Monday, March 16, 2020
Ã¢â¬Å"Variations on the Word SleepÃ¢â¬ By Margaret Atwood Essay Essays Ã¢â¬Å"Variations on the Word SleepÃ¢â¬ By Margaret Atwood Essay Paper Ã¢â¬Å"Variations on the Word SleepÃ¢â¬ By Margaret Atwood Essay Paper In Variations on the Word Sleep the storyteller of the verse form instantly addresses his/her scruples demand to link with the other individual. and they besides recognize the hopelessness of this end: Ã¢â¬Å"I would wish to watch you kiping. which may non happenÃ¢â¬ ( 1-2 ) . The gap to the verse form. as we see here. could be considered typical of AtwoodÃ¢â¬â¢s composing in the sense that one individual longs to bond with another. and recognizes the trouble. It is this type of exposure that we have come to anticipate in Margaret AtwoodÃ¢â¬â¢s Hagiographas. because. as with many feminist Hagiographas. we are cognizant of the power battle between work forces and adult females. and even between adult females. But this verse form refrains from placing sexes ; it merely discusses a deeply internal demand of one individual for another. who is on a journey through the dark labyrinth of their consciousness. The first stanza evolves from a simple supplication from the genderless talker to watch their lover slumber. to a deeper. religious demand. Atwood chooses to stay equivocal in this regard. which helps a wider audience identify with the work. The verse form besides has virtue because within seven short. simplistic lines we glide from a soft yearning to a love composite and intense. with two heads unifying together in a dream: Ã¢â¬Å"I would wish to watch you. kiping. I would wish to kip with you. to come in your slumber as its smooth dark moving ridge slides over my caput. ( 3-7 ) Ã¢â¬ The action of the verse form continues to germinate as Atwood carries the reader through what appears to be a loverÃ¢â¬â¢s dream or phantasy. The storyteller at first wants merely to watch their lover slumber. so he/she desires to come in the same slumber. so envision him/her falling through the beds of consciousness. As the reader follows along with the look up toing storyteller and his or her comrade. they become progressively cognizant of the narratorÃ¢â¬â¢s need for transcendency. In the first. 2nd and 3rd stanzas. Atwood uses words that help steer us along the action. such as Ã¢â¬Å"watch. Ã¢â¬ Ã¢â¬Å"enter. Ã¢â¬ Ã¢â¬Å"over. Ã¢â¬ Ã¢â¬Å"descend. Ã¢â¬ Ã¢â¬Å"follow. Ã¢â¬ and Ã¢â¬Å"become. Ã¢â¬ All of these words are effectual in doing the reader feel as if they excessively are faltering along side of the storyteller. urgently seeking to come in the deepnesss of their love. The storyteller is so dying and passionate. that they are willing to follow their lover towards their worst fright in order to protect them Ã¢â¬Å"from the heartache at the centre. Ã¢â¬ ( 16 ) This is particularly interesting in the facet of feminism because AtwoodÃ¢â¬â¢s female characters are normally model of accomplishment and authorization. If one is to presume the storyteller in this verse form is female. than Atwood is depicting a adult female trailing her adult male in a despairing effort to go his centre. and even to Ã¢â¬Å"be the air that inhabits you for a minute merely. I would wish to be that unnoticed that necessary. ( 27-30 ) Ã¢â¬ The word Ã¢â¬Å"unnoticedÃ¢â¬ here could be seen in a couple different visible radiations. as could the full subject of the verse form. On one manus. the storyteller is cut downing him or herself to being virtually unseeable. by going the air of their lover. Yet on the other manus. she has abstained from placing sexes. and the poesy itself is distressingly honorable and romantic in its portraiture of forfeit. The storyteller is acknowledging that the object of their fondness. whether they are male or female. has a consciousness worth researching. and they are willing to transport this individual off from darkness. The other ground that this verse form should be valued is because of AtwoodÃ¢â¬â¢s usage of the elements. The imagination of the verse form moves from H2O Ã¢â¬Å"smooth dark waveÃ¢â¬ ( 6 ) to earth Ã¢â¬Å"forest. caveÃ¢â¬ ( 6. 9 ) to H2O once more Ã¢â¬Å"become the boat that would row youÃ¢â¬ ( 21 ) to fire Ã¢â¬Å"a fire in two cupped handsÃ¢â¬ ( 23 ) so eventually. air Ã¢â¬Å"I would wish to be the air that inhabits youÃ¢â¬ ( 27-28 ) . The poem Ã¢â¬Å"Variations of the Word SleepÃ¢â¬ is an first-class illustration of AtwoodÃ¢â¬â¢s endowment for uncovering feelings of separations and besides for demoing the love affair in giving up onesÃ¢â¬â¢ ain individuality for the interest of love. This subject is non typical to what the populace would see ruthlessly feminist. but AtwoodÃ¢â¬â¢s Hagiographas redefine the kingdom of what adult females desire and deserve in love.
Friday, February 28, 2020
Markering launch for an international business (Nike) - Assignment Example International business has, hence, become a modern jargon in the current epoch. It is the process of conducting business all over the world. Such business transactions include trading of services, goods, technology, capital and managerial knowledge between different economies (Brenner, 2013). The import and export related activities of a nation constitute its foreign trading affairs. International business expands the scope and scale of commercial activities in an economy. From the above figure, it can be stated that international trade or business has noticeably increased over time. The growth had slightly fallen during the global financial crisis of 2008. As a result, the volume of international trade has greatly influenced the external business environmental factors. Companies engaging in international business across diversified economies conduct commercial on large scales. The production and marketing strategies of these firms are globally established (Brenner, 2013). A multinational company helps to integrate the global economic system. In an international business process, the firm procures labour, finance and infrastructural services from different countries (Brenner, 2013). The process of foreign trade in dominated by companies belonging to developed rich countries. These countries possess productive resource reserves and high technological knowhow. These multinational organizations offer high prices to all the factor service owners, thereby leading the business realm in each country (Brenner, 2013). International business conducted by companies helps to enhance the employment opportunities wherein they operate (Brenner, 2013). Moreover, by providing diversified goods and services in the market, the process helps to improve living standards of the individuals therein. International business contributes towards augmenting the level of trading competition between participating countries.
Wednesday, February 12, 2020
706 week 13 - Assignment Example Some factors, however, cannot be measured or observed and this means inability to use evidence and data. Consequently, tuning in to the edge and intuition that offers a better understanding of factors for informed decisions is necessary. Tuning to the edge and intuition also offer a deeper understanding of the factors and integrating them with evidence and data that often identify relationships and their significance offers strong base for decision-making (Kerfoot, 2005). Turning to the edge and intuition, unlike sole reliance on evidence and data, also allows for generation of the Ã¢â¬ËdissentersÃ¢â¬â¢ that are necessary for effective decisions (Pittman, 2013). Intuition played a role in my professional life when I identified unusual behavior in a colleague. His attitude had suddenly changed and he appeared stressed up. I imagined possible effects of his condition on his practice realized that he a risk to his patients through mistakes in care delivery. I decided to talk to him about his condition and convinced him into attending a counseling session. He later confessed the possibility of administering wrong medication during that period in which he was depressed. A possible dissenting voice to my project is that a free environment, in which practitioners enjoy autonomy over their approaches to care instead of such regulations as JNC guidelines, promotes creativity and can lead to better health outcomes. Need for tuning to the edge and intuition as well as dissenter concept could trigger opposition. Pittman, B. (2013). Bob Pittman of clear channel, on the value of dissent. The New York Times. retrieved from:
Friday, January 31, 2020
Historical Perspectives on motivation - Essay Example Motivation, the drive to satisfy a need, ultimately comes from within an individual. The job of a manager is to find each worker's commitment, encourage it, and focus it on some common goal.2 Huit (2001) cites that there is a general consensus from a variety of psychology textbooks that motivation is an internal state or condition (sometimes described as a need, desire, or want) that serves to activate or energize behavior and gives it direction. The following are Huit's description of motivation: (1) internal state or condition that activates behavior and gives it direction; (2) desire or want that energizes and directs goal-oriented behavior; and (3) influence of needs and desires on the intensity and direction of behavior. Frank (1994) also adds to Huit's list of descriptions by quoting that the arousal, direction, and persistence of behavior. However, Huit notes that many researchers are now beginning to acknowledge that the factors that energize behavior are likely different from the factors that provide for its persistence. Early studies on management include the book written by the so-called "Father of Scientific Management" himself Frederick Taylor, entitled The Principles of Scientific Management, published in 1911. ... This is in line with the dogma of scientific management, which posits that the way to increase productivity is to look into the most efficient ways of doing things and then teaching workers these methods. Jobs are detailed in such a way that each worker has a specified, well controlled task that can be performed as instructed. Specific procedures and methods for each job must be followed with no exceptions.3 Scientific management viewed people as machines that needed to be properly programmed and had little concern for the psychological or human aspects of work. Presently, much emphasis in some companies is still placed on conformity to work rules rather than on creativity, flexibility, and responsiveness. 4 Taylor's approach in his method included the following: time, methods and the rules of work. In progress to Taylor's efforts, time-motion studies involved breaking down the tasks needed to do a job and measure the time needed to do each task. One of Taylor's famous experiments includes increasing the output of a worker loading pig iron to a rail car. Taylor broke the job down into its smallest constituent movements, timing each one with a stopwatch. The job was remodeled with a decreased number of motions as well as effort and the risk of error. Rest periods of specific interval and duration and a differential pay scale were also used to improve the output. With scientific management, Taylor increased the worker's output from 12 to 47 tons per day! The Taylor model gave rise to dramatic productivity increases.5 Henry L. Gant, on of Taylor's followers, developed GANTT CHARTS by which managers plotted the work of employees a day in advance. It consists of a table of project task information and a bar chart that graphically displays project schedule, depicting
Thursday, January 23, 2020
My Side of the Mountain by Jean Craighead George This book is told from the diary of the main character, Sam Gribley. Sam is a boy full of determination. He didnÃ¢â¬â¢t give up and go home like everyone thought he would. He is strong of mind. After the first night in the freezing rain, with no fire and no food, he still went on. He is a born survivor. He lasted the winter, through storms, hunger, and loneliness, and came out on top even when everyone expected him to fail. Ã¢â¬Å"The land is no place for a GribleyÃ¢â¬ p. 9 The story starts out with Sam remembering how he first got to be in his tree in the Catskills. A run-away, Sam Gribley, a young boy who lived in New York City with his family of eleven in a small apartment. None of them liked living there. His father used to talk of the family farm in the Catskill Mountains and the time he ran away to them. Sam decided this would be a way out of the dismal life he had in the city. He prepared himself well by listening very carefully to his fatherÃ¢â¬â¢s stories on survival and read books to be prepared for his planned new life. When it was time to go, he took only a penknife, a ball of cord, some flint and steel, forty dollars, and an ax. The flint and steel were for starting fires. He hitched a ride from a trucker to the town; Delhi, nearest the old family farm. He set out in May, set up a camp in a terrible storm, couldnÃ¢â¬â¢t get his fire going was tired, and hungry and realized in order to survive he would have to keep his wits about him. When the storm was over he set out to find his great-grandfathers farm. He found some of the old foundation and the carved name on a tree and knew he was on the family compound of his dreams not terribly far from his soon to be home in the Hemlock tree. Some major problems that presented themselves were the elements, hunger, and loneliness. After surviving the terrible storm he knew he needed to build a safe warm haven for himself. He also wanted a spot that would be not noticeable. He finally decided on an old Hemlock tree where the roots formed a hole and the inner part of the tree was rotting. It took him six months to carve and burn out the Hemlock that would accommodate a bed he made with ash slats and boughs from the Hemlock and a chair for sitting and viewing the weather when it was terrible. As his survival techniques improved he was able to use his intellige... ...ide of the Mountain, 30 years later, and a decade after that penned the final book in the trilogy, Frightful's Mountain, told from the falcon's point of view. George has no doubt shaped generations of young readers with her outdoor adventures of the mind and spirit. (Ages 9 to 12) --Emilie Coulter Ingram In this enthralling story, a boy builds a treehouse in the mountains and learns to live entirely by his wits. "(Emphasizes) the rewards of courage and determination."--The Horn Book. I agree with it being an enthralling story. It has influenced many lives, and in many different ways. One way is that it has encouraged people to take up falconry. One good example would be Robert Kennedy Junior. He and a group of falconry friends all have said that her book has contributed to them being falconers today. I myself am considering the sport now. I also agree with the statement Ã¢â¬Å"No reader will be immune to the compulsion to go right out and start whittling fishhooks and befriending raccoons.Ã¢â¬ I canÃ¢â¬â¢t vouch for the entire population of people who have read this book but I will say that that was my personal feelings. I even tried making some hooks once. It didnÃ¢â¬â¢t go so well.
Wednesday, January 15, 2020
Despite a growing number of studies on crisis communication, there is very little research that examines corporate crises from a consumer perspective, particularly for crisis case studies within Australia. Using YinÃ¢â¬â¢s (2002) framework for case study research methods, this research group conducted a qualitative content analysis of 1121 audience comments attached to three news articles on the 2011 Qantas grounding crisis.Using WeinerÃ¢â¬â¢s Attribution Theory (1986, 1995) and the qualitative content analysis software; Leximancer, we used these comments to deconstruct audience perceptions of the Qantas crisis and isolate different emotional, attitudinal and behavioural responses. Our first major finding indicated that the majority of audience members attributed the cause of the Qantas crisis to managerial decisions or union action. Working Conditions and Government policy was also found to be secondary factors to the crisis cause.We also found these four causal factors to be st rongly associated with audienceÃ¢â¬â¢s responsibility judgments. The four key responsible stakeholder groups that emerged from our analysis were Alan Joyce (Qantas Management), Unions, Employees and the Labor Government. Another important focus of this study examined audienceÃ¢â¬â¢s crisis emotions. Anger was found to be the predominant emotion that emerged from our analysis and was largely directed towards management and union stakeholders.Sympathy also emerged as a secondary emotion but was largely directed towards employees and management. Our final research finding uncovered a number of behavioural intentions within the audience comments. While the majority of these behavioural intentions centre around avoidance and negative purchase intentions, a few increased investment intentions also emerged. Although our Leximancer analysis was restricted by a number of technical limitations, these research findings indicate that WeinerÃ¢â¬â¢s Attribution Theory can be successfully ap plied to a real life crisis case study.Despite a growing number of studies on crisis communication, there is very little research that examines corporate crises from a consumer perspective, particularly for crisis case studies within Australia. Using YinÃ¢â¬â¢s (2002) framework for case study research methods, this research group conducted a qualitative content analysis of 1121 audience comments attached to three news articles on the 2011 Qantas grounding crisis. Using WeinerÃ¢â¬â¢s Attribution Theory (1986, 1995) and the qualitative content analysis software; Leximancer, we used these omments to deconstruct audience perceptions of the Qantas crisis and isolate different emotional, attitudinal and behavioural responses. Our first major finding indicated that the majority of audience members attributed the cause of the Qantas crisis to managerial decisions or union action. Working Conditions and Government policy was also found to be secondary factors to the crisis cause. We also found these four causal factors to be strongly associated with audienceÃ¢â¬â¢s responsibility judgments.The four key responsible stakeholder groups that emerged from our analysis were Alan Joyce (Qantas Management), Unions, Employees and the Labor Government. Another important focus of this study examined audienceÃ¢â¬â¢s crisis emotions. Anger was found to be the predominant emotion that emerged from our analysis and was largely directed towards management and union stakeholders. Sympathy also emerged as a secondary emotion but was largely directed towards employees and management. Our final research finding uncovered a number of behavioural intentions within the audience comments.While the majority of these behavioural intentions centre around avoidance and negative purchase intentions, a few increased investment intentions also emerged. Although our Leximancer analysis was restricted by a number of technical limitations, these research findings indicate that WeinerÃ¢â¬â¢s A ttribution Theory can be successfully applied to a real life crisis case study. Abstract Tamara Dorrington (s4177314) | Sarah Natasha Raziff (s4275762) | Jasmine Soriano (s4272997) | Kate Fitzpatrick (s4201686) | Roxanne Lim (s4256084) Supervisor: Lyn McDonald The University of Queensland, 2012Tamara Dorrington (s4177314) | Sarah Natasha Raziff (s4275762) | Jasmine Soriano (s4272997) | Kate Fitzpatrick (s4201686) | Roxanne Lim (s4256084) Supervisor: Lyn McDonald The University of Queensland, 2012 Public Reactions to The Qantas Grounding Crisis, A Qualitative Content Analysis A corporate crisis often poses an unpredictable threat that can have resounding effects on an organization and its stakeholders (Coombs, 1999, 2010). These effects are largely dependent on how effectively the crisis is managed (Coombs, 2010) and upon stakeholderÃ¢â¬â¢s perceptions of the crisis cause (McDonald, Sparks & Glendon, 2010).To date there has been very little research on consumer reactions to corpora te crises (McDonald, et al. 2010), especially for crisesÃ outside the United States (Lee, 2004). In order to understand the implications of this research project on crisis communication, one must first gain an understanding of the Qantas grounding crisis. As one of AustraliaÃ¢â¬â¢s leading domestic and international airline brands, Qantas has a well-established reputation for upholding Ã¢â¬Å"excellence in safety, operational reliability, engineering, maintenance and customer serviceÃ¢â¬ (Qantas, 2012, pp. 2).On October 2011, the company faced one of the largest corporate crises in its 95 years of history, a crisis that had widespread negative impacts on its reputation. After months of failed negotiations between management and union representatives, around 4000 Qantas employees took part in an organized strike, demanding greater job security, better wages and fairer working conditions. Qantas management responded by grounding its entire domestic and international fleet, lock ing out staff involved in the action and stranding around 68,000 passengers worldwide (Sydney Morning Herald, 2011).The Federal Government also became involved in the dispute, threatening to terminate strikes under the Fair Work Act if negotiations between union members and management proved unsuccessful (new. com. au, 2011) Our case study analysis adds to existing crisis research by analyzing 1121 audience comments attached to three news articles on the Qantas grounding crisis: 734 comments from the Sydney Morning Herald article (Live: FWA orders Qantas dispute terminated, 2011), 171 comments from the ABC article (Qantas grounds its entire fleet, 2011) and 216 comments from the news. om. au article (Qantas crisis: Who won and who's to blame). Using WeinerÃ¢â¬â¢s Attribution Theory (1986, 1995) as a theoretical framework, we used the comments from these three articles to deconstructed audience perceptions of the Qantas crisis and isolate audience memberÃ¢â¬â¢s different emotiona l, attitudinal and behavioral responses. While studies into crisis communication are a popular area of research, much of the existing research has used experimental designs to examine the effectiveness of different types of crisis accounts or apologia.A case study analysis of audience reactions to the 2011 Qantas grounding crisis has many wider implications for crisis management strategies in future. First, by evaluating audience comments, this study provides an insight into stakeholder crisis reactions that may have greater generalizability than experimental studies. Second, knowledge of audienceÃ¢â¬â¢s attribution processes will help future public relations managers to mitigate negative crisis outcomes and manage brand reputation more effectively. Literature ReviewTo date, there has been very little research on consumer reactions to corporate crises (McDonald, et al. , 2010) particularly for crisis cases outside the United States (Lee, 2004). The majority of existing literature has approached crisis communication from an organisational perspective, using experimental design to examine the relationship between different types of crisis accounts and consumerÃ¢â¬â¢s purchase intentions (Lee, 2004). Very little research has taken a content analysis approach, examining audience reactions to real life crises cases.In bridging this gap, it is relevant to examine real life audience perceptions of crisis cause their association with different emotional, attitudinal and behavioral responses. According to Lee (2004), taking a consumer orientated approach should provide valuable insights into how individuals understand and react to organisational crises. Such knowledge would help public relations managers to mitigate negative crisis outcomes and manage brand reputation more effectively.Theoretical Framework: WeinerÃ¢â¬â¢s Attribution Theory (1986, 1995) Our research was primarily guided by WeinerÃ¢â¬â¢s (1986, 1995) Attribution Theory (WAT), which examines the p sychological process by which individuals understand and react to external events. While WAT was originally used as a theoretical framework for examining interpersonal relationships, it has been successfully applied to the context of company crises (McDonald et al. , 2010). Adapting WeinerÃ¢â¬â¢s (1986, 1995) Attribution Theory (WAT) audiences bserve and interpret events, such as the Qantas crisis, making attributions about its cause along two causal dimensions: Locus (whether the cause was internal or external to the company) and Controllability (whether the cause was controllable or uncontrollable). The interpretation of crisis cause under these two constructs leads to a responsibility judgement that, in turn, results in emotions, which then influences behaviors (McDonald et. al. , 2010).Weiner (1995) also suggests that mitigating circumstances or personal relevance may also impact the individualÃ¢â¬â¢s responsibility judgement or the strength of their emotional reaction. The relationship between the various components of WeinerÃ¢â¬â¢s (1986, 1995) theoretical framework is depicted in the flow chart below. Mitigating Circumstances Mitigating Circumstances In order to successfully apply WeinerÃ¢â¬â¢s (1986, 1195) Attribution Theory (WAT) to the context of the 2011 Qantas grounding crisis, we first examined the individual components of this theoretical framework.A) Ã Attributions of Cause (Locus and Controllability) As previously discussed, WeinerÃ¢â¬â¢s (1986, 1995) Attribution Theory (WAT) suggests that audiences evaluate an event and make attributions about its cause along two dimensions. The Locus dimension refers to the location of the crisis cause as being either internal or external to the organisation (Lee, 2004). Controllability refers to whether the crisis cause is within the control of the organisation or not (Lee, 2004). According to Lee (2004) a crisis cause that is within the boundaries of an organisation (internal locus) is also ofte n perceived as controllable.Likewise, a crisis cause that judged to be outside the organisation (external locus) is often viewed as uncontrollable (Lee, 2004). However Coombs (1995) and McDonald et. al. (2010) both hypothesised that crises could be internal and controllable (neglected maintenance), internal and uncontrollable (employee sabotage), external and controllable (failure to comply with government regulations) as well as external and uncontrollable (terrorism sabotage). The graph below represents the causal matrix summarized by McDonald et. al. (2010) | Internal| External|Controllable| Neglected Maintenance| Failure to comply with government regulations | Uncontrollable| Employee Sabotage | Terrorism Sabotage| In the context of the Qantas crisis, this leads us to the following research questions: Research Question 1: What are the audience perceptions of the key contributing factors to the crisis cause? Research Question 2: Are these key factors internal and controllable or external and uncontrollable? According to Coombs (1995) the causal dimensions of Locus and Controllability have a direct impact upon an audienceÃ¢â¬â¢s crisis response.A study by Folkes (1984) found that locus and controllability had separate effects on customersÃ¢â¬â¢ responsibility judgments, emotions and behavioral intentions. Lee (2004) also suggested that, in a crisis context, events that were perceived to be internal and controllable were viewed more negatively by audience members than those that were considered external and uncontrollable (Lee, 2004). Although separating these two constructs was challenging in analyzing audience comments, the following research questions aided us in mapping out ideas for our Leximancer data analysis.Research question 3: What crisis causes are associated with negative and positive crisis reactions? B) Ã Ã Responsibility Judgment The next step in WeinerÃ¢â¬â¢s (1986, 1995) Attribution Theory is the process by which individuals attribu te responsibility. Social psychologists Fincham and Jaspars (1980) noted that, in an interpersonal context, individuals would often go beyond the attributions of causality to make judgments about who should be held accountable for an observed outcome.Likewise, audiences will assign crisis responsibility after a causal attribution (Lee, 2004). The direction and degree of responsibility judgment will therefore depend upon the audienceÃ¢â¬â¢s attributions of crisis cause (Lee, 2004). Coombs and Holladay (1996, 2002) and Jorgensen (1994, 1996) both used WeinerÃ¢â¬â¢s (1986, 1995) causal dimensions of locus and controllability as the foundation for their studies into crisis communication. All found perceptions of crisis cause to be a major determinant of responsibility judgments and subsequent stakeholder reactions.Of particular relevance to our current study, Lee (2004) found crises that were perceived to be internal (locus) and controllable (controllability) were more likely to bri ng about responsibility judgments aimed at the company and its managers. On the other hand, audiences tended to attribute less blame to the company in situations where the crisis cause was viewed as external and uncontrollable, instead reacting with sympathy and support (Lee, 2004).In analysing audience comments through the use of the Leximancer program, we aim to uncover public sentiment and reveal what major stakeholder groups or individuals are held responsible for the 2011 Qantas crisis. This leads us to the following research question: Research question 4: What stakeholder groups are perceived to be responsible for the crisis? C) Ã Ã Crisis Emotions According to Choi and Lin (2009) there is a strong need to explore a variety of crisis emotions, in particular the impact that crisis emotions have upon attitudes toward the company and upon subsequent behavioral intentions (McDonald et. l. , 2010). Several studies (e. g. Coombs ; Holladay; 1996, 2002, Jorgensen; 1994, 1996 and Lee; 2004) have used WeinerÃ¢â¬â¢s causal dimensions of locus and controllability, finding causal attributions to be a major determinant of stakeholder crisis emotions. McDonald et. al. (2010) found that crisis controllability was the single strongest predictor of anger, sympathy and negative attitude while Lee (2004) found that in cases where crises were viewed as uncontrollable, pity was elicited.In McDonaldÃ¢â¬â¢s (2010) study, internal crises were found to correspond with fear and surprise while external crises were more likely to result in a sympathetic emotion response (McDonald et al. , 2010). These findings validate the concept within WeinerÃ¢â¬â¢s (1986, 1995) Attribution Theory that causal attribution precedes responsibility judgment, which in turn affects crisis emotions. This leads us to the following research question for our Qantas crisis analysis: Research question 5: What audience emotions have emerged? D) Ã Ã Behavioral IntentionsWhile responsibility judgm ent affects emotions, emotions, in turn, impact upon behavioral intentions (Weiner, 1995). Several studies have investigated the relationship between crisis emotion (anger, fear, sadness, joy, surprise) and consumerÃ¢â¬â¢s behavioral intentions. A review of previous literature by McDonald et at. (2010) found that anger influences punitiveness (Jorgensen, 1996), negative purchase intentions (Coombs ; Holladay, 2007), negative word of mouth (Coombs ; Holladay, 2007) and indirectly lowers investment intentions (Jorgensen, 1996).Sadness lead to a higher reliance on emotional support while fear was associated with venting intentions or avoidance (Jin, 2009). Coombs and Holladay (2007) also found that dissatisfied customers were more likely to voice negative sentiments about a product or service than happy customers. This leads us to our final research question regarding the application of WeinerÃ¢â¬â¢s (1986, 1995) Attribution Theory to audienceÃ¢â¬â¢s Qantas crisis response: Resea rch Question 6: What audience behavioral intentions have emerged?Based upon the review of existing literature, the current case study examined how WeinerÃ¢â¬â¢s (1986, 1995) Attribution Theory can be applied to a current crisis case in Australia using actual stakeholder comments. In particular, we expect to uncover associations between WeinerÃ¢â¬â¢s (1986, 1995) causal constructs (locus and controllability), judgments of responsibility, emotions and behavioral intentions within the context of audience comments. Methodology According to Yin (1994), case studies involve a methodical way of looking at an instance or event within its real-life context.It is a process of collecting data, analyzing information, and reporting the results in order to gain a sharpened understanding of why a particular event occurred, and what might be relevant to future research in the area (Yin, 1994). This research project involved the development of a case study analysis that followed a reputation cri sis faced by the Australian national airline, Qantas, in October of 2011. By conducting a content analysis of 1121 audience comments, this group was able to deconstruct the crisis narrative and examine audienceÃ¢â¬â¢s attribution process during the 2011 Qantas crisis.Yin defined the research design as a sequence that links data to the studyÃ¢â¬â¢s research questions and findings. In order to address our research questions, this group adopted a variation of YinÃ¢â¬â¢s (1994) case study design, collecting appropriate evidence, analysing the data and reporting on the findings. Step one of YinÃ¢â¬â¢s (1994) case study research methods involved the collection of data for content analysis. Yin (1994) noted that data collection could rely on many sources of evidence, one of which includes documentation such as media articles.Following YinÃ¢â¬â¢s (1994) data collection guidelines, this group collected 1121 reader comments attached to three news articles on the Qantas crisis, inclu ding 734 comments from the Sydney Morning Herald online (Live: FWA orders Qantas dispute terminated), 171 comments from the ABC website (Qantas grounds its entire fleet) and 216 comments from news. com. au (Qantas crisis: Who won and who's to blame). We then inputted the 1121 audience comments into an excel spreadsheet, organising them on the basis of media source and comment characteristics.The second step in YinÃ¢â¬â¢s cases study research methods is data analysis. This involves examining and categorizing evidence that is relevant to the study (Yin, 1994). To achieve this, we conducted a content analysis, aided by the concept association software; Leximancer. According to Hsieh and Shannon (2005) a qualitative content analysis is one of numerous research methods used to analyse text data. Qualitative content analyses go beyond a simple word association and instead involves an in depth classification of language into an efficient number of categories with similar meanings (Weber, 1990).Leximancer is a software program designed to perform this conceptual analyses of text data in a largely independent manner (Smith, 2003). It is able to analyse large volumes of comments and to statistically assess the association between words, identifying emergent themes in the body of text. The basis for LeximancerÃ¢â¬â¢s qualitative data analysis is a concept association matrix that is built from frequency data (Rooney, 2005). The result is a visual map and insight dashboard that identifies the relational characteristics of key concepts (Middleton, Liesch & Steen, 2011).However this raw Leximancer data requires further human analysis. By further analysing these Leximancer results we were able to analyse audience reactions to the Qantas grounding crisis under the construct of WeinerÃ¢â¬â¢s (1986, 1995) attribution theory. The final phase of YinÃ¢â¬â¢s cases study research methods involves reporting the results and checking their validity. According to Yin (1994) conte nt analyses involve a danger of committing what has been called the narrative fallacy.This fallacy consists of a propensity to simplify data through a preference for compact stories over complex data sets (Yin, 1994). In case study research, the way to avoid the narrative fallacy is no different from any other error: the usual consistent checks for validity and reliability in how data is collected, analyzed and presented. Therefore it was important to conduct a thorough check of the Leximancer results, correlating Leximancer findings with contextual examples within the article comments and providing exemplar samples of audience statements. Research ResultsLeximancer is able to generate two types of sentiment analysis reports: a visual concept map showing a detailed assembly of prominent concepts, and an insight dashboard which provides quantitative rankings of concepts and their associated terms (Middleton, et al, 2011). The insight dashboard generates information about the data set by analysing the frequency, strength and prominence of reoccurring terms within the text. It then organises these terms into Ã¢â¬ËcategoriesÃ¢â¬â¢, which are groups of recurring sentiments, and Ã¢â¬ËconceptsÃ¢â¬â¢, which are ideas that bear a strong contextual link to these categories (Middleton, et al, 2011).Leximancer also automatically identifies Ã¢â¬Ëcompound conceptsÃ¢â¬â¢, which are two terms that are mentioned adjacent to one another within the context of a larger category (Middleton, et al, 2011). Leximancer analyses the data set using a default thesaurus which it uses to identify terms as Ã¢â¬Ëpositive evidenceÃ¢â¬â¢ towards a certain sentiment or category. The user can also adjust the focus of the output results by controlling a number of manual settings within the program. By adjusting these settings, results in answer to our research questions were analysed.Research Question 1 asked Ã¢â¬Å"what are the audience perceptions of the key contributing factors to the crisis cause? Ã¢â¬ In order to answer this research question, a preliminary Leximancer analysis, examining key causal factors, was conducted. The concept map in figure 1 was generated by inputting all 1121 audience comments into the Leximancer program and adjusting the thesaurus settings to recognise related terms (such as Ã¢â¬ËAlan JoyceÃ¢â¬â¢ and Ã¢â¬ËAJÃ¢â¬â¢). The resulting concept map clearly illustrates the key causal categories and maps their association with surrounding terms.The main causal concepts that emerge from figure 1 are Ã¢â¬Ëunion actionÃ¢â¬â¢, Ã¢â¬Ëmanagerial decisionsÃ¢â¬â¢, Ã¢â¬Ëworking conditionsÃ¢â¬â¢ and Ã¢â¬Ëindustrial actionÃ¢â¬â¢. These four terms appear as prominent categories from which smaller, related concepts stem. Figure 1: Leximancer concept map The concept map in figure 1 forms the foundation for the subsequent graphs 2 and 3, where these key concepts are examined in more depth using related data from the insight dashboard. Examining these four main causal categories and their related terms, we can begin to deconstruct the narrative surrounding the Qantas crisis.In particular, we can begin to analyse audience memberÃ¢â¬â¢s attribution process in terms of WeinerÃ¢â¬â¢s theoretical framework. Figure 2 (below) is a pie chart, isolating the four main causal categories and their associated terms. The terms surrounding each main category represent the associated concepts that appeared with relative frequency and strength under each main causal category. Terms such as Ã¢â¬ËpatheticÃ¢â¬â¢, Ã¢â¬ËappalledÃ¢â¬â¢ and Ã¢â¬ËabominableÃ¢â¬â¢ were linked strongly with Managerial Decisions, while Union Action was associated with concepts such as Ã¢â¬Ëbloody mindedÃ¢â¬â¢, Ã¢â¬ËbashingÃ¢â¬â¢ and Ã¢â¬ËdominatedÃ¢â¬â¢.Industrial Action was positioned within the context of government policy with related terms such as Ã¢â¬ËGillardÃ¢â¬â¢, Ã¢â¬ËFair Work ActÃ¢â¬â¢ and Ã¢â¬ËLabor Ã¢â¬â¢. Finally, Ã¢â¬ËWorking ConditionsÃ¢â¬â¢ can be seen positioned alongside key terms like Ã¢â¬ËemployeesÃ¢â¬â¢, Ã¢â¬ËpayÃ¢â¬â¢ and Ã¢â¬ËunreasonableÃ¢â¬â¢ Figure 2: Four key crisis factors and related terms Figure 3 shows a further breakdown of each of the four main causal categories. Each pie chart was generated using the quantitative data in the insight dashboard, which outlines the strength, frequency and prominence of the four key categories and their related terms.The first of the four pie graphs explores the category of Ã¢â¬ËManagerial DecisionsÃ¢â¬â¢. Here we can see that the two major concepts associated with the managerial decisions category are MGMT (an acronym for management) and Alan Joyce. Ã¢â¬ËBrandÃ¢â¬â¢, Ã¢â¬ËrestructuresÃ¢â¬â¢ and Ã¢â¬ËfailuresÃ¢â¬â¢ are secondary concepts that also appeared in association with Managerial Decisions. The second pie graph depicts the breakdown of concepts associated with the category of Industria l Action. Here, industrial action is positioned closely with concepts such as Ã¢â¬ËGillardÃ¢â¬â¢, Ã¢â¬ËFair Work AustraliaÃ¢â¬â¢ and Ã¢â¬ËFederal GovernmentÃ¢â¬â¢.Therefore it is evident that this causal category refers to the impact of government policy on the Qantas crisis. In the working conditions pie graph, the strong association between terms such as Ã¢â¬ËemployeesÃ¢â¬â¢, Ã¢â¬ËaffordÃ¢â¬â¢ and Ã¢â¬ËearnÃ¢â¬â¢ with terms such as Ã¢â¬Ëpay rise, Ã¢â¬Ëwages, and Ã¢â¬ËsalaryÃ¢â¬â¢ indicate that one of the causes of this crisis involved current pay schemes and unfair working conditions. Finally, Ã¢â¬ËUnion actionÃ¢â¬â¢ is also identified as a main contributing factor to the crisis cause. This pie graph explores this category by highlighting some of its key associated terms.In particular, one can see the clear association between Ã¢â¬ËunionsÃ¢â¬â¢, Ã¢â¬ËdemandsÃ¢â¬â¢ and Ã¢â¬ËstrikingÃ¢â¬â¢. In the context of the Qantas crisis, union gr oups made a number of demands regarding current working conditions and this was responsible for a large majority of subsequent employee strikes. Figure 3: graphs exploring the compound categories of managerial decisions, working conditions, Industrial action, and union action Research Question 2 was concerned with the application of WeinerÃ¢â¬â¢s (1986, 1995) causal dimensions of Locus and Controllability.It asked whether the key causal factors in the Qantas crisis (identified in figures 1 Ã¢â¬â 3) could be classified as internal and controllable or external and uncontrollable. As previously discussed in our literature review, past studies on crisis communication have shown that crises can be either be internal and controllable (neglected maintenance), internal and uncontrollable (employee sabotage), external and controllable (failure to comply with government regulations) or external and uncontrollable (terrorist sabotage). If we adapt our understanding of McDonald et al. 2010 ) we can apply the following attribution matrix to the current Qantas case study. Figure 4: QantasÃ¢â¬â¢ attribution matrix . Research question 3 asks Ã¢â¬Å"what crisis causes can be associated with negative and positive crisis reactions? Ã¢â¬ Figure 5 addresses this research question by using Leximancer insights to compare the appearance of favourable and unfavourable terms within the context of audience comments. To justify the results, LeximancerÃ¢â¬â¢s insight dashboard provides examples of each sentiment with comments directly from the data set.The graph below shows that audience comments carry both favourable and unfavourable connotations towards the concepts of management, industrial action, and employees. The balance of favourable and unfavourable terms for all four causal concepts (managerial decisions, union action, working conditions and industrial action) is consistent with our preliminary sample of audience comments. Figure 5: unfavourable vs favourable terms Fi gure 6 addresses research question 4 (What stakeholder groups are perceived to be responsible for the crisis? by using a Leximancer visual concept map depicting the major stakeholder groups identified in the audience comments. The main stakeholder groups that are identified in this visual concept map are: * Alan Joyce * Employees * Unions * Government * Qantas customers * Australians in general Figure 6: Responsible Stakeholder clusters Based on the information obtained in figure 4, we can take a step further and categorise these major stakeholder groups as either internal or external to the company. As the CEO and head of the Qantas company, Alan Joyce is identified as largely responsible for managerial decisions.Baggage handlers, ground staff and cabin crew are grouped under the stakeholder heading of employees, while the Australian Licenced Engineers Union (ALAEA), the Transport Workers Union (TWU) and the Australian and International Pilots Union (AIPA) are grouped under the sta keholder heading of unions. Finally, the government is also identified as a responsible stakeholder group, with many audience comments citing the role of Julia Gillard, the Labour government and the Fair Work Act in failing to mitigate the industrial dispute. Figure 7: Responsibility JudgementFigure 8 is a visual representation of the crisis emotion that have emerged from our anlaysis of audience comments. This graph is based on the information taken from LeximancerÃ¢â¬â¢s insight dashboard about the strength, prominence and frequency of various sentiments. Anger was the predominant emotion that emerged from the data set and was directed toward all stakeholders, particularly Ã¢â¬ËunionsÃ¢â¬â¢ and Ã¢â¬ËmanagementÃ¢â¬â¢. While Ã¢â¬ËsympathyÃ¢â¬â¢ emerged as another primary meotion, it was used to express empathy towards workersÃ¢â¬â¢ plights while Ã¢â¬ËSorryÃ¢â¬â¢ was used in relation to customers, employees, and industrial action. SupportÃ¢â¬â¢ was also a prodom inant sentiment that emerged and was expressed toward all parties in relatively equal degrees. Figure 8: Audience emotions Due to the informal nature of comments and the variation in sentence structure, it was challenging to isolate behavioural intentions from the data set using the Leximancer software. However, a preliminary manual analysis uncovered a number of trends in consumerÃ¢â¬â¢s behavioural intentions. Major findings indicated that of the 4% of comments that implied a behavioural intention, most were negative, while a small number showed positive purchase or investment intentions.Figure 9 shows a cross selection of comments extracted from the data in response to research question 6. This conceptual depiction summarises the main behavioural intentions that emerged from the Qantas crisis. Figure 9: Behavioural intentions Figure 10 is based on a manual analysis of comments over all three news sites, and shows the frequency of behavioural intentions that have emerged from th e data set. The category Ã¢â¬Ëmiscellaneous intentionsÃ¢â¬â¢ refers to behaviours such as buying shares, venting action, or switching carriers.Figure 10: Behavioural intentions frequency Discussion This case study analysis uncovered a number of key findings that are relevant to crisis communication research. First, our research found that audiences perceived the key contributing factor to the Qantas crisis to be Ã¢â¬Ëunion actionÃ¢â¬â¢, Ã¢â¬Ëmanagerial decisionsÃ¢â¬â¢, Ã¢â¬Ëworking conditionsÃ¢â¬â¢ and Ã¢â¬Ëindustrial actionÃ¢â¬â¢ with the majority of comments attributing the crisis to managerial decisions and union action.When analysing these key causal factors under WeinerÃ¢â¬â¢s dimensions of Locus and Controllability, managerial decisions can be interpreted as both internal and controllable to the company while Ã¢â¬ËUnion ActionÃ¢â¬â¢ can be seen as both external and uncontrollable. If we analyse Ã¢â¬Ëworking conditionsÃ¢â¬â¢ in the context of its r elated terms, we can understand that this cause is about employeesÃ¢â¬â¢ observations of their working conditions and the resulting strikes.In particular, this casual factor is about employees being unhappy with current circumstances and demanding better working conditions from Qantas management. While employees are internal to the company, their objections to their working conditions and the ensuing strikes can be understood as relatively uncontrollable. Finally, Ã¢â¬Ëindustrial actionÃ¢â¬â¢ in seen within the context of government policy and work place regulation. While the government is external to Qantas, the companyÃ¢â¬â¢s compliance with government regulations is certainly within managementÃ¢â¬â¢s control.Therefore we classify this causal concept as both external and controllable. These findings build upon previous research by Coombs (1995) and McDonald et. al. (2010) Ã¢â¬â that Locus and Controllability can have separate effects on audienceÃ¢â¬â¢s attribution p rocess and that crises may not only be internal/controllable and external/uncontrollable but also internal /uncontrollable and external /controllable. The second major finding of this research project linked causal attributions to audienceÃ¢â¬â¢s responsibility judgements.When audiences identified the major causal factor as Ã¢â¬Ëmanagerial decisionsÃ¢â¬â¢ they also tended to attribute blame to Qantas management, in particular to Qantas CEO; Alan Joyce. The resulting emotions that emerged from this attribution were anger towards Qantas management and support for unions and employees. This sentiment is exemplified in the audience comment Ã¢â¬Å"As a QF F of 20+ years Ã¢â¬ ¦ I wish to register my total support for the staff and crew at QF over their current legitimate and understandable attempts to prevent Management from destroying the airline which I hold so dear. This customer is sick and tired of being exploited by senior management and the board. Ã¢â¬ ¦Ã¢â¬ (ABC. net. a u, 2011). These findings are similar to those of LeeÃ¢â¬â¢s (2004) who stated that crises that were perceived to be internal (locus) and controllable (controllability) would bring about responsibility judgements aimed towards the company and its managers. Another key trend in the data identified Ã¢â¬Ëunion actionÃ¢â¬â¢ as the main cause of the crisis. These audience members tended to attribute blame to unions and employees involved in striking action.When union action, which we identified as external and uncontrollable, was attributed as the primary cause of the crisis, audience members tended to respond with anger towards unions and employees and sympathy towards the company and its managers. One example of this is conveyed in the audienceÃ¢â¬â¢s comment: Ã¢â¬Å"Well done Alan Joyce. Striking is the lowest form of human behaviour in my opinionÃ¢â¬ ¦. I hope all these lazy striking staff lose their jobs and are replaced by hardworking people, Ã¢â¬ ¦ who unlike Qantas emplo yees appreciate their jobs, rather than expect that they are their god given rightÃ¢â¬ (ABC. et. au, 2011). The third major finding in our case study uncovered a number of audience crisis emotions. While we anticipated finding negative audience emotions such as anger and helplessness, we also uncovered a number of positive emotions that expressed support and sympathy towards all stakeholder groups. One such comment that expressed empathy towards the Qantas brand was sourced from the Sydney Morning Herald (2011), Ã¢â¬Å"Qantas made the right decision and any company which has a strong union presence should do the same if their future is threatened by them.The Australian dollar is strong and to remain competitive globally, hard decision must be made. Ã¢â¬ This leads us to our final major research finding. As could be expected, positive audience emotions were found to be associated with favourable behavioural intentions while negative emotions were found to predict negative purch ase intentions. While 81% of behavioural intentions centred on avoidance, complaint and negative purchase intentions, another 14% of the behavioural intentions indicated that the audience intended to continue flying with Qantas, signifying the audienceÃ¢â¬â¢s loyalty to the brand.An example of such positive behavioural intentions is evident in the following audience comment from new. com. au: Ã¢â¬Å"I have always flown Qantas and always will, and to those who say they will never fly them again, you know you will let all those FF perks go to waste Good on you Mr Joyce. Ã¢â¬ (News. com. au, 2011, pp. 8). Although the technical limitations of Leximancer restricted our study, our research project successfully applied WeinerÃ¢â¬â¢s (1986, 1995) Attribution Theory to audiencesÃ¢â¬â¢ attribution process in a real life crisis case.These research findings provide valuable insights into how individuals understand and react to organizational crises in the real world. Knowledge of this type will assist public relations managers in creating effective reputation management strategies in the future. Limitations Although our case study can be considered largely effective, we did encounter several limitations that impeded the progress of our research. Most of the limitations we encountered involved the technical capabilities of Leximancer.Of particular relevance to our content analysis was LeximancerÃ¢â¬â¢s inability to comprehend tone and colloquialisms. This meant that a comment that Leximancer identified as positive might actually be a sarcastic remark meant as a negative. We also found that the informal nature of comments was problematic, since there were multiple ways of expressing a particular sentiment. The data set too was limited by the individual news siteÃ¢â¬â¢s comment system. The anonymity of contributors made it hard to clearly identify an audience memberÃ¢â¬â¢s level of involvement, unless it was explicitly mentioned in the comment.The anonymity m ay have led to audience responses phrased more assertively and argumentatively than they would have been if they were named. The news sites also censor the time frame of the comments. By identifying the time stamp attached to each comment, future studies could examine how audience crises responses changed over the crises lifecycle. This would be particularly important as it would reflect the dynamic nature of audienceÃ¢â¬â¢s crisis response (McDonald et. al, 2009) Ã¢â¬â particularly in this study where the online commentary between the audiences is a highly interactive exchange.Conclusion Based on YinÃ¢â¬â¢s (1994) case study research methods and the theoretical framework of WeinerÃ¢â¬â¢s (1986, 1995) Attribution Theory, this research project found that managerial decisions and union action were the two key contributing factors to the 2011 Qantas grounding crisis. We also identified the main responsible stakeholder groups to be Alan Joyce (Qantas management), employees, uni ons and the government. Our findings have shown that the primary crisis emotion that emerged was anger, and that this was targeted primarily towards the management and unions.This was followed by sympathy, which empathized with the workerÃ¢â¬â¢s plights, and sorrow which was used in relation to Qantas customers. However, contrary to expectations, Ã¢â¬Å"supportÃ¢â¬ also emerged as a dominant emotion and was expressed towards all stakeholder parties involved in the crisis. These findings suggest that, despite the negative sentiment that has emerged from the grounding crisis, there is still an existing group of passengers who remain loyal to the Qantas brand. Qantas should also take a lesson from these findings in order to better safeguard the interests of their stakeholders in future.This may include being mindful of employee moral and considering the plight of the passengers before taking such drastic measures in the future. Acknowledgments Supervisor: Lyn McDonald Course Coord inator: Aparna Hebbani References ABC News. (2011, October 29). Qantas grounds entire fleet. ABC News. Retrieved from http://www. abc. net. au/news/2011-10-29/qantas-locking-out-staff/3608250 Ackoff, R. L. (1981). Creating the corporate future. New York: John Wiley & Sons Colgan, Paul. (2011, October 31). Qantas Crisis: Who won and whoÃ¢â¬â¢s to blame? News. com. au. Retrieved from
Tuesday, January 7, 2020
Sample details Pages: 2 Words: 513 Downloads: 6 Date added: 2019/05/13 Category Literature Essay Level High school Tags: The Picture of Dorian Gray Essay Did you like this example? Oscar Wilde (1854-1900) is one of the most famous figures linked to literary Aestheticism. He was generally viewed as a controversial symbol for Aestheticism, mainly because of his appearance. In his article The Life of Oscar Wilde,Hesketh Pearson argues that Wilde got introduced to the aesthetic principles by his college teachers, Walter Pater and John Ruskin. He kept Patters words of philosophy with him everywhere and named them his Ã¢â¬Å"Golden book,Ã¢â¬ because to him they were life changing. Ruskin inspired Wilde to teach others about his aesthetic interests. Wilde is famous for writing poems, plays, short stories, criticism and one novel, The Picture of Dorian Gray, written during his late career (first published in 1890 and revised in 1891), which concerns the issue of devotion to art. The storys main characters are three men seeking beauty in life; Lord Henry, a wise teacher of aesthetic principles, Basil Hallward, an artist, and Dorian Gray, a model learning about aesthetic values. The novel mainly concerns a discussion among these three men, who are fascinated by each others beauty and opinions. The story was highly debated regarding whether it is morally repulsive, due to the focus it places on fascination between men, or a work of Aestheticism. DonÃ¢â¬â¢t waste time! Our writers will create an original "Aesthetic Principles in Oscar Wildes The Picture of Dorian Gray" essay for you Create order The ambiguity in the interpretation of the novel prompted my interest in exploring the role Aestheticism might have played in it. There are several critical works about Wilde, mainly biographies about his life, focusing on the fame he received for his personality and the way his life ended tragically in prison and misery. He is moreover often mentioned in texts about Aestheticism, since he is one of the most famous symbols of The Movement, but most of these works concord his other literary contributions. This essay attempts to examine the principles of Aestheticism in order to investigate whether the novel is written in accordance with Aestheticism and sets out some powerful arguments to show how the two main characters in the novel resemble Wilde himself, especially when it comes to getting introduced to the Aesthetic philosophy and living a life according to those principles. This essay will also discuss how the story was received, how Wilde changed the text, and why he refuted the mainstream ideology of the Victorian era. The writers claim is that Wilde uses The Picture of Dorian Gray to spread his own interpretations of Aestheticism. The theoretical approach that is used in this essay is based on the perspectives of New Historicism. In New Historicism it is important to research the authors life, the authors social surrounding and how people reasoned during the authors lifetime and relate that information to the literary work (Lynn, Steven. Text and Contexts: Writing About Literature with Critical TheoryNew York: Pearson Longman. 2011. Print). This essay will start by tracing biographical elements in the novel; how two literary works influenced it and how the two main characters actually resemble Wilde himself. It will then pay attention to aesthetic objectives and the aesthetic style, Victorian influences on Aestheticism, as well as explore how the story was received and why Wilde revised the novel.