Bharatanatyam Dance Shape Tamil Cultural Cultural Studies Essay

Bharatanatyam leap Shape Tamil Cultural Cultural Studies EssayBharatantyam has been embedded in the Tamil glossiness for centuries, transmitted from contemporaries to generation and evolving over measure to uphold its sacredness and its agency of the states traditional identity ele handst. Today Bharatanaytam has spread worldwide, performed and practiced crossways countries and accepted by some(prenominal) traditional and modern masses. However it was still after its rebirth in 1930, when the Devadasi Act was passed, and due to E. Krishna Iyers reworking of the moves movement wording into a companionablely accepted dance form (On, 2011), that Bharatanatyam gained its respectable hearty status and hence is why today it plays a crucial berth in portraying Indias heathen and traditional identity. This portrayal whitethorn be tryn as what Bourdieu would c exclusively a chassis, which is created through with(predicate) a social, sort of an private process leading to pa tterns that argon enduring and sendrable from one scene to another (Powercube, 2012). More precisely, Bharatanatyam is a social measure used to keep abreast and promote a received habitus, defining the burnishs values which are transferred both through time and across the nations, whilst also acting as a guide for the Tamil generations today. This essay analyses, ground substantially on Bourdieus habitus theory, to what extent Bharatanatyam shapes Tamil cultural identity, in snap officular abroad.Art forms in general, especially when practiced over centuries, have proven to be central to whatever articulation of ethnic identity (Hyder, cited in David, 2009) and this is even more true(a) when a population lives outside of its home nation. There were, and still are, a significant amount of Tamilians that immigrate from India and Sri Lanka to the fall in Kingdom, especially during and after the British colonialism termination. For m both Tamilians in capital of the Unite d Kingdom, especially the older generation, Bharatanatyam is the element that contains within it all of their cultural and religious identity it represents an musical themelism that they must deliver to incorporated and preserve. Bharatnayam acts as what Foster would consider an ideal body, something that the material body looks up to and tries to achieve. This ideal cultural representation in Bharatanaym has been transmitted over the days to future generations and to this day young Tamilians explain how Bharatanatyam is subprogram of their culture and prevents the culture and religion from existence forgotten, especially in the West (David, 2009). Two students, Maya and Mahumita, honor this statement by confirming that studying Bharatanatyam is their way of learning or so their cultural heritage whilst living abroad. For example, most of Bharatanatyams bodily movements and facial expressions substantiate a prominent representation of Tamil womanhood. This can be seen in sm all gestures such(prenominal) as the application of the kumkum on the forehead (in representation of the third eye), the plaiting of the hair or the folding of the sari, all symbolizing a feminized social body (David, 2009), describing how a woman should appear and behave in this cultural context. Another more specific example would be that of the heroine character, cognize as the nayika, and how she uses stylized gestures to prepare herself to meet the hero, the nayaka. Through these gestures the dance transmits an idea of femininity and grace which acts as an ideal for all Tamil women to try live up to and admire. This also links to Bourdieus concept of doxa, which is formed through a combination of unspoken norms and beliefs that are taken-for-granted assumptions or common finger stinker the distinctions we make (Powercube, 2012), which in this case is the portrayal of how women are anticipate to behave. These characteristics that Tamil women need to behold are part of an uns tated moderate that is reinforced through the dances movements and degreetelling, constantly reminding the Tamil population, and women in particular, what their role in society is. As author Ann R. David explains, for the Tamil middle class, Bharatanatyam promises respectability and a traditional femininity and is, therefore, a prized carrier of tradition (David, 2009). As a result, purity of Tamil tradition, their rituals and religion, their language and their social behaviour (such as the magnificence of womens chastity in the Tamil civilization) is upheld substantially through Bharatanatyam it is considered an influential barb used to craft social status and conduct, uniting Tamil cultural identity across the world.However, first-generation Tamil immigrants, and especially Tamil Hindoo groups, are concerned that the external contracts of the West may overwhelm the junior generations and arrive at them to lose sight of their national identity as Tamilians. In lodge to pr eserve this sense of cultural identity, several schools have been built abroad to get on and indulge the youth in their Tamil culture, ensuring that their roots are not forgotten. These classes would, according to Ann R. David, allow the transmission of traditional culture and uphold immigrants in maintaining Tamil identity in local anesthetic diasporic checktings where the acquisition of Tamil social, cultural, and religious values does not necessarily take place (David, 2009). to the highest degree Sri Lankan Tamil temples and Tamil weekend classes in London are light-emitting diode by Tamil conservationists who try to stay true to their cultural identity by discouraging their dance pupils to attend international performances to keep them from any outside influences. In addition, most of the syllabus is written and taught in Tamil, patronage the point that the second generations are likely to have grown up with English as their first language given their educational and soci al context. This obsession to ensure that Bharatanatyam is practised and incorporated in the lives of immigrated Tamilians means that, as a result, the dance now bears more rituals and ceremonies attached to it today than it had during the period of its revival (David, 2009). For example, the offering of flowers on stage, known as pushpanjali, and the dedication of bells on the stage are common rituals now that were not required previously in Bharatanatyam. As part of their cultural essentialism, none of the teachers in the London Tamil temples have introduced any creative or slightly wrongful material to their students, ensuring that the history of the dance is untouched in order to transfer a pure concept of their Tamil cultural identity. This may be considered as what Bourdieu refers to as misrecognition, similar to Marxs concept of false consciousness, which is the conscious purpose of a certain group or individual. In this case, the conservationists use Bharatanatyam to enco urage certain social pressures that have been accepted without questioning such as, as previously discussed, the role of obedient women in the Tamil society. hardly is this pressure of preserving Tamil traditions through Bharatanatyam having the contrary effect and pushing away the younger generations from exploring their cultural identity? Some may argue yes, as certain teachers and practitioners, mostly in other countries in Europe and in atomic number 7 America, support Tamil nationalism through change and development. Aided and support by the LTTE (Liberation Tigers of Tamil Eelam), Tamil Sri Lankan nationalism in particular is further to evolve through more creative Bharatanatyam choreographies. For example, a Bharatanatyam piece was choreographed narrating the story of a military woman who sacrifices her male relatives to be a part of the Sri Lankan war. These types of narrations are unconventional compared to any of the traditional Bharatanatyam stories which usually invol ve Gods and their family with mankind. Another example would be the Akademi centre today whose goal is to round received aesthetic definitions of the traditional and classical through strategic acts of cultural translation and situate Indian dance on the multicultural map out of Great Britain (Meduri, 2004). and so, this modernising of Bharatanatyam and the use of its representative symbolic movements to express contemporary concerns is sacking against the work of the preservationists. This contemporary development of Bharatanayam can be seen as creating a new, more current and perhaps world-wide cultural identity.This sense of global identity seems to be growing, even in Britain, especially amongst the second generation as they have no strong, direct ties to their homeland. They hence tend to see themselves more as British, British Asian or British Hindu citizens who are made up of both cultures, yet belong strongly to neither. These young Tamilians are part of a global yout h culture (Saldanha, cited in David, 2009) which means they hold a global identity, unlike their senior relatives who struggle to maintain their traditional cultural identity whilst living in a different country amidst a completely different set of values. In the late 20th century all Indian dance forms were put under the label of southerly Asian dance, despite the fact that South Asia evidently consists of some(prenominal) more countries than just India, hence not only creating a rather vague category for these Indian dances, only if also merging internationalism with nationalism. The specific classical dance Bharatantyam being thrown amidst numerous other Indian dances and renamed as a part of a South Asian dance was a huge move point as it enlarged the Indian label and made plain the diverse dance, performance, and theatre practices of the Indian/Asian diaspora (Meduri, 2004). But some Bharatanatyam dancers and teachers, such as Mira Kaushik, encouraged this relocation of Bh aratanatyam dance within the broader category of South Asian dance. Kaushik claimed that although Indian dance might look Indian, it is South Asian dance in the United Kingdom because it is performed not just by immigrant dancers from India but by hundreds of South Asian dancers belonging to the different nations of Pakistan, Bangladesh, Nepal, Sri Lanka, India, and Africa (Meduri, 2004). virtuoso may argue that Kaushik challenges the idea that Bharatanatyam is specially reserved for Tamilians as their pedigree of cultural identity she brings a whole new concept to Bharatanatyam by suggesting that it can appeal, be understood and performed by many other nationalities. This refine therefore alters and reshapes the key tool Bharatanatyam that traditionally promotes the estalished Tamil habitus. By reintegrating Bharatanaytam with a more futuristic and contemporary aspect, it challenges the cultures original habitus and its centuries of unquestioned customs.Therefore Bharatnatyam m ay actually be seen as a source of creativeness and as a catalyst for a new global identity, rather than a source of tradition and preservation of a purely Tamil identity. Bharatnayam has been adopted and reworked since the very beginning of the 1900s by the West, especially in the United States to begin with. For example, in 1906 Ruth St. Denis, the co-founder of the dance company Denishawn, was hugely shake up by South Asian dance and she immersed herself in Indian belles-lettres and culture. She used these resources to later on choreograph dance pieces, such as Incense, The Legend of the Peacock, Radha and further on group productions such as The transverse flute of Krishna in the 1920s. Another distinct dance pioneer, La Meri, even created a rendition of Swan Lake through Bharatanatyam vocabulary. particularly since the 1930s, Bharatnayam has opened up, as men now feel comfortable to interpret womanly roles, whilst also many dancers from outside of the Tamil nationality hav e began practicing Bharatanatyam, even to a professional level.But does this globalisation of Bharatanatyam necessarily affect the preservation and the influence it has on the Tamil population and their cultural identity? Rather on the contrary, although Bharatantyam has been increasingly globalised since the archaean 1900s, the dance itself to this day remains associated with tradition and symbolism. Both in local Indian communities and abroad, Bharatanatyam is an art that globally and continually promotes the habitus of the Tamil partnership and its values whether a non-Tamilian dances it, whether a contemporary story is being told or whether a man dances a womans character the movement vocabulary and the concepts behind the dance remains the same for example, even the interpretation of Swan Lake by Le Meri through Bharatanaym essentially needs to use the dances symbolized codes to tell the story. Bharatanatyam is based intricately on traditional meanings, and therefore whatev er context it may be placed in, it will stay true to its Tamil origin. Especially in countries such as Britain and Indonesia where the Tamil population is significant, Bharatanatyam remains a key pathway to not only identify themselves with their distant Tamil customs and embody their cultures habitus, but to spread it worldwide.Word count 2,005

Issues of the Registrability and Infringement of Trademark

Issues of the Registrability and Infringement of Trade quarryThis drumhead would be regarding to the issues of the registrability and misdemeanour of authentication. Trade mark argon the indicators of the decline of the products and services to which it attaches1 which could bring a great economic value. Trademark is defined as any consecrate that is capable of being graphically representable which is distinguishable from one ripe(p) to a nonher under in s.1(1) of Trade Marks roleplay(TMA) 19942. Generally, a post could last for 10 years initially entirely it could be re-create every ten year if it is employmentd in the appropriate class.Trademarks in United Kingdom (UK) is currently governed by TMA 1994 which implemented the atomic number 63an Union(EU) directive 89/104/EEC.3 There atomic number 18 3 requirements to be fulfilled to lodge a trademark. Firstly, a mark must(prenominal) be a mug where it is very broad as it includes words, devices, images, distorts, shapes, music, sounds, and smells. On the facts, the plastic seashell base would be the gull.Next, the mark must be graphically representable. However, some unusual marks such as colour, shape, smell and sound marks would be trying to fulfil this requirement. Therefore, some guidelines have been laid trim down in Sieckmann v Deutsches Patent-und Markenamt4 where it states that the augury must be clear, precise, self-contained, easily accessible, intelligible, and have a perdurable objective for a mark to be graphically representable. On the facts, De Rijk Kluyv think to register the seashell shape which fall under the course of unusual mark. However, it is dispute for a 3-dimensional shape to be represented 2-dimensional graphical form. This could be seen in Swizzels Matlow Ltds 3-Dimensional Trade Mark Application5 where the shape mark failed to be registered as thither was no indication of thickness, size and more. Moreover, in that respect were also many sunk attempts for Re Coca-Cola Co6 to register the shape of their bottle. However, the case of Smith Kline and French v Winthrop7allowed a registration of a 3-dimensional shape in classifiable colour combination. On the facts, unless the confederacy could fulfil the Sieckmann citeria, the mark is non registrable.Furthermore, the mark must also be capable of distinguishing under s.3(1) of TMA 1994. In Scandecor Development AB v Scandecor Marketing AV8, it was held that the importance of trademark is that the goods could be classifiable from separates. Hence, if a mark would not be registrable if is not capable of distinguishing as this was concord by Canon Kabushiki Kaisha v MGM9 on the importance of distinctiveness.However, it would be to a fault wide to look at what could be registered as trade mark. Hence, it is discontinue to focus on what could not be registered by looking at the absolute grounds of refusal under s.3 of TMA 1994 where it sets out 10 categories of signs that could not b e registered. However, there are three categories where it could be registered if a secondary essence could be provided. They are s.3(1)(b), s.3(1)(c) and s.3(1)(d) of TMA 1994.Firstly, under s.3(1)(b) of TMA 1994, it verbalize that the trademarks which devoid of any distinctive character. However, there are 2 different views in this area from UK and European Court of Justice(ECJ). For example, the shape of a torch was ref utilize to be registered as a trademark in cartridge Instrument v OHIM10. It stated that solitary(prenominal) marks which are significantly from the norm or customs of the welkin that can indicate the origin and not lack of the purpose of distinctive character.However, the opinion of UK was different in British Sugar Plc v mob Robertson and Son Ltd11 where Laddie J held that a mark would fall under s.3(1)(b) of TMA 1994 if it could not be distinguished without the customary have the knowledge that it is a trademark. On the facts, the term OUR being IS YOUR OYSTER could arguably to be considered as significant from the norm and distinctive. Moreover, the term could also be distinguished without having the humans knowing it as a trademark. Hence, it would not fall under s.3(1)(b) of TMA 1994.Moreover, on the facts, the guide word of OUR domain IS YOUR OYSTER should not fall under the category under s.3(1)(c) where it is exclusively descriptive of the goods or services to be registrable. The world(a) rule is that the whole of a mark must be descriptive and not scarcely part of the mark. However, the law in this area was uncertain. In Besnier SAs Trade Mark Application12 the registration was ref apply as the term Day by Day would naturally to be employ by other traders. However, in Procter Gamble Co. v OHIM13, it was held that in appeal that baby dry is not the whole descriptive of nappies and the overall effect of the mark is important quite of the components that make it up. This was supported by Griffiths where he stated that it offers greater conclusion to trademark applicants.14Furthermore, in Windsurfing Chiemsee v Attenberger Cases15, the European Court of Justice(ECJ) held that geographic descriptive marks could be registered as trademark if the public associates that mark is with the owner but not the geographic place. In that case, the trademark was used 2 years before it was registered and its application was allowed by the European Court of Justice(ECJ). On the facts, the slogan had only been used just under 2 years. It could be argued that it did not meet the requirement of the length of use laid down in Windsurfings case.However, in OHIM v Wm. Wrigley Jr.Co16, it was held that the mark Doublemint was descriptive even if it was merely partly represented the characteristics of mint flavoured or mint-scented products. It could be submitted that the courts were trying to prevent a floodgate of litigations for marks that consisted descriptive words as this was allowed in Procters case as mentio ned above. This decision had departed from the universal rule and held that it would be considered descriptive even though it only consists part of the mark. It also did not overrule Procters case and created a confusion in law in this area. Hence, on the facts, by following the recent decision in Wrigleys case, the order would fail in the registration of the term as a trademark as it consists a word that is descriptive to the goods themselves which is the word OYSTER where it is a type of seafood.Other than that, the mark should not consist exclusively signs or indications where it became the generic terms in general language or the unique(predicate) market sector under s.3(1)(d) of TMA 1994. On the facts, it could be argued that the slogan OUR WORLD IS YOUR OYSTER fall under the generic terms in general language as it is an edited version of the idiom the world is your oyster. Hence, it could be argued that the slogan could not be registered as a trademark.However, a mark that acquired a distinctive character through its use would be registrable. It is compulsory that the mark must have been used and has in fact acquired a distinctive character. In Socit des Produits Nestl SA v Mars UK Ltd17, it was held that the slogan of Have a BreakHave a Kit cat had become distinctive through its use even though the spirited Court on appeal held that Have a Break itself is not distinctive, the Court of Appeal held that the mark pick up not be distinctive individually. On the facts, unless the keep company could proof distinctiveness by video displaying that a portion of customers that could identify the goods are originate from this company because of the slogan, the slogan OUR WORLD IS YOUR OYSTER would not be registrable.Next, in determining whether there is an misdemeanour of DUTCHY BEACH mark, s.10 of TMA 1994 would be discuss. A typical infringement would involve a sign used by a trader which is connatural to another(prenominal) registered trademark owned by another trader which indicate the root of the goods or services. On the facts, the activity that constitutes an infringement would be affixing a sign to goods or packaging as the mark DUTCHY BEACH was used in a range of beverages by Beechy Beverages Ltd under s.10(4) of TMA 1994.There are three types of use which are regarded as infringements under s.10(1), s.10(2) and s.10(3) of TMA 1994. On the facts, the type of use would be the similar sign for mixed goods which has a reputation and it was used without due cause, takes unfair advantages or detriments under s.10(3) of TMA 1994.18 The mark DUTCHY BEECH sign is similar to DUTCH BEECH mark where one sells beverages but the other one sells processed seafood products. On the facts, it is clear that the mark DUTCHY BEECH is visual, phonic and conceptual similar with DUTCH BEACH as per Muelhens v OHIM19. The company would need to image that there is a likelihood of confusion but this was held to be unnecessary to do so by ECJ in Sabel BV v Puma AG, Rudolf Dassler Sport20. Moreover, on the facts, it is clear that the goods sold by the parties are dissimilar as per the case of Daimler Chrysler AG v Javid Alavi21where the classes of the goods are not the same. On the facts, the class of goods under De Rijk and Kluyvs company are class 29 and 31 while the class of goods under Beechy Beverages are class 32 and 33.Furthermore, De Rijk and Kluyv would need to prove that the trademark has a reputation. However, it is not necessary for the mark to be famous. The reputation would only need to be existed in part of the geographical area by determining the degree of knowledge of the public. It was held by the ECJ in General Motors(GM) v Yplon SA22 that the size of the investment for the promotion of the mark must be considered when determining the degree of knowledge of public on the ii marks. On the facts, they had recently invested in a new seafood platter for the supermarkets. Hence, it could be argued that there is a sufficient reputation for the mark on the public as there was an investment on the mark and it was also used on the goods which distributed to the supermarkets and restaurants locally. It could be argued that the public had a sufficient knowledge on the mark as it can be seen in supermarkets and restaurants.Then, they would need to show that there are detriments suffered or Beechy Beverages had taken unfair advantage of the dream up or distinctive character of DUTCH BEACH mark. It is unnecessary for them to show detriments if there is an unfair advantage taken by Beechy Beverages. On the facts, it could be argued that Beechy Beverages had taken an unfair advantage by using a similar to the mark with repute which is DUTCH BEACH to market their goods as per LOreal v Bellure23. However, if Beechy Beverages could show that the use was with due cause as per Premier Brands UK v Typhoon Europe Ltd24, there would not be an infringement. On the facts, it could be argued that there is no due cause for the use of the mark. However, Beechy Beverages would argue that the use was for comparing advertisement as per TMA 1994 in light of Directive 97/55/EC25.There would be an infringement if the sign was used in a course of trade under s.10(3) of TMA 1994 even if the sign did not used as a trade mark. It could be regarded to be used in a course of trade if it is used for business purposes to indicate the origin of the goods and services as per vibrating reed Executive Plc v Reed bloodline Information26. Moreover, the case Adam Opel AG v Autec AG27 held that any use of a similar mark including decoration purpose would amount to an infringement. On the facts, the Beechy Beverages company did not intend to register it as a trademark as there is no application made. However, according to the case stated above, it would unruffled be an infringement as the sign was used to indicate the beverages are from Dutch as the word DUTCHY was used and it is similar to a registered mark.However, Beechy Beverages could judge for a defence under s.11(2)(b) as the use could be argued as indications for the geographical origin of its goods if there is an infringement. Beechy Beverages would argue that the use of the mark was indicating the goods are from Dutch as the name, DUTCHY BEECH consists partly of the geographical name. This defence would be accepted if the use of the mark may be expected by the public.In conclusion, the shape of the seashell base would be difficult to be registered and the slogan OUR WORLD IS YOUR OYSTER would not be able to be registered as it failed to meet requirement stated above. Moreover, De Rijk and Kluyv will success in their infringement claim but Beechy Beverages would have a defence to it as stated above. De Rijk and Kluyv could seek for injunction and damages from Beechy Beverages for the losses.1 Davis, Jennifer, Intellectual Property Law nitty-gritty Text, (4th edn, OUP 2012) 2002 Trade Marks Act 1994, s.1(1)3 First Council Directive 89/104/EEC to approximate the laws of the Member States relating to trade marks 19884 Sieckmann v Deutsches Patentund Markenamt (C273/00) 2003 3 WLR 4245 Swizzels Matlow Ltds 3-Dimensional Trade Mark Application 1999 RPC 8796 Re Coca-Cola Co 1986 2 every ER 2747 Smith Kline French Laboratories Ltd v Sterling-Winthrop Group Ltd 1976 RPC 5118 Scandecor Development AB v Scandecor Marketing AV and Others 2002 FSR 1229 Canon Kabushiki Kaisha v MGM 1999 ETMR 110 Mag Instrument v OHIM (C-136/02) 2005 ETMR 4611 British Sugar Plc v crowd together Robertson and Son Ltd 1996 RPC 28112 Besnier SAs Trade Mark Application 2002 RPC 6013 Procter Gamble Co. v OHIM (C-383/99) 2001 ECR I-625114 Griffiths, Modernising Trade Mark Law and Promoting Economic Efficiency an evaluation of the Baby-Dry perceptiveness and its aftermath 2003 1 IPQ 1-3715 Windsurfing Chiemsee v Attenberger Cases C-108/97, C-109/97 1999 ECR I-277916 OHIM v Wm. Wrigley Jr. Co. (C-191/01) 2003 ECR I-1244717 Socit des Produits Nestl SA v Mars UK Ltd C-353/03 2006 FSR 218 Trade Marks Act 1994, s.10(3)19 Muelhens v OHIM 2006 ECR I-000020 Sabel BV v Puma AG, Rudolf Dassler Sport 1998 RPC 19921 Daimler Chrysler AG v Javid Alavi (t/a Merc) 2001 RPC 4222 General Motors (GM) v Yplon SA (C-375/97) 1999 ECR I-542123 LOreal SA v Bellure N.V. and Others 2010 EWCA Civ 53524 Premier Brands UK v Typhoon Europe Ltd 2000 FSR 76725 Directive 97/55/EC of European Parliament and of the Council of 6 October 1997 amending Directive 84/450/EEC concerning misleading advertising so as to include comparative advertising 199726 Reed Executive Plc v Reed Business Information Ltd 2004 RPC 76727 Adam Opel AG v Autec AG C-48/05

SWOT Analysis of Starbucks

SWOT Analysis of Starbucks1. INTRODUCTIONThe sideline content is a expression study on Starbucks company whiz if the famous and well known cocoa berry shop in the world. This case study highlights closely the SWOT ANALYSIS PESTLE ANALYSIS PORTERS fivesome FORCESThe history of Starbucks takes us back in the year 1971. It is a manage mark of (SBUX) in Seattle. In the start it was a purchaser and roaster of entirely java beans. In the year 1970 the first Starbucks out let opened which put on to provide finest hot chocolate and coffee related products to the thirsty people of Seattle. In the year 1990 Starbucks went global expanding in the United States and soon baffle a publicly traded company. In 2000 the company expended in much than 15000 outlets in roughly more than than 15 countries.Starbucks mission statement is simple to revolutionize and nurture the human spirit one person, one cup, and one vicinity at a epoch2. Swot outline for Starbucks2.1 Strength* The Starbucks has a strong honorable values and in any case a strong respectable mission statement Starbucks is committed to a role of milieual lead in all facets of our affair a positive approach towards had do Starbucks one of the no1 specialty retailer.* The commercialise shargon and capitalization Starbucks owned 4596.6 meg and gross revenue findth by 20.9%* Starbucks holds a strong position in the foodstuff wherein they halt 8,500 shops owned by Starbucks directly and also around 6,500 shops on franchises and l ice-skating rinknces with excellent workforce and management that provide excellent proceeds to the node* In 2005 Starbucks was one of the fortunes in 100 companies to work for this was in the main beca practise of the well efficient organisation resource management.2.2 Weaknesses* The key weakness of Starbucks is their modify innovation and creativity that has limited them to coffee and coffee related products* As competitive stuff increases the lower price rivals such as Mc Donald or costa coffee rouse undercut the company salary as the Starbucks has premium fault with premium prices.* It only depends on coffee and coffee related products that give them a limited growth this criticises them from not using free trade products and a bad reputation from pressure group.* Since Starbucks is a US based company it mainly focuses on the domestic help markets of US though Starbucks had grown worldwide none planning on the markets outside the US can affect the targeted profits.2.3 Opportunities* Starbucks is global cooperation which sells coffee to astir(predicate) 16,000 coffee shops in over 35 countries, established relation with pepsi-co, barners and nobles, dreyrers ice cream and other major brands this gives them a probability to diversify.* Addition of more coffee products and expanding the menu gives them an opportunity to grow* Outside the domestic US markets in that location are a lot of opportunities for joint ventures.thr plan ning restrictions can be considered by reducing costs by relocating at tops(p) market chains, pubs and restaurant.* Become more of loving and environmental responsible brand by better public relation activity,fair trade policies and ethical sourcing practices* Licensing its notice through ambient coffee through super market that gives them an opportunity to increase their revenue.2.4 nemesiss* Downturn in the economy affects consumer spending, with less income to spend this has been the threats in the recent years.* Criticizing on the web site about companys fair policies, restriction relation and environmental hazards had a bad effect on the companies goodwill and has hence affected the revenue* The threats have been increasing by contention from national brands and recent entrants, this putting pressure on profit margins. Companies seeks new way to differentiate to retain customers.* Saturation in the coffee market can be the worst threat as the Starbucks in genuinely much linked with coffee and coffee related products3. Pestle compend for Starbucks3.1 Political- ongoing tensions in the Middle East and boycotts of American made products are strategic forebodings for Starbucks globalization plans. Starbucks also instants their coffee beans and thus any changes in import laws should also demand special attention.3.2 Economic- Economic factors basically concern the temper and direction of the economy in which a firm operates. Current nook has forced people to limit their spending hence this has affected the sales of Starbucks. Also the price hike in the commodities e.g. coffee beans which are used to make coffee in Starbucks has forced them to increase the prices of the coffee. Consumers dont find as much worth in spending $4.35 for a cup of coffee when they can purchase the same size coffee at 7-eleven for $1. 753.3 tender- Promoting the health benefits of coffee remains a challenge for the industry and consumers are often confused with the myths propagated by the media. Social concerns regarding caffeine and it addictive properties also need to be considered these days the people are so environment concern that the company should learn how to reduce their plastic waste and use recyclable items.3.4 Technological Factors -Starbucks has been continually looking for ways to enhance the customer experience. They have also expanded their partnership with ATT. ATT offered consumers Wi-Fi service in more than 7,000 Starbucks locations in the U.S. in spring of 2008 also the use of latest engineering science in brewing coffee beans to enhance the taste and flavour of the coffee served.3.5 Legal Labour laws( for e.g. increase in the minimum wage of employees)environmental law (e.g. ban on non recyclable cups and bottles used for take outside drinks).3.6 Ecological Factors- Starbucks also has a strong environmental mission statement. Starbucks promotes ethical sourcing as well and encourages the use environmentally friendly products . Starbucks uses key proceeding indicators to be sure they are measuring the degree to which they fulfil their social and environmental responsibilities. Starbucks should maintain abreast of any changing environmental ordinance that could impact their corporate strategies.4. Porters Five Forces AnalysisThe Porter 5 forces compendium is a framework by Michael E. Porter in 1979 for industry analysis and business strategy development to achieve its organisational goal. According to Michael porter there are 5 major factors which influence the business.* dicker power of suppliers* Bargaining power of purchasers* Threat by substitute products* Rivalry between competitors* Threat of new entrants to a market.Starbucks should consider the following4.1 Power of Suppliers Starbucks prides itself on its command principles one of which states, Our Coffee-It has always been, and will always be, about choice. Were passionate about ethically sourcing the finest coffee beans, roasting them wit h great care, and improving the lives of people who grow them. Therefore, in keeping with their mission and principles, Starbucks must(prenominal) ensure that the type and prime(prenominal) of coffee it offers is always the same. This means they would use the same suppliers that integrate their standards. An over-populated market could also give the suppliers more bargaining power. Starbucks need to be aware(p) of supplier power and potential price increases.4.2 Power of Buyers/Customers A buyer group is powerful if the industrys product does not save the buyer silver (Pearce and Robinson, 2007) This is a plus for Starbucks as their coffee products are higher in price and considered a luxury brand. Starbucks is much more concerned with the quality of their product versus price. However the other consideration is small local coffee companies that were around before Starbucks took over the marketplace. These smaller coffee shops may have their core customers who will not give the ir business to anyone else.4.3 Available Substitutes Starbucks must be aware of substitute products. Given the current grave economical crisis, consumers are vying towards less expensive shiftnatives than the luxury coffee Starbucks provides. This effect could alter Starbucks current set strategies. As more substitutes become available, the current pricing model would become more elastic since customers have more alternatives. authority substitutes include bottled water, healthy water/juice drinks, and at home espresso machines.4.4 Current Competitors While companies like Dazbog and Caribou Coffee appear to be the most obvious competitors, McDonalds and Dunkin Doughnuts are Starbucks tops competitors. Both these organizations can compete with Starbucks in terms of sandwich items and coffee related products. More of a concern with these two competitors is their pricing modules. Both competitors are priced less than Starbucks products.4.5 Threat of naked as a jaybird Entrants Sta rbucks provides a luxury good that consumers often scale back on when they want to save money. In 2007, Starbucks saw its shares fall more than 30% partly down to customers deserting it for cheaper rivals. As McDonalds and other chains like Dunkin Doughnuts escort the money in luxury coffee more companies will bring down to enter the marketplace offering similar product lines for less cost.5. reference bookTo conclude the Starbucks has done very well in the terms of business they have managed to grow within the industry in few years. autistic say this because from a single privately owned coffee rest home Starbucks was able to expand as a well known coffee bar internationally and they managed to keep their position in the market. Starbucks needs to keep a close watch on its competitors because of the risk for competitive pressure. Also it needs to develop new types of coffees to sustain the threats for subistutes and also from competitors. They also need to utilize their oppor tunities to greater extant to be more successful in the future.6.REFERENCE* education and financial management, swot analysis, pg 23,10th edition ( Trowbridge, Wiltshire, 2005)* Bob Nelson and Peter Economy, Managing for Dummies, 2nd ed. (New York Wiley, 2003)* Forbes Magazine. Forbes, S. (2005, celestial latitude 12). Whoda Thunk It? Coffee Is Hot. Forbes, pp. 33, 33. Retrieved whitethorn 15, 2009, from Business Source Premier Database* Starbucks. (2009b). Company Profile. Retrieved May 10, 2009, from http//www.starbucks.com/aboutus/Company_Profile.pdf* Moneyweek Magazine. Which firms can survive a storm? Tim Bennett, Nov 27, 2007 http//www.moneyweek.com/investment-advice/how-to-invest/which-firms-can-survive-a-storm.aspx* Brewing Battle Starbucks vs. McDonalds, from http//www.time.com/time/business/article/0,8599,1702277,00.html* Starbucks. (2009c). Our Starbucks Mission. Retrieved May 10, 2009, from http//www.starbucks.com/mission/default.asp* Starbucks 2007 Annual Report. Corpo rate Social Responsibility Brochure* Howard Schultz Chairman of Starbucks Corporation. http//www.marketingcrossing.com/article/220025/Howard-Schultz-Chairman-of-Starbucks-Corporation/* Regis University (2009). Strategic Management and financial Ratio Analysis. Columbus, OH McGraw Hill/Irwin

Development of Language from Rituals

Development of Language from RitualsTo what extent has row evolved from complex rites? Is ritualistic conduct a necessary step in the training of complex speech?This essay willing examine the possibility of a connection mingled with rituals and ritualistic behavior and the development of terminology, with some analysis of ritual behaviour in the animal world as well as curtly examining the extent to which gentleman use of delivery today is itself ritualistic.The motilitys above atomic number 18 by no means simple to result, nor then is any app arent motion relating to the rail line of the speak word. How just now language itself came about is a principal which countless historians, phylogenesisists, biologists and linguists wear tried, totally over many years, to answer without conclusive success. J. G. Penner, in his book Evolution Challenged by Language and Speech, in the appropriately named chapter How did language and speech originate? A confession of igno rance demonstrates this most effectively by quoting no less than 35 eminent experts, renowned in their single fields, all essentially saying the same thing that an perceptiveness of ex coiffurely how language evolved is beyond human comprehension. Any attempts to explain it, it would appear, dejection neer be much more(prenominal) than speculation.The evidence (that there is no evidence) is sure enough compelling. In light of this, it would seem appropriate and wise to proceed with an figureing that whilst we brook attempt to answer these questions, the approach, will, by necessity, be stringently suppositional in essence. That said, the lack of concrete scientific evidence should non be a reason to discredit all theories completely this essay will attempt to look some of the more persuasive theories in analyse the link among ritualistic behaviour and the development of language.In washbowl Haimans essay Perspectives on Grammaticalization, he starts by positing the c oncept of a rituals evolution into polarityals using the casing of a staple rite performed by sucking louses the mating ritual of the dancing fly. Originally the virile dancing fly would present the female with a smaller on the spur of the moment insect wrapped in silk. The purpose was for the male to use the opportunity presented by the females preoccupation and engagement in unwrapping the nap to mount her, achieving his instinctual aim of copulation and impregnation. Over many years, the dead insect itself became superfluous, and now, whilst the ritual itself remains the same, the silk parcel presented to the female is empty. This, Haiman explains, has transformed the nature of the ritual inasmuch as the presenting of the empty wrapping alone has evolved into a process which serves purely as a mating signaling.The above caseful serves to demonstrate the evolutionary complexities and potential for development in ritualistic behaviour, however, in order to fix the orig ins of the spoken word it would make more sense to consider our close-hauled prelate cousins. In The Talking Ape How Language Evolved Robbins Burling poses the questionHow did we go through from an ordinary primate that could not talk to the st shake off human primate that cant shut up? (p.4)1Chimpanzees and Bonobos are clearly to a fault a great deal get along along the evolutionary scurf than the dancing fly, but Burling provides a very similar example of the development of signal, or ritualisation, in the evolution of lip-curling in primates. As he explains, the recantation of the lip as a precursor to biting would originally declare been a simple movement in order to facilitate the action mechanism of biting itself and nothing more were the lip not to be moved, the imitate would bite it. Over millions of years, the curling of the lip would read been universally recognise as a precursor to aggressive behaviour an imminent bite. inseparable selection would favour a) t hose clever enough to recognise this warning sign of aggression and escape without harm, and b) those who were clever enough to curl their lips and repel aggressors without needing to squeezeThe sign would kick in then evolved from a purely instrumental act into a conventional communicative signal. By evolving into a communicative symbol, the retract lip became useful for both the aggressor and his potential victim later on some thousands of generations, the behaviour became almost, or fully automatic. (Burling pp.14-15)2Burling explains this process of ritualisation as a logical progression of what is widely considered to be an important concept in the development of language comprehension. It is entirely when the entailment of a given signal is mum that it becomes a sign of communication, and thus potentially an ancestor of spoken languageThe ritualization of the lip twitch turned an instrumental act into a communicative signal, but ritualization could not even begin until the twitch was understood. separate animal signals began much as did the retracted lip. Only later on import is discovered in instrumental gestures or candidizations can they be ritualized into stereotypic signals. (p.15)3In what we mean by ritual, then, we may perhaps use thaumaturgy Haimans definitionA ritual is identified as one when it ceases to be a purely instrumental act and becomes a signthe ritualized activity is regularized so that its form is relatively independent of (emancipated from) its original stimulus. (p.5)4Using this approach then, the question arises, and it is one that has puzzled scholars from all disciplines for thousands of years How did these signals evolve into spoken language? If we adhere to the logic of the argument presented by Burling, based upon comprehension and ritualisation, it can be put down to the process of evolution, namely natural selection. However, as Burling argues, there is a fundamental difference amid the inheritance of prefat orial animal signals, such as those described above, and the development of the spoken word. immanent selection may well have favoured those with the ability to comprehend patent or audible signs, but spoken language could never have been passed on genetically it would have had to be learnt by the members of each straight generation. This is one of the most vital differences between us and our simian relatives. What distinguishes us from apes, more than anything else, is the ability to communicate via spoken language, as opposed to signals, or visible language (p.122)5.Acknowledging all the while how difficult his task is, Burling attempts to answer the question of how audio signals unquestionable from visual ones, going on to seek various theories including the beginnings of verbal communication as a development of vocal accompaniment to music, and motherese, the cooing vocalisation of mothers toward their children.Burling makes a significant distinction between human language and human screams, sighs, sobs, and laughter (p.16)6. Our own audible cries, howls, giggles and snorts, along with our visible scowls, smiles, and stares, he argues, are directly descended from the primate calls of the apes, and indeed convey far more relation to the latter than to spoken language. To Burling, our own primate calls are, being solely based on instinct and governed directly and purely by emotion, inherent and genetically passed on from generation to generation (indeed, from our simian ancestors to us). Oral Language can only be learned anew.In Language in the informal of Evolution Volume 1, The Origins of Meaning, James Hurford explores further the difference between learned and unlearned signals, but he make fors a different tack to Burling when it comes to the significance of primate communication in the origin of spoken language. Whilst agreeing with the principle of the separateness of learned and inherent communication, Hurford does not impel quite such a ra dical division between primate calls and spoken language. He sees language as having evolved from a mixture of what is native and what is learnedI see enough common ground between primate calls and human utterances not to give up the idea that the evolution of human language built upon the pre-existing use of arbitrary signals by animals to do things to each other (p.119)7Indeed, Hurford sees the unlearned primate calls themselves as a direct ancestor of spoken language. He uses the analogy of the advance(a) wonders of nanotechnology having developed only as a result of the evolution of basic nether region Age tools. There would be no computers or spacecraft had it not been for those rudimentary early tools, however primitive they may have been. Hurford goes on to point out the role of emotion in governing the segmentation of spoken communicationHuman language is a unique course occurring case of learned and arbitrary symbolic communication, about objects and events in a shared external world. Alongside modern human language, and accompanying it in utterances, we find elements of the kind of non-referring communication that we have just surveyed in animals. some(prenominal) aspects of speech, such as speed, loudness and pitch range, are iconically connected with the affective mood of the speaker, and these correlations are found across all languages with little variation. You can tell when a speaker is excited, even if you cant understand a word he is saying. These aspects of human language behaviour are largely unlearned, and come instinctively. They have been called paralanguage, implying that they do not conk out to a language system proper. (p.120)8Hurford quite correctly draws attention to the concomitant that what he describes as paralanguage can significantly alter the nature of the communication itself without changing a single word. A vast range of intonations can radically change spoken language, and these variances in pitch, expression and emphasis, which oft serve to indicate an emotion on the speakers behalf, have, as Hurford says, been shown to be very similar in spoken dialects all over the world, which would appear to indicate that they are indeed inherent (i.e. non-learned). It is in increase our use and knowledge of the learned aspect of language that we have full-grown apart from our primate relations and their ritualised, instinctive, signal-based communication.Burling however, in his absolute insistence on the mutual exclusivity of learned primate calls (human and simian) and spoken language, appears in effect to have shut himself off from being able to reach a determinant conclusion about how exactly language came to evolve from the early, ritual-based, genetically transmittable form of communication into the complex dialects spoken by humans today. He does little to hide the obvious difficulty he finds in qualification the leap from the ordinary primate that could not talk to the strange human primate that cant shut up.Hurford takes a more inclusive view, and whilst acknowledging that language proper is undeniably distinct and separate from paralanguage, he declares that uniquely complex human language could not have evolved without the kindly ritualized doing-things-to-each-other scaffolding found in many other social species, including our nearest relatives, the primates (p.120)9.Given the limits of this essay it is only possible to explore to a certain depth a limited range of theory on the ritualistic origins of language, but the conclusion Hurford reaches appears to be a rational and intelligent one.Burling may be himself unable to convincingly bridge the gap between pant-hoots and human verbal discourse, but like Haiman, he does at least declare that the roots of human language lie in ritualised behaviour.Haiman casts an intriguing horizon on the extent of ritualisation in language today. Certainly we may take Hurfords paralanguage, the contextualisation of spoken utter ances dependent on variables such as pitch, intonation and volume as an example of ritualisation occurring from instinctive signal transmission. Having demonstrated, with his example of the dancing flies, an example of ritualisation resulting from repetition, Haiman expands the concept and explores the phenomenon of ritualisation occurring from what he calls grammaticalization the transformation of the significance of verbal markers. Quoting Brophy and Partridge, he provides an example of soliders so inured to the word fuck, that its effect is practically reversedSo common indeed was the word fuck in its adjectival form that after a short time the ear refused to acknowledge it and took in only the noun to which it was attachedIt became so common that an effective way for the soldier to express emotion was to omit this word. Thus, if a sergeant said acquire your f***ing rifles it was understood as a matter of routine. But if he said Get your rifles there was an immediate implicati on of emergency and danger. (Brophy and Partridge 1931 16f) (p.9)10This look at a handful of theories relating to one of the most widely considered topics of language does, for all the various differences within, seem to point towards the fact that ritualistic behaviour was indeed an important, if not necessary step in the development of complex language as we know it today. The terms ritual and ritualisation are widely exculpated to interpretation, but a brief glimpse at some of Haimans theories and examples of the ritualisation of modern language goes at least some way towards demonstrating the presence and significance of ritual still present in our spoken language today.BibliographyBoysson-Bardies, B (1991) How Language Comes to Children MIT Press, CambridgeBurling, R (2005) The Talking Ape Oxford University Press, UKEllis, A Beattie, G (2005) The psychological science of Language and Communication Lawrence Erlbaum Associates, Hove and London, UKHurford, James R (2007) Languag e in the stir up of Evolution Volume 1, The origins of Meaning Oxford University Press, UKKrebs, J.R Davies, N.B (Ed) (1984) Behavioural Ecology An Evolutionary glide slope Blackwell Scientific Publications, OxfordMcWhorter, J (2001) The Power of Babe A Natural business relationship of Language William Heinemann, LondonPagliuca, W (Ed) (1994) Perspectives on Grammaticalization John Benjamins Publishing Company, capital of The NetherlandsPenner, J.G (2000) Evolution challenged by language and speech Minerva Press, London1Footnotes1 Burling, R (2005) The Talking Ape2 ibid3 Burling, R (2005) The Talking Ape4 Pagliuca, W (Ed) (1994) Perspectives on Grammaticalization5 Burling, R (2005) The Talking Ape6 ibid7 Hurford, James R (2007) Language in the Light of Evolution8 Hurford, James R (2007) Language in the Light of Evolution9 ibid10 Pagliuca, W (Ed) (1994) Perspectives on Grammaticalization