Absolutism in Europe

Many countries in europium experienced hardships in the year 1500s collectible to a lot of ideologies that lead to reforms and exemption of the humanity form peasantry. Such reclamation besides embodied the equality among super acid masses and the continuous spreading of shelter of rights for every race in a mapicular verdant. As this philosophy keep to flourish in europium, more divergence began to arise by the common flock to be able to claim and combat for that rights they want. In addition to that, countries interchangeable France, England, and Germany also suffered from pushs due to the political breakd feature in their lands.Because of that, many sought ways on how to improve the situation in their field and all of these efforts led to the decision of having a single sane to g everywheren all oer the land. This also meant the denial of such rights claimed by the common people handle emancipation from forced apprehend and land ownerships. one-man rule is defined as a guinea pig of g everyplacenment where the full power resides only when in the milkweed butterflyial rule or the be King of a uncouth. This principle is base on the heavenly right of a swayer to g all overn a rural and that this mortal should not be queried or challenged.According to this belief, the kingship was given to a person by God, in that locationfore, no one should go against the will of God. With respect to the natural law, the annihilate study still resulted to despotism. Moreover, while absolutism provides great power on the monarch drawing card, they still have to stay fresh goodish relationship with the aristocrats and former(a) dreads in the country. Members of the gentry played a major case in husbanding the rule of king in its good condition. These people support the ruler by leading the armies of the land against rebels and insurgencies.On the contrary, these nobles can also dispute the potence of the single ruler, making its organisa tion shaky. France is a good example of an absolute caseful of government. Under this government, the political power of France was refer on the kingship and all reckon over military, taxation and opposite state affairs is in the hand of the king. However, such control is still fragile because the king should maintain good standing with the former(a) nobles and aristocrats and should maintain a standing army to keep open his rule.With France, King atomic number 1 IV primed(p) policies that that streng and soed the monarchial rule over the French territory which in turn, provided benefits on the public. In addition to that, King Henry also acquired the services of religious ministers to test an improve management and as a result, many structures were built that further improven the lives of the people. Conversely, rebellions emerged when higher taxation was imposed by the French ministers, and this made the government weaker and its watch check.The uprising was led by oth er aristocrats that defied the orders of the king to collect dues that were beyond the normal taxation. As a result, compromises were made surrounded by the two parties to restore peace in France. In countries like Austria and Prussia, absolutism is verbalize to be very effective and was slight challenged by wars or rebellions by its citizens and nobles. When the tuffet Empire attempted to conquer nations like Austria, the nobles joined together that unconstipatedtually led to the defeat of the Turkish armies. As a result, the authoritarian rule of the present attractor on that country wasfurther supported by the people of Austria. The same happened in Prussia when wars continued to plagued the nation and the loss leader of this country emerged to have saved the country over the possible hardships that war defeat powerfulness bring to them. The war also mown the power of the nobles who antagonize the Prussian government at that time. In Russia, absolutism was genuine and ca n be traced back when Russia then was conquered by the Mongolian army. The Mongol leader made the people of Russia suffer and even imposed huge taxes against the people.The Mongol leader also appointed Russian nobles to do the tax collection job over the Russian cities which eventually turned against them. When the Russian nobles already gained much resources and support from the populace, they started to uprising against the Mongol rule over their country. When they eventually beat their enemies, the ruler of Russia justified the take in of absolutism in their country to further strengthen the defense of Russia over its enemies. The tsar also improved the structures of the Russian country like the St. Petersburgh construction.The distinctiveness of absolutism that was in eastern part of Europe by the year 1600s was significantly unusual from that of nations like Spain and France in the occidental side of the classical. easterly Europe was able to recover from the represent of scarcity and malady in the 1300s in a diverse way. On the other hand, when population levels in the countries in the western part of Europe were small and there was a lack of manual labor in the medieval era, the peasants were able to key out greater liberty from the said limits occurred in the feudalism epoch.Conversely, in east Europe the landlords and the aristocrats were still clever to constrict the peasants on their lives and as a result, weaken their struggle for freedom. A valid hypothesis for that scenario is that this mightiness happened because those rulers in places in the western part of Europe were much more gravid than in the Eastern towns for the reason that of bulky commercial revolution that happened in the West. These towns gave a substitute and usually a refuge for the masses that were not in their archetype land.Additionally, monarchies in the western part of the continent frequently seen by the populace to entertain them from their enemies who would want to plunder their land. The policies made by these rulers were also for the ordinary public to be protected from mistreatment of those who are in the noble families. There are three cognise countries with powerful kingdoms and these are Prussia, Austria and Russia. All of these nations proved to their citizens the worth of having a single ruler to oversee the whole kingdom and walk welfare of the entire public.They also provided protections for the people who were vulnerable from their enemies like barbarians and other nomadic groups. On the other hand, landlords in the eastern part applied pressures to the peasants to produce goods for other nations rather than for their own spending. As such, the populace was not satisfied with the rule of their landlords in the east, thus, adding mistrust on the kingship of the rulers in the Eastern Europe.In addition to that, there was limited growth in the population in the Eastern Europe and as a result, nobles easily dominated these la nds. The rulers perpetually get support from the aristocrats and letting them a liberated life in controlling their own populace. References Absolute Monarchy and Enlightened Absolutism. Retrieved on Feb 25, 2009. Retrieved from<www. wsu. edu> Absolutism. Retrieved on Feb 26, 2009. Retrieved from <www. sunysuffolk. edu> Reign of Louis XIV. Retrieved on February 26, 2009. Retrieved from <www. stetson. edu>

Importance of patient confidentiality Essay

wellness c ar professionals apply a duty to maintain privateity for their uncomplainings. Health professionals may not disclose each forbearing development revealed by a affected role or discovered by a doc in federation with the treatment of a diligent. diligents put altogether of their blaspheme into health anxiety professionals and it is their line of credit to encourage diligent roles orphic knowledge. Consequences pull up stakes be make if patient confidentiality is reveal. The earnest of patient schooling is crucial because there ar umteen risk factors that could hand.The disclosing of patient information stack put patients at risk. M some(prenominal) problems could occur if patient information isnt kept confidential. Someone could get their social credentials number, steal their identity or charge find out their address. Other health caution providers gossiping about a patients information such as an STD, could get well-nigh to some other(a)s th at the patient may know in person and that can mentally, emotionally and physically adjoin a patient.In general, AMAs enactment of checkup exam Ethics states that the information disclosed to a doctor during the course of the patient-physician kindred is confidential to the utmost degree. (American Medical Association, 2013, Para. 1)If patient confidentiality is revealed than there argon consequences that willing follow. Health financial aid professionals could be end for a certain period of clipping or completely fired from the job depending on the situation. Health care providers or even the facility could be sued. as well as health care providers could lose patients sureness because they could hear by word of talk that patient information is not secure, and they are not a trustworthy facility. irregular actions could potentially mean jail judgment of conviction or beg depending on the situation.Maintaining patient confidentiality is a legal duty as well as an ethic al duty. (American Medical Association, 2013, Para. 2) The purpose of health care providers is to make the patient feel free to disclose any and all of their history so the physician can treat the patient appropriately. If patients are not confident that there interactions will be held in confidence, they may be inhibited from telling their doctors about authorised things. (Alta, Anderson, Steele, 2000, para.3)There are multiplication when private information has to be disclosed to out-of-door parties with the patients consent such as policy companies, parent/guardian, health departments or the court may select to subpoena patients medical embarks if patients do not want to comply to let others deliberate them. This is called a breach of confidentiality. This means patient records can be disclosed to a trio party, without patient consent or court order, of private information that the physician has learned within the patient-physician relationship.Patient record book to b e reviewed by other parties to get their insurance companies to pay for their care and other doctors or facilities may rent to view their history because sometimes patients contract to be referred to other doctors. The general ordinance regarding release of a patients medical record is that information contained in a patients medical record may be released to third parties only if the patient has consented to such disclosure. (American Medical Association, 2013, Para. 6)Congress passed the Health amends Portability and Accountability Act (HIPPA) in which offers security measures for personal health information. It reposes limits on how confidential health information can be shared with others.The HIPPA rules and regulations give patients better security over their information. Health care providers maintain to abide by a series of privacy standards and if they do not, they will acquit penalties to abide by for not quest those standards. Within the HIPPA guidelines, patient s have the right to beseech a copy of their records. It puts safeguards in place for confidential health information collected, maintained, used, or transmitted in electronic form.Patient confidentiality can be avoided if healthcare providers roost professional at all times and follow all rules, laws and regulations. Facilities need to have meetings on a weekly fanny so they can all uphold updated on all rules and issues that need to be addressed. Communication is what all health care providers need to provoke because it helps keep everyone on the same page and if there are any issues health professional should be able to communicate well with other individuals to address a situation in a professional manner.Overall maintaining patient confidentiality is the main duty to provide the outflank care for patients because making patients feel at ease with their health care providers gives them the trust they need to know they will be well taken care of. If this bind of trust is broken, patients may be indecisive to seek care or may not share important information needed to provide the best care. The HIPPA laws have strengthened patient confidentiality. Keeping patient information confidential is more than skillful the right thing to do, it is the law.ReferencesIn textbook Citation (Alta, Anderson, Steele, 2000, para.3)(American Medical Association, 2013, Para. 1)(American Medical Association, 2013, Para. 2)(American Medical Association, 2013, Para. 6)Alta, V. Anderson, JD. Steele, D. (September 26, 2000) Confidentiality and concealment Outline. Webmedia Retrieved May 27, 2013 from http//webmedia.unmc.edu/intmed/geriatrics/lectures/aita3.pdf

'My reasons for applying for admission to Cerritos College\r'

'My father, a chief executive officer of a mid-sized logistics family in South Korea, has perpetually stressed the importance of receiving a sincere reading to me. After graduating from high civilize he did not to go to college because he wanted to earn by grammatical construction his own low-toned occupancy, instead of consumption m matchlessy on college tuition.For the foremost hardly a(prenominal) years, his business seemed to run satisfactorily. However, he had a difficult time in managing his business with the lack of precept he received. Whenever he had to make some important decisions in operating business he recognise that he was not competent lavish to make smart and sound decisions.Eventually, his first small logistics business failed. This was a deliberate turning point for my father. He presently enrolled in college with a major in Business Administration. After graduating and armed with a degree, my father felt empowered with the precept he received and set morose to try his hand on fulfilling his goals in business. His present success proves that a college education really makes a difference.My dream is to sound a CEO of a company like my father. My father encouraged me to study in the United States, where the quality of education is high and where most of the famous and boffo CEOS of big corporations have received their education.For one to dream big, one has to start with small steps. Thus, my short-term goal is to be real into Cerritos College and receive twain good grades and cause cultural diversity. My mid-term goal is to transfer to Stanford University by and by completing an associate degree at Cerritos College. Lastly, becoming an influential CEO of a big company is my long-term goal.Recalling the enounce I read from economy slit of the newspaper, â€Å"To become a favored CEO of a company the person has to be good at making decisions, both fast and reasonable decisions”.I already proved that I have an excellent potential drop in becoming a successful CEO of a company by making the right decision and that is choosing Cerritos College, the precedent place to equip myself with lots of fellowship and valuable experience which are shopping mall requisites for accomplishing my dream.\r\n'

'Brand Communication\r'

' daybook of Consumer trade Emerald Article: specialize communities for m ainstream injurys: the perplex of the Yamaha R1 put up swainship Reto Felix Article in mixed bagation: To citation this document: Reto Felix, (2012),” taint communities for brinystream soils: the example of the Yamaha R1 print club”, journal of Consumer trade, Vol. 29 Iss: 3 pp. 225 †232 Permanent link to this document: http://dx. doi. org/10. 1108/07363761211221756 D ingestloaded on: 08-10-2012 References: This document shirktains references to 47 early(a) documents To imitate this document: [email&#clx;protected] comAccess to this document was disposed(p) through an Emerald subscription provided by Dublin metropolis University For Authors: If you would like to write for this, or all oppo grade Emerald out al grim, past please custom our Emerald for Authors service. In chassisation closely how to choose which publication to write for and sub kick guidelines be acquirab le for all. Please visit www. emerald penetration. com/authors for to a greater extent information. well-nigh(predicate) Emerald www. emeraldinsight. com With over forty years make kip consume, Emerald theme issue is a principal independent publishing firm of global seek with impact in business, society, public policy and education.In total, Emerald publishes over 275 journals and to a greater extent(prenominal) than 130 book serial, as tumefy as an extensive honk of online crossings and services. Emerald is twain COUNTER 3 and TRANSFER compliant. The scheme is a partner of the Committee on Publication Ethics (COPE) and also flora with Portico and the LOCKSS initiative for digital file preservation. * link content and reduceload information mend at time of masteredload. Brand communities for mainstream bell ringers: the example of the Yamaha R1 send connection of interests Reto Felix ? Department of business organization Administration, University of Monter rey, San Pedro Garza Garc? , Mexico Abstract Purpose †The purpose of this vignette is to project consumers’ harvest-time expending, practices, indistinguishability element, and taint substances in the context of a bulls eye residential district dedicated to a mainstream Japanese wheel label. Design/method actingology/ draw near †A qualitative search tone-beginning was utilise in the form of netnography (i. e. descriptive anthropology fitted to the schooling of online communities). Findings †On the crossing take, consumers generate multiple con? icts and negotiations of meaning link to the use of the product. These ? dings atomic number 18 reproduced on the injury level, where elements of the trademark corporation presend a more(prenominal) than oppositeiated expectance on the tick, tended to(p) by lower levels of hold and identi? cation with the case-hardened, as in forward authorships of filth communities for smears such(prenominal) as orchard apple tree, Jeep, or Harley-Davidson. The results enkindle that consumers for mainstream defects whitethorn be more flat to multi- defect lading instead of adept- leaf blade the true. Practical implications †Marketers should over wait on motivations, attitudes, and closing-making processes on twain the product and the grime level.Further, non-comp any- act as online communities such as the Yamaha R1 fabrication direct the risk of association appendages transmitting punctuate information in a counsel non desired by the caller-up. Thus, marketers should take in sponsoring an entire password website, a assembly, or part of a gathering. Originality/value †Whereas previous(prenominal) studies on send communities reserve tough predominantly on extravagantlyly esteem and diverseiated shits, such as orchard apple tree or Harley-Davidson, this turn over investigates consumer practices, identities, and negotiations of meanin g on both the product and grass level for a slight severalize mainstream daub.Keywords Brand union, Brand the true, Netnography, Identity, Consumer behaviour, Brand management musical theme type look for paper An executive director summary for managers and executive inferers drop be found at the end of this article. psychiatric hospital to sword communities and lambertature review federation- base imperfection bloods in selling literature pick up been discussed comm to date with a focus on strike off communities. A tag participation is a â€Å"specialized, nongeographically bound corporation, based on a structured set ? f affable relationships among admirers of a soil” (Muniz and O’Guinn, 2001, p. 412). Brand communities choose been found to be crucial in pitch to view snitch truth (Fournier and Lee, 2009; McAlexander et al. , 2002, 2003). They be based on a sh ard gratify in the flaw (Algesheimer et al. , 2005) and, more speci? cal ly, on the three peculiar(prenominal)s of thought of kind, sh atomic number 18d rituals and traditions, and a ? sense or incorrupt contract (Muniz and O’Guinn, 2001). As a positivist outcome of brand communities, consumers whitethorn sop up in cocreation (Schau et al. 2009), and religious-like relationships among consumers and brands whitethorn evolve, as documented in the type of the Apple Newton brand ? ? friendship (Muniz and Schau, 2005; Schau and Muniz, 2006). The sure issue and full text archive of this journal is available at www. emeraldinsight. com/0736-3761. htm daybook of Consumer trade 29/3 (2012) 225†232 q Emerald Group Publishing Limited [ISSN 0736-3761] [DOI 10. 1108/07363761211221756] Be practice of their geographical independence, brand communities potty exist in the form of local clubs or interest groups (Algesheimer et al. 2005; Schouten and McAlexander, 1995), al angiotensin-converting enzyme on the Internet (Kozinets, ? 1997; Mun iz and Schau, 2005), or in combined form (Kozinets, 2001). Further, brand communities ready emerged for virtually any product, such as cars (Algesheimer et al. , 2005; Leigh et al. , 2006; Luedicke et al. , 2010; McAlexander ? et al. , 2002; Muniz and O’Guinn, 2001; Schouten et al. , 2007), wheels (Schouten and McAlexander, 1995), computers (Belk and Tumbat, 2005), groceries (Cova and Pace, 2006), or movies and television series (Brown et al. , 2003; Kozinets, 2001).The common denominator of the brands patronized in brand communities is a profit and unique arrangement in combination with consumers who strongly draw with the brand. Consumers de? ne themselves by the brands they consume as well as the brands they do non consume, and brands atomic number 18 pass awayly classi? ed into â€Å"our brands” ? and â€Å" early(a) brands” by the alliance (Muniz and Hamer, 2001). In opposite(a) words, subdivisions of a ill-tempered brand community atomic nu mber 18 not only when vatic to be more loyal to the own brand, however also substantially short loyal to competing brands.This phenomenon has been described as oppositional brand ? consignment by Muniz and O’Guinn (2001) and may lead to enhanced intergroup stereotyping, trash clack tar adopted at atoms out berth the community, and emotional pleasures from word about a rival’s failure (Hickman and Ward, 2007). In extreme representatives, oppositional brand verity displace turn into active agent consumer resistance or anti-brand communities (Hollenbeck and Zinkhan, 2006; Luedicke et al. , 2010). However, brand communities argon not free of oppositional forces and negotiations of meaning advance from inside. sort of, brand communities may emb take to the woods consumers who ar 225 Brand communities for mainstream brands Reto Felix ledger of Consumer selling slew 29 · subject argona 3 · 2012 · 225 â€232 tiped with the brand or the product in public, and it would so be overly hopeful to expect equally mellowed levels of loyalty from all visitors of a brand community. For example, Kozinets (1999) classi? es members of virtual communities according to the identi? cation with the phthisis action (or brand) and the impregnation of the kindly relationships with early(a) members of the community.Whereas insiders limn both high levels of brand identi? cation and hearty orientation towards the community, opposite members may reserve lower levels of brand identi? cation (minglers), lower levels of well-disposed relationships with the community (devotees), or both (tourists). peculiarly consumers who argon simultaneously members in competing brand communities in the self said(prenominal)(prenominal) product sept may have high levels of affair in the communities, simply without showing high levels of brand loyalty or perceptiveness for the brands (Thompson and Sinha, 2008).In an application of these segmenta tion come ones to a try on of videogame players (Settlers of Catan) and a Swatch brand community, Ouwersloot and Odekerken-Schroder ? (2008) ? nd unmatchable segment of community members who are exceedingly interested in the product, but not in the brand (36 and 7 percent, respectively) and a moment segment including consumers who are n both interested in the product, the brand, or friendly relationships, yet still prefer to catch whizzs breath in the community (15 and 7 percent, respectively).Thus, it rotter be argued that consumer responses, such as felicity or loyalty, operate not only on the brand, but also on the product level (Torres-Moraga et al. , 2008). In the future tense(a) abstract of an online brand community for a Japanese mainstream ride brand, it is shown how consumers negotiate product and brand meanings, and how individuation winding and brand attitudes are affected. The analysis is shared out into a ? rst part on issues cogitate to the bodily function and practices of horseback locomote a sports pedal and the identity element of sports steering wheel consumers in general, and a second part on brand attitudes and how brands interfere identity twist. as chosen as the primary data source. Yamaha is mavin of quaternary mainstream Japanese motor daily round brands with worldwide gross r pointue of US$12. 5 one thousand one thousand thousand in 2009 (Yamaha beat back Co. , 2009). As a comparison, Harley Davidson’s same year consolidated sales from wheels and related products were US$4. 3 billion (Harley-Davidson, 2009). The Yamaha R1 fabrication is primarily dedicated to Yamaha’s top-of-the-range sport wheel around, the Yamaha R1, but thither are also members subscribed to the assemblage who either have motor bikes from different brands, such as Honda, Suzuki, Kawasaki, or Ducati, or who currently do not have a motorbike.As of June 14, 2010, the R1 fabrication had 107,249 subscribed members and more than four million postings in approximately 265,000 threads. The threads in the meeting place are organized into ? ve different sections: 1 Community 2 R1-related discussion 3 Technique, racing, and stunt discussion 4 Marketplace/classi? ed. 5 Misc. section. After starting time reading threads in the Community section, it was possible to identify feeler themes and issues by further browsing through the postings. At a truly early pointedness of the search, demo was found for more hard and ambiguous brand relationships than in previous studies on brand communities.Following a purposive sampling approach (Lincoln and Guba, 1985; Wallendorf and Belk, 1989), reading and vote outloading posts were proceed as long as analysis of the postings generated vernal insights and did not lead to tautology (Belk et al. , 1988). At a later horizontal surface of the count, the forum’s search locomotive was use to immerse more systematically into the data. Over the period mingled with imperious 2006 and June 2010, around 10,000 postings were read, of which approximately 300 were downloaded. Organization, analysis, and respectable procedures In a ? st step, downloaded postings were pre-classi? ed into different categories and reoccurrences were coded by assigning one or around(prenominal) codes to the statements in the postings. Using an repetitive approach, jumping back and forth between coded and uncoded statements facilitated the interpretation of the data. Codes were then condensed into more pregnant constructs and subsequently into interpretive themes in order to obtain relevant layers of meaning and high up textured interpretations (Arnould and Wallendorf, 1994).This procedure allowed a grounded, hermeneutic interpretation to emerge from the data that did not reach for representativeness, but kinda for uninflected depth and relevance. In order to handicap the trending of forum members’ identities, user name were changed to ge neric member names, such as â€Å"forum member 1. ” Deviating from Kozinets’ (2002) cheerations, permissions from community members to use direct quotations were not requested. The reason for this finding was twofold: First, in an initial assay to run across community members, only one response out of ten emails sent was obtained.If only those postings had been used that responses had been come upd for, the jackpot of usable data had been reduced signi? cantly. And second, Langer and Beckman’s (2005) reasoning was considered in that postings in an profit community forum are purposely public postings, comparable to readers’ letters in a parvenuespaper, and that it would be highly singular to seek 226 Method Netnography was used to look brand relationships and identity pull for an online community of a mainstream Japanese bicycle brand. Netnography has been de? ed as â€Å"ethnography adapted to the speculate of online communities” (Kozine ts, 2002, p. 61) and has been used in consumption contexts such as the X-Files (Kozinets, 1997), Star Trek (Kozinets, 2001, 2006), marry nubs (Nelson and Otnes, 2005), cars (Brown et al. , 2003), and consumer gift systems (Giesler, 2006). Similar to handed-down ethnography, netnography is open-ended, instructive, ? exible, metaphorical, and grounded in the getledge of the speci? c and particularistic (Kozinets, 2002). However, netnography is ordinarily faster, simpler, and less expensive than traditional ethnography (Kozinets, 2002, 2006).Further, it has been argued that raw(a) online communication technologies have â€Å"expand the array of generalized others contributing to the verbal expression of the self” (Cerulo, 1997, p. 386), and netnography as a lance of analyzing online communities is thus able to integrate the broadened spectrum of agents snarled in the construction of individual and joint identity. Data collection Because of its size and relevance for t he wheel community, the Yamaha R1 forum (www. r1-forum. com) Brand communities for mainstream brands Reto Felix daybook of Consumer market strength 29 · weigh 3 · 2012 · 225 â€232 ermission to use direct quotations in this context. However, Kozinet’s c formerlyrns about adequate honorable procedures in netnography look into are originally valid, and the pragmatic issue (non-responses for permission requests) ? nally was the one that complicated following his exhortations. The product level: practice and identity Although recreational chafe in general is considered a unfit leisure time action mechanism, there are different segments in spite of appearance the motorcycle community that distinguish themselves in attitudes and behaviors related to go direction and speed.On one extreme of street bike riding are the easy- travelr orient owners of choppers or touring bikes who prefer to drum up at contain speeds and enjoy the immediate experience with the environment. On the other extreme are sports bike enthusiasts who prefer a fast, warring riding style that is often attended by the exhibition of riding skills and wondering(a) stunting maneuvers such as playing wheelies (Haigh and Crowther, 2005).Commercial sports bikes aim to be copies of racing bikes used by professional riders at the Moto GP or Superbike competitions, and a modern liter bike, available at dealerships for under US$15,000, accelerates from zero to 200 km/h (125 miles) in less than ten seconds and reaches speeds in excess of 290 km/h (180 miles). A complete safety gear, consisting of helmet, leather gear, g venerates, and boots, is considered an obligation for any sports bike rider by any(prenominal), but lead to mock comments by others, ridiculing the â€Å"power ranger” out? t of sports bike riders. An classical number of mental and social con? cts are derived from the ingrained reputation of sports bike riding. Physical, functional, ? nancia l, mental and social risks form a difficult, multilayered ? eld of tensions and constraints that are ceaselessly negotiated by the individual, both internally and externally, and rarely resolved with simple heuristics. The substantial or anticipated implications of an accident are dominant in more of the comments on the R1 forum, as the following sequence of bring home the bacon narratives related to accidents and let goting riding suggests: I quit riding one time in my life.I was mediocre getting married, construction a house, etcetera [. . . ] and coincidentally I was twisting in a string of shape up misses: cars cutting me make, al just about getting side swiped by an idiot who didn’t know how to turn into his own lane, getting run off road and up over a curb through a gas station parking disperse by a garbage hand truck who just decided he precious to cut across two lanes with no warning. It was my opinion that there was just around foul energy around me mature then, and with all the other stress in my life maybe it was adding to the problem. I move into’t know.I hung it up for a hardly a(prenominal) years, then got back into it when every affaire felt responsibility again. It still feels right [. . . ] all the speckle I’ve witnessed bike wrecks, been close to others’ mortal accidents, laid my own bike down at a track day, etc. [. . . ] but it still feels right for me. My single rule is that as long as my head is in the game, then it’s â€Å"rightâ€Å". If my head is constantly direction on crashing, dying, etc. [. . . ] then it’s time to take another time-out. Shouldn’t be riding if you can’t focus on what you’re doing. Period. noneshame in that (forum member 1).I’ve seen bad accidents but also I consider its mental. With so nearly(prenominal), â€Å"I’ve gone down” threads, it can eat your con? dence aside and make riding not fun. If it ainâ⠂¬â„¢t fun, that’s a close time to step back and let time rebuild your enjoyment (forum member 2). [. . . ] Subscribed [. . . ] (forum member 3). Personally normal that I evoke up and am fortunate enough to ride I tell my wife I love her I get my brain study and I al meanss keep reminding myself that this could be my last ride and I destine that is half the reason I ride so responsibly on the street.I assume’t indigence to have a last ride I love this sport. I have been down once very hard and that was a wake up call but I can’t give up what I love and to all my friends and dude riders if I do go down and fag out’t get up please keep riding for me cause I would do the same (forum member 4). The con? ict between the he wearistic and artistic pleasures of riding a bike and the implicit in(p) risks conglomerate in the employment becomes big in forum member 2 comment about how riding a motorcycle should be related to fun. Speci? life events, su ch as those mentioned in forum member 1 narrative, amplify these tensions and may lead to significant changes in attitudes or behaviors. However, these attitudinal or behavioral changes are often dynamic and unstable in time. For example, the closing to quit riding is in more an(prenominal) cases a temporal one, and forum members discriminate riding to an addiction such as drinking or smoking. This addiction-like need to ride a motorbike then becomes an great factor in identity construction: From the point of view of the individual, riders do not choose riding a motorbike in order to signal certain values.Rather, as show by forum member 4, the activity forms a pictorial part of the self and is just there, same to early abstractizations of gender or race in the essentialist identity logic. Riding a bike is elevated to a mission that does not leave room for pickaxes, and fellow riders are pull aheadd to honor the out of work by continuing the mission and safekeeping the spirit alive. The inherent trait of creation addicted to motorcycles is assessed critically in a re? ective discourse by many riders. For example, forum member 5 explains that he is aware of the multiple con? cts that contend his hobby, but apparently resolves these con? icts by stating that riding is the most important thing in his life, and that he has learned that riding makes him happy. The piece of groundd sense and discourse related to themes such as the risk of experiencing a severe accident, losing a fellow rider, or problems with girlfriends, spouses, or the family in general, leads to a incorporated identity that is constructed, complex, and deprived of abstractione classi? cations. The brand level: attitudes mediating identity constructionThe negotiations of meaning related to the practice of riding a sports bike are reproduced at the more speci? c brand level. Whereas previous research on brand communities has been declamatoryly focused on communities with extraor dinary high levels of brand loyalty and fealty, members of the R1 sports bike community show a more ambiguous and differentiated relationship with the Yamaha brand: I’m in reality faithful to Yamaha, but when sitting on a rising R1 and a new GSXR1000 side by side, I have to say I like the Suzuki. The R1 just feels so much [. . . bigger. I don’t know. Also, the magazines bitch about the shift [. . . ] yet how many serious track people leave suspension deport any bureau? Regardless, I’m too poor to obtain a new bike, so I’ll continue riding my 02 R1 on the track (forum member 6). faithfulness in this context is not undergo as absolute loyalty to only one brand. Rather, it is legitimate to foreland in public the qualities of the favorite brand. Contrary to what cogency be expected, forum member 6 receives very hardly a(prenominal) objections from the community members, and a relatively ational, attribute-based discussion of the merits and dis r eturns of different motorcycle brands and moldings follows. In general, discourses presented by the forum members include few elements of real enthusiasm and emotional commitment for the brand. Apparently, community members perceive both the products and the brands in the sports bike category as curt differentiated. This does not mean that R1 owners are dissatis? ed with their bike 227 Brand communities for mainstream brands Reto Felix diary of Consumer selling intensity level 29 · Number 3 · 2012 · 225 â€232 r the Yamaha brand in general. Rather, the speci? c situation of the sports bike community suggests clients who are highly satis? ed with their brand, yet in time would renewal to another brand easily. It has been suggested that brand loyalty can be heedful by asking individuals how likely it is they would recommend the brand to a friend or colleague (Reichheld, 2003). Because people new to sports bike riding a great deal ask for advice on the forum, a grea t number of posts are related to what bike from which brand would be recommended.Typical answers include statements such as â€Å"any of the new bikes are great” (forum member 7) or â€Å"I’ve spent most time on all the bikes and seriously there is no true winner, no matter what you get instantly is a rocket out of the crateful and you will be getting a straightforward bike! Each has its ups and down but overall I could see myself on any of them really! ” (forum member 8). Rather than showing indifference, consumers like and actually buy any of the important sports bike brands.Using the conceptual partition of the awareness set into an evoked set, an inert set, and an inept set (Narayana and Markin, 1975; Spiggle and Seawall, 1987), it seems that R1 community members place most of the important sports bike brands into the evoked set, whereas the inert set is relatively small. Instead of a highly connected loyalty to one single brand, as in previous accounts of brand communities, the Yamaha R1 brand community is, if anything, prone to multi-brand or split up loyalty (Jacoby, 1971; Jacoby and Kyner, 1973). Identity is thus less de? ed by a speci? c brand, but rather by the activity of riding a sports bike itself. wheresoever brand individual(prenominal)ities in? uence decision making, it seems that these criteria are max rather than inclusive. That is, the consideration set is not form by the cellular inclusion of a speci? c brand or set of brands, but rather by excluding unattractive brands. For example, in the R1 forum, some members duration themselves from Suzuki, one of Yamaha’s main competitors, because they don’t identify with the people who ride Suzukis: Yes, gixxer is by far the â€Å"squid bike” all the ? st time riders and newbies love the gixxers [. . . ] Their psyche and unfriendly attitude is because they are young, dumb, and think their bike is the best ever (forum member 9). the brand and clash wi th the otherwise unequivocally perceived military operation and quality of the product. The identity of the R1 brand community is further formed by the relationship with two other groups of motorcycles. On one hand, most forum members seem to admire the more exclusive Italian sports bike brands, such as Ducati and MV Agusta.On the other hand, the relationship to Harley Davidson is not marked by a clear distinction of acceptance versus decimateion pattern, but rather by a complicated and sometimes ambiguous pattern of mixed emotions toward the brand and its users: there are a curing of douche bag riders, Harley and sportbike alike, but I will admit I’ve ? ipped off quite a few Harley riders. I’ve gotten less camaraderie from Harley riders than anyone, but those are just the young wannabies, the old guys are usually cool tho, hahaha (forum member 10). In motorcycle slang, Gixxer stands for Suzuki’s GSX-R line of top-notch sport motorbikes. fabrication member s do not reject the Suzuki brand because of issues with the quality or performance of the product, but rather because of the characteristics of the riders who use the brand. Squid, an building that, according to some forum members, is a combination of the two words â€Å"squirrel” and â€Å"kid,” describes idle motorcycle riders who overestimate their riding skills and frequently wear in tolerate and insuf? cient riding gear. By claiming that the Suzuki GSX-R series is the typical squid bike, attributes of the consumers are ascribed to the brand.Thus, brand identity is built on exclusion (â€Å"this is not how we want to be”) rather than on inclusion. Further, meaning head in this case deviates substantially from the traditional symbolic consumption process. Symbolic consumption suggests that individuals transfer the symbolic meaning of a brand to themselves, and subsequently the audience, such as peers and signi? cant others, assigns the attributes of the br and to the individual (Grubb and Grathwohl, 1967). However, meaning in the example above is transferred in the reverse direction, from the user to the brand.Negative attributes of Suzuki brand users (such as being squiddish, dumb, and inexperienced) are transferred to 228 Here, forum member 10 develops a differentiated look toward Harley-Davidson riders by explaining that the less friendly Harley riders are typically those that are younger (and thus less experienced), whereas the older riders seem to be more open. Both positive and prohibit feelings co-exist at the same time as the result of a cognitive paygrade that avoids simple stereotyping found at other brand communities.Many R1 forum members perceive the Harley-Davidson brand as both cool and archaic at the same time, and this ambiguity toward the brand is replicated for the users of the brand, where Harley-Davidson riders have been experienced as both cool and reliable riders or as ignorant and unfriendly â€Å"weekend w arriors. ” Thus, brands in the R1 community are not iconic symbols that unambiguously communicate attitudes and life styles of brand users to the bigger audience via the meaning of the brand.Rather, brands are complex, multidimensional entities that gain meaning only in the reciprocal relationship with the brand user. blunt single-brand loyalty and â€Å"we” versus â€Å"us” stereotypes are replaced in large part by ambiguous, differentiated, and often critical attitudes toward the own brand. Brand identity is based on exclusion (Suzuki is a typical brand for squids) instead of inclusion, and within a relatively large evoked set, multi-brand loyalty is more common than religious-like brand worshipping described for, e. g. the Apple Newton. Conclusions and managerial implicationsBrand communities have sparked the interest of marketing researchers and practitioners alike because of the high levels of brand loyalty and commitment see to ited in previous studies o n brands such as Apple, Jeep, or Harley Davidson. However, the results of this qualitative study suggest that instead of single-brand loyalty, consumers for mainstream brands may be more prone to multi-brand loyalty. As forum member 8 (see citation above) expressed it, â€Å"[. . . ] no matter what you get nowadays is a rocket out of the crate and you will be getting a good bike!Each has its ups and down but overall I could see myself on any of them really! ” The case of the Yamaha R1 brand community thus presents preliminary show up that speci? c persistence conditions may shape the relationships consumers have with their brand, and more speci? cally, that multi-brand loyalty is more probable to occur for low levels of brand differentiation (Felix, 2009) combined with more choices (Bennett and Rundle-Thiele, 2005). It follows that from the point of view of a participation, having many members in a speci? c brand community does not necessarily construe into a highly loyal customer base.Rather, under certain Brand communities for mainstream brands Reto Felix journal of Consumer selling Volume 29 · Number 3 · 2012 · 225 â€232 conditions, higher levels of participation may actually increase the likelihood of adopting products from competing brands, in particular if individuals are simultaneously members in some(prenominal) brand communities (Thompson and Sinha, 2008). The results of this study suggest that marketers should supervise and track consumers’ motivations, attitudes, and decision making processes on two levels: On the product level, it is important for marketers to recognise barriers and con? cts related to the general use of the product. In the speci? c case of a sports bike, the physical risk (in the form of experiencing a severe accident) is probably the most important issue, which in turn may lead to substantial social tensions, in particular with family members. For other products, such as clothing, computers, or food, the motivations wherefore consumers may or may not consider a speci? c product category may be different, but it remains essential to understand these reasons. On the brand level, it is important for marketers to understand the degree of brand identi? ation in the community as well as the way how consumers perceive a consciousness of kind, share rituals and traditions, and experience a sense of lesson responsibility ? (Muniz and O’Guinn, 2001). In a world of online consumer-to-consumer communications, companies are change magnitudely losing operate over their brands. It is therefore important for marketers to get involved in the process of pattern building and brand spatial relation in online communication platforms. no-company-run communities, such as the Yamaha R1 forum, assoil the risk of community members transmitting brand information in a way not desired by the company (Stokburger-Sauer, 2010).Marketers thus should try to integrate consumers by either spo nsoring an entire discussion website, a forum, or part of a forum (Pitta and Fowler, 2005). Finally, an unobtrusive and authentic way of increasing a company’s function in a noncompany-run forum is exempli? ed by a company that provides motorcycle braking systems. One of the company’s employees invites Yamaha R1 forum members to ask him brake related questions and explains that he is on the forum not to sell, but to educate riders about brakes in general.By choosing a nonselling approach in the R1 forum, the company manages to gain credibility in the community and to build customer relationships that are more consumer-focused and authentic than many of the hard-selling approaches at the dealerships. The employee’s thread on brake questions has more than 600 postings, which is signi? cantly above the forum’s intermediate of around 15 postings per thread, and evidences the interest of the community in a direct contact with company representatives. The exa mple also suggests that online communities are not limited to relationships between consumers and the brand and between consumers and consumers.Rather, consumers develop complex relationships with several brands, products, marketing agents, and other consumers within the same community. brand love are divided among the different brands in the evoked set? Or is it possible that several brands receive the same amount of commitment and dedication, as might be claimed by a husband being in a polygynous relationship with several wives? Finally, how can corporations increase their share in the multi-loyal brand set? As in many other industries, differentiation on the product level seems to be dif? hysteria for sports bikes, but efforts in brand communication, e. . by apply events and experiences to build brand image, might be a promising avenue to go. References Algesheimer, R. , Dholakia, U. M. and Herrmann, A. 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Grubb, E. L. and Grathwohl, H. L. (1967), â€Å" Consumer selfconcept, symbolism and market behavior: a theoretical approach”, Journal of Marketing, Vol. 31 No. 4, pp. 22-7. Haigh, J. and Crowther, G. (2005), â€Å" understand motorcycling through its embodiment in life story narratives”, Journal of Marketing Management, Vol. 21 Nos 5/6, pp. 555-72. Harley-Davidson (2009), â€Å"Annual report”, available at: www. harley-davidson. com/en_US/Media/downloads/Annual_ Reports/2009/HD_Annual2009. df (accessed June 14, 2010). 229 Avenues for future research Future research may strive to examine in more detail the impact of overlapping (i. e. multiple) community memberships (McAlexander et al. , 2002). There are also questions about the speci? c impact of multi-brand loyalty on brand relationships. For example, if multi-brand loyalty is the more adequate model to describe brand relationships for mainstream brands, does that mean that commitment and Brand communities for mainstream brands Reto Felix Journal of Consumer Marketing Volume 29 · Number 3 · 2012 · 225 â€232 Hickman, T. nd Ward, J. (2007), â€Å"The dark side of brand community: inter-group stereotyping, trash talk, and Schadenfreude”, in Fitzsimons, G. and Morwitz, V. (Eds), Advances in Consumer Research, Vol. 34, railroad tie for Consumer Research, Duluth, MN, pp. 314-9. Hollenbeck, C. R. and Zinkhan, G. M. (2006), â€Å"Consumer activism on the internet: the role of anti-brand communities”, in Pechmann, C. and Price, L. (Eds), Advances in Consumer Research, Vol. 33, tie-up for Consumer Research, Duluth, MN, pp. 479-85. Jacoby, J. (1971), â€Å"A model of multi-brand loyalty”, Journal of Advertising Research, Vol. 1 No. 3, pp. 25-31. Jacoby, J. and Kyner, D. B. (1973), â€Å"Brand loyalty vs. replicate purchasing behavior”, Journal of Marketing Research, Vol. 10 No. 1, pp. 1-9. Kozinets, R. V. (1997), â€Å"I want to believe: a netnography of the X-Philes’ sub gardening of consumptionà ¢â‚¬Â, in Brucks, M. and MacInnis, D. J. (Eds), Advances in Consumer Research, Vol. 24, Association for Consumer Research, Provo, UT, pp. 470-5. Kozinets, R. V. (1999), â€Å"E-tribalized marketing? The strategic implications of virtual communities of consumption”, European Management Journal, Vol. 17 No. 3, pp. 252-64. Kozinets, R. V. 2001), â€Å"Utopian go-ahead: articulating the meanings of Star Trek’s culture of consumption”, Journal of Consumer Research, Vol. 28 No. 1, pp. 67-88. Kozinets, R. V. (2002), â€Å"The ? eld behind the screen: exploitation netnography for marketing research in online communities”, Journal of Marketing Research, Vol. 39 No. 1, pp. 61-72. Kozinets, R. V. (2006), â€Å" composition away to connect: netnography and tribal advertising”, Journal of Advertising Research, Vol. 46 No. 3, pp. 279-88. Langer, R. and Beckman, S. C. (2005), â€Å"spiritualist research questions: netnography revisited”, Qualitative M arket Research: An International Journal, Vol. No. 2, pp. 189-203. Leigh, T. W. , Peters, C. and Shelton, J. (2006), â€Å"The consumer quest for genuineness: the multiplicity of meanings within the MG subculture of consumption”, Journal of the Academy of Marketing scientific discipline, Vol. 34 No. 4, pp. 481-93. Lincoln, Y. S. and Guba, E. G. (1985), Naturalistic Inquiry, Sage Publications, Beverly Hills, CA. Luedicke, M. K. , Thompson, C. J. and Giesler, M. (2010), â€Å"Consumer identity work as moral protagonism: how romance and ideology animate a brand-mediated moral con? ict”, Journal of Consumer Research, Vol. 36 No. 6, pp. 1016-32. McAlexander, J. H. , Kim, S.K. and Roberts, S. D. (2003), â€Å"Loyalty: the in? uences of satisfaction and brand community integration”, Journal of Marketing Theory and Practice, Vol. 11 No. 4, pp. 1-11. McAlexander, J. H. , Schouten, J. W. and Koenig, H. F. (2002), â€Å" edifice brand community”, Journal of Marke ting, Vol. 66 No. 1, pp. 38-54. ? Muniz, A. M. Jr and Hamer, L. O. (2001), â€Å"Us versus them: oppositional brand loyalty and the Cola wars”, in Gilly, M. C. and Meyers-Levy, J. (Eds), Advances in Consumer Research, Vol. 28, Association for Consumer Research, Valdosta, GA, pp. 355-61. ? Muniz, A. M. Jr and O’Guinn, T. C. 2001), â€Å"Brand community”, Journal of Consumer Research, Vol. 27 No. 4, pp. 412-32. 230 ? Muniz, A. M. Jr and Schau, H. J. (2005), â€Å"Religiosity in the abandoned Apple Newton brand community”, Journal of Consumer Research, Vol. 31 No. 4, pp. 737-47. Narayana, C. L. and Markin, R. J. (1975), â€Å"Consumer behavior and product performance: an alternative conceptualization”, Journal of Marketing, Vol. 39 No. 4, pp. 1-6. Nelson, M. R. and Otnes, C. C. (2005), â€Å"Exploring crosscultural ambivalence: a netnography of intercultural wedding message boards”, Journal of line Research, Vol. 58 No. 1, pp. 89-95.Ouwersloo t, H. and Odekerken-Schroder, G. (2008), â€Å"Who’s ? who in brand communities †and why? ”, European Journal of Marketing, Vol. 42 Nos 5/6, pp. 571-85. Pitta, D. A. and Fowler, D. (2005), â€Å"Internet community forums: an untapped imagery for consumer marketers”, Journal of Consumer Marketing, Vol. 22 No. 5, pp. 265-74. Reichheld, F. F. (2003), â€Å"The one number you need to grow”, Harvard Business Review, Vol. 81 No. 12, pp. 46-54. ? Schau, H. J. and Muniz, A. M. Jr (2006), â€Å"A tosh of tales: the Apple Newton narratives”, Journal of strategic Marketing, Vol. 14 No. 1, pp. 19-33. ? Schau, H. J. Muniz, A. M. Jr and Arnould, E. J. (2009), â€Å"How brand community practices create value”, Journal of Marketing, Vol. 73 No. 5, pp. 30-51. Schouten, J. W. and McAlexander, J. H. (1995), â€Å"Subcultures of consumption: an ethnography of the new bikers”, Journal of Consumer Research, Vol. 22 No. 1, pp. 43-61. Schouten, J. W. , McAlexander, J. H. and Koenig, H. F. (2007), â€Å"Transcendent customer experience and brand community”, Journal of the Academy of Marketing Science, Vol. 35 No. 3, pp. 357-68. Spiggle, S. and Seawall, M. A. (1987), â€Å"A choice sets model of retail selection”, Journal of Marketing, Vol. 1 No. 2, pp. 97-111. Stokburger-Sauer, N. (2010), â€Å"Brand communities: drivers and outcomes”, psychological science & Marketing, Vol. 24 No. 4, pp. 347-68. Thompson, S. A. and Sinha, R. K. (2008), â€Å"Brand communities and new product adoption: the in? uence and limits of oppositional loyalty”, Journal of Marketing, Vol. 72 No. 6, pp. 65-80. ? Torres-Moraga, E. , Vasquez-Parraga, A. Z. and Zamora? Gonzalez, J. (2008), â€Å" node satisfaction and loyalty: start with the product, finish with the brand”, Journal of Consumer Marketing, Vol. 25 No. 2, pp. 302-13. Wallendorf, M. and Belk, R.W. (1989), â€Å"Assessing trustworthiness in naturalistic con sumer research”, in Hirschman, E. C. (Ed. ), Interpretive Consumer Research, Association for Consumer Research, Provo, UT, pp. 69-84. Yamaha Motor Co. (2009), â€Å"Annual report”, available at: www. yamaha-motor. co. jp/global/ir/material/pdf/2009/2009 annual-e. pdf (accessed June 14, 2010). close to the author Reto Felix is an Associate Professor of Marketing at the University of Monterrey, Mexico. He received his stamp down’s in Marketing and PhD in Business Administration from the University of St Gallen, Switzerland.He has been a tour Scholar at the Marketing Group, Haas trail of Business, University of California, Berkeley, and has published in journals such as Journal of International Marketing, Journal of Brand communities for mainstream brands Reto Felix Journal of Consumer Marketing Volume 29 · Number 3 · 2012 · 225 â€232 Business & industrial Marketing, and Journal of International Consumer Marketing. Further, he has presented his research at conferences hosted by the Association for Consumer Research, the American Marketing Association, the Academy of Marketing Science and the Society for Marketing Advances.Reto Felix can be contacted at: [email protected] edu. mx executive summary and implications for managers and executives This summary has been provided to allow managers and executives a rapid appreciation of the content of this article. Those with a particular interest in the topic covered may then read the article in toto to take advantage of the more comprehensive description of the research undertaken and its results to get the full bene? ts of the material present. The topic of brand communities has provided the focus for much marketing literature.Brand communities transcend geographical boundaries and contain people who exhibit passion for a particular brand. These individuals also display similarities in consciousness while â€Å"shared rituals and traditions” is another al-Qaida of th eir social relationships. Some scholars have even state the propensity for â€Å"religious-like” associations to develop. Evidence shows that groups can be based locally, online or a combination of both. A wide range of products has supplied the inspiration for brand communities to form. In addition to strong consumer identi? ation with the brands, â€Å"clear and unique positioning” is viewed as a common characteristic among brands concerned. Brand loyalty can be fervent to a degree that an â€Å"us and them” mentality often arises with regard to other brands. Bonding within the community can generate stereotypes and outsiders are treated with some disdain. Any failure of competitor brands is cause for celebration. It is, however, a misconception to assume that brand communities are always homogenous. Signi? cant internal differences appear to be the rule not the exception.Relationship intensity with other members is subject to variation because some are loya l to the brand while others may identify more intimately with the product. Levels of social orientation can withal differ. Researchers have also pointed out the misfortune of some individuals lacking interest in brand, product and social relationships yet be in the community. Others might become involved with different brand communities in the same product category, resulting in further ventilation of loyalty. Felix explores the topic in a study of an online Yamaha brand community principally attached to the Japanese manufacturer’s R1 sumptuousness sports otorcycle. Yamaha is one of the world’s leading brands in its category and in 2009 boasted sales of $12. 5 billion. At the time of the study, there were 107,249 registered members in the R1 forum. Some members did not currently own a motorcycle, while others have a different brand. The author considers netnography as the most relevant study method for the investigation of brand relationships and â€Å"identity construction of an online community”. This approach is regarded as ethnography adapted for the purpose of exploring online communities. Among other things, netnography has been commended for its ? xibility, 231 open-endedness and interpretative qualities. Different researchers have used the approach in a variety of study contexts including cars, consumer gifts and TV programs. Following initial analysis of messages posted on the forum, the threads were arranged into ? ve different sections respectively labeled as: Community; R1-related Discussion; Technique, Racing and hinder Discussion; Marketplace/ Classi? ed; and unhomogeneous Section. Analysis of the threads enabled messages to be coded and then organized into â€Å"interpretive themes” so that appropriate â€Å"layers of meaning” could be identi? d. Message themes were canvas at the product level to ascertain factors which in? uence practice and identity. In general, capacious risk is associated with ri ding a motorcycle for leisure purposes. But the variation in attitudes towards factors like speed and riding style means that different segments exist within the biking community. At one end of the continuum are those who ride around at moderate speeds to savor the experience with the environment. Positioned at the other extreme are bikers whose gustatory perception for high speed is often accompanied by an aggressive style of riding.Such individuals are also likelier to ? aunt their biking skills through on the hook(predicate) maneuvers like pulling wheelies. According to Felix, riding a motorcycle gives rise to various(a) risks and con? icts that can be physical, functional, ? nancial, psychological or social in nature. The activity is therefore highly complex and generates a web of â€Å"tensions and constraints” that the individual must constantly address internally and externally. Concern about accidents is a recurring theme with community members referring to â€Å" actual or anticipated implications” in that eventuality.Message content reveals that con? ict exists between friendship of the intrinsic risks associated with bike riding and the grati? cation derived from it. Forum members suggest that such tensions may actuate attitude or behavioral changes, albeit sometimes ? eeting in nature. This occurs because riding a motorcycle is almost addictive and an important look of identity construction. Some comments imply that it is a â€Å"mission” that simply has to be ful? lled. blush though members are aware of the con? icts which surround this pastime, the desire to ride is the main driving force.Analysis reveals a â€Å"shared consciousness” about issues including serious accidents, loss of a fellow biker, and problems relating to the family. The author ascertains a embodied identity that is complex in nature but dif? cult to categorize precisely. An run of meaning at the speci? c brand level reveals a relationship bet ween forum members and the Yamaha brand that is â€Å"ambiguous and differentiated”. Instead of absolute loyalty to the brand, it is more evident that people engage in balanced debate about its qualities and those of other motorcycle brands.Members apparently perceive little differentiation between brands and may switch to another brand even if they are highly satis? ed. Many studies have noted that some consumers can display loyalty to multiple brands and there is some evidence of this tendency here. Messages seeking advice on future acquires are frequent and members typically recommend a range of brands they consider decent. In the opinion of Felix, this indicates that riding a sports motorcycle de? nes identity much more that the speci? c brand of bike. Another signi? cant ? nding is how decision making seems in? enced more by exclusive than inclusive brand criteria. A Brand communities for mainstream brands Reto Felix Journal of Consumer Marketing Volume 29 · Number 3 · 2012 · 225 â€232 notice example is the negatively charged perceptions of the Suzuki brand among some R1 forum members. The interesting fact about this hostility is that is has little to do with product quality concerns. Instead, such evaluation arises because members question those who ride Suzuki sport bikes. With regard to identity construction, meaning is normally transferred from brand to individual. Here, however, it is the negative traits of Suzuki riders that re transferred to the brand. Some con? ict with positive perceptions of the product subsequently occurs. That brands are complex and multidimensional is further illustrated by the tell apart ways in which R1 members relate to Harley Davidson. incontrovertible and negative feelings exist simultaneously as the brand is regarded as cool yet obsolete. Contrasting statements are likewise tell at Harley Davidson riders. One important deductive reasoning is that ambiguity surrounds brand meaning, attitude and lifestyle conveyed within this community. This study indicates that consumer-brand relations might be shaped by â€Å"speci? industry conditions”. Marketers are also alerted to lack of clear brand differentiation and the possibility that multi-brand loyalty will ensue, even when a large brand community exists. Understanding what in? uences consumer attitudes, motivations and decision-making at both product and brand level is essential. Certain factors may encourage or deter choice of a particular product, while it is equally important to be aware of brand identi? cation levels and embodied sensitivities among consumers. Given the revealing nature of online communication, Felix suggests that ? ms might gain greater insight into consumer thinking by becoming actively involved in non-company forums. An unobtrusive approach is considered vital though. The aim should not be to sell but to build authentic consumer-focused relationships with an emphasis on providing advice or inform ation. ? (A precis of the article â€Å"Brand communities for mainstream brands: the example of the Yamaha R1 brand community”. Supplied by Marketing Consultants for Emerald. ) To purchase reprints of this article please e-mail: [email protected] com Or visit our web site for further details: www. emeraldinsight. com/reprints 232\r\n'

'The Ideal School\r'

'The rarified School lakeside School of footb tot entirelyy game is positioned on the coast of Lake Erie and gives you the opportunities to work with apt professional football game players. lakeshore teaches you the ropes of football at an affordable price. If you postulate to ensure how to play and meet the players of your choice, Lakeside is the cultivate for you. The Lakeside School of Football leave bedevil a college campus set up; it lead have dorms along the beaches of Lake Erie; the Lakeside academic building will be located behind the dorms.It will have three full -sized football field stretched across campus each for specific purposes. in that respect’s also a rec summation stationed in the center of campus, including a w viii-room, a full sized track with eight lanes, a pool and suitness instructors for all of your fitness needs. They will aid you accept a workout specifically designed for your level of physical fitness ceaselessly ready to help you achieve your goals and modify more than than. The rec center will be intimately accessed with your student I. D card.The direct socio-economic club will consist of eight months venerable to March and therefore have a quatern month break April to July. The school days will begin in the morning at 8:30 beginning on the fields. At 12:30, e reallyone will have open campus for dejeuner until 2:00; at 2:10, classes in the academic building will be breathing out until 6:10. If there is anyone who chooses to entertain progressing through the summer break, there will be summer classes available; save contact ad get offions. There is a very open variety of classes available not just through the school form but also throughout the summer.The classes fit you as a person if you want to do it we have it; we have classes outlet over the bases of defense and offense of football. new(prenominal) classes focus only on the statistics of football. For the more active people enrolling at Lakeside, there be several gym classes that you should beat back involved in. We continue the study of football in our history classes and ,if you’re not just pleased with those classes, we have another(prenominal) things to get involved in as well as those required classes. You potty get involved in device or student council.We here at Lakeside rely that there is a lot of potential in everybody, so if you have any talents that you want to look at out , we are open for more suggestions in our curriculum. We want to keep elevated standards here at Lakeside, but our rules are quite lenient. There are professionally trained football players here to help you improve your skills; we expect all students to be to class on time and traverse all instructors with respect. If you are unable to understand any of your classes, please let your instructor know in advance.If you skip class for any illogical reasons, there will be mild consequences; after four unexcused absences , you will be withdraw from the class. If any student is caught involved in any illegal activity, you will miss the source session of school from 8:30-12:30 for a month for first offense; if caught again you will then be expelled. You’re only going to get out what you found in. We believe there is a future for everyone. Lakeside wants you to start your future here. We want all students to work on improving your skills in the on and off season; commend you only get out what you put in.\r\n'

'Family as portrayed in mass media Essay\r'

'Through the years, the role play by media plenty outd socially relevant and illustrious impacts to hunting lodge. Because of exposes and investigative reports, several tall-profiled and ranking individuals or psychealities were forced to exit the limelight. The s displacedals and controversies that they went through were hardly too much to bear. Whether much(prenominal) situations were companionship up to(p) or unintentional, still it piece of tail non be denied that media’s appeal and effects cannot be slow dismissed. On the new(prenominal) hand, media channels argon alike responsible for providing much necessary information to the globe.\r\nEvery adept day, it has been a habit for military some(prenominal) to enjoy their favorite(a) news course of studys. Others, who do not pay the luxury of eon, rely on news reports and online news sites to keep on track and inhabit awargon of the grand issues of their respective communities. In recent years, cos mos informed is a necessity quite a than a clean caprice of unmatched’s clever vanity. As information channels, thither is no doubt that book media has in any case abide the role of educating and indoctrinating many.\r\nHowever, if there is one intimacy wherein media is readily recognizedâ€it is its capacity to learn pleasure and entertainment right in the very portals or domain’s of one’s house. While this may sound too superficial or critical about media’s blend and importance, providing momentary relaxation and enjoyment is one of the fundamental reasons behind the continuous natural selection of different media institutions. Mass media atomic number 18 not created out of a vacuum. Aside from man’s desire to communicate and show himself, fate media also serve as the bread and butter of divers(a) stock tycoons.\r\nYes, it cannot be denied the fact that media ar also business establishments or organizations that ar aiming to wards corporate-related goals and attributions, rather than maintaining its role as the reality’s herald and opinion platforms. This also surpass explains why different media establishments use plentifulness appeal as one of the roughly(prenominal) important factors to consider in producing various kinds of media content. As a result, various kinds of media-related products ar a great deal characterized by their mediocrity and artificiality.\r\n at that place be instances wherein media representations of reality argon commission to exaggerated or romanticized. The situations and until nowts that be presented search be too imaginary and does not really articulate the misadventures of the real world. analogous plain pictures, reality, as shown in chew media channels, such as the newspapers, radio and most especially in films and television receiver programs atomic number 18 often sanitized. The situations and events that atomic number 18 actually happening in the real world are readily modified to capture the public’s attention and therefore conglomerate high ratings and a pool of advertisers.\r\nOn one hand, this aspect is virtuallything that commonly occurs. unmatchable should not be surprised with this governing body. However, since wad media are pretty influential, in some manner it also extend tos the views and behaviors of their respective earshots. If the media is evaluate to become harbingers of knowledge and information, then clearly, this scenario defeats such purpose. Reality’s portrayal and depiction in mass media is yet one of the most important issues and areas of concern that should be attended and cautiously addressed.\r\nThis stems from the fact that media is the so-called â€Å"fourth landed estate” which symbolises that these organizations are influential. It can figure out and mould the opinions and views of many, which in return, are congenital in creating necessary public decisions. In a sense, their notion of reality as portrayed by media can affect the manner wherein an individual generates action and responses towards his or her environment. One of the most popular themes that are often shown in the media, to be much specific in television shows and programs, spread around family matters.\r\nBasically, there are some reasons that can explain the proliferation and promotion of such media content. First of all, filial concerns are generic wine and encompassing. It is generic since every human world belongs to a family. Regardless of whether a person grew up in a â€Å" nurse family,” still the notion of belonging to a highly reliable and trusted theme is still apparent. Perhaps the only deflection is that, in such a scenario, the biological connections are absent. But then again, in terms of having a primary asylum for one’s identity and members who are always there throughout the term are evident.\r\nThe kind of â€Å"togetherness† and â€Å"identification” that other groups cannot possibly provide can be seen in the family. Tackling topics and themes regarding the family provides a common build for many attestators. The problems and experiences that are shown in family point shows are jobive of the daily undertakings of an individual. It is easier for the audience to relate and connect to such themes. ground the innovations that are being shown does not generate much difficulty compared to other television programs.\r\nDespite of the fact that there are episodes which may dwell on strained themes, the complexity may not be as intense as those of highly-customized shows such as documentaries for example or even in television programs that specifically deals with scientific-related issues and concerns. minded(p) this aspect at hand, family oriented shows can capture the attention and interest of the viewer’s majority in a household. Within a family of five, there is a big chance for a fa mily-oriented program to control these audiences.\r\nOne can proficient imagine how many viewers a family oriented show can roll up in just a single episode. This of course does not include patrons who are outside of the United States. Lastly, it can be also argued that family television programs or shows cave in less possibilities of being subject to censoring by media regulation boards and groups. Family alone as a concept means that children are involved. Therefore, the producers of these shows should be wary about the dustup that they use. This is already given regardless of whether pocket-size audiences are really involved or not.\r\nBeing tactful is strictly observed. What does this mean? This means that the show can somehow avoid the pitfalls and repercussions of being suspended and compensable large amounts or sums of fines. The operations are maintained and somehow the program is able to enjoy a considerably high rating and at the similar time retain its most loyal viewers or audiences. There is indeed a market for family-oriented shows and programs. However, the more than pressing issues and concerns that should be given focus in here is the manner wherein mass media portrays and depict the overall picture of family life.\r\nOne of the most prompt matters that should be addressed is whether the actual reality of what is happening within the lives of many families is â€Å"really” shown in television shows and sitcoms. More often than not, while it is true that mass media seeks for objectivity and unbiased representation of reality, it is still abnormal by the politics, culture and orientation that surrounds it. These forces cannot be really excluded in the whole discussion since these have effects and impacts when it comes to media content.\r\nYet, one should be wary of the fact that focusing on how family life is being shown in mass media channels covers a wide scope. Therefore, in order to make the study more specific and mainta in clarity, the explanations and arguments presented in this paper shall provide emphasis on how sexual urge roles are being contextualized in family-oriented programs or shows. In lieu to this, power traffic and class struggles shall be touched and canvas in the whole discussion. The whole concept and meaning of the term â€Å"family” connotes and convey â€Å"oneness, togetherness and belongingness.\r\n” However, the divisions that are brought upon by gender and sexual orientations somehow affect the three notions. At the same time, this also have an impact on how the overall picture of being family is being created right in front of the public’s eyes. If mass media has the power to reflect the multi-faceted aspects of reality, then the shows and programs that are shown by these institutions is expected to bring realityâ€as tightfitting as possible to its specific set of audience and viewers.\r\nThe overall system that dictates society is still patriarc hal. The governing rule that is practice and adhered to is still male-oriented. But then again, it can be seen that the so-called â€Å"girl authorization” is now making its presence felt. Women are no longer seen as the weaker sex. However, many have been familiar with the â€Å"male systemâ€â€ that totally asserting women’s voices and opinions becomes a complicated task. In this context, whether equality and arbiter is already achieved, shall be answered in the deliver the goods parts of the discussion.\r\n'

'US and California Compared\r'

'The unify States count is taken each ten years in club for the U. S. giving medication to count exactly how many a nonher(prenominal) an(prenominal) spate live in the rude to the best of its abilities. Aside from taking the creation, the nose count asks many other questions, such as the epoch of the persons living in a given theater, their flow and ethnicity, the langu come ons that ar utter at home, their didacticsal attainment level, and househ former(a) income. These questions, when answered by the entire universe, provide the government a sense of the report card and the needfully of its spate.\r\nWithout this information, public work such as education, hospitals, health cargon, and social security bathnot be provided to all in need and and then it is weighty entropy that deserves our careful examination. For my limit report card, I restrain decided to discriminate the info of the acres of atomic summate 20 to the united States of America to d iscover how analogous or distinguishable the sets of entropy may be. I would predict any(prenominal) of these entropy to be similar, such as climb on distribution, receivable to the position that calcium is a comparatively commodious state with a enlarged enough population that it would serve as a reasonably good test of the entire nation.\r\nHowever, I would expect to define differences in incidentors such as race and ethnicity and the spoken languages spoken at home, because California has a relatively large Hispanic and Asian population than most other states in the US. Also, the income level of California get out be slightly exalteder than the nation repayable to the mankind of both(prenominal) large metropolitan cities in the state. The paper takes a careful look at the various socio-demographic inconsistents that are taken by the unify States Census in order to compare the state of California to the nation as a whole.\r\nThe first obvious step in my psychoanalysis is to look at both populations counted by the 1990 join States census. The population of the coupled States is estimated to be 248,709,873 and California is estimated to be 29,760,021. This entropy is important to this paper because when making comparisons surrounded by the cardinal geographic locations, I result use roles taken from the actual data given in the census dual-lane by the total populations. This way, the comparisons are scaley in relation to one another(prenominal) and it is easier to analyze and to exercise comparisons. The first demographic variable that I go away psychoanalyze is the age distribution amongst the two areas.\r\nThe age distribution given by the population age gain (graphical record 1) limn that both are quite similar, with a pyramid-like shape starting from age 25 to 80+, with the large base of the pyramid beginning at age 25. From age 0 to 24, there is an overall narrowing in from the base of the pyramid to a high(pre nominal) place as the ages decrease, indicating a fewer way out of peck vulcanized 0 through with(predicate) 24. It means that the largest summate of persons in both regions is between the ages of 25 and 34 in 1990. This implies that there were a larger go of births in the 1950s and 1960s than in the mid-seventies and 1980s.\r\nThis phenomenon can be explained by the situation that the baby-boom children had reached reproductive stage in their lives and gave birth to many babies in the 50s and 60s. thither is as well relatively fewer race aged 45 to 80+. The speeding narrow upper region of the graph, ages 65 and up, can be explained by the fact that the life expectancy in the United States is around 70 years old and it is natural to see a tapered off of the population at these ages. However, the age group from 45 to 64 is besides quite narrow. This is most likely callable to the fact that these are the people who fought in World War II.\r\nLooking at the graph, the onl y noticeable difference between the two regions is that California has a relatively fewer number of people aged 10 through 19. This could be payable to many economic, social, and physical factors in the 1970s that affected California births, but not the entire nation. I would predict that since children of the baby-boomers (ages 25 to 34) have now reached reproductive stage, the census 2000 would show that the base of the graph would stretch forth to grow a little chip gear wider, from babies being born in the 1990s. The second demographic variable I leave focus on is the racial newspaper of California and the United States.\r\nGraph 2 shows the personas of the total population, which fall under the five-spot racial categories: 1. vacuous 2. Black 3. American Indian, Eskimo, or Aleut 4. Asian or peaceable islander and 5. Other. It is important to note that people of Hispanic origin are in the main categorized as either White or Other, depending on how each somebody has ch osen to categorize him or herself. The phratry, Other, too include people who are mixed, such as Mulatto, Creole, and Mestizo. The breakdown of the races are pretty similar, as can be seen by the graph with Whites being the overwhelming legal age of the total population for both regions.\r\nHowever, it may be interesting to note that the origins of the people who realize up the White class for the two regions may be quite diametrical. For the United States, the newspaper of the people who make up the White home are mostly of European origin. The origin of people who make up the White category for California also include many people of European origin, but also many of Hispanic origin. This is collectible to the fact that California shares the border with Mexico and thereof would have a larger Mexican or Latino population.\r\nAlso due to the large Mexican and Latino population, the Other category for California is almost 10% larger than for the United States. The lower Bl ack population in California can be attributed to the fact that the majority of Blacks in this country are saturated in the grey states of the US, such as Alabama, raising the composition for the nation, but not for California. Lastly, the Asian and peace-loving Islander category is almost 8% higher(prenominal) in California because many Asians melt to be concentrated on the west coast of the US. The third socio-demographic variable I will examine is language spoken at home.\r\nThe first function to note on Graph 3 is that side is spoken in the majority of homes both in California and the United States. The population give tongue toing languages other than English at home is higher in California due to the racial composition examined above. The higher Asian/Pacific Islander and Latino concentration has raised this California section to twice that of the US. Of these â€Å"other” languages, the existence of Spanish spoken in homes is more than than 10 percent higher i n California than in the rest of the nation. Subsequently, the English at home contingent will be smaller in percentage comparison for California.\r\nThis example of data is exceedingly important to the government because it raises issues such as the appropriateness of ESL programs, bilingual education, and public services that must be provided to the public in many languages. Comparing two different regions such as California and the US may seem useless due to the similar data, but it is differences such as these that make the census crucial data that deserve our careful analysis. Educational advancement is another variable I will analyze between the two regions. Graph 4 reveals that in the US, highschool graduates (including equivalency) make up the highest percentage of education attained.\r\nThis is not surprising because formal education in the US is required for all children until the age of 14 through 18, depending on the state, and therefore it is expected that most child ren would finish high school. In California, people attending some college without obtaining a degree make up the highest percentage. This implies that California”s students have a tendency to pursue their education foster than the national student. The higher percentage of Californian”s attending some college can be attributed to the proliferation of junior colleges in the state.\r\nThe consult for California should lie in the fact that a higher percentage of children do not progress beyond the ninth grade than in the nation. This may be attributed to the large Spanish speaking population who are cushioned in schools by bilingual teachers during their elementary and secondary development years but are go away to themselves in non-bilingual high schools to survive on their own and as a result, destroy out. Finally, the comparison of household income between California and the US shows that income levels for both regions are concentrated under $60,000 per year (Grap h 5).\r\nIn analyzing these data, I have taken the income data from the census and divided that figure with the total number of households, not the population, so that a cultivate comparison between the income of each households would be realistic. In general, Californians have higher income than the US as a whole. The 1990 Census shows that the median value household income of California is $35,798. This figure is higher than the national median household income of $30,056. The data on the graph shows that the higher percentage of Californians earn incomes higher than $30,000.\r\nThe higher income in California can be attributed to the two metropolitan areas of Los Angeles and San Francisco as mentioned earlier and additionally, to the new-fangled boom of the computer and internet intentness in Silicon Valley, which has increased the number of Californians earning higher wages. The different variables examined in this paper have revealed several demographic trends between Cali fornia and the US as a whole. While the two regions share similar demographic profiles, several differences arise upon nestled analysis of the data. Generally, California has a higher concentration of racial minorities.\r\nThus, more families speak languages other than English at home. The data also shows that a higher percentage of Californians pursue degrees in higher education than the national percentage. Since college graduatess and advanced degree holders tend to earn higher wages, the data for household income is consistent with the previous observation as more Californians are in the higher income bracket. It can then be conclude that California is more racially versatile than most other states, and that Californians tend to do better economically than the rest of the nation.\r\nThis type of analysis would not have been possible without the United States Census, which I believe is an important tool that allows researchers to do their own analysis with the hard data that i t provides. The different conclusions I have drawn from this paper clearly indicate a need for different public programs that are specifically knowing for each individual state because the United States is not made up of a homogeneous group of people, but is sedate of an exremely diverse group of individuals.\r\n'

'Ancient Roman Foods\r'

'During the generation of ancient capital of Italy and its glory days of ruling the world, the provenders were the same as the lifestyle was: â€Å"simple and austere. ” The tribe of the time were entirely alone non worried ab appear picture the need to eat fast and move on to better things than eating. They were significantly more than(prenominal) concern with honoring the provender sitting on the table in bearing of them and enjoying the moment. By enjoying their meals, they were able to enjoy the other components of their lives and from in that respect, to basic entirelyy enjoy life to its fullest. â€Å"Carpe diem. Essentially, they enjoyed the most simple things in life. Nowadays, mass ar outlying(prenominal) more interested with living a fast-paced lifestyle make full with luxury, money, and speed than tasting and savoring the mevery flavors acquaint in their foods. Moreover, the foods during those ancient times were a address healthier, consist ing of mostly grains and vegetables. Now in our mystify indian lodge, p nap thither is much more variety to the things we eat, there are withal a lot more fats, greases, and mixed oils. Tons of present day traditions endure meat in the highest regard of both other food group.\r\nWe enjoy that most meals include few sort of meat, and more lotstimes than non, a genuinely large amount of it if not multiple kinds of meat. batch hold barbeques where the main nonethelesst is the meat cosmos cooked on the smoky grill surrounded by laughter. The meat actually brings people together and leads to a look of belonging and happiness. In stark contrast, eat during ancient times rarely even had any meat at all. There are records of people complaining when they had to rely on meat to eat as opposed to their normal delicacies of delicious vegetables.\r\nThey simply did not like the taste or texture. For people concerned with enjoying their food to the fullest, this is a terrible dile mma. It is not one our society can easily understand. We match it every iodin day on television, we escort it on the radio, and we create our own experiences of many children’s complete and utter distaste for various varieties of vegetables. many a(prenominal) children and people detest anything green, some children and people hate carrots for reasons of their own, and a few people and children despise all vegetables in general. In ncient Rome however, everyone simply have a go at it vegetables. It was these very vegetables that were eaten the most often. Cato tells us that raw vegetables were often eaten with vinegar and cooked vegetables were often eaten with Olive Oil. These additions added flavor and were cold more healthy than the additives with which we have made ourselves long-familiar in innovational day. Additional contrast shows the excess fats present todayadays because of our society’s love for butter and many other additives that contain various f ats, unnecessary carbohydrates, and other disgusting oils.\r\nOdd to speculate about for modern American’s is that Romans were not familiar with potatoes, wheat as from the America’s, and corn. We often see thee items present in most modern meals in some form or another. nearly every fast food meal from any fast food restaurant comes with French hot up unless another â€Å"healthier” option is specifically selected by the consumer making the order. The closest alternative during Roman times was colewort, which was used for most traditions including wedding ceremonies and other all important(p) events to the people.\r\nAnother American tradition includes that of consuming alcohol, sometimes so much as on the daily. Whether for a party or some sort of escape cock from reality in excessively depressive situations, people sight to the bars and night clubs periodically for an alcoholic therapy of sorts. In the past during those times, Romans would drink wine- coloured with every single meal, but it was not for the same reasons as are present in modern times. They enjoyed the wide twine of flavors present in the wines for the same reasons that they tried to enjoy their foods to the fullest: they simply wanted to enjoy their lives.\r\nThey would drink wine as frequently as present-day society enjoys soda, water, and tea when we go out to eat and even in our homes after grocery shopping. The increase in traditional use and consumption of bread also increased that of wine. In all reality passim the decades, in history and in present, this makes sense. When you eat more bread, you are bound to be thirstier, and wine then comes into play as a quencher for that thirst. Especially during those times, the bread was excessively coarse and made of rough grain. It was far rougher than the grain with which we have familiarized ourselves with now.\r\nIt caused a drying out of the mouth even worse than we are now familiar with. During the times of a ncient Rome and its heaven-sent glory days of ruling the world, the foods were the same as the lifestyle was: â€Å"simple and austere. ” The people of the time were fairish simply not worried about feeling the need to eat fast and move on to better things than eating. They were significantly more concerned with enjoying the food sitting on the table in antecedent of them and enjoying the moment. By enjoying their meals, they were able to enjoy the other components of their lives and from there, to fundamentally enjoy life to its fullest. Carpe diem. ” They enjoyed the most simple things in life. Nowadays, people are far more concerned with living a fast-paced lifestyle fill with luxury, money, and speed than tasting and savoring the many flavors present in their foods. Moreover, the foods during those ancient times were a lot healthier, consisting of mostly grains and vegetables. Now in our present society, charm there is much more variety to the things we eat, the re are also a lot more fats, greases, and oils. It was easier to live and let live during those times, and it can all be shown in their food and dining.\r\n'