Fashion Magazines and Body Image Essay - 5340 Words

Fashion Magazines and Body Image Research indicates that exposure to thin ideal images in womens magazines is associated with heightened concerns for body shape and size in a number of young women, although the medias role in the psychopathology of body image disturbance is generally believed to be mediated by personality and socio-cultural factors. The purpose of this research study is to know and gather solid facts and reasons about fashion magazines affecting the teenagers’ body image in a form of research to self evaluation through careful accumulation of acceptable data and relevant resources for such data to be precise and spontaneous in its respected details to support results. Few studies have†¦show more content†¦(1980) found that the percent of average weight of the models declined significantly. For example, in 1960; the average weight of Playboy models was 91% of the population mean. By 1978, mean weight of the models has dropped to 84% of the population mean. A similar trend was apparent among the Miss America Pageant contestants: Prior to 1970, mean weight of the contestants was approximately 88% of the population norm. Following 1970, mean weight of the contestants had decreased to 85% of the population norm. Garner and colleagues also noted a trend toward noncurvaceousness from 1960 to 1979. The bust and hip measurements of Playboy models decreased and their waist measurements increased significantly. These findings are consistent with those reported by Silverstein, Perdue, Peterson, and Kelly (1986) who examined the curvaceousness of models appearing in Vogue and Ladies Home Journal from 1901 to 1981 and of popular movie actresses from 1941 to 1979. The investigators found that among the models appearing in Ladies Home Journal and Vogue, the bust-to-waist ratio dropped significantly. Additionally, the average bust-to-waist ratio of actresses from the 1960s and 1970s was significantly smaller than that of actresses from the 1940s and 1950s. Similar results were reported by Morris, Cooper, and Cooper (1989) in their study of British fashion models. Taken together, the findings of GarnerShow MoreRelatedWhat Are Teen Fashion Magazines?820 Words   |  4 PagesTeen fashion magazines, such as Vogue and Seventeen, feature slender models that increase women’s desire to be thin (Cohen, 2006). A study done by Bradley University found that 3 minutes spent looking at a fashion magazine caused 70% of women to feel depressed, guilty, and shameful (Bradley University, 2016). Bradley University’s research also attributes magazines for causing many eating disorders and negative body image in women. The university’s research states that the images in these magazinesRead MoreEffects of Media on Body Image855 Words   |  3 PagesEffects of Media on Body Image Discussion This study was conducted to analyze the impact of media, mainly fashion magazines, on how women perceived the idealized body weight and shape as well as the impact of media on the decision to diet or initiate an exercise program. Twenty working class women were given questionnaires at different times. The exposure to fashion magazines was assessed by determining whether the participant was a high level frequency viewer of fashion magazines, viewing them onceRead MoreThe Effects Of Advertising On The Fashion Industry1621 Words   |  7 PagesThe misleading body image advertised on the cover of Fashion Magazines such as Vogue and Teen Vogue, create a prejudice among women in the United States that motivates individuals to believe that there is only one body type that is beautiful and successful in society. This harmful advertising has a causal relationship with the increase in eating disorders and depression seen in young women (Kilbourne, 2000). Because Magazines are a powerful marke ting tool; this type of advertising leads to a culturalRead MoreLimitations on BMI Model Bodies1084 Words   |  5 PagesHow many men do you see ogling over the ultra skinny models on a Vogue magazine? They aren’t, most men are ogling over the centerfold of a Playboy magazine. So why do young girls and women all over the world struggle psychologically and physically to look like those models? And what effect does this have on our society? Should the use of models with a low Body Mass Index (BMI) be banned from fashion, media, and print? I will answer all of these questions and more, to support my view on why thereRead MoreEssay about The Fashion Industry Promotes Eating Disorders1133 Words   |  5 Pagesideals created by the fashion industry? People often feel inferior to models because of the contrast between their bodies and the models and pressures on society make them feel they must look like models. Currently the standard set by the fashion industry is to be th in; for some people thinness to this extent isn’t easily attainable causing people to adapt unhealthy dietary habits. Pressures from the fashion industry promote eating disorders. This is because the fashion industry largely influenceRead MoreMass Media s Influence On Society962 Words   |  4 PagesOver the years mass media has become more available and favored by society through avenues such as magazines, television, newspapers, print ads, internet, and including social media. According to U.S. Census Bureau (2007), individuals spend nearly a total of 3,518 hours of their time on mass media outlets. Mass media has become widely popular among individuals, in particularly young adults.73% of U.S adults aged 18–29, have been reported regularly visit at least one of these outlet, and 42% use moreRead MoreThe Fashion : Unrealistic And Harmful Perceptions Of Beauty1500 Words   |  6 PagesThe Fashion Industrys’ Unrealistic and Harmful Perceptions of Beauty As you are flipping through the pages of any fashion magazine, you see that they are plastered with freakishly skinny, young women made up to resemble perfect barbie dolls. If you are the average american girl, you would probably be feeling a little more insecure about yourself than when you first opened the magazine. You begin to realize everything that you wish you could look like and are stuck comparing yourself to images thatRead MoreMagazine Advertisements Send Unhealthy Signals to Young Women655 Words   |  3 PagesBritish doctors yesterday called on the media to use female models with more realistically proportioned bodies instead of abnormally thin women who contributed to the rise in the numbers of people suffering from eating disorders. A report by the British Medical Association claimed that the promotion of rake-thin models such as Kate Moss and Jodie Kidd was creating a distorted body image which young women tried to imitate. It suggested that the media can trigger and perpetuate the disease. FemaleRead MoreGlamour: An Exciting Allure1465 Words   |  6 PagesGlamour Its an exciting allure, high-fashion good looks and a magical spell. By: Tracy Baker BUS. Marketing Glamour Glamour is defined as an exciting allure: an irresistible alluring quality that somebody or something possesses by more exciting, romantic, or fashionable than ordinary people or things. Its no wonder why the company Condà © Nast Publications decided to use the word glamour as the title for one of their many magazines. In the Condà © Nast website theyRead MoreSocial Media And Its Effects On Society1447 Words   |  6 Pagesmodern society is more accepting of different body types than in the past, there is still too much pressure on girls to have the ‘perfect’ body due to emphasis from media, pressure from peers, and American culture. A recurring theme Americans see via today’s media is beauty. This isn’t necessarily the problem though, what needs to be looked at is how the ‘ideal’ look emphasized by the media is unachievable for most people. Whether it be through magazines, television, or social media, individuals are

College Admissions Vs. Affirmative Action - 1536 Words

College Admissions Race â€Å"Congratulations! You have been granted admissions to one of the most prestigious universities in the world and have been chosen from among hundreds of thousands of applicants to attend our university.† These are the sentences that every high school senior dreams of seeing, however, it has become a more difficult task as the college admissions process has become increasingly competitive. Complicating the admissions situation is the fact that most elite universities give extra weight to underrepresented minorities in the admission process, creating a so called â€Å"uneven playing field† (Introduction to College). Middle and upper-class non-minority students and parents have protested the use of affirmative action in†¦show more content†¦All four times, the Supreme Court upheld affirmative action policies (Snyder and Lai). Because there are a greater number of applicants competing for a very limited number of admissions slots, worried parents and students a re trying to find any loopholes in the selection process and many are now turning their attention to the debate on whether affirmative action should be kept or banned. Racial preferences in university admissions compensates for our history of institutionalized discrimination and extends educational opportunities to those who conventionally could not access them. From Jim Crow laws to Brown V. Board of Education, the United States has had a history of disenfranchising minorities (Jenco). Historical discrimination, especially against people of color, has created social imbalances and inequalities. The consequences of that history are clearly seen with the presence of achievement and wealth gaps. Between whites and blacks the wealth gap is a whopping 10:1 and between whites and Latinos, the gap is more than 8:1. (Wise). African American students were the lowest-scoring racial subgroup on standardized tests and on average only about 29.6% of black students met or exceeded state standards in math at Waubonsie (Jenco). Gaps in education and wealth are due to many factors including parents unable to help their kids with schoolwork, low expectations, and l ack of role models (Jenco). Educators have been hesitant to enact reform toShow MoreRelatedAffirmative Action And Its Effects On College Demographics Essay1389 Words   |  6 PagesDue to strong racial tensions, colleges believe admitting individuals in accordance to race is a positive liberal act, however affirmative action is evolving into quite a social strain. Colleges that endorse affirmative action are alleviating racial pressures based on college demographics but creating repercussions that are impacting all races and ages. If we continue burying the issues with affirmative action, we will not only be lessening the meaning of education but creating isolation betweenRead MoreDebate, Suspicion and Controversy Created by College Admission Policies1275 Words   |  6 PagesThe Silence is Over College admission policies have caused tremendous controversy, debate and suspicion in the eyes of Americans today. Causing students to stress out even more and call into question the merit and validity of such policies. Because students feel certain admission policies are preventing their chances of admissions. The most controversial admission policy is affirmative action. Since whites and other non-minorities feel that this admission policy doesn’t benefit them, so they attackRead MoreIs Affirmative Action in Higher Education Outdated?783 Words   |  3 Pagesï » ¿Is Affirmative Action in Higher Education Outdated? Affirmative action policies have been in place since 1957 (Rubio 144). Presidents Kennedy and Johnson signed executive orders in 1961 and 1964, respectively, requiring government agencies and their contractors to take affirmative steps to ensure minority participation. Johnsons order was modified two years later to include women. The Civil Rights Act of 1964 outlawed discriminatory hiring, promotion, and retention practices in both the privateRead MoreRacial Discrimination : The Worst Form Of Inequality1388 Words   |  6 Pagesdifferent people. In America,the individuals who are usually discriminated against are the minorities like African Americans and Hispanics. Affirmative action is a policy that was created and has been claimed to be positive discrimination. The policy was created to give equal opportunity to groups of people who are usually discriminated against. Although Affirmative action has been named to be positive and support minorities, it is still unjust. There should be no positive aspects of racial discriminationRead MoreAffirmative Action- Negative Team1486 Words   |  6 PagesModule 03: Group Position Paper: Affirmative Action Affirmative Action: Negative Team 1 Diversity in the Workplace Professor Linda Noeth Center for Distance Learning SUNY Empire State College Slavery in America can be traced all the way back to colonial times, or as historians have dated; 1619. Although slavery had technically been abolished by the late 1800’s, issues over race still remained prominent. Regulations such as â€Å"Jim Crow Laws†, that claimedRead MoreAffirmative Action Is Important For The Future Of The Diversified Generations Of America Essay1641 Words   |  7 Pages Affirmative Action In Martin Luther King’s I Have a Dream Speech, he states â€Å"I look to a day when people will not be judged by the color of their skin, but by the content of their character† for this reason affirmative action in higher education admission should alter for it creates a perpetual racial preference in admission. Affirmative action is controversial due its issue of whether the generation of today should pay for the past injustices done to certain ethnicities. It questions the constitutionalityRead MoreAffirmative Action And Its Effect On Society Essay1639 Words   |  7 Pagesbased on a person’s race is wrong. For this reason affirmative action in higher education admission should alter for it creates a perpetual racial preference in admission. Affirmative action is controversial due its issue of whether the generation of today should pay for the past injustices done to certain ethnicities. It questions the constitutionality of its existence and whether it perpetuates racial discrimination. Although affirmative action greatly promotes diversity and exposes diverse perspectivesRead MoreThe Issue Of Affirmative Action Essay1667 Words   |  7 Pagesthe content of their character† for this reason affirmative action in higher education admission should be altered for it creates a perpetually racial preference in admission. Affirmative action is controversial due it s issue of whether the generation of today should pay for the past injustices done to certain ethnicities. It questions the constitutionality of its existence and whether it perpetuates racial discrimination. Although affirmative action is a great start in promoting diversity and exposingRead MoreAffirmative Action and Higher Education Admissions Essay1664 Words   |  7 PagesIntroduction Known as one of the biggest obstacles in higher education to date would arguably be the use of affirmative action within the higher education admission process for both private and public institutions (Kaplin Lee, 2014; Wang Shulruf, 2012). The focus of current research is an attempt to either justify or deny the use of affirmative action within current practices through various higher education institutions, and though any one person could potentially be swayed to side withRead MoreEssay on Pro-Affirmative Action1059 Words   |  5 PagesPRO-AFFIRMATIVE ACTION What is it? Well affirmative action is, in plain text, the consideration of your class, race, gender, color, ethnicity, national origin, and disability when deciding who gets a certain job or admission into a school. If you are amenity applying for a job and there are other people that are applying as well then you will be considered for the job over one of the other people, even if they have more experience. It is not only for jobs, it is also used in any situation

Succubus on Top CHAPTER 16 Free Essays

I rang Bastien’s doorbell for the third time and then glared peevishly at the house. Where the hell was he? I was a little earlier than our agreed meeting time but not significantly. I gave the door a petulant kick as I imagined Bastien â€Å"held up† in the arms of some panting housewife. We will write a custom essay sample on Succubus on Top CHAPTER 16 or any similar topic only for you Order Now â€Å"He’s not here,† said a cool voice nearby. I looked over and saw Dana standing there, a small leashed dog by her feet. It looked like the product of a tragic accident at the cottonball factory. â€Å"Nice dog,† I said. â€Å"My sister’s. I’m taking care of him for a few days. You want to walk with us?† No, but I had promised myself the other day that I would pick Dana’s brain to figure out how I might aid Bastien, and this seemed as good an opportunity as any. Besides, he’d kill me if he knew I’d passed up a chance for â€Å"reconnaissance.† I fell into step beside Dana and the fluff ball, congratulating myself for the hundredth time on being smart enough to choose cats over dogs. Tutu – yes, that was his name – pranced along daintily, small tongue hanging out. His beady black eyes peered everywhere as he trotted merrily, but otherwise seemed oblivious to the wet sidewalk dirtying his tiny white feet. â€Å"How’s your rally going?† I asked after we’d exhausted dog topics. â€Å"Excellent. I’m surprised you haven’t heard about it in the news. We’re getting a lot of press.† â€Å"Haven’t paid that much attention to the news.† She told me the date and time. â€Å"Think you can make it?† â€Å"I think I’m working that day,† I said automatically. Dana gave me a knowing look. â€Å"Tabitha, I get the impression you’re not entirely settled on that issue.† You think? I looked away, again fighting the mental battle of speaking my mind versus causing trouble for Bastien. I finally opted for something that sounded vaguely like the truth. â€Å"I just think†¦there’s a lot of different ways to look at it, that’s all.† â€Å"It’s okay to be unsure, you know.† That was astonishing, coming from her. â€Å"Is it?† â€Å"Of course. That’s why groups like the CPFV exist. To help you see the truth of an issue.† I repressed a snort. I’d thought for a moment she might startle me with a display of open-mindedness. I let the silence collect again. â€Å"So,† she began after a moment, â€Å"what do you believe then?† â€Å"Er, on what? Homosexuality? Or homosexual marriage?† â€Å"Either.† My opinion was simply that people wanted who they wanted, end of story. There was no regulating love or saying it was wrong. But Dana’s views on that were religiously based, and I of all people knew better than to argue the right or wrong of faith. â€Å"I’m just not sure people choose who they’re attracted to,† I explained, not exactly attacking her question head-on. â€Å"So, I guess, it seems weird to me to talk about ‘helping’ or ‘changing’ people who can’t really do anything about their natures, regardless of whether that nature is right or wrong.† â€Å"So you think homosexuality is inborn?† That sweet voice couldn’t entirely hide her scornful surprise. â€Å"For some people. I think there are those who engage in†¦uh, same-sex activities for the fun of it, but for others, it’s biological.† I had a feeling Dana wouldn’t describe same-sex activities as fun, but I still felt better at having voiced my opinions. â€Å"You express yourself very well,† she admitted. â€Å"Even if I don’t necessarily agree with you.† I laughed out loud, and she looked at me strangely. â€Å"No, I didn’t think you would.† We grew quiet again, and I remembered I was supposed to be sounding her out on what she found romantic for Bastien. â€Å"I wish I could choose who I was attracted to,† I said out of the blue, bringing up personal matters in a manner that was out of character for both Tabitha Hunter and Georgina Kincaid. Dana seemed appropriately startled. â€Å"Things aren’t going so well with your boyfriend? What was his name? Sven?† â€Å"Seth,† I corrected, feeling only a little bad at dragging him into the cover story. Things with Seth were actually beautiful at the moment, but for the sake of appearances, I kept lying. â€Å"He’s okay, I guess, and I like him†¦but he’s not very, you know, romantic. â€Å" â€Å"Ah,† she said neutrally. â€Å"Am I crazy? Is that too much to ask? Maybe I should focus on other things.† â€Å"What do you consider romantic?† â€Å"I don’t know. Little touches and flourishes here and there. Gestures to show how important you are, how much the other person cares about you.† Irises, smiley-face pancakes. â€Å"What do you think it is?† She shrugged. We were rounding the corner back to Bastien’s now. â€Å"I’ve come to see romance as not quite so important anymore,† she admitted. â€Å"Neither Bill nor I have time for it.† â€Å"Oh.† â€Å"That’s not a bad thing. I’d say, more important than superficial flourishes is being able to connect with someone. To talk openly with them and share yourself. To know they’re feeling what you’re feeling.† â€Å"Oh,† I said again, surprised. Her comments almost made sense. In some ways, they were a variation of Seth’s views on honesty in a relationship. Biting my lip, I plunged on. â€Å"And what about†¦you know, attraction and sex appeal?† She gave me a sidelong glance. â€Å"What about it?† I shrugged. â€Å"I don’t always feel it around him.† Liar, liar, pants on fire. â€Å"Do I have the wrong ideas about it? What do you think is sexy?† Her answer took a long time in coming. â€Å"I don’t know.† Bastien stood by his front door as we approached. He waved a hand in greeting. â€Å"Hello, ladies.† He looked pleasantly astonished to see us together – and getting along. Dana thanked me for the company and returned to her own home after refusing Bastien’s automatic invitation to come inside and stay a while. Once she was gone and we were in the car headed to my photo shoot, I gave him the scoop on our talk. â€Å"She doesn’t know what’s sexy?† he exclaimed. â€Å"She’s practically begging for me to ravage her. Hmph. And Bill’s not romantic. Well, no surprise there. You think she was lying about saying it wasn’t important? Sort of a defense mechanism?† â€Å"I don’t know. Possibly. But even if she does miss romance, I think too many over-the-top gestures would throw up a flag. She isn’t stupid. Profound conversation might be the way to go.† â€Å"Then the cooking thing is a good idea. Lots of talking there.† â€Å"I guess.† I didn’t tell him that I had doubts about the efficacy of that method. Honestly, I wasn’t sure what he could do anymore. We’d decided to pull out all the stops for my pictures. He drove us downtown to the Hotel Andra, one of the nicest local spreads, despite its plain exterior. Through some charm I didn’t know about, he’d even managed to book us the hotel’s one-of-a-kind Monarch Suite on practically no notice. It had more room than we could possibly need, but its true selling point – for me – was an utterly sumptuous, utterly sexy bed. Enclosed in its own romantically lit alcove, it had a deep, royal purple spread and a headboard of gleaming, black wood. The whole effect was dark and sensuous. We shape-shifted out of Mitch and Tabitha upon clearing the door. â€Å"This bed alone,† declared Bastien, â€Å"will sell these pictures. Well, that and your naked flesh. But really, it’s a tough call.† He raided the mini-bar and made us improvised Grand Marnier martinis, which I gulped down with surprising eagerness. Suddenly, facing these pictures seemed a lot more daunting than I’d originally believed. â€Å"Nothing to it,† he said, sensing my nervousness. â€Å"Put on something sexy and sprawl on the bed.† I hadn’t brought anything in particular to wear, for once willingly opting for shape-shifting. I started with a basic black nightgown. Super short, super low-cut. It seemed like a safe bet. Bastien positioned me on the bed, lying back in a sort of languid pose. He mussed my hair and requested a lazy pout. â€Å"The point here, Fleur ,is to make it look like if you don’t get fucked again soon, you’re going to be very, very upset. Men go for that.† My apprehension melted away as Bastien took over, directing my postures and expressions, snapping away with his digital camera. We ran the gamut. Some shots I did completely naked, hiding nothing. For others, we found the suggestion of nudity could almost be more provocative. The way the slipped strap of a chemise could nearly reveal a breast. The way a sheer bra and panty set could cover and yet not cover. Nor did we give all of them the just-got-fucked look. In some, I was very elegant, unbelievably perfect in every possible way, not a strand of hair out of place. In others, however, we played up the messy, wild look – â€Å"unplanned,† as Seth would say. We also didn’t limit ourselves to the bed, as gorgeous as it was. I posed by windows, by a sofa, by the bathtub, in the bathtub. Both of us, as was requisite for our jobs, had pretty good imaginations for what was sexy and alluring. Nonetheless, we had brought along a few lingerie catalogs and adult magazines for inspiration. We would take breaks to plan, both of us frowning and giving each new pose serious thought. All in all, it was an exhausting endeavor, but Bastien’s energy never flagged as he guided me through it all with a professional ease. And honestly, after a certain point, I didn’t need his coaching. I knew I was sexy, and it was easy to play that up, especially knowing that Seth would view all of this. When the incubus had filled up the memory card, we finally called it quits. Sprawling on the bed beside me, he called room service and ordered us some professional martinis, since we’d run out of Grand Marnier. They arrived, and we luxuriated in a well-deserved rest, sipping our drinks. â€Å"Thanks Bas,† I told him, touching his arm. â€Å"You’re a good friend.† â€Å"Easy to be one when the subject matter is so nice to look at. You’re going to have a bitch of a time getting these printed, though. Take them to a store, and you won’t get them back.† I’d already thought of that. â€Å"Hugh has a snazzy, state-of-the-art printer. I’ll do it there.† I considered. â€Å"Although, he might keep a few too.† â€Å"I wouldn’t blame him.† Bastien set his drink down and rolled over to regard me affectionately, face almost serious for a change. â€Å"You’re a beautiful woman, Fleur ,and that means something when you can perfectly control your appearance. It’s not your physical side – as nice as it is. It’s something in here.† He tapped my breastbone. â€Å"Something warm and sensual and lovely that shines out. I’d know you in any body, in any place. â€Å" I curled up against him, happy. â€Å"I’m glad you’re here. Even if it’s because of the Barton and Dana mess. We’re going to fix that for you, you know. I promise. I’m not letting them ship you off somewhere horrible.† A faint, playful smile curled his lips. Affection shone in his dark eyes, affection that was no doubt mirrored in my face. Suddenly, he leaned over and kissed me. Whoa. It wasn’t a friendly kiss either, not the kind we so regularly planted on each other’s lips in a careless way. This was a deep kiss, an erotic kiss. His lips felt like velvet, his tongue slowly sliding over mine. I was so floored by what was happening that for a moment I couldn’t do anything except sink into that kiss and let it send shockwaves through my body. My senses returned to me, and I broke away, sitting up. â€Å"What the hell are you doing?† He sat up as well, as surprised by my reaction as I had been by what triggered it. â€Å"What do you mean?† â€Å"You kissed me. I mean, really kissed me.† He grinned, sensual and provocative. I shivered. When incubi targeted you with that charm, it was bewildering, even for a succubus. â€Å"What’s wrong with it? You mean more to me than anyone else in the world. This is a natural step for us. We should have been doing it a long time ago.† I shook my head, backing away. â€Å"I like the way we’ve always been.† â€Å"Only because you haven’t tried anything else. Look, I’m not asking you to run off into the sunset here. We’re friends. I know that, and I like that. But you’ve said it yourself – sleeping with people you don’t care about is wearying.† â€Å"Yeah, but†¦I don’t think this is necessarily the answer.† â€Å"Then what is the answer?† he demanded. â€Å"Sleeping – or rather not sleeping – with a mortal you do care about?† I climbed out of bed. â€Å"That was harsh. And it’s unrelated. I don’t want us to be anything more than friends, Bastien. Sex,ll mess things up.† He stayed on the bed, watching me pace. â€Å"Sex will fix a lot of things. It’s about time we got some satisfaction that wasn’t all business. It’ll be therapeutic for both of us. We need it.† I turned away, staring out the window without seeing. â€Å"I don’t need it.† â€Å"Don’t you?† Only the voice that asked me that wasn’t Bastien’s. It was Seth’s. I spun around, eyes wide. â€Å"Stop that! Change back right now!† Bastien – as Seth – lay back easily against the pillows. He wore jeans and a Whitesnake T-shirt, just as Seth might have. His hair was unkempt. He’d even perfected that cute, distracted smile. â€Å"What’s the problem, Thetis?† I stormed up to the bed, wanting to give him the full force of my fury even as I longed to run away. â€Å"This isn’t funny! Change back now.† Sitting up again, he slid to the edge of the bed. â€Å"Come on, how have you not seen this coming? This is the perfect solution to all your problems.† â€Å"No, it’s not. It’s really not.† He stood up and walked toward me, not touching me but coming close enough to make my heart race. I stood rooted, unable to move. â€Å"Of course it is. If you ever want to get Seth out of your system, this is the way to do it. You spend all this time pining for him, wondering what it’d be like to touch him and be with him. Well, this is your chance. This is the only safe way, your chance to do everything you want without hurting him. Do this now, and you could save yourself a lot of grief in the future. â€Å" I shook my head, as my mouth apparently couldn’t move now either. Too many conflicting feelings. The entire scene was unreal. Mind blowing. I was still shocked by Bastien’s audacity in doing it in the first place. I knew he was rash and bold, but this was crossing the line, even for him. On the other hand, Bastien had mimicked Seth down to the last detail, and seeing him had the effect it always did on me. Everything was the same. Cute and flawless. More intoxicating still was the truth of Bastien’s offer. I really could do what I wanted here. It was wrong on so many levels, but I couldn’t deny the pull. The perfect temptation. â€Å"I won’t cheat on Seth.† â€Å"What’s cheating between you guys? You do it all the time.† â€Å"Then I’m not going to be one of your conquests,† I snapped. â€Å"Fine.† He shape-shifted the shirt away so I saw only lovely, bare chest now. He drew my hands forward, resting them on his skin. I discovered it was almost entirely smooth; there were just a few soft and silky golden hairs. â€Å"You do the conquering.† â€Å"I’m not doing any conquering.† â€Å"All right. Then take your hands away.† I stared at where my hands lay on his chest. On Seth’s chest. He was warm. My hands matched him almost perfectly. We both had light, barely tanned, golden skin. Take your hands away. That’s all I had to do. I just had to move my hands, step away, and leave this ridiculous game behind. I was only a hair’s breadth from normality†¦yet I couldn’t seem to move away. I knew it wasn’t Seth, but the illusion was so powerful, I could easily imagine that this was exactly how it would feel to touch him. Without thinking, I ran my fingers down his chest, down to his stomach. Seth was no bodybuilder, but he was lean and trim from swimming and running. I had seen him in boxers before; the strong muscles were firm and exactly where they should be. Again, a perfect illusion. My hands had brushed this same part of Seth in bed before, but I never allowed myself to sensually explore him, the way I could now. I moved my fingers further, tracing the lines and contours. For his part, he didn’t say or do anything. But whenever I looked up, those brown eyes were on me, brimming with heat. They made my body respond with a heat of its own. Would Seth look at me the same way if we were together like this? Somehow, I expected the answer would be yes. I knew Seth viewed sex as a serious matter, despite his characters’ casual attitudes. He would treat such an encounter seriously. Also – although I had no proof – I thought Seth would be just as cautious as Bastien was being now, letting me take the lead. Nothing aggressive. My hands slid farther, down to the edge of his jeans where blue flannel boxers barely peeped out. I ran my fingers under the edge, arousing myself further with this dangerous game. Being this close to hitherto forbidden territory was heady. My scouting fingers started to tremble. Never, never would I have let things reach this point with Seth. Not with both of us pressed together. Not with both of us in so little clothing. My common sense would have long since kicked in before something dangerous might happen. But Bastien was right: nothing dangerous could happen tonight. At least not physically. I looked back up. His own breath had quickened. The space between us sizzled. He was so like Seth, I realized. So very much like him. It would be so easy. Easy to pretend. I leaned up and kissed him, again tasting those soft lips, pushing my tongue past them so I could fully savor him. His hands moved around my back, touching silk and bare skin. I was in the same outfit I wore for the last picture: another chemise, this time with a revealing top of ivory lace and a rose-pink silk skirt. I pushed into that kiss, letting it burn me. He kept his hands carefully neutral the whole time, not taking liberties, instead letting me dictate the terms. Reaching around, I grabbed a hold of his hands and moved them over me. I wanted to know what it was like to have him – Seth – touching me. I moved them down to my backside, then over to the sides of my thighs, urging him to push the chemise up. He did, letting silk gather up in his fingers as it slid up, up over my breasts and then over my head. I exhaled as those hands traveled up my body, every part of my skin electric and alive as I stood completely naked now. â€Å"Lay down,† I said, surprised at the rough note in my voice. He obliged, and I crawled onto the bed after him, straddling his hips with my legs so I leaned over him, letting my hair brush his chest as it had that night at Terry and Andrea’s. Seth. I had Seth. And I could do anything I wanted. I kissed him again, harder than I had before, as if my mouth realized this could stop at any moment and had to get as much as it could right now. Pulling back slightly, I placed his hands back on me. â€Å"Don’t stop touching me.† I returned to his lips, crushing his in return, letting my teeth nibble that soft flesh. All the while his hands roved over me as I’d commanded, coming to rest under my breasts so that he could cup them and stroke them. His fingers trailed to the nipples, which were already standing erect, brushing them lightly at first and then squeezing with greater intensity. I cried out, my own savage urges stoked, and I moved my lips to his neck. My mouth worked fiercely against that tender skin, pressing and biting, as though by leaving a mark I could somehow brand Seth as mine forever. Breaking away at last, I raised myself up slightly on my knees and moved his hand between my legs. He stroked me without being told to, letting his fingers slide over my clitoris, building up the mounting, scorching sensation in my lower body. His fingers moved easily, aided by my own wetness. Greater and greater that swelling ecstasy grew until it was almost agony, but I stopped him before I peaked and could find release. Frantically, I tore at his jeans and boxers, getting them off as fast as I could. I sighed shakily, looking at that long, perfect hardness as though it could keep me alive when nothing else could. I moved myself back down and ground myself against him, rubbing myself against that hardness, letting it finish the job his fingers had started. I came almost instantly, having been already on the edge, and before those spasms could even begin fading, I slid him inside of me, letting him fill me up entirely until it seemed there was nothing left of me in my own body, only him. He was still letting me take charge here, but he wasn’t unaffected. His breath came heavy and hard now, his own lips parting slightly with desire, eyes begging me to do more. As for me†¦I was losing myself. I didn’t care about anything else but him inside me, as close as I’d ever been able to get to Seth. It still seemed like something had to give, something had to stop us. But it didn’t. I became more than a conqueror. I was a ravager, taking what I wanted with no thought of the consequences. I rode on top of him, bringing myself down hard each time, willing him to pierce right through me. My hands held him down as I thrust, not that he was trying to get away. My breasts shook as our bodies moved together, the nipples still hard and sensitive. I heard the slap of skin on skin each time I moved down, forming a rhythm with our ragged breathing. I was drowning in Seth, in his sweat and in his touch. I was liquid and golden, merged into him. My body ached, unable to get enough of him, and I moved harder still. I knew exactly which angle I needed to make myself come, and I didn’t even try to hold back the waves and waves of pulsing bliss that racked my body. Small crackles of energy passed between us occasionally – not the usual absorption that occurred with a victim, but the inevitable sharing that happened between an incubus and succubus, two creatures whose bodies were made to collect the power of life. I needed to consume Seth, take as much of him as I could. I had no other purpose. Time passed. My body took its pleasure greedily and often. I said his name over and over, sometimes whispering it, sometimes screaming it, until finally exhausted, I couldn’t move anymore. I stopped, nearly collapsing against him. Barely able to work my lungs anymore, I struggled to get the air I needed. He was still inside me, still ready, but I had nearly rubbed myself raw. My throat was dry and painful. Sweat formed a slick coating on me, and I hung over him panting and desperate, an animal who had just sated her hunger with no concern for who lay beneath. He watched me intently, running a careful hand over my damp cheek. Then, at some unspoken signal between us, he flipped me over onto my back to at last finish himself off. Gripping my ankles and putting them over his shoulders, he knelt before me and pushed back inside. A soft whimper passed over my lips. I was jelly now, unable to do anything but lay there and let him have his way with me. My arms spread out carelessly over my head, fingers brushing the black headboard, and I closed my eyes, just letting myself feel Seth taking me now. I was weak and spent, but it still felt wonderful. I opened my eyes and watched him working hard against my body, at last able to give in to his own pleasure. He’d held back for so long for my benefit, waiting until I had satiated my lust. Now he was the greedy one, ravaging me in the way he wanted. At last, he climaxed with a small groan, closing his eyes briefly, holding himself against me as he came into me. When he finished, he slumped forw ard and pulled out, lying beside me. We stayed like that for several moments, and then he pulled me roughly to him so we spooned, the back of my body pressed against the front of him. Both of us still breathed in heavy, torn gasps as our hearts gradually slowed. I let my cheek rest against his arm. I still shook all over from sex with Seth, with the feel of Seth inside of me and the way he had broken my body with that devastating ecstasy. Then, as one hand tightened on me and his other ran gently over my hair, I noticed something. He didn’t smell right. I don’t mean to imply that he smelled bad. He didn’t. He just didn’t smell like Seth. The sweat wasn’t the same. There was no fleeting smell of apple, leather, and musk, no unique Seth scent. He smelled like Bastien. He was Bastien, I reminded myself sternly, and with that, the illusion shattered, the spell broke. I wasn’t with Seth, no matter how perfect the shape. I was with my friend the incubus. â€Å"Change back,† I whispered. â€Å"What?† â€Å"Change back to yourself.† He didn’t ask why, and a moment later, I rested in Bastien’s arms. It wasn’t Seth, I realized with a dull and terrible emptiness, but it was the truth. We said no more after that, staying in bed together for the rest of the night. Sleep never came for me, however. I lay awake the whole time, staring off into the shadows. How to cite Succubus on Top CHAPTER 16, Essay examples

Logistic and Supply Chain Management

Question: Describe about the "Logistic and Supply Chain Management". Answer: 1. Introduction Transport and logistics sector has greater contribution in GDP of 15% to the overall economy in the country. Every day there is movement of 1.5 bn tonne kilometre goods suggesting that it has vast opportunities. This sector provides employment to over 58500 people. Any industries cannot be imagined to be developed without help of this Transport and Logistic sectors. On the edge for significant growth, and with back up of global linkages, there are decent, vast and significant opportunities for operators and their investors to capitalise on a recover in global economic conditions and the growing tendency towards fully integrated, flawless and borderless supply chains (Aldin and Stahre, 2009). Driven by population growth, globalisation and demographic trend that demonstrate a change away from historical population centres, transport and logistics in Australia continues to develop and modify it only by using technology rapidly. The logistics of NSW is comprised of various sections of the goods within the state, which tends to contribute a freight volume of 62%. The proportionate volume is subjugated by the aggregates and coal. According to Lin (2006), the exports action contributes the brand with 15% of freight volume. NSW has considered 9% to 11% of the freight volume and also in the movements in the manufacturing goods. The import contributes 2% to the volume of freight and the rest of the margin had been retained from the transport actions. Both the domestic and the international demands had influenced the brand to penetrate into the logistics sector. The th4e movement of the goods and the demands of the customers had been the primary aspects of the shipment task. Therefore, the State Final Demand (SFD) for goods had been the key indicators of NSW. The statistics of the past 20 years reflects that the specific indicators have forecasted on the high correlation with the GDP, the value added by the transportation. The prediction over the coming 5 years shows that the annual growth of the brand would get enhanced by 4%. Sector wise breakdown of GDP contribution The primary objective of NSW freight is to reform a transport network that permits the brands to organize its flow with a smooth effort to penetrate into the market. The statistics of 2013 signifies that the efficient amongst the internal resources of NSW and the clogging in the network modes had leaded the enterprise to experience an adversity in the market. As per the opinion of Bowersox and Calantone (2010), NSW is necessitated to implement the system the assists to eliminate and minimize the congestion in the operations. The particular aspects serves immense benefits to uplift its economic margin, productivity and creating a standardized position in the domestic region. With the alignment to the objectives, the NSW had developed its exclusive transportation services to provide a smooth shipment based services. The transportation network would facilitate the brand to cover the dynamics of the regional economy. The management of the enterprise has initiated the specific action to m erge up with the productive and non productive actions. 2. Company Overview (QUBE Logistic) The statistics of 2006 reflects that the assets of PO stream Navigation had managed to cover the major portion of the DP world. In the early 2007, the consortium policy of the enterprise with the Kaplan Equity Limited had taken up the automotive, general operation, vendor, land side logistics, and the transportation of the marine operation by the DP world. The shareholders of the organisation are the PO Automotive, General Stevedoring and PO Trans Australia. In late August 2011,Qube completed an incorporation of the entire assets of the logistics department had been formed by the Qube Holdings. Qube had been listed in the official register of ASX Limited in the year 2011. The report of March, 2012 signifies that POAGS had rebranded and renamed its entity Qube Ports and POTA to Qube Logistics. The specific approach had been undertaken to represent the wider group of the specific entity. The management of the Qube Logistics had initiated the idea of connecting the services of the port into a single operating group. The group had focused exclusively on the Australian branch and provided a strategic alternative to the international logistics service providers to amplify its operation measures to experience a better outcome in the near future. In the Australian region the Qube Logistics had had been identified as an efficient service provider of the port logistics and the cargo services. The management of the brand had claimed that the unsurpassed network of the nation and the infrastructure had been driven by the newest technical measures. The brands had managed to serve its best service solutions in the international and the Australian roadway logistics. The Qube Logistics New South Wales operation had been structured to assist the sites like Port Botany Freight terminal, Port Botany, Port Botany Empty Park. On the other hand, it could be inferred that the enterprise had also increased its transport efficiency to serve best suitable services to Yennora Intermodal Terminal, which is situated in the Western suburbs. It permits the logistics to make a direct contact with the rail Port botany and the terminals of Yennora Intermodal Terminals (www.qubes.com.au). The total capacity storage of the facilities sums up to 8000 FCL containers and 9000 containers generally remain empty. Port Botany Freight Terminal Port Botany Intermodal Terminal Yennora Intermodal Terminal Macarthur Intermodal Terminal 3. Logistic and Supply Chain Challenges 3.1 Geographical There are several geographical circumstances takes place within the Australia region. Urban and challenges of the regions are most common amongst it (Arshinder et al. 2008). Urban Challenges Traffic Congestion Traffic on working days is encountered in cities of Australia. Peak hours have much larger volume of traffic (Blanchard, 2010). Transportation is affected if routes are taken which are having traffic in peak hours. Toll Roads Transport companies have to overcome the toll roads by paying heavy charges and thus increased the cost to the company (Bowersox and Calantone, 2010). Tolls are paid using e-tag which is allotted to vehicles and charges are deducted from accounts. Road Changes In some cases to avoid the traffic congestion local roads are preferred. Some time roads are under construction and are blocked (Bruce et al. 2009). This local road also has some schools, pedestrian passes. Some roads are blocked for heavy vehicles. Thus creates a problem. Distance Foremost challenges are the distance between the major cities which are used frequently and are major hubs (Chapman et al. 2010). Being more distance the petrol station on some of the roads are also less. Location of the roads creates problem as there may be mountains, landslides and some minning sites. Large distance also creates drivers fatigue as they are force to deliver the services on time (Facanha et al. 2009). Road Conditions Condition of roads in Australia is quite good, but due to less population maintenance of the road gets large and a difficult work. Potholes may create a problem; in longer journey this condition of roads creates problems (Geyer and Jackson, 2010). 3.2 Demographical Ageing population in Australia is a severe concern as young and energetic workers are not available (Goh and Ang, 2011). People are also forced to work after their traditional retirement age of 65 for their survival later in the life. Aged people takes time to learn new things so technological up gradation is difficult as they cant get acquainted to this (Goodale et al. 2011). Urbanization also is the severe problem because more and more people are preferred metros and this sector require a wide spread network covering urban and rural areas. The increased concentration in the cities needs to be constructive enough to secure the basic requirement of the regional centres. 3.3 Environmental Challenges The environmental and the climatic fluctuations in the Australia present diversified challenges to the operational activities (Grant, 2012). Climate Change and Green Logistics Global warming is the factor affecting the sector to a larger extent. Awareness about environmental responsibility is lacking (Gunasekaran and Ngai, 2009). Green logistic has become a hot discussion, which can help environment not being polluted. Green logistic has to be an integral part of the company. The efficient operations had become the primary aspects for the logistics department due to the emergence of the potential competitors in the similar genre (Hakansson and Persson, 2007). The sustenance of the enterprise, demand for the renewable sources of energy to a wider extent, which serves immense benefit to the enterprise to channelize its shipping actions. Seasonal Problems In winter season there is snowfall in The Great Dividing Range, Thus due to snow fall there is a chance of road blocked, so vehicle get stuck and cannot move forward. Studded tyres are rarely used but this can also not work in some weather condition. Large vehicles and trailer does not prefer this road. Closure of road is lasting for several days, so in this case good may not be able to get delivered at the destination on right time. Not only air transport but railways and airways are also affected due to snowfall (Kemppainen and Vepsalainen, 2008). Hot summer season is prevailing in Australia throughout the summer season from September to late April. Mainly railway lines are affected by conduction of metal which cause the metals to expand. Electricity lines also get affected as a result of high temperature. Due to hot weather some of the goods which are perishable also get damaged as they are required to be stored in cool temperature. Moreover, due to excess heat the cooling system also get affected. The drivers and the employee working out there also feel tired due to hot weather (Ketchen and Giunipero, 2007). Natural Disasters Australia is a country where natural disaster causes the damage and effects supply and logistic system. The most common amongst them are bushfires, floods and cyclones. Natural disaster also causes damage to infrastructure and cost to repair them always prevails. During natural disaster the demand also goes up to due to scarcity and weather condition (Kim, 2006). 3.4 Legislative Challenges Legislations poses rules and regulation that creates problem and new challenges in the supply chain sector arises. National legislation of the region incurs indifferent types of logistics issues. The specific kinds of challenges can create huge discrepancies in the operational and the strategic decision making (Kohn and Huge-Brodin, 2008). The sections discussed underneath execute the logistics related issues experienced by the Australian legislation. Disagreements of funding Responsibility of the government is to provide funds to certain sectors. There is sometimes disagreement between the government agencies regarding who will be paying and providing funds. If such kind of issue arises then there is delay in maintenance of railways and roadways. For logistic and supply chain industry to function properly the infrastructure in form of roads and rail should be in functioning condition and useable. Transport Regulations Permits and License renewal rules changes on year to year basis do for logistic company it is difficult to have a track on it. In some case it is also required to have a special permit licence. Process of issuing and renewing license is time consuming and takes longer time incurring some additional cost. Quarantine Transport Company has to take care that only the permissible goods are entering in the port. The government authority inspects all material that are incoming that consume times in some cases. Random inspection is also carried out for security purpose. Work Safety Government of Australia imposes the strict rules and regulation regarding the safety provided to the employee and workers. This increases the cost of business. Authority have recently introduces high visibility safety vests for all workers in Transport industry and is applicable to all including warehouse worker drivers and also to upper level management. Hardhats, safety glasses and capped steel boots are made compulsory. 3.5 Technological Challenges The cost of adopting the cutting edge technology adapts the cost to the company. This change is also necessary to compete with competitors. Other additional challenges also arise with advent of new technology (Lee and Dong, 2009). Additional Costs The implementation of the latest technology had been comparatively expensive for the organisation. The updation of the existing technology would facilitate the brand to re4paid its budgetary deficit and attain the competency in the market simultaneously. The updation might demands for a decent figure of expenditure; yet, the ROPI can be easily retained. Lack of Integrated Systems Integrating the entire system on ERP is difficult as it is necessary that all should work on same platform. So there can be clash in the system. 3.6 Other Challenges Indifferent challenges the brand might experience, therefore, it might have to strategise on the resolving measures to overcome the challenges. The challenges are detailed below: Rising Fuel Prices Rise in fuel price cause extra cost to the organization, and suddenly they cannot hike price for the service which they provide. 4. Solution to the problems 4.1 Potential Solutions for Geographical Reasons Congestion in the traffic Road diversion is necessitated to amplify the traffic congestion. Create an influence on the public convey to decrease the percentages of road vehicles. Establishing the inventories away from congested areas would be beneficial. Also it is needed proper route planning (Lin, 2006). Toll roads Identify different routes that do not include tolls. Maximising lager road to avoid number of trips Road changes It is necessary to do proper route planning to pass up trouble spots. Using most updated information about blocked roads Distance Reduce number of trips. Consider diverse the rail transportation modes. Recognising the domestic suppliers that tend to reduce the transportation distance. Proper planning and the driver management is a compulsory break to decrease on the fatigue schedules. Road conditions Watch for warnings symbols. The road based feedback arrangement permits the community representatives to ask for upgrades or domestic local governmental issues. Re-modifying the older path ways would be beneficial. 4.2 Potential Solutions for Environmental Challenges Climate change/green logistics It needs to apply use of new technologies that are environment friendly and easy to use. Look at diverse production methods or materials. Look at eco-friendly technical measures for the other processes (e.g. green warehouse technologies). Seasonal issues The fluctuations in the seasonal climates and the ineffective transportation route had been the major obscurities of the logistics operations. Observe weather forecasts in scheduling. Also necessary to minimise implementation of the cooling technology in the inventories. Better management of the employees to prevent the heat fatigue. 4.3 Potential Solutions for Challenges faced due to Demography Ageing population For ageing population it needs proper employee organization, rotational work (i.e. moving experienced staffs to different work locations) and supplementary preparation. 4.4 Potential Solutions for Legislative Challenges Funding disagreements The lobby group needs to make sure infrastructure projects that would be accepted with negligible disruption. Quarantine Proper planning and Updated information should be used before travel of the transportation. Rules and regulation must be made aware 4.5 Potential Solutions Technological Challenges Additional costs It needs for better planning to look at dissimilar technological options, joint venture with other and nearby companies. Lack of integrated systems Make sure systems are well-matched. Better association within the supply chain. Coordination between the partners nd use of technology should be acknowledge. Technological dependency Use back-up for systems Resistance to change Make employee aware about system feature, advantage and benefit, proper employee management and to offer effective support and training. Adjusting to new technologies Proper preparation for the functioning of the technologies in to next level 4.6 Potential Solutions for Other Challenges Rising fuel prices The increased driver training had assisted to improve the economic margin of fuel. The brand cvolud initiate a partnership with the other brand to share on the fuel expenditure. Determine the inexpensive convey modes (e.g. rail, shipping). To amplify the vehicle maintenance to get better fuel cutback. 5. NSW Government steps to resolve issues The transport centric actions of NSW are majorly responsible to improve the expe4riences of the customers. Therefore, the management of the enterprise had planned to effective measures like administrative programs, regulations, policy, transport services, freight and the infrastructure. The transport department had been exclusively instructed to emphasise on the service delivery actions, which includes safety, maintenance and road efficiency (Rushton et al. 2010). Customer Services For the better customer service, the brand needs establish the communication materials like the educational and the marketing campaigns. The communication advancement would facilities NSW to create a transparency between the shareholders, stakeholders and making better engagement with the community. The specific attributes leads to entangle a collaborative effort of the internal resources, which creates a positive impact on the customer behavior. Freight, Strategy Planning The management of the specific brand had been recommended to establish the strategic plans for its freight, road networks and the public transport. It supports to create an association across the infrastructural strategy. It generally leads to plan on the entire portfolio, which ensures an association to the transportation actions. The above initiation leads to introduce safety standards and similarly makes a smooth coordination in the cargo movement. Finance Investment Establishing a strategic financial plan and management for the accounting domain would be effective. It facilitates to make the expenditure as per the norms of the governance. The efficient commercial ability would develop a high value and service models for the complex projects. The financial plan would lead to manage the transaction and introduce the development opportunities for the commercial public transportation. Infrastructure Services It is responsible for the service and infrastructural delivery. Offers and support to persistent approach and assists to projects, with adaptability in planning model. It introduces proper commercial insight, which is necessary to develop service models with the internal operators.Single point of window to the freight access and productivity. People Corporate Services Government shows responsibility towards human resources management, communication in the information technology and analytical study of legal services that covers the entire transportation cluster. Provide organizational efficacy with the support of planning, establishment, implementation and persistent enhancement in the entity. The specific approach leads to introduce overall changes in the entire deportation cluster. It basically enhances the efficiency amongst the service providers. References Aldin, N. and Stahre, F. (2009), Electronic commerce, marketing channels and logistics platforms wholesalers perspective.European Journal of Operational Research, 144(6), pp. 270-279. Aras, N. and Aksen, D. (2008), Locating collection centers for distance and incentive dependent returns. International Journal of Production Economics, 111(7), pp. 316-333. Arshinder, A., Kanda, A., Deshmukh, S.G., (2008) The supply chain Coordination: perspectives, empirical studies and research directions. International journal of production economics, 115(6), pp. 316-335. Blanchard, D. (2010).Supply chain management best practices. Hoboken, N.J.: John Wiley Sons. Bowersox, D.J. and Calantone, R.J. (2010), Executive Insights: Global Logistics. Journal of International Marketing, 6(4), pp. 83-93. Bruce, M., Daly, L. and Towers, N. (2009), Lean or agile: a solution for supply chain management for textile and clothing industry? International Journal of Operations and Production Management, 24(2), pp. 151-170. Chapman, R.L., Soosay, C. and Kandampully, J. (2010), Innovation in logistics services and the new business model. International Journal of Physical Distribution and Logistics Management, 33(7), pp. 630-650. Facanha, A., Cristiano, S. and Horvath, E (2009), Environmental assessment of logistics outsourcing.Journal of Management in Engineering, 21(1), pp. 27-37. Geyer, R. and Jackson, T. (2010), Supply loops and their constraints: The industrial ecology of recycling and reuse. California Management Review, 46(2), pp. 55-73. Goh, M. and Ang, A. (2011), Some logistics realities in Indochina, International Journal of Physical Distribution and Logistics Management, 30(10), pp. 887-911. Goodale, J.C., Kuratko, D.F., Hornsby, J.S., Covin, J.G. (2011), Operations management and corporate entrepreneurship: the moderating effect of operations control on the antecedents of corporate entrepreneurial activity in relation to innovation performance. Journal of Operations Management, 29(1), pp. 116127. Grant, D. (2012).Logistics management. 1st ed. Harlow: Pearson Education Ltd. Gunasekaran, A. and Ngai, E.W.T. (2009), The successful management of a small logistics company. International Journal of Physical Distribution and Logistics Management, 33(9), pp. 825-842. Hakansson, H. and Persson, G. (2007), Supply chain management: the logic of supply chains and networks, The International Journal of Logistics Management, 15(1), pp. 11-23. Kemppainen, K. and Vepsalainen, A.P. (2008), Trends in industrial supply chains and networks. International Journal of Physical Distribution and Logistics Management, 33(8), pp. 701-720. Ketchen, D.J.J. and Giunipero, L.C. (2007), The intersection of strategic management and supply chain management. Industrial Marketing Management, 33(1), pp. 51-57. Kim, B. (2006).Supply chain management. Singapore: John Wiley Sons (Asia). Kohn, C and Huge-Brodin, MH (2008), Centralised distribution systems and the environment: how increased transport work can decrease the environmental impact of logistics. International Journal of Logistics, 11(3), pp. 229245 Lee, D. and Dong, M. (2009), Dynamic network design for reverse logistics operations under uncertainty. Transportation Research, 45(5), pp. 61-71. Lin, C. (2006), Inà ¯Ã‚ ¬Ã¢â‚¬Å¡uencing factors on the innovation in logistics technologies for logistics service providers in Taiwan. The Journal of American Academy of Business, 9(2), pp. 257-263. Rushton, A., Croucher, P. and Baker, P. (2010).The handbook of logistics distribution management. London: Kogan Page.

Major textual analysis project Essay Example Essay Example

Major textual analysis project Essay Example Paper Major textual analysis project Essay Introduction Major textual analysis project Major textual analysis project Major textual analysis project Major Textual Analysis Project Introduction The Almighty Johnsons is a New Zealand TV Series that airs in Australia’s TV3. The show pursues the life of a student named Axl Johnson who, on the day of his 21st birthday, discovers that his family members are reincarnated Norse gods of old. However, his family members do not have full powers until Axl has been reincarnated as Odin. To ensure that their family survives, Odin has to locate the whereabouts of the reincarnation of Odin’s wife, Frigg. Matters are further complicated by the fact that they are not the only Gods in Exile, in New Zealand. The first episode of the whole series is one of interest. It portrays the life of a young man who has been ushered in into the world of responsibility. Axl, at the age of 21, is given the burden of a god whose power can sustain those of his family members (Griffin and Lang). This can be assumed as the typical life experience of everyone who becomes of age. For some, like Axl, respo nsibility is thrust upon them when they become adults. Some readily accept the challenges with excitement not knowing what lies ahead. Others deny the fact that they have become of age and refuse to take responsibility. Though Axl is skeptical at first, he accepts his role as the reincarnate of the Norse go Odin. The question is how real life experiences of young adults have been portrayed in the series. In this sense, the question of how similar the Norse myth is to it portrayal in the Almighty Johnsons and are there any similarities between the modern culture and ancient Nordic cultures for the myth to appeal to both. Context The various ways in which the screen text was produced and circulated can be viewed in various ways. The series has been produced within a social context that is defined by television. South Pacific pictures, is a television production company that made use of the popularity of television to produce the screen text, Almighty Johnsons. Television seems to be a ttracting more people every day. Television is mostly watched by young people who are attracted to genres such as have been presented by Almighty Johnson (Hammond and Mazdon 21). One of the things that have increased television popularity is the fact that as the society grows, jobs are becoming less available. It is commonplace to find graduates with no jobs and therefore, they are drawn to watching television on a regular basis. Perhaps the production is aimed at this group of young men and women to take initiative and map out the course of their futures. Institutional context in this regard refers to the social context within which the screen text has been produced. In this case, television has played an important role in delivering the intended meaning. The discursive context refers to the conversations that take place in society and how these conversations shape thought in society and the world. Television has been considered one of the most crucial aspects of society. It then f ollows that whatever airs in the television, people are going to discuss (Fisherkeller 56). The Almighty Johnsons is thought of as being humorous. This assessment tells a lot the social context within which the screen text was produced. It seems to suggest that people do not want to take life seriously. The humorous concept it seems has been used to encourage audiences to embrace the concept of gods in the modern world. Rumors to cancel the show, for example, were not taken lightly with people on twitter asserting that the show had to continue into the third season. This just goes to show the importance that has been attached with the continuation of the show by the fan base. The central idea behind the plot is the interaction of gods in modern society. The plot also revolves around Axl Johnson’s quest to marry the goddess Frigg so that his family members’ powers can be fully realized. If this does not happen, then disaster befalls the family and they will not survive. This representation is more of the daily challenges that young men and women go through every day such as dealing with siblings, love, disappointment and how one fits into the world. What role are they supposed to play? The Almighty Johnsons, as much as it is geared toward achieving humorous effects, it also provides people with an engaging dramatic experience. The dramas of life include concepts such as love, rivalry, conflict among other difficulties that are characteristic of everyday life. The screen text also takes the audience to a world of fantasy that is all about gods and their destiny. The fantasy is plays into the minds of youth and people in general who have the desire to achieve greatness yet they never know where to begin. Axl has provided is a classic example of current youth who hope to be enlightened about the path they are supposed to take. Since this does not happen in real life, the audiences live through the character of Axl Johnson and others in their quest to find their purpose in the world. The fantasy genre has also been influenced by other programs on television. There seems to be a frantic about the fantasy genre today. It has become the norm that one may find motion pictures and television series having zombies, vampires, super powered individuals among other fantasy traits (Hammond and Mazdon 39). The appeal of fantasy is that, for the period one is watching these fantasy programs, one is made to believe that there is a slight chance that such things take place. It is accurate to conclude that the Almighty Johnsons provide a multi faceted approach where it provides the audience with aspects of drama, humor and fantasy as a marketing strategy. It has taken advantage of the appeal that fantasy and science fiction has on television audiences to sell its concept. The cultural context of the screen text is based on a modern life that has been integrated with the cultural context of the Norse gods. While Axl Johnson and his brothers lea d a normal life in the world, they have to abide by the rules of Norse gods. For example, as a rule, Norse female gods and male gods do not get along as a rule. This is an ancient archetype of gender relations where men and women are considered different in terms of the roles they play in society. Women have always been seen as the inferior sex, and in this regard, they have withstood the worst of male brutality. This relationship between the Norse deities is an example of women asserting their independence something that has been increasingly visible in the world today. This also gives evidence to the fact that even in ancient times, women have always fought for their independence and equality. The social context of the screen, despite the deity concept, portrays the problems that people face everyday. For example, the screen text reveals social truths such as divorce, betrayal, destiny among other social concepts. The most important thing that comes out in this screen text is the fact the obvious us of intertextuality. This is where the creators of The Almighty Johnson’s have used a previous text in the past to come up with their own constructions. Intertextuality in this case has been the transference of the contents ancient Nordic poetry about Norse deity and applying the same concept in a modern context through the Almighty Johnsons (Allen 27). The assumption is that while the Nordic poetry is important, it may not appeal to the current society. In this case, the creators recreate a story about the Norse gods and goddesses by incorporating themes that are relevant to our current experiences. Analysis In episode one of the first season of The Almighty Johnsons, Axl has been presented with the idea that he is the vessel of Odin, a Norse god in ancient Germanic mythology (Griffin and Lang). One crucial scene is when his brothers gather around in the forest to tell him who he is. He is reluctant to believe what his brothers are telling him. This may be because the idea of incarnation may be a farfetched idea. However, he is finally convinced, and he accepts the challenge. One of the reasons he agrees is to becoming Odin’s incarnate is the fact that he will be responsible for the continued survival of his brothers. What is clear is that it presents issues around accepting responsibility of avoiding it all together (chaos or order). Chaos will erupt if Odin does not accept his destiny and save his brothers. However, his acceptance of this responsibility where he has to find Frigg, he will be able to save his family. Another significant issue is the fact that he has been given this responsibility at the age of 21 and right on his birthday. This is significant especially because culture dictates that a man or woman will get to the age in which he or she will have to take up some responsibility. In the past, this was also the practice. This practice has survived the many generations. When Axl takes the sword of Odin, he is stru ck by lightening and this marks his incarnation the beginning of his quest toward his destiny. People begin life when they have reached a certain mark in life. In western culture, this is always through education, where after attaining a degree, one embarks on a path chosen for them in pursuit of happiness. Either way, Axl journey is a replica of the structures inherent in society. Mythology studies myth. Myth is usually a story that has significant implications to a particular culture. However, myth can be assigned a different attribute in which myth may refer to the way symbols have been ordered so that constructions appear natural. It is therefore essential to interrogate the relevance of myth in this society. The relevance of myth in the Almighty Johnsons is partly because of enhancing plot, but it also, myth has been used to enhance a certain message that is relevant to the society within which the screen text has been produced. The issue of myth here has been achieved by prese nting symbols to give an understanding of the world within which we live. The myth of a defined destiny is revealed in the person of Axl Johnson, his brothers, and other gods and goddesses whose paths have chosen. The similarity between the ancient Norse myth and the myth as presented by the screen is obvious. All portray lives as being directed by a being higher that they can comprehend. This remains a part of western culture where people believe that order is brought by all being right in the world. If this order is tampered with, then chaos is inevitable. Conclusion There is a significant relationship between ancient mythologies. This can be explained by the fact that despite the use of an old mythological story from a dead civilization can still apply in the modern context. Further still, it is evident that the desire to pursue one’s destiny is a persistent archetype in the art that has survived to this day. If art is the portrayal of society, then The Almighty Johnsons h as portrayed human beings as still desiring the divine intervention in life. The fantasy appeal of the screen text goes to show just this. It is also crucial to recognize the fact that screen text has been used to present the challenges that young people go through everyday such as the difficulties one faces in life such as dealing with siblings, the decision about one’s future among other issues. The Almighty Johnsons in this regard has been a useful tool in assessing the relevance of myth in life in now and in the past. Major textual analysis project Essay Thank you for reading this Sample! We will write a custom essay sample on Major textual analysis project Essay Example specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Major textual analysis project Essay Example specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Major textual analysis project Essay Example specifically for you FOR ONLY $16.38 $13.9/page Hire Writer

The New SAT What You Need to Know

The New SAT What You Need to Know The New SAT: What You Need to Know Originally called the â€Å"Scholastic Aptitude Test,† the SAT is a standardized test used for college admissions in the US. Understanding the SAT is therefore essential for anyone looking to enroll at a US college. However, starting this month (or May 2016 for international students), the SAT has changed. And if you’re thinking of applying to college this year, you’ll need to know the difference. Main Changes In terms of structure, the new SAT still focuses on math and English skills, but with an ‘evidence-based reading and writing’ section replacing the separate writing and critical reading components of the old test. The essay component is now also optional and scored separately, rather than compulsory. Old SAT New SAT 1. Critical reading 2. Writing 3. Math 4. Essay 1. Evidence-based reading and writing 2. Math 3. Essay (optional) On top of these structural differences, some of the main changes include: Scores will now be given on a 1600 point scale (800 for math; 800 for reading/writing) instead of the old 2400 point scale Incorrect answers will no longer be penalized on multiple-choice questions Less focus on obscure vocabulary, more on understanding words in context and evidence-based reasoning Math component now only permits use of a calculator on some sections Preparing for the New SAT Since this new SAT differs significantly from the old one, it’s vital to prepare accordingly. This might involve: Learning the New Test Format The simplest and most important thing you can do before sitting the new SAT is learning exactly how it has changed; knowing the general structure and format of the SAT will allow you to focus your revision and ensures you won’t be surprised when the test day arrives. Honing Your Critical Reading The new SAT focuses more on evidencing your claims, critical analysis and understanding information in context (rather than answering sentence completion questions). This makes it essential to work on your reading skills as well as your vocabulary. Taking a Practice Test As ever with exams, the best way to prepare is taking a practice paper. For the new test, your best option is the Khan Academy Official SAT Practice site.

How do you evaluate the economics discourse of sustainability Essay

How do you evaluate the economics discourse of sustainability - Essay Example Unfortunately many debates and studies about the measurement of sustainability do not define, or even derive a common understanding, about what is to be measured. Nonetheless, the context of sustainability cannot be separated from its measurement. In simple words, experts argue that there is need to consider economic, environmental and social indicators to measure sustainability. For example, economic indicators are income level in society, inflation, unemployment, exports / imports statistics, GDP, FDI, Public and Foreign Debt etc. Social indicators may include Suicide rates, people living below poverty line, difference between rich & poor, rate of urbanization, spread of diseases, mortality rates, educational and health spending etc. Environmental factors include carbon emissions and pollution. Together, the evaluation of these aforementioned indicators helps determining the level of sustainability in a particular nation or society. It should be pinpointed that economists, statisticians and business professionals have developed various quantitative models and tools to estimate economic betterment and real growth rates. Nevertheless, the nominal growth is not considered as true representation of economic sustainability, growth and expansion. Some of the best examples of quantitative methods for measuring sustainability include Liverman and Sustainable Seattle (that ranges from the simple to complex), Index of Sustainable Economic Welfare (ISEW), Genuine Progress Indicator (GPI), Moody’s Credit Rating etc. Economists, indeed, claim that a country’s reliance and use of local resources for domestic production (without any violation of environment and business laws) and need fulfillment of local + foreign consumers leads to accumulation of wealth and sustainability in that country. In addition, it reduces dependence on foreign countries, donor agencies and international community, which later enhances its political and economic power, reputation and

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Practice of investment management - Essay Example This change in the interest rate is also notable in the federal rate. The hike in the federal rate does not have a major immediate effect in the stock market of the US. This suggests that in short term, the impact of federal rates on the equity indices is not as prominent as deemed. However, it has a gradual, but significant impact on equity indices of the nation in the long term. In this regard, it is notable that the hike in the federal rate leads to the increase in the equity indices of the nation at large. The data collected from Bloomberg L. P. (2015) reveals that there has been an increasing trend in the federal fund rates in the US within the last one year i.e., from March, 2014. This is eminent from the increasing linear slope through graphical representations of the data. The underneath graphical representation depicts the same in a compressed but elaborative form. The set of valuable data collected from Market Watch, Inc (2015) also suggests that there has been an increasing trend in the NYSE Equity indices from March 2014. Further, a trend analysis of the collected data predicts that there would be an increase in the equity market in the long run i.e. 2 years. The quantitative analysis predicts that equity indices of NYSE would increase to 11521.72 points. However, it is also estimated that the increasing trend would not have a major impact on the short-term operations, which can be 3 months in general. The statistical analysis predicts that after three months i.e. May 2015, the NYSE equity index would have 11012.05 points. Correspondingly, increase in the equity market through the rise in the federal fund rates is also proved with the help of positive correlation between the two variables. The correlation value determined is 0.319133833 (Market Watch Inc, 2015). The underneath graphical representation depicts the short term (3 months) and

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Hamstring Tightness Is Common Health And Social Care Essay

Hamstring Tightness Is Common Health And Social Care Essay Among the muscle undergoing adaptive shortening, hamstring is the one commonly going for adaptive shortening. The hamstring comprises of three large muscles namely semimembranosus, semitendinosus, and bicep femoris which arises from the tuberosity of ischium. They are present over the posterior compartment of the thigh and span the hip and knee joints. Hence they are the extensors of the hip and flexors of the knee. Hamstring tightness is common in normal individual because of immobilization of a tissue in a shortened position results in adaptive shortening. As the muscle shortens, its elasticity of the normal tissue was decreased and a change in the length tension relationship of the muscle, loss of flexibility also occurs. Hamstring tightness could make the musculo tendinous unit more susceptible to injury, increase resistance to various anatomical structures, which may lead to overuse syndrome. Tightness could also leads to pathological conditions at the joint on which the muscle acts, especially on a muscle like hamstring which passes over the two joints. Muscle tightness has a significant impact on neuromuscular control. Muscle tightness affects the normal length tension relationships. When one muscle in a force couple becomes tight or hypertonic, it alters the normal arthrokinematics of the involved joint. This affects the synergistic function of the entire kinetic chain, leading to abnormal stress, soft tissue dysfunction, neural compromise and vascular/lymphatic stasis. Muscle tightness also cause reciprocal inhibition. Increased muscle spindle activity in a specific muscle will cause decreased neural drive to that muscles functional antagonist. This alters the normal arthrokinematics of the involved segment. Flexibility has been defined as the ability of a muscle to lengthen and allow one joint (or more than one joint in a series) to move through a range of motion. Anderson and Burke defined Flexibility as the range of motion available in a joint or a group of joint that is influenced by muscles, ligaments and bones. Loss of flexibility means decreased ability of a muscle to deform. Loss of flexibility may lead to decrease in lumbar lordosis, reduction of muscle strength and quadriceps dysfunction during gait, lumbar pelvic rhythm was disturbed, anterior pelvic tilt was restricted, lumbar motion was increased. Excessive mobility of lumbar spine leads to overstretching of lumbar ligaments and consequently pain and instability. (Levangie and Norkin, 2001) Loss of flexibility can also cause pain arising from muscle, connective tissue or periosteum. (Hardy, 1989; Tillmann and Cummings, 1992) With regard to important role of hamstring flexibility restoration of its normal length is necessary. Muscle tissue length is thought to play an important role in efficiency and effectiveness of human movement. Benefits of flexibility is to enhance the range of motion, improved body position, potential relief of aches and pain, protection against low back pain and injuries, reduction of post exercise muscle soreness, and promotes relaxation. Hamstring tightness can be measured using the (1) Active unilateral straight leg raise test, (2) Passive unilateral straight leg raise test, (3) Sit and reach test, (4)Active knee extension test. Straight leg raise test are widely used as a neurologic tests, hence they do not give valid measures of hamstring tightness because of pelvic rotation that occurs during the test. Active knee extension test is the reliable test. Continuous ultrasound therapy increases tendon length by changing their viscosity and plasticity (Ziskin et al, 1986). Skeletal muscles have a higher rate of absorption of ultrasound waves when compared to fatty tissue. (Dyson, 1987; Low and Reed, 1990). Elevation of collagen tissue temperature affects on mechanical and physical characteristics of tissues and facilitates deformation of the collagen. As pain and discomfort was reduced during stretching and collagen fiber ability to tolerate greater forces was increased. Ultrasound increases soft tissue extensibility and may be an effective adjunct in the treatment of knee contractures secondary to connective tissue shortening (Folconer et al, 1992). Static stretching allow the muscle spindle to accommodate, reduces their firing rate; hence static stretch is effective in increasing the length of muscle. (Gordon and Ghez, 1991). Longer hold times during stretching of the hamstring muscles resulted in a greater rate of gains in range of motion (Feland et al, 2001). Stretch duration lower than 30 seconds did not increase muscle flexibility (Beaulien, 1981). Static stretch of 30 seconds is sufficient to increases the hamstring muscle length. Combination of ultrasound therapy with 30 seconds stretch is more effective than ultrasound therapy with 15 seconds stretch in increasing hamstring flexibility (A.Akbari, H.Moodi, A.A.Moein, and R.Nazok 2006). Muscle energy techniques (MET) are manually applied stretching techniques that use principles of neurophysiology to relax overactive muscle and stretch chronically shortened muscles. Muscle energy techniques (MET) have the ability to relax overactive muscles or stretch tight muscles and their associated fascial components when connective tissue or viscoelastic changes have occurred. When using Muscle energy techniques (MET), it is important to relax/inhibit the neuromuscular component before attempting to stretch the involved musculature. Two fundamental neurophysiologic principles account for the neuromuscular inhibition. The first principle of Muscle energy techniques (MET) is post contraction inhibition / autogenic inhibition / post isometric relaxation. The second principle is reciprocal inhibition. Muscle energy technique produced an immediate increase in passive knee extension in individuals with hamstring tightness (Ballantyne 2003). Muscle energy technique is significantly improving the hamstring flexibility in collegiate males (Wassim .M et al 2009). 1.1 NEED FOR THE STUDY: Continuous ultrasound therapy, static stretching, muscle energy technique (MET) are significant in improving hamstring flexibility in individuals with hamstring tightness. These methods of treatment are well accepted and practised by various researchers according to previous literature, but there was no study to compare the effect of muscle energy technique ( MET) and ultrasound therapy with static stretching in improving the hamstring flexibility in individuals with hamstring tightness. So the purpose of this study is to analyse the efficacy of muscle energy technique and ultrasound therapy with static stretching in improving the hamstring flexibility in individuals with hamstring tightness. 1.2 AIMS: To find out the effect of muscle energy technique versus ultrasound therapy with static stretching in improving the hamstring flexibility in individuals with hamstring tightness. 1.3 OBJECTIVES: To study the effect of muscle energy technique in improving the hamstring flexibility in individuals with hamstring tightness. To study the effect of ultrasound therapy with static stretching in improving the hamstring flexibility in individuals with hamstring tightness. To compare the effect of muscle energy technique and ultrasound therapy with static stretching in improving the hamstring flexibility in individuals with hamstring tightness. 1.4 KEYWORDS: Hamstring flexibility, Muscle energy technique, Ultrasound therapy with static stretching, Active knee extension test. 1.5 HYPOTHESIS 1.5.1 NULL HYPOTHESIS: There is no significant effect of muscle energy technique in improving the hamstring flexibility in individuals with hamstring tightness. There is no significant effect of ultrasound therapy with static stretching in improving the hamstring flexibility in individuals with hamstring tightness. There is no significant difference between the effect of muscle energy technique and ultrasound therapy with static stretching in improving the hamstring flexibility in individuals with hamstring tightness. 1.5.2 ALTERNATE HYPOTHESIS There is a significant effect of muscle energy technique in improving the hamstring flexibility in individuals with hamstring tightness. There is a significant effect of ultrasound therapy with static stretching in improving the hamstring flexibility in individuals with hamstring tightness. There is a significant difference between the effect of muscle energy technique and ultrasound therapy with static stretching in improving the hamstring flexibility in individuals with hamstring tightness. II.REVIEW OF LITERATURE HAMSTRING TIGHTNESS: Worrel et al (2003) Stated that hamstring injuries in athletes is mainly due to the lack of hamstring flexibility. Kishner and Colby et al (2002) Stated that adequate mobility of soft tissues and joints is thought to be an important factor in prevention of injury (or) reinjury to soft tissues. Donald E Hartig et al (1999) Stated that increase in hamstring flexibility decreases overuse injuries in lower extremities. Sarhmann.S et al (1997) Stated that muscle tightness and hypertonicity has a significant impact on the neuromuscular control. Muscle tightness affects the normal length tension relationship. Bullock-Saxton.J, Lewit.K et al (1997, 1984) Stated that muscle tightness alters the normal arthrokinematics of the involved joint. This affects the synergistic function leading to abnormal joint stress, soft tissue dysfunction, neural compromise and vascular or lymphatic stasis. Ronald F, Zernickle et al (1996) Stated that extracting flexibility changes related with structural and physiological changes influence the level of physical activity. Zachazewski et al (1989) Stated that loss of flexibility of hamstring may lead to decrease in lumbar lordosis, reduction of muscle strength and quadriceps dysfunction during gait. Cummings, GS, Crutchfeld, CA, Barnes et al (1983) Stated that tightness is referred to mild shortening of a healthy musculo tendinous unit otherwise referred to as a mild transient contracture. A muscle that is tight can be lengthened to all but the outer limits of its range. Normal individual who do not regularly participate in a flexibility program can develop mild myostatic contractures or tightness, particularly in two joint muscles such as hamstrings, rectus femoris or gastronemius. Fox E.L et al (1979) Stated that flexibility enhances movement by improving body awareness with greater ease and dexterity. Lawrence Gold et al Stated that the hamstrings are the muscles that run from behind and below the knees up to the back of the thigh till the sitbones. Soft tissue injuries, knee pain, torn menisci, chondromalacia patella and poor posture often come from tight hamstrings. Tight hamstrings can prevent the individual from reaching full extension or from bending over completely. ULTRASOUND THERAPY WITH STATIC STRETCHING Shadmer.A, Astaneh.H.N, et al (2010) Conducted a study to analyse the effect of two different modes (Continuous versus Pulsed) in decreasing the shortening of hamstrings. Thirty non impaired men aged 20 to 30 years were included. Ultrasound was applied over short hamstrings. Hamstring flexibility was measured by passive knee extension test. Continuous ultrasound of 2W/Cm ², 1MHZ, five minutes and Pulsed ultrasound of 200 µs burst of 1MHZ, 0.5W/Cm ², five minutes was used. They concluded that the heating effects of continuous ultrasound may be more effective than non thermal properties of pulsed ultrasound for increasing the flexibility of shortened hamstrings. Meroni, Roberto, Cerri, Cesare Giuseppe, Lanzarini, Carlo, Barindelli, Guido, Morte, Giancesare Della, Gessaga, Viviana, Cesana, Gian Carlo, DeVito, Giovanni et al (2010) Stated that the gain in flexibility was maintained for a period of 4 weeks after the cessation of training. This improvement was more significantly noticed in active stretching group by using active knee extension test than the passive stretching group. Buker N., Aslan E., Kitis A., Carluk U et al (2008) Stated that the superficial (or) deep heat applications before static stretching exercises shows positive effects to increasing flexibility of hamstring muscles. Nichole Lee Lounsberry et al (2008) Stated that the ultrasound treatment produced greater immediate gains in hamstring extensibility than moist heat packs treatment. A.Akbari, H.Moodi, A.A.Moein and R.Nazok et al (2006) Stated that the gains in range of passive knee extension obtained in continuous therapeutic ultrasound and 30 seconds stretch group were significantly greater than therapeutic ultrasound and 15 seconds stretch group in subjects with tight hamstrings. Denegar C, Saliba E, et al (2006) Stated that 3 MHZ ultrasound provides superficial heating, 1MHZ ultrasound heats tissue at depth of 3-5 cms and is considered to be a deep heating agent. Odunaiya N.A, Hamzat T.K, Ajayi O et al (2004) Stated that statically stretching tight hamstrings for any duration between 15 and 120 seconds on alternate days for six weeks would significantly increase its flexibility. The effect was also sustained for upto 7 days post intervention. Trae Sakiyo Tashiro et al (2003) Stated that the clinically practical parameters of thermal ultrasound in conjunction with static stretching is an effective way of increasing hamstring extensibility but ultrasound application location didnt showed difference in increasing knee extension range of motion in a healthy population. C.D.Weijer et al (2003) Stated that the static stretching is one of the safest and most commonly performed stretching methods used to measure muscle length. Feland et al (2001) Reported that longer hold times during stretching of the hamstring muscles resulted in a greater rate of gain in range of motion. Prentice WE, McClure M, Becker RO et al (2001) Stated that when slow stretch applied to muscle, golgi tendon organ get stimulated and thereby muscle tension is reduced. This leads is to an increase in length of muscle. Robert and Wilson et al (1999) Stated that static stretching increases muscle length by allowing muscle spindle to adapt overtime and cease fired. It also elicits golgi tendon response and therefore provides an effective flexibility training stimulus. William D Bandy et al (1996) Stated that a static stretch of 30 seconds at a frequency of single session is sufficient to increase the muscle length. Bandy WD, Irion JM et al (1995) Stated that the duration of 30 seconds of stretching is an effective time of enhancing the flexibility of the hamstring muscles. Bandy WD, Irion JM et al , Lentell G, Hetherington T et al, Madding SW et al (1994 ) Stated that Static stretching is a method of stretching in which the muscles and connective tissue being stretched are held in a stationary position at their greatest possible length for some period. When using static stretching on a clinical basis, stretches should be held a minimum of 15 to 30 seconds. Chan et al (1993) Stated that tendon reaches greater temperature and heat more quickly than muscle and the tendon was able to maintain vigorous heating for longer period than muscle. Draper D, Sunderland S, Kirkendall et al (1993) Stated that tendon tissue is less vascularized than muscle tissue; tendons will retain heat for longer periods of time. Folconer et al (1992) Stated that ultrasound increases soft tissue extensibility and may be an effective adjunct in the treatment of knee contractures secondary to connective tissue shortening. Gordon and Ghez et al (1991) Stated that static stretching may be effective in increasing the length of muscle due to the prolonged stretching which allows the muscle spindle to adapt over time and cease firing. Low and Reed et al (1990) , Dyson et al (1987) Stated that low absorption of ultrasound waves is seen in tissues that are in water content (eg.,fat), whereas absorption is higher in tissues rich in protein (e.g., skeletal muscle). Warren C, Lehman J, Koblanski J, Strickler T, Malone T, Masock A, Garrett W et al (1990) Stated that ultrasound therapy can be used to target the collagen rich tendinous unit of the hamstring muscle because of its ability to penetrate deeper tissues, and shown that increasing the temperature of collagen to 40 ° Celsius will increase the elasticity of the tissue. This increased extensibility allows for an even distribution of force and reduces the stress on localized areas of the tissue. Gajdosik RL , Godges JJ et al (1989) Stated that a low intensity maintained stretch that is applied gradually is less likely to facilitate the stretch reflex and increase tension in the muscle being lengthened. This is called static stretch. Ziskin et al (1986) Stated that an increasing in tendon length following continuous ultrasound therapy is due to change of their viscosity and plasticity. Beaulien et al (1981) Stated that stretch duration lower than 30 seconds didnt increase muscle flexibility. Coakley et al (1978) Stated that frequency of 1MHZ ultrasound used for patients with more subcutaneous fat who sustained injuries at deeper level because of its penetration to a depth of 3 to 5 cms. Lehman et al (1968) Emphasized on the thermal effects of continuous ultrasound compared to other heating modalities in increasing hamstring flexibility. De Vries HA et al (1962) Stated that static stretching offers advantages of using less overall force, decreasing the danger of exceeding the tissue extensibility limits, lower energy requirement, and a lower likelihood of muscle soreness. Static stretching also has less effect on the Ia and II spindle afferent fibres than ballistic stretching, which would tend to increase a muscles resistance to stretch and facilitate golgi tendon organ, thereby reducing the contractile elements resistance to deformation. MUSCLE ENERGY TECHNIQUE: Ahmad Faheem, Ahmad Shamin, Anjani Agarwal, Begum Shabana, Ram C.S, Waseem Mohd et al (2010) Conducted a study in Indian collegiate males on hamstring flexibility by comparing the effectiveness of muscle energy technique and eccentric training. Total of twenty males with hamstring tightness falling between age group of 18-25 years were included in the study. Hamstring tightness was measured by popliteal angle/active knee extension test. One group was treated with muscle energy technique and the other with eccentric training. This study stated that hamstring flexibility can be improved with muscle energy technique using post isometric relaxation than eccentric training. Wassim M et al (2009) Reported that muscle energy technique using post isometric relaxation significantly improving the hamstring flexibility (by active knee extension test) in normal Indian collegiate males with hamstring tightness. Azadeh Shadmehr, Mohmmed Reza Hadian, Sedigheh Sadet Naiemi, Shohreh Jalaie et al (2009) Concluded that the hamstring stretches in normal young women using either static stretch or muscle energy technique had similar effects on restoring flexibility to hamstrings. Madeline Smith, Gary Fryer et al (2008) Stated that the muscle energy technique is effective in increasing hamstring extensibility, and there appeared to be sustained improvement one week following the initial treatment. Ross A, Clark et al (2008) Stated that muscle energy technique can produces creep and plastic changes in the connective tissue thereby the length of the muscle can be increased. Lindsey Samilian et al (2007) Stated that muscle energy technique is a method used to strengthen weak muscles, lengthen the short muscles (or) increase a muscles range of motion. These techniques involve stretch during which a reciprocal force is imposed on the targeted muscle for short period of time, causing the muscle to relax and stretch further. Ballantyne F, Fryer G, MC.Laughlin P et al (2003) Conducted a study to find the effectiveness of muscle energy technique in increasing passive knee extension and to explore the mechanism behind any observed change. Forty asymptomatic subjects between age of 18 to 45 years were randomly allocated to experimental and control group. Experimental group was given with muscle energy technique and Control group with no treatment. They concluded that muscle energy technique produced an immediate increase in passive knee extension. This observed change is due to an increased tolerance to stretch. Chaitlow L, Liebenson C et al (2001) The other name for Muscle energy technique is active muscular relaxation technique. Freyer G et al (2000), Richard L, Gajodsik, Melonie A, Rieck and Debra K et al (1993) Stated that an increase in flexibility after muscle energy technique occurred due to biomechanical or neurophysiologic changes or due to an increase in tolerance to stretching. Lewit et al (1999) Concluded that post isometric relaxation is directed towards relaxation of hypertonic muscle, especially if this relates to reflex contraction or the involvement of myofascial trigger points. Lewit, Libenson, Murphy et al (1999) Stated that post isometric relaxation is an excellent technique for treating neuromuscular component muscle of a stiff, shortened or tight muscle. Lewit et al (1999), Greenman et al (1989) Suggested that in muscle energy technique, the holding time of 7-10 seconds is more effective than 3-5 seconds. Kuchera et al (1997) Stated that increase in range of motion of a joint after Muscle energy technique is based on neurological mechanism via inhibitory golgi tendon reflex. Muscle energy technique activates this reflex during isometric muscle contraction. Muscle energy technique produces a stretch on golgi tendon organ and a reflex relaxation of muscle. Goodridge and Kuchera et al (1997) Suggested that 3 repetitions of isometric contractions is optimal in applying muscle energy technique. Lederman et al (1997) Stated that a viscoelastic change in muscle is responsible for the increase in muscle flexibility after muscle energy technique. Chaitlow L et al (1997) Stated that the isometric contraction should be held for 10 seconds. This is the time required to stimulate the excitatory threshold of the golgi tendon organ, which has a neurophysiologic inhibitory effect on the muscle spindle. This provides the opportunity to take the muscle into a new range of motion. Following the isometric contraction, there is a latency period of approximately 25 to 30 seconds, during which the muscle can be stretched. Philip Greenman et al (1996) Stated that manual medicine treatment procedure includes Muscle energy technique which involves the contraction of the subjects muscle by the voluntary effort in a precisely controlled direction, at different levels of intensity, against a counterforce applied by the operator. This procedure can be used to lengthen a shortened, contracted or spastic muscle; to strengthen a physiologically weakened muscle; to reduce localized oedema, to mobilize an articulation with restricted mobility. Ward, Robert C et al (1990) Stated that muscle energy technique is an active, direct technique (engaging the barrier) that promotes muscle relaxation by activating the golgi tendon reflex. Libenson et al (1989) Stated that muscle energy technique is effective in treating the muscle tension disorder and it effectively relaxes stretches, strengthens the muscles and re-educate abnormal sensory motor pathway. Lewit et al (1986) Stated that when a muscle is isometrically contracted its antagonist will be inhibited and reduce tone immediately. Stiles and Greenman et al (1984) Suggested that muscles which requires stretching (agonist) should be the main source of energy for isometric contractions and achieves a more significant degrees of relaxation and so a more useful ability to subsequently stretch the muscle were the relaxation effect being achieved through use of antagonist (using reciprocal inhibition). ACTIVE KNEE EXTENSION TEST: C.M. Norris et al (2005) Stated that active knee extension test when used in conjunction with goniometry, accurate surface making, and manual monitoring of the test leg is a reliable measure of hamstring muscle length. M.Mathews et al (2005) Stated that active knee extension represents maximum length of hamstring muscles. Denise M. Cameron, Richard W. Bohannon et al (1985) Stated that active knee extension test is said to be a useful alternative to the straight leg raise test for providing an indication of hamstring muscle length. Gajdosik R.L et al (1983) Stated that active knee extension test is a more objective measure of hamstring tightness which produces high reliability co-efficient. III. METHODOLOGY 3.1 STUDY DESIGN: Pre test and post test experimental group study design. 3.2 STUDY SETTING: Study will be conducted at Physiotherapy Out Patient Department, KG College of Physiotherapy, Coimbatore. 3.3 STUDY DURATION: Total duration was one year. Individual received the treatment for the duration of one week. 3.4 POPULATION STUDIED: 30 normal individuals with hamstring tightness who fulfilled the predetermined inclusive and exclusive criteria were selected and divided into two experimental groups by simple random sampling method. Each group consists of 15 patients. Groups are named as group A and group B 3.5 CRITERIA FOR SELECTION 3.5.1 INCLUSIVE CRITERIA: Age between 18 to 25 years Both males and females Normal individuals with tight hamstrings (inability to achieve greater than 160 ° knee extension with hip at 90 ° flexion.) 3.5.2EXCLUSIVE CRITERIA: Low back pain Acute or chronic. Hamstring injury Acute or chronic. Soft tissue injuries around knee. Pregnancy. Metal implants in lower extremity. Recent fracture and stiffness in lower extremity. 3.6 VARIABLES: 3.6.1 INDEPENDENT VARIABLES: Muscle energy technique. Ultrasound therapy with Static stretching. 3.6.2 DEPENDENT VARIABLES: Hamstring flexibility. 3.7 PARAMETERS: Hamstring flexibility 3.8 MEASUREMENT TOOLS: Active knee extension test. Active knee extension test was used for measurement of hamstring tightness. The subject was instructed to lie on their back with hip and knees bent 90 degrees. Pelvic movement was controlled by the use of straps. By using the lateral condyle of femur as the goniometric axis, the stationary arm positioned along the femur, and the movable arm was positioned parallel to the leg. Keep hip and knee in 90 degrees then instruct the subject to straighten the knee as for as possible till a sensation of stretch being felt. Repeat the same for three times and mean were measured as the final result. 3.9 PROCEDURE: GROUP A: MUSCLE ENERGY TECHNIQUE. TECHNIQUE USED: Post isometric relaxation. INDIVIDUALS POSITION: Supine lying. PROCEDURE: Ask the individuals to assume supine position. Therapist flexes the affected hip fully and then extends the flexed knee with the back of lower leg resting on the shoulder of the therapist who stands facing the head of the table. Individual is asked to flex i.e. causing downward pressure against the therapist shoulder with the back of lower leg at the same time therapist resist the individuals voluntary effort so that, slight isometric contraction of hamstrings develops and individuals hold this for 10 seconds. After this effort, the individual is asked to exhale and relax the muscle completely. Then the therapist takes the muscle to its new restriction barrier without stretch. Starting from this new barrier, the same procedure is repeated two or three more times. FREQUENCY OF TREATMENT: Once in a day. TREATMENT DURATION: One week. GROUP B: ULTRASOUND THERAPY WITH STATIC STRETCHING: ULTRASOUND THERAPY: INDIVIDUALS POSITION: Prone lying PARAMETERS: FREQUENCY: 1 MHz INTENSITY: 2W/cm ² MODE: Continuous. AREA OF APPLICATION: Hamstring area DURATION: Five Minutes daily (Two minutes for medial hamstrings, Two minutes for lateral hamstrings and One min for between the two tendon). FREQUENCY OF TREATMENT: Once in a day TREATMENT DURATION: One week STATIC STRETCHING: TECHNIQUE USED: Active static stretching. INDIVIDUALS POSITION: Standing position. PROCEDURE: Subjects performed the hamstring stretch by standing erect with the foot planted on the floor and toes pointed forward. The heel of the foot to be stretched was placed on a plinth with the toes directed towards the ceiling. The subject then flexed forward at the hip, maintaining the spine in neutral position while reaching the arm forward. The subjects continued to flex the hip until a gentle stretch was felt in the posterior thigh. Then hold this position for 30 seconds and then relax for 10 seconds and repeat the same procedure for three more times a day. FREQUENCY OF TREATMENT: Once in a day. TREATMENT DURATION: One week 3.10 STATISTICAL TOOLS The following statistical tools used in this study is Paired t-test and Unpaired t-test Formula: Paired t-test = Where, = difference between the pre test versus post test = mean difference = total number of subjects = standard deviation Unpaired t-test was used to compare the mean difference between Group A and Group B. Formula: Unpaired t-test Where, = Mean of Group A = Mean of Group B Æ’Â ¥ = sum of the value n1 = number of subjects in Group A n1 = number of subjects in Group B S = standard deviation Level of significance: 5% IV.DATA ANALYSIS AND INTERPRETATION TABLE-1 PAIRED t TEST PRE TEST AND POST TEST VALUES OF GROUP A GROUP A MUSCLE ENERGY TECHNIQUE HAMSTRING FLEXIBILITY ACTIVE KNEE EXTENSION The comparative mean values, mean differences, standard deviation and Paired t test values of Group A , who were treated with Muscle energy Technique. S.NO GROUP A MEAN MEAN DEVIATION