Analysis Of The Teenage Magazine Market Sector

Analysis Of The Teenage Magazine Market Sector The following section of the plan provides a brief analysis of the teenage magazine market sector. In particular, total volume and value of sales is investigated and critically discussed. Furthermore, it is necessary to provide an assessment and analysis of the key competitors in the market sector and the target group of consumers. Advertising expenditures are also explored in this section. In addition, it will be relevant to scan the external environment of the industry which includes political, economic, social and technological factors unified under PEST framework. Thus, this section will attempt to make a contribution to the identification of the potential opportunities, which may be used for a new brand. The following graph illustrates the total yearly subscriptions for the UK magazines by sector. As it may be seen from the histogram, children and teenage magazines constitute the most numerous and dominant sector. They account for as much as 32.7% of the whole magazine market. The second largest sector is womens traditional magazines. Its market share is equal to 12.9%. Other sectors with the market shares ranging from 10% to 11% are TV listings, mens monthlies, sports and music and the remaining sectors. The least popular type of magazines is home interest as they were found to account for only 4.2% of the market. These findings reveal that children and teenage magazines are most popular among the UK readers. The next graph reveals that the total volume of sales of teenage magazines in the UK has fallen in the recent past. It may be observed that in 2008, as many as 47,535,000 units of magazines were sold. The indicator decreased to the level of 41,794,000 units in 2009. Moreover, in 2010, the total volume of sales constituted only 38,040,000. Hence, the market for teenage magazines in the UK has been going down. This reduction of sales may be explained by the growing popularity of on-line media and portals for teenagers. Printed magazines are often substituted by social networking and entertaining web applications. This tendency may be discussed in the light of the standard product life cycle (PLC) curve. As presented by the following graph, the PLC curve consists of the four main stages: introduction, growth, maturity and decline. These stages imply different changes in the volume of sales. The recent fall of the volume of sales of the UK teenage magazines indicates that the product passes through the decline stage. It means that the producers of the UK teenage magazines will not achieve the maximum volume of sales unless the product is improved or changed. Correspondingly, the total value of sales of teenage magazines has reduced recently. In 2008, the value of sales constituted  £99,039,000. The indicator decreased to the level of  £88,245,000 in 2009. In 2010, the reduction of sales value continued and the indicator reached  £86,138,000. The fall of volume and value occurred during the period 2008-2010. Hence, it may be concluded that the UK market for teenage magazines has been shrinking and narrowing. Among the major competitors in the UK market for teenage magazines it is valid to mention Elle Girl, Glamour, GQ, Grazia Magazine, Heat, New!, OK! and Yours. Their relative market shares are reported in the following figure. As it may be seen from the histogram, New!, Ok! and Glamour are the most popular teenage magazine brands in the UK. Their market shares are equal to 15.7%, 15.4% and 13.5% respectively. The market share of Heat constitutes as much as 12.4%. Such brands as Grazia, Yours, Elle Girl and GQ occupy 6.7%, 6.5%, 5.1% and 3.1% of the market. Other brands, which are less popular, account for 21.6% of the market. Critical analysis of these brands may reveal that GQ is the worst performing magazine. Its market share is the smallest among major magazines. This may be explained by the narrow specialisation of the magazine. The target audience of the magazine are males from 16 to 24 years old. Teen girls are more inclined to reading magazines than teen boys. The researchers reported that girls read more screen and confession magazines . On the contrary, the most successful teenage magazine brands are New! and Ok! (these magazines have the largest market share in the UK market). This success can be explained by the proper and suitable content. The teenage magazines include celebrity interviews, dating tips, fashion tips and descriptions and samples of the popular cosmetic products. Such content is highly appreciated by the target audience. Another advantage over the rivals in the market segment is availability of the magazines. Teenage magazines have relatively low prices in comparison with other glossies. Furthermore, these magazines are universal. They are read by teenage girls as well as medium-aged women. Brand positioning of the major teenage magazines in the UK can be presented as follows. Kumar developed a special framework, which differentiates between economy brands, bargain brands, cowboy brands and premium brands. The differentiation is based on the two dimensions: quality and price of the production. The brand positioning framework can be graphically presented as shown below. None of the mentioned magazines refers to the category of economy brands. The major teenage magazines do not combine the two qualities, i.e. low quality and low price, at once. However, New! and Ok! can be classified as bargain brands. They belong to the moderate price category, but have very rich and diversified contents. Grazia Magazine, Yours and Heat are of lower quality, but more expensive. Hence, it allows for classifying them as cowboy brands. Finally, Elle Girl, Glamour and GQ are positioned as premium brands. It has already been mentioned that girls read teenage magazines more often than boys. Hence, the major target audience are teenage girls. The following graph provides a comparison of the percentage of teenage girls and teenage boys reading magazines. It may be observed that 55% of male teenagers are found to enjoy reading magazines. However, the female readers of teenage magazines are even more numerous and constitute 63% of all female teenagers. These findings reveal that the target group for the majority of the magazine producers are female teenagers. Another fact, which proves these findings, is that male teenagers are also inclined to reading other specialised magazines besides teenage publications. The alternatives include sports magazines, technical magazines, PC and IT magazines and others. In accordance with Kaiser Family Foundation all magazines discussed above are targeted at clearly specified groups of consumers. For instance, Elle Girl is targeted at younger sisters of the readers of Elle. Furthermore, it has been revealed that girls from 12 to 17 years old comprise up to 26% of the total number of females reading different magazines. Nevertheless, these magazines can hardly be segmented by their contents. The point is that all of them contain articles about celebrities, fashion, relationships, etc. In addition, it can be stated that the market could not be segmented according to the social classes of the teenage reader. It may be explained by the fact that teenage readers have mostly the same interests at this age regardless of the social background of their family. It is argued by Form (1995) that segmentation theory deals with the problems of coordinating huge entities like institutions, sectors, strata, or society; it holds that individual groups generally place their inter ests above those of the groups with which they interact, creating problems of intergroup coordination (Form, 1995). Relying on this statement, it may be argued that there are no many conflicts between the segments of the teenage magazine market in the UK. The point is that the difference between the demands and interests of teenage girls is not very large. It has been mentioned that they have similar interests. Hence, the majority of magazines can be easily substituted with other types. As it may be seen from the following graph, the publishers of teenage magazines use different media for advertising their production. Newspaper advertisement comprises as much as 29%. It may be stated that such a considerable percentage of newspaper ads cannot be justified since teenagers are expected to spend more time in the Internet than reading newspapers. However, if their parents subscribe to newspapers, teenagers can see the advertisement in the papers. Radio ads, TV ads and internet ads comprise 22%, 22% and 18% respectively. Outdoor advertisement constitutes only 9% of all advertising. The costs of advertising are summarised in the graph below. The figure has reported that the total teenage magazine advertising expenditure has been reduced recently. In 2008, the UK publishers of the teenage magazines spent about  £14,593,000 on advertising of their production. In 2009, the indicator decreased to the level of  £12,043,000. However, the advertising expenditure was equal to  £11,452,000 in 2010. The reduction of the total advertising expenditure may be explained by the overall decline in the market. It has already been stated that the total number of units of magazines produced yearly decreased too. Furthermore, the influence of the global financial crisis could have additional pressure on companies and make them reduce advertising costs. The advertising to sales ratio constituted 0.28 in 2005. In other words, the UK magazine publishers spent on average  £0.28 on advertising a  £1 worth magazine. It is understandable that premium brands and cowboy brands had different advertising budgets. Nevertheless, the indicator illustrates the average ratio. As it may be seen from the graph, the main types of retail outlets where teenage magazines are sold are supermarkets, other multiples and independents. Another important thing, which should be grasped from the histogram, is that the percentage of sales in each type of outlets has changed recently. In 1997, supermarkets were the least popular outlet for selling teenage magazines. Only 19% of all teenage magazines were sold there. Nevertheless, in 2007, supermarkets contributed to the sales of up to 32% of all teenage magazines. The percentage of teenage magazines sold in other multiples in 1997 and 2007 changed insignificantly. The indicator had fallen from 34% to 33% by 2007. However, the sales by independents had reduced from 42% to 37% by 2007. Delivery to retail outlets is the final stage of the teenage magazine supply chain. Today, supermarkets are becoming more and more popular as teenage magazine retailers as the graph above has revealed. However, supply chain of teenage magazines is much more complex than it may seem from the first sight. The timing of the average teenage magazine supply chain is presented in Appendix.

Alexander the Great’s Policy of Fusion Essay

From his conception, Alexander was destined for greatness. Born to Olympias, Princess of Epirus and Phillip II, King of Macedon, passion and purpose were the driving forces of his young life. As a young boy, in Philips absence, he entertained Persian envoys and much to the surprise of the guests instead of asking about the Persian hanging gardens, he asked about the state of the Persian army and the roads. Clearly, at his tender age, his thoughts were already set on conquering. Years later, after the death of Philip in 336 BC, Alexander adopted Philips plans to conquer Persia and travelled across the Hellespont in order to rightfully earn his glory and write his name into the history books. In the years that followed, Alexander did just that, proving his tactical brilliance in battle and as a result, conquering the largest empire of the age. With Persians, Macedonians and Greeks under his rule, Alexander devised a policy that would ensure the smooth running of his empire. It has been dubbed by scholars as his ‘Policy of Fusion’. What was Fusion?! The dictionary deï ¬ nes fusion as: the process or result of joining two or more things together to form a single entity. In the case of Alexander, it refers to his ‘fusing’ of the Persians with the Macedonian and Greeks to create a super empire, combing the best of Persian and Macedonian Kingship. Alexander did not wish to destroy Persia and replace it with Macedonian rule, instead he took several actions to actively encourage the combination of the two cultures. His concept was simple: treat the natives as equal, not inferior, tolerate the native customs and religion and adopt some of the native  customs. According to Curtius Rufus, Alexander said: â€Å"Everything is taking on the same hue: it is no disgrace for the Persians to copy Macedonian customs nor for the Macedonians to imitate the Persians. Those who are to live under the same king should enjoy the same rights†. The nature of Kingship Macedonian The Macedonian nature of Kingship is that the King was ‘prima inter pares’- ï ¬ rst amongst equals. This meant that the King would not bask in splendour, he would wear the same clothes as his men and be approachable to them. (Alexander knew most of his men by name). The epitome of leading from the front, the King would play a major role in battles, earning respect from his men as they shared in the glory of victory. Persian! In stark contrast the Persian King had an exulted status as all subjects were required to perform proskynesis before him. He was considered to be god’s representative on earth. He lived a life of luxury and was attended by ushers, bodyguards and eunuchs. Access to the court was controlled by the Vizier. His dress was extravagant and set him apart from his subjects. He wore a purple tunic, gold cloak and belt and a jewelled scabbard. The vastly different styles of Kingship highlighted the need for a policy of Fusion. Similarities and Differences Philip: Philip’s policies for dealing with conquered people differed vastly to Alexander’s Policy of Fusion. For after the Battle of Chaeronea the Greek States were forced to become a member of the League of Corinth of which Philip was hegemon. From the Greek States money, men and allegiance was needed to ensure peace. Although the Greek states had ‘autonomy’ it was within the Macedonian parameters. A bit of an oxymoron really; incarcerated freedom. Strict Macedonian Garrisons and a pro- Macedonian Government were in play to maintain order and provide a tool if there was disorder. Conversely, Persians and Macedonians were encouraged by Alexander to co-exist and live together, enjoying the same rights and governed by the same rules under the same King. Wether the purpose of Alexander’s policies was ‘homonoia’, or as a practical means to rule or was an attempt to Helenize Asia- Persians beneï ¬ tted from his rule. In the case of Philip, the Gree ks did not receive the same treatment. Lycurgus once famously said: â€Å"The Battle of Chaeronea marked an epoch for all ages. With the dead was buried the freedom of Greece.† The purpose of Philip’s policies was entirely for the beneï ¬ t of Macedonia. Hamilton states that: â€Å"Philip’s policy was primarily aimed at the advancement of Macedon and for this he found Greeks useful, perhaps essential. Alexander and his contemporaries received a good Greek education and in them Greek culture was more securely rooted. But admiration for Greek culture need not imply a desire to secure the welfare of Greece†¦Ã¢â‚¬  Was Fusion even Alexander’s idea- Persian policies! Although it is hard to deï ¬ ne when exactly the idea ï ¬ rst ‘popped’ into Alexanders head, it certainly would have manifested itself during the Macedonians stay in Babylon. Because it was from here that he had the ability to fuse the two cultures, as after Gaugamela- the Persian Empire was effectively his. At the time Alexander’s policy was considered revolutionary, the complete opposite of the Macedonian dealing with conquered people. However, as Fox suggests without the â€Å"Persian background Alexander’s own plans for government have been made to seem unnecessarily radical.† Persians in fact, had been fusing ideas and cultures for generations as â€Å"two hundred years before Alexander, they had overthrown the empire of the Medes and annexed the ancient civilisation of Babylon, but in each case they had availed themselves of their subjects’ experience.† Alexander’s policy and the policy of the Persian King Cyrus (both e arned the title ‘Great’) were very similar. In around 550 BC Cyrus expanded his annexed Median and Persian lands to include the Fertile Cresent. After conquering â€Å"He adopted a policy of toleration toward the people he conquered. For example, he allowed them to speak their own languages, practice their own religions, and follow their own ways of life. He also declared the ï ¬ rst Charter of Human Rights. Etched on a clay cylinder, this charter set forth Cyrus’ goals and policies. His respect for the people made Cyrus popular and made it easier for him to create a peaceful and stable empire.† Reasons for Similarities or Differences! Philip had no reason to fuse the Greek and Macedonian cultures as, aside from Macedonian being governed by an absolute monarchy and the Greek States being governed by democracy the two cultures were fundamentally the same. This was because Macedonia was Hellenized. Alexander on the other hand, was dealing with two tangibly different cultures and needed fusion to effectively rule over both. There were also differences too between King Cyrus, and Alexander’s policies. King Cyrus’s policy worked. As the most important man of the nation, if Cyrus tolerated the Medes and the peoples from the Fertile Cresent, the rest of his subjects would have too. Unlike the Greeks and Macedonians, they did not believe themselves to be superior to the people they conquered. The nature of Persian Kingship ensured the stability of the empire for the next 200 years. Alexander would have known of Cyrus’s policy and could potentially have tried to mimic it, seeing as it was so effective. Without Persian Background Alexander’s own plans for government have been make to seem unnecessarily radical (Fox). Purpose The purpose of Alexanders Policy of Fusion has been widely debated. There are several arguments. On one hand, we have William Tarn’s utopian view of homonoia- Alexander’s desire for universalism, to create a ‘brotherhood of man’. On the other, we have the juxtaposed AB Boswoth’s view that Alexander did not really attempt to ‘fuse’ the two cultures together, instead he was really playing one off against the other. As discussed in Nicholas Ed Foster’s thesis, both Classical Historians have ï ¬â€šaws in their arguments. Tarn is perceived to practically worship Alexander and his achievements, focussing on creating the big picture of the great king, while overlooking massacres that occurred during the campaign. Bosworth does the opposite, as he focuses on the massacres and ignores Alexander’s intentions. There are other ideas surrounding the purpose of fusion, one is that it was used because it  provided the practical means to rule the two peoples. Other’s argue that fusion was an attempt to spread Greek culture. Brotherhood of Man At the time, Alexander’s ideas were considered revolutionary. His actions completely went against the ideas of Aristotle, where captured people were barbarians, treated worse than animals. Alexander changed this completely. When he declared that all men were alike sons of one Father and when, at Opis he prayed that Macedonian and Persians might partners in the commonwealth and that the peoples of his world might live in harmony and unity of heart and mind (Tarn). According to Curtius Rufus Alexander justiï ¬ ed his entire conquest by saying that he had hoped to annex his empire to many famous peoples. He also justiï ¬ ed his actions around marriage by saying that his intention â€Å"was to erase all distinction between conquered and conquerer†. Practical Means to Rule Alexander’s Policy of Fusion is considered by some to have stemmed from necessity. Put simply, fusion was a practical way to bring Hellenic and Eastern cultures under one rulethis was the purpose of it. Due to the vast expanse of the empire, the area simply became too large to be controlled solely by the Macedonian Army. Furthermore, â€Å"By appointing Persian satraps, or in many cases simply leaving them in their previous positions of power, Alexander was able to prevent the rise of dissent from the populace.† (Nicholas Ed Foster, Thesis LSU) Tamsin Woolf AS91397 Policy in Action: Alexanders Policy wasn’t a mere Policy of words, it was a Policy shown in action. Alexander showed his policy in various ways, both big and small. After entering Babylon, Alexander was quick to initiate his policy of fusion through action. His ï ¬ rst action, after entering the great city, was to restore the temples that were destroyed by Xerxes, including the great Temple of Bel, where he made a sacriï ¬ ce. Much to the surprise of the Macedonians, respect was shown to Persian nobility, especially to Kings of the past. Bessus, for the murder of Darius, was paid special attention. After having his face customarily mutilated and torturing him, Alexander â€Å"had him torn limb from limb. He had the tops of two straight trees bent down so that they met, and part of Bessus’ body was tied to each. Then when each tree was let go and sprang back to its upright position, the part of the body that was attached to it was torn off by the recoil. (Plutarch) Persians were given positions of power and included in Alexanders army. Previously considered ‘barbarians’ were made Satraps of provinces with the most signiï ¬ cant being Mazeaeus re-established as satrap of Babylon and Porus, being given back his rule after his defeat at Hydaspes. Alexanders elite Companion Cavalry which previously was comprised of men from the ranks of Macedonian nobility, who had proven their worth in the ï ¬ eld of battle now included Persian Lords. Alexander adopted the Persian dress, wearing the diadem along with a pure white robe and sash, a compromise between Persian and Median costume. â€Å"He may have done this from a desire to adapt himself to local habits, because he understood that the sharing of race and of customs is a great step towards softening men’s hearts.† (Plutarch) Like his father Philip, Alexander also used marriages for political reasons. Through his own marriages to Roxanne (the captive daughter of Oxyartes, a Bactrian noble), to Barsine, the eldest daughter of Darius and (according to Aristobulus) to Parysatus daughter of Artaxerxes Ochus, Alexander had linked himself with both branches of the Achaemenid Persian House. Alexander also encouraged marriages between his men and Persian women. This was demonstrated at the mass marriages at Susa which according to Hamilton: â€Å"brought to a climax his policy of fusing Macedonians and Persians into a single race.† It was at Susa that 90 of Alexanders men married noble Persian women at a mass celebration. The brides received considerable dowries. One of the most dubious enforced actions introduced by Alexander was the Persian court practice, proskynesis. Researcher Herodotus of Halicarnassus observed the practice: â€Å"When the Persians meet one another in the roads, you can see whether those who meet are of equal rank. For instead of greeting by words, they kiss each other on the mouth; but if one of them is inferior to the other, they kiss one another on the cheeks, and if one is of much less noble rank than the other, he falls down before him and worships him.† As part of his Policy of Fusion, Alexander believed that the action would bring Persians and Macedonians together, however instead of this, it only managed to highlight the differences between races. While Persians already performed proskynesis to their King, for Macedonians, the action was reserved only for gods. Along with his other actions, Alexander ensured sustainability for the future and had 30,000 Iranian boys trained for the military, they were taught Greek, wore Macedonian attire and used Macedonian weapons. They were called ‘The Successors’. According to Arrian, Alexander called them his Epigoni- his inheritors. The title for the boys was apt as they would inherit the empire, and before Alexander’s death, they were obliged to him only. Persian Reaction: Implications and Impacts The Persian people viewed Alexander as a liberator, his actions repeatedly encouraged them to trust him. Unlike the Macedonians, the Persians did not have to do anything to be a part of Alexanders policy, instead, Alexanders actions encouraged the Macedonians to adopt Persian customs. Through sacriï ¬ cing to the Temple of Bel, ensuring a proper funeral for King Darius and hunting down Bessus for Darius’s murder, Alexander showed great respect for the Persian people and their customs. Before Persepolis Alexander’s men followed their leader blindly. They would die for him. They would die for the noble cause of punishing the Persians. As Alexander started to implement his Policy of Fusion discontent began to brew amongst the Macedonian Camp. Having to live in harmony with the ‘barbarians’ who they came to Asia to conquer was something they were not prepared for. This was something they struggled with as the Macedonians and  Greeks believed that they were the superior race. Furthermore, many Macedonians felt that Alexander was no longer loyal to them and thus became resentful. The strain in the relationship is shown through several events some of which are explicit reactions to fusion, while others are implicit. Division between Old Guard and New Guard The division of the Old and New Guard is shown through the Old Guard’s more extreme reactions to Alexander’s Policy of Fusion early on in the piece. Many of the Old Guard had fought under Philip and were used to his ways. This, combined with their distaste for the Fusion Policy and that the Old Guard felt that their actions at Battles past, had been forgotten created a divide between the young and old. Philotas and Parmenio In late 330 BC, in the early stages of the implementation of Fusion, a plot was hatched to kill the King. Philotas was informed to consult the King immediately, but failed to twice. Because of this he was connected to the plot and killed. Shot down by the Macedonian javelins together with his fellow conspirators (Arrian). There are several other factors that could have contributed to his death. Philotas was known to condemn the Policy. His death was a combination of Alexander’s growing insecurity concerning plots and the Macedonian resentment of Fusion. These factors blinded Alexander into believing Philotas’s guilt. There is no hard evidence to suggest Philotas’s guilt. The only proof of it appears to be his failure to organise an audience for Cebalinus or to inform Alexander of what he had been told (Hamilton). As a result of the danger of a Parmenio ï ¬ lled with vengeance at the death of his son, Parmenio was murdered too. These incidents prove how adamant Alexander was to continue with his policy, using brutality for the greater good of ensuring harmony between two peoples. Cleitus Cleitus the Black was the Commander of the Royal Squadron of Companion Cavalry and a friend of Philip. In Maracanda, 328 BC, at a drinking party Cleitus and some of the older members became offended by an insulting chant. The division between the old and young is highlighted as the â€Å"older members shouted their disproval of both the composer and the singer, but Alexander and those next to him listened with evident enjoyment and told the singer to continue Whereupon Cleitus who, besides being naturally surly and having a savage temper, was by now drunk, became extremely angry† (Plutarch). In his speech, Cleitus vented all his feelings over the last few years, particularly around fusion. â€Å"It was not right for Macedonians who were much superior to those who mocked them, even if they had met with misfortune, to be insulted before natives and enemies.† â€Å"The dead I call fortunate; they don’t live to see the Macedonians ï ¬â€šogged by the the rods of Medians and begging Persians for permission to have an audience with their king.† (Plutarch) †¦ â€Å"Go, and live with foreigners, slaves who will bow down before your Persian girdle and your white tunic.† (Plutarch) As a result of Cleitus’s comments, Alexander (who was also drunk) snatched a spear from one of his bodyguards and ran it through Cleitus. Proskynesis Historically, Persians had performed proskynesis when recognising someone of higher rank than them, as they had done to Darius, they prostrated themselves before Alexander. The action was not one of worship, merely recognising someone of higher rank. For the Macedonians however, the action was something only the slavish barbarians did. For them, the action was strictly reserved for gods. Despite Alexanders attempts to prove his divinity, he was human. What added salt to the wound was that before the campaigns he had adopted the historical Macedonian form of Kingship- prima inter pares- ï ¬ rst amongst equals. Despite knowing this, Alexander had counted in the action to enhance his fusion policy. In 327 BCE Alexander attempted to introduce proskynesis at a drinking party. According to Plutarch Alexander passed the cup to one of his friends, who took it, rose from his couch, turned to face the hearth, drank, and performed proskynesis before kissing Alexander and resuming his place. All the guests followed suit except for the philosopher Callisthenes, who refused to prostrate himself. One opposed to the action seems insigniï ¬ cant. Indeed, he was the only person to voice openly his disproval of what all the best and oldest of the Macedonians resented in their hearts. By preventing the introduction of this practise he saved the Greeks from great disgrace and Alexander from a greater (Plutarch). Mutiny at Opis One of the most illuminating examples of the Macedonian reaction to Fusion was the Mutiny at Opis- as it highlights the extent of the discontent  between Alexander and his troops. With a previous mutiny, conspiracies and the rejection of proskynesis already under their belt, the arrival of the ‘Successors’ in Susa was the tip of the iceberg for the Macedonians. The 30,000 Iranian boys arrived in Susa wearing Macedonian clothing and carrying Macedonian equipment, performing a dazzling display of discipline and deftness  before the Macedonian Army. At Opis, Alexander announced that he was releasing from the Army those who, because of old age or disablement, were no longer ï ¬ r for service and was sending them home (Arrian). This greatly vexed the Macedonian Army as they assumed that Alexander intended to replace them with the young ‘war dancers’ as they resentfully termed them (Hamilton). This assumption, combined with their distaste in Alexander’s dress throughout the campaign, his appointment (or re-appointment) of foreign Satrap leaders and inclusion of Persian in the Army (including into the prestigious Companion Cavalry) lead to their response. Arrian states that: â€Å"they did not stand passively in respectful silence, but shouted to him to dismiss every man of them and carry on with his ‘father’, mocking Ammon by this remark.† A mutiny against Alexanders actions as a result of his Fusion policy is signiï ¬ cant because it shows just how widespread the discontent was, this discontent was not something felt only by the Old Guard. Patterns of Reaction Fusion- Can we trust it?! Fusion rufï ¬â€šed the feathers of the Macedonians. It created tension which lead to recurring negative reaction. Although most Macedonians were opposed to  the policy from the outset, the Old Guard seemed more offended by it and people knew where they stood. The execution of Philotas and Parmenio and the murder of Cleitus show just how important the policy was to Alexander and how seriously he took opposition to it. As time went on war weariness and Alexander’s change in status from ‘ï ¬ rst amongst equals’ to Son of Ammon started to take a toll on the rest of the troops, the discontent in the Macedonian Army regarding fusion became more widespread, ultimately resulting in Mutiny. As none of the primary sources exist today, I have used all secondary sources in my report. This begs the question- can the sources be trusted? The secondary sources each used different primary sources from both the Good Tradition and the Vulgate. I used Arrian, Plutarch and Curtius Rufus. Arrian used mainly Ptolemy and Aristobulous but he also used Nearchus and Callisthenes. Plutarch used all sources, while Curtius Rufus used an unknown source, embellished with Cleitarchus who used sensational popular beliefs, rather than facts. This ultimately made Curtius Rufus less reliable than Arrian and Plutarch. However, it is highly improbable that the secondary sources used the primary sources word for word, rather they used the primary sources to back up their own conclusions about Alexander. There is also the question of what the primary sources had to gain from their writing. Although the good tradition are considered to be more reliable than the vulgate, they were all close to Alexander and potentially built up his achievements for their own personal gain. Conclusion: In conclusion, Alexander’s Policy of Fusion was implemented in order for Alexander to effectively govern both Persians and Macedonians. It sparked many negative reactions from the Macedonians who viewed themselves as superior. Initially the more extreme reactions were shown by the Old Guard, but with time, the whole of the army came to oppose the policy, as shown  through the Mutiny at Opis. Despite the opposition, Alexander chose to continue to pursue his policy with great perseverance. Bibliography Websites: http://www.mainlesson.com/display.php?author=abbott&book=alexander&story=death Date http://www.livius.org/pp-pr/proskynesis/proskynesis.htm http://student.kc.school.nz/ClassWebs/ClassicsWeb/Classics301/Alexander%20The%20Great/ Alexander%20PwrPts/E.%20Alexander%20&%20the%20Macedonians/1.ThePolicyofFusion.pdf! http://etd.lsu.edu/docs/available/etd-04112005-150526/unrestricted/Foster_thesis.pdf http://www.google.co.nz/url?sa=t&rct=j&q=&esrc=s&source=web&cd=5&ved=0CDsQFjAE&url=http %3A%2F%2Feduco.vln.school.nz%2Fmod%2Fresource%2Fview.php%3Fid %3D4300&ei=WMlpU5XECIilkQXVkIHwBg&usg=AFQjCNExDT4GSgLAlubZldzs7r8rQUMag&bvm=bv.66111022,d.dGI http://www.eduplace.com/kids/socsci/ca/books/bkf3/writing/02_empires.pdf Books Arrian. (1976) The Campaigns of Alexander, page 356 Penguin Classics Hamilton, JR. (1973). Alexander the Great. Hutchinson & Co (Publishers) LTD page 28 Plutarch. (1973). The Age of Alexander. Penguin Classics- page 301, 283 The History of Alexander Penguin Classics pages 244,245

The Power Of The Mind Mindfulness Meditation - 1574 Words

Mason Rosenberger Rosenberger 1 Professor Nichols Travis Health 101 4-20-2017 The Power of the Mind: Mindfulness Meditation Mind over matter, the idea that our minds have the power to overcome physical problems. One of the most ancient techniques that points to this concept is called mindfulness meditation. This ancient practice is now being researched by todays psychologist and neuro scientist for its benefits to our wellness. My research topic will explain how meditation impacts our health. If our minds have the power to heal ourselves through mental discipline, then the advantages are infinite. Mindfulness meditation is practiced by†¦show more content†¦On the brain scans, they had increased concentrations of gray matter. One of the regions that increased was the hippocampus, associated with learning, memory and emotional regulation. The participants of this study also reported more compassion to life events. Being without judgment towards others, in a state of openness to new viewpoints. Anderson JW, Liu C, Kryscio RJ. Blood pressure response to transcendental meditation: Research showed participants who did meditation reduced blood pressure by 4.5 and 3.5 mm. Another control study was down with high risk patients (average age 58) who were assigned to do meditation over the course of 5 years. This was done by â€Å"Schneider R, Nidich S, Kotchen JM, et al. Effects of stress reduction on clinical events in African Americans with coronary heart disease.† When they did the follow up for the for-stress reduction, it showed a 43% reduction in risk for stroke and myocardial infractions. It also showed a reduce in blood pressure for their participants over the course of 5 years. Stress reduction isn’t only beneficial to the ones who want to decrease heart disease but also for the ones dealing with post-traumatic stress syndrome. Mindfulness meditation activates the left prefrontal cortex of the brain and is associated with decreasing anxiety. It stabilizes emotional activity, not allowing for episodes related to PTSD to occur as frequent. Here is the reference for PTSD treatment,Show MoreRelatedWhy Mindfulness Meditation Gaining So Much Popularity Essay900 Words   |  4 PagesWhy Is Mindfulness Meditation Gaining So Much Popularity in the West? By Charles A Francis | Submitted On March 26, 2012 Recommend Article Article Comments Print Article Share this article on Facebook Share this article on Twitter Share this article on Google+ Share this article on Linkedin Share this article on StumbleUpon Share this article on Delicious Share this article on Digg Share this article on Reddit Share this article on Pinterest Expert Author Charles A Francis If you re newRead MoreSome Skills For Studying Psychology1185 Words   |  5 PagesSkills for Studying Psychology (SSSP) (2) Mindfulness Video 1. The essence of Dan Harris’s personal message regarding mindfulness meditation is that meditation is good for the brain. It helps to tame the voices individuals hear in their mind. It is a good form of exercise for the brain and consents the brain to relax from everyday stressing thoughts. Blood pressure decreases and improves the immune system. 2. (a). In the book â€Å"The healing power of meditation: Leading experts on Buddhism, psychologyRead MoreThe Theory Of Spiritual Disciplines Essay1613 Words   |  7 Pagesinner sprit of one another and transcending to something larger in which growth, healing and energy are more likely to be experienced (Thorne, 2003). Some of the most effective spiritual disciplines practiced by counsellors such as prayer, meditation, mindfulness and self-exploration are discussed in the following. Apart from the mentioned reasons underpinning the development of spiritual disciplines by counsellors, each of these disciplines highly benefits the counsellor’s wellbeing and the efficacyRead MoreDo You Know How Mindfulness Can Help You?781 Words   |  4 PagesDo You Know How Mindfulness Can Help You? By Liz Kearns | Submitted On January 27, 2011 Recommend Article Article Comments Print Article Share this article on Facebook Share this article on Twitter Share this article on Google+ Share this article on Linkedin Share this article on StumbleUpon Share this article on Delicious Share this article on Digg Share this article on Reddit Share this article on Pinterest Expert Author Liz Kearns Mindfulness is a simple idea. Its power arises from itsRead MoreYoga Sutras And Early Buddhist Meditation1118 Words   |  5 Pages Both the Yoga sutras and early Buddhist meditation studies the eightfold or eight limbs practices and principles. The eightfold of the early Buddhist meditation practices includes the right view, right resolve, right speech, right action, right livelihood, right effort, right mindfulness, and right concentration. The eight limbs of Yoga sutra meditation similarly practices five restraints, five observances, postures, breath control, control of the senses, concentration, contemplation, and meditativeRead MoreCan Mindfulness Be Used For Enhance Learning?1618 Words   |  7 PagesCan Mindfulness Be Used to Enhance Learning? By Dr. Bruce A. Johnson | Submitted On July 01, 2015 Recommend Article Article Comments Print Article Share this article on Facebook Share this article on Twitter Share this article on Google+ Share this article on Linkedin Share this article on StumbleUpon Share this article on Delicious Share this article on Digg Share this article on Reddit Share this article on Pinterest Expert Author Dr. Bruce A. Johnson When you think about the word mindfulnessRead MoreThe Need For Mindfulness Practices1562 Words   |  7 Pages The Need for Mindfulness Practices in Our Education System Sharereh Vakili Dastjerd Dr. Weldon PSYC 101 December 09, 2014 â€Æ' Sharereh Vakili Dastjerd Dr. Weldon PSYC 101 09 December, 2014 Need of Meditation and Yoga in Our Education System If you are like millions around the world, you may be frustrated with the state of the education system. A system which leaves us in debt, grants degrees that do not guarantee jobs or happiness, earns us only ordinary jobs that are not fulfilling;Read MoreThe Meditation Health Benefits Of The World1102 Words   |  5 Pagespractices deep concentration of the mind and it has recently made its way back into our modern society. By participating in the age old activity one opens their mental and physical wellbeing to multiple benefits. â€Å"It did to my mind what going to the gym did to my body† said Dr. Hedy Kober, a neuroscientist who studies the effects of meditation, â€Å"it made it both stronger and more flexible.†(Meditation Health Benefits). Meditation is a practice that may train one’s mind to be at a state of consciousnessRead MoreEssay on Meditation1094 Words   |  5 PagesBack to Presentations Meditation Relaxation lowers blood pressure, calms the nervous system, releases tension in muscles, enhances immune system function, and reverses the damage done by negative stress. For relaxation to work its magic on the body, both the body and mind need to be still, and calm. As left side activity of the brain decreases, the intuitive, creative, right side of the brain becomes more active. We need to quiet the rational side and draw on our inner-wisdom, capacity forRead MoreMeditation : Meditation And Meditation3069 Words   |  13 PagesMindfulness meditation can be very well described as the discipline which has the best of both areas, yoga and meditation. Adopting theses practices in your routine life can not only help you in attaining peace of mind and soul; you can also feel a positive energy surging inside you. They also lead you to a state of self realization, where your mind is away from the anxieties of the past and the anticipations about the future. And when you experience such pe rfection and balance of the mind and body

What Is the French Policy of Assimilation About, What Did...

Conflict Management and Resolution PLSC 872 What is the French policy of ASSIMILATION about, what did scholars like Leopold Senghor mean by the term Negritude as a strategy for countering that French policy and what is the place of the two in the methodology of ethnic conflict management? INTRODUCTION The trajectory of this paper is within the purview of Conflict Resolution and Management. However, it traverses a historical path that takes us back to the era of colonialism in Africa, the Afrocentric Movement leading to independent African states and how this all coalesces into a formula of how to (or rather how not to) deal with differences that have the potential to dynamically incinerate conflicts, both ethnical (or racial) and†¦show more content†¦The complacency gradually began to give way to dissatisfaction and to rising discontent and eventually to an ideological retort known as Negritude. NEGRITUDE The term has been described as a revolt against colonialist values, glorification of the African past, nostalgia for the beauty and harmony of traditional African society and, to quote Leopold Sedar Senghor, â€Å"the sum total of the values of the civilization of the African world. Negritude was a significant ideological and literary development that became a formative movement of African literature aimed at breaking down established stereotypes of blacks propagated through centuries of colonialism in Africa. Black intellectuals in the West, especially France, buoyed by the rise of Black Renaissance in America in the 1920s began to reflect upon and express their increasing sense of alienation occasioned by the hypocrisy of assimilation. These writers found solidarity in a common black identity as a rejection of perceived French colonial racism and they believed that their shared black heritage as members of the African diaspora was the best tool in fighting against French polit ical and intellectual hegemony and domination. â€Å"Senghor (1906–2001) promotes a quest for the authentic self, knowledge of self, and a rediscovery of African beliefs, values, institutions, and