Patterns Of Inequalities In Health Health And Social Care Essay

Health inequalities are defined as the differences in wellness attention or in the distribution of wellness determiners between different population groups ( Woodward & A ; Kawachi 2000 ) . Health inequalities can be breakdown in to four key subdivisions. The first 1 is inequalities are unjust. Inequalities in wellness are unwanted to the extent that they are unjust besides unfair. Inequalities become â€Å" unjust † when deprived wellness is itself the effect of an unfair distribution of the societal determiners of wellness. For case the mortality rates between people from different societal categories or unequal chances in instruction and employment. The 2nd is inequalities affect every society. Condition that lead to tag wellness disparities are damaging to all members of society. Some types of wellness inequalities have clear effects on the remainder of society, such as the effects of intoxicant and drug abuse, the spread of infective diseases, or the happening of force an d offense. The 3rd is inequalities are evitable. Disparities in wellness are evitable to the extent that they branch from identifiable policy option exercised by authoritiess for illustration ordinance of concern and labor, revenue enhancement policy, public assistance benefits and wellness attention support. The last 1 is intercessions to cut down wellness inequalities are cost effectual. A public wellness programme that reduces wellness inequalities can besides be cost effectual. The instance can be made to give precedence to certain programmes for case, heightening entree to cervical malignant neoplastic disease screen in low income adult females on efficiency evidences. In contrast, few programmes designed to cut down wellness inequalities have been officially evaluated utilizing cost effectivity analysis.History of Health inequalitiesHealth inequalities have been known since the societal and public wellness reform of the 19th century, when Chadwick and Rowntree began to document them. It was grounds on societal inequalities an d of unequal entree to wellness attention in Britain that provided the force per unit area to put up the public assistance province and the National Health Service in the post-war period. An rating in the late-1970s illustrate that Britain was falling behind other states in wellness betterment, despite 30 old ages of the public assistance province. This led to the Black Report in 1980 on inequalities in wellness. The Black Report demonstrated that although overall wellness had improved since the debut of the public assistance province, there still remained widespread wellness inequalities. It besides highlighted the chief cause of these inequalities was economic inequality. The study found that decease rate for work forces in societal category V was twice that for work forces in societal category I therefore demoing the spread between the two was increasing, non cut downing as was expected ( Carter, 2002 ) . The Acheson Report was published 18 old ages after the Black Report, but both show comparing. The Acheson study present a contrast to The Black Report in that it illustrates the troubles of undertaking wellness inequalities despite seemingly improved status.Conveyance and country of abodesConveyance is critical in enabling entree to people, goods and services, therefore promotes wellness straight through the accomplishment and care of societal webs. Forms of conveyance, such as walking and cycling promote wellness straight by increased physical activity and decrease of fleshiness. A deficiency of conveyance may take to damaged wellness by denying entree to people, goods and services and by deviating resources from other necessities. In add-on, conveyance may damage wellness straight, most notably by inadvertent hurt and air pollution. Sing conveyance in a inequalities facets, deficiency of entree to transport is experienced disproportionately by handicapped people, older people and people socioeconomic position, peculiarly single life in distant or rural countries ( Elgar, 2006 ) . For case, single life in council house where hapless entree to transport may restrict work and preparation chance. An addition in monetary values and a limited scope of goods available to persons whose deficiency of entree to transport denies them chances to shop for necessities. Environmental barriers in entree to transport experienced by people with physical disablements. Deprived urban countries tend to be characterised by high traffic volume, taking to increased degrees of noise and air pollution and important rates of route traffic accidents without the benefits of entree to private conveyance. The cost of rail and local coach menus has addition well Campbell ( 2005 ) studies that about one 3rd in existent footings since 1990. This in bend has had the most impact on those single with lower income. Bettering public conveyance may take to improved entree to people and installations fundamental to wellness, such as store, parks wellness attention friends and households. This consecutively should take to betterment in quality of life and wellness. The authorities policies â€Å" Better conveyance † place a increasing in usage of public conveyance by the general population would in bend lessenings air and noise pollution. The Independent enquiry into Inequalities in Health Report recommends the farther development of a high quality public conveyance system which is integrated with other signifiers of conveyance which is a sensible monetary value to single. A lessening in the usage of vehicles would take to a decrease of accidents.UnemploymentEmployment and unemployment is a important factor taking to ill wellness. Carter ( 2002 ) surveies emphasise that non merely is employment a primary beginning of position in Western states, but it is besides important in supplying intent , societal support, construction to life and a agency of take parting in society. Therefore if the person is unemployed this can be a possible major hazard to wellness for the population of working age and their households. In 1997 the international Labour Office stated two million people were unemployed in the UK, besides around a 3rd of unemployed adult females and half of all unemployed work forces had been unemployed for one twelvemonth or more. The bulk of unemployment persons tend to hold a important inauspicious consequence psychological and physiological wellbeing. This can include symptoms of anxiousness and depression to self-harm and self-destruction ( Wildmen, 2003 ) . In relation to physical wellness, unemployment brings a important hazard of morbidity and premature mortality. Johnson, ( 2008 ) place that all major mortality causes was systematically higher than mean among unemployed work forces. He besides found that unemployed adult females had higher mortality from coronary bosom disease, hurts and self-destruction. There are many to better an single wellness during the clip they are unemployment. Bettering fiscal support during unemployment can increase living conditions and resources needed for wellness, including entree to nutrient, shelter and warming. Being unemployed may besides better their ability to by apart of their communities cut downing societal exclusion ( Richter, 2005 ) . Government policies aimed at the creative activity of employment chances, apprenticeship for immature unemployed people, improved degrees of instruction and preparation for immature unemployed people. De Vogli, ( 2009 ) place cardinal factor is the remotion of barriers to work for parents with dependent kids. This should better the opportunities of wellness increasing employment opportunities in add-on to other good effects on wellness and its determiners such as income and lodgingEducationEducation has the chance to play numerical functions in act uponing inequalities in wellness. It has an of import function in act uponing inequalities in socioeconomic place. Educational makings determines an person ‘s labor market place, therefore act uponing at that place income, lodging and other material assets. As a effect, instruction is a traditional path out of poorness for single life in hapless community. Education besides has a function in fixing kids for life. For illustration, guaranting person has the practical, societal and emotional cognition and accomplishments to make a full and healthy life. It has a societal function in fixing kids to lend to the full in society. This can affect educating them about utilizing services, doing kids aware of their democratic rights and duties ( Bromberg, 2003 ) . Sing instruction in an inequalities facets, kids from hapless backgrounds is measured by being in reception of free school dinners. They are found to hold lower educational accomplishment that their equals. Mana & A ; Huston, ( 2008 ) place kids on free school dinners as an index of poorness. They conducted research screening that a high per centum of students eligible for free school dinners have a low per centum of students with a least five base on ballss at GCSE level A star to C. Higher proportions of students in School exclusion and hooky are associated with increased engagement in offense and other harmful activities. In the long term, school exclusion and hooky are associated with unemployment, homelessness, adolescent gestation and captivity ( Mana & A ; Huston, 2008 ) The Independent enquiry into Inequalities in Health Report recommends the proviso of extra resources for schools functioning kids from disadvantage groups to heighten their educational accomplishment. The Revenue Support Grant expression and other support mechanisms should be reviewed more to reflect demands and socioeconomic disadvantage. This is likely, but non convinced to be accompanied by a decrease in inequalities in accident rates.Promotional Intervention and PoliciesThe Government has besides played its portion through a scope of national programmes. These include Certain Start designed to back up the development of pre-school kids from disadvantage households. Change4Life prevents households from going corpulence and the National Strategy for Neighbourhood Renewal which developed to back up an incorporate attack to regeneration in the most disadvantaged communities. The UK Fuel Poverty Strategy which supports lodging betterments targeted at vulnerable family.Change4LifeIs a promotional run that aims to forestall people from going overweight by promoting them to eat better and by more activate. It is the marketing constituent of the Government ‘s response to the addition in fleshiness in the UK. The run aims to animate a social motion in which person ‘s who has an involvement in forestalling fleshin ess, such as concern, health care professionals, school, charities, households or persons can play their portion. The Change4life advertisement run launched in January 2009 and in the early phases targeted immature households with kids aged 5-11 old ages. Six months in Change4life had a great response from immature households. 85 % of female parents reported that the run makes them see about their kids ‘s wellness, and over 360,000 households have already signed up in order to follow a healthier life style ( Department of wellness, 2009 ) .Certain StartCertain start is a promotional run that brings family-support services for households with kids under 5 old ages old. Their purpose is to undertake child poorness and societal exclusion working with parents, attentions and kids to advance the rational, physical and societal development of babes and immature kids so that they can boom at place and when they are go toing school. Certain Start coaction with service suppliers from the statutory sector like wellness, societal services and early instruction, community administrations and parents t hemselves. There provide integrated services for immature kids and their households based on what local kids need and parents want.National Strategy for vicinity reclamation policiesThe National Strategy for vicinity reclamation was created in 2001 and has two overall purposes. To cut down the spread between the most disadvantaged vicinities and the remainder of England and in the worst vicinities to accomplish less offense, better wellness and better educational making. A cardinal construct is that vicinities should non be below a certain degree. This degree cover the full scope of Government activity and many are incorporated into the relevant Public Service Agreements for illustration wellness, instruction and income.UK Fuel Poverty StrategyThe UK Fuel Poverty Strategy was established in 2001. It chiefly focuses is to better energy efficiency and cut down the costs of fuel for fuel in hapless families, since the income steps which form portion of a long term solution are being ad dressed in wider poorness and societal exclusion policies. To accomplish these marks, a scope of programmes and steps have been put in topographic point. This include go oning action to prolong the downward force per unit area on fuel measures, guaranting just intervention for perverse households, and back uping the development of energy industry initiatives to battle fuel poorness. To go on action to cut down poorness and societal exclusion recognizing that these are assorted jobs. In decision it is clear that wellness inequalities are a important concern in Britain. The instance survey shows how wellness inequalities are relentless and hard to alter. They are besides widening and are likely to make so unless we do things otherwise. This means turn toing non merely the short-run effects of evitable sick wellness, but besides the longer-term causes. The Government and assorted national programmes are determined to assist cut down wellness inequalities in Britain by making a fairer and more merely society that will let all single and communities to profit more equitably from public services investing.

Critical Discourse Analysis, Organizational Discourse, and Organizational Change Essay

Discourses is an element of all concrete social events (actions, processes) as well as of more durable social practices, though neither are simply discourse: they are articulations of discourse with non-discoursal elements. ‘Discourse’ subsumes language as well as other forms of semiosis such as visual images and ‘body language’, and the discoursal element of a social event often combines different semiotic forms (eg a television programme). But the use of the ‘term ‘discourse’ rather than ‘language’ is not purely or even primarily motivated by the diversity of forms of semiosis, it is primarily registers a relational way of seeing semiosis[i], as one element of social events and practices dialectically interconnected with other elements. The overriding objective of discourse analysis, on this view, is not simply analysis of discourse per se, but analysis of the dialectical relations between discourse and non-discoursal elements of the social, in order to reach a better understanding of these complex relations (including how changes in discourse can cause changes in other elements). But if we are to analyse relations between discourse and non-discoursal elements, we must obviously see them as ontologically (and not just epistemologically, analytically) different elements of the social. They are different, but they are not discrete – that is, they are dialectically related, in the sense that elements ‘internalize’ other elements, without being reducible to them (Harvey 1996, Chouliaraki & Fairclough 1999, Fairclough 2003, Fairclough, Jessop & Sayer 2004). A realist view of social life sees it as including social structures as well as social events – in critical realist terms, the ‘real’ (which defines and delimits what is possible) as well as the ‘actual’ (what actually happens). There is a general recognition that the relationship between structures and events must be a mediated relation, and I follow for instance Bhaskar (1986) and Bourdieu (Bourdieu & Wacquant 1992) in regarding social practices as the mediating entities – more or less durable and stable articulations of diverse social elements including discourse which constitute social selections and orderings of the allowances of social structures as actualisable allowances in particular areas of social life in a certain time and place. Social fields, institutions and organizations can be regarded as networks of social practices. Networks of social practices include specifically discoursal selections and orderings (from languages and other semiotic systems, which are counted amongst social structures) which I call ‘orders of discourse’, appropriating but redefining Foucault’s term (Foucault 1984, Fairclough 1992). Orders of discourse are social structurings of linguistic/semiotic variation or difference. Realist discourse analysis on this view is based in a dialectical-relational social ontology which gives ontological priority to processes and relations over objects, entities, persons, organizations etc, yet sees the latter as socially produced ‘permanences’ (Harvey 1996) which constitute a pre-structured reality with which we are confronted, and sets of affordances and limitations on processes. Epistemological priority is given to neither pre-constructed social structures, practices, institutions, identities or organizations, nor to processes, actions, and events: the concern is with the relationship and tension between them. People with their capacities for agency are seen as socially produced, contingent and subject to change, yet real, and possessing real causal powers which, in their tension with the causal powers of social structures, are a focus for analysis. Social research proceeds through abstraction from the concrete events of social life aimed at understanding the pre-structured nature of social life, and returns to analysis of concrete events, actions and processes in the light of this abstract knowledge. Discourse and non-discoursal elements of social events and social practices are related in many ways. I distinguish three main ways: representing, acting (and interacting), and being. At the level of social practices, orders of discourse can be seen as articulations of specific ways of representing, acting, and being – ie specific discourses, genres and styles. A discourse is a particular way of representing certain parts or aspects of the (physical, social, psychological) world; a genre is a particular way of (inter)acting (which comprises the discoursal element of a way of inter)acting which will also necessarily comprise non-discoursal elements); a style is a way of being (the discoursal element of a way of being, an ‘identity’, which will also include non-discoursal elements). I shall use the term ‘text’[ii], in a generalized sense (not just written text but also spoken interaction, multi-semiotic televisual text etc) for the discoursal element of social events. Texts are doubly contextualized, first in their relation to other elements of social events, second in their relation to social practices, which is ‘internal’ to texts in the sense that they necessarily draw upon orders of discourse, ie social practices in their discoursal aspect, and the discourses, genres and styles associated with them. However, events (and therefore texts) are points of articulation and tension between two causal forces: social practices and, through their mediation, social structures; and the agency of the social actors who speak, write, compose, read, listen to, interpret them. The social ‘resource’ of discourses, genres and styles is subject to the transformative potential of social agency, so that texts do not simply instantiate discourses, genres and styles, they actively rework them, articulate them together in distinctive and potentially novel ways, hybridize them, transform them. My focus in this paper is on organizational change, and this version of CDA has indeed been developed in association with research on discourse in social change. Social change comprises change in social structures, social practices, the networking of social practices, and (the character of) social events; and change in languages and other semiotic systems, in orders of discourse and relations between orders of discourse, and in texts. With respect to orders of discourse, social change includes change in the social structuring of linguistic/semiotic variation, therefore change in discourses, genres and styles, and change in their articulation in orders of discourse, and change in relations between orders of discourse (eg political and media orders of discourse). With respect to texts, social change includes tendential change in how discourses, genres and styles are drawn upon and articulated/hybridized together in various types of text. The process of social change raises questions about causal relations between different elements. Causal relations are not simple or one-way. For instance, it would seem to make more sense to see new communication technologies (ICTs) as causing the emergence of new genres than vice-versa – changes in discourse caused by changes in non-discoursal elements. In other cases, change appears to be discourse-led. A pervasive contemporary process (for instance in processes of ‘transition’ in central and eastern Europe) is change initiated through the recontextualization[iii] in an organization, a social field, or a country of ‘external’ discourses, which may then be enacted in new ways of (inter)acting including new genres, inculcated as new ways of being including styles, and materialized in for example new ways of organizing space. These enactments, inculcations and materializations are dialectical processes. There is an important proviso however: these processes are contingent, they depend upon certain conditions of possibility. For instance, when a discourse is recontextualized, it enters a new field of social relations, and its trajectory within those social relations is decisive in determining whether or not it has (re)constructive effects on the organization, social field etc overall. In contexts of social change, different groups of social actors may develop different and conflicting strategies for change, which have a partially discursive character (narratives of the past, representations of the present, imaginaries for the future), and inclusion within a successful strategy is a condition for a discourse being dialectically enacted, inculcated and materialized in other social elements (Jessop 2002, Fairclough, Jessop & Sayer 2004). Discourses construe aspects of the world in inherently selective and reductive ways, ‘translating’ and ‘condensing’ complex realities (Harvey 1996), and one always needs to ask, why this particular selection and reduction, why here, why now? (For a discussion of ‘globalisation’ discourse in these terms, see Fairclough & Thomas forthcoming. Locating discourses in relation to strategies in contexts of social change enables us to connect particular representations of the world with particular interests and relations of power, as well assess their ideological import. Discourses do not emerge or become recontextualized in particular organizations or fields at random, and they do not stand in an arbitrary relation to social structures and practices, forms of institutionalization and organization. If we can construct explanations of change in non-discoursal elements of social reality which attribute causal effects to discourses, we can also construct explanations of change in discourses which attribute causal effects to (non-discoursal elements of) structures and practices, as well as social and strategic relations. The social construction of the social world may sometimes be a matter of changes in non-discoursal elements caused by discourses (through the concrete forms of texts), but discourses (and texts) are also causal effects, the dialectics of social change is not a one-way street. We can distinguish four elements, or moments, in the social trajectories of discourses: their emergence and constitution (through a re-articulation of existing elements); their entry into hegemonic struggles from which they may emerge as hegemonic discourses; their dissemination and recontextualization across structural and scalar boundaries (ie between one field or institution or organization and others, and between one scale (‘global’, macro-regional (eg the EU), national, local) and others; and their operationalization (enactment, inculcation, materialization). These are distinct moments with respect to the causal effects of discourses on non-discoursal (as well as discoursal, ie generic and stylistic) elements of social life, and they are all subject to non-discoursal as well as discoursal conditions. CDA claims that social research can be enriched by extending analysis of social processes and social change into detailed analysis of texts. More detailed (including linguistic) analysis of texts is connected to broader social analysis by way of (a) analysing texts as part of analysing social events, (b) interdiscursive analysis of shifting articulations of genres, discourses, styles in texts (Fairclough 2003). The latter locates the text as an element of a concrete event in its relationship to orders of discourse as the discoursal aspect of networks of social practices, and so allows the analyst to (a) assess the relationship and tension between the causal effects of agencies in the concrete event and the causal effects of (networks of) social practices, and through them of social structures (b) detect shifts in the relationship between orders of discourse and networks f social practices as these are registered in the interdiscursivity (mixing of genres, discourses, styles) of texts. Text can be seen as product and as process. Texts as products can be stored, retrieved, bought and sold, cited and summarized and so forth. Texts as processes can be grasped through seeing ‘texturing’, making texts, as a specific modality of social action, of social production or ‘making’ (of meanings, understandings, knowledge, beliefs, attitudes, feelings, social relations, social a nd personal identities, institutions, organizations). The focus is on ‘logogenesis’ (Iedema 2003:115-17), including the texturing of entities (objects, persons, spaces, organizations) which can, given certain preconditions, be dialectically internalized (enacted, inculcated and materialized) in non-discoursal elements of social life. See for instance the discussion of the significance of nominalization as a logogenetic process in texts in processes of organizing, producing organization objects, in Iedema (2003). Organizational Discourse  I shall construct my very selective comments on organizational discourse analysis around the following four themes: organization and organizing; variation, selection and retention; understandings of ‘discourse’; and intertextuality. Organization and organizing Mumby & Stohl (1991) argue that researchers in organizational communication most centrally differ from those in other areas of organization studies in that the former problematize ‘organization’ whereas the latter do not. ‘For us, organization – or organizing, to use Weick’s (1979) term – is a precarious, ambiguous, uncertain process that is continually being made and remade. In Weick’s sense, organizations are only seen as stable, rational structures when viewed retrospectively. Communication, then, is the substance of organizing in the sense that through discursive practices organization members engage in the construction of a complex and diverse system of meanings’. Another formulation of this shift in emphasis from organizations as structures to ‘organizing’ (or ‘organizational becoming’, Tsoukas & Chia 2002) as a process is that of Mumby & Clair (1997: 181): ‘we suggest that organizations exist only in so far as their members create them through discourse. This is not to claim that organizations are â€Å"nothing but† discourse, but rather that discourse is the principal means by which organization members create a coherent social reality that frames their sense of who they are’. Despite the disclaimer at the beginning of the second sentence, this formulation can as argued by Reed (forthcoming) be seen as collapsing ontology into epistemology, and undermining the ontological reality of organizational structures as constraints on organizational action and communication. From the perspective of the realist view of discourse I have outlined, it makes little sense to see organizing and organization, or more generally agency and structure, as alternatives one has to choose between. With respect to organizational change, both organizational structures and the agency of members of organizations in organizational action and communication have causal effects on how organizations change. Organizational communication does indeed organize, produce organizational effects and transform organizations, but organizing is subject to conditions of possibility which include organizational structures. The paper by Iedema, Degeling, Braithwaite and White (2004) in the special issue of Organizational Studies is an analysis of how a ‘doctor-manager’ in a teaching hospital in Australia manages ‘the incommensurable dimensions’ of his ‘boundary position between profession and organization’ by positioning himself across different discourses, sometimes in a single utterance. The authors identify a heteroglossia ‘that is too context-regarding to be reducible to personal idiosyncracy, and too complex and dynamic to be the calculated outcome of conscious manipulation’. They see the doctor-manager’s talk as a ‘feat’ of ‘bricolage’, not as a display of ‘behaviours that are pre-programmed’. Nor is it an instantiation of a ‘strategy’, for ‘strategies are they assume ‘conscious’. Although the authors recognize that organizations can ‘set limits’ on what workers can say and do, impose ‘closure’, they see the doctor-manager as successfully ‘deferring closure on his own identity and on the discourses that realize it’. One can take this as an interesting and nuanced study of organization as the ‘organizing’ that is achieved in interaction (nuanced in the sense that it does not exclude organizational structures, though it does suggest that they are more ‘fluid’ and less ‘categorical’ than they have been taken to be, and it does recognize their capacity to impose ‘closure’). I would like to make a number of connected observations on this paper. First, one might see the doctor-manager’s ‘feat’ in this case as a particular form of a more general organizational process, the management of contradictions. Second, discourse figures differently in different types of organization (Borzeix 2003, referring to Girin 2001). The type of organization in this case seems to be in Girin’s terms a ‘cognitive’ (or ‘learning’, or ‘intelligent’) organization, in which the normative force of (written) texts (rules, procedures) is limited, and there is an emphasis on learning in spoken interaction. There seems to be, in other terms, a relatively ‘network’ type of structure rather than a simple hierarchy, where management involves a strong element participatory and consultative interaction with stakeholders. Third, connecting the first two points, spoken interaction in this type of organization accomplishes an ongoing management of contradictions which contrasts with the management of contradictions through suppressing them by imposing rules and procedures. Fourth, the doctor-manager’s ‘feat’ can be seen as a performance of a strategy as long as we abandon the (somewhat implausible) claim that all aspects and levels of strategic action are conscious – the doctor-manager would one imagines be conscious of the need to sustain a balancing act between professional and managerial perspectives and priorities, and of certain specific means to do so, but that does not entail him being conscious of all the complex interactive means he uses to do it. Fifth, while particular performances of this strategy (or, indeed, any strategy) are not ‘pre-programmed’, the strategy is institutionalized, disseminated, learnt, and constitutes a facet of the type of organization as a network of social practices, ie a facet of organizational structure. Sixth, it strikes me that bringing off a sense of creative bricolage is perhaps itself a part of the managerial style of this type of organization, ie part of the strategy, the network of social practices, the order of discourse. My conclusion is that even in a case of this sort, rather more emphasis is needed on the relationship between organizing and organization, performance and practice, ‘feat’ and strategy[iv]. Organizational discourse studies have been associated with postmodernist positions (Chia 1995, Grant, Harvey, Oswick & Putnam forthcoming, Grant, Keenoy, Oswick 2001), though the field as a whole is too diverse to be seen as simply postmodernist. Chia identifies a postmodern ‘style of thinking’ in organizational studies which ‘accentuates the significance, ontological priority and analysis of the micro-logics of social organizing practices over and above their stabilized ‘effects’ such as ‘individuals’. As this indicates, the focus on organizing rather than organisation is strongly associated with this ‘style of thinking’. Like the dialectical-relational ontology I advocated earlier, this ‘style of thinking’ sees objects and entities as produced within ontologically prior processes. The key difference is that this ‘style of thinking’ tends towards a one-sided emphasis on process, whereas the realist view of discourse analysis I have been advocating centres upon the tension between (discoursal) process and pre-structured (discoursal and linguistic, as well as non-discoursal) objects. This form of realism is not subject to the tendency within modernist social research which is criticized by Woolgar (1988) to take the objects it arrives at through abstraction (which would include in the case of CDA orders of discourse, as well as language and other semiotic systems) to be exhaustive of the social reality it researches. The key difference in this case is whereas this form of modernist research moves from the concrete to the abstract and then ‘forgets’ the concrete, the dialectic-relational form of realism I have advocated crucially makes the move back to analysis of the concrete. CDA is not merely concerned with languages and orders of discourse, it is equally concerned with text and texturing, and with the relations of tension between the two.

Banking Industry Analysis

Banking Industry Analysis Essay Graham MavarMgmt. 415 Sec 6Industry Analysis: BankingThe banking industry has come under increasing pessimism of late because of rising short and long-term interest rates. The banking industrys market capitalization made a substantial decline. Most investors are concerned with whether the industry can sustain continued profitability as a result of these factors. Banks have responded in recent years to these problems by diversifying away from interest sensitive products and services. But interest rates are the fundamental aspect of any financial services. Therefore, I believe the financial services industry will be deeply affected by rising interest rates. Banks have experienced good business factors over the past two years. Interest rates were low, credit quality was good, and inflation was low. These factors are usually predictive of the types of earnings banks should report. But good times cant continue because interest rate hikes cause reduced lending activity, damaged credit quality, and reduced values of bond portfolios. Porters Five Forces Analysis:1. Rivalry among competing sellers:The banking industry is continuing to restructure and position itself for our changing economy as a result, many mega-mergers have occurred in recent years. Citicorp and Travelers Insurance agreed to merge in April 1998 at a value of $70 billion. Bank of A merica and Nations Bank also agreed to merge shortly afterwards which became the largest bank in the United States. Bank mergers are usually consummated as a cost-cutting measure but also to compete with non-bank providers of financial services. Bank rivalries are very strong, and as weve seen many of the largest banks are merging to increase their power. In fact, Charlotte, NC is practically owned by Bank of America and First Union. 2. Potential entry of new competitors:There is virtually no chance of a new entrant significantly affecting the major banks market share. The only place that new entrants may have a chance in the industry is through Internet banking, because of its low cost. 3. Firms offering substitute products:This is not really an issue within the banking industry, because there arent really any legal alternatives, except buying a safe and borrowing from a loan shark4. Competitive pressures stemming from supplier and buyer bargaining power:I grouped these two categories together because in the banking industry the buyers are the suppliers and vice versa, so I might as well just discuss the situation as a whole. Interest rates are the single most important aspect of bank profitability they are the bargaining power. Most bank profits are derived from net interest income. This is interest income received on loans minus interest expense for borrowed funds. Interest rates determine the amount of money a bank can earn. Another measure is a banks net interest margin which is a banks net interest income divided by its average earning assets. This is a common measure of a banks ability to squeeze profits from its loans. When interest rates fall, they have a positive effect on a bank. First, net interest margin can expand. Second, the value of a banks fixed rate of investment portfolio is enhanced by declining rates, since a bond with a higher stated interest rate becomes more valuable as prevailing rates drop. Third, falling rates lower the cost of credit, which stimulates loan demand and reduces delinquency rates. Opportunities: 1. Because of the increasing amount of technology Internet banking will begin to replace traditional banking, thus cutting personnel costs. 2. Incorporating investment banking into the banking industry, as some major companies are doing, lets the bank increase profits and promote economic growth while improving company image. Threats:1. An increase in interest rates causing a decline in bank activity. READ: In Cold Blood: Death Penalty Essay2. A collapse of the Fed leading to bank failures, a repeat of the crash of 1929. 3. A decline in the US economy leading to a fall in the value of the dollar, thus causing an instable economy. From there the US banking system would be less secure in terms of dollar values that many people would move their money overseas into a more stable economic situation. Similar to the situation in many South American countries. (a little far-fetched, but possible)Key Success Factors:? Capability to use the internet for banking, investing, and general e-commerce? Size of company, name recognition, innovative local marketing? Best rates (loans, checking, savings, etc.)? The capability to have the fastest and simplest banking through design, innovation, and locationBusiness Reports

Invasion of privacy Essay Example | Topics and Well Written Essays - 500 words

Invasion of privacy - Essay Example The article complained about the intrusion of the media into the private and domestic life and argued that gossip had become a trade, with the goal of generally informing people about other people`s intimate activities. Gradually, the courts began to recognize invasion of privacy. Today almost all the states of the U.S. recognize all four sub-torts as common law: intrusion (any form of intrusion into someone`s private space), appropriation of publicity rights (use of a person`s name, likeness or identity without consent), public disclosure of private facts and false light (publication of false, highly offensive information about an individual). We can look at this case study: Steve recently joined a church. Church doctrine required that members reveal any personal indiscretions to the leaders of the church. Steve disclosed some of his personal indiscretions to the leaders of the church. After his disclosures, these leaders informed Steve that they intended to tell other members of the church about his indiscretions because they thought the church leaders might help him overcome his problems. Steve was dismayed that this personal information might be disclosed. He told the church leaders about his intention to leave the church rather than have his problems disclosed. The church leaders informed him that their next step was to tell the members of the church, his neighbours, and his employer about his problems. In this case we can look at the sub-tort public disclosure of private facts , from the tort invasion of privacy. Steve`s personal indiscretions are true and they were consented, but they were disclosed to church members for spiritual purposes and not in order to be discussed with the other members. In no way can that information be considered newsworthy to any part of the public, and its disclosure to other church members who might help Steve overcome his problems is an entirely separate issue that

Synopsis of the Activity Essay Example | Topics and Well Written Essays - 750 words

Synopsis of the Activity - Essay Example In the case of King- san life, the Adultery is divided into kinship ties of casts. According to Max Weber, the social class is a group that is divided into a broad definition other than material or wealth such as prestige, honor, and the type of religion an individual responds to. The perspective of Adultery by Parsons argues to the aspects placed on social differentiation. The society is defined by such social pledges keen in differentiating the patterns of socialization (Harris 45). The Adultery of the King-san life The take on adultery on the life of the king is evident in the article. After reading this article, it strikes me that King-san life use polygamy. I never knew that much about the religion of Mormonism. The church’s practice on polygamy has created controversies in the past. It is the same as today the same still runs. It was interesting to learn that Mormonism came from Christianity. Christians have no reception for polygamy as many denominations do not accept t he culture. This article directly relates to the primary source document because Joseph Smith discusses about his family and having multiple wives and in this article, bowman talks about more than one wife at the same time (Heider and Blakely 34). Adultery is not considered by the King-san life as the relationship if the individuals are in a union of marriage. The King-san life thought they were justified and did not think this was considered adultery. Though, if women were to do the same deed, they would have committed adultery. In the society of the King-san life, the women are belittled in the eyes of men, as they are considered possessions. During this time, men had all the power and women were treated unfairly. The men could get away with any relationship misfit as compared to women. The society that Joseph Smith currently lives in is still the same, but on a different level. Women remain the weaker sex. They cannot get away with things that men would simply get away with rando mly. The importance of literacy is applicable is the functioning of a society. According to (Andersen & Taylor, 2007) literacy plays an important role of how literal children will apply theoretical aspects in real life experience. In the case of the King-san life these strong literacy skills will ensure continuity of a community in the sense of earning a good job, earnings or even gaining training opportunities. Literacy comes through various studies, but main through education. One gains the different types of literacy through education from an elderly person or belonging to a given community (Hughes, Sharrock and Martin 78). The types of literacy include functional, cultural, and critical. Functional literacy is the ability of an individual to use basic reading and writing skills to run daily activities. It is the ability to read and write basic sentences in a given language. It is the ability of one to freely and easily communicate with others. Cultural literacy is the ability of an individual to relate to allusions, informal content and idioms that are related with the dominant culture. This includes one being familiar with street signs, restaurant signs, and commonly used slang. Relation to commonly used expression, art and historical experience is one of the aspects used by the culture. Critical literacy is the highest level of literacy. It involves an individual being able to interpret given

Germany short essays Essay Example | Topics and Well Written Essays - 1000 words

Germany short essays - Essay Example In an effort to enhance reformation, Martin put great emphasis on the unity of the African-American through participating in movements that are present which will assist in overlooking African-American necessity that were waiting to be buried. The work and life events of Martin Luther were stressed exclusively making the history taught in schools expressed in different ways. Martin was an inspirational speaker, and he travelled to several parts of the country motivating people to live life full of racial harmony. Martin had idealistic mind and this was seen in his speeches that were idealistically rational and positive regarding his views on different things. One key event in Martin Luther’s life is when he talked about a vision he had where he sees his children live a life where they live without being judged on the basis of race but by the character they display. Martin’s philosophies believed in having equality through hard work, non-violence with the whites, and str ong leadership. He went on to urge the Blacks to try and earn their rightful place as being equal to the whites through having self-respect and moral standards that are of high value. Frederick the Great Frederick was a Prussian king in the 18th century and one of his famous accomplishments was the elevation of Prussia from a smaller power on an equal footing with other states such as Bohemia and Saxony making them great states with a lot of power and politics, the state joined with others which include France, Russia, Austria, among Poland and Britain; Prussia later became a leading faction in 1870s when the unification of Germany took place. Fredrick was a notable general who was famous for various victories against other forces such as the war that took place during the War of Austrian Succession that took place in the 1740s and in 1760s when the seven years of war took place. Fredrick’s armies were disciplined and tactical; this made them be admired by people such as Clau sewitz and Napoleon. During the reign of Fredrick, he enabled diplomatic revolution which occurred during the Australian Succession War; the revolution marked the switch of traditional allegiances between nations that are great powers. The French fought many conflicts with the Austrian and the British leading to coalitions; Prussian power rose in the hands of Fredrick making Austrians ally with the French who also became nervous about the activities of Prussia. British later switched alliances from that with Austria to that of Prussia completing a diplomatic revolution and later the nature in which politics is conducted. Main Reason for anti-Semitism Anti-Semitism is considered unique among the world hatred when combined in four aspects that include confusion – under this aspect; there is little agreement on the reasons for people to hate the Jews, longevity has been in existence for a long period of time, universality has been everywhere in the world, and intensity which has often been expressed in a manner that is virulent manner. According to historians, the reason why people are anti-Semitic is because the Jews are either powerful, lazy, too separate, threat to racial purity through practices such as pacifistic, capitalistic or communists that are revolutionist. All these reasons have nothing to do with being a Jew; hence one may think we are a victim of bad luck by possessing the desire to have quality of being hated wherever we are in the world. Various states have participated in

Environmental Policy Essay Example | Topics and Well Written Essays - 2000 words

Environmental Policy - Essay Example information regarding the occurring environmental degradation [Pellegrini &Gerlagh, 2006 page3] witnessed by the soviet union, Asia, Africa and even the Latin America. With democracy, was the ability to protest against the loose grip of the authorities on the optimum use of the resources available. Thus, the democratic setup helped the cause of raising voice high enough to reach the ears of the undertakers. By exploring the link between democracy and environmental policy we can find the nature of effect that each has on other, as for instance, countries with a democratic setup have a political commitment to the people of healthy environment. And democracy is a significant positive determinant of environment protection. The UK initiatives out of region have been in the developing countries, of which the present work will limit it to India. As India is arriving in the developed country arena with the zest never seen before, the sustainability model will be largely dependent on the shoulders of the youth of the nation. The UK s sustainable development projects in India aim at Natural Resource Management, Climate change policy, mainstream sustainable development and production aiming at reduced emissions[UK - SUSTAINABLE DEVELOPMENT PROJECTS IN INDIA, 2006]. The UK Strategy for Sustainable Development, which uses that definition of sustainable development, has four objectives: - social progress which recognizes the needs of everyone - effective protection of the environment - prudent use of natural resources - maintenance of high and stable levels of economic growth and employment.[MAPPING COMMON GROUNDS, 2001] UKs latest initiative on the matter of democratization in environment policy making is the... World is changing, and how?, so during this time when the scientists are busy coming out with more statistical â€Å"deadlines† of natural resources remaining on earth and people are busy getting one on one with the â€Å"global warming† glossary of terms, fewer have started the leap toward new ways of living that are less daunting on our planet. People are reminded of a serious â€Å"shift of origin† like condition of the planet when researchers declare that the rising temperatures due to global warming will harm the wine industry in the regions of California or the decreasing ICE CAP for polar bear survival or the melting glaciers of the Himalayas close to India. But still now in times of severe hunger and poverty stricken countries of the world, where survival comes before living, fewer will be courageous to take report of the now termed â€Å"planet in peril†. On the positive side, there is some relief in watching the efforts of international level org anizations and NGOs come to light the way towards a â€Å"prolonged† stay here, on earth. Greenpeace, Care, UN and among others are the forth runners in this task. Scientific knowledge and policy go together hand in hand. Scientists contribute to the framing of issues and the agenda for climate change by defining what evidence they can produce and by making claims about its significance for policy-makers. The future for the environmental policy making through democratization is clearer and it is going to be a key issue for the coming organizational setups. The industrial revolution of the 1900s has had initially profound effect on the global environment which are now showing up. There is a need for table turning policies and stringent actions.

Aristotle, Nichomachean Ethics Essay Example | Topics and Well Written Essays - 1000 words

Aristotle, Nichomachean Ethics - Essay Example Examples of such emotions can be lust, greed, anger, jealousy, hatred, joy, and-in some cases- even love. However a â€Å"continent† person is able to resist the pressure of such emotions. He is able to dutifully abide by the path that reason prescribes, even if in reality he has no desire for doing so. This dutiful adherence to goodness is not just applicable to cases where the ‘good’ course of action has been determined by a person’s own intellectual and rational faculties. It can also apply to cases where ‘good’ has been determined and prescribed by society. Dutiful, albeit passive and thoughtless, adherence to ethical norms can also be called â€Å"continence†. An â€Å"incontinent† person (the Greek word is akratà ªs), on the other hand, is one who succumbs to the pressures of his desires and emotions and violates what in his own opinion is the demand of reason. The incontinent person lacks mastery of feelings. However, Aristotle maintained that â€Å"incontinence† is quite distinct from â€Å"evil†. The â€Å"evil† are those who believe that virtues (such as justice, temperance and truthfulness) are useless, and are not to be pursued at all. While the â€Å"incontinent† person fails to pursue ‘good’ out of a ‘weakness of will’, the evil do not even attempt to be virtuous. In other words the evil do not reach the conclusion that the virtuous course of action is rational; which seems, more or less, like a defect in their intelligence, or their rational faculties. He refers to the evil as kakos or as phaulos. It is important to note that even though the â€Å"incontinent† a re removed from acting in a virtuous manner, they do acknowledge a duty of doing so. Hence, according to Aristotle, their situation is not hopeless (incontinence isn’t vicious). Here one might raise the concern that if the â€Å"incontinent† succumb to the inexorable counter-pressure of their desires and their emotions; then their actions are involuntary. And since, as the well known dictum suggests, ‘ought’ implies ‘can’, we can safely assume that the â€Å"incontinent† aren’t morally responsible for their seemingly reprehensible actions. However, Aristotle’s notion of â€Å"voluntary† (Book 3, Chapter 1) is entirely negative. An action is voluntary in two conditions. The first condition is the absence of any sort of ‘compulsion’ toward the performance of the action, and the second condition is the absence of ‘ignorance’ about the harmful consequences of the action. Note that ‘compul sion’ in used here only in the sense of being compelled by an external force (a force that lies outside the agent). And since desires and emotions lie within a person, therefore when an â€Å"incontinent† person succumbs to the pressure of his desires he can not be said to be acting involuntarily. It is clear that a person will act in ways that are ‘good’ if he is â€Å"continent†, and resists the irrational appetites that haunt him. However, according to Aristotle, the life of such a person is not virtuous. Aristotle believes that true ‘virtue’ and goodness are quite distinct from both continence and incontinence. In fact, Aristotle regards ‘continence’, ‘incontinence’ and ‘

Illegal trade, smuggling and forgery of luxury goods Essay

Illegal trade, smuggling and forgery of luxury goods - Essay Example There have been increases in smuggling activities, which have been aided by advances in technology and the emergence of new economies like China. Forgery of luxury has also been on the increase due to increased demand for these items making it a lucrative venture for many individuals. This paper seeks to discuss illegal trade, smuggling and forgery of luxury goods in the world. Forgery is term used to describe the imitation of and adaptation of items, objects and even identity of persons in an effort to pass them as the originals. The practice of producing forgeries is referred to as forging, and the forging of money or currencies is referred to as counterfeiting. Documents are also forged as when bank checks are forged or important personal documents like birth and death certificates, passports, drivers’ licenses and other important documentation. The forgery of art is another lucrative practice that sees the imitation of master paintings by Picasso, Da Vinci and Van Gogh. Ar t forgery is a thriving industry that involves the creation and sale of art works that are falsely credited to famous artists like Da Vinci and Van Gogh instead of their actual painters or creators (Keats 112). The increased demand for works of art by famous creators like Benini and Da Vinci makes forgery of these works of art a lucrative business. The value of forged art is determined by the name of the purported creator or artist (Keats 73). The forging of the Picasso painting by my second cousin involved a careful process that was characterized by getting the right paints and other materials like the painting medium. He chose the right scene or object in a painting to paint in order to capture all the elements that are identifiable with the original or master’s aspects (Keats 76). Forging masters requires that the imitations resemble the originals, which are usually aged and have the telltale signs of age. These signs include cracks filled up with dirt and faded colors. To age the painting in order to make it resemble the original, my cousin applied bleach to the back of the painting to make it feel old and brittle (Keats 96). The frame and the front of the painting was aged using a concoction of brown paint and thinner to age the wood frame, while the front was aged by a 70/30 blend of brown paint and thinner. Every painting by a master possesses an identifying signature or marker that confirms the identity of the true creator or artist. My cousin who is skilled enough in both of these processes did this or they can be done another individual who is skilled in the art of forging signatures and other identifying marks. I was able to easily forge ownership documentation for the painting, and acquire an authentication certificate showing that my fake Picasso was indeed an original. I was able to achieve this fete by bribing corrupt officials in the department of arts at a renowned local museum. The convention on the international trade in endangered sp ecies (CITES) is an international agreement between nations and states to ban the trade in animal and plant specimens that endangers their survival (Becker & Wehinger 28). Through CITES initiative and related organizations, a number of policies have been formulated and implemented to limit or completely ban the use, sale and trade of various goods associated with negative externalities

The value of the US dollar Assignment Example | Topics and Well Written Essays - 250 words

The value of the US dollar - Assignment Example The value of the U.S dollar to rise or fall depends on how many dollars are printed by the state treasury department. The more money they print out, the less its worth. Also, the dollar’s value rises based on the demands in relation to other currencies (Goldberg & Tille, 2008). The U.S dollar demand is mostly from the people who buy U.S. exported goods. Government issues bonds, tourists, people who purchase real estates and the U.S corporations bonds and stocks. The Federal Reserve and the central bank supply the dollar. When we buy goods from Germany, the demand for the euro rises (Goldberg & Tille, 2008). This is because when they receive cash we have less money. Floating exchange rate arises when the state allows the exchange rates to affirm by market forces and no attempts to power the exchange rate. The Falling of the U.S dollar makes travelling expenses to rise. People will need to spend more dollars to purchase foreign currency. A cheap dollar will lead to cheap exports abroad, and imports will become more

Strategy Positioning Paper Essay Example for Free

Strategy Positioning Paper Essay Apple is one of the most innovative companies that were ever created to surface our technology world. Founder created it Steve Jobs and two others in 1976. Apple is an â€Å"American multinational corporation headquartered in Cupertino, California, that designs, develops, and sells consumer electronics, computer software, online services, and personal computers† (Apple Inc., 2014).Apple is most known for its hardware products such as the Mac computer, IPod, IPad, and the infamous IPhone smart phones, just to name a few. The sleek design of all these products mentioned, is one of the major components that separates this line from its competitors. Having a collection of Apple products is in very high demand across the globe, due to its popularity, speed, and overall technology performance. It has over 400 retail stores across fourteen countries. It does not surprise Apple customers when they develop something great and market it to the world seeing that Apple has estimated revenue of $170 billion. Most Apple consumers are ready for something new to be launched, just so they can get their fingers on it. Apple, Inc. is introducing a new product called the iFlash. It is a portable flash drive combined with a charger, having a flash drive on one end and a charger on the other end. The iFlash comes in varies GB of 8, 16, and 32, with its compatibility with all Apple products. It also comes with a docking station that it connects to so that it can charge itself. It gives you the luxury of being able to charge your phone on the go without worry about finding an outlet to plug it into. The iFlash lets you have the freedom to charge your phone, without being connected to a power source, which is great for this â€Å"on the go generation†. The iFlash is also Wi-Fi capable which means that whenever you have Wi-Fi capability you can upload and sync your phone with iTunes and iCloud as well as perform any  updates that are needed to any applications or to your operating system. The built in flash drive allows you to save information from your phone to the flash drive if needed or you can use it as a portable flash drive on its own. A SWOT analysis of the organization and offering Recognition of Brand Many people are around one area, could leave the Wi-Fi in slow connection Opens opportunities to downloading to a computer without the use of a cord attached to it Workers being exposed to Benzene and N-Hexane The table shows that iFlash could be an advantage or disadvantage with the company. IFlash gives this now on the go generation the opportunity to get things done and stay updated without the fear of finding an outlet to plug into. Many companies that work with electronics have to worry about workers being exposed to Benzene and N-Hexane. Both of them could be critical, however, Apple practices going green. Apple likes to use some of their older projects to help advance the company and gain additional knowledge about the iFlash. The iFlash is yet another fantastic technological creation from  Apple that will give its users the benefit of saving data, including pictures and videos without having to plug into or log onto a computer at all. At the same time, the iFlash will allow the charging of any Apple device without having to plug into an electrical outlet. Both of these functions are wonderful alone but together they make for an extremely useful device. According to Porter’ s five competitive forces, however there may be a significant amount of competition almost immediately. Because of the fact that mobile device industry is so profitable there will surely be a number of threats of new entrants as has been the case for almost all advancements in the industry. One thing that Apple does have however is an extremely loyal customer base, which will certainly help with the success of the launch of the product. Apple customers are so loyal in fact, that some actually camp out in front of stores in anticipation of the release of a new product, in particular the iPhone. The threat of substitute products or services is also very prevalent and in fact to some degree already available. There are both portable chargers and flash drives already available however not as a combination, which is where our product is different from any other. There is also the factor of bargaining powers, both of the customers as well as the suppliers. Apple has a substantial production and distribution operation however, whenever a new device is introduced there is inevitably a backlog because of the popularity of the product. This in essence would create a bargaining power for the customer however since Apple is so popular and established it does not. This might however create a bargaining power for the suppliers because they know that the demand for the product is huge and they could possibly play on that to charge more to produce the device. The competitive rivalry is alive and well in this industry perhaps more than any other industry today. Market Segmentation Base Apple should segment the market on the following basis. Accessible: The selected segments should be reachable in terms of communication or distribution channels. Identifiable: The market segments should have differentiable measures that are easy to identify while segmenting them. Durable: The segments should be stable enough to manage changes in the cost of product offerings (McDonald, 2012). Substantial: The market segments  should be large enough to justify the use of resources for targeting them. Unique Needs: The segments should be able to respond to marketing mix differences to justify separate offerings. By using all these variables, demographic segmentation strategy will be used to segment the target market. It will also cover age, occupation, income, attitude, buying pattern etc. Target Market Because our product will be used with Apple computer, iPad, iPod, and iPhone and is sold in our Apple store, our market can potentially be anyone with an Apple computer, iPod touch or an iPhone. Apple has sold an estimated 33 million total iPhones and 13 million iPod touches, and 14.1 million IPad. This means the market consists potentially of about 60 million Apple. Specifically, we are going after two target markets. The first market will be teenager/college students, ages 16 and above. This market is interested in socializing, music, gaming, recording school notes, and being able to have them at any time. What we can offer them is a device that will be convenient in use and allow quick availability of content for the student. We are providing them the flexibility to have their products and apps available at all time. The other market we are going after is the business peoples. This person is primarily male or female from the age of21-55. This market is interested in being able to transfer their apps, music, or reports from one device to the next. This device allows business people to finish work efficiently and securely on multiple devices. In addition, the businessperson can upload or download material at will. Carrying these small devices make moving data, software and material from one device to next much easier. This product provides the average consumer the resources to move, data, software music, and apps from one product to the next. The reality of the target market is going to be anyone with an apple iPhone or iPod or those who are thinking of getting an apple product. The main audience is going to be teens, young adults, college age, and adults because they are the main audience for the apple products. â€Å"Apple products are also useful to young children and kids. The reason for this is that devices such as iPods and iPads are easy to use due to their touch screen quality, which is good for children. Parents can download learning game apps on Apple devices to teach young children and kids.† This product is can be used to charge two to  four apple products at the same time so it will save ample time in charging products. Emotional and Logical Driver The popularity of our devices link to a device that allow them all to talk and interlink will be quickly becomes a great seller for Apple. We will also target the need for a device that allows business people and student to have accessibility to their data at any location and at any time. Logically, this device will make business and studying much easier. The driving force for this product will be need, available, and convenient. â€Å"Adults are also one of Apple Inc.s target markets. IPhone’s are useful to adults for their everyday needs such as phone calls, map directions, internet connection, documents, and cameras. Carrying these small devices makes adults lives much easier for communicating daily.† Apple products are used by people of all ages for just about anything you can think of from watching a moving to doing business. Many students use their iPhone to do homework (myself included) because it is much easier then carrying around a laptop all day. The tablet i s a common item among students of all ages because it is smaller than a laptop but is capable of doing the same thing a computer can. â€Å"Teenagers are considered one of Apple Inc.s target markets. Teenagers use iPods for many reasons. Some of these reasons are to socialize with friends, listen to music, and go on Facebook, MSN, twitter etc. There are also many gaming apps that appeal to them. IPods have become quite a trend with teenagers† (Apple Inc.’s Target Market). Teenagers live on their apple products, without them they would not know what to do with themselves. Apple has the appeal to the teenage population with all their products. Adults are also one of Apple’s target markets due to the convenience of using it helpful tools such as map direction, internet connection, receiving and sending documents, and the camera. Carrying these small devices makes adults lives much easier for communicating daily.† â€Å"Business People are very intrigued by Apple products. All Apple devices (iPhones, iPads, MacBooks etc.) have a business quality that is very useful. These devices are used to finish work efficiently and to communicate with clients easily. In addition, sending documents is easy and organized† (Apple Inc.’s Target Market). Apple products are used by people of all ages for just about anything you can think of from watching a moving to  doing business. Many students use their iPhone to do homework (myself included) because it is much easier then carrying around a laptop all day. The tablet is a common item among students of all ages because it is smaller than a laptop but is capable of doing the same thing a computer can. Apple has implemented the strategies of push and pull in order to reach their target market. Because of push strategy, the product was placed in front of the consumer. By means of advertising as well as making sure, the customer is mindful of their new product the iFlash, which are a charger on one side and a flash drive on other. However, this approach works extremely well for low price product and drive investment product. There are several ways Apple Inc. can implement the push strategy in order to enhance knowledge of their new product the iFlash. Operating the market to reassure the request of the retailer, promoting the iFlash face-to-face or display area, Apple Inc. can reassure other retailers to stock their product. Although, at times companies must cooperate with retailer to stock an individual product since retailers does not have much space. Nevertheless, want to stock products that will sell, well-organized supply chain allowing retailer supply, packaging design to encourage the purchase, and point of sale displays (Marketing Made Simple.Com). In the meantime push strategy also work best for wholesalers, suppliers inventors and others that by this time has already established a connection with operators. Then there is pull strategy, which Apple Inc. can use to increase demand that encourages customers to pursue an individual product aggressively the iFlash. However, it is intended mainly for the end customers. Nevertheless, a well built and able to be seen brand is required to make certain that the pull strategy is a success. Although, there are many ways a company can apply pull strategy to endorse their brand such as creating advertising strategies that involve the mass media promotion of a product. Customer relationship management that ensures current consumers is mindful of an innovative product that will fill an individual requirement, referral, and sale promotions and discounts. By exercising, those policies drive the demand for the iFlash product. However, because of the demand retailer are pushed to pursue the product as well as to stock on the shelves in their stores. Meanwhile, Apple productively implements the pull strategies to  introduce their products such as iPhone, iPads, iPods and their newest product the iFlash. However, several companies are willing to apply a mixture of push and pull strategies in order to have a productively market product. The strategies that were provided above explain the needs that drive purchase in our current company, which is Apple Inc. It also explains how to encourage retailers to promote its product within their stores. However, it also shows the drive to get customer to purchase iFlash, which is a useful product, it help if your iPhone, iPad, iPod, or Apple laptop has to be charge. For an instant, let us say that one has a meeting and the information that is require located on that hard drive, which can be helpful within that section. However, push and pull strategy help companies to push its product such as place, price, and promote to have a successful product as well as loyal customers. The industry category that Apple falls under would be that of the technological device and applications. This is one of, if not the fastest growing and most competitive industry categories today. Technology is advancing at such a staggering rate that it is often said that once one purchases a new device suc h as an iPhone or iPad it will soon be out of date because the next model will be available in the near future. That should not detour a person from purchasing the product however, just know that if you want the newest and best model you will have to continuously upgrade, which is quickly becoming the norm. This is also in fact how Apple solves the target’s needs, because the reason the advancements and next generation models are developed so rapidly is because both the developers and consumers recognize new options that could be made available or improved. Even when only minimal improvements or new options are recognized, a new model with those options included is developed and distributed virtually always with extremely successful sales. IFlash’s main competition would be Samsung being that they would try to duplicate the same technology as iFlash. Another competitor would be Energizer or any other type of battery maker. However, they would be unsuccessful in the industry because constantly buying batteries to maintain a charge on the devices can be expensive and inconvenient. IFlash would be different from other competitors because while they still struggle with wires bending, breaking  and being lost, the iFlash USB is a portable device that is conveniently stored with a person’s portable device for protection. What makes your organization different from its competition? When it comes to competition, Apple Inc. is truly in its own category. Apple does not just sell devices; it sells online services as well. You have the online Apple store to purchase the latest products, ITunes for media browsing, Safari web browser, and IOS operating system. Apple also has its own retail store that touches 14 countries. This store is not your average retail store, its high tech design and Genius bar to help customer with any technical support. This store also provides presentations and workshops to train the public on new products. Having something so beneficial for the public to utilize definitely sets them apart from its competition. Apple as a company has proven its relevancy in today’s market. Its products are in very high demand, being the largest â€Å"Apple is the largest publicly traded corporation in the world by market capitalization, with an estimated market capitalization of $446 billion by January 2014† (Apple Inc., 2014). Product, Pricing, and Channels Introduction Apple Inc. incorporated in 1977. Their business model has been design, production, and promotion of personal computers, messaging and communication devices, mobile media, laptops and other portable digital equipment. The company also produces a wide range of associated software applications, secondary merchandise, and services, the most well-known among these: iPhone, IPod, iPad, Mac Book, IOS and OSX systems. Apple recently purchased a seed company from Silicon Valley that focuses on I-Flash Charger. A detailed description of the features of your product or service including how it solves the needs of your target market Apple, Inc. has introduced a new product called the iFlash. It is a portable flash drive combined with a charger, designed for people who need to multi task on a daily basis. Having a flash drive on one end and a charger on the other end, has its simplicity and over all convenience. . The iFlash comes in varies GB of 8, 16, and 32, with its compatibility with all App le products. It also comes with a docking station that it connects to so that it can charge itself. It gives the average person on the go, the luxury of being able to charge your phone  without worrying about finding an outlet to plug it into. This iFlash lets you have the freedom to charge your phone, without being connected to a power source, which is great for this fast-paced generation. The iFlash is also Wi-Fi capable which means that whenever you have Wi-Fi capability you can upload and sync your phone with iTunes and iCloud as well as perform any updates that are needed to any applications or to your operating system. The built in flash drive allows you to save information from your phone to the flash drive if needed or you can use it as a portable flash drive on its own, and save work from a desktop computer or laptop. This new product was created with much thought to make your everyday task that much easier. A description of how marketing efforts will change with each phase in the product life cycle Since a very well established firm such as Apple is introducing the iFlash, it will have a great chance for very successful profit margins. The introduction itself is expected to be very successful as with many other Apple products introduction where in many cases people actually camp out hours, even days before the release. The lines at Apple stores when a new product or new version of a popular is being released are always extremely long but the consumers do not care, or rather, they do not let that stop them from wanting to be one of the first to own the hot new Apple product. That being the case, during the marketing introduction phase of the iFlash’s life cycle the marketing strategy will be to have ads on T.V. during popular shows, as well as in printed publications that appeal to a tech savvy and in that case maybe younger consumer group. During the market growth phase we believe the iFlash will have shown how wonderfully convenient it is and is necessary have. Therefore the product will then be market to a much wider range of a consumer group and ads will be place in other types of publications, and ads on T.V. and radio will be during different times of the day as well as during different programs and on different stations to appeal to that wider demographic. â€Å"In the market growth stage, industry sales grow fast—but industry profits rise and then start falling. The innovator begins to make big profits as more and more customers buy. Nevertheless, competitors see the opportunity and enter the market (Perreault, Cannon, McCarthy, 2014). That being the case we expect there to be copycat products as there usually are so prices will have to be  adjusted accordingly because some customers will not care if the product is of the same quality as the iFlash if it is half the price. During the life cycle phases of market maturity and especially the sales decline phase, we will begin to develop a new generation of the iFlash with new capabilities and perhaps at a better initial market price. The packaging you will use for your product or service and how it will add value When it comes to packaging, it may appear as less important to some customer electronics companies. Meanwhile, Apple impressions on their packaging design are taken very seriously. The way Apple package its iFlash and other products, everyone who has opened an Apple product of any kind know that Apple’s packaging is well designed. It reflects a consideration in which many companies do not take the time distribute. Therefore, packaging for Apple is more than how products are placed securely inside its package. Apple’s packaging always looks clean and simple, and the iFlash packaging will be true for the brand. However, the art of the cover of the box is a small size box for the produ ct, which would be inside. In other word, it would be the perfect marketing message, building expectation and making the product the center of attention. Meanwhile, the only other graphic arts on the package are the Apple logo, and the name of the product would locate in the side of the box. Therefore, with the iFlash, being a flash drive on one side, however, the space on the iFlash runs from 8GB to 32GB, which is good for storing pictures and another source of information. The packaging Apple created for the iFlash is unique and made exactly to fit the iFlash, which is stored safely in its box. The appropriate pricing strategy for your product or service and the price you will set at launch The appropriate pricing strategy that will be used upon initial launch of the iFlash would be premium pricing. â€Å"Premium pricing strategy establishes a price higher than the competitors. It’s a strategy that can be effectively used when there is something unique about the product or when the product is first to market and the business has a distinct competitive advantage† (Richards, 2014). Since the iFlash will be the first to m arket, the competitive advantage would be at 100%. Until competition and knock-offs hit the market Apple can continue to charge premium pricing on the product. The iFlash will be offered at four different price points based upon the USB flash drive memory capability. The 2GB will be launched at $19.99 and will be  available in the same colors that are available for iPhones. The 8GB will be launched at $29.99, 16GB launched at $39.99, and the 32GB iFlash will be launched at $49.99. By offering these products at the available pricing, the consumer will notice that the prices are not that much different, and in some cases cheaper than just purchasing a USB flash drive it, and the iFlash performs an additional function! Even if competition comes into play, the iFlash is reasonably priced for an Apple product, and as with all other Apple products, customers have proven willing to pay for quality over price preference. Since the iFlash will be the only product of its type available as a dual feature product, the hype will be instant and hope that the buzz will remain as people flock to purchase the product. The ability to carry around your data and charge your phone at the same time without being tied to a wall outlet allows an iPhone user to be more on the go than before and have more capability to share information, save information, and transport their information. The ability to take the iFlash anywhere and charge your phone from a portable location is a feature that has not yet been offered from any phone competitor to date. By setting, the pricing amounts at the above points Apple can decide to lower them if needed once competitors enter the market, however, based upon the features and quality of the product Apple believes this is a valid and acceptable pricing strategy, which has been set for initial launch. The channels of distribution you will use to sell your product along with a description of how each channel partner will add value â€Å"Apple’s stores are among the most successful brick-and-mortar shops around, generating more revenue per square foot than any other retailer in the United States, including Tiffany.† (Paczkowski) Apple has over three hundred and seventy two store in the United States but the retail outlets sold 40% of the merchandise from Apple. Apple deals with all the phone outlets plus Best Buy, Wal-Mart, and Amazon. The main revenue the company makes are from the channels distribution centers, Amazon is a big seller because of the Internet availability, and they deliver quickly. The phone centers such as Sprint, Verizon, T-Mobile, ATT, and Best Buy are hands on type of distribution center where you can look at the product in real time make it easy for Apple consumers to buy or look at the Apple product. â€Å"Apple is using two major distribution channels to reach the end-user. Direct distribution: Apple established the retail stores in different regional location; it displays the product and provides the information and support to the end-user directly. Indirect distribution: Apple used the intermediary organization to Fragmenting bulk supplies of inventory, provides the financial services to retailers and Increase ease of customer purchase, beside, Apple minimize the transport costs by monitoring and operating a warehouse close to the intermediaries.† The supply chain for Apple products are a vast majority because Apple knows how and what the consumers want and the suppliers are more than happy to get the product for them. Apple products are a worldwide enterprise and the consumer continues to want more so Apple produces more and supplies the chain. With the Apple Standard being adopted as the Industry standard and Apple becoming the major supplier of digital software to the Consumer Electronics industry Apple is in a unique position to leverage its design and innovation capabilities to make high quality digital products for this market. Apple can then use the differentiation strategy to command premium for its products based on the quality and features. They would then become a niche player in the upper and premium end of the digital products market. Conclusion The Apple iFlash has the potential to change the mobile device market. The method of presentation is going to determine how quickly this will happen. The competition will follow the product through its distribution channels, but this product will lead the market exclusively for a significant period. It is during this time that Apple will focus most on developing and perfect the unique functions of the product. The pricing strategy and distribution phases will extract maximum profitability. In the current world, everything has turned digital. Today, the use of iFlash has influenced considerable factors that have effectively enhanced storage and mobility. This has influenced a great challenge to the upcoming generation because of the new devices and the course outline they cover in their institutions. However, Apple Inc. created a suitable device that can meet all the need of the current generation. In general, the target market of the iFlash is the  current and the upcoming generati on. Research shows that most youths are attracted to Apple products because their brains are intelligent, and they believe that this is the right device. The device can store information and link Apps to multiple devices. In addition, the iFlash has suitable features compared to other storage devices. This iFlash will be widely used because of its speed, compatibility and efficiency compared to other storage devices. Your promotional strategy for your product or service, including how you may use the following; Advertising, Public Relations, Digital Marketing, Sales Promotion, Direct Marketing, Event Marketing, Outdoor The promotional strategy for the iFlash would be what is typical from Apple. Advertising is a key so there would be numerous clever televisions, radio and printed advertisements to inform the public of Apples new product the iFlash. Because of the fact that Apple already has very loyal following the advertisements would primarily focus on bringing new customers over to the Apple line of products but also to inform those that already own Apple products how beneficial it would be to own an iFlash. Public relations would be handled in all Apple store locations as well as all other subcontractors that have agreements to sell Apple products. Obviously, Apple stores would have great promotional deals on the iFlash as well as all other Apple service providers that sell Apple products and services and we would offer promotional discounts all around for the purchase of an iFlash. Apple plan to take full advantage of social media to advertise the great benefits of owning an iFlash and will send digital messages to current customers. That already own an iPhone or iPad so they may see firsthand what a great product the iFlash is. The iFlash will also be marketed at popular events such as sporting events and music concerts to allow the public to see how wonderful a product is and how it could help them. Both save the images and videos that they have taken on their iPhones as well as to insure that they have a full charge to take as many pictures and videos as they want without worrying about storage capacity. As we, all know our hand held devices are fantastic for capturing important or fun times in our lives but often times the capacity is limited  because we have done so many times. without saving our images or videos to an external drive and when another moment that we want to capture occurs our device is unable to because the memory is full or your device has used its charge and not only can you not capture the occasion but you may not be able to call someone in case of an emergency. With an iFlash in your pocket, this will never happen again. The effect professional selling may have on your offering

Translation Literary Translation Essay Example for Free

Translation Literary Translation Essay Preface This book has been five years in the writing. Sections of it have twice been stolen during travel and have been rewritten, hopeniliy better than the first time the fond hope of ail writers who have had their MSS lost, stolen or betrayed. Its progress has been further interrupted by requests for papers for conferences; four of these papers have been incorporated; others, listed in the bibliography are too specialised for inclusion here. It is not a conventional textbook. Instead of offering, as originally planned, texts in various languages for you to translate, I have supplied in the appendices examples of translational text analyses, translations with commentaries and translation criticism. They are intended to be helpful illustrations of many points made in the book, and models for you to react against when you do these three stimulating types of exercise. If the book has a unifying element, it is the desire to be useful to the translator, Its various theories are only generalisations of translation practices. The points I make are for you to endorse or to reject, or simply think about. The special terms I use are explained in the text and in the glossary. I hope you will read this book in conjunction with its predecessor, Approaches to Translation, of which it is in many respects an expansion as well as a revision; in particular, the treatment of institutional terms and of metalanguage is more extensive in the earlier than in this book. I dislike repeating myself writing or speaking, and for this reason I have reproduced say the paper on case grammar, about which at present I havent much more to say, and which isnt easily come by. This book is not written by a scholar, I once published a controversial piece on Corneilles Horace in French Studies, and was encouraged to work for a doctorate, but there was too much in the making that didnt interest me, so 1 gave up. And a German professor refused to review Approaches because it had so many mistakes in the bibliography; which is regrettable (he was asked to point them out, but refused; later, he changed his mind and reviewed the book), but academic detail is not the essential of that or this book either. I am somewhat of a itteralist, because I am for truth and accuracy. I think that words as well as sentences and texts have meaning, and that you only deviate from literal translation when there are good semantic and pragmatic reasons for doing so, which is more often than not, except in grey texts. But that doesnt mean, xt xn IBEFACh as Alex Brothenon (Amsterdam) has disparagingly written without evidence, that I believe in the * absolute primacy of the word1. There are no absolutes in translation, everything is conditional, any principle (e. g.accuracy) may be in opposition to another (e. g, economy) or at least there may be tension between them. Much as at times I should like to get rid of the two bugbears of translation, the dear old context and the dear old readership, alas, we never can. lean only go as far as saying that some words in a text are far less context-bound than others; and that some readerships (say of a set of instructions, of which the readership is the reason for its existence) are more important than others (say a lyric, where the poet and his translator) may only be writing for himself. Again when Halliday writes that language is entirely a social phenomenon and consequently collapses or conflates Biihlers expressive and appellative functions of language into the interpersonal function, stating that there is no distinction between the first two functions in language, I can only say that this is a matter of beliefor philosophy as the expression of belief, and that I disagree. But all this is to some extent a matter of emphasis (and reaction) rather than (diametrical) opposition. The single word is getting swamped in the discourse and the individual in the mass of society -1 am trying to reinstate them both, to redress the balance. If people express themselves individually in a certain type of text, translators must also express themselves individually, even if they are told they are only reacting to, and therefore conforming with, social discourse conventions of the time. Writing a book about translation, 1 am aware that this is a new profession, though an old practice, and that the body of knowledge and of assumptions that exists about translation is tentative, often controversial and fluctuating. This book is intended to be reasonably comprehensive, that is, to discuss most of the issues and problems that come up in translating. (In this aim, at least, the book is original. ) In spite of the controversial nature of several of its chapters, it is therefore designed as a kind of reference book for translators. However, some of the shorter pieces in Chapter 18 are inadequate and can only offer you a few pointers. I hope to expand the book (my last one on translation) for a second edition, and I would welcome suggestions for its improvement,  Acknowledgements I warmly thank Pauline Newmark, Elizabeth Newmark and Matthew Newmark, whom I have consulted so frequently; Vaughan James, who has helped so much at every stage; Vera North, who coped so superbly with the ins and outs of my handwriting; Mary FitzGerald; Sheila Silcock; Margaret Rogers, Louise Hurren; Mary Harrison; Simon Chau, Hans Lindquist, Rene Dirben, Robin Trew, Harold Leyrer, David Harvey. Contents Preface Acknowledgements xi xii Parti 1 2. Principles Introduction The Analysis of a Text Reading the text The intention of the text The intention of the translator Text styles The readership Stylistic scales Attitude Setting The quality of the writing Connotations and denotations The last reading Conclusion 11 11 12 12 13 13 14 15 15 16 16 17 17 19 19 19 20 22 23 3 The Process of Translation Introduction The relation of translating ro translation theory The approach. The textual level The referential level v  CONTENTS The cohesive level The level of naturalness Combining the four levels The unit of translating The translation of texts The translation of proper names Revision Conclusion 23 24 29 30 32 35 36 37 Language Functions, Text-categories and Text-types The expressive function The informative function The vocative function The aesthetic function The pharic function The metalingual function Translation Methods Introduction The methods Comments on the methods Equivalent effect . Methods and Lext-categories Translating Other methods 39 39 40 41 42 43 43 45 45 45 47 48 50 51 52 The Unit of Translation and Discourse Analysis Introduction Coherence Titles Dialogue cohesion Punctuation Sound-effects Cohesion Referential synonyms Enumerators Other connectives Functional sentence perspective Contrasts The lower units of translation Conclusion 54 54 55 56 57 58 58 59 59 60 60 60 63 65 66. CONTENTS vii  68 68 69 70 72 73 73 74 74 75 75 76 77 77 78 80 81 81 82 82 83 83 84 84 85 88 89 90 90 90 90 90 90 91 91 94 95 % 96 97 97 7 Literal Translation Introduction Varieties of close translation The translation of poetry Faithful and false friends Words in their context Elegant variations Back-translation of text (BTT) Accepted translation Constraints on literal translation Natural translation Re-creative translation Literary translation The sub-text The notion of theKno-equivalent1 word The role of context 8 The Other Translation Procedures Transference Naturalisation Cultural equivalent Functional equivalent Descriptive equivalent Synonymy Through-translation Shifts or transpositions Modulation Recognised translation Translation label Compensation Componential analysis Reduction and expansion Paraphrase Other procedures Couplets Notes, additions, glosses 9 Translation and Culture Definitions Cultural categories General considerations Ecology Material culture Vltl CONTENTS Social culture Social organisation political and administrative Gestures and habits Summary of procedures 98 99 102 103 10. The Translation of Metaphors Definitions Translating metaphors Types of metaphor 104 106 106 106 11 The Use of Componeniial Analysis in Translation Introduction Lexical words Cultural words Synonyms Sets and series Conceptual terms Neologisms Words as myths Conclusion U4 114 317 119 120 121 121 122 123 123 12 The Application of Case Grammar to Translation Introduction The translation of missing verbs, i. e. verbalforce The translation of case-gaps Various types of case-partner Contrast and choice in translation Some related issues Case partners of adjectives and nouns A remark on Tesniere Conclusion. 125 125 126 129 132 134 135 136 138 138 13 The Translation of Neologisms Introduction Old words with new senses New coinages Derived words Abbreviations Collocations Eponyms Phrasai words 140 140 141 142 143 145 145 146 147 CONTENTS }X Transferred words Acronyms Pseudo-neologisms The creation of neologisms A frame of reference for the translation of neologisms 147 148 148 149 150 14 Technical Translation Introduction Technical style Terms Varieties of technical style Technical and descriptive terms Beginning technical translation Translation method The title Going through the text Conclusion Appendix; sampletest. 151 151 151 152 152 153 154 L55 156* 158 IfrO 161 15 The Translation of Serious Literature and Authoritative Statements Introduction Poetry The short story/novel Drama Conclusion 162 162 162 170 172 173 16 Reference Boohs and their Uses; Tracing theUnfindable Word Introduction Resources [ Unfindables words 174 174 175 176 17 Translation Criticism Introduction Planofcriticism Text analysts The translators purpose Comparing the translation with the original The evaluation of the translation The translations future Marking a translation Quality in translation. 184 184 186 186 186 ! 87 188 189 189 192 X CONTENTS 18 Shorter Items Words and context The translation of dialect You and the computer Function and description The translation of eponyms and acronyms Familiar alternative terms When and how to improve a text Collocations The translation of proper names The translation of puns  ¦ The translation of weights, measures, quantities and currencies Ambiguity 193 193 194 195 198 198 201 204 212 214 217 217 218 221 225 19 20 Revision Hints for Exams and Deadlines By Way of a Conclusion Part II Methods. Introductory note Test 1 Tower needs clear eyes1, The Economist Text 2 Vppcr gastroint^imal endoscopy1, British Medical Journal Text 3 Brideshead Revisited (Waugh) Text 4 4Une certaine idee de la France (De Gaulle) Text 5 4Le Parti Socialiste (Source unknown) Text 6 Ala Recherche du Temps Perdu (Proust) Text 7 Presentation dun cas de toxoplasmose, Bordeaux Medical Text 8 Dialysebehandlung bei akutem Nierenversagen, Deutsche Medizinische Wochenschrifi Text 9 Alexander von Humboldt (Hein) Text 10 VAdoraticm (BoreL) Text 11 Die Blasse Anna (Boll) Text 12 La SocUti Francaise (Dupeux) Text 13 ZumWohlealler\SC,4Z^. 229 231 234 238 242 245 248 250 254 259 264 267 272 277 Glossary Abbreviations Medical terminology BihHograpky Name index Subject index 282 286 288 289 291 292 PART I Principles Figures appear in Part I as follows: 1 2 3 4 5 6 7 8 The dynamics of translation A functional theory of language Language functions, text-categories and text-types The Translation of metaphor Scalar diagrams Equation diagram Matrix diagram Parallel tree diagram  ¦ * 20 40 105 116 116 117 117 CHAPTER 1 Introduction. My purpose in this book is to offer a course in translation principles and methodology for final-year-degree and post-graduate classes as well as for autodidacts and home learners. Further, I have in mind that I am addressing non-English as well as English students, and I will provide some appropriate English texts and examples to work on. 1 shall assume that you, the reader, are learning to translate into your language of habitual use, since that is the only way you can translate naturally, accurately and with maximum effectiveness. In fact, however, most translators do translate out of theii own language (service translation) and contribute greatly to many peoples hilarity in the process. Further, I shall assume that you have a degree-level reading and comprehension ability in one foreign language and a particular interest in one of the three main areas of translation: (a) science and technology, (b) social, economic and/or political topics and institutions, and (c) literary and philosophical works. Normally, only (a) and (b) provide a salary; (c) is free-lance work. Bear in mind, however, that knowing a foreign language and your subject is not as important as being sensitive to language and being competent to write your own language dexterously, clearly, economically and resourcefully. Experience with translationese, for example, Strauss Opus 29 stands under the star of Bierbaum who in his lyric poems attempted to lie in the echoes of the German love poetry with ihe folk song and with the impressionistic changes, Opus 29 tekt im Zekhen Bkrboums, der als Lyriker versuchtet Nachklange des Mintwsangs mil dem Volkslied und mit impressicmistischen XPendungen zu verknupfen. (Record sleeve note) shows that a good writer can often avoid not only errors of usage but mistakes of fact and language simply by applying his common sense and showing sensitivity to language. Being good at writing has little to do with being good at essays, or at English 1 as you may have learned it at school. It means being able to use the 3 4 PRINCIPLES  appropriate words in the appropriate order for the obiect or process you are attempting to describe; continuously trying to improve your writing (a translation is never finished); and increasing your own English vocabulary co-extensively with your knowledge of new facts and new foreign-language words. And it means making flexible use of the abundant grammatical resources of your language, which are enriched by contemporary speech. It is something which, like translation, you can learn: you are not born a good writer; you do not have to be one now; you have to be determined to become one, to relate new experience to fresh language. Finallyj it means having a sense of order and pertinence learning to construct a specific {gezieh, purposeful) beginning, body and conclusion for your subject: a beginning that defines and sets the subject out; a body1 that gives and illustrates the pros and cons of the argument; a conclusion that states your own verdict — and all without irrelevance. A translator has to have a flair and a feel for his own language. There is nothing mystical about this sixth sense, but it is compounded of intelligence, sensitivity and intuition, as well as of knowledge. This sixth sense, which often comes into play (joue) during a final revision, tells you when to translate literally, and also, instinctively, perhaps once in a hundred or three hundred words, when to break all the rules of translation, when to translate malheur by catastrophe* in a seventeenth-centurv text, I cannot make you into a good translator; I cannot cause you to write well. The best I can do is to suggest to you some general guidelines for translating. I shall propose a way of analysing the source language text; I shall discuss the two basic translation methods; and I shall set out the various procedures for handling texts, sentences and other units. I shall at times discuss the relation between meaning, language, culture and translation. By offering plenty of examples I hope to provide enough practice for you to improve your performance as a translator. 9 The trmhvthe facts of the matter) SL writer 2 SL norms TEXT 10 Translator 5 TL relationship 6 TL norms 3 SL culture 4 SL setting and tradition Figure I. The dynamics of translation 7 TL culture 8 TL setting and tradition INTRODUCTION  5 What is translation? Often, though not by any means always, it is rendering the meaning of a text into another language in the way that the author intended the text. Common sense tells us that this ought to be simple, as one ought to be able to say something as well in one language as in another. On the other hand, you may see it as complicated, artificial and fraudulent, since by using another language you are pretending to be someone you are not. Hence in many types of text (legal, administrative, dialect, local, cultural) the temptation is to transfer as many SL (Source Language) words to the TL (Target Language) as possible. The pity is, as Mounin wrote, that the translation cannot simply reproduce, or be, the original. And since this is so, the first business of the translator is to translate. A texi may therefore be pulled in ten different directions, as follows: (1) The individual style or idiolect of the SL author. When should it be (a) preserved, (b) normalised? (2) The conventional grammatical and lexical usage for this type of text, depending on the topic and the situation. (3) Content items referring specifically to the SL, or third language (i. e, not SL or TL) cultures. (4) The typical format of a text in a book, periodical, newspaper, etc. , as influenced by tradition at the time. (5) The expectations of the putative readership, bearing in mind their estimated knowledge of the topic and the style of language they use, expressed in terms of the largest common factor, since one should not translate down (or up) to the readership, (6), (7), (8) As for 2,3 and 4 respectively, but related to the TL, (9) What is being described or reported, ascertained or verified (the referential truth), where possible independently of the SL text and the expectations of the readership. (10) The views and prejudices of the translator, which may be personal and subjective, or may be social and cultural, involving the translators group loyalty factor*, which may reflect the national, political, ethnic, religious, social class, sex, etc. assumptions of the translator. Needless to say, there are many other tensions in translations, for example between sound and sense, emphasis (word order) and naturalness (grammar), the figurative and the literal, neatness and comprehensiveness, concision and accuracy. Figure 1 shows how many opposing forces pull the translation activity {Vactivitti traduisante) in opposite directions. The diagram is not complete. There is often a tension between intrinsic and communicative, or, if you like, between semantic and pragmatic meaning. When do you translate Ilfaitfroid as Its cold1 and when as Im cold, Tm freezing1, Tm so cold, etc,, when that is what it means in the context? All of which suggests that translation is impossible. Which is not so. Why a book of this sort? Because I think there is a body of knowledge about translation which, if applied to solving translation problems, can contribute to a translators training. Translation as a profession practised in international organi- 6 PRINCIPLES sations, government departments, public companies and translation agencies (now often called translation companies) began only about thirty years ago; even now, the idea that ail languages (there are 4000) are of equal value and importance, and that everyone has a right to speak and write his own language, whether it is a national or a minority language (most countries are at least *bilinguaP) is not generally recognised. Translation as a profession has to be seen as a collaborative process between translators, revisers, terminologists, often writers and clients (literary works have to be checked by a second native TL reviser and desirably a native SL speaker), where one works towards a general agreement. Nevertheless, finally, only one person can be responsible for one piece or section of translation; it must have the stamp of one style. The principle with which this book starts is that everything without exception is translatable; the translator cannot afford the luxury of saying that something cannot be translated, Danila Seleskovitch, a brilliant interpreter and writer, has said: Everything said in one language can be expressed in another on condition that the two languages belong to cultures that have reached a comparable degree of development/ The condition she makes is false and misleading. Translation is an instrument of education as well as of truth precisely because it has to reach readers whose cultural and educational level is different from, and often lower or earlier, than, that of the readers of the original one has in mind computer technology for Xhosas. Foreign1 communities have their own language structures and their own cultures, foreign individuals have their own way of thinking and therefore of expressing themselves, but all these can be explained, and as a last resort the explanation is the translation. No language, no culture is so primitive that it cannot embrace the terms and the concepts of, say, computer technology or plainsong, But such a translation is a longer process if it is in a language whose culture does not include computer technology. If it is to cover ail the points in the source language text, it requires greater space in the target language text. There-fore, whilst translation is always possible, it may for various reasons not have the same impact as the original. Translation has its own excitement, its own interest. A satisfactory translation is always possible, but a good translator is never satisfied with it. It can usually be improved. There is no such thing as a perfect, ideal or ^correct translation, A translator is always trying to extend his knowledge and improve his means of expression; he is always pursuing facts and words. He works on four levels: translation is first a science, which entails the knowledge and verification of the facts and the larguage that describes them- here, what is wrong, mistakes of truth, can be identified; secondly, it is a skill, which calls for appropriate language and acceptable usage; thirdly, an art, which distinguishes good from undistinguished writing and is the creative, the intuitive, sometimes the inspired, level of the translation; lastly, a matter of taste, where argument ceases, preferences are expressed, and the variety of meritorious translations is the reflection of individual differences. Whilst accepting that a few good translators (like a few good actors) are INTRODUCTION 7 naturals, I suggest that the practical demands on translators are so wide, and the subject still so wrapped up in pointless arguments about its feasibility, that it would benefit students of translation and would-be translators to follow a course based on a wide variety of texts and examples. This book claims to be useful, not essential. It attempts to set up a framework of reference for an activity that serves as a means of communication, a transmitter of culture, a technique (one of many, to be used with discretion) of language learning, and a source of personal pleasure. As a means of communication, translation is used for multilingual notices, which have at last appeared increasingly conspicuously in public places; for instructions issued by exporting companies; for tourist publicity, where it is too often produced from the native into the foreign language by natives as a matter of national pride; for official documents,  such as treaties and contracts; for reports, papers, articles, correspondence? textbooks to convey information, advice and recommendations for every branch of knowledge. Its volume has increased with the rise of the mass media, the increase in the number of independent countries, and the growing recognition of the importance of linguistic minorities in all the countries of the world. Its importance is highlighted by the mistranslation of the Japanese telegram sent to Washington just before the bomb was dropped on Hiroshima, when mokasuiu was allegedly translated as ignored instead of considered, and by the ambiguity in UN Resolution 242, where the withdrawal from occupied territories was translated as le retrait des tmitoires occupes, and therefore as a reference to all of the occupied territory to be evacuated by the Israelis. Translation has been instrumental in transmitting culture, sometimes under unequal conditions responsible for distorted and biased translations, ever since countries and languages have been in contact with each other. Thus the Romans pillaged* Greek culture; the Toledo School transferred Arabic and Greek learning to Europe; and up to the nineteenth century European culture was drawing heavily on Latin and Greek translations. In the nineteenth century German culture was absorbing Shakespeare, In this century a centrifugal world literature has appeared, consisting of the work of a small number of international* writers (Greene, Bellow, Solzhenitsyn, Boll, Grass, Moravia, Murdoch, Lessing, amongst those still living, succeeding Mann, Brecht, Kafka, Mauriac, Valery, etc. )* which is translated into most national and many regional languages. Unfortunately there is no corresponding centripetal cultural movement from regional or peripheral authors. That translation is not merely a transmitter of culture, but also of the-truth, a force for progress, could be instanced by following the course of resistance to Bible translation and the preservation of Latin as a superior language of the elect, with a consequent disincentive to translating between other languages. As a technique for learning foreign languages, translation is a two-edged instrument: it has the special purpose of demonstrating the learners knowledge of the foreign language, either as a form of control or to exercise his intelligence in order to develop his competence. This is its strong point in foreign-language classes, which has to be sharply distinguished from its normal use in transferring meanings and conveying messages. The translation done in schools, which as a 8 PRINCIPLES  discipline is unfortunately usually taken for granted and rarely discussed, often encourages absurd, stilted renderings, particularly of colloquial passages including proper names and institutional terms (absurdly encouraged by dictionary mistranslations such as Giacopo for James1 and Siaatsrat for Trivy Councillor). Even a sentence such as: Quune maillc $auiat parfois a ce nssu de perfection auquel Brigitte Finn travailinit uvec une vigilance de toutes les seamdes, detail dans Yordre et elle sen consolait pourvu que cefut sans temotn. Mauriac, l.a Phanstenne^ might produce something like this from a sixth-former: That a stitch should sometimes break in that tissue of perfection at which Brigitte Pian was working with a vigilance to which she devoted every second, this was in order and she consoled herself for it provided it was without witness, which proves that each word construction is understood, where a more likely reading would be: If Brigitte Pian sometimes dropped a stitch in the admirable material she was working on with such unremitting vigilance, it was in the natural order of things and she found consolation for it, provided she had no witnesses. A translator, perhaps more than any other practitioner of a profession, is continually faced with choices, for instance when he has to translate words denoting quality, the words of the mental world (adjectives, adverbs, adjectival nouns, e. g. good, well*, goodness), rather than objects or events. In making his choice, he is intuitively or consciously following a theory of translation, just as any teacher of grammar teaches a theory of linguistics. La traduction appelle une theorie en acte, Jean-Rene Ladmiral has written. Translation calls on a theory in action; the translator reviews the criteria for the various options before he makes his selection as a procedure in his translating activity. The personal pleasure derived from translation is the excitement of trying to solve a thousand small problems in the context of a large one. Mystery, jigsaw, game, kaleidoscope, maze, puzzle, see-saw, juggling- these metaphors capture the play1 element of translation without its seriousness. (But pleasure lies in play rather than i 1 seriousness. ) The chase after words and facts is unremitting and requires imagination. There is an exceptional attraction in the search for the right word, just out of reach, the semantic gap between two languages that one scours Roget to fill. The relief of finding it, the smirk* after hitting on the right word when others are still floundering? is an acute reward, out of proportion and out of perspective to the satisfaction of filling in the whole picture, but more concrete. The quality of pleasure reflects the constant tension between sentence and word. You may have heard of a relatively new polytechnic/university subject called Translation Theory (Translatology1 in Canada, Traductologia in Spain, (Iter-INTRODUCTION 9 setzungswissenschaft in German-speaking countries, Translation Studies in the Netherlands and Belgium); this book is intended to introduce it to you. In a narrow sense, translation theory is concerned with the translation method appropriately used for a certain type of text, and it is therefore dependent on a functional theory of language. However, in a wider sense, translation theory is the body of knowledge that we have about translating, extending from general principles to guidelines, suggestions and hints. (The only rule I know is the equal frequency rule, viz, that corresponding words, where they exist metaphors, collocations, groups, clauses, sentences, word order, proverbs, etc. should have approximately equal frequency, for the topic and register in question, in both the source and target languages.) Translation theory is concerned with minutiae (the meanings of semi-colons, italics, misprints) as well as generalities (presentation, the thread of thought underlying a piece), and both may be equally important in the context. Translation theory in action, translation theory used operationally for the purpose of reviewing all the options (in particular, sensitising the translator to those he had not been aware of) and then making the decisions in fact the teeth of the theory is a frame of reference for translation and translation criticism, relating first to complete texts, where it has most to say, then, in descending level, to paragraphs, sentences, clauses,  word groups (in particular, collocations), words -familiar alternative words, cultural and institutional terms, proper names, 1 non-equivalent words, neologisms and key conceptual terms morphemes and punctuation marks. Note that metaphor, perhaps the most significant translation problem, may occur at all levels from word to text, at which level it becomes an allegory or a fantasy. What translation theory does is, first, to identify and define a translation problem (no problem no translation theory!); second, to indicate all the factors that have to be taken into account in solving the problem; third, to list all the possible translation procedures; finally, to recommend the most suitable translation procedure, plus the appropriate translation. Translation theory is pointless and sterile if it does not arise from the problems of translation practice, from the need to stand back and reflect, to consider all the factors, within the text and outside it, before coming to a decision, I close this chapter by enumerating the new elements in translation nov.\ as opposed to, say, at the beginning of the century: (1) The emphasis on the readership and the setting, and therefore on naturalness, ease of understanding and an appropriate register, when these factors are appropriate. (2) Expansion of topics beyond the religious, the literary and the scientific to technology, trade, current events, publicity, propaganda, in fact to virtually every topic of writing. (3) Increase in variety of text formats, from books (including plays and poems) to articles, papers, contracts, treaties, laws, notices, instructions, advertisements,  10 PRINCIPLES (4) (5) (6) (7) publicity, recipes, letters, reports, business forms, documents, etc. These now vastly outnumber books, so it is difficult to calculate the number or the languages of translations on any large scale. Standardisation of terminology. The formation of translator teams and the recognition of the revisers role. The impact of linguistics, sociolinguistics and translation theory, which will.