The United States Educational System-Based on Age Essay Example for Free

The United States Educational System-Based on Age Essay The United States educational system based on age is adapted to United Nations Educational, Scientific, and Cultural Organization’s (UNESCO) International Standard Classification of Education (ISCED) levels. In order to define the levels of education uniformly across all countries, this publication used terms to compile worldwide comparable statistics on education. The organization differentiated seven levels of education ranging from preprimary to tertiary. International descriptions of preprimary, primary, and tertiary education are parallel to the classification used in the United States. On the other hand, lower and upper secondary education has slightly dissimilar meanings. Level zero is called as preprimary education or commonly known as early childhood education. â€Å"It usually included education for children aged 3-5, although in some countries, it starts as early as age 2 and in other continues through age 6. In the United States, preprimary education includes kindergarten (Matheson, Salganik, Phelps Perie, 19). † Primary education (level 1) runs from about ages 6-11, or about first through sixth grades in the United States. Specialization rarely occurs in any countries before secondary education. Secondary education covers ages 11 or 12 through 18 or 19 and is divided into two levels: lower and upper secondary (levels 2 and 3). For purposes of statistical comparability, the United States has defined lower secondary education as grades 7 through 9 and upper secondary as grades 10 through 12. â€Å"In the United States, lower secondary education ends with an examination and constitutes the completion of compulsory education (Matheson, Salganik, Phelps Perie, 19). † Upper secondary education immediately follows lower secondary education and includes general or academic, technical, and vocational education, or any combination thereof, depending on the country. An upper secondary attainment level is roughly equivalent to a U. S. high school diploma. The United States Educational System-Based on Age Page 2 Higher education, also referred to as tertiary education, includes three ISCED levels and is equivalent of postsecondary education in the United States. â€Å"Non-university higher education includes education beyond the secondary school level involving programs that terminate in less than a 4-year degree (Matheson, Salganik, Phelps Perie, 19). † This type of education is at ISCED level 5. ISCED level 6 comprises education programs that lead to a 4-year undergraduate degree. These programs are typically located in universities and other 4-year institutions. The highest level, ISCED level 7, includes graduate and professional degree programs. Compulsory education ends at different ages across other countries. In the United States, Canada, France, Germany, and the United Kingdom, mandatory schooling ends at age 16, the end point is age 14 in Italy and 15 in Japan. In Germany, full-time compulsory education ends at age 16, although students are required to be enrolled at least part-time through age 18 (Matheson, Salganik, Phelps Perie, 14). After compulsory education, enrollment rates drop off. In the United States, enrollment in secondary education dropped from 72 percent for 17-year-olds to 21 percent for 18-year-olds. In the United States, the first opportunity for students to receive secondary certification is upon completing high school, usually at age 17 or 18. In United Kingdom, students take the examination for the general certificate of secondary education when they are 16. Youth who do not continue to upper secondary schooling and are unemployed are eligible for training programs supported by the government but outside the education system. In Germany, the majority of secondary school students who continue after age 16 and are not preparing for university education participate in vocational training at the upper secondary level, including the countrys dual system of pert-time schooling and part-time apprenticeship. The United States Educational System-Based on Age Page 3 Participation in higher education in the United States and Canada was among the highest in the world in 1992. However, this doest not mean that young adults the age of U. S. college students are more likely to be enrolled in education programs in the United States than in other countries (Matheson, Salganik, Phelps Perie, 15). The disadvantage of ISCED levels are planned mainly for (educational) statistical reasons and for validating quantitative productivity. â€Å"ISCED would have restricted use for the purpose of comparability, recognition, mobility and European cooperation in VET. No sector specific and job specific definitions or typology of skills are available (Hoffmeyer-Zlotnik, 223-240). † ISCED 1997 is in most contemporary and western countries a useful system to categorize school leaving certificates. In countries with complicated educational systems, like Germany, the ISCED 1997 categories cover hardly the community situation. â€Å"Another disadvantage of ISCED 1997 is the risk misclassification, how national diplomas are sorted into the ISCED 1997 codes. Asking the respondent about the ISCED codes increases the interview burden for the respondent (OECD). † Education is associated to numerous aspects of social disadvantage all through an individual’s life span. â€Å"This includes their time in pre-primary education, in the compulsory schooling system during their childhood years, as young adults in post-compulsory education and during the years of adulthood (Machin, 10). † Social disadvantage also matters for the phase of post-compulsory education, where it is evident that educational inequalities linked to family background tend to persist and become larger (Feinstein, 213-229). The possibility of staying on after the compulsory school-leaving age is connected to family setting and social drawback in many countries. Since involvement in higher education improves life likelihood and triumph as an adult, this The United States Educational System-Based on Age Page 4 compounds the previously wide disparity linked to social disadvantage that arise in the childhood years (Machin, 11). Reference: †¢ Feinstein, Lee. â€Å"Mobility in Pupils: Cognitive Attainment during School Life. † Oxford Review of Economic Policy 20 (2004): 213-229. †¢ Hoffmeyer-Zlotnik, Jurgen. How to Measure Education in Cross-National Comparison: Hoffmeyer-Zlotnik/Warner-Matrix of Education as a New Instrument. Mannheim: ZUMA 11 (2005): 223-240. †¢ Machin, Stephen. Social disadvantage and education experiences OECD, Paris, OECD social, employment and migration working papers, Paris: OECD Publications, 2006. †¢ Matheson, Nancy, Salganik, Laura, Phelps, Richard, Perie, Marriane. Education Indicators: An International Perspective, Pennsylvania: DIANE Publishing, 1997. †¢ OECD. Education at a Glance, OECD Indicators 2004, Paris: OECD Publications, 2004.

Nature And Scope Of Romanticism In Music Music Essay

Nature And Scope Of Romanticism In Music Music Essay Essay topic: Critically compare the main ideas regarding the nature and scope of Romanticism in music as set forth by Warrack, Samon, Burkholder and Whittall. Then, choosing any three major pieces of 19th century instrumental music critically compare their structure and style in some detail in light of the ideas you have gathered about Romanticism and its influence on musical composition in the 19th century. To set your suitable context, you should also carefully consider the extent to which the formal, tonal, stylistic and aesthetic aspects of the works chosen for study show their indebtedness to the spirit and forms of the preceding Classical period and the ways in which they may comprise a continuation, or a significant modification or even a repudiation of these. The Romantic period took its name from the ancient lingua romana of France. In the 18th century, scholars use the term to refer to free and imaginative (Samson, 2001). Warrack 1987, described Romantic as the period which was adventurous both in subject matter and in its invention. Unlike Classical, the Romantic represents a period of a domination of instinct over reason, of imagination over form, of heart over head. Whittall described in her article that Romantic does not move away completely from classical music, but it give more emphasise of element already present in classicism. Romantic composers tried to make music speak programmatically.There were many features of Romanticism that were distinct from the classical period, however many of them are derived from the Classical root. The most important of the many deriving from the key figure of Rousseau, was a new preoccupation with nature (Warrack 1987). Romanticism also saw an increased focus on melodies and themes. Orchestra was expanded and each instrument had its own role. The emphasis on melody found expression in extensive use of cycle form. New attention was also given to national identity. The Classical era was also one which was highly productive. Music became much more expressive, and the sound and quality of the instruments became more refined. This increasingly led to music being created which was able to evoke emotions and instill character such as none before its time. The combination of these elements has heavily influenced the subsequent development of music to the present time, from the very language of music to our increasing understanding of the link between music and emotions. In the following essay, I am going to discuses the main ideas regarding the nature and scope of Romanticism in music. Also three works of Romantic period will be compared in its formal, tonal and aesthetic aspects which show their repudiation and continuation to the sprit and forms of the preceding Classical period. Part one French Revolution The late 18th and 19th century was a time of political and economic revolution Napoleon Bonaparte became the leader of the Republic in 1799 and conquered most of Europe. Although the Revolution failed, its idea, which included the freedom, reform and a new concept of nation, speed across Europe (Burkholder, 2010). This Revolution had a significant impact on music, the French Revolutionary government supported large choral works and opera with librettos on themes of the Revolution or concerns of the time. Nationalism Because of the struggle of Revolution, Romanticism played an essential role in the national awakening of many central European people lacking their own national states. Revival and reinterpretation of ancient myths, customs and traditions by romantic poets and painters helped to distinguish their indigenous culture from those of dominant nation. The increasing importance of nationalism as a political force in the 19th century was mirrored in music and other arts. Many composers expressed their nationalism by incorporation elements unique to their native culture, such as folk song and dances. Composers used elements of rhythm, melody and modality characteristic of their respective nation (Kamien, 2003). The nationalist music echoed peoples fears, hopes and aspirations; it was the voice of Revolution. This national flavor of Romantic music-whether Polish, Russian or German contrasts with the more universal character of Classical music. Industrial revolution During the Romantic period, there were two major events that transformed Romanticism. New technologies began to transform the economy from a rural to an urban economy based on manufacturing by machines. It made major improvements in the mechanical valves and keys that most woodwind and brass instruments depend on. The new instrument often had a bigger, fuller and better tuned sound. They were played in new ways to produce different tone color. In addition, the development of piano enabled louder dynamic and more varied tone color. At the same time, there was a rise of the middle class. Whereas composers had previously lived on the patronage of the aristocracy, romantic composers often wrote for public concerts and festivals with large audiences of paying customers. Individualism Romantic music puts unprecedented emphasis on self expression and individual equality of style. Many romantic composers created music that sounds unique and reflects their personalities. The Romantics presented boldness over the preceding ages desire for restraint. They promoted the conception of the artist as inspired creator over that of the artist as maker or technical master (Kamien, 2003). Through individualism, the composer would reveal the world in expressing himself, hence the growing importance of expression as a source of aesthetic value, overriding the claims of formal propriety and convention (Samson, 2001). In addition, the changing economy not only made individualism attractive to the newly rich, it made possible a free market in the arts in which composers could play for audience who would pay for their performances. The emphasis on emotion and expressive tone color Romanticism describes the expansion of formal structures, making the piece more passionate. While classical era had strict laws of balance and restraint, the Romantic era moved away from that by allowing artistic freedom, experimentation, and creativity. Expressive, and melody become the dominate feature. The increasing use of dissonance and extended use of chromaticism, the properties of the diminished seventh facilitate modulations to many keys. Wagner and Beethoven also expanded the harmonic languages with un-used chords. In addition, there is a greater harmonic fluidity and longer melodies. The pianos were being used which improved chromatic abilities and greater projection of the instruments of the symphony orchestra (Brooklyn, 2009). The stress on individual also created greater reliance on instrumental color. While new instruments were constantly being added to the orchestra, composers also tried to get new and different sound out of the instruments already used and Berlioz was an expert in doing this. Exoticism Romanticism reached beyond the rational and classicist ideals models. It attempts to escape the confines of population growth, urban sprawl, and industrialism, and it also attempted to embrace the exotic, unfamiliar and distant in modes. Of all the emotions celebrated by the Romantics, the most popular was exoticism. Just as Romantics responded to the longing of people for a distant past, so they provided images of distant places. The distances need not be terribly great: Spain was a favourite exotic setting for French Romantics, for instance. North Africa and the Middle East provided images of Asia to Europeans. Generally anywhere south of the country where one was resided was considered more relaxed, more colourful, and more sensual (Brains, 1998). Romantic age was also a period in which Europeans travelled more than ever to examine far off lands of which they had read. Most native peoples were depicted as lazy. Many male travellers view the women of many foreign lands and described them as more sexually desirable than the women at home, and so they are depicted in fiction, drama, art and opera. At the same time, the imagination was elevated to a position as the supreme faculty of the mind. Not satisfied with the world as given, the artist meddles with reality and creates another reality. It is dynamic, uniting both reason and feeling. The emphasis on the activity of the imagination was accompanied by greater emphasis on the importance of intuition and instincts. Part two Beethoven as a transitional figure Ludwig Van Beethoven was considered the greatest artist of all time. He was aware of Enlightenment ideals; absorbed the music of Haydn and Mozart and absorbed the French Revolution (Burkholder, 2009). His style opened new realms of musical expression and profoundly influenced composers throughout the 19th century. For Beethoven, music was not just entertainment, but a moral force capable of creating a vision of higher ideals. His music reflects his powerful, tortured personality. More than his predecessors, Beethoven tried to unify the contrasting movements of a symphony, sonata, or string quartets. Musical continuity is heightened in his works in several ways. Sometimes one movement leads directly into the next, instead of ending with a pause, as was traditional. A musical bond between different movements of the same work is also created when their themes resemble each other. In his compositions such as the Ninth Symphony, a theme from one movement is quoted in a later movement (Kamien, 2004). Piano Sonata in C minor, Op.13 Beethovens thirty-two sonata are far more difficult than the sonata of Haydn and Mozart. They exploit the stronger, tonally improved piano of Beethovens time. One of his most famous sonatas is the Pathtique. It was written in 1798 when the composer was twenty-seven. The title Pathtique suggests a tragically passionate character in this sonata. Beethovens masterful improvisational powers are mirrored in the sonatas extreme dynamic contrasts, explosive accents, and crashing chords. At the early age of twenty seven, during his early period, Beethoven had already created a powerful and original piano style that foreshadowed 19th century Romanticism. First Movement The first movement of the Pathtique is in the Classical sonata form, but the material is quite different form that of a traditional sonata forms. It begins with a slow introduction common in symphonies. The dotted rhythm evokes the style of the French overture. In this movement, the tragic mood is intensified by dissonant chords, sudden contrast of dynamics and register, and paused filled with expectancy. The slow introduction is integrated into allegro that followed it in imaginative and dramatic ways (Kamien, 2004). Second movement and third movement The second movement is in rondo form. One of the interesting features of the adagio is its range in texture. After having a thick four voice texture in the principal themes, Beethoven temporarily reduces the texture to one voice near the closing B section. The last movement, in C minor, is a rapid and energetic rondo. This piano sonata is dramatic and intriguing. Beethoven drew many new effects from the piano; in addition, he experimented with compositional techniques that he would later expand in the symphonies and string quartets. The name perfectly catches the pieces character full of rhetorical gestures. Hector Berlioz Another important genre of the Romantic period is program music- instrumental music associated with a story, poem, idea or scene. Programmatic orchestral works such as Berliozs Fantastic Symphony depict the emotions, characters, and events of particular story or the sounds and motions of nature (Kamien, 2004). The French Romantic composer Hector Berlioz is known for his symphonies fantastique. This symphony tells the story of an artist gifted with a lively imagination who has poisoned himself with opium in the depths of despair because of hopeless love (Oxford, 2002). He composed this work in 1830 which was his first major work, although there were few of the musical ideas derived from some of his earlier composition but the countless aspect of this score are representative of Berliozs individual musical style. Among them are his rhythmically flexible, characteristically long spun melody of which the ides fixe is a prime example, contrasting harmonies, use of dynamics and instruments (Boston, 2006). First movement The first movement is daydream-passions. The melancholy, passion and fury and jealousy form the subject of the first movement. The form is similar to sonata form of the Classical composition. Through the movement, there is simplicity of presentation of the melody and themes. The most important element in the first movement is the idà ©e fixes. As talked previous, Beethoven had found remarkable ways of unifying large multi movement works, especially in his Ninth Symphony, by recycling motives. Such cyclism had a profound impact on romantic composer. One strategy Berlioz used to unify the symphonies fantastique is to have a melody, which he calls an idà ©e fixe, appear in each of the five movements. The idà ©e fixe were used to represent his beloved. This recurrence of the same theme in every movement of symphony was striking novelty in Berliozs day (Oxford, 2002). Second movement The second movement was titled A Ball. It has a mysterious sounding introduction that creates an atmosphere of excitement followed by harps dominated passage. The harp may symbolize the object of affection; provide the glamour and sensual richness of the ball being represented. The use of instruments to symbolize certain things is a special Romantic feature that was not used in classical period. Third movement In the third movement, Berlioz evokes a mood of loneliness in the midst of nature: a solo English horn is encoded by an oboe an octave higher. No previous symphonic movement had ever begun with a duet between these two instruments (Kamien, 2004). He saves the heaviest orchestration for the last two movements where he depicts the fantastic and diabolical. Though the supernatural had long been dealt with in opera, this is its first expression in an important symphony. Fourth and fifth movement In the fourth movement, Berlioz creates a menacing atmosphere with the opening orchestral sound, a unique combination of muted French horns and brass playing pizzicato chords. In the last movement, the high muted strings and basses begin a succession of fragmentary ideas in contrasting tone color, register and dynamic (Kamien, 2004). From his work, we can see that Berlioz is no doubt the creator of new orchestral sound. He still maintained the form used in classical period, however he also understood the role of timbre and he made the musics importance not just in melody and rhythm but in sound. The weird, never heard before sound and the asymmetrical rhythm made this amazing work a truly romantic manifesto. Brahms and his work Another important composer in the romantic period is Johannes Brahms. He was a master of creating piece of all the traditional form. One of his most famous works is Symphony No.4 in E minor, Op.98. The first movement of this work is in Classical sonata form and is dominated by this expansive opening them. The second movement has an airs of a requiem, it opens with a melancholic sort of fanfare. The rapid third movement is a scherzo in sonata form. This movement is joyful and stomping, which resembled dancing tunes which was famous in Brahmss life time (Kamien, 2004). The fourth movement is the climax of the symphony. It is a type of theme and variation related to the Baroque ground bass form. His use of Baroques variation form is unique in the Romantic symphonic and reflects his strong attachment to the musical past (Burkholder, 2009). Conclusion The Romantic was an important period of transformation into 20th century. The Industrial revolution, individualism, the emphasis on emotion and expressive tone color has all influenced composers in later centuries. In addition, they no longer view themselves as artists writing music to suit their patrons, as earlier composers saw themselves, but as artists expressing their own ideas and feelings (Burkholder, 2009). Romantic is truly an era of greatness.

Argumentative Essay: Gun Control Will NOT Reduce Crime :: Second Amendment The Right To Bear Arms

The right to bear arms is guaranteed in the constitution by the Second Amendment. Liberals are looking to amend the constitution any way they can. They want to ban handguns or at least restrict sales. Studies have shown that gun control cannot stop people from committing the crime. While the Founding Fathers of this country were developing the system of government, as set forth in the Constitution, many feared that a standing army controlled by a strong central government would leave them helpless. The federal Constitution contained no provisions to prohibit a standing army or allow states to create their own militias. The Constitution was signed by thirty-nine men from the twelve states represented at the Constitutional Convention on September 17 1787; three delegates refused to sign because of the absence of a bill of rights. Two years later, the First Congress agreed on twelve proposed amendments to the Constitution. During this time, debate focused on a standing army versus a state militia and citizens' rights, and even obligations, to carry arms. Before addressing arms and the militia in the Bill of Rights, however, two militia clauses were included in the U.S. Constitution. The militia clauses say that Congress shall have power to provide for calling fort h the militia to execute the laws of the Union, suppress insurrections and repel invasions; to provide for organizing, arming, and disciplining, the militia, and for governing such part of them as may be employed in the service of the United States, reserving to the States respectively, the Appointment of the officers, and the Authority of training the Militia according to the discipline prescribed by Congress.

Sports, Athletes, and Weight Loss: Health Concerns Essay -- Health Nut

Weight Loss by Athletes and Health Concerns Waking up, sophomore Mike Fumagalli would peel off the garbage bags and layers of clothing he had worn to bed the night before hoping to "sweat away" some extra weight. Throughout the day, he would ask teachers to use their trashcans and would spit constantly. Sometimes, he would even cut his hair or sit in a sauna, all to lose a couple more pounds. Many people may wonder why someone would go to such extreme measures just to lose a few pounds. For Fumagalli, the answer was simply: "Everyone likes to win. That's why you cut weight." "Cutting weight" is a term that refers to a wrestler's attempt to lose a certain amount of weight in order to compete in a particular weight category in wrestling competitions. Some wrestlers choose to lose weight so they can find a spot on the team, said Keith Healy, varsity wrestling coach of the nationally ranked team at Smallville High School. Since only a certain number of slots are open per weight class, a wrestler may be beat out of a spot at one weight but perhaps can drop down to a lower weight where more openings are available. Junior Sean Randich said that cutting weight also could be important because as one moves down in weight classes it is easier to win. A common weight-loss method among the athletes is to wrap their body in garbage bags during exercise to maximize sweat loss, said Randich. He added that while the Illinois High School Association (IHSA) prohibits this method, it is still commonly practiced. JT wrestling coach "Mac" McLaughlin said that although he could not control what athletes did at home, at practice, garbage bags are not allowed. He added that most of his wrestlers, in fact, wear onl... ... children's bodies," said Haas. McLaughlin said that he tells parents, "If your kid looks like he's getting tired, souped out, stop." Healy also consults parents about their child's weight loss and said that before any wrestler on his team makes the decision to cut a large amount of weight, he first consults the parents. "Because of cutting weight, my mom doesn't like the whole sport," said Fumagalli. He said that while his mom was supportive in helping him cut weight by doing such things as making salads, she drew the line when he began to get sick. Fumagalli, who said he frequently cut weight in junior high, said he lost 12 pounds before this season but stopped when he started to get light-headed and dizzy. "There is a fine line between determination of sport and health," said Fumagalli. "Strength is more important than losing two pounds."

Diary Of Hatchet Essay -- essays research papers

Diary of Hatchet Brian Robeson, the main character, is a very interesting kid. After the first few pages you could tell that he was strong-minded, twelve or thirteen year old kid. His parents were divorced and he spent some time with his dad. He lived far away so Brian had to take a plane. From the back of the book I knew that he gets in to a plane accident and has to survive on his own. I was surprised that the author went right to the plane wreck. I thought it would have a somewhat boring beginning like most other books I read. Brian keeps talking about how his parents got divorced and he cries every time he thinks about it. He calls it the big "secret." Brian keeps describing visions of his mom kissing some new man, not his father. You can tell that he takes the divorce very seriously and sometimes gets emotional. 10/05 In this part of the book, Jake, the pilot, has a heart attack and dies. To be honest, I, myself, have thought about what I would do if I was on plane and the pilot died. I really don't know what I would do, I don't know how to fly a plane. Luckily, Brian had been taught by Jake how to fly the plane. Brian didn't know how to land so he flew the plane into a lake. This part of the book was hard to believe, there was a lot of "coincidents." Brian showed his intellectual side when he realized that when Jake was suffering from his heart attack he turned the plane to the left. That could greatly increase the time it ...

Travel and Tourism Unit 7 P4

P4) Review factors that have contributed to one declining destination (Cyprus) and one developing (Greece) in the European travel market. Developing destination: Greece Greece is also known as Hellenic Republic, the first country in Europe to advance civilization, Greece is one of the most visited country in Europe locate in southern Europe near Albania, Turkey, Bulgaria, and Rep. Macedonia. Greece is the home of the Olympic Game; Olympic game is popular in Greece, also across the world.People love to travel there because of the sport facilities; in 2004 Greece hosted the EUFA Euro 2004, and people love to go there because of the sport events. Greece is a country full of culture and tradition. This is Acropolis of Athens built in 6th century BC; Acropolis is the most visited building in Greece; people love to visit this building because it tells the all story of the beginning of Civilization in Europe, according the local newspaper Kathimerine, most of the visitors who visited the Ac ropolis in 2007 were students in majority.To visit the building cost 12/6 euro per person according creteTrave. com. This is Aegean Sea locate between Greece and Turkey. Aegean Sea is one of the natural feature most visited in Greece, millions of tourists visited the sea last year. People love to visit Aegean Sea because of the sea temperature, in summer the sea temperature goes up to 21 °- 26 °c sometime even 30 °c, in winter is 10 °- 18 °c. Rage of accommodation in Greece, Greek accommodation has the European standard starting from 3 to 5*, Greek accommodation is considered has the best in southern-east Europe.Acropolis Museum Boutique Hole is one of the best hotel in Athens locate in the heart of Athens. People love to visit Athens because of the hotel prices short break costs â‚ ¬32. 00, family room costs â‚ ¬280, single â‚ ¬57 and double room costs â‚ ¬65. For example 11 night costs â‚ ¬173. 89. I think that’s why people love to visit Athens. Thi s is Greece’s climate: Greece has Mediterranean weather which means 10 °c in winter and summer 22 °c, the weather also play a significant role in Greece.Greece is a country with the best accessibility that we can compare to other country in west Europe. According to British Airways a fly to Athens costs ? 65. 50 duration of the flight is 3h 40’. Greece does appeal to everyone mid-class, high-class can visit Greece; it costs less than inbound in the UK according to Travelweekly. com, Greece is the heart of European civilization, 99. 9% believe Greece is a place to visit, and study.Greece is the home of rest with its histories and beautiful weather of Mediterranean, a country which inspired the rest of European country to develop. Declining destination: Cyprus There has been a major decline in the travel and tourism sector in Cyprus. A 2. 4% overall decrease in arrivals were recorded last month compared to the same month in 2009 and a decrease of 10. 2% was recorded in arrivals from the UK for the year – suggesting that Cyprus is beginning to become a less popular holiday destination for the British; one of Cyprus' main markets.It is though that this decrease is due to a combination of redevelopment of other Mediterranean holiday destinations and increasing trust in budget airlines. For example, Greece has reported an 8. 4% increase in arrivals in 2010 compared to the same period in 2009. Budget airlines such as easy jet and Ryan air also do not fly to Cyprus and have made nearby locations a more attractive offer, which in combination with the credit crunch has significantly impacted peoples buying decisions. Negative †¢Expensive †¢Poor quality †¢Downmarket †¢Positive †¢Weather †¢Sea †¢Countryside †¢English speaking †¢Weddings †¢Major tour operators seeking to increase their share of revenue †¢Trend to all inclusive will reduce revenue in Cyprus and damage tertiary businesses One in three UK holidaymakers uses Tripadvisor for information. Of those, one third change their plans as a result †¢Tripadvisor consistent Cyprus themes: †¢Ã¢â‚¬ËœExpensive’ †¢Ã¢â‚¬ËœRip off’ †¢Ã¢â‚¬ËœScams’ †¢Ã¢â‚¬ËœGhost town’

Nba – a New Digital Entertainment Model in China

Entertainment and Media Industries Professor Sam Craig NBA – A New Digital Entertainment Model in China Name : Ted Mui Executive Summary The National Basketball Association’s expansion into the Chinese market has been met with great success. The company’s China operation currently generates over UDS$150 million in annual sales, and is one of the most recognized international brands in the country. To further focus on the growth of this unique market, a subsidiary was established in 2008, with former head of Microsoft China Tim Chen serving as the first CEO. The NBA has had great success in developing strategic partnerships in China. Over 290 games are broadcasted on Chinese TV per year, and NBA-related content can be readily found online on Chinese websites. However, NBA China has thus far generated little revenue directly from its end consumers, especially with its digital offerings. In reviewing its target market, we find that the NBA is in direct competition with other online entertainment products for the time and money spent by this market. Popular online entertainment options for China youths share the following traits: simple to learn and use, ability to interact with other users, a high (and almost addicting) replay value, and contain many customizable features for its users. Based on these ideas, it is suggested that NBA China pursue the development of a brand new web portal combining the components of gaming, social networking, and video streaming, which currently all exist as separate components. Using a concept based on an old video game idea, the web portal will aim to move consumers down the marketing funnel, eventually expanding the fan base and leading to end-user generated revenue. The cliche of the China market is well known to everyone by now. With its population of 1. 3 billion steadily increasing its purchasing power, China has become the focal point of just about every multinational company. Despite its potential, many multinational corporations’ attempt in entering the China market ends in failure, with millions of dollars of investment vanishing without producing any returns. The National Basketball Association is one of the rare success stories in China. Since opening its first office in Hong Kong in 1992, the NBA’s Greater China operation has grown to four offices with over 100 employees, generating over USD$150 million in annual sales. According to a survey, nearly 90% of Chinese people aged 15-54 in 11 urban markets had some awareness of the brand. 1 Despite this initial success, there remain many opportunities for growth in this market, especially in the digital sector. Facing increasing pressure from competition wishing to emulate its success and from shareholders seeking greater returns from the market, the NBA must look for new ways to build on its success in China. Company Background The National Basketball Association, founded in 1946, is a global sports and entertainment brand that features 30 teams in the United States and Canada. It is currently the third largest sports league in North America, with an estimated league revenue of $3. 2 billion for the 2008-09 season. Looking to expand the association’s presence outside of North America, the NBA occasionally hosts exhibition games around the world. 1 The NBA first made its presence in China in 1979, when the Samantha Marshall, â€Å"NBA’s China Strategy a Slam Dunk,† Crain’s New York Business. com, May 29, 2008. 2 Source: Plunkett Research, Ltd Washington Bullets traveled to China to play two exhibition games against the Chinese National Team. Seeing the potential for the Greater China market, the NBA sent its first Asia-based employee to Hong Kong in 1990. The association’s operations in China have grown substantial since, leading up to the formation of NBA China in 2008. As a subsidiary of the association, NBA China is responsible for conducting all of the league’s business in Greater China. While the NBA remains as the majority shareholder of the new entity, 5 other strategic partners invested $253 million to acquire 11% of the company in preferred equity. The 5 partners are ESPN (a division of Walt Disney), Bank of China Group Investment, Legend Holdings Ltd. Li Ka Shing Foundation, and China Merchants Investment. 4 Timothy Chen, former CEO of Microsoft China, was appointed as the new entity’s first CEO. NBA’s Digital Strategy in China Since Yao Ming’s entry into the league, NBA coverage has grown substantially along all lines of Chinese media. The country’s national television network, CCTV, has Each season, the CCTV established a long-term partnership with the association. sports channel televises over 90 regular season games, including the NBA All-Star Game, NBA Playoff games and The Finals. In addition to CCTV, the NBA is also covered by 50 other broadcasters around China, covering all but 2 provinces in the country. In total, about 290 NBA games are broadcasted on TV in China each year. 5 3 Pete Thamal, â€Å"The NBA and China Are Fans of Each Other,† New York Times, August 9, 2008. Source: nba. com 5 Source: hket. com 4 The NBA has also been able to capitalize on the rapidly increasing population of internet users in China. The association has partnered with Tom. com to revamp its localized websites in Greater China (Mainland China, Hong Kong, and Taiwan). Among the new features, the sites will include online webcasts allowing viewers to watch live games and Chinese-language talk shows daily, and provide gaming and fantasy basketball options and networking capabilities. 6 Moving towards high definition media, the NBA has recently signed a strategic cooperation agreement to allow BesTV, Shanghai Media Group's (SMG) Internet Protocol TV (IPTV) subsidiary, to offer pay-perview broadcasts of up to 14 high-definition NBA games daily over a four-year period. 7 Through a partnership with KongZhong Corporation, the NBA has also launched a China WAP site in 2007. The site will allow mobile users to access a broad range of content options including news, scores, editorial content, player interviews, TV schedules, wallpapers, ring tones, video clips and live NBA games. The NBA hopes to generate revenue from the site through offering advertising options to corporations and premium downloadable content to end-users. 8 The NBA’s media blitz in China appears to have produced great results. Currently, more than 30% of nba. com traffic comes from China, and this number can be expected to increase over the years. NBA† was ranked 7th in the hottest search keywords in 2008 for Baidu, China’s leading search engine. Similarly, â€Å"NBA† was ranked 10th for Google China’s most popular search words. Other than the NBA, only Xunlei and QQ, 6 7 Anita Davis, NBA Inks Tom. com Online Deal, CEI, August 20, 2008 st Source: 21 Century Business Herald 8 Source: nba. com two of China’s largest web portals, appear in the top 10 of both those lists. However, it is unknown how effective this web traffic has been in generating actual revenue for NBA China. Market Overview In 2008, China overtook America as the country with the largest number of internet users. As of the second quarter of 2009, the country now has over 330 million users, with a growth rate of over 50% annually (see exhibit A). The demographic groups growing comparatively faster than this average are people living in rural areas (with over 100% annual growth), young â€Å"netizens† aged 18 and under, and adults aged 30 and up. Exhibit B shows a breakdown of the age demography of internet users in China. There are also an increasing number of users accessing the internet through mobile devices. Currently, over 29% of internet users use mobile phones to get online, with a growth rate far exceeding that of laptop users. 9 The high growth rate indicates that more and more of the country’s 600 million mobile-phone subscribers now own mobile devices capable of accessing internet information. With next generation mobile technologies such as the iPhone and Google Android yet to reach the mass market in China, there remains great potential for significant growth in this market for years to come. The Meek Shall Inherit the Web, Economist, September 6, 2008 Exhibit A 100 million Total Internet users in China: 2005-2009 3. 5 3 2. 5 2 1. 5 1 0. 5 0 1. 23 1. 03 1. 62 2. 50 3. 38 Total Internet Users 2005 2006 2007 2008 2009 Exhibit B Age structure of Internet users in China Source: Statistical Survey Report on the Internet Development in China, CNNIC, January 2008 Competition Many sports a nd entertainment companies have tried to emulate the NBA’s success in China and have invested heavily in its digital marketing efforts. The National Football League has launched a Chinese website (nflchina. com) providing up-to-date news and score, discussion boards and mini-games. Manchester United, the richest sports club in the world, also has an all-Chinese website with online media and shopping to capture on its Chinese fan base. But as the earlier search rankings would suggest, the NBA is by far the leading sports entertainment company in China. Leading infotainment web portals such as sina. com and sohu. com have pages dedicated to the NBA linked from their front page. Already in a dominant position in the sports entertainment sector in China, the NBA should perhaps look at its competitive landscape from another perspective. At present, the NBA generates the majority of its revenue in China through broadcast rights, branding partnerships and ad sales through its media channels. However, it has thus far been able to generate relatively little income from its actual fan base with its digital content. In comparison, end-user Internet Value Added Services (IVAS) made up for the majority of the revenue for Tencent Holdings Ltd. another digital media partner of NBA China. Tencent Holdings Ltd. is the largest and most used internet service portal in China. The company’s strategic goal is to provide users with a â€Å"one-stop online life service†10 While its product offerings are similar to that of MSN Messenger, Facebook, World of Warcraft, 10 Source: tencent. com and other leading instant messaging, social networking, and online gaming com panies, Tencent is unique in its ability to generate revenue directly from the end users of its products. Most of Tencent’s products are interconnected through its QQ Network, ncouraging its free users to upgrade in order to access its value-added services such as ringtone downloading, SMS sending/receiving, and online gaming. QQ Coin was later introduced to allow users greater ease in making purchases in the â€Å"virtual world†, and incentivizing video gamers with rewards for performance. With a retail value of 1 yuan (about 14 cents) per coin, users are able to use the coins to purchase â€Å"virtual goods† such as avatars, virtual gifts for friends, and even items for use in games. Due to its ease of use and low denomination in value, the QQ Coin took off with the company’s young user base. It is estimated that nearly $2 billion in virtual currency was traded in 2008, even leading the Chinese government to implement restrictions to the trade. 11 Exhibit C Tencent Holdings Ltd. Quarterly Revenue by Sector Source: Tencent Holdings Ltd. Investor Fact Sheet 11 David Barboza, In China, New Limits of Virtual Currency, New York Times, June 30, 2009 Strategic Analysis While NBA China has succeeded in building brand awareness with its target demographic market, its digital strategy has thus far only focused on only the active fan base of this market. Its licensed product with Tencent and EA Sports, NBA Street Online, targets only the segment of gamers who are passionate about NBA basketball. Likewise, services on the NBA China website such as video games and news updates are mainly targeted to already converted basketball fans. A recently initiative called NBAiD was launched exclusively for the NBA China website. Looking to capitalize on the growing popularity of social networking and blogging, NBAiD acts as a personal page for NBA fans, allowing fans to connect with one another and express opinions through blogs. However, at this point, the product itself has very little added value for active or casual fans. Segmenting user categories using the concept of the marketing funnel, we see that NBA China has succeeded in both capturing awareness in the mass market and driving loyalty from its core fan base through its digital strategy, but have done little to drive â€Å"aware† consumers down the funnel (see Exhibit D). There remains great potential for the NBA to generate greater interest and desire for its product through a revision of its digital strategy. Exhibit D The Marketing Funnel Applied to NBA China Target Market Awareness Casual internet users who are aware of the NBA brand, but have no intent to spend money on its products Internet users who are interested in learning more about the NBA, and look to utilize free products and services made available to them Interest Desire Internet users who are attracted by the entertainment value of the NBA and may take action upon receiving an attractive offer Action Individuals who are engaged to the NBA and are most likely to purchase new products and services offered to them Repeat Purchases The digital age has changed the landscape of sports marketing. Martin Sorell, chief executive of WPP, recently advised the International Committee on the importance of meeting the needs of the new generation of young and tech-savvy consumers: There are 1. 6 billion people online today and 4 billion mobile phones. The key audience with whom these digital opportunities resonate is of course young people. They are a valuable and massive audience. Globally they impact over $600 billion in consumer spending. The young people take their media habits with them, so if you are ot part of their habit now – you most definitely will not be in the future. Let the children play. You have to let them play with your content, your assets in their own way. 12 12 Karolos Grohmann, Don’t Restrict Games Media Access, Sorrell urges IOC, Reuters, October 5, 2009 While referring to a different context, Sorrell’s remarks can also be addressed to NBA China’s current situation. Ther e is indeed a huge market of internet and mobile users, and the majority of them belong to the young demographic group that NBA China is targeting. The media habits of youths in China also differ greatly than that of the United States (see Exhibit E for comparison). On average, Chinese youths spend about 18 hours on the internet a week, compared to 12 hours in the US. 13 Social networking sites such as renren. com and kaixin001. com, streaming video sites such as youku. com and todou. com, and online games make up for the majority of these hours spent online. NBA China should now look to capture a bigger share of the â€Å"entertainment hours† spent by youths online. To accomplish this, NBA China must understand and tap into the media habits of these users, as Sorrell suggests. Exhibit E Comparison of Internet Activities Used by US and China Internet Users Source: China Internet Network Information Center & Pew Research Center 13 Shaun Rein, Blogging Down in China, BusinessWeek, July 27, 2006 Popular online entertainment options for China youths share the following traits: simple to learn and use, ability to interact with other users, a high (and almost addicting) replay value, and contain many customizable features for its users. One such example is the recent phenomenon of the Happy Farm game (see Exhibit F for screenshots). The concept of the game is not a breakthrough in any way: In the game, players act as owners of a farm, and are responsible for cultivating, irrigating, fertilizing, spraying, harvesting and selling crops. Each action will add points to the player’s level. However, a player can not only take action on his own farm, but also on his friends’ farms. Thus, people can either help their friends manage their farms, or steal crops from other players. The accumulation of all these actions will eventually help the players get bigger farms. Made available for users in social networking sites such as kaixin001. com and renren. com, the success of the simple game has been phenomenal, with reportedly 23 million users now playing the game. 14 Tencent has since created its own version of the farming game, and is expected to generate RMB50 million (USD $7 million) from the game each month. 15 Exhibit F Screenshots of â€Å"Happy Farm† Game 14 15 Source: duowan. com Source: tradingmarkets. com Recommendation Currently, the NBA China already has components of gaming, social networking, and video streaming. The idea is to combine all these components into one entertainment web portal targeted to youths that will drive interest and desire, leading to generation of revenue from end users. In 2005-06, video game developer 2K Sports added a new feature to its yearly NBA and NFL games called â€Å"The Crib†. The feature awards players as they accomplish feats and milestones within the game. With crib credits, players are then able to decorate their crib (slang for home), buy music, or play mini-games (see Exhibit G for screenshots of Cribs). While this feature was innovative in adding replay value to the game, its customizable options were limited and the feature was eventually removed in future renditions of the sports games. However, such a concept may be much better utilized in an online environment where crib owners can interact in real time, new videos and games are readily accessible, and virtual items are plenty to satisfy the customization appetite of its users. Exhibit F Screenshots of â€Å"The Crib† from video game NFL 2K5 Source: ign. com The possibilities stemming from such an idea are endless. Having already an established network of corporate partners, â€Å"The NBA Crib† can serve as a media channel for product placement. Already showing an appetite for spend virtual dollars, users in return can earn or buy credits to purchase branded virtual products for their cribs (ie. a Coca Cola machine) or even themselves (ie. the latest basketball shoes from Adidas). Other uses for crib credits can include purchasing coupons for use at the online NBA store and video clips and music exclusive to the NBA. Most importantly, interaction between crib owners should be encouraged through games within the crib system. Basketball-themed games can take place within the assigned neighborhoods of owners, and friends can â€Å"visit† each other’s crib with their custom avatar. With the right combination of attractive gaming options, customizable features, and interactive capabilities, this concept will substantially increase the interaction between the NBA and its fans, and eventually lead to a sustainable model for generating revenue from its target market of Chinese youths. NBA China has successfully developed a unique and dominant position in the sports entertainment sector in China. However, the NBA can not simply rely on its popularity and brand recognition to succeed. With Yao Ming injured this season, there are worries that NBA viewership rates in China will significantly drop this coming season. It is therefore crucial for NBA China to connect with its target market and provide supportive product offerings to satisfy their entertainment needs. In this market of technologydriven consumers, NBA China must strive to not only become the leader in sports entertainment in China, but also a leader in digital entertainment.