The applicability of the term mass media in light of John Thompsons views on the subject. Essay Example

The applicability of the term mass media in light of John Thompsons views on the subject. Essay John Thompson had stated that â€Å"messages transmitted by the mass media are received by specific individuals situated in definite social-historical contexts†. He was quite right in asserting that though the media messages are broadcast to a large audience, the messages are ultimately consumed at the level of the individual. The way the message would be treated would depend on their social-historical contexts. For instance, the general level of education of the media audience is a factor that determines their historical context. People in an agrarian society in a third world country will be poorly educated and their ability to grasp media messages would be limited to that extent. On the other hand, an urban audience will have a wider perspective about different aspects of life, which means they are better equipped in understanding and relating to the media content (Leigh 1991, p. 71). The individual members of the audience receive the media messages in socially atomized setups. This is true of any type of media – television, radio, newspapers, etc. Consuming the media message is essentially a solitary activity. Even when all members of the family are watching television together, each perceives, interprets and integrates the message in his/her own unique way, dictated by their intellectual and cultural standpoint (Leigh 1991, p. 73). The essence of modern advertising is the shift from qualitative value to symbolic, implied and illusionary value of commodities. The purpose of most of these beamed messages is to manipulate and deceive the recipient. This is achieved by making the individual attach symbolic values to commodities. Loss of a strong individual identity is the negative consequence of the mass propaganda campaigns for commodities. It would not be inaccurate to say that mass media is a tool used by corporate advertisers to control and manipulate the minds of the consumer (McQuail 1993, p. 37). We will write a custom essay sample on The applicability of the term mass media in light of John Thompsons views on the subject. specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on The applicability of the term mass media in light of John Thompsons views on the subject. specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on The applicability of the term mass media in light of John Thompsons views on the subject. specifically for you FOR ONLY $16.38 $13.9/page Hire Writer In contemporary society, the relationship between the external world and the individual is dictated by the flow of mass communications. Individuals essentially are â€Å"other-directed†, meaning, their education, leisure and professional ambitions are directed by the society at large, mainly through the media (McQuail 1993, p. 38). Identities, as a means of understanding ourselves, also involve concepts of masculinity and femininity and notions of how individuals should present and conduct themselves. In such a scenario, the individual’s peer group becomes more important than the family, the career and material possessions more important than true inner experiences. The identities that people assume are necessarily shallow and temporary, constantly changing and molding itself to the needs of the market. The result is a loss of deep-rooted ethic (McQuail 1993, p. 36). Human beings have become atomized and isolated from each other as a result of urbanization and other modern social structures. Social interactions have significantly diminished as a consequence. People are deprived basic needs for intimacy. To fill this void, individuals seek out attributes of media personalities that they can relate and identify with. This explains why political debates have become an entertainment contest of personalities as opposed to an analysis of the issues (Mcleod, Scheufele Moy 1999, p. 325). While the mass media plays an important role in the democratic process, it does not always lead to the best outcomes. Let us take the case of election campaigns. The individual members of the media audience belong to various political affiliations, religious backgrounds, ethnic groups, social classes, etc (Brown 1997, p. 482). These pre-existing leanings and memberships have a major influence on how the message is perceived, interpreted and evaluated. So, the members of the audience are not strictly passive, but actively accommodating, assimilating and blocking the messages as per their world view (Schmitt-Beck 2003, p. 243). But it is demonstrated convincingly that messages that strengthen the existing identity is more easily received and processed than the ones that try to change it, not least because people seek out information that reinforces their existing beliefs. In this respect, changing party and ideological affiliations are difficult endeavors (Gardels 1997, p. 27). Another social component that determines voter choices are the conversations that individuals have with their family members, peers, etc. And these conversations are usually related to the top media stories of the day. Hence, the mass media directs individual actions in a social context. And the dynamic of these interactions have further say in whether opinions are retained, modified or discarded (Brown 1997, p. 481). When it comes to selection of programming, media executives simply go by audience preferences, as this is essential for making profits. The basic motto isâ€Å"whatever sells†. This phenomenon is valid across television, radio and print. Even in news media, newsworthiness is really about catching audience’s attention through presentation of sensational, extra-ordinary and emotionally pitched news stories. The actual relevance of these stories to the daily lives of the audience is highly questionable. The individual is lead to believe that he has freedom of choice. While he may think that a conscious decision is being made, as a matter of fact it is the media corporations who set the agenda and control the content to fit the agenda. The mass media obstructs the development of autonomous, independent individuals who could carry out critical thinking and decide for themselves. In this sense, the mass media impedes progress and emancipation of the individual (Gardels 1997, p. 26). The information flow in traditional media is generally top-down. For example, the advertisers, government agencies, etc, â€Å"push† their message across due to their influence over the corporate media. Whereas in the Internet-based media, the users are free to â€Å"pull† relevant information, modify or comment on it, endorse or disapprove of it, etc, which gives the individual more power than was erstwhile possible. This is a shift towards bottom-up and lateral flow of information and from â€Å"mass† to â€Å"individual† audience (Boutie 1996, p. 51). The reach of the media into people’s lives had become deeper and more pervasive with the growth of newer technologies. Access to information had turned from being available to limited and socially privileged members of the public to practically everyone today. The new digital media will radically change the way messages are communicated to the audience (Boutie 1996, p. 52). Some social institutions that would be profoundly affected include the corporations, public relations agencies, the press, etc. The indications are that their wielding of power and control over the public mind would be significantly weakened. The new digital media, mainly in the form of Internet, is the big hope for the individual to retain uniqueness and decide his own values. List of References: Boutie, Philippe. Fall 1996, â€Å"Will this kill that? (effects of new digital media).† Journal of Consumer Marketing, vol.13, no.4, pp. 49-58. Brown, Robin. Oct 1997, â€Å"American influences: the cult of spin. (American political campaigns).†, Historical Journal of Film, Radio and Television, vol.17, no.4, pp. 481-484. Gardels, Nathan. Wntr 1997, â€Å"Ancestral territory vs. the global nomenklatura. (Samuel Huntington)(Silent Masses, Global Nomenklatura)(Interview).† New Perspectives Quarterly vol.14, no.1, pp. 26-29 Leigh, James H. June 1991, â€Å"Information processing differences among broadcast media: review and suggestions for research.† Journal of Advertising, vol.20, no.2, pp. 71-75. McLeod, Jack M. Scheufele, Dietram A. Moy, Patricia., 1999, Community, Communication, and Participation: The Role of Mass Media and Interpersonal Discussion in Local Political Participation, Political Communication, Vol. 16, no. 3, pp. 315-336. McQuail, D. 1993, Media Performance, Mass Communication and the Public Interest, Canadian Journal of Communication, vol.12, no.3, pp. 36-39 Schmitt-Beck, Rudiger. April 2003, â€Å"Mass communication, personal communication and vote choice: The filter hypothesis of media influence in comparative perspective.† British Journal of Political Science, vol.33, no.2, pp. 233-260.

Sample Essay of the Flowers by Alice Walker

Sample Essay of the Flowers by Alice WalkerYou have finally finished with your sample essay of the flowers by Alice Walker. You have read it all, understood it and can now start writing your own essay. You are not alone in this.Although Alice Walker is credited with creating the 'classic' essay, there are many writers who have also mastered the essay format, some more than others. The style and format of the essay are in the hands of each writer. So let's look at what each of these essays has to offer, as well as a few strategies you might consider employing yourself.First off, let's take a look at what the Flowers by Alice Walker essay has to offer. It is a standard essay format which allows for a paragraph or two of introduction, a paragraph or two of the main body of the essay, and then ending with a conclusion. This pattern is followed in virtually every other essay. You should try to use this format in your own essay to get a feel for the writing style.In addition to this, anoth er good sample essay is considered the Grandiose Memoirs of an Ex-Convict. Like the Flowers by Alice Walker, this essay is standard and is used throughout the essay. The sentence patterns of this essay are similar, but unlike the Flowers by Alice Walker, the Grandiose Memoirs of an Ex-Convict does not end with a long paragraph. Rather, it ends with a short paragraph, the 'follow-up'. This follows the same pattern as the Flowers by Alice Walker.The next essay in the sample list, The House at Pooh Corner, is a variation on this style. Where the Flowers by Alice Walker ends with a long paragraph, the House at Pooh Corner ends with a short paragraph. This is one of the most popular essays in existence, but not without its problems.The big problem with this essay is that it just barely covers what the essay is about. It also takes an unusually long time to read, which means that it is more suited to students who are trying to write essays fast and get through them in a short amount of ti me.However, if you are looking for an essay that is quite unique and personal, then this is definitely for you. It is filled with comments from the reader regarding the poem, so it gives the reader something extra to enjoy reading. And the fact that it is an essay that covers poems by one of the greatest poets of our time, does not hurt either.

global warming1 essays

global warming1 essays Greenhouse gases (chlorofluorocarbons, carbon dioxide, methane, nitrous oxide, etc.)let heat in but stop it from going back out - like a windshield in a parked car. At our current rate of creating these gases by industry, cars and burning fossil fuels, scientists predict a temperature increase of 4 to 9 degrees F by 2050. (9 degrees F separates today's average temperatures from the last ice age.) The United Nations Panel on Climate Change recommends that we immediately cut our use of fossil fuels by at least half. To prevent the current rate from increasing, we would have to cut by 60%. This same panel projects that by 2050 over a million more people dying each year from malaria because of higher mosquito populations due to global warming. Already yellow and dengue fever bearing mosquitoes are found over 3000' higher than their normal range in South America. Other predicted results of global warming include expanding deserts, forest fires, heat waves, crop failure, erosion, mud slides, mass extinction of plants and animals, sea level increases causing flooding and damage to coastal aquifers. The US with c. 5% of the world's population creates 25% of the 7 billion tons of carbon dioxide that causes 50% of the global warming trend. Five tons per capita per year! US oil consumption is now the highest since 1979. Since 1988, insurance companies paid 17 multi billion dollar weather-related claims. There had never been one even as high as $1 billion before 1988. Before 1900, carbon dioxide in the atmosphere was stable at 280 parts per million. The concentration now is over 360 and the increase rate has doubled since 1958. 1995 was globally the hottest year in over 100 years and the driest in the UK for over 300 years. The green house effect gas and the global warming It is said, "if the carbon dioxide increases, the Earth becomes hot." By what mechanism does this happen? The gas which absorbs the infra-red lay...

All About Ivory and How Its Use Endangers Elephants

All About Ivory and How Its Use Endangers Elephants Ivory is the natural raw material that makes up mammal tusks and teeth. Traditionally, the term only refers to elephant tusks, but the chemical structure of teeth and tusks of mammals such as hippos, warthogs, and whales is identical to that of elephants, and so ivory can refer to any mammals tooth or tusk that is large enough to be sculpted or scrimshawed.  Ã‚   Key Takeaways Ivory is a natural substance formed in the teeth and tusks of mammals.It has been carved and used as decorative objects for 40,000 years or more.Modern trade in ivory has pushed the cost up over $1,000 per kilogram.Ivory demand has devastated elephant populations around the world. Elephant and ivory tusk comes from the two modified incisors of living and extinct members of the Proboscidea family: Asian and African elephants and extinct mammoth from Alaska and Siberia (where preservation is possible). Other mammals with large enough teeth to be carvable include marine mammals like narwhals, walruses, and sperm and killer whales, as well as their evolutionary relatives, warthogs and hippopotami.   Elephant Ivory Close up of African savanna elephant ((Loxodonta africana) tusks. Martin Harvey / Gallo Images / Getty Images Elephant tusks are extremely large teeth which project out beyond the lips. Tusks are made up of a root and the tusk itself, and they have the same physical structures that teeth do: pulp cavity, dentine, cementum, and enamel. Elephant enamel wears off when the elephant is still quite young, and the main component of tusks (about 95 percent) is dentine, a mineralized connective tissue.   The elephant uses the tusks for defense and offense, for digging access to waterholes, lifting objects, gathering food, stripping bark, and protecting their trunks. Elephant tusks can grow up to 12 feet (3.5 meters) in length. Baby elephants have a deciduous precursor that they lose before the permanent tooth grows in. The size and shape of a tusk are related to the animals diet, and, barring trauma, tusks grow throughout the animals life. Like human teeth, the tusk carries a stable isotope record of the animals birthplace, diet, growth, behavior, and life history.   What is Ivory Used For? Lion sculpture in the world-famous Vogelherd-cave near Heidenheim; location: Vogelherdhà ¶hle near Stetten, Heidenheim, Germany; age: ca 33.000 years; era: Paleolithic; material: mammoth ivory; size: 9,2 cm;. Walter Geiersperger / Getty Images Mammoth ivory is among the oldest material used for making decorative objects and tools, with its first use documented 40,000 years ago during the European Upper Paleolithic. It is highly prized because it warms to the touch, varies in color from white to yellow, is easily carved and etched, and has an odd visual effect known as Schreger lines or angles, a unique pattern of cross-hatching that is in reality rows of microscopic tubes.   Tooth and tusk ivories have been carved into a nearly infinite number of shapes and objects: small statuary and button-like netsukes, flatware handles and furniture inlay, piano keys, combs, gaming pieces, and plaques. When a tusk is carved but still retains its overall form, thats called a scrimshaw, which was a traditional pastime of sailors on long-term voyages.   The Price of Ivory In 2014, the wholesale price for ivory was $2,100 per kilogram, but by 2017 it had fallen to $730, largely because of a new Chinese ban. The other cost of ivory is in elephants. Over the past decades, thousands of elephants have been ruthlessly slaughtered, to the point that both Asian and African elephants are listed on the Convention on International Trade in Endangered Species of Wild Fauna and Flora (CITES). Estimates for the elephant population in the world at the end of the 19th century were in the millions. According to the last Great Elephant Census taken in 2015, there were 352,271 African savanna elephants living in 18 different countries, down 30 percent since 2007. Those numbers account for about 93 percent of all the savanna elephants in the world. The current rate of elephant population decline is 8 percent per year or about ∠¼40,000 elephants. The tusks from a single elephant could be worth more than US $100,000.   Cost of Poaching Park Rangers at Mikumi National Park in Tanzania stand beside a bull elephant killed by poachers. Tom Stoddart / Getty Images The reason the price per kilogram of ivory dropped so steeply is in part because China ended its legal trade in ivory on December 31, 2017. Before the ban, the country had many state-licensed ivory carving factories and retail shops: evidence indicates that legal trade has ceased. However, illicit trade continues, and specific country-sanctioned legal trade continues in other places. In the fall of 2018, evidence of continued poaching of elephants was found in several parts of Africa.   Elephant poaching is conducted by helicopters, military grade weaponry, and poisoned pumpkins; dozens of wildlife rangers have been killed trying to protect the animals. Tusks are gathered from the killed elephants and exported illegally by African gangs and corrupt officials.   What Can You Do to Help? Many organizations including the U.S. Fish and Wildlife Services hold regular crushes, where confiscated ivory objects are destroyed to remove them from the market. Ivory Crush in Rome, Italy 2015. Stefano Montesi/Corbis via Getty Images The first thing you can do is not buy ivory. Although antique ivory (older than 1947) is legal to purchase, buying it still increases the market for fake antiques made on the tusks of newly killed animals, so at the least, make sure what youre buying is indeed antique. Better not to buy it at all.   There are several good charities, like the World Wildlife Foundation, Save the Elephants (African Wildlife Foundation), and the Elephant Sanctuary, which are effectively moving to protect elephants and pushing states to ban and criminalize ivory manufacture and trade. You could join them and donate money or volunteer labor, you could campaign and lobby for the elephants, you could help raise funds and sponsor the care of the animals.   The British newspaper The Guardian has an extensive list of ways you can get involved, called What can I do to help elephants? Sources Espinoza, Edgard O., and Mary-Jacque Mann. Identification Guide for Ivory and Ivory Substitutes. Washington, DC: World Wildlife Fund, 1992. Print. Online version at FWS.Fisher, Daniel C. Paleobiology of Pleistocene Proboscideans. Annual Review of Earth and Planetary Sciences 46.1 (2018): 229-60. Print.Gettleman, Jeffrey. Elephants Get a Reprieve as Price of Ivory Falls. The New York Times March 29, 2017. Print.Roca, Alfred L., et al. Elephant Natural History: A Genomic Perspective. Annual Review of Animal Biosciences 3.1 (2015): 139-67. Print.Vigne, Lucy, and Esmond Martin. Decline in the Legal Ivory Trade in China in Anticipation of a Ban. Nairobi, Kenya: Save the Elephants, 2017. Print.What Can I Do to Help Elephants? The Guardian. February 13, 2017. Web.What Is the Impact of Chinas Ivory Ban? World Wildlife Foundation 2018. Web.Wittemyer, George, et al. Illegal Killing for Ivory Drives Global Decline in African Elephants. Proceedings of the National Academy of Sciences 111.36 (201 4): 13117-21. Print.

The core marketing concepts and various elements of marketing process Essay

The core marketing concepts and various elements of marketing process adopted by Apple - Essay Example Apple is one of the most successful companies of the current world in the electronic industry (O'Grady 2009, p.5). In fact, the company has witnessed tremendous growth since 1984 becoming a household name. All these are attributed to the marketing concepts and processes it adopted in order to reach its targeted customers. Gill Amello, the former CEO of the company pointed out that Apple’s marketing concepts are based on the scarcity and social proof powers (O'Grady 2009, p.5). In this regard, in order for the company to reach its intended customers, it adopted the ‘Golden Circle† marketing strategy, which entailed the why, how, and what. The â€Å"why† implies that everything that Apple do is aimed at changing the status quo and thinking differently from the rest of the competitors. The â€Å"how† pertains to the products manufactured by the company. In this regard, Apple has been at the forefront in making quality and beautifully designed products, w hich are user friendly to the customers. This has seen the company outcompete many of its rivals in the industry. The â€Å"what† has to do with the computers, in which the company has ensured that all its computers are of high quality and affordable to its customers according to O'Grady (2009, p.6). Apple has also used technology as its main marketing tool targeted at reaching the early adopters who then markets the products to the rest of the people (O'Grady 2009, p.7). This concept is termed the Law of Diffusion of Innovation. To achieve this, Apple has a team of experts that analyzes the needs, wants of customers, and adopts innovative technology in accordance with their needs. This has been witnessed in the popular iPhone and iPads, which have indeed changed the world. With these technologies, Apple has made it clear to its customers that no other competitor can match it in terms of quality and value for money (O'Grady 2009, p.7). However, once the products have reached the early adopters, these customers do the rest by spreading the good news about Apple’s products to the rest of the world. Source: O'Grady, J.D. (2009), Apple Inc. West Port, CT: ABC-CLIO. Thirdly, Apple believes that the key to success lies on being different from other players in the market while at the same time understating the needs and wants of customers. Apple is one of the companies that have faced many challenges over the past decade as was witnessed in the failure of Macs to catch in an industry dominated by PC. The failure was attributed to the fact that the engineers and developers of Macs assumed that they knew the needs of customers, which was not the case. Apple changed the situation towards the end of 1990s with the introduction of iMac, which came in several beautiful colors. This resonated well with the needs of customers, thereby seeing its sales go up. In addition, iMacs was also well received by customers because getting into the internet with it was qui te easy and faster as opposed to the Mac. This is because iMac only needs a plug in to the line of the phone, a feature, which did entice internet users (O'Grady 2009, p.9). Apple also considered tapping into a new market by introducing new inventions that are more efficient and cost effective to customers. It is noted that by the time apple was introducing the iPod in the market, there was already the mp3 player. This gave iPod a lot of competition for customers. Therefore,

Final Film Critique The notebook Movie Review Example | Topics and Well Written Essays - 1750 words

Final Film Critique The notebook - Movie Review Example Certain scenes of the movie have immense importance and director of the film should be applauded for it. The objective of the paper remains to examine all the sections of the movies with critique eye, discuss its enormity and impact on the society and present a concise conclusion. Story Telling The movie has been shot in an elegant way. The movie starts off by an old man named Duke is telling a story to an old woman about true love in a nursing home. Duke is telling the story from the notebook which he posses. The year of the story is depicted as 1940 and location is Seabrook Island, South Carolina. Noah, a country boy falls in love with Allie Hamilton. They first witness each other at a carnival. They started an affair without telling their parents. Love from both ends was colossal. Noah is desperate to get married with Allie and expresses his true feelings. Allie is also seriously in love with Noah. The future plans of Noah are to give Allie wonderful living however his current financial position is not stable. He takes her to an abandoned house and tells her that he’ll purchase this house one day for her. Allie knew about Noah’s true intentions and asks her to make love (Nicholas, 2012). On the other hand Allie parents started looking for her with the police and found them. Allie is scolded from her parents for making out with Noah. They ban her from seeing Noah and tell her that he is not suitable for you. Allie is not satisfied with her parent’s decision. Anne- Allie’s mother is eager to separate both of them for which they move to Charleston, very next morning. Noah’s love does not decrease after such setback but her writes letter to Allie every day. Anne keeps the letters to herself and does not inform Allie in this whole time spam. Meanwhile Allie is disappointed by Noah for not writing any letter and not showing up at Charleston. The World War II era starts, in which Noah participates and Allie worked as volunteer to help the wounded soldiers. Allie meets Lon Hammond who is lawyer by profession. Allie’s parents wanted them both to be engaged; eventually Allie and Lon get married. Noah’s father sold the house so that his sonâ⠂¬â„¢s wish of purchasing abandoned house would come true. Noah after returning from the war watches the whole scenario and thanks his father. Noah visits Charleston where he watches Allie and Lon playing cards. Noah comes back to Seabrook, completes the abandoned house and gives an ad in the newspaper (Nicholas, 2012). Allie after watching the ad comes back to Seabrook where he meets Noah. The next day, Anne appears and tells Allie that Lon is in the town to take her back. While going towards Lon, Anne shows all the letters of Noah to Allie. Allie is shocked from watching the letters and confesses to Lon about her love towards Noah. Lon wanted Allie to stay but Allie wanted to live rest of her life with Noah. The old woman shown in the movie is basically Allie and the

The origins of the word stress

The origins of the word stress The opening subject of this literature review relates to the origins of the word stress and how pioneer Dr Hans Selye was the catalyst in creating a greater interest on this topic. Following his hypothesis and subsequent definition of the word stress, many prominent researchers have delved deeper into the subject to formulate their own assumptions. Clearly, a substantial amount of research has been conducted in this area and hence a number of descriptions of the word stress exist. This may be a contributory factor as to why much uncertainty exists in relation to stress per se, and why the apposing schools of thought have formed conflicting opinions on Selyes interpretation on the subject. In fact the following quote written by the Pioneer of Stress himself is regularly cited in numerous publications relating to the subject matter: Stress, like Einsteins theory of relativity, is a scientific concept which has suffered from the mixed blessing of being too well known and too little understood (Selye,1980) Origins of the word stress Stress is a word derived from the Latin word stringere, meaning to draw tight (Arnold, 2005). Definition of Stress Stress has become a legitimate concern for most and a talking point for people from all walks of life . However, when agencies such as the World Health Organisation (WHO) and International Labour Organisation (ILO) draw attention the prevalence of stress in the work place, it substantiates the importance for those particularly in the Hospitality Industry, to pay more attention to this issue and its consequences. (Faulkner, 1997). One can clearly see why many scholars have chosen to explore the subject in greater detail. Consequently, each have formed their own definitions and models in accordance with their research on this subject . Most of the definitions given by the stress gurus in the past number of years, correspond with the definition used by the Founder of this subject, Dr Hans Seyle. His definition is regularly cited as : Stress is the nonspecific response of the body to any demand, whether it is caused by, or results in, pleasant or unpleasant conditions.  [i]   In a similar context Griffin and Moorhead (Griffin, 2009) define stress as: Stress is a persons adaptive response to stimulus that places excessive psychological or physical demands on that person Therefore, one school of thought believes that a stress reaction is triggered when an individual faces a challenging situation. Whereas, Harrisons viewpoint on stress challenges the theory that stress is a symptomatic response to excessive demands placed on an individual and proposed that a stress reaction occurs when an individual is unable to adapt to circumstances imposed on them. In his book Theories of Organisational Stress Cooper quoted Harrison view that: stress arises when (1) the environment does not provide adequate supplies to meet a persons needs; or (2) the abilities of the person fall short of demands that are prerequisite of receiving supplies; (Cooper, 1998). Conventional Stress Theory Models There appears to be two conventional models relating to the subject matter. The stimulus based response relates to stressors that are believed to initiate reactions whereas the response based model which defines stress as a pattern of behavioural responses. Thus suggesting that an individuals stress coping mechanism will vary and that different stimuli ignite different responses. Field et al wrote the following Evidence is clear that different individuals respond to the same set of stimuli differently, but a single subject responds to different stimuli consistently. (Field, 1985) The work situation has the potential to create many stressful scenarios which generally are perceived negatively, however, in some instances the pressure to perform can drive those with an internal locus of control to perform more efficiently. (Levi, 1972). Instinct has taught man to assess situations and form opinions on whether the state of affairs is perceived as a challenge or hindrance stressor. Challenge stressors are a source of stress that have a positive direct effect on motivation and performance (Dubrin, 2009) whereas Hindrance stressors lead to de-motivation and impaired performance levels. Role Theory In order for any organisation to achieve its strategic goals and gain competitive advantage, it must have the correct set of resources and well defined standard operating processes in place. (St. John, 2010) Organisational objectives require the completion of a specific set of procedures which are usually assigned to various individuals within the organisation . Therefore, prior to recruitment stage the business entity is required to establish a manpower plan. This plan should include a job analysis, job descriptions and person specification for each role required (Nickson, 2007) . Associated with each role is a set of standards and norms of conduct that the role occupant (and others) expect from the holder of the position. (Bennet, 1994) To conduct their business activity, Hotels require a number of role specific positions within their organisational structure. One essential role is Sales. The simplest way to think of the nature and role of selling ( or salesmanship as it is sometimes termed) is to make a sale. This seemingly obvious statement disguises what is often a very complex process, involving the use of a whole set of principles, techniques and substantial personal skills, and covering a wide range of different selling types of selling task (Lancaster, 1994) Those employed by the organisation , will not only be expected to fulfil a specific set of duties in an efficient manner, but will also be required to align their behavioural practices in accordance with the Corporate Culture . (Dubrin, 2009) Role theory sees large organisations as systems of interlocking roles. These roles relate to what people do and what people expect of them rather than their individual identities (Stranks, 2005) . One inevitability that exists in a Service Orientated Environment e.g. a Hotel, is that each role within the organisational structure is interdependent. The capricious nature of the Hospitality business requires regular interactions with various people holding different positions within the service chain. Roles that involve selling an intangible service require a high level of interaction with the operational departments. Communication is vital to ensure that those providing the service will match or exceed the expectations that have been formed by the client when the sale was affected. The concept of the Psychological Contract reflects mutual expectations of those working within the same framework, each will form specific expectations and perceptions of an individuals performance level. Even those who do not have direct involvement in selling come into contact with it in their roles as consumers. Perhaps, because of this familiarity, many people have strong, and often misplaced, views about selling and sales people. (Lancaster, 1994) Many a time, when low occupancy levels exist, a large percentage of the hotel employees would point the finger of blame at the Sales Team. This coupled with clients raising expectations creates the need for a Sales Person to perform a balancing act to satisfy all stakeholders. In 2000 Wetzels, de Ruyter and Bloemer wrote : Another source of role stress for salespeople is the lack of empowerment and flexibility in trying to meet customers service expectations while following company guidelines (Knight, 2007) Research studies show that conflicting demands can cause confusion among employees and lead to the creation of stressful situations. (Kavitha, 2009) (Kavitha: 2009)  [ii]   Three factors that may contribute towards Role Stress are Role Ambiguity, Role Conflict and Role Overload. Role Stress A warning sign that indicates that role stress may be evident , is when an individual shows signs of being unable to fulfil their role. (Bennet, 1994). In 1978 Katz and Kahn describe the term role stress as: is the implied uncertainty felt when role incumbents think that they can not accomplish all the role demands (Fischer, 2010) There may be many factors that influence this condition such as a mismatch of role to the individual or even that the appropriate induction and on the job training may not been provided. In both instances, be it either a wrong recruitment decision or insufficient induction training has not been provided , the organisation is in fact setting the individual up for failure. Hence, the company has inadvertently created the situation through inadequate planning. Therefore, to minimise the instances a job description should be compiled. This will act as a blue print for the personnel specification which outlines the type of applicant the company is seeking (Lancaster, 1994) Role Ambiguity This source of occupational stress, stems from a lack of clarification of what is expected in terms of responsibilities , performance expectations and guidance through regular feedback. Role ambiguity denotes uncertainty about the expectations, behaviours, and consequences associated with a particular role (Cooper C. L.) Furthermore, when employees are uncertain of what their role entails it can have a negative affect on job satisfaction levels. Role ambiguity, the lack of clear and specific information regarding work role requirements, has also been linked repeatedly with job stress and low job satisfaction (Cordes, 1993) Role Conflict Most of the time, Sales teams are faced with the dilemma of having to meet the needs of conflicting objectives e.g. achieving the companys sales targets in addition to offering value to the customer. Therefore, it is common occurrence for conflicting obligations to arise simultaneously. According to the demand-job control model, workers experience most stress when the demands of the job are high, yet they have little control over the activity (Dubrin, 2009) There are two rules for anyone working in a service related industry :- The Customer is always right When the Customer is wrong refer back to rule number one. Sales workers are required to regulate their feelings and emotions to meet organisational goals (Grandey, 2000) Such situations can lead an Sales Person to have a conflict between personal and corporate values, having to mask ones feelings can lead to a moral dilemma. This issue may lead an individual to feel hindered and hence trigger a flight response which would lead the individual opt towards leaving the organization. (Cordes, 1993) Role Overload The idiom The early bird catches the worm could not be more apt for those involved in selling products or services. The current Economic Scenario coupled with crisis in Neighbouring States has escalated competitively between companies which are battling for the same business. Time is of the essence and the constraint of not having sufficient time can cause a great deal of stress. Role overload occurs when there are insufficient resources to meet the demands of all that is required. Role overload occurs when an incumbent has too many duties and responsibilities (Kruger, 2008) Highly driven individuals may choose to work longer hours in order to complete all their tasks. (Arnold J. J., 2005) . However, sustaining this working pattern over a prolonged period of time will take a toll on an employees wellbeing (Arnold J. J., 2005), Under such circumstances there is a tendency for an individual to reach a plateau, more commonly known as Job Burn Out. Dubrin describes Job Burn Out as a pattern of emotional and mental exhaustion in response to chronic job stress. When workers feel both physically and psychologically drained it often prompts them to consider leaving their current place of employment. (Yuen, 1998) . Latent turnover brings with it additional expenses to the company. i.e. recruitment and training costs for replacement plus the disruption it may cause to other workers who will be requested to share the burden of the workload until such time the new replacement is able to work up to full capacity levels. (Arnold J. J., 2005). Environment Some professions are more prone to stress than others. Each occupation has its own potential environmental sources of stress. (Arnold J. J., 2005) Often a work environment can impede productivity if the working area has not been planned to facilitate the work flow process. Factors that can contribute towards stress are poorly designed offices, inadequate ventilation, lighting of strategic location. (Atkin, 2009) The physical design of a workplace can be another potential source of stress. If an office is poorly designed, with personnel who require frequent contact spread throughout the building, poor communication networks can develop, resulting in role ambiguity and poor relationships (Arnold J. J., 2005) Locus of Control Julian B. Rotter, conducted research on personality type behaviours. His studies created a framework known as the Locus of Control. His hypothesis referred to individual perceptions over the control of events that may affect an individual. His theory concluded that those who believed that situations arise due to ones personal contribution are said to have a High Internal Locus of Control whereas those who believed that either fate, destiny or others had power over them have are said to have a Low Internal Locus of Control. (Dubrin, 2009) . Those working in Sales are often faced with rejection, when a client refuses their proposal. Highly competitive rates offered by the competition, rigid pricing policy, client preferences, more advantageous commissions and logistics are some but a few of the reasons why clients may refuse an offer. Regular rejection may gradually demoralise a Sales person and hence it is important for them to remain motivated. (Lancaster, 1994) . Training of Stress Management Techniques Generally organisations concentrate more on skills training than they do on stress management training. On the whole, it is presumed that individuals should instinctively know how to handle stressful situations and hence the general belief that organisational intervention is not required. There are three self help techniques that can be utilised for management of stress. (Dubrin, 2009) These are :- Control Symptom Management Escape Control There are several actions that an individual can take in order to control their stress levels such as learning to accept ones limitations. Those who strive for perfection are often intrinsically motivated and generate more stress on themselves than their superiors. Sometimes, from merely adapting ones work habits can have a substantial impact on reducing stress levels. Those who are highly driven should stop from time to time and take stock of their work- life balance (Rees, 2008). When a person neglects other aspects of life outside work, such as time with family, friends and physical exercise, the person is more likely to suffer from stress (Dubrin, 2009) Symptom Management Those who submit themselves to excessive amounts of pressure should learn a Relaxation Response Technique. Something as simple as a five minute day dream can allow the body to reset itself back to a normal pace. (Dubrin, 2009). Alternatively, by performing high output tasks when one feels that they at their physical peak time during the working day. Regular Physical Exercise can also help to combat stress and is far more beneficial stimulant than caffeine and nicotine. Infact, more progressive organisations are realising the benefits of exercise and are either including gym facilities for their team members to use during break times or free membership to the Gym. Escape More commonly known as the Flight Response, they may be occasions that the only way to combat stress is to remove the stressor from your life. Those who reach the precipice should consider their current skill set and which role would best suit their abilities. (Rees, 2008) Latent Turnover When a moderate amount of stress exists within the working environment, those who have an internal locus of control will not be defeated by a moderate level of challenge and often rise to the occasion through self motivation techniques . However, when excessive amounts of stress exist over a large span of time, it will lead towards more negative attitudes towards their job. According to the National Statistics Office of Malta,  [1]  Life Style Survey of 2007 only 29.7 % of respondents reported that they derive satisfaction from their current job. (NSO, 2007). In the local hospitality sector there has been a 0.7% decline to the workforce to 7.5%  [2]  . (NSO, Labour Force Survey: Q3/2010, 2010) It is estimated that 45 % of unwanted job turnover is stress related (Dubrin, 2009). This rather alarming figure demonstrates that there appears to be a strong correlation between occupational stress and turnover. Based on the review of all the relevant literature, the purpose of this study is to examine the following :- The sources of Stress for Hotel Sales Teams Their perceptions on stress Organisational Intervention Methods Whether constant levels of stress would prompt them to leave the Company.