Globalization and Local cultures Essay Example for Free

Globalization and Local cultures Essay The present scenario represents a highly dynamic environment, where transnational advertising, globalization and local culture are found to be closely linked with each other. This essay discusses and critically evaluates some of the major issues that are involved in the relationship between transnational advertising, globalization and local culture. Issues Some of the significant issues that are linked with transnational advertising, globalization and local cultures are as follow: ? Communication: As a result of globalization, the need for transnational advertising in an effective manner has increased. Globalization has led to the proliferation of huge number of products and it is through advertising only that the consumer can be made aware of the uniqueness present in the product. Transnational advertising requires creativity along with the quality of being magnificent depending on the firm. Critical evaluation: The critical evaluation of the issue of communication depicts that advertising should be based on the proper research and well planned groundwork. Advertising should communicate a specific message to target audience in a persuasive and believable manner and also it should not hamper the cultural values of targeted audience and others (Fowles 1996). Globalization has prompted the evolution of advertising agencies, which conduct market research for the clients. Market research deals with the commercial adaptation of standard social science methods in a qualitative and quantitative manner, which should be interpreted in a realistic form. Production of advertisement should not be restricted to just as a business relation between the agency and client; rather its content and practices must be subjected to some self regulatory codes. For instance, cigarette advertising on TV and radio, magazines and newspaper is banned due to federal acts. On the other hand, lack of representation of people in the advertising of cigarette is the result of self- regulatory code (Sinclair 1991). ? Creating consumer: Advertisers usually focus on some repetitive themes such as contentment, youth, achievement, status, lavishness, fashion and attractiveness. As a result of this, Social Opposition and differences among the class get concealed and workplace conflicts are not revealed. Global campaigns propose that remedies for the human problems can be found in the individual consumption, which depicts a perfect channel for mass energies. Critical evaluation: Critical evaluation of the above paragraph states that Consumer democracy serves as a substitute for establishing political democracy. The transformation in the U. S. Pepsi ad campaign, for use in Brazil, which was ‘Join the Pepsi Revolution’ describes that numerous people are left with no other alternative for expressing their requirement for social modification. The only viable option includes changing the brands and enhancing their consumption. Globalization has caused an increase in the transnational advertising and it is one of significant reasons for the enlargement of transnational culture and collapse of traditional cultures. In French or English, the foreign lifestyles of a blond jetsetter are related with the Western products and resemble a sign of modernity. Not only this, they also believe that the elements, which are modern, are superior. On the other hand, traditional elements are absolutely unpleasant. Thus, it will not be wrong to say that transnational advertising and globalization strive towards the removal of local cultural variations. The strategy of global marketing is highly effective as it rarely requires conscious subversion. The message, which states that ‘we will sell you a culture’, has greatly accounted in the global advertising campaign that acts as a particular advertising message utilized in all the countries. The reason behind an increase in preference of worldwide advertising is that it is extremely economical and more effective despite of the fact that it may wildly clash with the local environment (Stravens 1996). Virtue of respect: This is another major issue which represents relationship between transnational advertising, globalization and local cultures. The process of globalization involves principles and motivation of people. Therefore, it is necessary to make modifications in the global strategy and specific marketing concepts must be directed towards the identified groups. Critical evaluation: Critical evaluation of the above stated paragraph reveals that the virtue of respect can be protected from the infusion of foreign culture, if the government takes effective measures to make this fact clear that although they might have an global outlook, yet traditional values will also be given due consideration. The government of Singapore has done it effectively. Here, government formulated a list depicting good and bad aspects of the Asian and western values. This list assisted in the adoption of good systems from both the Asian and western values. In Singapore, it is very essential to understand the family for understanding the consumer behavior. This is so because family has a huge influence on making the decision related to the product’s purchasing and consumption (Stravens 1996). Economic management: In order to maintain a smooth relation between transnational advertising, globalization and local cultures, it is necessary to focus on the aspect of economic management. Values can play both the positive and negative role depending on the developmental stage of a country and extent of preference given to the Asian values. Not only this, international context is also very important. Critical evaluation: From the above paragraph, it is clear that in a world where goods and services move freely across the national boundaries, Asian values can become a part of liability if they do not understand the significance of transparency and accountability. For instance, Singapore is among the developing country that maintain a right blend between the Asian and western values. On the other hand, in South Korea, grouping of traditional and military cultures has led towards extreme dependence on enterprise system. As a result to this, issues like lack of transparency and failure in rationalizing the business structure have aroused (Sung-Joo 1999). Increase in the Decision makers: Globalization and transnational advertisement has brought about a revolution in the decision making capability. Not only this, it has also increased the number of decision makers in a family (Restall 1997). Critical evaluation: Globalization has led to formulation of developed means of technologies for advertising in an effective manner. In a survey, it was found that children in Australia have greater access over the television and computer. This reflects that marketers should give due response to the kids as they also play a significant role in decision making, especially in toys, games, fruit drinks and home PCs (Winton 1998). Not only this, globalization has reappeared as a rational projection of the digitalized revolution. Globalist theories are promoting the idea that people across the world can share widespread common culture (Watson 1997). The only aspect which an advisor should keep in mind that it should not hamper the local culture and must depict any vulgarity and sex. Dignity should be maintained while portraying a male or female in an advertisement. For instance, lee jeans (1987) depict two males and one female draped across bicycle. It is necessary to justify the extent of openness in such advertisements (Wernick 1994). Conclusion From the above detailed discussion, I would conclude with the note that a close relationship exists between the transnational advertising, globalization and local cultures. In order to make the process of globalization successful, it is necessary for the leaders of the globalization to practice the virtues of esteem for religious and cultural values and also surrender their economic self-centeredness for the betterment of the people enduring poverty. This serves as a challenge in front of the world leaders to pay attention to the dimensions linked with the religious and cultural aspects. Globalization portrays a culture of global mass, which is influenced by the contemporary means of cultural production such as Internet, movies, TV, advertising etc. Developing countries are required to understand the significance of globalization. A right blending of Asian and western values is required to gain the benefit of globalization. On the other hand, globalization and transnational advertising should not hamper the local culture, which can be done by effective formulation of rules and regulations by the government. References A. Wernick â€Å"(Re-) Imaging Gender: The Case of Men†, from Promotuional Culture. London: Sage, 1994, pp. 48-66. ISBN 0803983913 B. Restall, â€Å"ABreakthrough in the study of women†, from Production of Culture/ Culture of Production, (ed) P. Du Gay, London: Sage, 1997, pp. 225-232. ISBN 0761954368 Felix Stravens, â€Å"Advertising in Singapore†, in Advertising in Asia, (ed) K. Frith, Ames: Iowa State University Press, 1996, pp. 273-291. ISBN Hang Sung-Joo, â€Å" Asian Values: An Asset or a Liability? †, in Changing Values in Asia, (ed) Han Sung-Joo, Singapore:Institute of Southeast Asia Studies, 1999, pp. 3-9. ISBN 9812300635 John Sinclair, â€Å"Advertising† in the media in Australia, 2nd edition, (ed) S. Cunningham and G. Turner. St Leonards. NSW: Allen and Unwin, 1991, pp. 267-276 ISBN 1863733434 Jib Fowles, â€Å"Deciphering Adverstisements†, from Advertising and PopularCulture, London: Sage, 1996, pp. 167-183. ISBN 0803954824 J. Watson, â€Å"Transnationalism. Localization, and Fast Foods in East Asia†, fromGolden Arches East: McDonald’s in East Asia, (ed) J. Watson, Stanford: Stanford University Press, 1997, pp. 1-38. ISBN 0804732078 K. Winton, â€Å"Pizza and tech talk but hold the veggies†, Communications update, No. 147, September 1998, pp. 10-11. Noreene Janus 2007, â€Å"Cloning the Consumer Culture†, viewed 30 April

The Gender Division Of Labour Sociology Essay

The Gender Division Of Labour Sociology Essay Functionalists put forward a structuralist view of the family and within that context, how they understand conjugal roles. Parson believed the gender division of labour was natural and desirable. He also suggested that men and women had biologically determined personality types. Parson suggested that the roles carried out by women were not inferior, just different. They complimented the role carried out by men. He believed that women were more expressive then men and children were best socialised when they live in a warm, caring environment. The expressive female was also essential to stabilise the adult male personality by meeting his emotional and sexual needs. As a result, the family benefits when women stay at home. Also, men are better at providing for their family because they have instrumental personalities. He also stated that in the industrial society, isolated nuclear families have become more dominant. These families have become isolated from their extended families becaus e of commitments such as work demands. The conjugal pair therefore looked to each other to provide for their needs. In recent years, Parsons view has been supported by a number of groups, including New Right Conservation. They believed traditional, segregated conjugal roles were best for the family and wider society. However, to their concern, they believe they have been threatened by family diversity and the changing roles and expectations of women, resulting in a number of social problems such as underachievement and delinquency. Therefore, suggesting that they see the family as a structure that influences the development and attitudes of its members. Looking at Young and Willmotts analysis of the symmetrical family, they suggest that families today are more equal than before and have moved from segregated conjugal roles. This movement was through the result of a march of progress. There are several reasons for this. The first is that women are in paid employment, giving them financial independence and leading to greater sharing of power and status within the family. Unlike before, there are also changing expectations of husbands and family life. Also, there is a change in the size of families today, which are smaller. This may be due to changes in lifestyle, contraception and abortion. With the loss of the extended family this meant that the conjugal couple depended on each other practically and emotionally, both contributing to the duties within the home and sharing decisions. As a result, marriage today is becoming an equal partnership. Gershuny supports the view of Young and Willmott, that there is a greater equality. The foundation of his work over the past three decades is through the use of time use diaries. Gershuny sustains that the division of labour remains unfair, not because of the work itself, but because of its relationship to longer-term power structures within a society. (The Guardian, 2008). Although there is some progress towards greater sharing, it is very slow. He suggested that it may take a generation for men to make an equal contribution, describing this as lagged adaptation. Post Modernists argue that the world is no longer predictable. Society has entered a postmodern phase where there is no dominant family type and where individuals have the opportunity to create family relationships that are more suitable for them. Families are much more diverse today. In todays society, home life is much better than it used to be. There are also an increased number of appliances in the home, making home life more desirable and more men are willing to stay at home and help with household duties and childcare. This is similar to Young and Willmotts view on changing gender identities, describing men as New Men, helping to emphasis a change in attitudes. Also, some women are content with staying at home, taking on parenting and housework duties. In short, Young and Willmotts and others have argued that while conjugal roles are not completely equal they have become more equal. However, Feminists have criticised Parsons image of society that too much emphasis is laid upon how social control within families can reduce the potential for underachievement and delinquency. Also, there is no evidence of the biologically expressive female. Critics of Young and Willmott suggest there is insufficient sociological evidence to clearly support their argument. Most evidence suggests considerable inequality, especially where women are in paid employment. Feminists argue that the gender division of labour is culturally created and that there is insufficient evidence that conjugal roles have become more shared. They portray that the division of labour works to the advantage of men, leaving women in a position of inferiority in both power and work. Feminists believe the family is patriarchal because women must do housework without pay, which exploits and oppresses women because they are socialised to be dependent on men. According to Ann Oakleys (1974) research, women still felt that housework and childcare was their responsibility, even when they are in paid employment they still take on the responsibility of childcare and housework, this is known as the triple shift. This also contradicts the argument of Young and Willmott that as more women take paid employment outside of the home men increasingly share the housework and childcare. They also disagree with the new rights view of separate roles and they disagree with the march of progr ess view, stating that society has not changed and it is still unequal. Feminists also reject the theory that there is one best family type, they embrace freedom and diversity. They also see the traditional nuclear family as the main reason for womens oppression, suggesting that family ideology makes problems such as domestic violence worse, as women believe they should stand by their man no matter what the outcome is. These women may blame themselves for being bad wives and see themselves as deserving to be punished. Feminists reject Parsons view that women were biologically determined and believe they are socially constructed. They blame the media for this construction of women, often portraying them as housewives, cleaners, domestic servants offering comfort and support for men and presenting them as a mans sex object to tend to his sexual needs, suggesting that these roles are natural and normal. This is therefore seen as an example of patriarchal ideology. Marxist feminists believe that female workers are taken advantage of at a higher level than males as they are seen as a source of unpaid domestic labour, benefiting capitalism. Interactionism criticise both functionalists and feminists because both assume that social structure determines gender roles. Functionalists believe that family meets the needs of the individual and the family and Feminists believe that family maintains patriarchy. Interactionism has a more micro theory focusing on relationships between individuals and outcomes rather than roles, including things like social class, ethnic, lesbian and gay differences. In short, there is little evidence of sharing of power and the cultural dominance of men over women persists. Critics say that women have hidden powers controlling the home and have sexual power. They also say that feminism has led to greater opportunities for women in education and the workplace and cultural change in female ambitions. Based on the above arguments and evidence, there remains considerable disagreement within Sociology over the dispute of conjugal roles. While Functionalists believe that roles are progressively equal in modern society, Feminists maintain that there is very little empirical evidence to support this. For them, there remains considerable inequality. However, Interactionists and Post Modernists are critical of both approaches for a presumptuous view of conjugal roles and for ignoring the diversity of family and household structures and outcomes.

Cold War - The Changing Relationship of the Superpowers :: American America History

Cold War - The Changing Relationship of the Superpowers The United States and Soviet Union, the single most important rivalry of the twentieth century, started as a partnership. This irony was caused by the fact that the Germans were taking over Europe, which forced them in this relationship. Once Hitler was eliminated and Berlin destroyed, the tensions began rising. These two nations had completely opposite ideologies from the economic system to the political system. The changing relationship has evolved from a forced partnership, a possible world war and now finally a steadying friendship. The entire world was watching as the Cold War went from moments of dà ©tente, to hours at the brink of world war three. The Germans and the Russian had an alliance at the beginning of the war but Hitler turned on the Soviets. This caused the Soviets to join the British and American side and led the advance on Germany from two fronts. The German war machine kept this alliance at bay only for so long before the two nations destroyed Berlin. The Soviets were already keeping control of all that was east of Germany, and this was causing the United States great anxiety due to the fact that communism was spreading. A great sense of relief came to the United States as the Nuclear Age began with the Manhattan Project and the Bombing of Japan. Stalin was now afraid that the United States would one-day force capitalist ideas upon Mother Russia, until the most intriguing aspect of the cold war came along, spies. A great change came when in the early 1950's the Soviets started testing their own nuclear weapon. The United States could not understand how they had their own nuclear weapon so quickly; the answer today is so simple the plans were stolen. All aspects of life for the United States and the Soviets were to beat each other. Tensions stayed high in the Olympics, the space race, ICBM's, the Korean and Vietnam wars. The highest point of tension during the entire Cold War was the Cuban Missile Crisis. Up until this point the Soviet sphere of influence did not reach into the Western Hemisphere except for the spies. Castro had now changed this paradigm, allowing Soviet missiles to be set-up in Cuba. This is the point at which most people believed we were closest to a total Nuclear War. The real protection from this possible total war was known as MAD.

Best Practices for Diverse Learners

Best Practices for Diverse Learners The society of the United States of America Is culturally diverse. This diversity reflects on the demographics that our schools have. Every school leader needs to understand the diversity that exists at their schools. Understanding the diversity will determine how professional educators meet the difficulties or handles everyday situations that school generates. Understanding this cultural composition is not enough. There must be a group of leaders, teachers, researchers and other stakeholders committed to deal with the educational processes that English language earners face.I selected this group because In my teaching career I have observed that many efforts have been made to reach this group, but ELLS continue to struggle to meet the standards. According to Miller (201 1), educators who create culturally relevant learning contexts are those who see students' culture as an asset, not a detriment to their success (p. 69). I feel passionate about th e potential and the richness that these students can bring to the classroom.Therefore, I have to peruse the following question: What strategies can be developed by leaders to engage ELL dents to become life long learners and ensure academic success? Leadership that fosters culturally diverse settings will result into a positive climate that will impact students' achievement. Future Focused Plan As a future focused leader I understand the great need of developing radical alternative that can represent an option for English language learners. Therefore, I suggest a strategic plan to develop a choice program.This choice program will be known as Dual Language Academy. This choice program will be a campus that will exclusively offers a two-way dual language model. This choice program will offer to English-speaking children and minority language speakers learn together in the same classroom, with the goals of bilingualism, bilaterally, cross-cultural understanding, and high academic achie vement for all (Landholding-Leary 2001). The first step of this plan is to assess the area demographics to identify the needs of parents, children and the community.According to Brandenburg (2009) approximately 20% of all public school students speak a language other than English at home, which accounts for more than 10 million students. Second, Identify and Involve key stakeholders. These stakeholders have an important role in order for the program to be successful. Here and Eifel (2007), provided a promising suggestion so that schools can help students succeed academically: expand stakeholder involvement beyond the school itself. During this process a leadership team will be established.Members of this team could consist of Superintendent, School Board members, school administrators, resource staff, teachers (bilingual and monolingual), and parents. Third, design and obtain an approval of a budget that supports the implementation of the program. The budget must include areas that are not typically noninsured in traditional schools. For example, testing materials in two languages, supplemental classroom and library materials in the target language, external evaluator, specialized professional development and marketing.Additionally, the Implementation of a strong parental Involvement Initiative, for example Parental and families still experience power differences and conflicts in their relationships with school personnel (Reynolds, 2010). It is important to involve parents and community from the beginning, and encourage them to volunteer in the classroom and learn as much as they can about the program. As Cummins (2000), argues, we do indeed need to transform bilingual programs from subtractive, deficit-oriented transitional programs to additive, enrichment-oriented dual-language programs that are desirable even to the most elite.A dual language program can offer an alternative for ELLS to develop critical thinking skill and simultaneously acquire the English language. An additional benefit is to offer a choice program to monolingual students to become bilingual, obliterate and bacterial in order to face the challenges of the global society. Forces, Detractors and Tensions In times that accountability and policymaking are presents in the educational system many forces, detractors and tensions can be encountered.According to Ackermann (201 1), the ability to communicate clearly, confidently, and compassionately and through a variety of media, during prolonged or recurring periods when finances and resources are diminishing, is an essential skill for supervisors in student services (p. 6). Clear communication with stakeholders is the key to implement a productive initiative. While conducting the literature review for this assignment an interesting detractor was identified. Researchers have identified as a possible trend of segregation as a consequence of a not well-balanced dual language program.As a future-focused leader this is an aspect that needs to be taken in consideration when developing the objectives of a two-way dual language program. According to Palmer (2010) we need to explore questions regarding equity of access, equitable delivery of services, and equitable treatment in the classroom (p. 110). Equity must be the primary principle in order to provide multidimensional realm of opportunities for diverse academic environment. Conclusion Finally, the educational field bases its decisions in the value that it is given to data that have been collected and analyzed.School leaders need to be able to develop the ability to balance their performance with what it entails to be an effective leader. Schools need to elaborate efforts that develop a conversation on the importance in acknowledging diversity as an essential tool to increase academic performance by the development of effective educational alternatives. A dual language model can be the key to reach the future academic success for all English language lear ners. Cummins, Jim. (02000). Language, Power and Pedagogy: Bilingual Children in the Crossfire.Cleveland, England:Multilingual Matters. Brandenburg, E. (2009). The Demographic Context of Urban Schools and Districts. Equity & Excellence In Education, 42(3), 255-271. Here, K. D. , & Eifel, A. (2007). Extending the responsibilities for schools beyond the school door. Policy Futures in Education, 5,567-580. Landholding-Leary, Kathy. (2001). Dual Language Education. Cleveland, England: Multilingual Matters. Miller, H. (2011). Culturally Relevant Pedagogy in a Diverse Urban Classroom. Urban Review: Issues And Ideas In Public Education, 43(1), 66-89.Palmer, D. (2010). Race, Power, and Equity in a Multivalent Urban Elementary School with a Dual-Language â€Å"Strand† Program. Anthropology & Education Quarterly, 41(1), 94-114. Reynolds, R. (2010). â€Å"They think you're lazy' and other messages Black parents send their Black sons: An exploration of critical race theory in the examin ation of educational outcomes for Black males. Journal of African American Males in Education, 1(2), 144-163. Ackermann, T. (2011). Dynamics of Supervision. New Directions For Student services, (1 36), 5-16.

Services Marketing and Customer Relationship

Spring 2010 (Jan-Jun) Master of Business Administration-MBA Semester 4 MK0006 – Services Marketing and Customer Relationship Management – 2 Credits (Book ID: xxxxxxx) Assignment Set- 1 (30 Marks) Note: Each question carries 10 Marks. Answer all the questions. Q. 1 a. What do you mean by physical evidence in services? Give examples. (5 marks) b. Write a note on service development. (5 marks) Q. 2 a. Briefly explain the terms â€Å"customer expectation† and â€Å"customer perception†. (6 marks) b. What are the different bases for segmentation? 4 marks) Q. 3 Recall the different services offered in a bank. Evaluate the different characteristics of services that you found excellent, average and poor in the particular bank. How do you think the bank can improve its services? (10 marks) Spring 2010 (Jan-Jun) Master of Business Administration-MBA Semester 4 MK0006 – Services Marketing and Customer Relationship Management – 2 Credits (Book ID: xxxxxx x) Assignment Set- 2 (30 Marks) Note: Each question carries 10 Marks. Answer all the questions. Q. 1 a. Discuss strategy formulation and implementation in services. (4 marks) b. Explain the scope of CRM. (6 marks) Q. 2 a. What do you mean by CRM? What are the emerging trends in CRM? (5 marks) b. Write a note on service quality with an illustration. (5 marks) Q. 3 Determine a service marketing mix for an established airline. Assume that the airline operates in more than 30 different countries and its customers are mostly regular ones. How can it distinguish its services from other competing airlines, so as to attract newer passengers? (10 marks)

The Adventures of Huckleberry Finn as a Heros Quest

The Adventures of Huckleberry Finn as a Heros Quest "Adventures of Huckleberry Finn: is a novel that illustrates the social limitations which American Civilization imposes on individual freedom (Smith.1985, p.47-49)."Huck is on a hero's quest of self-identification, and in the process, resisting the beliefs of his society. A mythic quest is what a hero is embarked upon in order to be humbled. In being so, the hero understands, have sympathy and empathy toward his fellow man. The mythic quest is divided into three main categories, the departure, initiation and the return of the hero. Within each of these stages, there are steps which the hero undergoes in order to change the hero from the person he is to the person he needs to be. To understand any particular part of the hero's quest, the entire quest must be discussed. Usually the hero is afraid to take part of the journey, refusing the call. A supernatural aid or sign is then necessary to be given to the hero, in order to make him realize that he has to embark on the journey.Hucklebe rry Finn Youth HostelThe crossing of the first threshold is when the hero metaphorically dies and is reborn as a new person or individual. The hero is then transported to his her destination, the belly of the whale.The hero takes parts in tests that are designed to test the hero's strengths and abilities, the road of trials. The hero also receives help, the meeting of the goddess, receiving encouragement to continue the quest. The hero is tempted by the temptress who tries to take the hero off course. As the hero successfully proceeds through the journey, he becomes Christ like, the Apotheosis. As the objective of the journey is achieved, the ultimate boon is obtained. The hero then becomes the master of two worlds, the one he has left...

What Is American Dream Essay Example

What Is American Dream Essay Example What Is American Dream Essay What Is American Dream Essay Name: Instructor: Course: Date: The American Dream The American dream can be defined as the assurance of a perfect America filled with utopian objectives and endless possibilities (Schulman, 2008). This is regardless of racial background and social status. Life is believed to be better and comfortable for all and there is potential to become whatever you want. Everyone dreams of a life without stress and challenges, with never-ending supply of money and bliss. With enough money to buy anything, a good job, a great family and living in affluent places in America like Hollywood and Los Angeles. It is believed that all this is possible in America, hence the phrase ‘The American Dream’. This dream provides you with the perfect friends and family, who are always there for you and love forever. This is the reason why many people go to the United States of America. They believe that in America, they would achieve their personal goals, autonomy and impartiality, something they could not achieve in their countries. Those who come to America are promised a life full of money through hard work and fortitude. In addition, all Americans are provided with equal opportunities and rights to accomplish their dreams. Thomas Wolfe is noted to have said, â€Å"†¦to every man, regardless of his birth, his shining, golden opportunity†¦the right to live, to work, to be himself, and to become whatever thing his manhood and his vision can combine to make him† (Wolfe, 2011, 2). According to this quote, everyone is provided with equal opportunities on orders to achieve the American dream. However, this depends on the efforts put into making this dream come true. This means that there are those who will work hard enough and achieve their dreams while others will not be as lucky to realize the American dream. Everyone, in spite of ethnicity, race or religion, is given the same chance at success but only those who are strong will live to enjoy the fruits of their labor. Some examples of the American include owning a decent home, having a well-paying job, a beautiful wife or husband and having supportive family members and friends. These examples are painted to society and they have helped many people to move to America. The thought of having all these things is what attracts people to the United States. Some of the immigrants in America are currently living their personal American dreams because they worked to get to where they are. Some have been able to bring their families to America from their countries of origin. Higher education is another example of the American dream. Education in America is considered cheaper than that in most third world countries hence the reason why numerous students are opting to travel to America. This opportunity at higher education also provides them with chances at better-paying jobs and eventually living their American dream. The media plays an important role in portraying the American dream because of its grasp on society. Shows that are run on television and radio on how fast richness can befall individuals for example ‘who wants to be a millionaire’ are used to paint the perfect image of achieving the American dream. Those watching such shows are made to believe that one can become wealthy overnight. They think that by participating in the game and reality shows, anyone can get prosperous and prominent quickly. What they do not know is that these shows are created to improve ratings. Another example is the lottery systems. These are used to lure unsuspecting foreigners to America with the hopes of winning and consequentially achieving their American dreams. This has also created a notion in many people that it is better to become rich through fortune than through hard work. Not everything on television and radio is what it appears. Music videos, movies and international models portray a different picture of the American dream (Marchand, 2007). Through music videos, people are convinced that through becoming a rapper or singer, one can land himself millions of dollars. The lavish mansions and beautiful women on these videos lure young people to immigrate to America in pursuit of their American dreams. Many artists are seen throwing money and using expensive cars in their music videos. This is used to attract young to watch the videos; however, they are not told made aware of the struggle it takes to produce such videos. They are not aware of the amount of money it takes to own a mansion and establish musical careers in America. In addition, through music videos shown online and on television, people are made to believe that music can land themselves beautiful women and wealth. This is contrary to the reality in which it takes more than music videos to achieve the American dream. The international modeling industry exposes young men and women to things that they are not accustomed to seeing without offering proper explanations. Models in America and other developed countries are seen living exclusive lives and enjoying extensive riches. They are on billboards and television advertisements, they own expensive cars and enjoy the company of the most influential people in the world; living their American dreams. This has been used to persuade people to pursue modeling careers for a chance to have a taste of that life. What is hidden is the negative aspect of the modeling industry like the cases of anorexia and sometimes death of models because of pressure to stay thin. Movies also play a vital role in convincing people that the American dream is easily achieved. Movie stars are constantly seen living in luxurious mansions and driving customized vehicles, it is a vicious game of trying to stay ahead of each other. There are cases of achieving the American through social media. This can be viewed from social media celebrities who have attained their wealth through connecting people. These are people like Mark Zuckerberg, the founder of Facebook. Such celebrities spend all their time on the internet trying to create a connection between people in different parts of the world. Most times, they do not have to work eighty hours a week and they make unbelievable amounts of money. However, this seems unfair to those who have grown up in places where the internet is unheard of and those who do not have the required education to operate computers and the internet. Such people are forced to work extra hard just to get by because they do not possess adequate qualifications to land better-paying jobs. This means that their chances of achieving the American dream are slim, as their hard work does not always pay. The media plays an important role in trying to lure people to immigrate to America with hopes of living the American dream. Through music videos, movies and the internet, America is portrayed as the perfect country with money, fame and prosperity. It is paramount that the media exaggerates on the matter because their sole purpose is to attract and maintain an audience. Americans themselves are caught up in the American dream as most of them have accumulated huge debts in order to emulate their wealthy counterparts (Best, 2012). In their quest to experience the American dream, many people, American or otherwise, have resorted to criminal activities. Such include robbery, fraud and sometimes murder. This is encouraged by movies where crime is seen as the fastest way of acquiring wealth. Therefore, without the media the American dream would continue to be just that, a dream. It was easier for people to define the American Dream a few decades back, this is because many people were leading it. When people come to America looking for the American Dream, they hope to come to a country that is full of opportunity. In 1931, James Turslow Adams believed that the American Dream is land where people can lead a â€Å"better, richer and fuller life† for anyone in pursuit of this dream (Adams, 2012, 16). This is where the American Dream is and this where people want to live. As was defined many years ago, the promise of the American dream is today used by politicians to woo voters. Every political party strives to help its members achieve the American dream in one way or another. Democrats are in support of labor unions so that the meager-earning workers can have a slice of their American dream whereas republicans support an economic system that only looks into the welfare of the rich and successful in society and this is done at the expense of others. Nevertheless, this land flowing with milk and honey is not what Americans have been experiencing in the recent past. The American dream, it is believed, is long. People would now like to live in the past, where it was possible to own a house without the fear of losing it, where the economy was strong and people could feed their families if only they worked hard enough. When the concept of the American dream first came into being, it was because the economy was stable and life was cheaper. Owning a house was easy and job opportunities were available for anyone who was willing, regardless of educational qualifications. Today, the American Dream is no longer about the physical address or location in the town. Where do people want to live when they think of the American dream? They want to live in the past, the American dream that was promised by the founding fathers of the greatest nation. An example of the where the people want to live when they think of the America dream is where they have a big house, with a beautiful family in a peaceful suburban neighborhood. The hope that their houses will be surrounded by a white picket fence and that no one would think of jumping over it to do harm. People believed in owning a dog and having friendly neighbors. People want to live in a place where the education system is good and guarantees prosperity. For example, when one thinks of education in terms of the American Dream, they think of Harvard, Yale, Columbia, Princeton, Berkley, MIT, and Stanford among other great universities. These are examples of schools that exemplify the great American promise of prosperity. If one does not go to a good school, they are not likely to lead prosperous lives as expected. People look at the beautiful skyline of New York City and see that the American Dream is limitless and that everyone can have it. In New York, people enjoy a good life with good schools, good healthcare and good jobs. People are making money in Wall Street everyday. Money is the measure for success and the attainment of the American Dream. Therefore, when people think of the American Dream and they believe that they can achieve what the rich in New York can and enjoy the high social life that has been associated with the elite in the city. People come from allover the world to ensure that they lead such a life. Americans wake up every single day hoping that one day their lives would measure up to the American Dream. When people think of the American dream, they want to live in Los Angeles, the city of stars. People want to be rich and famous because Los Angeles is one of the few places in the world where one becomes rich and famous at the same time. Hollywood has been a shinning beacon for actors everywhere. A chance to act in a movie or even in a television series is a chance to pursue the American Dream of a person who wants to become a star. The American Dream promises a life that is devoid of suffering and epitomizes togetherness and equality of all races. Washington DC, the capital of America, is a beacon of hope for all who pursue justice and equality. People would want to come to America because they will be accorded justice and asylum from oppressive nations. These are just some examples of cities and places that embody the American Dream. What people pursue in the American Dream is a chance to be prosperous regardless of race, gender, sexual orientation and nationality. However, the prosperity of the nation is threatened by the tough economic times that have grappled the country. It is increasingly becoming difficult to sustain life in America given by the rise in living standards and the economic downturn affecting developed countries in the world. People, it seems, no longer believe that they are pursuing the American Dream. This dream is increasingly becoming difficult to pursue and the people who are believed to be enjoying the American Dream are only the rich. Those who are fortunate enough to own their own homes and drive luxurious cars are movie stars and other celebrities while the rest of America struggles to put food on their tables. While the rich continue to get richer, the poor continue to become poorer. This gap, it seems, can no longer be bridged because the rich do not want to share the secrets to their wealth and the poor are not willing to work hard enough to acquire wealth. Only a handful of Americans are said to be living the American dream and this includes those holding government positions, politicians and celebrities. The others are living below the poverty line, which is a grave situation because America is believed to be the land of milk and honey. The economic situation is affecting many people across America. People are therefore worried about where exactly in America the can achieve the American Dream (Hochschild, 2001).