Pitching for Business Coursework Example | Topics and Well Written Essays - 1500 words

Pitching for Business - Coursework Example The different methods that are applied to the research are applied such that the appropriate data can be collected. Pre-testing is the research market that results to the determination of the effectiveness of the product based on the responses of the consumers. Campaign pre-testing is done with the media such that the budgeting and planning is done to meet the consumer’s needs. Post-testing is done in market research to monitor the performance of the brand that the research is about (McNeill, 1990). The preference, the attitudes of the consumer towards the brand and the approach that can be used to reach the brand to the consumers (Cronin, 2004). The process to improve the product and brands of an advertising industry comes about with the quality of the research and the methods that are used in the research (Carroll, 1993). Market research methods improves the efficiency to the company that uses the method. The company are able to improve the efficiency of their market to the consumers since the research back up the strategy that the company uses to market the brand (Graham, 1978). Improving the efficiency of the brand marketing makes a company distinguishes between the success and failure of the company. The qualitative research also helps the company benefit from any coin that they spend (Cronin, 2004). Encouraging innovation is also a reason that makes companies to conduct qualitative research methods. Brand reputation is a major contribution in the development of a company’s brand. This makes a company to establish a brand that becomes the leader of the others in a market (McNeill, 1990). Reputation of a brand is mainly contributed to through authority and innovation in a company. The conducting of the research also enables the company to fulfill the vital needs that the consumers may need in the marker (Fisher 1958). This bring about the innovative appearance of the company the tools

Corporate Strategy - HBOS Essay Example | Topics and Well Written Essays - 1500 words

Corporate Strategy - HBOS - Essay Example It was the HBOS Group Reorganisation Act 2006, a private Act of Parliament, which gives more operational freedom to the group. With this Bank of Scotland has become its principal banking subsidiary. It has three more subsidiaries such as Halifax plc, HBOS Australia and HBOS Insurance and Investment Group Limited. While Halifax operates as retail banking division in Scotland, England and Northern Ireland, Bank of Scotland is main retail banking division in Scotland. Formed in 2004, HBOS Australia is a consolidation of group's companies in Australia. HBOS Insurance and Investment group manages insurance and investment products in UK and Europe. HBOS is launched as a 'New Force' in banking and claimed as a major and distinctive new competitor in the UK financial service markets. It has about 22 million customers all over the world and unique expertise of the global banking scenario. It has three strong divisions of retail banking, corporate banking and investment. It is believed that su ccessful acquisition and integration of many banking units has helped HBOS to emerge as a major financial conglomerate in Europe. Its average growth is around 10 percent. It operates under a number of well known brands. Businesses that actively pursue innovation generate more growth and profits than those that do not. This process will give the institution higher brand awareness and appeal. Last few years HBOS has been introducing innovative and customer oriented measures to achieve this goal. This has given it an upper hand in the industry. In its long years of existence it has been adding up more products and services to cater to the different needs of the people. The globalization, liberalization and privatization process has opened up new opportunities and challenges for the bank. The bank has entered into new markets with a global vision. In the recent period, it has grown to become a leading financial mall and global finance retail network. The market capitalization of the group is the fourth largest in UK. With assets of over 400 billion, HBOS is UK's largest mortgage and savings provider. It has several high profile brands including Bank of Scotland, Halifax, Birmingham Midshires, Intellige nt Finance and Clerical Medical. But with globalization is turning to new trajectory challenges and opportunities before banks such as HBOS are crucial and thought provoking. Financial sphere of the world has changed a lot with free flow of fund and resources from continent to continent or countries to countries. Financial institutions are now compelled to find new models of growth. There are lot of pressure from investors, shareholders, promoters and customers for fulfilling growing expectations. But squeezing margins, impact of technology and increasing competition are compelling banks to reduce cost as low as possible. Today's banking has more global behavior than local flavour. The management has to taken into consideration lot of global and demographic issues before giving shape to a product, service or strategy. The risk management has got more concentration among bankers. Also expectations of customers are growing more with peer bank competition. Most of the banks in Western countries have now entered into hi gh potential new destinations such as India, China and North American countries. They are also adapting both organic and inorganic growth models to survive in the new context. Today's financial service industry is facing lot of problems. While they have to drive the business

Personal statement for PhD in forensic science Essay Example for Free

Personal statement for PhD in forensic science Essay My interest in Forensic Science was developed primarily in my undergraduate years and was strengthened during the initial stages of my Master’s Degree in Molecular Biology. While I was still working on my undergraduate degree, I became fascinated with chemistry and how the science can be used in many practical applications for a variety of industries. What captured my attention the most is how using current science and technology, specialists are able to determine details of a crime scene that can be effectively used to solve the crime. This realization brought about by many experiences both in and out of the classroom gave me the interest to study Forensic Science. When I entered into graduate school, I chose Molecular Biology as my major primarily because it is highly connected with the chemical and biological applications to Forensic Science. True enough, the work that I have done so far in my degree has strengthened my conviction to become a forensic scientist. As a student, I believe that I have the prerequisite knowledge and academic dedication to obtain a doctorate degree in a science that is a direct application of my previous educational background. My background knowledge as evidenced in my transcripts includes extensive work on chemistry, biology, and academic research with courses that contain detailed laboratory work using procedures that are parallel with some components of those being used in Forensic Science today. Thus, I have strong proficiencies with different equipment used in the laboratory and am perfectly capable with working in a demanding laboratory setup. My academic records would show that I am a very diligent student who strives to achieve excellence in any academic endeavor. Aside from this, I also have the dedication necessary in conducting rigorous research which is not only a requirement for any doctorate degree but a strong essential for a PhD in Forensic Science in particular. I am aware that Forensic Science entails much work in gathering information and processing them in order to obtain the required output and this process is very familiar to me. I have conducted various research projects in the past and have a consistent track record of being able to synthesize complex ideas into meaningful analysis that can effectively reflect current trends and developments. In Forensic Science, my interests in particular are DNA finger printing and analysis of evidence. As early as now, I have read extensively on both areas and am determining possible relevant contributions that I can make in my dissertation on a topic related to those said interests. M readings have made me familiar with the areas and gave me insight on what are the concerns of the science at the moment that need to be adequately addressed by academic research. This demonstrates how sincere my intention is to finish a postgraduate degree in Forensic Science. I am certain that I am adequately prepared and fully capable to take on and complete a doctorate degree in Forensic Science. I have a strong educational background with experiences that are highly related to my intended major and I have developed effective learning and research skills that are essential to completing the degree. There is no doubt that I will be able to make significant contributions in this body of science as a researcher and make use of knowledge gained in completing this degree as a forensic scientist in order to aid law enforcement in solving crimes in the interest of upholding justice and maintaining societal order.

Health Essays Childhood Obesity Overweight

Health Essays Childhood Obesity Overweight Childhood Obesity Overweight Introduction Childhood obesity in the United States is proving to be a topic of major concern. Throughout the past decades, this issue has been overlooked and simply unattended to. Other health issues such as second-hand smoke and cancer have indeed been the more popular topics addressed. However, people are starting to notice a change in the leaders of tomorrow. Quite frankly, these children are becoming extremely unhealthy and overweight. In the past, it was out of the ordinary to see a child that was obese. However, overweight children in the United States are actually starting to become a norm (Koplan, Liverman Kraak, 2005). This is where the problem begins to unfold. Parents are becoming increasingly concerned about their children’s health due to the fact that obesity hinders a wide range of factors. Imagine a child that cannot participate in any extracurricular activities such as baseball, soccer, or basketball due to his or her weight. Then, try to explain to that child that due to being overweight, he or she might have an increased chance of heart disease, strokes, and high blood pressure (Vessey MacKenzie, 2000). Above all, imagine being a child and learning that one of their peers has just died due to the fact that he or she was obese. One must begin to realize that the lives of children in the United States are at stake. Science in the past has told the public that each generation is living longer than its precedent. The tide has turned sadly enough as scientists are predicting that this verity is now untrue (Kimm Obarzanek, 2002). With that being said, if lives are beginning to shorten, one might conclude that it is now time to take some action. In an attempt to explore the idea of childhood obesity one must result to an interdisciplinary analysis. The topic involves a wide range of disciplines such as biology, sociology, psychology, and business, which should all be taken into consideration to avoid an oversimplification. There is not one single discipline that can fully address the entire scope of childhood obesity (Repko, 2005). By narrowing down the research, a large amount of data will be looked at using numerous perspectives to try to avoid a biased outcome. The extent of obesity in children is an extremely multifaceted topic and desperately needs to be approached this way to fully grasp and comprehend the issue. Also, for a complete understanding and resolution to be formulated, every discipline needed to investigate the issue must be used. Childhood obesity contains a vast range of disciplines to help in its characterization. With that being said, these disciplines tend to all be interlocked with one another. Looking at childhood obesity through the discipline of biology for instance would constantly be leading the researcher to a psychological standpoint every time a page is turned. Simply ignoring certain disciplines would be an extreme mistake in trying to come to a conclusive solution of the issue addressed and would most likely lead to a biased opinion. Disciplines The following is a compilation of all the disciplines used along with each of their contributions in the process of addressing the issue of childhood obesity. There is indeed a vast range of disciplines that are included. Chemistry, economics, law, and history all bring important insights to the table when addressing childhood obesity. Chemistry will look at various experimental data to try to assess the various structures of fats and sugars that are involved in a child’s diet. Economics could be used to try to understand the possible effects that production and distribution of certain foods has when placed in front of children. Why are these extremely unhealthy foods being put on the shelf for kids to buy? Economics would try to investigate this issue and bring forth a decisive explanation. In addition, law would be utilized to help to understand what governmental efforts have been made towards the issue of childhood obesity. Are the steps being taken by are government in the right direction or are they simply dancing around the heart of the issue? Finally, history is a very helpful discipline in referencing statistical data taken about obese children. Has this problem always been around or is it just now becoming an issue? History with the help of statistics will also illustrate past successes and failures of strategies that were put in action to help to aid the issue being discussed. Throughout the course of the investigation of childhood obesity all the preceding disciplines listed will be taken into consideration. However, biology, sociology, and business will be most relevant and crucial to the process of defining the issue at hand. Biology Biology will be used to try to understand the needs of the human body to progress and function. Each person has a minimum amount of calories that must be consumed to properly run its processes. Likewise, each person has a unique rate of consuming these calories and converting them to energy. The researcher can use biology to place an actually measurement of health of an individual. Attaining a proper measurement or gauge of health has proven to be a very difficult task. Height, sex, genetics, bone structure, and even ethnicity are all very important factors that determine a child’s proper weight. Biology will help to place a gauge on each of these factors and formulate a proper medium for each person. This discipline will be examined first in the following writing because one needs to understand what obesity is before he or she can begin to examine the problem. Biology will basically lay a foundation for the rest of the disciplines as to how they are to be used to assess obesity in children. Sociology Next, a viewpoint based on sociology must be addressed. Demographics of families, along with their ethnicities will be looked at to try to explain the effects of obesity on certain specific populations. Society will be investigated to try to expose the viewpoints of obese children and their parents. Does society really understand the issue? Do children place any concern with health and fitness? These are both very important questions that sociology will help to address through the aid of statistical data. Also, every child does have the right to choose what he or she consumes on a day-to-day basis. Hence, each child must face all of the problems that arise if he or she becomes obese. Obesity is not purely a biological problem. If the previous statement was true, a child could then simply consume less calories and loose weight. However, a child has to make cognitive choices and observations about what is acceptable. Sociology will step in and try to uncover any problems that may be resulting in a population of obese children that simply are misguided by the viewpoints of society. This discipline will be used after biology in hopes to build upon the new understanding of the problem. Once a person understands the physical aspects of childhood obesity using biology, then he or she can delve into the societal traits. Business Finally, obesity has become such a large issue that it has effectively created an entire new industry to take care of itself. Business is a discipline that will be used to help explain the way industries portray children and how they affect what populations recognize and understand. Business will try to assess ethical issues as to whether the food industry for example is making an effort to help. There are obviously many businesses in the United States that are trying to educate children about obesity. However, for every positive product formed, there is another marketing scheme that is made to try to take advantage of a very helpless situation. As a result, the structure and function of the food industry needs to be addressed and scanned for possible pitfalls and shortcomings. Lastly, the discipline of business will be used in the final part of this paper in hopes to illustrate how it relates back to the obese children. The reader will then furthermore understand the extremity of this issue and how it is rooted in almost every aspect of life. In summation, childhood obesity is an extremely sophisticated problem involving the ethics and morals or our society. Children cannot be expected to solve their own problem and desperately need help from all ends of the spectrum. The purpose of this paper is to lay the foundation for a better understanding and new perspective of childhood obesity. This perspective will hopefully stem new possible outcomes that are constructed by the synthesis of each of the discipline’s contributions. Furthermore, the following writing will attempt to educate society of the dangers of childhood obesity and show that this is not a problem caused by one situation. Hopefully the reader will realize that through an interdisciplinary understanding, bringing an end to obesity in children is not an unattainable goal. Background How is childhood obesity defined? Has this issue been around for a long time or is it merely just beginning to cause trouble for the United States? These are two very important questions that every individual needs to be aware of. One cannot expect to be able to successfully tackle an issue without knowing its history beforehand. First, childhood obesity is basically defined as a person that has a body mass index that is above the 95th percentile. That is, the individual exceeds his or her natural weight by approximately 20%. Body mass index is the most widely accepted procedure for sampling obesity in large populations. Basically, it is a numerical measurement composed of a person’s height and weight. Although this particular test does not take a persons bone structure into consideration, the average of an overall population remains very accurate (Vessey MacKenzie, 2000). The people involved in this issue are individuals between the ages of 6 and 17. Male and female children including every ethnicity that resides in the United States are included in this problem. Although obesity rates are increasing almost exponentially in all age groups, children seem to be of the most concern to health experts today. These children are in the most important stage of their growth. An overweight child is putting his or her entire lifespan in jeopardy (Green Reese, 2006). Adolescent obesity has not been around as long as other problems such as cancer, leukemia, or the flu. Yet, it is unique due to the fact that childhood obesity is growing at such an alarming rate. The first signs of childhood obesity began to appear in the 1960’s (Schwartz Puhl, 2003). What caused this sudden weight gain in children during this time? There are several possible explanations however there does not seem to be one clearly defined culprit. The fast food industry is just one of the possible causes that is often looked at. Critics believe that during the 1960’s fast food was starting to embed in American culture. McDonalds restaurants were popping up all around the United States offering a quick and effortless meal. Before fast food, most families were dependant upon time consuming home cooked meals. However, for the first time, people were starting to realize that a ready-to-eat meal was just a few dollars away. Consequently, people started putting the healthy meal aside and began to grab a quick sandwich from a fast food restaurant. Hence, in the 1960’s children’s calorie intake began to rise as their eating habits were basically being altered by society. Statistics showed during this time that the percentage of obese children was approximately 4.5%. As calorie intake began to rise, physical activities began to decrease. Approximately 33% of students in high school do not expose themselves to any strenuous physical activity. Present day schools are so involved in standardized testing that extracurricular activities have been in some ways taken out of the daily lesson plan. Even technology, which usually always aids in the advancement of society, has played a role in increasing rates of childhood obesity. Computer based games, and highly sophisticated cell phones are a few examples that have placed negative outcomes on beneficial cardiovascular events (Harper, 2006). Heath experts began to see a problem by the 1970’s. The National Health and Nutrition Examination Survey was one of the first efforts in addressing the issue of childhood obesity. A study was done in three parts during a 25-year span starting in the late 1960’s. The test studied the body mass index of children and adjusted the results as age, sex, and ethnicity of the population of children changed through time. The results were anything but subtle. There was a 40% increase of overweight children in the ten-year span of the first and second studies. No other illness at this time was even close to growing at such an astounding rate (Rosenbaum Leibel, 1998). With that being said, the third study that was completed in 1994 delivered a divesting knockout punch. The National Health and Nutrition Survey revealed that the number of obese children in the United States had grown a monstrous 100% in the past 10 years (Dietz Gortmaker, 2001). Obesity in children was now considered an epidemic. In the past decade, the percentage of obese adolescents in the 95th percentile has once again doubled. Obese children between the ages of 6 and 11 seemed to have the highest grow rates of any other subgroup. Estimates were now showing that almost 15% of the children in the United States are obese or extremely overweight. Obesity does not seem to be biased towards any particular age, race, or gender. However, African American girls, Hispanics, and American Indians were shown to have the largest overweight populations (Koplan, Liverman Kraak, 2005). Why are obese children the population that is drawing the most attention? First, biologists studying this epidemic have noted that fact that the gene pool in the United States has basically remained the same over the past 15 years. This tends to rule out any possible explanations dealing with actual evolutionary changes or modifications in the human body. As a result, scientists tend to believe that the causes of the increase in children’s weight are a product of environmental effects on metabolism. At any rate, it is shown that individuals who are obese as children are most likely beginning a lifelong fight (Dietz Gortmaker, 2001). Present studies have shown that approximately 95% of obese individuals who succeed in loosing weight tend to gain almost all of it back over time (Koplan, Liverman Kraak, 2005). This statement is supported by our ever-increasing percentage of obese adults. In 2001, statistics show that there were 29 states containing a percentage of obese adults of 20% or greater. Hence, prevention at the earliest possible age is said to be the only hope for success in stopping this seemingly out of control problem. It is shown that the younger the child is, the less likely he or she will have developed bad eating habits. Also, younger children tend to be much easier to work with as oppose to stubborn teenagers who may not accept parental influence. All in all, childhood obesity tends to result in numerous mental, physical and social health disorders for the growing individual. Without immediate intervention at a young age, obesity in children may continue to grow (Kimm Obarzanek, 2002). The following writing will continue to decipher the issue of adolescent obesity and will expose crucial concepts, theories and assumptions dealing with each discipline involved. Biology will first be discussed with the goal of further defining the physical and biological effects of childhood obesity. One must understand how the child physically becomes obese and what biological factors are involved. Next, sociology will be addressed with the goal of educating the reader of the impacts that society has on obese children. Are there any direct causes of obesity that society may have initiated? Finally, business will be mined for possible ways that large companies and organizations have affected the issue. Are these interventions effective or are they merely ways to mask the problem? In conclusion, each discipline involved offers its own understanding of childhood obesity. One must take each possible approach into consideration in hopes of forming a new more comprehensive explanation. An interdisciplinary approach is used in this situation to help organize the inputs of the disciplines and then synthesize them into a new holistic picture. This process helps to avoid a biased opinion, which is likely formed by increasing specialization of the disciplines. Furthermore it attacks the issue from every angle within the reach of the disciplines used (Repko, 2005). References Biology Dietz, W., Gortmaker, S. (2001). PREVENTING OBESITY IN CHILDREN AND ADOLESCENTS. Annual Review of Public Health, 22(1), 337. Retrieved February 29, 2008, from Academic Search Complete database. Kimm, S., Obarzanek, E. (2002, November). Childhood Obesity: A New Pandemic of the New Millennium. Pediatrics, 110(5), 1003. Retrieved February 8, 2008, from Academic Search Complete database. Rosenbaum, M., Leibel, R. (1998, March). The physiology of body weight regulation: Relevance to the Pediatrics, 101(3), 525. Retrieved February 29, 2008, from Academic Search Complete database. Vessey, J., MacKenzie, N. (2000, September). Childhood Obesity: Strategies for Prevention. Pediatric Nursing, 26(5), 527. Retrieved February 8, 2008, from Academic Search Complete database. Sociology Green, G., Reese, S. (2006, Fall). CHILDHOOD OBESITY: A GROWING PHENOMENON FOR PHYSICAL EDUCATORS. Education, 127(1), 121-124. Retrieved February 29, 2008, from Academic Search Complete database. Koplan, J., Liverman, C., Kraak, V. (2005, Spring). Preventing Childhood Obesity. Issues in Science Technology, 21(3), 57-64. Retrieved February 4, 2008, from Academic Search Complete database. Schwartz, M., Puhl, R. (2003, February). Childhood obesity: a societal problem to solve. Obesity Reviews, 4(1), 57-71. Retrieved February 29, 2008, from Academic Search Complete database. Business Harper, M. (2006, October). Childhood Obesity. Family Community Health, 29(4), 288-298. Retrieved February 29, 2008, from Academic Search Complete database. Other disciplines Repko, A (2005). Interdisciplinary practice a student guide to research and writing. Boston, MA: Pearson Custom Publishing.

The Smoke Signals Forgiveness Essay -- Sherman Alexie Films Movies Med

The Smoke Signals Forgiveness Smoke Signals, written by Sherman Alexie and directed by Chris Eyre, begins on July 4, 1976 on the Coeur d’ Alene Reservation. Arnold Joseph (Gary Farmer), drunk while celebrating the "independence", lit off a firework and set the Builds-the-Fire residence on fire, killing the parents of Thomas Builds-the Fire. Many people were already asleep in the house when the fire started, so no one saw Arnold’s mistake, which he kept a secret from the whole reservation. Both Thomas Builds-the-Fire (Evan Adams) and Victor Joseph (Adam Beach), Arnold’s son, were saved from the burning house. Arnold ran to catch Thomas in his arms after Thomas was thrown from a window. Victor and Thomas grew up together. After the fire, Thomas was raised by his grandmother (Monique Mojica). Victor was raised by his father Arnold and his mother Arlene (Tantoo Cardinal) in a family that was falling apart. After the fire, Arnold turned to alcohol to bury the guilt of accidentally killing the Builds-the-Fire parents by burning down their house by accident. Arnold’s drinking was out of hand. Arnold’s alcohol ended up causing him to abuse his family. He hit both Arlene and Victor. Arlene was also a drinker, but she realized that their drinking became a problem and told Arnold to stop drinking. Refusing the order, Arnold chose to leave his wife and son and move to Phoenix, AZ. For the next ten years, no one was to hear from him ever again. Growing up, Victor and Thomas didn’t get a long so well. Thomas was often annoying and Victor just wanted to be left alone. Thomas often talked of Arnold and Victor never wanted to talk about his deserted father. The last thing that Victor wanted to do was talk about the father that bailed on... ...nts. The film moved in chronological order, so it naturally showed the different stages that Victor faced while dealing with his problems caused by his father. Seeing the sequence of events in this film could cause some of us to notice how similar situations in our lives relate to this. It is this issue of forgiveness that is the most valuable from this film. The viewer can benefit from this by being able to notice how Victor got through his problems. If the viewer has problems of his or her own that are similar to this, then maybe the viewer can apply the film’s lessons to his or her life. The issue of forgiveness is the main point, but there are other great lessons and morals such as the importance of friendship, the danger of alcoholism, handling family conflicts, etc. Not to mention, there is a lot to be learned about Native American culture from this film.

Television is a Hallucination :: television TV

Television is only possible because this disintegration, reconfiguration, contraction (i.e., compression), and extension of visual sensory experience occurs during dreams. Accordingly, both television viewing and dreams may be said to include (or involve) reduced ability to think, anxiety, and increased distractibility. Television thus compels attention, as it is compelled in the dream, but it is an unnatural and hallucinatory experience. Hence, television is addictive. Similar to the visual experience while dreaming, television compels attention to the relative exclusion of other experience. Television reduces consciousness and results in a flattening of the visual experience as a result of combining waking visual experience with relatively unconscious visual experience. Television involves the experience of what is less animate, for it involves a significant reduction in (or loss of) visual experience. This disintegration of the visual experience (as in the dream) also results in a n emotional disintegration (i.e., anxiety). That television may be so described (and even possible) is hard to imagine, but this is consistent with the fact that it took so very many different minds (and thoughts) of genius in order to make the relatively unconscious visual experience of the dream conscious. Since the thinking that is involved in making the experience of television possible is so enormously difficult, it becomes difficult to think while partaking of that experience. Television may be seen as an accelerated form or experience of art, thereby making someone less wary (or less anxious) initially, but less creative and more anxious (as time passes) as the advance of the self becomes unsustainable. The experience (or effects) of television demonstrates the interactive nature of being and experience, for, in the dream, there is also a reduction in the totality (or extensiveness) of experience. Thought involves a relative reduction in the range and extensiveness of feeling. In keeping with this, dreams make thought more like sensory experience in general. Accordingly, both thought and also the range and extensiveness of feeling are proportionately reduced in the dream. (This reduction in the range and extensiveness of feeling during dreams is consistent with the fact that the experience of smell very rarely occurs therein.) Since there is a proportionate reduction of both thought and feeling during dreams, the experience of the body is generally (or significantly) lacking, for thought is fundamentally rendered more like sensory experience in general. Thoughts and emotions are differentiated feelings. By involving the mid-range of feeling between thought and sense, dreams make thought more like sensory experience in general.

Transforming the Influence of the Media on our Lives

Our goal in this publication is to help our readers lay a foundation for transforming the influence of the media on their lives. It is in all of our interests to critically assess, rather than mindlessly accept, news media pronouncements. Our hope is that we can aid readers to become more independent, insightful, and critical in responding to the content of news media messages and storiesIf objectivity or fairness in the construction of news stories is thought of as equivalent to presenting all the facts and only the facts (â€Å"All the news that’s fit to print†), objectivity and fairness is an illusion.No human knows more than a small percentage of the facts and it is not possible to present all the facts (even if one did know them). It isn’t even possible to present all the important facts, for many criteria compete for determining what is â€Å"impor- tant. †We must therefore always ask,â€Å"What has been left out of this article? †Ã¢â‚¬Å"What would I think if different facts had been highlighted here? †Ã¢â‚¬Å"What if this article had been written by those who hold a point of view opposite to the one embedded in the story as told?†For example, people commonly consider facts to be important to the extent that they have significant implications for them personally: Is any given event going to affect what they want, how much is it going to cost them, how is it going to influence their income, their living conditions, their leisure, their convenience? How some given event is going to affect others, especially others far away and out of sight, is quite another matter. There is therefore a large divergence among the news media of the world as to what is presented as â€Å"significant† in the world.