Case Study - Creative Advertising-Sunday Communication Ltd free essay sample

The diagram shows that for 1998 1999, Sunday had a significant development in showcase, essentially crediting to its perspective on MNP as a chance to draw supporters from contenders through Creative Advertising The chart shows that for 1998 2005, Sunday had spent less year on year on special exercises, however could continue expanding income year on year by expanding endorser base through value limits 4 The diagram shows that for 1998 1999, Sunday’s Brand Image creation with high income development in ensuing years while promoting cost continued shifting. Not many of the principle reasons why Sunday’s Brand Matra and familiarity with 1999 couldn't support past 2005: 1. Enthusiastic Modifier as â€Å"Life Style† Descriptive Modifier as â€Å"Excitement† neglected to get fortified by the Brand Function of â€Å"Liberty†. 2. Weariness of Locked-Up buyers. 3. Since substantial speculation is made on 3G, Sunday may have wanted to Reposition itself in an unexpected way. Inquiries at Stake 1. How might Sunday contend in the new time of intuitive incorporated promoting? 2. We will compose a custom exposition test on Contextual analysis Creative Advertising-Sunday Communication Ltd or then again any comparative subject explicitly for you Don't WasteYour Time Recruit WRITER Just 13.90/page Would the PCCW procurement challenge the believability of the inventive, free brand picture that made Sunday such a triumph? 3. Would Sunday’s disrespectful brand picture at last burn out among the new marking genius? Innovative Advertising is a one of a kind key to progress through promoting, and you’ll no doubt find a solution that echoes the mantra of Stephan Vogel, Ogilvy Mather Germany’s boss imaginative official: â€Å"Nothing is more effective than inventive publicizing. Innovative promoting is progressively essential, longer enduring, works with less media spending, and manufactures a fan network quicker. † 5

Freud’s Psychoanalytic Theory

In the twentieth century, Sigmund Freud, had been named as the dad of analysis. Working with numerous extraordinary scholars in the course of his life, they helped him extend his reasoning also make numerous speculations of his own, one specifically, the psychoanalytic hypothesis. Despite the fact that numerous scholars didn't concur with his hypothesis, on account of his dependence on cocaine, many accept he was one of the best. Sigmund Freud was conceived in Moravia in May 6, 1856 into Jewish guardians. In 1860 his family moved to Vienna, where he dwelled for around eighty years.He then left Vienna moving to London after the Nazis overran Austria. Since when he was youthful, Freud needed to be a researcher. In 1873, Freud enters the clinical school of University of Vienna, graduating eight years after the fact. (Corridor, 1970) In 1886 He wedded to Martha Bernays and opened his own training. (Wollheim, 1971) After considering and working with Jean Charcot a French specialist and Jo seph Breuer a Viennese doctor, Freud understood that Charcot’s entrancing treatment was not noteworthy and Breuer’s preservationist see on sexual clash where the reason for madness disregarded Freud working alone.Working helped Freud structure the establishment of psychoanalytic hypothesis. (Lobby, 1970) Psychoanalytic hypothesis is the conviction that a powerful battle happens inside the human psych between oblivious powers. That’s where the structure of character happens. The structure of character is comprised of three principle mental elements, Id, Ego, and Superego. Id works just in the oblivious psyche containing fundamental creature drives as instinctual motivations, hunger, thirst, sex, and aggression.Id follows the weight standard and interest for moment delight. Self image speaks to reason and great sense. Id sorts out the approaches to deal with the deferral of satisfaction by adapting to dissatisfaction by working in the truth of standards, trying to fulfill instinctual requests in way that are useful and socially satisfactory. Sense of self goes to dodge social objection. Superego is the interim good gatekeeper or heart. Creates by disguising the ethical lessons of guardians or other critical others.The sense of self needs to make the trade off between the id and superego. (Quigley, 1998) In the end, parity and associations of these three sections is dictated by our conduct and our capacity to address the existence difficulties we face. To comprehend it better in a criminology way a case of the hypothesis would be John is at the shopping center and sees the precious stone on a ring sparkle directly on him and his id thinks, â€Å"I’d like to proceed to grab it directly off the show case. The inner self at that point says, â€Å"Wait there’s insufficient individuals, you’re in a plain site, let’s trust that the room will get going. † The superego at that point says, â€Å"Wait, you canâ€⠄¢t do that, you can pay for it. † In 1880s Sigmund Freud began exploring different avenues regarding cocaine. He accepted that cocaine lifted his soul when he was at a low period in his life. Freud expressed that with splendid achievement he had the option to watch the impacts cocaine took on him when he utilized little dosages, consistently for gloom and against acid reflux. Cocaine) Because of this testing stage numerous has challenge Freud psychoanalytic hypothesis. In for all intents and purposes, Darwin, who critisized Freud hypothesis since it was produced by disarrays emerging Freud long standing utilization of cocaine. (Freud, 2010) Also, Breuer, a tutor and companion, can't help contradicting Freud when it came to talking treatment for insanity on the grounds that sexual wants lay at the base of all these crazy depressions and like expressed before Breuer was preservationist towards the subject. (Boeree, 1997)In 1939, Sigmund Freud kicked the bucket of malignant grow th to the mouth and jaw, subsequent to doing combating it for just about 20 years. A portion of Freud's thoughts are attached to his way of life and period; different thoughts are not effectively testable. Some may even of Freud's own character and encounters. In any case, Freud was an extraordinary spectator of the human condition, and enough of what he said has meaning today that he will be a piece of character course readings for a considerable length of time to come. In any event, when scholars think of significantly various thoughts regarding how we work, they contrast their thoughts and Freud's.

Week Assignment free essay sample

What was glitz shake and by what method would its be able to impact be found in asses rock? Glitz rock was portrayed as a type of rock that was performed by male entertainers who wore cosmetics and exceptionally ladylike dress. Numerous glitz musical crews had exceptionally expand stage shows and outfits and were likewise known to make numerous references to both sexuality and medications In their exhibitions and verses. In Dalton to the sexual references, glitz rock was referred to for Its sex vagueness just as delineations of hermaphrodism. Glitz musical gangs likewise highlighted many overstated topics during their exhibitions, for example, repulsiveness or science fiction.The creative component of glitz rock, which had overwhelming spotlights on visual style and dramatic skill, changed the stone scene of the asses. . Portray what Is implied by counterculture and hallucinogenic. what are a portion of the significant components of the flower child perspective? By what means would music be able to be hallucinogenic? The word hallucinogenic is a reference to the numerous new ways that individuals can encounter the world. We will compose a custom exposition test on Week Assignment or on the other hand any comparable point explicitly for you Don't WasteYour Time Recruit WRITER Just 13.90/page The mid asses was where young people genuinely encountered an adolescent culture that was obviously unique and discernable from the way of life of adults.The counterculture alludes to the reasonable partition from grown-up culture during he mid 1 backtalk. It was a term related with the nonconformist perspective that was committed to social change using music as the fundamental medium. Since drugs helped individuals to a condition of higher cognizance, it was seen as a major effect on giving youngsters that new perspective. Rock turned out to be progressively hallucinogenic through its advancement of medication trips, which drove individuals on otherworldly Journeys and accomplishing that higher cognizance they had looked for. The more hallucinogenic stone turned into, the spicier and longer the tracks became to its audience members.

Leadership Reflection Theory Of The Leadership And Practice 7th - 1925 Words

Leadership Reflection: Theory Of The Leadership And Practice 7th (Essay Sample) Content: Student’s Name: Professor’s Name: Course: Date: Leadership Reflection There is a number of definitions of what leadership is all about. Everyone who tries to define it comes up with a new definition. This is just like democracy and love, where people know what they are about but cannot find a common definition. However, from the books, course readings, and other research I carried out, all the definitions revolve around the art of being a driving force to people who view you as a leader. Leadership hence involves acting in ways that will motivate your colleagues or employees in achieving the set goals and objectives. From the various leadership theories that were covered in class, I have been able to identify specific ideas about being a good leader, and how it applies both in my personal and professional lives. This has been greatly influenced to the positive by trying to adopt different leadership models that suit best my personality. One important thing that I identified as I tried to come up with my leadership model is that self-concept plays a very integral role in defining everyone. Therefore, to come up with the best theory, I decided to do a personal SWOT analysis. This helped me in identifying my strengths and opportunities that would help me in improving on my weak areas and also prevent the possible threats. By doing so, I was able to identify the difference between leading and executing. For example, before this, I had a hard time trying to distinguish between leadership and power. The readings together with the personal analysis enabled me to understand that with leadership comes power. This has a very great impact on how well you will perform as a leader. For example, Adolf Hitler used his personal and leadership powers to rule in a dictatorial government (Ciulla 15). However, leaders should use their power to oversee the delegated duties and make sure that the followers do what is expected of them. The books and course materials have also transformed my definition and perception of power. Before that, I imagined power to be the ability to command your juniors and see that things are done as per expectations. However, power is very complex and can generally be divided into two: positional and personal power. The former refers to the capacity one acquires from a given position in hierarchy either in an organization or a small group of people. This comes from the perception from the leader that the followers are below him or her. On the contrary, personal power is the moving force derived from being seen as able and knowledgeable by the followers. Leadership and coercion are other important points to note before identifying the different models and theories. In brief, coercion in this context can be used to mean the ability of a leader to manage and effect change in organization or group. However, much this may be an effective tool in ensuring that everything is done as delegated, this is a bad choice of leadership. The main reason behind this is that as a leader, you will have to use threats and punishment to ensure things are done. Leaders such as Hitler and North Korea’s Kim Jong-il are considered to have used coercion. In line with this, the course has as well helped me to distinguish between leadership and management. The main difference between them that should be mentioned is that a leader follows people, while a manager makes people work for him or her. Being a good leader will make you a good manager. The main reason behind this is that through leadership, you will be able to inspire people into producing better. The main difference between leadership and management were brought up by the different principles by people such as Henry Fayol. According to him, managing is all about planning and controlling the human resource. From the principles and other works by researchers on management and leadership, there is a clear contrast between the two. Firstly, as stated earlier, managing is about planning and budgeting, while leading entails mainly directing. While a manager may focus on controlling and organizing people, a leader will put strategies that will ensure his or her followers are motivated and inspired throughout. Therefore, I believe that when developing a leadership plan, you might face challenges when deciding which sides to take. It is advisable to try and manage the aligning of people and the planning of events. This will not only make you a good leader but also a manager. Through this, you will automatically derive personal power from your followers. From the journal and readings, I have been able to identify that personality traits play a very important role in defining a true leader. This has had a great impact in my life since I have been able to change a few things that limited me to becoming the leader the people desire. Although different models may have varied characteristics or perception of leadership skills, all of them are connected with the traits of a good and responsible leader. This has had a very long history since even during the 20th century, scholars and researchers used traits to study leadership. In general, as a leader, you should possess both communication and interpersonal relationship skills. This will enable you to interact with your followers easily and hence make better decisions. Also, a good leader will have vigor and be persistent in the desire to achieve the desired goals. Leadership comes with challenges, and hence, a good leader should be ready and willing to bear stress. This will require appropriate methods of dealing with the depression. Also, analyzing all the models, they all expect that leaders should be able to influence great masses of people into shaping their behavior or culture in an organization. Peter Northouse’s book Leadership: Theory and Practice has been very useful in helping me understand better theories about leadership. The author in one volume discussed various leadership models that are being used globally by various people. Also, Northouse identifies the various transformations that have happened not only on the leadership theories but also definitions that have changed throughout history (Northouse 6). One of the most effective points that I took from the books is about the team leadership perspective. The main reason behind this is that it directly applies to both my personal and professional life since I have been able to lead small groups of people from time to time. According to Northouse, a team can be defined as a group of people, who work together to achieve a common goal. The people should be independent and coordinate activities in order to be successful. From the definition, I was able to pick out some important ideas that made my team better. For example, the author explains that every member of the team should be independent. By letting members of a team to decide what to do, you will give them a chance to improve and will be motivated at all times. This will hence ensure productivity, economical use of resources, and production of quality goods and services. Also, another important thing to take from Peter’s works is the clear and concise Hill Model for team leadership. This is divided into various steps that make the leadership process easy and successful. For example, the leadership decisions are at the top of the model. As a leader in this position, I have learned that you need to make rational decisions that will affect both the internal and external environment of the team. Therefore, this explains that the leadership actions can be divided into two: the internal and external leadership actions. All these are aimed at focusing on the goals, coaching of followers, networking, and most importantly, at improving the efficiency in performance and development. Recently, there have been increased debates globally on the gender equality not only in education but also in leadership. This has been a matter of concern even in the United States of America as it was seen in the 19th century where women were neither allowed to view for political seats nor vote. This has however changed a lot even in countries such as Saudi Arabia where women were not allowed to drive. However, the desired level of equity has not been attained, and Peter Northouse identifies the role of gender fairness in any organization. Northouse’ book has helped me in identifying that there is no any difference between men and women when it...

Renaissance Influence On Art - 772 Words

The Renaissance, a time defined as the rebirth, occurred in Italy between 1350 and 1600. Spreading quickly throughout Europe, with the innovation of the printing press, it caused rippling effects. The Renaissance ultimately altered the aged education of the Dark Ages and renewed it with studies of the more classic works instead of theology. Classic art and literature grew extremely popular, contrasting the lack of interest in them before. Many artists became prominent advocates for the revival of the ideals of the classical past. The artists, using their masterpieces, tremendously determined modern historians view the era. While several aspects of the Renaissance contributed and influenced the time, artists like Michelangelo, da Vinci, and†¦show more content†¦Born March 6, 1475, Michelangelo Buonarroti â€Å"is considered [to be] one of the most famous artists of the Italian Renaissance.† (Biography.com Editors) As a child, Michelangelo had a greater interest in artw ork and its production rather than schooling, so at the age of 13 his father allowed him to become Domenico Ghirlandaio’s apprentice in Florence. During his teenage years, Michelangelo studied classic sculpture in the Florentine gardens of the Medici family, who were wealthy and allowed him access to the elite of Florence. After studying there for a few years, he eventually moved to Rome, where he would work until he died. Known for his sculptures the Pieta and David, and for his paintings on the ceiling of the Sistine Chapel and the Last Judgement Michelangelo had many other works. Michelangelo’s innovated artistry was believed to have achieved a whole new depth over the timespan. Like da Vinci, Michelangelo is said to have influenced Raphael, an artist who actually was his arch rival. This is an example of how Michelangelo was influential during the Renaissance. His artwork depicted scenes from the bible and were painted in the Sistine Chapel which is a major contrib ution to the culture and beliefs of the time. Raffaello Sanzio, famously known as Raphael, was an artist and architect born April 6, 1493, in Italy. When Raphael reached the age of 11, his father, Giovanni, passed away and he quickly took over hisShow MoreRelatedThe Influence of Renaissance in Art and Architecture947 Words   |  4 PagesThe influences of any era is evident through artwork and architecture. During the Middle Ages the main influence was the church, this is evident through the focus on biblical and religious symbols. During the Renaissance the main focus was the study of people. This is shown through the increase in self portraits and classical antiquity-inspired buildings. The change between the Middle Ages and the Renaissance is best shown through the art and architecture, demonstrated specifically through an emphasisRead MoreInfluence Of The Italian Renaissance On Art1835 Words   |  8 PagesIt could be debated, that the impact the Italian Renaissance had on art is possibly the largest throughout European h istory. Italian Renaissance painting can be divided into four periods: the Proto-Renaissance (1300–1400), the Early Renaissance (1400–1475), the High Renaissance (1475–1525), and Mannerism (1525–1600.The same themes that influenced philosophy and literature, as well as architecture and theology, can also being found in art. In painting, Giotto’s Trecento that began in late 13th centuryRead MoreThe Renaissance And Its Influence On The Arts And Learning Succeeding The Dark Ages862 Words   |  4 PagesThe Renaissance acutely influenced the revival and rehabilitation of enthusiasm for the arts and learning succeeding the Dark ages. The Dark Ages was a time that consisted of barbarian attacks, whose sole intent was to erase the ancient teachings. The Middle Ages differed from the time in which the Renaissance occurred. There are some main characteristics the Renaissance possessed. Galileo and Leonardo Da Vinci were pivotal to this time and their cont ributions were crucial to the achievement of theRead MoreArt and Architecture in the Middle Ages and Renaissance Essay949 Words   |  4 PagesThe difference between the Middle Ages and the Renaissance is most visible through art and architecture, demonstrated specifically through an emphasis on religion or classical antiquity, and humanity. During the Middle Ages, art was more religious because it had a very religious influence from the church having such great power in the community. When the Renaissance started, art became more focused on ancient Greece. The Greek influence was because scholars were broadly studying the revival of classicalRead MoreEssay on Renaisssance versus Baroque Periods967 Words   |  4 PagesThe baroque and renaissance periods are two different periods. The renaissance period rolled into the baroque era. There were changes made over the years from the baroque to the renaissance period. Differences in style accumulated along with views of art and music . Baroque era covers the period between 1600 and 1750 beginning with Monte Verdi (birth of opera) and ended with deaths of Bach and Handel. The term baroque music is borrowed from the art history. It follows the Renaissance era (1400-1600)Read MoreHumanities Essay959 Words   |  4 PagesThe Renaissance and Baroque periods in European history played an important role in the development of humanities in their respectable age. During these periods it established a time of rebirth in humanisms and improvement of cultural accomplishments. The Renaissance period provided artistic freedom and individualism. It began around the 14th century in Italy and spread throughout Europe until the 16th century. Renaissance means â€Å"rebirth† and humanism of the renaissance artist was to express themselvesRead MoreArt Of The Renaissance : Questions And Vocabulary1283 Words   |  6 PagesAssignment 12.5 (Art in the Renaissance) Assignment- Questions and Vocabulary Terms: Giotto, Masaccio, Botticelli, Perspective, Guild, Artisan, Apprentice, Patron, High Renaissance, Pope Julius II, Michelangelo, Northern Renaissance, madrigal. 1) Giotti di Bondone (1266-1337) was an Italian artist and architect from Florence in the very late Middle Ages. He is considered to be one of the most important artists in Italy because he contributed greatly to the Renaissance style of painting and art in generalRead MoreShakespeare s Influence On The Renaissance1165 Words   |  5 PagesThe renaissance was both affected by and had affects on the art of its time and later on. Whether this art be in the form of paintings or literature it clearly shows today how the renaissance had taken time to affect everything around it. While some pieces of art from this time period are as simple as a piece of canvas and some color in the form of pigment, they have stood the test of time and held up not only as beautiful images for us to see, but also as devices to give us a window into the mindsRead MoreArt with Science: The Italian Renaissance and Art1479 Words   |  6 PagesButterfield 27). The Italian Renaissance is famous for its art whi ch includes unique style of painting and sculpting, however, the Renaissance made significant remark on the use of scientific techniques which also can be considered as the influence of classical ideas. Although, classical ideas were not advanced like in the Renaissance, it provided the foundation for the Renaissance to revive it again. The Italian Renaissance transformed the manner of viewing the arts. Before, most people in ItalyRead MoreUnderstanding The Birth Of The Renaissance996 Words   |  4 PagesUnderstanding the birth of The Renaissance is as simple as understanding that the quality of a straight razor shave is superior to that of a commercially stamped multi bladed razor. Looking retroactively at the years leading up to this rebirth one can note the beginning of reflection the Ancient World and the ins-and-outs of Roman culture. Influencing architecture, art, and social construction, a desire for the classics pulled Europe from the slumping years of the fading High Mid dle Ages. Actively

Personal Debt Management Example

Essays on Personal Debt Management Essay Bankruptcy Declaration Task: Bankruptcy Declaration Introduction This is a legal proceeding whereby individuals can have a fresh way of starting finance. It can work well in some cases as a process of solving financial issues especially when done at the right time. However, it may not provide answers to all problems related to finance hence, may not be the right step for everyone. It has numerous merits and shortcomings associated with it. There are alternatives to it which can be applied. These among other factors such as debt payment will be looked into. Advantages of filing bankruptcy According to Ventura (2008), it is a â€Å"discharge† of debts in that the legal obligation to debt payment is eliminated. This enables the restoration of utility service for the fact of non-payment of bills incurred before. The creditors, therefore, are prohibited from pursuing the bankrupt individual or his property. The incomes received are not subject to payment of debt. The debtor,, therefore, is protected from fore closure thus giving the debtor breathing space. Disadvantages of filing bankruptcy It is only allowed once after every six years of application. It also eliminates some right of secured creditors. The collaterals acquired cannot be kept unless payments for them are ongoing. This means that house, car or other items that are under debt can no longer be withheld by the bankrupt individual. By so doing, one looses credit cards. Non essential positions are also lost. It brings about the inability to obtain loans and mortgages for some time. One cannot become a director of limited companies despite one being denied tax refund by the federal government based on the bankruptcy. It comes with an embarrassment and not all debts are discharged. The filling process comes at a cost. Attorneys levy a fee on this service depending on the type of bankruptcy to be filed. Hence it is advisable to sought alternatives to filing bankruptcy. Alternatives to filing bankruptcy Shumway (2001) argued that Judgement proof is one of the basic alternatives that involve taking of no actions at all. Mostly when one has a small income, when the creditor sues them, they can’t find anything to legally hold due to lack of it. Another alternative to this maybe calling the creditors; this makes the debtor to appear not to be shunning away from the situation but being frank. Therefore, calling and convincing the creditors about the financial status can help design remedies from their own ideologies. The debtor may consider chalking out the budget as an alternative by looking into the monthly income and expenses. As a result, a wider understanding of the problem can be attained thereby avoiding bankruptcy. Research by Nathalie and Stewart (2005) supports that a balance transfer can come handy rather than filing bankruptcy from higher rate loans to lower rate loans. Refinancing of loans with better terms may apply in such a case. Another alternative maybe negotiations and settlement of debt, which requires confidence to face the debtors for a fresh repayment plan. Credit counselling services may be sought for especially from non profit organisations or the web; making of formal proposals by individual voluntary arrangement on the way of resettlement instead of filling bankruptcy. Conclusion Considering the above disadvantages of filling bankruptcy and alternatives, it is not advisable for one to file bankruptcy. Besides, it is unethical to fail to pay debts. This is because various alternatives to this are available other than the disadvantages associated with the failure to pay debts. Negotiations are important in case one cannot pay their debts. Choosing to file bankruptcy subjects the debtor to more harm than good. Father, there are ways of going about the problem apart from filling bankruptcy. References Shumway, T. (2001). Forecasting Bankruptcy More Accurately. The Journal of Business, 74(1). Retrieved from http://www.jstor.org/stable/10.1086/209665 Ventura, J. (2008). The Bankruptcy Handbook: Everything You Need to Know to Avoid Bankruptcy, Get Rid of Debt, and Rebuild Your Credit. California, CA: Kaplan Publishing. Nathalie, M. Stewart, P. (2005). J.k. Lassers the New Bankruptcy Law And You. New Jersey, NJ: John Wiley Sons.

Indian Culture free essay sample

Have you ever thought of the amazing progress we, as human beings, have made in various spheres of life, be it language, literature, art and architecture, science or religion? Have you ever wondered how all this has been possible? This happened because, we did not have to make a fresh beginning each time, but were able to make use of and build on the work of past generations. You have never had to bother about having to make your own script or creating a new language system for yourself. These are already given to you which you enjoy as a member of society. Then you build on it by making your contribution or addition which further becomes an asset for the coming generations. This is a continuous and never-ending process. It is a precious possession unique to human beings and is known as culture. Culture is a way of life. You, your family has a culture and so does your region and your country. You may be curious to know about the uniqueness of Indian culture and find out its distinct characteristics. In this unit we will understand how Indian culture is unique and what are its characteristics.. 2. 1 CHARACTERISTICS OF INDIAN CULTURE Indian culture is as many sided as life. It includes intellectual and social aspects of any human being. It also takes account of the aesthetic instinct as well as the spiritual impulses of human being. It has also, in effect, an appeal to the subconscious as a force making for the formation of character. Look at the map of India and you see India is a vast country with a lot of diversity in her physical and social environment. We see people around us speaking different languages, having different religions and practising different rituals. You can also see these diversities in their food habits and dress patterns. Besides, look at the myriad forms of dance and music in our country. But within all these diversities there is an underlying unity which acts as a cementing force. The intermingling of people has been steadily taking place in India over centuries. A number of people of different racial stock, ethnic backgrounds and religious beliefs have settled down here. Let us not forget that the composite and dynamic character of Indian culture is a result of the rich contributions of all these diverse cultural groups over a long period of time. The distinctive eatures of Indian culture and its uniqueness are the precious possession of all Indians. 2. 1. 1 Continuity and Change Many great cultures had developed in different countries and regions of the world. Many of them have perished or have been replaced by other cultures. However Indian culture has had an enduring character. Despite major changes and upheavals significant threads of continuity can be traced throughout the course of Indian his tory right upto the present day. You may have read about the Harappan civilization which flourished in the Indian subcontinent over 4500 years ago. Archaeologists have found evidences to show that cultures existed here even before the matured phase of the Harappan civilization. This tells us that we have a very long history behind us. And yet what is amazing is that even today the pattern of a house in an Indian village is not very different from that of a Harappan house. Some aspects of Harappan culture are still practised, such as, the worshipping of Mother Goddess and Pashupati. Similarly, Vedic, Buddhist, Jain and many other traditions continue to be followed even today. At the same time one should not lose sight of the changes as are evident in the multistoried buildings in the metropolitan cities like Mumbai and Delhi, quite unlike the Harappan houses that had only one storey. The point to be noted here is that continuity and change in our civilization has gone hand in hand. In fact, a remarkable feature of Indian culture is that along with continuity it has kept on changing, whereas the basic spirit of our culture continued. It has kept on discarding what was becoming irrelevant in the modern age. In our long history, there have been periods of ups and downs. As a result, movements have grown and reforms brought about. The reform movements in the Vedic religion brought about by Jainism and Buddhism in sixth century BC and the religious and social awakening in the eighteenth and nineteenth centuries in modern India are a few examples when revolutionary changes were brought about in Indian thought and practices. Yet the thread of basic philosophy of Indian culture continued and still persists. Thus a process of continuity and change has always been a feature of Indian culture. This shows the dynamic character of our culture. 2. 1. Variety and Unity Indian culture, over the last three mellenia, has successfully, but quietly, observed the best assimilable parts from other religions and cultures, from time to time and integated them into itself. Indeed few cultures in the world have such variety as the Indian culture. You may perhaps wonder why the people of Kerala use coconut oil while the people of Uttar Pradesh use mustard oil for cooking. This is because Kerala is a coastal state and coconut grows here in plenty. While Uttar Pradesh is a plain area which is favourable for the growth of mustard. What is the similarity in the Bhangra dance of Punjab or the Pongal of Tamil Nadu or the Bihu dance of Assam? Both are celebrated after a rich harvest of crops. Have you noticed the different languages that we speak like Bengali, Tamil, Gujarati or Oriya? India is the home of many forms of dance and music which we normally use for festivals and social functions like marriages or the birth of a child. A large number of languages and dialects are spoken in our country which has led to the growth of a great variety of literature. People belonging to eight great religions of the world co-exist here in a harmonious manner. Do you know that India is home to many religions of the world like Jainism, Buddhism, Sikhism and of course Hinduism. Numerous styles of architecture, sculpture and painting have developed here. Different styles of music and dance, both folk and classical, exist in the country. So also are numerous festivals and customs. This wide variety has led to the making of Indian culture both composite one and rich and beautiful at the same time. Why is there so much variety in our culture? There are many reasons for this. The vastness of the country and variation in its physical and climatic features is an obvious reason for the variety. The second important reason for the variety in our culture is the intermingling among various ethnic groups. Since time immemorial, people from far and near have been coming and settling here. We find people belonging to different racial stocks like the Proto-Australoids, the Negroids and the Mongoloids living in India. Various ethnic groups like Iranians, Greeks, Kushanas, Shakas, Hunas, Arabs, Turks, Mughals and Europeans also came to India, settled here and intermixed with the local population. The people belonging to other cultures brought their cultural habits, thoughts and ideas, which got amalgamated into the existing culture. You will be surprised to know that it was only around second century BC that stitched clothes such as salwars, kurtas, topees, etc. were brought to India, by the Kushanas, Shakas and Parthians. Prior to that Indians wore clothes which were unstitched. The latest is the introduction of shirts, trousers, skirts, etc. which were brought by the Europeans in the eighteenth century. India through the ages has shown a remarkable capacity for assimilation of ideas. This has contributed to the variety and richness of our culture. Along with contacts with outside cultures, cultural exchange between different regions of India has also continued. The Chikan work of Lucknow, Phulkari embrodery of Punjab, Kantha embroidery of Bengal, Patola of Orissa show a distinct regional flavour. Although the centres in the South, North, East and West of India have their characteristic cultures, yet these did not develop in absolute isolation. Inspite of physical barriers, Indians used to travel from one part of the country to another for trade or pilgrimage. Some regions were joined together through conquests or by alliance. As a result, people transmitted cultural habits and thoughts from one part of the country to the other. Military campaigns too took people from one place to another. This helped in exchanging ideas. Such contacts have led to the development of commonness in Indian culture, which has been maintained throughout our history. Another unifying factor is climate. Despite geographical diversity and climatic variations India experiences an inherent unity. The system of monsoons is the most important component of the Indian climatic pattern and this gives unity to the whole country. The coming of the monsoon has ensured that agriculture remains the main occupation of the people of India. On the other hand the differences in physical features have affected the food habits, dress, houses and economic activities of people leading to the formation of social, economic and political institutions. These factors in turn influenced the thinking and philosophy of the people. The variety in physical features and climate of India has thus led to the development of a variety of cultures in different regions. The typical features of different regions have given some identity to these cultures. The composite nature of our culture is reflected in our music, dance forms, drama and art forms like paintings, sculpture and architecture as well. Our literature in different languages also reflects this composite nature. Unity in diversity is reflected in our political forms as well. During the early Vedic period, society was pastoral, that is, people used to move from place to place in search of pastures. But as the these people started practising agriculture, they settled down. This settled life led to community development and growth of towns which needed rules and regulations. Thus emerged a political organisation. This included the sabhas and samitis which were political bodies through which people participated in governance. In course of time, the concept of rashtra emerged and possession of territory became the new measure of power. In some places, republics came up. The period from sixth to fourth century BC is known as the age of mahajanapadas in India. In these kingdoms kings had more powers. Subsequently large empires were also established with emperors exercising absolute powers. You may be aware of ancient rulers such as Ashoka, Samudragupta and Harshavardhana. The Mughals also established a vast empire in India. The British established themselves in India and in l858, India became a part of the British Empire. However in 1947, we were able to gain our freedom after a long struggle. Today we are a sovereign, socialist, secular and democratic republic and a uniform system of government prevails over the length and breadth of the country 2. 1. 3 Secular Outlook The secular character of Indian culture is a result of the intermingling of people belonging to diverse cultural groups over a long period of time. There have been instances of occasional conflicts here and there, but by and large, people have lived together peacefully for centuries. The popular cultural traditions of India are the best examples of such cultural synthesis in which a large number of people belonging to different religious groups come together. You are aware that there is a great variety of thoughts and habits in our country. Among such a variety, dominance of one particular thought is not possible. You will recall that Hindus, Muslims, Christians, Sikhs, Buddhists, Jains, Parsees and Jews live in India. The constitution declares India to be a secular country. Everyone is free to profess, practise and propagate any religion of his/her own choice. The state has no religion of its own and all religions are treated equally by the state. No one is to be discriminated on the basis of religion. The people have, to a large extent, developed a broad outlook and they believe in the concept of live and let others live. Right to freedom of religion ensures secular nature of our polity. In the Western context development of secularism meant complete separation of the church and the state. In India secularism is taken as a more positive concept to cope with the complex social structure in the country with a view to protecting the interests of all, particularly the minorities. 2. 1. 4 Universalism The concept of coexistence has not been confined to the geographical and political boundaries of the country only. India has a universal outlook and it has been promoting the message of peace and harmony to the entire world. India has been raising a strong voice against racialism and colonialism. It has protested against the formation of power blocks in the world. In fact India became one of the founder members of the non-aligned movement. India is committed to the development of other underdeveloped nations. In this manner, India has been discharging her responsibilities as a part of the world fraternity and has been contributing to the progress of the world. It has to be remembered that the subcontinent of India has been one cultural unit throughout the ages, cutting across political boundaries. 2. 1. 5 Materialistic and Spiritualistic Culture is spiritual development of a race or nation in the field of mind, interests, conduct, thought, art, skills and civilization. India is popularly known to be a land of spirituality particularly to the West. However, Indian history from ancient times to present day shows that the developments of materialistic and non-materialistic culture have been going on alongside. You will recall that the Harappan civilization was an urban one. It had a systematic town planning where roads cut each other at right angles. They had a profound knowledge of mathematics, weights and measures. They had built their towns in a scientific manner and had an elaborate drainage system. The Harappans had external trade and travelled across the seas to trade with the Sumerians. Excellent books on medicines, planets, stars, and plants were written. Discoveries of theories-like â€Å"earth rotates around the sun† or â€Å"earth is round† were made by Indians long before Europe accepted them. Similarly in the area of mathematics and in the field of medicine and other sciences India’s achievements in ancient times have been remarkable. There was no opposition or resistance by religious or other thoughts in pursuing such knowledge. In philosophical thought even atheistic thinking developed and grew in India. You may be aware that Jainism and Buddhism are silent about the existence of God. What does all this tell us? Indeed, that Indian culture has been both materialistic and non-materialistic or spiritualistic. The culture of India is the living expression of the simplicity and profoundity of her people. 2. 3 CULTURAL INFLUENCES In the modern context, there are at least three significant influences on our culture. They are westernisation, emergent national cultural styles and popular culture. Before independence some Western modes were adopted by the aristocracy and members of the civil services. The influence, over the years, has spread to the middle classes and to a small extent, to the villages as well. The growing demand for English medium schools in the villages is a proof of this statement. During the struggle for freedom a new style emerged. This became a national style. For example the Gandhi cap and khadi may now be only ceremonial and a symbol, but it contributed to the unity of the country and provided commonness to culture. Popular culture which is the product of mass media is another unifying factor. The impact of films has been tremendous. Radio and television also reshape images and attitudes. Their hold on us is undeniable. Modern media has promoted issues that are of both traditional and public interest.