Concept of Power and Domination †Karl Marx Research Paper Example

Idea of Power and Domination †Karl Marx Paper Karl Marx has given a perspective on force and control which emerges from the differentiation of class and assets. (Marx. Engels : 1998). Consequently state picks up power from the promises it gives to all types of property be it capital, landholding by medieval rulers or subjugation. Classes are shaped dependent on the holding of property and control is accomplished through these assets. (Marx. Engels : 1998). Gathering and political force make physical quality which decides the degree to which social classes can compose themselves adequately to battle for their inclinations. These are the material elements of control. Mastery has another feature that of the power of thoughts. (Engels. Marx : 1998). This is controlled by the methods for mental creation that are accessible in the domains of belief system. (Collins: 1974). Marx’s sees on power likewise indicate that material conditions decide the style of life received by the class, culture and practices. Material conditions for assembly of intensity just as type of mastery are said to shift among the different social classes. This depends on association of networks and the methods for correspondence utilized by them. The methods utilized for mental creation are likewise fluctuated wherein at times representative structures might be forced on classes from outside. (Collins: 1974). Accordingly class battle is key to Marxian hypothesis of intensity and control. Marx has additionally characterized work power. It is an item which the laborer is said to offer to the industrialist to make sure about methods for resource. The specialist at that point is said to have a place with the entire industrialist class. The expense of creation of this work power has likewise been characterized as the cost required for keeping up the work as a laborer. We will compose a custom article test on Concept of Power and Domination †Karl Marx explicitly for you for just $16.38 $13.9/page Request now We will compose a custom paper test on Concept of Power and Domination †Karl Marx explicitly for you FOR ONLY $16.38 $13.9/page Recruit Writer We will compose a custom paper test on Concept of Power and Domination †Karl Marx explicitly for you FOR ONLY $16.38 $13.9/page Recruit Writer While the compensation least is the cost creation of straightforward work power. Estimation of the work is supposed to be the work power consumed underway. (Marx : 1999). Hence Marx endeavors to characterize power from its underlying foundations and takes it upwards to that of the state. History is meant as a past portrayal of class battles. (Marx. Engels : 1998). This involves control by one class that is the bourgeoisie who abuse the persecuted class that is the working class. The battle against control must be embraced by liberating the entire society from misuse. The point of Communists according to Marx was political force in the possession of the working class. This is accomplished not by abrogation of property as such yet by toppling average mastery. The main phase of any transformation according to Marx was to bring the working class into power, making it the decision class and afterward wrest the capital from the bourgeoisie. Force as far as instruments of creation was to be brought together in the possession of the state which was likewise entrusted to expand the all out profitable powers as fast as could be expected under the circumstances. (Rundown: 2006). In this manner Marx will in general view force and control as a past filled with class battle. Every general public throughout the years apparently has a predominant or a decision class and a subordinate class dependent on the methods for creation. Force was practiced by the class which was predominant. (Burke: 2000). Strife is additionally controlled by Marx as far as a class impact. The requirement for defeating middle class control was set as the point of the socialist battle. A fundamental element of Marxist belief system likewise lies in its giving a double measurement, material and scholarly to predominance. (Burke: 2000). Masterminds as makers of thoughts can control what has been called as the sound judgment of the occasions. Predominant thoughts are those which are in light of a legitimate concern for the general public on the loose. Thoughts according to Marx vary according to interests of the prevailing class of society. This class thusly gets power from the stream and acknowledgment of these musings. (Burke: 2000). Marx has therefore characterized force and mastery from the develop of a battle between the classes, which is a battle for control of the material assets just as thoughts. The class battle is intended to carry capacity to the working class and at last rule the general public. Marx indicated that the force battle was the finishing point. Gathered Works : 1986). Idea of Power and Domination †Foucault Foucault’s improvement of the hypothesis of intensity has embraced two distinct methodologies. In his underlying works, Foucault signified power as means practiced by the state to compel and confine individuals. (Gauntlett: 1998. 1). In this way in his book, Discipline and Punish, Foucault covers how the tip top in the public arena proceed to command and control rest of the individuals. (Foucault : 1988, 38). This has brought about control and burden of rules. Breaking this mastery of society and development of oneself was in this manner of embodiment according to Foucault. Foucault: 1995). In his later years, along these lines he built up a thought of intensity which was intended to set free the person from the shackles of society. It is this created see which will be examined thus as it gives a variety to the general pattern in assurance of intensity and control. The second perspective on power that has been controlled by Foucault lays on his conviction of the impact of the inward soul of people over the body. Subsequently the spirit empowers an individual to create effective associations with others paying little heed to the force that is vested in both of them at some random purpose of time. Gutting. Ed. : 1994, 39). Foucault dismisses the familiar way of thinking that a few people will keep on ruling in each situation over other and that there will be disparity seeing someone. In Foucault’s see therefore power is practiced as opposed to had. (Gauntlett: 1998. 1) Power according to Foucault is a diffused marvel, which is found all over, as opposed to embodied in a class as distinguished by Marx and the Communists. (Foucault : 1994, 166). Foucault feels that force is controlled by connections happening at a given time. This infers each individual is engaged sooner or later or the other. (Gauntlett: 1998). This is additionally against the customary perspective on power which expresses that it is held by predominant gatherings in a general public. Control according to Foucault is dictated by the demonstration which is being performed at a specific time, as opposed to dependent on pre situating of power. This has given another belief system to strengthening which have been seized by those generally stripped of intensity in human culture, for example, the women's activists. Ladies customarily are believed to be commanded by men in every single human action over the ages. Anyway it is likewise contended that there may not be a particular class made of women's activists everywhere throughout the world as the obligation of shared trait may not exist between ladies in the West with those in China or Brazil. Subsequently each will get power from shifted sources as opposed to from their female character. (Gauntlett: 1998). The obvious meaning of intensity which was accessible in different speculations has been surrendered by Foucault. He esteems that force can be utilized by different individuals at various occasions relying upon the particular circumstance. While this may deliver a few responses and threats this isn't identified with mastery by one gathering or class over the other yet a consequence of brief predominance acquired by the individual employing power. (Gauntlett: 1998) Thus Foucault accepts that personalities are not fixed and force can be acquired by various individuals from fluctuated circumstances. Sexual orientation, class, ethnicity, age and different determinants don't mean the force and it will be fluctuated in various circumstances. This defeats the job demonstrating of intensity which is controlled by the speculations of Marxism and different journalists. Gauntlett: 1998). Foucault’s hypothesis of intensity doesn't force imperatives and isn't connected with confining opportunity. The idea of control doesn't emerge in this hypothesis and there are no subjects made using power. The subject of intensity or the individual ruled through exercise of intensity as is ordinarily comprehended is viewed as a functionin g member in the association. (Widder: 1995, 730). Idea of Power and Domination †Max Weber Power according to Max Weber is viewed as an amorphous idea subsequently it has been hard to arrange. Control then again being arranged force is corresponding to an order and is progressively managable to conjecturing. (Armbruster. Atnachev: 2006). Force is characterized by Weber as the possibility of a man or various men to understand their own will in a social action even against the opposition of other people who are taking an interest in that activity. Force lays on an assortment of bases and can be of contrasting kind according to Weber. Force can likewise be gotten from various sources and is esteemed for the good of its own according to Weber. (Weber : 1958, 80). Force is molded by the social respect and distinction it contains. Anyway a wide range of intensity doesn't contain respect. For example the force used by Hitler or Saddam Hussein as of late didn't contain components of respect when seen comprehensively. Monetary force then again can be founded on social respect and glory. Force can be ensured by lawful request, however legitimate request in essence isn't supposed to be its essential source. Lawful request just gives the instrument to upgrade the hang on power and empowers security. The dissemination of intensity inside a network is achieved through production of class, status gatherings and gatherings. Influence through cash according to Weber was morally baseless. Weber : 2001, 36) Domination infers a level of deliberate accommodation with respect to the acceptor of intensity dependent on veritable acquiesc

Economic Development and Corruption Essay Example | Topics and Well Written Essays - 1500 words

Financial Development and Corruption - Essay Example In a creating economy there is improvement in the way of life of individuals and spotlight on natural steadiness likewise increments. Financial steadiness can at some point additionally offer ascent to realism. Individuals endeavor hard to get more cash-flow and they frequently utilize deceptive intends to accomplish their materialistic targets. One such deceptive technique is defilement. Various individuals hold various perspectives about the effect of defilement on the financial turn of events. Numerous individuals see it as a boundary to financial turn of events while others accept that it doesn't affect the general public and monetary improvement much (Easterly 2006). This paper will examine different narrative proof and view that individuals have about debasement comparable to monetary turn of events. Economies in the progress face regularly have huge number of campaigning endeavors going on. These economies are focusing on monetary turn of events and subsequently they couldn't care less much about campaigning endeavors and legislatures of these economies are more defenseless to campaigning pressures than an administration of a progressively evolved country. The proof and research shows that these halls regularly pay gigantic entirety of cash to the administration weights to acknowledge their interest. The degenerate political framework in these nations makes it feasible for individuals to shape anterooms and put focus on political pioneers. These pioneers regularly get headings from these halls in the event that they pay them well. Since many campaigning bunches are battling for what is useful for their own business, they wind up doing admirably for the general public moreover. The hypothesis of imperceptible hand becomes possibly the most important factor here. The hypothesis expresses that any activity accomplished for one’s own self thought process or benefit will in the long run convert into useful for the general public. Thus, defilement in al l cases isn't terrible and inquire about on 4000 firms in creating nations shows that debasement has assumed a job in the financial advancement of a country. (Campos and Giovannoni 2007) In another paper, it was contended that debasement is basically awful for a developing economy. Most importantly, debasement decreases the estimation of investors. In developing economies where defilement is amazingly high, the normal benefit that the investors hope to make doesn't appear. A significant part of the benefit is lost in the degenerate red-lines of administration and subsequently investor esteem goes down in the degenerate economies. Numerous outside organizations in this way do whatever it takes not to put resources into degenerate countries expecting that profits on interest in these economies would be far not exactly if the venture is made in the nearby setting. This decreases remote direct speculation streams into the degenerate economies and represents a major issue for the financi al turn of events. This contention gives us that debasement can be a major boundary in the financial improvement of a country. (Weitzel and Berns 2006) In an ongoing paper composed by a notable financial expert, it was contended that defilement is in reality useful for the economies. It builds the progression of riches in the economy starting with one hand then onto the next and advances monetary movement which prompts financial turn of events. It was contended that defilement turns out to be awful when the debasement cash goes out from the framework. Proof shows that numerous political and rich figures in the creating economies put their cash in financial balances in the outside nations. This is a case of cash streaming out of the framework and this cash doesn't advance any

Tips to Buy Custom Term Paper For School

Tips to Buy Custom Term Paper For SchoolWhen it comes to buying custom term paper for school, most students don't even know where to start. It's a big task that most students can't handle. There are so many things to consider and the task can become very overwhelming. Here are some tips to help you buy custom term paper for school.First, decide what kind of paper you want to buy. There are both standard and custom types available. When looking for custom paper for school, you should first consider the student type. Some students prefer color, others prefer a black and white option, while others want to have something unique that fits their needs. You should consider the student needs when buying the paper.Next, you need to determine how you will use the paper. Most students prefer a neat, clean look. If your student prefers this look, you should consider printing the text on one side of the paper only. If your student prefers an older look, they might prefer to print the text and num bering on both sides of the paper.If you are not comfortable printing designs on one side of the paper, consider printing both sides of the paper. If you print designs on one side, the other side will be covered by the design. This will keep the text free from ink smudges.If you are still unsure about how you will order custom paper for school, you can contact your school office to see if they can send a copy of the appropriate form. Most offices will offer the option to order a variety of options. They will also offer a selection of quality paper as well. You can choose from thick and thin type paper, and even custom poly cover paper.Opt for the highest quality option available. Inorder to avoid being charged an excessive fee, opt for a standard option. Always ask your paper supplier about quality options as well as how much they will charge for custom printing.Last, you will need to consider the overall appearance of the paper. The color and size of the paper are not just for prin ting. It is actually important to consider how the paper will be used. For instance, a glossy black and white page might not be appropriate for a black and white paper to class.When you look for custom paper for school, you should ensure that you get the right paper to suit your needs. Make sure you research all of your options thoroughly. If you need help, try contacting your school's office to inquire about options and pricing.

Drugs Case For Legalizing Marijuana By Gore Vidal Case Study

What would be your solution to end drug addiction? In the essay, Drugs: Case for Legalizing Marijuana†, Gore Vidal argues his solution, to legalize all drugs along with marijuana, to end drug addiction. Marijuana along with other drugs should not be legalized because they will cause more harm than good, begin leading to drug after drug, and would forever affect the world. Drugs aren’t just bad for some people, they are bad for everyone. Vidal states â€Å"Label each drug with a precise description of what effect-good or bad- the drug will have on whoever takes it.† Each drug will have a different affect, but none of them will be good ones. Although they may seem â€Å"good† at first, the outcome in the end is something that takes time to come back†¦show more content†¦He argues that you can try them as many times as you want. I disagree, the â€Å"trying† will eventually turn into something more. And you will eventually become a drug user. E ach drug has its own extent in which if you know the extent, you shouldn’t even consider trying it. Vidal states that, â€Å"Yet it seems most unlikely that any reasonably sane person will become a drug addict if he knows in advance what addiction is going to be like.†. It doesn’t matter how sane you are, anyone could become a drug addict. Everyone hits their low spot in life and sometimes the best people fall through and turn to something, and that something could be drugs. Yes, there will be the ones who always become addicts, but it can be prevented. If drugs were legalized, it will forever affect the world. It will not only affect people now but people in the future. Vidal talks about the war on drugs and government at the end of his essay. He states that â€Å"nothing sensible will be done† and it will only get â€Å"worse†. What would only get worse is if drugs were actually legalized and people began to use them more and more. If the governm ent keeps fighting the war against drugs, a better solution will come up to end drug use and drug addiction. Eventually drugs could be belittled. Vidal mentions that â€Å"Every man, has the power (should have the power), to kill himself is he chooses.†. This is a true statement but his way of using this sentence, I disagree with. If a person is choosing to become a drug

U.s. Department Of Homeland Security Essay - 778 Words

The U.S. Department of Homeland Security (DHS) issued a proposed rule, on December 30, 2015, entitled Retention of EB1, EB2, and EB3 Immigrant Workers and Program Improvements Affecting High-Skilled Nonimmigrant Workers. Included in the proposed rule is the long-awaited provision for the ability to obtain an employment authorization document (EAD) based on an approved form I-140, employer petition. Unfortunately, eligibility for this immigration benefit under the proposal is highly restrictive and therefore will aid a far narrower group of foreign national workers than had been hoped. Background on I-140 EAD Rule The proposed rule includes a discussion that acknowledges the problems created by the lack of employment flexibility in the current immigration system. Accordingly, the I-140 EAD rule would apply to qualifying beneficiaries of approved I-140 petitions who hold valid E-3, H1B, H1B1, O-1, or L-1 status. However, as explained below, the qualification requirements for the I-140 EAD under the proposal, as drafted, would do little, if anything, to help the vast majority of highly skilled immigrant workers. The DHS regards the I-140 EAD option as a stop-gap measure for retaining employment authorization for a limited period. Compelling Circumstances Requirement One factor that will severely reduce eligibility for the I-140 EAD is that, to qualify, the applicant must demonstrate the existence of compelling circumstances that justify an independent grant ofShow MoreRelatedU.s. Department Of Homeland Security1668 Words   |  7 Pages1. Purpose Among one of the missions of The U.S. Department of Homeland Security is to protect and preserve the security of the Cyberspace in the country. 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The U.S. Department of Homeland Security (DHS) may decide how to prioritize its resources in order to meet its stated enforcement goals that are set by the President. With executive unilateral powers the president, drafts policies without and sometimes over the objection ofRead MoreU.s. Federal Department Of Homeland Security1245 Words   |  5 PagesThe idea of the establishment of the Department of Homeland Security evolved into the biggest U.S. government reorganization in American history. Prior to the establishment of the Department, Americans increasingly became concerned about terrorism on our soil. This concern was triggered by the World Trade Center bombing in 1993, the Oklahoma City bombing in 1995 as well as the discovery of a bomb at the Atlanta Olympics in 1994. Additionally, it became more apparent to the Americans that terrorismRead MoreU.s. 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The White House, the federal government and the Congress joined together to establish it. On September 20, 2001, President George W. Bush issued an executive order 13228 to establish an Office of Homeland Security within the White House and assigning the Governor of Pennsylvania, Tom Ridge as its Director (Bullock, Haddow, Coppola, 2013, p. 4). Ever since, the United States (U.S.) Department of HomelandRead MoreHomeland Security And Homeland Defense1390 Words   |  6 Pages Many people think homeland security and homeland defense are the same thing, but that is incorrect. Both have played a role in keeping America safe, but after 9/11 that role expanded greatly. The U.S. was determined to prevent another catastrophic attack from unfolding while searching the globe for those responsible. In a world constantly evolving, our enemies and their tactics evolve with it. To effectively combat the incredible amount of threats America faces, many federal entities and mission

Decision Support Systems An Interactive Computer Based...

Decision Support Systems: Decision support system is an interactive computer based support system that aids decisions making in an organization. It helps any organization or even a small sized business in decision making process. An appropriately planned Decision Support System is an intuitive programming based framework expected to help leaders gather valuable data from crude information, records, individual learning, and/or plans of action to recognize and take care of issues and decide. This can be completely computerized, human or both. DSS particularly concentrates on components which make them simple to use by non-computer person s in an intuitive mode. DSS stresses adaptability and flexibility to oblige changes in the earth and the choice making methodology of the client.DSS is more helpful in unclear and not well structured problems that any management in an organization usually face. DSS incorporates learning based frameworks. An appropriately planned DSS is an intelligent programming based framework proposed to help leaders arrange valuable data from a blend of crude information, records, and individual learning, or plans of action to recognize and take care of issues and decide. Run of the mill data that a choice bolster application may assemble and present incorporates. Inventories of data resources (counting legacy and social information sources, solid shapes, information distribution centers, and information stores), relative deals figures between one periodShow MoreRelatedProgramming Language Essay992 Wo rds   |  4 Pagescompiled languages would be most appropriate A compiler is a program that translates a high-level language program into a separate machine language program. 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Hanoverian Monarchy and Culture of Representation †Free Samples

Question: Discuss about the Hanoverian Monarchy and Culture of Representation. Answer: Introduction Although the people of the Scottish have displayed strong sense of pride for the nation, but referendum on the national Independence, in the year 2014 had sparked into them a renewed interest regarding the Jocobites Rebellion in Scotland. The Jacobite Rebellion also known as the Jacobite Rising started during the year 1603, started with the ascension of James I, to the English throne. However in protest of the Jacobite wars in the year 1715 and 1745, Scottish folk singer Ewan Maccoll with his wife presented two rebellion songs that related the history of the Scottish rebellion (Plank and Geoffrey). However, it has also been stated that the music during the Jacobite Rebellion was regarded as romanticized music in Scotland. The Jacobite rebellion was not successful in defeating the British, and that had led to the famous battle known as the Battle of Culloden. During the eighteenth century, without the advent of social media and internet, music used to play an important role influencin g the sentiments of people in relation to the Jacobite Rebellion. The essay will elucidates on the major aspect of the music of the Jacobite Rebellion during the eighteenth century. During the time of the Jacobite Rebellion in 18th century, it was a turning point in the British history, as Charles Stewart decided to invade Britain in order to get back their throne. It was an unsuccessful battle that had led to the famous battle, known as the Battle of Culloden (Paoletti). However at that time in order to influence the sentiments of the Jacob people and to bring and unite all Jacobites together to fight against the Britain, the rebellion songs during that time played a significant role. For instance the song For the Sake o Somebody by Robert Burns mainly highlighted the true spirit of the Jacobite ballads. As quoted in the song, My heart is sair- I dare Na tell-.. My heart is sair for somebody I wad do- what wad I not? The ballads displayed melancholy and sorrow of the Jacobites that strives to display the respect and loyalty of the Jacobites for their monarchs and accordingly it also tried to showed their love, affection and respect for their missing leaders (Wa llace and Ghoshal). Basically this song was sung by Robert Burns in order to pay tribute to their famous ruler, Charles Stewart. It has also been mentioned that the Jacobites were tend to believe to be the royal supporters of the Stewart of Scotland and by singing the rebellion songs, the Jacobites not only try to communicate with their famous ruler, but they also tend to express their emotional sentiments through the songs and ballads. Apart from this, with the use of various ballads the Jacobites tend to craft a new identity for themselves and fir their Scotland, so that they could get back their missing leader. During the time of the Jacobites rebellion it has been said that the music used for political purpose was not a new thing to the Jacobites, as folk songs of that time were sang with the intention to sway away opinion of the public and also for gaining much support from the people. Apart from this, music tends to play a key role in politics by expressing the inner feeling o f the singers and views and expression of the general mass in order to bring support related to various issues. In the case of Jacobites rebellion, the songs and the ballad were strongly connected with the traditional Celtic music that observed the expression of the music as a major key aspect to the lives of people (Pittock). Apart from this through their music and ballads, the Scottish Jacobites used to praise their heroes and leaders; they also used to attack their enemies and importantly through music Jacobites tend to set new ideas in order to get back their country. It is important to note that it was not very easy for the Jacobites to comprehend in between the romantic and the nostalgic nature of the Jacobian music in relation to the historical events. At the time of the Jacobite Rebellion, the traditional music mainly the folk song was marginalized. However the nature of the music changed by some notable singers of that era, that includes Peter Kennedy, Alan Lomax, Hamish Henderson and more. They used to collect their songs through recording cd and cassettes and tried to reach out to large number of Jacobites to support the movement (Elfring). It was considered that the eighteenth century was a disturbed situation for the Scottish Jacobites. With the dethroned of the King James II, the loyal supporters of the Stewart found themselves in the dangerous situation with the rule of the Hanoverian monarchs. As the Jacobites were losing their all hopes to get back their old monarchical rule and their rule, the rebellion music of that time influenced and encourage them to get united and to fight against the new monarch. However, the rebellion songs given them a new sense of spirit to rise and to fight against the Britain rule. As the Jacobites comprised of a complex group that consisted of people of people from highlands and Lowland Scotland, the people of the Scotland had people from different religion and culture. Therefore, in order to bring them together to support the rebellion, the Jacobites music played a major role (Donaldson). For instance, one such song to raise the spirit within the Jacobites was the Ye Jacobites by Name, it was basically a traditional folk song of the Scottish was focussed mainly to rouse rebel against the movement. The song challenged the new monarch that dethroned their own leader and apart from that the song also spoke about the misery of the people of Scotland. It is important to note that the with the similarities in ideological concept, individuals from different perspectives came together to f ought against the same movement, and the music during that time gave them a feeling of nationality and towards their leader (Helsinger). During the complex situation of the eighteenth century that was way back to the year 1715 and 1745, the situation in Scotland was very complex and that was epitomized by the Jacobian ballads. The canon of the Jacobite was the most famous Jacobites songs that remained popular till the present day. The songs comprises of different things that includes songs related to war, melancholic chants, love songs, nostalgic songs and more. The popularity of the tunes of Jacobites songs helped in popularizing most of the ballads during that time. One of the famous balladeers of that time was James Hogg, who collected all the songs of that time including his own songs and printed all the songs under the Jacobite collection. As per the report, more than three hundred ballads have been collected from different sources during the Jacobian movement (Nelson). The ballads were composed mostly by the anonymous individuals were similar to the Jacobian ballads and highlighted the situation of that time per iod. According to the Malcolm Law, ballads in Britain had been divided in to two categories that includes popular and the traditional ballad, however the Jacobian ballads did not fall in this category as the ballads were mixtures of various styles (Pittock). Furthermore, it has also been stated that the Jacobian ballads were used to communicate emotional concepts and ideas with the people all around. The Scottish Jacobian ballads are similar to that of the British ballads as it used to tell stories in small segments. As noted by David Fowler, ballads were being sung by non-professional people in all ranks of society in both the urban and rural districts of England and Scotland. The Jacobites were merely not much interested in reforming old idea; they planned to create new ideas and concepts in order to give a new identity to Scotland. The music of the rebellion helped the Jacobites to establish new ideas and concept so that they could get back their old monarchical rule and could li ve in harmony. Furthermore, popular folk songs were also used in the ballads and to make the ballads more influential and appealing to the lower class people of the Jacobite ballads and songs were incorporated with more traditional content. As per the research, it has been noted that majority of the Jacobites people were able to relate all the ballads and folk song to their national identity (Blanning). Apart from the ballads, the music during that time also played an important role. During the year 1750, Italians used to reside in Scotland and they worked as a composer at that time that includes Giusto Tenducci, Nicolo Pasquaili and more. One of the famous composers during the Jacobian regime was Thomas Erskine, who has also been regarded as the first known Scot that introduced the symphony (Craven, Peter, and Malcolm). Apart from this one of the famous song of Charles Stewart was the My King has landed from Moidart that explains the rising of the Jacobite Rebellion that is the march of Stewart in order to invade Britain. Other songs of Charlie Stewart includes The Roses of Prince Charlie, We won't hear our leader run down and more and in all of his songs, Stewart praised the Jacobite leader Stewarts (Ryrie). Prior to this, the songs of the two Scottish rebellions that consisted of the Ewan Maccoll and Peggy Seeger sang traditional folk songs of the Jacobian regime. Their song incl udes Charlie Hes My Darling, Waes me for Prince Charlie and more. In the year 1745, during the battle of Culloden, between the Jacobites and the Britain, the Jacobite armies were slaughtered and were defeated in the battle. The defeat of the Jacobites was also mentioned in the form of songs and ballads so that the people of Scotland could understand the rebellion movement of the Jacobites (Womack). This had resulted in great changes with the people of the Highland and Lowland Scotland that led to the destruction of the clan system in Scotland. There was a misconception that that the bagpipes had been banned after the Culloden war but bagpipes in Scotland used to strengthen the Gaelic culture during the Jacobian regime (Talbot). However, other than the songs there were several ballads that were used as the symbol for the Jacobites that include The Grab of the Brave, The Proud Paid and more. One of the famous ballad that the wind has blawd my plaid Awa represented their king Charles a t the time he was exiled to France. The ballad explained though the Britain had taken away their king from them, but they have their sword with themselves. This showed that Jacobites still hoped that their king would return to them and it provided them a spirit of unity. Another example is the The Bonny Highland Laddie that praised the virtues of the Charles and wished that their king should return to his own land (Elfring). Many Jacobite symbols were used in ballad and folk song in order to show the support towards the Jacobite rebellion that includes deer, lions, oak tree and more (Paoletti). Apart from this, mythology of the Jacobites people played a major role in the Scottish ballad and songs that claimed for autonomy and independence of the Jacobites in Scotland. As per the report, more than three hundred ballads comprised of the politics and the history of Scottish. Conclusion From the above essay it could be concluded that music and ballads during the Jacobite rebellion, played a significant role in bringing all the Jacobites people together in order to fight against the movement. Apart from this, many ballads and folk song spoke about their leader and it also showed the respect, love and loyalty towards their leader. The music during the Jacobian regimes helped in bringing all the Jacobites together and according developed a sense of spirit within them. Moreover, the Jacobite movement and the famous Culloden war had a great impact on the traditional music of Scotland. References Blanning, Tim. "The Hanoverian Monarchy and the Culture of Representation."The Hanoverian Succession. Routledge, (2016). 145-162. Craven, Peter Graham, and Malcolm Law. "Prediction of signals." U.S. Patent No. 9,106,241. 11 Aug. (2015). Donaldson, William. "POEMS on the Streets."The Oxford Handbook of British Poetry, 1660-1800(2016): 1. Elfring, T. A. "A Conflict in Song: Whig and Jacobite Ballad Culture in Eighteenth Century Scotland." (2017). Elfring, T. A. "A Conflict in Song: Whig and Jacobite Ballad Culture in Eighteenth Century Scotland." (2017). Helsinger, Elizabeth. "Taking back the Ballad: Swinburne in the 1860s."Victorian Poetry54.4 (2016): 477-496. Maher, Richard. "POEMS FROM THE PRISON YARDa poetic correspondence between Charles Wogan and William Tunstall."History Ireland25.2 (2017): 20-23. Nelson, Holly Faith. "Singing more old songs than ever ploughman could: The Songs of James Hogg and Robert Burns in the Musical Marketplace."James Hogg and the Literary Marketplace. Routledge, (2016). 139-154. Paoletti, Ciro. "The Battle of Culloden: A Pivotal Moment in World History."Journal of Military History81.1 (2017). Pittock, Murray. "James Hogg: Scottish Romanticism, Song, and the Public Sphere."James Hogg and the Literary Marketplace. Routledge, (2016). 127-138. Pittock, Murray.The Invention of Scotland (Routledge Revivals): The Stuart Myth and the Scottish Identity, 1638 to the Present. Routledge, (2014). Plank, Geoffrey.Rebellion and Savagery: The Jacobite Rising of 1745 and the British Empire. University of Pennsylvania Press, (2015). Ryrie, Alec. "Music Reconciled to Preaching: A Jacobean Moment?."Worship and the Parish Church in Early Modern Britain. Routledge, (2016). 121-142. Talbot, Michael. "Maurice Greenes Vocal Chamber Music on Italian Texts."Royal Musical Association Research Chronicle48.1 (2017): 91-124. Wallace, Tara Ghoshal. "Historical Redgauntlet: Jacobite Delusions and Hanoverian Fantasies."Romanticism21.2 (2015): 145-159. Womack, Peter.Improvement and romance: constructing the myth of the Highlands. Springer, (2015).

The mindless worker Essay Example For Students

The mindless worker Essay Thinking it can survive the rapid tides of this worldIt works and works and works until it can work no moreIs it truly happy in its confined walls of its fortressMust it work all the time to feel freedom?I say NOT; take for instance the butterflyThe butterfly is a thirsty brook longing to become a great riverIts tides blow strong so to be free and wild in the dayIts world is gentle and its sneezes are the sameIt does not live in a fortress for a worldHowever, one day the butterfly and the ant join powersOne is to gather a great meal for kingsAnd one is to provide a single moment of joyThe butterfly tells the ant to provide joy, but the ant refuses and leavesThe butterfly cant stand this behavior and calls back the antThe ant explains that he truly does not know what joy isWhen the butterfly hears this, his heart sinks to hell and grows coldThe butterfly feels a great sympathy for the deprived antThe ant lives in an everlasting, inescapable hell fireThe butterfly lives in a heavenly p alaceThe two are night and day!. We will write a custom essay on The mindless worker specifically for you for only $16.38 $13.9/page Order now .. never to be seen togetherThe butterfly flies away looking at the frozen image of the antIt flies closer and closer to the sun.. . until it is never seen againBibliography:

Tunku Abdul Rahman Essay Example

Tunku Abdul Rahman Essay Example Tunku Abdul Rahman Essay Tunku Abdul Rahman Essay Essay Topic: Maus Sir Tunku Abdul Rahman Putra Al-Haj ibni Almarhum Sultan Abdul Hamid Halim Shah was the Chief Minister of the Federation of Malaya from 1955 and became the countrys first Prime Minister after its Independence in 1957. Born in a royal family in Kedah, Abdul Rahman was the son of 24th Sultan of Kedah and went to become the founding father of the independent Malaysia. Before attaining independence of the country, Abdul Rahman was also a member of the United Malays National Organization, an organization struggling against Britains Malayan Union. Also known as Bapa Kemerdekaan, he became the first Prime Minister of the country after Sarawak, Sabah and Singapore merged to form Malaysia in 1963. He played a key role when the Organization of Islamic Conference was established in 1969 and served as its first Secretary-General. Childhood Early Life Abdul Rahman was born on 8 February 1903 in Istana Pelamin, Alor Star in Kedah to the 24th Sultan of Kedah Sultan Abdul Hamid Halim Shah and his sixth wife Cik Menjalara. He was the fourteenth son and twentieth child of his father. As a child Abdul Rahman was raised in Isatan, the Palace, which was built by a Chinese contractor and had a royal childhood with a number of servants around him. Prince Abdul was sent to a Malay Primary School Jalan Baharu in 1909 and was later moved to the Government English School in Alor Star, which eventually became known as the Sultan Abdul Hamid College. In 1911, little prince Abdul was sent to Debsirin School in Bangkok to study with his three brothers. He returned to Malaya in 1915 and resumed his studies at Penang Free School. After three years in 1918, he enrolled at St. Catharine’s College in Cambridge University with the Kedah State Scholarship and graduated with a bachelor degree in Arts in 1925. At that time, he drew national attention and was praised as the first student to receive a scholarship from Kedah State for studying in the United Kingdom. Early Career After finishing his graduation, Abdul Rahman served in the Kedah public service and was made the District Officer of Kulim and Sungai Petani. At that time, the colonial Malaya was totally dominated by the British officers, with the only exception of Abdul Rahman who was a Malaya and had concern for his fellow people of Malaya. The two could never come to terms and he often had to pay for it by loosing promotion to higher positions. However, the British Administration did not dare do anything against him, as he was a son of the Sultan and a price of Malaya. Few years later, Abdul went to England and stayed there briefly before finally returning to Malaya following the eruption of the World War II. He continued his law studies at Inner Temple in 1947 and after admitted to bar in 1949, he returned to Malaya where he was appointed at the Legal Officer’s office in Alor Star in the same year. Further, he was made a Deputy Public Prosecutor in Kaula Lampur and president of the session’s court. Abdul Rahman was also a member of the United Malays National Organization, an organization struggling against Britain’s Malayan Union. In 1951, a conflict surfaced within the UMNO forcing its president Datuk onn Jaafar to resign and the person replacing him was Abdul Rahman, who eventually seized the position for the next twenty years. Independence of Malaya Abdul Rahman began his campaign for Malaya’s independence in 1954. His initial efforts failed to achieve anything as the British Administration was averse to grant independence unless it was assured of the racial harmony and equality in a new independent Malaya. As President of the UMNO, Abdul Rahman consolidated a political alliance with the Malaya Chinese Association to form the Alliance Party and later the Indian community Malayan Indian Association joined them in 1955. The coalition gained huge popularity among people though the UMNO members were initially reluctant to open the party to Chinese and Indian community. Abdul Rahman became the first Chief Minister of Malaya with the Alliance Party winning the first federal general election held in the same year. In 1955, he traveled to Japan, where he negotiated the Malaya Independence and 31 August 1957 was finally decided for its independence. Premiership of Malaysia Malaya became Malaysia with the emergence of Singapore, Sabah, Sarawak and Brunei in 1963. In 1961, Abdul Rahman called upon these states to form an amalgamation and was subsequently elected the first Prime Minister of Malaysia on 16 September 1963. However Singapore’s addition in the federal proved disastrous which increased the Chinese influx in the country. Abdul Rahman fearing, that Lee Kuan Yew’s Party could influence the voters in Malaya, started demanding Singapore’s exclusion from Malaysia. After endless clashes between Abdul Rahman and Lee Kuan, Singapore seceded and declared its Independence on 9 August 1965. Abdul Rahman’s regime came to downfall in 1969, when the Alliance Party lost most of its support in the general election that year. Abdul Rahman lost its support from the people within UMNO who were highly critical of his headship and eventually, an emergency committee captured the country from Abdul Rahman and declared a state of emergency leaving him with no power. On 22 November 1970 Abdul Rahman resigned from the position of Prime Minister and subsequently from UMNO in 1971. Other Activities In 1960, when he was still the Chief Minister, Abdul Rahman declared Islam the official religion of Malaysia and established the Islamic Welfare Organization (PERKIM) as a guiding body for Muslim converts. He became the president of PERKIM and served until a year before his death. As President of PERKIM, he organized the first International Quran Recital Competition in 1961. Abdul Rahman played a key role when the Organization of Islamic Conference was established in 1969 and served as its first Secretary-General. He was a co founder of the Islamic Development Bank and President of the Regional Islamic Da’wah Council of South East Asia and the Pacific (RISEAP), serving from 1982 till 1988. However he declared Islam the official religion of Malaysia, he stuck to his idea of running Malaysia as a secular country where people of different beliefs and religion lived and worked together. An enthusiastic sportsman himself, Abdul Rahman promoted many sports events in Malaysia, viewing is a medium to bring people of different race and religion together. He started an international football tournament in 1957 and was elected as the first president of Asian Football Confederation in the next year in 1958. He had a passion for horse racing and was a member of the Selangor Turf Club. Later Life Death In 1977, Abdul Rahman became the chairman of The Star, a newspaper which was banned in 1987 by Prime Minister Mahathir Mohamad because of its provoking columns that were harshly critical of the Malaysia’s government. Following a rift with in UMNO, he unsuccessfully tried to establish a new party UMNO Malaysia. In the general election of 1900, Abdul Rahman actively participated and widely campaigned against Mahathir Mohamad despite his worsening health. He died on 6 December 1990, aged eighty seven and his body was buried at the Langgar Royal Mausoleum in Alor Star. Family Children Abdul Rahman is believed to have at least four marriages in which only three are officially confirmed. His first wife was Meriam Ching, a Chinese woman who gave birth to two children Tunku Khadijah and Tunku Ahmad Nerang. After her death, Abdul married Violet Coulson, his former landlady in England. He divorced her and married Sharifah Rodziah Syed Alwi Barakbah and the couple adopted four children Sulaiman, Mariam, Sharifah Hanizah and Faridah. His fourth marriage to a Chinese woman Bibi Chong remained secret with whom; he had two daughters Tunku Noor Hayati and Tunku Mastura.

Social Dimensions of the Economic Growth Essay Example | Topics and Well Written Essays - 2000 words

Social Dimensions of the Economic Growth - Essay Example This paper is an attempt to look on economic development not just as a measure of a country’s or the world’s economic progress, as a whole, but as a human development issue, incorporating the social dimension in the context of the economic development. Economic development is understood as the analysis of economic progress of nations. However, looking at the core of it, it becomes more than just the monetary computation of the economic value of the country, rather it is an amalgam of sociology, anthropology, history, politics and, all-too- often, ideology. Development is a social phenomenon that involved more than increasing per capita output, but necessitates eliminating poverty, unemployment and inequality as well A country’s economy is measured in terms of Gross Domestic Product. GDP is the total money value of goods and services produced in a country in one year, while GDP per capita is a measure of the value of products made and services provided by each person, a measure of the average productive capacity of people. Despite economic developments rates of some countries, the world still watches its people go hungry. The world through the different agencies like the United Nations, World Bank, International Monetary Fund have been vigilant about this global issue. Economic growth is more than the numbers. If the supposed economic development does not trickle down to feed the hungry mouths at the grassroots level, the numbers are insignificant. What will matter in the end are its people and their development as humans.

Strategic Management Accounting Coursework Example | Topics and Well Written Essays - 2000 words

Strategic Management Accounting - Coursework Example The group has diversified its business to a vast magnitude in the past few years in various sectors for a successful venture. This particular strength has further helped the company to develop a strong brand and gain an impressive reputation in the market. In the similar context, it can also be argued that the brand reputation of the organisation is creating pressure on its management to preserve its success record and suffice the customers’ demand with consistent performances. Due to massive diversification, the corporate group has also faced few issues with respect to its services and strategic management initiatives. The business has accordingly been using the concept of brand stretching for its various products as well as services. With regard to Fransoko Group, strategic management is an important consideration required for the success of the business. There are various strategic factors that affect the business and its success, such as the management style, financial per formance as well as other relevant aspects, as can be apparently observed from the case reference. Industry rivalry- Fransoko will face intense rivalry from its competitors to enter the new market. To attain the required market share, the company will need to appoint skilled managers to accomplish their objectives. Although the personality of the Chairman deciphers his effective leadership abilities, it shall not be sufficient in meeting the intense rivalry and hence, proper strategic planning will be required. Bargaining Power of the suppliers- Suppliers need to provide resources on regular basis for the company to develop its market worldwide. Quality along with the reliability of the supplier is also deemed as an important issue, which needs to be mitigated by managing the resources effectively. Bargaining Power of the buyers- The bargaining power of the buyer is high in the industry context of Fransoko and therefore, it is

Substance abuse Essay Example for Free

Substance abuse Essay Substance abuse is the manner in which the use of a specific drug is used that is outside the specified usage. For instance drug abuse, drug addiction and chemical dependency all point to the same i. e. abuse. Hence the use of drugs or chemicals outside the specifications prescribed by the doctor or the norms followed in society is all a definition for substance abuse. When someone uses drugs or chemicals in a manner that is not prescribed by the doctor, then, there are symptoms that mostly follow the use. They mostly vary depending on the substance used. The common types of a person who has an abuse on any substance are:†¢ There is significant impairment or distress in the person that will always show in a period of about 12 months; †¢ There is physical hazard to the user where for instance the person is supposed to operate machines; †¢ There is also failure to be able to perform specific tasks like at school or at work hence poor output that is one cannot fully concentrate. †¢ The person might also become an enemy to the law hence display oneself in a conduct that is not impressive to the society; †¢ Lack of control to the emotions or cannot be one who keeps good relationship with close family or friend; †¢ Alcohol causes sedation and relief of anxiety when used in high consumptions there is slurred speech, ataxia, impaired judgment, and disinherited behavior. The person in picture here being an actress in the SHERRYBABY has been portrayed as being a nuisance to the public and also to the workmates. This seen so because she has been in prison due to the use of heroin. In specific acts in her movie, she tries to also show the steps that any addict of any illegal substance might be able to follow. For instance in one of the movies she follows the track where an addict does i.e. her ability is totally shuttered when she portrays where she drops of a hat, she makes Sherry Swanson turn from sexual to vulnerable, violent to passive, indifferent to invested, self-assured to insecure. Through it all, she is endearing enough to win over even the most ignorant viewers the kind who shields their eyes when in real-life Sherry’s pass them on the street. Chronic alcohol consumption profoundly affects the function of several vital organs, particularly the liver and the nervous, gastrointestinal, and cardiovascular systems. Ethanol has direct toxicity. In addition, since it is a very weak drug that requires concentrations, thousands of times higher than other misused drugs (e. g. , cocaine, opiates, and amphetamines) to produce its intoxicating effects, it is often consumed in quantities large enough to qualify it as a food. Consumption of large amounts of alcohol increases the mortality rate of any consumer, though light to moderate drinkers have a chance of having between changing the habit or also increasing the chances too (Linda A.Mooney, David Knox, Caroline Schacht, 2005). Deaths linked to alcohol use are caused by the cancerous diseases, liver failure suicidal wishes and accidents when driving and the use of machines. In most cases, the drunken take this alcohol with an aim of forgetting their problems, some take alcohol to raise their sexual urge and ability to work. However, according to research, excessive abuse of alcohol does not help one to forget his or her own problems. This is a fact that most drug abuse victims do not have an idea about. In the Sherry Baby movie, this is clearly brought about when Sherry Swanson turn from sexual to vulnerable, violent to passive, indifferent to invested, self-assured to insecure. There are so many effects of the use of illegal substances but the following are the effects that are encountered by the user. They are: 1. Tolerance and physical dependence -The consumption of alcohol in high doses over a long period results in tolerance and in physical and psychological dependence. That is, the victim is not in a position to make independent decisions or handle a situation on his own. 2. Neurotoxicity- Consumption of large amounts of alcohol over extended periods (usually years) can also lead to neurological deficits. That is, some body functions will not take place normally. 3. Cardiovascular System: Alcohol alters the cardiovascular system in many ways. Heavy alcohol consumption of long duration is associated with a dilated cardiomyopathy with ventricular hypertrophy and fibrosis. 4. Blood: Alcohol indirectly affects hematopoiesis through metabolic and nutritional effects and may also directly inhibit the proliferation of all cellular elements in bone marrow. The most common hematological disorder seen in chronic drinkers is mild anemia resulting from alcohol-related folic acid deficiency. 5. Endocrine System and Electrolyte Balance: Chronic alcohol use has important effects on the endocrine system and on mineral and fluid and electrolyte balance. 6. Fetal Alcohol Syndrome: Chronic maternal alcohol abuse during pregnancy is associated with important teratogenic effects on the offspring. Therefore, pregnant mothers are not allowed to consume this substance. 7. Immune System: Alcoholics have a higher than normal rate of infection and are especially prone to respiratory infections such as pneumonia and tuberculosis. This is the reason why most of the cough during cold seasons. 8. Increased Risk of Cancer: Chronic alcohol use increases the risk for cancer of the mouth, pharynx, larynx, esophagus, and liver. Reference Thomson Wadsworth (2006) Understanding Social Problems; Wadsworth Publishing. Page 161-186.

Christmas - An Extraordinary Holiday Essays -- Personal Narrative Writ

Christmas - An Extraordinary Holiday As I grow older, Christmas is the greatest holiday for my family and me. The powerful feeling of family is never any stronger than on Christmas Day. The stress of the time between Thanksgiving and Christmas Eve all seeps away as our children come running into our bedroom to see if we are awake yet. Even though our children are teenagers, the tradition doesn't change; Santa is real if you believe in him. I've seen our children wake up as early as 5:00 a.m. As our children awake us, my husband tries to draw out the anticipation by telling them he needs to take a shower first. After much begging and grumbling, they agree and the three of us make our way into the kitchen to bake cinnamon rolls. While my husband is showering, we are in the kitchen preparing the cinnamon rolls. By the time he is done, the smell of the gooey sweet cinnamon rolls is drifting through the house. As I pull the rolls out of the oven, my daughters are tearing into the stockings Santa filled while visiting the night before. Santa always remembers Mom and Dad, too. W...

Social Media Marketing

Evaluate the Effectiveness of Social Media Marketing on Hotels Jennie Russell 1. Abstract Purpose; The internet has forced companies to transform themselves to be more interactive, innovative and efficient as the online consumer is more active, demanding and in control; if unhappy about a service the hotel’s reputation c an be damaged as negative information posted online is instant and public; sharing their opinion with hundreds of thousands of potential customers. However, savvy marketers are increasingly using social media to let guests sell their hotels, which is authentic marketing at its best.Marketers need to implement dedication, time and resources in social media marketing to be successful and stay ahead of their competitors; most hotels lack the resources required to effectively implement social marketing strategies. Methodology; This paper integrates triangulation to ensure all views of social media marketing are portrayed; three hotel marketing managers were questi oned, consumers on PollDaddy answered polls and the role of the practitioner research was undertaken to analyse Cedar Court’s Facebook campaign.Secondary research was used to develop recommendations for the effective use of social media marketing. Findings; This paper presents the results of an exploratory study on the different perspectives of social media marketing. It was found that some hotels have more developed social media marketing strategies than others but all are willing to learn and develop. Consumers had mixed opinions on social media marketing which lead to calls for recommendations to be derived from secondary research for the effective use of social media marketing.Research Limitations; More time was needed to research and analyse the Facebook campaign and a payable account was needed on PollDaddy to increase the exposure of the polls. Value; Social media marketing is a fairly new trend; it will be a key factor in the future of marketing; Large hotels like Hil ton and Four Seasons Hotels & Resorts have fully integrated social media into their marketing strategy, but for most hotels the difficulty is not only where to begin, but who to use and what to do; this paper will significantly impact how hotels market on social media sites.Keywords; Social Media, Marketing, Hotels, Effective, Participation, Interaction 1|Page 2. Context & Objectives Long before the Internet, people shared their opinions of products with friends and family through word of mouth; ‘a happy guest tells five others; an unhappy guest tells 9-10 others. ’ (Kennedy, 2009) Nowadays, consumers are spending more and more time on social network sites where they can broadcast their experiences directly online via social media sharing their opinion with hundreds of thousands of potential customers; hotel marketers need to reach these communities and interact with them to stay competitive.TIG Global (2009) describes how the internet has changed marketing; ‘what was once an efficient one way communication tool has evolved into an interactive two way communication device. ’ The internet is forcing companies to transform themselves to be more interactive, innovative and efficient. Kozinets (1999, p254) discussed that ‘online consumers are not merely passive recipients of consumption information but active creators’; consumers are now in control. The information the consumers post is instant and public; giving them the opportunity to be heard in large numbers.Marketers need to form alliances with these online consumer communities as it is the dawn of customer engagement; ‘Engaged customers spend more money and come back more often. ’ (Mclean, 2008) Social media marketing requires participation, interaction and dedication (Raza, 2006); time, commitment and resources are essential for the efficient use of social media marketing; however most hotels lack the resources required to effectively implement social mark eting strategies.Most hotels either don't do social media marketing or they don't do it efficiently; W eber (2009) understands that marketers have to be aggregators not broadcasters; they have to be part of the consumer’s conversation, not bombarding them with constant sales pitches. (Evans, 2009) Marketers have to ensure their content is beneficial to the hotel and their consumers; they should not perceive the hotels presence to be a nuisance.Large hotels like Hilton, Four Seasons Hotels & Resorts and MGM Grand have fully integrated social media into their marketing strategy, but for most hotels the difficulty is not only where to begin, but who to use and what to do. Is it detrimental for a hotel not to use social media sites? Can it be detrimental if social media sites are used but not appropriately? The aim of this study is to evaluate the role of social media in hotel marketing. The objectives of this study are to; ? Evaluate how the internet has changed hotel marketing. |Page ? ? ? Assess the key activities involved in social media marketing. Evaluate the role of social media marketing within hotel marketing strategies. Develop recommendations for the effective use of social media marketing in hotels. 3. Literature Review Marketing Raza (2005, p 2) defines marketing as an ‘ongoing process comprising various co-ordinated activities a company must perform to develop and/or wanted product, bring it to the market, maintain it there and maximize the customers benefit. The customer is an integral part of the marketing process; marketers need to focus on their customer’s needs, wants and expectations which will reflect in their services and result in a successful hotel. ‘For many years hospitality firms have believed that the goal of marketing is to create as many new customers as possible. ’ (Shoemaker & Lewis, 1999, p345) They believed it was important to satisf y the guests while they were on the property, but the real goal w as to continue to find new customers; their interest in getting new customers dominated the task of keeping customers.Nowadays, companies have realized that both aspects are vital; finding n ew customers and keeping current customers; Chen et al (2009) suggest that companies exploit the internet to become more innovative and effective at this task. Marketing using traditional methods used interruption techniques which consumers accepted as they classed them as necessary ‘happenings’; the marketers were in control. But the internet forced marketers to transform themselves; Chen et al (2009) discovered that marketers were no longer in control; the balance of power had shifted to the consumer.The existence of united groups of online consumers interacting shifts knowledge and power from marketers to consumers; Kozinets (1999, p258) supports this; ‘The more online consumption members communicate with one another through the internet, the more bold they feel about chall enging marketers and marketing claims. ’ Scott (2009) & Tuten (2008) realized that the ‘old rules’ of marketing were ineffective in a web 2. 0 world; (consumer generated content) marketers have to work harder as consumers control their media content.Saugestad (2009) reinforces this; ‘research shows that there is a growing proclivity among web users to tune out ‘corporate speak’. ’ Miguens, Baggio & Costa (2008) clarify that the internet is no longer just a static page, but a dynamic platform which allows consumers to independently generate their own content; sharing with other users and passing on their own experience. Marketers need to realize that online consumers are much more ‘active, participative, resistant, activist, loquacious, social and communitarian. ’ (Kozinets, 1999, p261) Social Medias 3|PageIt is important to ensure social media is explained to avoid confusion; ‘Social media is about sharing information and experiences with acquaintances in your networks. ’ (TIG Global, 2009) Weber (2009) noted that social networks are places where people with a common interest or concern, meet and express themselves, their opinions and ‘vent’. There are different social media channels depending on the desired goals; Table 1; Authors Analysis of Social Media Sites Type of Description Statistics Social Media Facebook Facebook is a social networking website that Facebook reports was originally designed for students, but is n average of now open to anyone 13 years of age or older. 250,000 new Facebook users can create and customize registrations per their own profiles with photos, videos, and day since January information about themselves. Friends can 2007. (Scott, 2009, browse the profiles of other friends and write p229) messages on their profiles. Twitter Twitter is an online service that allows you to There are a share updates with other users by answering reported 3 million on e simple question: â€Å"What are you doing? † tweets posted per Twitter is a free social networking and micro- day. (Social Media blogging service that enables its users toStatistics, 2008) send and read other users' updates known as tweets. TripAdvisor TripAdvisor is a free travel guide and 90% of online research website that hosts reviews from consumers trust users and other information designed to help recommendations plan a vacation. from reviews (Mclean, 2008) YouTube YouTube is a video sharing service that ‘Videos posted on allows users to watch videos posted by other You tube attract users and upload videos of their own. The more than 40 slogan of the YouTube website is â€Å"Broadcast million visitors Yourself. † This implies the YouTube service monthly. ’ (Weber, s designed primarily for ordinary people who 2009 p4) want to publish videos they have created. ‘Social networking continues to grow and shape the way people communicate. ’ (Hotelworld, 2010) There are hundreds of active social networking websites, but the social media sites listed in table 1 are relevant to this project as hotels are currently using them to market themselves. The internet is becoming one big social networking site; ‘Over 44% of all internet users are active in social media’ (TIG Global, 2009) Saugestad (2009) & Miguens, Baggio & Costa (2008) argue that social media sites are the most 4|Page opular sites on the internet due to the fact it is available 24/7, giving potential online customers the opportunity to access information at their own convenience. Starkov & Mechoso (2010) acknowledges that internet users spend 17% of their surfing time on social network and blogging sites, nearly triple the percentage of time spent on sites than a year ago which is beneficial to marketers if they use social media effectively, as they are reaching a growing audience. Using Social Media Effectively Many authors agree that social media marketing needs to be fully integrated in the hotel’s marketing process.Marketer’s need a solid internet strategy; merging social media marketing into their marketing plan and the hotels brand; integrating videos, images and blogs to increase exposure and improve online positioning. (Davis, 2009, Raza, 2005, Tikkanen et al, 2009) Social media gives marketers an incredibly inexpensive way to build brand awareness, while doing it in a way that makes the hotel seem simultaneously hip, down to earth and fun. Hotels (2009) explain how savvy marketers are increasingly using social media to let guests sell their hotels, which is authentic marketing at its best.Kennedy (2009) found that guests who have had extremely positive experiences do often feel motivated to post their positive feedback on the internet. Successful word of mouth marketing isn’t about what the hotel thinks it represents; it’s what the consumers choose to talk about; ‘Word of mouth hinges on real consumers spreading the word for you. ’ (Mclean, 2008) It’s the best marketing tool; with high credibility as it comes from previous customers and there is no cost to the hotel.However, if consumers have a bad experience it can be unfavourable for the hotels reputation; ‘a single negative online guest review can cause significant damage by scaring off future potential guests. ’ (Kennedy, 2009) The scope of internet marketing is huge; numbers could be in the realms of tens of thousands of potential guests scared off from one bad review on the internet. Hotels reputations are at stake; consumers are going to be talking about how they were treated for better or for worse.Four Seasons Hotels & Resorts has set the bar for social media customers service care; a guest went on twitter whilst staying at the Biltmore Four Seasons Resort to make a criticism about the hotels music, to her surprise she received a bottle of wine and a note from the general mana ger apologizing. Another situation at Four Seasons Bangkok, where a guest complained on twitter about the lack of appealing movies on TV that night; management were notified and the guest was informed about the hotels in-house DVD library. Kirby, 2009) These situations show the effective engagement and participation required with social media marketing that results in high customer satisfaction. Interaction, Participation and Authenticity Social media is all about forming relationships, trust and building an online reputation. The main focus in social media marketing is to keep consumers informed and not to fool them. TIG Global (2009) explain that social media users 5|Page will likely be appreciative of hotel marketers updates and more inclined to pass them along to their networks of friends and family, if they feel the updates are authentic and useful.The main purpose of social media is social interaction and networking with other users; hotel marketers need to enhance their socia l interactions to be successful; ‘the speed of the response is a significant factor in interactivity. ’ (Tikkanen et al, 2009, p1371) The stronger a hotel’s genuine interactivity on social media sites, the stronger their social media brand will be. Starkov & Mechoso (2010) reveal that if a hotel enhances its social media presence on Facebook and Twitter, it can create a buzz around the property and contribute to increased awareness and booking considerations.Engaging and dynamic content can enhance a hotels presence and generate continuous interest; ‘the online social media process is all about the ‘word of mouse’. ’ (Parsippany, 2009) Social media sites are all about customer engagement; companies who focus on engagement rather than selling will see success. (Mclean, 2007, Tikkanen et al, 2009) By incorporating value, interactivity and engagement; hotel marketers could thrive with social media marketing. Valuable Content Evans (2009) ad vises marketers to ensure they have significant cont ent on their social media sites otherwise they will lose consumers and search engine rankings.Consumers aren’t afraid to tell hotel marketers if their content is rubbish but at least social media offers the ability to make instant adjustments in case they need to change detrimental content. ‘Marketers have to provide customers with value to have a better chance of engaging their customers in their marketing activities. ’ (Parsons et al, 1998 cited from Tikkanen et al, 2009, p1369) Value is one of the most important things to keep in mind when creating great social media content that will persuade consumers to interact and engage with marketers.Armstrong (2001) understands that marketers are sceptical about social media marketing but tries to convince them to use the internet as a sales and marketing tool; he summarizes that the issue is not only how to engage the consumer, but also how first to attract the cons umer to the website and then to retain them; however this book is dated with basic knowledge of the internet and limited reference to social media marketing. Saugestad (2009) argued that successful social media marketing requires meaningful participation, authenticity and real engagement.Social media is a continual process of evolving and updating to ensure exciting and lively content; ‘Involvement in (and success with) social media takes time and commitment. ’ (TIG Global, 2009) Future of Marketing Hotels (2009) predicts social media will become firmly entrenched as a marketing channel in 2010. Savvy marketers will continue to shift marketing funds to online channels at the expense of traditional marketing methods which Starkov & Mechoso (2010) reinforce ‘social media and mobile marketing are quickly becoming the mainstream in the hospitality industry. Accelerating technological 6|Page developments are evolving as a new generation of opportunity and challenge for the marketer. The issue with social media marketing isn’t whether to use it or not but to ensure the time, commitment and resources are spent developing it effectively. There is a lot of literature around social media marketing but no distinct recommendations for effective usage. 4. Method of InvestigationAn exploratory research approach will be used to gather information; a mixture of deductive and inductive; deductive as I want to find if hotel marketing managers find social media marketing useful, also want to find if the level of communication on social networking can gain loyalty from consumers or discover if social me dia marketing is beneficial to a hotel or detrimental to their image. Inductive secondary research will develop recommendations for the use of social media marketing. Triangulation refers to the use of different data collection techniques in ne study in order to ensure the data is correct and precise. (Saunders, Lewis, Thornhill, 2005) Triangulation will be used in this project as it will provide better opportunities to gather all perspectives on social media marketing and will allow effective evaluation of the findings. A mixed method research approach will be undertaken and data will be analyzed throughout the process; Tashakkori & Teddie (2003) quoted in Saunders, Lewis, Thornhill, (2005, p 146) argue that ‘multiple methods are useful if they provide better opportunities for you to answer your research question. The role of practitioner researcher will be undertaken as I designed a Facebook page for Cedar Court Hotel Wakefield when I worked for them on my placement which I now manage. I plan to add 1 event and 3-4 status updates per week as well as requesting at least 40 friends. I understand it will be time consuming; I’m a full time student so all my time is spent on university work which does not allow me to be fully immersed in the daily events at Cedar Court.Therefore familiarity may affect the research as I don ’t have any up to date information to enable me to frequently update the status with current issues; I have overcome this problem by asking the sales manager to keep me informed. I will analyse the campaign for 3 months to observe the impact and responses from the hotel’s social media activities. Structured questionnaires will be conducted using purposive sampling (typical case) with three hotel marketing managers that are currently using Facebook to market their hotel in order to explore their opinions of social media marketing.The questionnaires will be conducted through email so the managers can complete the questionnaire at a time and place convenient to them. The delphi technique will be used to ensure the key issues are addressed; when all the data is collected I will distribute it to the marketing managers to see if they agree with 7|Page the findings and to ensure all the important issues have been illustrated. All three managers will answer the same set of que stions to ensure reliable data. From these questionnaires I will develop polls to ask the general ublic their opinions on social media marketing using PollDaddy as the sampling frame ‘The larger your sample size the lower the likely error in generalising to the population. ’ (Saunders, Lewis, Thornhill, 2005, pg. 210) Poll Daddy has 500,000 users around the world (PollDaddy, 2009) which should generate a good response rate; I am aiming for at least 100 answers to each question to generate findings that are representative of people who are interested in social networking. There is no limit to the amount of questions I can post as PollDaddy provides interactive polling, which I thought was relevant to this project.I will post the questions in November and 3 months later I will gather the quantitative data which allows easy comparison. As well as primary data, documentary secondary data will be gathered from literature on the internet; journals and articles from websites s uch as e. hotelier. com/caterersearch. com will be used to develop recommendations for a hotel marketer to efficiently use social media marketing. Secondary data is unobtrusive; it will aid the project’s objectives and will enable triangulation.An external ethics committee is not required for this research; none of the participants will be vulnerable and social media marketing is a neutral subject. Participant error, bias or observer error shouldn’t occur as triangulation should yield consistent, reliable findings. For this project written consent will be implemented, if participants do not want to participate then they simply do not have to answer the questions. Participants will be volunteers and will be adequately informed of the research; they will be free to withdraw at any time and if necessary the findings can be anonymous.I will monitor Facebook and PollDaddy 4 times a week to ensure the activity is sincere and will re evaluate the validity if I feel it’ s being compromised. 8|Page 4. 1 Research Agenda From the literature review the key issues were highlighted and incorporated into the table below; these issues will form the basis of the questionnaires and polls. Table 2; Table of Issues Issues Reference The more online consumption members communicate with one another through the internet, the bolder they feel about challenging marketers and marketing claims. KOZINETS, Robert, V. (1999) E-Tribalized Marketing? The strategic Implications Of Virtual Communities of Consumption. European Management Journal. 17 (3) 252–264. Online social networking sites are the most popular sites on the internet. MIGUENS, J. , BAGGIO, R. , COSTA, C. (2008) Social Media and Tourism Destinations; TripAdvisor Case Study. Advances in Tourism Research 2008. Aveiro. Portugal RAZA, Ivo. (2005) Heads In Beds; Hospitality & Tourism Marketing. 1st Edition. United States of America. Pearson Prentice Hall. DAVIS, John. (2009) Social Media; Marketing Magic or Madness. [online] 16 July. Article from Hotel Online; News for The HospitalityExecutive. Last accessed on 19 October 2009 at: www. hotel- It is virtually impossible to compete in today’s marketplace without a solid internet strategy. Hotels need to merge social media marketing into the brand and the marketing plan; integrating videos, images and blogs to increase exposure and improve online Question derived from issue Do you find that online consumers are much more active, participative, resistant and more demanding? What types of social media marketing do you use and how do you use it? Do you have an internet marketing strategy? How important is social media marketing in your arketing plan? Is it fully integrated? 9|Page positioning. online. com/News/PR2009_3 rd/Jul09_SocialMediaMagic. html Engaging and dynamic PARSIPPANY, NJ. (2009) content can generate Introducing: CoMMingle continuous interest; ‘the Social Media Marketing online social media Agency for Hospitality. process is all about the [online] 21 September. ‘word of mouse’. ’ Article from Hotel Online; News for the Hospitality Executive. Last accessed on 19 October at: http://www. hotelonline. com/News/PR2009_3 rd/Sep09_CoMMingle. html Successful social media SAUGESTAD, Stephen. marketing requires 2009) Social Media and the meaningful participation, Hospitality Industry. [online] authenticity and real 23 September. Article from engagement. ehotelier. com; the one stop website for hoteliers. Last accessed on 19 October 2009 at: http://ehotelier. com/hospitali tynews/item. php? id=P17166_ 0_11_0_C Four Seasons Hotels & KIRBY, Adam. (2010) MGM Resorts has set the bar Grand Billboard Takes for social media Twitter to Masses. [online] 4 customers service care; January. Article from Hotels; a guest went on twitter The Magazine of the whilst staying at the Worldwide Hotel Industry.Biltmore Four Seasons Last accessed on 6 January Resort to make a 2010 at: criticism about the http://www. hotelsmag. com/b hotels music, to her log/Musings_Miscellany/296 surprise she received a 91bottle of wine and a note MGM_Grand_Billboard_Tak from the general es_Twitter_To_Masses. php manager apologizing. 1. Does your social media site incorporate engaging and dynamic content for your consumer? 2. How often do you update your content on your social media sites? 1. Successful social media marketing requires meaningful participation, value and real engagement do you feel you give this and how? 2.How often do you check/interact on your social media sites? 1. If you find a negative comment online what do you do? 2. Can you give me 3 examples of how social media marketing has worked well for you and what was the impact? 10 | P a g e 5. Findings & Analysis 5. 1 Facebook Research The impact and responses from Cedar Court’s social media activities on Facebook were recorded. Every week Cedar Court’s status was updated 3 times, a new event was added and an average of 40 friends were requested; the campaign was analysed for 3 months to investigate positive and negative reactions of the consumers.It can be immediately seen from column 2 that Cedar Court’s friends have consistently increased, doubling the amount of friends it started off with from 323 on 24. 11. 09 to 692 on 19. 02. 10. The number of people adding Cedar Court to be their friend (column 5) also consistently increased, in the first month Cedar Court had 0-1 people requesting to be their friend but towards the end of the campaign an average of 6 people were requesting to be their friend with a maximum of 8 people on 19. 02. 10.The popularity of Cedar Court definitely increased; at the start only 1 person ‘liked’ the status, then only 1 person commented on the second status, gradually throughout the weeks more people started to ‘like’ and comment on the statuses. Towards the end of the campaign an average of 30 people were ‘liking’ the sta tus and an average of 3 people were commenting; the Valentine’s Day status (15. 02. 10) had 70 friends ‘like’ it and 3 comments which is significant. Generally, the popularity of Cedar Court’s profile did increase however there was a decrease of 7 friends on 24. 2. 09 which could be due to the fact 4 events were sent out the previous time or it could have been due to festive pessimism, after this incident I ensured I would only send 1 event out each week to ensure I didn’t annoy any more of Cedar Court’s friends. The number of people accepting Cedar Court to be their friend and adding Cedar Court to be their friend consistently increased, which could be due to the fact that more consumers are accepting companies presence on social media sites owever consumers tended to ‘like’ and comment on the personal status update; not the sales pitch status es, which goes against companies objectives to use social media as a marketing tool. A ll the comments were positive which is encouraging; this shows a positive impact as consumers enjoy participating in the personal statuses; they take pleasure in the engagement and interactment with the hotel’s day to day activities; birthday’s, promotions, new employees etc. 11 | P a g e 5. 2 Questionnaires with Marketing Managers Questionnaires were emailed to the marketing managers of Hilton, Marriott and Malmaison.They were given 1 month to reply; giving as much detail as possible. To analyse these questionnaires, themes have been derived to allow ease of comparison between the hotels. Marketing the Hotels At the moment all three hotels use a variety of sources to market their hotels; social media, emails, newspapers, tradeshows, search engines, word of mouth and leaflet dropping. All three also have an internet marketing strategy; Hilton explained their marketing team works together with their PR and promotions to shape this strategy.Social media is important in t he hotels marketing plans; Marriott have only been using social media for around 6 months and hopes to be fully integrated by the end of the year. Hilton acknowledges social media is a ‘new space’ and have integrated it through PR and partnerships/promotions. All three hotel’s use Facebook, plus another social media form, however they all use them in slightly different ways. Malmaison started using social media marketing after attending a ‘future of hospitality’ course and uses Twitter and Facebook to update promotions and news etc.Hilton recognised that conversation about their brand were taking place on Facebook and Twitter whether they were participating or not; they use the same sites as Malmaison as ‘additional channels’ for brand news and giveaways. Marriott started in response to their sister hotel having used it for several months and uses Facebook and LinkedIn. Opinions on Social Media Marketing Malmaison’s opinions are m ixed; they believe it is the way forward because it has many benefits but understand there are negatives and that hotels should be careful.However Marriott is not in favour of it; ‘using sites that are not necessarily business focused as a marketing tool can cheapen your product and portray the wrong image. ’ Hilton understands the need for a sound strategy, time and commitment before adopting it; ‘social media marketing should never be used in place of traditional marketing tactics. ’ 12 | P a g e All three hotels agree that social media marketing is useful; Malmaison finds it easy to a point, ‘its quick, reaches a mass audience, builds relationships and is relatively cost effective. ’ Marriott thinks it is cost effective and likes the ‘speed to market. Hilton states that it is ‘extremely helpful in building buzz for our brand , sharing news quickly. ’ Occurrence of Content Updates and Interactions All three hotels interact on their social media sites however there are different levels; Hilton is the highest and checks theirs frequently throughout each day whereas Marriott only check theirs once a week; hotels on social media sites should be giving instant information; a week is far too long. Malmaison checks theirs as ‘often as they can’; but this is a loose term and could range from Hiltons highest level to Marriott’s lowest level of interaction.Again, with content update the rankings were the same; Hilton was the leader as they ‘post multiple messages to Twitter each day and add content to Facebook regularly’, Marriott only update their content on average once a month which is insufficient and Malmaison were vague with ‘as often as we can. ’ Participation, Engagement and Valuable Content Malmaison follows up on complaints and says thank you for good comments, they offer incentives and promotions their customers would appreciate.Hilton talks with their â €˜fans’ rather than ‘at’ them, they try to provide content that has real value, rather than simply ‘pushing marketing messages. ’ Whereas Marriott acknowledges that they are not giving the ‘appropriate level of participation’ however this year they do hope to overcome this and build their online profi le. Malmaison believes that their site incorporates engaging and dynamic content for their consumers; Hilton always ‘tries to provide information that is valuable to our audience. ’ Marriott is drawing up plans to address their ‘limited’ content.Champions and Time Spent with Social Media Marketing All three hotels understand the importance of assigning a dedicated social media marketer; Hilton has ‘an agency team and three internal team members’; Malmaison has 1 person from each hotel responsible and Marriott has nominated six people for their social media activities. Marriott only spends a couple o f hours per week on social media marketing whilst Malmaison spends ‘as much time as we can’ which is again vague but sounds keen! Hilton understands that ‘time investment is considerable and necessary. Attracting the Active and Demanding Online Consumer Malmaison attracts online consumers to their social media sites through exclusive offers and competitions; Hilton has integrated their Facebook and Twitter with their official brand site and other microsites; they also rely heavily on 13 | P a g e word of mouth from their current ‘fans’ and use giveaways. In the near future Marriott will be adding their social media addresses to their traditional ‘collateral’ that they hand to clients. Malmaison agrees with the statement that ‘online consumers are more active, participative, resistant and demanding. Hilton thinks it varies; ‘most followers are honest and enjoy travel so their posts and comments are positive’ but Hiltons social media channels are ‘not intended to be a guest assistance centre. ’ Which I disagree with; guests should be able to have their p roblems resolved through social media, I do understand that it’s an international company but strategies should be in place for these encounters. Marriott said ‘we will only really begin to see this in the coming months as our exposure grows. ’ Analysis of Social Media MarketingMalmaison analyses their social media marketing at the end of every week using tools such as ‘trendistic, tweetbeep, twittercounter, twitpwr. ’ Hilton receives weekly reports from an agency that ‘tracks major topics. ’ However Marriot t’s focus is ‘bringing our profile to a level where it actually merits tracking. ’ TripAdvisor Reviews Malmaison and Marriott both stated that they use TripAdvisor reviews but didn’t say how they used them. Hilton encourages its hotels to monitor consumer revie ws as ‘they are a great way to understand what is and is not working for a particular property. ’ Negative CommentsIf Malmaison finds a negative comment then they ‘address and investigate the situation, if a contact number/email address is left then the matter will be dealt with in private. ’ Hilton does their best to resolve the issue; ‘just as we do at our hotels when a guest complains. ’ Until this year Marriott only acted on feedback without replying to the customer; but now they use the ‘Manageme nt Response’ function to post replies to both negative and positive comments. Hilton doesn’t believe social media can necessarily go wrong, but negative posts about customer’s experiences at their hotels is ‘disheartening. Malmaison stated that they seem to be doing ok and Marriott said ‘this remains to be seen. ’ Social Media Working W ell All three hotels have had positive experiences with social med ia; Malmaison has had positive feedback from its ‘fans’, the events they advertised have had favourable responses and offers have been well received. Hilton asked ‘Tweeters’ to cheer for the film premier ‘Up in the Air’ for a chance to win various prizes; this was mutually beneficial and increased the hotel’s profile; reporters often post stories from Hiltons Twitter or Facebook.Marriott use Facebook to advertise charity events and to drive exposure of their Christmas party packages. 14 | P a g e Recommendations Malmaison and Marriott are welcoming of recommendations ‘that are tailored for our product and the market we are in. ’ Hilton are ‘always looking for suggestions that we can use at the brand level and share with our hotels. ’ Social media is a continual process of evolving and updating that takes time and commitment, even though Hilton are the most advanced in social media, the willingness for suggestion s shows true commitment and is an important attribute.Hilton are the most savvy in social media marketing; Marriott is fairly new in this concept and need more time to extend their strategies. Malmaison is well developed but not up to Hiltons standards however Hilton is a multi-national company which is hard to compete with. Unfortunately some managers did not answer in as much depth as I would have liked; none would disclose any financial information which is understandable but disappointing as it would have been interesting to compare the financial implications and set a guideline amount in the recommendations.One manager took 3 months to fill out the questionnaire and only replied when I used Facebook to prompt them to fill it in. 5. 3 PollDaddy Results Polls were developed on PollDaddy to ask the general public their opinions on social media marketing. Originally I had problems with the response rate as I only had a free account, if I had a paid account I would have received mor e responses and more exposure, but I overcame this by using Facebook to link my questions from PollDaddy and the responses increased rapidly; reinforcing the argument that social media is effective.Table 3; Key Points from PollDaddy 1. 87% think that social media marketing isn’t just a trend. 2. 50% think that marketers abuse social media marketing. 3. 48% think there should be rules for the appropriate usage of social media marketing. 31% think marketing on social media is innovative. 4. 5. 6. 7. 8. 60% find it easier to challenge marketer’s claims through social media marketing. 30% use Facebook and 27% use Twitter as their main social media forms. 36% think companies on social media are demonstrating meaningful participation, authenticity and real engagement. 2% engage in social media if they see it as beneficial. 15 | P a g e 9. 57% think social media marketing is a convenient and efficient way of finding information and interacting with an organisation Source; Aut hor’s Analysis of Poll Daddy Results 1. This is a significant percentage of people who think social media marketing isn’t just a trend; they believe it will be around permanently so hotels should take up this information and use this to their advantage through marketing. 2.Half who answered thought that marketers ‘just don’t get’ social media marketing; people felt that marketers could make more of the opportunities they have; the ‘recommendations’ may help marketers use social media marketing more effectively. 3. This point reinforces the need for marketers to effectively use social media marketing; it is a fairly new concept and marketers need to develop their strategies if they want to succeed. 4. 31% think marketing on social media is innovative which is encouraging for marketers; 32% of people don’t mind social media marketing as long as it isn’t excessive. 5.Online consumer aren’t afraid to challenge marketers claims; they are more assertive which strengthens Chen et al (2009) and Kozinets (1999) argument that the balance of power has shifted away from the marketer to the online consumer. 6. Most people who answered used some form of social media marketing, from Facebook to LinkedIn; companies should begin marketing on Facebook and then develop their strategies from there. 7. 36% thought that social media marketing shows companies commitment to engagement and interaction; however the polls were very close with some people being suspicious of social media marketing and the marketing ploys. . Social media sites are all about customer engagement with beneficial content this point reinforces Mclean (2007) and Tikkanen et al (2009); companies who focus on engagement rather than selling will see success. 9. This supports TIG Global’s (2009) point that social media users will likely be appreciative of hotel marketers updates and more inclined to pass them along to their networks of frien ds and family, if they feel the updates are authentic and useful.All questions answered had different response rates ranging from 97 to 497. Even though some of the percentages are fairly inconclusive, social media 16 | P a g e marketing is a growing trend and it would be interesting to see the results in a year’s time. 5. 4 Recommendations The dynamic growth and popularity of social media sites has created new opportunities for hotels; I have created recommendations to ensure proper usage of social media marketing and eliminate the risks involved for hotels. 6. ConclusionThe purpose of this project was to evaluate social media in hotel marketing; this project aims to help hotel marketers assess the key activities involved in social media marketing and evaluate the impact on a hotels marketing strategies and their image. Literature Review The internet has forced companies to transform themselves to be more interactive, innovative and efficient as the online consumer is more a ctive, demanding and in control; if unhappy about a service the hotel’s reputation can be damaged as negative online information posted is instant and public; sharing their opinion with hundreds of thousands of potential customers.The more online consumers communicate with one another, the bolder they feel about challenging marketers and marketing claims. Social media marketing requires participation, interaction and dedication; time, commitment and resources are essential for the efficient use of social media marketing; it is a highly engaging and innovative marketing method. Engaging and dynamic content can enhance a hotels presence and generate continuous interest; it needs to be focused on the consumer, it’s not what the hotel wants to talk about it’s about what the consumers want to talk about.If a hotel enhances its social media presence, it can create a buzz around the property and contribute to increased awareness and booking considerations. Savvy market ers are increasingly using social media to let guests sell their hotels, which is authentic marketing at its best. Findings By analysing the impact of social media marketing through different mediums the research was able to demonstrate the impact of social media marketing. More time was needed to analyse the Facebook campaign and a payable account was needed on PollDaddy to increase the exposure of the polls.Despite the limitations there are a number of important points that came from the research; more consumers are accepting companies presence on social media sites like Facebook however consumers prefer personal status updates; not 17 | P a g e sales pitch statuses. The company profile needs a personality in order for engagement to be fulfilled. Social media is a continual process of evolving, updating and developing; hotels should be consistent in regularly usage on social media sites; instant information is needed to be given; a week is far too long to interact and deliver thei r message effectively.Hotels should implement weekly analysis of their social media marketing strategies to ensure effective usage. All three marketing managers have positive experiences with social media marketing with Hilton stating ‘social media marketing can’t necessarily go wrong. ’ PollDaddy consumers don’t mind social media marketing as long as it isn’t excessive; it shows companies commitment to engagement and interaction; however the polls found some people being suspicious of social media marketing and the marketing ploys.Consumers thought that marketers ‘just don’t get’ social media marketing; they felt that marketers could make more of the opportunities they have; the ‘recommendations’ may help marketers use social media marketing more effectively. Recommendations have been derived through secondary research for the effective use of social media marketing. A dedicated and committed employee needs designat ing to monitor and interact on the social media sites.Marketers should establish themselves as credible members of the community and legitimate experts in their field by sharing knowledge and useful links. To Conclude Social media marketing is a fairly new trend; marketers should intensify their efforts to develop and expand their social media marketing strate gies to improve their online positioning. There are positives and negatives to any new venture but overall if social media is effectively used the positives out weight the negatives.It is virtually impossible to compete in today’s marketplace without a solid internet strategy and hotels need to merge social media marketing into their brand and their marketing plan. Social media will soon be the norm in marketing and marketers need to implement dedication, time and resources to be successful and stay ahead of their competitors; most hotels lack the resources required to effectively implement social marketing strategies s o this paper should significantly impact how hotels market on social media sites.Social media marketing is a free marketing tool and if used effectively can be beneficial to the hotel with high returns, however if hotels use social media but not effectively then this can be detrimental to their image; online consumers will perceive them as a nuisance and their online reputation will be ruined. Referring back to the questions asked at the start of this paper; ‘is it detrimental for a hotel not to use social media sites? ’ and ‘can it be detrimental if social media sites are used but not appropriately? I think it can be both detrimental to a hotel to not use social media, as they are missing out on a mass online market, who will be 18 | P a g e discussing their brand whether they are participating or not, however it can also be detrimental if social media is used but not appropriately. By incorporating value, interactivity and engagement; hotel marketers could thriv e with social media marketing. Future research from this paper should look into the long term benefits of social media marketing.Some of the percentages were inconclusive from PolDaddy, it would be interesting to see the results in a year’s time to discover how opinions had changed. 8. Bibliography ARMSTRONG, Steven. (2001) Advertising On The Internet; How to Get Your Message Across On The World Wide Web. 2nd Edition. Wales. Kogan Page. CHEN, Wei, et al (2009) Strategic Management: Undergraduate Programme in Service Sector Management. Essex. Pearson Education. DAVIS, John. (2009) Social Media; Marketing Magic or Madness. 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