The plight of the homeless in the United States Essay

The plight of the homeless in the United States - Essay Example In the United States, de-institutionalization of mentally ill population in the late 1970s and cuts in housing and social services in 1980s contributed to homelessness (Donohoe). According to National Alliance to End Homelessness, in January 2005 around 744,313 people were homeless (National Coalition for the Homeless). According to the statistics of National Law Centre, around 700,000 to 2 million people are homeless in America on a given night (Policyalmanac). The estimates of National Alliance to End Homelessness highlight that around 22 people out of every 10,000 people are homeless and on any given night in the United States, 671,859 people are homeless, in which 37 percent are families and 63 percent are individuals (National Alliance to End Homelessness). Between 2007 and 2009, family homelessness in the United States has increased by 30 percent and this percentage is expected to increase further (National Public Radio). The statistics show that homelessness in the United Stat es has actually become a serious concern for the economy. The number of homeless people in the United States is increasing rapidly and various factors are contributing to this increase. The typical reasons which may contribute to homelessness include disturbance in family support systems, natural disasters, civil wars, impact of structural adjustment activities and urbanization however, two major causes of homelessness in the United States include decline in affordable rental housing and poverty (Vickery, Williams and Lugo). The president of National Alliance to Homelessness, Nan Roman argues affordable housing crisis is the primary driver in homelessness and this problem cannot be solved unless the crisis is addressed (USA Today). In short, the problem of homelessness cannot be solved unless the root causes of the problem are addressed. Homelessness in the United States is significantly affecting the overall economy. The state incurs

Relationship Marketing of services-perspectives Essay

Relationship Marketing of services-perspectives - Essay Example As Evert Gummesson (1999) advocates total relationship marketing as " Marketing based on relationships, networks and interaction, recognizing that marketing is embedded in the total management of the networks of the selling organization, the market and society". It is directed to long term, win-win relationships with individual customers, the value is jointly created between the parties involved". In the above context if we look at affinity cards networks of relationship we can easily see three parties which are involved in the relationship network are; affinity credit card issuing bank, charity or political parties or universities or other types of such organizations and the customer who held and actually using the affinity credit cards and also members of above mentioned organizations. Basically affinity cardholders are members of a particular organization or somewhat related to organizations in the form of any relationship. It may be direct or indirect like supporters of any club or political parties. Basic relationship exists between actual affinity card users and the organization to which they belongs or affiliate directly or indirectly. On the basis of such relationships organizations develop or forge a networked relationship with the bank. The second type of relationship exists between organization and the affinity card issuing branch/bank. The relationship between bank and organization depend on mutual benefits. Bank gets the loyal customers from the memberships of the organization who use their affinity credit cards and in exchange, organization gets some monetary benefits as agreed upon by the organization and the bank. This type of business-to-business relationship depends on mutual benefits for both the parties. Bank gets the whole memberships of the organization as their customer without much of investment in customer enhancement activities and the organization benefited by getting some initial signup fee and recurring money for every buying throug h credit cards. Finally the relationship between customer and organization depends on some intangible aspects such as loyalty, pride, brand using status etc. and a distinct identity. 2. As Cardweb.com (www.cardweb.com) estimated that 250 million affinity credit cards were in circulation worldwide and it is almost one-third of all credit cards. So affinity credit cards have larger share in the credit card market. If we see the reason behind the growth of affinity card market up to such level, the main reason behind this type of business is mutual benefits and trust. As we have discussed the three parties or stake holders involved in business get mutually benefited. The banks, which issue credit card, get a larger number of customers at one go. Services involving discrete transactions can be transformed into membership relationships by providing services in bulk. The advantage for the banks to provide services to the organizations of having membership relationships is that it knows who its current customers are and, usually, what use they make of the services offered. This customer information can be valuable for segmentation purposes if good records are kept and t he data are readily accessible for analysis. Banks after knowing the identities and addresses of

Advertising Pitch for a new shampoo launch for Procter & Gamble in Coursework

Advertising Pitch for a new shampoo launch for Procter & Gamble in Nigeria. Budgeting for a marketing plan - Coursework Example lyze the marketing and advertising budget, and detail the importance of monitoring and control for the success of a marketing plan with close relation to the pitch. The decisions made in the marketing plan budget were aimed at ensuring the spending is in synchrony with the strategy of the Aussie Shampoo launch in terms of sales and marketing activities. The prioritize given in terms of high and low spending for high spending to be made to facets that will result in high market acquisition, increased sales and revenue generation from the Nigerian market including advertising, use of websites mainly social sites and the Procter and Gamble website (Armstrong, 2002). The main social sites used will include facebook, twitter, instragram, and the Procter and Gamble website for advertising information relation to the Nigerian target population. The percentage of sales of the spending for marketing expenses is at 5% for July and 7%, this evidences the low percentage impact of spending on the performance of the Shampoo business and if the projection of the sales is accurate it results in augmented benefits for the firm. The main ways these projections h ave been made are based on the industry trends and performance of the industry and the competitors in the Nigerian market. The budgets are realistic and achievable owing to the demographic characteristics and abilities of the Nigerian market as determined in the PESTLE analysis in the marketing plan. A marketing budget plans a number of benefits in a marketing plan including giving the marketing manager an ability to control the expenses and forecast revenues in the formulation and performance of a marketing plan. The other benefits of a marketing budget are assisting in coordination of marketing activities and aids in keeping the efforts on target as well as acting as a control measure to ensure modifications ensure the aims of the marketing plan are met. A marketing budget also aids in establishment of performance

Congressional Term Limits Essay Example | Topics and Well Written Essays - 500 words

Congressional Term Limits - Essay Example Incumbents get an advantage of being re-elected again and again, after they have built their reputation. They are also benefitted by the support of their own party, in addition to groups with special interest during the election campaigns, hence giving the challengers a very tough opposition. In such cases, term limits makes sure that the elections are fair by reducing the difference between the incumbents and newcomers. Term limits also helps in generating congressional revenue. Due to easier re-election, incumbents keep the Congress away from the entrantlike, John Dingel, since 1955 have been serving forthe past fifty years as a House of Representative and is a democrat from Michigan. By forming the term limits, many incumbents are forced to give up, leaving their position vacant for the newcomers. This also improves the turnover rate within the Congress. Term limits also enables to protect Congress’s independent judgment. Providing services for a long time often result in making congressmen loyal to bureaucracy and to other colleagues. Logrolling can be one of the best examples of this act, the legislator exchange favours with one another. This includes trading votes to facilitate a particular legislature passage. This does not allow the congressmen to make separate and critical judgement about the legislature; this will put the term limits to an end. Both advantages and disadvantages run side by side. The point of apprehension is that term limits shall be an unconstitutional measure. According to article1 of constitution, none of senator or the representatives will be re-elected indefinitely. A constitutional amendment will be made along with an appropriate justification for necessity of term limit, prior to imposing congressional term limits. Term limits also tends to restrict the choices offered to the voter, which proves to be undemocratic as is it a right of every

Native Americans in the United States and Short Story Essay Example for Free

Native Americans in the United States and Short Story Essay Nacirema The â€Å"Body Ritual among the Nacirema† is a short story about a native American tribe. It wasn’t until more research on my part that I realized that this tribe did not exist. In fact it is a folk tale told in Miner’s own words. In true form Miner gives hint to this short story the Nacirema culture to that of the our culture today. Nacirema is in fact spelled â€Å"American†(Culture). The Nacirema has a hero named â€Å"Notgnihsaw† spelled â€Å"Washington† backwards. There are many similarities to this story as our American culture. Out of similarities Washington is our hero. He was the first President of the United States. Legend has it that Washington â€Å"threw a silver dollar across the Potomac River†, much like the Nacirema threw their native beads across their Pa-To-Mac River. Another story has Washington chopping down a cherry tree. But did Washington actually chop the tree down? â€Å"For he could not tell a lie†. As Americans we have rituals and cultural identities Every household has its â€Å"shrine† much like the Nacirema. Not all shrines are made alike. Is the â€Å"shrine† our homes, our churches, or our bathrooms? Shrines come in all walks of life. Miner gives the perception that the working class go to work and make money. If you have very little money your home is small much like a tent. The more money you make the bigger your home is which is made of brick and mortar. He discuses a specific â€Å"charm box† built into the wall (medicine cabinet). Within this box is collection of magical potions (medicine) where all members of the tribe have faith that he/she cannot live without. â€Å"The most powerful of these are the medicine men, whose assistance must be rewarded with substantial gifts. However, the medicine men do not provide the curative potions for their clients, but decide what the ingredients should be and then write them down in an ancient and secret language. This writing is understood only by the medicine men and by the herbalists who, for another gift, provide the required charm. †(Miner) This indicates folks going to the doctor that write the prescriptions to filled by the pharmacy. Miner talks about how members bow theirs heads in front of the box much like that of washing our hands. The Catholics have a similar ritual of dipping of the fingers in the â€Å"holy water† and doing the sign of the cross(Holy water) or kneeling before entering the pew(Religion:Manners in). The Nacirema have a morbid fascination with their mouths. If it â€Å"weren’t for the rituals of the mouth, they believed their teeth would fall out, their gums bleed. † If these things would have happened they believed their lovers would disown them. † â€Å"The daily body ritual performed by everyone includes a mouth-rite. †(Miner) This is much like the flossing or brushing of our teeth. The floss or bristles on our tooth brush we use is similar to the â€Å"hogs hairs. † The â€Å"magical powders† is that of the tooth paste we brush our teeth with. Miner maintains that the Americans right of passage in ways to throw off the readers. Themes as visiting the doctor, surgical operations, and sex are talked about. I initially didn’t take this story serious in reading it. After thorough research to get a better understanding of the writing I got a eye opening. This story reminds me much of a recent short story â€Å"A Modest Proposal†. Both has similarities of rituals and tales of people. I come from a family of rituals with last names that carry on from family to family or given the middle name of your mother first name. We are all meeting the needs of our own tribes whether it be the Americans, Nacirema or Vietnamese into how each is stereotyped.

The Business Culture In China

The Business Culture In China Culture is a complicated concept to define due to its multi-dimensional attribute and the existing disparity in evidence on diverse cultural facets. Understanding culture is a key issue in the development of cross-cultural relationships and is one of the main issues facing multi-national enterprises (MNEs) both internally within the human resource team and externally such as relationship with buyers suppliers from different countries. Culture is also a vital factor that needs to be considered when a firm is expanding internationally, mode of entry to a foreign market, foreign direct investments and also during international mergers acquisitions. In this essay we will discuss first about culture in general, then we will discuss about various dimensions of culture proposed by Hofstede and Trompenaars and then highlight about the business culture of china as per Hofstedes cultural dimensions. Further to this we discuss about a couple of US MNEs international behaviour in Chinese marke t and conclude by discussing on the implications of Chinese business culture on doing business in China Review on culture Culture is a very complex topic and has many definitions. Kroeber Kluckhohn (1952) were able to collect more than 160 definitions of culture. Hence, it is vital to comprehend culture in different perspectives. Its impact on business has been discussed from various perspectives (MÃ ¶ller Svahn 2002). Goodenough (1971) sees culture as a set of beliefs or standards, shared by a group of people, which help the individual decide what is, what can be, how to feel, what to do and how to go about doing it. Hofstede (2001) defines culture as the collective mental programming of the mind which distinguishes one group or category of people from another. Culture has also been defined as a multifaceted and organized set of elements, comprising understanding, beliefs, values, arts, law, manners and morals, and all other kind of skills and habits acquired by a human being as a member of a particular society (Usunier 1996). Culture is the system of shared values that differentiates the members of one group from another (Hofstede, 1980; Mueller Thomas, 2001). Thus, national culture acts as the common frame of reference or logic by which members of a society view organizations, the environment, and their relations to one another (Geletkanycz, 1997). The sources of culture have been divided into the following categories: language, nationality, education, profession, ethnic group, religion, family, sex, social class and corporate or organisational culture (Usunier 1996). A vital component in culture is language, especially for international business. But not only verbal communication is of significance, also the messages given through non-verbal communication; gestures, gesticulations and attitudes are significant. Eye contact, touching, space and privacy are understood and used differently in different cultures. At least 75% of all communication is non-verbal (Trompenaars and Hampden-Turner 1997). Nationality and national culture is often considered a cornerstone of culture. Dimensions of culture Hofstede (1980, 1984), Hofstede and Bond (1988) and Trompenaars (1994) all proposed cultural dimensions by which diverse national cultural patterns can be evaluated. In this essay, we will be discussing more about the Hofstedes Cultural dimensions as they are extensively cited in the literature. Cultural dimensions simplify the judgment practice by highlighting the core elements on which national culture can be compared. These elements are universal across all national cultures. National culture pertains to the culture of a sovereign country not to the different sub-cultures that exist within each sovereign country. Trompenaars (1994) proposed seven cultural dimensions and clustered them beneath three major headings: those arising from relationships with other people, those involving the passage of time and those emerging from our attitudes towards the environment. The seven dimensions are: attitudes to time; universalism vs particularism; individualism vs collectivism; emotional; specific/diffuse; achievement/ascription and internal environmental control/external environmental control. Hofstede (1980) highlighted four cultural dimensions: power distance; masculinity/femininity; individualism/collectivism; and uncertainty avoidance. In addition to the original four cultural dimensions, Hofstede (1990) suggested the fifth cultural dimension, called Confucian Work Dynamic. The Chinese Culture Connection (1987) conducted a Chinese Value Survey (CVS) based on traditional Chinese cultural values and recognized this non-Western cultural dimension. Three of the four factors were concurrent with Hofstedes (1984) work-related cultural dimensions. Only one factor, Confucian work dynamics, was not related with Hofstedes (1984) cultural dimensions. Hofstede (1990) espoused this eastern cultural dimension as the fifth work-related cultural dimension in his book, Cultures and organizations: Software of the mind. Hofstede (2001) renamed this cultural dimension as Long-Term Orientation (LTO). Power distance (PD) This dimension states the level of reception of inequality in a society. Inequality is found in all societies, and is visible at all levels: physical, social, material, political and legal. PD also indicates to the power disproportion between superiors and subordinates. Uncertainty avoidance (UA) This dimension conveys the outlook towards anxiety over the unknown. Some societies show more anxiety than others in their ways of handling with uncertainties. In high UA organizations, there are more written set of laws in order to lessen uncertainty, whereas in low UA firms, there are smaller number of written regulations and practices. In countries high in UA, employees are expected to abide by the leaders without inquiring leaders intentions and judgments (Hofstede, 2001). Individualism/Collectivism This dimension refers to the socialization an individual receives, either as an individual who stands on his or her own merit, a person whose well-being and happiness will result from his or her own doing, or, as an individual who primarily stands as a member of a group. Masculinity/Femininity Masculinity/Femininity conveys the tendency for some countries to practise qualities conventionally ascribed to women, and which are the quests of social concord, quality of life, and nurturing of relationships. Societies putting more stress on the pursuit of such qualities are called feminine. In contrast, masculine societies, stress the pursuit of qualities often related to manly conduct, such as valuing work over social pursuits, and the accrual of material wealth, over social harmony and quality of life (Hofstede, 2001). Confucian dynamism or Long-term orientation (LTO) According to Hofstede (1991), long-term orientation relates to a positive, dynamic, and future oriented culture linked with four positive Confucian values: persistence (perseverance); ordering relationships by status and observing this order; thrift; and having a sense of shame. This dimension has not been well received by the researchers globally. Business Culture of China The most vital depiction of Chinese culture is its high collectivism and power distance. The majority Chinese leaders have a high power distance, and only rely on the one they know or who are close to them. They wont give the power to anyone not in their group or party, and its hard for subordinates to gain high levels of trust from their leaders (Casimir et al 2006). Various Chinese original concepts, such as face, harmony, guanxi (interpersonal links), renqin (kindness), and paternalistic leadership, can be sketched to these two broad cultural dimensions. Chinese are reasonably low in Uncertainty avoidance, which means that they are not worried by uncertainty and ambiguity. Chinese are also recognized for their stress on hard work and thrift, an attribute explained as Confucian dynamism by Bond (Chinese Culture Connection, 1987) or long-term orientation by Hofstede (2001). Fascinatingly, China is considered as high in Embeddedness (e.g., protect my public image and social order), H ierarchy (e.g., humble and authority), and Mastery (e.g., successful and ambitious) based on Schwartzs values at the culture level (Schwartz, 2006). Embeddedness and hierarchy appear to match to collectivism and power distance, respectively, but Mastery is a comparatively novel depiction of Chinese people in the cross-cultural literature. The Chinese Culture Connection study (1987) depicted 40 values that can be ascribed to Chinese culture. These Chinese values are shown in table 1. Table 1: The 40 Chinese values in the Chinese value survey (Source: The Chinese Culture Connection 1987) Lets discuss about Motorola and Microsoft, both are US MNEs and their journey to enter Chinese market (Gao Y 2007). Motorola entered China in 1987 and now it is one of the most successful foreign companies in china. Microsoft also entered China in 1992 but its journey to China has been bumpier compared to Motorola. The presidency of Microsoft China has been changed five times after the establishment. Various methods used by these firms to make a smooth sail in China were: 1) Lobbying or Gongguan in Chinese and to lobby, a firm should build high-quality guanxi (relationship) with the government. Here lobbying means like building guanxi with Chinese government officials. The president of Motorola visited dignitaries of the Central Government of China to assemble their views on the entry of Motorola before they entered China. In order to get a constructive impression from Chinese government, Motorola donated cell phones to Chinese government officials. Microsoft also used the ways that Motorola adopted but has not been enough successful. Firstly, Bill Gates came to China for the first time almost a year after Microsofts entry into China, Chinese government officials believed that Gates looked down on the Chinese market. 2) Code of conduct Every MNE has its own code of conduct, but China also has its business game rules and amalgamation of the business game rules of China with the codes of conduct of MNEs decides the victory or collapse of MNEs in China. Motorola demonstrated an excellent fit between its own codes of conduct and the business game rules of China. Firstly, it abides by the laws and regulations of China, and makes substantive deal and sets up joint ventures with Chinese enterprises as per the request of Chinese government. Secondly, it respects Chinese culture, and tries to acclimatize its organisational culture to Chinese culture. Thirdly, it shows an excellent understanding of Chinese political context. In 1992, Motorola went ahead to set up branch es of the Communist Party of China (CPC) and Motorola also announced that members of CPC have the priority to get jobs from it. Comparatively, Microsoft also has its own codes of conduct, but it doesnt bother about incorporating it with the Chinese business game rules. Firstly, Microsoft was reluctant to set up joint ventures with Chinese companies. Secondly, Microsoft organisational culture is not acknowledged by the Chinese government and NGOs but Microsoft doesnt want to amend it. Thirdly, In 1999 Microsoft also blamed Chinese companies of piracy, which showed that Microsoft didnt comprehend the business game rule in China. Here I also want to bring some personal information about the Chinese culture, my younger brother works for ZTE in India, one of the major telecom firms of china. I was having a discussion with him and asked him about the Chinese culture that prevails in ZTE, he also emphasised that Chinese believe in relationship (guanxi), thats how their business runs. Chinese also expects others to respect their society and culture and they believe in hierarchy and the employees who are old in the organization ought to be respected. Although due to the influence of western culture, Chinese culture is changing towards individualism but overall they are more collectivistic and give more importance to group rather then individual. Culture is perceptibly not stationary. As societies become affluent, the need for interdependence is diminished, leading to individualism. This reckoning suggests that Chinese should turn into more individualistic over time, and Chinese in more affluent regions are expected to be more individualistic. China may be changing toward individualism; it is still on the collectivistic part in the worldwide pitch. Even Hofstede suggested that value transform does happen, but a number of values possibly will change gradually that may take several decades to discover. Chinas hyper economic development has boosted living values upward speedily, leading to a significant change in the social norm about money and materialism and its acceptance by the Chinese society (Abramson Inglehart, 1995; Fang, 2006). A study by Chen (1995) showed that Chinese desire a merit-based incentive scheme even more stoutly than Americans, perhaps reflecting the change in Chinese culture. Implications for International Business in China None of the MNEs can overlook China, because of its massive market potential and its low cost configuration. MNEs need to analyze critically about the Chinese market and the prevailing culture to be successful in China. China is complex and diverse with changing paradigm in culture. Knowing guanxi is definitely useful, but one cannot presume that this information is valid to all the Chinese people that they come across. Multinationals have to be insightful about the dissimilarity between the social and economic apprehensions of Chinese people. Provided the popularity of materialism in contemporary China, many management practices as participative management, empowerment, job enrichment, knowledge management and total quality management may necessitate a high degree of inherent motivation for them to be successful. Regardless of the fact that Chinese may be more long-term oriented, based on the yin/yang principles, Fang (2006) has presented a dialectical outlook of culture, which prop osed an account for an array of ostensibly inconsistent behavioural patterns in various cultures. Thus, it is not astounding that Chinese may be long-term oriented in a few contexts, but are short-term oriented at work.

Mass Media Is Always A Powerful Tool Media Essay

Mass Media Is Always A Powerful Tool Media Essay Introduction From the past until today, mass media is always a powerful tool and having a big influence among the peoples. No one can assert that mass media was bring zero effect to the peoples. On the 18th century, the first theory about mass media theory was being introduced. The theory is about how strong the media can directly influence the people perception and action. Over the years, there are many theories are being introduced. Mass media theories are commonly used at the age of propaganda and one of the most successful propaganda is Nazis propaganda during World War 1. Propaganda is to influence public opinion through the use of media. Nazi Propaganda was generated in many different forms of media such as radio, cinema, speeches, visuals, events, brochures and etc. Besides that, there are also many famous mass media theory being introduced like magic bullet theory, freudianism, behaviorism and etc. There are a lot of arguments about the mass media theories from the past until today. Some philosopher disputes that media are bringing negative influence to the public, and they claim that media should be under control. However, there are also some theories explain that it brings positive effect such as libertarianism theory says that people are good and rational. So that, they support the media should have the freedom to report on everything and let the public to judge by themselves. Although there many debates about the usage of mass media, but no one can deny or underestimate the power of mass media. Mass media play as an important tool in nowadays, and there are no advanced countries banned the media. In fact, this means that every advanced country also rely on the media to communicate with their citizen. Media work as a tools for government to spread the news and promote their latest policy to the public. The mainstream media in Malaysia has always been perceived as an important agent of change for most of the governments policies. The mainstream media are newspaper, television station and radio station. The mainstream media are used to encourage the acceptance of the concept by the citizens of Malaysia. On 16 September 2010, Malaysia Deputy Prime Minister Datuk Seri Najib Tun Razak was introducing 1Malaysia concept to all corners of the nation. The concept is about the culture of excellence, perseverance, acceptance, education, integrity, meritocracy, humility and loyalty. One of the main objectives of this concept is unity and integration. 1Malaysia aims to improve the relations among Malaysians, regardless of racial, religious or cultural backgrounds. As we know, Malaysia is a multi-racial country and the three main races of Malaysia are Malay, Chinese and Indian. Besides that, Malaysia also forms by several minority races such as Baba-Nyonya, Kadazan, Ibans, Eurasian, Orang Asli and etc. The concept of 1Malaysia is to achieve all races living together hand-in-hand in harmony. In addition, 1Malaysia is also the concept to achieve the goal of Vision 2020 which introduced by Malaysia 4th prime minister Tun Dr. Mahathir Bin Mohammad. Vision 2020 is about evolution Malaysia to a fully develop country in the year 2020. 1Malaysia concept aims to strengthen unity, rejuvenate the spirit of unity and camaraderie among people of Malaysia. Najib said the concept would be implemented in an organized and systematic manner to ensure that no community was isolated from development of and kind. He said the concept was shored up by two main principles, which were mutual respect for one another and trust in one another. When we have respect for one another, it means we have the open attitude of appreciating the concept of unity in diversity. The trust for one another will not come about all of a sudden. It has to be developed in an organized and determined way. he said. To achieve development for the country, the people must have a positive attitude of acceptance among the different races that will lead to unity. In short, the concept is to improve race relations in Malaysia and the mainstream media play as a key in order to achieve the goals. Propaganda Propaganda aimed to influencing the attitude of a community toward some cause or position by presenting only one side of an argument. Propaganda is usually repeated and dispersed over a wide variety of media in order to create the chosen result in audience attitudes. The desired result is a change of the attitude toward the subject in the target audience to further a political or religious agenda. Moreover, propaganda also can be used as a form of political warfare. One of the most successful propaganda is Nazis propaganda during World War 1. The propaganda being use after Hitler took power in 1933 Richard Alan Nelson define that propaganda is a systematic form of purposeful persuasion that attempts to influence the emotion, attides, opinions, and actions of specified target audiences for ideological, political or commercial purposes through the controlled transmission of one-sided message via mass and direct media channels. A propaganda organization employs propagandists who engage in propagandism applied creation and distribution of such forms of persuasion. By focusing on the 1Malaysia concept, the theory was been used commonly in Malaysia. The people can always get in touch with 1Malaysia concept in Malaysia. The government is always propagandizing the 1Malaysia concept to Malaysians. Common media for transmitting propaganda messages include news reports, government reports, historical revision, books, movies, radio, television, posters and etc. For example, we can always see the poster that Najib with the 1Malaysia significant pose and the significant pose was been recognized by the Malaysians. Other than that, Malaysian also can find out 1Malaysias logo everywhere. Moreover, 1Malaysia is also come out with a theme song, and the lyric is kita satu bangsa, satu negara, kita satu Malaysia and it means we are one nation, one country and one Malaysia. This all action is also trying to influence the public opinion through the use of media. They want people to remember the 1Malaysia concept and they remind people every day and want people to change their attitudes. Political Economy Theory Political economy theorists study elite control of economic institutions, such as banks and stock markets, and then try to show how this control affects many others social institutions, including the mass media. Political economy is the interplay between economics, law and politics and how institutions develop in different social and economic systems. It also says that to understand the media, ones must look at the whole picture which includes the ownership of media and the control group of media. In Malaysia, the elite will be the government and most of the mainstream media are privatization but all the media are related to the government and political party. In fact, Fleet Holding, a company which is under the United Malays National Organisation (UMNO) has the 80% share of the News Straits Times Press and majority share in Utusan Melayu Press. These two presses are also producing the newspapers which have the largest readership in Malaysia. Moreover, the company also owns the share of 40% of Malaysia television station, TV3. In the other hand, Huaren holding Sdn. Bhd which link to Malaysian Chinese Association (MCA) have the share 58% of the other Malaysia English paper, TheStar Newspaper. From this we can found out that the Malaysia mainstream media have a close relationship with the political parties. It was easy to reach a large audience by promoting 1Malaysia concept. The government or political party can show the benefits of the concept bring at the newspaper. People are more tend to believe what the newspapers carry. For example, 175 1Malaysia clinics by year end are reported on the TheStar newspaper on September 15, 2012. In fact, when the newspapers always carry the positive news of 1Malaysia concept, it helps to gain supports from Malaysia citizens. Authoritarianism Authoritarian theory describe that all forms of communications are fully under the control of the government. Authoritarians are necessary to control the media to protect and prevent the people from the national threats through any form communication. As we know, Malaysia is an authoritarian country and all the media are fully control by the government. Basically, the government has all rights to permit any media and control it by providing license. If any media violate the government policies against license, then the authority has all right to cancel the license and revoke it. In fact, Malaysia also comes out with a law which is Printing Presses and Publication Act 1984. This is use to control the usage of printing presses in Malaysia. Under the law, all printing presses require a license granted by the Home Affair Minister and require to renewing the license. Besides that, Malaysia government also makes certain censorship. Censorship is a suppression of any communication which may consider as harmful to the people, king, government and the country. The censorship helps to protect the rulers and authorities from sensitive issues. It used to protect the government to avoid been criticize by the media. The government has all right to restrict any sensitive issues from press to maintain peace and security in the nation. This was a powerful ability for the government and it helps to promote the 1Malaysia concept. Agenda Setting Theory The idea of agenda setting began in 1922 with Walter Lippmanns Public Opinion book. The originally suggested that the media sets the public agenda, in the sense that they may not exactly tell you what to think, but they may tell you what to think about. The three consequences of agenda setting effects are forming opinions, priming opinions through an emphasis on particular issues and shaping an opinion through an emphasis on particular attributes. First, it studied by the researchers, media use issues to influence the people what people should think about. And then media focus on the characters of issues how people should think about. The agenda setting theory are commonly used by the politician. The gatekeeper plays as an important role in this theory and usually the media is the one who play as a gatekeeper. Gatekeeper controls over the selection of content discussed in the media. The media only show you what they comprehend as an important issue. Due to the Malaysia was an authoritarian country and the media are fully control by the government, the government can use the media to publicize the 1Malaysia concept. When the media publicize the 1Malaysia concept and it will become agenda setting theory. The media will indirectly tell the public what they have to discuss and what they have to focus. When the issue becomes a discussion among the Malaysians, it will strengthen the acceptance of the concept by the citizens. Marxist Theory Central to Marxist theory is an explanation of social change in terms of economic factors, according to which the means of production provide the economic base which influences or determines the political and ideological superstructure. Marxism encompasses an economic theory, a sociological theory, a philosophical method and a revolutionary view of social change. Marx argued that the hierarchical class system was at the root of all social problems and must be ended by a revolution of the workers. He believed that elites dominated society primarily through their direct control over the means of production, the base, or substructure, of society. But elites also maintained themselves in power through their control over culture. The inequalities between social classes are still happening in today society. For example, the riots happened in Malaysia on 13 May 1969 was an important incident in Malaysia history. The incident make the government emphasizes on the economy balance between the races and it come out with a policy which is New Economic Policy. Although this incident happen many years ago, but the problem of social classes are still remain in Malaysia today. The government member and royal family of Malaysia are call as the aristocrat in Marxist theory. In order for the government to maintain their status quo, the elite own the capitalism with their base. For example, Malaysias second privatize TV station Metrovision, the four share holder company was closely related to UMNO. The companies are City television Sdn.Bhd, Melewar Corporation, Utusan Melayu and Medanmas Sdn. Bhd. 1Malaysia concept aims to improve the citizens living standard to escape from poverty. In fact, the government is the one who control of the superstructure which are the media. 1Malaysia concept is also helps the government to maintain their status and their power. The government wants to maintain their status and also achieve the peaceful among citizen or bourgeoisie and proletariat in Marxist theory. 1 Malaysia concept is the best way to achieve the goal for the benefit of country or benefit of the elite through the ownership of mainstream media and control of the message production-ideology. Conclusion In conclusion, the media was always a powerful tool from past to now. In 21th century, media are becoming more powerful in this digital era, because people nowadays cant avoid getting in touch with media. Media was able to directly and also indirectly influence the people. So, the government should always use the media in a correct way. In fact, the mainstream media in Malaysia has always been perceived as an important agent of change for most of the governments policies. Malaysia government was able to make full use of the media and skillfully use the media to promote the 1Malaysia concept. In short, government make good use of media is one of the key to lead our country evolve to an advanced country to achieve the vision 2020 and also the 1Malaysia concept.