Implementing Curriculum Changes in the Classroom

Implementing Curriculum Changes in the Classroom Introduction Much research on curriculum development has been done in different fields of education. It has uncovered both successes and failures. Research on educational innovations reveals many problems which result in non-implementation of planned innovations. These include the problems of inadequate knowledge of implementation, and lack of awareness of the limitations of teachers and school administration, etc. (Pink 1989; Fullan 1992; Fullan and Hargreaves 1991). Recently, the literature in the field of ELT has reported innovations in the implementation of new teacher roles, new practices, new materials, etc. Most principles for innovation are derived from English-speaking countries and transferred throughout the world. For instance, the learner-centred, communicative approach which originated in British ELT has been recommended almost everywhere. Although some reports mention the success of such innovations, others have concluded that many problematic implementation issues emerge from a dir ect transfer, after it has been put into use worldwide, such as in China (Burnaby and Son 1989; Anderson 1993; Hui 1997), Indonesia (Tomlinson 1990), Greece (Karavas-Doukas 1995), Hong-Kong (Carless 1998), and Libya (Orafi 2008), etc. However, the knowledge and understanding of what is involved in effecting innovation in many projects has been investigated mostly by their change agents. Many ELT innovation projects reported in the professional literature are designed and examined by their authors as leading change agents, not by end users, i.e. teachers (e.g. Gray 1990; Jarvis 1992; Tomlinson 1990; Barmada 1994; Guariento 1997; Markee 1997, etc.). In those projects, the authors/reporters design, introduce, and monitor the process of implementation. To finding out how best to teach the four skills of listening, speaking, reading, and writing as well as grammar and vocabulary. The development of so many methods has been a response, according to Richards and Rodgers (2001:7-9), to the changes in the kind of proficiency (e.g. oral vs. written) that learners are thought to need. In the 1970s, in particular, there was a major shift to learners need for communicating in a second language away from a focus on grammar and translation. This shift was crucial, especially for foreign language learners who leave school unable to use their foreign language in actual communication. So, FL countries adopted this shift to communication to satisfy their students needs for fluency. As English became a lingua franca by the 1990s it was seen as necessary to teach it for communication as it became the mostly taught foreign language worldwide (Gebhard, 2006; Carrick, 2007). The teaching of English as a second (ESL) or as a foreign language (EFL) started to become important after World War II. A great demand for English courses by immigrants, refugees, and foreign students took place in the United Kingdom, Canada, the United States, and Australia (Richards, 2001:23). When English was introduced in schools, it was first introduced at the secondary level in 1950s. But, since the application of the Communicative Approach/Communicative Language Teaching (CLT) in national curricula after the publication of Wilkinss book Notional Syllabuses (1976) educationalists/researchers in many countries have observed that students can not communicate as well as expected after leaving secondary school, with eight years of English, as they start their university study (e.g. Al-Mutawa, 1994; Tang, 2002). According to Al-Mutawa and Kailani (1998:I) English language has enjoyed a considerable role in the fields of business, industry, technology, politics, education, medicine and many other professional fields. According to Saleh, more attention is required from EFL teachers to students EFL teachers on teaching them how to communicate in the target language effectively. This requires that the traditional methods, the classroom learning activities and the learning environment have to be changed to correspond with the latest developments and changes in views on ELT represented by the communicative approach (2002:1). Because of the above reasons, English language syllabus of Libyan secondary schools has been changed lately as a response to these developments. The new English programme in Libyan secondary education aims to enable students to: i) achieve a reasonable proficiency in listening and speaking English at a sensible speed, reading simple texts with comprehension and writing about a simple subject or incident; ii) develop their interest in learning English so that they can learn effectively by themselves; and iii) improve their knowledge and have access to foreign culture (UNESCO 2002 reported in Al-Buseifi 2003:4). It has been investigated that some classroom teachers who teach EFL at secondary schools in Libya are traditional and not in harmony with the principles and objectives of the communicative approach upon which the new curriculum has been based. Teachers are faced with some difficulties in implementing the new curriculum. Therefore, some problems have been appeared, for example; teachers use their native language extensively and use only very little English during the lesson. Teachers talk a lot whereas students talk very little. Teachers need to be well trained. Class-time and size are not suitable. Appropriate materials and group-work activities are needed. This study aims to investigate some EFL teachers in Libyan secondary schools to determine the extent of their effectiveness in achieving the desirable objectives of the new curriculum. It specifically investigates and describes the following: How far does the new curriculum filter down into EFL classrooms in Libyan secondary schools? What are the methods that Libyan secondary school teachers use in teaching English as a foreign language? How do Libyan teachers implement the new curriculum (CLT) in teaching EFL? What difficulties may face Libyan teachers in implementing the CLT approach? To what extent are Libyan teachers qualified in communicative language teaching? Since the language curriculum of Libyan secondary schools has been changed lately and has been based on the communicative approach. The EFL teachers who teach this new curriculum should be based on the principles and objectives of the communicative approach. In fact, most Libyan EFL teachers got used to apply the Grammar Translation Method (GTM) with its traditional views and objectives, so they may encounter some difficulties when changing their method especially if they have not been previously trained. This topic is important to investigate because I have noted that it is still a controversial issue between researchers and teachers. The main emphasis is to know whether teachers are using the new curriculum in order to enhance the students basic knowledge of English and competence to use English for communication. In other words, it is to investigate EFL teachers at Libyan secondary schools to find out whether they have changed their method in parallel with the change in the curric ulum and how it is implemented. In order to achieve more understanding about these issues, this study attempts to discuss the curriculum innovation in Libya with reference to communicative language teaching which is implemented in the new curriculum. More attention is given to teachers, they are regarded as having the main role in any innovation. This study is divided into five chapters. In the first chapter, there will be the introduction, the research hypothesis, the research question, the purpose and the significance of the research. Chapter two will be focused on the literature review which include; definition of innovation, its theory and its aim. Background of the context, EFL in Libya, CLT, its development, and its principles. Some factors related to the adoption of the new curriculum (CLT), e g; teachers role, teacher student interaction, student-student interaction, teacher training, methods of teaching, materials and testing criteria. Third chapter will be the methodology. The methods of collecting data will be discussed, there will be a review of how data will be collected, who are the participants, how many, where, how, when, all these questions will be answered in this chapter. Chapter four will be about the results. The results will be discussed in chapter five. Conclusion and recommendations will be discussed i n chapter six. This study will provide an opportunity to enrich theory and practice of CLT in a non-native English speaking setting. It deals with an important issue in the field of teaching as a foreign language which is related to the teaching methods that is used by teachers. To achieve this purpose this research has been carried out. Literature Review Curriculum Innovation It has been widely noted over many years that the low degree of success of educational innovations is mainly caused by the failure of the innovators who were unable to make use of the extensive theoretical literature on innovation (Havelock and Huberman 1977; Barmada 1994). They also did not adopt the appropriate innovation strategies (ibid.). Both White (1987) and Barmada (1994) identify two areas of expertise in which all innovators should be equipped: an understanding of innovation issues and expertise in the management of innovation. The Meaning Of Curricular Innovation It has been defined by Markee as following: â€Å"Curricular innovation is a managed process of development whose principal products are teaching and/or testing materials, methodological skills, and pedagogical values that are perceived as new by potential adopters† (1997: 46). According to Hall and Hewings, teachers roles are seen as implementers, and sometimes regarded as adopters, students are clients, and materials designers are suppliers (2001: 119). Curriculum Innovation Versus Theory: Vrooms expectancy theory (1964 in Morrison 1998) from business explains the instant effectiveness of the use of rewards and sanctions. Expectancy theory is based on the assumption that people will involve themselves in change if they expect it to bring about personal benefits (Morrison 1998:132). It is argued that the more benefits people perceive, the greater willingness they will have to be involved in the projects of change (ibid.). These perceived benefits, such as financial benefits, job security, and promotion opportunities, etc. are assumed to be an effective motivator to improve job performance. However, any change often requires additional time, energy, and finance, etc. If the adopters do not think the advantages of an innovation will outweigh its costs, it may not be easy to persuade them to accept it. From management theory point of view, and according to (Everard and Morris 1990), by addressing the â€Å"interrelated sensing systems†, we can understand how educati onal managers effect change. They are; policy making, development, controlling, liaising and doing (Markee 1997:49-51). Teachers do not see themselves having part in curriculum innovation, although the definition given above indicates that teachers have a primary role in innovation. This phenomena has been indicated by many researchers that â€Å"curricular innovation entails a mix of professional, academic, and administrative change† (e. g; Bowers 1983, 1987; Crocker 1984; Lee and VanPatten 1990; Straker-Cooke 1987; White 1988). â€Å"Managers must therefore enhance an organizations capacity to innovate through organization development† (Markee 1997: 51). It seems that teachers have many tasks particularly that related to their classrooms. Thus, all participants in language teaching should given part in innovation to be managed (ibid.). The New Curriculum (Clt) In Efl Countries: Attempts to introduce communicative language teaching (CLT) into EFL contexts on EFL countries own initiatives and through international aid projects have encouraged many innovations in L2 education. In general, such innovations have had a low degree of success (Brindley Hood, 1990), and implementing CLT worldwide has often faced difficulty (Anderson, 1993; Chick, 1996; Ellis, 1994, 1996; Gonzalez, 1985; Kirkpatrick, 1984; Sano, Takahashi, Yoneyama, 1984; Shamin, 1996; Ting, 1987; Valdes Jhones, 1991). Difficult as many EFL countries are still striving to introduce CLT hoping that it will improve their English teaching. Some researchers have strongly advocated the adoption of CLT in EFL countries and recognized the difficulties these countries face in adopting CLT (Li, 1984; Prabhu, 1987). Burnaby and Sun (1989) report that teachers in China found it difficult to use CLT. These difficulties include the context of the wider curriculum, traditional methods, class sizes and schedules, resources and equipment, the low status of teachers who teach communicative rather than analytical skills, and English teachers deficiencies in oral English and sociolinguistic and strategic competence. Andersons (1993) study of CLT in China reported such hurdles as a lack of properly trained teachers, a lack of appropriate texts and materials, students not being acclimatized to CLT, and difficulties in evaluating students taught by way of CLT. Sano et al. (1994) point out that the Japanese students they studied generally did not feel a pushing need to use English, so that the goal of communicative competence seemed too distant for them. All these difficulties seem to apply to Libyan context too. Karavas-Doukas (1995) gives a report in which the curriculum developers in Greece tried to implement the communicative approach to English teaching/learning using textbooks containing communicative components. However, Karavas-Doukas indicated that teachers lack of understanding of the methodological principles underlying the new materials was one of the impeding factors that finally let to the non-implementation of this innovation. The Greek teachers had changed to new materials, but they tended to implement the intended communicative activities as controlled grammar practice exercises and did not create the opportunities of real communication in their classroom. They did not realize the new role of teachers and students associated with the CLT approach, so they still acted as knowledge-transmitters, rather than facilitators (ibid.). Much research has been conducted discussing the communication problems encountered by Arab learners in most of the Arab countries; particularly in Libya. This fact has been clearly explained by many researchers, e. g. Abdul Haq (1982), Harrison, Prator and Tucker (1975), Abbad (1988), Wahba (1998), Saleh (2002) and Orafi (2008). The students in Jordan, for example, learn English in their home country where the native language is Arabic. The only way to learn English in Jordan is through formal instruction, i.e. in the classroom where language teachers are native speakers of Arabic. There are general screams about the extended degeneration of the standards of English proficiency of students among school teachers, university instructors and all who are involved with English language teaching. The results of the studies conducted in Jordan lead to the conclusion that the goals set by the Ministry of Education are desirous and have not yet been reached (Rababah, 2005:181). In Yamen, the situation is almost the same as in the other Arab countries. Abbad (1988) acknowledges the weakness of Yameni learners of English, and adds that â€Å"in spite of the low proficiency level in English of most applicants, they are accepted into the department.† This is what happens in most of the Arab university. English language departments accept high school graduates without understanding their proficiency level and whether or not they will be able to administrate a program of English studies. Therefore, Arab learners of English find it difficult to communicate freely in the target language. This may be due to the learning environment which some umpire to be inappropriate for learning a foreign language. This is obvious in Jordan where the formal language of communication is Arabic (Rababah, 2005:182). What happen with other countries can be applied on Libyan context, because the situation is almost the same. According to Saleh (2002) and Orafi (2008), although the new curriculum is introduced in Libya since 2000, the students in Libya still cannot communicate in English or express themselves. They cannot speak English freely inside and outside schools as well. Therefore, they cannot use English in real life situation. ELT In Libya: In the 1980s the focus of English language teaching in Libya was on grammar and reading comprehension. Lessons were characterized by oral drills, memorization of vocabulary, and reading aloud. Arabic was widely used in English lessons by teachers and students. During the late 1980s, as a result of political tensions between Libya and the West, the teaching of English was banned from schools and universities across the country. In the 1990s, this status changed to the positive and new curriculum was introduced in 2000 (Orafi, 2008: 244). The new curriculum recommends that †³English be used as much as possible by the teacher and students in the classroom, as the aim is for the students to communicate effectively and fluently with each other and to make talking in English a regular activity†³ (ibid:245). It was argued that learners learn a language through the process of communicating in it, and that communication that is meaningful to the learner provides a better opportunity for learning. New classroom techniques and activities were needed, new roles for teachers and learners in the classroom. Instead of making use of activities that demanded accurate repetition and memorization of sentences and grammatical patterns, activities that required learners to negotiate meaning and to interact meaningfully were required. The purpose of education is seen as based on careers, examination passing and recall. Understanding, applying ideas, creativity, questioning is all devalued. The idea of school education as a way to unlock potential seems missing and the students appear to appreciate that (Orafi 2008). The teachers role is largely that of transmitting information in an efficient and effective manner to their students. The teachers have little insight in the role of their subjects in the development of students. They are ruled by the demands of society, with its dependence on examination success for gaining access to over crowed and want more time for students to be able to think. However, they have little clear idea of the nature and role of understanding and the idea of seeing their subject in terms of wider life is largely absent (Al-Buseifi, 2003). Although improving the educational system is a priority for the education authorities in Libya, the educational programmes still suffer from shortages in facilities such as computers, laboratories, and information networks, a lack of qualified teachers, and the use of traditional methods of teaching (Khalifa, 2002). This could be due to the fact that the central focus is on increasing the quantity of schools and institutes rather than improving the quality of teaching and learning outcomes. The Situation In Libyan Secondary Schools According to Orafi (2008), ‘the main problem at present of education in Libya is the quality of education. The need to build so much in order to educate so many in a short time creates the classical dilemma of quality of education versus quantity education. In fact, this problem is not the problem of Libyan education only but is a problem common to many developing countries. Classrooms in Libyan secondary schools are regarded crowed. Most of classes are consisted of at least thirty students. Every student has his own seat from the beginning of the year to the end of it. It is difficult for teachers to go freely through the class. Also it is not easy to work in groups, and to deal with all the students. This problem has been discussed by Richards (1996:146) who states that; †¦the majority of large class teachers created, within their large class, a smaller class of students in the front only. They seemed happy to teach this ‘smaller class of students in the front and ignored the students at the back†¦ There is frequently not enough equipment and facilities at some schools (e.g. computers and laboratories). Classes are often large with an inadequate supply of teachers. ‘The examination system emphasises the rote recall of information and holds great power over the learners at key times of the year (Orafi 2008:243). English Textbooks In Libyan Secondary Schools (3rd Year) The textbook comprises of; subject book, skills book and work book. The materials are organized into two semesters; 12 units per semester, with 22 lessons in each unit. The lessons are divided between the three student books as follows: subject book; 10 lessons per unit, skills book; 9 lessons per unit, and work book; 3 lessons per unit. Subject Book; the main purpose of this book is presenting information and related vocabulary. The main purpose of the reading and listening texts in the Subject Book is to impart knowledge about the subject concerned and present associated vocabulary. The final two lessons in the Subject Book present one or more pieces of writing. Skills Book; the main purpose of the Skills Book is presentation and practice in the four skills. Workbook; its purpose is written consolidation of grammar points from the Skills Book. Students are often referred back to the Skills Book to find examples or to check their answers. Occasionally, vocabulary items are also practiced in the Workbook, and there are sometimes pair work and role-play activities (Phillips et al 2002). Implementing innovation as organizational development: The concept of innovation as organizational development is well described in Markees two-in-one innovation: primary innovation and secondary innovation (1997). Markee relates the dimension of organizational development to ‘secondary innovations in contrast to ‘primary innovations, i.e. changes in teaching (and/or testing materials), methodological skills, and pedagogical vales (ibid: 53). In the dimension of primary innovations, innovation intending to introduce new materials, new teaching procedure, new teaching roles or technology, etc. will also involve changes in skills and values. Markee argues that primary innovations cannot be achieved without the implementation of secondary innovations. Markee exemplifies the notion of two-in-one innovations in a project conducted in an American university. This project not only introduced the task-based syllabus into classroom, but also implemented administrative and academic innovations for organizational development. For instan ce, by means of the development of communication channels (e.g. staff meetings, seminars, and orientations, etc.), participants at all levels obtained a complete understanding of the innovation. By means of the development of the teaching programs, teachers were well trained and became better informed. The outcomes showed that the administrative and academic development not only facilitated the implementation of the new syllabus, but also brought about organizational development. Development of the institutional change capacity is largely neglected due to ‘lack of awareness of the limitations of teacher and school administration or knowledge about how to implement the project (Pink 1989 in Fullan 1992). Through the process of organizational development, the implementers, including the management and teachers, focus on the processes and contents of change, learning to develop the capacity to implement change as organizational development. Only when the management and teachers a re assisted to build up their change capacity, is there an opportunity for ‘change as organizational development (Morrison 1998). 5. The curriculum innovation and the role of the teacher Rodgers in Richards (2001:104-105) discussing implementation of a communicative syllabus in Malaysia points out that: While the curriculum innovation has been failed in some places, it has been succeeded in others (i.e. Malaysia). In Malaysia the situation is different and the new curriculum has been managed to achieve its goal, because in Malaysia all the concern parts are shared in innovation (Richards 2001: 104-105). It is clear that these parts should be included in any decision for innovation. In Libya no one of these has taken part in the innovation, except the decision makers (Orafi 2008 :245). In England according to Woods and Jeffrey (2002:25) teachers have seen their role reduced to a list of â€Å"competencies and performativities†. This has produced teacher uncertainly as their role as professional has been reduced to that of a technician. In Libya, the teacher is often seen in similar terms, teachers in Libya do not usually influence curriculum change; it is the responsibility of the government to do so. Teachers must merely understand the requirement of students, know the syllab us, and be able to use appropriate teaching methods. Another important responsibility of the teacher is to help students to process new material in meaningful ways in order to encourage its storage in long-term memory in such a way that it is understood and is related to previous knowledge. However, the aim is that the learner makes sense of life and can use and apply knowledge in meaningful ways (Hussein, 2006). Orafi (2008) investigated teachers practices and beliefs in relation to curriculum innovations in English language teaching in Libya. The study was conducted with five Libyan secondary school teachers using classroom observation and interviews. He concluded that there was a mismatch between the teachers practice in the classroom and the principles of the curriculum because of the influence of their beliefs. 6. Methods of teaching EFL in Libyan secondary schools English is taught with the sole aim of passing exams and moving to the next stage. The learning process is largely viewed as mechanical habit formation. That is, the teaching process is dominated by teacher questions, the selection of students to respond, and the demonstration of examples on the board for students to imitate and repeat chorally. Some Libyan teachers still doubt the value of communicative activities because they believe that vocabulary and grammar rules must be the starting point in learning any foreign language, unlike when acquiring a first language. They think that students should be provided with large amounts of vocabulary and grammar rules to be memorized, and then they can start thinking of introducing various activities to practice the language (Al-Buseifi, 2003). These beliefs reflect their practice in class, where traditional methods of teaching such as the grammar translation method and the audio-lingual method are dominant (Orafi, 2008). Because the new cu rriculum is based on the CLT, I should turn to give sight on the CLT approach: 7. Communicative Language Teaching Communicative Language Teaching has had a major influence on language curriculum development. First, curriculum development has become much more complex. Whereas twenty or thirty years ago, the point of departure for curriculum development tended to be restricted to the identification of the learners current level of proficiency, with the development of communicative language teaching and the insight that curricula should reflect learners communicative needs and learning preferences. (Nunan 1996:20) Communication between student and student influences many ways. It can enhance or hinder learning. Students learn from communication through discussion or by talking about tasks. Communication can take place between a teacher and students. Therefore, appropriate communication skills are required, by keeping in mind the sensitivity to students, their level of understanding and judgement (Dillon and Maguire in Sussan 2005:105). What Is Communicative Language Teaching? CLT has been defined by Canale and Swain (1980:33) who point that: With respect to teaching methodology, it is crucial that classroom activities reflect, in the most optimally direct manner, those communication activities that the learner is most likely to engage in†¦ Furthermore, communication activities must be as meaningful as possible and be characterized (at increasing levels of difficulty) by aspects of genuine communication such as its basis in social interaction, the relative creativity and unpredictability of utterances, its purposefulness and goal-orientation, and its authenticity. Communicative language teaching (CLT) is typically seen as an approach to language teaching (Richards and Rodgers2001). It is based on the theory that the main purpose of language use is communication. With the aim of developing learners communicative competence (Hymes 1971). In other words, its goal is to make use of real-life situations that requires communication. What Is Communicative Competence? Communicative competence is defined as the capability to discuss and command apposite social behaviours, and it needs the active commitment of the learner in the construction of the target language (Canale and Swain 1980; Celce-Murcia et al 1995; Hymes 1972). Four dimensions of communicative competence are recognized; the knowledge of grammar and vocabulary (Linguistic competence); the capability to say the apposite thing in a confident social situation (sociolinguistic competence); the capability to begin, insert, add to, and extent a conversation, and the capability to do this in a regular and logical manner (discourse competence); the capability to communicate effectively and recover difficulties caused by communication collapse (strategic competence) (Richards and Rodgers 2001:160). Terms usually used to point to aspects of CLT contain ‘process oriented, ‘task-based, ‘group work and discussion and ‘learner-centred teaching. Communicative Language Teaching points to both processes and goals in classroom learning (Savignon, 2002:162). Berns (1990:104) states that in CLT; Language teaching is based on a view of language as communication, that is, language is seen as a social tool which speakers use to make meaning; speakers communicate about something to someone for some purpose, either orally or in writing. Obviously we can notice that CLT can be seen as a way of teaching in which the application of communicative activities and the foreign language attempts to advance students competence of knowing and sharing different knowledge. It centres on the aspect that learning is assisted in a purposeful, real situation where activities are achieved with the teachers directions. The definitions also hint that in order to carry out CLT successfully particularly in the EFL context; we are as EFL teachers need to improve our communicative competence, and need to have knowledge about the culture of the foreign language in order to teach the students. Our English proficiency, beliefs, attitudes will affect the implementation of CLT. Background Of CLT Communicative language teaching came into existence in the 1970s as a result of Hymes (1972), the work of the Council of Europe (Halliday 1975, the writings of Wilkins 1972, 1976, and Van EK Alexander (1980). Wilkinss document (1975) where he defined notions i.e. concepts such as time and place, and communicative functions such as requesting or apologizing, which was developed into the book National Syllabuses (Wilkins, 1976), influenced the development of CLT (see Mitchell, 1994; Richards and Rodgers, 2001; Howatt and Widdowson, 2004). CLTs roots can ultimately be traced back to Chomskys criticism of structural linguistic theory (1966). Chomskys ideas about linguistic competence, the innate knowledge of the linguistic system of the language, called Audio Lingual Method (ALM) into question based on the idea that lea

Spiral of Silence

Name: Edmund Marcio Lugao Diploma in Mass Communication Subject: Communication Theory Introduction: I do not like V-neck but I am a Gay and what say you? I do not use handbags similar to those used by women and what say you? â€Å"Gay men have muscular bodies and like to show off by wearing V-neck and sleeveless clothes. They prefer tight and light coloured clothing. They like to carry big handbags similar to those used by women and so on. In a seminar in Penang on Sunday, Sep 16, 2012, Deputy Education Minister Mohd Puad Zarkashi said not many people understood or knew the early â€Å"symptoms† of homosexuality, bisexuality and transgender inclinations to prevent its spread. The Malaysian Government Education Minister has endorsed a list of the identifiable gay and lesbian guideline for the schools and parents to prevent the spread of what it perceives as a phenomenon among teenagers, especially students. In that seminar, the majority of the audience are teachers. In that si tuation, are them practicing the Spiral of Silence? Content:We will always choose to remain silence if someone evaluate their views fall in the minority. According to Elisabeth Noelle-Neumann (1916 – 2010) (Appendix I) â€Å"Spiral of Silence† been introduced as an attempt to explain in part how public opinion is formed. She wondered why the Germans supported wrong political positions that led to national defeat, humiliation and ruin in the 1930s-1940s. The description of Spiral of Silence is audience will be unwilling to publicly express their opinion if they believe they are in the minority. They will also be more vocal if they believe they are a part of the majority.Thus, the more marginalized you become, the less you speak and so spiral into a fully marginal position. This works because we fear social rejection. and that when a person appears to be rejected, others will back away from them, fearing being rejected because they associate with the rejected person. It also makes marginalization a powerful way of eliminating political and social competition. Public opinion is the â€Å"attitudes or behaviors one must express in public if one is not to isolate oneself, in areas of controversy or change; public opinions are those attitudes one can express without running the danger of isolating oneself. According to Elisabeth Noelle-Neumann, one view dominated the public scene and others disappeared from the public awareness as it adherents became silent. In other words, the people fear of separation or isolation those around them, they tend to keep their attitudes to themselves when they think they are in the minority. (Appendix II) Example, in a company, the managing director decides to increase their working hour from 8am to 10pm and send e-mail to all employees. Majority of them accept this time changes and few employees are not satisfied with his decision but they cannot or ready to express their through publicly.That might have few possibilit y which are â€Å"Fear of isolation† like transfer. They may feel unsupported by the other employees, â€Å"Fear of Rejection† By rejecting their personal opinion from the public will help to avoid fight or they may try to save their job by suppressing or avoid personal statement in public. Spiral of silence theory describe as a dynamic process. The prediction about public opinion in mass media which gives more coverage for the majorities in the society and gives very less coverage for minorities.In this reality world, this social environment, people have fear of rejection to express their opinion or views and they known well what behaviors will make a better likelihood. We called this as â€Å"fear of Isolation†. Example, When Barack Obama’s (Obama) pastor of twenty years, Rev. Jeremiah Wright conducted radical sermons that caused much public outrage, Obama had no choice but to concur with the public. It can be said that Obama was caught in the spiral of silence where if he had supported his pastor’s comments in any way, he would have had a very hard time winning the elections.Obama can be said to be in the minority and at the bottom of the spiral while the public, with their opinions against the pastor, as being at the top of the spiral. Hence, Obama had to give a speech, where he had to declare in public that he was not in agreement with his pastor’s comments, failing which he may not have a chance of winning the elections. Being the part of minority, people will concern they loss their confidence and silent or mute to express their views because of the fear of isolation or they feel alone or unsupported.Sometimes the minorities withdraw their expressed opinion from public debates to secure themselves from the majority. The maximum numbers get more vocal space in the society and lesser number become less vocal space or become silent. In another example, this is a well known fact that gun control is a prevailing issu e in United State. However, those politicians rarely touch on this topic during the elections. Especially senator John McCain. Senator McCain has a strong support from the National Rifle Association (NRA) and speaking for gun control will only result in him losing a very critical support for the elections.On the other hand, while it seems as though the general public are divided by being for and against gun control, the other politicians too avoid bringing up the issue of gun control for fear of rejection by the public, just in case the future trend becomes such that most people’s opinions are opposite the politicians’. Hence, once again, the politicians are caught up in the spiral of silence where they have to succumb to present or future trend of public opinion to win the elections.Neumann mentioned that the suppression of the minority’s opinions in the spiral of science is caused by media. Because of the influential nature of media (Agenda-setting theory), th e media tends to set the agenda as to what the public’s opinion on an issue is, although it may not be correct. Hence, Neumann describes a condition called â€Å"pluralistic ignorance,† where people have a wrong idea of what the public’s opinion really is. She believes that the television in particular, is one media whose power of influence on public opinion, should not to be underestimated.In an attempt to describe the extent of the power of television, Neumann claims that she has never found a spiral of silence that went against the tenor of that media. In concurring with Stuart Hall’s pessimistic evaluation of the media’s intrusive role in democratic decision making, she suggests, that media in general and the television in particular, is the authority in giving people a sense of what the public opinion on an issue is. Hence, people can tell when they are not in the same opinion with the general public through information received from the media and so those people will tend not to voice out their opinions.Neumann claims that just because those people keep silent, it does not mean that they will change their opinions to suit the public. The German Public Opinion Research Center developed a â€Å"train/plane test† that determines whether people are willing to voice out their opinions. It found, very importantly, that those favoring the majority tend to willingly express their views, whereas those in the opposite court do not. Also, it found that the willingness to speak out depends on whether the future trend will be in harmony with their current views.As such, people feel safe to talk to those who share their same views than those who do not. The test also revealed that low selfesteem will cause one not to talk about his opinions and also, males, young adults and people from middle and upper classes find it easier to speak out. Lastly, the test identified that existing law encourages people to express their opinions when they feel they are in the minority. Conclusion: Ending Spiral of Silence theory has both micro level and macro level explanatory process. It works well during the public campaign, Senate and Parliament.Spiral of silence theory will also helps to raise question about considering the role and responsibility of media in the society. This theory will not considering the other explanation of silencing. In some cases the person may feel the majority’s ideas or opinion is much better than his own view and it overly negative view of media influence the average people too. edmund’s word October ©2012 References: 1) The Spiral of Silence Theory. Communication Theory (http://communicationtheory. org/the-spiral-of-silence-theory/) 2) The Graduand Google Blog. Spot ( ©2008) http://thegraduand. blogspot. com/2008/04/spiral-of-silence-theory-elisabeth. html) 3) Spiral of Silence Theory. Changing Minds. org ( ©2012) (http://changingminds. org/explanations/theories/spirals_ silence. htm) 4) Noelle-Neumann, E. ( ©1984). The Spiral of Silence. University of Chicago, Chicago (http://changingminds. org/explanations/theories/spirals_silence. htm) 5) Noelle-Neumann, E. ( ©1984). A First Look at Communication Theory – Spiral of Silence 7th Edition. University of Chicago, Chicago. page 372 – 381 (http://www. afirstlook. com/docs/spiral. pdf)

Discuss the role of John Proctor Essay

Discuss the role of John Proctor in ‘The Crucible’. Why does he choose to die at the end of the play? John Proctor is the protagonist of the play ‘The Crucible’, written by Arthur Miller. This is because Miller uses Proctor as a character to help the audience understand the characters’ experience. He does this by either making sympathetic expressions or the actions that Proctor makes, whether they are violent or confusing. Miller makes us feel sympathetic for Proctor when Proctor’s wife, Elizabeth gets taken away to court for being accused of doing ‘the devil’s work’. Proctor knows she is innocent but nobody will believe him. In Act I, John Proctor’s role is to introduce himself and show his character: ‘Be you deaf? I forbid you leave the house did I not? ‘ (Proctor, Act I) This comment suggests he likes to be powerful and in control, in this case, by being forceful. He feels ‘strong about hypocricy, but is even-tempered. Miller tells us that ‘in the presence of Proctor a fool felt his foolishness instantly’. He also tells us that proctor ‘is a sinner against his own vision of decent conduct’, of which he is talking about the affair with Abigail Williams. This is dramatic irony as, only three characters (including Proctor) are aware of this. When we first meet Proctor he is with Abigail, Mary and Mercy Lewis. Abigail’s first words are: ‘Gah, I’d almost forgotten how strong you are John Proctor! ‘ (Abigail, Act I) John Proctor quickly realises what she is implying and replies: ‘What’s this mischief then? ‘ (Proctor, Act I) This shows he doesn’t want anything to happen between him and Abigail. ‘No, no Abby. That’s done with. ‘ (Proctor, Act I) Later on he replies with this to Abigail, and this shows he is strong-willed, recognises what is happening and the mistake. However Abigail thinks that John is just playing around with her and speaks of how he clutched her back behind his house and sweated like a stallion. ‘I may have looked up. ‘ (Proctor, Act I) This quotation suggests that Proctor is still interested and this brings across a message that people don’t change, in this case Proctor a sinner, but then the strong, powerful part of his character comes across and he threatens to whip her, to which the stage directions say ‘shaking her’. This suggests he regrets the affair and wants no more to do with Abigail. As an affair is more likely to have happened in the 20th century, the audience sympathise with him as the play is set in the late 17th century, so Proctor is a man ahead of his time. When Proctor meets Hale, he wants him to make Salem more realistic. He shows his sensible character, but could also be seen that Proctor is trying to be ‘in charge’ and think he knows too much: ‘He don’t believe in witches. ‘ (Giles, Act I) ‘I never speak of witches one-way or the other. Will you come Giles? ‘ (Proctor, Act I) ‘I’ve heard you to be a sensible man Mr Hales. I hope you’ll leave some of it in Salem. ‘ (Proctor, Act I) Act II shows Proctor’s house, and Proctor is tense, which brings tension upon the audience. He carries a gun, which suggests insecurity among Salem, and himself. He places it leaning on the wall, which is an accessible point, again showing insecurity. It makes the audience feel inferior. AS Elizabeth walks down the stairs he goes to a basin washing his hands and face. This is symbolic as he is trying to forget the affair, because he feels so guilty. This builds more tension: ‘What keeps you so late? It’s almost dark. ‘ (Elizabeth, Act II) This comment of Elizabeth’s shows she is anxious and suspicious of his whereabouts. He replies that he was ‘planting far out the forest edge’. Then goes on to say: ‘Pray now for a fair summer. ‘ (Proctor, Act II) He is trying to please his wife, still feeling guilt. He says with a grin: ‘I mean to please you, Elizabeth. ‘ (Proctor, Act II) Elizabeth replies, although hard to say, which suggests denial or disbelief: ‘I know it, John. ‘ (Elizabeth, Act II) Proctor and Elizabeth fear each other, and this illustrates the feature of the play-fear. Their short sentences and being silent suggests this, and also brings tension upon their marriage, and the audience. Act II is mostly to do with John Proctor, the visiting of Hale to which he is questioned about his religious efforts, his arguments with his wife, his suspicions of the witchcraft in Salem and Abigail, and the arrest of his wife. He grabs the search warrant off Cheever: ‘Proctor, you dare not touch the warrant. ‘ (Cheever, Act II) ‘Ripping the warrant. ‘ (Stage directions, Act II) This is Proctor’s angry side. He knows what Abigail is up to, yet no one will believe him. They go on what Abigail says. As he rips up the warrant, he puts a reputation to his name at the courts of the Witch trials. Act III shows Danforth, a deputy governor, talking to Proctor about witchcraft. He is questioning about the pretence that Mary Warren has confessed. He wants a second view from John Proctor: ‘We burn a hot fire her; it melts down all concealment. ‘ (Danforth, Act III) This relates to the title of the play ‘The Crucible’. It is a metaphor of a crucible, which points out the message of the play. As a crucible is a container in which metals are heated to extract the pure elements. In the play, witches are to be purified and ‘to come back to God’. When Mary is in court, Proctor is determined to get the judges to see what is really happening. He goes into the courts and confesses his sin of adultery with Abigail to try and make the judges see how much of a ‘whore’ she really is. He risks his well-preserved name to save his wife from being hanged. The judges have no proof: ‘In her life, sir, she have never lied. ‘ (Proctor, Act III) Here he talks of Elizabeth, and he thinks she will tell the courts the truth of the affair, but instead she thinks the courts don’t know. She worries that she is risking her husband’s well-dignified name, and lies: ‘Answer the question! Is your husband a lecher! ‘ (Danforth, Act III) ‘No, sir. ‘ (Elizabeth, Act III) Proctor gets taken into jail for perverting the course of justice: ‘Marshal! Take him and Corey with him to the jail! ‘ (Danforth, Act III) Hale realises what is happening and quits the courts. Act IV is tragic, bringing the death of the ‘hero’ of the play. Danforth is doing almost anything he can to get a confession from Proctor. For example he gets Elizabeth, his wife that he tries so hard to please, to go and talk to him. They understand what Proctor meant by all the lies. Abigail ran off the Barbados. When Proctor sees Elizabeth again, it creates a tragic atmosphere. To them it seems almost unreal, like they didn’t think they would see each other again. The short, quick sentences that they exchange give us a sense of tension: ‘You are a – marvel, Elizabeth. ‘ (Proctor, Act IV) ‘You – have been tortured? ‘ (Elizabeth, Act IV) As she asks Proctor this it proves that she wants to forgive him, and that she wants to love him again. He decides to confess about witchery, for Elizabeth’s sake. Once the confession has been written down he grabs it, saying: You have all witnessed it – it is enough. ‘ (Proctor, Act IV) He refuses to sign his confession. He doesn’t want to blacken his name anymore: ‘God knows how black my sins are! It is enough! ‘ (Proctor, Act IV) If he doesn’t give it back, or sign the confession, he will be hanged, he will be killed. Instead he rips it like, just like he did the warrant/ He decides to die. The atmosphere turns tragic and goes still. The audience’s reaction is also tragic, but also understandable – after all, that was the role of John Proctor. He chooses to die because he would blacken his name, and his children’s name – Proctor. He realises he has ruined his reputation from the affair, and that the courts in Salem were finished. He couldn’t lie anymore. He chose his own death rather than betrayal of his conscience. This shows us that he too has come through the fire to be purified, just like the pure elements extracted from the metals in a crucible.

Benefits Of Guaranteed Paid On The United States - 1944 Words

Mariah Inghram ENGL 3060 J Final Essay Katherine Berta December 8, 2016 Guaranteed Paid Maternal Leave in the United States Today there are two countries in the world that do not currently guarantee paid maternity leave for employed new mothers and/or expecting mothers, those countries are the United States and Papua New Guinea, according to the International Labour Organization, an United Nations agency (Rubin 2016). In recent years, the controversial issue of guaranteed maternal leave has been a prominent topic of debate amongst political activists and elites, particularly in the United States, where reform is both an ethical protection for employees and a feasible option for employers, but has yet to be achieved. It is this absence of policy that has been linked to significant health related issues of which does not only effect mothers, but their children as well. In addition to these adverse health impacts, it generates economic hardships to mothers and families. Thus, the consequences to mothers, families, and newborns that the absence of guaranteed paid maternal leave presents and the potential bene fits of guaranteed paid leave for these individuals as well as employers, creates a case for policy reform in this particular area that would implement such protection. Today, the United States’ policy for maternal leave remains the same as it was in 1993, when the Family Medical Leave Act (FMLA) was passed (Rubin 2016). As a means to go beyond the FMLA, three states haveShow MoreRelatedGuaranteed Paid On The United States Essay1346 Words   |  6 PagesBerta November 22, 2016 Guaranteed Paid Maternal Leave in the United States Today there are two countries in the world that do not currently guarantee paid maternity leave for employed new mothers and/or expecting mothers, those countries are the United States and Papua New Guinea, according to the International Labour Organization, an United Nations agency, which recommends a minimum 18 week maternity leave (Rubin 2016, p.1). In recent years, the controversial issue of guaranteed maternal leave has beenRead MoreHealth Care and the Reform Essay1082 Words   |  5 PagesHealth insurance was developed to provide guaranteed coverage for sickness, injury and preventable health measures. Currently, the United States is facing a major challenge in controlling the cost of health care and providing coverage for everyone. 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This allowed the government to build dams along the Tennessee River to control flooding and generate inexpensive hydroelectric power for the people of the region 3). Agricultural Adjustment Act - Farmers were paid to allow their crops to fallow which ended the agricultural surplus and increased prices 4). National Industrial Recovery Act - gave workers the right to unionize, bargain for higher wages and better working conditions, and established the federallyRead MoreBenefits Of Paid Maternity Leave Essay1344 Words   |  6 PagesBenefits of Paid Maternity Leave Two unlikely countries have one unlikely thing in common. The United States of America and Papua New Guinea are the only two countries worldwide that do not have paid maternity leave. The United States’ effort to pass paid maternity leave goes back to the 1920s. In the years since, most other countries have guaranteed a salary for mothers taking time off, and some even cover father’s paternity leaves. Through countries with paid leave, we have learned the manyRead MoreBenefits Of Universal Free Healthcare757 Words   |  4 PagesShould the United States government provide free health care services to everyone in the U.S.? millions of Americans those residing in the U.S. have lost their health insurance. In Canada and mother other countries health insurance is already guaranteed. Experts have argued that universal free healthcare can be very successful. On the contrary. Other professionals have argued that universal free healthcare would be detrimental for the econ omy, such as being expensive and/or lack of quality. Canada’sRead MoreHealth Benefits Of Maternity Leave1124 Words   |  5 PagesHEALTH BENEFITS OF MATERNITY LEAVE There is a correlation between postpartum and physiological and psychological health issues (Chatterji, 2004). Studies also found that inadequate time away from work after giving birth spurs postpartum therefore, paid maternity leave needs to be addressed to alleviate these results since recent mothers with limited financial resources tend to return to work sooner than they should. Also, it is difficult for working mothers to juggle a demanding work environment

Mixed Economy - 1824 Words

Mixed Economy A mixed economy is an economic system that incorporates aspects of more than one economic system. This usually means an economy that contains both privately-owned and state-owned enterprises or that combines elements of capitalism and socialism, or a mix of market economy and planned economy characteristics. This system overcomes the disadvantages of both the market and planned economic systems. Features * Resources are owned both by the government as well as private individuals. i.e. co-existence of both public sector and private sector. * Market forces prevail but are closely monitored by the government. Advantages * Producers and consumer have sovereignty to choose what to produce and what to consume but†¦show more content†¦Both public and private sectors work hard to bring about more production. The problems created by free enterprise and too much public control are solved through mixed economy. It provides freedom of enterprise ownership and profit earning as well as social welfare and political freedom. And all the national recourses are utilized under mixed economy. DISADVANTAGES Mixed economy is half way house. It is not helpful in achieving optimal use of nationalresources. The mixed economy suffers from the drawbacks of both the capitalism and the socialism. Mixed economy seldom achieved progress. It suffers from continues back wardness. Under mixed economy wastage of different types occurs in the economy http://www.blurtit.com Advantages amp; Disadvantages of Mixed Economic System By Tasos Vossos, eHow Contributor A mixed economic system refers to the combination of private and public control within a given economy. The concept behind this system is taking advantage of private enterprises productivity, while regulating the economy to avoid crises and achieve equal distribution of wealth. 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In everyRead MoreMixed Economy vs. Command Economy659 Words   |  3 PagesAn economic system defines how the various entities in an economy interact. People have defined an economic system variously to include government policies, which is very important especially in modern times. Ancient systems were pretty simple. Trade was done using systems like barter trade which was very straight forward. People only exchanged what they had for what they needed, or wanted. However, in modern monetary economies, the setting is quite intricate. Huge established companies have a lotRead MoreMixed Economy7299 Words   |  30 PagesA Mixed Economy A mixed economy is a mix between socialism and capitalism. It is a hodgepodge of freedoms and regulations, constantly changing because of the lack of principles involved. A mixed-economy is a sign of intellectual chaos. It is the attempt to gain the advantages of freedom without government having to give up its power. 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The Scientific Definition of Hurricanes - 1293 Words

When hurricane Sandy embarked on its destructive journey to the Eastern Coast of the United States in October of 2012 meteorologists already knew the storm would be unparalleled in terms of its probable level of damage and deaths. After the horror which was Hurricane Katrina the population was well aware of the sheer power a hurricane could produce. Known in different parts of the world as typhoons and tropical cyclones, the entire world knows the destructive possibilities that a hurricane brings with it. The scientific definition of a hurricane is â€Å"an intense storm of tropical origin, with sustained winds exceeding 64 knots, which forms over the warm northern Atlantic and eastern North Pacific oceans† (Ahrens 316). Each year, from approximately June 1st to November 30th, the world is forced to suffer through hurricane season. Through the duration of this time period hundreds of storm systems emerge from the tropical regions which surround the equator. From these countles s storms over 50 will intensify to hurricane levels. Hurricanes require a certain atmosphere in order to form to the level which makes them disastrous. Most often they will form over tropical waters where the winds are light, there is high humidity and the surface temperature of the water is exceedingly warm, typically 80 ° F. These specified conditions explain why most hurricanes come from the tropical and subtropical North Atlantic and Pacific where these conditions are prevailing through the durationShow MoreRelatedThe Dark Side Of Enthusiasm1664 Words   |  7 Pagesdoubt this positivity of enthusiasm, and question the daunting natures of extreme enthusiasm. As we track the word enthusiasm and its derivatives, there appear to be a trend in which the meanings develop; enthusiasm no longer only holds its popular definition. 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Online Reservation in Airline Industry †Free Samples to Students

Question: Discuss about the Online Reservation in Airline Industry. Answer: Introduction Internet has become an integral part of an organisational practice in nowadays. This is so because of several reasons such as the enhancement of customer interaction through the latest and most in use technology. An incrementing use of internet in customers especially in the teenagers and the business persons has produced ample of opportunities to the different industries across the globe to avail the created advantage (Westerlund, Leminen and Rajahonka 2014). On a same note, the different airline companies have now started using the internet to get the available benefits. Customers now can book their tickets on the e-commerce websites with ease. Not only this, they are also entitled to compare the best ticket prices offered by the different airline companies operating in the respective zone (Al-hawari and Mouakket 2012). However, this particular study analyses the factuality of the trend based on the selected articles. The selected article is on the application and the management of e-business model by the Kuwait Airways. The chosen article emphasises on the use of a trusted website. The system works through website plug-ins, which is installed in the travel agent web sites. The system in technology terms is known as Application Programming Interface (API). It acts like an interface to the customers and to the clients to help them avail their tickets (Granados, Gupta and Kauffman 2012). In the ancient time, the use of internet was known to be the asset of the tech savvy guys only. However, there has been a huge transformation since then. Interestingly, teenagers are highly addicted to the use of internet. Business persons are the next group that use internet more frequently. The rising use of internet has probably drawn the interest of airline companies towards the e-commerce platform. The use of e-commerce does not only mean to enhance the business but it also requires to be kept secured from hackers. It is therefore necessary to use a trusted website to reduce the risk to a possible extent (Garvey and Sankaranarayanan 2012). The API covers the following services: Flight status Search directions Flight schedules The new form of booking The article emphasize on the use of separate version of e-business for the clients and for the travel agents in order to ensure the principles of Kuwait Airways for B2B. The advent of e-business model has provided many challenges as well to the different airline companies. Consumer behaviour is the one challenge for its rapidly changing decisions. Online marketing, branding and customer relationship management are some factors that differentiate between the different brands (Shaw 2016). The Kuwait Airways need to stand solid in terms of all the mentioned issues to stay competitive. Evaluation of the article using other articles The article has supported the fact that the e-business model can increase the market shares and the customer loyalty if the airline company provides a website that has a flawless application programming interface (API) to fulfil the requirement of customers. The article has also sensed the urgency to be superior in many regards in order to be competitive and leading in the industry. Some of such factors are customer relationship management, online marketing, consumer behaviour and branding. The author has emphasised on the importance of consumer behaviour, which is one of those factors that defines the competition. The changing perception of customers can anytime hamper the business. They do so because the e-commerce platform offers them varied range of offers from ticket prices to the nature of the journey. They mean everything when they plan for a journey. This is where they unintentionally play with the different brands. In course of doing so, the different brand then suffer the c onsequences. Online marketing according to the author is the other potential factor that distinguish between the different brands operating in the airline industry. The company with better marketing strategy scores better in attracting new customers. The retention is the after process, which the particular company can attain by offering their customers the cheapest air ticket pricing and the other services. The other services include many such as retaining the customers in case of flight cancellation. The better the company has strategies for compensating the losses of flight cancellation the better will be the chances to score in competition. Flight cancellation is indeed very common during the winter times. The bad weather condition leaves the different airline industry with no counter option than just to retain their customers (Xiang, Magnini and Fesenmaier 2015). According to Moreno-Izquierdo, Ramn-Rodrguez and Ribes (2015), customer loyalty is never guaranteed with the use of internet in flight tickets booking. This is because the different airline companies use the power of monopoly to change the pricings at a real time close to the scheduled departure of the flight. Customers have then no option than to accept the pricing. The dominating companies take advantage of their reputation and raise the ticket pricing in real time. This means that the ticket booking on internet may attract the dissatisfaction of customers as it is explained in the above example (Zhang et al. 2014). The author has actually argued the fact given by Al-Fadly (2016) by stating that good website could also fail to provide the ultimate success to the airline companies across the globe. This is because the different airline companies use internet for showing off their monopoly to the customers. Such a monopoly will dissatisfy the customers and will eventually become the reason for losing out of a significant customer base. Additionally, the author has further said that there is a fight in between the different airline companies for offering the cheaper air prices. The low cost airline concept is at high boom. However, this also means that such flights will compromise on quality of service. Customers will not be able to get the free foods when they are into a long journey such as it is with the European low cost airlines. This is fulfilling their demands by saving their money on boarding; however, it is also encouraging them to be desirous for better offers. Such tendency of customers gives rise to several new and cheaper airline companies. Nevertheless, customers will definitely select the one that offers the cheapest air pricing. In doing such, it is never possible that they will remain loyal to one brand (David Mc A 2013). In the opinion of Byambaa and Chang (2012), internet has provided many options to the customers. It has provided to the customers the option to browse the different flights and make the payment by using the different available payment methods with ease. However, the payment mode is threatening as it is less secured. Nevertheless, an unsecured platform will lead to customer dissatisfaction as it is evident from the example of Mongolian Airlines (Niranjanamurthy et al. 2013). It has also differed from the beliefs of Al-Fadly (2016) by stating that even a good website cannot reduce the threats of making payments online. The author has not directly said anything about the business profits; however, it is a clear indication that the loyalty level will be at stake. Furthermore, this will challenge the retention of customers. Moreover, market shares might hamper because of an incrementing use of the e-business model. The author has not rejected the importance of internet; however, it has al so not supported the benefits in terms of market shares and the customer loyalty. They rather mean that market shares depend on different other variables such as an effective low cost carrier model, a quality legacy services, effective management of e-commerce website, flexibility with the frequent changing demands of customers and others like those (Hussain, Al Nasser and Hussain 2015). Application of the evaluation on the Omani market The evaluation of the entire selected article has helped to conclude few important points, which are necessary to consider for being competitive in the industry. Following are such points: Flexibility with the changing customers demands is a key to be competitive Payment security is necessary at the e-commerce platform to have a large number of loyal customers To use competitive marketing communication modes to be an efficient advertiser of innovative business strategies The Shaksy Group is an Oman based privately owned holding company. It has several businesses to its credits such as Oil Gas, Real Estate and Construction (Shaksy Group 2017). The real estate business of the company in specific needs the implementation of e-commerce service. Such business needs more and more online advertisement in order to attract the clients. Nevertheless, this can well be supplied to the target clients with the help of e-commerce website. This will be the platform where customers will be able to browse their choice of plots or properties. The point of evaluation would help the company in meeting with the demands of customers, educating its clients on the security related threat in the online payment and to be an effective marketing organisation. The oil gas business will also be requiring the implementation of e-commerce website. Such platform will help the company get connected to more new clients. Moreover, the company will be able to get the updates on the lat est news on the oil gas business. The construction work of the company will also be benefitted with the implementation of e-commerce platform. The e-commerce platform will help to contact various new clients. Moreover, this is a very good resource to get new businesses. Clients will be able to browse the bidding prices of the company. Henceforth, company will have a more defined connectivity with the more new clients. Omantel is the first company in Oman that has provided telecommunications facilities to the country. It is the major provider of internet service in Oman (Omantel.om 2017). The company would be benefitted by one of the facts, which have been evaluated above in the evaluation section. The fact that it is necessary to be flexible with the rapid changing perceptions of customers will be a key for the company to continue its dominance in the country and to also expand to the other parts of world. The company is operating in huge presence across the country and in some other parts of world. Additionally, effective marketing communication will be another key to advertise the new business concept in the local or in the global parts of world. The e-commerce platform will really provide benefits to the company. Omantel provides telecommunication services in Oman. Nevertheless, the company will be able to reach to a wider customer base, which is never possible physically. E-commerce has probab ly made the distant places look closer. It has brought the different worlds closer to one another at just one platform. Conclusion The Kuwait Airways needs to be flexible with the changing demands of customers. The e-commerce website is good for the enhancement of business revenues; however, it is unsafe as well for the payment. It is necessary for the company that it educates the customers for being safe while making payment online and also follow some safety rules to avoid any unwanted consequences. Kuwait Airways should take the leverage of the e-business model; however, it should also educate its customers on the negative consequences that might occur in case of ignoring the safety rules of e-commerce usage. The company needs to be flexible with the rapid changing perception of the customers. They need to be cost effective as well as quality oriented. They need to use a good website in order to soften the experience of both the customers and the clients. 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