Literature Review And Critical Analysis - 3749 Words

Table of contents A list of figures and/or list of tables where appropraite Introduction (400 words) Literature review and critical analysis (1,700) Conclusion (400 words) References/presentation Bibliography Appendices if appropriate In an attempt to dissect the above statement by Cohan, Peter S, I would like to start with then above scenario below. After a competitive 3 months of selection from a pool of over 2500 contestants from 19 southern states of Nigeria, it was now down to the final 10 contestants at the semi-finals of the maiden Maggi cook for Mama Competition 2006 in Aba, Abia state, Nigeria. We were sweaty, tense and oblivious of what awaited us in the hot and humid summer afternoon. Then suddenly the DJ stopped the†¦show more content†¦The logical and analytical part of my creative personality gave way to a more pragmatic, innovative and action oriented part of me. I created recipe based on available resources, given rules and objectives to produce a product that eventually met with what was desired by the judges. This was not without a number of glitches like my vegetable oil being almost too much, my cooking fire almost being too much and so forth. However i learnt along the line, corrected myself in split seconds and still produced a product that scored the highest. This innate nature is what moves an entrepreneur to start a business with little or inadequate resources. By trying to elucidate on the above with the help of the works of scholars like Dr. Saras Sarasvathy and a host of other scholars, i believe we would be able to understand what the statement really entails. 2 Literature review and critical analysis 2. a - What are start ups? A start-up can be described as ‘a business or undertaking that has recently begun operation: grew from a tiny start-up to a large corporation’. (Anon., 2014). The key point here is to grow from a tiny business which denotes starting small. Meanwhile Merriam-Webster dictionary makes it more action oriented by describing a start-up as â€Å"the act or an instance of setting in operation or motion† or â€Å"a fledgling business enterprise.† Trying to understand the term start-up will not be complete without seeing it from the perspective of those who actually

Guided Evolution and Intelligent Design A Guide to the...

In Science and Religion: Are They Compatible?, Alvin Plantinga argues that proponents of naturalism, like Richard Dawkins and Daniel Dennett, tell us that, according to the theory of evolution, neither God nor any other agent has designed or created the living world, and that evolution, therefore, clearly contradicts the central tenant of theistic religion (which Dennett labels â€Å"entirely gratuitous fantasy† ). If what these experts say is true and we must understand evolution only in the context of naturalistic, unguided evolution, â€Å"then evolutionary theory is deeply incompatible with theistic religion, whether Christian†¦or Jewish.† However, Plantinga stresses that evolution does not need to be interpreted in this way, and that, because of this, religion does not have to be held in such opposition to science at all. Christian and Jewish doctrines require only that â€Å"God intended to create creatures of a certain kind†¦planned that there be crea tures of that kind†¦and acted in such a way as to accomplish this intention,† and such a claim is clearly consistent with evolutionary theory in that naturalism is not a necessary requirement of the theory itself. In this paper I will explore the positions of the Jewish faith with respect to the question of evolutionary theory, and, more explicitly, will draw comparisons between Judaism and Christianity to investigate whether popular religion is as staunchly opposed to evolutionary theory as Dawkins and Dennett propose. If the work ofShow MoreRelatedOrganisational Theory230255 Words   |  922 Pages. Organization Theory Challenges and Perspectives John McAuley, Joanne Duberley and Phil Johnson . This book is, to my knowledge, the most comprehensive and reliable guide to organisational theory currently available. What is needed is a text that will give a good idea of the breadth and complexity of this important subject, and this is precisely what McAuley, Duberley and Johnson have provided. They have done some sterling service in bringing together the very diverse strands of workRead MoreA Case Study of International Brand Management: Comparison of Lexus Brand Management in Brazil, United States and Japan.39374 Words   |  158 Pages ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·17 Create advantage  ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã ‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·17 I.1.5. I.1.6. Brand structure ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ · 17 A different perspective to brand equity. The Customer-based brand equity model  ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ · 18 Brand knowledge ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·  ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ · 19 Brand awareness  ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Ã‚ ·Read MoreOne Significant Change That Has Occurred in the World Between 1900 and 2005. 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Another way of saying this is that your audience should see that the conclusion follows from the reasons given to support it. ────CONCEPT CHECK──── Which of the following

E Commerce Marketing Strategies and Applications

Question: Discuss about the E Commerce Marketing Strategies and Applications. Amswer: Introduction E-commerce or electronic commerce is a business that encompasses the transmission of information via the internet. E-commerce is a medium that has enabled consumers to comfortably exchange services and goods electronically without the restrictions of either distance or time. E-commerce has proven to be a force to reckon with, bridging the gap and making it possible to transact electronically at a cheaper and faster way. E-business, on the other hand, is the applications and information systems that use web technologies to not only support but also drive business processes. E-business increases business performance by allowing enterprises to create ties of their in-house and peripheral practices with consumers to improve their business performance (Beynon-davies 2013). Many are times e-business has been mistaken for just websites. Astonishingly, the website is just one of the many common applications of e-business. This essay will focus on Costco Wholesale Corp and the strategies it h as used to be a leading enterprise in e-business. Costco Company Costco Whole is the second largest retailer in the United States. It boasts of a market cap of $66 billion hence falling at top 20 companies in Fortune 500. It is based in Washington. It operates approximately 1000 warehouses in the United States of America and overseas. It was founded in the year 1983. In the year 1993, the company amalgamated with Price Company. This formed PriceCostco. It later changed its name to Costco Wholesale in the year 1999.It is currently dictating the retail warehouse segment. Costco does not advertise. Its memberships market themselves. With a customer service second to none, Berman (2011) denotes that the fulfilled customers spread the message by word of mouth which does not cost them any dome when it comes to advertising and marketing. It offers a wide range of products hence satisfying the customers. They offer cash refunds. Costco utilizes membership model. It makes up for the highest revenue for the company. Registered members enjoy saving opportunities which influence members to spend more on shopping. The three essential things that e-commerce sites need to incorporate to ensure that their sites are top de la crme is the site design. The site should be user-friendly. The functions of each tool should be easy to select and clear, well-designed menus, filtering and sorting options which minimize the amount of time taken to locate and purchase a product. The design should be pleasing to the eye and improve a shoppers experience. Safety is paramount. The program used offers protection from fraud and SSL Encryption-Secure Socket Layer (Allen Fjermestad 2011, p. 14). It hence makes it possible to make payments online securely. There is enough storage space which enables consumers to shop without limitations. IT Architecture Websites are important in providing an interface between the establishments and the customers. A good design is essential in communicating both being rich in visual effects as well as a friendly interface. The navigation panel is not horizontal but perpendicular. This has allowed faster browsing by displaying more categories on the homepage. This has allowed shoppers not to miss out on anything when they shop online. There is also the introduction of the global navigation and footer. This has made it easier and simpler to find Costco services and pharmacy easier by placing them in the top left corner of the website. Products have more details on the specifications tab. There is no hassle of scrolling through bulks of texts to find specifications on an item of interest. Users can compare the displayed product with their product of choice. This is enhanced by adding the items directly to the compare feature. The main images are also bigger and colorful. There is the use of quality photographs with thumbnails which zoom in when clicked. There is also the inclusion of videos and user manuals that allow users to navigate the website easily. There is the use of Search Engine Optimized. Most of the content is written in HTML format; the HTML is free of clutter, and the links are well descriptive. Users are also allowed to key in words which will help them find what they are looking for (Allen Fjermestad 2011, p. 14). E-commerce marketing strategies The company has developed various mechanisms of marketing its products online. Its website is used as a marketing tool for its brands. The website is designed in the manner that attracts high traffic jam and thus, allowing many internet users to access to this website. Most of the brand products are advertised on the companys website. Moreover, Costco Companys website contains a forum platform that helps the companys customer care department to have online interactions with clients (Allen Fjermestad 2011, p. 14). The visitors to this site are allowed to ask questions, leave comments and give their views concerning the quality of products and services offered by the company (Turban, King Viehland 2012, p. 4) Therefore, the company gets immediate feedback from the market which is important in decision making and setting up of strategic plans. It also helps the company to identify and develops new products that suit the tastes and preferences of the customers. Another marketing strate gy being utilized by Costco Company is the use of social media platforms such as Facebook, Twitter, and Google. A high percentage of the young population spent a lot of time on these social sites and therefore, the company utilizes such media platforms to reach to the segment of the population in the market and influence them to consume the companys products (Chaffey 2011). The marketing department of Costco advertises its products on Facebook pages which can be readily available to the young generation in the market. Also, the Facebook page of the organization is utilized in engaging the online community with conversations that are aimed at promoting the products of the organization. The packaging materials for the companys products are also used in the marketing of these products. The containers and packaging materials contain the companys logo on their surface. Costco logo is made up eye-catching colors which draw the attention of people. This marketing strategy helps to promote the brand name as well as the brand products of Costco (Liebermann Stashevsky 2012, p. 292). Supply chain Traditionally, the supply chain expedition involves the movement of goods from the manufacturer to the distributor. The goods are then taken to a warehouse and lastly the retailer. In such cases, many workers are involved in stocking, unloading, and loading as well as transportation (Soni 2016). However, in Costco, a lot of procedures have been eliminated for effectiveness. It buys commodities directly from the manufacturer. Interestingly, Costco works as both a wholesale warehouse as well as the retailer. It allows very few people to handle the merchandise. The goods are then channeled via a connection of cross-docking. This is whereby materials are offloaded from a truck and loaded directly to other trailers with minimum storage in between these two activities. With duration of fewer than 24 hours, the goods are stored. Despite its high region base, Costco is at the forefront to maintain its core values and culture. Costco Wholesale has become proficient at reducing costs during su pply chain. It resorts in customers saving money and the step has made Costco to outpace competitors like Wal-Mart according to Courtemanche and Carden (2011). They are focused on a business strategy. They know the desires and preferences of their customers, and they are focused on the heart of their business which is offering discounts on merchandise. Soni (2016) also denotes that its members are provided with goods that are quality in nature and at affordable prices. Through having a small unit stock, the goods are offered at competitive rates. It allows the company to attain a higher volume of sales. The cost of labor is low due to truncated requirements of employees. Costco aims at achieving the highest quality even when offering low prices through its signature brand, Kirkland. It's thus also enhanced via human resource training and development. E- Commerce Security strategies During transmission of information in E-commerce, there are many security risks that the company may experience. Costco enterprise is conscious of such security threats, and it has put in place various strategies that are used to counter these security threats. Some of the security measures for the company include physical isolation and VPN, as well as the firewall, which is used to protect the companys network against attacks from unauthorized individuals (Pires, Stanton Rita 2016, p. 936). Also, the organization carries out periodical troubleshooting both it internal and external networks to get all types physical isolation, maintain a high-security level of operating system, e-mail servers, and database. Since e-e-commerce is characterized by complex participants, the large volume of data and numerous financial transactions, Costco uses daily preventative measures to ensure proper running the system. Such measures include establishing network security maintenance log which helps in the recording of security related events and information for the company to identify problems in case of an emergency. Moreover, the company uses risk analysis techniques to assess the potential risks of its network system. Such strategies include risk identification, analysis, and control (Marchany Tront 2012). Conclusion Costco is considered as one of the largest retail stores in the United States. It uses E-commerce system in running its operations. The success of this company in the most recent years is attributed to its effective marketing strategies and the existence of an efficient and cost effective supply chain. The-commerce services hence ensure that the gets the consumers from the manufacturer on time. References Allen, E, Fjermestad, J, 2011, E-commerce marketing strategies: an integrated framework and case analysis, Logistics Information Management, 14(2), 14-23. Berman, B, 2011, Competing in tough times: business lessons from L.L. Bean, Trader Joe's, Costco, and other world-class retailers, Upper Saddle River, N.J., FT Press. Beynon-davies, P., 2013, e-Business Houndmills, Basingstoke, Palgrave Macmillan. Chaffey, D, 2011, E-business and E-commerce Management: Strategy, Implementation, and Practice. Pearson Education. Courtemanche, C, J, Carden, A, 2011, Competing with Costco and Sam's Club: Club warehouse entry and grocery prices. Cambridge, Mass, National Bureau of Economic Research. https://papers.nber.org/papers/w17220 Liebermann, Y, Stashevsky, S, 2012, Perceived risks as barriers to Internet and e-commerce usage: Qualitative Market Research, An International Journal, 5(4), pp.291-300. Marchany, R,C, Tront, J, 2012, E-commerce security issues, In System Sciences, 2002. Pires, G, Stanton, J. Rita, P, 2016, The internet, consumer empowerment and marketing strategies, European Journal of Marketing, 40(9/10), pp.936-949. Soni, P, 2016, How Costco Manages Inventory and Supply Chain - Market Realist. [online] Marketrealist.com. Available at: https://marketrealist.com/2016/01/analyzing-costcos-inventory-supply-chain-management-strategies/ [Accessed 26 Sep. 2016]. Turban, E, King, D, Lee, J, Viehland, D, 2012, Electronic commerce: A managerial perspective 2002. Prentice Hall: ISBN 0, 13(975285), p.4. Zacks Investment Research, 2016, The Zacks Analyst Blog Highlights: Amazon, Costco, Wal-Mart, Target, and Alphabet. Zacks Investment Research. 2016-07.

The cinema spectator gazes, the TV viewer glances Essay Example For Students

The cinema spectator gazes, the TV viewer glances Essay They appear small because of the medium in which they are presented. It is a safe medium and while it can sometimes be disjoined it is relaxing and unconfrontational. It is very rare that TV takes the viewer away from normality. The reasons why cinema audiences gaze is because they are there for that reason, they are there to be entertained, to be deceived into thinking they are somewhere else or in another time. The context of the cinema experience is why they are not distracted from the big screen where as in the case of the TV viewer there is nothing but distractions. We will write a custom essay on The cinema spectator gazes, the TV viewer glances specifically for you for only $16.38 $13.9/page Order now With a few exceptions TV viewers glance unless there is something being shown of special interest. Cinema vs. Television: There are very different circumstances in which television and cinema are consumed but there is also a difference in the quality of the experiences. According to Bordwell and Thompson: (Film Art, An Introduction:2001 p9) 16mm film carries over twice as much information as a standard home television (425 scan lines for a TV Vs. 1100 scan lines for 16mm film). Because of this many feel that the original film, when transferred to video loses a lot of its original picture quality making the whole experience less enjoyable. It would be fair to suggest that a cinema goer is more inclined to gaze at a film being shown in its original 16mm format as the quality of the experience is superior to that of viewing the film at home on TV or video. Having said that the convenience and comparative safety of the home environment does have a bearing on how consumers react to the two mediums. TV though its history has become a habit, it is no longer an event or an item reserved for the social elite, rather it is an everyday appliance that has become a normal part of domestic life. Because of this broadcast TV is not under the same pressures that cinema is under to gain an audience, according to John Ellis (1982:160) Broadcast TV does not have to solicit its audiences in the same way that cinema has to Up to half the population can be counted upon to be watching TV at some point during most evenings. Broadcast TV is there to be glanced at, by its very nature the more challenging the subject matter the lower the ratings, however TV will always have a larger audience than cinema due to its assess ability, content and place in peoples lives. TV is sometimes regarded as a relaxing experience, many people use TV as an aid to falling asleep in the evenings or to entertain them while they are involved in other domestic chores. A typical cinema audience doesnt go to the cinema to watch an action film in order to relax after a hard days work, a visit to the cinema is a way of distancing yourself from reality, escaping from the domestic, mundane world for a short time. Ellis (1982:162) goes on to say, The TV viewer is cast as someone who has the TV on, but is giving it very little attention: a casual viewer relaxing at home in the midst of the family group. A question of power: The cinema audience is in a position of power, something they have little of with regard to TV. Ellis (1982:81) says that entertainment cinema offers the possibility of seeing events from a position of mastery and separation. Without the audience there would be no film. Ellis (1982:81) goes on to say: The film is offered to the spectator, but the spectator does not have anything to offer to the film apart from the desire to see and hear. This illustrates one of the key issues regarding the question, gaze vs. glance. .ud6a8bada811d6f77cd6f8516919a01a3 , .ud6a8bada811d6f77cd6f8516919a01a3 .postImageUrl , .ud6a8bada811d6f77cd6f8516919a01a3 .centered-text-area { min-height: 80px; position: relative; } .ud6a8bada811d6f77cd6f8516919a01a3 , .ud6a8bada811d6f77cd6f8516919a01a3:hover , .ud6a8bada811d6f77cd6f8516919a01a3:visited , .ud6a8bada811d6f77cd6f8516919a01a3:active { border:0!important; } .ud6a8bada811d6f77cd6f8516919a01a3 .clearfix:after { content: ""; display: table; clear: both; } .ud6a8bada811d6f77cd6f8516919a01a3 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .ud6a8bada811d6f77cd6f8516919a01a3:active , .ud6a8bada811d6f77cd6f8516919a01a3:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .ud6a8bada811d6f77cd6f8516919a01a3 .centered-text-area { width: 100%; position: relative ; } .ud6a8bada811d6f77cd6f8516919a01a3 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .ud6a8bada811d6f77cd6f8516919a01a3 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .ud6a8bada811d6f77cd6f8516919a01a3 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .ud6a8bada811d6f77cd6f8516919a01a3:hover .ctaButton { background-color: #34495E!important; } .ud6a8bada811d6f77cd6f8516919a01a3 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .ud6a8bada811d6f77cd6f8516919a01a3 .ud6a8bada811d6f77cd6f8516919a01a3-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .ud6a8bada811d6f77cd6f8516919a01a3:after { content: ""; display: block; clear: both; } READ: Matsuo Basho: Nature's Meaning EssayThe TV is there as a part of domestic life, the content of the programmes reflects this and reinforces the idea of being safe and secure from the outside world in the comfort of the home. The cinema offers a far different experience, where fantasy and escapism are important. Though real life events are dramatised in films they are a far cry from the docu-soaps which have become popular in the last few years. According to McLuhan (1994:267) The social practise of sitting in a cinema effectively isolated from other members of the audience disallows audience forms of participation. The cinema forces its audience to gaze by its very nature, a dark auditorium with a large screen give little opportunity for distraction. Also, due to social conditioning, certain rules regarding disturbing other cinema goers are usually observed. Conclusions: The cinema spectator gazes because cinema exists for that reason. Before TV the cinema was a universal communicator and entertainer, reporting news, public information as well as showing films. Its audience was guaranteed due to a lack of other options. Now the cinema is seen as more of an escape, a fantasy world where everything is larger than life. The medium of film is centralised and authoritarian, requiring the film maker to transform the audience into another world (McLuhan, 1994:285). The latest film is always advertised as being bigger and better than the last, boasting new special effects and starring film icons. This is not the case for the latest home improvement docu-soap as the audiences are regarded differently because they react differently. TV audiences glance because TV is a part of domestic life, an everyday item that is not designed to excite, rather to relax and entertain. Ellis (1982:163) says: It is not the TV viewers gaze that is engaged, but his or her glance. There is no separation between TV and everyday life, there is with cinema as it is separate from the domestic sphere, an almost voyeuristic experience. The cinema hold its audience enthralled, playing on their desires and their need for escapism, where as TV holds its audiences attention for a brief time by using familiar music and canned laughter. The cinema is an experience, it is not an ordinary every day experience. The picture and sound quality are far beyond and domestic TV experience and the films shown are new.TV is familiar, showing repeats of repeats and entertaining without needing anything in return, it is there if its needed. References:   Bordwell, D and Thompson, K. (2001) Film Art: An Introduction. 6th ed.   Chambers, W and R. (1972) Chambers Standard Dictionary. Chambers.   Ellis, J. (1982) Visible fictions: Cinema/ Television/ Video. London, RKP.   McLuhan, M. (1994) Understanding Media: the extensions of man. London, Routeledge. Bibliography: (as above)   Gauntlett, D and Hill, A. (1999) TV Living: Television culture and everyday life. Routeledge and BFI.   Stevenson, N. (2002) Understanding Media Cultures. 2nd ed. Sage.