Blood Promise Chapter Fourteen

The encounter with Denis left me even more confused than before. It was a shocking illustration of Mark's warning, an omen of what I too might become if I wasn't careful. I wasn't really the same as Denis, was I? I wasn't aimlessly seeking danger. I was seeking danger†¦ well, for a reason. I had to fulfill the promise I'd made to find Dimitri. Maybe it was suicidal and I was only deluding myself into thinking it was noble. Viktoria left me little opportunity to ruminate. Later that evening, as the family was settling down in the living room after way too much food, she glibly asked Olena, â€Å"Can I go over to Marina's? She's having a party before we go back to school.† Wow. It looked like Abe and the Alchemists weren't the only ones keeping secrets around here. I glanced between Olena and Viktoria's faces, curious as to how this would play out. Olena and Yeva were both knitting, but Yeva didn't look up. Viktoria had spoken in English. Olena's face turned thoughtful. â€Å"You have to leave early tomorrow to go back to school.† â€Å"I know. But I can sleep on the bus. Everyone else will be there tonight.† â€Å"? ®Everyone else' isn't a convincing argument,† scoffed Olena. â€Å"They'll all be tired tomorrow too,† replied Viktoria, grinning. â€Å"You'll miss your last night with Rose.† â€Å"I'll hang out with her after I get back.† â€Å"Great. And stay up even later.† â€Å"Not that late. I'll be back by two.† â€Å"Absolutely not. You'll be back by midnight.† Olena returned to her knitting. But that had been permission if I'd ever heard it. Viktoria looked at the clock. It was almost eight thirty. Her face told me she wasn't happy about the curfew, but she apparently decided to take what she could get. Karolina gave us an odd look as we left the room but remained silent. Sonya and Paul, engrossed in TV, barely noticed our departure. I had to find out what was going on. â€Å"Okay,† I said once we were heading upstairs, â€Å"what gives? I thought you weren't going to Marina's.† Viktoria grinned and beckoned me into her bedroom. I'd recently learned her bedroom used to be Dimitri's, and every time I was in here, I had to resist the urge to go bury myself in the bed, even though I knew the sheets had been washed countless times since those days. Somehow, I could imagine them smelling like Dimitri and feeling warm as though we were both lying there together. â€Å"I'm not.† Viktoria began rifling through her closet and pulled out a short, sleeveless red dress with lace around the straps. The fabric was stretchy -the kind that looked like it'd show everything. I was shocked when she began putting it on. It was pretty trashy. â€Å"Is this a joke?† Nope. Viktoria took off her shirt and jeans and pulled the dress on. She had no trouble with it, but it was every bit as clingy as it had appeared. She wasn't as filled out as I was on top, but in a dress like that, it didn't matter. â€Å"Okay,† I said, catching on at last. â€Å"What's his name?† â€Å"Rolan,† she said. â€Å"Oh, Rose. He's amazing. And this is the last night I'll get to see him before school.† I didn't know whether to feel happy for her or sad for Nikolai. This Rolan guy must have been the reason she couldn't give Nikolai the time of day. She was totally in love with someone else. Still, that dress†¦ â€Å"You must really like him,† I observed dryly. Her eyes widened. â€Å"Do you want to meet him?† â€Å"Er, well, I don't want to interfere with your date†¦Ã¢â‚¬  â€Å"You won't. Just stop by and say hi, okay?† It felt pretty intrusive, yet at the same time†¦ well, I was kind of curious about a guy who could get her to leave the house in that kind of outfit, particularly when she started applying really heavy makeup: extra-dark eyeliner and bright red lipstick. So I agreed to meet Rolan, and we left the house as quietly as we could. Despite wearing a coat over her dress, Viktoria still didn't want to run into her mother. We headed downtown, following a few twists and turns until we ended up behind what looked like an ordinary warehouse in an abandoned part of town. All was quiet, but a tall, tough-looking dhampir stood by a door leading into the building, his arms crossed in front of him. Viktoria brought us to a halt nearby, saying we had to wait there. A minute later, a group of Moroi men of mixed ages wandered up, chatting and laughing. The dhampir gave them a once-over and then opened the door for them. Light and music spilled out until the door shut-and all went silent again. â€Å"So this is Baia's secret dhampir world,† I murmured. She didn't hear me because suddenly, her face lit up. â€Å"There he is!† She pointed to two approaching guys. Both were Moroi. Well, who knew? Viktoria's secret boyfriend wasn't a dhampir. I guessed that wasn't too shocking, really, though the way she'd dressed tonight still bothered me. She gave him a fierce hug and introduced us. His friend was named Sergey, and he smiled politely before hurrying inside where he was apparently meeting a girl too. I had to give Viktoria credit: Rolan was hot. His hair was dark auburn, soft and wavy. The green of his eyes reminded me-painfully-of Adrian's. And when he smiled at Viktoria, it was dazzling. The look on her face was exactly like Nikolai's whenever he was around her. Rolan took a hold of Viktoria's hands and brought them to his lips, kissing each one. Those green, green eyes gazed at hers, and he murmured something I couldn't hear. She blushed and replied in Russian. I didn't need any translation to know the content was sexy and flirty. Still smiling, he glanced over at me, and although she'd introduced us, it was like he was noticing me for the first time-and was interested. â€Å"You're new here, aren't you?† he asked. Viktoria wrapped her arms around him and rested her head on his chest. â€Å"Rose is visiting. She's a friend of the family.† â€Å"Ah,† he said. â€Å"Now I remember hearing about you. I had no idea such a fierce Strigoi killer would be so beautiful.† â€Å"It's part of the job description,† I said dryly. â€Å"Will you be returning to school with Viktoria?† he asked. â€Å"No. I'll be staying here a little longer.† I still had no clue, though, if â€Å"a little longer† was one hour or one year. â€Å"Hmm,† he said thoughtfully. He looked back down at Viktoria and pressed a kiss to her hair, running his fingers along her throat. His next words were to her. â€Å"I'm glad you were able to come here before you left. I don't know how I'll get by with you so far away.† She beamed. â€Å"There was no way I could leave without seeing you one more time†¦Ã¢â‚¬  She trailed off, too overcome with emotion, and as he leaned down, hand still on her throat, I thought for an awful moment that they were going to start making out then and there. Fortunately, the appearance of an approaching dhampir girl interrupted them. Viktoria broke from Rolan and embraced the other girl. They apparently hadn't seen each other in a while and chatted rapidly in Russian, ignoring Rolan and me. Free of her for a moment, he leaned toward me. â€Å"Once Viktoria has returned to school, you'll be all alone here. Maybe I could show you around then?† â€Å"Thanks, but I've already seen everything.† He kept that big smile on. â€Å"Of course. Well, then, perhaps we could simply get together and†¦ talk?† I couldn't believe it. This guy had had his hands all over Viktoria thirty seconds ago and was now trying to score plans with me the instant she left town. I was disgusted and had to restrain myself from doing something stupid. â€Å"Sorry, but I don't think I'll be around long enough.† I got the impression that women didn't refuse him very often. He frowned and started to protest, but Viktoria returned and wrapped herself around him again. He studied me for several more puzzled seconds and then shifted his attention to her, smiling and turning on the charm. She ate it all up, and while the two tried to include me in their conversation, it was clear they were totally absorbed in each other. Rolan might be interested in me, but for now, she was an easier target-and one that wouldn't be available much longer. I felt that disgust roil up in me again. The longer we stood out there, the more I realized what was going on. All the people going inside were Moroi guys or dhampir girls. And the girls were all dressed like Viktoria. This was a blood whore den. Suddenly, Baia's secret dhampir world held no appeal. I hated it. I wanted nothing more than to get out of here. No, wait. I wanted nothing more than to get out of here and drag Viktoria away, even kicking and screaming. Rolan was sleazy, no question, and I didn't want her anywhere near him. Yet it soon became clear they weren't going to stand out in the alley all night. They wanted to go inside and do God only knew what. â€Å"Viktoria,† I said, trying to be reasonable, â€Å"are you sure you don't want to come back home and hang out? I mean, I won't get to see you tomorrow.† She hesitated, then shook her head. â€Å"I won't get to see Rolan either. But I promise I'll come see you as soon as I get home later. We'll stay up all night. Mom won't care.† I didn't know what other protests to make. Rolan's impatience, now that I'd refused him, was starting to show. He wanted to go inside. I wondered what was there†¦ a dance floor? Bedrooms? I probably could have gone with them to see for myself, despite being underdressed-or, well, overdressed as far as amounts of clothing went. Yet I couldn't bring myself to do it. All my life, I'd been taught about blood whores and why their lifestyle was wrong. I didn't know if Viktoria was becoming one-and I hoped she wasn't-but there was no way I could set foot in there. It was a matter of principle. I watched them go with a heavy heart, wondering what I'd just let my friend walk into. Seeing her in that ultra-tight dress, plastered all over him, suddenly made me reevaluate everything. How much of this peaceful life in Baia was a sham? Was Viktoria-the girl who'd called me a sister really not the person I thought she was? Confused, I turned away to head back home-And almost walked into Abe. Again. â€Å"What the hell?† I exclaimed. He wore a tuxedo tonight, complete with tails and a silvery silk scarf. â€Å"Are you stalking me?† Stupid question. Of course he was. I hoped his formal wear meant he wouldn't be dragging me off this evening. His guardians were equally well dressed. Idly, I wondered if a place like this had something to do with his illegal business dealings. Was he trafficking blood whores? Like some kind of pimp? Unlikely, seeing as most of these girls didn't require much urging. Abe gave me that annoying knowing smile of his. â€Å"I see your friend is off to an interesting night. I had no idea Viktoria had such lovely legs. Now everyone knows, thanks to that dress.† I clenched my fists and leaned toward him. â€Å"Don't you dare talk about her like that, old man.† â€Å"I'm not saying anything that isn't obvious to everybody else. It'll certainly be obvious to young Rolan soon.† â€Å"You don't know anything about them!† Yet I didn't believe my own words, not after seeing them walk off together. Abe, I could tell, knew what I was thinking. â€Å"These girls all say it won't happen to them. But it always does. It's what'll happen to you if you stay.† â€Å"Oh, here we are,† I said mockingly. â€Å"I knew a threat had to be coming. The part where you order me again to leave the country or else bad, bad things will happen.† He gestured toward the door, where more Moroi and dhampirs were going. â€Å"I don't even need to make anything bad happen. You'll do it on your own by staying here. You'll waste your life away, running errands for Olena Belikova. Potlucks will become the most exciting thing in your world.† â€Å"They're good people,† I growled. â€Å"Don't mock them.† â€Å"Oh, I'm not denying that.† He straightened his silk scarf. â€Å"They are good people. But they aren't your people. This is a fantasy. You're deluding yourself.† He was all sternness now. â€Å"Your grief has sent you here. Your man was ripped away from you, and you've ripped yourself away from your old friends. You're trying to make up for it by convincing yourself that this is your family, that this is your home. They're not. This isn't.† â€Å"I could make this my home.† I still wasn't sure of that, but my stubborn nature made me want to contradict him. â€Å"You aren't meant for Baia,† he said, dark eyes blazing. â€Å"You're meant for better things. You need to go back home, back to your school and the Dragomir princess.† â€Å"How the hell do you know about her? Who are you? When are you going to tell me who you work for? What do you want with me?† I had a feeling I was on the verge of hysterics. Hearing him refer to Lissa snapped something inside of me. â€Å"I'm merely an observer who can tell you're wasting your time here. This is no life for you, Rose. Your life is back in the States. They say you were on track to be a great guardian. Do you know what an honor it is to be assigned to the last Dragomir? You could spend your life in elite, powerful circles. The reputation you've already gained will raise you in status and regard. You have a stunning career ahead of you, and it's not too late to go back to it. Not yet.† â€Å"Who are you to talk about how I should live my life? I've heard that your hands are bloody-Zmey. You're not exactly a good role model. What is it you're involved in, anyway?† â€Å"My own affairs. And it's exactly because of the life I lead that you should listen to me when I say abandon this path and go back home.† His words were urgent and authoritative, and I couldn't believe he had the audacity to talk to me like that. â€Å"That's not my life anymore,† I said icily. He gave a harsh laugh and gestured around us once more. â€Å"What, and this is? You want to go off and be a blood whore like your friend in there?† â€Å"Don't call her that!† I shouted. â€Å"I don't care if you've got bodyguards or not. I will hurt you, old man, if you say anything else about Viktoria.† He didn't flinch at my explosion. â€Å"That was harsh, I admit. She's not a blood whore. Not yet. But she's one step away from it. As I said, it always happens in the end. Even if you aren't used by someone like Rolan Kislyak-and believe me, he will use her, just like he did her sister-you'll still end up alone with a baby you're way too young for.† â€Å"Her†¦ wait.† I froze. â€Å"Are you saying he's the guy who got Sonya pregnant? Why would Viktoria be involved with him after he did that and left her sister?† â€Å"Because she doesn't know. Sonya doesn't talk about it, and Mr. Kislyak thinks it's a game, getting two sisters into bed. Too bad for him that Karolina's smarter than the others or he could have had them all. Who knows?† He gave me a sardonic smile. â€Å"Maybe he'll consider you part of the family enough to go after you next.† â€Å"Like hell. I'd never get involved with anyone like that. I'm never going to be involved with anyone again. Not after Dimitri.† Abe's sternness gave way to momentary amusement. â€Å"Oh, Rose. You are young. You've barely lived. Everyone thinks their first love is the only one they'll ever have.† This guy was really pissing me off, but I gained enough control to decide I wasn't going to punch him. At least, I didn't think so. I backed up a little, toward the building. â€Å"I'm not going to play your game here. And you can tell whoever you're working for that I'm not playing theirs either and that I'm not going back.† One way or another, whether it was to hunt Dimitri or live with his family, I was staying in Russia. â€Å"You're going to have to box me up and ship me there.† Not that I wanted to give Abe any ideas. I suspected he could do it if he wanted. Damn it. Who was behind this? Who would want to find me badly enough to send this guy after me? Weirder still, whoever it was was someone who cared enough about me to attempt reason. If Abe had actually wanted to abduct me, he already would have. He could have done it the night he brought me to Baia. All he would have had to do was keep driving to the nearest airport. I eventually needed to figure this out, but first I needed to get away from Abe. I backed up further. â€Å"I'm leaving, and you can't stop me. And don't spy on me anymore. This ends now.† Abe studied me for several seconds, his dark eyes narrowed thoughtfully. I could practically see the wheels of plots and world domination spinning in his head. At last he said, so quietly I could hardly hear him, â€Å"It won't end with them, though.† â€Å"Who?† He pointed at the door. â€Å"Viktoria and Rolan.† â€Å"What are you getting at?† â€Å"You know what I'm getting at. She thinks she's in love with him. He knows she'll be back in school tomorrow. Tonight's his last chance with her, and he won't waste it. There are lots of bedrooms in there. They're probably in one right now.† I tried to control my breathing. â€Å"Then I'll go tell her mother.† â€Å"It'll be too late. She'd never find them in time, and tomorrow, Viktoria will be on her way to school-and he'll have no interest anymore. What can her mother do after the fact? Ground her?† I was getting angry, largely because I had a feeling he was right. â€Å"Fine. Then I'll drag her off myself.† â€Å"That'll never happen. She wants to do this. She won't leave with you. Even if she did, she'd just find him again.† I eyed him. â€Å"Enough. You're obviously hinting at something, so just get on with it.† He smiled, apparently pleased at my astuteness-or maybe my bluntness. â€Å"If you want to save her, you've got to go through him. Through Rolan.† I scoffed. â€Å"Not likely. The only way he'd leave her alone is if I offered to take her place.† And hey, friendship only went so far. â€Å"Not if I talk to him.† â€Å"What are you going to do, give him a talk on morality and sway him with reason?† â€Å"Oh, I'll sway him, all right. But believe me, I won't do it with reason-well, at least not the kind you're thinking of. If I tell him to leave her alone, he'll leave her alone. For good.† I stepped backward without realizing it and hit the wall. Abe looked scary as hell. Zmey. I didn't doubt his words at all. He could get Rolan to leave Viktoria alone. In fact, he probably wouldn't even use his dhampirs. Abe could deliver enough terror-and probably a good punch-to make it happen. â€Å"Why would you do that for me?† I asked. â€Å"As a sign of good faith. Promise to leave Baia, and I'll deal with him.† His eyes gleamed. Both of us could feel the net closing around me. â€Å"That's your tactic now? You're offering me a trade? My leaving isn't really worth you scaring some Moroi asshole.† The net grew tighter. â€Å"Isn't it, Rose?† Frantically, I thought about what to do. Some part of me thought Viktoria was free to make her own choices, to love whom she wanted†¦ but I knew for a fact that Rolan didn't love her. She was a conquest for him, as shown by his willingness to go after me-and Sonya, apparently. What would happen to Viktoria? Would she become like the rest of the women here? Would she be the next Belikov to have a baby? Even if she had no intentions of becoming a guardian, this wasn't the right path for her. Karolina had declined to join the guardians and now lived a respectable life with her kids and a job that-if not exciting-was steady and allowed her to keep her dignity. I couldn't let Viktoria turn down a road that could ruin the rest of her life. I couldn't let that happen to Dimitri's sister. Dimitri†¦ I knew him. I knew his protective nature. He would never let anything happen to those he cared about. I hated the thought of that blood whore den, but I still would have run in to get her-because that was what Dimitri would have done. But I didn't know if I'd find her there in time. I knew, however, that Abe could-and that he could keep Rolan away forever. And so, I spoke without fully understanding the consequences of my words. â€Å"I'll leave Baia.†

Money spent on weapons is largely wasted Essay

Many countries have engaged in programs of purchasing and manufacturing weapons. Countries spend a lot of money in these weapons manufacture. There have been heated debates that have risen as a result of the expenses that the countries incur. There are those who argues that the large sum of money spent in manufacturing weapons could be used in other sectors of economy that would help the citizens in a more direct way for example education and health sector. On the other hand, there are those who argue that it is good for the countries to spend the money because weapons act as security for the people. This paper discusses the issue that money spent in weapons is largely wasted. The first part of the paper discusses why money spent on weapons is largely wasted and the second part will look at reasons as to why the money for the weapons is not wasted. There are basic needs that people in a country need. There are food, quality shelter and clothing, which they cannot live without. Many countries spend so much money on weapons while their citizens are dying of poverty. Instead of spending money on changing the lifestyle of the people, most governments spend large sums of money to buy weapons. Most of the weapons that many governments spend money to buy are not even for the security of the nation but for power protection. The governments use the weapons to suppress any opposition that it might be facing within the country. The money used in money rooted from the country banks and money raised from tax (Smith, 1989). For example, what used to happen in Iraq during the reign of Saddam Hussein where it is he spent a lot of money to manufacture and purchase weapons for his own power protection. Many of the well known world dictators also spend more money on weapons than they use for the welfare of their people (Cleave, 2001). War arises as people fail to agree on various important aspects for example boundary conflicts or political differences. This means that war is a man made thing because it is the people who decide to engage in war. There are many ways that can be used to solve conflicts without engaging in war. Despite the fact that war is one of the means that can be used to solve conflicts it should always be used as the last option in any conflict resolution management and transformation. Other peace initiatives such as use of dialogue, mediation and arbitration between the conflicting sides are cheaper and healthier than war. Therefore, governments allover the world should concentrate on making people aware of importance of peace maintenance and on conflict resolutions. This would be more logic and cheap that spending billions of dollar on weapons to be used on wars (Quinlan, 2009). Peace education and awareness would not cost much because the most important thing is just to come up with programs on how this would be carried. On the other hand, weapons are so much expensive because they entail either importing them or manufacturing them, which is very costly because of the labour and the technology use in their manufacture. Therefore, it would be waste of money on the weapons for war instead of using some other ways, which are more cheap and healthier to solve conflicts. Weapons are destructive in their making and in the way that they are used. During wars, there are a lot of destructions that are done by the use of weapons both to human and to infrastructure. Many lives are lost as a result because of destructive weapons. Countries undergo also of loses as a result of war. Most countries that have ever engaged in wars have repercussions that are difficult to resolve in their economies. They spend a lot of money in the reconstructions. Therefore, there is lack of logic to spend so much money to purchase or manufacture weapons that would cause a lot of destructions that would require even more money to restructure. This is double loss to the country because once the weapons are used they cannot be reused again. The money spent on the weapons and also in reconstruction of the damages caused could be used in other development in a country (Great Britain. Parliament. House of Lords, 1990). However, on the other hand money spent on weapons is not waste. This is because many countries are faced with threats from outside and, therefore, they need to be on alert all the time and be armed. In the world we are living today, there are a lot of threats to national security, for example, terrorists. These are threat, which can attack a nation even without prior signs. Therefore, if a country is got unaware there might be bad repercussions, as the country cannot defend itself if it does not have enough arms to face the enemies. It is therefore advisable for countries to have sophisticated weapons, which are able to protect the country from enemies such as terrorist who use modern weapons. This would act as a way of restoring the pride and sovereignty of a country (Needler, 1996). Weapons manufacturing has also become an industry that many people are employed in and a sector, which is used to gauge the rate of development of a country. Many people are employed in weapon industries where they work in various sectors of the industry (McNaugher, 1989). This helps to raise the living standards of the people. A country, which invests more on this industry, offers more employment opportunities to its people. People in a country, which have sophisticated weapons, have a sense of security as they feel that they have enough protection. Therefore, the money that their countries spend on the weapons is not a waste to them but acts as a source of security and also an investment where they can get jobs. It is also worth to spend much money in weapons if that is what other countries are doing. This is because if other countries have sophisticated weapons which another country does not have this is a threat to the country because if anything happens and the countries engage in war it is to the disadvantage of the country without enough weapons. Therefore, much spending on weapons is not waste as this is a trend that many countries have taken even as technology continues to develop. This is just the same way countries are spending so much money in modern technology, for example, in buying computers and other modern technology equipments (Forest, 2006). Therefore, as the debate continues governments from various countries have their own reasons as to why they have to spend so much money on weapons. However, it is important for any government to spend money equitably in all its sectors so that it does not spend much on weapons and forgets other sectors, which are basic for the country. This would make the people not to see as if their government is wasting money on weapons. References Cleave, J. (2001) Christianity: behaviour, attitudes & lifestyles, New York, Heinemann. Forest, J. (2006) Homeland Security: Public spaces and social institutions, Vol 2, New York, Greenwood Publishing Group. Great Britain. Parliament. House of Lords. (1990) The parliamentary debates (Hansard): official report, Volume 531, H. M. S. O. McNaugher, T. (1989) New weapons, old politics: America’s military procurement muddle, New York, Brookings Institution Press. Needler, M. (1996) Identity, interest, and ideology: an introduction to politics, New York, Greenwood Publishing Group. Quinlan, M. (2009) Thinking about nuclear weapons: principles, problems, prospects Oxford University Press US. Smith, J. (1989) The world’s wasted wealth: the political economy of waste, Michigan, New Worlds Press.

Enron And The Decision Making Factor Essay

Introduction – Students, analysts and critics of modern business practice will always consider the colossal Enron collapse as an important text book case about how a lot of different things inside the company can trigger a nearly overnight downfall of a once prestigious company. If there was any Cinderella story in the world of blue chip trading and high portfolio business, Enron was the ultimate opposite, if not the witch herself who was killed by her own lethal potion. The Enron collapse resulted in the formulating of many different opinions pointing to the many different possible reasons why Enron – with all the promise and potential that it has a few years before it went south – made the nosedive that made it one of the worst disasters in the history of trade, commerce and business. There is no doubt that most of the opinions that surfaced explaining the reason why such an eventuality befell Enron placed the blame on the wrong things that the top management echelon did for the company; they are after all the one which is responsible for the present and the future of Enron. Critics looking at the Enron debacle scrutinized what happened leading to the collapse using many different perspectives and considering many different factors, both in the professional capability of the company’s leaders as well as the impact of the surrounding factors beyond Enron’s control. One of the most important facets in the debate regarding the fall of Enron is decision making. Evidently, a lot of wrong decisions were made, with one every wrong decision acting as a building block that eventually became an insurmountable wall of consequences all borne out of wrong or faulty decision making processes that yielded results that did the company more harm than good. Indeed, the decision making linchpins significant to the establishment of the case that the Enron collapse was due in some extent to the decision making aspect of the leadership strata of the company can be identified easily as it is scattered throughout the timeline of Enron’s very near and not so distant past leading to the eventual fall of the company that hid behind the facade of the building the ugliness created by the qualities of its leaders that caused the chaos that burned down Enron down to meager, worthless ashes. This paper will pick the significant moments wherein the decision making capabilities and abilities of its top management leaders were at play and use these moments to establish the ethical and other considerations coming to play during the analysis of the decision making efforts of the leaders and why the outcome of such exercises led to the fall of Enron and not towards the company’s betterment, which is the main task of the company’s top executives. The paper will utilize these occasions to stress its argument regarding the role of effective, ethical and sound decision making of top executives leading to either the success or bankruptcy of companies, in this case that of Enron, and discuss key aspects of this line of thought. The paper will not criminalize the actions of the executives of Enron; rather, it will infuse inputs from other professionals regarding important aspects in the discussion of corporate decision making (ethics, result-orientation, etc). Background – Various angles have already been explored by many different individuals every time the topic of analysis is Enron and its collapse. Because of this, the paper is moving to focus on an aspect that is focused more on Kenneth Lay and the rest of his top executive clique’s personal characteristic that could have played an important role in the outcome of Enron’s operation. Decision making is both a personal characteristic as it is a professional credential, even an asset. Some people are being paid handsome amounts of money for their ability to transform decision making moments into an opportunity that provides a positive result and expected outcome for the company. Ehringer (1995) puts it simply: ‘The ability to make good decisions is the defining quality of our lives’ (Ehringer, 1995, p. 1). When Lay, Skilling, Fastow and other Enron bosses were placed in their respective positions, they were expected to exercise a high level of intuitiveness, business acumen and professional foresight so that every decision making opportunity is met with the company’s best interest long term and short term in mind. They were where they were because those who placed them there believed that they can make decisions to which the company can benefit from. When Enron collapse, many people and organizations criticized the questioned the decision making capabilities of the top executives – was the collapse an effect of the result of the decision that they made? Was the decision made putting the benefit of the company and the employees first, or are the decisions shaped so that it benefited them first? How bad was the breach in the ethical considerations that a professional should take every time he or she makes a decision that puts the future of the company on the line? These are just some of the questions that may also be present in the minds of those who followed the Enron case. Sure there were varying degrees of deception and fraudulent acts from the part of many select individuals who sinned against Enron and its employees, but these cases would have been minimized or even averted altogether if the important decision making privileges was limited to a select few, or if the future-altering decision making capability is disseminated largely among a huge group of people that can provide a check and balance system for Enron. Roberts (2004) explained that ‘ if it is possible for others to make the decisions for a unit, then new options arise to design the decision-making process as well as the incentive schemes to get better performance on both dimensions. For example, the design might specify that a decision about a project arising in one unit that affects another would be implemented if and only if both units agree to it,† (Roberts, 2004, p. 51). Enron is an energy trading firm which was performing well in the early part of its existence. By the start of the 21st century, the problems that the bosses were trying to hide from the public and from the employees started to stank. Soon, events unfolded like dominoes falling one after the other as a consequence of information spilling out into the public’s attention. Before 2004, the public already had a clear idea about how Enron bosses were supposedly the one responsible for the defrauding of the employees and their company shares and other benefits, as well as the one responsible for the bankruptcy of Enron. One by one, key company officials stepped out of the light and implicated a new name, which will in turn implicate a much bigger name, until the dragnet sent out to see who was accountable for the fraudulent acts in Enron caught its top bosses, including Lay, Skilling and Fastow. Many individuals faced criminal charges, and many more simply went home not just jobless but are robbed of lifetime investments which Enron bosses manipulated and soon lost because of the wrong decisions they made on how to run the company and make it prosper and grow. Examples of how Enron management made wrong decisions during decision making moments abound in the history of the company. Take for example what happened in 1987 – instead of declaring the $190 million loss the company experienced, they concealed it instead, leading to criminal charges. This habit of Enron for opting to conceal losses instead of declaring it became a dangerous vice; when Fastow was aboard Enron, the same outlook affected the decision making of Enron, leading to increase in pile of cases wherein Enron through its top management consciously made actions that defraud the employees and the public. There was also the case of poor public relations by Enron which fanned the flames of panic that removed any possible opportunity for Enron to remedy the financial situation without creating hysteria that saw many stockholders selling their stocks due to the continued falling of the stock value of Enron. Statement of Problem – The most important decision that Enron’s executives faced was not the decision on whether or not to publicly announce about the bankruptcy; in fact, there was no decision making factor during that instance since the predicament of the company has already been decided regardless of what the top executives might have opted for: they were flat out broke and the public needs to know about this, that was the situation. The true decision making moment for Enron’s bosses was the time when they were deciding what the best option to take is with regards to the financial aspect of the company, including taxes, earnings and financial loses. It was a matter of facing a decision making task that provided the Enron bosses with two options – to do the right thing, or to opt for something that is morally and ethically inappropriate. The decision reached in this particular decision making instance was laced with the hope that the option they took would be free from serious repercussions and give them enough time to fix it all up again. Unfortunately for Enron, things did not work out as planned, and the criminal liability of the Enron bosses stemmed from the fact that they decided to do something which they consciously knew was detrimental to the welfare of the Enron company and its employees. During that particular instance, Lay could have opted to do the right thing and faced the consequences – by coming clean, he may have a more sympathetic public to support him in whatever efforts he may wish to undertake to revive Enron, and not be faced with the collapsing stock value since those who can sell theirs sell it in a frantic phase to rid themselves of the stock of the company which is nearing imminent bankruptcy. This showed how the people do not give second chances to those who squander their decision making privileges by making decisions bereft of the consideration of the good of the greater many. Decision making – John Hintze (2006), in his discussion about making smart decisions during decision making, used the case of the Enron collapse to open his discussion and establish the fact that problems are something that is foreseen, something that happened nonetheless owing to bad decision making. Hintze wrote, ‘should we have seen 9/11 coming? What about the Enron collapse? The Signs were there; people pointed them out, but the appropriate steps were not taken by those in a position to do something. Why is this? Politics? Greed? Those certainly contributed, but there was something else at work here, too: A failure of common sense in decision making’ (Hintze, 2006, p. 123). Enron: Bad decision making – Nothing can prove more about how bad the decision making went inside Enron camp more convincingly than the fact the company transformed from prosperous to poor overnight. This was the general characteristic of Enron through the traits shown by its leaders that reflect the Enron personality. There were earlier discussions in the paper about snippets on instances pointing to Enron’s penchant for making bad decision or for going to the resolving of a problem utilizing an option that is more questionable. Fox (2004) explained that ‘Enron believed that its expansion into international projects were positive initiatives simply because they put the company in more potential markets. In truth, Enron made bad business decisions that weren’t supported by the deal’s economics. The bad business decisions piled up, stretching from India to Brazil, pressuring the company to do something about its finances’ (Fox, 2004,p. 307). At least at this point, Fox is not pointing at the unethical aspect of the Enron decision making machinery, just the fact that they made decisions that were bad for the future of the company, but not to the extent of deliberately sabotaging the company or putting the company in danger with all known risk for personal gain. For Fox, it was a bad call plain and simple. But the matter of the fact is that not everyone sees it the way Fox does, and there are those who believe that there were ethical breaches in the decision making in Enron among its top bosses. The (absence of) Leaders in decision-making – Decision making in retrospective is one of the common line of thinking used when investigating events that led to growth or debacle. It is because decision making played an important part in shaping the future of the company; it is here where the foundation, or lack of it, was created via the decisions the bosses made or failed to make. To trace the problems or mark significant actions resulting from decision making which eventually resulted to either the success or failure of the company, it is not only the decision making events that are looked back to; the persons that made them were also put under the microscope, and among the qualities scrutinized is their decision making ability and their other characteristics that affect their decision making attitude and behavior. Professionals debate about the idea of a good decision, a bad decision, good intentions and bad intentions and how the good and bad effect that comes into play afterwards account for the overall accountability of a person wielding the power to make decisions that will have a tremendous impact on the future of the company, something which happened in Enron via Lay, Skilling, Fastow and the rest of the top figures of the company. Acuff (2004) explains that ‘if they make a decision that might not have been the decision I would have made, and they come and talk to me about it, we look at it and discuss it. There are a lot of different ways to skin the horse. I don’t go saying my idea is the only one that will get you where you want to go. I hold people accountable for good decision-making. If a bad outcome results from a bad decision – that’s a problem. But if a bad outcome results from a reasonable decision, then that’s business, and it could happen to anyone† (Acuff, 2004, p. 87). This was the predicament of those who are trying to evaluate the decision making actions of Enron top executives – did they make decisions, even bad decisions – with the sake of the company in mind, and gambled with their careers because they know that if their plans and actions go well, it is extremely beneficial for the company, in a very Machiavellian approach towards getting things done regardless of the means by which they did it, or were they just plain guilty of fraudulent actions? People who are burdened by the decision that impacts a lot of people is not always amenable to taking the high and moral grounds, that is why the adage about the end justifying the means, about getting things done at what ever cost, about delivering against the odds became popular because of people like the Enron bosses who (probably) acted upon their decision making duties by risking what can be a popularly bad decision. Indeed, it may be easy or even convenient for most people adversely affected by the Enron collapse to attribute the colossal corporate debacle to the top management figures of the company by criticizing their decisions as well as their faculty for sound decision making. While it is true that Enron’s top executives are responsible for the collapse of the company, it is not that easy to measure the level of ethical decision making attributes of Enron’s top brass. Goethals et al (2004) pointed out that â€Å"the complexity associated with ethical decision making and behavior, especially as it applies to leadership and the workplace, makes the construct extremely difficult to research†, adding that â€Å"Measuring an individual’s level of ethical decision making is challenging, particularly because the measurement instruments that are available have problems with priming and social-desirability effects; that is, questionnaires or other similar modes of data collection cue respondents to give answers that they believe are socially acceptable rather than answers that truly reflect their own actions or opinions (Goethals et. al. , 2004, p. 461). † Proof of which is the fact that all of these executives in question are career corporate leaders even before they joined Enron; their credentials played an important role regarding their selection for a corporate position as high as theirs. Because of this, as well as the factors that affect the credibility of the ability for identification of the real public pulse regarding the persons involved in the issue, ethical decision making levels of the persons involved is hard to ascertain, making claims for questionable ethical decision making consideration of the people lose important ground and stand on insufficient set of stable legs for proof and justification. Still, there are those who believe that the level of ethics that influences the decision making capabilities of the Enron bosses are without a doubt questionable, and this includes Mimi Swartz and Sherron Watkins who was quoted in the book edited by Kathy Fitzpatrick and Carolyn B. Bronstein. In the article, it mentions about how Swartz and Watkins â€Å"blame Ken Lay, former CEO of Enron, and other company executives for privileging greed and arrogance over ethical business decisions† (Fitzpatrick and Bronstein, 2006, p. 79), the gist of the published work co-authored by the two individuals. Nalebuff and Ayres (2006) wrote that ‘the problem often arises because people ignore the costs and benefits that their decisions have on other people. We call this approach â€Å"Why don’t you feel my pain? † The more technical term for these effects is externalities. Decision makers who ignore externalities are bound to make bad decisions† (Nalebuff and Ayres, 2006, p. 67). This explanation greatly tarnishes the ethical value of the decision making ethics of Enron bosses because it shows that they are prone or inclined to make decisions even if the result of such decisions lead to negative effects that other people will experience. Niskanen (2005) believes that Lay, one of the top bosses of Enron, â€Å"should be judged on the basis of his personal actions, directions to subordinates, or the actions of subordinates that he implicitly condoned by knowing about it without attempting to correct – not on the basis of what he should have known† (Niskanen, 2005, p. 6). Lay’s condoning of actions is a result of a personal and professional decision that he made – or failed to make – and because of that, Niskanen believes that Lay is answerable for any criminal charges that would result from that particular action (or inaction). Watkins was thinking of the company and its employees and their future and hers as well, when she made the decision to let her superiors, particularly Lay, know about the possible accounting problems and the making public of the current and real financial and trade status of the company. This clearly illustrates the difference in ethics when it comes to decisio n making. Decision making, ethics and public perception – Decision making in business is not merely a power or a privilege that one can use at will without thinking of the consequences that might happen should the decision resulted into something that is considered as adversely negative and detrimental to the welfare of the employees, their jobs and the company they work for. Those who are provided with such amenity to go along with their job description should consider that it is also their responsibility to make sure that their employees and subordinates do not think that they are squandering away their decision making privilege and everything that goes along with it. This was the prevailing attitude or outlook of the Enron employees especially nearing the imminent collapse of the company. The absence of ethical consideration resulted to the losing of the credibility of the bosses of Enron because they were not careful with how they undertake their decision making tasks. While bankruptcy is something that is very difficult to accept and impacts greatly in the lives of the employees especially the rank and file blue collar workers, there is a sense of adding insult to injury during occasions wherein the employees are starting to realize that all of the unfortunate things that happen in the company and in their careers are all a result of the faulty, incompetent and unethical decision making of the top management echelon and not because the company was helpless in the onslaught of a devastating economic problem, like how companies closed down during the Great Depression despite the efforts of American businessmen to keep the different industries alive and breathing. During the collapse of Enron, the US is experiencing a very stable economy far from that which characterized US economy during the Great Depression, and is shielded securely from the impact of whatever it was that was happening in the global economic and business landscape, and so during the Enron collapse, the collective finger was pointing an accusing index digit to Enron bosses and majority of the cause of their indignation originates from the sloppy decision making capabilities of Enron bosses who lost their credibility the moment they lost Enron. Brazelton and Ammons (2002) wrote in the book they co-wrote: â€Å"The Ethics Resource Center conducted a survey in 2000 in which it learned that 43 percent of respondents believed that their supervisors are generally poor examples of honest managers, and the same number were pressured to compromise their own integrity or that of their organization during decision making. The survey also identified a strong connection between employees’ perceptions of their supervisors and their own ethical behavior (Brazelton and Ammons, 2002, p. 388). † Enron decision making: the two-pronged factors – It can be pointed out that one of the problems that happened to Enron is the ineffective of decision making among top executives – first, their top executives failed to make correct decisions when they are required to do so, and second, Enron was not fully complimented with a set of professionals which could have contributed to the decision making process, and in the process provided the possibility of infusing new or different ideas that could have altered the outcome of the decision making process. Fitzpatrick and Bronstein (2006) did not look exclusively on Enron’s bosses and the decisions they made in the management of Enron and the company’s money and asset, rather, the two editors focused on the absence of a key top management personnel and took the presence of such a void as a sign that Enron is not even prioritizing the welfare of the company and its employees. The book Ethics in Public Relations: Responsible Advocacy, which includes the Enron case as one of the important case studies to point out the importance of the role of public relations, explains that â€Å"perhaps the governance of these companies was such that they did not care about their publics, and did not want the advice of senior-level public relations officer playing an active or dominant role in organizational decision making† (Fitzpatrick and Bronstein, 2006, pg 179). Conclusion – Niskanen (2005) summed up the Enron case on its characteristic of thriving in bad decisions made by its corporate leaders by saying in the book that ‘the most important lesson from the Enron collapse, however, is that Enron failed because of a combination of bad business decisions, not because its accounts were misleading’ adding that ‘the major business decisions that most contributed to its collapse were a series of bad investments, most of which were in the traditional asset-rich industries; the failure to reconcile two quite different business models; and the decision to focus management objectives on reported revenues and earning rather than on the present value of future cash flows’ (Niskanen, 2005, p. 6). Are they poor in decision making, or was the decision making adversely affected by other concerns and priorities outside of Enron that the results of the decision made for Enron looks like those who made the call did not even think about how this course of action will affect Enron? There are no sufficient proofs to point that the case was the latter; for a company that became seventh all in all in the Fortune 500 at least once, it is unthinkable how there will be conscious efforts to sink the company by making wrong decisions, deliberately or not. The point of the paper is not the assertion of the guild of Skilling, Lay or even Fastow, it’s the establishing of the point that decision making, when not handled properly, can turn even the most profitable company into a nose-diving wreck in a short period of time, that decision making plays an important role in how a person defines his or her life and how he or she leads a company and that because of these factors, no one should have an excuse why decision making was taken lightly and without much thought or care. All the people can see is a group of people who made wrong decisions several times, the resulting web and how they got trapped in that web, that is assuming that there was no malice or hidden agenda that the bosses perpetrated in lieu of Enron’s collapse. In the end, only Lay (now deceased) and the elite circle of the Enron executive clique will be the ones who would really know about the truth regarding ethics and the decision making in Enron leading to the collapse of the company. Many would ask, and some would presume, the reasons as well as the level of guilt of these leaders when it comes to breaching the ethical requirements needed when undertaking decision making for a company. Regardless, the decisions they made created far reaching ripples and altered the lives of many individuals who invested not just their time, strength and life’s savings into the company but as well as their but as well as their faith and trust, which are not in shattered pieces because of the bad decisions that Enron executives made. Crawford (2006) further elaborated on the pointed by explaining that ‘bad decisions by a major company, however, cause major disruptions for all of the company’s stakeholders’. He pointed at the case of Enron as one of his examples, saying that ‘the Enron disaster, as one example, certainly had devastating impacts on the lives of most of Enron employees (including the middle managers and professionals who invested in the company-sponsored Enron 401[K] plans) and also caused suffering for many individual investors who purchased Enron stock on the open market. Thousands of other Enron stakeholders, including Enron’s suppliers and customers, also suffered,’ (Crawford, 2006, p. 26). Indeed, Enron’s decision making had a hand in how the company turned out to be.

Separation of Powers and Checks and Balances between the Executive and Term Paper

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Intangible assets valuation methodologies - Assignment Example Cost based valuation approach is to measure the future benefit from the ownership of the tangible asset. The valuation of intangible assets is affected by the cost of substitute intangible asset. The cost based valuation approach also includes the new reproduction cost of the asset after deducting the tax. The cost approach measures the total cost of the duplicate intangible asset of same functionality in current prices. Functionality of the intangible asset is the performance of the job for which it was introduced. According to the cost based valuation approach of intangible assets include direct cost, indirect cost, the developer’s profit of the intangible asset and opportunity cost. The direct and indirect cost of intangible assets are easily identified and quantified while developer’s profit is comparatively difficult as it can be calculated through different procedures. All the four types of costs including direct, indirect, developer’s profit and opportunity cost are included in the valuation of intangible asset through cost based approach. The valuation should also include the physical deterioration, functional and economic obsolesce. The depreciation on the intangible asset is subtracted from the current value. Market based valuation approach is the perception of the economic value of the intangible asset. This valuation approach is based on supply and demand and market efficiency. The value of an intangible asset can valued from the sale or transfer of the asset with same features in the same market. This approach is more suitable for active assets so that several examples can be found for the valuation of the asset. Market based valuation is more logical, practical and applicable on intangible assets. The most reliable fair value is the quoted market price of the intangible asset in the active market. The first step in valuation through market approach is collection of data from

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Criminal Litigation. Case Management - Essay Example The inclusion of expert evidence in civil and trial has increased remarkably to encompass, for example, modern and innovative scientific procedures and related assessment reports. This paper critically examines how courts have influenced expert evidence at trial. Common law traditions require that expert witnesses are only sought with the permission of the court and that the principal obligation of the experts is to remain impartial to the court during the course of their submissions. The obligations and conduct of expert witnesses are well stated in both the Practice Direction 35 and the Civil Procedure Rules (CPR) Part 35, with CPR Part 35.3 specifically indicating that: experts are duty-bound to assist the judicial process on the issues within the scope of their respective professions. The obligation surpasses any duty to the party from whom such a professional has received briefing or who is responsible for their earnings (Gans 353). In addition, Practice Direction 35.2 also indicates that expert evidence should be the impartial outcome of the expert who is free from the duress caused by the long-drawn and challenging litigation procedures. However, the fact that there are two different categories of experts raises the controversy of impartiality at trial. As Sonenshein and Fitzpatrick (14) noted, an expert with clear directions to provide evidence at trial and another expert whose evidence is basically advisory may have clearly delineated mandates. However, the provisions of CPR Part 35 and Practice Direction 35 normally apply in factual evidence provision rather than giving opinion evidence at trial. Expert evidence in court processes is regarded as having the potential to shade more light on issues which are beyond the understanding of conventional fact-finding process. However, members of the court are sometimes ill-equipped to tell whether expert

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MIS 2200 - Essay Example It would help them to be equipped with advancing knowledge and skills so that they can better meet the organizational goals and objectives. Another very critical issue is that of our organizational culture which promotes cross cultural understanding and high ethical considerations within work environment. These are important factors for creating value based credibility amongst all our stakeholders. At the same time, it also helps to develop mutual respect and understanding and promotes effective communication to resolve workplace conflicts, if any. Shared goals and collective responsibility are important ingredients that significantly contribute to higher performance. The facilitating platform of continuous learning through system resources and external exigencies are major elements that help create benchmark for improved outcome. Indeed, we believe in empowering workers with knowledge and understanding so they can make decisions based on informed choices. Last but not the least important are the entrepreneurial initiatives of the workers which add value to the organizational visions and goals. The effort of the workers towards continuous improvement through constant learning and creative input is intrinsic to the organizational output and success. We hope that each of you will continue to contribute towards creating highly credible image of the organization amongst all our

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Art is a product of its context - Essay Example This was the period after Mesolithic which was majorly dominated by human domestication of plants and animals. It was around 9000BCE when climate grew warmer and the ice that covered the north Europe melted separating England from continental Europe and Spain from Africa. Agriculture and animal husbandry became the human kind’s major source of food. This art was mainly manifested in two cultures; the Ancient Near East and the Europe. In the Ancient Near East, Neolithic art is presented by the widespread of agricultural activities among the communities that settled around foothills of the Antilebanon, Taurus and Zagros mountains in the present day Turkey, Syria, Iraq and Iran. These activities were motivated by the sufficient rain that occurred in these regions. The crops which they domesticated include wild wheat and barley while goats, sheep and pigs were some of the herds of animals they had. Due to the massive growth of wealth as a result of different agricultural activities in Jericho, security was paramount leading to the construction of a great stone tower built into the settlement wall of Jericho to protect them from the marauding nomads. This permanent stone fortification had an estimated population of 2000 people. This marked the beginning of the monumental architect. In Catal Hoyuk settlements, there were numerous excavations and different types of Neolithic set ups. Their source of wealth was trade which involved the use of obsidian stone which was chipped to make cutting tools and weapons.

Ethics of Autonomous Drones in the Military Essay Example for Free

Ethics of Autonomous Drones in the Military Essay She states that even the best and most trained soldiers that are in the midst of battle may not always be able to act accordingly with the battlefield rules of engagement that were stated by the Geneva Convention because of possible lashing out from normal human emotions such as anger, fear, resent, and vengefulness. The second major point Dean wants to show, by the views and studies of others, in her article is that with this possible step in our evolution of military technology we do not want to let this idea fade away. Another major point is if we do develop this technology how would we do so, and if not, would we regret not advancing in this field further many years from now. With all of this information Dean uses to present her ideas there are still major flaws such as, the majority of these ideas and beliefs are theoretical, they still have not been fully tested, there is error in all technologies, and where else would the technological advancements lead artificial intelligence. The first argument providing support for Dean’s major point comes from the research hypothesis and thoughts of a computer scientist at Georgia Institute of Technology named Ronald Arkin. Arkin is currently under contract by the United States Army to design software programs for possible battlefield and current battlefield robots. The research hypothesis of Arkin is that he believes that intelligent autonomous robots can perform much more ethically in the heat of the battlefield than humans currently can. Yet this is just a hypothesis and while there is much research done towards this hypothesis there are still no absolutely positive research information that states an autonomous robot drone can in fact perform better than any soldier on the ground or up in a plane could do. In Arkins hypothesis, he stated that these robots could be designed with no sense of self-preservation. This means that without one of the strongest fears for humans, the fear of death, these robots would be able to understand, compute, and react to situations with out outside extraneous emotions. Although the men and women designing these robot programs may be able to eliminate this psychological problem of scenario fulfillment, which will cause soldiers to retain information that is playing out easier with a bias to pre-existing ideas, it is not always the case that this happens to soldiers. You have to realize that from the second a soldier begins his training he is trained and taught to eliminate the sense of self-preservation. There are isolated incidents with soldier error, but they are and will be corrected by superior officers or their fellow soldiers. Another factor that affects Cornelia Dean’s arguments is that there are errors in all things including technology. Throughout history there have been new uses of technology in warfare but with these come problems and error flaws that have cause and can cause more casualties than needed. With the use of an Automated drone the belief by Dean is that it will be able to decide whether or not to launch an attack on a high priority target whether or not if the target is in a public are and will decide if the civilian casualties would be worth it. But what happens if that drone is only identifying the target and the number of civilians surrounding it? It will not be able to factor in what type of people would be around him such as men, women, or children and any variance of them. The error in this situation would be the drone saying the target is high enough priority and a missile is launched and the civilians were women and children around while a school bus was driving by. The casualties would then instantly out weigh the priority to eliminate a specific target and a human pilot would much easier abort a mission than a predetermined response of an autonomous robot. Although Ronald Arkin believes there are situations that could arise when there may not be time for a robotic device to relay back what is happening to a human operator and wait for how to respond in the situation that could complete a mission, it may be that second of time delay between the robot and human operator that the ethical judgment is made. Also the realization that many robots in which are operated by humans are widely used to detect mines, dispose of or collects bombs, and clear out buildings to help ensure extra safety of our soldiers is a way that robots are already used today as battlefield assistants supports Dean. But all of these machines in the field have moments of failure or error. When the machines do fail it takes a soldier who has trained for that experience to fix and then use it again. If an autonomous drone fails while on a mission it is completely by its self and no human operator to fix it. Then can arise the problem of enemies realizing they were even being monitored and they could gain access to our military technology and can eventually use it against us. Another major point that Cornelia Dean discusses upon is with this possible step in our evolution of military technology we do not want to let this idea fade away. A large part of that is if we do develop this technology how would we do so, and if not, how much would we regret or how much would it affect us for not advancing in this field further many years from now. The argument that if other countries advance upon this faster and better than the United States military we could become less of a world power and be more at risk of attack and war with greater human fatalities is not necessarily true. This situation is important in the sense of keeping up with the other world powers but I believe that the risk for reward is not worth the amount of damage and civilian casualties that could happen from any number of robotic drones and their possible errors. There is a possibility as the technology develops and robots become more and more aware to the point were, Arkin believes that, they can make decisions at a higher level of technological development. Yet if these autonomous robots truly can think for themselves and make decisions brings a whole new possibility of problems of what if the robot can decide something differently than what the developers originally had programmed. Also comes the actual use problem of can the government ethically accept that in early stages of use, even after extraneous testing, there may be accidental casualties. If a robot has any error of making decisions because of how new and un-tested they are any of the possibly terrible results would not be the responsibility of the robot but of the country and government that designed it. The supporting evidence of this article strongly shows that Cornelia Dean will hope that use of these ethically superior autonomous robots will be apart of our military in the near future before the United States fall behind to other super powers in the world. Yet with all of this information Dean uses to present her ideas there are still major flaws such as, the majority of these ideas and beliefs are theoretical, they still have not been fully tested, and that there is error in all technologies. With these major points being enforced with plenty of evidence throughout the article, and with all of the possible negative sides and errors of this argument, it is safe to say that this will be and is a controversial topic of discussion by many governments and all parties involved with this technological advancement.

Apply The Theory Of Consumer Behavior To Tea Drinking Marketing Essay

Apply The Theory Of Consumer Behavior To Tea Drinking Marketing Essay With the deepening of research on consumer behavior, people more and more profoundly realize that consumer behavior is an integral whole, is a process, and obtaining and purchasing are just a stage of this process. Therefore, the study of consumer behavior should investigate and understand the evaluation and selection activities of consumers before the obtaining of products and services, and whats more, attention should also be paid to the activities of the use and disposal after the obtain of the products (Elizabeth, 2009). Since consumer behavior is important, research on the theory of consumer behavior is necessary. In a narrow sense, consumer behavior only refers to purchase behavior of consumers and the actual consumption of consumer data. In a broad sense, consumer behavior not only comprises some decision-making processes, which refer to various actions that consumers take for the demand and dispose of consumer goods, but also includes a serious of complex processes, such as t he obtain of consumption revenue (Leon, 2007). Both theory of central place and model of space interaction regard the consumer group activities as the research object. Theory of central place assumes that consumers will tend to a recent center that can provide goods or services, which accords with the agent of economic-man. According to the theory of central place, consumers are intellectual in saving cost and maximizing their utility. Model of space interaction regards that consumer behavior is closely linked to the reaction of center attraction and the competition among other center systems. In real life, purchase decision-makers, buyers, users of the same goods or services may be the same individual, also may be different. Consumer behavior is closely related to the exchange of products or services (Bruce, 2009). In the condition of modern market economy, enterprises research on consumer behavior focuses on establishing and developing long-term exchange relationship with consumer s. In order to earn more profits and make a long-term development in the fierce competition, enterprises should firstly need to understand that consumers are how to acquire products and services, and they also need to know that consumers are how to use products and products are how to be treated after the use. Consumers spending experience, mode and feeling of disposal old products can have an impact on the next round of consumers purchase, in other words, it can directly influence the long-term exchange relation between enterprises and consumers. There are many factors that can have an impact on consumer behavior, and this article will just introduce some main factors (Laura, 2009). The first one is cultural factor. Culture is the basic factor of desires and behavior of human. Different culture can generate different social strata. Due to the diversity of value, consumption, aesthetics and habits of different social strata, they have different ways of choosing pattern, quantity, qu ality, design requirements of products. Consumers of each stratus have their shops and products of adapting themselves. The second one is social factor. Social factor refers to related groups, character and position of family and individual. In purchasing behavior, consumers often use the most general consumption concept and consumer behavior to regulate their own consumption behavior, so related groups around consumers especially their family and good friends have a considerable influence on the purchasing behavior of consumers. The third one is personal factor. Purchasing decisions of consumers are affected by their individual characteristics, such as age, occupation, economic status, lifestyle and self-concept. The fourth one is psychological factor. The psychological factor concludes demand and motivation, consciousness, learning and memory, attitudes. These factors not only affect and in some extent resolve the decision-making behavior of consumers, but also can has enlarging o r inhibition effect on the external environment and marketing stimulation. 2, Apply the theory of consumer behavior to tea drinking With the improvement of living standards of residents and the changes in the concept of consumption, tea drinking has transferred from the former life luxury to daily necessities of life. More and more consumers choose tea drinking as their main drinking, instead of other drinking. There are many reasons responsible for this phenomenon, and the main reason is that great changes have taken place on purchasing behavior of consumers. A serious of factors that influence consumer behavior can have an impact on tea drinking (Natalie, 2009). The first aspect is the change of cultural factor. With the change of value and consumption of consumers, more and more consumers choose tea drinking. Natural, healthy, natural regression has become the main health consume trend that more and more consumers pursue. The reason why tea drinking suddenly fire arises is that it meets the consumers needs, and the consumption way of tea drinking meets the requirement of modern way of life. The characteristics of tea drinking can be summarized as three low: low calorie, low fat and low sugar. Natural, thirst, healthy, refreshing, tea drinking is more thirst than carbonated drinks, and is more pleasant than water drinking. Tea drinking is not only elegant, lingering fragrance, rich in health care, bur also has the function of nutrition, health effect and thirst quencher. The second aspect is the change of social factor. If some consumers like the tea drinking, they can affect the related groups, and the last outcome is that some relevant consumers choose tea drinking. The third aspect is the change of personal factor. One of the reasons that tae beverage began to sell lies in that the income level of young consumers has an improvement in recent years. With the increase of disposable income of the younger generation, most consumers regard that bottle beverage is more expensive, but they feel more smart, fashion. People with the characteristics of pop, fashionable and fancy will more choose the consumption of tea drinking. The fourth aspect is the change of psychological factor. Brand loyalty has a lot to do with the consumer behavior of tea beverage market. Due to brand loyalty, consumer behavior can have positive effect on tea drinking. Once consumers like to drink some tea drinking, they will choose the same tea drinking under the effect of brand loyalty. Another reason that more and more consumers like tea drinking is that health consciousness of people has risen. In the past carbonated drinks like cola drinks occupy the absolute superiority in the cool and refreshing beverage market, and drinks with high sweetness are popular in the non-carbonated drinks. The reason is that people think that since purchasing, the higher the nutrition has, the more cost-effective it is. With the lifestyle of high-income people gradually European, people start caring about their weight. Because people pursuit vogue weight as a fashion, tea beverage of low sweetness is reasonably to be accepted by people. People with the characteristics of the pursuit of good figure tend to consume tea beverage. Undoubtedly, it is precisely because tea beverage meets the function and psychology demand of contemporary consumer that it develops so quickly in such a very short time. Consumer behavior has an impact on purchase behavior of consumers, which directly decides the demand of tea drinking. Therefore, consumer behavior has a great influence on the development of tea drinking. 3, Impact of theory on marketing strategies for tea The foundation of marketing decision-making is the research on consumer behavior, which is inseparable with the marketing activities of enterprises. The establishment of marketing strategies for tea is not an exception, and it will be affected by the theory of consumer behavior. The research on consumer behavior has a very important significance on improving the level of marketing decision-making and enhancing the effectiveness of marketing strategies. Consumer behavior can have an impact on drinking behavior, which influences the formulation of marketing strategies for tea, such as advertising and drinking environment (Lee, 2007). On the one hand, there are many kings of tea, if enterprises want to accepted by consumers and establish brand loyalty, it is necessary to emphasize brand image and brand management. Through the research on consumer behavior, enterprises can understand each index of various brands, such as visibility, buy/usage, loyalty, conversion and reputation. Based on understanding image, status and evaluation of each brand in the consumers, enterprises can make better brand development strategy. Tea has many different types, such as green tea and black tea, and different types should lay out different marketing strategies in order to attract more consumers. On the other hand, because people pursuit vogue weight and some consumers pursue nutrition, it is necessary to make market segmentation in the tea beverage market. Market segmentation is the foundation for the formulation of marketing strategies. The purpose of marketing segment for enterprises is to find target markets which are appropriate for themselves. According to the demand of target markets, tea enterprises can formulate targeted marketing plans, in order to more fully satisfy the unique needs for consumers of the target markets (Norton, 2006). Through the effective market segmentation, tea enterprises can divide different consumers into different consumer groups so that they can imp lement efficient marketing strategies to meet the needs of different consumers. In the process of enterprises development, every enterprise has to develop new products in order to meet the needs of consumers. In the course of implementation of new products, tea enterprises can take marketing strategy that every consumer can drink free of charge in a certain period of time so that consumers can accept the new product better. Besides, tea enterprises can give tea of small packing to consumers. Tea enterprises can develop new products according to understanding the needs and desires of consumers and the evaluation of various products attributes. It can be said that the research on consumer behavior is an important source for the design of new products, and meanwhile it is also an important way of testing new products of various factors, such as performance, packaging, taste, color, specifications, which can be accepted and in what ways it should be further perfected. The aim of the dev elopment of new products is to obtain more market shares and meet the needs of different consumers. Natural, healthy, natural regression has become the main health consume trend that more and more consumers pursue, so tea enterprises should blend this trend into their advertising and marketing strategies (Eric, 2004). Consumers regard tea drinking as a fashion, so advertising and marketing strategies of tea enterprises should add fashionable element so that consumers can accept it easily. Through the study of consumer behavior, tea enterprises can understand the way that consumers gain information, the attitude and evaluation that consumers treat advertising and promotion of enterprises, so that tea enterprises can set up set up reasonable and effective advertising and promotion strategies. 4, Statistics on Tea consumption in China According to introducing of tea industry insiders, tea beverage is the fastest-drinks in Europe and America in the 1990s, and it is regarded as a beverage of new era. In Taiwan and Japan, tea beverage has become the first biggest drink variety, and 95% of beverage enterprises in Taiwan produce tea beverage. In recent years, the development speed of tea beverage market in China has exceeded 300%, and tea drinking has become the third drinking after carbonated drinks and bottled drinks, increasing rapidly. According to tea consumption in China, readers can find that the development of tea consumption is China is fast. With the passage of time, the consumption will continue to become larger. The following form is the tea consumption in China in recent years (internet data): year Output(tons) Revenue(billion yuan) 1984 0.66 3.3 1990 1.7 4.4 1995 6.9 23 1996 9.4 35.2 1997 10.5 41 1998 11.6 45 1999 13.5 54 2000 14.4 55.5 2001 15.5 58 2002 17.5 65 2003 20 70 Form the above form we can find that with the improvement of living standards of residents and the changes in the concept of consumption in China, tea drinking has transferred from the former life luxury to daily necessities of life, and Chinese consumers have more and more tea consumption. 5, History of Lipton Tea Lipton is the largest tea brand in the world. It not only represents the tea experts, but also stands for an international, fashionable, urbanization life. Lipton has remained superior quality and aromatic delicious of successive generation for more than 100 years (internet data). With its bright yellow Lipton delivers its purpose to the world: natural light, vigor and good fun. Mr. Thomas once went out to travel and reached Ceylon, a famous tea production area. British people like Ceylon tea very much, but due to the high price of drinks, only few people can enjoy it. Lipton sensitively realized that if he can make the tea enter the mass of everyday life, it will become a good business. Lipton was founded by Mr. Thomas in 1871. In 1890 he officially launched Lipton tea in Britain, and his slogan is direct from tea garden to the tea pot. In 1892, Lipton began its globalization movement. It firstly opened its factories in the United States, and then ran its branches in India, entering the far eastern markets. In 1898, Lipton was conferred dignity by queen, winning the reputation of the king of tea. 80 years after the old Lipton beginning its global expansion of Lipton brand, the history of Lipton occurred qualitative change, and the unilever, the most famous global individual consumer group bought the entire Lipton brand. Since then, Lipton boarded this global ship of unilevel and started its more powerful expansion. Combining the marketing experience of Lipton and unilever, products of Lipton tea now are on sale in the 110 countries and regions. Whether fame or sales, Lipton tea is the biggest global brand in the world, and its sales are higher at least one time than the second-largest brand. At the same time, Lipton tea is the third non-alcoholic beverage that consumers choose most, only after the Coca Cola and Pepsi cola. In 1992, Lipton tea entered the oldest and largest nation in the world: China. Within five years, Lipton tea won the achievements of the fi rst tea bags sales and the first market share in the investigation of mall in China. In 2001, Lipton established its global brand image again. According to different taste of consumers, Lipton makes precise market segmentation, and launches a serious of tea products in order to meet the needs of different consumers. Distinctive brand logo for the new movement of Lipton is quickly popular among young people all over the world. The vitality, healthy and upward that Lipton creates have infiltrated into the heart of young people. Lipton not only creates a kind of brand-new brand experience for young consumers, but also pours a fresh energy into tea drinks. 6, Branding and marketing of Lipton Tea China Tea culture, especially green tea culture has taken root in China for over a thousand years. Under the influence of ancient tea culture, Chinese consumers have a deep understanding about tea and the benefit of tea. Black tea originated in China has become the indispensable tea drinks in Europe and America. However, Lipton tea is obviously an exotic for todays Chinese consumers (Adam, 2009). Using black tea as its core brand, since entering Chinese market in 1992 Lipton has realized that it must break through the traditional branding and marketing gimmick of tea products in order to make Chinese consumers understand and accept Lipton brand. On the one hand, Lipton Tea is guided by the market rather than the product orientation. Lipton divides various products of tea into different categories, constantly creating new tastes and user experience. Aiming the demand of consumers rapidly drinking a cup of tea, Lipton attracts a lot of young people and office white-collar. In the website, Li pton puts several dynamic humorous videos for consumers, delivering the information that drinking tea can achieve the following purposes: keeping lightsome body, representation of youth, getting rid of fatigue and prolonging life. Various functions and different flavors of products can meet different age groups and different needs, so that Lipton can have a clear market goal and pounce in branding and marketing. On the other hand, Lipton devotes to standardization of products and brand image. Due to the reasons of plant environment, picking and making, tea products are difficulty in forming the standardization of taste. Many consumers have not the ability of identification of tea, so tea enterprises have the opportunity of shoddy. With the media exposure and the gradually mature of consumer behavior, it actually is a trust crisis for enterprises. Based on function orientation of products and brand orientation, Lipton has made a good image in the mind of consumers, so standardization of products and brand image is a great wealth for Lipton. In addition, the branding and marketing of Lipton is winning channels and the king of terminals. Lipton uses its strong image in the channel and terminal change the drinking habit of young generation and White-collar. Using the innovation marketing method of internet, Lipton has closely interaction with consumers in the fan BBS, which lets Lipton brand into the life of generation even the mood. 7, Current marketing strategies Besides the high quality and the solid foundation of brand, Lipton never slows the pace of understanding consumers and establishing communication with consumers (Jean-Pierre, 2001). Lipton devotes itself to marketing innovation: brand promotion. The current marketing strategies of Lipton focus on modern young people and White-collar. They are active, like pop culture, pay attention to health and wander about working partners to share little drops of life. Now Lipton values the needs of the Internet boom and the emotional contact between consumers. As the core products, Lipton tea is not only a simple office drinking, but also strives to deeply communicate with office white-collar group in emotional level. Lipton finds that everywhere is busy White-collar in modern city, though they are lucrative, they work strain. Although they want to contact with friends, office life takes most of their time. Lipton uses Lipton tea as a contact link between friends, which can close the relations be tween colleagues through the good office afternoon tea in relaxed moments. On the one hand, Lipton establishes brand image of the tea experts in the targeted consumers. On the other hand, it brings forth healthy tea and life attitude for consumers. In order to satisfy the consumers needs of good form and health, after efforts of four years the global RD center of Lipton and Lipton tea research institute launch Lipton tea, rich in catechin and healthy diet.

Influence of Twitter and Social Media in UK Elections

Influence of Twitter and Social Media in UK Elections Role and Influence of Twitter and other social media platforms during recent UK elections Introduction: Over the years, social media platforms have rapidly grown as a sphere for political activism due to its wide outreach. Sharing of information and news available across the social media networking sites in various ways is now turning into a vital strategy for the political leaders and parties to campaign (Thorsen, Jackson and Lilleker, 2017). Political leaders across the world have begun using Twitter, Facebook and other social networking sites as a medium for political communication and marketing during election campaigns. The political parties try to increase the reach of their election campaign by channelling their message through the young audiences’ personal networks (Thorsen, Jackson and Lilleker, 2017). The leaders are able to gain support either through direct interaction with the individuals or through messages that are shared within their connected social circle (Bright et al., 2017) This study talks about the extent to which Twitter and other social media networking sites played a decisive role in the recently held two elections in United Kingdom in relatively quick succession in 2015 and 2017. It will also assess how much did these platforms influence the political parties’ strategy during the campaigning.   Twitter and 2015 UK General Election The social media has been a part of the Britain’s electoral scenario for a while since the 2015 general elections. With Twitter being a well-established social media tool in UK, Segesten and Bossetta (2017) notes that the UK became the second largest country after United States following the British Twittersphere having an estimated 14.8 million accounts in 2015. The 2015 general elections which was influenced by the social media for the first time saw Twitter being dominated by left-wing Labour party with 58,000 uses of #votelabour as compared to centre-right Conservatives 25,000 uses of #voteconservative (Bartlett and Jones, 2015). Other parties including UK Independent Party had 15,000 mentions with #voteukip and 27,000 #votesnp for SNP (Bartlett and Jones, 2015) Margetts (2017) highlights that while the electoral success of the Conservatives was attributed to the giant expenditure of  £1.2 million on the negative Facebook advertising targeted at Labour candidate Ed Miliband, it was the Labour’s â€Å"bottom-up† campaign on Twitter which drew the attention of the users. The Twitter campaign accounts of all the 8 political parties and leaders had produced a total of 22,397 tweets throughout the elections (Jensen, 2016) but of those about 13% of tweets were informative while generating only 2 % of mobilizing content (Segesten and Bossetta, 2017). Even though the Labour and Conservatives tried to drive voter engagement, the mobilizing messages by them lacked as against the UK Independent Party (UKIP) and Scottish National Party (SNP), who tweeted number of times a day targeting specific constituencies (Segesten and Bossetta, 2017) As (Lewis, 2015) notes that most of the politicians and their party used the social media platform as a digital marketing tool without interacting with the voters personally. Even the content posted on Twitter and Facebook appeared to prove the loyalty of the party rather than drawing the attention of the new potential voters. 2017 UK General Election: The â€Å"first-social media† election The GE 2015 had the potential to be the first social media election (Reuters, 2015) but the 2017 UK general elections was dubbed as the first social media election in the country. The GE 2017 which was announced as a â€Å"snap election† by Prime Minister Theresa May ahead of the 2020 date in order to make Brexit a success (Boyle and Maidment, 2017) saw social media platforms specially Twitter turning into a political battleground for the political parties while attracting many first-time young voters (Thorsen, Jackson and Lilleker, 2017). The number of Twitter users in 2017 rose to 16.4 million from 14.8 million in 2015 within the election period (Bright et al., 2017 cited Statista, 2017). The social media became the dominant source of political news and information (Gallacher and Kaminska, 2017) more than the traditional media which influenced both the political candidates and public’s opinions throughout the election. â€Å"Labour† was yet again the most active political party on social media to strategically plan and use their social media presence innovatively on a larger scale as compared to Conservatives. The party began its online campaigning even before the elections began to appeal and target the young voters while investing in a huge effort in using Twitter and Facebook to encourage them to register their vote (Booth and Hern, 2017). Polonski (2017) notes that even though the Labour lagged in the election polls throughout the campaigning, it won the battle for â€Å"votes† on â€Å"social media election† by gaining the highest number of votes as against the Conservatives (Booth and Hern, 2017). The impact of Crosbyn and Labour party’s active engagement with the voters led to 622,000 people (GetSet, 2017) supporting the party in the final 24 hours of the registration period alone. Jeremy Corbyn himself tweeted on his personal Twitter account on a regular basis as a result of which 26% of his posts urged the public to vote for the party (MarketMakers’, 2017). During the entire campaign as Thorsen, Jackson and Lilleker (2017) note, Labour garnered over 1 million shares on Facebook, which was three times more than the Conservatives besides posting over three times as often. While the Conservatives spent over  £1 million on negative Facebook adverts attacking Labour candidate Jeremy Corbyn (Kentish, 2017) and focusing on strengths of Prime Minister Theresa May, Labour focused more on gaining supporters by uplifting their campaign on both Twitter and Facebook (Kentish, 2017)   Even though Labour party did not win the election, the social media did increase candidate Jeremy Corbyn’s online popularity among the new age voters on Twitter (Polonski, 2017), which led to the Labour’s election result witnessing its share of vote rise by 9.6 points to 40 %, considered to be the highest increase in a single election since 1945 (GetSet cited The Guardian, 2017) Twitter as a news source and sharing of junk news: During the 2016 US presidential elections, the presence and sharing of fake news and targeted advertising on social media platforms were largely debated. Though there were distribution of strongly opiniated content with a political twist, but fake news was unable to make its way on Facebook and affect the outcome of elections (Littunen, 2017). Similarly, in a study by Oxford Internet Institute highlighted by (Littunen, 2017) it was found that only 11.4% of â€Å"junk news† stories were shared as compared to 33.8% during US election. Though social media users shared five links to professional news and information, they even shared one link to junk news during election campaign (Howard et al., 2017). However, in another study by Bournemouth, it was found that while 13 % tweets were regarding junk news, 54% tweets were linked to the professional news and information sources and about 16.5% of traffic was generated by highly automated accounts about UK politics (Thorsen, Jackson and Lilleker, 2017) The BBC was the most popular news source being shared with 22.7% of the content coming from this source, followed by 17.7% links directing to the Guardian’s website (Howard et al., 2017).   A majority of various other political content shared was from public generated sources like blogs and civil society organisations, whose links were more as compared to the links to junk news. However, unlike the 2016 elections where it was claimed that the spreading of fake news propelled Donald Trump to office (Tait, 2017), the UK election results did not see any influence of fake news circulation. An analysis by Buzzfeed (Bauchowitz and Hà ¤nska, 2017) noted that among the 30 most frequently shared URLs, the Conservative supporters had shared almost 13 story links attacking Corbyn and Labour and only 2 stories were related to Conservative policy. On the other hand, Labour supporters shared 14 stories attacking conservatives while 7 focused on Labour’s policy (Bauchowitz and Hà ¤nska, 2017). Meanwhile, on Facebook there were more links to negative stories about Corbyn and absence of positive story links to May. Twitter Analysis: Hern (2017) highlighted a study by the Oxford Internet Institute which stated that the â€Å"Labour† party dominated the conversation on Twitter, with almost 40% of tweets on election-related hashtags and provided the digital strategists an analysis of Labour winning the ‘social media election’ (Thorsen, Jackson and Lilleker, 2017). On the other hand, the Twitter saw only 26% tweets about Conservative party, with the SNP, UKIP and Liberal Democrats receiving 19 per cent, 9.6 per cent and 5.7 per cent, respectively (Hern, 2017). According to Twitter data (Gallacher and Kaminska, 2017), about 88% of the Labour candidates created account as compared to 73% of Conservative candidates.   With almost 63% of the online population (Polonski, 2017) using Facebook each week, of which 80% constitute the younger generation aged between 18 to 24, it makes Facebook the most widely used social networking site in the UK. During the 2017 election campaigning, Facebook was the most crucial social media channel on which content of articles or videos were shared 16 million times (Littunen, 2017) related to Theresa May and Jeremy Corbyn. Even though the most talked about politicians in the top 20 political subjects during the election on Facebook were Theresa May and the Tories, it was the Labour which gained popularity and whose posts were shared almost a million times (Shammas, 2017). This proved how the social media influenced and enhanced a serious political engagement while leading to young voters expressing their political opinion.   But (Thorsen, Jackson and Lilleker, 2017) notes that Twitter had the most crucial role to play throughout the GE 2017 campaign as the retweets made were more than the number of tweets as compared to the original tweets being only about one-quarter of the total GE2017 discussion. The Twitter debate around GE 2017 which was dominated by the pro-Labour conversation hashtags (Cram et al., 2017) also witnessed the ongoing issue of â€Å"Brexit† as one of the top three most popular hashtag. Not only the external issues but also the hashtags introduced by various broadcast media outlets heavily influenced the GE 2017 Twitter debate (Cram et al., 2017) Brexit, which continues to be the hottest topic till date, saw an increase in the tweets and posts by the Conservatives from 20 per cent to almost a third while the Labour did not post any content related to it during the campaign (Express, 2017) With the Labour party focusing on social issues especially healthcare as a part of the online campaigning, the posts on the party’s Facebook and Twitter pages were being shared almost three times more in total by the users (Cecil, 2017).   Twitter was the most powerful tool used by the Labour for which the party (Booth and Hern, 2017) had spent a huge amount of money just to promote its single #forthemany  hashtag. Corcoran notes (2017) that Corbyn’s video message on the day of the election had over 88,000 engagements and 1.6 million views which prompted his followers to vote for him whereas May’s  lengthy status update attracted only 12,000 engagements (Corcoran, 2017) The Labour which was much more active in posting content more than the Conservatives and any other party successfully generated about 2.5 total interactions as compared to the latter which had only 1 million interactions. Although 90% of shares, likes and comments for Labour was a result of their video posts (Thorsen, Jackson and Lilleker, 2017) Even though Labour was a way ahead of the conservatives, the Conservatives did saw a jump in its page for a brief period on May 27 following a video post encouraging its followers to share it if they didn’t want to elect Corbyn as their PM (Corcoran, 2017). The video had about 150,000 engagements and almost 9 million views. Despite being considered to be the highest number of views for any other political campaign video in the British history, the young voters were more inspired by the positive messages by Labour than the negative tone of the Conservatives (Reid and Ma, 2017) The GE 2017 online campaigning witnessed a tough war between the two major parties with the Labour page receiving more number of shares, likes and love reactions as against Conservatives page which saw more comments on less posts besides receiving angry reactions to majority of their posts (Corcoran, 2017) Out of every five posts on Twitter or Facebook by Conservatives, four posts had mentions of either Theresa May or Jeremy Corbyn, an increase from 75% to 84% (Express, 2017) Due to the elections being called early only 63 per cent of the 2015 candidates used Twitter during GE 2017 as compared to 76% percent of the candidates in GE 2015.   But, the twitter activity increased, with candidates having a Twitter account posting 86 tweets in 2015 (Technology Review, 2017) to 123.5 tweets in 2017. Frequent Mentions and Postings: Twitter witnessed Jeremy Corbyn as the most mentioned account with 1,367,392 and Theresa May at only 654,417, much more than their respective parties where @uklabour was mentioned in 323.027 tweets and @conservatives was mentioned almost 307,550 times (Cram et al., 2017) While #BBCqt was the most used hashtags followed by #GE2017, #VoteLabour was the third most used Labour hashtags (Thorsen, Jackson and Lilleker, 2017). Here, mainstream media also pla During the beginning of the election campaign, Corbyn had more than twice the number of followers on both Twitter and Facebook as that of May’s accounts (Cecil, 2017) and by the end of the election Corbyn also gained more supporters than May. With a 45 per cent increase in the number of followers on Twitter and Facebook pages of Corbyn over the campaign, the numbers reached from 850,000 each to more than 1.2 million (Cecil, 2017) More than the Labour’s account, Corbyn’s personal Twitter account had Labour supporting engagement which led to Twitter attracting more Labour supporters as compared to Conservative engagement driven by May’s account (Bauchowitz and Hà ¤nska, 2017) The generation of famous femes by @laboureoin ended up being an exceptionally effective strategy for encouraging retweets conveying a socialist message (Cram et al., 2017). While conservatives posted about 10 to 20 posts a single day, the Labour interacted more with its supporters through social media by posting over 30 posts (GetSet, 2017) each day across all the social media platforms. Though the savvy use of social media platforms effectively by Corbyn and Labour helped them drive reach out to young first-time voters (Cram et al., 2017), the microtargeting advertising strategy of Conservatives was effective (Wendling, 2017) but because it did not go down well with the public’s view led to their failure over social media (Wendling, 2017). It can be said that instead of shaping the public opinion, the social media was simply contemplating the opinion. According to the data by YouGov (Yaxley, 2017) the Brits believed that the broadcast media including 42% of television, print media including 32% of newspapers and magazines had more influence on them over social media, which only had 26 % influence, regarding how they decided to vote. But about 50 % young voters (Yaxley, 2017) believed that it was the social media which helped them choose whom to vote for as it was not only primary source of political information but also helped them communicate with the politicians directly. While television still remained the first influence for the votes, social media turned out to be the second most influence on votes by younger voters aged between 18-24 years old (Yaxley, 2017) With the social media campaign which encouraged young voters to register their votes, the Labour party was able to add a total of 33 parliamentary seats and outnumber the majority held by the Conservatives. The Labour party believed that the effective use of social media helped them win the seats they lost during the GE 2015 with their message videos being able to reach to 30% of the UK Facebook users (Crabtree, 2017). Conclusion: The result of the GE 2017 would have been quite different if social media did not play a major role and influenced the campaign, as Twitter and Facebook only helped the Labour party transform its fate and gain support through its powerful messages. The GE 2017 saw a massive use of Facebook and Twitter but the political leaders and parties did not make their presence felt on other popular social networking apps including â€Å"Instagram† and â€Å"Snapchat† much. Even though they lack the share feature, these apps are built around close ties which would have helped the parties and leaders make the content strongly effective among peer to peer (Thorsen, Jackson and Lilleker, 2017). While Snapchat was hardly used during the election, Instagram too saw only 33,200 followers of Labour and 6,555 followers of Tories (Thorsen, Jackson and Lilleker, 2017) The social media networks give the politicians and their parties an opportunity to engage in new forms of community building and allow the general public to enter their political arena through direct interaction (Gibson, 2015; Gibson et al. 2016). The parties are able to mobilise not only members but also non-members to raise their voice and put forward their opinions on their behalf during elections (Bright et al., 2017 cited Karpf et al). The new resources that such tools generate clearly offer a considerable boost to parties’ capacity to fight and win elections (Lilleker et al., 2017) In order to reach out to the users, the political parties made use of the social media as a powerful tool by sharing video messages only because the broadcasting of any political advertising outside of official party is banned from UK television (GetSet, 2017). The emergence of political attack ads (GetSet, 2017) which was prevalent in the 2016 Presidential campaign was also seen for the first time during the 2017 general elections. The success of the leftist Labour party in UK during the 2017 election on social media and the right Republican party by Donald Trump during 2016 US elections has been given to savvy use of Twitter and the immediate sharing facilities of social media by the leaders and followers (Segesten and Bossetta, 2017). Even the results of the election show how a well-planned social media campaign with a targeted audience can prove beneficial to any political party.   Witnessing the huge reach of social media in the US 2016 GE and UK GE 2017, it can be said that the social media platforms are now providing the politicians a new way of utilising their power. But, it is also to be noted that with social media becoming increasingly crowded and dripped with fake articles and clickbait articles (Polonski, 2017) it gets difficult for many political leaders and parties to build meaningful relationship with the public (Polonski, 2017) The social media especially Twitter brought the volatility and change within the political mobilisation and collective action in the GE 2017 (Margetts, 2017) Twitter is obviously not illustrative of the voters as a whole and along these lines it is not really a clear impression of the many, not the few. 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