The Endless Recovery Essay Example for Free

The Endless Recovery Essay 559 Testing Your Comprehension 1.Fossil fuels are abundant on our planet today and can be used to create many sources of energy which is why they are so prevalent. They are considered nonrenewable sources of energy because they take millions of years to form and because humans are rapidly depleting our fossil fuels faster then they can be created, which makes these fuels nonrenewable. 2.Fossil fuels were formed from the tissues of organisms that lived 100-500 million years ago. The energy these fuels contain came originally from the sun and was converted to chemical-bond energy as a result of photosynthesis. Environmental conditions determine what type of fossil fuel is formed because of the chemical composition of the starting material, the temperatures and pressures to which the material is subjects, the presence or absence of anaerobic decomposers, and the passage of time. Fossil fuels are often concentrated in localized deposits because some regions have substantial reserves of fossil fuels whereas others have very few. 3.Net energy expresses the difference between energy returned and energy invested. EROI is the ratio determined by dividing the quantity of energy returned from a process by the quantity pf energy invested in the process. These are important when evaluating energy sources because these ratios are always changing. 4.Coal is combusted and converted to water which turns to steam, this starts a turbine; this is how coal generates electricity. 5.Geologists have estimated the total amount of oil beneath the Arctic National Wildlife Refuge 1002 Area by drilling cores and conducting ground, air, and seismic surveys to map underground rock formations. This amount differs from the â€Å"technically recoverable† and â€Å"economically recoverable† because the â€Å"technically recoverable† ranges from 4.3-11.8 billion barrels, while the estimated amount ranges from 11.6-31.5 billion barrels. 6.We create petroleum products by refining hydrocarbon molecules that are separated into different size classes and are chemically transformed to create specialized f uels for heating, cooking and transportation, and to create lubricating oils, asphalts, and the production of plastics and other petroleum products. 7.Peak oil is when the rate of production of oil comes to its peak and begins to decline. Many experts believe we will soon pass the global production peak for oil because we are using it at a faster pace and are not finding new concentrations of oil. If we do not shift to  renewable energy sources, our society will meet its demise because we will run out of fossil fuels. 8.Fossil fuel production and consumption drive climate change, they pollute water as well as air, and they devastate natural systems. Drilling for oil in the Arctic National Wildlife Refuge would impact life in that area tremendously because that area would be quickly polluted and the wildlife would pay the price. Scientists are not even sure if this area has enough oil worth drilling for which is why it should not be touched. 9.An example of clean coal technology would be to use dry coal with high water contents. This approach would make is a cleaner-burning. Carbon capture technologies intend to remove carbon dioxide from power plants or other emissions, while carbon storage technologies try to sequester, or store, carbon dioxide from industrial emissions (underground under pressure in locations where it will not seep out). Both carbon capture and storage are in an effort to mitigate global climate change. 10.10. Two main approaches to energy conservation: as individuals, we can make conscious choices to reduce our own energy consumption by driving less, turning off lights when rooms are not being used, dialing down thermostats and cutting back on the use of energy-intensive machines and appliances. As a society we can conserve energy by making our energy consuming devices and processes more efficient. Consumers need to purchase energy efficiency appliances. Pg 587 Testing your comprehension 1. Of our global energy they contribute: Nuclear 20.9 %; Hydro 2.2%; Bio 9.8%. Of our global electricity they generate: Nuclear 13.8%; Hydro 15.6%; Bio 2.6%. 2. Nuclear fission occurs when the nuclei of large, heavy atoms, such as uranium or plutonium, are bombarded with neutrons. Neutrons tend to move too quickly for their nuclei to split when they collide, so the neutrons need to be slowed down. Each split nucleus emits energy in the form of heat, light and radiation. It also releases multiple neutrons. These neutrons, bombard other nearby uranium-235 atoms, which result in a self sustaining chain reaction. Engineers control fission in nuclear reactors by using control rods, which absorb neutrons. They are placed into the reactor among the water-bathed fuel rods. The engineers move these rods into and out of the water to maintain the fission reaction at the desired rate. 3. In  terms of greenhouse gas emission, nuclear, compared to coal, oil and natural gas, has less to none greenhouse emission. Hydropower and bioenergy compare 4. The incident at the Three Mile Island differed from that at Chernobyl because the Three Mile Island emergency was brought under control within days and the reactor was shut down quickly. This was due to a combination of mechanical failure and human error. The residents of the area were not as affected by the meltdown as those in Chernobyl. Chernobyl occurred because engineers had turned off safety systems to conduct tests, human error, and the unsafe reactor design caused an explosion. Many people were exposed to radiation; residents of the area were highly affected and till this day are still severely ill due to exposure. The accident killed 31 people. Radioactive fallout reached most of the Northern Hemisphere. 5. Some concerns about the disposal of radioactive waste are that if it’s dumped in the ocean it poses threat to fisheries, people and marine systems. If it’s kept in the power plants, the power plants are running out of space to hold the waste. If it is sent to Yucca Mountain, while being transported there can be an accident that exposes people to the radioactive waste. As of now the waste is being kept in storage areas within the nuclear power plant. The United States chose Yucca Mountain as a place to dump the nuclear waste but so far the project has not taken place. The waste will remain in their current locations. 6. Sources for bioenergy include the waste products of existing industries or processes, residue from agricultural crops, animal waste and organic waste. Bioenergy use differs between developed and developing nations because 7. The two primary biofules are ethanol and biodiesel. Ethanol is the alcohol in beer, wine and liquor. It is produced by fermenting biomass. In fermentation, carbohydrates are converted to sugar and then to ethanol. Gasoline engines run with gasoline blended with 10% of ethanol. Biodiesel , a fuel produced from vegetable oil, used cooking grease or animal fat. It is also used in vehicles and can be mixed with conventional petrodiesel. In North America and in Europe, cars are being filled with biodiesel and some buses and recycling trucks as well. 8. Bioenergy is from carbon neutral which releases no net carbon into the atmosphereif bioenergy replaced the use of fossilfuels we could help mitigate the problems of climate change. Burning bioenergy is not carbon neutral for the fact that plants need to be cut down in order to plant  bioenergy plants. 9. Storage type of hydroelectricity this type is the most widely used. It holds water back behind concrete dams that block the flow of water and just letting it flow out in smaller amounts through pipes that feed into a turbine. B. The other type of hydroelectricity generating plant is by implementing run-of-river approach.it generates electricity without greatly disrupting the flow of the river. Although it is not as damaging as damming the river, it doesn’t guarantee the same amount of water flow as by damming does. 10. two advantages with hydroelectric power are that the energy source is renewable and no carbon is emitted in the production of energy from this source. B. T wo negative impacts of hydroelectricity is that the area behind dams are flooded destroying habitat and the areas below dams are usually starved of water. The other negative is the thermal pollution. Areas behind the dam gat colder that natural and the areas in front of the dam become warmer than natural. Pg 614 Testing your comprehension 1.About 13% of our world’s energy is renewable and new renewable counts for 1%. The most prevalent form of renewable energy we use is biomass which accounts for 50% and hydroelectric which accounts for 35%. The form of energy most used to generate electricity is hydro power. 2.The diminishing amounts of fossil fuels have people concerned about our energy future. This is causing people to look for new renewable resources of energy. Solar and wind power are the new renewables that are experiencing the most rapid growth. 3.Passive solar heating is in the design of a building. It involves the installation of low south facing windows to capture sun, over hangs to shade windows in the summer, and the use of construction materials that capture the suns heat and release it throughout the day. Active solar heating is the use of technologies to heat water and air in structures. It involves installing flat-plate solar collectors on rooftops. Water, air or antifreeze passes through the panel and gets heated by the sun which in-turns transfers its heat to the building or to water tanks. 4.The photoelectric effect is when light reaches the PV cell and strikes one of a pair which is made of the semiconductor silicone. The light causes one plate to release electrons which are attracted by electrostatic forces to the opposing plate. Photovoltaic cells work when you attach wires to the plates  and allow the electrons to pass from one plate to the other freely. This causes an electric current or DC current which then can be converted to AC currents used in home and businesses. 5.Environmental and economic advantages of solar power are that the PV cells use no fuel, are quiet and safe, contain no moving parts, require little maintenance, and do not require a

How Gender Inequality Is Explained Sociology Essay

How Gender Inequality Is Explained Sociology Essay How has gender inequality been explained? (Answer with reference to a range of theories and approaches) Critically assess the attempt of one of the feminist group to overcome gender inequality. Social stratification A system by which a society ranks categories of people in a hierarchy (Macionis and Plummer: 2005: 190). Social stratification is common in different aspects throughout society and throughout history some of the most substantial categories affected are class, race, disabilities, sexuality and globally. However this essay shall be investigating the stratification by gender, referred to as gender inequality. There are many reasons for the disparity of gender circumscribed by its underlying social, legal, political, economic, and cultural characteristics (Rives and Yousefi 1997:1). Gender stratification categories people in regard to their sex, this can be defined as anatomical differences and physiological differences between male and female for example the difference in chromosomes, sex organs and hormones. The word gender has been socially constructed through the means of a stereotype and ideology of the social role, identity, position and behaviour of male and feminine through different institutions and aspects like the media, religion, culturally and historically. Up until the era of Suffragettes in the late 19th Century women were always deemed lower than men and inequality was highly significant society it was fundamentally a patriarchal society. The traditional preconceptions were that men were strong, intellectual beings that were the hunter gatherers and providers for their household. Whereas, women were passive objects that would cook, clean, cater for their husbands wants and desires, and doing nothing more than bear and raise children. To the woman he (God) said, I will greatly increase your pain in childbearing; with pain you will give birth to children. Your desire will be for you husband, and he will rule over you. (Genesis 3:16). This interlinks with religion and reiterates traditional and religious view from The Bible. There are a substantial amount of reasons why there is clear gender inequality in society, this essay will assess and show the many theories into the existence of this. Biological determinism is a theory that asserts that males and females appearance, mental and general behaviour and position on the social hierarchy is all in relation to their genetic make-up and genes, the differences between male and females socially is dependant on the fact of them being different sexes alone. The Evolution of Sexes written by Geddes and Thompson shows a generalisation of a biological determinist analysis of gender. They claim that social, psychological and behavioural traits were caused by metabolic state. Women supposedly conserve energy (being anabolic) and this makes them passive, conservative, sluggish, stable and uninterested in politics. Men expend their surplus energy (being katabolic) and this makes them eager, energetic, passionate, variable and, thereby, interested in political and social matters. These biological facts about metabolic states were used not only to explain behavioural differences between women and men but also to justify what our social and political arrangements ought to be. Due to all these factors it is apparent biological determinism theorists that gender stratification is fate, females are meant to be inferior to males and this cannot be fought or changed in society and therefore is highly beneficial. Functionalists would argue that gender stratification is universal and positive for society. A key functionalist thinker Talcott Parsons explained how the differences in the sexes (gender) have provided complementary roles for both male and female (Instrumental and expressive), and how the difference in roles which are biologically based helped traditionally integrate society. He believes that gender differentiation and the understanding of division of labor means social stability. Women labeled expressive by Parson should typically be in control of the family units be the emotional support, take care of the household chores and the security and well being of the children. Opposed to men, labeled instrumental whose role is to connect the family to the larger world primarily by participating in the labour force(Macionis and Plummer 2008:381), work and focus on issues outside of the internal family unit. Parson theorises that gender identity is social, formed through numerous means of social control and is needed for both male and female to gain appropriate skills to succeed in life. The knowledge of these specific skills and understanding of the difference of gender identities to the opposite sex (expressive and instrumental)are in a sense indoctrinated so that, for example if a male is not deemed instrumental he is therefore unattractive and is rejected by the expressive women. This clear distinction of the division in the family unit ensures harmony in the family and thus benefits society on a whole Functionalists view the potential for social disorder only when all of the aspects of traditional gender stratification are disturbed. (Schaefer and Lamm 1998). During the 20th Century there were huge upheavals in the traditional view of women and their roles and the view of a predominately patriarchal society they were living in. Women now wanted to be able to work and have an education, not deemed less able due to biological determinism and be treated equally, which gave birth to a collection of huge movements in sexism and inequality and also different views with in feminism (Liberal, Socialist/Marxist and radical). One point that is evident throughout all the different interpretations of feminism is that women have not been seen as equal throughout the social structure. Liberal feminists do not see womens oppression as part of large system structure but however believes that biological determinism as a source for inequality within the political and justice realm as completely barbaric. There may be some slight procreative differentiation but that should not be any differences in relation to the law, politics, employment or educational institutes, they believed the only way of reformation was through the reform of these institutes. Liberal feminists believe in the rights for every individual woman in society. Socialist/Marxist feminism is adopted through two major writings, Firstly in Engels writing in 1884 The origin of the family, private property and the State and through Marxs conflict theory evident in the Communist Manifesto, which is a struggle between the oppressors (capitalists/ bourgeoisie) and the oppressed (working class) to maintain an equal social structure one needs to overthrow capitalism. Beasley wrote that the base-superstructure model of society, that is, social relations- including those related to sexual inequality- are conceived as crucially shaped by the economic base of society, rather than ideas and attitudes (Beasley 1999:61) Marxist Feminists believed the only way to end this patriarchy was through social revolutions against capitalism for equality. As males dominated the means of production and owned all the property women Engels contended were alienated due to the economic reliance on their husbands. Engels links the modern oppression of women to the instituti on of private property. Correlatively , he argues that the economic system of capitalism draws women into the public workforce and thus sets the conditions for their equality (Carver and Steger 1999:254) The only way women would be able to throw the unfair justice of capitalism would be to be free of marriage, laundry, cooking, childcare and childbirth and reforming the structure of the family. So that women can get full-time jobs through revolting equaling out the inequality in gender. This essay has briefly summarised the main theories and some brief approaches of gender inequality, Radical feminism is similar to that of Marxist feminism but more extreme, it is similar in the aspect of it fundamentally believing that the oppression and control of women is to do with how Capitalism promotes gender exploitation. Women are segregated into a sex class and therefore should stick together. Radical feminists believe that the only way for gender equality is the complete eradication of patriarchal society and any aspect of society that males dominate, this is the only way for female liberation. Radical feminists believe women are oppressed through their ability to reproduce and the sexualisation by men, they should be seen as the enemy. The only way women can free themselves is through any aspect of association with males, this includes not having heterosexual relationships and not producing off spring in order to liberate. Alice Echols and Ellen Willis wrote about radical feminism in their book Daring to Be Bad: Radical Feminism in America that Radical feminism was a political movement dedicated to eliminating the sex-class system(Echols and Willis 1989:4) The sex class system also included the sex-role system which sees marriage, family, prostitution, and heterosexuality as repressive. They believed gender inequalities root cause was sexual oppression, women need to gain control over their bodies/biology and relatedly to value and celebrate womens bodies(Beasley, C 1999:55) . This interlinks with a psychoanalytic feminist such as Sigmund Freud where he shows that gender is embedded in language and through sexualisation and thought from the earliest state of childhood. This is through the penis envy theory, this is when girls realise they dont have a penis and from being attached to her mother, finds a stronger attachment to the father. She accepts her inadequacy and subordination in society by accepting her mothers values and containing her craving for her father. According to many theorists Radical feminism is also about generating widespread support for campaigns around issues such as rape, domestic violence and sexual harassment (Dean 2011) as well as the promotion of contraception, sterilization and abortion. The word radical in itself holds factors for criticism; this is an extreme view that has many factors that can be deemed incorrect. You cannot categorise all women into a sex class as there is no substantial evidence that supports the idea of this. How is it possible that all women just because of their biological similarities are the same, and can be generalised so flippantly? It doesnt entail any other aspects such as culture, psychological, class or economic factor in a way of determining gender construction.Radical feminism not only ignores important differences among women but also reproduces exactly the stereotypical vision of women and men (Beckham and DAmico 1994:80) Isnt this exactly what radical feminism is fighting against, the generalisation? Radical feminism ignores legislations like the Equal Pay Act 1970 and The Sexual Discrimination Act 1975 and how politics are constantly changing in regard to sexism and the maltreatment as women as a class. Radical feminism suggests that society should be matriarchal, this would continue the process of gender inequality but just the other way round. Another limitation of radical feminism is that instead of promoting marriage it does the opposite, that women should be rid of all these stereotypical roles, this in a way promotes promiscuity and even unhealthy relationships. Radicalism is damaging to society as a whole because society cannot reach its maximum potential if one group is more domineering than another.

What Is The Gettier Problem?

What Is The Gettier Problem? The Tripartite Theory of Knowledge, a theory which goes back as far as Plato, states that in order for one to possess knowledge, one must have justified true belief. In other words, if you carry a belief, that belief must be true and you must be able to justify it. The Tripartite Theory exists to provide a response to the question of what exactly knowledge is. Whilst the theory might have been widely accepted in the past, it was in 1963 that an epistemological debate on the topic ensued. Edmund Gettiers three-page paper Is Justified True Belief Knowledge? shows two conditions where the criteria for justified true belief appear to be met but mostly due to luck rather than knowledge. Whilst these counter-examples have led to a number of attempted solutions, my opinion is that the Gettier problem cannot be resolved. Alvin Goldman attempted to solve the Gettier problem with a theory of causal connection which states that justified true belief must be achieved through a causal connection to the truth. In this essay, I will highlight the ways in which Goldmans proposed solution falls short and so fails to solve the Gettier problem and thus demonstrate one way in which the Gettier problem cannot be resolved. The Gettier problem fundamentally demonstrates the problem of luck in the Tripartite Theory and thus shows how justified true belief doesnt necessarily mean knowledge. I will present this through the following Gettier-style example: Susie walks past the same clock everyday on her way to class at 2pm. Today, as she walks past, the clock indeed says 2pm and she has no reason to believe otherwise since the clock is well maintained and has always been right in the past. Susie has justified true belief. However, unbeknownst to Susie, the clock stopped 12 hours earlier at 2am. So whilst Susie believes the clock reads 2pm, it actually reads 2am. Thus, the fact that the clock stopped at the time it did is purely down to luck. So Susies belief fails to be knowledge. If knowledge were to be gained via a causal connection, the problem of luck would essentially not exist as the agent would have acquired knowledge through a reliable, cognitive process. The purpose of the causal theory is to reinf orce the Tripartite Theory but with the addition of a clause that states that a causal chain between beliefs and truths is required for knowledge. Goldman argues that perception is one such mechanism that can allow a causal connection and thus justify ones true beliefs. He states in his 1967 paper A Causal Theory of Knowing; Perhaps the simplest case of a causal chain connecting some fact p with someones belief of p is that of perception (Goldman 358). Goldman uses the example of the vase to reinforce his argument about perception which is put forth as follows: S sees a vase but that vase is actually being hidden by a laser photograph of a vase. Because of the photograph, S believes that there is a vase in front of him. Goldman argues that in actual fact, S does not really see the vase because of the lack of causal connection that exists between Ss belief and the real vase. So ultimately, what Goldman is saying is that knowledge acquired by sight requires some sort of causal connect ion for it to truly be knowledge. And so the Gettier problem is essentially resolved, according to Goldman, with the addition of the causal connection clause. Goldman continues his paper by discussing knowledge based on memory. Memory can be considered a causal process because a current belief could be caused and therefore traced back to an earlier cause. Knowing a fact at one time and then knowing it again at another is not necessarily knowledge based on memory as a causal connection would have to be included as an essential component in memory. Like perception, the causal connection of memory is used by Goldman to solve the Gettier problem through the addition of an extra element in the Tripartite Theory. Goldman goes on further to discuss knowledge based on inference through the lava case. S finds lava on the countryside and infers that there was an eruption. But in actual fact, someone has placed lava there in order to make it look like there had been a real eruption, unaware of the actual volcano. Goldman states that S doesnt really know that there was an eruption because it is not causally connected to any beliefs about there being a n eruption. So, inferential knowledge requires a connection through some sort of causal chain or as Goldman puts it: when someone bases his belief of one proposition on his belief of a set of other propositions, then his belief of the latter propositions can be considered a cause of his belief of the former proposition. (Goldman 362). Whilst Goldmans A Causal Theory of Knowing is a stimulating essay on the subject of knowledge, his argument or rather so-called solution to the Gettier problem in my opinion is ultimately flawed. One such criticism lies in the argument that our senses could so easily deceive us and therefore can a causal connection based on perception really be used to prove the acquirement of knowledge? The answer is surely no and this can be seen in the barn faà §ade example, in which an agent drives through a town filled with fake barns. Standing in front of one of these fake barns, the agent can say that he has justified true belief through perception. Even though there is a causal connection in this example, the agent does not really have knowledge. So false conclusions can be drawn from a process which, according to Goldman would ordinarily produce true beliefs highlighting the fact that Goldmans theory is flawed. So this does not provide a solution to the Gettier problem. Another problem with Goldmans theory lies in the fact that not everything in the world can have a causal connection. In particular, knowledge that is a priori such as 2 + 2 = 4 seems to be a fact about numbers but it doesnt have a causal effect. It is a truth that you know based on no causal connection just like many series of numbers are. So it is possible to say that the problem with Goldmans theory here is that it focuses on a posteriori knowledge but seems to ignore a priori knowledge and thus is too restrictive. It can therefore not be a solution to the Gettier problem because it doesnt take all types of knowledge into account, which is vital in epistemology. So again, the Gettier problem remains unresolved. The problem of incorrect reconstruction is one that further weakens Goldmans theory. There are times when one may have a true belief but the causal chain which allowed them to have that knowledge is incorrect. For example, an agent discovers his best friends body and believes that he is dead due to the fact that he is missing body parts. The agent assumes that the friend died by decapitation but actually, he was poisoned and decapitated following his death. This doesnt count as knowledge due to the false nature of the causal chain. Kenneth Collier in his 1973 essay Contra the Causal Theory of Knowing finds a counter-example to Goldmans theory which indicates no causal chain. Collier uses the example of an agent on a hallucinogenic drug which highlights the fact that any beliefs the subject has which turn out to be true, cannot be explained causally due to the hallucinogenic state that they are in. In the paper, Collier has given Smith the hallucinogenic drug and he hallucinates that his wife is having an affair. In actual fact, his wife is having an affair but can this count as knowledge? Surely this is just an example of incorrect reconstruction due to the hallucinations or an example of no causal chain at all. Collier argues that the difficulty here seems to be that it is possible for Smiths belief that p to be caused by the fact that p in ways that are irrelevant to his knowledge. But this means that the causal connection cannot be a sufficient condition for knowledge. (Collier 351) Ultimately, Goldmans causal theory attempts to resolve the Gettier problem by adding an extra clause which states that true belief has to be a result of a causal chain. He uses examples of perception, memory and inference to highlight the ways in which causality can solve the Gettier problem. But his theory is flawed overall due to the unreliability of the senses, a lack of a focus on a priori knowledge and the problem of incorrect reconstruction. I chose to focus on Goldmans theory but it is just one example out of a large number of attempts to resolve the Gettier problem. Other proposed solutions include eliminating conditions such as luck, defeat and false evidence as put forth by philosophers like Unger, Lehrer and Lycan. These proposed solutions, like the causal connection theory are all flawed and thus do not provide an adequate response to the Gettier problem. Therefore, I do not believe that the Gettier problem can be resolved due to my agreement that justified true belief do es not necessarily imply knowledge. The beer industry: Literature and definitions The beer industry: Literature and definitions Background and objective of the topic The beer industry has been around for many centuries and has always impacted national economies. Countries, such as the United Kingdom (UK) and the United States (US), have had a capricious relationship with the beer industry over the last few centuries. Indeed, these countries see the benefit for the economy, from tax revenue increases to job creation, but other regulatory and social costs challenge firms within the industry. Furthermore within each brewery, their marketing, advertising and branding strategies are the leading differences amongst the competitors. In oversaturated, competitive markets of the UK and the US, various breweries are able to maintain profitability even as beer consumption and national incomes are in the decline. Indeed, with social-economic trends stacked against the industry, companies are still profitable, but those profits are fading. Through these declines, firms make radical business choices of mergers or acquisitions in order to dominate the brewery i ndustry. The brewery industry with a $40 ( £24.4) billion market value is an important part of the UK economy, and with a $79 billion market value is an important part of the US economy. In the UK, the brewery industry provides 600,000 direct jobs and 500,000 indirect jobs which generates $45 ( £28) billion in economic activity and $133 ( £81.3) million in tax revenue for 2008. In the US, the industry provides 1.9 million jobs in which $62 billion was generated in wages and benefits and $41 billion in business, personal and consumption taxes for 2008. In the UK, the leading brewery market share is Scottish Newcastle at 27.1%, Molson Brewing Company at 19.7% and Anheuser-Busch InBev at 17.7%. While in the leading brewery market share in the US is Anheuser-Busch InBev at 50.8%, followed by SABMiller at 18.4% and Molson Coors Brewing Company at 10.6%. Marketing, advertisement and branding strategies are key elements within the beer industry. The beer industry includes the brewers and breweries, distributors, and suppliers and retailers. As markets become more crowded, competitive and complex, the value of a clear brand increases. A brand can identify one item or a family of items and is defined as a name, term, design, symbol that identifies one sellers good or services as distinct from other sellers. An advertised brand is a brand that is owned by an organization and is a consumer product. Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers that benefit the organization. Advertising is the placement of messages in time or space in any of the mass media to persuade members of a particular targeted audience. (American Marketing Association, 2009) A powerful brand gives a company a personality of its own which transcends its components. These components can be seen in both the American brewing industry and the British brewing industry. A brand emphasizes emotion and awareness, but it also connects with consumers to create a strong loyalty base. Fads come and go, but name brands last generations. The brewery industry is very complex in both horizontal and vertical business activities. There are emerging literatures that specifically relate to the brewery industry where various theories involve the marketing, price and competition aspect of the industry overall. Marketing beer involves the four Ps which is the product, in this case the brand name. The price, which includes the total cost to manufacture, distribute and advertise the beer. The place is the distribution of the beer from the warehouse to the consumer with varies steps in between. And finally, the promotion of the beer is through various characteristics of a marketing plan where advertising is included. Research Questions The main subject studied in this academic style dissertation is the effects of branding and marketing within the American and British brewery industry as well as the power to achieve profitability. The specific research questions are designed: To understand and compare the brand drivers of the beer industry in the US and the UK To evaluate the distribution channels To better understand the governments role To find out how the leading firms within the UK and US industry are profitable within a competitive market dealing with the current economic downturn Research Question 1: How does the US and UK brewing industry implement their branding identity? Research Question 2: How will social-economic trends affect the profitability of the US and UK brewing industry? These questions will provide an understanding of firm characteristics within the industry and their business practices as well as the relative success of the leading firms. Terms used within the industry are defined as follows from the Dictionary of Beer (2001): Ale: a type of beer fermented with top-fermenting ale yeast Bar: a public room within a pub Barrelage agreement: a common method for a brewery to tie up a ‘free pub in return for a ‘cheap loan Beer: the generic term for a non-distilled alcoholic drink produced by fermentation of a wort derived from mashed malted barley grain Beer orders: UK government regulations concerning licensing laws and consumer choice in pubs Bitter beer: highly hopped ales with an aftertaste associated with hops, malt and yeast Bottom fermentation: fermentation at 10 °C where yeast cells sink to the bottom of the vessel Brew pub: a pub which brews beer on the premises and serves food Brewery: a place where beer or ale is brewed Brew house: the area of a brewery where the beer is mashed and brewed Brewing process: the process of making wort, boiling it with hops and fermenting it into beer Cask: the general name for any of the barrel-shaped containers of various sizes used for traditional draught beer Draught: a general term for any drink that is dispensed from a bulk container into smaller measures for sale Fermentation: biochemical reaction when sugar is converted to ethyl alcohol by yeast and some bacteria Free house: a pub supposedly free of any brewery tie and able to offer a range of beers from different breweries Guest beer: a beer, not regularly sold in a pub, being on offer for a limited period Lager: beer fermented with bottom fermentation yeast where primary fermentation is at a lower temperature than for ale and secondary fermentation happens in closed conditioning tanks around 0 °C. Light beer: any American low-calories beer which does not contain dextrin and alcohol content ranges between 2.8 to 4% Microbrewery: small-scale brewery operation where equipment has been specially developed for brew pubs and small independent breweries and produces a limited amount of beer Macrobrewery: a large brewery produces larger amounts of beer at a cheaper price Off-trade (or off-license): where places like a supermarket or convenience store are licensed to sell alcoholic beverages for consumption off of the premises On-trade (or on-license): an establishment where alcohol must be consumed at the point of sale such as the pub or bar Premium lager: a lager brewed above 5% alcohol strength Porter: a dark, slightly sweetish but hoppy ale made with roasted barley Pub: a house open to the public at stated times for the purpose of social drinking Standard lager: a lager brewed under 5% alcohol strength Stout: a very dark, heavy, well-hopped bitter ale with a dry palate, thick creamy head, and good grainy taste from a dark roasted barley Three tier distribution (NBWA): the US distribution system for the beer industry where brewers make the beer, wholesalers distribute it to supermarkets and bars, and retailers sell it, but no one within the line is allowed to do one of the other two at the same time Tied house: a pub which is obliged to sell only the products of a particular brewery Top-fermentation: fermentation where the yeast rises to the top of the vessel in a thick foamy head Wort: the sweet liquid, containing all the extracts from the malted grain, which subsequently will be fermented into beer Framework The framework for the dissertation is as follows with this chapter presenting the overview for the present study. In the next chapter the methodology is described in greater detail. In Chapter Three, a review of the literature relating to industry concentration, advertising, competition and demand is presented. Chapter Four will consist of empirical materials of primary and secondary data on the leading macrobreweries within the US and the UK as well as results of semi-structured interviews comprised of people working within the industry. Chapter Five conveys the analysis and findings developed throughout the research. The final chapter presents the conclusions and recommendations for further areas of research.

America At War: The World Is Not Enough :: essays research papers

When a person is given the microphone at a podium, the attention of the audience is customarily afforded to that person so that they may convey their message(s) clearly. In the past fifty years, advancements in technology and the ability to transmit information have transformed the world into a global stage for any individual or group who wish to broadcast their agendas. The more modernized and stable countries, namely western European nations and the United States of America, have a strangle hold on the microphone to this global stage and are reluctant to release it. The major problems inherent in the effort to emphasize global instead of discreet national histories of mass communication rest within the mentalities of these western powers. A country, like America, whose mindset fosters ideals such as media imperialism, capitalism, and cultural dominance will have supreme reign in a society that can be easily influenced by the various tools of the media. With the exception of the Persian Gulf War in the early 90’s, the Vietnam War is the last major conflict that the Unites States has been involved in. After the breakup of the Soviet Union, which effectively ended the Cold War and automatically allowed America to become the front running nuclear power, the U.S. needed a new objective to conquer other than communism. Since the U.S. armed forces cannot thoroughly flex its military muscles in the absence of a war, an acceptable alternative is to inundate other developing countries with the thoughts of â€Å"democracy and freedom† through the media. However, the validity of America’s true intentions are often questioned when it begins to preach that all humans are entitled to have the freedom of choice. What exactly, do these freedoms entail? Normally, for American businesses and industries, this suggests that people are free to choose to consume American made goods and products. Although it may have been inadvertent at first, an imperial power such as America will expand in its blundering efforts to do good or protect its borders (Herman 1992). After a certain amount of time, this expansion is no longer by chance but by purpose because those who control the channels of media begin to promote imperialistic views, which eventually lead to the domination of a market, be it newspaper, radio, or television. The American dominance in the television market for example, can be aptly characterized by a silly show about lifeguards working on a Los Angeles beach.

The Shrews Illusion :: essays research papers

The Shrew’s Illusion HORTENSIO: Now go thy ways, thou hast tam’d a curst shrow. LUCENTIO: ‘Tis a wonder, by your leave, she will be tam’d so.   Ã‚  Ã‚  Ã‚  Ã‚  Indeed, Hortentio’s assurance in the taming of the â€Å"curst shrow† Katerina seems a wonder to all the audience in the final scene of â€Å"The Taming of the Shrew.† After hurling furniture, pitching fits and assaulting her sister, Katerina delivers a speech that lauds obedience and censures rough behavior. Allegedly, this speech demonstrates Katerina’s obedience to her husband, Petruchio, who has forced her to realize the error of her former behavior. Genuine submission, however, is an unlikely disposition for Katerina to adopt. A complete reformation becomes more improbable after an examination of the scenes surrounding her â€Å"taming.† Several of these episodes attest to excellence of her acting ability. This evidence suggests her ability to impersonate the character of a tamed shrew. Her dialogue during these moments of obedience seems to mirror the language Petruchio uses earlier to tame her, suggesting that Katerina emp loys Petruchio’s own dissembling devices against him. Even the nuances of her language, filled with double meanings, belie her supposed transformation.   Ã‚  Ã‚  Ã‚  Ã‚  Katerina first reveals her aptitude for deception as she and Petruchio head toward Padua for her sister’s wedding. When her husband falsely labels the daylight as the â€Å"bright and goodly shining† of the moon, she immediately protests (4.5.2). However, the moment Petruchio threatens her journey home, she begins to act. In order that she fulfill her desire to return home, she pleads that they continue and vows that â€Å"be it moon, or sun, or what you please; / And if you please it be a rush-candle, / Henceforth I vow it shall be so for me† (4.5.13-15). In saying this, Katerina promises to â€Å"vow,† or claim to believe, the truth of anything Petruchio alleges. However, she never promises to actually believe him. Instead, she agrees to act according to his game, a game that he himself qualifies. When contented by Katerina’s yielding, Petruchio declares â€Å"thus the bowl shall run,† invoking the image of a ball in the game of bowling (4.5.24). This image parallels to the game he stages in which Katerina is played toward at target of a woman tamed. However, she does not submit blindly to his intentions; she plays toward achieving her own goal of returning home.   Ã‚  Ã‚  Ã‚  Ã‚  Continuing to prove her aptitude for dissembling, Katerina plays along with Petruchio’s labeling of Vincentio as a maid in the following scene.

The Unjustified War on Iraq Essay -- Government

The Unjustified War on Iraq The Bush Administration was impatiently unjustified in the attack on Iraq. The justification the Republican council offered was no more that an attempt to eradicate the blame infused by poorly made, hasty decisions and forceful actions. Liberal magazine, The Nation, publishes many liberal perspectives on the actions that have been taken in prevention of major military action. Although action was necessary, the use of military force by the United States was excessive. Iraq’s militant leader, Saddam Hussein, has been a sore in foreign relations for the United States since the 1980s. However, the United Nation’s demand for Iraqi military disarmament slowly, but effectively reduced the strength of this tyrant. If the Bush Administration had been more patient and looked at the potential benefits of the use of non- military force, they would have realized, Saddam is weaker today because inspections forced him to destroy many of his weapons and because containment denied him access to the technology and money to rebuild his military and to pursue the d... The Unjustified War on Iraq Essay -- Government The Unjustified War on Iraq The Bush Administration was impatiently unjustified in the attack on Iraq. The justification the Republican council offered was no more that an attempt to eradicate the blame infused by poorly made, hasty decisions and forceful actions. Liberal magazine, The Nation, publishes many liberal perspectives on the actions that have been taken in prevention of major military action. Although action was necessary, the use of military force by the United States was excessive. Iraq’s militant leader, Saddam Hussein, has been a sore in foreign relations for the United States since the 1980s. However, the United Nation’s demand for Iraqi military disarmament slowly, but effectively reduced the strength of this tyrant. If the Bush Administration had been more patient and looked at the potential benefits of the use of non- military force, they would have realized, Saddam is weaker today because inspections forced him to destroy many of his weapons and because containment denied him access to the technology and money to rebuild his military and to pursue the d...

Good and Evil and Poem Essay

â€Å"Chicago† by Carl Sandburg goes further into detail with what could be seen through a person’s eyes. The poem describes Chicago and everything that’s happening in the surroundings. A person’s eyes see more than some people think. â€Å"They tell me you are wicked and I believed them, for I have seen your fainted women under the gas lamps the farm boys,† states imagery in the poem. Meaning the people of the town are bad, and how people are afraid. â€Å"Fierce as a dog with tongue lapping for action, cunning as a savage pitted against the wilderness†, states a simile in the poem. The simile is comparing the city to the dog. â€Å"Chicago† by Carl Sandburg luring has a theme that there can be more seen in a person’s eye than what meets the eye. The bad side of some people sees, but even evil people can have some good in them. The significance of the poem included social realism. Carl Sandburg lead to the knowing of the city’s trading’s and railroads. New Poetry: â€Å"Chicago† â€Å"Chicago† by Carl Sandburg goes further into detail with what could be seen through a person’s eyes. The poem describes Chicago and everything that’s happening in the surroundings. A person’s eyes see more than some people think. â€Å"They tell me you are wicked and I believed them, for I have seen your fainted women under the gas lamps luring the farm boys,† states imagery in the poem. Meaning the people of the town are bad, and how people are afraid. â€Å"Fierce as a dog with tongue lapping for action, cunning as a savage pitted against the wilderness†, states a simile in the poem. The simile is comparing the city to the dog. â€Å"Chicago† by Carl Sandburg has a theme that there can be more seen in a person’s eye than what meets the eye. The bad side of some people sees, but even evil people can have some good in them. The significance of the poem included social realism. Carl Sandburg lead to the knowing of the city’s trading’s and railroads.