Breast Cancer Information Essay Essay

Breast cancer is the malignant form of tumor that develops from the breast cells and is the most common form of cancer invasive in women worldwide. This is considered second in malignancy after skin cancer in women. It starts from the inner lining of the milk ducts and spreads to the surrounding tissue. Breast is composed of microscopic cells, which multiply in an orderly manner with older cells being replaced by new cells. Uncontrolled multiplication of cells in a progressive manner is the phenomenon in cancer. Milk duct is the most common spot for the cancer to begin and this form is also known as â€Å"ductal carcinoma. While most breast cancer cases occur in women, male breast cancer is also rarely present. Breast cancer has two forms: invasive and non-invasive. Invasive form of breast cancer is where the cancer cells reach the nearby tissue from inside the lobules. In such cases, cancer cells reach the lymph nodes and reach other organs through metastasis. Liver, lungs and bones may get affected. The cancer cells may even reach other body parts by traveling through bloodstream or lymphatic system. Non-invasive form of breast cancer is where the cancer cells are limited to the origin i.e. inside the lobules. It is usually the pre-cancerous stage where cancer cells haven’t actually spread outside the place of origin and are â€Å"in situ†. This over a period of time develops into invasive breast cancer. The type of breast cancer determines the treatment to be carried out in each case. For breast cancer to be diagnosed it is important that its symptoms be known. The signs of breast cancer that are evident to the patient include headache or pain. Sometimes a rash or swelling may develop. Symptoms are what the doctor can detect like thickening of the tissue in the woman’s breast. Presence of lumps is not a sure sign of cancer as lumps need not be cancerous every time. It is important to get a health check up done by professional in case of lumps. Here are some known signs and symptoms which women report before the detection of breast cancer and need be diagnosed for analysis: 1. Redness of skin 2. Lump formation in the breast 3. Pain in armpits or breast not during menstrual cycle but otherwise 4. Swelling in the armpits(lumps) 5. Nipples of breast turning sunken or inverted 6. Change in size and shape of breast 7. Rash present around the nipples 8. Thickened tissue of breast 9. Discharge which may be that of blood from the nipples 10. Peeling, scaling or flaking of skin of nipples or breast It must be noted that these symptoms are not confirmatory indicators of breast cancer but are only a possible sign of malignancy. It may rather be a cyst or infection that causes such symptoms. In cases where diagnosis gives positive results, further treatment and course of action needs to be started by the medical professional. Determination of cancer type and its grade and also if genetic mutation is responsible for it or if it is hormone receptive is to be done. Positive breast cancer determination gives rise to the need for determining whether the cancerous cells have spread to other organs, tissues or bones. Effective treatments can cure the cancer or prevent it from spreading further. Local or systematic treatment based on the size, nature and extent of tumor is carried out post diagnosis. Surgery and radiation are means of local treatment where cancer cells are tried to be destroyed without affecting the other body parts or remaining body. Breast-sparing lumpectomy or mastectomy in aggressive form where the entire breast may have to be removed can be done as a part of the surgery. Systematic treatments involve targeting of bloodstream in the entire body and are given through mouth to reach target cancer cells. Toxic drugs such as cyclophoshamide or methotrexate may be used in such treatments. Biological treatment is the most recent form where therapy is used to strengthen the immune system to fight the cancer cells and curb the growth of cancer cells which have protein in higher levels. Which treatment regimen is adopted for a patient depends upon the age, type and stage of cancer. Since women over 50 years of age are most likely to develop cancer, early diagnosis can prevent cancer from happening altogether in many cases. Breast cancer screening tests are recommended in women over 40 years of age which are tests done without the  presence of any symptom. Detection is done by self exams, check up by medical experts or clinical mammography. Women who have family history of cancer must undergo the early screening tests as they are at higher risk of developing the malignancy through genes. Although causes of breast cancer are not ascertained, there are many factors that can be considered for its likelihood in females. As age progresses, the risk of developing breast cancer grows. Genetics also play a major role. Breast cancer is more common in such women whose close relative had ovarian cancer. If a woman had developed the non-invasive problem ever in her life, she is quite likely to develop breast cancer again in lifetime. Breast lumps at some stage can turn into cancer later on. For women with dense breast tissues, the chance of developing breast cancer is always higher. It is very crucial that a breast cancer gets diagnosed for the treatment to begin. The doctors have wider range of options to begin and judge the patient’s progress and prevent metastasis from occurring. Staging of cancer, i.e. the extent to which cancer has evolved in patient’s body can be determined only after its diagnosis. Further survival rates are highly dependent upon the type, stage and location of cancer. Women can keep away breast cancer by eating healthy diet, drinking less alcohol and breastfeeding their children besides being physically active in their routines. Breast cancer can be managed through surgery or chemotherapy or both in case needed. Risk of reoccurrence is a prominent factor during treatment and thus prevention is always better than cure.

Cavin Kare – History & Future

It is the story of David taking on Goliath. A small company having its base in Cuddalore in Tamil Nadu, is now taking on the multinationals of the FMCG world. The Levers of the world now have competition breathing down their necks, from an all too Desi company, CavinKare.Pioneers in the field of sachet revolution, and mass marketing in rural areas, CavinKare has grown from a Rs 15,000 venture to a company making a turnover of Rs 700 crores . Year of Establishment : 1983 Chairman and Managing Director of CavinKare : Mr. C K Ranganathan History of Mr. C K Ranganathan : Ranganathan's journey, which started from a small town of Cuddalore in Tamil Nadu, has been an amazing one. A business which he started with only with Rs 15,000 is now worth Rs 500 crore (Rs 5 billion). He learnt the first entrepreneurial lessons from his father, Mr.Chinni Krishnan, who started a small-scale pharmaceutical packaging unit, before moving on to manufacture pharmaceutical products and cosmetics. His father w as his inspiration. His father, Mr. Chinni Krishnan, an agriculturist, was also into pharmaceutical business. As he was poor in academics, his father wanted him to either do to either do agriculture or start a business. His siblings were good in studies — two of them became doctors and another a lawyer. He was the odd one out. While his siblings studied in English medium schools, he was put in a Tamil medium school.He used to suffer from an inferiority complex because of his poor academic record. Studies did not interest him, but rearing pets did. When he was in the fifth standard, he had a lot of pets — more than 500 pigeons, a lot of fish and a large variety of birds. He used to earn his pocket money out of pet business at that time. Perhaps, the entrepreneurial spirit in him showed its first streak. His father died as he entered college. He had come out with the sachet concept a couple of years prior to his demise. He felt liquid can be packed in sachets as well.Whe n talcum powder was sold only in tin containers, he was the one who sold it in 100 gm, 50 gm and 20 gm packs. When Epsom salt came in 100 gm packets, his father brought out salt sachets of as low as 5 gm. Their marketing strategy is to make, what the coolies want and the rickshawpullers want to use. He wants to make his products affordable to them,' he says. Selling things in sachets is his motto and as he says, ‘this is going to be the product of the future. ‘ But his father could not market the concept well. He moved from one innovation to another but never thought of marketing strategies.He was a great innovator, but a poor marketer. Joining the family business after his father's death, his brothers took charge of the family business. In 1982, when he joined them after his studies, they had launched Velvette Shampoo. Within eight to nine months, he left the business because my ideas clashed with theirs. As he was in the manufacturing unit, he did not know anything abo ut marketing or finance. But, his inferiority complex notwithstanding, he was somehow confident of doing business better. He had left his brothers saying that he did not want any stake in the property or business.That was a defining moment for him. He had saved Rs 15,000 from his salary and that was all he had. Yet he was confident of achieving success. He did not feel anything about riding a bicycle after having got used to cars. For a week, he could not make up my mind as to what business to do. He knew only two things; making shampoo and rearing pets. He didn't want to venture into the shampoo business as it would initiate a fight with his brothers. However, he decided to do the same later as he could only make shampoo. He rented a house-cum-office for Rs 250 a month against an advance of Rs 1,000.He took another place for the factory for a rent of Rs 300 a month and against an advance of Rs 1,200. He bought a shampoo-packing machine for Rs 3,000. The company began its journey as Chik India Ltd. How Chik Shampoo was born He named it Chik Shampoo after my father. The product did not succeed immediately; they learnt many things during the process. In the first month, they could sell 20,000 sachets and from the second year, they started making profits. He moved to Chennai in 1989 but their manufacturing unit continued to be in Cuddalore. It took him three years to get the first loan because banks asked for collateral.He did not have any. But one particular bank gave him a loan of Rs 25,000 which we rotated and later upgraded to Rs 400,000, Rs 15 lakh (Rs 1. 5 million), etc. The bank manager wrote in their loan application ‘This person does not have any collateral to offer but there is something interesting about this SSI unit. Unlike others, this company pays income tax! ‘ His business never looked back because he was very particular about paying income tax. Strategies that made Chik Shampoo No. 1 in South India When Chik entered the market, Velvet te Shampoo was being marketed aggressively by Godrej .But a scheme of theirs became extremely successful — they exchanged five sachets of any shampoo for a Chik Shampoo sachet, free. Later, they altered the scheme — they started giving one free Chik Shampoo sachet in lieu of five Chik Shampoo sachets only. Soon, consumers started asking for Chik sachets only. Their sales went up from Rs 35,000 to Rs 12 lakh (Rs 1. 2 million) a month. When we introduced jasmine and rose fragrances, our sales went up to Rs 30 lakh (Rs 3 million) per month and with actor Amala as our model, our sales rose to Rs 1 crore (Rs 10 million) a month! Each idea of ours was rewarded by our customers.There has been no looking back since then. Our market share increased and in 1992, we became the numero uno in South India. It took nine years for him to overtake his brothers' business. How Chik Shampoo conquered the rural market Multinational companies sold products in big bottles and not in sachets and they sold only from fancy stores. They did not look at the small kirana stores, nor did they look at the rural market. They went to the rural areas of South India where people hardly used shampoo. They showed them how to use it. They did live demonstration on a young boy.They asked those assembled to feel and smell his hair. Next they planned Chik Shampoo-sponsored shows of Rajniknath's films. They showed our advertisements in between, followed by live demonstrations. They also distributed free sachets among the audience after these shows. This worked wonders in rural Tamil Nadu and Andhra Pradesh. After every show, Their shampoo sales went up three to four times. Today, the Indian rural market is growing at a pace double than that of the urban market. Launching Meera Herbal powder They continued with Chik Shampoo for seven years before venturing into anything else.Meera Herbal powder was actually not their idea. Shaw Wallace already had a herbal product but it was marketed very poorly. They felt there was a demand for herbal products and they made a good product. He felt they should be the leader if theirs was a good product. And guess what? In the third month itself, they topped the market. In six months, they had 95 per cent market share, while Shaw Wallace had only 4-5 per cent. How Beauty Cosmetics became CavinKare As they planned to expand to new products, they thought the name Beauty Cosmetics would be restrictive.In 1998, they ran a contest among our employees for a name and one of them suggested CavinKare ; with C and K spelt in capitals. CK,his father's initials. Cavin in Tamil means beauty and grace. Perfumes for the poor They wanted to cater to those who cannot afford (high priced) perfumes. Good perfumes came at a huge price — they were beyond the means of ordinary people. They decided to come out with a Rs 10 pack Spinz. They were successful in that too. Shampoo market share In the last two to three years, their market share has come d own though they are growing.It is mainly because of the anti-dandruff shampoos in the market. They do not have an anti-dandruff shampoo yet. From 0 per cent, the anti-dandruff shampoos have taken over 25 per cent of the market. Only 75 per cent of the market, therefore, constitutes ordinary shampoos. We hold 20 per cent of the market share. But they are the largest brand in rural Uttar Pradesh , Andhra Pradesh, etc. and they are the number one in many other states as well. On the decision to launch a fairness cream They decided to launch Fairever in 1997 as they saw a huge demand fairness cream.They are the second largest player in the market in this. Research states that when a product is good, consumers do not shift to a new brand. His team told him not to venture into the fairness cream market as the consumers were quite satisfied with the existing products. But they went to launch their product containing saffron — which is traditionally used to get a fair complexion. In six months, their sales galloped. This was followed by Indica hair dye. Two and a half years ago, they launched Ruchi pickles in sachets and they became number one there too.They sell close to 5,000 tonne of pickles per annum. They hope to double this in two to three years. Food is a huge market and they have understood that. Their target is to be a Rs 1,500 crore (Rs 15 billion) company in another three years. CSR activities 1)CavinKare Ability Foundation awards for physically disabled achievers. He stayed as a tenant at Mrs. Jayashree Ravindran's place (the woman who started the Ability Foundation). Once, she said she wanted to start a magazine for the disabled. Though she did not ask for sponsorship, he gave her a cheque of Rs 25,000.He also became one of the Foundation's founder members. Once they came to know about the disabled who have climbed the ladder of success, they — Ability Foundation and CavinKare — decided to institute an award for them. 2) CK School of Practical Knowledge. It is in the process of strengthening , rebuilding and reorienting the existing system of education by introducing Life Oriented Practical Education with academics. Students are reoriented to lay emphasis on humanity, problem solving capabilities, leadership, entrepreneurship, team work and experimentation instead of the convention of learning.Acheivements ; Persona : C K Ranganathan was conferred the prestigious â€Å"Entrepreneur of the year award† by â€Å"The Economic times† in 2004. CKR’s personal philosophy is his trust in people and passion for creating a seamless organization. He always leads from the front. He is very quick in giving his views and decisions. He likes to raise the bars of performance after his colleagues accomplish milestones. This in turn has a cascading effect transforming the whole organization to be nimble footed and agile. Group Companies : Trends in vogue : Trends In Vogue Pvt. Ltd. a group Company of CavinKare came into being in July 2002 with a clear-cut focus on providing personal styling and beauty solutions to everyone in the family. The Company has pioneered the concept of ‘Family Salons' in India with its specialist brands – LimeLite, and Green Trends. With a team of professionals, highly qualified cosmetologists and hair care specialists from its in-house institution, Trends Academy and with the skill base of the CavinKare R;D team, Trends In Vogue offers a range of Cosmetic treatments including those made from â€Å"natural† ingredients.Realising that there was a need gap in the grooming industry, the Company has two separate chains, catering to assorted wallet sizes. Green Trends has a range of men's and women's Salons aimed at the middle class. Limelite is the premium brand of Salons targeting upper crust men, women and kids to ensure that it offers ‘an international standard beauty care' to its customers. They use various products from different brand s at these Salons, including those that do not belong to them. The objective is to give the consumer a service suitable for them.Trends Academy Trends Academy is the first of its kind Beauty training institution in South India. It has brought professionalism and credited recognition to people who wished to make beauty a profession. Creating careers in the field of beauty and styling, Trends Academy has ushered in a comprehensive approach with in-depth focus on theory and techniques. The emphasis of the academy is to train their students to acquire soft skills and etiquette as well as the technical skills related to beauty and styling.Excellent facilities, latest equipment, spacious classrooms and practice areas offer â€Å"hands-on† experience to each student. Other facilities include Video demonstration, practice labs and practical exposure in our Parlors. The academy has tie ups with City ; Guilds from UK and Wella, one of the leading international beauty suppliers from Ger many, to train the students in beauty treatment with international standard. The academy admits students based on a personal screening and interview. Once the students successfully complete the specified course, and the best get offered a job at our Salons Green Trends and Limelite.Two Major Brands under Trends In Vogue †¢Limelite †¢Green Trends Limelite In an age where a premium is placed on looking and feeling good, and the desire to be attractive is on the rise in India, Limelite,a Lifestyle Salon, which offers you a complete grooming experience you would never forget. Limelite has a spacious and an inviting ambience, talented and trained aestheticians, who are committed to deliver outstanding service with personalised attention. So when you walk out, you have the satisfaction of having been treated by the best.An Upmarket Unisex Salon with Spa facilities, Limelite is the only such combo experience to suit your lifestyle. Limelite offers a wide range of new-age hair dos , facials, body massage and hair styling and colouring services. The Salon also offers oxygen therapy, aromatherapy, expert counselling, skin care, make-up, hair and foot spa, colouring and an extensive array of body treatments. In addition Limelite has exotic unique services such as Pina Colada Manicures and Pedicures, Choco dip Pedicures, Body Wrap, Milk Bath, Mango Butter Facial and Baby corn Butter Scrubs to pamper you.It has a separate ladies private studio and an exclusive kid's colourful section with staff especially trained. All services are offered by trained and certified personnel. Bored with gifting loved ones nicely wrapped conventional gifts ? Limelite also offers gift vouchers of different denominations which can be used for the beauty or spa treatment at Limelite. Currently Limelite has outlets in many locations in Chennai, Bangalore and Delhi and we plan to expand to become India's leading chain of unisex Salons.So come, indulge yourself in a lifetime grooming exper ience and we, at Limelite, believe, we‘ll have you coming back for more! Green Trends From neighbourhood Parlour to a more professional branded Salon, Green Trends is a Family Beauty Salon which focuses on personal attentive grooming with an accent on natural products at an affordable price. The Salon is spacious, the interiors, well designed, with a spa room and a steam bath. While the men's and women's sections have been conveniently separated, there is a special area reserved for kids.Green trends believes in making you beautiful ‘Naturally beautiful from head to toe' with its passion for delivering beauty naturally. They have a panel of experts who will answer queries on beauty, skin care and personal grooming. Staffs are Cosmetologists and specialist beauty care professionals trained by international experts at the Trends Academy of Aesthetics. Located in different residential pockets in Chennai, and Bangalore, Green Trends is the most popular destination for family grooming. SWOT Analysis for Cavinkare IndiaStrengthsWeaknesses †¢ Ability to understand local market †¢ Strong distribution network1300 Stockists well organized. †¢ Strong in shampoo segment. †¢ Strong product portfolio with Brands like chick, nyle which are best sellers in southern India. †¢ Ability to cater unpenetrated rural market where again chick brand is the leader. †¢ Strong R&D †¢ Strong marketing team. †¢ Not having world wide operations. †¢ Not having strong products in the to hair colors segment. †¢ Not having strong products in the hair oil segment. OpportunitiesThreats Can to go for more vertical mergers so as to tap more market mostly in the northern zone where the reach is still weak. †¢ can go for more acquisition so as to increase their reach both in local and global market†¢ More and more FMCG companies are coming toIndia, so company might loose share within their strong shampoo segment. †¢ Shampoo market is getting saturated so need to find other segments where opportunity is high like hair color, hair dye etc. Outline of Future : 1)International business division was formed in 1999 to take the brands of CavinKare beyond the boundaries of India.Currently, CavinKare is marketing its brands across 12 countries including Srilanka, Nepal, Bangladesh, Malaysia, Singapore, USA and GCC Countries. In a significant move towards geographical expansion high potential markets like Egypt, Nigeria, and United Kingdom are also being considered for entry. 2)The company plans to take on fast food multinational corporations (MNCs) such as McDonald’s Corp. not just in India, but also overseas with a multi-cuisine fast food restaurant format that it is currently testing.In July 2009, CavinKare decided to study the fast food business by opening its first outlet, branded CK’s Foodstaurant, in Puducherry. The restaurants are branded CK’s Foodstaurant, like CavinKare, a play on the name of the founder. The menu for the chain in India will be a combination of Indian fare such as idlis, dosas and sandwiches, and American favourites such as burgers and fries, but the restaurants will take on a slightly different avatar overseas. 3)Revenue Growth : The family-owned CavinKare logged sales of Rs700 crore in 2008-09 and expects to nearly double its sales to Rs1,500 crore in 2009-10,

Applying Kants Ethical Theory to Nursing

Applying Kants Ethical Theory to Nursing Immanuel Kant was born in 1724 in Kà ¶nigsberg, which is today the city of Kaliningrad in the Russian exclave of Kaliningrad Oblast (Watkins, 2002). He was raised in a Pietist household that stressed intense religious devotion, personal humility, and a literal interpretation of the Bible (European Graduate School [EGS], 2010). Kant wrote numerous works in his lifetime but most of Kant’s work on ethics is presented in two works, The Foundations of the Metaphysics of Morals written in 1785, and the Critique of Practical Reason written in 1787 (McCormick, 2006). In order to understand Kant’s ethical views, his views on duty, reason, freedom, and good will should be explored. Freedom plays an important role in Kant’s ethics. A moral judgment presupposes freedom (McCormick, 2006). Also, freedom is a notion of reason, so without the assumption of freedom, reason cannot proceed. On the other hand, reason can only be satisfied with assumptions that practical observatio n cannot support. Reason seeks knowledge or understanding that it cannot comprehend (Williams, 2009). The question of moral action is an issue for rational beings. There is nothing in a rational beings character to waver. It will always match the dictate of reason. Humans are not wholly rational beings. We can either follow our natural instinct or non-rational impulse. Thus, rules of conduct are needed to guide human’s actions. Will is the ability to act according to the law. Outcomes of our actions are beyond our control. The only thing we can control is the will behind the action. Morality of an act must be assessed in terms of the impulse behind it. Kant says â€Å"good will† as the only thing unconditionally good because it cannot be used for ill purpose. Kant argued that moral requirements are based on a standard of rationality he dubbed the Categorical imperative. Categorical imperative is defined as the standard of rationality from which all moral requirements a re derived (Categorical imperative, 2007). It is an imperative because it is a command. It commands us to exercise our wills in a particular way. It is categorical because it is unconditionally and applies to everyone at all times (Hinman, 2006). CI requires an autonomous will. It is the presence of this self-governing reason in each person that Kant offered decisive grounds for viewing each person as possessed of equal worth and deserving of equal respect. There are three maxims or categorical imperatives that Kant’s theory are based on. The first categorical imperative is Universalisability which states that, â€Å"Act only according to that maxim whereby you can at the same time will that it should become a universal law.† The second categorical imperative is the Law of Nature which states that, â€Å"Act in such a way that you treat humanity, whether in your own person or in the person of any other, always at the same time as an end and never merely as a means to an end.† The third categorical imperative is known as the Kingdom of Ends states that, â€Å"every rational being must so act as if he were through his maxim always a legislating member in the universal kingdom of ends† (Kant, n.d.,  ¶ 43).

Industrial Activity and the Environment Article

Industrial Activity and the Environment - Article Example Besides some economic benefits, industrial revolution produced much environmental impacts in a shorter period of time. However, it will be impossible to close all the industries to cut down the pollution. There is a need to find some ways to enable economic growth as well as reducing the environmental pollution. The article that I have selected is â€Å"Industrial Activity and the Environment in China: An Industry-Level Analysis† written by Matthew A. Cole, Robert J.R. Elliott and Shanshan Wu. The article discusses the economic aspects with respect to the environmental perspective. However, China is considered as the reference country to depict the industrial growth and the concentration of different harmful pollutants to the atmosphere. As China has the world’s biggest population, the number of industries in China is increasing day by day and with the increase China has become the biggest producer of carbon dioxide. It is estimated that with this massive amount of air pollution about 300, 0000 people die annually. There is a need to consider the environmental health with the economic growth. Despite the fact that the China has the world’s biggest population, the average air pollution decreased due to the certain efforts of China’s environmental regulatory authorities. Results show that the average atmospheric SO2 levels decreased around 1997 to 2002, while, a little increase was seen in 2000. However, an increase in the average atmospheric SO2 is seen around 2002 to 2004. Similarly the average level of soot emission also decreased around 1997 to 2002 and a minor increase was seen around 2002 to 2004. The similar case is with the dust emissions from industries. These are the three major components of air pollution. The decrease in these three components consequently lowered the pollution intensity, which was at the recorded level in 1998 and now it is on the lowest level. The major producers of the pollutants are the China’s m anufacturing industries like the steel/iron industries in China. Thus the industries are considered as the dirtiest industries among all other. Besides the Steel and iron manufacturing industries, chemical industries, Non-Metallic Mineral producers and Paper and Products industries are also considered as the industries that are producing risk for the environment. It can be noticed that Iron and steel industry, which is considered as the dirtiest industry, is growing with a rapid pace. However, the intensity of the SO2 emission decreased, the similar case is seen with dust and soot emissions. There are several determinants of industrial pollution in China, the first and the most important is the Pollution demand that may involve the energy use, factor intensities, size, efficiency, vintage and innovation. As the demand for energy is rising day by day there is need to generate more energy and generation more energy may involve the utilization of more fossil fuel resources and thus emi tting more pollutants into the atmosphere. Factor intensities of an industry may influence the emissions of more pollutants into the atmosphere. Factor may involve the material and human factors. Size of industry may have some relation with the production of the pollutants. As, more productions may give rise to more pollution emitted into the atmosphere. The other important factor that may have inverse proportion with the amount of pollution is the efficiency of the industry. More efficiency means more products utilizing less amount of energy. Newer

LEGITIMACY THEORY Essay Example | Topics and Well Written Essays - 2000 words

LEGITIMACY THEORY - Essay Example Conflation of these concepts can be a very difficult proposition though such organizational contingencies existing within its operational environment could act as a compulsion to achieve such fusion so that legitimacy becomes an institutionalized organizational goal. Financial reporting mechanisms and the connected objectivity perspectives have been questioned by researchers and analysts on the ground that organizations present such annual financial reports with a view to legitimizing their activities in the eyes of the society. This social obligation arguably reinvigorates the existing debate on the dichotomy between the legitimacy theory and reliable financial reporting as an organizational requirement. While theoretical underpinnings of accounting and financial reporting are concerned with professional impartiality and numerical accuracy as explicitly required under IAS, legitimacy of organizational behaviour in the food sector is determined by a series of endogenous and exogenous variables ranging from industry-centric environmental factors to national and supranational regulatory compulsions. Food industry-centric environment has been subject to a revolutionary paradigm shift in quality and safety. This evolving scenario of extreme choices has invariably predicated upon the stricter legitimacy-prone standards that are being witnessed in it today. A variety of theoretical approaches have been developed over the years to build a comprehensive framework of analysis to study an otherwise complex concept in organizational beahviour. Legitimacy theory is just one such theoretical postulate that has evolved into what’s now known as the yardstick of organizational behaviour concerning that particular aspect of its ethical responsibility to the very society in which it operates as a corporate entity. Thus the very logic of organizational behaviour hinges on the fundamental premise that organizations are bound by a universal requirement to justify and

Human Resource Development--Question Assignment Example | Topics and Well Written Essays - 500 words

Human Resource Development--Question - Assignment Example They would also need lesser time to prepare because they know the organization already. 2. Consider a training topic or module that interests you. Go to your assigned team area and work with your team to generate one or two questions that could be used to facilitate a group or classroom discussion. As a team evaluate the extent to which each question is likely to stimulate useful discussion. As a team select one or two questions to share with the rest of us by posting here. Personality development would be an interesting topic for me. This is a very skill set that is required not at work when working with people but could also be a useful skill outside of work. It is also a fun course to take because it deals with human interest of what makes us more interesting or amiable to work with. 3. Many organizations have been moving toward web training. An advantage is that employees can train at their leisure. That is, they can come home from work, eat dinner, relax, and then when everyone has gone to bed get on line and work their way through the training program. The advantage to the organization is that there is no opportunity lost, that is the employee is not using company time to train. Has your company moved to this training strategy? And if so, what are your thoughts on its success? If not, what are your thoughts on its advantages and disadvantages? Yes our company has already moved to that training strategy. But we have to limit that to only certain modules because of its limitations. In training core skills that is directly related to their jobs, we prefer to do it in a regular classroom than virtual training. First, we do not know if the employees taking it are taking it seriously. Second, we have very little control of their progress. Despite of this limitation, its advantages far outweighs its disadvantages. It is cost efficient, convenient, effective and can be delivered to a

Ethical Issues Concerning Marketing Departments of Major Global Essay - 1

Ethical Issues Concerning Marketing Departments of Major Global Corporations - Essay Example The paper tells that interests in the ethical issues that pertain to international business have grown enormously due to the complexity of the global business environment of the 21st century. Ethical issues for corporations are very important, especially in the age of the internet as information is accessible to everyone. Marketing activities usually pose significant ethical issues in business such as price discrimination and unfair pricing, miscellaneous unfair competitive practices, dishonest advertising, price collusion with competitors, exploiting social paradigms, establishing guilt, post-purchase dissonance, insufficient expertise and cutting corners. Ethical dilemma, otherwise called moral dilemma, are situations in which there are two alternatives whereupon choice is to be made between them, however neither the option has the capacity to resolve the situation in a morally or ethically acceptable manner because the individual and societal ethical or moral guidelines are not ab le to provide a satisfactory result or outcome for the chooser. A circumstance is viewed or regarded as a moral dilemma on the off chance that it fulfills the accompanying three conditions. The first basic condition obliges that an individual must make a decision about the best course of action. Also, there must be different courses of action for the chooser to select from. Finally, there should be no perfect solution so that regardless of the course of action taken; at least one ethical principle is compromised. Therefore, the chooser is subjected to an intricate circumstance that involves an apparent mental conflict between moral imperatives and complying with one option results in transgressing the other.

Man as a Social Animal Essay Example | Topics and Well Written Essays - 1500 words

Man as a Social Animal - Essay Example It is true that man is prone to accept the things at face value and based upon that, he often pronounces his judgment or impression of the person or things or his surroundings which may have considerable influence in his perception towards those things. Indeed, it is a human failing that governs their outlook in general and is one of the main reasons that fosters conflicts in interpersonal relationship and promotes unhappiness and frustration within him. But various works of literature are proof of the fact that the writers have the huge capacity to influence the readers and make the significant impact on their decision making prowess and ideological perspectives. Rodriguez, a Mexican-American writer of eminence, openly declares in his book ‘The Scholarship Boy’ that he was immensely impressed by the author Hoggart who has written ‘Uses of Literacy’. In the writings of Hoggart, he (Rodriguez) had not only found the solace to understand the wider perspectives of the multi-cultural society but it had also helped him to identify himself with the characters, thereby helping him to come to terms with the environment that was vastly different to that of his native culture. According to him, Hoggart, through the book, had literally become his guide during his years in the college where he had gone to study on his scholarship. His working-class ideals and cultural values had been jolted by a culture shock that he had faced at the college premises. His college represented a multi-cultural society where the so-called values had acquired unique meanings. Despite the differences in language, color, race, and culture, students were seen to struggle and then adapt to their new environment.  

Davis vs. the Board of County Commissioners of Doa Ana County Essay

Davis vs. the Board of County Commissioners of Doa Ana County - Essay Example The court concludes that Dona Ana Country deserves to be accountable for negligent referral (misinterpretation) due to positive references. When Herrera got a position as the mental health technician, he was allegedly accused of sex assault by the plaintiff and physically abused female patients. In case an organization provides misleading references that can contribute to the harm of employees in the new job, the jurisdictions have the right to sue that organization for the negligent referral. According to Kohn, Kohn and Colapinto, the court of appeal has the right to judge Steele and Mochen for not taking into considerations the harm caused to the third party and the risk that may be encountered in the end. The government has the laws that protect all employees and the third parties in an organization from any harm imposed upon them. The US departments of Labor and its divisions have varied laws, which can shield third parties or employees in the workplace. Cases of negligent or a m isinterpretation of any information provided regarding employees that may pose risks to other employees is illegal. Therefore, the court made it very clear that Herrera was not supposed to provide employment reference since he was a former employee at MVH. Therefore, Herrera could have remained silent, but in case he chose to present the reference, the MVH has a duty to present factual information about him. However, since Sleeve and Mochen made a decision of presenting signed written misinterpreted information by omitting Herrera’s references, they were liable for this action. This is because Herrera could not be trusted as an employee who could deliver effective services as his behaviors could bear worse results; thus portraying a bad image to the company. Should it have mattered that the former employer’s investigation was not able to confirm all of the allegations against Herrera? Explain your answer. It should have mattered that the former employer’s invest igation was not able to confirm all the allegations against Herrera because the decision relied upon legal issues. This legal issue places an individual who either deliberately or negligently offers false information to another party for the physical assault,

Impact of Cultural Factors on International Marketing Essay

Impact of Cultural Factors on International Marketing - Essay Example Cultural Theories †¢ Hofstede’s Dimensions A Dutch researcher, Gert Hofstede, after conducting a wide research found that culture possess four important dimensions. They include: †¢ Collectivism vs. Individualism †¢ Masculinity vs. Femininity †¢ Power Distance †¢ Avoidance of Uncertainty Individual vs. Collectivism determines the belief of people in a sense that whether they consider reward and responsibility individual or at larger group level. In country like Japan, it is considered as neutral while U.K, U.S and Netherlands are more inclined towards individualism. West Africa and Indonesia are more concerned in collectivism and receiving responsibility and rewards at larger group level. Products and services which are considered as environmental friendly are considered as more feministic because female gender is more cautious and sensitive about these matters. Power distance refers to segregating individuals on the basis of status and ranks. It is most commonly observed in Arab and Latin American countries. Countries which are more uncertainty avoidance are tend to inclined towards risk averse and those which have lower uncertainty avoidance are considered as more risk tolerant countries. (Onkvisit, 2008)... influence while marketing a brand internationally include: Age Group or Gender Taste preference, and interest of consumers differ with age group and gender. The perspective and attitude of people matters a lot which varies from country to country. Preferences and interest of people living in Latin America will be entirely different from Asian Countries. In this regard, it is essential to localize a product to certain extent so that it can gain popularity in respective country. Population Higher population means bigger market. Therefore, it is essential to consider the tactics of catering mass number of people. The problem that arises with population is that large number of people can have diverse needs. So, it is vital to select a product that fits to the needs of every individual. Educational Background Underdeveloped countries generally possess low rate of literacy as compared to developed countries. Therefore, many products which require higher educational proficiency cannot be su ccessful in countries having lower rate of literacy. Social Class Large population refers to having multi-social classes. Social classes are also called as economic class which means dividing the target market on the basis of their income, education, background etc. Many products are developed for particular social classes for instance products of Apple Inc. cannot be purchased by every social class and are specially designed for elite class of people. Geographical Concentration Geographical concentration is referred to as developing products for specific market condition. Geographical concentration means that every country selects products on the basis of the concentration of demands present in that country for that product. The number of that product will be determined by the society in

Immanuel Kant - Metaphysics of Morals Essay Example for Free

Immanuel Kant Metaphysics of Morals Essay In his publication, Foundations of the Metaphysics of Morals, Immanuel Kant supplies his readers with a thesis that claims morality can be derived from the principle of the categorical imperative. The strongest argument to support his thesis is the difference between actions in accordance with duty and actions in accordance from duty. To setup his thesis, Kant first draws a distinction between empirical and a priori concepts. Empirical concepts are ideas we reach from our experiences in the world. On the other hand and in contrast, a priori concepts are ideas we reach as an end point of reasoning prior to or apart from any experience of how things occur in the world. Kant then claims that moral actions are supposed done for the reason of morality alone. This train of thought leads to the conclusion that an understanding of morality must be based on a priori concepts of reason. Truly moral ideas are then universally valid if and only if they are based on a priori concepts. From this idea of a priori concepts, Kant begins his thesis with the notion that the only thing in the world that is a qualified good is the good will, even if its efforts bring about a not necessarily good result. A good will is good because of the willing that is involved. Two main implications arise with this idea of the good will. The first implication is moral actions cannot have impure motivations. There are many impure motivations but Kant tends to focus mainly on the motives of the pursuit of happiness and self-preservation. Second, moral actions cannot be based on the speculations of the probable results. This action is not good in itself but good because it brought about a more desirable outcome. Thus, Kant arrives at the conclusion that for an action to be considered to have genuine moral worth its motive must be that of dutifulness to moral law. In Foundations of the Metaphysics of Morals, Kant lays out three propositions about duty. The first is the will is a morally good action if it is done in accordance from duty, as opposed to an action done in accordance with duty. The second proposition is that actions are judged by the maxim or principle that was the motivation behind the action. If someone undertakes an action with the only motivation being that of a sense of duty, they are following a valid a priori action. On the other hand if they decide to undertake an action in order to bring about a desired result, then their motivation is one that is beyond mere duty. Kants third proposition then explains that is not the respect for the power of the law but rather it is the moral motivation of an individual who acknowledges that the law is an imperative of reason that trumps our other interests. The will, as Kant describes, is of practical reason. A rational being is an individual who has the capacity to execute their behavior by the conceptions of laws. This discipline of action is also known as the will. Our judgment that advises us on our action is known as an imperative or a command to act on a certain motive. An imperative can be either hypothetical or categorical. In the hypothetical imperative one acknowledges an action as right or necessary if it is a manner in which to obtain or achieve a certain goal. As such you would act on an action if a previous circumstance has taken place. These types of actions come from our previous experiences and counsel us to a way in which our desires can be achieved. Thus, an action cannot be held universally valid at all times if its goal is to acquire some objective of desire under a certain set of conditions. If the goal is ultimately happiness, we are unable to set any universally hypothetical imperatives for happiness. This is because the definition of happiness differs from person to person. One mans happiness can very well be another mans misery. As Kant explains, a binding moral law then cannot be equivalent or parallel to a hypothetical imperative. Pure reason comes from the ability to consider neither a motivating condition accompanying another nor its intended results. With that, we then need to find a principle with universal validity or a principle that is valid no matter what issue is being considered. A priori principles of reason are the only principles that fit this standard on which a judgment or decision may be based. Hence, Immanuel Kant formulates that a moral imperative is one that is an unconditional or categorical imperative. A categorical imperative is our moral consciousness to do our duty because we ought to do our duty instead of pursuing our own desires attached to the duty. Such an imperative is driven by pure reason. Because we exclude our desires or maxims, we need only to focus on the form of our imperative. The form needs to be universally applicable or valid for all rational beings to follow. Thus, Kant gives us only one categorical imperative and it is Act only according to that maxim by which you can at the same time will that it should become a universal law (Kant pg. 38). This universal law of morality states that we should act in such a way that we could will the maxim of our action to become universally applicable. This should be used as the criterion to determine whether or not a maxim is morally valid. Before we are able to apply a maxim to this categorical imperative, it is required that the maxim first, be fit to be a law of nature and second, is based on a notion that all actions have ends. The second pertains to the idea that men and women are ends in themselves. No maxim that does not impose or imply respect as a necessary accompaniment for men and women can be a moral law valid for everyone. Third, we must see every rational being as able to make universal laws. Last, the maxim requires the moral agent to act as a lawgiving member of all persons. From these points, two important ideas arise. The ideas deal with the autonomy of the will and dignity of the individual. Each person is essentially their own lawmaker, obeying the laws that they give themselves as a rational being. A person is not bound to a law by fear or hope of some reward, but freely bound to it by their lawgiving ability. This moral will is autonomous. Autonomy, which means self-law, is the only way Kant believes an individual to achieve the ultimate freedom. If an individual obeys laws from some other lawgiver, such as God and government, because of fear of punishment or hope of reward, he or she is not truly free. I feel the strongest objection to this thesis is Kant does not take enough consideration to human beings natural emotions. I believe his thesis weighs to heavily on mere reason alone without any emphasis on the emotional component of our morality. Kants perception that morality is a chore neglects the fact that by performing actions from duty individuals can obtain a somewhat subtle level of personal gratification from partaking in such acts that are not generally enjoyable to execute. I am not thoroughly convinced that if you are able to gain some happiness and reward from an action that is not generally alluring. The strengths of my personal view rely on the possibility of achieving a feeling of reward by completing an obligation. I feel there is an importance of doing something with a smile on your face. If you are unhappy to perform a moral action it will to reveal outwardly or make apparent that your heart is elsewhere, thus, tainting the action. However, if you perform these tasks seeking a somewhat level of enjoyment others will notice that you truly care about what it is you are doing and perceive the action to be a notable one. The weakness is obviously that you will be more probable to engage and look to engage in more actions that will give you this appeal and instant gratification. This is not an ideal situation because placing a slight neglect to a duty or obligation that you might not find appeal in defeats the purpose of completing all of the obligations set for us to go through with. Kants thesis has strength in the fact that the universal law seems closely related to the golden rule, which is do on to others as you would have others do on to you. With a statement as such it is awfully arduous to not perform a moral action. The weakness still lies in the fact Kant takes little to no consideration to humans natural emotions and feelings. Leading a moral life does not have to be a melancholy life, one in which you are bound to an endless amount of duties that you can seek no joy in. Whether or not Kant intended to make morality seem like torture, it appears it comes off in this manner. Kants overall view of morality appears near flawless. If there was a manner in which he could have incorporated a leeway for some emotions, I feel his thesis is in actuality how each individual should lead his or her life. .

Olafur Eliasson | Artist Biography

Olafur Eliasson | Artist Biography A general visit to an art gallery consists of being able to view a series of objects hanging from the wall or placed upon a stand. However, Olafur Eliasson takes the role of seeing an object within a gallery space to a whole new level. Eliasson creates what is known to be as installation art. This modern art form is described as an artwork that must be walked through by the viewers to be able to experience it completely. Installation art is set up in a certain area for a short period of time and is preserved only through memory and photographs. Olafur believes that his work is not completed until the visitor may experience his or her subjective perception and mediation. Many of his works use the possessive pronoun your eg: Your Sun Machine (1997, Marc Foxx Gallery), Your Natural Denudation Inverted (1999, Carnegie Museum of Art,), Your Black Horizon and Your space Embracer, (2004, West of Rome). With this, he is implying that the spectator must engage to the piece and make the connec tion as part of the aesthetics of the installation. I see potential in the spectator in the receiver, the reader, the participator, the viewer, the user. Olafur Eliasson. To Eliasson, this is the perfect strategy to have the viewer take part in individual awareness, reflect on the piece and meditate. Olafur Eliasson was born in Copenhagen, Denmark in 1967. He is Danish-Icelandic and is known to be one of the most famous contemporary artists of our time. His Icelandic nationality is the mold of his influence. Icelands landscapes and Eliassions works are very similar aesthetically speaking in the sense that they both share the same elements. He uses materials such as wind, light, and water (solid, fog, and ice) that are typical to that of Icelands landscape. Olafurs works have been known to mimic natures unique power. He studied at the Royal Danish Academy and majored in Fine Arts. Eliasson created the Studio Olafur Eliasson in Berlin in 1995; he used this space for research and development. His early pieces were usually photographs of the Icelandic landscape which he later explains helped him have a financial role to support his future installations. Olafurs artwork mainly consists of geometric forms and analytical lines which enhance the space and light that is being used. Eliass on combines light, movement and color in his exhibitions along with the viewer. His work invites his audience to participate into the public realm where they may find their own moments of self discovery. When I make something, which maybe is a work of art, I want this to be in the world. I want it to be sincerely and honestly and responsibly in the world. I want it to have an impact somehow. Eliasson explains his intentions for his artwork. As every artist should, they should feel like they would make a significant impact with the worlds. However, while doing research, Ive noticed that Eliassons intention as an artist is to make space tangible. He creates playful works that demonstrate time and dimension. An example of this are his infamous New York City waterfalls. In these pieces he proves the time it takes for water to fall by placing such large artificial waterfalls in a large city such as New York. While the waterfalls represent time, ultimately, it is the viewer who can determine this depending on the distance and angle. Olafur creates a bridge to make his audience think about their surroundings, and how some objects and environments we perceive on a daily basis are usually seen to be self-evident. Eliassons work has also been known to mimic and recreate forces of nature and explore human perception. He does this while working with lights, shadows, stone, water, mi st, or fog to create a specific environment. Eliasson feels that all these elements serve a purpose for his installations. For example, the simple use of light can cast a shadow upon a wall for the viewer and can project two-dimensional shapes on a white wall which would create the illusion of a three-dimensional space. His work sometimes consist of horizon lines which not only are an example of mimicking nature, but also make the whole piece three-dimensional and give off a sense of confusion. Eliassion calls this illusory architecture which is when space creates an illusion, even though one is aware of the walls and space surrounding you. Some work that includes a lot of illusory architecture is the piece Take Your Time (2008) which fit the idea very well. The viewer feels as if they would like to inhabit the space for a while. The installation uses monofrequency lights to completely cover the room in shades of yellow and black and intimately involves its inhabitants. Another room, Beauty (1993) consists of a dark room covered in black tiles where a mist falls from the ceiling and creates a rainbow curtain to walk through. Whats so spectacular about this piece is that its different every time and for every person. Upon visiting the installation, what one person sees as yellow, could be seen as vio let for the other person; no matter how close these two people may be, the outcome will always be different. With this piece, one can really say that beauty is in the eye of the beholder. Another room invites you to completely immerse yourself within the color spectrum, 360ÂÂ ° Room For All Colours (2002). The circular room blankets the audience with a display of light that race around the cylindrical wall. The colors overlap and create an endless amount of shades of color. The installation manages to rearrange your visual senses from being dependant on ones vision until you realize that your other senses take part in enjoying the artwork. This piece covers the viewer with natures color palette, which is referencing to Eliassons photography from the Icelandic landscape. The Weather Project (2003) at Tate Modern Museum in London consists of a giant sun made of over 200 yellow lamps in a semi-circle reflected over mirrors on the ceiling. The mist that covers the museum is made up of water and sugar. The installation itself attracted over two million people whom would behave oddly in front of the ceiling mirrors. Eliasson described this works as seeing yourself seeing. This is one thing Ive noticed about Olafur Eliassons work, is that it evokes feelings and sensation. All art has a way with creating emotions. Within the functions of art, there is always a concept. As a society, most people may appreciate photography or film more because we make connections and find it easier to relate to and were forced to see what the artist sees. This is why I think installation art is probably not recognized as much as photography within society. However, the function for art is solely to be art, otherwise, its just a design. Installations and exhibition art are mea nt to tell a story or evoke emotion, which is what Eliassons work does in such a simple manner. The work of Olafur Eliasson has given people the idea to see double. He creates his installations with the intention of expressing vision through the audiences experience with spatial design. With this, the viewer is usually confused about his or her surroundings which may lead towards reflection on ones life. Olafur Eliassons work is known to be eccentric and has a geometric use of projections of light and mirrors, analytical lines and natural elements to confuse the viewers perception of place and oneself. Eliasson also creates a foreground sense in each of his works. When Eliasson transforms a gallery into a space of nature, he creates a deep connection with space for the viewer that lets his or her think about their own senses and life. His work challenges ones mind and makes you think about what you feel when you see the work at first and what you may already know. This creates a battle with perception and self. His works are known to be thought out works of experiences that make one wonder about what they are seeing, and if what they are seeing is really there. This is why I think Olafur Eliassion stands out the most in the wolrd of environmental installation. He creates installations that make people question about their own spatial awareness, and I think its something a person woul d have to experience first hand to fully understand. Citations http://eliasson.com.au/. Take Your Time.. 2010. http://www.artdaily.com/index.asp?int_sec=2int_new=24332. Art Daily .2010. Olafur Eliasson Space Is Process. 2010 Studio Olafur Eliasson: An Encyclopedia Human Rights: Universal or a Western Construct? Human Rights: Universal or a Western Construct? Since the beginning of Human Rights until recent Human Rights issues, the interpretation and concept of Human Rights have been diversified significantly. Western construct have played a big role in the creation of Human Rights and in questioning the meaning of universal rights. The rights one has because one is human is a clear and concise meaning of human rights, which is an appurtenance to an individual, where certain parts are not included, such as benefits. The western ideology of Human Rights have greatly inputted in Human Rights through various concepts that have been introduced to non western societies. These various concepts of western construct have influenced Universal Human Rights, where western politics have greatly altered the concept of Human Rights, also through colonisation which is particularly affected Indigenous communities, and by western cultures and societies. The western construct of Human Rights is eminently viewed in Human Rights, which are present in both we stern and non western societies. Human Rights have gradually been altered and changed to insert western values and political thoughts into non-western states and societies. The western political emphasis for the right to development and to freedom from hunger is predominate in Africa as a rightYet, some of these rights do not correlate within societies in Africa. In result of this, many African leaders repudiated western political emphasis of Human Rights into their societies and designed their own Human Rights Charter, or also known as the African (Banjul) Charter on Human Rights, to suit their society.3 Even though the African Charter was created to suit the African society, western political influence is still clearly evident in the charter. Individual freedoms and rights as values has lost its significance in non western political thought, which is much of a variance, though non western societies have trouble determinating this significance that would be easier in western societies. Political influence is widely viewed in Human Rights and it influences the rights that are also used in non western societies. The western concept was also brought through colonisation and it too affected the Human Rights significantly. It is how the western ideology was introduced in non western societies. Colonialism creates the basis and idea of Human Rights throughout history. The colonisation of certain states that have Indigenous People has influenced the Human Rights that are present in their societies. The fleet that arrived in countries with Indigenous People, particularly Australia, were asserted in the Indigenous Community without their permission, thus resulting in ascendancy in the communities. Bringing civilisation and the religion of Christianity was a priority for the fleet, to introduce them with their style of Human Rights. Though, this occurrence ended in a bloody way by killing and damaging many of the Indigenous People in order to universalise universal moral values. Indigenous People were greatly affected through colonisation all due to insertion of western construct of Human Rights, wh ich resulted in many casualties questioning whether basic Human Rights have been breached just for introducing the western construct of Human Rights. The post colonisation period, many Indigenous people have been ridiculed and degraded in society. Many rights, which are of western construct, are evident in the Indigenous society, where it lacked some rights or in some cases the rights did not fit in. Group rights, which are rights intended for a group of people, created problems in the Indigenous community. Group rights were mainly to do with economy and social class, rather than individual problems such as racism and ethnicity. Some speculate that if the existence of Group Rights was not evident, ethnic integration would not have been as difficult, and an end to ethnic hostility would have been seen.6 Indigenous People are seen to be excluded from the social life and economic opportunity, through practical questions such as why are their health conditions worse? et cetera. Only a handful of governments apologised to the Indigenous People, which brought them closer to the western society and the reconciliation process was starting to take effect.6 Colonisation was seen to affect Indigenous Communities and result in western rights implemented into their societies. Through colonisation, western culture has been introduced and changed, through Human Rights, in non western societies and cultures. It differs greatly from the cultures evident in non western societies. Indigenous Rights, in Latin America, was seen to be the main priority. It focused on the state abusing the Indigenous people and pushing for Indigenous people to have rights to their land and culture The Spanish community and people in Latin America have been introducing western culture into the Indigenous community of Latin America, thus implementing the Human Rights as a western construct. It is evident that in Universal Human Rights, the cultural imperialism is dominant by the west. The argument brought by Fernando Teson is that domination of certain attitudes seen in cultures, are accordingly appropriate and moral. Another point Teson argues is that ethnocentrism that relativists view are not supplying the same basic rights to non western cultures as opposed to the western culture s receiving those rights. Western culture has been a big influence in the non-western cultures and societies, it change the rights significantly in the non western society and adapted the western idea and thought but in the same time the western construct of rights was viewed differently in the non western cultures. The western society has also greatly impacted on the non western society, with the influence of western life and living which altered the Human Rights, and thus impacting it on the non western society. Human Rights, to a certain extent, accepts the idea that they are rights of the human in society. In 1789 the French recognised and stated the fundamentals of Human Rights which are evident in society, suggests that society too is in power to deliberate those rights, stating that western society can change and dismantle any specific right in any society.Edmund Bourke creates one of the most protruding historical criticism of the notion that Universal Human Rights derives from western construct and western societies that are implemented into non western societies. He argues that the French revolution changed the rights of many individuals and groups in society into a western for of rights. Bourkes Reflections on the Revolution in France, states a large argument of traditional communitie s and problems in traditional values, such as religion and loyalty, creates problems, disorder and integrity of western societies, thus the western societies alter many of the rights in order to suit their desires and to comply with the way they live Western society has changed many of the traditional concepts in non western society, thus the western society impacting greatly on non western societies with Human Rights. It is evident that the western construct has greatly impacted and significantly changed and altered the idea of Human Rights. These Human Rights are being implemented into non western societies, and the eastern oriental community are having to follow these concepts and ideas. The ironic title of The Universal Declaration of Human Rights is much seen as a western creation of Human Rights. The examples shown in this essay argues the idea of western construct in the universal human rights through various factors such as politics, culture, colonisation and society.

The Portrayal Of Individualism Sociology Essay

The Portrayal Of Individualism Sociology Essay The Title of this research is The Portrayal of Individualism: A study on Marvel Movies IRON MAN 1 (2008) and IRON MAN 2 (2010). In this chapter introduction is made on the Research Background, Research Problem, Research Objectives, Research Questions, Research Significance, Research Scope, Definition of Terms and Conclusion. Research Background This segment is to briefly introduce the Marvel Movies, IRON MAN 1 and 2, Individualism, and some manifestations of individualism. Individualism is one of the major dimension of researcher develop a study on culture. Several of research had developed to comparing individualism and collectivism. Individualism Western country, especially United States of American, is encouraging individualism as socializing climates. We can found a word from United States Declaration of Independence. In its second sentence: We hold these truths to be self-evident, that all men are created equal, that they are endowed by their Creator with certain unalienable Rights that among these are Life, Liberty and the pursuit of Happiness. (Constitution society 2012) United States of American major ideology is everyone has the equal right and they have freedom to do what they want without force by other people. The liberty in the second sentences of United states Declaration of Independence clearly state central idea of individualism: freedom as an individual. (Constitution society 2012) Individualistic societies are described as emphasizing independence, freedom, and personal assertiveness as socializing climates in which a persons self-esteem develops (Kagitcibasi, 1996; Triandis, 1989; 1995). A Western view of self-awareness is based on the idea that ones private self resides within each person consistent with such cultural themes as the separateness and distinctiveness of each person (Gecas Burke,1995).Western country encouraging freedom of action, refraining from severe restrictiveness, and encouraging self-confidence for exploratory behaviour. Individualism  is the  moral  stance,  political philosophy, ideology, or social outlook that stresses the moral worth of the  individual. Individualists promote the exercise of ones goals and desires and so value  independence  and self-reliance while opposing external interference upon ones own interests by society  or  institutions  such as the government. Triandis (2000) states that cultural pattern of individualism is A) sample the individual self is conceived as independent of in-groups B) give priority to personal goals. C) Use attitudes much more than norms as determinants of their social behavior. D) Pay attention only to their own needs and abandon interpersonal relationships that are not optimally beneficial to them. Triandis (1994) has suggested that individualism emerges in societies that are both complex and loose. For example, Hollywood stars live in a culture that is both complex and loose. This speculation has not been tested rigorously but the data seem to hang together reasonably well. He also use Japan as an example that the complex Japan nowadays is less collectivist than 19th century. He also mentioned that modern, industrial-urban, fast-changing cultures tend to be individualist. Hofstede (1991) work was one of the earliest attempts to use extensive statistical data to examine cultural values. In carrying out his research, Hofstede ultimately surveyed more than one hundred thousand managers in a multinational organization, from fifty countries and three geographical regions. Each country was assigned rank 1 through 50 in each his studies, include individualism versus collectivism. Andersen (2003) stated that individualistic cultures emphasize personal rights and responsibilities, privacy, voicing ones own opinion, freedom, innovation, and self-expression. Triandis (1995) also discuss individualism with 4 points. First, the individual is the single most important unit in any social setting. Second, independence rather than interdependence is stressed. Third, individual achievement is rewarded. Lastly, the uniqueness of each individual is of paramount value. Goleman (1990) highlight that peoples personal goals take priority over their allegiance to groups like the family or the employer. The loyalty of individualists to a given group is very weak; they feel they belong to many groups and are apt to change their membership as it suits them, switching churches, for example, or leaving one employer for another. Triandis (2001) writes that emphasize is placed on individuals goals over group goals. The self is promoted because each person is viewed as uniquely endowed and possessing distinctive talent and potential. Individuals are encouraged to pursue and develop their abilities and aptitudes. People taught to be creative, self-reliant, and assertive in many individualism cultures. Triandis emphasize on individual is emotionally disconnected from in groups such as the family because individual be taught to be independent. Social controls more on the personal guilt than on shame of other social norms or conformity. Individualist will belong to many groups but they not actually tie with it. Many groups that individualist belong to is to enhance self-worth, for example, self-help group, therapy group, or occupational group. In the Geert Hofstede research on Dimensionalizing Cultures: The Hofstede Model in Context (Neulips 2009) discusses the Differences between collectivist and individualist societies, in the table portrayal the individualism in 10 degree which is: Everyone is supposed to take care of him and his immediate family only, I-consciousness, Right of Privacy, Speaking ones mind is healthy, Others classified as individuals, personal opinion expected: one person one vote, Transgression of norms leads to guilt feelings, Languages in which the world I is indispensable, purpose of education is learning how to learn, Task prevails over relationship. It is worth noting Kashima (1998) mentioned Individualist cultures have languages that require the use of I andYou. English is a good example. It would be difficult to write a letter in English without using I and You. Top ranked country in the individualism country mostly using English. (Hofstede, 2001) Markus and Kitayama (1991) introduced the concepts of independent self and interdependent self to distinguish between the different kinds of self found in cutures. They suggest that people in individualistic cultures such as western generally will have an independent self. People in collectivist cultures such as eastern have an interdependent self. The independent self is an autonomous entity with clear boundaries between self and others. Internal attributes, such as thought, feeling and abilities, are stable and largely invulnerable by social context. The behavior of the independent self is governed and constituted primarily according to ones inner and dispositional characteristics. Based on Fiske, Kitayama, Markus and Nisbett (1998), The independent person is 1) bounded, stable, autonomous 2) has personal attributes that guide action 3)is achievement-oriented 4)formulates personal goals 5)define life by successful goal achievement 6)is responsible for own behavior 7)is competitive 8)strives to feel good about the self. According to Feldman (2001), western are more apt to experience emotions that are related to their view of themselves as independent, unconnected individuals. People living in independent cultures see achievement in terms of personal gains, viewing themselves as better or worse achievers than others. They compare their salaries and their grades with those of their peers, and they seek and receive individual rewards for good performance. The self-concepts of people in independent cultures, then, are based on personal, individual successes and failures. Oyserman, Coon, and Kemmelmeier (2002) summarize behavioral traits that have been shown to be associated with individualism. individualism is 1) optimism, 2) high self-esteem, 3) Lower social anxiety, 4) Emotional expression, 5) Satisfaction with self, 6) Satisfaction with freedom, 7) Direct communication style, 8) Lower relational commitment, 9) Preference to work alone, 10) Ease of interacting with strangers. According to Naomi and Mark (2005), American Movie always content ideology of their nation culture. Individualism as a part of American culture, it is exists in most of the American Movies. This argument obviously been emphasize in action movies, especially in those superhero movies, this research will examine two of the superhero movies, IRON MAN 1 (2008) and IRON MAN 2 (2010) to find out the portrayal of individualism. MARVEL MOVIES According to Marvel Studios official website (MARVEL OFFICIAL WEBSITE 2012), originally Marvel Films (1993-1996), is an American television and motion picture studio based in Manhattan Beach, California. Marvel Studios is a subsidiary of Marvel Entertainment, a self-contained part of The Walt Disney Company conglomerate. Since 2008, the studio has released six produced films Iron Man (2008), The Incredible Hulk (2008), Iron Man 2 (2010), Thor (2011), Captain America: The First Avenger (2011), and Marvels The Avengers (2012) with shared timeline, cast and characters, making up the Marvel Cinematic Universe. (MARVEL OFFICIAL WEBSITE 2012) The Marvel Movies is very influential to public of today, their productions are well known by most people in most place. Marvel Movies always have outstanding box office in various countries from west to east, inadvertently the values of those movies instill to audience around the world especially the youth generations. We can notice that the Marvel Movie did share the main value of US culture which is Individualism. And it becomes stronger in the portrayal of the character. IRON MAN Here is his introduction before the Iron Mask from Marvel official Website. Anthony Tony Stark was born to Howard Anthony Stark and Maria Collins Carbonell Stark, owners of the prominent US firm, Stark Industries. As a boy, Tony was fascinated with building and controlling machines. At the age of 15 Tony entered the undergraduate electrical engineering program at the Massachusetts Institute of Technology (MIT), and graduated with two masters degrees by age 19. Tony went to work for Stark Industries, but showed more interest in living a reckless playboy lifestyle than using his engineering skills. At the age of 21, Tony inherited Stark Enterprises when his parents were killed in a car accident secretly orchestrated by rival corporation Republic Oil (later ROXXON). Still lacking in business acumen, Tony promoted secretary Virginia Pepper Potts to be his executive assistant and left the majority of his workload on her so that he could avoid what he saw as a burden. (MARVEL OFFICIAL WEBS ITE 2012) MOVIE IRON MAN 1 (2008) According to Marvel official website (MARVEL OFFICIAL WEBSITE 2012).Tony Stark is well-known as a playboy and genius which led the defence contractor Stark Industries after his father was death. The moment after Stark demonstrated the new missile called Jericho in Afghanistan; he is ambushed by the terrorist group, the Ten Rings and then imprisoned in a cave. As Stark get seriously injured from the ambush, the fellow captive Yinsen save his life by installed an electromagnet into Starks chest so that can avoid the shrapnel which wounded his body to reach into his heart and cause him die. Raza, leader of Ten Rings, guarantees will set Stark free once Stark help them to build Jericho missile. However, Stark and Yinsen know that Raza will not release them eventually. Thus, in order to power Starks electromagnet, they secretly to construct a powerful electric generator named an arc reactor and a suit of armor for escape. Unfortunately, the Ten Rings discovered what they doing and Yinsen died because want to help Starks suit powers up. Stark successful escape from the cave and flies away until his suit is destroyed and he crash in the desert. Once Stark get back to his country, he announces to public that the company will not produce weapons anymore although Tonys father old partner, Obadiah Stane has try to persuade him to do not do so. Stark continues to improve his suit and arc reactor. Stark knows that Yinsens village, Gulmira will be attack by the Ten Rings using his company weapons. Stark wears up the new armor and flies to save Yinsens village. On the way flying back home, Stark is chase by two F-22 Raptor fighter jets. To get rid of their shot, Stark tells his secret identity to his friend, Rhodes. The Ten Rings found the pieces of armor suit and meet with Stane. However, Stane used his sonic device to subdue Raza and killed all of them. By applying reverse engineering method, Stane capable produce a new suit from the wreckage. Potts, who sent by Stark to hack into Stanes office, has found the evidences about Stane supplying weapons to terrorists and employed the Ten Rings to kill Stark. Since Stanes scientists unable to build an arc reactor, Stane attacks Stark by using a sonic device and take away his arc reactor. Luckily, Stark managed to plug in back his original reactor. Due to the original reactor cannot run his suit at full capacity, Stark lures Stane to the top of the Stark Industries building and guides Potts to overload the large arc reactor there. The huge electrical surge that knocks Stane unconscious, make him and his armor to fall into the exploding reactor, killing him. When Stark demands to explain the Stanes death at a press conference, Stark announces that he is Iron Man. From this kind of action, it can be shown that Stark consist of strong individualism. It is because he cares a lot of his personal achievements, as he produced a powerful armor suit. MOVIE IRON MAN 2 (2010) According to Marvel official website (MARVEL OFFICIAL WEBSITE 2012).The news regards Stark Industries CEO, Tony Stark revealed himself as Iron Man had spread to Russia. While Anton Vanko is pass away, his son, Ivan Vanko starts to used the prototype given by his father to build an arc reactor which alike with Stark. In order to carry on his father legacy Stark strives to re-organize the Stark Expo in Flushing Meadows. Meanwhile, Stark utilizes his armor to ensure world peace. When the senator Stern wants him to hand in the Iron Man technology to the government, Stark rejects, because he thinks that all the business rival around the world cant duplicate his work, it is unique and considered as his property. Based on Starks statement, it can be seen that he is a self-centered person and doesnt care who will afraid his armor threaten worldwide peace. Stark feels depressed when unable to find the new element to replace the palladium core in the arc reactor which can slowly poisoning him. Stark decide to keep his plight and substitutes Potts, who Stark Industries CEO with Natalie. By using an arc reactor as powering whip-like weapon, Vanko attacks Stark at the racing field. Starks able to subdued Vanko and get to know that he is the son of his fathers old partner. Vanko tells his desire to revenge on Stark family. Justin Hammer, rival defense contractor, rescues Vanko and hires him to complete a line of armored. Due to intervene from Stark, Rhodes wears up Starks Mark II armor to fight with him. The battle end up huge explosion while both fire repulsor beam and Rhodes returns the armor to the military. From Nick Fury, director of SHIELD, Stark knows that his father formed a SHIELD and disclosure Natalie as undercover agent. Stark discovers an encrypted message from his fathers old material which given by Fury and finally found the new element to replace the palladium. Hammer demonstrates Vankos armored drones and led by Rhodes, who wearing complete weaponries version of the Mark II armor. Stark flies with his new armor to stop Rhodes, however, all drones include Rhodess armor is control by Vanko used to attack Stark. Hammer is then arrested by Hogan and Romanoff try to catch Vanko but let him escapes. Besides, Romanoff allows Rhodes to control back his Mark II armor. Vanko is totally defected when Stark and Rhodes use fire repulsor rays at each other and create a huge explosion. Vanko activates self-destruct mechanism on his suit along with all his drones, obviously killing himself as well. Stark capable to saves Potts before the drones going to explode. At the end, Stark promises to work as consultant if senators Stern awards Rhodes and him with medals for bravely, although Stern not willing to do so. Research Problem As state in the research background, studies have shown individualism level of people increasing with the growing of science and technology. Individualism is prevalent in most of development country. To address this phenomenon, scholars conduct numbers of research toward individualism from different perspectives. As most research found, generally western country practicing individualism while eastern country practicing collectivism. Malaysia as an eastern and developing country it stands in a subtle position. Historical factor make Malaysia one of the special existing country in the world which absorb multi culture. There have lack of studies of individualism in Malaysia context. Compare with other developed country, Malaysia also lack of studies in teenager and youth behavior and thinking. Malaysia has lack of study to investigating humanity. It may one of the reason scholars in Malaysia unable to grasp the evolution of social behavior. By conducting this research, the study will first aims to study the portrayal of individualism in the Marvel Movie. Through the study of the films, the research can help to continue investigate perception of youth toward the movie. The understanding of youths perception toward the portrayal of individualism is not to manipulate or influence the youths behavior. The research may be able to give people a clearer picture to individualism among youth in Malaysia. Research Objectives 1. To examine the portrayal of individualism of Tony Stark, the main character in the Marvel Movie: IRON MAN 1 (2008) and IRON MAN 2 (2010). 2. To find out the perception of youth toward Tony Stark, the main character in the Marvel Movie: IRON MAN 1 (2008) and IRON MAN 2 (2010) Research Questions 1. How was the main character portrayed in Marvel Movie: IRON MAN 1 (2008) and IRON MAN 2 (2010)? 2. What is the perception of youth toward Tony Stark, the main character in the Marvel Movie: IRON MAN 1 (2008) and IRON MAN 2 (2010) after they watched? 1.5 Research Significance Film Industry has been producing quite a number of individualism movies. However, those movies will publish under different genres. Normally individualism can be found in action movie and superhero movie. People may confuse to differentiate the type of films and they are actually lack of awareness to identify individualism in the movie. This research able to carried out so that we can help people to understand the behavior of individualism own by Marvel Movie Character, it can also call awareness of public toward individualism in media content. The objective of this research is not to change people perception but at least giving people a chance to have a clear picture toward individualism. 1.6 Research Scope This research is done among Youth of Malaysia. The target audience limited to Malaysians who are 18 25 years old. Other than that, our target audiences focus to Malaysians who are currently staying in Klang Valley Area. Also, movies that study research on are only restricted to IRON MAN 1 (2008) and IRON MAN 2 (2010). 1.7 Definition of Terms 1.7.1 Portrayal Conceptual Definition A depiction of someone or something in a work of art or literature; a picture: A realistic portrayal of war. (Oxford Dictionaries 2010).A description of someone or something in a particular way; a representation: the media portrayal of immigration. An instance of an actor playing a part in a movie or play; a performance: his portrayal of the title character. Operational Definition The first objective of the research is to find out the portrayal of individualism. Therefore, to find out behavior shown by the character in the movie which demonstrate individualism. This research will define portrayal as how the movies figure the characteristic of individualism. 1.7.2 Individualism Conceptual Definition The habit or principle of being independent and self-reliant: a culture that celebrates individualism and wealth. (Oxford Dictionaries 2010) Self-centered feeling or conduct: egoism. A social theory favoring freedom of action for individuals over collective or state control: encouragement has been given to individualism, free enterprise, and the pursuit of profit. Individualism described bas emphasizing independence, freedom, and personal assertiveness as socializing climates in which a persons self-esteem develops (Kagitcibasi, 1996; Triandis, 1989; 1995). Operational Definition In the research it will be use to explain those behavior displayed individualism: self-motivation, autonomy, freedom, and personal assertiveness, independent thinking and Self-actualization. 1.8 Conclusion Marvel Movies is achieving excellent result in the worldwide. Marvel Movies almost be a guarantee of box office. It reaches most people of most places in the world. In unconsciously, the value in the movie actually influence how the people thinking, especially among children and youth. Contrast to public heard lot words about young generation now are egoism, lack of collaboration. Even without any evidence, the researcher believes it is some negative interpreting of individualism. But it is attracting to examine the portrayal of individualism in the action movie, especially from the Superhero movie. IRON MAN as one of the outstanding box office Superhero Movies, The research takes it as an example to examine portrayal of individualism. Hope the research can figure out the hypothesis or at least, attract more profession to do further research. 2.0 Literature Review Introduction This chapter reviews some of journals which discuss about individualism and dimensions of individualism. It also refers to some related discussion on culture, other explanation of individualism with terms independent culture. The similar research of individualism on media been mentioned to compare too. 2.1 Review of Previous Journals In this part will discuss about the previous journal. The purpose of review the previous journal is to compare the studies that conduct by others scholars to improve the investigation for further study and to reduce the mislead of research questions 2.1.1 Self-Interest Self-Values Expression James M. Baldwins Dictionary of Philosophy and Psychology (1902) defines Individualism in terms of political philosophy as the doctrine that the pursuit of self-interests and the exercise of individual initiative should be little or not at all restrained by the state and that the functions of government should be reduced to the lowest possible terms. As we notice that, people should be liberally practising in his works with lowest or not at all levels of restraints of the environment. Based on the study of the Chen, Chen and Meindl (1998), the researchers had presented the cooperation mechanisms by culturally shaped motives in the culture of individualism and collectivism. Firstly, the super-ordinate goal of the individualism is goal interdependence. Goal sharing is collectivists super-ordinate goal. Secondly, the group identity of individualism is self enhancement, collectivism presumed the group identity as the group complements. Thirdly, cognition based is belonging to the trust associated with the individualism. On the opposite sides, affect based is along with the collectivisms trust. Fourthly, accountability of the individualism is individual based but the collectivism is group based. Fifthly, the way to communicate of individualism is partial channel. On the other hand, collectivists use the full channel to communicate. Lastly, individualists and collectivists are also believed in equity based for the reward distribution. The research studied the cooperatio n mechanisms by culturally shaped motives in the culture of individualism and collectivism analysis correctly the advantages and disadvantages with people either they want to working alone or group working, although the contexts always have the good and bad conditions in it. Last but not least, self-interest might be explains people rather than accepts the individualism (self-based) is their only interest to pursuit or lives in collective society (group-based) also can be an interest of them. Accordingly, Nayef RF (2008) has been stress that humankinds generally assumed self-interest is the most important things of life. In Nayefs theory of human nature, which he has been termed human behaves as Emotional Amoral Egoism. After that, Nayef has argued that emotional self-interest primarily governed the human behaviour that can be focus initially on survival, achievement and domination. These facets of human nature are genetically coded survival instincts product  modified by the  totality of the environment  and expressed as  neurochemically-mediated emotions and actions. Reason, reflection and conscious morality are comparatively rare. The human mind is consequently a  predisposed tabula rasa, for the purpose of survival and the environment, which is resulting from both an in-built genetic code. Therefore, once humans basic needs been filled, they will be measured self-benefits on them. This may results the greater consequences between the individual and society. For example, Bill Gates has created Microsoft software afterward, billions of people have been benefits by this, relatively the globally business and economic markets were growth because of this. In Nayefs studied work (2008), he has been researched the most of the mankind are motivated by emotional self-interest and have the potential to be either moral or immoral. The conditions of circumstances will be determine the survival value of human beings moral compass in that being highly moral in an immoral environment may be detrimental to ones survival and vice versa. Indeed, people apparently seeking the gratification and feel good of the reason, they will behave altruistically to serves self-interest at some level. Obviously, individualism could be doing well in collectivist society on todays era. Nayef (2008) state that emphasized individuals is impossible completely escaped by the collectivist society although they were believed in individualism. This insight has profound implications for the re-ordering of governance mechanisms at all levels with a strong emphasis on the role of society and the global system in maximising the benefits of Professor Nayef term measured self-interest, when he has minimising its excesses. This is because human beings cannot be left to their own devices to do the right thing. The reformation offers the best opportunities of facilitating political and moral cooperation through the establishment of stringent normative frameworks and governance structures, which is best fulfilling the potential of human beings to exist and evolve in peace, security, prosperity and possible serenity. Kagitcibasi (1997, 2005) and Schwartz (2004), according to them, by contrast, set the limits of the notion of individualism to autonomy and criticize the merging of autonomy and selfishness into individualism. In fact, both authors argue that individual autonomy can be altruistic, going together with social relatedness and concern for others. (Kagitcibasi 1997 2005; Schwartz 2004). According to the Etzioni (1993), this understanding mirrors the notion of a communitarian spirit in social philosophy, which defines as communitarian a social responsibility form of individualism, it is also explained the combined emphasis on individual autonomy and solidarity with others. Empirically, Schwartz (2007) finds self-direction and stimulation to be close individual-level correlates of participation in collective actions among European countries. The researcher also finds that country-level scores of self-direction and stimulation correlate closely with Inglehart and Welzels self-expression val ues index. (Schwartz 2007). Therefore, it could evidently research more about the evidences of individualisms are correlates with the collectivists society. And, this is feasible and trustable for research the individualisms due to the findings. According to Christian Welzel (2009), the researcher pointed out the works from Schwartz (1992, 2007) developed an instrument to measure the most basic human values. Values are defined as trans-situational goals that people pursue in their lives. Referring to the goals of power, achievement, hedonism, stimulation, self-direction, universalism, benevolence, tradition, conformity, and security, Schwartz identifies 10 quasi-universal values. In short, 8 of the 10 Schwartz values have been shown to reflect two overarching polarities (Fontaine, Poortinga, Delbeke, Schwartz, 2008; Schwartz Boehnke, 2004; Spini, 2003). Based on the Schwartz characterization of polarity of the values, this is shows that the humankinds achieve to their goals whereas the goals of benevolence and universalism describe general concerns that environment. People had adequately enhancing themselves meanwhile what they do also can bring about the benefits to society. Based on the study of Welzel (2009), the researcher has been studied that the power is important to this person to be rich; to have a lot of money and expensive things. Self-Direction is important to this person to think up new ideas and be creative; to do things ones own way. Hedonism is important to this person to have a good time; to spoil oneself. Security is important to this person; to avoid anything that might be dangerous. Achievement is being very successful is important to this person; to have people recognize ones achievements. Benevolence is important to this person to help the people nearby; to care for their well-being. Conformity is important to this person to always behave properly; to avoid doing anything people would say is wrong. Adventure and taking risks are important to this person; to have an exciting life. Tradition is important to this person; to follow the customs handed down by ones religion or family. Universalism is important to this person; to care for n ature. (Welzel, C 2009) Christian Welzel (2009), the researcher has been studied the Schwartzs Values Spaces, the analysis on the basis of Schwartz-transformed value items after standardizing these items for their country means is shows that the power was finding as -0.8 in egoism/altruism and .0.0 in individualism/collectivism, the achievement that will be 0.3 in egoism/altruism and 0.3 in individualism/collectivism. Next, the benevolence were finding as 0.4 in egoism/altruism and -0.1in individualism/collectivism, the universalism were considered as 0.3 in egoism/altruism and 0.0 in individualism/collectivism. Furthermore, the security that will be 0.0 in egoism/altruism and -0.8 in individualism/collectivism, the conformity were considered as 0.3 in egoism/altruism and -0.5 in individualism/collectivism. In a nutshell, the stimulation was finding as -0.3 in egoism/altruism and considered as 0.7 in individualism/collectivism. The self-direction was considered as 0.0 in egoism/altruism and was considered as 0.5 in individualism/collectivism. On the opposite sides, Welzel (2009) researched the analysis on the basis of Schwartz-tran