Public rhetoric creates a society in which truth comes a poor second to propagand Essay Example

Public rhetoric creates a society in which truth comes a poor second to propagand Paper Rhetoric has been defined and analysis in different ways, therefore to study the role of rhetoric in society it is important first to define the term itself. Rhetoric according to the dictionary is the Art of effective or persuasive speech or writing1. Farrell defines rhetoric as the collaborative art of addressing and guiding decision and judgement2 and suggests it is a public language3 for successful cultures. Rhetoric therefore means the art of using language to persuade or influence the human subject. It is usually applied to persuasive attempts directed at an audience, often in some formal or institutional setting.4 Rhetoric plays a huge role in influencing public opinion therefore in order to confront the idea that Public rhetoric creates a society in which truth comes a poor second to propaganda it is important first to outline the meaning of the two terms Truth and Propaganda. The dictionary suggests a broad definition of the word truth: Truth- Quality or state of being true5, this definition however, does not give a substantial enough meaning of the word. Truth is something that you believe to be right, a testing of ideas that are believed to be reliable. This is my own definition of truth, which I believe outlines what truth constitutes of. We will write a custom essay sample on Public rhetoric creates a society in which truth comes a poor second to propagand specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Public rhetoric creates a society in which truth comes a poor second to propagand specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Public rhetoric creates a society in which truth comes a poor second to propagand specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Jowett and ODonnell define propaganda as means to disseminate or promote particular ideas6 the definition goes further in explaining that Propaganda is the deliberate and systematic attempt to shape perceptions, manipulate cognitions, and direct behaviour to achieve a response that furthers the desired intent of the propagandist7. This definition of propaganda focuses on the communicative process and most specifically the purpose of the process, the purpose being to send out an ideology to an audience with a related objective. My own perception of propaganda, in its most neutral sense, is that propaganda is a set of ideas put out politically. This essay will consider the way in which public rhetoric can be used for persuasive purposes. Political speech/es and movie speeches will form the basis of my analysis. Talk is often called a speech event. A speech which urges the audience to do, say, feel, or think something8 A speech event is orientated to achieving goals predicated on the existence of an audience and is described by the linguist Hymes as an occurrence of speech within a larger context.9 Political speeches operate within this context. When a speech event takes place it is important to note that what is said is governed by the intention of the speakers within a given context, (both the immediate situation and the wider social context), as well as by the available discourses in the language and the situation in particular. The discourse used will consist of a particular form and content, taken from a set of available discourses. In Tony Blairs speech (July 17,2003) he addresses the U.S Congress in accepting the Congressional Gold Medal. The speech is given in a formal setting. Blair as a leader has authority and his authority is acknowledged by his followers or sub-ordinates, this assembly of such individuals create the appropriate conditions of speech making, however, Blair is not only addressing these individuals but also the electronic public sphere, so his speech becomes for public consumption. The speech opens with a direct address to Mr. Speaker, Mr. Vice President (and the) honorable members of Congress. The audiences both locally present and listening to the broadcast are also being addressed in this speech. The prime minister first shows respect for the status of the distinguished individuals, then later cleverly reduces them all to the common level of citizens of the great republic making them all seem equal. We were all reared on battles between great warriors, between great nations, between powerful forces and ideologies that dominated entire continents. Immediate uses of rhetorical devices are evident in this statement. Here we witness, the employment of the inclusive we along with the repetition of the word between to emphasise his points. The use of the personal pronoun we attempts to position the audience, the idea being that this type of address attempts to represent the interests and opinions of Blair and audience as identical. Public speaking attempts to position its audience (Atkinson, 1984) Therefore there is a strong link between language and power, what is being said is related to Blairs power as Prime Minister. Blair affiliates himself with his primary audience the U.S Congress aswell his secondary audience the public. Within the first few lines of the speech we see the uses of antithetic parallelism. The first antithesis is in a notbut structure. by showing them (service men and women) and their families that they did not strive or die in vain, but that through their sacrifice future generations can live in greater peace, prosperity and hope. Here we witness assertion, an example of contrast or juxtaposition and an affiliation with the public expressed with the use of families. All writing and texts make references to the world that we know and Blair too does this in his speech: Through the troubled times since September 11th changed our world, we have been allies and friends September 11 was not an isolated event, but a tragic prologue From this statement we get reference to the accepted existence of certain events. All writing or text depends on pre-existing themes to make its point. (Barker, 1989) Blair later addresses themes about terrorism. The Prime-Minister voices his opinions openly and is interested in colloquial language, sympathetic circularity and the habit of speaking from experience. He presents himself as a reasonably ordinary person and talks about his son. Actually, you know, my middle son was studying 18th century history and the American war of Independence Here we witness, the use of colloquial language you know and yet another form of identification with the public. The lexis of the speech comes from everyday speech, there are no specialists or obscure terms and most sentences are simple structurally, this therefore allows an easier understanding in the audience. He then goes on to talk about belief: In the end it is not our power alone that will defeat this evil. Our ultimate weapon is not our guns, but our beliefs Belief is a firm conviction in the existence or rightness of something, however this differs from position. The belief of a politician and the expression of that belief differentiate greatly. What Blair says is not necessarily what he believes. However, all politicians are aware that they have to act in a particular context bearing in mind the welfare and well being of an audience. All social actors have goals, make moves, take turns, employ tactics and work out strategies (Nofsinger, 1991) He continues: There is a myth that though we love freedom, others dont; that our attachment to freedom is a product of our culture; that freedom, democracy, human rights, the rule of law are American values, or Western values; that afghan women were content under the lash of the Taliban; that Saddam was somehow beloved by his people; that Milosevic was Serbias savior The key word here is freedom. Freedom can be economical, cultural or political, in this sense he talks about Freedom for all, not just for those in a western society. Ours are not western values; they are the universal values of human spirit. And anywhereAnywhere, anytime ordinary people are given the chance to choose, the choice is the same: freedom, not tyranny; democracy, not dictatorship; the rule of law; not the rule of the secret police. Here he presents a series of oppositions and makes use of contrast to put his point across. His points consist of a three part list and include the repetition of anywhere emphasizing the idea that freedom is a universal value and can be present anywhere in the world. He uses further parallelisms to get his point across: The spread of freedom is the best security for the free. It is our last line of defense and our first line of attack. And just as the terrorist seeks to divide humanity in hate, so we have to unify it around an idea. And that idea is liberty. In other words, in oppositional terms, the terrorists attack and divide and the allies (Britain and America) defend and unify. This could be described as what Jowett and ODonnell call White propaganda. White propaganda is when the source is identified correctly and the information in the message tends to be accurateAlthough what listeners hear is reasonably close to the truth, it is presented in the manner that attempts to convince the audience that the sender is the good guy with the best ideas and political ideology.10 Each speaker has a purpose; Blair for example, has the purpose of increasing the morale of the British and American people after or throughout the war on terror. Politicians have a tendency to use the word freedom vastly in the public arena, both in speeches and party election broadcasts. Blairs speech is built around a tired clichà ¯Ã‚ ¿Ã‚ ½- the importance of freedom, the need for it, how other cherished values depend on it and how it will triumph. This is his way of justifying the war in Iraq. He concludes his talk on freedom with the words of Abraham Lincoln: We must find the strength to fight for this idea and the compassion to make it universal. Abraham Lincoln said Those that deny freedom to others deserve it not for themselves and it is this sense of justice that makes moral love a liberty The speech is bombarded with references to freedom and being free. Rhetorical questions, assertions, three part lists and contrast and juxtaposition are present throughout the speech till its end, and these are all common features of public rhetoric. Some of the most famous examples of public rhetoric have been produced by military leaders preparing troops for battle. These speeches, both real and fictitious, usually demonstrate the great motivating power of what Aristotle calls pathos. Pathos (emotional proof) is the feeling the speech draws from the hearers. In the film Braveheart (1995) the scene in which William Wallace addresses the Scottish Army at Stirling provides such a speech. Wallace establishes his credentials and introduces himself. He then goes on to address the idea of freedom: You have come to fight as free men, and free men you are. What would you do without freedom, will you fight? He uses the personal pronoun you to address the whole collective. The basic difference between Blairs speech and Wallaces speech is that Blair talks about making freedom a universal theme as many countries do not have it. Wallace speaks of freedom in a patriotic manner. They may take our lives, but theyll never take our freedom. In this context, the soldiers answer back and have the right to speak-one of the key concepts of freedom. In a political context, only the speaker expresses his beliefs and ideas and the audience is positioned in a way to accept these beliefs and ideas imposed on them. The movie scene in which General Maximus Meridius addresses Caesar Commodus in the film Gladiator (2000) provides another example of Rhetoric in movie speeches. My name is Maximus Decimus Meridius, Commander of the Armies of the North, General of the Felix Legions, loyal servant to the true emperor, Marcus Aurelius, father to a murdered son, husband to a murdered wife, and I will have my vengeance in this life-or the next11 The speech begins with a formal mode of address; he introduces himself and creates an assertion. He then goes on to assert his authority, Commander; General; loyal servant; Father and Husband are all terms or names linked with authority. The second, third and fourth assertion consist of a three part list reiterating his authority, however his fifth, sixth and seventh assertions express an undesired state of affairs. His wife and child have been murdered and he wants his revenge. In this short address a narrative is established, which consists of a storyline used by the storyteller. The themes which emerge most clearly in the course of the narrative concern masculinity, power, heroism and the nature of group leadership. Narrative should not be seen as simply a fictional practice, as human beings report everyday events and encounters in the form of narrative. Central to the study of rhetoric is the audience. Responses to persuasion Conclusion/s In addressing the idea that Public rhetoric creates a society in which truth comes a poor second to propaganda I conclude that public rhetoric has both a positive and negative condition to it in society. In Blairs speech there is a sincere concern for the welfare of the audience. Certain ideas and messages are selected by him and imposed on the audience, this does, therefore mean that the selection of this information is biased as he chooses what to tell the audience and what to keep from them, however Blair does not use rhetoric in a negative, manipulative or dishonest way, he simply uses persuasive techniques to get his point across. In his Nichomachean Ethics, Aristotle, with regard to persuasion indicated that a crafty person could artfully manipulate the instruments of rhetoric for either honest or dishonest terms. Depending upon which end is desired, the use of rhetorical devices is judged accordingly: ifthe aim be good, the cleverness is praiseworthy; but if it be bad, it becomes craft.12 A speaker faced with having to articulate a message on a public platform e.g. Tony Blair with the knowledge that it would gain a wider circulation, would perhaps be more circumspect in his subject matter or address. More Importantly, Blair might frame the message using a rhetorical construction as I have shown. Propaganda is a form of communication that is different from persuasion because it attempts to achieve a response that furthers the desired intent of the propagandist. Blairs message is not that of propaganda. To identify as message as propaganda is to suggest something negative and dishonest, words frequently used as synonyms for propaganda are lies, distortion, deceit, manipulation and brainwashing. Many of these synonyms are suggestive of techniques of message production rather than purpose or process. Blairs purpose is to keep the interests and well being of the public audience at heart, he does not lie or distort information, however he may hide the truth from us in places are he believes it is for the best. No audience, no matter how perverse in its own needs, will put up with hearing that they are being manipulated and used to fulfill anothers selfish needs. Thus the propagandist cannot reveal the true intent of the message. 13 However, as Althusser argues the media are ideological state apparatus; they produce meanings in the audience. The voice of the author in a novel, speech, advertisement or television program guides us through, the text or story; therefore it is not necessarily true as we as readers are not allowed to align ourselves with a particular character, person, and situation. In Blairs speech, what you see on the surface does not necessarily tell you about the truth of the world. There are structures that you cant see for example, the economic status, political status or public relations between classes and races. We are colored by dominant ideology which influences our beliefs and ideas; so on the other hand, manipulation can be seen as an instrument of ideology. In comparison to Blairs speech, the speeches in the examples given, although fictitious, rhetoric is used in a positive retrospect as both characters do not try to manipulate their audiences but try to persuade them.

Leonard Peltier Case essays

Leonard Peltier Case essays One of the modern Native Americans' most prominent leaders, Leonard Peltier, was arrested in the summer of 1975 and eventually sentenced to two life terms for a crime many believe he did not commit. The conviction and imprisonment of Leonard Peltier is an injustice. His prosecution by the United States government represents yet another attempt to snuff out American Indian culture and leaders. The outspokenness of Peltier and other AIM members may be the only reason why Leonard Peltier has sat in prison for the last 24 years. Leonard Peltier is a Native American of mixed blood, being approximately 75 percent Sioux blood. His early life could be there story of almost any Native American growing up in the 1960's. Born in Grand Forks, ND, he was raised in poverty on "the res,"" as Peltier says in his book, My Life Is My Sundance, "My Grandfather used to come home from the store with our rations, and I would always ask him why he couldn't bring more" (24). Peltier was later removed by the Bureau of Indian Affairs (BIA) to a boarding school after his grandfather passed away. This unsanctioned removal was Leonard's first taste of the intrusion of the US Government into Native American life. At the school, the BIA attempted to strip all Indian qualities, including cutting the boy's long hair. The school was ruled by a strict superintendent, which meant frequent and excessive punishments. "The sound of a child being struck and the screaming and crying that follows still haunts me today. I can't bear t o see a child spanked" (Peltier, 26). A few years later, a teenaged Peltier was allowed to call home and go back living with his family on the Turtle Ridge Reservation in North Dakota. He soon received his first taste of racism when a group of white boys began throwing rocks at him. As Leonard relates in Peter Matthiessen's In The Spirit Of Crazy Horse, "One of the older ones said, He's a dirty...

Direct-Object Pronouns in Spanish

Direct-Object Pronouns in Spanish In Spanish as in English, a direct object is a noun or pronoun that is directly acted upon by a verb. In a sentence such as I see Sam, Sam is the direct object of see because Sam is who is seen. But in a sentence such as I am writing Sam a letter, Sam is the indirect objects. The item being written is letter, so it is the direct object. Sam is the indirect object as one who is affected by the verbs action on the direct object. A difference with Spanish, however, is that the set of pronouns that can be direct objects differs slightly from those that can be indirect objects. The 8 Direct-Object Pronouns of Spanish Here are the direct-object pronouns along with the most common English translations and examples of their uses: me - me - Juan puede verme. (John can see me.)te - you (singular familiar) - No te conoce. (He doesnt know you.)lo - you (singular masculine formal), him, it - No puedo verlo. (I cant see you, or I cant see him, or I cant see it.)la - you (singular feminine formal), her, it - No puedo verla. (I cant see you, or I cant see her, or I cant see it.)nos - us - Nos conocen. (They know us.)os - you (plural familiar) - Os ayudarà ©. (I will help you.)los - you (plural formal, masculine or mixed masculine and feminine), them (masculine or mixed masculine and feminine) - Los oigo. (I hear you, or I hear them.)las - you (plural feminine formal), them (feminine) - Las oigo. (I hear you, or I hear them.) The differences between these pronouns and the indirect objects are found in the third person. The indirect third-person pronouns are le and les. Note that lo, la, los, and las can refer to either people or things. If they are referring to things, be sure to use the same gender as the name of the object being referred to. Example: Where the noun is masculine: Tengo dos boletos.  ¿Los quieres? (I have two tickets. Do you want them?)Where the noun is feminine: Tengo dos rosas.  ¿Las quieres? (I have two roses. Do you want them?) If you dont know the gender of the direct object, you should use lo or los: No sà © lo que es porque no lo vi. (I dont know what it is because I did not see it.) Word Order and Direct-Object Pronouns As you can see from the above examples, the location of a direct-object pronoun can vary. In most cases, it can be placed before the verb. Alternatively, it can be attached to an infinitive (the form of the verb that ends in -ar, -er or -ir) or a present participle (the form of the verb that ends in -ndo, often the equivalent of English verbs that end in -ing). Each sentence in the following pairs has the same meaning: No lo puedo ver, and no puedo verlo (I cant see him).Te estoy ayudando, and estoy ayudndote (I am helping you). Note that when the direct object is added to a present participle, it is necessary to add a written accent to the last syllable of the stem so that the stress is on the proper syllable. Direct-object pronouns follow affirmative commands (telling someone to do something) but precede negative commands (telling someone not to do something): està ºdialo (study it), but no lo estudies (dont study it). Note again that an accent needs to be added when adding the object to the end of positive commands. Le as a Direct Object In some parts of Spain, le can substitute for lo as a direct object when it means him but not it. Less commonly in some areas, les can substitute for los when referring to people. You can learn more about this phenomenon in the lesson on leà ­smo. Sample Sentences Showing Use of Direct Objects Direct objects are shown in boldface: Me interesa comprarlo, pero ms tarde. (I am interested in buying it, but much later. The me in this sentence is an indirect object.)Tu nariz est torcida porque tu madre la rompià ³ cuando eras nià ±o. (Your nose is bent because your mother broke it when you were a boy. La is used here because it refers to nariz, which is feminine.)Puedes vernos en el episodio 14. Nos puedes ver en el episodio 14. (You can see us in Episode 14. Both of these sentences mean the same thing, as the direct object can either come before the verbs or attached to the infinitive.)Te quiero mucho. (I love you a lot.) Key Takeaways A direct object is a noun or pronoun that is acted on directly by a verb.In Spanish, direct- and indirect-object pronouns can differ in the third person, unlike in English.When the direct object of a verb is the equivalent of it, in Spanish you need to vary the gender of the pronoun according to the gender of the noun being referred to.

English Language Learner do not Need to Become Perfect Speakers Essay

English Language Learner do not Need to Become Perfect Speakers - Essay Example One of the popular perceptions is that English learners needs to be perfect in the learning and should acquire the capability to speak flawless English. This is not a true scenario and it is just a general perception which could be disproved. It is not that the world comprises only of those people who know to read, write and speak English (Carrasquillo, A 1994). This paper will deal with the popular perceptions that are generally associated with language and its uses. Through a thorough, analysis and discussion, the paper will open up through facts that a person who is learning English need not have a great command over it in order to attain success in all of his dealings. It will also bring a clear picture that not all are good at English and there is no necessity to be afraid of being singled out in the learning process. Learning the basics of English is necessary for an effective communication and if one can put across the information confidently in an understandable manner, then the purpose is served well. There are different versions of English language available in the global scenario and this stands evidence that the language does not have a particular form. It adapts and evolves according to the place where the language is spoken. Thus, the essential part here remains the ability to communicate to the other party so that they can understand what is being said. Many people across the world give preference in learning their native language and take up English only as their second language. Except few English speaking countries, a vast majority of countries have only second language English speakers. This stands evident to the fact that a person who is learning the language need not be too specific about speaking perfect, flawless English as the person may often get to interact with other second language speakers of English rather than perfect English speakers (Mukherjee, J & Hundt, M 2011). Business English is fast evolving as the perfect medium of commun ication when it comes to trade and commerce. Business English learning is taken by non-native people who want to learn English as a second language. The learning form helps the people to communicate effectively in the world business forum and they were able to turn out great results using the communication. In this particular form of English learning, the rules as to strict grammar and sentences are not used; rather, the language is used for communicating effectively so that the other party can get to understand the conveyed message immediately. All the aspects of business communications like presentations, meetings and negotiations can be delivered with greater efficiency (Goudswaard, G 2006) If we take the case of International English, it is not something that is too perfect if the rules of English are concerned but it is the widely used form of communication. The world is composed of people speaking different languages and thus, it is not a necessity that the perfect English spe aker tag need to be carried around. Ultimately, we need to deal with more number of second languages English speakers than the native English speakers. All that the second language English speaker needs to do is to master the art of putting across the information in an understandable manner and there is no necessity to make rigid. In fact, many people would prefer a casual business discussion where only the subject matter of discussion is given utmost importance rather

Final reflection Essay Example | Topics and Well Written Essays - 750 words - 1

Final reflection - Essay Example With the help of my tutors I have been able to assess my progress in both learning and writing depending on my improved efficiency in terms of creating texts from what I learn. In the thought of Earl personal assessment helps a student gauge their strengths and weaknesses in their education system (56). My writing process has been significant in my experience and an active learner. My writing has shifted from simple writing to a much complex form of writing based on the complexity of the content. The content in my texts have grown significantly showing that I have been able to be an active writer based on the skills and experience in acquire in class. Apart from the content, the creation of words and texts in my texts can now be related to mature student. My performance in writing has been steady and exceptional since my first inducement in writing. The same sentiments can be shared in my active learning process. Based on attentiveness, the ability to apply skills taught, completing tasks effectively and relating to activities in class to real world experiences. According to Earl, learning is measured by the way in which an individual completes test that involves the application of learned materials (77). My experience in close reading and contextualization has grown significantly since I have acquired more efficient reading and text analysis skills. The ability of a student to read and analyze texts effectively is based on their prowess in their reading skills and comprehension skills which is acquired through active learning. Working with peers in my active learning and writing process has been helpful is sharpening my skills working with my peers has greatly increased my communication skills. My ability of creating studying and professional relationships has also been increased by my involvement in working with my peers. In an argument by Earl, learning systems should have peer based tools to help boost the studying ability of all students though a related a nd appropriate support (87). In my relationship to my class I have learned a lot in the practices and activities the class have been involved in. I have been participating in numerous class activities including groups activities based on tasks provided by instructors. In group tasks I have led different groups towards completion of requirements such as reading and writing assignments, creating projects outlines, completing research projects and engaging in oral contests. Apart from learning from these activities, groups’ activities in class enhanced my relationship in thus class in terms of having the will to learn and being happy in my learning environment. According to Earl, in active learning the type of perception a learner creates in their class /environment is important in their quest for education (123). Additionally, other participations in my class revolved around completing different forms of assignments. For instance, I completed annotated bibliographies, research assignments, oral and practical exams, projects, interviews, text critiques and final exams and continuous assessment tests. These assessment tools increased my level of concentration and participation in class activities. At the beginning of my class, I had poor writing and learning skills. I did not have the ability to create visual creations of what I acquired in class. This was only to change if I had to create an effective relationship with

The Characteristics Of Culture Theology Religion Essay

The Characteristics Of Culture Theology Religion Essay Biologically speaking, we humans are social beings. We need our parents to be born, and once that happens; even though we are considered single individuals with a brain and mind that let us think and learn, we do not isolate ourselves from the rest of the people. On the contrary, all we do is to follow our peers. We gather in groups, and these groups constitute subgroups again. This is the basic method we follow to successfully organise and build up our social structure to satisfy our several needs. The first of these groups is our family, and from here we span to neighbourhoods; communities of different kinds, that we joined based on a particular interest, such as: religious, sports, academic, musical, labour, political, ideological, etc. These groups grow in number to form states and then countries or nations. All these people together establish a society. Societies differ from one another and every single one of them is unique, particular and characterised for a distinctive feature that we call culture. Culture is that complex absoluteness that we learn day by day. It is everything with which we fill and give sense to our existence. The way we wear, think, believe, act, speak, perceive are all framed and shaped by the ideas, concepts, values that are part of a specific culture. Through culture we learn to adapt ourselves in this physical world, manipulating the available resources for our own welfare and we also shape our behaviour to avoid a social chaos. Concepts of Culture Culture is neither natural nor artificial. It stems from neither genetics nor rational thought, for it is made up of rules of conduct, which were not invented and whose function is generally not understood by the people who obey them. Some of these rules are residues of traditions acquired in the different types of social structure through which each human group has passed. Other rules have been consciously accepted or modified for the sake of specific goals. Yet there is no doubt that, between the instincts inherited from our genotype and the rules inspired by reason, the mass of unconscious rules remains more important and more effective; because reason itself is a product rather than a cause of cultural evolution. Claude LÃ ©vi-Strauss, 1983. Culture means the whole complex of traditional behavior which has been developed by the human race and is successively learnt by each generation. A culture is less precise. It can mean the forms of traditional behavior which are characteristic of a given society, or of a group of societies, or of a certain race, or of a certain area, or of a certain period of time. Margaret Mead, 1937. Culture is the integral whole consisting of implements and consumers goods, of constitutional charters for the various social groupings, of human ideas and crafts, beliefs and customs. Whether we consider a very simple or primitive culture or an extremely complex and developed one, we are confronted by a vast apparatus, partly material, partly human, and partly spiritual, by which man is able to cope with the concrete specific problems that face him. Bronislaw Malinowski, 1944. Culture embraces all the manifestations of social behavior of a community, the reactions of the individual as affected by the habits of the groups in which he lives, and the product of human activities as determined by these habits. Franz Boas, 1930. Characteristics of Culture Culture is learnt: as soon as we are in contact with other members of our culture, we start learning all about it; therefore, we can assume that culture is learnt rather than inherited biologically. A human being will learn the culture of the society where he is raised; thus, a person that is born in Australia would not practise the same culture if he had been born in Poland. In this context we are different from animals since they are biologically built in a way that they will know how to behave and act naturally even if they grew in isolation. Culture is shared: if culture is learnt, we can state that it is also shared. We share all knowledge among the members of the same society. This way we pass on the standards of our culture along years keeping it alive. As we are social beings, we have a high tendency of sharing and this feature let us improve as a whole. By sharing we provide the necessary tools that are used for a gentle adaptation in all stages and environments we go through in our lives. Culture is integrated: culture itself is not a single unit. It is a complex whole in which every feature that characterizes it has an important role that makes that culture distinctive and peculiar. All these features function integrated and not separately from one another. This way when a feature changes, it affects to the whole system making it also swift. Culture is dynamic: there are some reasons such as: population growth, technological innovation, environmental crisis, intrusion of outsiders, modification of behaviour, etc; that have made cultures change. That is why cultures must be flexible and dynamic in order to adapt constantly to the new changes and avoid repression of his members. Culture is based on symbols: culture has been transmitted among its members along the years through a set of different symbols. Symbols are then the instrument used to pass on culture and keep it alive from generation to generation, and language is the most important one. Functions of Culture According to Bronislaw Malinowski (1884 1942) the function of culture is to fulfill certain biological and psychological needs people share. Cultures are expected to fulfill certain functions in order to lead a society successfully and some of them might me: Guarantee the biological continuity of its members. Provide practical means to pass on knowledge among members. Meet the psychological and emotional needs of its members. Being flexible enough in order to survive the increasing shifting conditions. Offer strategies for the rational production and distribution of goods and services considered necessary for life. Provide an organised and diverse social structure so that all its members can fit in it and also understand the world in their own means. Facilitate social interactions among its members and offer reasonable ways to avoid or resolve conflicts that might rise within the group as well as with outsiders. Allow human beings to adapt the environment to their own purposes. Social interactions do not refer to only relationships among human beings but also and deeply with nature. The survival of all cultures depends on the way they use and treat nature. A well-working culture is the one that satisfies the different groups within the society as equally as possible; thus, its individual members can all have access to the resources available in the community and achieve their personal and collective goals. This will avoid the members to feel unsafe and unattached; therefore, they will not easily fall into anti-social behaviours, such as: violence, crime, suicide, depression, abuse of drugs, etc. Enculturation and Acculturation Every single culture is learnt by their members and transmitted from person to person and from generation to generation to avoid its absolute disappearance. The most important instrument used to carry this out is language. The process of passing on knowledge among people is what we call enculturation. This process is vital to guarantee the survival of the culture, but it is also significant to do it in the most smoothly manner to avoid any disruption among members and also among the features of the culture being transmitted. Enculturation let us understand the past so that we can make a better sense of the present and therefore plan a more sustainable future for the welfare of our species. This process also gives us the opportunity to find out more about ourselves; our ancestors and origin; where the way we think and perceive the world, our values and beliefs come from. When enculturation is carried out in the proper manner, the members of all cultures grow up closer to their past, revitalizing the core values that make their cultures unique and distinct from all others. They also grow up in an environment characterized by the deep pride of belonging to one particular culture and behave with strong ideas of maintaining their culture alive; albeit the irrevocable changes they must go through. There is also another phenomenon that cultures might experience, consisting on the absorption of one culture over another one, called acculturation. This usually happens when industrialized or capital societies influence highly over traditional small societies to the point of modifying them completely. Once they are in contact, the former shapes and converts the latter one. The small society adopts the culture of the powerful one as the final outcome. This process is similar to that of colonization. It is especially more noticeable now that we live in a globalized world; where the small societies are usually the most affected ones. Ethnocentrism and cultural relativism There is generally a bad habit of criticising other peoples behaviour but most of all to judge the way other cultures function. When we find ourselves interacting with people from other cultures, or simply see it on the media; we get surprised by the different manners they behave, think and express in similar situations. There is nothing wrong with comparing cultures, in fact, this way we learn more about others and value ours, too. We must keep in mind that when comparing, we should adopt an unbiased position in order to understand the best way possible why other people do things in the way they do, and avoid unsupported preconceptions. The term that refers to what it is mentioned in the paragraph above is ethnocentrism: the belief that the way that ones own culture functions is the only proper and correct one, while all others are wrong. In order to avoid making fast judgements or simply incorrect conclusions; anthropologists, when studying cultures, always put into practice what they call cultural relativism which is the idea that we must suspend or postpone judgement of other peoples practices until we acquire a full understanding of the culture in which we are interested; so as to understand them in their own cultural terms. It is important to clarify that in this process what it is done is to put off ones judgement towards another culture, it is neither precipitated nor cancelled. Through cultural relativism it is possible to hold our judgements and perceptions about the culture being observed to the last stage; in order to take down accurate data and keep valid records; furthermore, avoid preconceptions influenced by ethnocentrism. Conclusion Along history not only humans have changed, but also the way we live. In our search for a better and more comfortable world for us to inhabit; we have made an irrational and abusive use of natural resources. We have damaged nature to such extreme points to threaten our own survival. Most of the societies around the world, influenced by the western fashion have turned into very consumerist ones; the ideas and values that used to grasp societies together are now stirring political discomfort and creating social inequality because the leaders and members of our societies are more tented to achieve personal and individual profits at any cost to work collectively so that every member can accomplish his personal and collective needs. The process of changing is unstoppable; everything needs to keep changing constantly to stay alive; therefore a culture that does not adjust its features simple disappears. The most important affected feature of a culture is its language. Language is that particular faculty that differentiates us from animals and makes us a unique and rational species. Through language we humans are able to express our feelings, thoughts, ideas and most importantly to transmit our culture from one generation into another one, assuring its survival along years. Many languages have already disappeared, mainly as a result of the process of acculturation; and with the languages, also ways of thinking, expressing, seeing, perceiving are gone. This way the world becomes small and intrinsic, losing authenticity and variety provided for the distinct and diverse manners of receiving, understanding, analyzing, shaping and living this world. For a culture to survive is not enough to shift. It should do it in a way that it can guarantee that its members will satisfy their biological and social needs; thus, the whole society will feel competent and safe; therefore, it will behave proudly and mutually to keep it alive.

Finance Case

CASESTUDY: Goodweek Tires, Inc. After extensive research and development, Goodweek Tires,Inc. , has recently developed a new tire, the SuperTread, and must decide whether to make the investment necessary to produce and market the SuperTread. The tire would be ideal for drivers doing a large amount of wet weather and off-road driving in addition to its normal freeway usage. The research and development costs so far total about $10 million. The SuperTread would be put on the market beginning this year and Goodweek expects it to stay on the market for a total of four years.Test marketing costing $5 mil-lion shows that there is a significant market for a SuperTread-type tire. As a financial analyst at Goodweek Tires, you are asked by your CFO, Mr. Adam Smith, to evaluate the SuperTread project and provide a recommendation on whether to go ahead with the investment. You are informed that all previous investments in the SuperTread are sunk costs and only future cash flows should be conside red . Except for the initial investment which will occur immediately; assume all cash flows will occur at year-end.Goodweek must initially invest $120 million in production equipment to make the SuperTread. The equipment is expected to have a seven-year useful life. This equipment can be sold for $51,428,571at the end of four years. Goodweek intends to sell the SuperTread to two distinct markets: 1. The Original Equipment Manufacturer (OEM) Market The OEM market consists primarily of the large automobile companies (e. g. , General Motors) who buy tires for new cars. In the OEM market, the SuperTread is expected to sell for $36 per tire. The variable cost to produce each tire is $18. 2.The Replacement Market The replacement market consists of all tires purchased after the auto-mobile has left the factory. This market allows higher margins and Goodweek expects to sell the SuperTread for $59 per tire there. Variable costs are the same as in the OEM market. Goodweek Tires intends to rai se prices at 1 percent above the inflation rate. Variable costs will also increase 1 percent above the inflation rate. In addition, the SuperTread project will incur $25 mil-lion in marketing and general administration costs the first year (this figure is expected to increase at the inflation rate in the subsequent years).Goodweek’s corporate tax rate is 40 percent. Annual inflation is expected to remain constant at 3. 25 percent. The company uses a 15. 9 percent discount rate to evaluate new product decisions. The tire market Automotive industry analysts expect automobile manufacturers to produce 2 million new cars this year and production to grow at 2. 5 percent per year thereafter. Each new car needs four tires (the spare tires are undersized and are in a different category). Goodweek Tires expects the SuperTread to capture 11 percent of the OEM market.Industry analysts estimate that the replacement tire market size will be 14 million tires this year and that it will grow at 2 percent annually. Goodweek expects the SuperTread to capture an 8 per-cent market share. You decide to use the MACRS depreciation schedule (seven-year property class). You also decide to consider net working capital (NWC) requirements in this scenario. The immediate initial working capital requirement is $11 million, and thereafter the net working capital requirements will be 15 percent of sales. What will be the NPV, payback period, discounted payback period, AAR, IRR, and PI on this project?