predator, OFF, Dipper, Dizzier * Tennis: Barricade, Genius Novak * Hockey: ADSTAR, Gel Platinum, * Golf: Garbage, Million, Tour 360 * Badminton: Court, Stabile Optimist * Running: Dizzier, Supernova, Jumpstarted, Response cricket: Twenty's, HOOKAH * Basket: TTS Suspected CRU, The Oracle * Rugby: Flanker, Predator, Regulate * Boxing: ADSTAR, Box Hog You can Tina In appendix 3 a can't Witt some pictures way to illustrate the product range of Aids. The BCC manta Decease It Is ten more relevant Using this Boston Consulting Group Matrix, we will evaluate the interest of fields of activities of Aids thought two criterion's: the market share and the market growth. We can observe four areas, crossing the market share axis and the market growth axis: star, problem child, cash cow and dog. The Dog represents products which have low market s hare and market growth. These products do not have any interest for the company: indeed, they do not generate any profits anymore, and are usually products which have been around for a few years.In this case, the company has better abandon these products. In the Aids range of products, the Aids Predator Precision has become a dog, having declined, such as the previous version of the Original Stan Smith 2, dating from 2005 or the ancient Respect Low, Respect Mid or Midrib for running. The Question mark shows products with a low market share and a low market growth. It means that these products have an interesting potential for sails (consequence of the low market share), but their high market growth risks to reduce their competitiveness. It would involve significant investments from the company.The objective is to transform them into stars, with the possibility they can turn into dogs. In the Aids range of products, the Aids OFF is a question mark, recently introduced to the market. We will see if it turns into a dog or a star. The same situation is observed for the AS Wings from Jeremy Scott, which is the new collection, or the new men TTS Supernatural Commander ALT. The new environmental election with the Superstar, the Forum Mid Natural or the Vintage XX 500 are also recently introduced, and Aids will see if the â€Å"green spirit† will have a good effect on the sales of these shoes.The Star corresponds to markets having high growth, and where the company owns high market share. It represents the most profitable products for the company, as they bring in a large amount of profits. The Aids Predator Pulse fits in this section, as it generates profits and significant sales. The Goodyear Race and the new version of the Stan Smith are also the most wanted shoes, and generate an important profit! The Cash Cows are characterized by a low growth market and a high market share. These products are very profitable, as they generate high profits.Their dominated position gives them a competitive advantage concerning prices and margin. Arise from the low market growth, investments are not very high. Thus, these cash cow products are those which enable the company financing its question marks products. The Aids Predator Mania falls in this area, as it is a profitable product, with high sales. The new version of the Barricade V is also a profitable product as it generates high sales with competitive advantage on its price. We can see in Appendix 3 the BCC matrix. * Anions matrix The Anions matrix is a useful tool for noticing future intensive growth opportunities.We can observe four strategies. First, there is the Market Penetration Strategy: the idea is to gain more market share with current products, implementing different promotions. It is the least risky strategy, as it does not cost a lot of money to the company. Thus, Aids could consider this method to acquire more market share, using Its Totally snows, already present on ten market, dev eloping promotions around it. Secondly, the Market Development Strategy is the fact to develop new arrests for current products of a company, through branding and advertising.The current product should also be sold in area where it hasn't been located before. Using this medium risky method, Aids could sell a current footwear product in a new country. Then, there is the Product Development Strategy which is the fact to develop new products (in the aim to replace old products) to current markets. This is the case when each season, a new version of a previous product is bringing out such as Aids with its Predator football shoes. Finally, there is the Diversification Strategy which is for a company, the opportunity to develop new products for new markets!This method is the riskiest one, as there was no previous knowledge of the product or of the market. Thus, Aids could use this strategy to produce a product that the company is not familiar with, to be sold in a new market. We can see i n Appendix 3 the Anions Matrix. Strategic Business Units Strategic Business Unit or SIBS corresponds to the different units which structure the company and represent the corporate identity. It is typically a strategy used by large company. It is the case for Aids. There are several types of SIBS regarding the type f product, the geographic area, etc.Aids is applying a product strategy composed of four Subs: * Aids Sport Performance * Aids Sport Style * Aids Originals: from niche to fashion mainstream * The Fashion Group: Aids is fashion Aids Sport Performance It is the most sport-oriented SUB with all the products proposed to professionals. It represents the idea of performance that Aid Dasher wanted to diffuse. Innovation and transcendence are keys words of A. S. P. It covers most of the sports and focuses its efforts most particularly on five of them. * Football * Running * Training * Basketball * Outdoor Aids Sport StyleAs all of its competitors, Aids also provide street wear and lifestyle fashion footwear. It was primarily a niche but as the target market correspond to the mass market, it became quickly one of the most important SIBS of the brand and the firm started opening new divisions such as Stella Ms Carney and Propose Design Sport. Aids Originals: from niche to fashion mainstream This is the classical SUB which is composed of the first models designed at the beginning of the brand such as the Stan Smith model. It emphasis the â€Å"Celebrate Originality' philosophy. The target is more the youth and teenagers. That is why the

Workplace Violence Essay - 1955 Words

Workplace Violence According to the FBI, workplace violence is the number one growing homicide in the United States. There are an estimated 225,000 to 300,000 occurrences of violence each year. Despite the aforementioned statistic, some managers have simply failed to address the issue of workplace violence. Such negligence has not necessarily been purposeful. It has been due to a lack of awareness of the problem coupled with a preoccupation of everyday pressures. Many managers view workplace violence as just another workplace scourge such as sexual harassment--another governmental compliance burden. Unlike sexual harassment, workplace violence has resulted in people dying and that is precisely why it must be stopped. Sadly, far†¦show more content†¦Personal characteristics attempt to define sex, age, and life experiences that are common to workplace violence. 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