Attributes Of A Global Brand Marketing Essay

Attributes Of A Global Brand Marketing Essay There are several attributes that makes Formula One a globalised brand. Firstly, it is highest class of one-seater auto racing in the world, driving the fastest cars on the planet. F1 holds the most exhilarating car races, young boys aspires to be F1 racers, millions of people buy tickets to the races and subscribe to media that streams every year to watch. According to Levitt (1983), different cultural preferences, national tastes and values, and business institutions are vestiges of the past; some inheritances die slowly; others prosper and develop into mainstream global preferences. F1 became a mainstream favourite sport of the world. The state-of-the-art technology used in the race such as engineering of the cars, time keeping, changing of tyres at the shortest time etc. attracts people of the current generation. Almost everyone everywhere wants what they have heard about, seen, or experienced via new technologies (Levitt, 1983). The unpredictability of F1 allows it to attract viewers constantly. It is a unique experience that cannot be duplicated easily e.g. crashing as different parts of the track, the seriousness of the crashes, different outcomes etc. Organising the race is very costly thus running a team is mostly and sometimes entirely sponsored by various big international brands that wish to gain exposure from F1. And thus, consumers of the brands would be aware F1, for the logo will be displayed on all kinds of products and media like advertisements, news and magazine interview articles etc., and promotions for F1 will include the brands logo as well; hence creating maximum awareness to F1 and the international brands market. F1 is a season consisting of series of races held around the world on purpose-built circuits and public roads. The annual calendar is global, taking 19 races in countries such as Australia, Asia (Malaysia, Singapore and Japan), the Middle East (Bahrain), Europe (the mainstay of F1), and North and South America (Canada and Brazil). It goes through major developed countries and with the gigantic scale of the event, F1 is known throughout the countries and their neighbours. Standardisation VS Adaptation According to Levitt (1983), most executives in multinational corporations are tactlessly accommodating; they wrongly presume that marketing means giving the consumer what he says he wants rather than trying to comprehend exactly what hed like, thus persisting with high-cost, customized multinational products and practices instead of pressing hard and pressing properly for global standardization. They are afraid to standardise for fear that the strategy will fail. But Levitt (1983) says that poor execution is often the cause of failure, not the standardisation. According to Levitt (1983), the worlds needs and desires have been irreversibly homogenized. This makes the multinational corporation outdated and the global corporation absolute. Thus we have successful global brands like F1 which are mostly standardised than adaptive to the countries and cultures they are in, with accurate execution. F1 is known worldwide for its attributes as mentioned above, and thus it does not have a need to adapt when entering a new market in another country as what is expected of them is their signature races. The products and methods of the industrialized world play a single tune for the entire world, and the entire world eagerly dances to it (Levitt, 1983). There are 19 races, half of which are held in other continents apart from its traditional base in Europe. Despite that, the only adaption is probably the nature of the course track built for the race or the public roads structure in the countries. For example, from the classic circuits, now countries such as Singapore, Monaco, Melbourne etc., have street circuits, using a combination of public roads and circuits for the race. F1 Grand Prix event spans over a weekend and throughout the practices sessions it has a specific set of rules and control. This set of regulations is by the F1 and is standardised. According to the case study, merchandizing is through specialist F1 outlets worldwide, selling replica model cars, baseball caps, jackets and other memorabilia, all custom-made and packaged with the F1 logo. These subsidiary products of the brand are also standardised, not adapted to whichever country the products are sold. Product Globalization Strategy Adapted from Jim Riley (2012), global strategy of F1 will involve appreciating that success demands a presence in every part of the world to compete effectively, which is what F1 had been doing; expanding to host the races at other continents. F1 make its product similar for each market by using the same set of regulations and control for the races, same technology and security and other elements in the operations despite being in different countries from Europe. Centralised control where the final say still belongs to F1 Management and F1 Administration. Ecclestone founded the F1 Constructors Association (FOCA) to fight for commercial control with Fà ©dà ©ration Internationale de lAutomobile (FIA). Taking advantage of customer needs and wants across international borders as F1 fans are spread across the globe, instead of only watching from screens, F1 made it live by hosting at major countries where their target markets were. Locating value adding activities where F1 can achieve greatest competitive advantage, thus the expansion to the most developed countries in the world. Integrating and co-ordinating activities across borders, F1 does by having management and administration team to be there at each different location. This part is significant where Ecclestone established the F1 Promotions and Administration (FOPA). According to Levitt (1983), as long as the marketing is good, consumers would be influenced to accept the product no matter what they claimed they want. This is where Ecclestone succeed in influencing people to crave to watch the race. Conclusion The changing patterns and structures of communication typically related to the demands of globalization require flexibility, responsiveness, speed, and efficient knowledge production, generation, and dissemination (Cynthia Stohl, 2004). A global industry is where firms compete in all world markets in order to survive (Jim Riley, 2012). Thus be like F1 where they venture into all the potential markets. A successful global corporation does not abjure customization or differentiation for the requirements of markets that differ in product preferences, spending patterns, shopping preferences, and institutional or legal arrangements (Levitt, 1983). A global strategy is successful when there are very minor differences between countries and competition is global, it has advantages in terms of economies of scale, lower costs, co-ordination of activities and quicker product development (Jim Riley, 2012). Given what is everywhere the purpose of commerce, the global industry will shape the vectors of technology and globalization into its great strategic fecundity; companies that do not adapt to the new global realities will become victims of those that do (Levitt, 1983). Environment Qantas Identify the Marketing Environmental Factors This paper will state how factors in the environment affect each other in Qantas Moment. The global marketing environment consists of 4 main environments. Refer: Appendix A. Organization environment can be controlled by the firm. Structure Company Image and brand equity are a vital parts in marketing as they help raise finance, form joint ventures and alliances seeking marketing intermediaries, get purchase or sales contract, launch new products etc. (Ebstudies, 2012). From the case we can see it takes very long to build a good rapport, but just one incident to tarnish the reputation. Strategy The technological capabilities decide companys ability to innovate and compete. The design and safety of the Trent engines are extremely important as one minor mistake might tarnish the prestigious reputation and injure people as seen from the Qantas moment. Process Rolls-Royce and Airbus aim to manufacture the desired quality and quantity products. Factors which influence the competitiveness of a firm or to sustain the firm are production capacity technology and efficiency of the productive apparatus, distribution logistics etc. (Ebstudies, 2012). Marketing resources like quality of marketing and distribution network have direct link to marketing efficiency. They are crucial for new product introduction and brand extension (Ebstudies, 2012). In intermediate environment, it is semi controllable by organisation. Supplier Purchasing goods and services from reliable external sources to make the engines and maintain engines is important. Thus suppliers can alter firms competitive position and marketing capabilities e.g. raw material suppliers (for engine parts), energy suppliers, labour and capital. According to Michael Porter, the relationship between suppliers and firm epitomizes a power equation between them; this equation is based on the industry condition and degree to which each of them is reliant on the other (Ebstudies, 2012). According to Ebstudies (2012), the bargaining power of supplier gets maximized in the following situations: The seller is a monopoly or oligopoly firm. The buyer is not important customer. The suppliers product is important input to buyers business and finished product. The supplier poses real threat of forward integration. Every producer has to have several intermediaries for promoting, selling and distributing the goods and service to consumers (Ebstudies, 2012). The intermediaries for Rolls-Royce and Airbus are the airlines and the ultimate consumers are the flight passengers. Stakeholders In the case study, the Qantas Moment had affected the stakeholders greatly. Airbus parent company European Aeronautic Defence and Space (EADS) share prices fell 3.5% when it happened. Rolls-Royce, the aircraft engine manufacturer fell 5% in share prices right it happened. Rolls-Royce tried to stop the slide in share prices by convincing the City and investors that the incident is a one-off thing than a design fault. However within 2 days, share prices dropped to 9%, losing  £1 billion in market value. When chief executive of Qantas blame the incident on the engine maker, the situation got worst. Rolls-Royce engineers had to decipher the problem in Singapore and London to find out what is the main problem to address the market positively within a few days. Pictures of the blackened, shattered aircraft engine shared all over the world damaged the consumers confidence on its safety record. Qantas grounded all its A380 aircraft fitted with Trent 900 engine for three weeks, other airlines delayed flights for extensive flights and expensive checks to be carried out. It was found out that it was indeed a design fault; the report into the Trent 900 failure states that oil fire is the most likely cause of the explosion, leading Qantas to seek compensation claims. It was also found that there was a potential manufacturing defect in the oil pipes. Thus Rolls-Royce is liable for financial compensation of at least  £19 million to ground and replace the engines for Qantas and Singapore Airlines. Hence, the incident in November 2010 has not only caused damage to Rolls-Royce in financial terms, as well as its hard-earned reputation and the trust of its clients and the public. Only until February 2011 did Rolls-Royce improve its situation when they won a  £1.4 billion service contract from Emirates to maintain the Trent engines on 70 Airbus aircrafts that the carrier was due to take delivery over the next few years, then a  £700 million service deal for Emirates and a  £3.2 billion engine deal for British Airways. Macro environment factors are external to the company and are uncontrollable. They do not affect marketing directly but indirectly influence marketing decisions of the company. Socio-cultural Marketers are interested in the size and growth rate of population in different cities, regions, and nations; educational levels; age distribution and ethnic mix; households patterns; and regional characteristics and movements (Ebstudies, 2012). Social forces attempt to make marketing socially responsible; means that Rolls-Royce and Airbus should take a lead in eliminating socially harmful products and produce only what is beneficial to the society (Ebstudies, 2012). Economic The economic environment also has an impact on the business of an organization; example would be the share prices of Rolls-Royce. Technology Technological changes have also become particularly significant in the post-millennium world; this is particularly true in terms of modern communication technologies (Business Case Studies LLP, 2013). Thus the share prices dropped almost instantly as information was transmitted very quickly. The technological environment consists of factors related to knowledge applied, and the materials and machines used in the production of goods and services (Ebstudies, 2012). E.g. Rolls-Royce and Airbus produce top-notch engines to support commercial planes. Political and Legal Marketing decisions have to take into account government, pressure groups, law etc. Laws influence production capacity, capability, product design, pricing and promotion. Usually government intervenes in marketing process regardless of what their political ideologies are (Ebstudies, 2012). Legal factors are vital as organisations have to work within legislative frameworks; legislation can hinder business by placing onerous obligations on organisations if not dealt with properly (Learning Marketing, 2013). The physical environment consists of ecological factors beyond the organisations control. Physical forces such as non-renewal natural resources are finite e.g. oil, coal, minerals etc. Especially resources that contributes to the fuel the engines need in order to operate, affects the production greatly. Pricing AirAsia Steps to Implement Pricing Strategy Firstly, pricing is one of the key global strategic decisions as the concept of exchanging money for goods and services received, in the form of exchange of bank notes or credit or other credit facility, is widely accepted in todays world (Lee Carter, 2009). Price element of the marketing mix is one of the more controllable and fast in effect, it is the element that generates revenue (Lee Carter, 2009). According to Lee Carter (2009), for a firm that develops and implement pricing strategy for services internationally, AirAsia should go through a series of steps: Identify and analyse factors affecting pricing e.g. cost and revenue models, customer perceived value, legal requirements etc. which is to apply the no-frills, low-cost strategy, a unique cost and revenue model that has been proven successful from short-haul to long-haul Set pricing in the context of corporate objectives which is mainly low-cost flying Develop and select most appropriate price option of low-cost long-haul and low-cost short-haul flights Implement selected option of low-cost long-haul with AirAsia X Manage and finance international transactions Account for terms of trade Factors to Consider in Pricing According to Lee Carter (2009), based on Terpstra and Sarathy (2000), there are some factors to be considered in pricing products and services globally. They are classified under three main categories; organization-specific, environmental and market-specific. Corporate and marketing objectives of AirAsia can be seen from the CEO, Tony Fernandes saying, Our group thrives on innovation in disruptive market by taking the opportunities to fly where others dare not fly or have given up. Thus AirAsia proposed clear-cut comparatively lower fares, going against the tide believing on brighter side of its future. According to the case, AirAsia also has very positive corporate culture, leadership, and entrepreneurial skills and the right management philosophy. Domestic and targeted countries government influences are not significant in AirAsias case except for the fuel hike however it was eventually offset by its unique pricing model. Consumers expectations; the management believe that most customers do not have loyalty to any particular brand, because their choice is driven by prices, location; AirAsias established network of flights to over 60 cities in 16 countries with 126 domestic and international routes from and within Malaysia, Thailand and Indonesia, and connects to China, Taiwan, India, Sri Lanka, Bangladesh, Australia and United Kingdom caters to a larger target markets due to operations in these countries, ability to pay; targeting the regular budget travellers and new customers who switch from premium flights to AirAsia due to the big difference in flight prices, market growth potential; losing some regular travellers but gaining new travellers from premium flights, frequency of purchase; focusing on maximising sales during off-peak periods but setting attractive promotions and discounts. The cost structure of AirAsia is basically to cut down to leaveonly the absolute necessary costs to operate a flight, reducing fixed costs and eliminating most of variable costs. This is done by maintaining a simple aircraft fleet and a route network based on low-cost airports, without complex code-sharing and legacy overheads that weigh down traditional airlines. During economy fluctuations such as inflation and deflation, people always look for cheaper alternatives, especially in recession times. Fluctuations also depend on seasonal changes during summer and school holidays. AirAsia adapts to the market as it the main airline deals with short-haul flights and the new subsidiary is a long-haul carrier, suiting needs of more customer segments. Product range of AirAsia is from the main short-haul flights what they started with to AirAsia X where they focus on long-haul flights. As a low-cost carrier for short distances, they grew to fly further when they came up with AirAsia X, providing options to travellers from more countries to use the airline. AirAsia can be considered a monopoly in Malaysia, Thailand and Indonesia due to the large numbers of hubs they have, and the number of domestic and international flights from these hubs, dominating from other low-cost carriers like them. A hike in fuel prices caused several low-cost carriers to cease operations as they cannot cope with the increase and thus boost AirAsias market share and enhances its position as the ultimate leader in the regions low-cost airline sector. Market analysts predicted that the AirAsia group would have the marketing know-how and X-factor to capitalise on such opportunities that arise from its competitors falling out of the game. Marketing factors such as product positioning; positions itself as a top-notch low-cost carrier, segmentation of customers by catering to short haul flights in ASEAN and longer haul flights in Asia and UK, image maintained as a good and affordable airline and differentiation of long and short distances flights. When faced with competition in the market, AirAsia targets cities least ventured to, to gain a competitive advantage. And due to its innovative business model, it is able to tide through the fuel price hike better than their competitors. Cost Reduction Strategies According to Lee Carter (2009), we can identify how AirAsia has used cost reduction strategies to contribute to their profitability and sustain from the continuous potential fuel hike. Refer to Appendix A. Economies of scale can be found by the increased number of domestic and international flights after the establishment of AirAsia X to fly new cities in China, Australia and UK. Economies of size are shown when the case said that AirAsia has nine regional hubs in Malaysia, Thailand and Indonesia instead of just one base in 2009. Learning curve can be seen from the shared service agreement where AirAsia and AirAsia X share pilots, cabin crew, service staff, website, IT platform, marketing and distribution to optimise efficiency on operating costs. AirAsia also invested heavily to build its brand and association with globally recognised organizations such as ATT William F1, British MotoGP etc. The significance in introduction of new technologies by AirAsia is the New Skies; a state-of-the-art booking system that contributed to expansion of booking capacity, allowing up to 1 million flights booking a day. The major competitive advantage over other airlines is that passengers can use the Kuala Lumpur hub to connect to a wide range of routes. And relocating by placing more regional hubs in Malaysia, Thailand and Indonesia, these are areas with low labour costs to achieve the same advantage over the airlines at the cities too. Appendices Appendix A Appendix B Economies of Scale When additional cost per unit of production reduced overall per unit cost, given similar fixed costs Economies of Size Achieved from larger scale of operation through greater bargaining power Learning Curve Cost reduction from greater labour productivity, improved designs, and resource mix Introduction of New Technologies Improved efficiency gained through new technologies in innovation and processes Relocation of Production Moving production facilities to countries with substantially lower labour costs

Master-Slave Dialectic Hegel and Fanon Views

Name: Instructor: Course: Date: Master slave relationship and dialectic Fanon – Black Skin White Masks Black Skin and  Hegel Self Consciousness â€Å"In this experience self-consciousness learns that life is essential to it as pure self-consciousness. One (self-consciousness) is self-sufficient; for it, its essence is being-for-itself. The other is non-self-sufficient, for it, life, that is, being for an other, is the essence. The former is the master, the latter is the servant† (Hegel 189).Hegel suggests in the dialectic that there is coherence between subject and object, concrete and abstract, part and whole, and for the purpose of dialectic, master and slave. Hegel believes that â€Å"master† is a â€Å"consciousness. † The consciousness defines itself in mutual relations to what is referred to as slave’s consciousness. This occurs in a process of mutual interdependence and mediation. Hegel uses his Phenomenology of Spirit to provide his unders tanding and exposition of master slave dialectic as an account of both the need of recognition and emergence of self-consciousness.Hegel’s line of thought and work plays a crucial role in Fanon’s exposition of the colonization by the Western. Fanon exposition focuses more on violence and race. Violence adds urgency, complicates and is driven by the need for recognition. An optimistic and promising moment lurks in Fanon’s Black Skin White Masks. The promising moment in Fanon’s work is articulated in a humanity characterization which also serves as an entry point into mutual recognition. The question to ask; is there any hope in reconciliation and coming to terms with the colonial situation between the white master and the black slave?How can we address the problem of mutual recognition in light of racism and violence? Frantz Fanon’s exposition is based on a context that analyzed being both similar and different from our own context. Fanon’s w ork is based on colonialism that has come to an end with effects which are still around. Colonization effects are witnessed in the existing unequal relationships between the former colonies and the West. Fanon’s work still carries much relevance when we reflect on the existing racism and persistence violence in most of the former African colonies.There is a reassessment of the current context when we revisit to reassess Fanon’s Black Skin, White Mask. Fanon attempted to explain how Hegel’s master slave dialectic is significant to the context of former colonies. Being a philosopher and a significant figure in idealism, Hegel reflects his most profound ideas in master slave dialectic that left a significant legacy. Hegel attempts to describe and conceptualize a process of recognition that leads to mutual recognition. According to Hegel’s exposition, proper recognition is achieved through mutual recognition of one consciousness agent and another conscious ag ent.Fanon reflects Hegel’s idea when he says â€Å"There one lies body to body, with one’s blackness or one’s whiteness in full narcissistic cry, each sealed into his own particularity – with, it is true, now and them a flash or so. It is this flash of â€Å"recognition† in its Hegelian sense with its transcendental, sublative spirit – that fails to ignite in the colonial relation where there is only narcissistic indifference† (Fanon 1986). Mutual recognition brings freedom between self and the other and acts as an agent in the attainment and development of own self-consciousness.The self-consciousness is the cognitive awareness of self and the relation to the other and the world in extension. â€Å"If the standpoint of consciousness, which is to say, the standpoint of knowing objective things to be opposed to itself and knowing itself to be opposed to them, counts as the other to science – if it is that the point where consci ousness is at one with itself is where it counts to an even greater degree at the loss of spirit† (Hegel 26). Domination has a central role to play according to Hegel’s master slave dialectic description of specific relations among humans.Domination results from the urge to be recognized in life midst as well as death struggle. Fanon took Hegel’s master slave dialectic in his critique of colonialism and West. Fanon states that dialectic is relevant and crucial to human relations among the colonies. Fanon critique focuses on dialectic based on violence and racism. Hegel’s Self Consciousness: Master and Slave Hegel’s Phenomenology of Spirit (1807) provides master slave dialectic that reflects his ideas on history course up to when he was writing his work. Hegel’s dialectic takes an analysis form of self-consciousness and its working. This pure concept of recognition, that is, the pure concept of the doubling of self-consciousness in its unity, is itself now up for examination in terms of how its process appears for self-consciousness† (Hegel 185). Hegel describes way in which self can become conscious of itself by presence and recognition of itself by an-other. Hegel’s exposition reveals how the process of self-consciousness takes place at the expense of the Other. The Other is negated the moment the self becomes conscious of itself, and declares itself as â€Å"I† and the Other is destroyed as an-other.The negation and destruction of the other results from the other becoming image and mirror of self. The image is the attempts and urge of self to overcome the other in order to achieve primary and essential being in the world. Self and other eventually enter into a phase of self-consciousness which results in an unequal relationship characterized by strict opposition. The self is determined to declare itself as ‘I’ and become conscious in the presence and influence form of an-other. The sel f is no longer considered as a thing or useless or objects among objects by the other.In order to achieve this, self must see and regard the other as an object or a thing, which is attained by annihilating and negating the other considering the other as a ‘self’ existing for itself. In his exposition, Hegel uses â€Å"maser and slave† relationship to demonstrate the process and working of the whole process of self-consciousness. According to Hegel, the master is used to refer to the consciousness existing for itself and which is mediated with itself but through another consciousness. Through this mediation, the master becomes an ‘I’, a being for itself.To become a master, the self-consciousness is experienced in the virtue of presence of an-other. The other now becomes slave. Hegel’s description of slave is the one who is the dependent consciousness and whose essential nature is just to live and to be for another. â€Å"How consciousness is i mmediately to be found and how it determines itself and its object at any given time, that is, how it exists for itself, depends on what it has already come to be, that is, on what it already is in itself† (Hegel 234).The master inextricably links the slave with objecthood and the slave is bound to being considered as a thing by the master. The master desires for the thing and that is the slave, desire to possess it but not to destroy. In addition, this desire is characterized with the urge by the master to transform the slave into something that belongs to the master, thus stripping the slave off its foreignness. Defining the slave (object or thing) or the other satisfies the desire of the master by representing master’s act of making the other the same as the self (master).The slave (other) is bound to nourish the master’s (self) desire to make the world its own. The self takes control by seizing power over the other and he decides what and who the thing (slave ) is. What is the opinion and nature of the thing according to self (master)? According to Hegel, the answer to this question according to master is simple: a thing is something merely negative. â€Å"as the positive, avoids looking at the negative, as is the case when we say of something that it is nothing or it is false, and then, being done with it, go off on our own way on to something else† (Hegel 32).The relationship between slave and master has an ironic effect in that the master achieves his recognition and desire through another consciousness. This implies that the self (master) becomes dependent on the thing for his own self-consciousness. Slave’s chains become those of the aster as well and as a consequence, the process creates a scenario where there is no manner of full freedom but a presence of mutual enslavement to the other. This means that the object’s meaning is constructed and determined by an-other, creating a situation of being-for-other.This gives the thing (slave) the self-consciousness that is able to affix its own meaning. Hegel’s treatment of recognition comes into a situation where the slave turns the table on the master by way of regarding the master as a thing, which happens after the slave regards himself as an object and not willing to be modified and transformed into an object. Fanon’s Black Skin, White Masks: White Master Black Slave Frantz Fanon analysis of the topic on recognition in his work Black Skin, White Masks reinterprets Hegel’s in term of race based on the relationship of black man and white settler, or white master and black slave.Fanon states; â€Å"Man is human only to the extent to which he tries to impose his existence on another man in order to be recognized by him† (Fanon 168). Through this statement, Fanon reveals various positive and negative things that can be discussed about recognition. Desire or need for one to be recognized is a human attribute where a hum an wants to be recognized. Fanon reveals that one is human if he is recognized as such. According to Fanon, it is negative when the extent of the imposition of a self’s existence on an-other becomes a measure of humanity, where one is human by ensuring that one imposes oneself on an-other without challenges.Fanon still qualifies the concept of humanity as a bond between self and an-other. Fanon said; â€Å"It is that other being, on recognition by that other being, that is his own human worth and reality depend. It is that other being in whom the meaning of life is condensed† (Fanon 169). A self becomes hums when an-other recognizes him as human, intertwining humanity with the other. This slightly contrasts with Hegelian stand that humanity only comes about in the consumption of the other due to the urge and desire for recognition. Fanon expresses Hegelian need or desire as an â€Å"open conflict between black and white.One day, the White Master, without conflict, rec ognized the Negro slave† (Fanon 169). The black slave does not measure to the standards of whiteness and this drives to the assertion of the white settlers as a master. Black slave’s image to the white settler is that of negative attributes based on humanity as the slave is regarded as â€Å"machine-animal-men to the supreme rank of men† (Fanon 171) who are partly human, partly animal, and completely a thing. Hegelian master slave dialectic turns from master to object where the master is now considered as an object and the results asserts its own subjectivity.The black slave turns towards the master abandoning the object and the master’s subjectivity is considered as his own desires. In Hegelian final analysis, the slave disallows the definition of itself by the object (master) as refuses to be considered as a thing and through this; the slave takes hold of its own meaning. The Hegelian slave now forms its independent self-consciousness and his situation b ecomes so radicle that the object (master) becomes dependent on the slave to enhance in upholding his own self-consciousness.Fanon’s slave in white master black slave is not so fortunate compared to Hegelian slave. Fanon’s slave remains in an unfavorable situation as he does not create himself and continues to be dependent on the white master for his own self-consciousness. In his work, Fanon states; â€Å"The inferiority of the colonized is the correlative to the European’s feeling of superiority†¦It is the racist who creates his inferior† (Fanon 69). This directs focus on the subject since the black slave wants to be regarded as an object and never wants to be considered as an object.In the gaze of the white master, the black slave is used as an instrument for the master to measure his superiority. Additionally, the black slave gives the master the ability to realize his subjective security, and in defining himself and the world. Lastly, the slave is â€Å"denied in terms of individuality and liberty† (Fanon 164). The Conflict and the Violence The situation between the white master- black slaves may result to a radical and bleak situation. The environment shapes the slave and the desire for subjectivity is not yet exhausted with all odds staked up against the slave.The situations force the slave to â€Å"have an indisputable complex of dependence on the white man† (Fanon 168). The black cannot remain in the place assigned to him, for he seeks to find an end to this. According to Fanon, this happens through conflict and violence. According to Fanon’s exposition, â€Å"human reality in-itself-for-itself can be achieved only through the risk that conflict implies† (Fanon 170). Conflict becomes a central feature in humanity and human reality if there is a desire for one to be transformed from being an object to a subject.This in turn facilitates an entry to self-consciousness. Pursuit of subjectivity b y the black slave threatens the life of the master as Fanon puts it, â€Å"self-consciousness accepts the risk of its life, and consequently it threatens the other in his physical being† (Fanon 169). The desire for slave subjectivity implies that the slave wants to make himself recognized by virtue of his own agency, and he wants to assign meaning to himself as he desires. The slave no longer desires to be considered as a mere thing.Hegel gives a clear articulation of the Black slave’s desire for subjectivity when he states that freedom exists only because one is prepared to take the ultimate risk to obtain it. Freedom is not a right for the slave and is therefore essentially negative and gained beyond struggle and has to be earned. The characteristic of this freedom is the ability to assign and gain meaning by one self. â€Å"As this universal self-consciousness of each and all, spirit has in one unity its pure inwardness as well as the being for others and the being -for-self of the individuals† (Hegel 710).According to Hegel, â€Å"vanity is expected to give up this freedom, and, instead of being the arbitrary principle moving the content, it is supposed to let this freedom descend into the content and move itself by its own nature and then to observe this movement† (Hegel 58). The freedom and the agency involved in being-for-self is not granted for the black slave and the black slave fails to grant himself this freedom and agency.Fanon believes that recognition without struggle does not take place as the white man, in the capacity of master, one day, without conflict said to the Negro, â€Å"From now on you are free† (Fanon 172). However, the white man words to the Negro here seem contradictory since the tone seems normative in a sense, commanding the black slave to accept that he is now free since he has same rights as those of the master. The statement is an empty recognition considering that the slave wants to make hims elf recognized and take control of what transpires.Fanon describes slave-object situation by restating Hegel’s description: â€Å"The individual who has not staked his life, may, no doubt, be recognized as a person, but he has not attained the truth of his recognition as an independent self-consciousness† (Fanon 170). This point throws some focus on the idea of personhood in the Hegelian sense. It is through struggle that personhood is gained. However, this does not guarantee that that one has gained freedom or agency in terms of being able to provide oneself with a desired meaning.According to Fanon’s view, the black slave will be satisfied if master slave dialectic is inverted and the only means to so is through conflict and struggle. White master’s values are inherited and exercised by the black slave without transformations. This leaves the black slave at a bleak situation wondering if there is any hope in coming to agreement with the colonial situati on between the black and slave and the white master. Is it really possible to move form conflict and violence to mutual recognition on inter-subjective level?This move is however possible if we turn to Fanon’s characterization of humanity that serves as a point of entry to mutual recognition. Characterization of Humanity according to Fanon Humanity, according to Fanon, is characterized with a direction of mutual recognition that is identified by the importance of acknowledging differences among people, the integral role of action as it relates to the subjectivity formation and the basic values of humanity. Under acknowledgment of difference, the affirmation of differences between white and masters and black slaves is important.The white master addressing the black man as a brother attempts to convince the black that there are no differences between the black and the white. â€Å"When it does happen that the Negro looks fiercely at the white man, the white man tells him: Brot her, there is no difference between us† (Fanon 172). This shows a simple paternalistic curiosity that the white man has in the black man which in turn shows that the white master has an interest in the black man as far as the former slave can be of political and economic assistance to the white man.There are ulterior motives then through the way the white master proclaims rhetorically that blacks and whites are equal. This is not an assertion of equality but rather sameness. The role and impact of race in a society is an issue that should be handled carefully. Fanon states that action is integral to the formation of subjective self-consciousness when he states: â€Å"the former slave needs a challenge to his humanity; he wants a conflict, a riot† (Fanon 172). The former slave is rendered active from the outside challenges he faces and the desire for subjectivity.Action is central to Fanon’s idea as it is a notion that problematizes and undermines recognition. Act ion and recognition should however co-exist to assist one in attaining subjectivity. Fanon puts clearly the significance and utter importance of action, where one puts thoughts into what they consider to be basic values constituting the human world. Basic Values of Humanity These are the values that Fanon provide that motivate action from people, those that people pursue, with even a risk of death in the process. Fanon said: â€Å"that man is a yes. Yes to life.Yes to love. Yes to generosity† (Fanon 173). These values constitute the backbone of mutual recognition and also humanity. The values also serve as motivation towards action, implying that action should bring about a human society that is based on these values. According to Fanon, action is superior to reaction and in his work; Fanon says â€Å"man’s behavior is only relational. And there is always resentment in a reaction† (Fanon 173). Fanon follows Nietzsche when he says that human behavior must be acti onal and that freedom is found out of practice.However, reaction is not necessarily negative and action in this case can also be a reaction against something alike transgressions of humanity. Fanon conceptualizes the humanity transgressions when he states, â€Å"man is also a no. No to scorn of man. No to degradation of man. No to exploitation of man. No to the butchery of what is most human in man: freedom† (Fanon 173). It is the desire for life, generosity and life that defines humans as well as their desire for both freedom and a mutual recognition ad subjectivity in hich the agency is afforded by both the self and the Other for the provision of meaning to one’s own life. This freedom is both a practice and value and any transgression against it almost certainly results in a violation of humanity and human life. One’s actions, in favor of mutual subjectivity, must at the same time be a reaction against degradation, scorn, and any exploitation aimed at human l ife. Self and Other is inextricably dependent on a simple and basic, but mutually beneficial, conceptualization of humanity.Fanon’s Black Skins, White Masks thus provides a starting point for conceptualization and in that there is an optimistic moment in Fanon’s reading of Hegel termed as a point of entry into mutual recognition. Reciprocity as Key to Mutual Recognition Reciprocity is a key element in Hegel’s recognition. Fanon considers absolute reciprocity to be the foundation of Hegelian dialectic. One-sided recognition cannot work according to Fanon, who asserts, â€Å"action from one side only would be useless, because what is to happen can only be brought about by means of both† (Fanon 169).The search for meaning to life and for an authentic identity can only be fulfilled in mutual recognition. The move from objecthood to subjecthood is the starting point to mutual recognition. This need is integral to the constitution of a healthy and functional hu man society. A self primitively begin as an is, a being-in-itself. However, one wants to be and emerge into being recognized. One wants to be considered as a subject and not an object (being-for-other). The other requires the same presence of oneself, in order to reach the same result and as a consequence of a society of comparison is formed.There is a simple conviction at the root of the need for recognition that the self has about itself, namely that the self is not a mere thing and should not be considered as an object. The refusal to be objectified drives the desire for subjectivity which in turn opens up the possibility of independence, agency, freedom and personhood. The desire also represents the move â€Å"beyond life toward a supreme good that is the transformation of subjective certainty of my own worth into a universally valid objective truth† (Fanon 170).Such truth search, for a supreme good beyond life, represents the creation of the human world in which one seek s reciprocal recognitions by recognizing which is human in an-other. Master slave dialectic as revealed by Fanon and Hegel shows that the aftermath of colonization is a messy and uncompromising process where human lives are lost and seriously damaged. There is a number of empowering and positive values that emerge for their work such as those based on the possibilities and pitfalls of mutual recognition that characterizes a positive description of humanity.

Beauty Is Not Pain - 1704 Words

Beauty is NOT pain As we get older we all experience changes in our body, some that we love and others that we could do without. People are born in all shapes and sizes, but why is it that some choose to change that with cosmetic and plastic surgery? What would motivate someone to go through hours of pain just for a new body? With the appearance of more â€Å"perfect† looking celebrities in the media, the self-esteem of many women spiral down, especially in Asia. Beauty standards in South Korea are now being define by many K-Pop idols. â€Å"In Seoul, 1 of every 5 women ages 19 to 49 has had some type of plastic surgery, according to a 2009 survey by Trend Monitor† (Chow, NPR). With the media exposing the image of â€Å"perfection† in K-Pop celebrities’†¦show more content†¦Lee). The surgery is done with â€Å"IV sedation and local anesthetics† that are enough to keep you awake in order to â€Å"cooperate during your surgery to determine t he desired outcome of the upper eyelid fold† and to insure â€Å"that the shape and size of your eyes remain symmetrical† (Dr. Lee). The double eyelid surgery are said to date back to Japan in the late 19th century, however it was first introduced to South Korea sometime during 1950-1953, which marked the era of the Korean War. Credit goes to American plastic surgeon Dr. Ralph Millard who during the war was station in Seoul, Korea to do reconstructive surgery on wounded soldiers. During Dr. Millard’s time in Seoul, he was the first to develop and perform the double eyelid surgery on a Korean man who wanted rounder eyes (Baer). Dr. Millard managed to finish the surgery successfully and shortly after receiving many Korean women patients who reportedly worked in the sex trade and Korean women who were future war brides. Sex trade women wanted the surgery in order to gain more appeal to American men and Asian war brides wanted the surgery in order to â€Å"fit in† with their husband’s American family (Baer). The double eyelid surgery became popular more after World War II as Asian women wanted to reflect western women who were seen as more beautiful (Baer). The controversy and

Connie´s Coming of Age - 1257 Words

M K Cantrell D. Hicks English 1102 6 November 2013 Connie’s Coming of Age In her famous short story, â€Å"Where Are You Going, Where Have You Been,† Joyce Carol Oates shows the transition from childhood to adulthood through her character Connie. Each person experiences this transition in their own way and time. For some it is leaving home for the first time to go to college, for others it might be having to step up to a leadership position. No matter what, this transition affects everyone; it just happens to everyone differently. Oates describes Connies unfortunate coming of age in a much more violent and unexpected way than the typical coming of age story for a fifteen year old girl. Connie has the need to be viewed as older and as†¦show more content†¦Ã¢â‚¬Å"As we learn in the story, being mired in the ‘eternal present’ carries with it dangerous and devastating consequences† (Theriot 59). Because Connie is only aware of the present, she does not see Arnold Friend as the tempter and trickst er he is. Many believe that Friend represents either the Devil or a satyr. According to Wegs, â€Å"Arnold is far more than a grotesque portrait of a psychopathic killer masquerading as a teenager; he also has all the traditional sinister traits of that arch-deceiver and source of grotesque terror, the devil’ (Wegs 68). An example of these deceitful traits would be him lying and tricking Connie with his young-faced persona and using this distraction to force her to face the horrible choice of sacrificing herself or her family. Another opinion of Friend is that â€Å"the Devil is usually presented as interested in possessing human souls†¦ [and]†¦ Friend, on the other hand, clearly desires a physical relationship with Connie. His motives echo those of satyrs, notorious for their lechery† (Easterly 539). On the other hand, according to Easterly, â€Å"the Devil is usually presented as interested in possessing human souls†¦ [and]†¦ Friend, on the oth er hand, clearly desires a physical relationship with Connie. His motives echo those of satyrs, notorious for their lechery† (Easterly 539). Whether Oates meant for Friend to represent the Devil or a satyr is not the main function of his character. His main purpose in this story is presenting Connie with theShow MoreRelatedComparing A P And Where Are You Going, Where Have You Been By Joyce Carol Oates Essay1224 Words   |  5 Pagesand Contrasting of Coming of Age Stories Throughout the short stories, â€Å"AP† by John Updike and â€Å"Where Are You Going, Where Have You Been† by Joyce Carol Oates there are a various number of similarities and differences between the two. Both Updike and Oates short stories focused on the sexuality of younger girls and force the main characters to make a life changing decision. 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