Communications and Media

The national identity of Singapore is characterized to the social and moral value system linked with the lifestyle of her people across the period of time. This form of identity is founded on bringing into play the essence of the existence of people. Accordingly, the media sets in to promote the existence and sustenance of this belief amidst challenges of extinction, demise and disintegration. What the media does is to strengthen the fundamental concept of citizenship, belonging, productive initiatives as well as work. This paper seeks to present an explorative study of the role of media as a significant apparatus in constructing a sense of nationhood or national identity. The media therefore is a tool used by Singapore to promote all cultural, social, historical, moral and religious ideologies embedded in the multiracial representation to speak loudly about her heritage and identity.

The Media
Digitalization as well as globalization influences how the media makes its contribution to the process of national heritage. In view of this, Moran (1997 67-69) asserts that the content of the media as well as the reception of the media are factors that are heavily affected by the digitalization of the media. Arguably, the media counters the impacts of media ownership and media imperialism which is brought about by the commercialization of media. As such, the Singapore media structures its homegrown content in a bid to cater for all tastes an interest. This means that all programs that feature in media make it possible for the public to freely explore the beliefs and this happens within the precincts of the media unraveling the society which they operate thereby reminding the viewership about the nature of their culture and identity. All these happen in a package that is critically fashionable.

Rather than encourage the sense of shared experiences, values or experiences, the media influences the attitudes as well as the actions of the Singaporean audience. From this concept, Eddie (200821-25) argues that its role advocates for free individualism which champions for permissiveness in making decisions. It is a national value for Singaporean to make decisions without being influenced by the concerns of the society or even the societal preconception. The growth of the national identity is fostered by the media through various tools and mechanisms that are supported through media. Stone (2000 46-47) further outlines that these tools and mechanisms of media influence the people of Singapore and their behavior towards creating a Singapore society that is capable of facing certain challenges as well as benefit from the vital foundation behavioral, social and national tools. Accordingly, these mechanisms that are supported by the media through society include religion, family, school and law.

Furthermore, the national identity of Singapore is developed through a consolidation of its segment of media such that it fosters a sense of belonging to the country by spearheading cultural movements, in a bid to sustain cultural heritage. In light of this, the media highlights the national outlook of Singapore by publishing the creativity, belief and expectation of the people of Singapore both at local and international levels. Radio and its programs in Singapore continually reflect the composition the country that is multilingual as well as multiethnic. For instance, radio Singapore airs its programs in all the four official languages that are composite of the Singaporean population. This includes the Chinese, Malay, Tamil as well as English (Giddens, 2001 50-62). With regard to this, the media in Singapore is entrusted with the primary responsibility of interpreting all the policies and objectives of the government thereby contributing to the maintenance of a sense of national identity. Essentially, the media  promote the idea that portray a process of unification that blend a network of multi ethnicity and racial diversity evidenced through the interaction  of poetic, linguistic, aesthetic as well as cultural difference.

The concept of free and independent media is an element that largely contributes to the set of behaviors as well as ideas that are based on a multifaceted conceptualization of the nation. Selvari (2007 78-83) points out that ways in which various groups of people in the Singaporean society identify themselves, is strongly influenced by what they watch on television, read in the paper or even listen over the radio. Through this, national identity is addressed in the media as composite of historical, religious as well as cultural aspects.

Singapore and National Identity
Significantly, Singapore is a multiracial nation and in such an environment, tension is evident. Chen (2000 25-27) poses that what cushions this tension is the media that address multiracial issues through entertaining and informative programs. Accordingly, such tension continues to exist between ethnicity, cultural identity, language. Contemporary classification of the population of Singapore into Chinese, Indian, Malay and other groups share characteristics that were ascribed by former colonist and appreciating such diversity promotes a national image. To achieve this appreciation and multiracial understanding, the media has been on the forefront to preach reconciliation and healing therefore leading to what is today multiethnic and racial tolerance. For example, the racial rioted that marred the country in early 1950s threatened the process of nation building which is very harmonious (Kit-wai Mai, 1999 131-134). In light of this, the media resolved to disseminate the information concerning the significance of multicultural diversity and how national building can be realized.

It is important to note that the media does not protect the national image as an icon that is monumental but rather, it contributes to national identity by creating an environment where every member of the Singapore society move forward towards a more tolerant, pluralistic and understanding position of the national identity. To illustrate, Erhard (2007 167-169) asserts that the contribution of the media in Singapore has emphasized on making the larger Singapore population to understand the importance and value of a sense of national identity.

According to scholars, the relationship between the media and national identity should be inspired by the establishment of a framework through which the indoctrination of the national image are added to the society in the most positive way (Birch, 1993 35-38). In addition, the media has for years used an instrumental model to collect narratives, ideas and myths used by various groups in Singapore to maintain establish cultural image and thus maintain an identity. To effectively address this question, the media is responsive to the diversified interest of the Singapore society and at the same time mindful of the inherent need to understand the element of national image. As such, programs aired by the broadcast media deeply reflect the myriad factors that sum up the cultural orientation of the people of Singapore. With regard to this, the role of the media in contributing to the national identity rests in the pedestal of value in protecting and sustaining a sense of national identity (Giddens, 200165-68). Consequently, the nation broadcast has the power to provide a focus point which revolves around developing the national culture. Stone (2000 45-46) explains that by providing  a reliable central point from which the people of Singapore can trace their cultural understanding, the media builds a process of promoting unity and infusing the belief of the people of Singapore to the whole nation.

The Interplay between Media and National Identity
In essence, varieties of media interact to offer a common foundation of identity. With regard to this, it is upon the government and the citizens at large to gain meaningful force to the values of the society typified by the social behavior, beliefs and national goals. These give the media a leeway to act as a monitoring unit of the dispensation of these social behaviors as well as values. Arguably, the role of the media through civic discourse does not simply border the paradigms of expression but goes to the lengths constituting what is inherent in the national heritage and image. Erhard (2007 195-198) postulates that through what is called civil dialogue, the media challenges the society to articulate its prospects, assumptions, norms  and opportunities as regards their national image and consequently allow for the transformation of the already articulated ideals.

Considering the small size of Singapore coupled with its nature of national discourse that is local, controlled media and its freedom facilitates an expressive process that favors a political and civil expression. This expressive process makes it easier to identify with thereby it is possible to clearly examine the national identity (Selvari, 2007 207-209). Essentially, these national discourse and conservation is manifested in a number of frameworks that range from newspaper, speeches, popular culture as well as the factors that constitutes a process of self reflection and can be reached by a larger population of the public. In addition, the system of media practice allows for the participation of the public a factor that yields a situation of feedback mechanism. Evidently, this is an opportunity for Singapore, a country that does not have an overt political influence and hence, media provides a chance for the Singaporean to negotiate with the government as pertains national identity through letters to the editor, opinion polls and surveys that promotes consultative democracy (Giddens, 200176-79).

The national debates and other public documents are made accessible by the media and continue to shape the national perception of Singapore. Eddie (2008 33-34) gives examples of the memoirs of Lee Kuan to articulate the issue that national debates mirrors the citizens perspective of the national identity. Accordingly, participation of the citizens in national debates such as the recent one that was dubbed Dying for Singapore reflects the duties of a citizen and thus position the media as an institution with the task of represented the symbols of national identity. The memoirs of Lee serve to influence as well as inform the popular appreciation of what Singapore has transformed into from time immemorial. This important aspect of history gives the whole Singapore population a sense of responsibility for what Singapore has transformed into. In other words, the response of the public to such memoirs symbolizes an element of indirect renegotiation of the meaning of its national identity. As such the media is seen as an instrument that provokes the nations attitude of self conversation to national identity thus contributing to it. This is a fact that is reinforced by public reactions to media reports a factor that offers invaluable appreciation into the insight of cultivating a sense of national identity.

With regard to this, the media makes citizens of Singapore to understand what their culture means  and  fosters a scenario whereby people delve in cultural practices that desirable and acceptable not only  in Singapore and but also around the globe. According to Monre (1995 31-33), media generates tremendous influence on culture through consecutive generations and points the need for change in the same cultural unit. Arguably, it is evident that the people of Singapore will culturally behave in a given inclination according to how it has been over the years. This also means that even if the visitors from other country come, they are likely to acclimatize to the cultural behavior by virtue of the emphasis the media gives a cultural heritage of Singapore.

In addition, the media reflects the perception the people of Singapore have on the culture. This happens through contexts of the lives of Singaporeans as they positively promote cultural values their and ability to keep pace with the wheel of progress in the world. In light of this, the media mirrors how various communities in Singapore conceive values thus conceptualizing that Singapore has to carry a given cultural behavior across all communities (Stone, 2000 45-47). On the same note, Birch (1993 46-49) notes that the media determines how the attitudes of people changes over these values and beliefs therefore, all beliefs inherent in the culture of Singapore is reflected through the media as championed by the family, religious groups, educational institutional and social dimensions.

With the changing world in terms of globalization and digitalization, media continues to play a very relevant role in representing the image of Singapore internationally. Chen (2000 87-89) asserts that media facilitates the appreciation of the people of Singapore to cherish the importance of national identity. Accordingly, media has cushioned citizens of Singapore against the negative effects of globalization by emphasizing on value and social behavior typical of Singapore. For example, as a result of globalization, prostitution has set into play thus undermining the image of Singapore but the continued role of the media to enlighten people on the dangers associated with prostitution, the national image is restored and people regard prostitution as an enemy that should be fought.

Accordingly, the Ministry of Information and Public Service Broadcasting has stipulated that towards building a national identity, the media should function as a tool of enlightenment. This is achieved this through providing entertainment, education as well as information (Kit-wai mai, 1999 153-157). To succinctly foster the central sense of national identity, the media at all times uphold the values of impartiality, balance as well as objectivity.

In addition to contributing to national identity, the media has served and continues to serve the general welfare of the people of Singapore by carrying out objective that add up to long term success of Singapore as a society. Accordingly, Eddie (200823-25) postulates that programs that are broadcast are made accessible by the entire Singapore population and at the same time, they address the taste and interest of all groups in the Singapore population. To reinforce this point, Moran (1997 123-125) further argues that minority groups normally have a set share of programs aired in their favor. This therefore indicates the effort of the media to collectively promote national identity through balance. By distancing itself from certain vested interest that is not in the interest of the nation, the media preaches national cohesion which is a component of national identity.

The Ministry of Culture and Heritage collaborates with the Information Sector to establish the symbolic heart national identity. According to Chen (2000 102-105), the media comes out to assume the position of the custodian of national identity. In view of this, imaginary efforts to maintain, create and negotiate questions of cultural identification which are shouldered by the semi authoritarian authority of Singapore are also guided by the information industry. It is observed that the primary framework to construct the Singapores identity is characteristic to the civic role that the media play. Kit-wai Mai (1999 169-173) notes that self conversation within the society facilitates the growth and strength of national identity and as such, it is a function that serves as a defining rubric   for the national identity given that it is epitomized through various media (Monre, 1995 45-49).

Conclusion
It is in the strategy of the media to promote the cultural objectives of the Singaporeans. Arguably, this strategy rests in the belief of regular information that captures cultural activities through press conferences, websites, broadcast media as well as bulletins. The reliability and usefulness of media is rated high in Singapore due to the evident factor of its role in contributing to the national identity.

Through entertainment, education and information, polices of the government, matters of public affairs, current and international events are all captured, programmed and produced for the basis of addressing components of Singapore national identity and heritage. Newspaper, television, radio, magazines and movies are among the components of media that continue to play a significant role in the development of national identity. Accordingly, Singapore has one of the effective as well as dynamic systems of media which continues to foster national image by integrating various ethnic communities. In motivating, education and entertaining the mass, the media influences people to participate in acclimatizing to the fats industrializing and urbanizing Singapore society thus participating in the national building.

Citizen Journalism is an emerging type of journalism that is taking its toll in the contemporary bloom of media. Marc Cooper who is in the field of journalism and started off as citizen journalism, professional states that with the passage of time, citizen journalist will quickly replace professional journalist. The account made by Marc Cooper is correct and agreeable because there is a great deal of pointers that help us in grasping the need of revolution of new status of mind set that can help in shaping the journalism. The broader and newer mind set can help audiences in knowing the factual information and most commonly the truth in a wider and new term.

Internet, the medium of moderation
Marc Coopers account is justifiable because internet is the fastest growing network that provides almost every type of information. Internet emerged at the time when journalism studies in universities were almost surviving as elaborated by Keith Windschuttle in his article of The Poverty of Cultural Studies. Internet journalism provided a great deal of credibility to the news and information that was published by citizen journalist (Windschuttle, 2000).

The faster, the Quicker
Another point that claims the replacement of professional journalists with the citizen journalist would be the need of instant news. The phenomenon of breaking news had given rise to the need of providing the fastest news. In terms of providing the fastest news, bloggers and online citizen journalist overshadow the news that is reported by professional journalism (Miller, 2009).

Interpretation
In the professional journalism, the real terns and focus is objectivity and less of commentary. The objectiveness of professional journalism is not in the form of interpretation or perception. Professional journalism is destined to provide absolute truth and leaving the grasping affects and stimulation on the audiences. Citizen journalism is rather commentary of absolute truth that is mostly projecting a view of an individual. Online Journalism at times is responsible of making a social impact by forming public opinion (Nolan, 2008).

Its collaborating
The most notable pointer to justify the account that citizen journalist can surely replace professional journalist would be the collaboration between both the mediums of journalism. A great deal of media services broadcast citizen journalism claims. Whether its a claim of citizen journalism through blog or video blogging, news channels surely broadcast the most informative ones. The example could be drawn by the media service by Al-Jazeera channel (Gauntlett, 2007).

Reflecting Democracy
Citizen journalism is the best example of freedom of speech. If citizen journalism through the source medium of internet would have appeared in the classical era of journalism then it would have been surely called as an irrelevant source or in other words, yellow journalism. But the absolute reality is that press being a free pillar of a state represents the nation. The freedom of speech being exercised by citizen journalism represents democracy (Gauntlett, 2007). 

In a nutshell it could be said that citizen journalism could easily, quickly and adequately replace professional journalist because it is being regarded as a quick mean of information. The information published by citizen journalism could easily be checked fro credibility. It allows people from different aspects of life to come forward and practice freedom of speech. It is helping public in understanding of situations through interpretations. 

Did you that the label is more important than the labeled In the process of buying goods and services, majority tends to be drawn by the labels and little interest is given to the product. The label is more fascinating than the product and it seems to speak on behalf of the product. In the modern world, a culture has been developed where great is the label other than the brand. Companies are digging deep in their pockets with an aim of making their brands more emotionally appealing. They have set out to make cool hunting, market research, design development and promotions in an effort of increasing the desirability of their brands. What is there in branding that makes is more attractive than the branded (Virtual Advisor 2009, par 3).This essay looks at branding as a way of creating an emotional appeal in relation to various commodities.                                                                                                                                 
The concept of Branding                                                                                                                       The bare truth in the modern business world is the fact that there exists utterly nothing that competitors cannot imitate within time after a hot product has been released in the market. The world is a good copy cat. The great idea possessed by one person can be easily copied by others sooner that expected.  They will not only follow the leading product but will also produce a better work. The biggest question that arises then is, To what extent do producers have to go to ensure that their products are not copied by others The answer to this question is the brand (Virtual Advisor 2009, par 4).                                             

To get a better insight of the whole process of branding, it is essential to know what a brand is. A brand is a name, a term, a sign, a symbol or a design given to a product to make it identifiable from other products. With a brand on a certain good or service, people willing to buy goods as well as services can differentiate a particular commodity or service from those of a similar kind (Lake 2010, par 1). A brand can in this respect be summarized as the personality a set of qualities that a prospective buyer can associate with the product in reference to the interaction they had with it (Harrison, par 3).                                           

Qualities of a good brand                                                                                                                     The old slogan that There is nothing that actually happens before someone sells an item can nowadays find itself in the dustbin and to take its place the new philosophy There is nothing that actually happens before someone brands an item (Virtual Advisor 2009, par 1). In the production process, a good brand will send a good message to the consumers of the goods and services, and hence draw hordes of them to buying the product. What follows when the demand goes high Subsequently, there is increased profit to the producer. No one will give a bad brand a thought or two but a good brand performs miracles. Along with sending clear messages, a good brand confirms the credibility of the product and provides a link to the targeted emotional prospects. Additionally, a good brand is so convincing to the buyer and concretes hisher loyalty to the product (Lake 2010, par. 3).                                                                                                                         
However, for one to be successful in branding, it is a must to know the demand trends first. This is to say that understanding what the customers, prospects as well as clients want will determine the choice of the brand. Their needs should be incorporated in the brand to build a stronger emotional appeal in them.  The brand exists in the minds as well as in the hearts of clients, customers and prospects. In simple calculations, it is the total sum of their perceptions and experience in which most can be influenced and a few cannot. A brand can be made to communicate effectively to the prospective buyers (Lake 2010, par. 4-5).

Branding should aspire to stretch out in an effort to make a product appealing to individuals emotions. A brand should not only communicate functionally and in terms of service but should also seek to distinguish the whole organization along with its services (Harrison, par. 8).  A strong brand will win the battle over the stiff competition for customers that increases day in day out. It is therefore the right thing to do in the investments on market research, design development, promotions as well as what would be termed as cool hunting. These essentials will go along way to building a brand. Furthermore a brand is a promise to the customers the only foundation in marketing communication that a producer cannot do without (Lake 2010, par 6).                                                                                                     
Desirability of designer labels                                                                                                                 In the business world, where the label is more important than the labeled, the uses of labels on products are numerous. One of the striking importances of designer labels is the platform they provide for innovative and creative communications. As had been earlier pointed out, a brand is a cornerstone on which every marketing communication rests upon. Other subsequent activities depend on the brand such as marketing. The direct marketing is developed from an already established brand and its revealed personality. Success, or on the other hand, failure of marketing is determined by the brand (Harrison par -10). Through creativity in designing the labels, a label is the basic means through which a business enterprise is differentiated from a similar organization producing the same goods and services. The more appealing the label, the more easily it will stand-out shoulders high above the crowded market. This is only possible through innovation and creation of appealing designer labels. Labels are tools used to communicate effectively to the prospective buyers (Harrison par -10).
                                                     
Additionally, the labels used in packaging helps in the identification of a particular product. Identification label is important for product promotion. The stickers help customers or clients to differentiate successfully among others on the shelves. Without labels, the whole market will be such a confused one (Parker 2010, par 1).                                                   

Another importance of a label is to give knowledge of a particular product such as the ingredients. It provides information to prospective customers on the nature of the product. A label in this respect gives more information to the prospective customers about the product in question. To accompany the name, ingredients used in the product preparation can also be mentioned in brief. This goes along way in fulfilling the informative function of a tag (Parker 2010, par 1-2).                                               
More so, a designer label decorates the product making it more appealing in the eyes of the customers. For a marketer, it is essential in grabbing the viewers attention in the process of buying. A beautifully designed label will attract even those who were not in the mood of buying. Interests are aroused in the customers mind beyond the depths that one can imagine all because of the well cut-out label. Impulse buying can even be made when the products label looks more appealing. It adds the visual appeal of the overall product. An admirable label on a product communicates about the beauty of its inside as well as its use (Parker 2010, par 3).                                                                                                                                           
Another desirability of designer labels that is equally important is the sale display it creates on the shelves. The label can be used on security bases. The labels are normally accompanied by a logo or a trade mark indicating the company from which it was made. In case of complaints by a customer through the use of the label as well as the trademark can easily reach the company to forward the complaints (Parker 2010, par 4).                                 

A label represents more than words. It contains many intangible aspects such as feelings as well as the perceptions regarding the quality, status, image and lifestyle of a product. The label out of these intangible aspects creates the perception in the customers minds that no other good or service exists within the market parameters apart from the product or service in debate. A designer label gives an assurance to the customers that the goods or services they are going to buy are the right ones as well as the best (Virtual Advisor 2009, par 2).                                                                                                                                           
A strong designer label will not only give the product a name but also the entire business. The customers will be led to think of the business first before thinking about the product type. For instance, when a gorgeous lady wants to purchase a nice handbag, the first thing that strikes the ladys mind first is the Louis Vuitto. Likewise when looking for a dress to be to turn the eyes of her friends green with envy, then Chanel is the brand. The companies have managed to build a strong foundation with their well designed labels. Whatever the product they will produce with their label, it sells like hot cakes, irrespective of the quality just because of the brand. The label will always be as fascinating as ever (Virtual Advisor, 2009, par 5). The world of business is in competition and as a result, many of the initially conservative industries in fashion, consumer goods and restaurants are nowadays investing heavily in branding. Even in the field of finance the essence of branding has began to be taken seriously (Virtual Advisor 2009, par 9).                                                                                                 
In conjunction with the above, a label has a worth or what is termed as equity. The brand equity can, unlike other intangible notions, be quantified in monetary value. This is to say that the name sell first before the product itself. For instance, if the Louis Vuitto Company were to be sold, the firms value will be calculated in terms of assets of the Louis Vuitto brand. The total value that the brand gives is much huge that the physical assets.  In other words, the brand is sold instead (Virtual Advisor 2009, par 7-8).                                           

In summary, building a powerful designer label creates a powerful program in marketing. When a label manages to convince a customer that a certain product is worth buying, no amount of dollars used in advertising, public relations or else fancy packaging will enable a producer reach the targeted sales goals. Any marketing strategy without a desirable label will be a waste of time like when one tries to milk a bull. Superior products start with successful branding (Virtual Advisor 2009, par 3).                                                                                               
A brand is something that can be owned forever. No one can take it away. Despite the fact that everything else can be stolen such as trade secrets, a label will not. Technology may change but the brand can live. It is a lasting value that is above as well as beyond all business elements (Virtual Advisor 2009, par 6).                                                                                     

Techniques used in promoting designer labels                                                                                    After the marketers have determined the major characteristics of their market place, after a product has been established, the next bigger step to take is designing promotional programs of their labels that will go along way in helping them reach the desired goals. Different techniques will work best on different consumers and therefore the best way out is to tie these techniques together (Schultz, Robinson  Petrison, 1998, p.20).                                                                         

Fashion, high class, elegance, originality and wealth are among the terms that hit the mind when either Chanel or Louis Vuitton is mentioned.  What have these companies done to continually promote the labels of their products How can a label withstand the time test (OPPapers 2010, par 1-2).                                                                                                                                                                                       
Pricing has successfully played a tough game with brands. In the current world, the price is more fascinating than the value. High pricing of brands play a cool game with the psychology of customers. The belief is that highly priced labels are of a far much better quality and likewise low priced labeled brands are low in quality. Qualities of goods and services are as their prices suggests. A high price suggests a commodity of high value and customers will be kept at bay (Virtual Advisor 2009, par 30).                                                             

This trick has worked so well with the Louis Vuitton high priced bags that are created by the company each season. Which lady does not have a Louis Vuitton handbag  The aim of the fashionable bags is not money making but to create envy. Chances are that if one is unable to buy one of the limited bags, then it is possible to buy a standard one (Marinovich, 2006, par 6-7). Such high prices for mere carrying things are against any logic. In the real sense the idea is not on the price but the absolute value of the brands (Nagasawa, par 3).

Moreover, Louis Vuitton do not offer discounts on its products. They believe that the discounts will greatly affect their branding and more so spoil their already selling name. It will be a symbol of low quality goods and they do not want to tarnish their good image by giving mere discounts (Word press 2010, par 3).                                                                   

Another technique used in promotion of labels is creating goods and offering services of high quality. Louis Vuitton has given itself a name through its high quality products. For instance, a small purse may go through 1,000 processes before it is finished all of which are hand made. What results is a beautiful pulse that every woman would like to possess (Marinovich 2006, par 6-7). Louis Vuitton hand bags are of a distinguished quality worldwide make heads of many turn when it passes nearby. In marketing, importance is placed on the relative quality but Louis Vuitton calls for absolute quality. Competing with Louis Vuitton handbags is utterly useless it is either Louis Vuittons products or nothing at all (Nagasawa par. 2).                                                                                                           
Additionally, distribution (place) is used as a technique in the promotion of designer labels. Any market seeks out to broaden its channels of distribution such as operating in several stores. However, Louis Vuitton doesnt know this. Instead few outlets are available. The Louis Vuitton bags are only available through few distribution channels that are controllable and ensure that quality is maintained as well as control imitation. This in turn has popularized its brands (Nagasawa, nd, par 4). There is no need of outlets as far as the Louis Vuitton brands are concerned. The quality of each product is guaranteed and ensures that their brands are not pirated.  Its doing things in a different way from the set conventions makes it unique (WorlPress 2010, par 2-3).                                                                                                   
One of the techniques used in the promotion of these designer labels is the communicative efficiency. This is achieved through the use of terms that are easily pronounced with a neutral as well a positive correlation all around the world. To ensure popularity of the designer label, a label to cater for different ethnic groups is used by producers of goods and services. This ensures that there is no language barrier that is created to distract people from their being attracted to a certain product. The easy name to pronounce as well as its neutrality will keep the product in close touch with the customers (Virtual Advisor 2009, par 16-17).                                                                                                                                                               
Another technique involves packaging and advertising. As much as a strong brand speaks on behalf of the product, more is done through packaging as well as advertising. The more attractive that the pack of a product looks, the greater the emotional appeal to the customers. Rarely will people be found scrambling for products whose packs are poorly designed. The outside appearance speaks for the product that is enclosed. There is that human nature that tends to make judgments of an inward trait out of the outward appearance (Virtual Advisor 2009, par 20).  Product labels play a great role in todays competitive world. Attractive labels allure many customers. The label makes the entrepreneur unique as well as attractive among a group of other competitors. More so, they represent the companys brand image (Parker 2009, par 1).                                                                                                                           
By advertising the brand regularly, customers are made aware of a particular brand and furthermore, advertising is mostly accompanied by brief descriptions. The names, through regular advertisements will ringer in the minds of prospective customers for long. Why then should they not give it a try when they are out in the market Advertisement reinforces the name of the product and hence popularity. Moreover, advertisements that are accompanied by humor tend to draw massive customers (Virtual Advisor 2009, par 20).

Advertisements of various kinds such as through print media popularized the Louis Vuitton products. A combination of their advertisements with famous people like actresses Jennifer Lopez and Uma Thurman as well as the supermodel Gisele Bundchen positioned Louis Vuittons products in a place that no amount of marketing can. There is also sponsorship as a way of advertising. For instance Louis Vuitton sponsored the LVMH Young Artists Award as well as LVMH discovery and Education. Advertisements are also constantly made through high-class occasions such as Louis Vuitton Classic and Louis Vuitton Cup.  The company can go to any extent and invest great deals of money in advertisements. For instance, the two magnificent Vuitton suitcases at the store of Louis Vuitton in Paris cost 1.5 million. The investment is not as overwhelming as the profits that result (Marinovich 2006, par 5).                                                                                                   

As much as Louis Vuitton aims at reaching the masses, it does not put much emphasis on television adverts. Mostly, advertisements are made on newspapers and magazines.  The advertised products include cool images rather than sales vibrant ads. The images are emotionally appealing to prospective customers (Nagasawa, par 5).                                                                                             
Another trick that is played by promoters is the genuineness. A customers trust can be build by using labels that indicate that the products are the ones and the only. For instance, Louis Vuitton Handbag is what you need or Always Coca-Cola shows one that none other fits. These catchy terms are of a competitive advantage to the brand (Virtual Advisor 2009, par 27).                                                                                                                                     
To win over massive number of competitors, producers make sure that their brands are in line with the lifestyles of their customers. When the consumer needs are addressed by a brand, then there is likelihood that the products will appeal the prospects. A winning strategy is the one that moves along with the customers lifestyle changing if the need of the customer be (Virtual Advisor 2009, par 27).                                                                                       
To place a brand strategically, it should promise and keep the promise. Products that do not fulfill what their labels promised will die out of the market as fast as they had come. This is because they used a lying mode. Cheating does not last for long. Nevertheless, those that follow their promises will survive the market competition. If Chanel for instance claims that their pairs of trousers are fashionable and of a classic quality then true is their word. That is the treason why their label will always be great (Virtual Advisor 2009, par 27).                                                                                                                         
To sum it all up, any branding strategy should be adopted towards establishing long-term visions in regard to the company. No one technique is enough to give a product a big name but several of them should be adopted. Branding strategy is the foundation of everything that follows (SasaHivi Media Ltd 2010, par 3).                                                                                                                                                                                       
Resistance to the appeal of a particular brand                                                                               
Ones man meat is another mans poison. Despite the fact that a label creates a positive emotional appeal to the prospective customers, it can also create a negative appeal. A certain brand cannot satisfy all customers. People are of different kinds and hence their tastes, fashions and preferences. No single brand is appealing to every costumer. Some even tend to reject the appeal created by a brand and try to subvert it. Just like the beauty is in the eyes of the beholder, not every Tom, Dick and Harry will find pleasure in a certain brand however appealing it may be. Branding is rooted upon singularity and not plurality targeting persons from the view point of a personal manner. Universal appeal should be cut off completely as far as branding is concerned. This is the reason why many companies give a wide range of products. Though the products may be similar, their designs as well as labels may vary. Through tertiary brands and line extenders, they are able to widen their emotional appeal. Though an industry can reap considerably from a brand, no one product needs a stand-alone brand. Brands can therefore be separated into three the primary, secondary and tertiary brands (Virtual Advisor 2009, par 11-12).

The primary brand is the backbone of the companys brand. It draws greater amounts to the company than any other brand and therefore should be given the first priority like in advertisements. On the other hand, secondary brands are line extenders or flankers of primary brands. They do not need another name but their labels and names are a modification of the core brand. They will however help to strengthen the primary brands. For example, a toothbrush known by the label Crest Deep Sweep will have Crest as is primary brand and Deep Sweep as the secondary brand. The descriptive term is a selling proposition. Flankers describe to the prospective buyers what a particular products main features are or the accruing benefits. Finally, tertiary brands have too little or no significant income. However they are not in vain as they contribute in building a companys image. Sometimes, they do not have brand names that are registered but instead they have descriptions. For instance, a manufacturer of garbage bags may have an unregistered brand, Household Trash Bags. This generic line brings little but fills a specific need of a customer who is never fascinated by labels (Virtual Advisor 2009, par 12).                                                                                   

Conclusion                                                                                                                               
Emotional appeal is what sustains businesses especially in the current times where labels are what people buy. Understanding the strategies that promote a brand is important in the future brand developments. Moves should therefore be made to develop designer labels as they seem to be the central post in the business. Without, those the businesses cannot survive. They are the voice and carry out promotion on behalf of the business. Marketing researches are encouraged in a move to come up with a brand that is persuasive, convincing, assuring and appealing in the eyes of prospective buyers.

The rapidly changing societies with constantly improving technology and occurrence of social digital technologies dramatically changed the way people communicate and interact with each other making them either digital natives, digital residents, digital immigrants or digital visitors based on their generation or familiarization with technology. More and more people today perceive the world as the complicated and mature network of computerized and online applications that help to communicate, search for, exchange and share information, make business with international partners, play games on distance, and many other purposes. Though, the question is whether digital natives and digital residents are the same in their perception of the world, behavior and life habits in the future.

Behavior of Digital Residents
Since personally I was born before 1994, I am related to the category of digital residents, who were born before the occurrence of social digital technologies. Such people like me learnt the computer and Internet-related skills either in schools or universities and have an opportunity to compare life and perception of the world before and after the digital world. Despite I am not a digital native, my behavior as a digital resident is already influenced by numerous technologies I am using daily like cell phone, computer, DVD player, iPod, etc. With occurrence of cell phones, for example, people became more flexible and mobile in their behavior, actions, plans and ability to communicate with their family members, friends and colleagues. Moreover, many people combine conversations by cell phone with other activities like cleaning the house, working on the computer, shopping or driving a car (Palfrey and Gasser, 2008). Recently more and more people, including me, prefer to make their personal or business calls while driving to the office, shop or gym. It might be a good way to use time efficiently, though at the same time might cause problems and distract a person from driving and being careful on the road. In one of his first video chapters Robert Schrag (2010) addressed exactly this issue when young people got used to talk by phone and type text messages while driving.

Though, the main difference in such behavior between digital natives and digital residents is that the last ones are more careful, reasonable and less dependent on the technologies than digital natives are (Palfrey and Gasser, 2008). It might sound crazy, but computers, cell phones and other technology-related products became a mandatory and integral daily part of their lives. While as a digital resident I am less dependent, or better to say, obsessed with technology, the changing world of education and business requires being constantly aware and familiar with the latest technologies, either to learn the updated and useful information for my personal and professional development or to keep pace with younger people whose knowledge of languages, computers and technology-related applications make them more competitive at the labor market.

Conclusion
As for the future behavior as a digital resident, it is rather hard to predict since more and more innovations enter our lives. For example, nowadays a debate exists concerning two main issues human cloning and brain chips. Personally, I do not support either of these ideas since with their occurrence and legacy people will be controlled by those who created such innovations while the human being is independent self-thinker who is responsible for hisher own actions, has personal wishes and dreams and is unpredictable in hisher behavior. While digital world gives me more and more opportunity to learn the world and communicate with other people, at the same time it controls me more and more shaping my behavior in the way innovators and digital world creators want. I personally think that technology should be wisely and within certain limits without suppressing and eliminating the natural things and personal communication between people.     

The Face Negotiation Theory is established by Stella Ting-Toomey, which discusses the way by which people with different cultures communicate and manage conflict. In 1985, Stella Ting Toomey explains in her theory that disagreements and conflicts are usually brought about by identity management on the individualistic and collectivistic levels. The different facets that characterizes the identity of an individual or group is referred to as faces. Faces serves as the public image of an individual or group, which the society as a whole assessed depending upon the cultural norms and values of the peoples respective culture. According to Ting-Toomey, the distinction between individualistic and collectivists cultures is seen on how the former gives more importance to the face of the individual while the latter gives more attention to the welfare of the group (Gudykunst, 2005).

The major tenets of the Face Negotiation Theory are greatly applicable with my life, especially since I interact with people that have different cultural background. I have friends who do not share the same culture that I have and sometimes this is the cause of misunderstandings between us because cultural differences also affect the values and principles that we have in life. However, I realized that in order to get along with my friends I need to understand and accept our differences and in doing so, I need to properly communicate with them in a way that shows my respect to their values and beliefs, which is actually one of the important things that is explained in the theory.

In relation to this, I also learn that the theory can actually help me to enhance my communication process in the future wherein I could try having a more collectivistic face, which will allow me to give more importance to the welfare of the group rather than my individual interests. Moreover, I realized that the relevance of the Face Negotiation Theory has become more vital than ever because our society is becoming more interconnected with each other, especially with the greater interaction of different people all over the world.

For many centuries, humans have been involved in wars for various reasons. Wars according to Ricks (2006) are caused by different conflicts of interests, or in a much deeper analysis, wars are caused by human greed and egoistic pursuits. Factors such as poverty, inequality, discrimination and cultural misunderstandings also cause wars.

Much have been said and done to mitigate causes of wars. Yet, people have not learned from the sufferings of the past caused by the horrors and uncertainty brought about by conflicts that sacrificed the lives of the innocent and the great. Oftentimes, wars are being waged to justify a cause, to justify a belief and worst, to justify selfish desires and personal benefit. Grassroots movements around the world are struggle to free the world from the sufferings of war and indignation, however, all of their efforts are wasted as powerful authorities make their way out in justifying their actions.

For Gordon and Shapiro (2004), the war between the United States of America and Iraq was deeply  rooted on both the desire to protect human rights, and the hidden desire to control resources. Rampton and Stauber (2003) clearly elaborated the problems that caused America to wage war against Iraq. According to Rampton and Stauber (2003), the Bush administration went to war against Iraq to bring about change in the regime of Saddam Hussein, a regime that according to Bushs administration, has violated human rights and international mandates and agreements. The Bush administration has stated several reasons for the war against Iraq, as explained by Rampton and Stauber (2003)

America waged war with Iraq because for one, Saddam Hussein is seen as an evil person who has violated many human rights, even killed his own people to protect his power and position. Second, American authority believed that Iraqi people should be liberated from this kind of leader who is not following the United Nations resolutions particularly on disarmament and non-proliferation of destructive weapons. Third, it was believed that Saddam Hussein pose a risk for the United Nations to be seen as an organization that is not credible and lacks integrity. And fourth, the United States is solid on its belief that Saddam Hussein has strong ties with the Al Qaeda terrorist group who caused so much havoc during the September 11 attacks (p. 8).

Millions of people expressed their outrage over this unprecedented destruction not just to properties but also to the worlds most precious resource  the human life. Many innocent lives were lost because of the war in Iraq. Photographs of dead bodies of children, women and innocent civilians continue to proliferate in our TV and computer screen even now. This only means that war is unjustifiable and should be stopped the soonest possible time. If people use revenge as a motive for war, it would surely result to unending cycle of conflicts and misunderstanding.

As much as there are many reasons for going into war against Iraq, there are also many reasons for opposing it. According to Mokhiber and Weissman (2003), it is a common sense to end or stop the war in Iraq given the casualties from both sides brought about by this unending quest for power and resources. For Mokhiber and Weissman (2003), Iraq is no threat to the United States given that Iraq is one of the weakest militaries in the Middles East region with no evidence to having nuclear nor biological or chemical attack against the United States. (p. 17).

A lot of studies and investigations have already been conducted and majority of them explained that one of the major motives of the United States for waging war against Iraq is its desire to control the oil reserves of the region. If this is the case, U.S Iraq war is ridiculous. There are better solutions to energy problems than through waging wars. War in Iraq is a dynamic interplay of economic and political factors that the U.S tried to secure for its own benefit. It would be hard to believe that the United States is caring about the welfare of the Iraqi people if Iraq is not one of the worlds largest oil reserves.

If oil and energy source is one of the main reasons for the war in Iraq, it would right to say that people should move from a fossil fuel-based source of energy into renewable and sustainable energy sources.

Ikeda (2003), in his book entitled The Human Revolution explicitly proclaimed that there is nothing more barbarous than war, nothing more cruel and inhumane (p. 1). This was also the battle cry of those people who have witnessed and experience the horrors of wars. Not only is war barbarous, it also cost a lot. If military spending can be reduced to even a tenth from its present expenditures, it could have been very useful for other people who do not even have a water supply in their communities or food on their table. Proponents of the U.S.-Iraq war are just motivated by their desire to demonstrate just how much military power the U.S. have and not on the motivation to further human rights and democracy.

War is like a grave case of bullying. When we were still young, it is usual for parents to reprimand us regarding bullying. When a child is bullied, there is this interplay of dominant and weak personality. There is always this big boss who is strong physically, and who is in command, forcing others to obey his or her rules. That big boss always feels that he or she is always right and whatever he or she says must be followed by the minions. They often lack the understanding and sympathy for other people, especially to those they bully. This is what the United States have done and is doing to Iraq and its people.

It would be understandable that Americans might feel outrage and indignation towards Iraq after the September 11 attacks. But intensifying this feeling of outrage among the American citizen towards Iraq is a clear indication of the power of propaganda to appeal to peoples emotion, thereby justifying the waging of war.

Apparently, the war in Iraq has caused so much challenge in the present administration. Many politicians might say that the war in Iraq is no longer their business as it was a problem of the previous administration. But the world is waiting for the United States to make its way out of this mess and pave the way to an era of peace and conflict resolution.

This is not an easy task to do. Ending the war in Iraq takes so much courage and commitment to upholding human rights with the sincere intention of respecting and upholding peoples desire to live in peace. One of the easiest and also the most difficult solution to ending war is through a heartfelt dialogue.

As Ikeda (2003) explained, a heart to heart dialogue has its goal, that is, to create mutual understanding between countries of different beliefs to form a consensus to further peaceful coexistence. Conducting a dialogue is a challenge to fully understand and grasp the sufferings of others the way they understand it themselves. At the same time, it enables others to understand you in return. In other words, dialogue is not a static activity, but a dynamic one.  Through dialogue, people from different backgrounds can get rid of their prejudices and eventually find out that every human beings have the same aspirations.

Fighting for human rights cannot be attained by resorting into violence and war. Peaceful coexistence can only be attained through peaceful methods. Ending wars is more of taking the pains to understand the side that is in danger of being misunderstood and misjudged.

The government, being in power holds the most strategic position to end the war. They have the responsibility to protect their own people and at the same time make them understand about other countries situation. Waging war in Iraq will do no good to Americans or to the rest of the world. It will just serve as a catalyst for more terrorist activities to increase. Dialogue, in conclusion, is the key to unlocking this path to peace and coexistence.

Technology can be construed to mean the application of scientific advances to impact the lives of the people. Over the years, changes and improvements in technology have brought a great revolution in the society. Most notably, communication technology has taken the greatest leap forward in changing the way of life in our society. Talking to a friend on the other side of the earth was at one time an effort that would take days if not weeks. With the rise of wireless communication and the mobile phones, the world has made a great stride in connecting people and making life better. More and more, improvements in communication technology are changing the way people relate and behave. The advantages that the mobile phone and other gadgets have brought into the society are phenomenal.

However, just like any other technological change, there come with it serious consequences to the society. In light of this view, this paper describes the revolutions and changes, good and bad that mobile gadgets have impacted in the society

According to the International Telecommunication union, by the year 1990, there were about 11 million mobile phone subscribers globally. By the year 2000, the number of subscribers had exceeded 550 million. Today, more than half of the worlds population, about 4.2 billion people have access to a mobile phone (ITU, n.d). Without doubt, the exponential rise in mobile subscribers has been due to the enormous advantages offered by a mobile phone. A mobile phone offers great convenience in communication. Over the last fifteen years when mobile phones hit the streets, communication has ever been easier. Gone are the days when the most appropriate mode of communication was sending letters which would take more than a week before getting a reply. Today, talking to friends and family across geographies and at anytime is just a touch of a button away. Communication has become easier such that I can call to wish my friend in London a goodnight before she goes to bed.

Mobile phones have evolved from only being a voice communication device to a converged services gadget. By integrating computing capabilities in the mobile phone, one can now watch videos, listen to music and play games. This is still a fraction of how a mobile phone has transformed life. All my calendar schedules are now in my mobile phone with reminders. I set appointments with my doctor, the date and time my class assignments are due and my plans for the day, all in my mobile phone. Today, if I am late to get home, my parents are not worried even if I do not show up for a few days because we are always in constant touch and therefore they are always informed about my whereabouts.

What I think is one of the driving forces behind popularity of mobile phones is their convenience. Unlike the days when you had to be near a telephone booth to make or receive a call, today you can call anyone at anytime from anywhere if they have a mobile phone. It has now become easier to communicate without disrupting a busy schedule. By using a Bluetooth earpiece device, I can make a call and discuss a serious matter when driving. When I want to trace someone, I do not need to walk around asking everyone whether they have seen so and so. Instead, I just pick my cell phone and call them up. When I am in a busy street and it happens that I get lost, I would just call for help and someone would come and pick me up. Mobile phones have gone a long way to assist people in times of disaster and emergencies.

Recent technological innovations have transformed mobile phones to be handheld computers. For instance, iphones and other smart phones with full internet connectivity have completely reshaped our social and personal lives. With instant messaging and social networking sites such as twitter, I can connect and chat with my friends at the comfort of my bed. The capacity to be connected to the internet has enabled subscribers to send and receive emails on their phone, making it very easy to work from home. It is now convenient to receive class assignment via email, complete the assignments and hand them in through email. With my blackberry, I can create a PowerPoint presentation, save it, and with a Bluetooth enabled projector, I can make a presentation without the need to carry a laptop. Moreover, I can talk to my friends while seeing them on my phone as if we are making a face to face conversation. Above all that, education has also been brought near. It is now possible to download an e-book and read it over the mobile phone from anywhere.

Despite bringing comfort and convenience, the advancement of mobile phone technology has various negative outlooks. Today, almost all mobile phones are equipped with camera and video recording capability. Abuse of this technology would greatly compromise the privacy of individuals especially when they get recorded without knowledge or consent. It is now common to see mobile videos on television that may be damaging to a persons integrity and personality. With the increase in the number of mobile phones in our society, sometimes it is turning out to become a nuisance. For example, at times in a classroom, cell phones would ring almost simultaneously causing a great distraction to the owner of the phone as well as his colleagues. Without strict lecturers, there is usually constant walk in and walk out of lectures to pick phone calls which create a mess in a lecture hall. 

Cheating in exams has become rampant as a result of this technology. It is as easy to google anything in an exam room as when seated in a park if there is no one watching you. This is such a negative use and abuse of technology as it breeds laziness and earning of dishonest grades. Although it seems a very easy way of earning good grades, eventually, facts catch up with you that despite a good transcript, the content gained is surprisingly less. Apart from the classroom woes, cell phones and smart phones have become the largest time consumer especially among teenagers and young adults. Playing games, watching videos, surfing the internet and spending time on twitter has become addictive. It is easier now to see young people clutched to their phone than it is to see them on the field playing or discussing class work. In addition, mobile phones have also created conflict in the family. A parent may try in vain to demand attention of the child who is glued to their mobile gadget probably chatting with a friend.
The cell phones that we now cannot do without are gradually becoming a health as well as a security risk. Cases have been reported of muggers and crooked fellows extorting money from unsuspecting people. They pull this off by stealing phones and using the phone contacts to call and demand money from the family and friends of the victim. Serious health risks are also associated to the mobile phones.  Researchers have associated exposure to radiations from mobile phones to brain damage, including the Alzheimers disease. Cell phone towers emit radiations that compromise the health of people living nearby. Their ever increasing numbers not only increase chances of harmful effects but also they affect the aesthetic value of our cities.

It is with no doubt that there is nothing to stop advancement in technology. We have covered great strides in improving communication with the whole world becoming a digital village. Communication being one of the most important factors of development has facilitated lives to change dramatically. However, with all the good stuff that mobile communication has brought, we have to live with the consequences. Cell phones have brought great social and cultural transformations and the implications can be witnessed everywhere (Goggin, Routledge, 2006). It is fun and convenient to own and use a mobile phone, but to minimize the harmful effects of this technology would be prudent to advance in moderation. As always, the effects of any tool lies with the user. Mobile phones are tools whose effect is determined by those using it.