My aim in this experiment is to extract a copper from an ore Essay Example Essay Example

My aim in this experiment is to extract a copper from an ore Essay Example Paper My aim in this experiment is to extract a copper from an ore Essay Introduction In the earth that we are living right now, copper is the earth’s 25th most abundant element, but also one of the less common first row transition metals. It occurs as a soft reddish metal that can be found native as large boulders weighing several hundred tons or as sulphide ores.An ore is a rock containing minerals in adequate concentration, amounts, and value to be mined at a profit. The definition of this ore changes as knowledge improves, today’s ore being yesterday’s valueless pile of rock.I will now carry out an assessment to try change copper sulphate from malachite, which then can be converted in to copper.Metal + oxygen ; metal oxideApparatus and equipments: Safety glasses 10g of copper carbonate scales Measuring cylinder 250cm3 beaker Glass rod 1m sulphuric acid (H2SO4) Funnel Bunsen burner Tripod Gauze Evaporating basin Filter paper Watch glassMethod:Making copper sulphate from a malachite.Malachite is an ore of copper. In this task you will convert ma lachite to copper sulphate.1. Measure out about 50 cm3 of dilute sulphuric acid using a measuring cylinder. Pour the dilute sulphuric acid into a 250 cm3 beaker2. Weigh out about 10 g of malachite. Write down the exact mass on Form 2.3. Add a small amount of the malachite to the dilute sulphuric acid. Add the malachite very slowly.4. The mixture will fizz as the malachite reacts with the dilute sulphuric acid. Stir the mixture with a glass rod until all signs of reaction have stopped.5. Repeat steps 3 and 4 until the mixture no longer fizzes when you add malachite to the dilute sulphuric acid.6. Filter the solution into a clean evaporating basin. While this is filtering, weigh what remains of the malachite. Write down this mass on Form 2.7. Place the evaporating basin on wire gauze on a tripod.8. Heat the solution very gently using a low Bunsen burner flame until crystals begin to form on the surface of the liquid. If the liquid goes green add drops of dilute sulphuric acid until it goes blue.9. Stop heating. Allow the solution to cool. When the solution is cool, move the basin to a warm place. This will complete the crystallization of the copper sulphate. This may take a few days!10. After a few days, pour any liquid from the copper sulphate crystals and transfer them to a dry evaporating basin of watch-glass.11. Allow the copper sulphate crystals to dry for at least 24 hours.12. Weigh the copper sulphate crystals. Write down the mass on Form 2.13. Store the copper sulphate crystals in a stoppered container. Label the container with your name and the name of the contents.Extracting copper from copper sulphate crystals1. Measure out about 50 cm3 of distilled water using a measuring cylinder. Pour the distilled water into a 250 cm3 beaker.2. Weigh out about 5 g of the copper sulphate crystals you made in Task write down the exact mass on Form 3.3. Add the copper sulphate crystals to the distilled water. Stir the mixture with a glass rod until all the copper sul phate dissolved. The solution should now be coloured blue.4. Weigh out about 2 g of zinc filings of zinc powder.5. Add the zinc to the copper sulphate solution. Stir the mixture. You will see solid copper forming.6. After 5 minutes, allow the solid to settle. Then pour off as much of the colourless liquid as you can without losing the solid.7. Carefully add about 50 cm3 of dilute hydrochloric acid. This will dissolve any unused zinc.8. When the mixture no longer fizzes, filter off the copper and wash it with distilled water.9. Now allow the copper you have produced. Write down the mass on Form 3. Store the copper in a stoppered container. Label the container with your name and the name of the contents.Risk assessmentMaterialHazardWhat could go wrong?Safety precautionsWhat to do in case of accidentRisk:/medium/highDilute sulphuric acid (1 mol dm-3)Very corrosiveMay burn youWear eye protection and gloves.Drink 2 glasses of water and wash your mouthLowDilute hydrochloric acid (2 mol dm -3)CorrosiveMay cause you burnsWear eye protection and gloves.Wash out the mouth and drink 2 glass of water. Seek medical attentionVery lowMalachite (powdered)HarmfulYou could swallow it. Irritate lungs and eyeWear eye protection and wear a lad coat.Wash out mouth and drink 2 a glass of water. Seek medical attention.Very lowCopper sulphateHarmfulYou may get it on you skin, you may getWear eye protection; wear a lab coat and gloves.Vomit it out, wash out your mouth, drink two glasses of water and seek medical attention.LowZinc filingsFlammableYou could swallow it. It could spill on your skin and get in your eye.Wear eye protection.Flood the eye with gently running tap water for 10 minutes.LowProcedureTransferring liquidsNo hazardIt could slip and get on your skinWear glovesWash your hand with cold water and seek medical attentionLowHeating solutionsIt could be very hotIt could slip and get on your skinWear glovesWash your hand with cold water and seekLowFiltrationSpiltIt could get on your skinWear gloves and lab coatTake of your lab coat. Wash your handLowDisposing of used solutionsNo hazardIt could drop on you.Wear lab coatTake of your lab coatLowResultsCalculating the yield of copper sulphate crystalsEach mole of malachite, CuCo3.Cu (OH)2 produces two moles of copper sulphate 2 CuSO4.5H2O.From this, I can now calculate the relative mass of malachite:AtomRelative massNumber of atoms presentTotal massCu642128C12112O16580H122Relative mass = 222gmol-1The formula for copper sulphate is CuSO4.5H2OAtomRelative massNumber of atoms presentTotal massCu64164C12132O169144H11010Relative mass = 250gmol-1Calculating the yield of copper sulphate by carrying out this calculation:Theoretical yield of2 x 250 x 6.4Copper sulphate = 2202 x 250 x 6.4= 22= 14.54gCalculate your percentage yield:Mass of copper sulphate producedPercentage yield = x 100Theoretical yield10.3= x 10014.41= 71.48%Today’s Uses of CopperCopper is a critical component of modern industry. In the United States, the most important use of copper is in electrical wiring. A breakdown below gives the percentage of copper used in the United States by industry:Building Wire. . . . . . . . . . . . . . . . . . . . . 16%Plumbing Heating . . . . . . . . . . . . . . . . . . 14%Automotive . . . . . . . . . . . . . . . . . . . . . . 11%Electric Utilities . . . . . . . . . . . . . . . . . . .9%Air Conditioning Commercial Refrigeration. . . . . . .8%Telecommunications . . . . . . . . . . . . . . . . . . .7%Factory Equipment. . . . . . . . . . . . . . . . . . . .6%Electronics. . . . . . . . . . . . . . . . . . . . . . .6%Appliances Extension Cords . . . . . . . . . . . . . .3%Other. . . . . . . . . . . . . . . . . . . . . . . . . 20%TOTAL———————————————– 100%Copper sheets are used in cooking utensils and in roofs. Copper tubes are used to make pipes for plumbing and carrying natural ga s. Copper wire is used to carry electric current. Extruded copper, that is, copper that has been squeezed through a hole, forms rods, hinges, tubes, and door handles.The use of copper is increasing. In the 1970s, a 1,500 square-foot house used about 280 pounds of copper. Today, a 2,200 square-foot house uses about 450 pounds of copper.A car in the 1970s used about 35 pounds of copper. Now, 50 to 80 pounds of copper will go into one automobile.A Boeing 727 airplane uses 9,000 pounds of copper.Where Copper Is Mined?The following countries are the world’s major producers of copper(amount produced is 1995 output, given in tons, from the 1995 Mineral Commodity Summary)Chile . . . . . . . . . . . . . . . . . . . . . . 2,350,000United States of America. . . . . . . . . . . . . 1,890,000Canada. . . . . . . . . . . . . . . . . . . . . . . 740,000Russia. . . . . . . . . . . . . . . . . . . . . . . 600,000Indonesia . . . . . . . . . . . . . . . . . . . . . 380,000Australia . . . . . . . . . . . . . . . . . . . . . 420,000Peru. . . . . . . . . . . . . . . . . . . . . . . . 400,000China . . . . . . . . . . . . . . . . . . . . . . . 350,000Zambia. . . . . . . . . . . . . . . . . . . . . . . 350,000Poland. . . . . . . . . . . . . . . . . . . . . . . 340,000Kazakstan . . . . . . . . . . . . . . . . . . . . . 220,000Philippines . . . . . . . . . . . . . . . . . . . . 115,000Zaire . . . . . . . . . . . . . . . . . . . . . . . .40,000Other Countries . . . . . . . . . . . . . . . . . 1,600,000WORLD TOTAL————————————- 9,800,000Conclusions: In the experiment that we done, we used chemicals to extract copper from malachite. We found out that what is contained within the malachite is the element copper and that also zinc displaces copper from the sulphate ion.Cu SO4 (clear blue) + Zn ; Zn (clear colourless) SO4 + CuEvaluation: The parts of the experiment that went well were the weighing and sca ling the dilute sulphuric acid and malachite. The difficult part in the experiment was when i had to pour the malachite into the sulphuric acid so I don’t have any left at the bottom and when heat the solution very gently using a Bunsen burner flame until the crystals begin to form on the surface and if the liquid goes green I had to try and make it blue. I could have repeat out results which might change the colour of our copper. The thing that affected our results was putting too much of the malachite into the sulphuric acid and I will stop this from happening next time by stopping when it turns blue.I don’t know of any other equipment that would have repeated my result. What I have done here is very little compare to the industrial place. They use machines to make it which would come out better. The similarities in the experiment would be that we both we will be making copper and using the same equipment e.g. malachite, sulphuric acid etc but the differences will be that they use a machine to make the copper in the industrial process but I would be using my hand in school. My aim in this experiment is to extract a copper from an ore Essay Thank you for reading this Sample!

Harvestmen, Otherwise Known as Daddy-Long-Legs

Harvestmen, Otherwise Known as Daddy-Long-Legs Harvestmen (Opiliones) are a group of arachnids known for their long, delicate legs and their oval body. The group includes more than 6,300 species. Harvestmen are also referred to as daddy-long-legs, but this term is ambiguous because it is also used to refer to several other groups of arthropods that are not closely related to harvestmen, including cellar spiders (Pholcidae) and adult crane flies (Tipulidae). The Life of a Harvestmen Although harvestmen resemble spiders in many respects, harvestmen and spiders differ from each other in a number of significant ways. Instead of having two easily visible body sections as spiders do, harvestman have a fused body that looks more like a single oval structure than two separate segments. Additionally, harvestmen lack silk glands (they cannot create webs), fangs, and venom; all characteristics of spiders. The feeding structure of harvestmen also differs from other arachnids. Harvestmen can eat food in chunks and take it into their mouth (other arachnids must regurgitate digestive juices and dissolve their prey before consuming the resulting liquified food). Most harvestmen are nocturnal species, although several species are active during the day. Their coloration is subdued, most are brown, grey or black in color and blend well with their surroundings. Species active during the day are sometimes more brightly colored, with patterns of yellow, red, and black. Many harvestmen species are known to gather in groups of many dozen individuals. Although scientists are not yet sure why harvestmen gather in this way, there are several possible explanations. They may gather to seek shelter together, in a kind of group huddle. This can help control temperature and humidity and provide them a more stable place to rest. Another explanation is that when present in a large group, the harvestmen secrete defensive chemicals that provide the entire group with protection (if alone, the individual secretions of the harvestmen may not provide as much defense). Finally, when disturbed, the mass of harvestmen bob and move in a way that might be intimidating or confusing to predators. When threatened by predators, harvestmen play dead. If pursued, harvestmen will detach their legs to escape. The detached legs continue to move after they have been separated from the body of the harvestman and serve to distract predators. This twitching is due to the fact that pacemakers are located at the end of the first long segment of their legs. The pacemaker sends a pulse of signals along the nerves of the leg that causes the muscles to repeatedly expand and contract even after the leg is detached from the harvestmans body. Another defensive adaptation harvestmen have is that they produce an unappealing smell from two pores located near their eyes. Although the substance presents no threat to humans, it is distasteful enough and foul-smelling enough to help deter predators such as birds, small mammals, and other arachnids. Most harvestmen reproduce sexually via direct fertilization, although some species reproduce asexually (via parthenogenesis). Their body size ranges from a few millimeters to a few centimeters in diameter. The legs of most species are several times the length of their body, although some species have shorter legs. Harvestmen have a global range and are found on every continent except Antarctica. Harvestmen inhabit a variety of terrestrial habitats including forests, grasslands, mountains, wetlands, and caves, as well as human habitats. Most species of harvestmen are omnivorous or scavengers. They feed on insects, fungi, plants, and dead organisms. Species that hunt do so using an ambush behavior to startle their prey before capturing it. Harvestmen are capable of chewing their food. Classification Harvestmen are classified within the following taxonomic hierarchy: Animals Invertebrates Arthropods Arachnids Harvestmen

Customer Service Essay Example | Topics and Well Written Essays - 250 words - 2

Customer Service - Essay Example Having being ranked position one by business week magazines on March 2, 2009 on customer satisfaction that saw its sales surge by 18%, amazon customer service representative has to manage personal stress. They have experience working under pressure in a high-volume processing conditions while maintaining standards of consistency in both quality and productivity. Being able to manage stress is essential here since it helps deliver tactics, strategies and techniques to handle personal stress and burnout. It aids while dealing with pressures, frustrations and stress associated with work thus reducing the likelihood of burnout. To relieve stress, the customer service representatives should; think positively b avoiding over analyzing what customers and coworkers say as this may distort their perception. Developing new skills through training and working on communication skills as well as confronting a difficult customer or situation is important. Learning relaxation styles that are; deep breathing, meditation, taking break and involvement in humor helps in relieving stress. What to accomplish based on experience is to check the credibility of the claim and bring to notice to the customer the terms and conditions under which the company operates. It would help the client see whether the crutches would be refunded, repaired or exchanged for new ones. On my opinion since the guarantee period was over, the customer should be pay for new crutches. Failure to keep the receipt should also prevent even the replacement of the crutches if it were to be

Ferrari trategic Management Case Study Example | Topics and Well Written Essays - 3500 words

Ferrari trategic Management - Case Study Example Ferrari i known and i highly valued everywhere in the world. From the U to Japan, from Germany and witzerland to India, to France, Autralia, New Zealand, Ruia, Brazil and Argentina. The term 'Contructor' applie in F1 for a corporate or any well-organized body which contruct the car, engine or chai. The contructor of an engine or chai own the intellectual right to it. (Porter, 1985, 44) The title of Formula 1 World Champion Contructor i given to the car that ha drawn the mot point during the coure of the eaon. A car' engine and chai, both are taken into account while deciding on it point. If a car' chai and engine contructor i the ame, the title imply goe to that contructor. But, if the maker of the chai and engine are different, the title i given jointly, like Ferrari-Honda, Renault-Mercede etc. The name of the chai contructor come before that of the engine contructor. The term 'contructor' and 'entrant' have different and pecific meaning. An entrant i the peron or corporate entity that regiter a car and driver for a race eaon. Thereafter the reponibility of preparing and maintaining that car during the race weekend lie with them. The term 'team' i uually applied to an entrant organization. The 1970 were the lat decade Ferrari entered a a work effort in port car racing. After an uninpired performance in the 1973 F1 World Championhip, Enzo Ferrari topped all development of port car in prototype and GT racing at the end of the year, although, Enzo planned to pull out of F1, that year which wa the year of the lat "official" Targa Florio road race Enzo regarded a more important to him. After three poor year, Ferrari igned Niki Lauda in 1974, and made the momentou deciion to pull out of portcar racing to concentrate upon F1. However, poor reliability with the 312B3 kept them from taking victory that year. The new Ferrari 312T, developed fully with Niki Lauda, introduced in 1975 brought Ferrari back to winning way. Niki taking the driver' crown and Ferrari the contructor'. (Mazzucato, 2002, 55-88) In 1976 Lauda crahed at the German Grand Prix. Carlo Reutemann wa hired a a replacement, o with Clay Regazzoni driving the other car, Ferrari had to run three car in the 1976 Italian Grand Prix when Lauda returned unexpectedly oon (only 6 week after hi accident). Lauda cored point, but retired from the lat race in Japan in heavy rain, thu allowing Jame Hunt to take the title by jut a ingle point. In 1977 Lauda, having come back from hi near fatal crah the previou year, took the title again for Ferrari (and the team won the cotrucutor' championhip), overcoming hi more fancied, and favoured, team mate. Hi relation with the team, epecially the team manager Mauro Forghieri continued to deteriorate, and he decided finally to leave for Brabham. (Mazzucato, 2002, 55-88) In 1978, Ferrari raced with Carlo Reutemann and Gille Villeneuve, and while they managed to produce a olid car it, like everyone that year, wa outclaed by the ground effect Lotu 79. (Mazzucato, 2002, 55-88) Jody checkter replacing the Lotu bound Argentinian in 1979, took the title, upported by Gille Villeneuve (who dutifully followed the outh

Professional Workplace Dilemma Essay Example | Topics and Well Written Essays - 1000 words

Professional Workplace Dilemma - Essay Example Johnson; the cashier identified my local police department badge and concluded that we were police officers. She could not have known our identities if it were not for the badge since we were dressed in civilian clothes. The cashier, Ms. Swansea, told me that I did not have to pay because I was from the local police department. This was a difficult situation because the courtesy would have meant money in my pocket, but due to the police department code of ethics for all personnel, I could not accept the gratuity. I paid the waitress the total amount for the food in a tip so that I would not be breaking company policy regarding gratuity and I did not want to offend the cashier. Analysis of the dilemma This scenario challenged my virtues as a human being and my loyalty to the Ethics that govern the operations of the law enforcement officers. There was a distinct difference between me as a law enforcement officer and the cashier. As a law enforcement officer, I am endowed with powers an d authority that come with holding such an office. Such powers can only be necessary in circumstances that the law allows. For instance, as a law enforcement officer, I have the power to interrogate and interview suspects in connection to their alleged crimes (Clark, 1970). I have powers and authority to use legal means to make suspects confess their crimes in order to advance the promotion of Justice to victims of the alleged crime, for instance, applying detention laws to confine suspects in accordance to the law. On the other hand, the cashier has no authority and power in comparison with the law enforcement officers. The cashier, Ms. Swansea, is an employee with the duty of serving clients and receiving cash from them. She has no authority outside her cafe. The ethics in question are: As a law enforcement officer, it is my duty to serve the community and to protect lives and property of innocent people against dishonest acts, and protect the weak against oppression and/or intimi dation (Scheb and Scheb, 2011). In the above scenario, the nature of the office I held intimidated the cashier who, thus, offered me the free meal. It is my responsibility as a law enforcement officer to protect the weak against intimidation, and Ms. Swansea as well. If I had accepted the offer, I would have gone against the codes of conduct and ethics that guide law enforcement officers. As law enforcement officers, it is our duty not to permit personal prejudices, personal feelings and political beliefs to influence our decisions and never to accept gratuities due to the office I am holding (H.M.S.O, 1985). Ms. Swansea offered a gratuity to me in the form of not paying for the meal. Had I accepted the offer, I would have betrayed the law enforcement officer’s code of conducts. As law enforcement officers, it is our duty to take the badge of the office as a symbol of faith from the public. It is a public trust that law enforcement officers hold (Scheb and Scheb, 2011). Thus, it is unacceptable for police officers to accept bribes or engage in corruption due to the opportunities that the office they hold presents. In this case, had I

How Significant is any of Cultural homogenisation to the development of the global tourism and/or hospitality industry?

How Significant is any of Cultural homogenisation to the development of the global tourism and/or hospitality industry? The main aim of this essay is to explore the role of cultural homogenization to the development of the global hospitality and tourism industry in the acceptance of products and consumer behaviour in the different contexts. This essay will start by walk around the common character of consumers demand and consumption following discuss some key issue of perspectives on consumers demand and, more especially consumers attitude. Consumers attitude is habitually view as a by- product of homogenization (Reisinger, 2009). Shopping and expenditure have many circumstances; the resulting consumer mentalities wield a thoughtful impact upon economic activities. Simultaneously, the wide-reaching media also can influence people spending desire. In the globalization viewpoint, the perception of cultural homogenization can be exaggerated (Pieterse, 2009), after all, the global, the national and the local characteristics of social space interlink in different combinations. Indeed, a further dimension i nto the geographical spectrum, cultural homogenisation could increase cultural pluralism (Scholte, 2002). Cultural homogenization comprises the appearance of customer approaches, the uprising of local culture, the collision of elite culture and the impact of modern technology. The key point is to remember that, although a variety of firms have successfully placed themselves globally. But their products and services continue to be consumed by different people in different ways. (Asgary Walle, 2002). It is the view of (Demooij, 2004) that in new global consumers has become increasingly similar in their values and behaviour patterns despite their national cultural characteristics. Global consumers are increasingly eating the same food wearing same brands and watching same TV programs. Another point in favour of (Demooij, 2004) is that the modern world has experienced significant cultural destruction. A high overflow of consumerism has apparently forced cultural levelling from corner to corner in the world via a multitude of global agents such as Coca-Cola, Nike, MTV, Microsoft and McDonald s (Saee, 2004). It can be argued that the process of cultural homogenization and Heterogenization occur simultaneously at difference levels. The homogenization of the consumption patterns occurs at the international level whereas the efforts to maintain cultural uniqueness and distinctness occur more at the regional and local level. Homogenization and globalization have a tendency to be the area of elite, because the affluent and people who are wealthy can manage to pay for the products available in global markets. Wealthy, well cultured and well travelled individuals from diverse backgrounds can easily interact with the fashionable environment by help of the modern technology especially the internet. People from different backgrounds are now able to interact globally as never before. Internet makes the world smaller, more accessible and increases the level of cultural homogeneity. Although the internet does not allow people to fully understand other places and lifestyles, but it does allow people t o access more information than in previous human history. (Asgary, and Walle, 2002); (Reisinger, 2009). The understanding of the world becoming smaller with a growing sensitivity to cultural differences is a part of the general cultural turn, which involves a wider self-reflexivity of modernity. Modernization has been advancing like a steamroller; a fundamental dispute is whether cultural homogenization actually exists or is a fairy story or flashy public speaking. Paul Thomson (1996) criticize it as a globalization rhetoric or global aloney their key arguments is that before 1914 the world economy was more internationalized than at present. The unquestioned cultural hegemony of the west is past. New patterns, fashions, confluences and mixtures are taking shape. Growing relationship between the BRIC (Brazil, Russia, India, and China) and Chime (China, India, and Middle East) are increasingly changing all fact of global trends. An example is the Korean wave in East Asia -the popularity of Korean soap Operas, movies and music which has already peaked. At the same time growing global int erconnectedness directing towards cultural standardization and uniformization as in the sweep of consumerism, an example is the McDonaldization, a short version of this momentum. (Sturges, 2005) (Yeniyurt and Townsend, 2003) The opinion of (Ritzier, 2004) is McDonaldization affects not only the restaurants business but also education, works, leisure, the family and virtually everywhere .it has shown every indication of an unavoidable process, sweeping through the challenging tradition of the world. McDonalds is a global icon of fast food and a symbol of cheap and convenient food. One objection to this argument is that it is not true worldwide. Many countries namely, In Russia, Argentina, as in china people pay high prices for this American ambience visit (Asgary Walle, 2002). It might be said that though McDonaldization process increases the level of cultural homogeneity but put forth a dominating impact upon many other countries societies. However, there is an argument that there is no such thing as a global consumer one cannot distinguish among European, American, or Asian consumers because of the differences in their lifestyles across continents as well as the local regional and national level. For e xample, although there are clear differences between the EU countries, there is also a fundamental disparity in their value systems and lifestyles (Wierengn at all, 1996). A high level of consumption generally believed to be a symbol of the good life. Also global consumer culture detects that people are strongly believe in the unlimited ability and achievements of science and modern technology (Scholte, 2002); (Pieterse, 2009). Tourism is one of the worlds largest multinational economics activities .it involves the greatest flows of goods, services, and people on the surface of the earth, and it is therefore the most visible expression of globalization, Although the role and share of tourism in international trade is rising significantly the rapid speared of information technology has improved the efficiency of the industry operation as well as the quality of services provided to customers .it has also generated increased demand for new travel services (Reisinger, 2009).The development of sophisticated websites has allowed for the direct dissemination of travel information to potential clients. The internet has made travel products globally accessible at much lower cast. As a result customer demand has become more technology and internet -driven. From the post -modernist investigation (Williams, 2002) argues that tourism and hospitality organizations have to forget traditional marketing theory and market se gmentation, instead, they should provide variety, and updating offering, so that people can consume as their wish without reference to a standardized expectation. Example of globalization in the accommodation sectors have included hotel corporation and chain creation, joint venture, franchising, management contracts, and consortia of independent hotels major international hotel groups included intercontinental Hotels (The united Kingdom) Accor (France) and cendant, Marriott, and star wood hotels and resorts (united states )these hotel groups are involved in various countries worldwide (Inter Science Wiley.Com, 2007). For example, Marriott international managing 1300 hotels of different brand world wide with the access to 40 new markets (Scholte (2002); (Reisinger, 2009). Globalization in the retail sector includes partnerships, integration, and franchising Tour operators and travel agencies entered into partnerships and or integrated with hotels, charter airlines, retail distribution and cruise companies. American express developed a range of products in various sectors of the industry. Numerous studies suggest that a global tourist does not exist (Reisinger, 2009). Very different people live in the different countries of the world; they have different culture and behaviour patterns. For example, Asian consumers cannot be clustered in to one group because Japanese differ from, similarly there are differences among European consumers: German consumes differ from French. Because there are these cultural differences among consumers from different countries, the marketing mix also changes to suit the national characteristics. According to Scholte (2002) Globalization is the process of incorporating people into a single world. The world is becoming a global village. Todays, Globalization is not just about modernization or westernization. It is about an amplification of worldwide economic, socio-cultural, political and environmental relations. These relations link distant places in a such a way that what is happening locally is determined by what is happening globally (Saee,2004). Accesses to the knowledge and the knowledge itself have become the important factors determining the standard of living, beyond the labour and capital of production. Knowledge generates new ides, turns them into commercial products and services, and increases revenues and incomes of those who know how to use it. Unfortunately, not all nations and economics can benefit yet from globalization developments in new information technology, and access to knowledge (Houlihan, 1994). Cultural homogenisation is perceived by some as discriminatory and moving against human rights. Critics of globalization claim that globalization brings An increased polarization of the world in favour of the stronger economics Poorer countries become dependent on activities in major economics such as United States. The gap dividing rich and poor nation is rapidly increasing. Rich and powerful nations have capital and technology, poor and power less nations do no have access to capital and information technology (Saee,2004). Some behaviour that the process of globalization has led to a culture heterogenization. Heterogeneity is developed through an increasing emphasis on local cultural elements such as languages, religion tradition food, shared history, or the role of family. However, the method of cultural heterogenisation is restricted, global foreign brands, theme parks, films, and television programs have different meaning and impact in the world. The western cloths, soft drinks, cigarettes, liquor, films and books that flooded eastern and central European countries significantly differed from the ethnic clothing and foods and thus were not always popular on the local markets (Pieterse, 2009). Hybridization is an answer to the cultural differentials of ethnic and nationalist polices because it takes as its point of departure precisely. Hybridization reflects a post-modern sensibility of cutnmix, contravention. It represent in Foucaults term, a resurrection of subjugated knowledge. It also goes under various aliases such as syncretism, realization, message; Global localization and local globalization make, first, an empirical case: that processes of globalization, past and present, can be adequately described as process of hybridization. Terrorist incident in Bali, The war in Iraq, the economic crisis, and the corporate scandal such as Enron, Leman Brothers, has made people anxious about security and survival. Evidence quoted by the impacts of war and terrorism is significant. Between October and November 2002, visitors to bali dropped by 60 percent. in the UK holiday booking were down 20 percent In February 2003 on the previous year, as a consequence British Airways intend ed to discard 13000 jobs by March 2004 (Mullins, 2004). To conclude, the tourism and hospitality industry is people based, this is an industry run by people and for people. The real potential for the tourism and hospitality companies lies in their people. Cultural homogenization process has opened new opportunities for developments in hospitality industry and has facilitated growth in tourism through developments in technology and products. (Peric, 2005). (Demooij, 2004) argued that in global consumers has become increasingly similar in their values and behaviour patterns. (Demooij, 2004) beliefs can be supported that but (Hatch Schultz, 2003)) argue that there is no such thing as a global consumer (Reisinge, 2009) argues are similar to(Richardson,2004) that a global tourist does not exist, different people live in the different countries of the world; they have different culture and behaviour patterns. Richardson, (2004) is certainly correct when he says that consumers behaviour lying on different contexts. The opinion of (Ritzier, 2004) is McDonaldization affects virtually everywhere and has shown every indication of an unavoidable process. It is a global icon and symbol of cheap, convenient food but (Asgary Walle, 2002) argued that, this could be in the United States but not true worldwide. There is no doubt that the process of cultural homogenization has been strengthened by the rise of the internet and other information technologies, companies such as Yahoo , Microsoft , Google , and Motorola have become more important cultural icons like McDonalds and Coca -cola. Finally it can be said that global market is shrinking through globalization and fact that multinational companies are becoming commonplace due to the fundamental reason. Businesses are coming face to face with a multicultural workforce structure in order to obtain competitive advantage. (Dana et al.2008); (Pieterse, 2009); (Reisinger, 2009); (Oliver, 1999) Bibliography Asgary, N. and Walle, H.(2002) The Cultural Impact of Globalisation: Economic Activity and Social Change Emerald Group Publishing Ltd. Vol. 9 Issue 3 p58-75, 18p. Dana, L.A., Merz, M.A., and Yi, He. (2008) A categorization approach to analyzing the global consumer culture debate.Vol.25 issues 2, p166-182.[online] Available at>http://web.ebscohost.com/ehost/detail?vid=11hid=101sid=5c2cc1e6-8b45-4bbc-8e09-202ebd5e71b1%40sessionmgr112bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=buhAN=32929622 >[Accessed on 2nd January 2010] De Mooij, M. (2004), The future is predictable for international marketers: converging incomes lead to diverging consumer behaviour, International Marketing Review, Vol. 17 No. 2,pp. 103-13. Hatch, J.M. Schultz, M. (2003) Bringing the corporation into corporate branding.Vol.37issue7/8,p10411064.[Online]Availableat>http://web.ebscohost.com/ehost/detail?vid=9hid=101sid=5c2cc1e68b454bbc8e09202ebd5e71b1%40sessionmgr112bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=buhAN=10701191>[Accessed on 2nd January 2010] Houlihan, B. (1994) Homogenization, Americanization, and Creolization of Sport: Varieties of Globalization. Vo. 11 issue 4, p-356-375. [Online]Available at> http://web.ebscohost.com/ehost/detail?vid=15hid=101sid=5c2cc1e6-8b45-4bbc-8e09-202ebd5e71b1%40sessionmgr112bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=rstAN=16683062>[Accessed on 2nd January 2010] Inter Science Wiley.Com (2007) The World Economy[online] Available at> http://www3.interscience.wiley.com/journal/120174061/abstract?CRETRY=1SRETRY=0 [Accessed on 5th January 2010.] Mullins, L.J. (1996), Management and Organizational Behaviour, Pitman:London. Oliver, C. (1999) Two ways to look at learning regions in the context of globalization: [Online] Available at http://search.ebscohost.com/login.aspx?direct=truedb= eoahAN=4377847 site=ehost-live>[Accessed: 26th Nov 2009 ] Peric, V. (2005).Tourism and globalization in the proceedings of the 6th international conference of the faculty of Management koper, congress centre Bernardin, solvenia, 25(3) 24-26. Pieterse, J.N.(2009).Globalization and culture : global mlange 2ed USA: Rowman Littlefield Publishers Inc. Reisinger, Y. (2009). International Tourism: Cultures and Behavior. Oxford: Butterworth-Heinemann. Richardson, J.B. (2004) Can consumers be predicted or are they unmanageable?Vol.16,Issue:3, p160-166, p7. International Journal of Hospitality Management:[Online].Availableat[Accessed: 20 Nov 2009] Ritzer, G.(2004) The McDonaldization of Society: Revised New Century Edition.Calfornia: Pince Forge Press Saee, J. (2004). Managing organizations in a global economy: An intercultural perspective. Australia: Thomson. Scholte,A.J.(2002)WhatIsGlobalization?TheDefinitionalIssueAgain[online]Availableat[Accessed on 20 December 2009]. Sturges, P.(2005) Understanding cultures, and IFLAs Freedom of Access to Information and Freedom of Expression (FAIFE) core activity. Vol 61 issue 2 p296-305. [Online]Available at>The homogenizing and particularizing approaches Vol. 49. Issue 4. P353361[online]Availableat[Accessed: 20 Nov 2009] Williams, A. (2002) Understanding the Hospitality Consumer, Oxford: Butterworth Heinemann. Yeniyurt, S. and Townsend,J.D.(2003) Does culture explainacceptance of new products ina country?. Vol. 20, issue 4, p-377. .[Online]Availableat> http://web.ebscohost.com/ehost/detail?vid=13hid=101sid=5c2cc1e6-8b45-4bbc-8e09-202ebd5e71b1%40sessionmgr112bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=buhAN=12108430 >[Accessed on 2nd January 2010]

The Usefulness of Structuralism as an Analytical Tool for Uncovering Ho

In the words of Michael O’Shaughnessy, ‘narratives, or stories, are a basic way of making sense of our experience’ (1999: 266). As a society and a culture, we use stories to comprehend and share our experiences, typically by constructing them with a beginning, middle and an end. In fact, the order that a narrative is structured will directly impact the way it is understood, particularly across cultures. This idea originated through Claude LÃ ©vi-Strauss’s concept of structuralism in anthropology which ‘is concerned with uncovering the common structural principles underlying specific and historically variable cultures and myth’ in pre-industrial societies (Strinati 2003: 85). In terms of media studies, structuralism’s inherent objective is to dig beneath the surface of a media text to identify how the structure of a narrative contributes to it’s meaning. Structuralism encompasses a large range of analytical tools, however, this es say will examine Joseph Campbell’s monomyth and Claude LÃ ©vi-Strauss’s theory of binary oppositions. Through analysis of Victor Fleming’s film, The Wizard of Oz (1939), it will be shown that although the monomyth and binary oppositions are useful tools with which to unveil how meaning is generated in this text, structuralism can undermine the audience’s ability to engage with their own interpretations of the film. In the simplest form, there is a basic structural pattern to narratives, as expressed through Tzvetan Todorov’s explanation of narrative movement between two equilibriums. A narrative begins in a stable position until something causes disequilibrium, however, by the end of the story, the equilibrium is re-established, though it is different than the beginning (O’Shaughnessy 1999: 268). Joseph Cam... ...an adequate mechanism for unveiling the techniques used to create messages in a text. Works Cited Campbell, Joseph (1968), The Hero with a Thousand Faces, Princeton, N.J., Princeton University Press, pp. viii-97. Eco, Umberto (1979), ‘Narrative structures in Fleming’, in his, The Role of the Reader: Explorations in the Semiotics of Texts, Bloomington, Indiana University Press, pp. 144-172. Hartley, John (2002), Communication, Cultural and Media Studies: The Key Concepts, London, Routledge, pp. 19-21. O’Shaughnessy, Michael (1999), Media and Society: An Introduction, Melbourne, Oxford University Press, pp. 266-290. Strinati, Dominic (2003), ‘Structuralism, semiology and popular culture’ (extract), in his An Introduction to Theories of Popular Culture: 2nd Ed., London, Routledge, pp. 82-85. The Wizard of Oz (film), 1939, Director: Victor Fleming.