Ethical Codes Essay

The increasing dependences on computers for critical infrastructure essentials for the functioning of a society and its economy has given rise to host of ethical, social, and legal issues. As software engineers, it is a bounden duty to design and build software intended for use by a set of individuals for a specified set of purpose, which initiate many issues about consumer’s privacy. Following is the exploration from three constituents. First, websites collect consumer’s private information. Social networks play a vital role in the life of Internet users, and more than a half billion people post vast amounts of information about themselves to share with online friends and colleagues. As more and more people join social networking sites, questions are beginning to surface about the safety of user’s information. A new study has found that the practices of many popular social networking sites typically make that personal information available to companies that track Web users’ browsing habits and allow them to link anonymous browsing habits to specific people. Like most commercial websites, online social networks use third-party tracking sites to learn about the browsing habits of their visitors. Cookies are maintained by a Web browser and contain information that enable tracking sites to build profiles of the websites visited by a user. Each time the user visits a new website, the tracking site can review those cookies and serve up advertisements that might appeal to the user. For example, if the user frequently visits food sites, user might see an advertisement for a new cookbook. With the leakage of this type personal information, there is a significant risk of having one’s identity linked to an inaccurate or misleading browsing profile. Browsing profiles record the websites has been accessed by a particular computer, neither who was using the computer at the time nor why particular sites were chosen. This will lead to a serious problem inaccurate profiling by tracking sites. For example, a site about cancer was visited for curiosity rather than intent, inaccurate profiling would potentially lead to issues with health care coverage, or other areas of our personal lives. The second issue is when a consumer uses a product created by a computer professional. The main concept in engineering ethics is â€Å"professional responsibility†, such as political philosopher Langdon Winner, are critical of the traditional preoccupation of engineering ethics with specific moral dilemmas confronting individuals(Winner, 1990): â€Å"Ethical responsibility†¦ nvolves more than leading a decent, honest, truthful life†¦ And it involves something much more than making wise choice when such choices suddenly, unexpectedly present themselves. Our moral obligations must†¦ include a willingness to engage others in the difficult work of defining the crucial choice that confront technological society†¦ † But unfortunately, with the development of tec hnology and the awakening consciousness of human protection, user privacy is becoming a sensitive issue , after the two giants Google and Apple have stumbled in this regard. Recently, the recognition of the recent HTC phones to collect the user’s data. A user in a system upgrade and found a new CIQ application, the application can access statistics, including the application frequency, GPS location, even after the use of information related to home video cameras, and back to the respective companies. HTC aspects of this incident came to light on the phone today to confirm pre-installed software to collect user information, but all processes are encrypted safe manner. HTC also said in a statement, the company will protect user privacy, commitment to the future equipment and then collect information, the user will be prompted to make a clear choice. Although the company will give customers the utmost assurance of their privacy, why HTC phones collected the user’s data from the beginning? Finally, the employer or company who offers a services. With the rocketing development of Internet, most companies see web services as a platform to become a very profitable business in the near future. In other words, thousands of customers’ private information will be stored in the Internet, which could have serious consequences if a firm lacks the security to protect sensitive information. For example, the most infamous Internet attack occurred this year was the one suffered by Sony. Everything started with the theft of data from PlayStation Network, affecting 77 million users worldwide. Not only was this the biggest data theft ever but the situation was poorly handled by Sony. To make things worse, the stolen data was specially sensitive, including user’s names, billing addresses, email addresses, PlayStation Network IDs, passwords, birthdates, purchase history, credit card numbers, etc. If this was not sufficient enough, Sony Online Entertainment was subject to another attack a few days later, a data theft that affected another 24 million users. In short, the chief man-made cause is deficiency in professional responsibility. If the company built information securi ty system and strengthened individual information protection from the start, which would avert the tragedy from getting worse. In conclusion, the actions involved in carrying out the right and ethical solution to any engineering problem may not be easy, especially in today’s world. But the path that must be taken should be obvious. This type of decision-making comes with experience, but the basic principles can be learned. The work that an engineer does often impacts the lives of countless people. With such a responsibility it is up to them to act in the most ethical, honest and trustworthy manner possible.

Hartalega Holdings Berhad Strategic Management

1. Introduction Hartalega Holdings Berhad is a gloves manufacturer and began their business with the vision of produce gloves that protect life (Hartalega, 2013). Hartalega has experienced tremendous growth in the market and there are many issues and problems that faced by them. The first issue that faced by Hartalega is fluctuation of US dollar (CIMB Research Report, 2011). USA is a key market for glove industry and has contributing part of the market share of Malaysian industries. Fluctuation on US dollar has affected the margins of the company.Besides, the economic conditions have influence the glove industry will continue to be unstable due to rises in material and production costs. Moreover, high latex price also is one of the issue that faced by Hartalega (CIMB Research Report, 2011). Latex prices continue to be volatile would bring an effect to its margin. Supply of latex may be reduced due to the weather conditions. During the dry season in Thailand and Malaysia, it would dec rease the production of latex. Thus, price of latex during dry season will be slightly higher compare to other season.Furthermore, Hartalega faced the issue about labor. The recent governments policies about foreign labor have cause a great concern for the gloves industry. The gloves industry has voiced out their concerns towards this issue because hired labor would have an impact on the manufacturers’ costs. Besides, more and more glove manufacturers are using automation and it will decrease the reliance on manpower. Next, pollution is one of the most important issues that faced by Hartalega as their company’s reputation has affected by the negative news or rumours.Hartalega was received complaints from the Deputy Minister in the Prime Minister’s Dept and a few residents of Taman Suria and claim that they are causing air and water pollution. Hartalega deny all the accusation and declare that they are operating legally according to the Malaysian environment regu latory standard (â€Å"Hartalega: Aggrieved At Accusations†, 2010). This might affect the reputation and the creditworthiness of Hartalega and might cause the market share decrease in this particular time frame. 2. Remote EnvironmentRemote environment is the factors that affect a form of decision making abilities, but are beyond its control. Political, economic, social, technological and ecological factor are the factors that include in the remote environment. The first factor is political factor. Hartalega has exports almost all of their products mainly to the developed countries such as USA, Brazil, Japan, Germany, Europe, Malaysia and others. Hartalega also has expanded its business successfully to China and India. Gloves sales have increase but a little drop in the selling prices. Major output of the company is made up by nitrile gloves.The total costs of the gloves increases due to the high output and increase in labor costs. Besides, the recent governments policies abou t foreign labor have cause a great concern for the industry. Hartalega have to adjust the wage structure of their workers due to the minimum wage ruling that effective from January 2013 that regulate by the government. Stringent government regulatory also is the threat for Hartalega. There are many government regulations and policies need to be follow by the company such as minimum wage legislation, guidelines on buffer zones and more.If companies fail to follow or break the rule that enforce by government, it may bring them into trouble, such as they might receive penalty from the government. Next is economic factor. Fluctuation of US dollar, raw materials prices increase and fuel costs rising has bring an impact towards the gloves industry with challenging economic conditions (Hartalega, 2013). Fluctuation on US dollar has affected the margins of the company. The nitrile gloves have experienced declining its margins due to high raw materials price and face competition with their c ompetitors.Furthermore, demand for nitrile gloves have not affected by economic crisis and slowdown because it is a recession proof products and an essential thing in the healthcare sector. Hartalega expects the demand for nitrile gloves will maintain positive growth in the future and continue export to the other countries such as Europe, China and India. In economic factor, Hartalega might face the threat of high latex price. Latex prices change irregularly would create a threat to its margin. Supply of latex may be reduced due to the weather conditions as well as measures to support rubber prices by Thailand and Malaysia.The dry season in Thailand and Malaysia would decrease the production of latex. Thus, price of latex during dry season will be slightly higher compare to other season. In the social factor, the annual report of Hartalega has show that Hartalega has enjoy the 100% market share in Victoria, Australia because all public hospitals in this state only used Hartalegaâ₠¬â„¢s gloves. Global hospital supplies market also is one of the opportunities for Hartalega. People wearing gloves in the hospital help to prevent spread of germs and help to protect both medical staff and patients from infection.Hence, it also shows that Hartalega has a big opportunity to growth in this area. Hartalega can offer top quality and great selection of gloves to the hospitals or other industry, so that more and more people from all around the world can choose and use Hartalega’s gloves. Opportunity that can be found in this factor is industry recognition. Industry recognition defines as the degree of public awareness for the brand or products. Hartalega has put many efforts in innovation, quality, R&D and good manufacturing.Thus, Hartalega has the opportunity to gain more recognition from all around the world as the company continually expands its business to more nations. Furthermore, technological factor is also one of the factors that affect a decision making abilities of the company. Advancements in technology enables Hartalega placed them with a competitive advantage in the glove industry. High efficiency production lines, automated product handling system, glove removal system, process simulator and biomass heat energy plant are the technologies that used by Hartalega (Hartalega, 2013).High efficiency production lines is the latest high speed production lines in the industry which able to produce 40,000 pieces of gloves per hour. Automated product handling system used to remove defect during transit, packing and storage. RFID tags are tagged in every pallet, so that can monitoring the product movements and make sure the products are on time delivery to the customers. Besides, glove removal system used to decrease the reliance towards the manual workforce. This system also able to remove nitrile and latex gloves quickly from the hand moulds.Process Simulator enable the company test their imagination in a timely manner and ensure quick delivery of a new product to their customers. The opportunity that found in this factor is advancement of technology. Technology advancement enables the company produce more pieces of gloves in a shorter time and better quality. Besides, automated product handling system that used by Hartalega also enable the company can easily track the location of the products and ensures provides an on time delivery to their customers. Last is ecological factor.Hartalega has set up a â€Å"next generation integrated glove manufacturing complex† (NGC) that contains high technology production lines and mainly involved in the production of rubber gloves (Hartalega, 2013). The project location is landscaped to be green and eco-friendly environment. Moreover, Hartalega has used biomass energy plants to avoid emission of Greenhouse Gases (Hartalega, 2013). Biomass energy plant is the only environmental friendly energy plant in the industry where it burn on the plantation waste to generate heat f or the production process.Hartalega also used effluent water treatment plants to ensure the waste that the company discharge is no harm to the environment. Biomass heat energy plant allowed Hartalega to conduct their business in a more effective way. Negative complaint about pollution could a threat for Hartalega. In year 2010, Hartalega has received complaints from Deputy Minister in the Prime Minister’s Dept and some residents of Taman Suria and claim that they are violate the environmental regulations that set by government. Hartalega deny all the accusation and declare that they are operating legally according to the regulations stated.Although Hartalega has state that they have independent inspectors and consultants who regularly test water and air emissions to ensure it is always full compliance with the requirements of government, but this also might happen again if they did not provide sufficient information and training that relates to the green environment to their employees. This also might affect the reputation and the creditworthiness of Hartalega and might caused the market share decrease in this particular time frame. 3. Industry Environment Industry environment is the concept to the foreground for the strategic thought and business planning.This includes Porter 5 Forces that explain the competitiveness of the particular company in the relevant industry. The strategic business manager can use this model or strategy to get a better understanding of the industry context in which the firm involves so that an effective strategy to compete with rival can be developed. There are 5 forces or factors to create the competitiveness of the company which is the threat of new entrants, threat of substitutes, bargaining power of suppliers, bargaining power of buyers and intensity of rivalry.Threat of the new entrants is the seriousness of the barriers occurred or presented by the existing competitors to the new entrants to enter the relevant industry o r market. A high threat of entry means that the new comers are likely to be attracted to the profits of the industry and can enter the market with ease. New entrants enter the market can threaten or decrease the profit gained by the existing competitors which mean high threat of entry will result the industry become more competitive. The glove industry has high threat of entrants as only RM1 million to RM1. millions is needed to start a line (CIMB Research Report, 2007). Cheap labor, low level of technology skills needed and natural gas access as well as the procurement price for latex due to bulk purchase making the barrier of entry high for the new entrants. However, although it is cheap to enter the industry, new comers may not be competitive as they have to differentiate themselves from other existing competitors and need to compete in terms of volume to enjoy the economies of scale. Moreover, threat of substitutes is the availability of product a consumer can purchase instead o f the industry’s product.The availability of close substitute products can make an industry more competitive and decrease the profitability of the particular market. The threat of substitutes for rubber glove industry is relatively low as the industry is dominated by the main 6 players, namely Top Glove, Supermax, Kossan Rubber, Hartalega, Latexx Partners and Adventa. Top Glove is the traditional industry leader but recent research showed that Hartalega has had taking on Top Glove in term of the success on the development of R&D (Research and Design) of Hartalega.The other reason for the low threat of substitutes is low rubber glove cost and making no incentives for the research house to find other alternatives. The bargaining power of suppliers explains the pressure the suppliers can exert on business by raising prices or reducing the quality of purchased goods and services. Powerful suppliers can squeeze the profitability out of an industry to recover cost increases in its own prices. (Pearce, 2012). The main raw material for rubber glove industry is latex.The steady easing in the price of latex since April 2011 and currently stable price appeared to be favorable to the glove manufacturers. Top Glove has ventured upstream into rubber plantations to secure a stable latex supply. Meanwhile, Kossan Rubber is concerning on the niche market that might get better margin, Supermax is putting effort on downstream distribution network and Hartalega is creating more values on its innovation technological of the production lines. So, the bargaining power of suppliers might be low as the results of effort that the glove manufacturers have putted.Furthermore, the bargaining power of buyers refers to the pressure the buyers can exert on business by force down the price, demand higher quality or more services and play competitors off against each other in term of the expense of industry profits. Strong buyers can pressure sellers to lower the prices for the products , improve products’ quality or offer better services. As mentioned just now, the substitutes for the rubber glove is low as the industry is dominated by the main six players. So, the bargaining power of buyer is tentatively low as well.It is because there is not much alternatives the buyers can choose to purchase. The buyers for glove industry are mainly as doctors or laboratory users. Lastly, intensity of rivalry explains to the extent to which firms within an industry put pressure on other competitors and limit their profit potential. High intensity of rivalry means competitors aggressively other competitors’ target and aggressively pricing products. The industry leader for rubber glove industry is always Top Glove where Hartalega is the world’s largest synthetic glove manufacturer.There is a high intensity of rivalry in the rubber glove industry. For instance, on the topic of labor costs with respect to the monthly minimum wages to be RM 900 in Peninsular Mal aysia and RM800 in Sabah and Sarawak, OSK Research Sdn Bhd. analyst Jerry Lee noted that Top Glove Corporation Bhd. might be the most impacted and Hartalega Holdings Bhd. is the least affected due to its innovation in automating its production lines. On this issue, Top Glove might be affected due to the ineffectiveness of handling the labor issue.It may affect its image of industry leader. As a conclusion, the threats of new entrants is high, threat of substitutes is low, bargaining power for both suppliers and buyers are low and there is high intensity of rivalry. So, the rubber glove manufacturing industry is attractive and still can earn good profit the 5 forces can be managed well by the relevant firms in the industry. 4. Operating Environment The operating environment describes the conditions, entities, events, and factors that surrounding the organization that will affect the choices and activities.A firm needs to depend on the operating environment because it will affect the organization in acquiring the needed resources or in term of profitability. The factors are the firm’s competitive position, the composition of its customers, its reputation among suppliers and creditors and its ability to attract qualified employees (Pearce, 2012). A firm’s competitive position explains the position of the particular firm in the relevant industry. It can be the leader industry or just a follower in the industry.By accessing the competitive position of the firm, the organization able to more accurately forecast both its short and long term growth and its profit potential. Hartalega is the world’s largest synthetic glove manufacturer where Top Glove is the industry leader in rubber glove industry. Although Hartalega is not the industry leader but it acquires sufficient resources and technology in generating more high quality gloves with its new automated production lines and glove removal system. And they are expert and have improved in R&D devel opment.The high efficiency production lines enable Hartalega to produce 40,000 pieces of gloves per hour per line, the highest among the industry where the glove removal system is capable of removing not only latex but also nitrile gloves up to a speed of 30,000 pieces of gloves per hour. These technologies make Hartalega to become the world’s largest synthetic glove manufacturer. Customer profile is the firm analyzes and identifies what type of the customers that the company served, what kind of customers they have and etc.The traditional approach of this factor is to segment the customers in term of geographic, demographic, psychographic and buyer behavior information (Pearce, 2012). This can allows the company to know the needs of each segment with ease and then satisfy their needs. The products that Hartalega offer are examination, surgical, laboratory, Clean Room Packed Class 100, Food Grade and so on. They also provide synthetic gloves to latex sensitive users from prot eins that may cause allergic reaction.Basically, the customers that Hartalega served are generally on the international market where Hartalega export their products to overseas to gain high profit. Medline, the largest manufacturer and distributor of healthcare supplies and services in US, is one for the two major customers of Hartalega. The next factor is the firm’s reputation among their suppliers. Firm regularly relies on its suppliers for financial support, services, resources and equipment. It is clearly seen that suppliers play an important role in determining an organization’s success or not.Hartalega has a strong reputation as the highest quality and lowest cost producer of nitrile gloves has enabled the firm to boost their sales every year. The financial support and resources that can be acquired from their suppliers are significant to the organization itself. Although the raw materials for produce the glove have increased which is latex, but Hartalega still c an manage to handle the situation by adjusting the price for the gloves. And the buyers can accept the adjustment in price that Hartalega made.That means the increase of price in raw material by the suppliers still can be acceptable by Hartalega and their buyers. Moreover, the reputation of the company does affect the reliability for their creditors. If the reputation of the organization is low, then the creditworthiness of the firm might be affected. That mean if the company is currently influence by negative rumors or news, probably the firm’s market share will be affected. Hartalega was affected by negative news which state that Hartalega was causing water and air pollution near Taman Suria, Batang Berjuntai in 2010.However, Hartalega has successful dismissed allegations of pollution where The Department of Environment (DOE) has claimed that Hartalega is complied with the Malaysian environment regulatory standard. This might affect the reputation and the creditworthiness o f Hartalega and might caused the market share decrease in this particular time frame. Other than that, Hartalega Chairman, Kuan Kam Hon claimed that Hartalega recorded revenue of RM931. 1 million, representing a significant 27% jump from RM734. million in the previous financial year while profit after tax increased to RM201. 4 million compared with RM190. 3 million for the last fiscal year. That means the company are currently gaining profit and they are able to implement a dividend policy which pay out minimum of 45% of the Group’s annual net profit as dividends to their shareholers. These few conditions showed that Hartalega are doing well in their business and able to earn profit in the industry. Lastly, the ability of the firm to attract capable employees is one of the components for the operating environment.The management for the human capital within the organization is vital for the organization to develop competitive advantage so that the organization can compete with their competitors. The organization needs to determine whether their workers or staffs are capable, skillful and experience or not. The more effective the management of human capital, the more easier the firm to achieve success in the industry. Hartalega has implemented a competitive remuneration package to their employees in order to recruit and retain performance centric individuals.They adopted several training programmes to encourage professional development and develop leadership skills among their employees such as Supervisor Development Programme and Group Leader Apprentice Programme. This programme is to invite talented students to learn the necessary skills and knowledge in manufacturing rubber gloves. The qualified students are able to become permanent workers for Hartalega. 5. Internal Analysis Value chain analysis is to understand how a business creates customer value by examining the contributions of different activities within the business to that value (Pearce II, J. A. , & Robinson, R. B. , Jr. , 2013). The value chain includes the primary activities and support activities. Primary activities involve inbound logistics, operations, outbound logistics, marketing and sales, and service. Support activities involve general administration, human resource management, research, technology, and systems development, and procurement. First is inbound logistics. Hartalega adopted the global supply chain management for their company with the raw materials, components, and parts from all over the world. Latex plays an important in the Hartalega Company.Research analyst said the latex price rise soon. This situation will affect the Hartalega’s profit decrease. In the operations, Hartalega has high efficiency production lines. Hartalega from a beginning of a one line operation grow into a sizeable company of 43 production lines. They produce over 8 billion gloves annually. Hartalega is the highest speed production line in the industry. They can produce 40,000 pieces of gloves per hour per line. They never decrease the quality of gloves even though they produce the gloves at such high speed.Their programmable logic controls measured and acquired every critical parameter. It is communicated to the Supervisory Control and Data Acquisition system and later fed to the Data Management System for trending and other analytical auditing. Third is outbound logistics. Customer can buy the product through the internet. Customers can order their products, make request and register to receive materials on some pages. Customers need to fill in their name, address email address and phone number only and submit to the Hartalega, and then Hartalega will deliver the product which is already order by customer to the ustomer. If the customer orders a gift online and they want Hartalega sent it directly to the recipient, customer need to submit the recipient’s address. In the marketing and sales, Hartalega is the largest producer of premium qual ity nitrile gloves in the world. They have good reputation as produce the nitrile gloves at the highest quality and lowest cost. It helped the Hartalega Company increase their sales during the year under review. Nowadays, many companies do their business in China and India. Hartalega also do their business in China and India.It is because these countries have high population figures. Demand from existing customers grows and Hartalega also try to attract new customers. Next is service. Hartalega receive some complaint about ammonia gas and chemical waste pollution. The Department of Environment (DOE) already checks the Hartalega’s factory and cleared glove manufacturer Hartalega Holdings of allegation pollution. Selangor DOE director Che Asmah Ibrahim said that Hartalega Holdings has compliance with the rule and regulation and they no need close the factory. General administration or management is one of the supportive activities.Profit margin of Hartalega has decrease compare d with the previous financial year. Although their profit margin decreases, they also maintain the highest margins in the sector globally. Although margins narrowed slightly, it is because of this foresight that we still achieved an absolute increase in our bottom line on year on year basis. Second supportive activity is procurement. Procurement is a part of inbound logistics or purchasing activities. Hartalega adopted the global supply chain management for their company with the raw materials, components, and parts from all over the world.Global supply chain management help the company compete all over the world and give company a competitive advantage. Company also can lower the supply chain cost if adopt the global supply chain management. Next is human resource management. Hartalega has implemented a competitive remuneration package to their employees in order to recruit and retain performance centric individuals. They also become the number one company for talent, they not only in the glove manufacturing sector but in the manufacturing sector large.Hartalega has provided several training programmes to encourage professional development and develop leadership skills among their employees such as Supervisor Development Programme and Group Leader Apprentice Programme. This programme is to invite talented students to learn the necessary skills and knowledge in manufacturing rubber gloves. The qualified students are able to become permanent workers for Hartalega. Last is research and development. Hartalega Company is focused on research and development (R&D). They highly focused on research and development because they want to ensure continuous product innovation.Research and development helps the Hartalega increase the barrier to entry. It is because the characteristics of synthetic nitrile, which needs careful R&D to ensure similar consistency to natural rubber gloves in terms of softness and elasticity. Besides that, R&D also helps the Hartalega successfull y reduced raw material usage per unit and do not decrease the product quality. They also have raised the bar with their various inventions and have far surpassed the industry due to their engineering capabilities in their manufacturing processes.Therefore, Hartalega highly focused on research and development because R&D helps Hartalega to benefit from maintaining the product quality at lower unit production costs, increases the barrier to entry, and the ability to reduce prices without affecting margins. Value chain analysis can helps Hartalega found the strength and weaknesses. First strength from Hartalega is company adopt the global supply chain management and it help the company lower the supply chain cost and give company a competitive advantage. Second is high efficiency production line.Third is customer can buy the product through the internet. Fourth is good reputation at the highest quality and lowest cost and it helping the Hartalega increase their sales. Next is Hartalega has provided several training programmes to encourage professional development and develop leadership skills among their employees. It helps Hartalega attract new employee and help their existing employee become more talented. Superior success in R&D activities leading to product innovative is strength from Hartalega. On the other hand, Hartalega also have some weaknesses.First is Hartalega receiving some complaint about ammonia gas and chemical waste pollution. Although Department of Environment said that Hartalega Holdings has compliance with the rule and regulation and they no need close the factory but it also influence the reputation of Hartalega. Another weakness is profit margin of Hartalega has decrease compared with the previous financial year. 6. Strategy Formulation TOWS Martix | Strengths 1. Global supply chain management 2. High efficiency production line 3.Online purchasing 4. Good reputation 5. Training programmes 6. Strongly R&D| Weaknesses 1. Receive compliant infl uence reputation 2. Profit margin decrease | Opportunities 1. Industry recognition 2. Global hospital suppliers and industrial laboratory 3. Synthetic glove | a) Strengths- Opportunities (SO) 1. Market development (S3, S4, O2) 2. Product development (S6, O2)| b) Weaknesses-Opportunities (WO) 1. Concentrated growth (W2, O2, O3)| Threats 1.High latex price 2. Government regulatory 3. High intensity of rivalry | c) Strengths – Threats (ST) 1. Innovation (S6,T3)| d) Weaknesses- Threats (WT) 1. Vertical Integration (W2, T1, T3)| a) Strengths-Opportunities Strategy (SO) SO strategy is using the firm’s internal strengths to take advantage of external opportunities. It is the most favourable situation which allows the firm to faces several environment opportunities and has numerous strengths that encourage pursuit of those opportunities (Pearce & Robinson, 2013). 1.Market development (S3, S4, O2) Hartalega have a good reputation as produce the nitrile at the highest quality an d lowest cost in the world and online purchasing. The main buyers for Hartalega are doctors or laboratory users. Therefore, Hartalega can use their main buyers as one of their company strengths to take advantage to global hospital supplies and industrial laboratory market. Hartalega able to offer the highest quality, lowest cost and at the same time they can provide variety types of gloves to hospitals and industrial laboratory.Besides that, customers around the world also can easily and convenience to make an order directly for the company website, this is because Hartalega had prepared the online purchasing method for their customer and business partners. These will make more and more hospitals and industrial laboratory around the world recognize and use Hartalega’s gloves. On the other hand, this method can help Hartalega to increase their sales and profit as well. 2. Product development (S6, O2) Hartalega is expert on their research and development (R&D).Therefore, Hartal ega can use this strength to develop more different types of gloves to attract more customers from global hospital supplier and industrial laboratory market. In addition, due to them expert in R&D, they not only focus the needs of the hospital and industrial laboratory, but also can try to satisfy the need for other different customer in order to help Hartalega to increase their market share also. So, they can come out different types of qualities of the product to fulfil different groups of the customers’ need. ) Weaknesses-Opportunity Strategy (WO) WO strategy is to improve company internal weaknesses by taking advantage of external opportunities. A firm faces an impressive market opportunity but is constrained by weak internal resources (Pearce & Robinson. 2013) 1. Concentrated growth (W2, O2, O3) Hartalega can increase their production of synthetic gloves and expand more into global hospital supplier and industrial laboratory market. This is because the costs of raw mater ial to produce synthetic glove is cheaper than latex (Hartalega, 2012).Therefore, Hartalega can major expansion of synthetic gloves to global hospital supplier and industrial laboratory market will help them substantial cost savings to counter price competition and overcome the profit margin (Hartalega, 2012). So, Hartalega can avoid the high rises of latex price. By avoiding fluctuation of latex price, their profit earned will be more stable and able to increase the profit too. c) Strengths-Threats Strategy (ST) ST strategy is using the firm’s strengths to avoid or reduce the impact of external threats.A firm that has identified several key strengths faces an unfavorable environment (Pearce & Robinson, 2013). 1. Innovation (S6, T3) As mention on above, R&D is the strength for Hartalega. Therefore, Hartalega can use this strength to create the barrier to entry. R&D can help Hartalega successfully to reduce raw material usage per unit and maintain the product quality and incre ase the barrier to entry. So, Hartalega can offer the cheaper price to their customer compare with their competitors such as Top Glove.Hartalega also keep on focusing on their R&D in order to develop more different types of innovation product and try to beat down their competitors and become the leader in the rubber glove industry. d) Weaknesses-Threats Strategy (WT) WT strategy is a defensive tactics aimed at reducing internal weakness and avoid external threats. This is the least favorable situation, with the firm facing major environment threats from a weak resource position (Pearce & Robinson, 2013). 1. Vertical Integration (W2, T1, T3) Nowadays, the price for one of the raw material to produce glove which is latex is keep on rising.This situation was affected Hartalega’s profit to decrease. Therefore, Hartalega can benchmark other companies’ product and make a comparison on how other competitors performs their product activity effectively. This is useful to Hartal ega to improve the management control. The objective of benchmarking is to identify the best practices in performing an activity and learn how to down the costs of the raw material, less defects, or other outcomes related to excellence achieved (Pearce & Robinson, 2013). Hartalega can apply backward vertical integration to control their raw material price.For example, Hartalega can follow its competitor which is Top gloves has ventured upstream into the rubber plantation to secure a stable latex supply. 7. Recommendation A competitive advantage is an advantage over competitors gained by offering consumers greater value, either by means of lower prices or by providing greater benefits and service that justifies higher prices. (Riley, 2012) Differentiation is one of the most practical ways in which Hartalega can gain advantage over other competitors in the rubber gloves industry.Differentiation can be achieved by Hartalega through high quality, efficient low cost manufacturing of glov es. Hartalega is recommend to continuously enhance their flexibility and efficiency in their production process scheduling, saving more time, employees efforts and the company’s money. Besides that, Hartalega needs to ensure all operations from the top to bottom must run efficiently by adopting programmable logic controller able to the monitoring of the operation automatically and promote continuous production that help in increase production and minimize cost.Hartalega should focus on customers’ satisfaction because it had placed a lot of emphasis in R&D to produce a wide and diversified range of high quality and value-added glove products in order to fulfil the expectation of their customers. The company also collaborates closely with related government agencies and Ministries to keep itself abreast of the latest development in rubber research technology. Hartalega also can uses state-of-art technology and efficient automatic glove manufacturing machine to obtain the highest yield and to remain as one of the most cost-effective and highest quality producer in the industry.With all these advantages and strategies, Hartalega is able to compete and stand out in the industry. For the Goods and Service Design, Hartalega can print instructions and methods of wearing gloves on the packaging. Besides, Hartalega can focus on detailed product design such as creating innovative glove with functions and amenity features for all type range of gloves use in surgical and clinical practice and operation.In addition, Hartalega products packaging must provide with its product outlook and description that meet the preferences of their customer across different countries and cultures. Concerning fluctuation price on raw material, Hartalega needs to find multiple sources of raw materials to avoid high fluctuation of cost on raw materials. Therefore, Hartalega is recommended to invest more and expand their own rubber plantation acreage, this would reduce their depen dence on raw rubber from other suppliers.Hartalega has to maintain and enhance its products and operation quality endlessly, therefore, Hartalega always needs to audit their operation and the product quality control to ensure low / no defects in their production based on the Six Sigma and Total Quality Management procedure. On the other hand, Hartalega needs to review foreign countries’ Acceptable Quality Level to improve in their company’s quality management system (Bheda, 2010) Perhaps, Hartalega needs to adopt total quality management or R&D on high quality latex to ensure producing high quality products that meet their customer expectation.In conclusion, each key analysis and discussion on Hartalega manufacturing operation will help in understanding and makes improvement from each operation processes based on the studies of latest operation management system. With this, Hartalega will be able to maintain or strengthen each of its manufacture’s operation and its products positioning in the world market.

Compare the Neo-Freudian Theories of Personality to Freudian Psychoanalysis

The hypothesis that personality characteristics directly influence physical health is a big part in health psychology and related fields (Smith, 2013). This information is often not dealt with completely when dealing with the insufficient attention to personality measurement. The ideal is that submission is a somewhat healthier stance than that of a dominate personality. The fear of rejections, negative evaluations and social anxieties are inversely associated with dominance.So the studies on dominance provide statistically significant disconfirming evidence regarding interpersonal sensitivity and cardiovascular disease. This information has been presented in a clear conceptual model of potentially important personality traits related to health (Smith, 2013). There is no substantial evidence that there is interpersonal sensitivity predicts the infectious diseases or cardiovascular disease. There is many concerns about the positives and negatives of this study due to the potential of convincing individuals that they have no control in their own health.The main purpose of this kind of study is to provide for useful tools. There is a certain amount of reading that is to be considered to be a potential issue as to if the personality characteristics directly influence the health of a person. A discussion on animal research is related to some of the hypothesis. In these studies a widely cited animal research is that in social behavior provide further evidence that dominance can promote cardiovascular disease. In male monkeys, the dominate male is put under a great deal of stress to deal with the whole group.There are also studies that prove the difference that being submissive in personality is a way to gain more cardiovascular disease. Personality implications of adaption-innovation: v. birth order as a determination of cognitive style. The first born child is the personality type that is the child the parents learn with and from. This is the child that generally is the obedient child and is readily available to mind their parents. This particular study deals with the birth order in the cognitive abilities of the child as well as the way to solve problems by doing things differently or breaking paradigms.When there is left brain domination then the planned approach relates to the adaption, and the right brain dominated individuals relates to innovation. The general belief is that Kirton believes that an individual’s position on the dimension of adaptation-innovation is determined by genetic component. These traits in first born children are conforming, efficient, and disciplined (Skinner & Fox-Francoeur, 2010). These individuals tend to reject new ideas, especially when the ideal is something that has been tried and true for a substantial amount of time.The adaptation tends to be in the first born and the innovation tends to be with the later born of children. Direct and Indirect effects of Birth order on personality and Identity: Suppo rt for the null Hypothesis The hypothesis is that the proposed birth order affects the psychological outcomes through the different investments between the parents and the children and the differences in the identification from between the parent to the child (Dunkel, Harbke, & Papini, 2009).The difference is that the hypothesis of the birth order is not simply the psychological effect of the birth order, but it is the amount of everything that the parent invests in the child that bonds the child to the parent. This also causes different types of psychological development of these children. The understanding is that the first born child will more try to attempt to win favor with the parent by identifying with the parent and then the differential investments with the other children that will not be as anxious to identify with the parents.There are generally five accepted traits of a first born child are more conscientious, extroverted, and possibly neurotic while being less open and agreeable (Dunkel, Harbke, & Papini, 2009). Birth order or the psychological effects of birth order is not always straightforward in the findings and understandings. There are always changes made when determining the psychological effect of birth order with other changes in the child’s life such as divorce, step-siblings, half siblings, adopted siblings and spacing between siblings that would change the dynamics of the whole birth order process.There are other factors that have to be considered in this process is that the age of the parents, education level which are both in direct relation to the maternal issues of the parents which are put upon the child. Also the full model is where the psychological effect is up to the parent’s investment and identification. The evaluation of the data is in several steps. First the information is dealing with the participant’s age, gender, and parental education.Then the next is the evaluation of the maternal age as a potent ial moderator of the relation between birth order on personality information (). Then the evaluation of closeness, rejection and identification as potential mediators in how the birth order influences personality hypothesized (Dunkel, Harbke, & Papini, 2009). The determination of the age, gender and parental education is that is unlikely to influence the behaviors and psychological addressing of the closeness, rejection or identification of the children.The closest degree of relationship is dealing with the first born and the maternal age. The indirect effects on personality and identity and there is a direct absence between birth order and any of the personality or identity. With the findings of the instance is that the children find the niche in the family with the parents ability and investment in the child from birth order to personality and identify formation. This information was stating that the psychological effects are not directly related to the birth order or the mediator that is the closeness or rejection from the mother.The potential outcomes the more sensitive the family dynamics it is reasonable to conclude that birth order is of little importance in predicting individual differences in personality and identity (). The effects of birth order on personality traits and feelings of academic sibling rivalry have been documented with the connection to birth order and personality; however, there are still controversies over the types investigated. The first born child was the birth order contributed to why children with the same family have different personalities.When handled appropriately the first born child can be responsible and even a protective person. When handled inappropriately the first born child could end up with criminalist type tendencies and very neurotic in their behaviors. The child that is always trying to play catch up with the eldest child is more likely to become neurotic. The first born child generally takes the parental role as the surrogate parent to their siblings, where the later of the children generally take new interests and activities within the family to prove that they are worthy of attention.There are three different kinds of personality traits that are dealt with when dealing with birth order and that is social, academic and physical. Sibling rivalry does not usually decrease with age spacing, number of parent’s numbers or sibling within the family and the ability to develop strategies and support for children suffers with sibling rivalries (Badger & Reddy, 2009). The academic scores between the lastborn participants are tat scoring is higher than last born participants. The second is the conscientiousness scores was the first born were significantly different than that of the last born.Then the differences in the openness to Experience and Agreeableness the last born participants scored higher than that of the first born child. Preliminary analyses show the main difference in the birth order and conscientiousness with firstborn children having higher levels of higher conscientiousness. The last children are more likely to experience the feeling of inadequacy compared to the eldest child (Badger & Reddy, 2009). The issue with the last born experiencing more academic rivalry may be explained that the youngest siblings were more likely to feel inadequate.There has been much discussion about the damage that is done by sibling rivalry that concerns issues all the way from resentment, to no harm, to serious harm between siblings. The discussion is ongoing to determine if the birth order does actually have a considerable impact on the continued sibling rivalry. Research suggests that birth order does influence various personality traits that are continuous, such as conscientiousness, openness to new experience and agreeableness but there is much debate about sibling rivalry.Introduction to the Commentaries and Online Forum of Personality Disorders: Theory, Research and T reatment Research on personality disorders has a long history of clinical and theoretical literature on the pathogenesis and treatment of personality disorders. This area has seen a large increase in this area leading to understanding of the nature, course, correlates and consequences of personality broadly (Krueger, 2010). The research has lead to a better understanding and treatment of the personality disorders.Narcissism is a dimensional trait should be used to help propel the research of personality disorders. The personal inflammation of the worth of oneself, power, prestige and vanity is the personality disorder that is gives the unearned sense of entitlement. These individuals have the belief that they should have extreme attention from others and have an extreme lack of empathy for others. The understanding of these personality disorders also assists with the potential of prevention and intervention programs to deal with the personality disorders (Krueger, 2010).With the pra ctice and realization of the different types of personality disorders there are more opportunities to work between the clinical researchers, and clinicians to maintain a dialogs to increase the understanding and treatment of these disorders. The ability to create the dialog between the clinicians and the clinical researchers that will highlight some unanswered questions that will help to work toward questions that need to be addressed in the research. The publishing of the information that is gathered would assist in helping and giving relief to the individuals that suffers of these personality disorders.

Technology in Long-term Care ( with regards to Health Informatics) Thesis

Technology in Long-term Care ( with regards to Health Informatics) - Thesis Example It is surprising that he is concerned about the knowledge management systems in the 20th century. However, this idea has become more useful if this statement is meditative in the long-term care industry. In addition, by computerizing long-term care industry a massive enhancement has been noticed. But long-term care institutions still require a lot more knowledge associated with technology in order to enhance nursing homes, progress through administration techniques, improve the medical processes and gain knowledge associated with system management (Pasupathy, 2006). The administrator of a nursing home must understand the core objective of management system and the purpose of long-term care organizations before procuring, executing and promoting these systems, as it will consequently aid in understanding the characteristics and features of the system (Pasupathy, 2006). The national director of the primary care for the condition of long-term patients in England, David Colin-Thome state that: â€Å"Delivering improvements for people with long term conditions aren’t just about treating illness, it’s about delivering personalized, responsive, holistic care in the full context of how people live their lives. Our journey to achieve this has started, our challenge is to continue to take it forward and the evidence compels us to do this† (Bradbury, 2008). A reliable delivery of services is provided to the patients exclusively while ensuring the proper care regarding the patient’s health and patient’s life. It is made possible by the sound knowledge in health care that locate a new direction in the field of health and social care system (Bradbury, 2008; Robinson, 2011). A 24-hours care support has been established by the NHS that provides full support to the patients, as well as to the public keeping in mind the concept of primary self-care. However, the NHS must maintain the

Online consumer behaviors Essay Example | Topics and Well Written Essays - 2500 words

Online consumer behaviors - Essay Example Addictive, compulsive, and impulsive buying are types of uncontrolled consumer behavior that have drew interest in actual shopping settings. Personally, uncontrolled buying can lead to serious life problems and consumer impoverishments. Generally, it could raise consumer prices and sustain the social problems of extreme poverty (LaRose & Eastin, 2002). Now that buying and selling have reached the Internet, has uncontrolled buying behavior become more intense?LaRose (2001) reported that major e-commerce sites possess attributes that could encourage uncontrolled buying behavior. Studies show that online buyers were more impulsive than traditional ones and that that impulsive consumers comprised a significant portion of the general population of e-commerce buyers. There was sketchy proof of addiction in statements of ‘eBay addicts’, a study on compulsive online buying (Chen, 2009). With vast numbers of online shoppers today, uncontrolled online buying emerges as a major con sumer problem. Examining Online Consumer Behaviors Teenagers and young adults are the target market of online shopping because they are the first online generation of buyers. This social group spends roughly 12 percent of their whole earnings online, and these purchases are mostly books, music, and clothes commonly linked to compulsive buying (LaRose & Eastin, 2002, 549). Young people are particularly predisposed to unreasonable buying habits because of their tendency toward ‘excessive’ online activities and uncontrolled traditional buying as well as easily accessible credit cards. According to Milne and colleagues (2009), research on compulsive buying shows that these tendencies are developed in late adolescence. According to developmental studies, Milne and colleagues (2009) added, depression negatively affects adolescents and young adults more often than other age groups, and depression has been discovered to significantly influence the emergence and growth of extrem e buying habits. Undoubtedly, the buying habits of people have changed. As stated in the 2010 report of Forrester Research, online revenues will be at $331 billion in the United States alone. The enlarging population of online buying households along with website upgrading and retailer improvements will push e-commerce to form 13 percent of overall retail earnings in 2010 (Chih-Chung & Chang, 2005, 41). Online revenues will increase at a 15 percent compound annual growth rate between 2004 and 2010. Therefore, as the Internet continuously becomes a widespread channel for consumer activities across the globe, it becomes ever more crucial to determine the aspects influencing consumer use of e-commerce. A number of studies examine the aspects influencing consumer online buying. However, Goldsmith (2010 as cited in Chih-Chung & Chang, 2005, 41) states that most studies on online buying habits is quite explanatory and not derived from consumer theory. Therefore, this paper uses the social cognitive theory of Albert Bandura to examine online consumer behavior. According to Faber and O’Guinn (1992), media were given an insignificant role in uncontrolled buying behavior in the past: encouraging consumer impulses with marketing or advertising. With the intervention of the whole retail industry thru e-commerce, a more inclusive theoretical perspective is needed. LaRose (2001) consolidated addictive, compulsive, and impulsive buying within the paradigm of Albert Bandura’s social cognitive theory, asserting that they created a range of behavior characterizing different levels of poor self-control. Nearly all consumers have a tendency to buy impulsively, which is to purchase rashly, irrationally, and spontaneously (LaRose & Eastin, 2002, 549). For several consumers, the yearning for particular products or services changes to a common yearning for compulsive buying, which is repeated, persistent buying that becomes a main reaction to

2 short cases Essay Example | Topics and Well Written Essays - 500 words

2 short cases - Essay Example Originally, he agreed to lend me the amount without interest as long as I pay it back on time. I had used the borrowed money to buy some school books and also some decent clothes. I had planned to pay it back on time using my earnings from my part-time job waiting on restaurant tables in my spare time on weekends when I am not so busy. My dilemma is that I now already have the $100 in my pocket, ready to pay him back. A totally unexpected problem came up just the other day, with my mom informing me my grandma had suffered another of her usual asthma attacks and needed some medication immediately. This out-of-the-blue development caught me by surprise since grandma had been well long enough in this regard, meaning she had not suffered asthma for several years already and I had thought she had finally gotten over this ailment. My mom called up me to buy my grandma her medicine at a nearest drugstore within our locality. The problem was that just a few minutes earlier, I called up my friend and informed him I was going to his place to hand him back his money as repayment and as a fulfillment of my promise a month earlier to pay it back on time. Our neighborhood is a bit run down and is on the poorer side of our community. As such, it has been a haven for petty criminals although I have some friends among them. These friends are usually just juvenile delinquents who have plenty of time on their hands and nothing better to do with their spare time and extra energies. The key to survival in this part of town is to just keep your head down and mind you own business so nobody will interfere with you also. On one of my shopping expeditions in one of our neighborhood grocery outlets, I meet 2 former school mates from high school. They both said they have no jobs and had fallen on hard times brought by the economic downturn. They were looking for a job and both

Character Analysis Paper Essay Example | Topics and Well Written Essays - 1000 words

Character Analysis Paper - Essay Example in Single 149). Williams suffers enormous guilt for surviving the familial worries that eventually devastated Rose. Similar to Menagerie’s Tom, Williams also pays remorse for his escape from his family (Single 149). This essay analyzes the character of the matriarch, Amanda Wingfield. Amanda is a selfish, hero mother, with romantic-pragmatic ideas and who created a dysfunctional family by treating her children like a glass menagerie through vanity, arrogance, and control over her family’s life. Amanda is a hopeless romantic. She has been hurt deeply when her husband left through an inconsiderate postcard, and yet she sees her former husband as the personification of romance, connecting him to her earlier life filled with gentleman callers and flirtations (Tischler and Bloom; King and Bloom 85). This is why even if her husband abandoned her, a large picture of him hung in the house. His presence might remind everyone else of his abandonment, but for Amanda, she continues to remember her sweet, youthful, and happy days through this image. Furthermore, she is also ready to leverage and defend her earlier life (Cobbe 50). It is a life of comfort and education she overemphasizes with her children. Whenever Amanda wants to talk about Blue Mountain, a discussion occurs between Tom and Laura: TOM: I know what's coming LAURA: Yes. But let her tell it. TOM: Again? LAURA: She loves to tell it. (Williams scene 1). Amanda enjoys reminiscing her past. It is both her curse and treasure. It is her curse, because she can never reclaim her youth and freedom. She just keeps on replaying it as a narrative, which wears her children out. Her past is, furthermore, her treasure, because her memories remind her and the people around her that she was once a well-coveted and important lady, where she would receive seventeen gentlemen callers in a day. When she is not working at Famous-Barr showing brassieres, she is active in selling subscriptions to a magazine that respond s to female visions of romance (Single 149). Tom uses particular images when describing his mother; one is related to Amanda's romanticized past, and the other is the image found in a glamour magazine cover, which is a superficial image masking their family's dysfunction (Single 149). Williams depicts Amanda as trapped in the past, but pragmatic about the present and the future. As the author describes Amanda, â€Å"She is not paranoiac, but her life is paranoia† (Tischler and Bloom). Amanda is possessed with girlish manners, but she has a pragmatic view of her children’s future. She refuses to know it, but she knows Laura will never marry. She then tries to put Laura in the business world and enrolls her in a school for typing lessons. Unfortunately, Laura is too shy to finish the typing test. Amanda then rallies for the courageous, but bleak, attempt to find a gentleman for Laura. When this fails too, it is a more tragic event for Amanda than Laura. It seems that she has somehow transfixed her dreams of a good life on her daughter. Laura deals with Jim’s rejection quite maturely, which underlines who is more mature in the family. It is not Tom or Amanda, but the one who is considered the most delicate and helpless, Laura. Amanda also pressures her son to work hard for the family. In a quarrel with Tom, she scolds him: â€Å"

Enviromental Factors Essay Example | Topics and Well Written Essays - 1250 words

Enviromental Factors - Essay Example Most of the countries have relaxed their trade policies and removed the trade barriers (SmallBiz Connect, 2013). This has resulted in the establishment of various free trade agreements among different countries and led to the creation of the World Trade Organization (WTO) and GATT (General Agreement on Tariff and Trade). GATT is a worldwide agreement and helps in facilitating free trade between the member countries by restricting the trade barriers like import duties, subsidies and tariff protection (Barrett, Donaldson, Kiwiets, & Pearson, 2009). The main objective of WTO would be to implement these policies and agreement. Implementation of these policies has led to the betterment of the consumers and allows the price of the commodities to be set as per the actual supply and demand. Free trade practices are essential for the developing economies as it helps in production of commodities at a lower cost than the developed countries and the revenue generated from the exports permits the ir economy to grow rapidly (SmallBiz Connect, 2013).The developed economy can have access to technical expertise and technology from the developed countries which help in improving their production process (SmallBiz Connect, 2013). ... Marketing decisions are deeply influenced by the global cultural flows between the countries. These cultural flows are managed by the media organizations and use the latest technologies to shape the community and the consumers (Ardalan, 2009). However, cultural flow is not associated with a singular type of organization and has deep influence on all types of organizations. The culture influences the consumer purchasing behaviour deeply. Apart from values, languages, beliefs the purchasing behaviour is also influenced by the subculture, demographic characteristics, geographic locations, ethnic and national background. Marketing decisions like advertising and promotions have to be in parallel with cultural values and beliefs of a particular region. The advertisements and the promotion have to be designed as per the cultural appeal of the consumers. As per a survey conducted by Stanford University, Welch grape juice can reduce the risk of heart disease however the advertisement with the preventive messages appealed only to the Asian Americans and not to the Americans (Stanford Business, 2013). Thus it is essential for the marketers to have a thorough cultural knowledge for product design, packaging and advertisements. In order to understand the market demand and supply the marketer needs to understand the market demographics to perform market segmentation. Market demographics include the age, occupation, sex, marital status etc (Lamb, Hair& McDaniel, 2011). Through the market demographics the marketer can understand the needs and wants of various segments of population. The derived data is used to develop an exquisite product design (Lamb, Hair& McDaniel, 2011). Environmental, Social Responsibility,

Alternatives to Additional Transmission Lines To Meet Escalating Assignment

Alternatives to Additional Transmission Lines To Meet Escalating Demand in Northland and Auckland - Assignment Example As the operator of the national electricity grid in New Zealand, Transpower has the responsibility to ensure that adequate power reaches those areas of the country that need it. As things stand, the rising demand for electricity in the above-mentioned areas has necessitated Transpower coming up with a proposal to erect additional transmission lines, to the tune of $1.5 billion. This proposed investment is up for approval before the Electricity Commission, and the approval rests on Transpower proving that there are no viable alternatives to such an investment. There is the matter of alternatives that need to be explored, as indicated in the case, that negates the need for massive infrastructure investments in transmission and power generation, via distributed power generation facilities, for instance, that are erected close to the demand, in this case, close to the areas that need them. There are also ideas floated with regard to the reduction of so-called peak demand, and the possibl e construction of additional power stations to meet the increased needs of some areas, notably Northland and Auckland. The paper discusses these and other alternatives, and evaluates their feasibility alongside the proposed investment in additional transmission lines (Daniels 2004). II. ... e trend for power consumption ought to be positive in the long term, given the steady growth in the economy over the past few decades, and prospects for continued growth. It is ranked as the 65th largest economy in the world in 2011, with PPP GDP at $123.3 billion, and per capita GDP at $27,900, which places New Zealand at the 48th spot in terms of GDP per person. Services make up close to 72 percent of GDP, followed by the industrial sector at 24 percent. Key industries are the processing of wood, food, paper, and textiles; mining; tourism; banking and finance; and the manufacture of transport and other machinery and equipment. In terms of production of electricity, New Zealand production was pegged at 42 billion kWh, ranked 54th in the world in 2009, while consumption was 39.02 billion kWh in 2008, ranked 54th as well globally, making New Zealand self-sufficient in terms of power generation, with its net power generation greater than demand as of 2009. It consumes all of the natura l gas that it produces, at 4.481 billion cubic meters in 2011, ranked 5oth worldwide in terms of production and 68th worldwide in terms of consumption of natural gas. The country has proven oil reserves of 112.5 billion barrels, ranked 68th in the world, and oil consumption is pegged at 149,700 barrels a day, versus production of about 60,480 barrels a day in 2010, making the country a net importer of oil. These latter figures for natural gas and oil are relevant in terms of the fuel inputs to power generation (Central Intelligence Agency 2012). III. Industry Overview, Transmission Infrastructure There is merit likewise in a general overview of the power industry in New Zealand, in order to map out where and how alternatives to massive investments in transmission lines can be had and done.

Prejudice - Montan 1948 & Snow Falling on Cedars Essay Example for Free

Prejudice Montan 1948 Snow Falling on Cedars Essay The conventions of the concept, ‘prejudice and hatred are never right in a just society’ are explored in Larry Watson’s 1993 fictional novel, ‘Montana 1948’ and also in the film, ‘Snow Falling on Cedars’, directed by Scott Hicks. Specifically, the two compositions delve into this notion by mainly focusing on the prejudices that are placed on those who are not of the Caucasian race. For example, in ‘Montana 1948’ the Indians are discriminated against and American-Japanese citizens are victimized in ‘Snow Falling on Cedars’. These prejudices are similarly portrayed in both texts; however there are also some contrasting features. Varying techniques such as changing from present to past text to emphasise the continuous use of memory, various panning shots and most importantly, dialogue, are all used to convey that prejudice and hatred are never right in a just society. In ‘Montana 1948’, written by Larry Watson, we are instantly introduced to David, the narrator of the story. David immediately reveals that the story will be told as a memory; he establishes this in the first sentence of the prologue, â€Å"From the summer of my twelfth year I carry a series of images more vivid and lasting than any others of my boyhood and indelible beyond all attempts the years make to erase or fade them†. This is written in past tense which instantly shows the audience that story is a memory of David’s. The sentence also creates an element of mystery as David mentions he has attempted to forget the summer of his twelfth year. After instantaneously establishing the importance of memory in this novel, Watson then begins to weave racial prejudices which are the other key feature in the composition. â€Å"A young Sioux woman lies on a bed†¦Ã¢â‚¬  is the second sentence of the prologue and by using the word ‘Sioux’ makes the audience aware of the underlying racial issues about to become apparent. As the story continues, we are made aware. We find that the story is set in a small community, Bedrock, which has a nearby reservation filled with Sioux Native Americans. The story is set in 1948 and is told from David’s perspective; however this constantly changes from present to past tense, which emphasises that the composition is a memory. With this fluid, constant conversion, the story is given more depth and the audience is provided with more information to truly understand every aspect of the focal story. Language used in the text; mainly colloquial within the characters’ dialogue portray the issues of prejudice. We are given the impression that David likes the Indians and thinks of them as equals; especially since David talks of his love for Marie and his fondness of Ollie. However, not everybody feels this way. **We are also made aware of the Indians status within society due to the language and dialogue used throughout the text. â€Å"My father did not like Indians†, â€Å"We want them white† and â€Å"little squaw† highlight such language conventions.

Different Translation Theories

Different Translation Theories Translation is to render the meaning of a text into another language in the way that the author intended the text. The translation cannot simply reproduce, or be, the original. The first business of the translator is to translate. There is a body of knowledge about translation which, if applied to solving translation problems, can contribute to a translators training. Everything without exception is translatable. There is no such a thing as a perfect, ideal or correct translation. In a narrow sense, translation theory is concerned with the translation method appropriately used for a certain type of text. In a wide sense, translation theory is the body of knowledge that we have about translation. Translation theory is concerned with minute as well as generalities, and both may be equally important in the context. à £Ã¢â€š ¬Ã‚ KEYWORDSà £Ã¢â€š ¬Ã¢â‚¬ËœTranslation, Theory, Application, Literature Contents Contents II 1 Introduction 1 1.2 The function of translation 1 2 Different Types of Translation Theories 2 3 The Application in Literature Translation 7 4 Implication and Conclusion 11 4.1 Implication 11 4.2Conclusion 12 References 12 Introduction 1.1What the translation is Translation is the communication of the meaning of a source-language text by means of an equivalent target-language text. Whereas interpreting undoubtedly antedates writing, translation began only after the appearance of written literature; there exist partial translations of the Sumerian Epic of Gilgamesh (ca. 2000 BCE) into Southwest Asian languages of the second millennium BCE. Translators always risk inappropriate spill-over of source-language idiom and usage into the target-language translation. On the other hand, spill-overs have imported useful source-language calques and loanwords that have enriched the target languages. Indeed, translators have helped substantially to shape the languages into which they have translated. Due to the demands of business documentation consequent to the Industrial Revolution that began in the mid-18th century, some translation specialties have become formalized, with dedicated schools and professional associations. Because of the laboriousness of translation, since the 1940s engineers have sought to automate translation (machine translation) or to mechanically aid the human translator (computer-assisted translation). The rise of the Internet has fostered a world-wide market for translation services and has facilitated language localization. 1.2 The function of translation (1) Translation is a means of communication; (2) Translation is instrumental in transmitting culture; (3) Translation is also a transmitter of the truth; (4) Translation is a technique for learning foreign languages. 1.3 What a translation theory does is (1) to identify and define a translation problem (2) to indicate all the factors that have to be taken into account in solving the problem (3) to list all the possible translation procedures (4) to recommend the most suitable translation procedure, plus the appropriate translation. 1.4 Translation Methods The central problem of translating has always been whether to translate literally or freely. The argument was theoretical. Now the context has changed, but the basic problem remains. The Methods are as follows: Word-for-word translation Literal translation Faithful translation Semantic translation Adaptation Free translation Idiomatic translation Communicative translation In all those above, only semantic and communicative translation fulfill the two main aims of translation: accuracy and economy. In general, a semantic translation is written at the authors linguistic level, a communicative at the readerships. Semantic translation is used for expressive texts, communicative for informative and vocative texts. So, next we talk about the equivalent effect. Equivalent effect (produce the same effect) is the desirable result, rather than the aim of any translation. In the communicative translation of vocative texts, equivalent effect is not only desirable, it is essential. In informative texts, equivalent effect is desirable only in respect of their insignificant emotional impact. The more cultural a text, the less is equivalent effect even conceivable. Different Types of Translation Theories 2.1 Literal Translation According to the linguistic theory of discourse analysis, any deviation from literal translation van be justified in any place appealing to the text as an overriding authority. In fact, literal translation is correct and must not be avoided, if it secures referential and pragmatic equivalence to the original. Literal translation is different from word-to-word and one-to-one translation. Literal translation ranges from one word to one word, group to group, collocation to collocation, clause to clause, sentence to sentence. It is to be the basic translation procedure, both in communicative and semantic translations, I that translation starts from there. The translation of poetry is the field where most emphasis is normally put on the creation of a new independent poem, and where literal translation is usually condemned. However, a translation van be inaccurate, it can never be too literal. We must not be afraid of literal translation. For a TL word which looks the same or nearly the same as the SL word, there are more faithful friends than faux aims (false friends).Everything is translatable up to a point, but there are often enormous difficulties. We do translate words, because there is nothing else to translate. We do not translate isolated words, we translate words all more or less bound by their syntactic, collocational, situational cultural and individual idiolect contexts. Elegant variations on literal or one-to-one translation are common, but they may not be justified in semantic or even communicative translation. The validity of literal translation can sometimes be established by the back-translation test. The back-translation test is not valid in the case of SL or TL lexical gaps. Some institutional terms are translated literally even though the TL cultural equivalents have widely different functions. Some concept-words are translated literally and often misleading, as their local connotations are often different. There are all kinds of insidious resistances to literal translation. It is sometimes advisable to retreat from literal translation when faced with SL general words for which there are no satisfactory one-to-one TL equivalents even though one is over-translating. That is the so called Natural Translation. Literal translation is the first step in translation. Re-creative translation is possible, but interpret the sense, not the words is the translators last resort. The modern literary translator continually pursue what is to them more natural, more colloquial than the original. But Their idiomatic English may be in flagrant contrast with a neutral original. 2.2 Traditional Chinese Translation Theory Chinese translation theory was born out of contact with vassal states during the Zhou Dynasty. It developed through translations of Buddhist scripture into Chinese. It is a response to the universals of the experience of translation and to the specifics of the experience of translating from specific source languages into Chinese. It also developed in the context of Chinese literary and intellectual tradition. In those five regions, the languages of the people were not mutually intelligible, and their likings and desires were different. To make what was in their minds apprehended, and to communicate their likings and desires, (there were officers), in the east, called transmitters; in the south, representationists; in the west, Tà ®-tà ®s; and in the north, interpreters. (à §Ã… ½Ã¢â‚¬ ¹Ãƒ ¥Ã‹â€ Ã‚ ¶ The Royal Regulations, tr. James Legge 1885 vol. 27, pp. 229-230) A Western Han work attributes a dialogue about translation to Confucius. Confucius advises a ruler who wishes to learn foreign languages not to bother. Confucius tells the ruler to focus on governance and let the translators handle translation. The earliest bit of translation theory may be the phrase names should follow their bearers, while things should follow China. In other words, names should be transliterated, while things should be translated by meaning. In the late Qing Dynasty and the Republican Period, reformers such as Liang Qichao, Hu Shi and Zhou Zuoren began looking at translation practice and theory of the great translators in Chinese history. 2.3 Asian Translation Theory There is a separate tradition of translation in South Asia and East Asia (primarily modern India and China), especially connected with the rendering of religious texts particularly Buddhist texts and with the governance of the Chinese empire. Classical Indian translation is characterized by loose adaptation, rather than the closer translation more commonly found in Europe, and Chinese translation theory identifies various criteria and limitations in translation. In the East Asia Sinosphere (sphere of Chinese cultural influence), more important than translation per se has been the use and reading of Chinese texts, which also had substantial influence on the Japanese, Korean and Vietnamese languages, with substantial borrowings of vocabulary and writing system. Notable is Japanese Kanbun, which is a system of glossing Chinese texts for Japanese speakers. 2.4 Western Translation Theory Discussions of the theory and practice of translation reach back into antiquity and show remarkable continuities. The ancient Greeks distinguished between metaphrase (literal translation) and paraphrase. This distinction was adopted by English poet and translator John Dryden (1631-1700), who described translation as the judicious blending of these two modes of phrasing when selecting, in the target language, counterparts, or equivalents, for the expressions used in the source language. When words appear literally graceful, it were an injury to the author that they should be changed. But since what is beautiful in one language is often barbarous, nay sometimes nonsense, in another, it would be unreasonable to limit a translator to the narrow compass of his authors words: tis enough if he choose out some expression which does not vitiate the sense. This general formulation of the central concept of translation equivalence is as adequate as any that has been proposed since Cicero and Horace, who, in 1st-century-BCE Rome, famously and literally cautioned against translating word for word (verbum pro verbo). Despite occasional theoretical diversity, the actual practice of translation has hardly changed since antiquity. Except for some extreme metaphrasers in the early Christian period and the Middle Ages, and adapters in various periods (especially pre-Classical Rome, and the 18th century), translators have generally shown prudent flexibility in seeking equivalents literal where possible, paraphrastic where necessary for the original meaning and other crucial values (e.g., style, verse form, concordance with musical accompaniment or, in films, with speech articulatory movements) as determined from context. In general, translators have sought to preserve the context itself by reproducing the original order of sememes, and hence word order when necessary, reinterpreting the actual grammatical structure. The grammatical differences between fixed-word-order languages (e.g. English, French, German) and free-word-order languages (e.g., Greek, Latin, Polish, Russian) have been no impediment in this regard. When a target language has lacked terms that are found in a source language, translators have borrowed those terms, thereby enriching the target language. Thanks in great measure to the exchange of calques and loanwords between languages, and to their importation from other languages, there are few concepts that are untranslatable among the modern European languages. Generally, the greater the contact and exchange that have existed between two languages, or between those languages and a third one, the greater is the ratio of metaphrase to paraphrase that may be used in translating among them. However, due to shifts in ecological niches of words, a common etymology is sometimes misleading as a guide to current meaning in one or the other language. For example, the English actual should not be confused with the cognate French actual (present, current), the Polish aktualny (present, current), or the Russian à Ã‚ °Ãƒ Ã‚ ºÃƒâ€˜Ã¢â‚¬Å¡Ãƒâ€˜Ã†â€™Ãƒ Ã‚ °Ãƒ Ã‚ »Ãƒâ€˜Ã…’à Ã‚ ½Ãƒâ€˜Ã¢â‚¬ ¹Ãƒ Ã‚ ¹ (urgent, topical). The translators role as a bridge for carrying across values between cultures has been discussed at least since Terence, the 2nd-century-BCE Roman adapter of Greek comedies. The translators role is, however, by no means a passive, mechanical one, and so has also been compared to that of an artist. The main ground seems to be the concept of parallel creation found in critics such as Cicero. Dryden observed that Translation is a type of drawing after life Comparison of the translator with a musician or actor goes back at least to Samuel Johnsons remark about Alexander Pope playing Homer on a flageolet, while Homer himself used a bassoon. If translation be an art, it is no easy one. In the 13th century, Roger Bacon wrote that if a translation is to be true, the translator must know both languages, as well as the science that he is to translate; and finding that few translators did, he wanted to do away with translation and translators altogether. The translator of the Bible into German, Martin Luther, is credited with being the first European to posit that one translates satisfactorily only toward his own language. L.G. Kelly states that since Johann Gottfried Herder in the 18th century, it has been axiomatic that one translates only toward his own language. Compounding the demands on the translator is the fact that no dictionary or thesaurus can ever be a fully adequate guide in translating. The British historian Alexander Tytler, in his Essay on the Principles of Translation (1790), emphasized that assiduous reading is a more comprehensive guide to a language than are dictionaries. The same point, but also including listening to the spoken language, had earlier, in 1783, been made by the Polish poet and grammarian Onufry Andrzej KopczyÅ„ski. The translators special role in society is described in a posthumous 1803 essay by Polands La Fontaine, the Roman Catholic Primate of Poland, poet, encyclopedist, author of the first Polish novel, and translator from French and Greek, Ignacy Krasicki: Translation is in fact an art both estimable and very difficult, and therefore is not the labor and portion of common minds; it should be [practiced] by those who are themselves capable of being actors, when they see greater use in translating the works of others than in their own works, and hold higher than their own glory the service that they render their country. Serious Literature Translation Poetry is the most personal and concentrated of the four forms, no redundancy, no phatic language, where, as a unit, the word has greater importance. And if the word is the first unit of meaning, the second is not the sentence or the proposition, but usually the line, thereby demonstrating a unique double concentration of units. The translator can boldly transfer the image of any metaphor where it is known in the TL language. Original metaphors have to be translated accurately, even if in the target language culture the image is strange and the sense it conveys may only be guessed. Sound-effects are bound to come last for the translator. The translation of Short Story/Novel: From a translators point of view, the short story is, of literary forms, the second most difficult, but he is released from the obvious constraints of poetry meter and rhyme. Further, since the line is no longer a unit of meaning, he can spread himself a little his version is likely to be somewhat longer than the original though, always, the shorter the better. The translation of the Drama: A translator of drama inevitably has to bear the potential spectator in mind. A translation of a play must be concise it must not be an over-translation. He must word the sentence in such a way that the sub-text is equally clear. He must translate into the modern target language. When a play is transferred from the SL to the TL culture it is usually no longer a translation, but an adaptation. Some kind of accuracy must be the only criterion of a good translation in the future what kind of accuracy depending first on the type and then the particular text that has been translated. The Application in Literature Translation 3.1The Definition of Literature Translation Translation of literary works (novels, short stories, plays, poems, etc.) is considered a literary pursuit in its own right. For example, notable in Canadian literature specifically as translators are figures such as Sheila Fischman, Robert Dickson and Linda Gaboriau, and the Governor Generals Awards annually present prizes for the best English-to-French and French-to-English literary translations. Other writers, among many who have made a name for themselves as literary translators, include Vasily Zhukovsky, Tadeusz Boy-Ã…Â »eleÅ„ski, Vladimir Nabokov, Jorge Luis Borges, Robert Stiller and Haruki Murakami. 3.2 Brief Comparison of the Application of Western and Eastern Theories The first important translation in the West was that of the Septuagint, a collection of Jewish Scriptures translated into Koine Greek in Alexandria between the 3rd and 1st centuries BCE. The dispersed Jews had forgotten their ancestral language and needed Greek versions (translations) of their Scriptures. Throughout the Middle Ages, Latin was the lingua franca of the western learned world. The 9th-century Alfred the Great, king of Wessex in England, was far ahead of his time in commissioning vernacular Anglo-Saxon translations of Bedes Ecclesiastical History and Boethius Consolation of Philosophy. Meanwhile the Christian Church frowned on even partial adaptations of St. Jeromes Vulgate of ca. 384 CE,the standard Latin Bible. In Asia, the spread of Buddhism led to large-scale ongoing translation efforts spanning well over a thousand years. The Tangut Empire was especially efficient in such efforts; exploiting the then newly invented block printing, and with the full support of the government (contemporary sources describe the Emperor and his mother personally contributing to the translation effort, alongside sages of various nationalities), the Tanguts took mere decades to translate volumes that had taken the Chinese centuries to render. Large-scale efforts at translation were undertaken by the Arabs. Having conquered the Greek world, they made Arabic versions of its philosophical and scientific works. During the Middle Ages, some translations of these Arabic versions were made into Latin, chiefly at Cà ³rdoba in Spain. Such Latin translations of Greek and original Arab works of scholarship and science helped advance the development of European Scholasticism. The broad historic trends in Western translation practice may be illustrated on the example of translation into the English language. 3.3 The Application of Asian and European Translation Theories The first fine translations into English were made in the 14th century by Geoffrey Chaucer, who adapted from the Italian of Giovanni Boccaccio in his own Knights Tale and Troilus and Criseyde; began a translation of the French-language Roman de la Rose; and completed a translation of Boethius from the Latin. Chaucer founded an English poetic tradition on adaptations and translations from those earlier-established literary languages. The first great English translation was the Wycliffe Bible (ca. 1382), which showed the weaknesses of an underdeveloped English prose. Only at the end of the 15th century did the great age of English prose translation begin with Thomas Malorys Le Morte Darthur-an adaptation of Arthurian romances so free that it can, in fact, hardly be called a true translation. The first great Tudor translations are, accordingly, the Tyndale New Testament (1525), which influenced the Authorized Version (1611), and Lord Berners version of Jean Froissarts Chronicles (1523-25). Meanwhile, in Renaissance Italy, a new period in the history of translation had opened in Florence with the arrival, at the court of Cosimo de Medici, of the Byzantine scholar Georgius Gemistus Pletho shortly before the fall of Constantinople to the Turks (1453). A Latin translation of Platos works was undertaken by Marsilio Ficino. This and Erasmus Latin edition of the New Testament led to a new attitude to translation. For the first time, readers demanded rigor of rendering, as philosophical and religious beliefs depended on the exact words of Plato, Aristotle and Jesus. Non-scholarly literature, however, continued to rely on adaptation. Frances Plà ©iade, Englands Tudor poets, and the Elizabethan translators adapted themes by Horace, Ovid, Petrarch and modern Latin writers, forming a new poetic style on those models. The English poets and translators sought to supply a new public, created by the rise of a middle class and the development of printing, with works such as the original authors would have written, had they been writing in England in that day. 3.4 Recent Development and Application of Western Translation Theory The Elizabethan period of translation saw considerable progress beyond mere paraphrase toward an ideal of stylistic equivalence, but even to the end of this period, which actually reached to the middle of the 17th century, there was no concern for verbal accuracy. In the second half of the 17th century, the poet John Dryden sought to make Virgil speak in words such as he would probably have written if he were living and an Englishman. Dryden, however, discerned no need to emulate the Roman poets subtlety and concision. Similarly, Homer suffered from Alexander Popes endeavor to reduce the Greek poets wild paradise to order. Throughout the 18th century, the watchword of translators was ease of reading. Whatever they did not understand in a text, or thought might bore readers, they omitted. They cheerfully assumed that their own style of expression was the best, and that texts should be made to conform to it in translation. For scholarship they cared no more than had their predecessors, and they did not shrink from making translations from translations in third languages, or from languages that they hardly knew, or-as in the case of James Macphersons translations of Ossian-from texts that were actually of the translators own composition. The 19th century brought new standards of accuracy and style. In regard to accuracy, observes J.M. Cohen, the policy became the text, the whole text, and nothing but the text, except for any bawdy passages and the addition of copious explanatory footnotes. In regard to style, the Victorians aim, achieved through far-reaching metaphrase (literality) or pseudo-metaphrase, was to constantly remind readers that they were reading a foreign classic. An exception was the outstanding translation in this period, Edward FitzGeralds Rubaiyat of Omar Khayyam (1859), which achieved its Oriental flavor largely by using Persian names and discreet Biblical echoes and actually drew little of its material from the Persian original. In advance of the 20th century, a new pattern was set in 1871 by Benjamin Jowett, who translated Plato into simple, straightforward language. Jowetts example was not followed, however, until well into the new century, when accuracy rather than style became the principal criterion. 3.5 The Application of Serious Literature Translation Poetry presents special challenges to translators, given the importance of a texts formal aspects, in addition to its content. In his influential 1959 paper On Linguistic Aspects of Translation, the Russian-born linguist and semiotician Roman Jakobson went so far as to declare that poetry by definition is untranslatable. In 1974 the American poet James Merrill wrote a poem, Lost in Translation, which in part explores this idea. The question was also discussed in Douglas Hofstadters 1997 book, Le Ton beau de Marot; he argues that a good translation of a poem must convey as much as possible of not only its literal meaning but also its form and structure (meter, rhyme or alliteration scheme, etc.). In 2008, Taiwanese linguist Grace Hui Chin Lin suggests communication strategies can be applied by oral translators to translate poetry. Translators with cultural backgrounds can oral translate poetry of their nations. For example, poetry of Tung dynasty can be introduced to people outside of Chinese communities by oral translation strategies. Also, several communication strategies for facilitating communicative limitations are applicable as oral translation strategies for interpreting poetries. Translation of a text that is sung in vocal music for the purpose of singing in another language sometimes called singing translation is closely linked to translation of poetry because most vocal music, at least in the Western tradition, is set to verse, especially verse in regular patterns with rhyme. (Since the late 19th century, musical setting of prose and free verse has also been practiced in some art music, though popular music tends to remain conservative in its retention of stannic forms with or without refrains.) A rudimentary example of translating poetry for singing is church hymns, such as the German chorales translated into English by Catherine Wink worth. Translation of sung texts is generally much more restrictive than translation of poetry, because in the former there is little or no freedom to choose between a versified translation and a translation that dispenses with verse structure. One might modify or omit rhyme in a singing translation, but the assignment of syllables to specific notes in the original musical setting places great challenges on the translator. There is the option in prose sung texts, less so in verse, of adding or deleting a syllable here and there by subdividing or combining notes, respectively, but even with prose the process is almost like strict verse translation because of the need to stick as closely as possible to the original prosody of the sung melodic line. Other considerations in writing a singing translation include repetition of words and phrases, the placement of rests and/or punctuation, the quality of vowels sung on high notes, and rhythmic features of the vocal line that may be more natural to the original language than to the target language. A sung translation may be considerably or completely different from the original, thus resulting in a contrafactum. Translations of sung texts whether of the above type meant to be sung or of a more or less literal type meant to be read are also used as aids to audiences, singers and conductors, when a work is being sung in a language not known to them. The most familiar types are translations presented as subtitles or surtitles projected during opera performances, those inserted into concert programs, and those that accompany commercial audio CDs of vocal music. In addition, professional and amateur singers often sing works in languages they do not know (or do not know well), and translations are then used to enable them to understand the meaning of the words they are singing. Implication and Conclusion Implication n the 1970s a literary approach to translation theory began to emerge, partly as a response to the prescriptive linguistic theories that had monopolized thinking for the previous two decades. Key elements of this new literary approach are the writings of the Manipulation School; systems theories; and Gideon Tourys descriptive translation studies (DTS), which tries to identify laws in translation, of which Itamar Even-Zohars Polysystem Theory (PS) forms a vital part (Nam Fung Chang). At the Leuven Conference in 1976, Even-Zohar presented a paper entitled The Position of Translated Literature in the Literary Polysystem where he considers the position of translated literature within the literary, cultural and historical contexts of the target culture. He does not advocate the study of individual translations, but rather views the body of translated works as a system working within and reacting to a literary system, which, in turn, is working within and reacting to the historical, social and cultural systems of the particular target audience. Therefore, there is a system within a system within a system i.e. the polysystem. The notion of system does, perhaps, need some clarification at this point. Literature viewed as a system can be traced back to Russian Formalist thinking of the 1920s when Yury Tynjanov is credited with being the first person to describe literature in these terms (Hermans, 1999, 104). Translated literature itself is also considered to operate as a system in at least two ways firstly in the way that the TL chooses works for translation, and secondly in the way translation methodology varies according to the influence of other systems (Munday, 2001 109). Even-Zohar himself emphasizes the fact that translated literature functions systemically: I conceive of translated literature not only as an integral system within any literary polysystem but as an active system within it. (1976, 200). Translation theory shares a number of concerns with what is commonly called communication theory. Perhaps the most important observation which the communication theorists have produced for translators is the recognition that every act of communication has three dimensions: Speaker (or author), Message, and Audience. The more we can know about the original author, the actual message produced by that author, and the original audience, the better acquainted we will be with that particular act of communication. An awareness of this tri-partite character of communication can be very useful for interpreters. Assuming that an act of communication is right now taking place, as you read what I wrote, there are three dimensions to this particular act of communication: myself, and what I am intending to communicate; the actual words which are on this page; and what you understand me to be saying. When the three dimensions converge, the communication has been efficient. 4.2Conclusion Different theories show different meanings. While not everyone who drives an automobile needs to understand the theory behind the internal combustion engine, someone does need to know this theory. I may be able to drive my Pontiac without any knowledge of internal combustion engines, until the Pontiac breaks down. Then, I must find someone (presumably a mechanic) who does in fact know enough theory to get the Pontiac running again. The same is true of translation theory. It is not necessary for everyone to know translation theory, nor is it even necessary for pastors and teachers to know everything about translation theory. It is necessary for pastors and teachers in the American church at the end of the twentieth century to know something about translation theory, for two reasons. First, it will affect the way we interpret the Bible for our people. If we are completely unaware of translation theory, we may unwittingly mislead our brothers and sisters in our interpretation. Second, there are so many English translations available, that