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Biblical Names in Toni Morrisons Song of Solomon - Literature Essay Samples

The use of Biblical names in Toni Morrison’s Song of Solomon signals the growth of the protagonist from an isolated child-like man into a fully realized human being who has taken a place in the history of his family and by extension his people. In the final chapters when Milkman Dead learns his origins, the book becomes reminiscent of both Biblical genealogy records and Alex Haley’s book Roots which had become a watershed event in African American history, inspiring many to trace their family trees. When the Bible puts forth a list of ancestors and descendants, it is not just putting forth names. It is preserving the power of names in creating a non-destructive cultural identity. In the story of Exodus, the Hebrew slaves are not just slaves to be freed. They are descendants of Abraham, Isaac and Jacob in a family dynasty grounded in a mission set forth by God. In fact, the Hebrew name for the book of Exodus is Shemot which is translated as Names due to the opening chapt er concerning the names of the sons of Israel (Jacob) who went down to Egypt. The book frequently plays with names – Biblical and otherwise – often for ironic purposes. Even the title of the book is a reference to one of the most â€Å"secular† books of the Bible in which earthly love is aptly described with passages like: â€Å"let him kiss me with the kisses of his mouth: for thy love is better than wine† (KJV, Song of Solomon, 1:2) and the main â€Å"plot† if there can be said to be a plot is a couple of narrators fawning over each other in a series of poetic passages. A key passage in that book for the purposes of this paper states: â€Å"I am black but comely, O ye daughters of Jerusalem, as the tents of Kedar, as the curtains of Solomon.† (KJV, Song of Solomon, 1:5) The doubling of these passages with the song of the title which is the literal song of an ancestor of Milkman paints the picture of a mythic love affair in which the longing and the desires of the couple from the Biblical book are metaphor for the lon ging and the desire for a peoplehood which is non-destructive and a source of strength. â€Å"Names in Song of Solomon are deeply implicated in issues of narrativity: this is a story about naming, and its character frequently bear names which denote their narrative function.† (Fletcher 405) This paper will explore certain names used by Toni Morrison throughout the text as she unveils the life of her protagonist in order to explore the roles of African Americans in the United States. For the purposes of brevity, I will concentrate on Ruth, Milkman, Guitar, Pilate and Circe. Ruth FosterRuth Foster is the first character with a Biblical name introduced into the narrative and she shares a name with the Biblical Ruth. In the Biblical story, Ruth is a Moabite who joins the nation of Israel after her Israelite husband dies and her mother-in-law returns to Israel. In the course of the story, she catches the eye of a distant relative of her dead husband, Boaz and goes to him when he is sleeping on the threshing floor. The scene of Ruth at the foot of Boaz is one of intense debate since â€Å"uncovering of feet† can also be a double entendre as the Hebrew word for feet â€Å"regel† is also the same word for penis. Many scholars attempt to mitigate the story by stating that it was literally feet; however, the Bible was written in a different time period when romantic stories could involve sensuality without discord. Regardless, the book ends with Ruth and Boaz married and their first child is born. This child would eventually beget several other chi ldren until her great grandson King David. In essence, the Biblical Ruth is both a caregiver and a source of dispute and possible sexual aggressiveness. Depending on the interpretation, she is either a virtuous woman driven by the love of God to become part of Israel even in a low position or she is a sexually aggressive woman who understands her low place in the social order and schemes her way into a better position with the help of her mother-in-law. This dual nature translates into the character of Ruth Foster who is the maternal character but also a woman with a strange attachment to the men in her life. From the beginning of the book, Milkman Dead is considered a joke to the people around him. His mother Ruth Foster is a woman who takes pleasure in breast feeding Milkman long after he should be weaned. She describes the act of breast-feeding one of the two acts from which she derives pleasure. When Freddie the janitor sees Ruth nursing her son, he immediately renames Milkman from his original name Macon III to the nickn ame that would connote a child who never stops nursing. The passage is particularly damaging as Freddie is a notorious gossip and â€Å"carried his discovery not only into the homes in Ruth’s neighborhood, but to Southside, where he lived and where Macon Dead owned rent houses. So Ruth kept close to home and had no afternoon guests for the better part of two months, to keep from hearing that her son had been rechristened with a name he was never able to shake and that did nothing to improve either one’s relationship with his father.† (15) Shortly thereafter, Ruth is depicted as engaging in a monstrous act with her father that invokes necrophilia and incest. According to Milkman’s father, he found her â€Å"laying next to him. Naked as a yard dog, kissing him. Him dead and white and puffy and skinny and she had his fingers in her mouth.† (73) The character of Ruth in the book most embodies her Biblical counterpart at this point since her action may be affectionate and mournful from her perspective, but others like Macon can construe the action as something sinister and perverse. In many ways, she is a woman defined by her loss. Her absent father looms large in both her memory and the memory of the community. Even though he was a pompous doctor who was not liked, his memory is kept alive by his former street of residence being called No Doctor Street. Macon ignores Ruth and in essence is Ruth-less (ruthless) in all of his business dealings. Ruth’s actions are the actions of a woman who is unwanted a nd needs consolation. Pilate at one point describes her as â€Å"dying of lovelessness.† (151) In the character of Ruth, the sacrificing nature of the biblical character is rendered desperate and monstrous. As Soophia Ahmad states: â€Å"in Ruth Foster Dead, Morrison creates a black woman whose life is meaningless because she makes no attempt to justify her existence. She is immensely passive and terribly apathetic toward her own self.† (60) Like the biblical Ruth, she is cut off from her community and unable to identify with the community itself. Unlike the biblical Ruth she cannot find a new community in which to. Ahmad says: â€Å"She has already become a stranger to her own family, and a permanent alien in the black community to which she rightfully belongs.† (61) Milkman is most profoundly affected by the actions of his mother Ruth. However, his name denotes an impossible isolation in several ways. Milkman was the name that was given to him when his mother was caught nursing him long after he should have been weaned. The name is a joke that resonates throughout his life as a Momma’s Boy. It also successfully describes the poor relationship that he has with his father. Not only does he not use the name that he was given by his father but he takes on a name that permanently suggests that he is being nursed by his emotionally unstable mother. However, the birth name of Macon Dead III also offers some problems. In a passage that appears to parody Biblical accounts of families, the family history is put forth as â€Å"Macon Dead who begat a second Macon Dead who married Ruth Foster (Dead) and begat Magdalene called Lena Dead and First Corinthians Dead and (when he least expected it) another Macon Dead, now known to the world as Milkman Dead.† (18) Note that both Magdalene and First Corinthians are New Testament books of the Bible less concerned with the historical importance than the position in the stories. Mary Magdalene is an incidental character in the life of Jesus while First Corinthians is not even a proper name but a letter to a particular church written by the Apostle Paul. The most telling part of this naming is the way in which Macon Dead is a name passed on over three generations when the original â€Å"Macon Dead† was simply named because of a misunderstanding. Milkman’s grandfather, Jacob, states that his father was born in Macon and thus the census taker puts down his name as Macon. When the bureaucrat asks him for the name of his father he says that his father is dead and thus the family name is Dead. With a family name meaning Dead, the family is literally and figuratively cut off from its history. The â€Å"man whose name is changed to Macon Dead is murdered, and his descendants transfixed in a spiritual death.† (Fletcher 205) By denying the names of the ancestors, the narrative places them in a category of simply dead. Instead of anyone begetting anyone else in an unbroken chain leading back to a prime ancestor, the ancestors are simply dead. Milkman does not know his ancestry and the only reason why he seeks it in the first place is a search for gold. One of the most frustrating things about Milkman Dead’s character is the fact that like his mother he is a rather passive character. Much of his action involves reacting to other characters. In many ways, he is our tour guide through the diametrically opposed values of Pilate and Guitar. It is only when he learns his family line complete with stories of the ancestors before the original orphaned Macon Dead that he becomes an active participant. His final summation is a triumph even as it may doom him: â€Å"Without wiping away the tears, taking a deep breath, or even bending his knees-he leaped. As fleet and bright as a lodestar he wheeled toward Guitar and it did not matter which one of them would give up his ghost in the killing arms of his brother. For he knew what Shalimer knew: If you surrendered to the air, you could ride it.† (337) In Macon Dead’s world, two major influences keep appearing in order to lead Milkman through his journey and actually push him in the world. Their names are aptly metaphorical and illustrate their positions in the story and African American history. Guitar Bains often appears as a demonic character but with a power that Milkman cannot access. Instead of having a Biblical name, Guitar’s name is a musical instrument and a musical instrument that was extremely important in African American musical tropes throughout the 20th century. The guitar is a stringed instrument that you can play as you sing. In the 20th century, Americans were cut off from their family trees by immigration and movement. In record numbers, Americans and African Americans left their family homes in order to make new lives in the urban centers. Instead of the family homes with family names in which everyone not only knew a person but also the ancestry, people were individuals without histories who rarel y stayed in touch with their past. In the absence of a local history in order to create a communal life, Americans turned to popular culture. American stories became lurid news stories, tales of musicians and movie stars. People who could not tell you where their grandparents came from with any reasonable degree of certainty can recite the complete history of the Beatles from Liverpool to John Lennon’s murder in New York, complete with opinions about Pete Best, Yoko Ono and Ringo Star. For better or worse, in the absence of a biblical or epic poetry, Americans have a shared mythology based upon pop culture including music. Guitar’s name invokes 20th Century African American life in which music was one of the few points of entry into mainstream acceptability. His name is not so much a name as a tool used by African Americans and later white musicians in order to create the American system. There are several guitar players that the name invokes but the two most mythological ones are Jimi Hendrix and Robert Johnson. Jimi Hendrix changed the way the guitar sounded and played a version of The Star Spangled Banner that pushed against the normal boundaries of what the song should sound like and defined sixties music before dying at the age of 27. Robert Johnson is said to have sold his soul to the devil at the crossroads in order to play brilliant music. After putting out a few blues recordings that would prove definitive, he drank poisoned whiskey and died in a bar. In invoking these kinds of stories and histories, Guitar is both vivid and dangerous. Furthermore, Guitar is cut off from the past. His parents are gone. Milkman’s father evicted his father. He befriends Milkman early in the book and defends him. However, Guitar is capable of great violence and it is his main way of interacting with the world. Shortly after Guitar explains the purpose of the Seven Days group, Milkman has a revelation. â€Å"Guitar could kill, would kill, and probably had killed. The Seven Days was the consequence of this ability, but not its origin.† (210) The revelation comes from a look of pure hatred that Guitar gives to Pilate, Macon’s aunt. Pilate engenders Guitar’s hatred by explaining the bones that she took from the cave that supposedly contains the family gold. She says: â€Å"You can’t take a like and walk off and leave it. Life if life. Precious. And the dead you kill is yours. They stay with you anyway, in your mind. So it’s a better thing, a more better thing to have the bones right there with you wherever you go.† (208) Pilate takes her role as the storyteller and keeper of family history. It is this justification of her bag of bones that makes Guitar so angry since his militancy is about revolution. As Ahmad states: â€Å"Pilate is possessive only about her bag of bones, her geography book, the rocks she has collected from each place she visited during her twenty years of wandering, and her name which she wears in an earring made out of her mothers brass snuff box. These objects, and the owners reverence toward them, indicate her strong ties to her past, and her veneration of the culture that has shaped her.† (66) Pilate represents veneration for the past that leads Milkman Dead on his journey. Pilate is a mythological character in her own right. Even though her name invokes Pontius Pilate, the governor who crucified Jesus and washed his hands of the action, she is also a modern invention as the major name in the theme of the book which is flying. Much of the book speaks about flight as a path to freedom and often Pilate speaks of flying in a way that will preconfigure the revelation of Milkman’s ancestor Solomon flying back to Africa. However, Pilate goes beyond her name and her character becomes an Eve character as she has no navel. When Circe appears, she states that Pilate â€Å"borned herself.† (244) The absence of a navel reflects a theological debate concerning the bodies of Adam and Eve which many argued were without navels. (Sims 220) Pilate is a mystical figure throughout the book representing both Western religion in the Eve form and Africa as Macon II states â€Å"if you ever have a doubt we from Africa, look at Pilate.† (54) The navel is a scar from the umbilical cord being cut from the past and with a connection to the ancestry. Yet Pilate also connects to the long lost past. As Heyman states, she is â€Å"not fully connected to her entire past, yet not disconnected like her brother and sister-in-law?† (386) In many ways, Pilate represents Eden and her name places her at the beginning at the end of the scriptural paths of salvation. Pilate’s body is a representative of Eden in which she is akin to Eve, the first woman who would give birth to all other humans. Her emergence from the cave with a bag of bones instead of gold places her in a position of faithful adherence to a familial integrity. While Pontius Pilate was the governor that executed Jesus, the story of the Gospels hinges upon Jesus being crucified in order to take away the sins of the world and experience resurrection. There is a wealth of possibility in life as the strongest character. According to Reed, she transcendsgender-related oppressionShe can not only support and live happily within a woman-centered environment but she can also accept the love of men without being devastated by its absence (58). The character of Circe is particularly compelling since her name is mythological, yet not biblical. Circe is the name of the witch in the Odyssey who turns all of Odysseus’ men into pigs and provides the final way station for Odysseus before he goes home. She even has a cow named Ulysses S. Grant as well as several animals named after personages in the Civil War. After the first Macon Dead is murdered, Pilate and Macon II go to her. â€Å"Bewildered and grieving, they went to the house of the closest colored person they knew: Circe, the midwife who had delivered them both and who was there when their mother died and when Pilate was named.† (166) Unlike most of the characters whose name includes a double meaning complete with irony, Circe seems true to her name as the transformative powerful creature who plays the role in Milkman’s completion as a human being. Judith Fletcher notes that: â€Å"Milkmans episode with [Circe] has been, despite his disappointed expectations, a transformative experience. She is a liminal figure who mediates between death and life, but she also sits at the portal between two stories, not only the two sections of the novel, but also the novel and the epic tradition. Under her direction time for Milkman has folded in on itself: he experiences a reversal of the birth process and is then reborn,† (414) Once Circe enters the book as a character, the narrative stops being about Milkman’s search for a bag of gold and turns into the quest for a generation of people to recapture their abundant past despite the efforts of the dominant culture to the contrary. Circe is a housekeeper and a midwife. This makes her into a mistress of homesteads and birth. In many ways, she is reminiscent of Aunt Esther from several August Wilson plays who is an off-stage presence that is mentioned as a woman who is over 300 years old and is often consulted by the characters in all of his plays despite the fact that they take place throughout the 20th century. Soophia Ahmad states that: â€Å"She gives a new birth to him because she motivates him to discover the real names of his people and places—all of which are an integral part of him and his identity. She teaches him to cherish who he is and where he comes from. It is with her figurative, mythical touch that she subtly wipes away the sheen of complacence and uncaring that shrouds his being like the amniotic fluid—and a new, awed, yet wiser Milkman emerges.† (71) Upon seeing Circe, Milkman has discovered himself as a part of a chain of ancestors and descendants. He becomes the part of a large family that is the greater story. Upon seeing Circe, Pilate can die in the knowledge that she undersood her father’s words even as Milkman has become a complete human being. In conclusion, the names that Morrison uses in her novel incorporate several perspectives in mythology and storytelling traditions. The names invoke modern myth-making, gossip, biblical references, double meanings and Greek epics. The characters both embody and fight against their roles as stated in the names. The tension between the meaning of the name and the choices the characters make in regard to their names create compelling identities. Works Cited Ahmad, Soophia. â€Å"Women who make a Man: Female Protagonists in Toni Morrison’s Song of Solomon.† Atenea. (December 2008). 28(2), p59-73. Fletcher, Judith. †Signifying Circe in Toni Morrison’s Song of Solomon.† The Classical World. Sumer 2006. 99(4). Pp 405-418. Heyman, Richard. â€Å"Universalization and its Discontents: Morrison’s Song of Solomon – a (W)hol(e)y Black Text. African American Review. Autumn, 1995. 29(3). P381-392. King James Bible. Cambridge Edition. Morrison, Toni. Song of Solomon. New York: Penguin. 1987. Reed, Harry. Toni Morrison, Song of Solomon and Black Cultural Nationalism. The Centennial Review 32 (1988): 50-64. Sims, Michael. Adam’s Navel: A Natural and Cultural History of the Human Form (London and NY: Penguin, 2003)

Soulless Monsters A Closer Look at Antisocial Personality...

Every few years there are disturbing, yet fascinating headlines: â€Å"BTK killer: Hiding in plain sight† or â€Å"Police discover at least 10 victims at Anthony Sowells home†; but what would allow an individual to commit the crimes they did? In cases like these there is usually a common link: Antisocial Personality disorder. It is an unknown disorder to most of the population which is why there are so many questions to be answered, the main ones being what is antisocial personality disorder and how does it effect patient and society as a whole? To answer these questions one needs an accurate background picture of the disorder. The first part of the disorder that needs to be explored is the symptoms. â€Å"The essential feature of Antisocial†¦show more content†¦Before the diagnosis of Antisocial Personality disorder is made, it must be distinguished from many other disorders first. The first diagnosis that must be ruled out is Substance Abuse Disorder. This can be very hard because APD and Substance Abuse Disorder tend to go hand in hand, and both diagnoses can be given at the same time. The key in distinguishing the two is that the symptoms don’t occur solely because of a drug addiction, which can lead to being manipulative or the individual stealing money and other property to obtain drugs. APD must also be distinguished from many other personality disorders, because they often share symptoms. One disorder that APD can be mistaken for Narcissistic Personality Disorder because the individuals suffering from these disorders tend to be superficial and un-empathic to others feelings but a person suffering from APD tends to be more aggressive and deceitful (American Psychiatric Association, p.705). Other disorder that share symptoms with APD are Histrionic and Borderline Personality Disorders. Individuals suffering from these three disorders all tend to be manipulative, but sufferers

Introduction Red bull is an energy drink created in 1987...

Introduction: Red bull is an energy drink created in 1987 by Dietrich Mateschitz. Red Bull is the most popular energy drink in the whole world. In 2012, there were more than 5 billion cans sold around the world. The companys slogan is †Red Bull gives you wings†, meaning that it will give you energy. Red bull advertises itself through different events that it creates such as † Red Bull crashed ice.†, sports team ownerships and so on. Red Bull is also very commonly advertised through different athletes that are athletes in the field of extreme sports such as heli skiing or BMX biking. Red Bull is a very popular product among the young adults, that are into different kinds of exreme sports that Red Bull is advertised at. Opportunities†¦show more content†¦Threats: Health concerns There has been discussion about the health issues concering Red Bull. Red Bull contains high amounts of caffeine and some experts have stated that it can be a cause of death in some situations. Some countries such as Denmark have even banned the consumption of Red Bull. Although there are many health concerns, there is also another side to the story. In Norway Red Bull is used as medicine and in Japan it used to be sold in pharmacies. In addition to those, there is of course the very big concern when Red Bull is mixed with alcohol the affects of caffeine and taurine on the human body can cause many side effects such as increased blood pressure, shortness of breath, insomnia and the list could go on. All in all it has many side affects that can not be considered as positive ones. Consumer awareness of health and well being The fact and the statistics show that people are becoming more and more concerned about their health and what they are consuming on daily basis. Bottled water is now being sold more than ever in the past 20 years. This puts Red Bull in a dangerous position as it has many side affects and people are constantly becoming more and more aware of them, which means that in the near future it migh decrease the sales of Red Bull. Core competencies Red Bull has created an image for power, speedShow MoreRelatedDirect Marketing with Red Bull!1369 Words   |  6 PagesIntroduction How should Red Bull market its brand in the future? I think, although Red Bull has been extremely successful in the past, times have changed and the company and products should change with it, otherwise we probably lose market share to the tremendous increased number of competitors in no time.At the height of early mornings and late nights, Red Bull energy drink became the fuel of choice for people from all walks of life. So how is Red Bull marketing its brand to meet the changing needsRead MoreAssignment of Marketing2273 Words   |  10 PagesIntroduction The Red Bull energy drink was launched in Austrlia in 1987 by Dietrich Mateschitz. Dietrich Mateschitz grew up in a small village in Styria, Austria. After graduating with a degree in world trade he decided to become a â€Å"really good marketing man.† Dietrich Mateschitz met up with Chaleo Yoovidhya at the beginning of 1980s and they decided to start an energy drinks together. Realizing that energy drinks product could have good potential in Western markets, Mateschitz obtained the licenseRead MoreMarketing Strategy Of Red Bull952 Words   |  4 PagesIntroduction In 1984, after discovering the tonic drinks in Thailand. Red Bull developed the Energy Drink, and launching Red Bull energy drink on the Austrian market in 1987. Since then, Red Bull has launched a range of products in 167 countries, it branded itself as a market leader and premium products. 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Red bull internal and external factors 7. Conclusion (Devi 2011) Introduction It increases endurance, accelerates the ability of concentration and reaction rate, gives more energy and improves mood. All this can be found in a can of Red Bull energy drink that, thanks in large part to a good marketingRead MoreRed Bull Marketing3878 Words   |  16 PagesThe Red Bull Branding Story Report by: myparanoidego Table Of Contents: Executive Summary†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 3 1.0 Introduction†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 6 2.0 Brand Positioning and Values†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..... 8 3.0 Brand Characteristics†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦... 11 4.0 Product Benefits and Consumer Satisfaction†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.13 5.0 Brand Communities†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 15 6.0 Brand Equities†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 16 7.0 Conclusion†¦Ã¢â‚¬ ¦...†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Read MoreKjafh2187 Words   |  9 PagesBUSINESS RESEARCH METHODOLOGIES RESEARCH ON SMART MARKETING STRATEGY OF RED BULL AND HOW THE COMPANY MAINTAIN ITS LEADING POSITION IN ENERGY DRINK INDUSTRY TABLE OF CONTENTS I. ABSTRACT 4 II. INTRODUCTION 4 III. BACKGROUND OF RED BULL 5 IV. LITERATURE REVIEW†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..†¦.6-7 V. RESEARCH OBJECTIVES†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦8 VI. RESEARCH QUESTIONS†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦8 VII. RESEARCH METHODOLOGY†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦9-12 VIII. ETHICAL CONSIDERATION†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦...†¦13 Read MoreRed Bull Marketing Plan7856 Words   |  32 PagesHow Red Bull woke up the teen market It looks (and tastes) like medicine, but it still conquered the soft drinks trade. Now the edgy pick-me-up is moving into the grown-up world of motor racing. John Arlidge reports reddit this John Arlidge The Observer, Sunday 5 December 2004 Article history At this time of year fallen leaves shroud the carefully planned suburbs of Milton Keynes. Mist drifts in from the fields. The posh car firms - Mercedes, Volkswagen, Audi - whose UK head offices ringRead MoreEssay on How Red Bull Maintain Their Stronghold8091 Words   |  33 PagesContents0.0 Abstract 1.0 Introduction 2.0 History 3.0 Does Red Bull ® Revitalise the Body and Mind? 3.1 What are the ingredients in Red Bull ®? 3.2 Red Bull ®Ã¢â‚¬â„¢s adverse health effects 3.3 Has Red Bull ® profited from controversy? Page(s) 2 3 3-4 4-5 5 6 6-7 7 8 8 9 9 10 11-12 13 14 14 15-16 16-17 17 17 18 18-19 20 21-24 25 4.0 Red Bull ® a non-descript market? 5.0 How is Red Bull Marketed? 5.1 Sponsorship 5.2 Advertising 5.3 Brand Image 5.4 Some of Red Bull’s extreme sports athletes and eventsRead MoreRedbull Case5803 Words   |  24 PagesJournal of Sponsorship Volume 3 Number 4 Entrepreneurship through sports marketing: A case analysis of Red Bull in sport Samantha Gorse, Simon Chadwick* and Nicholas Burton Received (in revised form): 14th Aprii, 2010 *Centre for the International Business of Sport, Coventry University, Priory Street, Coventry CV1 5FB, UK Tel: -H44 24 7688 7688; Fax: -i-44 24 7688 8400; E-mail: simon.chadwick@coventry.ac.uk Samantha Gorse is a doctoral candidate at Coventry University Business Sciiooi and

Digital Communities Strategy

Question: Discuss about the Digital Communities Strategy. Answer: Introduction: Communication is nothing but the systematic process of exchanging necessary information and ideas based on which both the sender and receiver can interact with each other. At the current era, mass communication has expanded their widespread wings throughout the World. Mass communication enables to multiply the messages beyond going any particular geographical boundary with the help of various medium. The primary purpose of implementing an effective communication strategy is to make a strong connection among various communities. This particular study has primarily focused to deal with multi-platform communication strategy. Multi-platform communication is one of the major parts of mass communication. Two different multiplatform communication tools have been decided to be chosen. Based on the two different multiplatform communication tools the study has focused to point out various impacts of multiplatform communication strategy. The concept of multiplatform communication strategy: In the current era, the use of multi-platform communication media has become a necessity for increasing the wide spread wings throughout World. Professional communicators while expanding their business worldwide need to know how to utilize various media platform in order to make an effective communication with the people of different community (Antonio, Grimaccia and Mussetta 2012). When a business organization intends to launch a new product, the marketing managers have to utilize the popularity of media in order to draw the attention of the people from different community. At that time, this particular business organization intends to use multi-platform communication strategy for creating a market demand on their product. With the help of multiplatform communication, strategy has been used mainly to draw the attention of different community people (Bechmann 2012). People of different culture and attitude belong to a particular community. Some of them are very much advanced in techn ology and some is not that much familiar to use the utility of online media platform. The key role of a professional communicator is to reach the doorsteps of every kind of target people. In this situation, multiplatform communication strategy has been used to deal with the people of various culture and attitude (Candel 2012). In addition, while promoting a new brand business organizations aims to reach their products in various remote areas. Therefore, online platform is fruitful for the advanced people, especially for the young generation. On the other hand, offline media platform can easily draw the attention of middle aged and old aged persons. Various tools of multiplatform communication strategy: Multiplatform communication strategy is constituted with two major tools primarily that include online communication platform and offline communication platform. With the help of online communication platform, the communicators intend to draw the attention of different community people belonging from various geographical areas (Del Mar Grando and Bonaut 2012). On the other hand, offline communication platform is used for the regional community primarily. For an example, most the Asian countries have still remained under developing. While promoting a business product in those under developing countries, marketing managers intend to utilize the platform of offline media such as radio, television, newspaper magazine, banner, hoarding, signboard and so many. Online communication platform: Among the online communication platform, the professional communicators primarily intend to use the popularity of social media in order to draw the attention of various different communities. Among the social media platform, the name of facebook, twitter, instagarm are most prominent (Friedrichsen and Mhl-Benninghaus 2013). With the help of facebook and twitter, people of various remote areas are able to keep a constant relation with each other. Numerous business organizations like to utilize the platform of facebook by providing online advertisements. People of different countries get the opportunities to see this advertisement (Garca-Avils 2012). As a result, their brand does not remain restricted within a particular regional area. This is one of the most effective ways to promote a new brand. Social media is one of the most popular platforms based on which various business organizations can reach their brand in the international market. Young generations are the fervent users of f acebook and twitter. Ghanam, Maurer and Abrahamsson (2012) stated that most of the countries of Australia, UK, US intend to utilize the popularity of online media. Due to the technological advancement, the people of these countries are well acquainted with social media platform. Off line communication platform Among the offline television platform the use of television is most prominent. Television has been considered as a mass communication that can multiply the messages. People of different areas come to know about the new brands and products. Business organizations generally intend to promote their product through television advertising. Most of the renowned organizations tend to pay for prime time so that their new product can draw the attention of most of the people. Goyanes and Drrenberg (2014) opined that middle-aged persons are the prime users of television. Therefore, business organizations can easily utilize television in order to draw the attention of target customers. Major strategies on multiplatform communication Multiplatform strategy has been used primarily in order to engage the people for making an effective communication (Guerrero, Diego and Pardo 2013). In case of any business organization, business experts like to follow multiplatform business strategy in order to draw the attention of people from various culture and background. The ways that multiplatform strategy can be applied are as followed: Customer centric strategy rather than the platform centric: One of the biggest reasons of using multiplatform strategy inside the organizations is to impress different kinds of customers. Various business organizations intend to use multiplatform communication strategy for drawing the attention of different kind of people (Korda and Itani 2013). People from 18 to 34 age group are mainly comfortable with online media. Therefore, business organizations like to use social media such as facebook, twitter for increasing the attention of young generation primarily. Creating a consistent and integrated attention: When a business organization intends to maintain a promotional activity, the business experts tend to use multiplatform media in order to quench the thirst of target consumers. As per the consumer behavior, people want to gather a detailed knowledge and information about a particular product before purchasing it (Lin 2012). Media is one of the most effective platforms based on which people of various cultures and background can come to detailed information about this specific brand. Therefore, multiplatform media is able to create a consistent attention in between the communicators and receivers. Understanding demographic differences Professional communicators like to segregate the multiplatform media as per the demographic market segmentation. Demographic market segmentation has been conducted according to gender, income status and age group of people. While launching a new business in a developed country like Australia, the business managers would like to segregate the market as per the income level of target consumers (Mic, Masip and Domingo 2013). The media has been utilized based on the age group. For an example, off line media such as television, radio, newspaper, magazines are primarily useful for the age of above 40 people. On the other hand, social media platform has been used for 18 to 35 age group primarily. Impact of multiplatform communication strategy: People get high benefits and facilities by using multiplatform communication strategy inside the organization. Before purchasing a product from a particular organization, the target customers can come to know an in-depth overview about this particular product. As a result, it is beneficial for both the organization and the customers. At the same time, this communication strategy is not devoid of some of its negative impact as well. However, in this part, both the positive and the negative impacts of multiplatform communication strategy have been discussed in detailed. To make an effective communication with the people By using multiplatform communication strategy, both the sender and receiver can make an effective interaction with each other. While promoting a new product business organizations like to create a public forum in the new media platform (Srensen 2013). Through this particular public forum both the service providers and the receivers are able to maintain a communication. Consumers are free to know their feedback about the product and service system of the company. In addition, they can make a complaint as well against the service system. Service providers on the other hand intend to change their business strategy as per the feedback received from the customers. In case of off line media, the business organization receives the feedback being delayed. With the help of off line media, consumers cannot get the opportunity to communicate directly with the organization. In spite of that it is undeniable that people of various culture and background are able to make an effective interact with the help of multiplatform media. To unite people in a huge platform Multiplatform communication strategy is able to unite people in a huge platform. For an example, if a business organization intends to give an online advertising in social media platform, this organization is able to create the attention of a large number of people at a time. They get the scope to receive numerous reactions from various people with the help of like post. Apart from clicking at the like button, people are to make comment on the same page. Organizations use to receive a million of comments in a same platform (Lin 2012). This particular feedback is very much helpful for the organization as well. They get the opportunity to change their business strategy in order to satisfy the needs and demands of the customers. In case of offline media platform, the type of maintaining unity can be considered in a different way. While showing a television advertisement people of various culture and attitude watch the same advertisement. From that perspective, it is undeniable that multiplatform communication strategy is definitely able to unite a large number of people in the same platform. The negative impacts of multiplatform strategies are as follows: Harmful for students: Both the offline and the online communication platform are harmful for the students as well. Especially online media platform renders addiction on the mind of students. They become addicted in piracy activities. As a result, it indirectly hampers the society. Scope to promote propaganda: Business organizations with the help of multimedia platform intend to involve in propaganda while promoting their business (Srensen 2013). While preparing the concept of advertisement, business experts like to use numerous epithets. With the help of these epithets, they can easily manipulate the customers. People generally intend to pay their attention to purchase the product by getting tempted from the colorful advertisements. Conclusion: This particular study has provided a detailed understanding about the importance of multiplatform communication strategy for maintaining an effective interaction in between the sender and the receiver. At the very beginning, the study has provided a clear concept about the multiplatform communication strategy. Among the various media platform the importance of offline media and the online media has been discussed in detail. Social media such as facebook, twitter have been considered in the category of online media. On the other hand, among the off line media platform the impacts of television for drawing the attention of people are most prominent. This particular study has focused to highlight both the positive impact as well as the negative impacts. Reference List: Antonio, P., Grimaccia, F. and Mussetta, M., 2012. Architecture and methods for innovative heterogeneous wireless sensor network applications.Remote Sensing,4(5), pp.1146-1161. Bechmann, A., 2012. Towards Cross-Platform Value Creation: Four patterns of circulation and control.Information, Communication Society,15(6), pp.888-908. Candel, R.S., 2012.Adapting Public Service to the Multiplatform Scenario: Challenges, Opportunities and Risks. Hamburg: Hans-Bredow-Institut. Del Mar Grando, M. and Bonaut, J., 2012. Transmedia audiences and television fiction: A comparative approach between Skins (UK) and El Barco (Spain).Participations: Journal of Audience Reception Studies, (9), p.2. Friedrichsen, M. and Mhl-Benninghaus, W. eds., 2013.Handbook of social media management: value chain and business models in changing media markets. Springer Science Business Media. Garca-Avils, J.A., 2012. Roles of audience participation in multiplatform television: From fans and consumers, to collaborators and activists.Participations. Journal of Audience and Reception Studies,9(2), pp.429-447. Ghanam, Y., Maurer, F. and Abrahamsson, P., 2012. Making the leap to a software platform strategy: Issues and challenges.Information and Software Technology,54(9), pp.968-984. Gligorijevic, B. and Luck, E., 2012. Engaging Social CustomersInfluencing New Marketing Strategies for Social Media Information Sources. InContemporary research on e-business technology and strategy(pp. 25-40). Springer Berlin Heidelberg. Goyanes, M. and Drrenberg, C., 2014. A taxonomy of newspapers based on multi-platform and paid content strategies: Evidences from Spain.International Journal on Media Management,16(1), pp.27-45. Guerrero, E., Diego, P. and Pardo, A., 2013. Distributing audiovisual contents in the new digital scenario: Multiplatform strategies of the main Spanish TV networks. InHandbook of social media management(pp. 349-373). Springer Berlin Heidelberg. Korda, H. and Itani, Z., 2013. Harnessing social media for health promotion and behavior change.Health promotion practice,14(1), pp.15-23. Lin, T.T., 2012. Cross-platform framing and cross-cultural adaptation: Examining elephant conservation in Thailand.Environmental Communication: A Journal of Nature and Culture,6(2), pp.193-211. Mic, J.L., Masip, P. and Domingo, D., 2013. To wish impossible things* Convergence as a process of diffusion of innovations in an actor-network.International Communication Gazette,75(1), pp.118-137. Srensen, I.E., 2013. Channels as content curators: Multiplatform strategies for documentary film and factual content in British public service broadcasting.European Journal of Communication, p.0267323113504856.