Media Violence Essay Example for Free

Media Violence Essay Introduction   Ã‚   A number of psychological problems are surfacing these days, especially concerning the younger generation. The open viewer ship of television, movies playing video games instill young children with the aggression violent energy of the show. It has been deduced through extensive research that children who view more media violence are more verbally physically aggressive becoming more anti social as the years pass. â€Å"Media violence exposure is described as a risk factor for aggressive beliefs and behaviors, and it is argued that media violence exposure in combination with other risk factors for aggression (e. g., hostile attribution bias, sex, prior aggression) can produce an effect greater than any single risk factor alone.† (For further review Gentile et al 2004)   Ã‚   Psychologists have been conducting researches to learn more about the physical mental effects of violence through media. The intense antagonistic music, lyrics videos affect the viewers most negatively regardless of their age. Even the cartoons which are meant purely for children’s viewing have turned aggressive boisterous. In classrooms students are getting into fights with co- students forming cliques comprising of most popular un- popular students all derived from the latest TV series. This impact is seen in girls more than in boys; however the boys are more into the aggressive attitudes physically. The matters to be discussed are: How the media affects the minds of young children? What steps are being taken by the parents to control these consequences? What measures are the media related people taking so as to broadcast less violence in TV shows? The government officials dealings to solve this problem? The problems occurring due to this social learning; a process where an individual learns by watching imitating others instead of ones own experiences, by exposure to TV violence in the early years are numerous. Some main points to be highlighted are: Diminishing of the involuntary concern for another’s suffering. Losing the sensitivity towards violence aggression by becoming habitual. Imitating the violent acts as seen in the movie. Exhibiting a hostile attitude towards others. Prevalence of risk factor:   Ã‚   Due to the availability of many media options like cable television, DVDs, the ever progressing video games. Unlimited time is being spent in watching cartoon animated movies, which are becoming more sadistic as the technology advances; generating a number of behavioral, social emotional problems. At times the media simply provide a boom to an already disturbed child under stress due to family or school troubles. Often it causes severe psychotic disorders pervasive developmental disorders with a very low frequency which makes it difficult to identify the main causes. (Merrell K. 1999) Description of risk factor at different ages:   Ã‚   The risk factors in media violence are many observed differently at each age level also gender wise.   A research   concluded at 99% of American families have televisions at home, 87% a VCR,   54% children have televisions video games in their own bedrooms. Average time an American child spends per day, in viewing different types of media is 6 hours 43 minutes; of which 90 minutes each day is spent in playing video games. This deduces that they consume double the amount of time in watching TV playing video games then they spend at school annually. Children are mostly fascinated by the fantasies stories hence fantasy based games are the most popular among kids. The total estimation of the profit earned by the video games industry is a whopping $ 10 billion dollars a year, even crossing the gross of the ever popular motion pictures.    It has not yet been deduced how the media violence effects infants but it may cause them to imitate behaviors in a minimal manner, from what they grasp. Usually the viewer ship becomes stronger when they reach the age of two a half or above. That’s the time when they develop the ability to grasp the right meaning of what they view on television then incorporate it in their actions.    The children of age group 6 8 are most likely to be fascinated by what they view on media. They do not have the experience maturity to characterize between the real life fantasy hence; they feel infatuated by the fictional characters try to imitate their actions verbally physically. Many children, when asked what they want to be when they grow up, answer mostly the names of superheroes they watch admire on TV like superman or batman.   Ã‚  When the movie superman was released many children tried to copy the flying act by tying a cape around their neck jumping from a higher place. This ended up in a number of casualties therefore frustration on not being able to carry out the task, which the superman so flawlessly renders. This is not an only example; the horror movies children view also create negative effects in the young minds. When the movie Childs play was released, a huge number of children threw away their dolls had countless nightmares by imagining the face of chucky the evil doll feeling scared.    The young age is open to magical ideas fantasies. They consider the on-screen violence as reality, this though process gradually develops as the child ages the difference between reality fantasy diminishes. The TV is taking over the family moments. This development is progressing with great pace which is an extremely serious issue needs to be tackled controlled by the parents with the collaboration of the media related people.   Ã‚   The media viewing habits that the children develop at an early stage influence their life throughout the ages. The inspiration they take from the fast paced colorful cartoons movies will embark a feeling of aggression at a premature level. The exploring property of young minds fosters them to learn the violent actions of the characters emulate them themselves. This characteristic is further highlighted by the intense sounds music supporting the movie. Theory    The reality enjoyment level of the violence creates de-sensitization. It is a feeling when the individual, loses the feeling of compassion or sensitivity becomes oblivious to the violence being broadcasted in front of him. This process is cemented by the high levels of graphics being used in video games movies these days. The points or rewards on killing, blood showing body mutilation in video games are considered as normal undertakings.    Depression is considered to be the major psychiatric disease of the 20th century. (M. Abdel et al, 2006) This problem is becoming common in young children as well, mostly appearing during the teenage years, it intervenes with a child’s psychological, social academic functioning evoking a suicidal behavior. The signs are often showcased by a child exhibit frustration low tolerance. Various factors are materializing due to the media violence exposure in children: Epidemiologists who have been studying the factors of violence other common social issues discovered that exposure to violent media played a vital part in 10,000 homicides committed in the United States of America last year (E. Cook, 2000) Individuals preferring heavy metal music are more subjective to psychological disarray, substance exploitation, suicidal risk in the extreme stage during adolescence. The effects of interactive media like internet video games are more enduring persuasive on violent behavior than passive media like television as they have increased levels of aggression hostility having a tendency to make the individual insensitive to violence. An inclination towards using drugs indulging in unsafe sex, contributing to the widely spreading diseases like HIV aids, cancer of different types. Specific effects on children/adolescents     Ã‚  Ã‚  The students of middle school or high school, around the age of 12 to 17 are very much capable of theoretical thinking elucidation. However, when exposed to the world of media they do not utilize these mental abilities, making them as prone to media violence effects as younger children. By this age they get much independence by the parents, thus making them highly vulnerable to in appropriate media. This is more compelling for boys than in girls; however, girls too are being captivated into the same habits nowadays. They indulge in viewing media dealing issues in negative ways including loud music videos, horror often pornographic content.    A research conducted by the of Washington epidemiologist Brandon Centerwall, evaluated that among one- quarter one- third convicted young male criminals had consciously imitated the violent techniques they had seen on television.(Tepperman)   Ã‚  Ã‚   Some percentage of youngsters both male females who associate the media content with real life are more prone to becoming aggressive later in life, however they are less prone to identify with television characters doubt the reality of media at this age as compared to younger children. Whereas younger children, are much enthralled captivated by the aggressive heroes depicted in the media. Excessive exposure to strong media generates some particular effects on children like: The violent behavior might perceive them into becoming attackers. It may induce fear in the individual hence creating a victimized effect. The excessive viewing of violent content may make them insensitive ruthless to the belligerence happening around them in media or in real life. It can make them ambitious for yet more aggression violence by creating an effect of negative desire.    The children studying at elementary school level are very keen in recognizing patterns of the actions depicted in media especially cartoons which appeal to them the most. Their cognitive abilities make it a grave period to make conjectures about the vociferous content recognize motivations of the characters.    The society should show some concern to the risks encompassed being spread through media. The fact that a young mind learns develops aggressive behavior later becomes desensitized to it; has been proven by a number of scientific researches. The violence itself is not the attraction for younger children, the graphic content dramatic production features set up the hype. As young as preschool students view cartoons like Pokemon which has been banned earlier in many countries due to its violent theme.   Ã‚   The children not just enjoy the cartoons; they buy the merchandise games of their favorite show as well. Another factor that appears here is when the families who cannot afford such extravagance fail to comply with the Childs demands; it creates a sense of severance in him or her. This might induce him to steal or get into fights so as to hide this feeling. It has been noted by parents teachers alike, that when preschooler watch any stimulating action oriented content, they become more aggressive in their play. The teenagers have a predisposition to confront conventional authority making them vulnerable to interpret some television violence especially exposà © of suicide murders. Research findings   Ã‚   If we observe the viewer ship of programs like MTV WWE containing explicit matter, it is clear that children most exposed to these programs are verbally physically more aggressive anti social. Children viewing WWE are physically more violent get into more fights at school. Both the viewers showed decline in school grades. Girls surprisingly have a higher tendency than boys to get into fights. The steps that appear in children exposed to violence on media making them most likely to imitate it are: Identification with the hero the program itself. Fantasizing about the program creating one’s own stories on its bases. The aptitude to commit the act. Vulnerability and protective factor    The expansion of children’s media started in the early 1940s up till now comprises of television, video tapes, DVDs, electronic games, interactive soft wares. The visual media has flourished more as compared to the print media like comic story books. The 1990s saw a transformation of media into a more violent physically aggressive medium. The rating system that they used to label the content has not been implemented properly thus provoke the risk of violence in young children, often traumatizing them affecting their judgmental qualities.   Ã‚  Ã‚  The media portrays unrealistic concepts regarding beauty physical appearances as sales tactics. This is perceived by the young minds in a negative way propelling them to opt for unhealthy diets suffer body disorders psychological effects when they are unable to attain that look. Minimum 20 hours per week are spent in television viewing by an average American child not counting the time spent on movies, music, video games Internet. This association with media is promoting inactivity the children. Less time is spent on studies social life. The parents use the TV as a way to get the children out of the way. Especially mothers so they can complete housework with ease.    The use of tobacco, alcohol illicit drugs is represented as high glamour in the media. The characters of the movies or TV shows often shown indulging in them. (Clark, 2007) $6 billion $2 billion dollars are spent annually by the tobacco alcohol manufactures respectively in advertising their product. Educational messages are also broadcasted but on a much smaller scale.   Ã‚   Repeated viewing of the harmful content has been noted to lower emotional response to violence increase hostility in individuals. Studies have documented that desensitization results in reduced arousal and emotional disturbance while witnessing violence.   Ã‚   A survey conducted in Ohio, in 1998 of more than 2000 3-8 grade students showed that as the viewer ship increased the psychological effects like anxiety, depression posttraumatic stress increased as well. (Cantor, 2002) A normal American child witness more than 8000 murders on media by the time he’s 11, 75% of these show the murderer performing the act without any regret making the children either insensitive or fearful of the society’s negative acts. (Gentile et all, 2004)   A national survey in 1999 revealed that 62% parents of children ages ranging from 2-17 confessed their child being frightened by something they saw on TV. Strengths and limitations Surveys were conducted, strength is that research will have positive implications if steps taken to avoid exposure of media on young children. Our research limitation is that we have to rely on questionnaires for this study. Though every person who takes the survey we take consent to be truthful and honest, but still some people might not be serious in answering the questions.   Ã‚   The research we conducted brought out many views issues concerning the media’s violent nature by parents psychological experts. Many a times the results deduced by a survey are not 100% accurate due to the answers not being stated with honesty. Often parents hide their children’s problems so as to cast a positive likeable image in front of others. Thus, giving false information diluting the research. Further investigation should be planned executed to fully extract the true happenings. This can help in contriving the broadcast of media to promote positive points among its viewers. The studies should be devised with a broad view so as to cover all the aspects whether good or bad. Often the experts do not co-operate with the evaluators therefore the end results lack professional guidelines. Expert opinion is always required to cement the result of surveys strengthen the evaluation.    The researches conducted in schools proved to be quite remarkable helped in collecting physical psychological health of the children. The information given was backed by the annual report cards examination results of each student. More studies should be conducted in different level schools. It provides a beneficial lead in devising theories regarding the children. Future directions for research Further research is needed in this field and especially research must be conducted to study the effect of media on developmental psychology of children. Future research will reveal how violence in media is affecting children and the related frequency of occurrence of abnormal psychological disorders. This will help taking further steps to stop such media violence and avoid psychological problems.    The research conducted proves that moderate television viewing with parents check is rather favorable for the young children. The media can be used as an effective tool in teaching developing sound habits in children through parental guidance proper planning of the medium’s people. Parents can use the specific shows as guidelines to satisfy the child’s inquisition. Watching programs with good values ethics on TV can help the children understand the right way to behave.    However the media is being used in a limited way, the variety of messages that can be incorporated through the medium is being ignored. Changes must be designed to use the medium in a finest way. The gaps left by this research evaluation should be fulfilled by further researches that are extensively conducted.    Advertising entertainment industries represent the culture spirit of the respective country to the rest of the world must not be used casually. Parents teachers should come up with strategies to create a sense of understanding in the children from an early age.   The parents should realize what effects the movies content on TV are having on their children try to minimize TV viewing at home level. Some ways that may be incorporated by parents to limit children’s revelation to violence are: Restricting keeping a check on what their children view on TV Discussing the programs with older children or young adults to clear their minds of any confusion help them in expressing their opinions. Start a family oriented time by going for picnics, organizing a special lunch or dinner. Allow the children to watch TV for a selected time period only programs that are desirable for their viewing. Offer criticism on TV channels sponsors for showing in appropriate programs or content so as to force them to use proper censorship. Conclusion    The effects whether positive or negative concerning today’s media are out in the open. It is the duty of every individual to counter such issues raise their voices to control them. Many researches experiments are being conducted to realize the short-term long-term effects of violent media. Feelings of hostility, revenge, anger sprout in a young mind provoke him or her to retaliate. Many reasons that promote violence on media are present. Often the viewer the broadcaster thinks the effect is too minute to make a difference in anyone’s mind, nevertheless children are affected by the smallest of acts without worrying about its positive or negative aspect. The media declaring that that there is no understanding of the definition of violence among the people continue to showcase the explicit content. They further comprehend by saying they show what the people want to watch. Believing that violence shown on media is simply showcasing real life. This is mostly observed in news channels movies, where gruesome details of murder accidents are shown openly. Parents allow children to view violent content in the name of comedy, many well-liked shows illustrate this example such as the ever popular tom jerry cartoon which shows both the characters beating or pummeling each other References Anon., (May 28, 2003) Preventing violence by teaching non-violent problem-solving American Psychological Association, [accessed 1st December 2007] http://www.psychologymatters.org/bandura2.html Anon, (February 19, 2004) Violence in the media psychologists helps protect children from harmful effects American Psychological Association [accessed 1st December 2007] http://www.psychologymatters.org/mediaviolence.html Donald E. Cook, (September 13, 2000) Testimony of the American academy of pediatrics on media violence presented to the U.S. senate commerce committee http://www.aap.org/advocacy/releases/mediaviolencetestimony.pdf Douglas A. Gentile, David A. Walsh, Paul R. Ellison, Michelle Fox Jennifer Cameron (May, 2004) Media violence as a risk factor for children: a longitudinal study presented to the American Psychological Society 16th Annual Convention, Chicago, Illinois- pgs 2-5 Jean Tepperman, [January-February 1997]. What do children learn from media violence? Childrens Advocate newsmagazine, Action Alliance for Children Action Alliance for Children [accessed 1st December 2007] http://www.4children.org/news/1-97toxl.htm Joanne Cantor, (April 19, 2002). The psychological effects of media violence on children and adolescents Presented at the Colloquium on Television and Violence in Society http://www.joannecantor.com/montrealpap_fin.htm Kenneth W. Merrell, (1999) Assessment of other behavioral, social, and emotional problems: Behavioral, Social and Emotional Assessment of Children and Adolescents Lawrence Erlbaum Associates- Mahwah, NJ. Publication chapter 11, pg 275 http://www.questia.com/read/28160055# Laura B. Clark (2007) Influence on children media history of media for children, general considerations, studies of media influence, domains of influence, recommendations Education Encyclopedia http://education.stateuniversity.com/pages/2212/Media-Influence-on-Children.html Moataz M. Abdel- Fattah Abdel-Rahman A. Asal, (August 13, 2006) Prevalence, symptomatology, and risk factors for depression among high school students in Saudi Arabia copyright  © 2005 Europes Journal of Psychology [Accessed 1st December 2007] http://www.ejop.org/archives/2006/08/prevalence_symp.htm Wendy L. Josephson, (February 1995) Television violence: a  review of the effects on children of different ages for the Department of Canadian Heritage Reprinted with permission, by the Media Awareness Network. September 1997 [accessed on 1st December 2007] http://www.cfc-efc.ca/docs/mnet/00001068.htm

Strategic Planning And Development Of Addidas Marketing Essay

Strategic Planning And Development Of Addidas Marketing Essay According to Data monitor Adidas is among the leading players in the global sporting goods industry. The group is the leading sporting goods group in Germany, France and Japan, the most important markets outside the US. Adidas, through Reebok, has also a strong position in the US. The acquisition of Reebok has helped Adidas gain a 20% share of the US athletic footwear market. However leading market position help Adidas gain competitive advantage in market and brand loyal customers and Adidass high brand equity enables it to attract more customers. The 2010 FIFA World Cup was a big success for Adidas. The company had a supreme presence at the event with twelve teams including the host nation in the finals, combined with its status as official sponsor, supplier and licensee. The event had a great effect on the Adidas brand overall due to its unprecedented scale of media coverage. As of June 21, 2010 (almost ten days after the competition began), the company achieved record breaking sales, predicting sales of soccer-related merchandise at least $2.2 billion, surpassing the $1.9 billion obtained in football sales in 2008. Adidas markets its products through an extensive marketing infrastructure. The group offers its products through its own retail stores and franchised stores. However extensive marketing infrastructure helps Adidas to reach a wide range of customers and eventually expand its size of the market. According to Data monitor the group has geographically-diversified operations. It operates in Europe, North America, Asia and Latin America. Moreover, the group has balanced revenue mix in terms of revenue generated from various geographical locations. However this means Adidas can acquire greater economies of scale with its geographically diversified operations. Adidas has sponsorship agreements for major sports events across the globe. The company has a sponsorship agreement with the Japan Football Association until March 2015 and with the Australian Olympic Committee until 2016. It also secured sponsorship rights to the 2014 FIFA World Cup. In addition, in 2009, Adidas extended its partnership with UEFA for the UEFA EURO 2012 and UEFA EURO 2016 football championships, as well as for the UEFA Champions League. The company has also signed an 11-year global merchandising partnership agreement (beginning with the 2006-2007 season) with the National Basketball Association (NBA). This deal makes Adidas the official uniform and apparel provider for the NBA, the Womens National Basketball Association and the NBA Development League. Additionally, Adidas is also the Official Sportswear Partner to 2012 Olympics in London. Sponsorship of major sports events would help the company to strengthen its profitability and enhance its brand recall among consu mers. Government and other organisations are highly promoting active lifestyle to fight obesity and various diseases. According to the International Obesity Task Force (IOTF), more than 600 million adults were considered obese in 2010. An additional 1.0 billion were estimated to be overweight. This development has serious health consequences and a dramatic effect on health care expenditures. So this issue might bring new opportunity for Adidas. 3. Women Segment Offers Long Term Potential: Till date most of the Adidas revenue comes from the men segment. But in the upcoming days the women segment is showing more potential for Adidas. Adidas should focus on this segment by creating new products and design for womens. 4. Growing global footwear market: According to Data Monitor the global footwear market has shown positive growth in recent years. The global footwear market is forecast to grow at a CAGR of 4% in the six-year period 2005-2011 to reach $202.3 billion in 2011. So this is a major opportunity for Adidas to explore itself globally which will result in increase sales and revenues and ultimately gives the group chance to catch the global market. Threats: 1. Macroeconomic Risks: Growth in the sporting goods industry is highly dependent on consumer spending and consumer confidence. Economic downturns, socio-political factors such as civil unrest, nationalisation, in particular in regions where the Group is highly represented, therefore cause a significant short-term risk to sales development. 2. Consumer Demand Risk: Nowadays consumers are more choosy and its quiet difficult to predict their demand. So therefore it is essential to maintain a balance between the supply and demand. Failure to anticipate and respond to changes in consumer demand for sporting goods products is one of the most serious threats for Adidas. 3. Customer Bargaining Power: Nowadays markets are more buyers dominated. The bargaining power of customer is rising rapidly because of intense competition between the suppliers. This issue can harm on Adidas overall business operations. 4. Intense Competition: The athletic footwear, apparel and equipment industry is highly competitive. Adidas group competes with players such as Nike, Callaway Golf Company, New Balance Athletic Shoe, and PUMA AG Rudolf Dazzler Sport. High level of competition in the market place could negatively impact the market share of the group. (Data monitor, 2010). 6. Adidas AG: Strategy Adidas has `diversified its strategy in three dimensions. They are: 1. Group Strategy. 2. Global Brands Strategy. 3. Global Sales Strategy. 1. Group Strategy: 1.1 Creating Shareholder Value: Adidas is trying to create more value for its shareholders through generation of cash flow. Therefore, Adidas AG is focused on carefully managing those factors under its control, making strategic choices that will drive sustainable revenue and earnings growth, and ultimately cash flow. 1.2 Multi Brand Strategies: To maximise customer reach with variety of choice Adidas has adapted multi brand strategy. 1.3 Investments focused on highest potential markets and channels: Adidas has prioritised its investments based on those markets which offer the best medium to long-term growth and profitability opportunities. In this respect, we continue to place a considerable emphasis on expanding our activities in the emerging markets, particularly China and Russia. 2. Global Brand Strategy: 2.1 Driving the long-term development of Adidas and Reebok: To secure long-term sustainable growth for the Group, Global Brands is focused on driving the development of the Adidas and Reebok brands. The overall strategic goal is to achieve qualitative, sustainable growth by building desirable brands in consumers and customers perception. 2.2 Brand architecture and differentiation: Adidas multi-brand structure gives them an important competitive advantage. Through its brand architecture, It seamlessly cover the consumer segments they have defined, catering to more consumer needs, while at the same time keeping clarity of brand message and values. 3. Global Sales Strategy: The global sales function is responsible for the commercial activities of Adidas. The functions is categorised in three distinctive channel retail, wholesale and e-commerce. 3.1 Focus on Controlled Space To make its products more competitive Adidas has adapted several techniques. As a result they are refining their distribution channel with stronger focus on controlled space which includes e-commerce, own retail store, mono branded franchise stores, partnership with retail stores etc. Focusing on Three Attack Markets: As a part of strategic business plan route 2015 the global sales function has identified North America, Russia, UK, Latin America, Greater China, Japan and India as key growth markets. Among them North America, China and Russia are anticipated to contribute over 50% of total sales. To ensure the efficiency of these markets they directly report to the group CEO. 7. Concluding Thoughts Based on the above information this assignment would conclude that Adidas is one of the largest companies in the sporting goods industry. The group operates through more than 150 subsidiaries in Europe, the US and Asia, each focusing on a particular market or part of the manufacturing process. To be concluded Adidas has a priorities SWOT analysis with leading market position as its biggest strength and Geographically-diversified operations enable Adidas to take advantage of a range of market opportunities

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Ceramics are used extensively in dental restorations because of their superior aesthetics and biocompatibility compared to metals (1). However, the brittleness of ceramics can initiate crack propagation causing failure of the restoration (2). Resin cements are used for cementing ceramic restorations because of their excellent aesthetics and mechanical properties. The cement penetrates any defects or irregularities on the ceramic surface thereby preventing propagation of cracks (3, 4, 5). Optimal clinical performance depends on sufficient resin cement polymerisation. Degree of conversion (DC) is affected by the amount of light reaching the cement which in turn, is affected by the opacity and the thickness of the ceramic as well as the thickness of the resin cement layer. Insufficient polymerisation influences both mechanical properties and clinical performance of the restoration (2, 5). Aims of this study are to see how light transmission (LT) is affected by thickness or opacity of a ceramic and how resin cements thickness affects DC. Hypotheses are: (1) LT decreases with increasing thickness or opacity (2) DC would decrease with thicker cement samples. Method Shade A1, A2, A3 and A3.5 of Base Dentine VN7 powder (Vita, Bad SÃ ¤ckingen, Germany) were used. Ceramic disc thicknesses tested (measured using digital calliper) were 1.40, 1.00 and 0.60mm. Specimen preparation Twenty ceramics discs, five of each shade, were prepared by mixing 0.73g of powder with 0.29mL of Modelling Liquid (Vita, Bad SÃ ¤ckingen, Germany). The mixture was placed in a 1.60mm thick metal ring on a mould assembly and vibrated for 40 seconds. The surface was levelled using a razor blade before firing the discs in a furnace (Vita Vacumat 40, Bad SÃ ¤ckingen, Germ... ... the disc. LT through a ceramic disc would ultimately affect the polymerisation of resin cements. The second hypothesis that DC should decrease with increasing resin cement thickness layer is rejected as the graph showed that 1.00mm resin cement thickness had the greatest DC. A higher DC was seen with thinner resin cement specimens because there would be more LT and the photoinitiator in resin cements needs light to initiate the polymerisation reaction. A thicker resin cement layer would allow less light to reach the bottom so there would be less monomer to polymer conversion and resultantly, lower DC. However, very thin specimens may experience light reflectance which may affect the DC results. Conclusion LT through ceramics was measured and LT decreased with increasing thickness or opacity. DC appeared to increase when thicker resin cement samples were tested.

Religious Influences on Vietnam :: essays research papers

RELIGIOUS INFLUENCES ON VIETNAM   Ã‚  Ã‚  Ã‚  Ã‚  I understand there to be copious amounts of influential events which triggered trends in Vietnamese culture. The Chinese influence in Vietnam may have likely led to its communist political system. Vietnamese nationalism may have contributed to the difficulties the French faced during its colonization of Vietnam. However, I believe that the most relevant contribution to contemporary Vietnamese culture is the religious diversity and how it contributes to Vietnam’s closed-door economic and political philosophies.   Ã‚  Ã‚  Ã‚  Ã‚  Buddhism is the primary religion in Vietnam. Buddhists believe that the way to become â€Å"enlightened† is to understand the Four Noble Truths of Buddhism and to follow the Eight-Fold Path. Basically, I understand Buddhism to be a very internal religion based on the spirituality of the self. Various forms of meditation and intense study coupled with the eradication of desire lead to a very defined lifestyle with little or no need for external human interaction. Once a Buddhist has achieved what is considered to be the proper behavior and proper knowledge called for by the Eight Fold Path, and after a Buddhist has spent many years manipulating his or her dharma, Buddhists tend to leave behind all belongings and travel forth into the wilderness trying to achieve nirvana. This religious practice, in my opinion, has had a significant impact on the Vietnamese culture and the way they interact with outsiders. The fact that the Vietnamese are not exceedingly eage r to be invaded by foreign corporations and capitalism makes sense; capitalism is not a prerequisite to Buddhism.   Ã‚  Ã‚  Ã‚  Ã‚  Taoism was also introduced to medieval Vietnam and is still noticeably practiced there today. Taoists believe that the way to achieve enlightenment is through chaos. Doing nothing and letting nature take its course without human interference are the methods by which Taoists feel most spiritual. Although I do not feel that there is a strong aroma of Taoism in contemporary Vietnam, I nonetheless deduce that it had a significant impact on Vietnamese trends. Compared to Buddhism and certainly Confucianism, which is discussed below, Taoism was an extremely outlandish concept to the Vietnamese when it was first introduced. The fact that sloth and confusion were being rejoiced in a time of awareness and filial piety must have caused a certain sense of segregation in the Vietnamese community.   Ã‚  Ã‚  Ã‚  Ã‚  Confucianism is the last of three relevant religions which were introduced into medieval Vietnam. Confucius preached that filial piety and ancestor warship were critical to attaining enlightenment. Religious Influences on Vietnam :: essays research papers RELIGIOUS INFLUENCES ON VIETNAM   Ã‚  Ã‚  Ã‚  Ã‚  I understand there to be copious amounts of influential events which triggered trends in Vietnamese culture. The Chinese influence in Vietnam may have likely led to its communist political system. Vietnamese nationalism may have contributed to the difficulties the French faced during its colonization of Vietnam. However, I believe that the most relevant contribution to contemporary Vietnamese culture is the religious diversity and how it contributes to Vietnam’s closed-door economic and political philosophies.   Ã‚  Ã‚  Ã‚  Ã‚  Buddhism is the primary religion in Vietnam. Buddhists believe that the way to become â€Å"enlightened† is to understand the Four Noble Truths of Buddhism and to follow the Eight-Fold Path. Basically, I understand Buddhism to be a very internal religion based on the spirituality of the self. Various forms of meditation and intense study coupled with the eradication of desire lead to a very defined lifestyle with little or no need for external human interaction. Once a Buddhist has achieved what is considered to be the proper behavior and proper knowledge called for by the Eight Fold Path, and after a Buddhist has spent many years manipulating his or her dharma, Buddhists tend to leave behind all belongings and travel forth into the wilderness trying to achieve nirvana. This religious practice, in my opinion, has had a significant impact on the Vietnamese culture and the way they interact with outsiders. The fact that the Vietnamese are not exceedingly eage r to be invaded by foreign corporations and capitalism makes sense; capitalism is not a prerequisite to Buddhism.   Ã‚  Ã‚  Ã‚  Ã‚  Taoism was also introduced to medieval Vietnam and is still noticeably practiced there today. Taoists believe that the way to achieve enlightenment is through chaos. Doing nothing and letting nature take its course without human interference are the methods by which Taoists feel most spiritual. Although I do not feel that there is a strong aroma of Taoism in contemporary Vietnam, I nonetheless deduce that it had a significant impact on Vietnamese trends. Compared to Buddhism and certainly Confucianism, which is discussed below, Taoism was an extremely outlandish concept to the Vietnamese when it was first introduced. The fact that sloth and confusion were being rejoiced in a time of awareness and filial piety must have caused a certain sense of segregation in the Vietnamese community.   Ã‚  Ã‚  Ã‚  Ã‚  Confucianism is the last of three relevant religions which were introduced into medieval Vietnam. Confucius preached that filial piety and ancestor warship were critical to attaining enlightenment.

Beer Industry Marketing Analysis :: Beer Marketing Business Essays

  Ã‚  Ã‚  Ã‚  Ã‚  The Beer makes up most of the alcoholic beverage industry, with a 74% volume in 2002 (Alcoholic Beverages, 2005). The production of beer around the world has increased from 36.85 billions gallons in 2000 to 38.78 billion gallons in 2003 (Alcoholic Beverages, 2005). Beer production has been a part of society close to the beginning of civilization. A Mesopotamian tablet dating back to 7000 B.C. contains a beer recipe named  ¡Ã‚ §wine of the grain ¡Ã‚ ¨ (Alcoholic Beverages, 2005). In 1292, a Czech Republic town produced its first pilsner beer. A prominent beer brand, Pilsner Urquell, brewing dates back to the early thirteenth century. Beer is produced with a mixture of mashed barley, malt, and rice or corn. U.S. brewers use filtration systems as well as add additives to stabilize the foam and allow long lasting freshness. Bottled or canned beer is almost always pasteurized in the container in prevent the yeast from further fermentation.   Ã‚  Ã‚  Ã‚  Ã‚  After 1996, the U.S. beer industry had consistent growth with about 3,500 brands on the market in 2002 (Alcoholic Beverages, 2005). The U.S. exported beer to almost one hundred countries worldwide. The beer industry peaked production with 6.2 billion gallons in 2003 (Alcoholic Beverages, 2005). The U.S. beer industry haws over 300 breweries. However, this industry is dominated by three companies: Anheuser Bush (45% of the industry), Miller Brewing (23% of the industry), and Adolph Coors (10% of the industry) (Overview of the U.S. Beer Industry, 2005). MARKETS BASIC PRODUCT/SERVICE OFFERINGS   Ã‚  Ã‚  Ã‚  Ã‚  There are several different types of commercial beer, consisting of pilsner, lager, ale, stout, light, low-carb, malt liquor, dry, ice-brewed, bottled, draft, and non-alcoholic. Further, the U.S. market has been divided in to three categories: super premium, premium, and popular-priced (Alcoholic Beverages, 2005). In 2002, the U.S. Market Share Reporter stated that light beer consumed 40.1% of the beer market, premium held 25.9% of the market, and popular-priced beer held the remainder. Here is a brief description of the most popular types of commercial beers: ? «Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Lager: a high carbonated beer, containing a low alcohol content, with a pale, medium-hop flavor ? «Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Stout: a thick, dark beer, almost like syrup ? «Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Porter: a sweet, malty flavored brew with a farley high alcohol content ? «Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Malt Liquor: a mostly malt based containing high amounts of fermentable sugars ? «Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Light: a reduced calorie brew made by decreasing the grain amount used when brewing or by adding enzymes to break down the starch content in the beer (Alcoholic Beverages, 2005).

One Step to Freedom?

â€Å"100% of the shots you never take, never get in†. In the middle of the arid desert, Colorado. A group of Cypriots and myself among them, crossed through the desert to reach the camping site where we would spend the night. Continuously attacking us, the blazing sun followed our every footstep, as our bodies were melting down like defenceless ice cubes. After a couple of hundreds of metres of walk, my feet started to numb. I was exhausted. My bottle, constantly in my hand, was running out of water. â€Å"Can my day get worse?†, I wondered. What I didn't know was, that these obstacles were nothing compared to the inner conflict I would be going through soon. â€Å"Does anyone want to have a break? Does anyone want to have a swim?†, Michael, our leader asked. Suddenly the feelings of joy and excitement replaced the tiredness and everyone was now smiling; I noticed I was smiling too. Impatiently we all followed Michael. That is when I first came face to face with my own Via Dolorosa. The worst of all is that I was not aware of how difficult it would be for me, that small step I was asked to take, for which I had to grapple hard with my own thoughts and deepest fears which I was not even aware of. How can you fight something you cannot see? Following the flow of my friends and climbing on a small hill, I reached the beginning of my slow and painful torture. I was standing at the edge of a rocky knoll, about three metres above the ground and beneath me, a tiny lake with crystal clear water. I could already picture myself, in the lake, with the cool water fighting off the heat, while my body was enjoying the luxuries of nature. As I lowered my head to face my reflection on the calm surface of the lake, the truth hit me in the face. I will never forget how shocked I was when I realised I was not ready; I couldn't jump; I didn't want to. â€Å"Nicola, are you going to jump or not?†, Shane asked me. The question brought me to my senses like . . . . . . . â€Å"No. Go on. I will go later.†, I replied. While watching them jumping with such comfort, as if it was fun, as if they were enjoying themselves, I felt angry with myself. Why had I stopped? It couldn't be that difficult, after all nobody else seemed to find it challenging, on the contrary they all thought of it as amusing. If they could do it, so could I. All of a sudden I changed my mind. I felt this urge, this push, the desire to jump as well. â€Å"I can do this†, I told myself. Once again I found myself standing at the edge of the hill determined to jump and once again I changed my mind, as my fears came to life; my body froze instantly. It was as if my legs were glued into place, I couldn't move. Out of the blue, the battle started; the battle over which I had no control, the battle which was going on in my head and whose winner would determine my decision. On one side my limiting beliefs and fears joined forces, to stop me from jumping while on the other side my desire to jump was defensively trying to repulse the attack. The damage to the defence lines was unavoidable and since my fears took control over my body, I stepped back instead of going forward. Time was going by so quickly, as I tended to oscillate between the determination of jumping and the fear of falling. Over twenty minutes had passed since my last attempt and I was not looking forward to another one. â€Å"Nicola we will be leaving soon, if you are going to jump, do it now, or else come down so that we can continue.† No! , a voice inside my head screamed. I am not giving up. I am not leaving unless I jump. As these wild thoughts were passing through my head, the sun sank lower. Trying to convince myself that I could do it, I once more stepped at the doorstep of fear. â€Å"You have thirty seconds to jump.† I took a deep breath. â€Å"Come on Nicolas!†, a friend of mine shouted. â€Å"It's only one step!† â€Å"Twenty-nine, twenty-eight . . .† Puzzled as I were, I looked around as if searching for an answer. Suddenly I realised that everyone was staring at me. Was it really only one step? Then what? Freedom? â€Å"Sixteen, fifteen . . .† The countdown continued. â€Å"Hey Nicola, listen to me! Stop thinking so hard. Just jump! It's only one step.† It was of no use. I didn't hear a thing. â€Å"Nine, eight, seven . . .† I looked down at the lake. How could falling equate to freedom? There were fluctuations in my feelings. I couldn't decide. I couldn't even take a small step. â€Å"Three, two, one. Come on Nicolas we are leaving! Come down!† I took a glance at the azure sky as if it was my last one. I took a last deep breath. â€Å"I am coming†, the words burst like bullets out of my mouth. I closed my eyes. I could hear the blood booming in my ears. The cold breeze made me shiver. I found myself trembling like an undersized flower in a furious storm of hesitant feelings and fears. I slowly bent my knees and jumped. Time stopped. My life was passing through my mind like an old black and white movie. I panicked. I didn't want to fall. I regretted jumping. I waved my hands desperately, trying to hold onto something. A rock, a stone anything. Nothing; there was nothing. I wanted to throw up. It was as if air was pushing my stomach up in my chest and out of my mouth. Even today, when I recall the situation and when I picture the whole scene in my mind, the same feelings come up; fear, anxiety, fluctuation, regret. The same feelings which filled me up then, which still do, as if I am there. As if I never left. As if I never jumped. As if it was all for nothing. Although I am not free from my fears, I know it was not for nothing. I took the risk, I took the shot and I ‘m proud of myself. The cheers and the congratulations I received as I came out of the lake, almost made up for the torture I went through. I was still feeling a bit dizzy from the fall so I sat to rest. That is when Michael came and told me: â€Å"100% of the shots you never take, never get in†. Now this quote is one of my favourites. It was actually a quote of Michael Jordan's referring to basketball. When I first heard it, I didn't really understand what it meant, but after thinking about it, I became aware of its true meaning. It means that if someone does not dare to shoot the ball, because it may not go in the basket, he will never score. â€Å"It's risky not taking risks† a wise man said. In the middle of the arid desert, Colorado, I took the risk. I jumped. I may have not been freed from my fears but I learned my lesson. This experience shaped me into who I am today. A man who is not afraid of taking risks, and making steps beyond the limits of fears and limiting beliefs.

Molecular Archaeology

Different methods have been used and are being used in the analysis of archaeological data. Among others, different archaeometric fields such as paleoecology (paleozoology, paleobotany and pllenanalysis), dating methods (radiocarbon-dating and dendrochronology) and analytical chemistry had been used for the evaluation of the quantity and quality of different archaeological substances (Kiesslich, n.d.). Given the nature of archaeology, evaluated data are analyzed on the point of view of history. The recent discoveries in science particularly in genetics and molecular biology have given rise to another method of scientific analysis of archaeological data. The new developments allow easier investigation of ancient remains not only through paleoecology, dating and chemical methods but on a molecular level. This new branch of archaeological analysis is what is now known as Molecular Archaeology. Christianson (2007) of the Minnesota State University gives a more perspicuous description of the field. According to him, Molecular Archaeology is an â€Å"†¦emergent field in archaeology that has been brought about by the advancements of the recognition and understanding of DNA, focusing on the acquisition of either DNA or mtDNA (mitochondrial DNA) and being able to determine species of natural archaeological finds as well as determine blood lines and/or sex of animal or human remains.† It is this use of the DNA in the analysis of archaeological data that differentiates Molecular Archaeology from the other methods of archaeological analysis. It is the biological function of this DNA that makes molecular archaeology an irreplaceable field in analytical archaeology. This DNA contains genetic information which, once known, could provide special information about the individual properties of the probe (Christianson, 2007). These individual properties include one's species, population, and gender. Also, Through the use of DNA residues, accuracy in reconstructing subsistence and related cultural activities is more probably. As a result, we gain more knowledge and understanding of the lives of our ancestors and the environment they lived in as well as of the other creatures that coexisted with them (Christianson, 2007). There was a time when molecular archaeology seemed to be inconceivable. This was when scientists believed that DNA-preservation was impossible in biological remains. Previous studies have shown that it only took days or even hours for degradation to occur after the death of an individual. With degradation, of course, is the loss of significant genetic information (Keisslich, n.d.). It is one study in the early eighties defied this scientists' limiting belief on the relationship between degradation and DNA-preservation and paved the way for molecular archaeology and the use of DNA in the analysis of archaeological data. â€Å"This is the successful detection of intact genetic information in a 4000-year-old Egyptian mummy† (Kiesslich, n.d.) Furthermore, the invention of analytical methods in molecular biology boosted the field of molecular archaeology. â€Å"In 1988, Mullis and Saiki published a study on Primer-directed enzymatic amplification of DNA with a thermostable DNA polymerase†. Practically, they invented the PCR or the Polymerase Chain Reaction technique which made possible the detection and characterization of even minimal traces of DNA. In theory, the presence of even a single intact molecule of DNA can give a positive result (Kiesslich, n.d.) †The impact of molecular archaeology particularly its use of DNA in evaluating data has been proven to be a great leap in archaeological research†. Because DNA is a huge aspect of molecular archaeology, it is necessary even for the general studies of this subject to include information on the nature of the DNA. DNA is a helically-twisted macromolecule consisting of a sugar-phosphate backbone. â€Å"Each sugar in the DNA's sugar-phosphate backbone is bound to one side-chain which may be different for each unit†. It is this side-chain that represents a single basic unit of DNA or DNA-base. It is the connection between a few to several billions of base-pairs connected by one polymer unit that produces a double helix, particular to the DNA. (Kiesslich, n.d.) The function of the DNA is mainly the maintenance and passing of genetic information from parent to progeny. This genetic information is encoded in 4 different letters (A, C, G, T) which represent the bases or the basic units. Three of the letters together correspond to the next superior information unit (Kiesslich, n.d.) The DNA not only functions for the maintenance and passing of genetic information but also for the control of the biological functions of each cell. For living organisms, it is located in the nucleus of the cells and in small cellular compartments called mitochondria. This mitochondria are considered as the powerhouses of the cell because it provide for the energy needed for cellular processes. Like nuclear DNA, mitochondrial DNA has their own chromosomes. â€Å"In general, a cell contains only two copies of nuclear DNA and as much as a thousand copies of mitochondrial DNA â€Å"(Kiesslich, n.d.). What is crucial to the nature of the DNA is the sequence of its 4 discriminable bases or the base-sequence. It is this base-sequence that represents the genetic information passed on from parent to progeny and controls the cellular chemical reactions. It is this sequence that is the targeted information in the analysis of archaeological facts and this sequence can only be determined through the application of methods in molecular biology (Kiesslich, n.d.). Information given by an individual's DNA is not limited to the individual but also to pathogens which include microorganisms and bacteria, as well as biological materials and the diet of a settlement (Kiesslich, n.d.). DNA of microorganisms and bacteria can be determined through paleopathology and paleoepidemiology. DNA of biological material can be determined through paleoecology, paleobotany and paleozoology. An extracted intact DNA would give the whole genetic information of an individual. This genetic information can be accessed using different sequence-specific DNA probes which also provide information required for archaeological analysis (Kiesslich, n.d.) There is a difference between the extraction of DNA from the nucleus and DNA from the mitochondria. Note that DNA from the nucleus persists only as two copies for every cell while mitochondrial DNA persists at an average of a few thousand copies per cell. â€Å"Nuclear DNA and mitochondrial DNA require a minimum state of preservation to obtain the specific sequence information†. The greater quantity of mitochondrial DNA allows it to be more readily accessible compared to nuclear DNA. It is also more resistant to degradation processes after death as well as diaganetic influences compared to nuclear DNA (Kiesslich, n.d.). The two types of DNA are different in the types of information that can be obtained. In nuclear DNA, information about an individual's genetic constitution can be obtained. This includes the individual's species, gender, fingerprint and kinship with other individuals. Meanwhile, the mitochondrial DNA provides information that allows the assessment of maternal lineage within a community. This is because mitochondrial DNA is exclusively maternally hereditary. The mitorchondrial DNA's comparatively slow mutational rate also allows greater evaluation of genetic context for individuals. In effect, individuals can be classified through middle and long-range temporal classification (Kiesslich, n.d.). Using information on the X and Y chromosomes, gender can be determined easily using molecular biological methods (Faerman and Filon, 2005). As it is known, gender is one of the most significant features of an individual and is likewise significant in archaeological analysis. Among other parts, gender can be and is usually determined using the teeth and the bones (Kiesslich, n.d.). Sex-specific genes are located in the X and Y chromosomes. Still, the determination of gender is not limited to molecular biological means. The determination of the gender of an individual remains can be done through conventional methods including morphometry. This happens when convenience is not the issue but the quality of the sample itself when it is too damaged or when the remains that are analyzed belonged to an infant. As a rule, a few grams of bone or tooth is enough for DNA-analysis (Kiesslich, n.d.). †Gender determination through DNA-analysis can be exemplified by the study done in South Israel, at a bath house at a burial site of Roman Askalon†. It must be noted that in Ancient Askalon infanticide was a widespread phenomenon (The Advent of Molecular Archaeology, 2005). †Behind the bath house, archaeologists found more than 100 skeletal remains of infants which at first were thought as the remains of unwanted girls†. The epigraph stating â€Å"Enter, Enjoy and†¦Ã¢â‚¬  and the several lamps with erotic motifs gave rise to a theory which was confirmed using DNA-analysis. Through gender determination by DNA-analysis, it was found out that the skeletal remains that were found did not only belong to unwanted girls but also to unwanted boys. The bath house was confirmed to be a brothel and the skeletal remains were the infants of the women who used to work at the place (Kiesslich, n.d.). Meanwhile, the issue on whether or not tuberculosis was brought to Peru by Columbus and his successors was clarified using DNA analysis. â€Å"One study reported that the DNA of tuberculosis pathogens already existed even among 600-900-year-old Peruvian mummies† (Kiesslich, n.d.). Nuclear DNA-analysis is also used in the identification of remains. In history, the remains of Josef Mengele in Brazil as well as the identification of the remains of the Romanov family in Jekatrinenburg after the Bolshevik Revolution were identified using DNA-fingerprinting (Kiesslich, n.d.). The analysis of organic residues in some jars found in Egyptian Amphorae allowed the discovery of what commodities were transported to Egypt during the Late Bronze Age and the links between the sources of the jars, the commodities and the way of transport of substances in the Mediterranean world (Stern, 2001). Mitochondrial DNA analysis was used in the investigation of the Tyrolean Ice-man (The Advent of Molecular Archaeology, 2005). The findings of the investigation revealed a high DNA-sequence homology to today's population in the Northern alps (Kiesslich, n.d.) and showed a great fit to the Northern European context. In this case, clothes and tools associated with the findings were also investigated aside from the individual body, giving an idea on vegetation during the era (Kiesslich, n.d.). DNA-analysis also covers topics historical and anthropological topics particularly population-genetics. Population-genetics include the tracing of migrations and distributions of populations. For example, kinship analysis was done with some individuals in Forida (Kiesslich, n.d.). DNA-analysis can also be used to trace genealogical origins and also in the determination of possible threats of diseases from ancestors. Source materials for DNA-analysis are not limited to bones and teeth. As a matter of fact, anything that could possibly contain DNA, even if not part of the individual's body can be a source material. â€Å"Source materials can range from biological remains such as skeletons, bodies, bones, hair, teeth, forensic and medical preparations, museum specimens, fossils and objects that an individual has come in contact with† (Kiesslich, n.d.). It must be remembered that DNA-analysis is a procedure which involves the destruction of the specimen. This implies that once a specimen has been used for analysis, it cannot be reused. On the other hand, even small amounts of materials, say, a piece of hair or a gram of bone is enough for any DNA-analysis as long as the specimen is of quality, depending on the source's chemical, physical, geological, ecological and biological history (Kiesslich, n.d.). †A DNA can be expected to be intact and well-preserved if it has been maintained at low-temperatures such as the case of the Tyrolean Ice-man, or if it has been maintained in arid places†. As a rule, DNA-degradation happens under humid conditions so specimens coming from deserts, and in polar regions or any other setting with similar conditions would produce more intact DNA specimens and more successful DNA analysis. Other conserving factors include anaerobic conditions such as that in Florida during the kinship analysis and the quantity of possible DNA specimens such in mummies (Kiesslich, n.d.). The less a specimen is affected by diagenetic processes, the more intact and well-preserved it will be when used for DNA-analysis. This is the reason why teeth and bones are commonly used for DNA-analysis. Their structure, and rigidity as well as the little hollow spaces with single cells, which undergo individual post-mortem mummification (Kiesslich, n.d.). In addition, these specimens are less affected by natural contamination during the life of the individual as well as post-mortem contaminations. Contemporary contaminations in the specimens can also be easily removed before extracting the DNA. As noted earlier, teeth and bones are suitable material sources for the determination of gender and for any other DNA-analysis (Kiesslich, n.d.). In molecular archaeology as well as in any other field that require genetic analysis, collection of samples and pre-treatment require maximum precautions. This is to prevent contemporary errors which are possible sources of errors. Errors are especially crucial in DNA-analysis since specimens are not infinite (Kiesslich, n.d.). One simple precaution is to wear gloves and safety-masks. Also, tools and containers that will be used in the analysis should be sterile and free from other DNA contaminants. It must also be remembered that probing of specimens should be done directly at the excavation site, sealed and only opened until it get to the laboratory. All these should be obligatory to prevent contamination and thus, errors (Kiesslich, n.d.) There are many procedures for the extraction of DNA from material sources. Naturally, speciments are cleaned first to remove physical contaminants such as soil and dirt. Specimens are then homogenized and placed in an extraction buffer. This extraction buffer contains compounds that are necessary for the breaking of the source-matrix. The breaking of the source matrix is done by decalcification or and proteinase-digestion. The end product is the extracted solubilized DNA (Kiesslich, n.d.). Similar to extraction, isolation and purification are also done through different procedures. Before doing the process, the chemical and physical conditions of the source material must first be evaluated. This is another preventive procedure to minimize errors from contaminants. Once the DNA in the source material has been purified and contained in an aqueous solution, substances that are co-extracted with the DNA including humic acids and other chemicals which have similar properties with the DNA must be removed to avoid false negatives in PCR reactions. These co-extrants could also inhibit enzymatic reactions (Kiesslich, n.d.). The most powerful tool for the investigation of DNA is the Polymerase Chain Reaction (PCR) because of its sensitivity which allows even a single intact DNA enough for detection. The PCR is an amplification procedure that is sequence specific. â€Å"Here, sequence specific DNA probes are added to reactions considering reaction parameters necessary for the process†. Through this, the target sequence is amplified until detectable amounts are obtained. However, further care must be done in order to avoid contamination, particularly contemporary ones. Contemporary contaminants are better preserved in the PCR. To manage this, blank extracts and zero-controls must be done for every extraction. In sum, controls are necessary to for the verification of the authenticity of the results and in order to trace possible contaminations that are present (Kiesslich, n.d.). Zero-controls are PCR-reactions which do not contain the DNA being analyzed (Kiesslich, n.d.). They are blank extracts which contain everything that is required for the reaction used in the DNA-analysis such as solutions and buffers. In the same way as the source material, these controls undergo the same extraction steps. Much has been transformed by the discovery of DNA. In the past, archaeological investigations may be limited to the physical level. Today, it has reached the era when Archaeology intersects with Molecular Biology. There are still lots of evidences to discover. history is still filled with gaps. With the advent of Molecular Archaeology, strands may just be made and gaps may just be filled. References Christianson, B. (2007). Molecular Archaeology. Minnesota State University. Retrieved 23 October 2007 from http://www.mnsu.edu/emuseum/archaeology/archaeology/moleculararchaeology.html. Faerman, M., D. Filon, et al. (1995). Sex identification of archaeological human remains based on amplification of the X and Y amelogenin alleles. Gene, 167, (1-2): 327-32. Kiesslich, J. (n.d.). The Emerging Field of Molecular Archaeology. Retrieved 23 October Saiki, R. K., D. H. Gelfand, et al. (1988). Primer-directed enzymatic amplification of DNA with a thermostable DNA polymerase. Science,   239, (4839): 487-91. Stern, B. (2001). Organic Residues in Egyptian Amphorae. University of Bradford. Retrieved 23 October 2007 from http://www.brad.ac.uk/acad/archsci/depart/resgrp/molarch/egypt.html. The Advent of Molecular Archaeology. (2005). Retrieved 23 October 2007 from http://humanitieslab.stanford.edu/2/184.