Television as a Teaching Tool :: Papers

Television as a Teaching Tool In the world we are living in today t encounterher are a great many deal who will tell you televisions are an amazing teaching tool, or that they bring quality entertainment to millions of people around the world. This is quite simply a lie. Television is no great teacher or show stopper, but an evil machine, an evil mind-numbing machine. You only need to look at the effect that Logi-biards contraption has on people, to ascertain what I mean. They sit in front of trashy soap operas, with their far-fetched storylines and sub standard acting, stuffing junk food into their faces. These Tele-Addicts will, with no hesitation, watch hours upon hours of programmes, wasting evening after evening in front of their goggle boxes. From the very first moment they turn on their televisions, they turn off their brains and compose transfixed on the screen. They begin to plan their lives around the television schedule the T.V Guide has become their bible. If you observe someone watching television its easy to see that they have turned off their body and minds except for their hands. Their hands are now on autopilot used on the odd occasion to engross the remote or stuff junk food in to their faces. You could set off a bomb in the same room with them and I interrogative theyd notice, as long as it doesnt interrupt the programme they were staring at they couldnt care. There are actually only two things you can do to stave off an addict from their televisions and just prey to God you dont do them Well what are these two Sins of which I speak? Standing in front of the screen and despicable the remote control. Quite trivial things you may think, but if you dare to commit either one of these crimes against television you will receive the same response. Youll be hit instantaneously with a tidal wave of foul language and violent gestures. Its a totally primal response, it as if evolution ne ver took place.

The Hebrew Exiles In Babylon Essay -- Hebrew History Historical Exiles

The Hebrew Exiles in BabylonWhen Jerusalem fell to the conquering Babylonians in 587 BC, most of what was important to the Hebrew people was gone. They lost their sacred city, the Temple was destroyed, and the Davidic monarchy ended (Beasley 221). Following the destruction of Jerusalem, the Babylonian top executive, Nebuchadrezzar, deported most of the population to other cities, including Babylon. These exiles remained there for about fifty years until the Persian forces, under male monarch Cyrus, took the city of Babylon in 539 BC. The Persian policies concerning captured and exiled peoples were quite different than those of the Babylonians, and because of this King Cyrus allowed the exiles to grant to Jerusalem in 538 BC to rebuild the city and the Temple. However, even though the exiles were allowed to give way to their ancestral homeland of Judah, many of the people chose not to return but to remain in the recently conquered city of Babylon. There are many bring factors co ncerning why these Hebrew exiles chose to remain. Even so, it is difficult to understand why a people, who were located in Palestine for over a millennium and who had such sloshed religious beliefs and practices, would choose to abandon the location of their now destroyed sacred Temple and ancestral home after being exiled for only fifty years. wizard change factor for the exiles choice to remain in Babylon was the quality and level of social life that they experienced while in Babylon. umteen of them maintained their identity and status within the Babylonian settlements. This suggests a well-developed social structure among the Hebrew exiles (Blenkinsopp 152). They also had the benefit of personal freedom and the ability to tell apart their own community life. An example of this are the elders of the diaspora, who aided the leader of the exiles, ex-king Jehoiachin, in conducting community affairs. The presence of elders among the Hebrew exiles suggests that the settlements with in Babylon governed themselves similarly to pre-exilic urban existence, even to the back breaker of maintaining gatherings for decisions and the hearing of prophets (Smith 97). The exiles were also allowed to live according to their own customs, were able to purchase property, and could even own slaves (Hayes 483). Some of the exiles may have actually had other Hebrews as slaves since the their laws allowed them to... ...esolite condition of Jerusalem they faced if they returned. These are only a few of the total possible problems and factors that affected the choice of many of the Hebrews during the Babylonian exile and instantaneously following during the post-exilic period.Works citedAckroyd, Peter, Exile and Restoration. Philadelphia The Westminster Press, 1968.Beasley, James R., et al., An Introduction to the Bible. Nashville Abington Press, 1991.Blenkinsopp, Joseph, A History of Prophecy in Israel. Louisville Westminster JohnKnox Press, 1996.Hayes, John H. and J. Maxwell Mi ller, ed. Israelite and Judean History. PhiladelphiaThe Westminster Press, 1977.Grabbe, Lester L., The Persian and Hellenic Periods. Minneapolis Fortress Press, 1992.Vol. 1 of Judaism From Cyrus to Hadrian. 2 vols. 1992.Metzger, Bruce M., and Roland E. Murphy, ed. The New Oxford Annotated Bible.New York Oxford University Press, Inc., 1994.Newsome, James D., By the Waters of Babylon. Atlanta John Knox Press, 1979.Smith, Daniel L., The Religion of the Landless. Bloomington Meyer-Stone Books, 1989.Whitley, Charles Francis, The Exilic Age. Westport Greenwood Press, 1975. The Hebrew Exiles In Babylon stress -- Hebrew History Historical ExilesThe Hebrew Exiles in BabylonWhen Jerusalem fell to the conquering Babylonians in 587 BC, most of what was important to the Hebrew people was gone. They lost their divine city, the Temple was destroyed, and the Davidic monarchy ended (Beasley 221). Following the destruction of Jerusalem, the Babylonian king, Nebuchadrezzar, deported most of the population to other cities, including Babylon. These exiles remained there for about fifty years until the Persian forces, under king Cyrus, took the city of Babylon in 539 BC. The Persian policies concerning captured and exiled peoples were quite different than those of the Babylonians, and because of this King Cyrus allowed the exiles to return to Jerusalem in 538 BC to rebuild the city and the Temple. However, even though the exiles were allowed to return to their ancestral homeland of Judah, many of the people chose not to return but to remain in the recently conquered city of Babylon. There are many contributing factors concerning why these Hebrew exiles chose to remain. Even so, it is difficult to understand why a people, who were located in Palestine for over a millennium and who had such truehearted religious beliefs and practices, would choose to abandon the location of their now destroyed sacred Temple and ancestral home after being exiled for only fifty year s. unmatchable contributing factor for the exiles choice to remain in Babylon was the quality and level of social life that they experienced while in Babylon. numerous of them maintained their identity and status within the Babylonian settlements. This suggests a well-developed social structure among the Hebrew exiles (Blenkinsopp 152). They also had the benefit of personal freedom and the ability to conduct their own community life. An example of this are the elders of the diaspora, who aided the leader of the exiles, ex-king Jehoiachin, in conducting community affairs. The presence of elders among the Hebrew exiles suggests that the settlements within Babylon governed themselves similarly to pre-exilic urban existence, even to the read of maintaining gatherings for decisions and the hearing of prophets (Smith 97). The exiles were also allowed to live according to their own customs, were able to purchase property, and could even own slaves (Hayes 483). Some of the exiles may hav e actually had other Hebrews as slaves since the their laws allowed them to... ...esolite condition of Jerusalem they faced if they returned. These are only a few of the total possible problems and factors that affected the choice of many of the Hebrews during the Babylonian exile and like a shot following during the post-exilic period.Works citedAckroyd, Peter, Exile and Restoration. Philadelphia The Westminster Press, 1968.Beasley, James R., et al., An Introduction to the Bible. Nashville Abington Press, 1991.Blenkinsopp, Joseph, A History of Prophecy in Israel. Louisville Westminster JohnKnox Press, 1996.Hayes, John H. and J. Maxwell Miller, ed. Israelite and Judean History. PhiladelphiaThe Westminster Press, 1977.Grabbe, Lester L., The Persian and classic Periods. Minneapolis Fortress Press, 1992.Vol. 1 of Judaism From Cyrus to Hadrian. 2 vols. 1992.Metzger, Bruce M., and Roland E. Murphy, ed. The New Oxford Annotated Bible.New York Oxford University Press, Inc., 1994.Newsome, James D., By the Waters of Babylon. Atlanta John Knox Press, 1979.Smith, Daniel L., The Religion of the Landless. Bloomington Meyer-Stone Books, 1989.Whitley, Charles Francis, The Exilic Age. Westport Greenwood Press, 1975.

Professional Practice: Console Gaming :: essays research papers fc

Understanding Media -Professional Practice In The Media IndustryAs one of the rapid growing sectors in the media today, console playing period has come a long way since the days of the very first home console the Atari 2600. Console gaming is big business, with profit margins higher than some of the biggest Hollywood film studios. Because of this, the production size of each(prenominal) game and quantity of employees within each company has openhanded accordingly. As with other sections of the media industry such as print, television and film, console gaming has a structured system in use in strike to owners, employees and finance. If we be to fully understand the console gaming industry we need to examine the four key argonas within it publishing, development, distribution and the manufacturers of the hardware on which the games are utilize (Microsoft, Nintendo and Sony). In some cases these four areas work exclusively as separate entities to create a product, or, as with so me major Hollywood studios, are vertically integrated in their production processes. As with the Big Five studios of the golden era of Hollywood cinema, we have a similar situation in the console gaming industry with the four main console manufacturers. These four companies all own and have complete control of mingled development houses, publishers and distributors. In the case of these in house productions the sources of finance vary but are mainly internal. When internal finance is not possible, there are other various means for the companies involved to acquire the money needed to complete the production process. The most common way for a company to get financial service is the use of sponsors. For example a racing game could use billboards featuring the sponsors logos placed alongside each race track. I have already mentioned the methods used by vertically integrated companies to create and distribute games, but there are many occasions when a separate company is used for each stage. Publishers are the most powerful, and, perhaps the most important of the four main areas in console gaming. They are responsible for commissioning, funding and publishing, and usually have a great deal of control over the end product. Once the development process is completed, a publisher would also be responsible for the marketing, PR and manufacturing the unblemished product. They will decide on the type of product they want to deliver to the market, set targets that need to be met by the developers in order for the initial finance to become available and publish the end product, hopefully making a profit on the sales of said product.

Revenge in Shakespeares The Tempest Essay -- The Tempest Essays

Revenge in Shakespeares The Tempest The nucleus of the plot in Shakespeares The Tempest revolves around Prospero enacting his revenge on various characters who have wronged him in different ways. Interestingly enough, he uses the spirit of Ariel to deliver the punishments while Prospero delegates the action. Prospero is such a character that can commix methods of revenge but hesitates to have direct involvement with disillusioning his foes. In essence, Prospero sends Ariel to do his dirty work while hiding his involvement in shipwrecking his brother, Antonio, from his daughter, Miranda. Prospero, the just duke of Milan, primarily seeks revenge against two people, Antonio and Caliban. simply, Prospero allows his anger toward them to trickle to the other castaways on the island. He encourages Ariel to separate Sebastian, Duke Alonsos brother, from his word of honor Ferdinand during the raging sea storm, causing Sebastian to assume his son has drowned. (1.2.213-224) T he other drunkards on the island also feel the brunt of Prosperos revenge against Caliban when Ariel tempts them with a banquet stocked with alcohol and then disillusions them into thinking the banquet was a figment of their imagination. (2.1) But why the tendency toward revenge in the first place? What was it about the personality and mental disposition of Prospero that caused him to lust for revenge against his brother, Antonio? And Caliban. Why couldnt Prospero overlook his well-disposed navet when it came to handling a woman? (1.2.350) In this portion of the website, I will examine those questions and attempt to provide an answer and an insight into the psychology of Prospero. Further, I will examine the relationship between Pr... ...Melancholia in English Literature from 1508 to 1642. East Lansing, Michigan Michigan-State University Press. 1951. 2. Bowers, Fredson. Elizabethan Revenge Tragedy. Princeton University Press. 1940. 3. Burton, Robert. T he Anatomy of Melancholy. Oxford, England Clarendon Press. 1990. 4. Dillon, Janette. Shakespeare and the Solitary Man. Totowa, NJ Rowman and Littlefield. 1981. 5. Draper, John W. The Humors and Shakespeares Characters. New York AMS Press. 1965. 6. Hallett, Charles A. and Elaine S. The Revengers Madness. Lincoln, NB University of Nebraska Press. 1980. 7. Kahn, Coppelia. Mans Estate Masculinity Identity in Shakespeare. Berkeley, Los Angeles University of California Press. 1981. 8. Jardine, Lisa. Still Harping on Daughters. Sussex The Harvester Press. 1983.

Berkeleys Water Experiment :: Science Illusions Argument Papers

Berkeley introduces his water experiment in order to demonstrate that in perception the perceiver does not reach the gentlemans gentleman itself but is confined to a realm of representations or sense data. We will attempt to demonstrate that Berkeleys description of our experience at the dying of the water experiment is inauthentic, that it is not so much a description of an experience as a reconstruction of what we would experience if the receptor organs (the odd and right hands) were objects existing in a space partes extra partes. Our argument is that there is nothing in our experience of the illusion to suggest that under sane conditions perception does not reach the world itself. Traditionally Empiricists claim that all knowledge and all basic concepts are derived from experience. At the same time they lay out that all experience is reducible to private entities, the so-called sense data. Phenomenologists claim that there is nothing in experience itself to suggest that it i s reducible to sense data, and that this doctrine is derived from metaphysical prejudices, the so-called assumptions of the natural attitude. They argue that if we could in some way bracket these assumptions and reflect only on our experience of perceiving and on the results of scientific measurements of our perceptual powers, we would discover that perception, sooner than presenting us with private entities or data, opens up to the world itself. (1) In A New Theory of Vision, Berkeley attempts to show that all experience is reducible to sense data by exploiting two types of argument. At times he exploits a scientific account of perception and of the functioning of the perceptual organs, while at other times he uses the argument from illusions. For example, he argues, that the experience of temperature can be understood with the analogy of the experience of pain, and just as the pain is not in the needle, so the warmth I feel is not in the fire. (2) He then argues in a similar vein that visual experience is reducible to collections of colour sensations because light passes into the pump ball and strikes the retina, in much the same way that a sharp object striking the skin produces a sensation of pain, such as a sensation of blue or red. (3) The sensation being the effect of the physical and chemical properties of the world on the sense organs and is as distinct from the world as photographic images are from the objects which cause them.

Berkeleys Water Experiment :: Science Illusions Argument Papers

Berkeley introduces his water experiment in order to demonstrate that in light the perceiver does not pee-pee the world itself but is confined to a realm of representations or sense data. We will attempt to demonstrate that Berkeleys description of our experience at the end of the water experiment is inauthentic, that it is not so much a description of an experience as a reconstruction of what we would experience if the receptor organs (the left and skillful hands) were objects existing in a space partes extra partes. Our assertion is that there is nothing in our experience of the illusion to suggest that under normal conditions perception does not reach the world itself. Tradition on the wholey Empiricists claim that all knowledge and all basic concepts are derived from experience. At the same time they argue that all experience is reducible to private entities, the questionable sense data. Phenomenologists claim that there is nothing in experience itself to suggest that it is reducible to sense data, and that this doctrine is derived from metaphysical prejudices, the so-called assumptions of the natural attitude. They argue that if we could in some way bracket these assumptions and reflect only on our experience of perceiving and on the results of scientific measurements of our perceptual powers, we would discover that perception, rather than presenting us with private entities or data, opens up to the world itself. (1) In A New Theory of Vision, Berkeley attempts to show that all experience is reducible to sense data by exploiting twain types of argument. At times he exploits a scientific account of perception and of the functioning of the perceptual organs, while at other times he uses the argument from illusions. For example, he argues, that the experience of temperature can be understood with the analogy of the experience of pain, and just as the pain is not in the needle, so the warmth I flavour is not in the fire. (2) He then argues in a similar vein that visual experience is reducible to collections of colour fighters because light passes into the eye clustering and strikes the retina, in much the same way that a sharp object striking the skin produces a sensation of pain, such as a sensation of blue or red. (3) The sensation being the effect of the physical and chemical properties of the world on the sense organs and is as distinct from the world as photographic images are from the objects which cause them.

Womens suffrage movement

Womens suffrage movement BY raider2014 Victoria Woodhull- The first woman to declare herself as a candidate for president, Woodhull announced her run on April 2, 1870, by sending a notice to the New York Herald. This was an absolutely astounding thing to do women exactly recently received the right to vote in the two relatively obscure territories of Wyoming and Utah, and it would be another fifty years before the ratification of the nineteenth Amendment that assured the ballot to all American women. Moreover, she took this step without contacting any leading uffragists, who by then had been well organized for more than two decades.Susan B. Anthony and others were stunned by the action of this controversial woman, whose open marriage was the talk of New York City. The next presidential election was two years away, and Woodhull used this time to bring maintenance to womens issues, including the right to vote. Undaunted by the fact that women could not vote and that she was not yet o ld enough to legally become president, Woodhull traveled the country campaigning. Her speeches not only advocated the vote, hardly also birth ontrol, free love, and other positions that were a century ahead of her time.Many listeners were surprised to find themselves more sympathetic than they had expected her beauty, loopy voice, and reasoned arguments took the edge off of such shocking statements as her belief that marriage was legalized prostitution. Woodhull and her sister, Tennie C. , were in Jail, however, when the 1872 presidential election occurred. Because they wanted to draw attention to the eras prevarication on sexual matters, their newspaper published the facts about an adulterous affair between the nationally popular Rev. Henry Ward Beecher and a leader of the womens movement, Elizabeth Tilton.It was true, but not politically correct, and the sisters were indicted for both libel and obscenity. The charges eventually were dropped, but the scandal was enough to end W oodhulls presidential aspirations, as she spent election day in Jail. Belva Lockwood- Belva Ann Bennett McNall Lockwood was a self-made woman who adopted bold positions in support of equal opportunity for women. She lived her life fighting to ensure that women had the same opportunities as their mannish counterparts, both by xample and in her law practice.Lockwood was set to graduate from law school in 1873, but was notified that she would not receive her degree. She appealed to President Ulysses S. Grant and he intervened on her behalf. Later she refused to take no for an answer again when she lobbied Congress for the right to argue in front of the federal courts and helped get the bill passed in 1879. She also Joined the subject area Womens Suffrage Association (NWSA) lecture circuit, which made her money and gave her recognition.She would upset the NWSA, though, with her decision to un as a presidential candidate for the National Equal Rights Party in 1884. Susan B. Anthony and others felt that Lockwoods decision was self-serving and distracting from their greater mission, but she saw it as a way to bring attention to women as genuine citizens. Although everlastingly a fringe group, the party had its strongest support in Calitornia, where San Franciscan Marie tta Stowe served as the vice- presidential nominee.The partys platform was not Just limited to womens liberation movement it included positions on foreign affairs, civil service reform, and other issues, including n innovative proposal for federalization of family law. The Lockwood/Stowe ticket won Just over 4,000 votes in six states, but Lockwood was not discouraged and ran again in 1888. Women should not merely talk about what needed to be done, she said, but should do it. Margaret Chase metalworker- Margaret Chase Smith served 32 years in Congress and was the first woman elected to both the House and Senate.Although a champion for womens issues, she was always clear about being seen as a U. S. Se nator and not a woman Senator. In 1964, she became the first credible female candidate for president. Unlike her predecessors, she had legislative experience. A liberal Republican closely associated with her native state of Maine, Margaret Madeline Chase was born to a blue-collar Skowhegan family in 1897. Her entry into politics began when her employer suggested that she be added to the Skowhegan township Committee.She still was carrying out traditional wifely duties, however, as this helped keep up, Clyde Smith, be elected the U. S. House in 1936. She moved to Washington and served as his aide, doing research on pending bills and assisting with speeches. When Clyde died in 940, Margaret won the special election to succeed him, and three months later, Maine voters elected her to the first of four full House terms. Smith moved up to the Senate in 1948, defeating both Maines current governor and a former governor.Her 1960 re-election was a milestone for women, as it was the first ti me that two women were nominated for a U. S. Senate seat Smith easily defeated Democratic nominee Lucia Cormier. Nationally respected by 1964, Smith ran for president. Most states did not yet conduct primaries, but she ran credibly in those that did, and won the votes f 27 delegates at the Republican National Convention that nominated the more conservative Barry Goldwater. At 66, ageism Joined sexism as a factor in her loss.She was not credited for her greater experience instead pundits speculated about whether Senator Smith was menopausal. Her point that l havent seen the age played up in the case of the men candidates was in vain. Patsy Takemoto Mink- Patsy Takemoto Mink was the first woman of color to serve in the United States Congress, but it was the work that she did at that place that should be remembered. Mink epre displaceed many groups that, prior to her election, had been absent from national politics, working tirelessly to serve women, minorities and the poor.She brough t attention to issues that others ignored. Takemoto learned first-hand that she could not take citizenship and the promise of the U. S. musical composition for granted her family was put under surveillance after the attacks on Pearl Harbor, and her father was taken from their home for interrogation. Like most Hawaiians of Japanese descent, the Takemotos were not sent to an internment camp, but the awareness that most ainland Japanese Americans were incarcerated was an important factor in Patsys development.She graduated from law school in 1951, however no lolly law firms wou d hire her, which sne initially thought was due to her ethnicity, but her gender and married status were also negative factors. Instead of allowing herself to be defeated, she and her husband moved to Hawaii. She opened her own law practice, becoming the first female Japanese-American lawyer in Hawaii. Active in the territorys Democratic Party, she also was a break up of the Young Democrats of America. This l ed to her election to the Territorial House of Representatives in 1956 and to the Hawaii Senate in 1958.

Responsibilities of Parents Towards Their Children Essay

Beethovens composer said Beethoven as a composer is hopeless. Beethoven was deaf in his 20s. Beethoven composed music despite that and went on to become one of the best known figures for Western Classical Music.Albert wizard didnt speak till he was four.During his school times , Albert Einstein was considered to be ment all toldy retarded. Einstein , then went on to win the Nobel Prize for his thesis on Photoelectric effect and his crown jewel , Theory of relativity.Abraham Lincolns wife died , his business failed , he suffered a nervous breakdown , lost in the elections 10 times before becoming the President of USA.Rocket Scientist Von Braun failed in Algebra.Madam Curie used to fail in chemistry. She won a Nobel Prize in CHEMISTRYWinston Churchill failed as a 6th grader. He eventually went on to become one of the BEST prime minister of England.Michael Jordan was put off from his school basketball team. He then won 6 National Championships in Basketball.Thomas Alva Edison was told by his teacher that He was too stupid. He went on to create m some(prenominal) useful electronic devices for the 21st century, including bulbs.Walt Disney was sacked by a newspaper because he was too unimaginative and didnt have any original ideas.The Beatles were disregarded by Decca records who told em We dont like your music. Group of guitars are on their way bulge out The Beatles went on to become one of the greatest bands of all time.Isaac Newton did very poorly in his grade school. He went on to write Principia Mathematica and many principles for Physics.Steven Spielberg dropped outta high school. Then was enrolled in a disabled breeding class. He dropped again and went on to become one of the most successful directors in the history of Hollywood.Marilyn Monroe was dropped by 20th century Fox as Darryl Zanuck estimate she was unattractive. She eventually went on to become one of the best actress , sex icon , pop symbol of the century.Harrison Ford was dropped from Columbia Pictures. George Lucas thought he didnt have it in him to act as Han Solo. Well the rest is history.Failure is the stepping stone of success. Never , never , never give up Surprise the World Reach out Do your best -sourceLife quotes and sayings

Ode on a Grecian Urn Essay

In the poem Ode on a Grecian Urn, Keats took inlet from a visit to a museum exhibiting artifacts, one of which is an urn with figures on its surface. The urn depicts scenes taken from ancient Greek life. Intrigued by the Urns beauty and the figures depicted on its sides, Keats was moved to economize a poem expressing wonder, admiration, questions and criticisms. Without knowing who these figures are, what they are meant to reflect and to what purpose were they made for, the poet revels in the mystery they represent.The Odes first stanza is filled with wonder and questions the last stanza has none. cosmos a piece of art, the urn can speak to its viewers in whatever way it chooses to communicate. In the first stanza of the poem, the writer addresses an ancient urn and reflects on its beauty and what spirit level it can tell. He calls the urn a historian possessing secret knowledge. The writer looks at one group of pictures that seem to be of men pursuing women. He wonders if it was a pursuit among lovers, a struggle between sexes, or a playful episode among the young on a beautiful day.In the next stanza, the poet focuses on another figure on the vase. This time, it portrays a man with his lover, both lying beneath a tree while he plays his pipe. The writer declares that the pipes silent music is sweeter than a mortals music because the former lives through time. While the man and woman cannot kiss because they are frozen in time, they should not despair because their beauty and youth will forever remain. In one stanza, the poet is able to present two contrasting realities. One is that of unfilled inclination through eternity, while the other speaks of unfading glory.The odes third stanza reflects the poets general feeling of happiness for the things he observed about the couple draw in the previous stanza, as well as the trees surrounding them. The poet is glad for the trees leaves, which will forever be green and remain attached to the branches. The poet is also joyful that the man with the pipe will have his songs forever new. He is also happy that the lovers love will last until eternity. Here, the poet laments that mortal love is just the straits of passion.By the time it passes, which it eventually will, there is nothing leftfield. In the fourth stanza of the Ode, the poet turns to examine another picture. This time, it represents villagers leading a young cow, which seems to be a sacrificial offering. He imagines where they have come from and where they are headed for. The poet visualizes empty streets because the citizens have all left to witness the sacrifice. And the streets will forever remain empty for those who have left the town are frozen on their way to the sacrificial place.For the fifth and final stanza, the poet goes back to addressing the urn. He tells the ornamental vase that while it lives and remain forever, the poets generation would have long passed. He ends it with the famous quote that equates beauty with truth. By doing this, the author seems to criticize and admire the urn at the same time. While the poet thinks the urn beautiful, he thinks that that is the and thing it will ever possess. This is the same manner of admiration and criticisms that the poet has vested on the characters found on the urn.

How Does the Writer Tell the Story in Godiva? Essay

Godiva is poem indite by Alfred Tennyson about a well known myth regarding a woman named Godiva. The Earl who ruled Coventry wanted the stack to pay more tax which they could not afford. Godiva asked him to lower the tax, and the Earl told her he would repeal the tax if she rode through the town naked. Godiva therefore agreed to this, and the townspeople stayed inside and closed(a) all the doors and windows so no one would see Godiva, allowing her to keep her dignity. Godiva rode through the town naked on her horse, however someone peeped through a plenty to see Godiva exposed. His eyes shrivelled into his head and he never saw Godiva naked. She saved her people by sacrificing herself and took the tax away. Godiva is a narrative poem written in blank verse and unrhymed iambic pentameter.This form shows respect towards the character, and helps to enhance the poems message. Rather than being lyrical, the narrative form and leaden pace gives Godiva dignity and admiration for the sa crifice she made to save her people. Godiva is the Earls wife, so in actual fact she is Lady Godiva, however Tennyson chooses not to put on her status to enhance the meaning and inspiration behind what she did. Its not about who she is its about what she did. The poem is written in chronological rule regarding the event. This helps the endorser understand the situation better, as we understand the desperation and pain of the townspeople, and past we are taken on Godivas journey through the town. As a reader we pure tone the tension of e truly stride of her sacrifice, and therefore have a full understanding of the appreciation and respect the people feel towards Godiva. Tennyson has written this poem in third soulfulness narrative.There is also some direct speech present. The direct speech on line 15 is effective because it highlights the peoples desperation, and Godivas voice on line 20 echoes the townspeople. The poem begins with a four line stanza in first person as if it is the poet speaking. As a reader, this draws our attention to the poets respect for Godiva Tennyson is inspired by her. The first stanza prepares us for Godivas sacrifice. Tennyson describes the situation and the peoples feelings, and then goes on to tell us the Earls request. The Earl is not given a name, and by doing this Tennyson makes him seem more monstrous and evil. When the Earl talks to Godiva, Tennyson portrays him as being very dismissive and patronising.He also speaks rather informally, reflecting that he does not behave like an Earl should, and this is made obvious when we discover his proposal to Godiva. The break in the stanza gives the reader a chance to reflect and take in what has happened. This pause builds anticipation and mystery as to whether Godiva will accept the challenge. Purity and innocence are aboriginal symbols throughout the poem. The mention of eagles in the third stanza represents wealth and pride. Godiva is proud to help her people. There is natural beauty in her sacrifice and the use of alliteration when describing her bull emphasises this purity.The fact that no one sees her naked shows how much people respect her and admire her for what she has done. Tennyson builds tension in the penultimate stanza by the use of long sentences with low-pitched clauses. As a reader we are taken on Godivas journey, and we feel the pain of every moment of her sacrifice. Tennyson chooses to put a dark submit on the myth when the boy peeped to look at Godiva. This is another effective way that reflects the respect for Godiva. The poem ends with the line and built herself an everlasting name. This shows the reach of her sacrifice, and the respect and admiration will remain forever.

Forum

The containing objectives for these BUS 1100 Introduction to Business individual assignment are as follows 1 . To provide an opportunity for the students to learn and understand the complex nature of organizations and the major Influencing factors upon them 2. To gain practical Insights on the workings of the various business functional areas, their roles within business, their interrelationships and Interdependence. 3.To familiarize the dents with the nature of managerial actively and roles played by a manager In an organization. 4. To enable students to work Individually and to do more readings regarding the topic tested. TASKS As the head of your Colleges marketing Department, you are required to address a group of potential investors on your organizations marketing strategies. Develop an outline with the key points that you would cover in your speech, including Profiling of the marketSegmentation and Targeting strategies merchandise Mix strategies Marks 20 marks Number of wo rds required = 1000 words REQUIREMENTS 1 . All facts obtained mustiness have proper referencing exploitation Harvard referencing system. Cut and paste from other sources are not acceptable. 2. Start each chapter on a new varlet numbered the pages (at the bottom centre) except for the Cover page and Appendices sources of tables, graphs and other diagrams must be referenced. Considered as part of the write-up. 4.No requests for extension of deadlines will be entertained except for extenuating circumstances for such matters as illness, awful and Justifiable personal problems or other factors over and above those normally experienced by students, which may have adversely affected their performance (students must show evidence and proof of extenuating circumstances). Recommended Report Format 1 . Cover page 2. Assignment instruction 3. The assignment Introduction Segmentation Targeting strategies mop up 4. Reference list

Menelaus and Helen In ‘The Trojan War’ Essay

Menelaus and Helen ar the main characters of the poem, hence, its entitle. This draws the readers attention mostly to the characters rather than to the Trojan myth. The title could have been, The Trojan War, simply rather than doing this, Brooke focused mostly on the main characters, for the poem is more about them, than about the actual misadventure of the Trojan War.The perspective, and of whose point of view the poem has been written, does non change. It is always from Menelaus point of view of what is happening. Both in vary wiz which describes the scene of the Trojan War, and how Helen has been captured by Paris and is token away from Menelaus, and in part two, which talks about the future, and supposition of how Menelaus and Helen would be years after, it is all Menelaus point of view, and non Brookes. The effects of this are that we only have the point of view of one of the main characters, so we do not know how the others felt about the same situation, because Brooke just describes Menelaus thoughts and not Helens.It is distinct in the poem that the persona is not Brooke, and that Brooke is simply writing as if he knew what Menelaus thought. This can be told because Brooke writes, Menelaus broke To Priams palace, and not I broke into Priams palace. The speaker clearly indicates what took Menelaus to this action, his reasons, his feelings, and sensations Brooke refers to Menelaus actions, the scene, as if it were a fact, he does not at any moment of the poem, show his opinion. He is not biased he simply tells what happens when Helen is captured, as if he were an observer.In the second stanza, it is not Brooks thoughts, but Menelaus feelings towards Helen. It is very clear that Brooke does nto deposit himself as if he were Menelaus, He had not remembered that she was so fair, he just describes his thoughts as if he knew what Menelaus though about Helen. In the second part of the poem, Brooke analyses the scene and gives his opinion, perfect knigh t, in the third stanza he continues analyzing, he writes about Menelaus thoughts. So there is a clear distinction between the generator and the persona, we can tell whether or not the character and voice is in the poem or not.Brooke does not only state the facts, he is writing as if he could read Menelaus mind and thoughts about his future with Helen, he then goes back to telling the facts and what actually happened when they got old, relating the facts, being omniscient and analyzing what happens, this enriches our comprehension about what is freeing on.The poem does not have a formal structure. Although we can depict some rhymes at the end of lines, they do not follow a habitue pattern. at that place is also some sense of symmetry, for the stanzas are reasonably the same length. The poem is divided into two parts, the firs one which is a myth and the second one which is the reality.The theme is first presented by a description of the scene, the capturing of Helen by Paris, the n, the feelings of Menelaus towards Helen and their lives, following a vision and analysis of the result of the capturing and how Menelaus imagined his future would be, finally, a report on how their lives actually turned out to be.Brooke narrates the scene, he describes Menelaus thoughts and therefore does not use speeches in his poem. When there is use of speeches, we know exactly what are on the characters mind, but he does not use them, and we still understand the thoughts of Menelaus because the author does not write of his point of view, but as he were thinking like Menelaus.There are connotations such as when Brooke relates Helens voice as being golden. In this case his intentions are not to say that her voice is made of gold, but this suggests that she has a soft voice, which gives an impression that she is a delicate and elegant woman. Brooke does not literally mean that Helens voice is gold. Brooke does not need to tell the readers that Helen is a feminine woman, because, by saying that her voice is golden, that is already noticed by who reads the poem.

Leaders

Does the quest for power and wealth, which conduct to centuries of violent leaf node and subjugation of city? States and empire during ancient times, continue to happen at present times? Leaders, presidents, barraging captains, a runr off place, and others turn over this ranks getting better and better. For this instance this attracters ab persona their power to state to feel that they atomic number 18 strong and they adopt power, but they argon not and they do not gain any power. Some leaders are difference to be violent beca accustom some lot do not follow them so they would get mad. Ferdinand E.Marcos, he is en of the presidents that he thinks that he quarter rule over the people. The people, that time, does not have any rights to talk, they do not have any emancipation. Yes, he is in truth smart, and made our country a better country, but that was the problem, he did not give any freedom to the people. Money changes people. There are these people who uses their no tes for them instead help the community. Let us use President Gloria MacDougal Arroyo as an example, instead of using the coin or donating the money for the people she used the money of the people for her body and face.If you re wondering what my answer is, its a yes. Leaders wanted power and wealth. It led violent guest and subjugation of the city. Every year or every time they change the leader they have these laws or rules that you should follow whether you like or not. Leaders want to execute people who decline them. Being a leader those not mean you have to have all the power and money It Is all about being smart, how good you are in helping people, you are ready for the challenges, you have to give what the people want, and you have to give them the peoples rights. That is when the leaders darted doing right things.They gave us freedom, and rights. Other countries helped us with the wars and with the Spaniards who are punishing us for no reason and used us as slaves. These l eaders feel that they are higher than us, but all of us are the same. This led our country to do things for others because they think that we are low. There are a lot of countries that tricked us. Like the Americans they went to the Philippines to use our lands but the Philippines thinks that time that they are going to help us but they did not do anything. The American people tricked us. Then the Filipino people had enough.That Is how we, Filipinos started iron outing and we started defending there selves. We stared creating our own rules, our own laws, governments, and policies. That time other people does not have any right to rule us but the ones that can rule us Is the people that can take attending of us and can listen to the people problem. These kinds of presidents brought us to stay strong and fight for our country and us. We started as a ruined group of people but we are building walls asshole us to make us strong and to tell people that If they mess with us they mess with the aggrieve people.Until now there are still presidents, not only presidents but also senators or mayors that use the money of the people, but we know that one day we can be a better country. By bulls_babe you have to have all the power and money it is all about being smart, how good you Filipino people had enough. That is how we, Filipinos started fighting and we started but the ones that can rule us is the people that can take care of us and can listen to the people problem. These kinds of presidents brought us to stay strong and fight for behind us to make us strong and to tell people that if they mess with us they mess

How have cultures from the ‘west’ been represented in the ‘east’ Essay

Fundamentally the term culture way to cultivate but on other hand this countersignature in like path contains some other meanings and definitions as sound. Number of writers and author worked and surveyed on the actual definition of culture and in course of instruction 1952 Alfred Kroeber and Clyde has presented approximately 164 defamations of this word culture. If we concenter these definitions and research work by our fountainhead- hit the hayn authors then we stub came to hold up the circumstance that culture is simply the critical review of designs and definitions that sight get hold of.Along with this the fact has as intumesce been revealed that culture behind be presented and illustrated with three several(predicate) approaches like the taste in fine arts and humankindities is peerless of the signifi pharisaism ways of defining geniuss culture or perspective. Similarly values, goals and attitudes are also use in illustrating the ethnical values. (Bryan 19 63) Beside preceding(prenominal) mentioned points the human knowledge , belief and the attitudes are also apply in promoting culture as these things has the power and capacity to define the thoughts and predilections of wad.Later by and by finding many definition of culture in twentieth century this word emerges out with new concepts as the focus point of anthropology, which means that culture is a word that is actually composed of all the actions and thoughts that is performed by human anywhere in the valet and all these behaviors does not pass on any sort of relation with the genetics.In western hemisphere, this word has its own meaning as they have their own approaches and thoughts regarding this term, as check to them culture essentially defines two things that acknowledge the human construe, imaginations and incidents which occurs with them and later they present those things according to their art and apply their power of creativity as well. (Alan Bryan 1963)Simi larly they illustrated the meaning of culture by presenting the idea that in this entire world in that respect are number of battalion who have their own way and meanss of living and with their own ideas, experience and conditions they define their own meaning of culture as the way of defining culture varies from repose to place and from mint to great deal as well. But later after the World War 2 many authors reformed the definition of culture and the style they had presented it was also changed and among those authors albeit contend a significnat role as in this era his work and ideas are still followed and apprectiated.Besides these above mentioned definition when we go though numerous research paper and studies of various authors from all over the world we came to know the fact that number of artisan were born in west side and presented beautiful and unique work that portrayed their thoughts regarding culture and numerous other things. Among these beautiful and talented operative Hansen is a significant name. This man was born in year 1960 in West area where the natural beauty, purity and environment was so attractive that form the too soon stage this son started visioning, drawing and portraying his ethnical beauty in a marvelous manner.Hansen effected his educational career and returned to homeland in 1990, but during his early long time of schooling this young boy started painting in year 1969, after that he went abroad to study mechanical design as well. Later he came back to America and served this solid ground as a technical drawing specialist. Ms Georgian was the lady who impressed Hansen and he want himself to work and serve the idea of culture through his talent and skills of painting and drawing.He has developed his own unique sense of styling which reflects his philosophical mind as well. As time passes this young boys skills in promoting culture were notified by numerous people and his professional career started in which he desi gned numerous spectacular designs in the boating industry. The concept of portraying culture in much(prenominal) manner was so much appreciated by people that the technique of introducing abstract and cubist was later adopted by the artist of East as well.Beside Hansens work numerous other artist work and thought are adopted by the people of East. Christians also played a vital role in promoting ethnical values and portraying them in such a manner that it was appreciated by the entire world. And among there marvelous work the oldest and the close to symbolic thing is the cross sign which is known as the sign of Christians faith. The idea of presenting cross sign has played a significant role in numerous other cultures as well.People from different region especially from east side have adopted it as well and defines their own meaning of this symbol. If we go through to the detail and deep knowledge of this cross then we came to know numerous facts regarding it as it was revealed t hat through ages and centuries people are using and following this cross sign to cherish themselves from illness, to have good fortune, and to show their respect to their religion and numerous other things as well.After the coarse success of promoting culture is such manner numerous other artists has developed countless version of its, which include X-Shaped St. Andrews cross and the T-shaped teau-cross as well. Beside this, the people of Greek have used this symbol in order to demo the quaternary cardinal directions as well or we can say that they tried to diddle the four basic elements which include earth, wind, water and fire. Other than this, the people of India have used this symbol as well in order to show the four main directions of heavens.Similarly, the people of Africa has designed cross roads and there concept of it is that these crossroads are places where the world of living and dead meet. In addition with this, numerous east artists used this shaped to move on th eir ethnic jewelry as well. Along with above mentioned things, east people have also discovered new and interesting things in Japan by following the belles-lettres of Shakespeare as they had focused the plays of him and started studying the canonical values of his theater and implement the thoughts and ideas in order to conjure the cultural things.Similarly, the people of Japan also have a great history in promoting cultural things through different and unique ideas such as the monster is one of the significant thing that Japanese promotes in their culture which was actually the creation of human imagination which resemble numerous things at different points like people, other animals or well known objects as well. (Kuncaraningrat 1985) The artist of West promote their cultural values and things by numerous ways and among them medication is the study source.With the help of unique and different melodic instruments they define their thoughts and ideas regarding their culture. All sort of music either rock, pop or slow all were used to promote culture. In addition with these the artist of West also launched numerous sort of games that have music like Krongcong is one of the famous and well-known musical game that was designed in a manner that the music lovers start playing them and the main focus of promoting culture with the help of music will also go on with such innovative discoveries.Similarly along with music, dance is another thing that is used in order to promote culture of West, as it is the best approach of reflecting and showing the diversification of different ethical groups that compose the entire West portion of the world. This technique of promoting culture was adopted by the artist of East as well, as this gave great opportunity to show the conventional and cultural values of ones states.The people of West also use the source of drama and theaters in order to promote their cultural values, and this technique really works as people form all over the world came to watch such sort of drama that promotes culture and things regarding traditional values. Along with this the people of East represent the culture of West in their region by using the traditional arts things which includes paintings, sculpture and numerous sort of architecture as well.Not only this they also used literature and poetry in order to present the idea and thoughts regarding the culture and traditional values of West. For people who loved food the Eastern group facilitate them by provding and presenting the Western dishes, along with this the much powerful and source that the Eastern people used in order to represent the culture of West in the media, as there is a great number of cinemas inwardly East and these cinemas has played a significant role in spreadhead every bite of cultural things and cover all the traditional values of the entire West.In old days, this source did not work as much but at the beginning of year 1980 this political platf orm reaches the peak and concurred the highest level as well. Beside this cinemas role numerous Eastern artists have played a significant role in order to promote and represent the culture and traditions of West within their country and this medium of representing the culture is very much appreciated by all as in this every age group can find its own interesting things to go for.Other than this, receiving set network which was formed in year 1945 also played a significant role, especially after 2006 numerous radio channels are launched using Digital Audio Broadcasting and Hybrid scheme that are also facilitating in promoting the cultural values all over the East. But all these above mentioned approaches had a positive result till political issues do not arise. In early days if we go through the detail representation techniques of promoting and showing culture of West in East we came to know that its result is very much effective as long as it was concerned as the self-coloured po pulation things towards mass production.This multiculturalism has worked for a long time in order to show the Western European society. The people of French also liked and welcomed this sort of representation and wrote numerous theories on it and named such things as a class struggle which highlighted the real charm, beauty as well as the weakness, along with this such representation also include ethics, religion and race issues but this thought of promoting culture is no more seen due to numerous political issues. Adams 2006) As now people have the idea that political, cultural, social and economic dialogue projects are addressed but should not be exclusively shown in Muslim countries, beside this according to the political rules the training programs, information of technologies and other things should not be shown and promoted on other side alternatively than West as this cause great trouble to the citizens of the west.Beside this the global conflict is also one of the major re ason of promoting culture and traditional things in such a way, as the people of other country did not have the actual idea or right to promote each other cultural values as by this they often show our cultural things in a wrong manner and this cause big issues.According to a survey and research numerous authors wrote things about politicians idea that they have an idea that assimilation model cant work longer because he people who are from different state are not like us and they have different skin color, they have other religion whose rules are not applicable on us, as we are not of same(p) group, culture, and we does not have same social and traditional values.Similarly the political rules that are governing West also have the idea that we people are from different type of population and thats why we cant work on same issue with hand in hand as these people are living in a territory which has no political representation and they wants to copy our theories and approaches by promo ting our cultural and traditional values. (Adams 2006)In a nut shell, we can conclude our paper that the idea of presenting and promoting culture and traditional values of each other provide us great benefit as by this we can come to know the real concepts and ideas of each other, and this thing also facilitate us in get new approaches as well but this concept that arises in this era that by doing so we people can face numerous difficulties and political issues is not good for both the citizens of West as well as East so we should cover up such issues and focus on the growth and evolution of cultural as well as other things which is a great need for all of us.

Brand Communication

ledger of Consumer market Emerald clause spot communities for mainstream cross outs the type of the Yamaha R1 mug crashnership Reto Felix Article information To cite this put down Reto Felix, (2012),Brand communities for mainstream defacements the example of the Yamaha R1 put up alliance, ledger of Consumer merchandising, Vol. 29 Iss 3 pp. 225 232 Permanent link to this document http//dx. doi. org/10. 1108/07363761211221756 Downloaded on 08-10-2012 References This document hornswoggletains references to 47 former(a) documents To copy this document emailprotected comAccess to this document was granted through an Emerald subscription provided by Dublin urban center University For Authors If you would akin to write for this, or all other Emerald publication, then please use our Emerald for Authors service. Information closely how to choose which publication to write for and sub foreign mission guidelines ar easy for all. Please visit www. emeraldinsight. com/ genera tors for much information. few Emerald www. emeraldinsight. com With over forty years experience, Emerald Group Publishing is a leading independent publisher of global explore with impact in business, society, public policy and education.In total, Emerald publishes over 275 journals and more than 130 book series, as strong as an extensive range of online wares and services. Emerald is both(prenominal)(prenominal) COUNTER 3 and TRANSFER compliant. The organization is a colleague of the Committee on Publication Ethics (COPE) and to a fault works with Portico and the LOCKSS initiative for digital archive preservation. * think satiate and download information correct at eon of download. Brand communities for mainstream blurs the example of the Yamaha R1 steel confederation Reto Felix ? Department of Business Administration, University of Monterrey, San Pedro Garza Garc? , Mexico Abstract Purpose The purpose of this examine is to understand consumers merchandise use, pr actices, personal individuality, and stigmatize conveys in the context of use of a cross confederacy dedicated to a mainstream Japanese depend on speck. Design/methodological analysis/approach A qualitative investigate approach was use in the form of netnography (i. e. ethnography adapt to the study of online communities). Findings On the product train, consumers experience eightfold con? icts and negotiations of meaning related to the use of the product. These ? dings be reproduced on the stigmatise train, where peniss of the blemish re nervential argona present a more contrastingiated look on the sucker, accompanied by lower takes of admiration and identi? cation with the brand, as in preceding reports of brand communities for brands such(prenominal) as orchard apple tree, Jeep, or Harley-Davidson. The results suggest that consumers for mainstream brands whitethorn be more inclined to multi-brand verity instead of single-brand dedication. Practical i mplications Marketers should proctor motivations, locatings, and ratiocination-making processes on both the product and the brand level.Further, non- caller-out-run online communities such as the Yamaha R1 meeting place bear the risk of connection members transmitting brand information in a way not desired by the guild. Thus, marketers should affect sponsoring an entire discussion entanglement range, a forum, or part of a forum. Originality/value Whereas prior studies on brand communities guide concentrated predominantly on highly admired and differentiated brands, such as apple or Harley-Davidson, this study investigates consumer practices, identities, and negotiations of meaning on both the product and brand level for a slight differentiated mainstream brand.Keywords Brand confederation of interests, Brand loyalty, Netnography, Identity, Consumer behaviour, Brand management Paper type Research paper An executive director summary for managers and executive readers hatful be found at the end of this oblige. Introduction to brand communities and writings review confederacy-based brand births in marketing literature befool been discussed comm sole(prenominal) with a focus on brand communities. A brand residential district is a specialized, nongeographi rallying cryy bound fellowship, based on a unified find out ? f social relationships among admirers of a brand (Muniz and OGuinn, 2001, p. 412). Brand communities have been found to be crucial in vow to understand brand loyalty (Fournier and Lee, 2009 McAlexander et al. , 2002, 2003). They ar based on a shargond interest in the brand (Algesheimer et al. , 2005) and, more speci? cally, on the three characteristics of consciousness of kind, sh ard rituals and traditions, and a ? sense or moral responsibility (Muniz and OGuinn, 2001). As a positive outcome of brand communities, consumers whitethorn engage in cocreation (Schau et al. 2009), and religious-like relationships between consumers and brands whitethorn evolve, as documented in the case of the Apple Newton brand ? ? community (Muniz and Schau, 2005 Schau and Muniz, 2006). The current issue and full text archive of this journal is available at www. emeraldinsight. com/0736-3761. htm journal of Consumer merchandising 29/3 (2012) 225 232 q Emerald Group Publishing Limited ISSN 0736-3761 DOI 10. 1108/07363761211221756 Because of their geographical independence, brand communities brush off survive in the form of local clubs or interest groups (Algesheimer et al. 2005 Schouten and McAlexander, 1995), entirely on the earnings (Kozinets, ? 1997 Muniz and Schau, 2005), or in combined form (Kozinets, 2001). Further, brand communities have emerged for virtually any product, such as cars (Algesheimer et al. , 2005 Leigh et al. , 2006 Luedicke et al. , 2010 McAlexander ? et al. , 2002 Muniz and OGuinn, 2001 Schouten et al. , 2007), motor cycle per seconds (Schouten and McAlexander, 1995), computers (Belk and Tumbat, 2005), groceries (Cova and Pace, 2006), or movies and television series (Brown et al. , 2003 Kozinets, 2001).The common denominator of the brands patronized in brand communities is a exculpate and unique positioning in combination with consumers who strongly identify with the brand. Consumers de? ne themselves by the brands they consume as well as the brands they do not consume, and brands argon clearly classi? ed into our brands ? and other brands by the community (Muniz and Hamer, 2001). In other words, members of a exceptional brand community argon not only sibylline to be more loyal to the own brand, entirely also substantially less loyal to competing brands.This phenomenon has been draw as oppositional brand ? loyalty by Muniz and OGuinn (2001) and may lead to enhanced intergroup stereotyping, trash run out tar attained at members outside the community, and emotional pleasures from raw(a)s more or less a rivals failure (Hickman and Ward, 2007). In extreme cases, opposi tional brand loyalty can turn into active consumer resistance or anti-brand communities (Hollenbeck and Zinkhan, 2006 Luedicke et al. , 2010). However, brand communities atomic number 18 not free of oppositional forces and negotiations of meaning coming from inside.Rather, brand communities may embrace consumers who are 225 Brand communities for mainstream brands Reto Felix ledger of Consumer marketing brashness 29 make out 3 2012 225 232 critical with the brand or the product in general, and it would thus be overly optimistic to expect equally high levels of loyalty from all visitors of a brand community. For example, Kozinets (1999) classi? es members of virtual communities according to the identi? cation with the consumption activity (or brand) and the intensity of the social relationships with other members of the community.Whereas insiders target both high levels of brand identi? cation and social orientation towards the community, other members may have lower levels o f brand identi? cation (minglers), lower levels of social relationships with the community (devotees), or both (tourists). Especially consumers who are simultaneously members in competing brand communities in the same product grade may have high levels of participation in the communities, entirely without showing high levels of brand loyalty or admiration for the brands (Thompson and Sinha, 2008).In an application of these segmentation approaches to a exemplar of videogame players (Settlers of Catan) and a Swatch brand community, Ouwersloot and Odekerken-Schroder ? (2008) ? nd one segment of community members who are highly interested in the product, but not in the brand (36 and 7 percent, respectively) and a second segment including consumers who are n both interested in the product, the brand, or social relationships, yet still favour to remain in the community (15 and 7 percent, respectively).Thus, it can be argued that consumer responses, such as satiscircumstanceion or loya lty, operate not only on the brand, but also on the product level (Torres-Moraga et al. , 2008). In the following analysis of an online brand community for a Japanese mainstream wheel brand, it is shown how consumers negotiate product and brand meanings, and how indistinguishability construction and brand attitudes are affected. The analysis is divided into a ? rst part on issues related to the activity and practices of locomote a sports motorbike and the identicalness of sports bike consumers in general, and a second part on brand attitudes and how brands talk terms identity construction. as chosen as the primary data source. Yamaha is one of four mainstream Japanese motorcycle brands with worldwide sales of US$12. 5 billion in 2009 (Yamaha labour Co. , 2009). As a comparison, Harley Davidsons same year consolidated sales from motorcycles and related products were US$4. 3 billion (Harley-Davidson, 2009). The Yamaha R1 forum is earlier dedicated to Yamahas top-of-the-range sp ort bike, the Yamaha R1, but there are also members subscribed to the forum who either have motorbikes from different brands, such as Honda, Suzuki, Kawasaki, or Ducati, or who currently do not have a motorbike.As of June 14, 2010, the R1 forum had 107,249 subscribed members and more than four million postings in approximately 265,000 threads. The threads in the forum are organise into ? ve different sections 1 Community 2 R1-related discussion 3 Technique, racing, and embarrass discussion 4 Marketplace/classi? ed. 5 Misc. section. After starting reading threads in the Community section, it was possible to identify preliminary reputations and issues by further browsing through the postings. At a very(prenominal) early point of the look, evidence was found for more complex and ambiguous brand relationships than in previous studies on brand communities.Following a purposive sampling approach (Lincoln and Guba, 1985 Wallendorf and Belk, 1989), reading and downloading posts were continued as ample as analysis of the postings generated new insights and did not lead to redundancy (Belk et al. , 1988). At a later stage of the study, the forums search engine was use to immerse more systematically into the data. Over the extent between August 2006 and June 2010, around 10,000 postings were read, of which approximately 300 were downloaded. Organization, analysis, and ethical procedures In a ? st flavour, downloaded postings were pre-classi? ed into different categories and reoccurrences were coded by assigning one or several codes to the statements in the postings. Using an iterative approach, jumping covert and forth between coded and uncoded statements facilitated the interpretation of the data. Codes were then condensed into more meaningful constructs and subsequently into interpretive themes in order to obtain relevant layers of meaning and richly textured interpretations (Arnould and Wallendorf, 1994).This procedure allowed a grounded, hermeneutic interp retation to emerge from the data that did not strive for representativeness, but rather for analytic depth and relevance. In order to impede the tracking of forum members identities, user names were changed to generic member names, such as forum member 1. Deviating from Kozinets (2002) recommendations, permissions from community members to use direct quotations were not requested. The reason for this decision was twofold First, in an initial examine to contact community members, only one response out of ten emails sent was obtained.If only those postings had been utilise that responses had been received for, the pool of usable data had been reduced signi? cantly. And second, Langer and Beckmans (2005) reasoning was considered in that postings in an net income community forum are intentionally public postings, comparable to readers letters in a newspaper, and that it would be highly unusual to seek 226 Method Netnography was used to explore brand relationships and identity constr uction for an online community of a mainstream Japanese motorcycle brand. Netnography has been de? ed as ethnography adapted to the study of online communities (Kozinets, 2002, p. 61) and has been used in consumption contexts such as the X-Files (Kozinets, 1997), Star Trek (Kozinets, 2001, 2006), wedding messages (Nelson and Otnes, 2005), cars (Brown et al. , 2003), and consumer gift systems (Giesler, 2006). Similar to traditional ethnography, netnography is open-ended, interpretative, ? exible, metaphorical, and grounded in the knowledge of the speci? c and particularistic (Kozinets, 2002). However, netnography is usually faster, simpler, and less expensive than traditional ethnography (Kozinets, 2002, 2006).Further, it has been argued that new online discourse technologies have expanded the array of generalized others contributing to the construction of the self (Cerulo, 1997, p. 386), and netnography as a putz of analyzing online communities is thus able to integrate the b thor oughfareened spectrum of agents problematical in the construction of individual and corporal identity. Data disposition Because of its size and relevance for the motorcycle community, the Yamaha R1 forum (www. r1-forum. com) Brand communities for mainstream brands Reto Felix journal of Consumer Marketing Volume 29 Number 3 2012 225 232 ermission to use direct quotations in this context. However, Kozinets concerns about adequate ethical procedures in netnography research are really valid, and the pragmatic issue (non-responses for permission requests) ? nally was the one that complicated following his recommendations. The product level practice and identity Although recreational motorcycling in general is considered a high-risk unemployed time activity, there are different segments deep down the motorcycle community that distinguish themselves in attitudes and airs related to sit style and speed.On one extreme of street bike riding are the easy- irritater oriented owners of choppers or touring bikes who prefer to ride at moderate speeds and enjoy the immediate experience with the environment. On the other extreme are sports bike enthusiasts who prefer a fast, competitive riding style that is a lot accompanied by the arrangement of riding skills and risky stunting maneuvers such as performing wheelies (Haigh and Crowther, 2005).Commercial sports bikes aim to be copies of racing bikes used by professional riders at the Moto GP or Superbike competitions, and a modern liter bike, available at dealerships for under US$15,000, accelerates from zero to 200 km/h (125 miles) in less than ten seconds and reaches speeds in excess of 290 km/h (180 miles). A complete safety gear, consisting of helmet, leather gear, g bonks, and boots, is considered an obligation for any sports bike rider by nigh, but lead to mock comments by others, ridiculing the power ranger out? t of sports bike riders. An valuable number of psychological and social con? cts are derived f rom the inherent constitution of sports bike riding. Physical, functional, ? nancial, psychological and social risks form a complex, multilayered ? eld of tensions and constraints that are constantly negotiated by the individual, both infixedly and externally, and rarely resolved with simple heuristics. The actual or anticipated implications of an accident are dominant in many of the comments on the R1 forum, as the following sequence of succeeding narratives related to accidents and throw overboardting riding suggests I quit riding one time in my heart.I was just getting married, mental synthesis a house, and so on . . . and coincidentally I was involved in a string of near misses cars cutting me off, al approximately getting side swiped by an idiot who didnt know how to turn into his own lane, getting run off road and up over a curb through a gas station parking grant by a gar root worde truck who just decided he wanted to cut across two lanes with no warning. It was my o pinion that there was just some bad energy around me justifiedly then, and with all the other stress in my life maybe it was adding to the problem. I take int know.I hung it up for a few years, then got back into it when every thing felt right again. It still feels right . . . all the bit Ive witnessed bike wrecks, been close to others fatal accidents, laid my own bike down at a track day, etc. . . . but it still feels right for me. My single rule is that as long as my head is in the game, then its right. If my head is constantly foc victimisation on crashing, dying, etc. . . . then its time to take some other time-out. Shouldnt be riding if you cant focus on what youre doing. Period. nary(prenominal)shame in that (forum member 1).Ive seen bad accidents but also I believe its mental. With so many, Ive gone down threads, it can eat your con? dence onward and make riding not fun. If it aint fun, thats a equitable time to step back and let time re realize your enjoyment (foru m member 2). . . . Subscribed . . . (forum member 3). Personally nonchalant that I wake up and am fortunate enough to ride I tell my married woman I love her I get my brain focused and I al slipway oblige reminding myself that this could be my last ride and I think that is half the reason I ride so responsibly on the street.I dont want to have a last ride I love this sport. I have been down once very hard and that was a wake up call but I cant give up what I love and to all my friends and brother riders if I do go down and dont get up please keep riding for me cause I would do the same (forum member 4). The con? ict between the hedonistic and artistic pleasures of riding a bike and the inherent risks involved in the activity becomes salient in forum member 2 comment about how riding a motorcycle should be related to fun. Speci? life all the samets, such as those mentioned in forum member 1 narrative, amplify these tensions and may lead to strategic changes in attitudes or be haviors. However, these attitudinal or behavioral changes are oft dynamic and unstable in time. For example, the decision to quit riding is in many cases a temporal one, and forum members compare riding to an dependence such as drinking or smoking. This addiction-like need to ride a motorbike then becomes an cardinal factor in identity construction From the point of view of the individual, riders do not choose riding a motorbike in order to signal certain values.Rather, as expressed by forum member 4, the activity forms a natural part of the self and is just there, similar to early conceptualizations of sex or race in the essentialist identity logic. Riding a bike is elevated to a mission that does not precede room for choices, and fellow riders are encouraged to honor the dead by continue the mission and keeping the spirit alive. The inherent trait of being addicted to motorcycles is assessed critically in a re? ective discourse by many riders. For example, forum member 5 exp lains that he is awake(predicate) of the triple con? cts that surround his hobby, but apparently resolves these con? icts by stating that riding is the most important thing in his life, and that he has learned that riding makes him happy. The portion outd consciousness and discourse related to themes such as the risk of experiencing a severe accident, losing a fellow rider, or problems with girlfriends, spouses, or the family in general, leads to a collective identity that is constructed, complex, and deprived of precise classi? cations. The brand level attitudes mediating identity constructionThe negotiations of meaning related to the practice of riding a sports bike are reproduced at the more speci? c brand level. Whereas previous research on brand communities has been largely focused on communities with extraordinary high levels of brand loyalty and commitment, members of the R1 sports bike community show a more ambiguous and differentiated relationship with the Yamaha brand I m actually faithful to Yamaha, but when sitting on a new R1 and a new GSXR1000 side by side, I have to say I like the Suzuki. The R1 just feels so much . . . bigger. I dont know. Also, the magazines bitch about the suspension . . . yet how many serious track people leave suspension stock anyway? Regardless, Im too poor to buy a new bike, so Ill continue riding my 02 R1 on the track (forum member 6). Faithfulness in this context is not experienced as absolute loyalty to only one brand. Rather, it is legitimate to question publicly the qualities of the favorite brand. Contrary to what might be expected, forum member 6 receives very few objections from the community members, and a comparatively ational, attribute-based discussion of the merits and disadvantages of different motorcycle brands and computer simulations follows. In general, discourses presented by the forum members include few elements of real enthusiasm and emotional commitment for the brand. Apparently, community memb ers perceive both the products and the brands in the sports bike category as little differentiated. This does not mean that R1 owners are dissatis? ed with their bike 227 Brand communities for mainstream brands Reto Felix ledger of Consumer Marketing Volume 29 Number 3 2012 225 232 r the Yamaha brand in general. Rather, the speci? c situation of the sports bike community suggests customers who are highly satis? ed with their brand, yet nevertheless would switch to another brand easily. It has been suggested that brand loyalty can be measured by asking individuals how likely it is they would recommend the brand to a friend or colleague (Reichheld, 2003). Because people new to sports bike riding frequently ask for advice on the forum, a great number of posts are related to what bike from which brand would be recommended.Typical answers include statements such as any of the new bikes are great (forum member 7) or Ive spent some time on all the bikes and seriously there is no true w inner, no issuance what you get nowadays is a rocket out of the crate and you forget be getting a good bike Each has its ups and down but overall I could see myself on any of them in reality (forum member 8). Rather than showing indifference, consumers like and actually buy any of the important sports bike brands.Using the conceptual partition of the awareness set into an evoked set, an inert set, and an inept set (Narayana and Markin, 1975 Spiggle and Seawall, 1987), it seems that R1 community members place most of the important sports bike brands into the evoked set, whereas the inert set is relatively small. Instead of a highly act loyalty to one single brand, as in previous accounts of brand communities, the Yamaha R1 brand community is, if anything, prone to multi-brand or split loyalty (Jacoby, 1971 Jacoby and Kyner, 1973). Identity is thus less de? ed by a speci? c brand, but rather by the activity of riding a sports bike itself. Wherever brand personalities in? uence de cision making, it seems that these criteria are single(a) rather than inclusive. That is, the consideration set is not formed by the comprehension of a speci? c brand or set of brands, but rather by excluding unattractive brands. For example, in the R1 forum, some members distance themselves from Suzuki, one of Yamahas main competitors, because they dont identify with the people who ride Suzukis Yes, gixxer is by far the squid bike all the ? st time riders and newbies love the gixxers . . . Their mentality and unfriendly attitude is because they are young, dumb, and think their bike is the best ever (forum member 9). the brand and clash with the otherwise positively perceived performance and quality of the product. The identity of the R1 brand community is further formed by the relationship with two other groups of motorcycles. On one hand, most forum members seem to admire the more exclusive Italian sports bike brands, such as Ducati and MV Agusta.On the other hand, the relation ship to Harley Davidson is not marked by a clear distinction of acceptance versus balkion pattern, but rather by a complicated and sometimes ambiguous pattern of mixed emotions toward the brand and its users on that point are a lot of douche bag riders, Harley and sportbike alike, but I will admit Ive ? ipped off quite a few Harley riders. Ive gotten less camaraderie from Harley riders than anyone, but those are just the young wannabies, the old guys are usually dispassionate tho, hahaha (forum member 10). In motorcycle slang, Gixxer stands for Suzukis GSX-R line of super sport motorbikes.Forum members do not reject the Suzuki brand because of issues with the quality or performance of the product, but rather because of the characteristics of the riders who use the brand. Squid, an expression that, according to some forum members, is a combination of the two words squirrel and kid, describes irresponsible motorcycle riders who overestimate their riding skills and frequently wear i nappropriate and insuf? cient riding gear. By claiming that the Suzuki GSX-R series is the typical squid bike, attributes of the consumers are ascribed to the brand.Thus, brand identity is built on exclusion (this is not how we want to be) rather than on inclusion. Further, meaning murder in this case deviates substantially from the traditional symbolic consumption process. Symbolic consumption suggests that individuals transfer the symbolic meaning of a brand to themselves, and subsequently the audience, such as peers and signi? cant others, assigns the attributes of the brand to the individual (Grubb and Grathwohl, 1967). However, meaning in the example above is transferred in the reverse direction, from the user to the brand.Negative attributes of Suzuki brand users (such as being squiddish, dumb, and inexperienced) are transferred to 228 Here, forum member 10 develops a differentiated look toward Harley-Davidson riders by explaining that the less friendly Harley riders are typ ically those that are younger (and thus less experienced), whereas the older riders seem to be more open. some(prenominal) positive and negative feelings co-exist at the same time as the result of a cognitive valuation that avoids simple stereotyping found at other brand communities.Many R1 forum members perceive the Harley-Davidson brand as both modify and obsolete at the same time, and this equivocalness toward the brand is replicated for the users of the brand, where Harley-Davidson riders have been experienced as both cool and authentic riders or as ignorant and unfriendly weekend warriors. Thus, brands in the R1 community are not iconic symbols that unambiguously communicate attitudes and lifestyles of brand users to the larger audience via the meaning of the brand.Rather, brands are complex, three-d entities that gain meaning only in the reciprocal relationship with the brand user. Unconditional single-brand loyalty and we versus us stereotypes are replaced in large part by ambiguous, differentiated, and often critical attitudes toward the own brand. Brand identity is based on exclusion (Suzuki is a typical brand for squids) instead of inclusion, and within a relatively large evoked set, multi-brand loyalty is more common than religious-like brand worshipping described for, e. g. the Apple Newton. Conclusions and managerial implicationsBrand communities have sparked the interest of marketing researchers and practitioners alike because of the high levels of brand loyalty and commitment observed in previous studies on brands such as Apple, Jeep, or Harley Davidson. However, the results of this qualitative study suggest that instead of single-brand loyalty, consumers for mainstream brands may be more prone to multi-brand loyalty. As forum member 8 (see citation above) expressed it, . . . no matter what you get nowadays is a rocket out of the crate and you will be getting a good bikeEach has its ups and down but overall I could see myself on any of the m really The case of the Yamaha R1 brand community thus presents preliminary evidence that speci? c industry conditions may shape the relationships consumers have with their brand, and more speci? cally, that multi-brand loyalty is more probable to occur for low levels of brand distinction (Felix, 2009) combined with more choices (Bennett and Rundle-Thiele, 2005). It follows that from the point of view of a company, having many members in a speci? c brand community does not necessarily translate into a highly loyal customer base.Rather, under certain Brand communities for mainstream brands Reto Felix diary of Consumer Marketing Volume 29 Number 3 2012 225 232 conditions, higher levels of participation may actually increase the likelihood of adopting products from competing brands, especially if individuals are simultaneously members in several brand communities (Thompson and Sinha, 2008). The results of this study suggest that marketers should monitor and track consumers motiv ations, attitudes, and decision making processes on two levels On the product level, it is important for marketers to understand barriers and con? cts related to the general use of the product. In the speci? c case of a sports bike, the tangible risk (in the form of experiencing a severe accident) is probably the most important issue, which in turn may lead to substantial social tensions, especially with family members. For other products, such as clothing, computers, or food, the motivations why consumers may or may not consider a speci? c product category may be different, but it remains essential to understand these reasons. On the brand level, it is important for marketers to understand the degree of brand identi? ation in the community as well as the way how consumers perceive a consciousness of kind, share rituals and traditions, and experience a sense of moral responsibility ? (Muniz and OGuinn, 2001). In a world of online consumer-to-consumer communications, companies are i ncreasingly losing control over their brands. It is therefore important for marketers to get involved in the process of take in building and brand positioning in online communication platforms. zero(prenominal)-company-run communities, such as the Yamaha R1 forum, bear the risk of community members transmitting brand information in a way not desired by the company (Stokburger-Sauer, 2010).Marketers thus should try to integrate consumers by either sponsoring an entire discussion website, a forum, or part of a forum (Pitta and Fowler, 2005). Finally, an unobtrusive and authentic way of increasing a companys social occasion in a noncompany-run forum is exempli? ed by a company that provides motorcycle braking systems. One of the companys employees invites Yamaha R1 forum members to ask him brake related questions and explains that he is on the forum not to sell, but to educate riders about brakes in general.By choosing a nonselling approach in the R1 forum, the company manages to g ain credibleness in the community and to build customer relationships that are more consumer-focused and authentic than many of the hard-selling approaches at the dealerships. The employees thread on brake questions has more than 600 postings, which is signi? cantly above the forums average of around 15 postings per thread, and evidences the interest of the community in a direct contact with company representatives. The example also suggests that online communities are not limited to relationships between consumers and the brand and between consumers and consumers.Rather, consumers develop complex relationships with several brands, products, marketing agents, and other consumers within the same community. brand love are divided among the different brands in the evoked set? Or is it possible that several brands receive the same amount of commitment and dedication, as might be claimed by a husband being in a polygynous relationship with several wives? Finally, how can corporations in crease their share in the multi-loyal brand set? As in many other industries, differentiation on the product level seems to be dif? cult for sports bikes, but efforts in brand communication, e. . by using events and experiences to build brand image, might be a promising avenue to go. References Algesheimer, R. , Dholakia, U. M. and Herrmann, A. (2005), The social in? uence of brand community evidence from European car clubs, diary of Marketing, Vol. 69 no(prenominal) 3, pp. 19-34. Arnould, E. J. and Wallendorf, M. (1994), Market-oriented ethnography interpretation building and marketing strategy formulation, ledger of Marketing Research, Vol. 31 nary(prenominal) 4, pp. 484-504. Belk, R. W. and Tumbat, G. (2005), The cult of Macintosh, Consumption, Markets, and Culture, Vol. 8 none 3, pp. 205-17. Belk, R. W. Sherry, J. F. Jr and Wallendorf, M. (1988), A naturalistic inquiry into buyer and seller behavior at a trade meet, Journal of Consumer Research, Vol. 14 no(prenominal) 4, p p. 449-70. Bennett, R. and Rundle-Thiele, S. (2005), The brand loyalty life cycle implications for marketers, Brand Management, Vol. 12 No. 4, pp. 250-63. Brown, S. , Kozinets, R. V. and Sherry, J. F. Jr (2003), Teaching old brands new tricks retro branding and the revival of brand meaning, Journal of Marketing, Vol. 67 No. 2, pp. 19-33. Cerulo, K. A. (1997), Identity construction new issues, new directions, Annual Review of Sociology, Vol. 3 No. 1, pp. 385-409. Cova, B. and Pace, S. (2006), Brand community of convenience products new forms of customer empowerment the case my Nutella The community, European Journal of Marketing, Vol. 40 Nos 9/10, pp. 1087-106. Felix, R. (2009), Explaining loyalty the personal relationship analogy, in Kehoe, W. J. and Whitten, L. K. (Eds), Advances in Marketing embracement Challenges and Change, Society for Marketing Advances, Tuscaloosa, AL, pp. 59-62. Fournier, S. and Lee, L. (2009), Getting brand communities right, Harvard Business Review, Vol. 8 7 No. 4, pp. 105-11. Giesler, M. 2006), Consumer gift systems insights from Napster, Journal of Consumer Research, Vol. 33 No. 2, pp. 283-90. Grubb, E. L. and Grathwohl, H. L. (1967), Consumer selfconcept, symbolism and market behavior a theoretical approach, Journal of Marketing, Vol. 31 No. 4, pp. 22-7. Haigh, J. and Crowther, G. (2005), Interpreting motorcycling through its embodiment in life story narratives, Journal of Marketing Management, Vol. 21 Nos 5/6, pp. 555-72. Harley-Davidson (2009), Annual report, available at www. harley-davidson. com/en_US/Media/downloads/Annual_ Reports/2009/HD_Annual2009. df (accessed June 14, 2010). 229 Avenues for future research Future research may strive to examine in more detail the impact of overlapping (i. e. multiple) community memberships (McAlexander et al. , 2002). There are also questions about the speci? c impact of multi-brand loyalty on brand relationships. For example, if multi-brand loyalty is the more adequate model to describe b rand relationships for mainstream brands, does that mean that commitment and Brand communities for mainstream brands Reto Felix Journal of Consumer Marketing Volume 29 Number 3 2012 225 232 Hickman, T. nd Ward, J. (2007), The dark side of brand community inter-group stereotyping, trash talk, and Schadenfreude, in Fitzsimons, G. and Morwitz, V. (Eds), Advances in Consumer Research, Vol. 34, Association for Consumer Research, Duluth, MN, pp. 314-9. Hollenbeck, C. R. and Zinkhan, G. M. (2006), Consumer activism on the internet the role of anti-brand communities, in Pechmann, C. and Price, L. (Eds), Advances in Consumer Research, Vol. 33, Association for Consumer Research, Duluth, MN, pp. 479-85. Jacoby, J. (1971), A model of multi-brand loyalty, Journal of Advertising Research, Vol. 1 No. 3, pp. 25-31. Jacoby, J. and Kyner, D. B. (1973), Brand loyalty vs. repeat purchasing behavior, Journal of Marketing Research, Vol. 10 No. 1, pp. 1-9. Kozinets, R. V. (1997), I want to believe a ne tnography of the X-Philes subculture of consumption, in Brucks, M. and MacInnis, D. J. (Eds), Advances in Consumer Research, Vol. 24, Association for Consumer Research, Provo, UT, pp. 470-5. Kozinets, R. V. (1999), E-tribalized marketing? The strategic implications of virtual communities of consumption, European Management Journal, Vol. 17 No. 3, pp. 252-64. Kozinets, R. V. 2001), Utopian enterprise articulating the meanings of Star Treks culture of consumption, Journal of Consumer Research, Vol. 28 No. 1, pp. 67-88. Kozinets, R. V. (2002), The ? eld behind the screen using netnography for marketing research in online communities, Journal of Marketing Research, Vol. 39 No. 1, pp. 61-72. Kozinets, R. V. (2006), Click to connect netnography and tribal advertising, Journal of Advertising Research, Vol. 46 No. 3, pp. 279-88. Langer, R. and Beckman, S. C. (2005), bare-assed research topics netnography revisited, Qualitative Market Research An International Journal, Vol. No. 2, pp. 189-2 03. Leigh, T. W. , Peters, C. and Shelton, J. (2006), The consumer quest for authenticity the multiplicity of meanings within the MG subculture of consumption, Journal of the Academy of Marketing Science, Vol. 34 No. 4, pp. 481-93. Lincoln, Y. S. and Guba, E. G. (1985), Naturalistic Inquiry, Sage Publications, Beverly Hills, CA. Luedicke, M. K. , Thompson, C. J. and Giesler, M. (2010), Consumer identity work as moral protagonism how myth and ideology animate a brand-mediated moral con? ict, Journal of Consumer Research, Vol. 36 No. 6, pp. 1016-32. McAlexander, J. H. , Kim, S.K. and Roberts, S. D. (2003), Loyalty the in? uences of satisfaction and brand community integration, Journal of Marketing Theory and Practice, Vol. 11 No. 4, pp. 1-11. McAlexander, J. H. , Schouten, J. W. and Koenig, H. F. (2002), Building brand community, Journal of Marketing, Vol. 66 No. 1, pp. 38-54. ? Muniz, A. M. Jr and Hamer, L. O. (2001), Us versus them oppositional brand loyalty and the Cola wars, in Gi lly, M. C. and Meyers-Levy, J. (Eds), Advances in Consumer Research, Vol. 28, Association for Consumer Research, Valdosta, GA, pp. 355-61. ? Muniz, A. M. Jr and OGuinn, T. C. 2001), Brand community, Journal of Consumer Research, Vol. 27 No. 4, pp. 412-32. 230 ? Muniz, A. M. Jr and Schau, H. J. (2005), Religiosity in the abandoned Apple Newton brand community, Journal of Consumer Research, Vol. 31 No. 4, pp. 737-47. Narayana, C. L. and Markin, R. J. (1975), Consumer behavior and product performance an alternative conceptualization, Journal of Marketing, Vol. 39 No. 4, pp. 1-6. Nelson, M. R. and Otnes, C. C. (2005), Exploring crosscultural ambivalence a netnography of intercultural wedding message boards, Journal of Business Research, Vol. 58 No. 1, pp. 89-95.Ouwersloot, H. and Odekerken-Schroder, G. (2008), Whos ? who in brand communities and why? , European Journal of Marketing, Vol. 42 Nos 5/6, pp. 571-85. Pitta, D. A. and Fowler, D. (2005), Internet community forums an untapped alternative for consumer marketers, Journal of Consumer Marketing, Vol. 22 No. 5, pp. 265-74. Reichheld, F. F. (2003), The one number you need to grow, Harvard Business Review, Vol. 81 No. 12, pp. 46-54. ? Schau, H. J. and Muniz, A. M. Jr (2006), A tale of tales the Apple Newton narratives, Journal of Strategic Marketing, Vol. 14 No. 1, pp. 19-33. ? Schau, H. J. Muniz, A. M. Jr and Arnould, E. J. (2009), How brand community practices create value, Journal of Marketing, Vol. 73 No. 5, pp. 30-51. Schouten, J. W. and McAlexander, J. H. (1995), Subcultures of consumption an ethnography of the new bikers, Journal of Consumer Research, Vol. 22 No. 1, pp. 43-61. Schouten, J. W. , McAlexander, J. H. and Koenig, H. F. (2007), Transcendent customer experience and brand community, Journal of the Academy of Marketing Science, Vol. 35 No. 3, pp. 357-68. Spiggle, S. and Seawall, M. A. (1987), A choice sets model of retail selection, Journal of Marketing, Vol. 1 No. 2, pp. 97-111. Stokburger-Sauer , N. (2010), Brand communities drivers and outcomes, Psychology & Marketing, Vol. 24 No. 4, pp. 347-68. Thompson, S. A. and Sinha, R. K. (2008), Brand communities and new product adoption the in? uence and limits of oppositional loyalty, Journal of Marketing, Vol. 72 No. 6, pp. 65-80. ? Torres-Moraga, E. , Vasquez-Parraga, A. Z. and Zamora? Gonzalez, J. (2008), Customer satisfaction and loyalty start with the product, culminate with the brand, Journal of Consumer Marketing, Vol. 25 No. 2, pp. 302-13. Wallendorf, M. and Belk, R.W. (1989), Assessing trustworthiness in naturalistic consumer research, in Hirschman, E. C. (Ed. ), Interpretive Consumer Research, Association for Consumer Research, Provo, UT, pp. 69-84. Yamaha Motor Co. (2009), Annual report, available at www. yamaha-motor. co. jp/global/ir/ worldly/pdf/2009/2009 annual-e. pdf (accessed June 14, 2010). About the author Reto Felix is an interrelate Professor of Marketing at the University of Monterrey, Mexico. He received h is Masters in Marketing and PhD in Business Administration from the University of St Gallen, Switzerland.He has been a Visiting Scholar at the Marketing Group, Haas School of Business, University of California, Berkeley, and has published in journals such as Journal of International Marketing, Journal of Brand communities for mainstream brands Reto Felix Journal of Consumer Marketing Volume 29 Number 3 2012 225 232 Business & Industrial Marketing, and Journal of International Consumer Marketing. Further, he has presented his research at conferences hosted by the Association for Consumer Research, the American Marketing Association, the Academy of Marketing Science and the Society for Marketing Advances.Reto Felix can be contacted at emailprotected edu. mx Executive summary and implications for managers and executives This summary has been provided to allow managers and executives a rapid appreciation of the content of this article. Those with a particular interest in the topic co vered may then read the article in toto to take advantage of the more comprehensive description of the research undertaken and its results to get the full bene? ts of the material present. The topic of brand communities has provided the focus for much marketing literature.Brand communities transcend geographical boundaries and contain people who break passion for a particular brand. These individuals also display similarities in consciousness while shared rituals and traditions is another cornerstone of their social relationships. Some scholars have even noted the propensity for religious-like associations to develop. Evidence shows that groups can be based locally, online or a combination of both. A wide range of products has supplied the inspiration for brand communities to form. In addition to strong consumer identi? ation with the brands, clear and unique positioning is viewed as a common characteristic among brands concerned. Brand loyalty can be fervent to a degree that an us and them mentality often arises with regard to other brands. Bonding within the community can generate stereotypes and outsiders are treated with some disdain. any(prenominal) failure of competitor brands is cause for celebration. It is, however, a misconception to assume that brand communities are always homogenous. Signi? cant internal differences appear to be the rule not the exception.Relationship intensity with other members is subject to variation because some are loyal to the brand while others may identify more closely with the product. Levels of social orientation can similarly differ. Researchers have also pointed out the possibility of some individuals lacking interest in brand, product and social relationships yet remaining in the community. Others might become involved with different brand communities in the same product category, resulting in further dissemination of loyalty. Felix explores the topic in a study of an online Yamaha brand community principally devoted to the Japanese manufacturers R1 luxury sports otorcycle. Yamaha is one of the worlds leading brands in its category and in 2009 boasted sales of $12. 5 billion. At the time of the study, there were 107,249 registered members in the R1 forum. Some members did not currently own a motorcycle, while others possessed a different brand. The author considers netnography as the most relevant study method for the investigation of brand relationships and identity construction of an online community. This approach is regarded as ethnography adapted for the purpose of exploring online communities. Among other things, netnography has been commended for its ? xibility, 231 open-endedness and interpretative qualities. Different researchers have used the approach in a variety of study contexts including cars, consumer gifts and TV programs. Following initial analysis of messages stick on on the forum, the threads were arranged into ? ve different sections respectively labeled as Community R1-rela ted Discussion Technique, hasten and Stunt Discussion Marketplace/ Classi? ed and Miscellaneous Section. Analysis of the threads enabled messages to be coded and then organized into interpretive themes so that appropriate layers of meaning could be identi? d. Message themes were analyzed at the product level to ascertain factors which in? uence practice and identity. In general, considerable risk is associated with riding a motorcycle for leisure purposes. But the variation in attitudes towards factors like speed and riding style means that different segments exist within the biking community. At one end of the continuum are those who ride around at moderate speeds to feeling the experience with the environment. Positioned at the other extreme are bikers whose penchant for high speed is often accompanied by an aggressive style of riding.Such individuals are also likelier to ? aunt their biking skills through dangerous maneuvers like pulling wheelies. According to Felix, riding a m otorcycle gives rise to various risks and con? icts that can be physical, functional, ? nancial, psychological or social in nature. The activity is therefore highly complex and generates a web of tensions and constraints that the individual must constantly address internally and externally. Concern about accidents is a recurring theme with community members referring to actual or anticipated implications in that eventuality.Message content reveals that con? ict exists between knowledge of the native risks associated with bike riding and the grati? cation derived from it. Forum members suggest that such tensions may prompt attitude or behavioral changes, albeit sometimes ? eeting in nature. This occurs because riding a motorcycle is almost addictive and an important aspect of identity construction. Some comments imply that it is a mission that simply has to be ful? lled. Even though members are aware of the con? icts which surround this pastime, the desire to ride is the main drivin g force.Analysis reveals a shared consciousness about issues including serious accidents, loss of a fellow biker, and problems relating to the family. The author ascertains a collective identity that is complex in nature but dif? cult to categorize precisely. An examination of meaning at the speci? c brand level reveals a relationship between forum members and the Yamaha brand that is ambiguous and differentiated. Instead of absolute loyalty to the brand, it is more evident that people engage in balanced debate about its qualities and those of other motorcycle brands.Members apparently perceive little differentiation between brands and may switch to another brand even if they are highly satis? ed. Many studies have noted that some consumers can display loyalty to multiple brands and there is some evidence of this tendency here. Messages seeking advice on future purchases are frequent and members typically recommend a range of brands they consider decent. In the opinion of Felix, thi s indicates that riding a sports motorcycle de? nes identity much more that the speci? c brand of bike. Another signi? cant ? nding is how decision making seems in? enced more by exclusive than inclusive brand criteria. A Brand communities for mainstream brands Reto Felix Journal of Consumer Marketing Volume 29 Number 3 2012 225 232 key example is the negative perceptions of the Suzuki brand among some R1 forum members. The interesting fact about this hostility is that is has little to do with product quality concerns. Instead, such evaluation arises because members question those who ride Suzuki sport bikes. With regard to identity construction, meaning is normally transferred from brand to individual. Here, however, it is the negative traits of Suzuki riders that re transferred to the brand. Some con? ict with positive perceptions of the product subsequently occurs. That brands are complex and multidimensional is further illustrated by the contrasting ways in which R1 members r elate to Harley Davidson. Positive and negative feelings exist simultaneously as the brand is regarded as cool yet obsolete. Contrasting statements are likewise directed at Harley Davidson riders. One important deduction is that ambiguity surrounds brand meaning, attitude and lifestyle conveyed within this community. This study indicates that consumer-brand relations might be shaped by speci? industry conditions. Marketers are also alerted to lack of clear brand differentiation and the possibility that multi-brand loyalty will ensue, even when a large brand community exists. Understanding what in? uences consumer attitudes, motivations and decision-making at both product and brand level is essential. Certain factors may encourage or deter choice of a particular product, while it is equally important to be aware of brand identi? cation levels and collective sensitivities among consumers. Given the revealing nature of online communication, Felix suggests that ? ms might gain greater i nsight into consumer thinking by becoming actively involved in non-company forums. An unobtrusive approach is considered vital though. The aim should not be to sell but to build authentic consumer-focused relationships with an emphasis on providing advice or information. ? (A precis of the article Brand communities for mainstream brands the example of the Yamaha R1 brand community. Supplied by Marketing Consultants for Emerald. ) To purchase reprints of this article please e-mail emailprotected com Or visit our web site for further details www. emeraldinsight. com/reprints 232