Genetic Engineering: Ethics Essay

Genetic Engineering: Ethics Essay Genetic Engineering is all about genes, which are made of DNA; the chemical inside the nucleus of a cell that carries the genetic instructions for making living organisms. It is a very broad term that covers a range of techniques that allow for the artificial addition, deletion or rearrangement of sequences of bases in DNA in order to alter the observable form and function of an organism. (Science Group, 2014). Genetic Engineering was first discovered in the 1970s when scientist discovered how to move pieces of genetic material from one species to another. It has since had questions raised regarding its continuous scientific advancements; showing uncertainty in how this kind of biotechnology will affect human, animal and plant life in the future. While the continuous advancements within the field of genetic engineering are celebrated by some, there are others who are undecided and even strongly against it; deeming such practices as therapeutic uses of embryonic stem cells and the gen etic modification of animals to be wholly unethical. The way in which society deems something to right or wrong, or good or bad is through a system of moral principles known as ethics. Ethics are defined as moral principles that govern a person’s behaviour or the conducting of an activity and are a system of moral principles which affects how people make decisions and lead their lives. This branch of philosophy defines what is good for individuals and society. (BBC, 2014). For centuries, philosophers have come up with guidelines about how humans should live, act and know between what is right and what is wrong. These are usually in the form of ethical theories. (Panza and Potthast, 2014). Ethics have been implemented as a moral compass for humanity and applied to various situations as a way of informing the way humans think to support the more difficult decisions that are made in life. On such ethical theory, known as Utilitarianism, an ethical theory that was founded by the 18th century philosopher and social reformer Jeremy Bentham who is currently known as the father of modern Utilitarianism. This theory is best understood as a risk-benefit analysis in which the good brought about by a certain action is weighed against the harm caused by that action. It was Bentham (1789) who quoted that Utilitarianism is about â€Å"the greatest good for the greatest number† and should be the measure of what is right and wrong. Another ethical theory that ca n be applied to ‘Saviour Siblings’ is Kantian Ethics. Kantian Ethics refers to a deontological ethical theory founded by scientist and philosopher Immanuel Kant. His theory differs from the utilitarian theory that it focuses more on the actual action and the morality of the action as opposed to its consequences. One such medical practice that has proved to be controversial is ‘Saviour Siblings’. The term Saviour Sibling refers to a child that is conceived though In vitro fertilization (IVF) so that, when born, stem cells could be provided from the umbilical cord – as well as tissue or bone marrow – and then donated to be used to help treat an older sibling with a serious medical condition. (Embryo Ethics, 2014). This has raised a lot of debate as to whether such a process is ethical. The ethical theory Utilitarianism can be applied to this type of genetic engineering as it is the basis on which the decision is made by the parents; that creating a saviour sibling is, as Bentham (1789) says, â€Å"the greatest good for the greatest number of people†, in that they are bringing a new life into the world, that they can love for doing something for their sibling that no one else can. There are many who are against this, however. It is argued that there are concern s for the child psychological wellbeing later in life, upon discovering that the reason for their being brought into the world was for the sole purpose of saving someone else and not necessarily because they were wanted for him/herself. (Sheldon and Wilkinson, 2004). In terms of Kantian Ethics, there are two similar cases of ‘Saviour Siblings’ in the UK to which this theory can be applied. The cases are those of the Hashmi family and Whitaker family. (BBC 2004). Both families had children had genetic disorders and wanted to produce a sibling who’s blood could be taken from the umbilical cord to help cure their elder sibling. The Hashmis were granted permission to do this, however, the Whitakers were not. The reason being is that the Hashmis carried an inherited disorder that could be passed on to their child, so screening would prevent a new child with a genetic defect being born. Whereas, the Whitakers genetic disorder was not inherited, thus the production of a new child would not be beneficial and would even carry some risk. Kantian theory would disagree with this decision as it could be argued that the potential embryo was not yet human and therefore had no human rights. In addition, others could be against the Hashmis as they could have been seen as using their new child as a means to an end. When it comes to Saviour Siblings, it is the responsibility of the Human Fertilisation and Embryology Authority (HFEA) – a public body of the Department of Health – to regulate and decide whether the deliberate creation of a saviour sibling is the right thing in each individual case. There is always an ethical dilemma in terms of the child’s rights and autonomy, i.e. when does the child gain rights over their own body? And will they ever have the right to refuse donations; going against the very reason they were brought into the world? There may come a time when the elder sibling may relapse and need further an organ donation from the younger sibling. The Human Fertilisation and Embryology Act (2008) states that cells from the umbilical cord may be used, and bone marrow to be donated, however, it outlaws tissue matching for whole organ donations. Therefore, once the child has reached the age of 18, they are legally responsible for themselves and can refuse furthe r donations. Another medical practice that has raised serious debate is the Xenotransplantation of genetic engineered animals. Xenotransplantation is the transplantation of cells, tissue or organs from one species to another. â€Å"Xeno-† derives from the Greek word ‘xenos’, meaning ‘foreign’. (Martin, 2008). Xenotransplantation offers the potential of transplanting an animal organ, such as a pig’s heart genetically altered with human genes, into a human’s body. The ethical theory Utilitarianism can also be applied in this instance as it is believed that xenotransplantation has the potential to one day not only solve the present organ donor shortage, but also to help address many devastating illnesses such as Parkinson’s disease, childhood diabetes and Huntington’s disease. (Olakanmi, 2006). This conforms with the utilitarian theory that happiness can be maximised to a greater number of people. However, ethical arguments against this su ggest that there is considerable risk for infection and for patients to later reject the transplant due to genetic differences, thus potentially causing more harm than good. In contrast, Kantian Ethics can be applied by using Kant’s notion that humans should do what is intrinsically right and not make decisions based on emotions and feelings. In terms of xenotransplantation, it is deemed morally right to use animals this way as animals are not self-conscious or rational so, therefore, they have no moral standing and exist only as a means to an end. However, it is believed that because our behaviour towards animals is similar to that of humans, animals must be treated with respect. Thus, the killing of animals for medical experimentation is permitted, providing animals don’t suffer unnecessarily. Such theories raise the issue of animal rights by modern day advocates such as People for the Ethical Treatment of Animals (PETA) who deem the act of using animals for the benefit of human beings as unethical. When talking about animal rights, Jeremy Bentham (1789) says; â€Å"The question is not, Can they reason? nor, Can they talk? But, can they suffer?† However, he goes on to say that he has no objection to putting animals in pain for the purpose of medical experiments, providing that experiment is beneficial to mankind. In conclusion, Genetic Engineering is something that is continuously advancing and could potentially save thousands of lives. It is part of the evolution of mankind to want to develop, be smarter, and be stronger and healthier. There will also be those who feel it is best to leave some things untouched. Despite all the advancements and improvements, there will always be controversy surrounding genetic engineering and there will always be people for and against it. However, ethical theories will always be the moral compass that guides humanity into doing what is right and preventing what is wrong. Kantian ethics and Utilitarian ethics are examples of ethical theories that give different answers to which different procedures are ethically justifiable. Utilitarianism looks at the consequences of an action, whilst Kantian ethics looks at the act itself.

Market Research Proposal

Baby milk powder is growing strongly and rising as a necessary nutrition item for baby at the beginning of development state of life in Vietnam. According to â€Å"Baby formula price rise hits poor families† (2013), In recent years, many parents who very care about their children's development, usually choose milk which is imported from US or New Zealand because it may be more nutritious than domestic products although the price is higher than. Also, according to Euromonitor International (n. ), Vietnam is estimated as activeness and strongly develop economy, people are living ith the hectic lifestyles, shorter maternity leave and longer working hours lead woman spend less time for nursing their children. Therefore, they tend to nurse babies by infant formula which offers better nutrition and necessary vitamin for children. In this research, the research team aims to find the relevant information about infant formula market in Vietnam in order to help Oz Dairy Foods enter this market.By applying the qualitative research methods, especially in- depth interview, the research team wants to identify what Vietnamese parents expect and their perception toward foreign infant formula product. Through that, Oz Dairy Foods may have a suitable marketing strategy to achieve their goal. Secondary research a. Vietnam economy and population research According to World Bank, Vietnam is a lower middle income country which has Gross National Income (GNI) at 1,400 dollars in 2012. The GNI of Vietnam is still lower than average lower middle income level and the growth is Just parallel together.Comparing to other developing countries in East Asia ; Pacific, GNI of Vietnam is much lower and the gap will probably larger in the future. (Appendix: Figure 1) Moreover, according to the General Statistics Office of Vietnam, Vietnam's birth rate lightly grows to 16. 9 births/1000 people in 2012 which defines the increase in demand for infant formula. (Appendix: Figure 2) b. Market o verview Vietnam is highly competitive market for infant formula industry and dominated mainly by international companies including Abbott, Friesland Campina and Mead Johnson; and one domestic company, Vinamilk (Euromonitor, 2013).Dielac is the market leader of brand shares in 2012 and follows by Gain, Dutch Lady, PediaSure and Enfagrow (Appendix: Figure 3). Consequently, this will create many challenges in gaining and remaining market snares especially tor new entries. In general, powder ilks prices range from 1 50,000 to 800,000 VND/can that NET weight varies from 400gto 900g/ can. â€Å"Help growth and immune system† is the general message of current brands using to attract consumers. It tends to succeed in communicating outstanding quality of additional nutrition and vitamins to consumers.Besides many opportunities that Vietnam market brings to infant formula providers, they have to face with barriers from the government and consumers' expectation. According to Communist P arty of Vietnam online newspaper, Vietnam government applies tariff for imported brands at 10% that is highest in region. Moreover, the distribution system is fragmented and unorganized. The study of Euromonitor in March 2013 about infant formulas in Vietnam points out that Vietnamese parents are increasingly worried about nutrition in infant formula due to the negative effects of a series of scandals through media channels.The study also clarifies the challenge from Vietnamese government when there is a policy for restricted advertising on infant formula for children younger than two years old in effort to encourage breastfeeding. c. Forecast Despite the difficulty in economic growth, sale volume of infant formula is foreseen to each 53,402 tons in 2017 (Appendix: Figure 4). Consequently, the statistics proves that Vietnam is the potential market for infant formula. Research problem a.Research objectives – Identify Vietnamese customers' perception and expectations toward for eign infant formula product – Identify key factors that affect infant product marketing mix b. Research questions – Which constitutes that influence customers' decision in buying infant formula products? – What is customer's expectation towards price over value of infant formula product? – What is the most appropriate distribution and SCM for infant formula roduct to reach the majority of customers? – What kinds of promotion strategies and tools that could be successful in Vietnam infant formula product market? c.Research purpose: The purpose of this research is to determine Vietnamese customers' expectations toward foreign infant formula products; in order to construct appropriate marketing strategy that reaches the majority of customers. Without market research, the company might apply inappropriate marketing strategy; which might lead to failing in Vietnam infant formula market. Methodology a. Research method: Basically, to exploring the custome rs' perception and expectations toward infant ormula product, in-depth interviewing method will be applied as the most appropriate method for the company to chosen.Clearly, this is a type of qualitative research which could probably help the company to have a deep understanding about the infant formula market which focus group interview and quantitative methods cannot do. Moreover, two crucially important factors for doing in-depth interview are having more explanation and receiving better results when the respondent is not influenced by other respondents' opinions as well as there is more time and a comfort environment for the interview and respondent to discuss about he subjects. . Instrument development and fieldwork: In order to make the in-depth interview more completed, an interview guide which including prepared questions matching with the identified research problem and the research's needs will be created. Moreover, we will find around 10 appropriate respondents to do inter view with them in their preferred places. Furthermore, the chosen interviewer (from the group) needs to be trained and well-prepared before coming to the rendezvous to do the interview.For instance, the interviewer need to have a deep understanding about the research, the topics or questions need to be overed in the interview and also the respondents' background information to ensure that they can be able to control and lead the interview well. Additionally, when doing the in-depth interview, one member will take the role of an interviewer and the others member will take notes and record the interview. Namely, each in-depth interview between 1. 5 hours to 2 hours will be recorded on tape for the following analysis and completing the final report.At the end of the day, the whole group will collect all answers and analyze the data by using the data analysis methods mentioned below. c. Sampling: Target population: Demographic: infant formula product buyers (mother/father), married coup les tend to have baby – Geographic: Ho Chi Minh City – Gender: Male and Female – Age: Above 20 years old Sampling methods: Basically, there are two sampling methods including non-probability sampling and probability sampling. Probability sampling requires to have information from lists of available respondents; whereas, non-probability does not require them (Zikmund, 2010, pp. 37-338). Although results provided from probability sampling seem more accurate and credible, non-probability sampling is less expensive and save more ime to conduct. Thus, in the research of infant formula product, non-probability sampling method will be used. Specifically, convenience sampling which obtaining available information and respondents conveniently will be applied here. Sampling unit and size: Due to the limitations of time and resources, it is hard to do research on the whole HCMC's population so we Just can do interviews with around 10 respondents.Research Method Expected Sa mple Size Research Procedures In-depth Interview 10 HCMC'S citizens Step 1: – Prepare an interview guide – Prepare around 4 topics or 10 questions Step 2: – Contact with the chosen respondents for permission Step 3 1. 5 to 2 hours – Discussion and interaction – Record and take note Step 4: – Choose around 5 most relevant respondents to analyze : – Time frame: Data analysis method Firstly, field editing will be applied on the same day as the interview occurred to ensure that our group will gained appropriate information.To illustrate, the interviews will be double check by the whole team at the end of the day to avoid as much as possible problems. Clearly, the interviewer will go over his notes to find out inconsistence answers that are not correlated with the interviewee's answers. Secondly, coding open-ended questions will be used to categorize the interviewee's answers into different particular groups by sorting the key words from t heir provided answers.

Immigration Act of 1924 Essay

From the late 1800s to mid 1900s there were many Acts and restrictions for foreigners to come into the United States. The Immigration Act of 1924 was very important because it had many effects on immigration and in US population. There were three factors that probably influenced Congress to pass the Immigration Act of 1924. These three factors were due to ethnic control, economic issues, and political control. First of all, Americans wanted to stay â€Å"white†, they did not wanted aliens to come and mix with their culture to produce an inferior race. â€Å"Many of these alien people are temperamentally and racially unfitted for easy assimilation† (Document F). In other words they were inferior to Americans, their race did not fit with the one of Americans. Also, they were not â€Å"temperamentally† capable to live in American society. â€Å"Thank God we have in America†¦ the largest percentage of†¦ pure unadulterated Anglo-Saxon stock; certainly the greatest of any nation in the Nordic breed† (Document I), said Ellison D. smith in 1924. Again in this phrase we can find Americans finding themselves superior to any other type of race. The same year in which the Immigration Act was passed Mr. Keaton from the Department of Adjutant of the American Legion of California wrote to John Raker in the House of Representatives in Washington, DC that he was â€Å"standing behing†¦ 100 per cent in the fight to make this a white man’s country† (Document G). Once again we can find proof that one of the most important reasons why the Immigration Act of 1924 was passed was because the United States wanted to have control over ethnicity. Secondly, Congress had to study very well how would immigrants affect US economy. The United States Bureau of the Census shows a table from 1919 to 1925 showing national and personal income during those years. In here we can se the sharpest declines between 1920 and 1921. By 1924, the year in which the Immigration Act of 1924 was enforced, economy was getting better, but not fast enough, and so they thought immigrants were affecting economy. (Document D). â€Å"There is not now the relative advantage for the peasant of England, Germany, or Scandinavia†¦ As regards the new immigrants†¦the one great reason for their coming is that they believe that on the wage which they can receive in America they can establish a higher standard that the  one to which they have been accustomed† (Document C). Congress was limiting more Southern Europeans than Northern because they were poorer and could not bring any benefits to the country. â€Å"We need three generation to educate, to crossbreed with Western strains and to assimilate a large number of those that we have here now† (Document F). This suggests that inferiority is would not last forever but the bulk of the argument indicates clearly that the effort to â€Å"Americanize† the new, particularly the â€Å"new immigrants† will exhaust America’s resources had ultimately prove impossible. Thirdly, having political control was very important also. Congress felt that by allowing people from different countries with different government will try to change the way America was governed. For example, communism was something Congress was afraid. It was the time when Bulsobism was trying to infest the US with its communism. The US was afraid that in those immigrants a group of Bulsobist could sneak in introduce bad habits to Americans. Philadelphia inquirer, 1920 (document E), shows a communist immigrant under the US flag trying to get it through the United States boundaries. Concluding, we find proof, once again, of the fears that the United States has and this is why American Congress takes drastic caution towards immigrants who could affect the US. â€Å"Under the act of 1924 the number of each nationality who may be admitted annually is limited to 2 per cent of the population of such nationality resident in the United States according to the census of 1890† (Document A). This Act was mostly influenced by the factors of economy, ethnic and political control.

The Ss And The Nazi World War II - 1117 Words

The SS, or Schutzstaffel, played a variety of roles before and during World War II, showing their loyalty to Hitler and patriotism. From their beginning as personal bodyguards of about eight men, to being an elite organization with police units and special forces, these â€Å"men in black† used their power to become the most powerful men in Germany. The SS proceeded with mass killings and watched over concentration camps. They did Hitler’s â€Å"dirty work.† In 1929, Heinrich Himmler took control of the SS as Reichsfuhrer. Himmler was the second most powerful man in Germany during World War II. Given overall responsibility for the security of the Nazi empire, Himmler was the key and senior Nazi official responsible for conceiving and overseeing†¦show more content†¦Not only was the Holocaust the attempted extermination of six million Jews in Germany’s Third Reich, but it was the Systematic destruction of any racial, political, or cultural group because they wanted to Maintain the purity of the Aryan- nordic- Germanic blood. This was all because of the thought of antisemitism, or the hostility and discrimination against Jews. Anti- semitism has occurred throughout the centuries and was not only enforced during the holocaust but it extended back hundreds of years. Anti semitism swept through germany as soon as hitler became chancellor. Adolf hitler was the individual who was the most responsible for the destruction of europe’s jews. The SS controlled the government. They controlled the concentration camps. SS officers commanded all concentration camps in Germany and in German-occupied territory. Units known as SS Death s-Head Units guarded and administered the camps. The SS was determined that the Thousand-Year Reich would be ruled by its self-selected, â€Å"racially pure† elite. (SS and the Holocaust) The SS not only took part in controlling the government, but they were going to carry out the final solution. Final Solution was their plan to finally annihilate the jewish peoples It was going to be the final mass genocide. Hitler wanted to â€Å"free† Germany of the Jews. After noticing that they had 11 million jews under their control, they deciding shooting the jews was costly. This is when they brought up the idea of

Film Analysis Of 300 Movie - 1428 Words

Samuel Catoe, LHS K Richardson History 101 26 September 2017 300 Film Analysis The 300 is a spectacular movie designed to provide the viewer with a sense of excitement and anticipation. The movie is loosely based on past events with Sparta and their conflict with Persia, back in 480 BC. And while the movie is founded on a historical event, there are many historical inaccuracies throughout the film. These inaccuracies are created to add depth and new excitement to the movie, but also gives the viewer a false understanding of the events that took place. As the movie begins, it displays the harsh customs of the Spartan civilization. Its shows how Spartans inspect their infants for deformities, and if found with a deformity, they were†¦show more content†¦The priests take the gold as a reward for denying Sparta’s war request. Leonidas did not want to disobey the priests, so he decided to take 300 of his best soldiers, as his bodyguards, and take a walk to the Hot Gates of Thermopylae. Along the way, King Leonidas and his 300 soldiers met some allies. The allies were shocked by the small number of Spartan soldiers, but when Leonidas asked their professions, he clearly stated he had brought more soldiers than them. The Spartans continue their journey and are joined by Arcadians and other Greek forces. When they arrive, the build a wall to slow the Persian attack. The soldiers fight off the Persian scouts, and use the dead bodies to increase the massive wall. The scouts are followed up by a Persian emissary, who threaten to â€Å"block out the sun† with their arrows and King Leonidas replies that the Spartans will fight in the shade. The Spartans battle and defeat the Persian emissary. The Persians demand that the Spartans surrender before anyone else dies, but King Leonidas refuses and the two forces have a huge battle with many causalities. After the battle, Xerxes approaches King Leonidas, surprised by his fighting skills, and attempts to convince Leonidas to surrender. Xerxes promises King Leonidas with gold and other riches, but he refuses and threatens to make the â€Å"God King† bleed. Xerxes then sends his personal army called â€Å"the Immortals† to attack the Spartans. The Immortals consist of manyShow MoreRelatedEng 225 Week 5 Film Critique Final Paper New831 Words   |  4 PagesENG 225 Week 5 Film Critique Final Paper NEW To Buy This material Click below link http://www.uoptutors.com/eng-225-ash/eng-225-week-5-film-critique-final-paper-new Focus of the Final Film Critique Throughout this course, you have been compiling a blog and writing essays that analyze various elements of film such as theme, cinematic techniques, and genre. It is now time to combine those elements into a comprehensive analysis of one movie. 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An Ethical Assessment of Cultural Appropriation in Fine Art

Appropriate Appropriation: An Ethical Assessment of Cultural Appropriation in Fine Art Gabriela Amaya-Baron Ethics and Visual Representation Diane Zeeuw 09/2012 Cultural appropriation is a concept that seems to carry with it a negative connotation. I think this is understandable since the practice often involves the recognition of certain societal divides, which can be highly sensitive and political. This can make people uncomfortable, and in the context of the arts, it has been known to cause offense. This sensitivity has been used as a superficial counter against cultural appropriation, especially by those who feel their culture is the one being appropriated from. It is an easy argument to apply against artists who appropriate. It†¦show more content†¦3 ï ¿ ¼ and relations of power.†2 He goes on to conclude that â€Å"like ‘race’, ‘culture’ is a social imposition on an unruly world.†3 At first pass, I would almost agree, especially with the added assertion by Kwame Anthony Appiah, noted writer and Professor of Philosophy at Princeton, that the concept of culture perhaps has no application since the overlap of cultures makes them difficult to define; perhaps if there is no obvious delineation, it is not something we can truly reference in discussion. He remarks, too, that in some areas where the concept was introduced (sometimes by the political â€Å"creation† of a group), having not been conceptualized by the locals previously, the increase in self-determination and allegiance to a particular â€Å"culture† has led to an increase in tension and violence.4 If we hold that the notion of culture is this problematic and undefinable, maybe a discussion of cultural appropriation is futile and an argument against it ultimately non-existant. But I do not believe this is so. I don’t find it a legitimate refutation to simply deny an offended party’s concerns with the rationale that culture is undefinable, therefore cultural appropriation cannot occur and so there is no case and no reason to voice opposition to an artwork. 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History of Media Shape Singapore Magazine

Question: Discuss about theHistory of Mediafor Shape Singapore Magazine. Answer: One of the famous magazines of Singapore is the Shape Singapore magazine. This magazine is a monthly English magazine on fitness. This is one of the most famous and widely read magazine. The target market for this magazine is the women of Singapore. The magazine includes the workout routines for women, along with highlighting the challenges that the women might face, along with the potential solutions. The improvements of lifestyle tips are also included in this magazine (Chandra Kaiser, 2014). The fitness regime that are presented in this magazine are followed by women of Singapore, as the fitness regimes are proposed and endorsed by famous models and celebrities. The magazine also includes beauty and fashion tips for the women. The unique features of the magazine includes the following: Shape Singapore magazine is one of its kind and the only magazine for the body and mind guide of the women of Singapore. The magazine covers the attest fitness regimes as well as the beauty and fashion for the women. The editors and contributors of the magazine work closely with the medical professionals and experienced nutritionists such that the fitness regime provide to the women, are accurate as well as trustworthy, with adequate research. The magazine has an interactive digital edition, with relevant videos and pop-up workout videos. Thus, the inclusion of videos has a stronger impact on the readers and subscribers. The magazine is famous and has been conferred various awards, for the information being shared by the magazine. The marketing and sales department of Shape Singapore magazine handles the financing and circulation of the magazine efficiently. For the circulation of the magazine, the subscribers are sent monthly editions of the magazines. The other read are who are not regular readers might buy the magazine from the local bookshops and roadside book-selling vendors. Moreover, online digital version is also available for the people who prefer reading the digital version. The regular subscribers are often offered various discounts and free versions of the magazine. Thus, the financing and circulation is efficient such that the readers might get the magazine at a reasonable price, with the ease of availability. Attracting Audience It is important to attract audience towards the Shape Singapore magazine. This is because, Shape Singapore is one of its kind in Singapore and provides a lot of information and guidance to the women of Singapore. The number of the audiences of the print version is approximately 22,000 readers. Almost 30,000 readers and online subscribers read the digital version of the magazine. The website unique visitor is approximately 65,000 visitors. The Shape Singapore magazine is driven by the readers profile. The readers of the Shape Singapore magazine mostly include women having white-collar jobs. The rate card of Shape Singapore 2017 highlights the fact that 45% of the readers are PMEB. 23% of the readers are full time housewives. 18% of the readers of Shape Singapore is women doing white-collar jobs. The readers who are students consists of 5% of the total number of readers. In order to attract more audience, Shape Singapore has put in place in place an award winning IT portal. In addition , Shape Singapore as a leading women's magazine attracts audience by offering the most empowering reads that touch on women's issues in detail and style. It also honours outstanding players in the beauty industry. Maintaining a Pool of Loyal Readers Shape Singapore has been awarded various times and various events, for the contribution it has in the society. It has been awarded Singapores best magazine for women. The magazine has been successful in maintaining a pool of loyal readers by giving the accurate and effective information and tips regarding health, beauty and fashion. Moreover, the wellness programs such as yoga campaigns and marathons that have been arranged by the, magazine increased its pool of loyal readers (Webb et al., 2017). Hence, the magazine stands out to be one of the most trusted magazines on Singapore. It also gives its readers information concerning locals as well as international trends thereby keeping its readers up to date and well informed. It also reviews marvellous shopping ideas, designer labels, among others. Creating a Conductive Environment for Advertisers The Shape Singapore was launched in 2004. Since the time of its launch, it has been providing an excellent and favourable environment for the advertisers. The magazine is strict on disallowing offensive contents in the magazine. Since the largest numbers of readers are the modern women of Singapore, hence the advertisers have found a suitable platform to connect to the women of Singapore, through this magazine. Set aReasonable Price Shape Singapore magazines prices are the best in town. This magazine the most affordable rates for consumers of its content as well as the advertiser that use its platform. It's rated are well documented and are affordable. It also offers discounts to individual consumers and advertisers. As a result, it attracts more clients given its affordability (Schatz, 2016). It has different categories set for different fees. Shape Singapore has also lowered its rates without compromising on quality. The magazine as a branded event Shape Singapore magazine conducts various wellness events as well as promotional events. These events are conducted with the motivation of attracting more customers and enhancing the loyalty of the readers. These events have helped in enhancing the sale of the magazine. Conglomeration and convergence Foundation history The arrival of Walt Disney in California took place in 1923. It is one of the most famous diversified multimedia entertainment conglomerates. In October 1923, the Disney brothers launched the Disney studio. The original Disney studio was in the back half of a real estate office at Kingswell Avenue. Soon , the studio was able to finance and move to the next door, where it had rented the whole store. This was how the studio grew gradually. The year 1950 witnessed a big success for the Disney studio as the first complete action film was launched. Cross Media Horizontal and Vertical Structure The horizontal cross-media refers to the concept where the production company expands into another industry. Disney has a strong influence on the cross media horizontal structure. On the release of the movie Toy story, various toys, games and merchandise shaped in the similar way as shown in the movie were found (Natale Balbi, 2014). Moreover, the ideas of the movie were taken to design theme parks and rides. The sound tracks of various Disney Studio movies are used. Thus, the various movies of Disney Studio influence the lives of people (Manz et al.,2014). The vertical structure includes handling of the same articles by different departments. The various departments include the animation department and the production department (Schaefer et al.,2015). The animation department works together in producing the movies, with the production department compiling and creating a complete animated movie. Example of Convergence with Another Media Industry When the Star War movie was launched, various rides and theme parks were made featuring the concepts of Star War. This highlights the convergence of Disney with other industries. These movies has a strong impact on the people, as they can feel the movie in real lives with the toys, games, and rides having the themes same as that of the movies (Simpson, 2016). Various merchandise such as bags and t-shirts having the characters of the movie also has a strong impact on the fans of the movies. The Narrowing of Cultural Diversity in American Cinema Hollywood movies do not represent the true cultural diversity in America. In their work (Horthy Richardson, 2017) observes that in the event that the director is a black, then several blacks would be seen to be involved in the movie. There are hardly any changes. Hollywood movies still tend to show a homogenized world picture despite the changing demographics. Reel Bad Arabs The stereotypical Hollywood representations of Arabs have seriously changed as a result of 9/11? This is because after 9/11, several terrorist attacks have also followed in quick succession and the perpetrators have always been persons of Arab origin. It thus governs how these cultural stereotypes are shown on screen. Other groups that are stereotyped in childrens cartoons include blacks (Wilson, 2017). References Chandra, A., Kaiser, U. (2014). Targeted advertising in magazine markets and the advent of the internet.Management Science,60(7), 1829-1843. Horthy, L., Richardson, I. (2017). Games of Being Mobile: The Unruly Rise of Mobile Gaming in Japan. In Mobile Gaming in Asia (pp. 21-33). Springer Netherlands. Manz, D., Walling, R., Miller, N., LaRose, B., D'Aquila, R., Daryanian, B. (2014). The grid of the future: Ten trends that will shape the grid over the next decade.IEEE Power and Energy Magazine,12(3), 26-36. Natale, S., Balbi, G. (2014). Media and the imaginary in history: The role of the fantastic in different stages of media change.Media History,20(2), 203-218. Schaefer, K. E., Adams, J. K., Cook, J. G., Bardwell-Owens, A., Hancock, P. A. (2015). The future of robotic design: Trends from the history of media representations.ergonomics in design,23(1), 13-19. Simpson, M. M. (2016). Analyzing the Generative Mechanisms that Provoked the Disney Animators Strike of 1941 and the Subsequent Formation of the UPA. Webb, J. B., Vinoski, E. R., Warren-Findlow, J., Padro, M. P., Burris, E. N., Suddreth, E. M. (2017). Is the Yoga Bod the new skinny?: A comparative content analysis of mainstream yoga lifestyle magazine covers.Body Image,20, 87-98. Wilson, J. (2017). Communicarion Arts 120 02 Introduction to Critical Media Studies.