How to Grow Salt Crystals

Table salt, also known as sodium chloride, is a crystal (a symmetrical solid substance made entirely of the same material).  You can see the shape of a salt crystal under a microscope, and you can grow your own salt crystals for fun or for a science fair. Growing salt crystals is fun and easy; the ingredients are right in your kitchen, the crystals are non-toxic, and no special equipment is required.   How to Grow Salt Crystals It takes very little work to start the process of growing salt crystals, though you will need to wait a few hours or days to see the results, depending on the method you use. No matter which method you try, youll need to use a hot stove and boiling water, so adult supervision is advised.   Salt Crystal Materials table salt (sodium chloride)waterclean clear containera piece of cardboard (optional)string and pencil or butter knife (optional) Procedures Stir salt into boiling hot water until no more salt will dissolve (crystals start to appear at the bottom of the container). Be sure the water is as close to boiling as possible. Hot tap water is not sufficient for making the solution. Quick Crystals:  If you want crystals quickly, you can soak a piece of cardboard in this supersaturated salt solution. Once it is soggy, place it on a plate or pan and set it in a warm and sunny location to dry out. Numerous small salt crystals will form. Perfect Crystals:  If you are trying to form a larger, perfect cubic crystal, you will want to make a seed crystal.  To grow a big crystal from a seed crystal, carefully pour the supersaturated salt solution into a clean container (so no undissolved salt gets in), allow the solution to cool, then hang the seed crystal in the solution from a pencil or knife placed across the top of the container. You could cover the container with a coffee filter if you like. Set the container in a location where it can remain undisturbed. You are more likely to get a perfect crystal instead of a mass of crystals if you allow the crystal to grow slowly (cooler temperature, shaded location) in a place free of vibrations. Tips for Success Experiment with different types of table salt. Try iodized salt, un-iodized salt, sea salt, or even salt substitutes. Try using different types of water, such as tap water compared with distilled water. See if there is any difference in the appearance of the crystals.If you are trying for the perfect crystal use un-iodized salt and distilled water. Impurities in either the salt or water can aid dislocation, where new crystals dont stack perfectly on top of previous crystals.The solubility of table salt (or any kind of salt) increases greatly with temperature. Youll get the quickest results if you start with a saturated saline solution, which means you want to dissolve salt in the hottest water available. One trick to increase the amount of salt you can dissolve is to microwave the salt solution. Stir in more salt until it stops dissolving and starts to accumulate at the bottom of the container. Use the clear liquid to grow your crystals. You can filter out the solids using a coffee f ilter or paper towel.

Research Analysis on A Modest Proposal by Heather Mallick

The Niqab and debates around Niqab in Canada Research Essay on A Modest Proposal Vivek Dhanju Centennial College The protection of religious freedom gained attention for quite some time now, and the face veil, more precisely referred to as the niqab has been a hot topic. Many scholars and authors have given their point of view about the issue from time and time again. Heather Mallick in her essay A Modest Proposal discussed the ill-effects of wearing niqab, but does her essay addresses the topic effectively? I believe it does not. During my research on this essay, I came across few other accounts regarding same concern and I have found Gilmour s Niqab debate: What should Canada do? and Freedom of Religion and Accommodating†¦show more content†¦On the other hand, although Gilmour has the same point of view as Mallick regarding banning niqab but her choice of words seems more professional and apt and relates better to the thesis. Moreover, she also took into

A Moment Of Innocence Essay Example For Students

A Moment Of Innocence Essay A Moment of Innocence: Reconciling the PastWhen I walked into class that day I was indifferent to the movie that we would be watching that evening. Five minutes into A Moment of Innocence (1995) by Mohsan Makhmalbaf, I was hooked. By taking a pseudo-documentary style Makhmalbaf lets us see the people as they are transformed into the characters from the director’s past. This style allows us to â€Å"grow up† with them and to relate to both sides of the story. By taking a true event and fictionalizing, at least part of it, Makhmalbaf has us trying to figure out what parts have been added to the narrative and which parts truly speak to history. A documentary does not strive to tell a story, it looks upon events unemotionally and tries not to colour our ideas about the event. A Moment of Innocence is not a documentary but uses the truth function common to that genre to give us an understanding of the events from both sides and makes us think about how our actions effect oth ers every day. If A Moment of Innocence had been a wholly fictional film I do not believe that it would have carried the same emotional impact. Different scenes in the film show us how Makhmalbaf is trying to reconcile his past actions with his feeling today. They also show how he is, while not in any way apologizing for his actions, trying to amend some of the damage he may have caused. We will write a custom essay on A Moment Of Innocence specifically for you for only $16.38 $13.9/page Order now There are several scenes in the film that stand out to me as important. The scene that caught me the most off-guard occurred when Makhmalbaf and young Makhmalbaf went to the director’s cousin’s home to try to enlist her daughter to play the roll her mother had played in real life. For just a moment the daughter and young Makhmalbaf step out of themselves and become the characters that they are playing. They make plans to meet the next day for the incident with the policeman, both look nervous, Makhmalbaf returns and they resume their roles as if the exchange had never occurred. This glimpse into what and how the incident was planned gives the audience a look into the type of people that Makhmalbaf and his cousin were as young adults, scared but sure in their purpose. The scene also allows us to step out of the knowledge that this is staged and shows us the characters as people, not actors. It is a sudden and surprising scene that catches the audience off guard, and make s them see the â€Å"realness† of the situation. By combining this with the documentary feel of the film Makhmalbaf allows us to suspend our disbelief for a brief instant and plunges us into what his reality was at that time. The policeman’s reality is vastly different from that of Makhmalbaf‘s. The most conspicuous example of this occurs when the stabbing incident is staged for the initial time. The policeman becomes aware for the first time that the girl he thought he was falling in love with was actually an accomplice of young Makhmalbaf. He immediately puts a stop to the scene and leads his younger self away from the filming. By our empathy towards the policeman who has lived with the memory of a love he though he had lost for his entire life, it is driven home to us how two people who are involved in the same event can perceive it differently. It is a hard truth for the policeman to face. He needs to reconcile this part of his history, which has suddenly changed for him, with his own new feelings of self-doubt. The policeman was so self-assured up until that moment; he had probably played the stabbing over and over in his mind ever since it happened and thought he had a handle on the tru th. In a way his innocence was shattered and lost at that moment. To have what you think of as the truth ripped away from you so suddenly is a life changing experience. .u4970937812898a4010b6429f3cf2b131 , .u4970937812898a4010b6429f3cf2b131 .postImageUrl , .u4970937812898a4010b6429f3cf2b131 .centered-text-area { min-height: 80px; position: relative; } .u4970937812898a4010b6429f3cf2b131 , .u4970937812898a4010b6429f3cf2b131:hover , .u4970937812898a4010b6429f3cf2b131:visited , .u4970937812898a4010b6429f3cf2b131:active { border:0!important; } .u4970937812898a4010b6429f3cf2b131 .clearfix:after { content: ""; display: table; clear: both; } .u4970937812898a4010b6429f3cf2b131 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u4970937812898a4010b6429f3cf2b131:active , .u4970937812898a4010b6429f3cf2b131:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u4970937812898a4010b6429f3cf2b131 .centered-text-area { width: 100%; position: relative ; } .u4970937812898a4010b6429f3cf2b131 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u4970937812898a4010b6429f3cf2b131 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u4970937812898a4010b6429f3cf2b131 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u4970937812898a4010b6429f3cf2b131:hover .ctaButton { background-color: #34495E!important; } .u4970937812898a4010b6429f3cf2b131 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u4970937812898a4010b6429f3cf2b131 .u4970937812898a4010b6429f3cf2b131-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u4970937812898a4010b6429f3cf2b131:after { content: ""; display: block; clear: both; } READ: Thesis Statement Is Mozarts Requiem Mass EssayThe final scene in A Moment of Innocence reflects the life changing aspect of this story on all the persons involved. In a documentary the final scene in A Moment of Innocence would have been the failed attempt of young Makhmalbaf to retrieve the gun from the young policeman and the stabbing, yet in Makhmalbaf‘s version we are left with a question as to what happened. We know that young Makhmalbaf had the knife hidden below the loaf of flat bread, as in real life, but we also know that, in the staged version, the young policeman gave the small white flower to the girl, unlike real life where he never got the opportunity. This scene is Makhmalbaf‘s way of reconciling the two stories that are converging in this single event. Makhmalbaf leaves us with questions; Could a small change, like the flower being given, had made a difference in the outcome in real life? Could the reluctant young Makhmalbaf had changed his mind and found another way? In giving us these questions to grapple with Makhmalbaf makes us question our own past actions and wonder if we have effected others in ways we have not realized. We can neither repeat our past nor leave it behind us, it is something that we have to live with every day of our lives. A Moment of Innocence is Makhmalbaf‘s way of attempting to reconcile his past actions with the way he feels about them now. Makhmalbaf has given us a film, based upon real events, involving real people, and has fictionalized part of it. Because we know that part of the film is the truth we search for it throughout the entire picture. One thing that I found interesting about this film is that I couldn’t choose sides. Normally when you watch a film you can empathize with one person or another, in this film there was no clear-cut â€Å"bad† person. Even knowing that the stabbing was what was going to happen, I couldn’t choose sides. When you see a documentary it only represents one point of view and you are not driven to choose a side, the only way this film is like a documentary is that it is based upon real events that happened in the not so distant past. A Moment of Innocence could have been called â€Å"Atoning for the Past† as it causes us to question each action we have taken in our lives and how it has impacted others. A Moment of Innocence is Makhmalbaf‘s way of repenting for the harm he caused to policeman, and to himself for the actions he took that day. This film has shown me the genuine subjectiveness of truth. Without knowing that the film was based upon actual events I do not think that it would have had the same impact. Films and Cinema

The Origin Of Our Ideas David Hume Essay Example For Students

The Origin Of Our Ideas David Hume Essay David Hume, a Scottish philosopher and historian who lived from 1711-76, carried the empiricism of John Locke and George Berkeley to the logical extreme of radical skepticism. Although his family wanted him to become a lawyer, he felt an insurmountable resistance to everything but philosophy and learning. Mr. Hume attended Edinburgh University where he studied but did not graduate, and in 1734 he moved to a French town called La Fleche to pursue philosophy. He later returned to Britain and began his literary career. As Hume built up his reputation, he gained more and more political power. He discarded the possibility of certain knowledge, finding in the mind nothing but a series of sensations, and held that cause-and-effect in the natural world derives solely from the conjunction of two impressions. Humes skepticism is also evident in his writings on religion, in which he rejected any rational or natural theology. Besides his chief work, A Treatise of Human Nature (1739-40), he wrote Political Discourses (1752), The Natural History of Religion (1755), and a History of England (1754-62) that was, despite errors of fact, the standard work for many years. We will write a custom essay on The Origin Of Our Ideas David Hume specifically for you for only $16.38 $13.9/page Order now Nothing seems more unbounded than a mans thought, quoted Hume. Hume took genuinely hypothetical elements from Locke and Berkeley but, rejected some lingering metaphysics form their thought, and gave empiricism its clearest and most rigorous formulation. (Stumpf) Hume wanted to build a science of a man, to study human nature by using the methods of physical science. But, with conflicting opinions offered on all subjects how can we know the true nature of things?Hume believed that all knowledge came from experience. He also believed that a persons experiences existed only in the persons mind. Although our body is confined to one planet, our mind can roam instantly into the most distant regions of the universe. Hume believed that there was a world outside of human conscience, but he did not think this could be proved. The contents of the mind can all be reduced to materials given us by the senses and experience, and those materials Hume calls perceptions. Hume grouped perceptions of the mind into one of two categories: impressions and ideas. (Stumpf) Impressions and ideas make up the total content of the mind. Ideas are memories of sensations claimed Hume, but impressions are the cause of the sensation. In other words, an impression is part of a temporary feeling, but an idea is the permanent impact of this feeling. Hume believed that ideas were just dull imitations of impressions. Besides merely distinguishing between impressions there can be no ideas. For if an idea is simply a copy of an impression, it follows that for every idea there must be a prior impression. Humes most original and influential ideas deal with the problem of causality. Neither Locke nor Berkeley challenged the basic principle of causality. For Hume, the very idea of causality is suspect, and he approaches the problem by asking the question, what is the origin of the idea of causality? Since ideas are copies of impressions, Hume asks what gives us the idea of causality. (Feiser) His answer is that there is no impressions corresponding to this idea. How then does the idea of causality arise in the mind? It must be, Hume said, that their idea of causality arises in the mind when we experience certain relations between objects. This idea states that for all effects there is a cause. Hume said that even though the cause preceded the effect, there is no proof that the cause is responsible for the effects occurrence. Did you follow along? Hume also thrived on ones self. Hume denied that we have any idea of self. This may seem paradoxical, that I should say that I do not have an idea of myself, but Hume again tests what is meant by a self by asking from what impression could this idea derive from; do you see a trend forming? Hume compares the mind to a kind of theatre where several perceptions successively make their appearance, but adds that we have not the most distant notion of the place where these scenes are represented.What led Hume to deny the existence of a continuous self

Ecommerce essays

Ecommerce essays Online business has become more prosperous in todays marketplace than it has been in the past, when computers were not as popular. With special software that eliminates the jobs of customer service personnel, along with new ad campaigns and e-alliances, Internet commerce continues to thrive. Even non-profit organizations benefit from the people who manipulate the Internet as a source of income. Some websites supply services that help people sell their own items; others base their websites on both the Internet and in the real world. Business to Business connections are being made between corporations and are failing repeatedly and causing many e-failures. First of all, the definition of e-commerce is any business transacted online or transactions conducted over the Internet, either by consumers purchasing goods and services, or directly between businesses. With modern and constantly improving telecommunications infrastructures, we have been provided with the means to exchange data almost instantaneously. Electronic Commerce is about using these data flows in the most effective way possible. Whether you are a multinational car manufacturer buying components from all over the world and manufacturing them in various locations, a food producer whose market depends on seasonal trends or climatic conditions, or a taxi company with a few cabs on the road, you have to ensure that the right information is available to your staff, to your clients, and to your trading partners. Some computer companies have eliminated the job of customer service clerks by using a sophisticated method developed by IBM. They call this system BELL. BELL is an interactive phone/computer based answer machine. Unlike other troubleshooting phone services, BELL answers questions specifically and diligently. Using and owning this software is expensive, but it is a huge money saver because there are fewer employees ...

Profile of World War II Colonel General Ludwig Beck

Profile of World War II Colonel General Ludwig Beck Early Career Born at Biebrich, Germany, Ludwig Beck received a traditional education before entering the German Army in 1898 as a cadet. Rising through the ranks, Beck was recognized as a gifted officer and was tapped for staff service. With the outbreak of World War I, he was assigned to the Western Front where he spent the conflict as a staff officer. With the German defeat in 1918, Beck was retained in the small postwar Reichswehr. Continuing to advance, he later received command of the 5th Artillery Regiment. Becks Rise to Prominence In 1930, while in this assignment, Beck came to the defense of three of his officers who were charged with distributing Nazi propaganda on post. As membership in political parties was forbidden by Reichswehr regulations, the three men faced a court-martial. Angered, Beck passionately spoke on behalf of his men arguing that the Nazis were a force for good in Germany and that officers should be able to join the party. In the course of the trials, Beck met and impressed Adolf Hitler. Over the next two years, he worked to write a new operations manual for the Reichswehr entitled Truppenfà ¼hrung. The work earned Beck a great deal of respect and he was given command of the 1st Cavalry Division in 1932 along with a promotion to lieutenant general. Eager to see German prestige and power returned to prewar levels, Beck celebrated the Nazi ascent to power in 1933 stating, I have wished for years for the political revolution, and now my wishes have come true. It is the first ray of hope since 1918. With Hitler in power, Beck was elevated to lead the Truppenamt (Troop Office) on October 1, 1933. Beck as Chief of Staff As the Treaty of Versailles prohibited the Reichswehr from having a General Staff, this office served as a shadow organization that fulfilled a similar function. In this role, Beck worked to rebuild the German military and pushed to develop new armored forces. As German rearmament moved forward, he was officially titled Chief of the General Staff in 1935. Working an average of ten hours a day, Beck was known as an intelligent officer, but one that often became obsessed by administrative details. A political player, he worked to expand his posts power and sought the ability to directly advise the Reich leadership. Though he believed that Germany should fight a major war or series of war to restore its place as a power in Europe, he felt that these should not occur until the military was fully prepared. Despite this, he strongly backed Hitlers move to reoccupy the Rhineland in 1936. As the 1930s progressed, Beck became increasingly concerned that Hitler would force a conflict before the military was ready. As a result, he initially refused to write plans for the invasion of Austria in May 1937 as he felt it would provoke a war with Britain and France. Falling Out with Hitler When the Anschluss failed to cause international protest in March 1938, he quickly developed the needed plans which were dubbed Case Otto. Though Beck foresaw a conflict to eliminate Czechoslovakia and officially advocated for action in the fall of 1937, he retained worries that Germany was not prepared for a major European war. Not believing Germany could win such a contest prior to 1940, he openly began advocating against a war with Czechoslovakia in May 1938. As the armys senior general, he challenged Hitlers belief that France and Britain would allow Germany a free hand. The relationship between Beck and Hitler rapidly began to deteriorate aided by the latters preference for the Nazi SS over the Wehrmacht. While Beck lobbied against what he believed would be a premature war, Hitler chastised him stating that he was one of the officers still imprisoned in the idea of the hundred-thousand-man army imposed by the Treaty of Versailles. Through the summer Beck continued to work to prevent a conflict while also attempting to reorganize the command structure as he felt it was Hitlers advisors that were pushing for war. In an effort to increase pressure on the Nazi regime, Beck attempted to organize a mass resignation of senior Wehrmacht officers and issued instructions on July 29 that as well as preparing for foreign wars the army should be ready for for an internal conflict which need only take place in Berlin. In early August, Beck suggested that several Nazi officials should be removed from power. On the 10th, his arguments against war were relentlessly attacked by Hitler at a meeting of senior generals. Unwilling to continue, Beck, now a colonel general, resigned on August 17. Beck Bringing Down Hitler In exchange for resigning quietly, Hitler had promised Beck a field command but instead had him transferred to the retired list. Working with other anti-war and anti-Hitler officials, such as Carl Goerdeler, Beck and several others began planning to remove Hitler from power. Though they informed the British Foreign Office of their intentions, they were unable to prevent the signing of the Munich Agreement in late September. With the beginning of World War II in September 1939, Beck became a key player in various plots to remove the Nazi regime. From the fall of 1939 through 1941, Beck worked with other anti-Nazi officials such as Goerdeler, Dr. Hjalmar Schacht, and Ulrich von Hassell in planning a coup to remove Hitler and make peace with Britain and France. In these scenarios, Beck would be the leader of the new German government. As these plans evolved, Beck was involved in two aborted attempts to kill Hitler with bombs in 1943. The following year, he became a key player, along with Goerdeler and Colonel Claus von Stauffenberg, in what became known as the July 20 Plot. This plan called for Stauffenberg to kill Hitler with a bomb at the Wolfs Lair headquarters near Rastenburg. Once Hitler was dead, the conspirators would use the German reserve forces to take control of the country and would form a new provisional government with Beck at its head. On July 20, Stauffenberg detonated the bomb but failed to kill Hitler. With the plots failure, Beck was arrested by General Friedrich Fromm. Exposed and with no hope of escape, Beck elected to commit suicide later that day rather than face trial. Using a pistol, Beck fired but only managed to critically injure himself. As a result, a sergeant was forced to finish the job by shooting Beck in the back of the neck. Selected Sources World War II Database: Ludwig BeckJVL: Ludwig BeckGerman Resistance Memorial Center: Ludwig Beck

Education of children with disabilities Essay Example | Topics and Well Written Essays - 750 words

Education of children with disabilities - Essay Example They explained how Paraeducators could widen their scope and include the visually impaired students in physical education (17). Schischka, Rawlinson, and Hamilton in their qualitative study addressed the transition of young children with disabilities, from home to school. These also identified the most important factor necessary for a successful transition of children with disabilities (15). Finally, Sartini, Knight, and Collins focused on the importance of formation of social groups in schools so that students with disabilities could be able to socialise with their peers comfortably. They argued that social groups in such scenarios help to address communication needs of children with disabilities (53). Hudson, Browder, and Wakeman reported that since adapting to grade-level text is a challenge to most intellectually disabled children and a challenge for teachers to help them achieve this, this should not be the end of the story, since there are remedies for this situation. They dwel t on different strategies, which educators can employ in their lessons with intellectually disabled children, to help them adapt faster to grade-level text. ... In the case of Hudson, Browder, and Wakeman, because the intellectually disabled children were challenged with adapting to grade-level text, they were often excluded from active learning. Since teachers found this also challenging, they could focus only on those students with good intellectual capacities. Here, then there comes the aspect of seclusion in education. Similarly, Lieberman and Conroy address the factor of seclusion, although in children who are visually impaired, and being secluded from physical education, and not classroom learning like the case of Hudson, Browder, and Wakeman. Lieberman and Conroy in their study investigated the inclusion of visually impaired students in physical education, and found it wanting. They traced this phenomenon to lack of training of Paraeducators on how to include visually impaired children in physical education. They identified education of Paraeducators in this issue, as the best strategy to address the exclusion of these kind of student s from participation in physical education (23-6). Schischka, Rawlinson, and Hamilton identified the fact that transiting from life at home to school-life is challenging to children with disabilities. In their study therefore, they identified one strategy that would help both the parents and educators of the disabled children, as well as the disabled children themselves to experience a smooth transition (15-6). When a disabled child adapts well to school and the learning process, they are able to catch up faster in class, enjoy schooling, and perform better. This is therefore, a strategy, just like the cases of Hudson, Browder, and Wakeman; and Lieberman and Conroy, to help disabled children

Myers-Briggs Type Indicator Essay Example | Topics and Well Written Essays - 1000 words

Myers-Briggs Type Indicator - Essay Example Of course, every discipline does have an ethics or methodological code of conduct, and the point is not to criticize archaeologists. However, what the nature of their activity is as a 'type' depends on the context. In some contexts, the very same activity is grave robbing while in others, it is a respected science. Problems of identity or 'types', can be described as having a 'gray' area, and this is precisely why the question is being raised in the introduction. The problem with the Myers-Briggs Type Indicator is that there are too many cross-over to other 'types' and that the line between types is no clearer than it is for any other concept that involves some notion of 'identity'. The following will analyze the Introverted Intuitive Thinking Judging (INTJ) type and the 'mastermind' within the Keirsey scale, with an eye toward demonstrating some of the limitations. INTROVERTED: On the Myers-Briggs Type Indicator, the first attribute of the INTJ type is introverted. It is important t o stress that this is a specific form of introversion. This form might be described as an 'escaping to' rather than an 'escaping from'. Some introverts are that way because they are trying to get away from social interactions and for a variety of reasons or causes. The INTJ personality is introverted, but they are so as a matter of choice. Being introverted allows for conceptual or analytical activity to take place, and thus as a choice, for the INTJ, it can be described as just a â€Å"practical† decision [Personality Page, 2011, â€Å"INTJ†]. INTUITIVE: Like the introverted quality, the intuitive side of the INTJ and for the writer of the present analysis, is one that is not a strictly conventional definition. Intuition or the form of intuition for the INTJ can be said to be rational. As an individual who invests a lot of time in learning and investigating, the type of intuition that is accessible to the INTJ is also the outcome of conditioning through â€Å"reasonà ¢â‚¬  or â€Å"rationality† [Personality Page, 2011, â€Å"INTJ†]. That is, intuitions take the forms of finding a common thread through seemingly disparate elements, and having the insight at first which was conditioned by reasoning patterns of the past, and further, a type of intuition that can be factually verified. That is, the rational side of the INTJ will not allow an intuition into the conceptual scheme, without there being some practical or pragmatic reason to do so. And, the pragmatic or practical side of the intuition, is to verify or empirically test the intuition rather than just trust the instinctual or emotional side of the experience. THINKING: In the Myers-Briggs Personality Types, the opposite of â€Å"thinking† is â€Å"feeling† [Personality Page, 2011, â€Å"INTJ†]. As was described in the previous section on intuition, thinking or rationally analyzing phenomenon is a primary mode of operation for the INTJ. At this juncture, it is important that both the type and my own self-assessment maintain that thinking through a situation is much more important and indeed, valid, then just feeling about it. For instance, as a parent, this would mean that 'love' 'is not' all you need – that is, to invert a well known set of lyrics from the rock group, the Beatles. Rather, parenting would involve making decisions on what is most reasonable and practical, rather than what the emotion of love is dictating.  

HIV Patients Should Have Equal Access to Kidney Transplantation Essay Example for Free

HIV Patients Should Have Equal Access to Kidney Transplantation Essay HIV infection may be obtained by patients receiving renal replacement therapy (RRT) through blood transfusions, renal allograft, sexual contacts, or needle sharing of drug addicts. Viral infection or HIV-associated nephropathy can cause renal failure. In the early 1980’s, prognosis of patients with the acquired immunodeficiency syndrome (AIDS) was very low, and survival rate of HIV-infected individuals with ESRD was miserable. Accordingly, several people even doubted the worth of providing continuance dialysis to patients with AIDS. Due to progress in diagnostic techniques in serologic and viral markers of disease, and use of extremely efficient antiretroviral agents, the prognosis of HIV-positive individuals has radically improved. Today, skills and knowledge in hemodialysis are effective modes of therapy and many centers, though some are reluctant, are now starting to practice renal transplantation in HIV-infected patients. Human Immunodeficiency Virus HIV infects CD4+ T cells, making the immune system weak as these cells malfunctions. Abnormal activation ofCD8= T cells may contribute to the loss of both CD4+ AND CD8+ T cells through apoptosis, which may represent a major cause of infected and non-infected cell death in HIV infection. Many HIV-infected individuals proliferative responses to recall antigens, irradiated stimulator peripheral blood mononuclear cells from healthy, unrelated donors, or T cell mitogens (Roland Stock, 2003). HIV infection can worsen existing renal disease and can trigger pathologically distinct disease named HIV-associated nephropathy (HIVAN), a focal segmental glomerulosclerosis (FSGS) associated with severe cystic tubular lesions, leading to chronic renal failure. Renal syndromes include: fluid and electrolyte malfunction, proteinuria, nephrotic disease, progressive azotemia, inflamed kidneys, and fast succession to end stage renal disease (ESRD). HIV-infected patients who developed renal disease have short survival span. Transplantation process may increase the risk of HIV-infected patients in accelerating the depletion and dysfunction of their CD4+ T cells, which may further result in the development of more serious and complicated disease, such as AIDS, making HIV replication harder to control. On the other hand, immunosuppression might reverse the immuno-pathology associated with HIV disease (Roland Stock, 2003). End Stage Renal Disease  When the kidney totally lost its ability to filter waste from the circulatory system, renal failure finally meet the end stage renal disease or ESRD, the final stage of nephropathy or the premeditated degeneration of the kidneys. In 1998, over eighty-six thousand patients received therapy for treating ESRD in the United States. Autonomously, Medicare expenditures rose to 12. 9 billion dollars from 12 billion in 1998. The total cost of ESRD program through medicare was 17. 9 billion and is now projected to be 28. 3 billion dollars by 2010 (Winsett et al, 2002). The most common causes of ESRD include diabetic nephropathy, systemic arteral hypertension, glomerulonephrities, and polycystic kidney disease. In the case of ESRD, GFR declines to less than 10mL/min/m2, once it declines to that level, the normal hemeostatic function of the kidneys can not be sustained anymore. Whatever the cause, if untreated, ESRD may cause severe infection and even death to the patient. When the kidney function decline to less than twelve percent to fifteen percent, the patient survival will depend on the kidney transplantation and the therapies associated to it (Winsett et al, 2002). Chronic Dialysis versus Kidney Transplantation According to the New England Journal of Medicine (1999), transplantation is superior in saving life than long-term dialysis. The mortality rates were analyzed among over 200, 000 patients who underwent dialyses for ESRD and only twenty-three thousand received a kidney. Based on the research, patients who undergo transplantation live twice more than the projected years of life of patients who remained on the waitlist having dialysis. A successful transplantation improves the quality of life and lessens the mortality rate for many patients. Moreover, it consumes less time and energy. However, this procedure may cause bleeding, damage, and infection to other organs inside the body, even death can occur. That is why after transplantation, patients must undergo immunosuppression process for a lifetime period to monitor signs of rejection (Berns, 2007). Despite the greater risks, when it comes to quality and length of life, a transplanted kidney is more preferred. It’s man over machine. Statistics Over ten thousand kidney transplantations are being performed each year on patients with ESRD. Records show that patients who undergo kidney transplantation live longer than those who are just taking dialysis; but eight to nine patients on the waitlist die every day due to scarcity of organs to be used in the transplantation. Cadaveric kidney supply has an average of more than two years to come, and only 15-20 % of patients in the list were granted to receive them. The condition of renal failure and what causes them have direct effects on the transplantation rates of patients. Individuals with cystic kidney disease (25. 5%), obstructive nephropathy (24. 9%), and glomerulonephrities (23. 2%) have the utmost successful transplantation rate while patients having diabetes (13. 3%) and hypertension (8. 5%) have the lowest rates (Wallace, 1998). Why transplantation should be considered in HIV-infected patients? Organ malfunction has been the principal grounds of morbidity and mortality of HIV-infected patients, AIDS-related complication is only secondary. Before, immunosuppression was thought to be an unconditional contraindication in the circumstance of HIV infection, now, it is gradually more valued that immune activation is a major aspect of HIV pathogenesis. Consequently, immunosuppression has advantageous effects in people with HIV infection through temperance of immune activation or reduction of HIV reservoirs. Some specific immunosuppressant agents also have antiviral properties or interact synergistically with certain antiretroviral agents (Roland Stock, 2003). Reasons for reluctance of performing Kidney Transplantation for HIV-infected patients: In a survey conducted to 248 renal transplant centers in The U. S. in 1998, 148 requires HIV testing of prospective kidney recipients and that the vast majority denies patients with HIV to undergo transplantation. Most centers believe that transplantation is not suitable for HIV-infected patients (Spital A. , 1998). Before, chronic dialysis was the only option for treating ESRD of HIV-infected patients for fear of increased morbidity and mortality due to therapeutic immunosuppression. The allocation of cadaver kidneys to these patients was also considered improper due to expected inferior patient graft survival (Anil Kumar et al. , 2005). Also, according to the research led by Professor Andrew Grulich from the University of the New South Wales’ National Centre in HIV Epidemiology and Clinical Search (NCHECR), immune deficiency is responsible for the increased risk of contracting several types of cancer than the general population. HIV patients are eleven times more expected to develop Hodgkin’s lymphoma while there is almost four times the risk for those who had transplants (Staff Writers, 2007). Professor Grulich further proposed that people’s immune system must be maintained at a higher level through the use of anti-retroviral drugs. The main historical exclusion of HIV-infected patients with ESRD was rooted in the coherent basis that immunosuppression necessary for organ transplantation would aggravate an already immunocompromised state. Although there were numerous initial reports signifying worse outcomes after solid organ transplantation in HIV seropositive recipients, there have been reports as well suggesting there were no unpleasant effects of HIV infection on allograft survival (University of California, 2007). Indeed, there have been two reports of HIV-infected patients going through liver or renal transplantation who demonstrated normal graft function for at least eight years following the transplant. The HIV status of the two was unknown at the time of transplantation; therefore no endeavors were prepared to adjust immunosuppressive therapy. The distinction in these studies may recount to differences in the time of HIV acquisition, with those of longstanding HIV infection prior to transplantation having a faster end relative to those who acquired HIV infection at the time of transplantation. Regardless of standard cyclosporine-based immunosuppressive treatments, there was no proof of OI or progression to AIDS in the first eight years following transplantation (Roland Stock, 2003). There are multiple other reports of patients with HIV who had gone through transplantation and demonstrated long-term graft survival in the presence of immunosuppression with variable rates of developing AIDS or death. Six of eleven renal allografts were functioning at a mean follow-up of thirty-one months (Roland Stock, 2003). Effects of Immunosuppressant Agents In order to avoid rejection reaction of the body against transplanted organs, immunosuppressant drugs are being taken to block the immune system from attacking the transplanted organ and preserving its function. As side effect, these drugs can help in HIV progress to AIDS. However, recent studies show that these drugs can also contribute in the reduction of HIV. Inactive T lymphocytes serve as a vital reservoir for HIV regardless of HAART. Immunosuppression may affect the reservoir of HIV-infected cell that persist throughout HAART through reduction of cell-associated HIV by either direct inhibition of viral replication, potentiation of HAART effects, or exhaustion of infected cells and lessening in the accessibility of permissive target cells by preventing T-cell activation. Otherwise, improvement in viral reservoirs can be caused by reduced immune management of HIV-expressing cells (Roland Stock, 2003). Ethical and Medical Issues Organ shortage is one of the ethical issues in organ transplantation. One distributive fairness criteria is equal access which include length of time waiting (first come, first saved basis), and age (youngest to oldest). The supporters of this criteria has a strong belief that since kidney transplantation can save live, it is an important remedial practice and worth offering to anyone who needs it (Center for Bioethics, 2004). The second type is the maximum benefit, aiming to maximize the quantity of successful transplants. The maximum benefit criteria include medical need (the sickest people are being prioritized for a transplantable organ), and probable success of a transplant (giving organs to the person who will be most likely to live the longest). People who support the maximum benefit philosophy aspire to avoid the wasting of organs, which are quite scarce, so that the greatest benefit is derived from every available organ (Center for Bioethics, 2004). During the Pre-HAART era, HIV-infected patients have a very poor prognosis, many people believes that it would be a waste to use the limited supply of organ to those group of patients that is why many transplant centers are reluctant to practice the transplantation. However, now that the HAART has been launched and the mortality and morbidity rate has been decreasing, it would be unethical to withhold this option in the absence of evidence that it is either unsafe or ineffective. Advancement in HIV Therapy: HAART era Highly Active Antiretroviral Therapy (HAART) has been the primary improvement in the treatment of HIV-infected patients in the previous decade. Numerous studies and observations had proven that advantageous outcomes of HAART also include improvement of HIV-related renal complications. Virologic and histologic evidences imply that HIVAN perhaps the result of HIV-1 reproduction in the kidney. The potential relation of HIVAN with HIV-1 replication in the kidney is associated with epidemiologic and medical records showing that HAART may improve HIVAN. On the other hand, from nephrologist’s perspective, one effect of this achievement has been the emergence of new kidney diseases related to (1) enhanced management of the HIV infection and (2) the prospective nephroxicity of antiretroviral treatments. According to the studies of MD Roland and Stock, medical tests have confirmed apparent survival benefits linked with the use of protease inhibitor (PI)-containing or non-nucleoside reverse-transcriptate inhibitor (NNRTI)-containing regimens (HAART). Epidemiologic statistics show reduced mortality, hospitalization rates, and opportunistic infection (OI) incidence associated with HAART. There have been vivid decline in new AIDS-related OIs, the majority of which are now occurring in people with low CD4+ T cell counts and those who are not receiving medical care (University of California, 2007). Epidemiologic and modeling information sustain the clinical trial efficacy data, signifying that HAART has a considerable effect on medical result (Roland Stock, 2003). Survival Rate Using the United States Kidney Data System (USRDS) data, the Journal of the American Society of Nephrology analyzed and studied these inputs to find out whether recipient HIV serologic status remains the primary factor in graft and patient survival in modern clinical transplantation. Ninety-five percent of the HIV-infected patients survived after transplantation and only 4. 3% died. Although in the earlier USRDS studies of kidney recipients before the introduction of HAART, the results showed that HIV-infected recipients had a survival of eighty-three percent while the uninfected patients have eighty-eight percent survival rates. While endurance records of HIV-infected and HIV-uninfected patients is almost the same, selection bias may have occurred, prioritizing the healthier patients than HIV-infected individuals. Also, in the studies of MD Roland, data showed that graft survival and rejection rates of HIV-infected patients who had gone through transplantation were similar to those HIV-negative patients (Roland Stock, 2003). Studies and Observations Methods. This study aims to observe safety and success of kidney transplantation, and learn the effects of immunosuppressant treatments on HIV infection, with the approval of the Institutional evaluation board of two universities: the Drexel University College of Medicine and Hahnemann University Hospital. Forty-five recipients with HIV infection from February 2001 to January 2004 were observed. Patient inclusion criteria were maintenance of HAART, plasma HIV-1 RNA of 400 copies per milliliter, absolute CD4 counts of at least 200 cells per micro liter. Immunosuppressant treatment includes the use of basiliximab stimulation and maintenance with cyclosporine, sirolimus, and steroids while HAART was still being applied after the transplant. Biopsy detected acute rejection; methylprednisolone was used as a treatment. Every after twelve months, surveillance biopsies are being done and evaluations include testing for subclinical acute rejection, chronic allograft nephropathy, and HIVAN (Anil Kumar et al. 2005). Results. The results demonstrated that patients with HIV infection who maintained HAART are capable of increasing an immune reaction, as proven by twenty-five percent rejection rate, signifying allograft reactivity is preserved and that no immunosuppression will lead to allograft rejection. The data showed that the combination of HAART and low-dose immunosuppressant drugs is not associated with serious adverse effects (Anil Kumar et al, 2005). The records show one- and two-year patient survival rate of eighty-five percent and eighty-two percent respectively, in comparison to the reported fifty-eight percent and forty-one percent survival of patients on dialysis. The United States Renal Data System accounted a one-year death rate of 32. 7% in HIV patients uphold on dialysis. The graft survival in this series of HIV-infected recipients is comparable to the UNOS data on non-HIV recipients (Anil Kumar et al, 2005). The monitoring of combined immunosuppression and HAART due to major drug interactions needs thorough supervision and synchronized care of transplant professionals, pharmacists, and HIV specialists. The overall result of this study proves that kidney transplantation in selected HIV-positive patients who were maintained on effective HAART is safe and has higher one to two year patient survival compared to dialysis treatment of selected HIV patients. Actual graft survival in HIV recipients is equivalent to other high-risk groups. The patients observed didn’t developed AIDS or opportunistic infection caused by immunosuppressant agents. Therefore, positive HIV status should not be considered a contraindication for kidney transplantation in selected patients. Conclusion Ethical concerns and safety of transplantation and post-transplant immunosuppressant treatment in HIV-positive recipients advances radically in recent years. Due to improvements in morbidity and mortality, the safety of this complicated intervention was further evaluated. The preliminary outcomes are promising. Proper management and control of transplantation team will determine the success of the renal transplantation. Since many advancements and developments regarding the HIV therapy, kidney transplantation is now possible for HIV-infected patients as morbidity and mortality rate keeps on decreasing. Therefore, with all the results of the research studies and observations, there is sufficient evidence that can support the equal access of patients with HIV infection on kidney transplantation.

Eudora Welty:Worn Path, visit of charity :: essays research papers

Eudora Welty   Ã‚  Ã‚  Ã‚  Ã‚  The are only so many ways an author may sum up the course of a human life within just a few pages. Eudora Welty has the awesome talent of being able to do just this. In her stories â€Å"Where Is the Voice Coming From†, â€Å"A Visit of Charity† and â€Å"A Worn Path†, Welty uses the reoccuring themes of characterization, confrontation, journey, and insight into ones mind to convey key aspects of her stories. Through characterization Welty shows individuals who experience confrontations, and as a result complete a type of journey.   Ã‚  Ã‚  Ã‚  Ã‚  With a chillingly cold attitude, the protagonist of â€Å"Where is The Voice Coming From† takes it upon himself to take care of what he feels to be an inconvenience in his life, by murdering a local civil rights activist in cold blood. He later states, â€Å"I done what I done for my own pure-D satisfaction† (â€Å"Where is The Voice Coming From†482). This embodies the protagonist as a cruel, racist, self righteous murderer. One later is drawn to the conclusion that the only regret that the protagonist has is not getting the credit he believes he deserves for his crime.   Ã‚  Ã‚  Ã‚  Ã‚  With the knowledge of her deathly ill grand son at home, Pheonix Jackson decides to head for town to receive medication for him. In her travels the reader is given a real insight into the person that Pheonix really is. While crossing over a fallen down log, Pheonix jovially remarks, â€Å"I wasn’t as old as I thought† (â€Å"A Worn Path†636). One must realize the amount of strength and determination it must take for this frail old woman to accomplish such a task, yet Pheonix takes it with a grain of salt and keeps on going. At this point the reader finally realizes the respect that Pheonix deserves for being the beautifully harmonious person that she is.   Ã‚  Ã‚  Ã‚  Ã‚  In another work of Welty’ we are depicted the character of a seemingly kind, charitable young Campfire girl, named Marion, who is sent to an old age home. Yet what we do not know is that Marion has another side to her besides the bright, vibrant young girl that she is. We soon come to see this side of her as she sprint from the old folks home, â€Å" Under the prickly shrub she stopped and quickly, without being seen, retrieved a red apple she had hidden there.† (â€Å"A Visit of Charity). The reader now realizes the true conniving ways that Marion withholds in the beginning.

Word of Mouth Marketing in the Time of the Internet

At the threshold of the onslaught and brutal display of power of the internet-based word of mouth, there are many important things to discuss standing from different perspectives. The most important of which is from the standpoint of an advertising/marketing strategist, which is constantly manipulating the mechanisms of social behavior (including the word of mouth phenomenon then and now) in the name of successful market control. Word of mouth (WOM) and marketing go hand in hand in the past, largely because of the impact of interpersonal relationship and communication in consumerism. Companies overwhelmingly believe in the ability of consumers to influence one another’s purchasing decisions (Nacht, Chaney, 2006, p. 64). † Today, another player comes into the picture – the internet. If traditional marketing and advertising has managed to weave its way around traditional word of mouth communication enough to successfully manipulate it, the same cannot be said about how advertising and marketing entities are dealing with internet-based sources of word of mouth communication. The internet has shown that it is a powerful tool for word of mouth communication and the power grows vis-a-vis the growth of users, who are also the consumers. â€Å"The large number of users gives Internet WOM significant potential power for marketers. Anecdotal evidence of the power of the Internet WOM abounds (Schindler, Bickart, 2005, p. 35). † Despite the problems that go with the rise of internet-based word of mouth communication and marketing, there are still positive things to hope for. The opportunity here is for companies to find their brand ambassadors (Nacht, Chaney, 2006, p. 64),† while for others, the task is to simply be able to work well with this new social trend empowered by new technology that many is enjoying at the moment. Nonetheless, this is a very important topic to discuss, break down and analyze. This paper will discuss how different internet-based sources of word of mouth marketing including web sites, blogs and other similar mediums affect th e decision-making process and the buying habits of modern day consumers. This paper will be discussing the special and important relationship of three factors – the internet, consumers and the word of mouth communication – because how these factors affect each other is an important aspect that shapes how consumerism takes place today. Since the day that humans were able to understand and execute the system of selling items or services for a profit, the consumer segment of the society has already been created; and today, everyone is a consumer. With the creation of the consumer section and the start of the flow of local economics via sustainability through the sale of items or services that other people are willing to pay for is the creation of word of mouth communication. What is word of mouth communication, or WOM? There are several yet similar explanations about word of mouth communication made by experts. Here is one: â€Å"Word-of-mouth communication† is used â€Å"to exchange post-purchase experience among the costumers (Takahashi, Sallach, Juliette, 2007, p. 09). † Providing that this explanation is correct, the very first word of mouth communication is the very first time the very first consumer who bought something from another person told another individual what he or she thinks of the recent item he/she purchased. This trend has not changed since. All over the world, part of the culture of consumers is to let other people know how they feel about the product they purchased. Usually, neighbors who have pleasant relationship with each other include in their casual conversations appraisal and assessment of the things or services that they recently bought or paid for. It could be about anything and everything – food, clothing, equipment, accessories, home appliances, medicine etc. Word of mouth communication happens everywhere: as neighbors and friends talk to each other during social gatherings or everytime they pass by each other in malls, grocery stores, at work or when they bump into each other in leisure locations like in beach, gym, arcade etc. Word of mouth communication is a product largely a personal face-to-face conversation, although sometimes telephone conversations, even mails also become sources of word of mouth communication. This happens when friends or relatives suggest or advise for or against a particular item or brand, or if they simply express how satisfied or dissatisfied they were in a particular brand or item even without the conscious effort to affect the personal belief of the listener in the item or brand in question. Word of mouth is everywhere, it was an everyday experience which, at one point, was believed to be strong enough that it can affect consumer attitude. At the onset of media advertising in radio, television and print, commercials took to mimicking word of mouth phenomenon to reflect real life and make it appear that in real life, people are really talking positively about the brand featured in the commercial so that the consumers are influenced towards imbibing the same mindset about the product. Word of mouth style in advertising in media is one of the important types of advertising approach because it was successful and effective. When people see individuals in a commercial enjoying a bottle of a popular soda and talking about it and recommending it to other people, they feel that the people in the commercial are directly talking to them; and for most part consumers who are exposed to television are influenced into trying the product because the commercial made them feel/think that the product was great and it was worth trying. At this point, there was already a genuine word of mouth communication happening between individuals, as well as artificial word of mouth communication, which happen when commercials try to influence and manipulate the thinking, mindset and attitude of the consumers through the help of commercials. Word of mouth, at this time, was still powerful but it was not an unstable power that cannot be controlled. For one, word of mouth communication moves around a particular network and does not extend any further that it cannot immediately create a nationwide attitude for or against a product or brand. Secondly, advertising agencies and marketing professionals managed to control consumer attitude and buying preference largely because of the ability of commercials and marketing efforts to convince people to patronize a particular brand. And then, there was the Internet. The internet was not created primarily to alter the previous status quo in the consumer world. The idea behind the internet is to provide an information highway for everyone to use. But the inherent characteristics of the internet made it an important aspect in how word of mouth, marketing and consumerism would change. The internet gave word of mouth communication renewed power by giving the consumers power communicate with each other and let other consumers know how individuals feel about particular products being sold to the people. The society was introduced to a new set of culture that included blogs and websites, emails and chats, forums and websites which all provided new platforms where information can be made available, information which included the personal thoughts of other consumers about products. It turns out that other consumers are very much interested in finding out what other people think, especially about products that other people are thinking of buying. Because of this, consumers knowingly or unknowingly focused more attention online, looking for the opinion of individuals about different products and letting real life experience and not padded advertisement act as the source of information about products. This information is used to assist the individual in the formation of the individual’s buying attitude and consumer behavior upon a particular product. Some of the examples include the browsing of Internet users in sites that feature blogs on consumer appraisal on products, found in websites like www. oxygen. com and its message board; www. leftgear. com and its style chat; and other websites like www. consumerreviews. com and www. epinions. com. The entry of the internet complicated the relationship of consumer world with world of mouth communication, and most of the problematic aspect of this social change targeted the companies which are finding different ways and means to be able to regain control of this new source of word of mouth communication. I. The Consumer and word of mouth The consumer and word of mouth has been together and closely related to each other for a long period of time. â€Å"Verbal consumer-to-consumer communication, often referred to as simply ‘word of mouth’ (WOM) has long been recognized as an important factor in consumer behavior (Schindler, Barbara, 2005, p. 35). † Word of mouth and consumers are symbiotic and intertwined, each other directly affecting the other. Without consumers, word of mouth communication, at worst will lose its essence and its ethos, especially if the information disseminated are merely results of company-led propaganda. Without word of mouth communication, consumers will have to rely on how much information they have for them to be able to make the best, educated decision when buying products or services and selecting which brand to pick from the shelf. â€Å"The word-of-mouth communication between the consumers is crucial (Takahashi, Sallach, Juliette, 2007, p. 109). † Getting the opinion of other people first before making a decision is one of the innate characteristics of many individuals, and their particular attitude in buying is no different. For some people, they want to know first how other people ahead of him or her in buying the product feels about the item, and then uses this information to assess whether or not he or she will pursue purchasing the product, opt for other brand of the same product or shelf the idea of purchasing one all in all. â€Å"Innovators first seek information from other people in the purchase of an innovation and such behavior is similar across various new product categories (Krishnamurthy, 2004, p. 73). † This particular attitude of consumers is the main vein that connects consumers to word of mouth communication. For most experts, they believe that there are many enough individuals who follow this pattern of behavior in buying that it is important for companies to know how word of mouth communication. The consumers react and interact with each other so that the companies can make adjustments that enable them to use the presence of word of mouth communication to their advantage. If marketers were to realize the intended results of their efforts, they would benefit from understanding the manner in which consumers process WOMC (De Carlo, Laczniak, Sridhar, 2003, p. 225). † This is crucial for consumers because information sharing and dissemination is accomplished through this. But there is more to that. This is also crucial for companies relying on positive word of mouth from consumers to improve how the public perceive the product they are selling, or simply, marketing. The best marketing that ever was, or ever will be is word of mouth. There is no dollar value you can assign to having someone else talk positively about you, your company, and your services (Nacht, Chaney, 2006, p. 64). † This realization comes from the consideration that companies also has to rely on wor d of mouth communication because in several instances, the public/consumer is not interested or affected anymore by commercials and are instead more interested in word of mouth communication. Internet-Based Word of Mouth Seen by Consumers as a Fresh Alternative versus Product/Service Commercials There are many reasons why people find the internet-based word of mouth tools like blogs and forums more reliable, dependable and useful for information gathering. One of the possible reasons is that individuals are already tired, fed up or already calloused by the traditional commercials that they are not as affected anymore as in the past in being exposed to product commercials in television and print media. The feeling of being detached and impersonal by these commercials only improves its quality as something that is feigned and artificial, and because people wanted more, particularly something more personal and more genuine, word of mouth via the internet communication became the suitable answer to this consumer need. â€Å"Instead of fake artificial commercial messages, people can now get real-life comments from peers on anything they want (Nacht, Chaney, 2006, p. 64). † II. Word of mouth and the Internet. Word of mouth was a social phenomenon even before the age of Internet. But in the entry of the internet in the social structure and global culture, word of mouth communication, no doubt, was influenced by this new technology. â€Å"The development of the Internet has led to the appearance of new forms of word-of-mouth communication (Schindler, Bickart, 2005, p. 35). † Today, the internet and word of mouth is connected with each other; online word of mouth communication is expected by experts to increase as long as the users of the internet continue to increase. As online word of mouth communication increases, so is the power and influence of online word of mouth to affect consumer behavior and buying attitude, making word of mouth dependent on its online breadth for its power and influence, and the internet's source of power dependent in part in how individuals like consumers utilize this medium and give it power by exercising the newfound consumer power (word of mouth communication) through the internet and its features. â€Å"The importance of online WOM increases as access to and usage of the Internet continues to grow (Schindler, Bickart, 2005, p. 35). † Understanding how word of mouth works is one thing. But making word of mouth result favorably towards a particular product or item is more complicated. And with this knowledge, companies ensure that their initial task is not to make the most out of the word of mouth phenomenon by manipulating it in the onset; but rather to ensure that any marketing strategies outside word of mouth considerations do not become a source of negative publicity which in turn would be a potential negative feedback that can be fed in the word of mouth network and would generate more negative publicity and blow the problem out of controllable proportion. The companies’ task is the fine tuning of the advertising strategy driving the demand using sugarcoated advertising claims but paying attention not to initiate negative word-of-mouth effects (Takahashi, Sallach, Juliette, 2007, p. 109). † In the age of internet-based word of mouth, this is a task which is not as difficult as controlling a publicity crisis that went public and became the subject of many blogs and forums that can devastate and destroy the reputation of a product; there is just no ethical way to stop the bloggers from publishing online what they think and feel and how they respond to negative publicity, regardless of the notion that â€Å"bad publicity is still publicity. There is just too many bloggers, blog sites, forums and chat rooms in the information highway that controlling what comes from it is impossible, but making sure bloggers cannot say anything bad about the product, compared to the earlier task, appears more doable, workable and possible. At least through that, companies can hope that they have something they can use to attempt to equalize the impact of internet-based word of mouth communication. In this line of thought, it is easy to see that one of the effects of the powerful internet-based word of mouth communication is forcing companies to either make something flawless and good all in all, or be good in covering up foul ups and problematic aspects that can be used as topics to start communication threads and negative word of mouth streams of conversation that can be devastating. Simply said, this situation can translate to better quality control, with companies trying to play it fair with the consumers as much as possible, lest someone notices how things do not add up and publish it in the internet and create an online buzz that can negatively affect the image of the product and the company. Traditional or through the internet, word of mouth among customers and the consumer is a very powerful aspect of the mechanism of marketing and consumerism. Being able to understand this aspect is critical especially for market strategists and for the company themselves, so that they can, in turn, prepare for the possible trend in the word of mouth phenomenon, how it will affect the product and how they would hand this situation in a manner that benefits them more than harms them. Clemmer, Sheehy (1994) explained what the Washington, D. C. based group TARP or Technical Assistance Research Program found out, particularly that â€Å"while only a small percent of your unhappy customers bother to tell you about their dissatisfaction, they are eager to tell lots of your potential customers about the problems they have had dealing with you (Clemmer, Sheehy, 1994, p. 15). † This is just one of the many proofs that customers talk to each other, share each other’s experiences, and more often than not, take to heart the input they receive from other people and use it to affect their future decision making when it comes to buying or p atronizing a product or item. Through word of mouth phenomenon, many things come into play and not just patronage of products – sometimes the success of the new things being offered to the public is also dependent on word of mouth, regardless of whether or not the outcome resulting from the word of mouth is good or bad publicity for the product. â€Å"Favorable WOM has been found to be positively related to new-product diffusion†¦ Even negative WOM is found to increase credibility (Krishnamurthy, 2004, p. 273). † Increased Role of Word of Mouth Today. As years go by and as the attitude of consumerism increases around the world, the power of consumer input through different channels including the use of word of mouth communication (WOMC) also increased in significance. Partly, this is one of the means by which both the consumers and the companies in need of genuine product, service and performance appraisal can have real, first hand information about how the public as consumers really feel about a product, service or item sold to them. Word of mouth has become one of the gauges, not just of product appraisal but of the performance as well, of the companies to be able to deliver to the public what the public genuinely needs, and not what the companies want the people to need. â€Å"In the past decade, word of mouth and its more formal manifestation found in many consumer and industry protection movements have been playing a much bigger part in broadcasting what kind of service/quality a company is consistently delivering as perceived by its customers (Clemmer, Sheehy, 1994, p. 5). † The increase in this trend is due largely to the growth and increase in customer participation. â€Å"The influence of blogs and podcasts is increasing due to fast expansion of the audience and contributors (Swoboda, Morschett, Rudolph, Schnedlitz, Schramm-Klein, 2008, p. 9). † Word of mouth has become an important point of concern for marketing. This is because at the entry of the internet and the weakening hold of traditional advertising and marketing effort to influence the public, the consumers found in the World Wide Web a new source of information, as well as a place where they have the chance to speak about their experience as consumers, in the process empowering consumers and making them not just mere recipients of the messages of the advertising and marketing strategies but also a source of information that can seriously compete and challenge traditional marketing and advertising when it comes to reaching and affecting the consciousness of the audience. Professionals know about this already, but they are careful not to openly admit how consumers of today rely on word of mouth in the internet blogs and forums. How they are very cautious not to make internet-based word of mouth push their carefully and delicately laid out advertising and marketing plans out of order by making sure that even the consumer has fully ignored the commercials, the word of mouth results still puts a particular product in a positive light. Nacht and Chaney (2006) quoted Paul Beelen who said that a positive comment is very important, more important compared to commercials or print ads especially if the comment was something that came from â€Å"someone you know and trust (Nacht and Chaney (2006, p. 64). † Beelen, as quoted by Nacht and Chaney, went on to explain by stressing that word of mouth became more potent now than it was before because of the fact that â€Å"millions of consumers are now also publishers (Nacht, Chaney, 2006, p. 4)† and the traditional word of mouth that was once left in the party huddles now jumps off and lives on longer and extends towards a wider audience via â€Å"the World Wide Web, in the form of podcasts, wikis, forums, and most importantly: blogs (Nacht, Chaney, 2006, p. 64). † Word of Mouth Marketing and the Power of the Internet Why is word of mouth very powerful? One of the reasons is that because it happens as part of a very simple and common human experience. It i s an important part of constant everyday interaction between individuals. Because the efficacy found in the word of mouth phenomena is the fact that there is a sense of commitment and the value of trust and credibility that people are willing to put on the line, making people trust the appraisal of the person who have already used a particular product. This power is a very important power that marketing strategists need to have if they want to be able to control and predict the outcome of buying attitudes and consumer preferences, the result more favorable to the product they intend to sell to the market. For example, the traditional word of mouth phenomenon happens between friends, between relatives or peers in the house, in the neighborhood, in the office or in locations where human verbal interaction is possible. A housewife may rant to a neighbor and fellow housewife how the recent upholstery stain remover did not work for her and how it messed the sofa more. Of course, housewife #2 do not have any way of finding out if this was true or if the worsening of the condition was caused by other factors (i. e. wrong use of the cleaner, etc), but there is a very large possibility that housewife #2 will shy away from the particular brand being discussed and select another brand (not unless the brand being talked about is something that housewife #2 has already used in the past and depended on for quality and performance). Nonetheless, this illustrates what is in play in the word of mouth phenomena. It becomes more credible because people believe that the appraisal/assessment of a product/service is based largely on true, first hand experience without any manipulative motive from the source of information besides the need to share the experience with another individual. The same effect marketing and PR professionals try to produce everytime they use common or ordinary looking individuals to comment on their products or everytime they use the everyday man random interview wherein the individual endorses a product based on his/her own true experience, which some individuals may not easily believe knowing that actors in paid ads are mere puppets and totally unreliable sources of information in a pseudo-word of mouth approach. This traditional word of mouth model is no different from how word of mouth communication and word of mouth marketing happens today in the online world or through the internet. â€Å"In recent years, the opportunity for consumers to generate WOMC (word of mouth communication), and the rate at which it is disseminated, has increased significantly due to penetration of the Internet (De Carlo, Laczniak, Sridhar, 2003, p. 225). Bloggers talk about items they recently bought or thinking of buying, and more often than not replies to the subject thread will generate different opinions about the product being talked about, and this series and streams of ideas racing back and forth between individuals involved in conversation through blogging affect the perception not just of the bloggers involved but also those who come across the blog site and gets to read it (i. . those who searched for the particular product in the search bar to get more information about the item, who will soon have dif ferent notions and particular mindset about the item which was unknown to the person prior to reading the blog and message threads that influenced the individuals thinking and perception about the product). Word of mouth marketing and communication placed in the plateau or realm of the internet is more influential and powerful as it is more dangerous because the spreading of word of mouth through the internet is easier and can target and reach more individuals compared to traditional word of mouth experiences. Because of this, marketing strategist are all the more concerned about the power of the internet-based word of mouth phenomenon. â€Å"Chat rooms and message boards, for example, allow individuals to share experiences with relative ease (De Carlo, Laczniak, Sridhar, 2003, p. 225). † For example, talking about a particular product or item in a chat room with 50 listed participants (something which is not impossible or difficult to achieve, especially with the growth of social networking via the internet that links more and more people together in a tightly knit web of online community that connects one to another in many different links) already puts the source of the information in a position wherein he/she can influence 49 different individuals, especially if the topic/item/product is about something that is of common interest to everyone in the chatroom (i. . the newest electronic entertainment gadget among young individuals or a particular product or item among hobbyist, like the newest GPRS gadget among outdoor enthusiast). Imagine the impact of influencing 49 individuals, something that is not easy to do traditionally since it is not easy to gather 50 individuals in one location on a particular time only to rant about product appraisal (not unless its the a nnual Tupperware Party, where the preferences of the individual on a particular common interest is already a given). Manipulating Internet-Based Word of Mouth Communication Because of the power of online word of mouth communication, there are several efforts to cheat word of mouth communication by planting individuals that will act as sources to create a stir in the internet and in the process allow people to talk about a particular product or item in the internet through blogs and forums and chat rooms, in the process creating word of mouth communication and marketing the product/item/service to the consumer. A perfect example is what happened in the internet during the effort to create popularity for a former pop star. â€Å"Students hired to post questions and comments on teen-oriented chat rooms and bulletin boards generated discussion and interest in pop singer Christina Aguilera (Schindler, Bickart, 2005, p. 35). † The power of word of mouth found in internet tools is very potent that companies are also trying to find ways on how to combat the presence of negative inputs directed at company products resulting from online word of mouth communication. Trademark owners may be able to suppress or excise negative word of mouth (Goldman, 2008, p. 404). † This can be also considered as manipulating online word of mouth, largely to protect the interest of companies who are in danger of bad publicity and bad public standing if word of mouth in the internet is not properly handled. Because of the power of online word of mouth and the collaboration of the word of mouth culture with the internet technology, several changes happened. One of which is the challenging the traditional market cycle power players. Experts believe that online and offline word of mouth communication functions differently. And because of that, control is something that companies are struggling with as word of mouth in the internet increases. â€Å"Offline, trademark owners have a fair amount of control over consumer perceptions of their brands. Online word of mouth undermines that control (Goldman, 2008, p. 04). † Challenging the Traditional â€Å"Expert-Review† Notion Another important characteristic of word of mouth communication in the internet that makes it very influential and significant in the consumer reception and patronage of a product in the shelf is because of what experts believe as the shift of credibility from the traditional â€Å"product experts† to the everyday, everyman blogger in the internet where word of mouth is mostly prevalent. Even if companies pay for the opinion of respected â€Å"product experts,† it hardly matters now because it seems like individuals who want information about a product read about what other individuals like themselves has to say about the product before creating their own mindset and perspective about the item. â€Å"Nowadays, customer reviews posted in different forums or virtual communities, web blogs and podcasts are much more powerful and believable than expert product reviews (Swoboda, Morschett, Rudolph, Schnedlitz, Schramm-Klein, 2008, p. 8). † This is good news for those who will be affected by word of mouth in a positive manner, especially those whose appraisal that was transferred via word of mouth through blog(s) commend the product and encourage other people to use it, because this phenomena evens out the impending failure in credibility of perceived product experts. This can also spell doom and worst case marketing crisis management for those which were appraised negatively in the blogosphere. Word of Mouth as a Source of Important Information One of the sources of power of word of mouth is because people rely on it, generally for information. In this age where there are many things being offered to them, each type of item available in different brands, customers wanted to have more information until they are satisfied that they know what they need to know after making the purchase. â€Å"A second source for consumers to learn about a new product is through word-of-mouth (Krishnamurthy, 2004, p. 273). † This was true during the pre-internet age, and still holds true now that Internet became part of the social culture and took an important part in how word of mouth is undertaken today. Word of mouth, particularly internet based word of mouth communication has been an important source of information that some believe that it has already overtaken the significance of the traditional mass media platforms when it comes to consumer preference on where to find the information that they want to know. Take for example, the case for the diffusion of new products in the market. Some experts believe that in this particular area, word of mouth is very important factor in how the sales and marketability of the new product will turn out after consumer reception to the product is gauged. Awareness of new products primarily came from personal communications, with mass media only consulted when more information was desired (Krishnamurthy, 2004, p. 273). † That people rely heavily on the input of other people rather than the impact of mass media advertising and marketing strategy only points to the idea that large sections of the items, services and other things for sale – particularly those which is in its initial launch level – depend the level of consumer saturation based on how the consumer and their preferences and buying habits will react to the input of word of mouth in their consciousness. Some studies have shown that innovators engage in more WOM communication than do imitators†¦ and are more dependent on WOM (Krishnamurthy, 2004, p. 273). † III. The Internet and the consumer One of the best things that happened to the world is the internet, as much as the internet is one of the best things that happened to consumers because of many different reasons. First, the internet improved purchasing, making the buying and selling of things faster and more convenient both for the vendor and the customer. Online purchasing is also now an option to consumers, thanks to the internet. Another important impact of the internet in the world of consumers is how the internet gave the consumers the power by providing consumers with a new platform for word of mouth communication. In the past, the consumers are left with very little options and chances for their opinion and thoughts to be heard by the companies that sell items, by their fellow consumers and by the rest of the world. With the entry of the internet, the consumer section is once again empowered because they have now, through the internet, what they did not have when the transfer of information was controlled largely by manufacturers and vendors. â€Å"Using the internet, consumers can now easily publish their opinions, providing their thoughts, feelings, and viewpoints on products and services to the public at large (Schindler, Bickart, 2005, p. 35). † A place to speak and influence other consumers through online word of mouth was made possible by the internet, and the consumers are now not merely the end-recipients of the products of capitalism and manufacturing. Consumers, with a more powerful type of word of mouth communication through the internet, can make people boycott brands and products and seriously affect the sales of different items simply by convincing individuals through blogs and forums and chats why such products should not be patronized. Consumers will never see fellow consumers as someone with an agenda, and because of this, they will take the input of fellow consumers and allow it to seriously influence them. Influencing Brand Perceptions Through the use of the internet, the consumer is not only provided with a new way to purchase goods and items, but also given the chance to influence other consumers towards brand perception. â€Å"The broad reach of online word of mouth gives consumers tremendous power to influence brand perceptions (Goldman, 2008, p. 404). † The Power of the Internet in Consumer World There are many proofs of the power of the internet in the consumer world. Some of the proofs include the fact that through the internet, consumers are connected with each other. â€Å"The Internet helps create new word of mouth content and disseminate word of mouth to new and previously unreachable audiences (Goldman, 2008, p. 404),† while another significant proof of the power of the internet in the consumer world is the entry of internet and how it impacted trademark law, â€Å"Online word of mouth poses the most important challenge to Internet trademark law (Goldman, 2008, p. 04). † These proofs of the power of the internet in the consumer world particularly through the internet-based word of mouth only highlights the limitations found in traditional and/or offline word of mouth communication. â€Å"Offline, consumer word of mouth plays a major role in the marketplace by disciplining some brands and rewarding others, but a person’s views typically reach only a limited number of people (Goldman, 2008, p. 404). † Proof of the Power of Internet-Based Word of Mouth The effects of word of mouth among customers and consumers have been studied extensively for years. Ever since market analyst identified the power of word of mouth in the market value and market success of products and other things for sale to the consumers, many entities like TARP have undertaken studies in order to understand more how word of mouth works and how it actually affects things. â€Å"TARP has studied the ripple effects of dissatisfied customers and word of mouth testimonials. The results will rock anyone concerned about sales and marketing (Clemmer, Sheehy, 1994, p. 15). But studies are not just the sole proof that can validate the claim that internet-based word of mouth is effective and is being seriously used today in aggressive marketing. Other proofs may include the cases in the past that pointed to the role and power of internet-based word of mouth and how it influenced the outcome of consumer/public patronage and support. Other proofs of the power of the internet -based word of mouth communication are identified by experts by naming instances wherein internet-based word of mouth communication was important in the marketing and in the ensuing success of the product/item/services for sale to the public. One of the industries that depend on positive public acceptance of what they sell for them to survive and sustain themselves is the entertainment industry, particularly movie making. In the past, many different movies saw what the Internet-based word of mouth can do for particular movies to make it big in the silver screen, including popular titles like the hit Blair Witch Project. â€Å"After the success of the use of Internet buzz in promoting the movie The Blair Witch Project, studios are increasingly relying on online WOM to develop interest in new films (Schindler, Bickart, 2005, p. 5). † The movie acted as a perfect case study that indicate the impact of internet-based word of mouth and how it can create a stir among consumers that can lead to consumption of the product (in this case, leading the people to watch the movie). Because of this, many other marketing strategists of other film outfits followed suit, including this particular formula in the overall marketing str ategy to guarantee the success of the movie based on patronage and public support. The same was the case in the more recent movies, like the global smash hit epic trilogy The Lord of the Rings which, according to Schindler and Bickart (2005), relied on the role and impact of the internet and how it can diffuse word of mouth information via its many different features. â€Å"New Line Cinemas encouraged the development of unofficial web sites about the movies, providing these sites with interviews with the film’s director in order to generate discussion and excitement about the movies (Schindler and Bickart, 2005, p35). Blogs – a Powerful Internet-Based Word of Mouth Communication Tool The creation of blogs and the blogosphere, and how the consumers were quick to embrace and utilize this new, internet-based form of interpersonal interaction is one of the main reasons why the internet has become a very potent source for word of mouth communication, word of mouth marketing and advertising, and word of mouth communication that can either seriously improve or damage a particular product or brand. While blogs are not exclusively focused on product and services analysis, it is easily noticeable how the traditional trend occurring between neighbors who chat and compare their thoughts on different products and services (in the process producing word of mouth communication) transformed into online neighborhood chat. Only this time, the people involved in the conversation of product and services comparison are bigger in numbers and not limited to geographical boundaries. An American youth can blog about his assessment of the latest mobile phone or media player, which can get different reactions from other individuals who may or may not be directly related or connected with the blogger from as far as Asian or European countries. They can converse via their entries and replies in the blog and talk as if they are next door neighbors even when offline they are mere strangers to each other and live thousands of miles away. It is for this particular power to â€Å"spread the word† that marketing strategies and companies make sure that they make sufficient consideration and leg room to accommodate the possible input of blogs and word of mouth communication in the internet in their overall market strategy and the overall performance of the product they are trying to sell. Generally, what every company can hope for is that the bloggers in the blogosphere have mostly good words to tell to each other when it comes to appraising the product/services that they are trying to sell to the public. â€Å"Not only will consumers talk to you via your blog, they also will talk to one another. Your readers can become your best brand-building evangelists, helping you to spread your message and your presence throughout their networks (Nacht, Chaney 2006, p. 64). † Being able to get an online ally and brand evangelist (directly or indirectly) is important because it does not only make one’s product or services look good, but it also helps in selling the product/service to the people. As what most experts believe, what people read in the online blogs focused on product and services assessment and appraisal greatly affect the individual in what he or she might want to buy in the very immediate future. â€Å"For consumers, blogs are like customer reviews on Yahoo! ocal or Amazon, which are helpful in making decisions about what to buy and whose services to use (Nacht, Chaney, 2006, p. 65). † This is the needed push so that consumers can take it to the next level – to actually buy an item, and to start the foundation of a long lasting brand patronage and to trigger the start of new word of mouth by using the new consumer as the new source of information for other people whom the consumer can convince to either try the brand or opt for something else. Of course, marketing and advertising people have since made it their task to provide that necessary push to (1) make the consumer buy, (2) start the foundation of brand loyalty, and (3) make the consumer new sources of information that can influence other consumers and expand the network of word of mouth communication that delivers a very positive message favorable to the product/service being sold to the public. Today, experts believe that this task is something that advertisers and marketing professionals cannot achieve solely by themselves and their efforts. Internet-based tools like blogs provide the crucial word of mouth communication that heavily influences consumers. Blogs, one of the most popular and user-friendly internet-based tool for word of mouth communication, is proving that it is one of the forces to reckon with, flexing extensive power that dictates the movement in consumer attitude. â€Å"Blogs are word of mouth supercharged (Nacht, Chaney, 2006, p. 64)! † Add to this trend the consideration that most people outside of the marketing and advertising business is fast catching up with what advertising and marketing is trying to do. They sense the artificial push given to consumer and in the process, making consumers less and less dependent on advertising and more and more difficult to be influenced by advertisements especially when it comes to consulting other people about product input to affect buying attitude and preference. With internet-based tools like blogs, consumers feel like they are genuinely talking to another person who would give them an honest, first hand, experience-based opinion without any motive or agenda to influence the consumer’s buying preference other than to provide information. It is something that most believe they do not actually get from advertisements and marketing campaigns geared at making brands look good and pleasing to the senses and covering up areas which maybe problematic or undesirable for the consumer in real life. In their book, Nacht and Chaney (2006) used as an example the result of a North Carolina survey, and wrote that â€Å"one third of all consumers would prefer to receive product information from friends and specialists rather than from advertising (Nacht and Chaney, 2006, p. 65). The idea of â€Å"friends† in this particular idea would likely include peers and contacts in the online/internet network of an individual. The exchange of information between â€Å"friends† to substitute the information gathering from advertising-based sources most likely happens online, including the use of blogs through writing blogs or reading other people's blogs about the product, in this case blogs act, according to PR strategist Steve Rubel, as a â€Å"24/7 focus group that's transparent and out in the open (Nacht, Chaney, 2006, p. 64). Companies also understand the significance of blogs and have a particular role for blogs to play in how consumerism works, in the hope that blogs can assist them in making sure consumerism and its related socio-economic conditions interact together favorably for the company and its products and items it sells to the public. â€Å"Smart businesses will pay attention to blogs, using them as kind of informal network of consumer opinion. Blogs have become a word-of-mouth marketing channel that allows companies to keep a pulse on their marketplace (Nacht, Chaney, 2006, p. 4). † The Internet Versus the Traditional Tri-Media So how does the internet and its features (i. e. websites, blogs etc) actually become another important source of word of mouth marketing and in the process have the capacity to influence the buying attitudes and preferences of the consumers? The internet, like the radio, print media and the television are all platforms used for the movement of information. The f irst three types of information platforms – the tri-media – nearly had the similar effect that the internet has. While the tri-media, no doubt, had immense effect on buying attitude and preferences and overall marketing, there is something that the internet has managed to give to the target consumers that the tri-media failed to provide them: interactivity. Because the websites and the blogs and the podcasts feature interactivity by allowing ordinary individuals to have a say on products or items for sale, people listen to what they have to say more. And because the internet is an accessible and available platform for discussion between and among customers (something that is not available for the other tri-media since the information direction here is one way – from the companies to the target audience), consumers who tried the product or service feels good that they have an avenue where they as ordinary consumers can appraise and assess a product, without the restrictions of companies and without the marketing scripts and paid appearances by individuals posing as ordinary consumers in the tri-media marketing which, as years went by, became passe and hardly credible a style for word of mouth marketing to convince the consumer/audience. Blogs and the websites has proven that it is a fresh new approach that meant empowering the consumers, allowing them not only to be informed but also to speak about the products and services they bought. The absence of pretentiousness and feigned positive approval in the world of blogging has made it a very influential tool because people speak based from their own appraisal of the product or services. And if the appraisal is good, then this type of word of mouth marketing can indeed help a product to gain more followers and patrons. Similarly, the bloggers who are not impressed by something they bought may speak about the product negatively. This is a serious threat to the market power and credibility of the product. Since the time of television, print and radio advertisements, marketing personnel are already conscious of the impact of having an â€Å"ordinary and common† individual talk about the product. This is why many brands have opted to pick someone that is not popular, someone that represents the common folk, to speak positively about the product as if what they are saying in the television, print or radio advertisement is a genuine personal appraisal and not a scripted one. Of course, to be able to get a space in television, radio or print media, one has to pay a hefty sum, and because of that, it is impossible an d impractical for the real common folk to talk to the masses via the avenues of mass communication about how he or she felt about a particular detergent brand or hamburger chain. The internet, through personal websites and blogs, is a very cheap way to make one’s own assessment of products through product reviews. In this particular sphere, the genuine essence of the idea of word of mouth is maximized because blogging meant that the entire worldwide communities hooked in the internet are talking to each other. This explains the idea that an important aspect of word of mouth marketing information transfer traffic is highly dependent on how the need to interact with peers and friends is facilitated and consumed by the consumers themselves. â€Å"Interaction with peers triggers new customer needs and alters buying attitude (Swoboda, Morschett, Rudolph, Schnedlitz, Schramm-Klein, 2008, p. 8). By blogging, people can influence other people not just about particular brand preferences. They can also influence other people about starting to want to buy something which an individual did not know or want in the past prior to the onset of the influence of the input of blogging or of a particular blog article. Through blogs they tell each other what products they find best and what products they find disappointing. They talk to each other, and the speed by which their messages are sent to each other is something that the traditional tri-media cannot match, making the bloggers and what they say to each other more powerful and more influential. Conclusion How the world is recognizing the true impact of the optimization of a potential of the internet as a powerful tool in marketing particularly through word of mouth marketing today just goes to show that, similar to the case of the traditional tri-media during its early years, new information platforms are always important avenues that affect the people and the different aspects of their lives, one of which is buying attitude and buying preferences. Add to the fact that compared to the era of the early years of the traditional tri-media, the world today at the apex of the influence of the internet on modern day life is also characterized vis-a-vis by the heightened sense of consumerism and capitalism that more and more people are investing in businesses that create new things to sell to the people because they can make people believe they need to buy these things. As products and brands compete for the limited budget of consumers, elbowing each other to be able to find a place in the grocery or shopping bag, what peers in the internet world has to say to each other about particular items and brands is an important word of mouth marketing hinged on electronic/digital medium of information dissemination that should be consistently studied so that they can have the knowledge on how they can use this tool for their own advantage, marketing-wise. This endeavor has, no doubt, started. But the study of this phenomena brings to light the prospect that the media and platforms of information and interactivity will always be an important tool to shape social attitudes, including consumer attitudes towards buying, brand preference and item selection. â€Å" The social effects of the social media are, by and large, a fascinating research area and a field most likely to shape future consumer or even human behavior (Swoboda et al, 2008, p. 9). May it be traditional word of mouth phenomena or online, internet-based word of mouth, what serves as a constant truth is that word of mouth remains an important and influential aspect of social interaction that affects market power of items for sale because word of mouth affects the buying attitude and consumer preferences. â€Å"It appears that electronically transferred or face-to-face WOMC has the potential to alter carefully planned marketing communication programs, depending on how consumers process such information (De Carlo, Laczniak, Sridhar, 2003, p. 225). † This leans towards the understanding that marketing strategies should always take into consideration word of mouth experiences and its impact and how word of mouth can be controlled to favor a particular product and act as a usef ul support mechanism in a marketing strategy.