Re-Branding Malaysia Airlines

Re-Branding Malaysia Airlines To solve Malaysia Airline’s branding problem, rebranding is necessary for them for their potential customer to put Malaysia Airline as priority choice when comparing among the airlines. According to Jonathan A.J Wilson (2014), brands are a visual, aural and verbal encapsulation of differentiating characteristics for people to a particular product or services (Lessons from Malaysia Airlines: Damage Control and Should They Rebrand, para.4). Comparing same type of products and services, branding always influences people to put the brands as their top choices. He also stated that cooperate brands have their identity and personality, linking all the employees, activities, products and services to the organisation (Lessons from Malaysia Airlines: Damage Control and Should They Rebrand, para.4). Although Malaysia Airline gives us the pride as it is our national brand, people avoid choosing it as their top choice for their safety measure when flying because the branding is associates with air disasters. Rebranding would be a solution for Malaysia Airline current situation because rebranding which involves repainting its uniforms and relaunching it with new logos and name is a strategic action for the airlines after a clash (Karl West, 2014, para.1). According to Johnny Clark, an aviation brand consultant and director of The DesignAir , their recognisable logos and cooperate colours were on the headlines of TV news channels and newspaper front pages during the air crashes, causing deep impact in the people memory about the passenger jet disasters. Clark also pointed out MAS need to consolidate the current look of their aircraft if their aircraft and the smart course of action would be to expedite the painting of their entire fleet to the newer scheme( Annette Ekin, personal communication, July 2014). By rebranding the Malaysia Airlines, people will lower their worries and security guard towards the branding because it is wholly new for them and the new branding would prevent evoking of the memories of the scene of plane crash. A name change would tell the entire world that Malaysia Airlines have changed and they are ready for a new chapter in order to regain their customers. Comparing the air disasters happened in the past, the aviation tragedy in MH17 similar with the shooting down of Korean Air Lines flight KAL 007, a commercial carrier which sheered into Russian airspace. To solve their branding crisis, the airline chose to remould into its new image, Korean Air. The affiliation of its previous branding which is a tail-fin logo, a red crane enclosed in red circle with tragedy and doomed flight is replaced with a stylized red and blue taeguk, the Korean yin-yang. With its fresh look, Korean Air now a top ranked airline for service and safety and able to survive through the bran ding crisis ( Karl West, 2014, para.9) . Other than rebranding Malaysia Airlines, they need to restructure their business by making major internal changes in the company. Apparently, the first things they need to improve is development of a flexible crisis response capability. Paul Baines (2014) has stated the capability of a company in handling challenges and crisis is a measure of the company to survive in the business world. (What Malaysia Airlines must do to survive, para.5) According to Paul (2014), it is crucial for Malaysia Airline to form a crisis response team in order to response to the emotional needs of its public and also conduct a post mortem the changes they would practice for handling crises better in future. (What Malaysia Airlines must do to survive, para.5) It is very important for it to refill its plane with global passengers, especially the Chinese and the Dutch which are the biggest community involved in the twin air disasters. The crisis communication strategy should account for the media and general public particularly the families and internal staff. A crisis communication team would be responsible for when, what and how the informations will be conveyed to each audience (Ben McCarthy, 2014,pg.1). Reviewing the case of MH370, the biggest fault by Malaysia Airline is the slow reaction towards the crisis. Robert Jensan who is the chief executive of Kenyon, a crisis and disasters management company said that the first thing Malaysia Air lines should have done is inform the airport to take a few actions without any delays. The arrival board of the flight should be taken off immediately, setting up a reception area for the family members. Before the news broke, the family members is required to stay in a protected area, securing them from the media onslaught. The priority in the chaos should be the family members of the passengers. Furthermore, Robert pointed out that Malaysia Airline should brief them before the media and be transparent in giving the information in their hand and caution them about the speculation that will inevitably arise and tell them what to expect in the coming days (Amber Hildebrandit, personal communication, March 12, 2014). By having good crisis management team in order for facing challenges in the future, Malaysia Airline is more ready to be exist as a competitive airliner. Good crisis management system would regain its customers because their right have been reserved. Concerning about their customers’ right and needs, the Malaysia Airline would be remoulded as a responsible airline company which put their customers need as their top consideration. By doing this, they would solve their branding problem and financial problem in the future. Although regaining potential customers to refill its plane would help Malaysia Airline to aid in its financial problem, cutting cost and restructuring the business model are necessary. Since high operating cost is one of the factor, weakness in pricing and revenue management, sales and distribution in the market can be overcome by personnel transfer. Cut job can directly ease the financial burden and the remaining staffs will provided training again so that they remain as highly skilled and competitive employee to help in decision making in the planning for business strategy for Malaysia Airline. In addition, replacing the aircraft with the higher efficiency and fuel saving is inevitable for facing the current escalating fuel. It is to ensure the yield per route would be profitable to cover the high operating cost. To do so, restructuring the route also needed so that unprofitable route would be taken out and avoid financial lost. Although cutting cost and restructuring business mode l are effective ways to solve their financial crisis, it would takes long time to practice the solution. Despite the time taken, downsizing and restructuring the route affect the personnel lives. Downsizing would cause the employees to lose their jobs and source of revenue while restructuring the route may neglect the need of minority group who needs the flying service. For this reason, Malaysia Airline needs to handle it well by holding several communications and negotiation with the employee and the public so that it will not bring damage to its branding anymore. The twin aviation disasters in four months have brought severe damage to the reputation and financial status of the Malaysia Airline. To survive in this crisis, it is a biggest challenge faced by the airline because the lack of experience handling in such problem in the past. Malaysia Airline should solve both the problems together as its’ interrelated. Rebranding and restructuring of the airline would be a new chapter for the relationship between the airline and customers. Lessons learned by the airline would help them to handle crisis better in the future, securing the national brand of the airline as well as the right of the passengers.

KFC Leadership Style | Analysis

KFC Leadership Style | Analysis Employees never work along in the organizations, there must be some kind of teamwork involve in the working process, both formal and informal. Leadership acts as an important factor that strongly influences employees performance, motivation and attitude. It has been argued that differences between success and failure, whether in business, war or football, leadership is largely attributable to success. 1.1 Definition Of Literature Review A literature review is defined as target to show important facts regarding approaches on a topic in the methodological method. It also means they are not primary sources because it is not original or new work. 1.2 Definition Of Leadership Leadership is become very much on every managers mind today in organizations. Originations are struggling due to the increasingly dynamic environment. As the challenges of leading and managing increase, leaders of organizations need to understand process, skills and knowledge to perform leader functions effectively. 1.3 Definition Of Motivation Motivation is the willingness to exert high levels of effort to reach organizational goals, conditioned by the efforts ability to satisfy some individual need (Belasen Frank, 2008). Motivating employees are one of the continual challenges of managerial behaviour, that are also managers fundamental reasons for engaging in various activities and work. 1.4 Introduction Of KFC Kentucky Fried Chicken (KFC), as we all know is one of the popular fast food outlets worldwide with the theme Its finger lickin good. The first KFC outlet in Malaysia was opened on 1st January 1973 at Jalan Tunku Abdul Rahman, Kuala Lumpur. Today there are more than 390 KFC outlets nationwide and are still counting. Great tasting chicken has become synonymous with KFC and has been enjoyed by Malaysians ever since. The KFC we will be talking about is in Nilai, Negeri Sembilan. 2.0 Literature Review 2.1 Defining Leadership Leadership can be defined as the process whereby one individual influence other group members towards attaining defined group or organizational goals (Orlando, 2008). More important, successful organizations need effective leadership, who are capable of increasing an organizations employee motivation; in turn improve the overall performance and organizational productivity (Richard, 2007). In addition, Drucker in his The Leader of the Future sums up leadership as The only definition of a leader is someone who has followers. It is said that many of the worlds best leaders do not have the integrity as well as certain values which wont be discussed in the modern days. In my opinion, leadership is different from management. Managers have subordinates which are below them while leaders have people who follow them. Managers will normally utilize their position of power in order to do things. In the process of work, managers orders his or her employees while they will follow because of the reward given which is the minimum of their salary. Looking at the other way round, leaders gives up their authoritarian control, due to their followers which follows them in a voluntary way. 2.2 Leadership Theories Terry (2000) has highlighted that leadership is an influence relationship between leaders and followers who intend real changes and outcomes that reflect their shared purposes. Block (2002) has noted that as a process, leadership is, ideally the use of non-coercive influence to shape the groups or organizations goals, motivate behavior towards the achievement of those goals and help define group or organizational culture. Effective Leadership Russell, (2000) defined effective leader as those leaders who are able to improve organization productivities, in turn develop distinctive competitive advantages for organizations. In other words, effective leaders usually have an inspiring vision; they will try to form a group of people to work as a team, making them into a powerful team which utilizes as a competitive advantage. Effective leaders know how to make people function according to what they are good at, and how to motivate them to excel their performance. Leaders need to understand the balance technique in any individual team members quest with the objective of creating synergy. Leaders need his or her members in their team to forego the goal for the individual best coherent with the effort of the whole team. 2.3 Leadership Style Autocratic vs. Democratic vs. Laissez-faire leadership style Taggart (1989) defined that, broad classification of leadership style consists of authoritarian (or autocratic) style, democratic style and laissez-faire (genuine) style. The definition of autocratic style is: It is where the focus of power is with the manager, and all interactions within the group move towards the manager. The manager alone exercises decision-making and authority for determining policy, procedures for achieving goals. Work tasks and relationships, control of rewards or punishments. Kotter (1990) expressed Democratic leadership style takes wishes and suggestions of employees into consideration. It is more a human relations approach, in which all members of the group are seen as equal, and they are all important contributors to the final decision. Laissez-faire leadership style involves limited control or influence of leaders over his or her group members. A member is given a goal and mostly left alone to decide how to achieve it. The leaders function as one of the group member, and he only provide direction and suggestions when necessary. Task Orientation and People Oriented Leader Behavior Another way of looking at different leadership styles is in terms of dimension of leader behavior. As early as 1950s, a large body of research at University of Michigan and Ohio State University suggested that leaders differ greatly along the dimensions; at the high end of two dimensions is task orientation versus people orientation. Task Orientation leader behavior is more concern about the production and primarily focus on getting the job done. Whereas the People Orientation leader behavior reflects how much a leader is concerned for the people around him, providing support and encouragement for them. There is no hundred percent right or wrong in using which leader behavior, it depends on the situation and organizations nature business. 2.4 Situational Factors Path-goal Theory Different organization has different business environment, we must take the situational factors into the consideration to analyze and evaluate the effectiveness of the leadership. Bartram Casimir (2007) cited in Houses path-goal theory argued that the primary function of a leaders job is to coach and guide workers to choose the best path for reaching their goals, in the mean time to make valued rewards available in the work place. In short, the leader should clearly know the paths to achieve goals. As showed in the path-goal framework, the path-goal theory contends that employees tend to listen to leaders who are play an helping role in their works, in other words, effective leaders clarifying what employees need to do to get to where they should be, and they help the employees to do so. Moreover, Stone Russell (2004) argued that the theory suggests job satisfaction, motivation, and actual performance are enhanced. In addition, path-goal theory also states four types of leadership behaviors to help their employees accomplishing tasks. (1) Directive leadership, which is an approach focused on providing specific guide and on planning work rules and schedules. (2) The supportive leadership mainly focuses on build good relations with employees and fulfills their needs and wants. (3) The participative leadership, whereby the leader allow employees to get involved in the decision making process. (4) The achievement oriented leadership is talking about the company leader who sets challenges and expects employees improve performances. Furthermore, the environmental characteristics include three factors like task structure, authority system and work group. Directive leadership style does not match with high task structure. It is not necessarily for leaders to repeatedly tell employees the requirement of some routine works. The authority system is another important characteristic that will affect the leadership styles. The higher degree of formality the less effective of employees performances will show. Source: House, R.J. Mitchell, T.R. 1994, Path-goal theory of leadership, Journal of Contemporary Business, vol. 3, pp. 21-36. 3.0 Conclusion and Recommendation In sum, developing an effective leadership in organizations is the most essential, yet the most difficult tasks for organization management. Great leadership is the combinations of individual traits, leading skills and of course the situational contexts. As we have discussed above, effective leadership is require both intrapersonal and interpersonal skills. The intrapersonal skills are of paramount important, as it is logical and obvious that success or great leader all start from within. Only with personal inside strong desire to excel, passion, enthusiasm, determination, commitment, faith and effective personal values can a person become a true leader for others. A great leader among the people always starts as a great leader of his own. Then, interpersonal skills come into place, where the ability and skills to network, communicate and interact with the other people come into place. The effective leaders can guide companies through many different channels. Because of this, it is i mportant to know which leadership qualities motivate employees the best. Throughout the analysis and evaluation, there have been many leadership style theories identified. As we have found that, the autocratic leadership style has gone out of fashion in recent years, though certain situations, such as emergencies situations. Therefore, effective leaders must adjust the leadership style to various situations. In that sense, there is no one leadership style is appropriate for every occasion or situation. The most effective style to use depends upon the situation and whether the group members are willing and able to take on the responsibility. To be effective as a leader, its important to know your group in terms of knowledge, ability, desire and willingness, and be ready to adapt your style to suit the dynamic environment. An important task in the coming years will be the training and testing of future leaders. Further more, organizations have to have a bigger picture of long term success, that is strengthening leadership competencies will improve organizational effectiveness. When subordinates trusted their leaders leadership, and they deem it is equitable for them to obtain satisfactory rewards and outcomes when they made the greatest efforts. Therefore, effective leadership leads to a positive motivation and motivated employees will satisfy the customers of the organizations. In a long-term, it will help organization creating or maintaining a sustainable organizational competitive advantage. References Svensson, G Wood, G. (2007). Sustainable leadership ethics: a continuous and iterative process. Retrieved on March 10, 2010, from: http://www.emeraldinsight.com/Insight/ViewContentServlet?contentType=ArticleHYPERLINK http://www.emeraldinsight.com/Insight/ViewContentServlet?contentType=ArticleFilename=Published/EmeraldFullTextArticle/Articles/0220280304.htmlHYPERLINK http://www.emeraldinsight.com/Insight/ViewContentServlet?contentType=ArticleFilename=Published/EmeraldFullTextArticle/Articles/0220280304.htmlFilename=Published/EmeraldFullTextArticle/Articles/0220280304.html Belasen, A Frank, N. (2008). Competing values leadership: quadrant roles and personality traits. Retrieved on March 10, 2010, from: http://www.emeraldinsight.com/Insight/ViewContentServlet?contentType=ArticleHYPERLINK http://www.emeraldinsight.com/Insight/ViewContentServlet?contentType=ArticleFilename=Published/EmeraldFullTextArticle/Articles/0220290202.htmlHYPERLINK http://www.emeraldinsight.com/Insight/ViewContentServlet?contentType=ArticleFilename=Published/EmeraldFullTextArticle/Articles/0220290202.htmlFilename=Published/EmeraldFullTextArticle/Articles/0220290202.html Hay, A Hodgkinson, M. (2006). Rethinking leadership: a way forward for teaching leadership? 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Retrieved on March 10, 2010, from: http://www.emeraldinsight.com/Insight/ViewContentServlet?contentType=ArticleHYPERLINK http://www.emeraldinsight.com/Insight/ViewContentServlet?contentType=ArticleFilename=Published/EmeraldFullTextArticle/Articles/0220220204.htmlHYPERLINK http://www.emeraldinsight.com/Insight/ViewContentServlet?contentType=ArticleFilename=Published/EmeraldFullTextArticle/Articles/0220220204.htmlFilename=Published/EmeraldFullTextArticle/Articles/0220220204.html Taggart, J. 1989, Motivation and Leadership: For Executive Members, Managers, Committee Chairs, Factsheet: Ontario Ministry of Agriculture and Food, No.89-178. Kotter, J 1990, A force for Change: How leadership differs from management, Free Press, New York. House, R.J. Mitchell, T.R. 1994, Path-goal theory of leadership, Journal of Contemporary Business, vol. 3, pp. 21-36.

Comparing Jane Smileys A Thousand Acres and William Shakespeares King

Comparing Jane Smiley's A Thousand Acres and William Shakespeare's King Lear Jane Smiley's novel A Thousand Acres is a modern version of William Shakespeare's King Lear.   The tragic ideas brought out by King Lear are revisited in A Thousand Acres both containing universal themes in which societies from past to present can identify with.   Tragedy is a form of drama that depicts the suffering of a heroic individual who is often overcome by the very obstacles he is struggling to remove.   The novel and play each contain distinct tragic elements that lead to the development of similar characters, plot, and images but both have distinct themes.   A Thousand Acres provides a new interpretation of Shakespeare's classic tragedy allowing the reader to create a unique twist to their opinions of the Lear family. William Shakespeare's tragedy of King Lear begins with the King's decision to divide his kingdom between his three daughters.   He gathers them all together, and tells them he will divide up the kingdom according to whoever has the most love for him.   Goneril and Reagan, the two older daughters, make big declarations of love in order to get the shares they want of the kingdom.   The youngest daughter, Cordelia, tells Lear that she loves him, as a daughter should love a father.   Lear becomes angry and disappointed with Cordelia's response feeling she has shown a lack of devotion so he takes action and banishes her.   When Kent, a close friend of Lear, attempts to defend Cordelia, but as well he is banished by Lear.   Cordelia marries the King of France and goes to live there. The kingdom is equally divided between Goneril and Regan.   These two daughters are evil and decide if Lear becomes too much of a problem then they will take d... ... which would have prevented this tragedy.   The blinding Gloucester becomes ironic because when he is blinded he is able to see that he has judged his son Edgar wrongly and it is Edmund who is evil.   Similarly, in A Thousand Acres   Loren the loyal son is the cause of his tragedy.  Ã‚   Both Lear and Larry become mad after giving up their power too early.   When Lear turns his kingdom over to his daughters he looses respect and power which cause him to go mad.   When Larry signs his farm over to his daughters he looses control of the land and goes mad.   Works Cited and Consulted Bradley, A.C. "King Lear." 20Lh Century Interpretations of King Lear. Ed. Jane Adelman. New Jersev; Prentice-Hall, 1978. Shakespeare, William. The Tragedy of King Lear.   Ed. Russell Fraser.   New York: Penguin, 1998. Smiley, Jane.   A Thousand Acres.   New York: Fawcett Columbine, 1991.

Servitude and Power Essay -- Literary Analysis, Shakespeare

What is servitude? What is power? Are these things sought by all humans or is it something that is forced upon us? Servitude is a slavery or bondage of any type. Power is strength in ability to do. The fact about humanity remains that we are all influenced in all lifestyles by these two simple words. Shakespeare’s â€Å"The Tempest† focuses on these themes of power and servitude and presents them to us in a manner that shows the true egotistical side of humanity and the lengths that we will go to get what we want. Here the question is posed: Who is the slave and what is to gain? It is true that many of the characters show aspects of slavery, making â€Å"each character† the answer; but individually, each character still gives its own representation to the topic. A relationship that breaks the mold and does not fit with all the other human struggles for power on the island is the one between Miranda and Ferdinand. Their struggle does not match all the others and t hey have different gains in mind from everyone else. Miranda just under fifteen years old is gentle and compassionate to say the least and is very passive. She is born with â€Å"a knowledge of the common humanity in which all men participate† (Douglas 233,236). You can easily see her emotional state and compassion in her very first lines: â€Å"O, I have suffered / With those that I saw suffer!† she says of the shipwreck (1.2.5–6), and hearing Prospero’s tale of their narrow escape from Milan, she says â€Å"I, not rememb’ring how I cried out then, / Will cry it o’er again† (1.2.158-160). However, even though Miranda is very passive in some ways, she has a few moments where she demonstrates strength and power that further complicates how we view this naà ¯ve girl. This first moment captures the s... ... there are here! / How beauteous mankind is! O brave new world / That has such people in 't". (5.1.215-218) Through this passage, and many of her others, Miranda shows a positive attitude which is almost strange when compared to the other characters. He could have easily agreed and receieved help from her but he affirms the honor of his intentions. However, until those intentions are tested not even he can be sure of them. â€Å"His only weakness seems to be an inclination to sit and admire her when he should be using time to complete work the point is made in terms of remembering and forgetting.† (Douglas 233,236) This weakness is made very clear when he states: My sweet mistress Weeps when she seems me work, and says such baseness Had never like executor. I forget; But these sweet thoughts do even refresh my labours, Most busy least when I do it. (3.1.11-15)

Marijuana Should Not Be Legalized Essay -- pot should not be legal

My best friend used to smoke marijuana on a regular basis. Over time, he developed many obvious bad habits and changed his life style tremendously. He started getting lazy with schoolwork, and did not show much interest in anything at all. His parents noticed all these side effects that had been occurring but were unaware that their son smoked marijuana. After the grades fell so much, they decided to take him to get checked out because they were afraid he had developed some sort of ADD. They come to find out that because of him smoking so much marijuana it had led to brain problems, memory problems and affected his thinking skills. He was unable to stay concentrated on something and constantly was out of breath when any physical activity took place. My friend finally quit smoking marijuana because he saw what it was doing to his life. Many teens try marijuana not knowing all the side effects that come with this drug. This drug has many misconceptions from when it is really legal to w hat marijuana will actually do to your body. People think that marijuana is the most harmless drug because one never hears of people dying from it or getting deathly ill. This is false because marijuana does things to the body that can not be seen from the outside. The majority of the damage is in the brain and lungs which can get extremely dangerous. All the bad side effects from this drug will really harm people’s bodies and ruin their futures and lives. Marijuana has many bad side effects that harm the body. According to Szara Braude, marijuana slows down reactions causing problems with memory and learning, distorted perception, difficulty in thinking, and loss of coordination (Marijuana as a medicine 53). Many people use this drug not knowing wh... ...s look up to their peers and do whatever they do because they think it is the cool thing to do. Many times it is out of peer pressure that people try this drug to begin with. This can all be avoided if everyone is aware of the bad side effects that can occur in their bodies and what is in marijuana that will mess up their lives. Works Cited Berger, Gilda. Addiction. Chicago: Franklin Watts, 1992. Earlywine, Mitchell. Understanding Marijuana: A new look at the scientific evidence. New York Oxford University Press. 2002. Glazer, Sarah. â€Å"Preventing Teen Drug Use.† CO Researcher. 28 July 1995: 659-662. Mack, Alison. Marijuana as a medicine? Washington, D.C. National Academy Press. 2001. Ravage, Barbara. â€Å"Marijuana Update.† Current Health. Oct. 1994: 6-12. Robert, Michael. â€Å"Social Awakening: As Adolescent Adulthood Begins.† Health 15 (2001): 53-56.

Guasha Movie Review

The movie Guasha’s setting is in America. It tells a story about the conflicts arisen by the culture differences between the Chinese an American. Xu Datong, a Chinese immigrant, had made a great success in the field of video game design. One day, Datong’s little son, Denis had a stomachache. The grandfather, who just came to join the family, used Guasha treatment to cure Denis’ stomachache. The treatment made Dennis’ back black and blue, which later became the evidence of child abuse. Datong took all the responsibilities for his father.Although he tried to explain that Guasha is a traditional Chinese treatment but failed to persuade the judge. He was forced to separate from his wife and son. However, the story had a happy ending. Datong’s boss experienced Guasha and helped the family out of the trouble. At the beginning of the movie, Datong seemed to have realized his American dream, for he had a successful career, a lovely wife and an adorable chil d. He believed that America was a true land of opportunities and immigrants could become the truly successful Americans by working hard.However, life is not always full of roses. The American dream broke overnight due to the Guasha treatment to his own child. We can’t tell it is the American or the Chinese that did the wrong things. The cultural differences and local laws shouldn’t be ignored by immigrants. The main line of the movie was the Guasha treatment. The children welfare organization accused Datong of abusing his child. Like other Chinese, Datong took it for granted that Guasha was just an ordinary medical treatment. However, the American didn’t think so.He tried to defend himself but failed to win the lawsuit. As he didn’t have an effective communication, he failed to persuade the American even his good friend that Guasha was a medical treatment. Later his good friend went to experience Guasha and realized that what he said was true. When he was accused, he failed to learn in advance the American legal system and procedures and did something irrational, which put him into troubles again and again. Also the Chinese â€Å"face† culture is shown in the movie, which can’t be understood by the American.Datong beat Dennis on the head because he didn’t want to say sorry to Paul, son of Datong’s boss. His boss thought kids’ fight was not a big deal. Although he didn’t think his son was wrong, he beat him in front of his boss to show his respect to his boss. His behavior later became the evidence that he was a violent father. Another difference is respecting and caring aged parents. Datong’s boss couldn’t understand why he’d made a scapegoat for his father. Datong’s wife simply relied â€Å"because he is a Chinese.† Datong’s cultural beliefs were so deeply set that it’s impossible for him think about the consequences of telling lies. Cultural differences are bound to be there due to the differences in perspective of philosophy, history, geography, mode of conduct etc. So do as Rome does while in Rome. It’s necessary to have the intercultural awareness, tolerate and adapt to the cultural diversity. Effective communication could be a way to solve the cultural differences. After the communication the world would be more harmony in the future. I think that’s why the hero named Datong in Chinese.

Colorism: Black People and African American Community Essay

Colorism is an issue amongst African Americans that is slowly disunifying the culture. The idea that is constantly reiterated in the African American community is that if you are light skinned you have a better job with more income, more successful, have more relationships, and are deemed less of a threat, essentially living the â€Å"best of both worlds†. If are darker skinned you are jobless or at a job that is not moving you into the future, less successful, passed by a potential mate, and is labeled as a common crook. The ideas about color pigmentation in the African American community all goes back to the original argument made numerous of times: â€Å"White is good, Black is bad†. Slavery is a primary reason why African Americans have this state of mind. During this cruel and demoralizing era, African Americans were subjected to beatings, hard labor, and for some of the women, rape. The results of these malicious rapes led to pregnancy and the women bearing children of the masters. The offspring of the women were still slaves but were offered an education and lived in the master’s house because of their lighter skin. The media frequently reinforce these ideas by what is shown on television. On the news, it is always the dark African American man who is the subject for a manhunt for committing certain crimes. There are just as many white people committing the same crimes yet it is not news because it is not what the media wants the general public to believe. In the movies a lighter skinned African American is more likely to get a more serious role in a movie along a white person, while a darker skinned African American is left to play the evil and more â€Å"ghetto† roles which whites think should be natural for them. In African American music videos it is the much more lighter females who actually get their face seen on a video next to the rapper. The darker skinned female is the one with their back turned to the camera shaking their â€Å"booty†. Relationships in the African American community are also in disarray. More black men are shying away from the darker complexioned females in hopes of finding a light skinned or white woman. To the African American male, a lighter skinned female may be able to bear better-looking children with white features. They are also seen as easier to get along with. The continued success of the light skinned African Americans has created a prejudice against lighter skinned individuals in the culture. Dark skinned males and females are raged because of the fact that they get hired for good jobs. Dark skinned females are mad at lighter skinned females because they are not approached as much as they are. This is a real issue because it is causing bitterness towards one another I the African American culture. The simple fact is that no matter whether one is light skinned or dark skinned, they are still African American. However, because of the features in which a light skinned individual processes, helps them get more ahead, therefore, light skinned African Americans have easier lives than dark skinned African Americans. In order to fully understand why light skinned individuals have easier lives than dark skinned individuals, one must look understand how colors register in the human mind. When a person looks at a color it creates a certain feeling within them. In Ellis Cose’s Rage of a Privileged Class, color plays a very significant role. Cose explains that because of color a white man is likely to be helped more, quoted lower on purchases, shop without harassment, and offered more jobs as opposed to an African American who receives the exact opposite. According to psychology researchers, â€Å"white represents innocence, purity, clean, and good†¦ black symbolizes death, mystery, evil characters, and criminal activities†(Wu 1). Knowing the true meaning of colors explains why many African Americans of a darker skin color are less favored than those of a lighter one. The history of this favoritism for lighter skinned individuals can be dated all the way back to the days of slavery. Slave masters in this era were cold hearted human beings. They would rape unsuspecting female slaves at their own leisure. The outcome of these rapes led to the pregnancy and birth of other slave babies. The children of the salves and masters, often called mullatos were treated better than all the slaves.