Bangladeshi Women in Bricklane Essay Example for Free

Bangladeshi Women in Bricklane Essay â€Å"I always said I will not marry and be sent far away. I will go no farther than these paddy fields. But our mother told us we must not run from our fate. What cannot be changed must be borne. The test of life is to endure.† Through such representation of gender and focus on history and dislocation, Monica Ali has extended the migrant voice in British fiction. In her stunningly accomplished debut novel Brick Lane (2003) which also got adapted in a film four years later, Ali tries to reconstitute the traditional Bangladeshi culture in a London East End setting. She uses her characters to explore the positioning of Bangladeshi women within Britain, as the novel focuses on their social relations inside and outside the home. This paper aims to explore whether Monica Ali’s novel Brick Lane (2003) and Sarah Gavron’s controversial screen adaptation of the same name (2007) can open up avenues to discuss a new, if problematic, inclusion of Bangladeshi women in the transnational world; and also to gauze the similarities and dissimilarities within the two. Both the novel and the film created a controversy among the Bangladeshi community living in London because they found problems with Monica Ali’s negative portrayal of their community members as being illiterate and backward, which they considered insulting. They claimed that the novel encouraged â€Å"pro-racist, anti-social stereotypes†. Brick Lane is the story of the Bangladeshi Muslim community living in the East End of London and in particular, that of Nazneen, her husband Chanu and Hasina, Nazneen’s good looking sister, who resides in Bangladesh and who was disowned by her family for flouting the traditional arranged marriage system which she did by eloping with her lover and marrying him at the age of sixteen. Hasina’s chaotic day to day life in Dhaka is revealed to us through a series of regular, candid and sometimes terribly despondent letters sent to her sister in London in pidgin English. Nazneen often reminisces about her happy, innocent and carefree childhood in her little village in the countryside of Bangladesh with her younger sister Hasina, which now contrasts with her despairing life in her dingy flat in a tall block in the Tower Hamlets. After an arranged marriage with Chanu, who is already established in London and who is unattractive and twice her age, Nazneen arrives in London at the age of seventeen. The women moving to London and Tower Hamlets in particular had to adapt coming from a rural peasant society to a hostile urban culture. What Brick Lane does is show this transition and the impact migration has on women’s lives. Monica Ali’s novel shows how, after migration, the position of women in families and in the wider community undergoes a considerable transformation. What Nazneen refuses to do is to see herself and her culture as inferior or alien. Here ethnicity becomes a source of positivity rather than stigmatised identity. The high rates of poverty characteristic of Bangladeshi households are shown in the novel, coupled with the overwhelming sense of isolation faced by the female characters and their reliance on their male counterparts. Consequently, the overall context of the novel presents a picture of deprivation and hardships for Bangladeshis in Britain. Nazneen who can’t speak English has to adapt to her new life in a foreign country with a husband who, although basically kind-hearted, is disheartened for not being able to fulfil his dreams and carry his plans to completion. He believes himself to be above most of the Bangladeshi community members who are uneducated and lacking a great deal of elegance. Chanu scorns the attitude of his superiors who fail to recognise his talent and genius. He keeps a high opinion of himself which makes him a conceited, funny character despite his lucidity and his awareness of the conflict between the first and second generation immigrant, which, to his horror, was portrayed by his eldest daughter Shahana and which made him decide to repatriate his entire family to Bangladesh. The novel is challenging in an overwhelming way the strong element of fate. Nazneen and Hasina are two characters through which Ali explores two images of femininity. Nazneen has been the good daughter who accepted an arranged marriage and her younger rebellious sister Hasina was the bad daughter who takes her fate into her own hands by eloping with the man she loved and was consequently disowned by her father. Nazneen accepted her fate yet Hasina rebelled to create her own. Hasina’s western-style attempt at romantic freedom, contradicts the traditional structures of Bangladeshi society within which she lives and within which her sister is immersed in the Diaspora. Both the sisters face problems settling with their husbands, and ultimately both have relationships with younger men. Though Nazneen carried out small rebellious acts at the beginning of her marriage, her aspiration for liberty started with her attraction to the handsome, young political enthusiast, Karim, which evolved into a physical and financial independence and the discovery of her freedom of choice in a patriarchal community. Nazneen is plain â€Å"not beautiful, but not so ugly either† and in contrast her sister Hasina is â€Å"beautiful and feisty†. (Ali 17). Hasina defines herself in contrast to the activities around her and Nazneen defines herself against the talkativeness of her husband. Through these transnational links, Nazneen and Hasina become embodiments of womanhood in two different but connected locations. Monica Ali endeavours to explore the impact of migration for those within the Bangladeshi Diaspora. Ali seems to suggest that within the context of Diaspora women are more Bangladeshi than the Bangladeshis in Bangladesh. We learn how those in Britain replicate the social practices and norms of Bangladesh so that the culture also migrates to Britain with the people: â€Å"through the open window, drifted wafts of music and snatches of currymain meals were cooked at all times of the day and night†. (Ali 189). Yet in contrast, those who remain in Bangladesh are adapting to the changes occurring in society. Hasina acts as if she is the person who has shifted geographically to another country. She appears more modern in her thinking in contrast to her sister, who appears more traditional. The two women placed within the two different localities also enable Ali to show how social practices and social relations change in the two locations. Within the context of Britain, Nazneen witnesses changes in the images of Bangladeshi femininity among her friends, who become more westernised. The seventeen-year old, once subdued and obedient wife, matures into a forthright independent woman. She discovers her own force and will power, something she was unaware of. She decides that she will no more be controlled by fate, she will take her own decisions, like not following her husband by going back to their homeland. She will remain in London, she will work and look after herself and her two daughters. She takes this decision because her daughters are way too comfortable in London, and they don’t want to go back ‘home’ to Bangladesh. London is ‘home’ for them, and that’s when Nazneen realized that she was seventeen when she came here and now she’s thirty-four, so she has lived half of her life here. This is home, and this is where her daughters want to be. This is where she found her independence and her voice in her own ways. She wears her sari. She has not started wearing trousers or cut her hair short. In her very own way, she has found a voice and she is comfortable with that here. Nazneen thus starts to believe in herself and realizes that she is capable of taking charge of her own destiny. The Bangladesh Nazneen refers to is different to other Bangladesh Hasina writes about in her letters. The contrasts between Tower hamlets and Bangladesh are shown, for example by the fact that Nazneen comes from an idyllic, warm, green environment quite unlike the England of dead grass, broken paving stones and net curtains. Hasina’s letters dispel the myth that Bangladesh is still rural. Rather it is now urban and violent. A more dangerous Bangladesh with corrupt politicians dominates the letters. Hasina describes to her sister how the garment girls have become branded as sexually immoral due to their working in close proximity to men. The patriarchal world of Bangladesh mirrors the patriarchy practiced within Britain, but is stronger. For example, Hasina, left without the protection of a husband, is raped, then forced to become a prostitute to survive and her friend (Monju) is murdered by her husband drenching her in acid. While Hasina works within a factory as a machinist, her sister, in the liberated environment of the West, also resorts to working as a machinist, but in purdah within the environs of home. For Nazneen, Britain is loaded with negativity, and it fails to accumulate the warmth and security she experienced in Bangladesh. Nazneen treats her loneliness through anti-depressants which baffles her sister: â€Å"I do not know what kind of pill can cure disease of sadness†. (Ali 143). Nazneen is disappointed with Britain and recollects Bangladesh with fondness, a nostalgia that provides the framework within which the story is located. Monica Ali uses the cluttered room where Nazneen lives as a metaphor for her protagonists’ state of mind. It becomes even more cluttered over the course of the novel. When Bangladesh is presented it is done so with space; however, the restrictiveness of England is stressed through the feelings of claustrophobia. Nazneen’s perception of Britain for much of the novel is not only contained within the environment of her flat, but also when she gazes out of her window. Her London is restricted to her locality: outside her window she sees â€Å"dead grass and broken paving stones† (Ali 12), â€Å"cycle racks which no one was foolhardy enough to use†, and round the corner is a playground that has shrunk to one decrepit roundabout. Nazneen evokes an image of Britain which is dark and grey and congested â€Å"a roaring metal army tearing up the road† (Ali 33). The poverty in Tower Hamlets is also emphasised if not exaggerated by Nazneen as she ventures out of the home, and â€Å"stepped over an empty cigarette carton, a brick and a syringe† (Ali 380). Although Nazneen’s husband Chanu has a degree from Dhaka University, they live in a grotty tower block in Tower Hamlets, where the paint flakes off the â€Å"eczema-ridden walls†. Poverty, socio-economic deprivation, dominates the social fabric of Ali’s Bangladeshi society in Tower Hamlets. This deprivation is also evoked through Nazneen smelling â€Å"the overflowing communal bins† (Ali 13). All the more, the Bangladesh that is reflected in British society angers Chanu, Nazneen’s husband, as it perpetuates a derogatory image of Bangladesh through education. He despairs over what his children are taught about Bangladesh: â€Å"all she knows is about flood and famine. Whole bloody country is just a bloody basket case to her† (Ali 151). Even the image that Shahana has of Bangladesh is old and traditional. As she tells her sister, â€Å"just wait until you’re in Bangladeshyou’ll be married off in no timeyour husband will keep you locked up in a little smelly room and make you weave carpets all day long† (Ali 329). â€Å"In Bangladesh you’ll have to brush your teeth with a twig. They don’t have toothbrushes†(Ali 331). Brick Lane is a contemporary, and humane story, the characters are shown with all their complexities and are described realistically and in detail whether it’s Mrs Islam, the hypochondriac, evil and manipulative usurer, or Razia the friendly and strong will-powered neighbour, or Shahana, the refractory, provocative and westernised teenage-daughter, or the sweet second daughter, little Bibi who is even tempered, quiet and hard working. It is a post-colonial novel written with a great deal of compassion and optimistic hope. Sarah Gavron’s film that was screened in 2007 is closely related to the book in terms of important aspects like casting, themes and plot. A long shot shows the central protagonist Nazneen (Tannishtha Chatterjee) disappearing behind one of the many front doors dotting the monolithic faà §ade of a public housing block in East Central London. This concludes a seven-minute prologue in which director Sarah Gavron condenses the first hundred pages and more of Monica Alis 2003 source novel. Digitally colorized shots of 1970s and 1980s Bangladesh indicate the extent to which Nazneen has idealized her memories of growing up in that time and place, her close relationship with younger sister Hasina (Zafreen) an especial source of reverie. A rural Bangladeshi childhood remembered as idyll ends, however, with the suicide of the girls mother. Consequently, their father arranges marriage between Nazneen, now a teenager, and the significantly older Chanu (Satish Kaushik), an immigrant living in London and a man she has never met. Some fifteen years later, thirty-something Nazneen is shown walking through and around Brick Lane, one of the most ethnically diverse neighbourhoods in the United Kingdom. Ghosting through a multicultural urban milieu radically different from that she was born into, she speaks to no one, slips ever further from the following camera, and disappears finally behind the front door of a flat as cramped and constricting as her monotonous existence—dutiful wife, mother, and nothing more. She is shown as raising two daughters: â€Å"Shahana† and â€Å"Bibi.† Bibi (Lana Rahman) is still young, sweet, and compliant, but Shahana (Naeema Begum) is a teenager with raging hormones and a sharp tongue. Nazneen and Chanus ossified marriage is changed irrevocably when the former buys a sewing machine. She does so through necessity as much as choice, driven by the need to financially support her family, husband, and daughters Shahana and Bibi , after Chanu resigns his job, disillusioned by his persistent failure to win promotion. Yet a purchase which seems initially to confirm Nazneens domestic incarceration yet further—not working from home but home as work—brings her into contact with British-born Karim (Christopher Simpson), the young man who delivers garments to her flat for finishing. She begins an affair with him, and the emotional and physical self-confidence this engenders allows Nazneen to assert, eventually, her presence and identity within the immediate family unit. Yet the seemingly clear-cut contrast between Karim and Chanu and the divergent futures they seem to promise Nazneen become more complicated as Brick Lane progresses. Karim comes to seem less attractive than at first, Chanu more so. The formers marked physical and cultural differences from the latter (young, fit, second-generation, British-Bangladeshi vs. old, fat, first-generation, Bangladeshi-British) cannot disguise the fact that he is equally inclined to idealize Nazneen as archetype not individual. Its Chanu who valorizes her as a living example of the ‘girl from the village’ in the early pages of Alis novel. Crucially, however, theres no interpretative violence in transferring those words to Karims mouth in Gavrons film. Meanwhile, Chanu is shown to possess significant redeeming qualities obscured by his complacent, corpulent exterior. He loves his family deeply and is horrified equally by the rise of Western anti-Muslim and Muslim anti-Western sentiment in the wake of 9/11. Chanu is able to view this process with far more humanistic caution and historical context than Karim can or will. Ultimately, Nazneen ends her affair with Karim, while Chanu agrees to return to Bangladesh on his own. Liberated, albeit not in the sense that Brick Lane seems initially to promise, Nazneen stays behind in London with her two daughters. Wider context—the effect of 9/11 on Western Muslims, the changing role and self-image of immigrant communities within contemporary British society, the ongoing, intergenerational debates about tradition, gender and religious identity within those groups—are all glimpsed fleetingly from Nazneens perspective. The main effect, though, is to impress upon viewers just how cloistered her vantage point is. Ultimately, Brick Lane temporarily imprisons the world-view of all who watch it behind bars made from net curtain. This is so even while the film ostensibly supports Nazneens quiet attempts to break free from something approaching a state of psychological house arrest. Brick Lane is a real place, and it’s been the centre of the British garment district ever since Huguenot refugees brought their looms from France in the early 18th century, followed by waves of poor Irishmen and Ashkenazi Jews. Brick Lane was however, filmed in the financial district that is synonymous with the books real location. The novel as compared to the film sets up the location more exotically like a mini version of Bangladesh, with the smells of spicy food, colourful fashions and emphasis on religion. For the film, one was expected to picture a colourful setting that transported the reader to another world. Though Brick Lane in the film does create its own world, it lacks the lustre brought out in the novel, and definitely was not reflecting any part of South Asia. The scenes in Bangladesh gave more of a contrast to London life, unlike the book, where Nazneen seems to still be tied to her homeland. The book documents her memories as if she had not left the village. For example, Nazneen does not leave the house, allowing her to limit her exposure to English culture. The film demonstrates a sharper contrast of her surroundings mostly through the addition of Nazneen leaving the flat to do the shopping. The shopping allows her more freedom and; thus, more information is acquired about England. The film effectively provided the atmosphere of Chanu and Nazneens flat. In the novel, Bangladesh provided richer local descriptions compared to London, because Nazneen did not dwell on the details of her flat. She only mentions some decorations. The film gives the opportunity to see the living arrangement in London from the complex she lives in with Chanu. The film emphasizes the close quarters and the weather to portray a cold representation of London, differing a lot from the vibrant frolicking in the lush and long Bangladeshi grass of the two sisters. Even at the end of the film, Nazneen is shown making snow angels with her daughters, as if she has conquered the cold. The casting was terrific. Chanu, Shahana and Bibi gave compelling performances that mirrored the characters in the book. Chanu especially is exactly the way one visualizes him on the basis of the novel. To understand Nazneen one had to make sure to read the novel because then one would know the thoughts in her head that she did not always say. Tannishtha Chatterjee, the actress who starred as Nazneen, faced a challenge in this role, because so much of the character was about not saying anything. Silence also played a big role in the film, which sometimes contributed to the action and other times made the movie too slow. The novel captivates the reader by the sensory details, mystical connections to Bangladesh, and curiosities about English culture. The film uses silence to provoke the audiences response to the vivid scenes in Bangladesh while also building up to the climax. Though the climax is not surprising to the reader or film goer, the novel was more effective in showing Nazneens struggle and confrontation with disaster. The novel created tensions leading up to Nazneens inability to react. The film on the other hand, relied too much on silence for plot points to emerge. The reader tends to miss Nazneen’s rebellion since it’s all done in silence. Overall, rebellion and freedom are downplayed in the film probably to emphasize the idea of fate. Hasina, Nazneens sister is the source of scandal in the novel and could have been more present in the film. She acts almost as a ghostly figure, sometimes only mentioned through voice, when Nazneen pictures her whispering in her ear. The film also glamorizes her experience in Bangladesh, as if she has the freedom to fall in love. The letters in the novel describe the opposite with violence to women and hard work conditions. In the film, Hasinas true situation is exposed by Chanu, who hears from his cousin that she has become a prostitute. However, then Nazneen falls ill, and the audience is left in confusing hallucinations, wondering if Chanu was trying to be mean to his wife or was actually speaking the truth. This inconsistency between reality and fantasy is evident in both the book and the film. Chanu glorifies Bangladesh in both the mediums. Nazneen reflects on her memories from her childhood in Bangladesh, but is grounded in the reality of London. For example, she cannot depend on Chanu to be responsible, when he cannot hold down a job and continues to insist that they will return to Dhaka. She does not point out his failures, the same way she does not point out Karims, but acknowledges her realistic priorities. Some include the disaster that Shahana would encounter in Bangladesh, and another would be breaking up with Karim and needing to be on her own. The American trailer of the film also illustrates this dichotomy, advertising the movie as more dramatic and scandalous. Perhaps the closeness of the text to the film adaptation is another way to enhance the themes of the original story. Much of Brick Lane takes place within Nazneens cluttered, unremarkable home, but this is rendered a fascinating, richly expressive setting through accomplished, considered use of technique by director Sarah Gavron and her key colleagues. Carefully calibrated expressionistic exaggerations of colour abound to communicate Nazneens largely unspoken inner life. Green sequins on a girls top reflect on her face to show her initial entrancement with Karim; sunlight filtered through gauzy red curtains turns the dingy prison of her marital bedroom into a boudoir when he occupies it with her. Likewise, Gavrons movement of camera and attention to framing are evocative and subtle in equal measure. If, as noted at the outset, one of the first shots in Brick Lane can be seen to sum up both the films project and a range of possible responses to it, something similar can be said of the movies final image. With Chanu back in Bangladesh, it is now winter in London. Nazneen and her daughters play joyfully in the snow-covered square at the front of their apartment block, inhabitants of a climate, and by extension a culture, diametrically opposed to the monsoon conditions the teenaged Nazneen and Hasina frolic in at the film’s early moments. A birds-eye aerial shot of mother and daughters lying on the ground, waving their arms and legs, cuts to a medium shot of Nazneen on her own. The reader might get the impression here that Nazneens unassuming victory is also Brick Lanes. She extricates herself from the oppressive expectations placed upon her by virtue of the body and respective cultures she was born and migrated into. So too the film respectfully declines the received agenda of responsibilities imposed upon it in light of its British Asian subject matter and cultural provenance. Brick Lane is not a film finely crafted and beautifully performed in order to mask or compensate for its evasion of inarguable ethno-political duties. Rather, its sensuous pleasures and humane insights expand the range of what the political might be, and rethink the relative scale on which it might be expected to loom, within an important tradition of contemporary British film. Thus, both the mediums, reciprocating each other, have successfully rendered the portrayal of Bangladeshi women in the transnational world with a subtlety and expertise that is seldom to be seen. WORKS CITED Ali, Monica. Brick Lane. Black Swan. Great Britain. (2003). Print. Brick Lane. Dir. Sarah Gavron. Perf. Tannishtha Chatterjee, Satish Kaushik and Christopher Simpson. Ruby Films.(2007). Film. Lea, Richard and Lewis, Paul. â€Å"Local protests over Brick Lane film†. Gaurdian. (Monday 17 July,2006). Web. http://www.guardian.co.uk/books/2006/jul/17/film.uk Hussain, Yasmin. Writing Diaspora: South Asian Women, Culture and Ethnicity. Ashgate Publishing Ltd. England. (2005). Print. McLeod, John. The Routledge Companion to Postcolonial Studies. Routledge. London. (2007). Print. Mukherjee, Meenakshi and Trivedi, Harish. Interrogating Post-Colonialism: Theory, Text and Context. Indian Institute of Advanced Study. Shimla. (1989). Print. Sinha, Sunita. Post-Colonial Women Writers: New Perspectives. Atlantic Publishers Distributors (P) Ltd. New Delhi. (2008). Print.

Gender Inequality In The Labour Market

Gender Inequality In The Labour Market Sex is what distinguishes men and women biologically, namely it describes the physical qualities which derive from variations in chromosomes, hormones and genitalia. Gender refers to a set of culturally defined characteristics which determine societys view of people as masculine or feminine. Sociologists have long debated over the causes of unfair sexual divisions of labour. Some have forwarded biological explanations, whereas others hold responsible the socialisation of gender roles. In this essay I will look at how the nineteenth century socialisation of gender roles is believed to have affected womens position in the labour market. I will then consider the increasing feminisation of the labour market and seek to explain the persistent inequalities between men and women. However, since the mid-twentieth century there has been an increasing feminisation of the workforce. According to Ulrich Beck, women are setting the pace for change (HaralambosHolborn, 2008, 647). In Becks view, we are moving into the second modernity (as against post modernity). He argues that in our society, characterised by risk and uncertainty, women have realised the importance of self-reliance and have sought to widen their participation in the labour market and as a result have changed the social discourse. This has been made possible by a number of factors. The increased possibilities of an education, the development of domestic appliances, the growing tendency for smaller families, the Feminist Movement of the 1970s, the steady expansion of the service industry, the increase in living costs and the consequent need for two incomes are all factors which have generated a shift in traditional family patterns and significantly changed the gender division of labour. A UK Labour Fo rce survey conducted in 2005 suggests that the rates of employment for women of working age have risen to 70% in 2004 compared to 56% in 1971. In contrast, employment rates for men have declined from 92% to 79% (Giddens, 2006, 755). Despite womens increased participation in the labour market, barriers to equality remain. Although 75% of women of working age are in employment in the UK, it has been shown that in high-earning, high-status professions they are severely under-represented (www.employment-studies.co.uk). 2005 demonstrated, in terms of vertical segregation, that 83% of chief executives, 71% of sales managers and 70% of management consultants were men, whilst 96% of dinner ladies, 95% of receptionists and 76% of cleaners were women (HaralambosHolborn, 2008, 124). Different reasons are held responsible for such disproportion. One argument is that jobs are highly gendered, with a tendency for high-status, high-paid jobs to be male-dominated because they have traditionally been perceived as masculine. Radical feminist Sylvia Walby claims women are subjugated by patriarchal values that discriminate and confine them to specific areas of work (HaralambosHolborn, 2008, 113). Not only are women under-represented at the highest levels of the occupational structure, they have likewise not achieved equality of pay, despite liberal feminists success in campaigning for equal pay legislation. The wage gap was once thought to be narrowing, however, new figures suggest that the pay divide is still a matter of concern today. According to the Office for National Statistics, the pay gap between men and women in full-time work has increased to 17.1% since 2007 (The Guardian,15/11/08). The median full-time gross weekly earnings per week for men in 2007 were  £498, whilst for women they stood at  £395. In 2008 they stand at  £521 for men and  £412 for women. It has been calculated that over a lifetime, women working full-time will earn an average of  £369.000 less than their male colleagues. This result, according to the annual survey conducted by the World Economic Forum, places Britain 81st in the world ranking in terms of equal pay for men and women in sim ilar jobs (The Guardian,15/11/08). Part of the reason would appear to be because of horizontal segregation. Much of the female workforce is clustered into a range of semi-skilled, low-status and poorly paid occupations. Across the occupational structure, men predominate in such lines of work as manufacturing, construction, IT and business industries. Conversely, women are overwhelmingly represented in health and social work, teaching, catering and cleaning (HaralambosHolborn, 2008, 123). Feminists, therefore, see this as a reflection of the two spheres ideology. 2005 demonstrated, in terms of horizontal segregation, that 79% of social workers and 73% of teachers were women. In the same year, 90% of the construction industry and 76% of people working in transport were men (HaralambosHolborn, 2008, 123). In addition, the fact that many women work in the part-time sector can be part of the reason for the poor levels of pay they are subject to. Occupational segregation has been used to explain such high concentration of women in part-time work. Despite the disadvantages it involves, part-time work seems to remain a popular choice for women. In 2004, 5.2 million women in the UK were in part-time employment, compared to 1.2 million men (Giddens, 2006, 757). Social forces such as limited childcare assistance and gender discrimination have also been held responsible for such large numbers of women in part-time work. Many women seeking full-time employment often face unjust hurdles which men do not encounter: a Fawcett Society study (the leading liberal feminist organisation) reveals that 52% of employers consider the chances of a new member of staff becoming pregnant before employing them (www.fawcettsociety.org.uk). However, whilst it is possible that this may discourage many women who intend to have children from looking for full-time work, this is not on its own sufficient reason to explain such a heavy influx in the part-ti me sector. Catherine Hakims preference theory suggests that womens position in the labour market depends entirely on the rational choices they make (HaralambosHolborn, 2008, 125). Hakim identifies two types of women: those who commit themselves to full-time careers or those who prioritise their domestic responsibilities. According to Hakim, many women have different work orientations than men, leading them to choose part-time occupations which enable them to balance their domestic and professional lives. Rosemary Crompton and Fiona Harris agree that womens position in the labour market is influenced by their decisions. They argue, however, that the choices women make are not always rational, but are the results of the practical challenges and cultural norms they may face. Crompton and Harris believe that women often start a career committed to the idea of full-time employment and the family sphere in equal measure, but in later life might have to compromise one or the other for a variety of rea sons. There is, therefore, an important debate between feminists. Additional theories have been advocated by sociologists to explain womens continued limitations in the job-market. Talcott Parsons functionalist human capital theory suggests that womens natural role is that of childcare. The theory implies that women are likely not to commit to a career or gaining qualifications, preferring to dedicate themselves to their children (HaralambosHolborn, 2008, 125). According to Parsons, this lack of commitment or skills renders women less valuable to the employer, and is ultimately the reason for womens disadvantaged position in the labour market. However, critics of the theory point out that it does not account for the large number of women who dedicate themselves to a career and still end up in lower-paid, lower-status jobs (HaralambosHolborn, 2008, 125). Barron and Norriss dual labour market theory promotes the idea of two labour markets: a primary sector in which professionals and skilled workers belong, characterised by highly paid and secure jobs, and a secondary sector, consisting in lowly paid, less secure jobs mainly occupied by unskilled labourers. According to Barron and Norris, women are more likely than men to work in this sector because they are less interested in wages or status, a view which echoes that of Hakim. Transition from the secondary to the primary sector is rare, ending in confinement within a range of low-paid jobs for ones entire working life. The theory is criticised by feminists for not being able to explain why skilled women often earn less than men in similar work, or why they get promoted less often than men in the same job (HaralambosHolborn, 2008, 126). In the past century, women have made a revolutionary ascent in the labour market even if many work in the part-time sector. However, the rate of improvement seems to have stalled rather than grown. Despite legislation such as the Equal Pay Act (1970) and the Sex Discrimination Act (1975), vast inequalities remain in Britain, especially in terms of pay and status. It might well be that more radical reforms need to be made. In Norway, for example, hundreds of women have benefitted from a new act, passed in 2003, which stipulates that companies must increase the number of women on their boards to 44.%. This now means that Norway heads the league table for gender equality, 12 places above the UK (The Guardian, 17/11/08). This suggests that post-feminists are mistaken in believing there is no more for feminists to do. A third wave of feminism, as suggested by Katherine Rake, or new feminism, to use Natasha Walters term, may be precisely what is needed.

Competitive Analysis of the Global Toy Industry

Competitive Analysis of the Global Toy Industry Welcome to the colorful world of teddy bears, singing dolls, miniature pianos that play nursery rhymes,  battery operated cars and stuffed dogs and rabbits that walk, talk and shake hands. In one word: Toys. Toy merchants of yester years gave shape to the creative fancies and dreams of young ones and growups  alike. The world market has seen various upheavals due to changing consumer preferences, new fads,  technological advances and trade liberalization. Countries like China have marveled the world with their  low cost manufacturing expertise while at the same time astonished them with their quick imitation,  leading all the gigantic players of the world to act on their feet and formulate strategies to counterattack  them and safeguard their shares. India too has seen a shift in focus from traditional board games like Chess (Shatranj) and Ludo (Paasa)  and sports like cricket to video games and consoles, puzzles, and Monopoly. The traditionally scattered  market has shown signs of consolidation with the entry of companies like Reliance ADAG and Mahindra   Mahindra who are both expanding the market and adding sheen to it. India as a developing economy  is a hotspot for MNCs like Mattel and Hasbro which have now become household names with Barbie  and Monopoly respectively. Big retailers of the world which exclusively cater to this segment include Toys R Us and Hamleys, which  house the best brands of the world and add a service dimension to toys. This document discusses the various classes of toys, the current global scenario for toys, how China has  affected the global toy industry, Indias market and its growth prospects. CATEGORIZATION Toys and games can fall in one of four general categories:- 1. Traditional toys: the category is essentially stagnant with 6296 manufacturers and the growth  being consistent over the years. In 2007 revenues were $21.2.billion (US Market) and $22.3  billion in 2006. It includes: Action Figures Accessories (G.I.Joes) Building Sets (Lego Sets) Dolls (Barbies) Games Puzzles (Monopoly) Plush (Soft Toys) Vehicles (HotWheels) 2. Video games: one of the fastest growing segments with revenues of $18.9 billion which is 51,2%  higher than its 2006 revenues. It includes:- Youth Electronics (PS2, X-Box) Gaming Parlours (Jammin, TimeZone) 3. Casino Games: Slot machines were introduced by casino games manufacturers which have  ultimately benefitted the video game industry. Mostly offered by hotels. Toy Industry : Present and the Future 2010 KJ Somaiya Institute of Management Studies Research 4. Accessories and Others: Includes traditional games including sports items and educational toysfor infants, which is also a fast growing industry GLOBAL SCENARIO The US, China and Japan rank among the top 3 countries in terms of toy sales worldwide; their sales  being US$21.5 billion, US$4.9 billion, and US$5.8 billion respectively. Other countries with a significant  toy sector include Germany, Brazil, France, India, Australia and Canada. Though the recession influenced  toy sales, the sector did witness growth of about 3.6% with sales reaching $80 billion. The worlds largest toy manufacturer and exporter China makes 2/3 of the worlds toys; the export  value of Chinese toys in 2009 was US$7.8 billion. Guangdong, Zhejiang, Shanghai, Jiangsu and Shandong  are the foremost production and export bases for toys in China, accounting for more than 90% of the annual sales of Chinese toys. Chinas plush toys enjoy a large share of the total sales in European American market. But the low  prices are also responsible for a low profit margin. However it entails high labor costs and therefore  manufacturing costs are pretty high. Wooden toys also have a significant share of 10% and plastic toys  are suffering due to the continuously rising price of raw materials, quality and safety issues, etc. Chinas  intellectual toys too have a broad prospect, but relevant standards need to be released so as to  guarantee the healthy development of the market. In 2009, in pace with the upgrading of technology, the toy export industry has witnessed several  changes: developed countries have diverted their demands of toys to toys such as adult toys, high-tech  electric toys, intellectual educational toys from traditional medium and low-grade products like plastic  toys and stuffed toys. Electric toys and online toys produced with high new technology have become  the new development orientation. MAJOR PLAYERS WORLDWIDE Mattel Inc.:- Mattel sells products under a host of well-known brand names such  as Barbie, Matchbox, Fischer Price, and Hot Wheels. Hasbro :- Produces popular board games such as Clue, Monopoly, and Scrabble. Its other  products include the Transformers, Mr. Potato Head, Play Doh as well as licensing agreements  with brands such asStar Wars and Marvel. JAKKS Pacific:- Produces traditional toys under licenses for brands such as Cabbage Patch  Kids, Care Bears, andHannah Montana, a particularly big earner for JAKKS in 2007. Other big names include Russ Berrie and Company, RC2, Action Products International and  Corgi International. Toy Industry : Present and the Future 2010 KJ Somaiya Institute of Management Studies Research Together, Mattel Inc. and Hasbro Inc. have less than 40% of the market, which analysts expect will  grow at a compound rate of roughly 2% annually. INDIAN SCENARIO Currently there are about 800 Indian games and toy manufacturers, exporters and suppliers in the small  sector of India, with a turnover nearly $2.5 billion. This includes manufacturers of electronic toys, soft  toys, educational games, toy cars, rattles, dolls, plush toys, computer games, brain teasers, children  puzzles etc. The total toys and games market in India stands at around Rs.2500 crore, of which Rs.250  crore is in Chennai. Total Market Size: Rs.2500 crore Market Structure: 35% Organized Sector, 65% Unorganised Sector Duties and Taxes: Excise Duty: 12.5% CST(Central Sales Tax): 4% Global Export Contribution: 0.4% Governing Body: Toys Association of India (TAI) Compared to European and American games and toy markets, Indian toy volumes are very low, mainly  because toy buying is a relatively urban phenomenon. Most toy manufacturers are from the  unorganised sector, who in turn sell their toys and games to big traders who market these toys. The total export market for toys and games is around Rs.18 crore. The export volumes are low because  of the quality norms abroad. Manufactured toys for export have to conform to EN 71 norms, the  European standards. The toys have to be non-toxic and safe to sell abroad. $0.00 $5,000.00 $10,000.00 $15,000.00 $20,000.00 $25,000.00 2009 (Million $) 2009 (Million $) Toy Industry : Present and the Future 2010 KJ Somaiya Institute of Management Studies Research Mattel, Lego and Funskool are three of the major players in the Indian toy industry. The toys and games  available in India are a mix of both fun toys and educational tools. They include dolls, puzzles, electronic  games, handmade toys, soft toys, board games, computer games etc. Indian wooden toys are of good  quality and comparable to international standards. The demand for fun toys is greater than that of  educational toys since parents usually prefer buying educational toys for their children. MAJOR INDIAN PLAYERS Zapak Games: It is a part of the Reliance Anil Dhirubhai Ambani Group. Zapak Games operates in two  categories Game CD Toys. It is the leader in Games CD in India. It holds licenses for leading kids  properties from Cartoon Network, Nick, Disney, Pogo etc as well as represents some of the leading  global toy companies in India. The product distribution is across all toy stores and retail chains in the country through the traditional  mom n pop outlets as well as large format key account stores. We had the opportunity of seeing  some of these toys with Landmark outlets across the city. It acts as the merchandizing and licensing arm of Zapak Digital Entertainment Ltd. They are also in an association with Spin Master Ltd. which according  to NPD is the third largest toy company in North America. Mahindra and Mahindra Mom Me outlets across the city are operated by Mahindra which hosts  educational toys for children. It also has the marketing rights for Lego brand of toys and soft toys from  Disney. Some small players are: Prasid Toys Pvt Ltd. Delhi based Little Genius Toys Ltd. (Wooden Educational Toys) Leo Plast EFFECT OF CHINA ON INDIAN TOY INDUSTRY From a 2,000 players a few years ago, barely 800 survive today, it is believed that nearly 40 per cent of  toy companies have shut shop since Chinese products started flooding into the Indian market. Even as  the unorganized sector has been most hit, some of the other players like Mattel, Funskool (joint venture  between MRF Tyres Hasbro Intl), Mahindra Intertrade (markets the Lego and Disney range of toys)  and a few others are forced to fight back with a string of innovative strategies. Compared with an average Rs 35 per kg a Chinese toy maker spends, an Indian manufacturer spends Rs  65 per kilogram for raw materials. High excise duties and taxes including local taxes that vary greatly add  to their woes. Indian companies have not made efforts to market their products in a planned manner and while some  Indian companies are trying to combat the threat from Chinese toys by slashing prices by 10 to 15%;  others are strengthening their distribution skills in smaller towns, where the reach of imported toys is  still limited. INDUSTRY GROWTH Finding the right niche marketing limited to premium segment  Indian consumers are gradually becoming less price sensitive, but are ready to pay for something they  believe has a value proposition. They are realizing that toys help in the all round development of a child. Take the $6-billion Mattel Inc. for instance, after a runaway success with Barbie, Hot Wheels and Fisher  Price, it has introduced the Harry Potter range of toys which caters to the premium segment. With its  Fisher Price range, Mattel is also launching developmental activities along with toys associations,  pediatricians and playschools to educate parents on how toys help the child in understanding the adult  world better. Glocalization Go Global Act Local Almost all major players, have launched an indigenous range of competitively priced soft toys range, to  cater to the growing market. Mahindra Intertrade, for instance, launched Soft Wonders, to cater to the  economically sensitive customers. Similarly, Mattel has launched Star Beanies for Indian market and  Funskool has launched soft toys. Act Faster than the Fastest These players have also spruced up legal activities against spurious products and taken actions to make  the vigilance stricter. They try to bring in designs faster than the Chinese can imitate. For instance, once  the market gets flooded with fake products with Mickey or Donald motives, be it on cups, bottle, plates,  tiffin boxes etc, Mahindra Intertrade would quickly launch Mickey in sportswear and shift the demand. Such marketing skills a range of strong brands have enabled them withstand the Chinese threat and  allowed them to play a crucial role in growing the market. TRENDS Online Buying In 2004 when Mattel registered on Indiatimes, Rediff and Baazee, they discovered that when kids did  not look for toys online, their parents (on the lookout of discounts) did. Also online shopping for toys  accounted for approximately 2% of total sales, that is Rs 21.24 crore in 2005-06. $74.00 $76.00 $78.00 $80.00 $82.00 $84.00 2007 2008 2009 2010 $78.30 $77.50 $80.28 $83.90 USD (Billion) Mall practice Malls are an undisguised blessing for the toy makers. In a mall one gets better shelf space to exhibit  products, and the entire range can be displayed with the add ons which then have a good chance of  being sold to the potential customers. Better sales tracking is another advantage one gets from the  malls. In 2005, Mattel opened two 1,200 sq ft Barbie stores in Mumbai. Approximately 35% of the sales  for Funskool and Mattel take place at the malls. Fusing Entertainment with toys Mattel has produced five movies to promote its existing range of toys, whereas Funskool, its rival has  been using existing movies like batman to create a new range of toys for itself. Toys for Men Mattel has also launched toys for men. It featured models of premium cars including BMW 645 Ci,  Ferrari Scaglietti; and Williams and Renault in its Hotwheels Collectibles; having a price ranging from Rs  999 to Rs 1,999. Changing Demographics Demographic variables like greater divorce rates, due to which kids get two sets of toys; increased  buying power per child due to 2 income families; and increasing involvement of grandparents are all  influencing the growth rate of the toys. THREATS/HINDRANCES/CHALLENGES Raw Material Costs There is a rise in the raw material costs, due to an increase in the manufacturing costs for  traditional toys Manufacturing Costs Most of the traditional toys are made from plastic resin. Petroleum, whose price is continuously increasing, is one  of the main components of plastic resin. This has a negatively impact on the manufacturing costs . Changing Consumer preferences Nowadays, customers prefer electronic games to traditional table games. This trend is not beneficial for  the traditional game equipment manufacturers. Revenue of the Video Games Industries and Traditional Toys ($ in billions) Industry 2004 2005 2006 2007 Video Games 9.9 10.5 12.5 18.9 Traditional Toys 22.4 22.2 22.3 21.2 Toy Industry : Present and the Future 2010 10 KJ Somaiya Institute of Management Studies Research In India, toys arent perceived as developmental. So toy manufacturers take advantage of impulse  purchasing trends and the pester power of kids works in advantage for the toy manufacturers.Indian  parents perceive expenditure on toys as a waste of money. Educational games like Scrabble and toys for  pre-school children and infants are an exception to this belief. Impact of Recession Only when the consumers have enough disposable income to afford luxury goods, they buy toys. A  struggling U.S. housing market, rising oil prices and other factors have limited their income. The toy  industry was also affected by this trend, as its overall revenue decreased. Declining profits due to emphasis on product safety Product safety is another major concern of the toy industry. This was discovered when there was a rising  number of product recalls in the second half of 2007. So while companies put more focus on their higher  margin core brands, the positive margin implications from this shift are offset by quality and safety  testing, as well as higher costs for raw materials.   Competing with large brands Small manufacturers which form the bulk of the unorganized sector are unable to brand and market  their products, which has been a critical disadvantage for them. With a large number of players in the  market, only the international brands have a strong brand recall. Here, manufacturing competency isnt  the real concern since most of the branded players outsource their requirements from Indian  manufacturers. However, lack of marketing acumen and an expertise to cultivate brands is found to be  lacking in most indigenous companies. NEW STRATEGIES Coupling toy launch with movies and vice versa Transformers, Shrek, etc Art Attack a Television series by Hit Entertainment has also entered the toy market. It showcases  Do-It-Yourself arts and crafts in their videos and has now made them available in DVD formats  across major stores. They also merchandise their creative works through books. Cradle catching: In 2005, Mattel entered into a partnership with diaper brand Huggies. By this  move, Mattel targeted its potential audience at their birth place, and even before they were  born at the maternity homes.When the mothers visit the doctor for the first time, they are given  a medical file, as well as well as the information on the different phases that a child is likely to  pass through as it grows which helps in selecting toys from the Fisher Price range that fits each  growth phase ie. crawling, sitting, standing, etc. Within a very short period of time, they claimed to have targeted 600,000 mothers by having tie  ups with 300 pediatricians and 50 gynecologists, across the top six Indian cities. Also, another  innovative technique used by Mattel is a toy directory which is placed in retail outlets that  informs parents about the best toy for each age group. CASE ANALYSIS: TOY INDUSTRY AND BUYING TRENDS CASE #1 HAMLEYS, PHOENIX MILLS MALL, LOWER PAREL, MUMBAI Hamleys, the worlds iconic toy maker from UK, has set up a 21000 sq ft outlet spread over three floors in  Mumbai, its first branch in India through franchise agreement with Reliance Retail. The tie-up is valid for  20 years. The company plans to invest Rs.150 crore in the next seven years to set up 20 more stores  across the country, including tier-II cities. Brands Other than Hamleys own-brand range of toys, imported brands such as Mattel,  Hasbro, Disney, Fisher-Price, Playmobil, Leapfrog, Mecchano ,, Scalextrics, Hornby, Maisto,  Burrago, and Lego are also present in the store. Segments The shop has been divided into segments catering to infants, young boys girls,  teenagers and adults. It has a Barbie Doll House and Barbie Salon and Spa for young girls. Grand Racing Track for RC Cars, London Double Decker Bus, Safari Jeep for young boys. Petals Pods-Play area and Bear Tree House are for infant and pre-school children. Science Molecules, Candy Shop, Disney Castle, Experiential gaming stations, Party rooms  area are for teenagers. A KodakExpress studio has a shop-in-shop strategically placed in the center of the shop to  capture moments at Hamleys. Prices The price varies from as low as Rs 200 to as high as Rs 30,000 depending upon the  requirements and preferences of the customer. Most products are priced on the higher end of  the spectrum keeping the affluent urban folk in mind. Age Group It caters to infants, young boys and girls and teenagers. Board Games are popular  with adults also. MANAGERS VIEWS The shop is one of its kinds in Mumbai, since it is an exclusive toys only outlet with all kinds of toys  under one roof. The trends noted by them are that parents are more interested in buying toys and  games that offer educational value to their children; and children too are more interested in games that  offer intellectual stimulation. Children have moved from the traditional sports of cricket and kabaddi to  gaming consoles and Scrabble. Also adults are a growing segment with them fraying towards traditional  games such as Mancala a French board game, Monopoly, and Poker for which they buy Poker chips.   Workshops are organized to engage the children and merchandise related to new films are sold every  now and then to offer something new to the customers. CUSTOMERS VIEWS Customers always find it a delight to visit Hamleys since it offers so much variety . A few of the  customers just come with their children to provide some entertainment and spend time in the shop.   They appreciate the display of the store and the hygiene maintained in the store. Also, though a few  products were manufactured in China, they didnt mind buying them if they were sold in Hamleys since  the name offered credibility to the product. The range and variety of toys offered by them is also  unmatched. ANALYSIS COMMENTS Layout: The layout of the store is very carefully planned with the store being divided into a girls section  and a boys section. Educational board games, interior decoration kits and games for adults are placed in  the center of the shop. The section which caters to toys for toddlers is separate, and the floor above  only houses gaming consoles, CDs and educational books. Staff: A large number of staff take care of the customers needs and are specially trained to provide entertainment to their most important consumers the kids! The manager himself caters to customers  and entertains all doubts and queries to help them purchase what best suits their requirements. Store Aesthetics and marketing: A lot of effort has been taken to enhance the visual appeal of the store  through visual merchandizing and display walls. Most toys are displayed and little remote controlled  cars and helicopters zoom in and around the store some of them hovering above ones head or new  cars that stick to the walls. The store has a facility for gift wrapping their products, and children and  adults alike are allowed to touch and operate various toys in the store. CASE #2 MOTHER AND ME, R CITY MALL, GHATKOPAR, MUMBAI Mother Me is a Retail store owned by Mahindra Group, which caters to the need of Pregnant women,  infants, toddlers, pre-schoolers learners. Its toys section is huge and is gaining popularity day by day. Following are the details of its toys section:- Brands:-Fischer price, Funskool, Mattel, Lego, Disney V-tech Segments:-Soft toys, Wooden toys, Metal toys Plastic toys Prices:- 350 5000 Age Group 0 9 Yrs MANAGERS VIEWS Following are the points which Store Managers told us. They prefer to keep toys of price range 350 to 5000. Mother and Me use SAP for inventory replenishment. They have kept the toys according to their type (wooden toys at one place soft toys at another  place) rather than age group wise (toys for 0-5 yrs at one place). According to them toys which are able to connect to Indian traditions are highly in demand, eg.   Indian Barbies. Maximum complaints they receive are against Chinese toys and toys manufactured in China. CUSTOMERS VIEWS We received the following feedbacks from customers. Most of them buy toys once a month. Fishcer price is preferred by most of them Most of them prefer plastic toys over metal Wooden toys Most of them are not in favour of Chinese toys despite of the low of cost. Most of them were in favour of interactive toys. Some Customers stressed the need of toys, which inculcate the values necessary in human  society were against the toys, which resembles the violent figures or creature. ANALYSIS COMMENTS From the information provided by store Managers feedbacks from customers we analyzed that the Toy Industry has a bright future ahead but only if it meets the challenge of providing better quality Interactive toys, which not only make learning easy but also help in cultivating the  values necessary in human society. Light weight Plastic toys as they are easy to handle more resistant to wear tear. Value for money, as most of the parents feel toys overly priced. CASE #3 LANDMARK, PHOENIX MILLS MALL, LOWER PAREL, MUMBAI Landmark is a one s top destination for s hopping for toda ys youth. It consists of books, s tationery, garments, merchandize, music, toys, movies, gaming, Technology products and other gift items. Brands -There were various brands present in the store and a few of them are as follows Mattel,  Disney, Fisher-Price, Zapak and Lego are also present in the store. Segments The shop has been divided into segments where toys for infants, young boys and  girls and teenagers can be found. It also has a sports section and board game section. Prices The price varies from as low as Rs 200 to as high as Rs 15,000 depending upon the  requirements and preferences of the customer. The pricing is not exorbitant in Landmark and  most of the toys are priced by keeping the Indian customer in mind. Age Group It caters to infants, young boys and girls and teenagers. Board Games are popular  with adults also. MANAGERS VIEWS Maximum profit is generated from the infants toy section of the store. Selling one item from the infant  section is equivalent to selling 3-4 items from the others sections. Boys prefer hotwheels,cricket kit and  board games and girls are still hooked onto Barbie dolls. Toys are imported from France and Germany  and most of them are made in India. CUSTOMERS VIEWS Toys are ideal gifts for young children and they dont even cost a fortune when it comes to buying them.  Customers dont mind paying for the latest and most popular toys for the kids. ANALYSIS COMMENTS Landmark has been doing a good job of catering to the growing toys market and plans to introduce  more imported toys in future. The Sports goods have a prominent place in Landmark and a lot of  importance has been given to the sports and board game section. FUTURE OF TOYS Predicting the future is never easy. The future of toys specially very difficult to predict . You never know  when an old favorite toy will make a sudden resurgence into the mainstream or a new technology will  bring about yet another revolution in toy technology. Generally speaking, video game consoles would predictably always rise to the top of wish  lists. However, classic toys often come back to take over the lists for top toys. In recent years, weve  seen old comic book characters and action heroes rise to the top again after being in the bottom of  comic bins for years. This years Iron Man 2 brought back an old action favorite, and action figures and  cars are available with an Iron Man twist. Other movies like Transformers have done the same. Old favorite cartoons are also being brought to the forefront. A few years ago, a new Teenage Mutant  Ninja Turtles movie in CGI was released, and this past year, Transformers were all the rage. It wouldnt  surprise me to see He-Man or the Thundercats rise up to become live action or CGI movies themselves. If they do, expect them to corner the toy market after the movie is released. It would also be prudent not to underestimate the power of toy fads that are still going strong even 12  years later. Pokemon first got big in 1998, and has been a huge hit with video games, playing cards, and  T.V. shows ever since. It has been hard for toy manufacturers to dethrone Pokemon, because its such a  huge hit among kids and even young adults who grew up playing the game. Its very possible that it  could last for another 12 years or more. (What do you think of Pokemon? Indeed, toy inventors are pushing the boundaries of artificial intelligence, speech synthesis, wireless  communications, and networked virtual reality. Whats more, they are figuring out how to cram huge  chunks of realistic graphics, dialogue, and sensory cues onto tiny, inexpensive computer chips. The toy  industry is really at the mercy of technology for the limits it can go to. There are only so many  interesting ways for them to reinvent dolls like Mr. Potato Head before kids are no longer  interested. Dolls like Furby were a step in the right direction, but the fad did not last for very  long. Technology working its way into the toys of the future will bring in a wider audience of interested  kids, but it has to be directed at toys that are more than just popular, but are fun too. The future of toys is bright and exciting. Any new innovation could shape the kinds of toys kids play  with. You can bet that the toys of the future are going to have something of the past, however. AUGMENTED REALITY: JET FUEL FOR THE IMAGINATION The future of toys almost undoubtedly belongs to augmented reality. Mattels i-Tags, will use Augmented Reality will be included with action figures the company will make  for Titanic director James Camerons blockbuster film, Avatar. Augmented reality is an overlay of digital information or imagery on top of real-world objects. WIKIPEDIA: Augmented Reality is a field of computer research that deals with the combination of realToy world and computer-generated data (virtual reality), where computer graphics objects are blended into real footage in real time. Think about it. The possibilities are just about endless, and could mean a whole new life for the kinds of  toys that kids at first play with a lot, and then quickly abandon. By embedding special software in imagery that can be placed just about anywhere on a toy, toy makers will now have an incredibly wide  range of virtual things to add to their physical toys. TOYS OF THE FUTURE ELECTRIC POP UP BOOKS Electronic Popables by Jie Qi is a pop-up book that lights up as you interact with it, producing the most  beautiful and dynamic pop-up pages ever. As you begin to go flip through the book open pages, pull  tabs, press pressure points and fold objects different LED lights will blink away on all over the page. They  can be a very efficient means of connecting holistically with the technology savvy kids. HORIZON HYDROCAR TOY The hydro car is a case in point. It does not depend on  batteries or electricity. Surprisingly this car produces  its own energy, running entirely on water. It is not only  Hydrocars functionality, but also its trendy, scientific  design that sets it apart. SCRIBBLE BOTS Scribble Bots is just a concept at the moment, but the idea is that children  can connect with their friends through the official website and share their  drawings, artwork and also the artistic process. The Scribble bots toy can  record and recreate movement so anyone with a scribble bot can download  your drawing and their scribble bot will draw it right for them, then and  there. TOUCH SENSITIVE VIDEO GAMES Usually, a lot of people do not see any fun in playing with  buttons and joysticks. This concept of touch sensitive games  employs touch sensitive silicon that simulates the terrain in a  game, empowering the users to feel their way through. No  major video game manufacturers are using technology quite  like this as of now, but we could see such technology being  used in the future. PARROT AR DRONE QUADRICOPTER Flying helicopter toys meets handheld video games with the Parrot  AR Drone Quadricopter. This isnt a simple chopper that flies around  the corner and crash because you cant see it. This device has a  built-in camera that lets you see everything from an iPhone or other  similar smart phones. Since joysticks are outdated, this toy uses  tilting gyroscopic controls, tilting the AR Drone as you tilt the  iPhone. MINDFLEX Remote controls are a thing of the past. Toys of the  future use mind control! Mindflex is a telekinetic  obstacle course that uses brainwave activity to move a  ball. Were not really sure how it works, but we like to  believe its because we have sci-fi like psychic powers. MILO The next biggest innovation in the toy world does not  belong to the genre of barbies or remote controlled cars or  thought controlled machines, but a virtual best friend. By  late 2010, Microsoft would release a new add-on for the  Xbox that will replace contr

Jetliner by Naoshi Koriyama Essay -- essays research papers

â€Å"Jetliner† Now he takes his mark At the farthest end of the runway Looking straight ahead, eager, intense With his sharp eyes shining He takes a deep, deep breath With his powerful lungs Expanding his massive chest His burning heart beating like thunders Then†¦ after a few†¦ tense moments†¦ of pondering He roars at his utmost And slowly beings to job Kicking the dark earth hard And now he begins to run Kicking the dark earth harder Then he dashes, dashes like mad, like mad Howling, shouting, screaming, and roaring Then with a most violent kick He shakes off the earth’s pull Softly lifting himself into the air Soaring higher and higher and higher still Piercing the sea of clouds Up into the chandelier of stars -Naoshi Koriyama   Ã‚  Ã‚  Ã‚  Ã‚   In this poem, Naoshi Koriyama portrays a large and powerful Jetliner as a simple runner or long jumper. It has been disputed if Naoshi is really speaking of a long jumper, and not a runner, in this analysis I hope to prove that Naoshi is really speaking of a long jumper starting his run and lunging himself into the air. I will also break down each individual stanza and present its Imagery and compare the Jetliner to the Long jumper. Now he takes his mark At the farthest end of the runway Looking straight ahead, eager, intense With his sharp eyes shining In this stanza he shows the runner’s thoughts and intense few moments before he begins to run. The runner waits impatiently, looking at his mark a few meters away, wa...

Chlorophyll Essay -- Research Paper Science Cancer Papers

Chlorophyll Research Paper Many studies in the area of cancer research are opening up new possibilities for cures and prevention measures. One area of research is directed at the effects that chlorophyll may have on cancer cells within the human body. Research is being conducted to investigate whether chlorophyll has important cancer fighting factors that may play a role in the destruction of cancer cells or whether it is an effective preventive agent. Intensive research for naturally occurring plant products which reduce genotoxic effects are driven by the increasing exposure of humans to environmental toxins (Sarkar, 1994). Experimental evidence indicates a strong relationship and connection between diet and cancer prevention. One’s food choices have been consistently shown to be a determinant factor of human cancer risk (Arbogast, 1995). A positive correlation was shown between the chlorophyll content of vegetable extract with the vegetables’ antimutagenic activity (Sarkar, 1994). Chlorophyll is of considerable interest as an anticarcinogenic substance because it is so abundant in the green vegetables that humans consume. Chlorophyll also has shown no toxic effects to humans (Arbogast, 1995). It is not clear however whether effective uptake of chlorophyll through diet would be enough to protect against certain types of cancers or whether one would need to take supplements along with a balanced diet (Ar bogast, 1995) Derivatives of chlorophyll may also be an important aid in preventing or managing cancer. Research indicates that foods yielding chlorophyll derivatives may play a major role in cancer prevention. Chlorophyll derivatives have a high affinity for tumor tissue in comparison to normal... ...y, S., Poretz, R., and Segelman, A. Effect of Dietary Chlorophyll Derivatives on Mutagenesis and Tumor Cell Growth. Teratogenesis, Carcinogenesis, and Mutagenesis., 79 : 313-322, 1999. Hortensteiner, S., Ougham, H., and Thomas, H. Ring in the new, Ring out the old. IGER innovations., 1 : 1-5, 1998. McKinley, T. Class outline procedure protocol. Department of Biology. Concord College : 2002. Ross, C., Salisbury, F. Plant Physiology. Wadsworth Publishing Company., 3 : 181-183, 1985. Sarkar, D., Sharma, A., and Talukder, G. Chlorophyll and chlorophyllin as modifiers of genotoxic effects. Mutation Research., 318 : 239-247, 1994. Taiz, L., and Zeinger, E. Plant Physiology. The Benjamin/Cummings Publishing Company Inc. Redwood City, CA. : 179-218, 1991. Ting, I. Plant Physiology. Addison-Wesley Publishing Company Inc., 1: 400, 1982.

Examine the causes of urban sprawl and assess the effectiveness of strategies to contain it

Urban sprawl is one of the key planning issues today. It consists of low density settlement extending beyond the boundaries of built up areas. Also it involves high dependence on private automobiles and is often the result of poorly planned or unplanned development. While urban sprawl is linked to population growth, it is also caused by falling household sizes, increased demand for low density living, lower land prices in peripheral areas and a desire to escape from cities because of crime and pollution. There are number of forms of urban sprawl that can take place, the three main patterns are low density sprawl, ribbon sprawl and leap frog development. Each type of sprawl is often caused by the same core problems, all of which resulting in consequential effects. There are numerous reasons as to why urban sprawl occurs, however a significant point when it became apparent was after World War 2. At this time people started moving from the cities to the countryside. Living in suburbia signified a better, healthier lifestyle. The land in the areas people were moving to was cheap and there was plenty of it, and government incentives and subsidies helped families realize their dream of a better life. As times have moved on the issues of urban sprawl have continued, caused by a variety of factors. To begin with the increasing demand for housing plays a large part in urban sprawl, with more people buying houses and living with fewer people, houses are in demand more than ever. This coupled with the quality of the inner city environment causes people to want to move out of the inner city into suburban areas, hence urban sprawl. A further cause for urban sprawl is the demand for low density housing, people have increasing wants for higher living standards and want to get as much as they can for their money, therefore this can be achieved more easily by moving out of the densely populated city centre's to suburban areas where they can have more space and land. Additionally the demographic structure and household changes may impact upon urban sprawl. Changes in age structure, social structure of the population and household type and structure may all affect location preferences of households. Lastly, lifestyle and behaviour can have a significant effect on urban sprawl. Changes in lifestyle, for instance increases in leisure time and disposable incomes may lead to people to want to live in an environment to suit this type of lifestyle and often suburban areas can meet these needs. Although there are several causes that encourage urban sprawl there are a number of strategies that have been implemented in order to try and contain it. The solutions can be based on three main approaches. Firstly, designating areas where no development is allowed, secondly channeling urban growth to selected towns and cities and lastly increasing urban residential densities and attracting residents back to the city. One policy that can be implemented is urban growth boundaries or green belts. This aims to restrict the physical sprawl. This is illustrated by Portland Oregon in the USA where an urban growth boundary surrounds Portland and twenty three nearby small settlements. The green belt protects the attractive rural landscapes of the Willamette Valley and helps invigorate the inner city. Portland managed to accommodate a 0% growth in population by increasing the built up area by only 2 % between 1970 and 2000. However, while Portland has been successful in using this strategy so far, the city is begging to run out of land. Consequently, house prices are rising rapidly, 15. 6% between 193 and 1996 compared with 1. 8 % for the whole country. In order to find affordable housing people are being forced to move further away to the adjacent city of Vancouver. Another method which has been used in Minneapolis is revitalization of the city centre. This aims to attract people back to the city by providing good quality services and making them convenient and easy to use. In turn relieving pressures on suburban areas and thus decreasing urban sprawl. Switching transport investment from intercity highways to city transport schemes is another way in which urban sprawl can be minimized. By doing this cities can be made more attractive and manageable for people to access and use. The US government rejected plans for a highway near Salt Lake City in order to try and put more financial support into city transport schemes. New towns are another scheme implemented in a number of areas in order to tackle urban growth and manage urban sprawl. In Cairo to try and alleviate urban sprawl, protect scarce farmland and provide better living conditions for the residents of the cities overcrowded districts, the Egyptian government began planning a series of new settlements around Cairo in the 1970's. Various settlements were developed, located in five growth corridors; while Cairo itself was surrounded by a ring road o prevent outward expansion. Although some of the settlements were successful at attracting businesses, they were less triumphant at gaining residents. The majority of workers continued to live in Cairo and commute to the New Towns. In this case the success was variable and proved ineffective as the towns diminished due to water shortages and poor public transport. Lastly, an alternative to urban sprawl is the greater use of land and buildings in existing built-up areas, this can take two forms, conversion of unused buildings into new homes or development on Brownfield land. Brownfield land consists of areas previously used for industry or commercial activity which are now derelict or unused. England has over 57000 ha of previously developed and unused land in cities. In Glasgow, for example, 12 % of land is classified as derelict. Although this appears to be a viable solution to urban sprawl there are problems that occur. Brownfield sites have many limitations for planes and developers and are often contaminated with industrial chemicals or waste from factories and power stations. An example of a Brownfield development is Barking Reach on the banks of the River Thames in inner London. In order to make this site suitable for development of houses, offices and schools, developers had to bury overhead power cables, remove ash from three power stations, and reclaim marshland by raising the ground level. Overall, although there are many causes that result in urban sprawl there appear to be many solutions available in order to contain or even solve the issue. However, the effectiveness of these solutions is variable. For instance although in the short-term Portland, Oregon has been effective it is now having to deal with a number of consequential issues which makes the long-term effectiveness of the project to be questionable. As for Cairo, it is evident that the initial plans and ideas were sufficient but the financial support and economic stability were not there in order to make the development successful. For urban sprawl to be effectively managed or even solved a combination of suitable strategies need to be planed, implemented and contained in order for it to be sustained and therefore a success.

Into the Wild Trans Essay

Transcendentalism is a long word to describe very free-minded people. Throughout the novel â€Å"Into the Wild† Chris McCandless, the main character, ventures off into the wild to experience nature at a personal level. Chris comes from a household in which personal relationships, between him and his parents, were not present. While living in this environment, Chris never really felt as if he belonged. It did not take too long before Chris had packed up his bags with nothing but a rifle, rice, and a roadmap and was off into the wilderness. The actions and thoughts in which Chris had experienced resembled those of a transcendentalist thinker. The most distinct three transcendentalists in whom he coincided with include: Whitman, Thoreau, and Emerson. During Chris’s journey, he spent the fair majority of his time camping out or exploring what nature had to offer him. Miles and miles from home, Chris had started to feel a little sense of relief. Whitman was a strong believer in the idea of separation of oneself from everything in order to feel relieved and free to learn and understand who they truly are. This technique helps one to truly get to know themselves and the person that they actually are, not who they are when they are living under the standards of society. Once Chris had reached a resting place far enough away from home the author described his state as follows, â€Å"He was unheeded, happy, and near to the wild heart of life. He was alone and young and willful and wildhearted, alone amid a waste of wild air and brackish waters and the seaharvest of shells and tangled and veiled grey sunlight† (31). This helps to reveal that as Chris got farther and farther into the wilderness and away from society he was overjoyed and all wrapped up in nature and what it has to offer. Whitman himself also spent a sufficient amount of time amongst nature. His spot was in a dark and somber swamp, a place in which people do not usually live. During his time there, he studied nature, plants and animals all in which helped his to â€Å"unravel† himself. Likewise, Chris came to some personal realizations in which he didn’t know before. â€Å"I prefer the saddle to the streetcar and the star-spangled sky to a roof, the obscure and difficult trail, leading into the unknown, to any paved highway, and the deep peace of the wild to the discontent bred by cities†(87). This statement was made by Chris, when he finally departed from the city and into the free land. If he had not left he would have continued to belief that he liked what he was experiencing in society. When people do not know any other way of living, they truly do not know what else is out there. During ones childhood they are placed under the standards of society and do not know any better, this was Chris’s way of breaking free. Chris experienced himself through studying and living amongst nature, just as Whitman did. On this expedition, not only did Chris connect with nature, but he also found that inner connection with himself. Thoreau theorized that if man was to become unconcerned with his outward person and only follow and live by the needs and desires of ones self they would thrive and live in a natural state. He advocated that alone in the woods one is stripped of their expression, because there is no one to express ideas and thought to except oneself. If there is no one or no society to force fake expression what is found is the real and true self and identity. Chris had escaped from the society standards and was finally left to be on his own. After recognizing this he suggests that, â€Å"As if all your life you had been led by the hand like a small child and suddenly you were on your own, you have to learn to walk by yourself. There was no one around, neither your family nor people whose judgment you respected†(103). No longer did Chris have to follow traditions, customs, or rules. Once Chris had abandoned society, he had left certain regulations and standards, leaving him to be himself. Chris was almost starting on a fresh slate and striving to find his own identity. This coincides with Thoreau’s belief that by living alone in the woods, one could achieve a state of tranquility and through experience he could come to a better understanding of life and the â€Å"self†. By testing and experiencing new ideas, in the eyes of Thoreau, one was truly â€Å"living the life†. Throughout Chris’s adventure, there were numerous times where he would stop and reflect on another part of himself in which he had just recognized and discovered. Later on in the novel Chris blissfully exclaims, â€Å"The beauty of this country is becoming part of me. I feel more detached from life and somewhat gentler (†¦) I have always been unsatisfied with life as most people live it. Always I want to live more intensely and richly† (91). As stated before, Chris had always felt as though he was and had to live up to a certain standard and it was really starting to debilitate him. As soon as Chris started to think for himself and make his own decisions, which is necessary to survive in the wild, he realized his own ideals and the way in which he wanted to live his life. Just as Thoreau theorized, Chris would not have not had the ability to â€Å"live the life† if he hadn’t had gone out and tested/experienced new ideas. Courage and self-trust really motivated Chris to keep going and to not give up hope. Emerson was a strong supporter of the phrase â€Å"trust thyself†. He believed that every individual possesses a unique identity that can only be revealed when the individual has the courage to trust his or her own thoughts, attitudes, and inclinations even when the public may not approve. During Chris’s trip he never really knew what to expect when he departed and as he continued on. â€Å"Setting out in small, open boats, built from cowhide stretched over light wicker frames, they crossed one of the most treacherous stretches of ocean in the world without knowing what, if anything, they’d find on the other side† (97). Just as all the other people to go out and take on this same challenge, courage and trust from within was what kept them going. If Chris had not have believed in himself that he could go out and survive on this journey he may not even have made it out the door. Emerson had a strong opinion that each individual must develop a personal understanding of the universe. Chris really reflected this opinion in his desire to go out and experience the world on a more personal level. Emerson writes in â€Å"Prospects†, â€Å"The reason why the world lacks unity, and lies broken in heaps, is because man is disunited with himself. † Emerson believes that in order for a strong society to develop each individual needs to have a strong sense of who they are. This was one of the main reasons why Chris went on this trip, to figure out who he truly was. Throughout the novel, Chris McCandless resembles all three of these transcendentalist thinkers. Whether it was through his actions or thoughts, Chris exemplifies many ideals and beliefs of these men. If it was not for Chris’s free mind and free spirit he may not have ever thought to encounter such a journey. Although the journey did not turn out well in the end, Chris learned bountiful lessons that benefitted him as an individual.