English Language A Chief Medium Of Communication English Language Essay

English Language A Chief Medium Of Communication English Language Essay According to Encarta on line, the English language is the chief medium of communication of people in the United Kingdom, the United States, Canada, Australia, New Zealand and South Africa. Since the middle of the 20th century, English language has become widespread around the world. It is often considered the world language. English in South Africa is mainly learned as a means to gain access to knowledge in various fields. THEORETICAL CONSIDERATION AND THE PROBLEMS OF READING SKILL Theoretical considerations in this research, comprises problems of reading skills in first additional language. Lado (1996:159) states that: consider learning to read in foreign language as grasping meaning in the language through its written symbols. Similar views were echoed by Gritter (1977:245) when he equated reading to direct communication from the printed page to the readers mind. The central theme of this study was that reading skills seemed to lose its value due to numerous problems and lack of motivation in reading at schools. Different challenges, such as educators being not well trained in facilitating reading skills; lack of support systems; illiteracy; poor socio-economic; interference of L1 and first additional language; learners environment; and technological systems, seem to hinder the progress and development of reading skill. In the economic sector, employers found that many African job applicants were unable to read and to fill in English application forms. Since there are few native speakers of English in Limpopo Province, Lebowakgomo Circuit in particular, English literacy is limited. Insufficient training in reading skills on the part of teachers. Blame for poor reading result was laid on lack of effective reading instruction on the part of educators. Carlson (1972:32) supports this thus; public schools have been blamed for not having strong programme of organized phonics and lack of instruction in the decoding of sounds the letters represent. The researcher agrees that educators are the cornerstones of reading skill activities. As such, they needed intensive in-service training in order to practise their duties effectively and improve on poor reading results. Devine et al.; (1987:254) confirmed that there is a general agreement among teachers and students that the reading sections are responsible for the high failure rate. The researcher agrees that lack of instruction in the decoding of the sounds is the main explanation why many disadvantaged learners are retarded in reading. It is also the reason for high illiteracy rate among both the young and adults in South Africa, and Limpopo Province in particular. Owen (1992:97) noted that teachers were aware of the limitations of their childrens reading performance in global terms. However, decisions, about the most effective remediation strategies to deploy in particular cases have been hampered by the lack of training. The socio-economic status of the subjects According to Johnson (1992:158), Low Socio-Economic Status in a previous cultural setting was not necessarily associated with low achievement. That is, according to the records, some learners from Low Socio Economic Status perform well in reading L2. They sometimes out shines learners from High Socio Economic Status. The problems in assessment of reading skills in secondary schools Assessment is an important aspect which is viewed as a tool to measure strength and weakness of the learners. It is used as an extrinsic and intrinsic motivation to learners, so that they read more during their spare time. Educators give learners a sense of recognition through reading skill assessment. Assessment helps educators to assess a learners reading skill to make informed decisions about what or where to stress when teaching the learner to read. According to Farr (1970:1), most evaluation programs in reading education are too limited. In assessing the abilities of students, teachers to place more emphasis on the results of standardized reading tests and fail to consider such learners, behaviour as what learners read, attitude toward reading and use of reading to search for answers to personal problem. The research questions include reading attitude. They refer to feelings that results in learners particular approach to reading. Attitude influences the desire to read. Conley (1992:89) states that positive reading attitudes are essential for success in any content area, negative attitudes accompany reading failure. Alexander Filler (1976) add that, when students have favourable attitudes towards reading, they tend to increase in achievement and they read more. The word assessment should mean more than obtaining test scores from learners, it should be seen as a value to what it assesses, and that is challenges in reading first additional language. Reading skill against technology. The other goals of this study are to find if there is a predictable relationship between technological systems and time spent on voluntary reading. The researcher believes that technological system challenges the development of reading skill in a positive and negative way. He enjoys the support of other scholars, such as, Mangieri et al., (1982:172), who maintain that many children today do not enjoy reading in their spare time and seldom choose to read when other activities are available to them. Moreover, Sunday Times (21 May 2006:8) agrees with this statement by stating that, Television viewing has become the predominant leisure of youngsters. Some 77, 4% of them watch TV three or more times a week. The researcher will investigate if this picture portrays is what is happening in the Lebowakgomo Circuit. May (1986:262) also add that, at home, reading frequently competes with the omnipresence of television and its titbits of instant culture and its instant action. May (1986:262) continue to say that, numerous studies have shown that the average elementary child watches television more than we would like him/she to. He continues to say that, one of the reasons why pupils do not do much reading outside the school is that television provides tough competition for books. The researcher also observed that most children are watching television until late in the evening. This tendency was observed during the fifteen years of democracy. It is because after the 1994 elections, having electricity at home was a right not a privilege. This includes rural, semi-rural and urban area in Limpopo Province. As such, some rural learners had the opportunity of having television at their homes. Most of urban area learners move from television viewing to computer games, which is equally a waste of their time. All this leisure happens at the cost of reading their books. Beard (1988:7) supports the statement when he notes that competing activities such as television viewing and home computers are edging out the habit of reading. The problems of relationship between L1 and first additional language reading The cultural aspect or context of reading infers that the educator and learner understand the basic knowledge of their mother tongue: that is, the histories, literature, current world position and changes involving their native languages. These aspects show the importance of the learners background knowledge. This view is supported by Lado (1996:5) who argues that: theoretically, in reading a language, it would mean sharing of a culture in order to be able to appreciate fully the works in the target language. The extent to which reading a language entails reading of a culture would be determined by the purpose for which language was being studied. In South African, there is a national agreement that it is better to learn first in ones native language, in order to build on what has been learned naturally about reading in L1. The advantages of using a childs native language as a bridge in transitional situations are self-evident. It builds on what children know, that is, their home language. Their own language is learned naturally using their own cognitive framework. This will promote their self-esteem, because it accepts what is an integral part of them. It makes them comfortable during the difficult transition of learning to read in first additional language. Mitchell Myles (1998:13) support the above view by saying that everyday observation tells us that learners performance in a second language is influenced by the language that they already know. Pronunciation bears traces of their first language. SPECIALISTS/SCHOLARS OPINIONS ON THE CONCEPT OF READING. The researcher wanted to find out what other researchers and theorist say about reading. What is reading? According to the editor, Horton, and writer, Good Acre (1990:120), this is the most difficult and complex question to answer, and, to some extent, it depends on who is asking the question. There are different kinds of reading. They are, namely, Skimming, Search Reading, Browsing, Careful Reading and Independent Reading. The researcher was interested in doing research on of Careful Reading and Independent Reading. It is because careful reading is associated with reading text, story books and other instructions. Independent Reading helped learners to develop Our lives and environments are surrounded by different kinds of information. Some information is read from the books, newspapers, magazines, instructions from the medications and road signs. Robert (1996:1) points out that reading can make us more aware of our world and more aware of ourselves. It can stretch our imagination and deepen and enliven our experience. It can provoke us to think by challenging our assumptions. Bearne (1998:48) argues that reading is a social and cultural process where not only homes and classrooms play their part, but larger institutions and cultural influence such as governments and the media contribute to what being a reader involves. Bearne views reading as an interactive process that brings meaning to the text that you read. Shelly (1986:50) says that experts agree that reading is not simply a hierarchically arranged set of sub-skills easily taught and tested, but that it is a complex skill requiring the coordination of a number of interrelated sources of information. Shelly (1986:50) further says reading is viewed as the foundation of learning and the key to success in school. The researcher wants to agree with Shelly because if the learners reading skill is well polished, he or she will have minimal problems in coping with content subjects as far as reading is concerned. Grolier (1979:28) argues that reading has to do with the process of attaching meaning to certain written symbols. As the word meets the eye, the reader is stimulated to make a mental picture of the action meaning. The symbols awaken meaning that is already in the mind of the reader. Neil (1988:28) adds that reading is creative, what any reader derives from the printed page is not exactly what some other readers would get or even what the author had in mind. It means that the interpretation of text will always differ from other readers perspective, due to different context, home language and other factors. Carlson (1972:6) found that men of perception and ambition quickly realized that, the art of reading was the lever to free themselves from the bonds of ignorance and gain status in the society. Reading was the basic skill that ought to be mastered by all as the key to sustain an economically self sufficient and effective citizenship. Encyclopaedia (Q-R Vol.16:10) notes that the main goal of education is to teach people to read. Reading is one of the principal ways of transmitting a culture of learning from one generation to another. The failure to read can keep people away from full participation in their society. Devine et al., (1987:2) state that reading is a multifaceted, complex and interactive process that involves many sub-skills and types of readers as well as text variables. Everything about the readers background, especially culture specific knowledge and experiences, are relevant to successful reading and comprehension. Wepner et al., (1988:160) assert that reading is a constructive process, reading must be fluent, strategic, it requires motivation. Reading is a continuous developing skill. A truly top-down approach to L2 reading has been advanced in 1979. The following: Steffensen, Joag-dev Anderson, (1979); Carrell (1981, 1982); Carrel and Eisterhold (1983); Johnson (1981, 1982); and Hudson (1982) agree that top-down L2 reading not only views the reader as an active participant in the reading process; making predictions and processing information, but everything in the readers prior experience or background knowledge plays a potential role in the process. Robert (1996:1) says reading can make us more aware of our world and ourselves. It can stretch our imagination and deepen and enliven our experience. It can provoke us to think by challenging our assumptions. It can help us make sense of our lives and our world by providing us with explanations that relate what we see, hear, think, and learn. It can enrich our understanding of issues that affect our world and lives. The ability to read in first additional language with understanding is an important skill in our modern society. We need to bring together the relevant challenges of reading to build a comprehensive theory of reading. THEORIES OF READING The researcher discusses theories and theoretical frame work of reading skill. The reading theories, their principles and functions will be discussed in details. Larsen (1991:222) states that a theory is more or less formal, more or less explicit, synthesis of what is known at a given point in time about some natural phenomenon, such as factors involved in L2 reading. Theories of reading view reading as cognitive activity which largely takes place in mind. Three types of reading theories are, namely, bottom-up, top down and interactive. The brief explanation of theories is as follows. Top-down theory of reading Goodman (1982) says it is the level at which the reader starts with a general idea or schema derived from previously acquired knowledge and uses this schema in perceiving and interpreting graphic cues. Everything in the readers prior experience or background knowledge plays a potential role in the process of reading L2. The reading text; genre, socio-cultural, general world and linguistic knowledge code of the learner, are included in the background knowledge. Interactive theory of reading True reading involves perception of meaning at different levels. Interaction process is the interaction between bottom-up and top-down levels. When the reader starts with the perception of graphics, but as soon as these are recognized as familiar, schemata derived from both linguistic knowledge of the world in general are brought into play. According to Conley (1992:54), good readers combine knowledge they already possess with information in texts and with feature of the context in order to construct meaning. This is interacting among reader, the text and the context. Patricia (1987:24) confirms that reading is an interactive process between the reader and the text. It has been recognized by Goodman (1967, 1971) Kolers (1969) Smith (1971). It is only recently that the interactive view of reading has been acknowledged in L2 reading. L2 reading was viewed as a decoding process, a reconstruction of the authors intended meaning via recognizing the letters and words, and building up a semantic representation of the texts meaning from the smallest textual units at the bottom to the largest at the top. Bottom-up theory of reading Bottom-up is processes were graphemes are forming words, words forming sentence, sentences forming paragraphs. Devine et al., (1987:24) explain that, early work on L2 reading, by Rivers (1964, 1968); Plaister (1968), Yorio (1971), assumed a rather passive, bottom-up view of L2 reading. Reading was viewed primarily as a decoding process, a reconstructing of the authors intended meaning via recognizing the letters and words, and building up a semantic representation of the texts meaning, from the smallest textual units at the bottom to the largest at the top. Devine (1987:177) states that linguistic schema is the knowledge of the letters and the corresponding sounds; both alone and in cluster, and the ability to predict through the knowledge of syntax, the word or words that will follow, example, phonics, grammar, and letter recognition. Ralenala (2003:54) believes that because of poor language proficiency, learners tend to use bottom-up processing strategies that, in turn, cause them to disregard the context relevant to a coherent interpretation of text. CONCLUSION In conclusion, the above- mentioned theoretical framework of challenges of reading and assessment skills ranges from different concepts. It looked into different writers views on reading, discussed why reading assessment in first additional language is important, covers L1 and first additional language interference. It touched on theories, interdependent systems and strategies that play an important role in reading. In order to promote positive and realistic expectations of first additional language reading, educators should know as about their learners existing knowledge and capabilities of reading in English. Everything in the readers prior experience or background knowledge plays a critical role in the process of reading first additional language.

Influential People

There are a couple of people in my life today I could relate as having an influence on my life. My Grandparents, my mother and certain friends I have known a while and only seen now that some attributes I have, are because of them. Most times we as people try to think we have built ourselves up in a certain way without realizing that we are a certain way or choose not to do certain things because the people in our lives have had an influence on us. It has taken me twenty years to appreciate what an amazing influence my mother has been on my life. I didn’t know my mother well until I was 15 years old. She left when I was five to pursue her bachelor’s degree and masters in pharmacy in Bulgaria. She would come eventually for holidays when she could but all her visits seem very vague to me. Her being away for such a long time had in some way caused the divorce to happen between her and my father. I could tell it was a very hard time for her but gradually she began to support herself and got back on her feet. My mother has had an incredible influence on making me the person that I am today. Because of her, I am very hard working, I stay motivated and determined and I am a go getter. My mother showed me her enthusiasm through her hard work. I was ten years old when my I made my first decision about what I wanted to study in college. I had looked forward to going to study law and become an attorney. Slowly, that image started to fade out. By the time I was a teenager, I realized just how much I wanted to work hard and become a lawyer. I began to notice the hard work my mother put into her job and how enthusiastic she was. She had such a strong work ethic and kept going no matter what came her way. My mother is a pharmacist and has five jobs. I do not know where she gets the energy from but she manages being a pharmacist, teaching part-time pharmacy classes, sitting on the Board of Directors for the Ministry of Health, working part time in a private hospital and working part time in a pharmacy. I vividly remember listening to one of my mother’s conversations especially so because I never wanted to listen to what she had to say to I most time. She told me how she felt suppressed in her marriage before her divorce. She began to realize the only way to make it and reach the top is to work hard in school and at the workplace and be the best you can be. She has clearly demonstrated this to me over the past couple of years and because of that I continue to work hard not only in school but at work as well. I can now definitely notice how people appreciate my good work ethics and instructors tell me how I wrote a good essay for instance or commend me on my work in class. And all this is attributed to my mother and how hard working she is. I treasure the various worlds my mother has opened to me because she has time and time again shown me how to stay motivated. I remember when she returned from Europe and she and my father explained how they would no longer be together. That crushed my world but more than anything I know how it crushed my mother. However, despite all that, she continued to strive and stay motivated and she has achieved so much more now because of that. My life has been equally transformed by what she has shown me. When it comes to be being motivated, I am forever grateful to my mum because I learned how to keep trying even when I failed. I now know I can achieve what I hope to be if I stay motivated and optimistic in life. There is a famous saying that life is short, I believe life is what you make out of it and staying motivated does add value to accomplishing great things. I still find it fascinating how my mother can get what she wants because she always determined. She influenced me to know that if I am motivated and determined, I can achieve what I set my goals to be in life. Now I realize the importance of being focused in life, being humble and respectful and taking every opportunity I can because it could lead to something great. She says having a good family and home is a privilege but placing me in line to achieve great things is having the mind of a go-getter. In conclusion, I know many of the attributes, attitudes and skills are largely influenced by my mother. She has shown me how to be a hard worker because it really does pay off in the long run. She also had shown me that being determined and motivated can take me to faraway places than I could ever imagine and that having the mind of a Go-getter allows me to push myself and will benefit me with time to come.

Legislation In Texas Essay - 1012 Words

Garza 5 Christopher Garza Professor Sharifian GOVT 2306-71003 September 30, 2017 Appeals to Apathy: Legislation in Texas Running for public office in the state of Texas is not an easy task. The state is rife with gerrymandering, special interest groups, and a generally apathetic voting populace. To challenge an incumbent means to battle against all of that. The population of Texas that does vote is most likely to vote for the same person that they have been voting for. Special Interest groups will fund their campaigns, giving them a greater platform to reach voters than one would have as an individual. Gerrymandering allows an incumbent to draw their district in a way that maximizes their voting base while minimizing their opposition. For†¦show more content†¦By making general statements rather than specific ones, I will allow the population to presume that I am speaking to them directly. This allows me to pursue my own interests in office without being labeled a hypocrite. The remo val and opposition of legislation regarding Abortion is in the spirit of being against government regulation while at the same time is counter to the interests of my district. This stance aligns with the platform of the Texas Republican party while simultaneously allowing me to work against the principles I do not believe in. The Texas Republican position on education is to support the freedom of choice to pursue any means of education the parent desires, be it public, private, charter or homeschool (texasgop.org). I will work towards the implementation of a voucher system in my district to allow a greater freedom of choice to the parents. The system would be analogous to that of the voucher system used by Sweden. According to Anders Bohlmark and Mikael Lindahl, â€Å"We find that an increase in the share of independent-school students improves average performance at the end of compulsory school as well as long-run educational outcomes. We further find that the average effects stem primarily from external effects (eg,school competition)†. This system aligns with the desires of the Republican platform in maintainingShow MoreRelatedInterest Groups in Texas Essay1457 Words   |  6 PagesIn this essay I will compare and contrast the different legislative agendas of various interest groups involved wi th the Texas Government. An interest group (also called an advocacy group, lobbying group, pressure group, or special interest) is a collection of members that are determined to encourage or prevent changes in public policy without trying to be elected. The essay will discuss the four kinds of interest groups, trade, professional, single and public, as well as provide one detailed exampleRead MoreThe Pros And Cons Of The Texas Government1007 Words   |  5 PagesJilmer Cortez Govt 2306 September 13,2017 Essay Texas Legislature met for the 85th time last spring since statehood. The Texas Legislature passed several laws from State budget, protecting children, schools, sanctuary cities, and many more, at the same time some laws where not passed. The Lawmakers passed a 2.6 billion supplemental spending bill that will be used to plug holes in the budget passed two years, this bill served Texas. Lawmakers also passed a bill that would make CPS’ parent agencyRead MoreCollege Tuition Cost On A Rise Essay1254 Words   |  6 PagesCollege Tuition Cost on a Rise The rising cost of education in Texas colleges started in 2003 when the deregulation was lifted. Then, soon after, the Texas State legislature cut the education budget because of a drop in the economy in 2008. The cut in funding and the removal of the deregulation law allowed colleges across Texas a way to recoup lost resources by raising the cost of tuition. The raising cost of tuition has limited the amount of attending students from graduating in the expected timeRead MoreEssay1093 Words   |  5 PagesTexas is one of the most populated regions within the United States only second to California. With such a large population, varying political ideologies convene within even the tiniest areas of the state. Because of this, Texas hosts a whopping number of 36 representatives to serve for each of its congressional districts. Here in Dallas, specifically the Lancaster area, we are represented by Texas U.S. Representative Eddie Bernice Johnson, Texas State Senator Royce West, Texas St ate RepresentativeRead MoreThe United State Is Run By The Government Essay1239 Words   |  5 PagesThe United State is run by the government. Every single states have the representatives of civil in the Congress. Texas is not an exception. We have one representative in the House of the Representative who is Gene Green. We also have two Senators in the Senate who are John Cornyn and Ted Cruz. In this essay, we will discuss and assess of these individual’s representation. First, Gene Green, who is a member of the Democratic Party, is currently serving to represent for Texas’s 29th congressionalRead MoreRoe vs Wade1245 Words   |  5 Pagesunconstitutional. This essay will provide a brief history and analysis of the issues of this case for both the woman’s rights and the states interest in the matter. Also, this essay will address the basis for the court ruling in Roe’s favor and the effects this decision has had on subsequent cases involving a woman’s right to choose abortion in the United States. The court’s decision created legal precedent for several subsequent abortion restriction cases and has led to the development of legislation to protectRead MoreAffirmative Action : Discrimination And Ethnicity Essay1459 Words   |  6 Pagespractice. Affirmative action refers to admission policies, in this case put into effect by universities, that provide equal access to education for groups that have been historically e xcluded or underrepresented, such as women and minorities. In his essay, Sandel asks whether it is unjust to consider race and ethnicity as factors in university admissions. He expresses the argument that using race and ethnicity as factors are not effective in achieving the goals of affirmative action, and that otherRead MoreTheu.s. And Texas Constitutions Essay1005 Words   |  5 Pagespeople of Texas have seen many changes to state government since receiving their independence from Mexico. The state has been governed by six different constitutions. The most recent was written during the Constitutional Convention of 1875, and adopted February 15, 1876 by popular vote. This constitution contains sixteen articles, and four hundred eighty-three amendments. Throughout thus essay, the role of the state constitution will be examined along with a comparison of the U.S. and Texas ConstitutionsRead MoreTheme Of Immigration In The Joy Luck Club862 Words   |  4 Pagescritics argue that their proposal will â€Å"fly into the face of Lady Liberty†. As reading the article, it’s very obvious to tell that the main theme and topic would be immigration. An example would be the first sentence of the article, â€Å"New proposed legislation has shifted the heated immigration debate from the discussion of a southern border wall that Mexico was never going to pay for to the Statue of Liberty, and more fundamentally to what our nation stands for.† Another quote from the article that relatesRead MoreThe Governor s Military And Police Powers980 Words   |  4 Pagesto assume the command of the Texas Rangers. Thus, these are the governor’s military and police powers and the functions that they are allowed to assume in office. 2. Describe the functions of o the State Board of Education. o the Texas Education Agency. 2. The functions of the State Board of Education is to set policy for public education. The Texas Education Agency is in charge of enforcing rules and regulations affecting pre-kindergarten through twelfth grade in Texas. Together these two agencies

Effects Of Alcohol On A Parent Who Is An Alcoholic

that they drank in the past year; 56.4 percent reported that they drank in the past month (NIH, 1)† â€Å"16.6 millions adults ages 18 and older had an AUD (alcohol use disorder) in 2013 (10.8 million men, 5.8 million women) (NIH, 1).† However, only 7.8% of those people seeked treatment. From ages 12-17 around 697, 000 adolscents had an AUD, and only 73,000 recieved help. Alcohol relatted dealths are so common it’s sad. 88,000 people die a year from alcohol dealths in the United States. 10,076 of the dealths were from alochol related car accidents. In 2013, 3.3 million people died due to alcohol consumption, globally. Alcohol cumsuptons also leads to 200 diseases aquired by drinkers such as liver cirrhosis and cancers. It also causes remature†¦show more content†¦Going to FMCC I can assure this stuff happens almost every single weekend. Every Friday and Saturday people drink on dorms and they are always posting pictures and videos on Instagram. 39% egage d in binge drinking, and 12.7 are heavy drinkers. The consequences include car accidents, assults, sexual assults, AUD, and most commonly academic perforance. Treatment is available to those whom undergo an alcoholic problem. The goal of treatment consists of reducing withdrawal symptoms, preventing cmplications of alcohol use, and threapy to get you to stop drinking. Impatient treatment is available, and you will be closely monitered; this treatment may include monitoring of blood pressure, body temerature, heart rate and blood levels of different chemicals in the body. Also fluids or medication through a veinn, and sedation using medication called benzodiazepines until the withdrawals are complete. There is also an outpatient treatment, which is where there is person who is able to closely keep an eye on you at all times. This treatmen includes, sedative drugs, blood tests, and patient and family counceling. There are also support groups who can help alcholics. Alcoholics have a physical, mental, and emotional dependence on alcohol. The dependence on this depressant is extremely damaging to the human body. Alcoholics often have an obsession with the sbstance and it changes their life significantly. It alters their thoughts and emotions. There are many

The Failure Of The League Of Nations - 2581 Words

The League of Nations was doomed To failure from the start Adam Jenner Many may believe that the League of Nations was doomed to failure as soon as the doors of their Geneva headquarters were opened; many may say that it was built on unstable foundations; that the very idea of it was a grave misjudgment by the powers that were. Indeed it is true that the League of Nations, when it was set up was marred with many fundamental flaws. The League of Nations was formed after the end of the First World War. It was an idea that President Wilson introduced as an international police force to maintain peace and to ensure the devastating atrocities like the First World War ever happening again. The principle mission of the League of Nations was to maintain World Peace. Their failure as the international peacekeeping organization to maintain world peace brought the outbreak of Second World War. Their failure in policing and preventing peace in settling disputes throughout Europe, erupted into th e most devastating war ever. Through my analysis of the failures of the League of Nations to maintain world peace, my arguments will demonstrate the understandings of the reasons and events that created the most devastating environment for the Second World War. When the league first started everyone had different ideas of what organization it should be and what aims it should have. The league was based on the covenant a set of 26 articles or rules which all members had to agree to and theShow MoreRelatedLeague of Nations Failures1246 Words   |  5 PagesLEAGUE OF NATIONS [FAILURES]- While the League of Nations could celebrate its successes, the League had every reason to examine its failures and where it went wrong. These failures, especially in the 1930’s, cruelly exposed the weaknesses of the League of Nations and played a part in the outbreak of World War Two in 1939. During the 1920’s the failures of the League of Nations were essentially small-scale and did not threaten world peace. However they did set a marker – that the League of NationsRead MoreFailure Of The League Of Nations893 Words   |  4 PagesI. Failure of the League of Nations 1. United States Refused to Join A. In 1918, Woodrow Wilson, the president at the time, wrote an open letter suggesting that if the Republicans were to gain control of congress they would give ease to Germany. This accusation was false as the Republicans had backed World War I and because of this they won the 1918 elections and gained control of the Senate and the House. Lodge became the majority leader and demanded compromise on the League of Nations charter beforeRead MoreThe Failure Of The League Of Nations2531 Words   |  11 PagesMany may believe that the League of Nations was doomed to failure from the start, as the doors of their Geneva headquarters opened many say that it was built on unstable foundations and that the very idea of it was a grave misjudgment by the powers that were. It’s believed to be true that the League of Nations was marred with many fundamental flaws from the beginning. The League of Nations was formed shortly after the end of the First World War. It was an idea that President W ilson introduced asRead MoreThe Successes and Failures of the League of Nations1554 Words   |  7 PagesDuring the 1920’s the League of Nations primary desire was to end war across all fronts and to promote international co-operation. Therefore the best criteria that can be used to classify a success, was whether war was avoided and a peaceful settlement formulated after a crisis between two or more nations. Although this aim was the most important the league also tried to help economic problems in other countries. This applied to the economic collapse of Austria and Hungary between 1922-3. WhenRead MoreThe Failure of the League of Nations Essays1100 Words   |  5 PagesThe Failure of the League of Nations The League of Nations was always a rather idealistic idea. The idea of keeping peace around the world obviously had good intentions but there would always be conflicting issues between member states of the League. When founded on January 10th 1920, The League of Nations was made up of 24 nations including Britain and France who were the economic haves from the First World War, this meant they had benefited through gaining inRead MoreThe Failure of the League of Nations Essay2299 Words   |  10 PagesThe Failure of the League of Nations In this essay I am going to explain whether I agree or disagree with the following statement: The league failed in the 1930s simply because it faced greater challenges than it had faced in the 1920s. The League of Nations was formed in 1919 just after the First World War. It was the initial idea of Woodrow Wilson, the president of the USA, and was formed as an international police force to keep the peace and to make sureRead MoreWeaknesses and Failure of the League of the Nations3552 Words   |  15 Pagesand Failure of the League of the Nations The onset of the Second World War demonstrated that the League had failed in its primary purpose, which was to avoid any future world war. There were a variety of reasons for this failure, many connected to general weaknesses within the organization. Weaknesses Origins and structure The origins of the League as an organization created by the Allied Powers as part of the peace settlement to end the First World War led to it being viewed as a League of VictorsRead MoreReasons for the Failure of the League of Nations Essay1254 Words   |  6 PagesReasons for the Failure of the League of Nations Although there is dispute about whether the League was a success in the 1920s, it is generally agreed that it was a failure in the 30s. In 1929, the Wall Street Crash started a long depression that quickly led to economic problems throughout the world, damaging trade and industry of all countries. It led to negatively affecting the relations between countries. 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The Treaty of Versailles also failed because Mussolini in Abyssinia went against the league and Manchuria also contributed towards the failure to keep the peace. The structure of the league didnÂ’t help as the council

Coyote Blue Chapter 16~17 Free Essays

string(39) " he found the card he was looking for\." CHAPTER 16 Live, Via the Spirit World Satellite Network Santa Barbara Lonnie Ray Inman was sitting in a worn leather easy chair listening for noises to sift down from upstairs. He had loaded and unloaded his Colt Python.357 Magnum four times, nervously fumbling its deadly weight as he alternately entertained fantasies of vengeance and prison. We will write a custom essay sample on Coyote Blue Chapter 16~17 or any similar topic only for you Order Now Every few minutes he would rise and go to the window to see if the black Mercedes was still parked out front, then he would pause at the front closet, where he opened and slammed the door until the violence in his heart subsided enough for him to sit again. He was short and dark and muscles stood out on his bare arms like cables. The front of his black tank top was soaked with blood where he had ripped the skin of his chest with his fingernails, trying to destroy the tattoo of a naked woman, the same woman whose picture was airbrushed on the tank of his Harley, the same woman who had turned his thoughts to murder. Lonnie Ray Inman dropped six cartridges into the cylinder of the Python and snapped it shut, determined this time to make it out the door and up the stairs, where he would burst through the door and kill Calliope’s new lover. Fuck prison. -=*=- A thousand miles away, ten thousand feet up in the Bighorn Mountains, Pokey Medicine Wing watched Lonnie loading the gun. Pokey was into the second day of his fast and had been searching the Spirit World for clues to the whereabouts of his favorite nephew, Samson Hunts Alone. He had called for his spirit helper, Old Man Coyote, to help him, but the trickster had not appeared. Instead he was seeing a white city, with red roofs and palm trees, and a man who wanted to murder Samson. Pokey’s body sat, dangerously close to death, in the middle of a two-hundred-foot stone medicine wheel, the holiest of the Crow fasting places, just west of Sheridan, Wyoming. Pokey had been under the hoof of a bull-moose hangover when he began the fast, and now the dry mountain wind was sucking the last life-water from his body. Alone in the Spirit World, Pokey was unaware of his heart struggling to pump his thickening blood. He looked for a way to warn Samson, and called out for Old Man Coyote to help. Coyote was in the locker room of the Santa Barbara YWCA when he heard Pokey’s call. He had entered as a horsefly, and after watching the women in the showers for a while had changed himself into a baby hedgehog and was rolled into a ball in the soap dish, imitating a loofah. Lazy by nature, Coyote had given his medicine to only three people since time began – Pokey, Samson, and a warrior named Burnt Face, who had built the ancient medicine wheel – so it took him a while to realize that he was being called. Reluctantly, he left the hedgehog body in the capable hands of a soapy aerobics instructor and went to the Spirit World, where he found Pokey waiting. â€Å"What?† Coyote said. â€Å"Old Man Coyote, I need your help.† â€Å"I know,† Coyote said. â€Å"You are dying.† â€Å"No, I need to find my nephew, Samson.† â€Å"But you are dying.† â€Å"I am? Shit!† â€Å"You should end this fast now, old man.† â€Å"But what about Samson?† â€Å"I’ve been helping Samson. Don’t worry.† â€Å"But he has an enemy who is going to kill him. I saw him, but I don’t know where he is.† â€Å"I know he has enemies. I am Coyote. I know everything. What’s this guy look like?† â€Å"He’s white. He has a gun.† â€Å"That narrows it down.† â€Å"He has a tattoo of a woman on his chest – it’s bleeding. He looks out a window and sees a motorcycle and a black car. That’s all I know.† â€Å"Do you have any water on the mountain where your body is?† â€Å"No. There’s a little snow.† â€Å"I will help you,† Coyote said. â€Å"Go now.† Suddenly Pokey was back in his body, sitting on the mountain. In his lap he found a package of dry Kool-Aid that had not been there before. He looked down at it and smiled, then fell forward into the dirt. In the shower of the YWCA a naked aerobics instructor screamed and ran into the locker room when the loofah she was using turned into a raven. The bird circled the locker room twice and nipped her on the bottom with its beak before flying down the hall, into the lobby, and out an open skylight. -=*=- Across town, Calliope took the empty salad bowl from Sam and set it on the dresser next to a statue of Buddha. â€Å"More?† she asked. â€Å"No, I’m full,† Sam whispered. Grubb had fallen asleep in his crib and Sam didn’t want to risk waking him. â€Å"Calliope,† he said, â€Å"is this guy dangerous?† â€Å"Lonnie? No. He thinks he’s tough because he’s in a biker club, but I don’t think he’s dangerous. His friends are a little scary, though. They take a lot of PCP and it makes them spiritually dense.† â€Å"I hate that,† Sam said, proud because he was spiritually dense without the aid of drugs. â€Å"I’m going to take the dishes out and check on J. Nigel. Why don’t you light some candles? I don’t think we should turn on the stereo, though. It might irritate Lonnie.† â€Å"We wouldn’t want that,† Sam said. -=*=- Outside, a raven landed on the hood of Sam’s car. Lonnie Ray saw it from his window. â€Å"Shit on it. Shit on it,† he said, but as he watched the raven seemed to disappear. Lonnie slammed the closet door until the doorframe splintered. Coyote was a mosquito making his way through the air vents of the Mercedes. He flew out of the defroster vent and settled on the driver’s seat, where he became a man. Sam’s Rolodex was on the passenger seat next to his pack of cigarettes. Coyote lit a cigarette and flipped through the Rolodex until he found the card he was looking for. You read "Coyote Blue Chapter 16~17" in category "Essay examples" He removed it and tucked it into the waist of his buckskins. -=*=- Lonnie Ray was rattling through the kitchen cabinets, looking for liquor, when he heard the pounding at his front door. On his way through the living room he snatched the Python off the easy chair and shoved it in his jeans at the small of his back. He threw open the door and was nearly knocked down by the Indian who brushed him aside on the way into the room. The Indian looked around the room and wheeled on Lonnie Ray. â€Å"Where is he? Where’s the bastard hiding?† Lonnie Ray recovered his balance and dropped his right hand to the grip of the Colt. â€Å"Who the fuck are you?† â€Å"Don’t worry about it. Where’s the guy that drives that Mercedes?† In spite of his own anger, Lonnie Ray was intrigued. â€Å"What do you want him for?† â€Å"That’s my business, but if he owes you money, you’d better get it back before I find him.† â€Å"You going to kill him?† Lonnie asked. â€Å"If he’s lucky,† the Indian said. â€Å"You got a gun?† â€Å"I don’t need a gun. Now where is he?† â€Å"Chill, man, I might be able to help you out.† â€Å"I don’t have time for this,† the Indian said. â€Å"I’ll just catch him at his house.† â€Å"You know where he lives?† Lonnie Ray asked. This was like a gift from heaven. He could send the Indian up to Calliope’s to do the dirty work: no risk, no prison. If it didn’t work, he and the boys could surprise the guy at his house tomorrow, no witnesses. Lonnie Ray hadn’t really relished the idea of having to shoot Calliope, anyway. â€Å"Yeah, I know where the bastard lives,† the Indian said. â€Å"But he ain’t there. He’s somewhere around here.† â€Å"You give me his address, I’ll tell you where he is.† â€Å"Fuck that,† the Indian said, shoving Lonnie against the wall. â€Å"You’ll tell me now.† Lonnie brought the barrel of the Python up under the Indian’s chin. â€Å"I don’t think so.† The Indian froze. â€Å"It’s on a card in my pants.† Lonnie Ray held out his free hand. â€Å"Don’t ever tell someone you don’t have a gun, dipshit.† The Indian lifted his buckskin shirt, pulled a card from his waistband, and handed it to Lonnie Ray, who glanced at it and spun the Indian around by one shoulder, pointing him out the door. Lonnie ground the barrel of the Python into the Indian’s spine, stood on his toes, and whispered threateningly into the Indian’s ear. â€Å"You didn’t come here and you didn’t see me. You understand?† The Indian nodded. â€Å"He’s upstairs,† Lonnie whispered. â€Å"Now go!† He shoved the Indian out the door. â€Å"And never, never fuck with a brother of the Guild.† Lonnie closed the door. â€Å"Fucking A,† he said with a giggle. -=*=- Upstairs, Calliope said, â€Å"Tell me what you know, Sam.† â€Å"About what?† â€Å"About anything.† She sat down next to him on the bed and brushed his hair back with her fingers. â€Å"Tell me what you know.† The silence that followed would have been awkward except Calliope seemed to expect it. She stroked his hair while he tried to think of what to say. He sorted through facts and figures and histories and strategies. Clever retorts, meaningless jokes, sophistries and non sequiturs rose in his mind and fell unspoken. She rubbed his neck and found a knot in the muscle that she worked her fingertips into. â€Å"That feels good,† Sam said. â€Å"That’s what you know?† A smile rose to Sam’s lips. â€Å"Yes,† he said. â€Å"What do you want?† she asked. He shot her a sideways glance and saw the candlelight gleaming in her eyes. She was serious, waiting for an answer. â€Å"Is this a test?† â€Å"No. What do you want?† â€Å"Why don’t you ask me what I do for a living? Where I live? Where I’m from? How old I am? You don’t even know my last name.† â€Å"Would that stuff tell me who you are?† Sam turned to face her and took her hand from his neck. He still had a niggling mistrust of her and he wanted to let it go. â€Å"The truth now – Calliope, are you part of something he cooked up? Some trick?† â€Å"No. Who’s he?† â€Å"Never mind.† Sam turned away from her again, stared at a candle flame on the dresser, and tried to think. She really didn’t know about Coyote. What now? â€Å"Well, what do you want?† she asked again. He snapped, â€Å"Dammit, I don’t know.† She didn’t recoil or seem hurt, but began rubbing his neck again. â€Å"You came here because you wanted me, didn’t you?† â€Å"No. Yes, I guess I did.† It wasn’t bad enough that she had to keep telling the truth; now she was expecting it back, and he was out of practice. â€Å"We’ve had sex. Do you want to go now?† Christ, she was like some gorgeous New Age district attorney. â€Å"No, I†¦Ã¢â‚¬  â€Å"Do you want a bowl of chocolate marshmallow ice cream?† â€Å"That would be great!† Sam said. Off the hook, no further questions, Your Honor. â€Å"See, it’s not that hard to figure out what you want.† She got up and left the room, heading for the kitchen again. Sam sat back and waited, realizing that it had been some time since a door had slammed downstairs. Suddenly he was very uncomfortable with the silence. When he heard footfalls on the stairs outside he leapt to his feet and ran to the kitchen. CHAPTER 17 A White Picket Fence Around Chaos Santa Barbara Sam hit the kitchen just as Yiffer stepped through the screenless section of the screen door. â€Å"Cool! Ice cream!† Yiffer said, staggering to Calliope’s side at the counter. â€Å"Keep it down, Yiffer. I just got Grubb and J. Nigel down.† Calliope picked up two full bowls of ice cream and nodded to the carton on the counter. â€Å"You can have the rest.† â€Å"Bitchin’.† Yiffer grabbed a serving spoon from the empty salad bowl and dug into the ice cream, shoveling a baseball-sized clump into his mouth. Sam watched in amazement as Yiffer mouthed the ice cream until he got his jaws closed around it, then swallowed the whole clump, dipping his head snakelike to facilitate the passage. â€Å"Oh, shit, man,† Yiffer said as he dropped the spoon and bent over, grabbing the bridge of his nose. â€Å"Major ice cream headache. Ouch!† Sam heard footsteps on the stairs outside, ran to the door, and popped his head out to see who was coming, ready to duck back inside should it be the crazed biker from downstairs. To his relief, Nina was trudging up the steps, obviously a little drunk herself. â€Å"Did Yiffer come home?† Sam said, â€Å"He’s punishing himself with ice cream as we speak.† â€Å"I’ll kill him.† She ran the rest of the way up the steps and Sam helped her wrestle the door open, then he stepped out of harm’s way as she stormed by him to Yiffer, who was still bent over, now holding his temples. â€Å"You jerk!† Nina shrieked. â€Å"Who was that woman at the bar? And where the hell is my money?† â€Å"Babe, I’m in pain here. I’m suffering.† Nina raised her fist as if to hammer Yiffer’s back, then she spotted the serving spoon, picked it up, and began whacking the surfer unmercifully on the head with it. â€Å"You want pain (whack!), I’ll give you pain (whack! whack! whack!). Suffering? (whack!) You wouldn’t (whack!) know (whack!) suffering (whack!) if (whack!)†¦Ã¢â‚¬  â€Å"Well,† Calliope said. â€Å"I guess you guys need a little space. C’mon, Sam.† She led Sam out of the kitchen and back to her bedroom. They sat eating and listening to Yiffer whining under Nina’s attack. After a few minutes she was losing momentum and Yiffer’s whines turned to moans. Soon Nina was moaning with him rhythmically. Sam stared at the candle on the dresser as if he hadn’t noticed. â€Å"They do this all the time,† Calliope offered. â€Å"I think Nina gets in touch with that male energy that equates violence and sex.† â€Å"Excuse me?† â€Å"Hitting Yiffer makes her horny.† â€Å"Oh,† Sam said. He flinched at the sound of breaking dishes from the kitchen. Nina screamed, â€Å"Oh, yes, you asshole! Yes!† Yiffer groaned. The house shook with the sound of a door slamming downstairs and J. Nigel joined the din with a wail of his own. â€Å"Lonnie must think that we’re doing it,† Calliope said. â€Å"Do you think he’ll give us time to explain before he shoots us?† â€Å"Don’t think about it.† Calliope stood and stepped out of her dress, then gestured for Sam to take off his shirt. The moaning in the kitchen was rising in intensity and J. Nigel was wailing like a siren. The windows rattled with a salvo of door slams. Sam looked at her and thought, A bowl of ice cream, a load of loonies, and thou†¦ â€Å"Now?† he said. â€Å"Are you sure?† Calliope nodded. She pulled his shirt off, then pushed him back on the bed and took off his shoes. Sam let her undress him as he tried to put the noise out of his mind. As she pulled the sheet over him and crawled in beside him, he imagined the two of them being shot in the act. When she kissed him he barely felt it. In the crib next to them Grubb began to stir, and with the next series of door slams and a crash from the kitchen he came awake crying. Despite Calliope’s soft warmth against him and the smell of jasmine on her hair, Sam was unable to respond. â€Å"He’ll be okay,† Calliope said. She stroked Sam’s cheek and kissed him gently on the forehead. â€Å"I’ll be back in a second,† Sam said. He got up and wrapped his shirt around his hips, then, checking the hallway, he darted out of the room and into the bathroom. He closed the door behind him and leaned against it, staring blankly at the ceiling. The sex sounds from the kitchen reached a crescendo with a piercing scream from Nina, then stopped, leaving only the sounds of crying babies and slamming doors. Sam took a deep breath. â€Å"I can’t do this,† he said to himself. â€Å"This is too weird. Too fucking weird.† He lowered the lid of the toilet and sat facing the shower stall, assuming the posture of Rodin’s Thinker. For once in his life, it really seemed to matter that the sex be good, but this was like a combat zone. â€Å"I can’t do this,† he said. â€Å"Sure you can,† a voice said from behind the shower curtain. Sam screamed and jumped to the top of the toilet tank. Coyote stepped out of the shower holding a beaded leather pouch. â€Å"What in the hell are you doing here?† Sam asked. â€Å"I’m here to help,† Coyote said. â€Å"Well, get out of here. I don’t need your help.† â€Å"You are wasting that woman.† â€Å"Do you have any idea what is going on around here? Listen.† Another door slammed and Nina resumed shouting at Yiffer. From what Sam could make out it had something to do with the yard sale. â€Å"You must leave here, then,† Coyote said. â€Å"You must find a place on the woman’s body and live there. Hear only her breath, smell only her scent.† â€Å"If you don’t get out of here I won’t even have a chance. What if she sees you? How could I explain your being here?† Thinking about it, Sam realized that if he told Calliope that there was an ancient trickster god in her bathroom she would accept it without question – would probably ask for an introduction. Coyote held out the beaded pouch. â€Å"Put this on your member.† â€Å"What is it?† Sam asked, taking the pouch. â€Å"Passion powder. It will make you as strong and stiff as a lance.† Sam shook the contents of the pouch – a fine brown powder – into the palm of his hand. He sniffed it. â€Å"What is it?† â€Å"Corn pollen, cedar, sweet grass, sage, powdered elk semen – it is an old and powerful recipe. Try it.† â€Å"No way.† â€Å"You want the woman to think you are not a man?† â€Å"If I try it will you go?† Coyote grinned. â€Å"Put just a pinch on your member and you will pleasure the woman to tears.† â€Å"And you’ll go?† Coyote nodded. Sam tentatively took a pinch of the powder and began to sprinkle it on his penis. Calliope opened the bathroom door, catching Sam in mid-sprinkle. â€Å"You won’t need that, honey,† she said. â€Å"I’m on the pill.† â€Å"But†¦Ã¢â‚¬  Sam looked around for Coyote, but the trickster was gone. â€Å"I was just†¦Ã¢â‚¬  â€Å"Being responsible,† Calliope said. â€Å"Thank you. Now come to bed.† She took his hand and led him out of the bathroom. Sam submitted, glancing over his shoulder for signs of Coyote. Yiffer and Nina had taken the fight to their bedroom. Nina was calling Yiffer an idiot and going on about a newspaper ad being misplaced. A door slammed downstairs and Yiffer stormed out of the bedroom. â€Å"I’m going to kick his ass!† he shouted. In the hall he looked up at Calliope and Sam as he passed. â€Å"Hi, kids,† he said, then he proceeded down the hall. Sam could hear the kitchen screen door ripping off the hinges as Yiffer went through. â€Å"You’re history, biker boy!† Calliope pulled Sam into the bedroom and closed the door. â€Å"Shouldn’t we call the police or something?† Sam asked. â€Å"No, he’ll be okay. Lonnie’s afraid of Yiffer. He won’t fight him and he’s afraid to shoot him because of jail.† â€Å"Oh, everything’s fine, then,† Sam said. â€Å"Come to bed,† Calliope said. Sam shot a glance to Grubb, who was lying quietly on his side staring suspiciously at Sam over the edge of a pacifier, as if saying, â€Å"What are you doing with my mom?† â€Å"Can we blow out the candles?† Sam asked. Without a word Calliope blew out the candles and pulled Sam down on top of her on the bed. Outside, the sounds of Nina screaming down from the top of the stairs, Yiffer pounding on Lonnie’s door, and J. Nigel crying for attention faded into white noise. â€Å"You must find a place on the woman’s body and live there.† In the dark, the noise far away, Sam ran his hands over Calliope’s body and the world of work and worry seemed to move away. He found two depressions at the bottom of her back where sunlight collected, and he lived there, out of the wind and the noise. He grew old there, died, and ascended to the Great Spirit, found heaven in her cheek on his chest, the warm wind of her breath across his stomach carried sweet grass and sage, and†¦ In another lifetime he lived on the soft skin under her right breast, his lips riding light over the ridge and valley of every rib, shuffling through downy, dew-damp hairs like a child dancing through autumn leaves. On the mountain of her breast, he fasted at the medicine wheel of her aureole, received a vision that he and she were steam people, mingled wet with no skin separating them. And there he lived, happy. And for the first time in years he felt that he was home. She followed, traveled, lived with him and in him as he was in her. They lived lifetimes and slept and dreamed together. It was swell. How to cite Coyote Blue Chapter 16~17, Essay examples

Digital Marketing a Case Study of Mango - Free Sample

Question: Describe about the case study of Mango? Answer: Introduction: This assignment deals with the online shop Mango. I have chosen this company for analyzing digital marketing activity of this company. Mango designs and manufactures clothes and various types of accessories for men, women as well as kids. This company is founded in Barcelona. Mango has created more than 2000 stores among 107 countries. This company has aimed to open more stores across the world. Mango also provides online shopping facility to the customers (Shop.mango.com, 2015). On the other hand, Mango also offers franchise through various countries of European Union and other continents, like Asia, USA etc. Mango provides a unique collection of products and concept of those products are very effective among the customers. In-house technology of Mango is very unique that attracts the customers in order to shop from the products of Mango (Shop.mango.com, 2015). As Mango offers extensive products through its websites and other websites that offer online shopping facility to the customers the website needs to very efficient and attractive. On the other hand, for providing marketing activity through online media various necessary activities have to be taken by the company. Therefore, this assignment has discussed some issues and overcoming factors of digital marketing of this company. 2. Product: Mango offers an extensive choice of products. Mainly Mango offers clothing products for men, women and kids. Different types of dresses have offered by this company. However, shoes, bags and other accessories of women have also sold by Mango. Apart from selling clothing accessories, it also offers bags, leather goods, hats and belts for women. This company also offers clothes, accessories, bags, leather products, sunglasses and belts for men as well as kids. Mango also offers winter garments for men, women and children. Mango tries to design its clothes in accordance with the latest trends of the market. On the other hand, Mango also tries to focus upon the demand as well as need of the customers. 3. Target audience: As defined by, Shaffer (2014) target audience is the specific group within the market for whom the marketing message of the particular product of the company has been aimed through advertising and other promotional tools of marketing. Every company has particular target audience within the operating market. Several factors are there to determine the target audience of the particular products. Figure 1: Target audience formation (Source: Sribnyak, 2012, pp-45) Demographic: As stated by, Jinnai (2014) demographic factors relate to the gender, age, education and income of the people. By considering these socio-economic factors a company can be able to understand the target audience of the specific market segment. By considering demographic factors, the target audience of this brand is women who are fashion conscious as well as trendy and highly educated. The age group of those women is 20-35. Mango has focused upon the urban young women who are also concerned about their career. Psychographic: As defined by, Pant et al. (2014) VALS theory refers to the factors of value, attitudes and lifestyles those have influenced the psychographic segmentation of the audience. VALS refers to a method of research that is mainly used for doing market segmentation by psychologically. This helps in the process of segmenting the target audience or the product. Key dimensions of VALS framework are resources (vertical dimension) and motivation (horizontal dimension). Therefore, vertical dimension of this framework targets those people who have such economical and social resources, like education, income, respect etc. On the other hand, the horizontal dimension of this framework presents the motivations. This framework helps as a tool for determining the target audience of a product or the position of the particular company within the competitive market. Every individual customer have different Val factor. By determining these factors a company can be able to draw its targeted audience. For the case of Mango, women who lead a high lifestyle are the main targeted audience of this company. Women who are trendy and choose only high class branded products are mainly the high income women. These high class women are the targeted audience of Mango. Geographic: On the other hand, Durkin (2013) stated that, geographic segmentation can be a useful strategy for segmenting the market. Locating the cultural diversification of different geographical area is also an important task for the marketers in order to know the segmentation of market. Mango has targeted the urban customers of Malaysia in order to implement digital marketing strategy of the company. This company has also targeted this population of this geographical area for delivering the products. 4. Positioning: According to Gupta et al. (2013) the positioning of brand describes the difference of the brand of the competitors within the same market segment. Every company needs to position the brand of the product of the company. A company should make the brand different from the other brands of the same market. At first, Mango should recognize the competitors of the market. There are other clothing manufacturers in the market who offer same types of clothing as well as accessories for men, women and kids. Mango therefore should check the position of those competitors within the market. This company should therefore take extensive techniques of advertising and other promotional tools in order to implement the strategy of branding within the competitive market sector. 5. Issues: There are some issues on the website of Mango. For delivering the products through online medium a company needs to maintain a well-designed website. Customers often face some problems in order to shop from the website of Mango. There are some issues for providing online shopping experience to the customers. There are some issues of customer service in the website of Mango. Some customers often have lost money while buying from Mango. Several people have to face damage while shopping the products of Mango. However, Mango has not provided any compensation to those customers who have lost their money in order to buy products of Mango. However, many customers have not found perfect size of the clothes. Customer service also has stopped to reply the customers. Customer service is therefore very poor (Vermeulen, 2014). On the other hand, there are problems regarding refunds of the products. Canceling the order and tracking order is also very difficult for the website of this company. On the other hand, Alavi and Ahuja (2014) stated some problems regarding communication and interaction with the customers and the company. Once the products have been dispatched for the customers no additional information will be given by the company. Company does not take part in the process of communication. According to, Shi (2014), there are also lack of facilities of web chat with the customers. They cannot participate in the process of chatting with the service providers of the particular company. This company does not offer the facility of web chatting among the customers. On the other hand Chaffey and Patron (2012), stated that, the communication as well as interaction is very useful and important things to do. A company who delivers products through online medium should provide better communication medium for the customers. Therefore, this company has not focused upon the factor and medium of communication. Position of the sale button is not effective for the customers. Place of the sale button should be on the right side of the page as per the advantage of the eye of human being. Present placing of the le button therefore irritates the eye of the customers. They often do not find the sale button in the website of Mango. Therefore, they miss the features and advantages of sale of various types of products. The logo of the payment method should be put on bottom right. The logo of the site should be big in size. Therefore, big size of logo will provide a clear picture for the customers. However, Durkin (2013) argued that this company also has a problem with delaying the refund for the customers. Many customers have faced problems regarding refund activity of this company. Mango has delayed refund for more than two months. This happens only for the lack of communication activity and refusal of helping customers. Website of the Mango therefore lacks from EVENTS and CONTESTS button. Position of the logo of payment method and social media icons are not so effective for the eyes of the customers. No feedback form is presented in the particular website of Mango. This company does not provide any newsletter to the customers. Providing a newsletter help to subscribe this and will be able to provide more information to the customers about their company and products. By analyzing several issues of digital marketing of Mango, the author has come to the conclusion that major problems of digital marketing activities of Mango are related to the problems of effective customer service and lack of communication activities through the website that help in order to shop products through online medium. Refunding activity is also very problematic of this company. Effective refunding process does not take place within this company as because there is lack of communication within the process of online shopping. 6. Recommendation: For these problems of digital marketing of Mango, author has recommended some improved techniques for providing better service to the customers. Recommendation 1: This Company can use effective technique of Customer Relationship Management (CRM). According to Hemann and Burbary (2013) with the help of this process a company can manage effective interaction as well as communication with the existing customers and future customers of the company. Mango can take the strategy of CRM for managing the relationship and interactions with the potential and loyal customers as well as new customers. Implementation of effective CRM therefore helps to improve the profitability of the organization. Therefore, Mango can utilize the advantage CRM software in order to record a database of customers. This software can also record the interaction of customers over the mail, phone calls and different channels of online medium. Most of the CRM software includes marketing automation, sales force automation, contact center automation and location based services (Communications, 2015) On the other hand, Springer and Carson (2012) argued that, effective use of Electronic Customer Relationship Management is necessary for the company. Electronic Customer Relationship Management therefore offers all functions of customer relationship management with effective use of online environment. Information Technology is very important as well as necessary for engaging the customers with the business activity of the company. Electronic customer relationship management has the concerns about maintaining effective relation with customers (Wolny, 2014). Recommendation 2: Mango can utilize the benefits of different social media. Effective utilization of social media therefore maintains relationship with the customers. Now days, use of social media has increased a lot among the people. Therefore, Mango can create a page on Face book, Twitter and describes about their products and other necessary information. Therefore, using social media can benefit the company in order to maintain the effective relation with the customers (Kozinets, 2014). Recommendation 3: For those who sell products through online should effectively use a well-designed e-commerce website. Customization of the website is very much necessary. Website must be easy for all the users of the particular company (Tkachenko, 2014). Some features of the e-commerce website are recommended here: Recommendation A: The button of EVENTS and CONTESTS should be placed on Mango sites. Recommendation B: Mango website should provide the logo of different payment method and icons of different social media on the bottom right side of the page. Recommendation C: Feedback form should be there within the website. It will help to provide feedbacks and comments of the customers about their service or products. More or less all online shopping websites provide feedback form for the customers. By using this feedback form a customer can provide feedbacks about the service. This will also help to improve the service of the company as per the requirements of the customers. Recommendation D: Mango should put a newsletter on the top of the website. Customers will be able to see the newsletter about this particular company. This position of newsletter will help the customers that they dont have to scroll down the page for seeing the newsletter. Newsletter will provide information about the new products and offers of the company. Customers can see these by opening the page. Recommendation E: Web chat facility should be there as the customers lack this facility on the webpage of Mango. Proposed web link: https://igoutamdas2011.wix.com/newmango Conclusion: This assignment has dealt with the aspect of digital marketing. I have taken the case study of Mango in order to understand the products, target audiences and issues of this particular company. Therefore, by this analysis, I have founded that, this company is facing some problems regarding the process of digital marketing. This company lacks from interaction and communication with the online customers who buy products from their website. On the other hand, customers of Mango also suffer from delaying the refund. The e-commerce website is also not effective of this company. However, I have also recommended some effective technique for designing the ecommerce website of this company. Reference list Books Gupta, D., Massisimo, A. and Koontz, C. (2013) Marketing Library and Information Services II. Berlin: De Gruyter. Hemann, C. and Burbary, K. (2013) Digital marketing analytics Indianapolis, Ind.: Que. Jinnai, R. (2014). Innovation, product cycle, and asset prices Review of Economic Dynamics Springer, P. and Carson, M (2012) Pioneers of digital London: Kogan Page. Journals Alavi, S. and Ahuja, V. (2014) Digital Marketing Analytics:. International Journal of Innovation in the Digital Economy, 5(4), pp.50-65 Chaffey, D. and Patron, M. (2012). From web analytics to digital marketing optimization: Increasing the commercial value of digital analytics. J Direct Data Digit Mark Pract, 14(1), pp.30-45. (https://www.palgrave-journals.com/dddmp/journal/v14/n1/abs/dddmp201220a.html) Sribnyak, O. (2012). Mini Cooper: Current Marketing Strategy, Digital Marketing Approach, the Brand Ethical Values. Bulletin - Prague College Centre for Research and Interdisciplinary Studies, 2012(2). (https://www.degruyter.com/view/j/cris.2012.2012.issue-2/v10284-012-0001-3/v10284-012-0001-3.xml) Durkin, M. (2013) Tweet me cruel: Perspectives on battling digital marketing myopia1. The Marketing Review, 13(1), pp.51-63 Kozinets, R. 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Journal of Homeland Security and Emergency Management, 11(3) Wolny, J. (2014). Marketing transformations: Re-thinking marketing, digital first. J Direct Data Digit Mark Pract, 16(2), pp.150-151 Websites Communications, N. (2015) New York University [online] Nyu.edu Available at: https://www.nyu.edu [Accessed 17 Feb. 2015] Iusb.edu, (2015) IU South Bend Home [online] Available at: https://www.iusb.edu [Accessed 17 Feb. 2015] Shop.mango.com, (2015) Mango. [online] Available at: https://shop.mango.com [Accessed 17 Feb. 2015]. Www8.gsb.columbia.edu, (2015) Home | Columbia Business School [online] Available at: https://www8.gsb.columbia.edu [Accessed 17 Feb. 2015] Appendix: Old web page: Proposed web page: