Jane Eyre - Her Growth Essay - 890 Words

Jane does grow in the book Jane Eyre. The theme of the book is Jane’s continual quest for love. Jane searches for acceptance through the five settings where she lives: Gateshead, Lowood, Thornfield, Moor House and Ferndean. Through these the maturation and self-recognition of Jane becomes traceable. It is not until she runs from Rochester and Thornfield that she realizes what she really wants. Jane is able to return to Rochester finally independent, with a desire to love, as well as be loved. In the beginning Jane seems a strong character who is very rebellious; In the Victorian times it was considered â€Å"deceitful† for a child too speak out. Jane wishes to overcome this. And she does when she says, â€Å"I must keep in good health, and not†¦show more content†¦At Lowood Jane is repulsed by Mr. Brocklehurst and his â€Å"two-faced† character. Even so, Jane fines her first true friend. Helen Burns, another student at the school. By instruction, Helen is able to prove her messages. When Jane is punished in front of the whole school, she tries to accept it. But Jane still dreams of human affection and is deeply hurt when she is scolded. Jane goes as far to say, â€Å"If others don’t love me, I would rather die than live.† Helen’s response, â€Å"You think to much of the love of human beings,† (69). Through example Helen teaches Jane too. Helen is punished by, Miss Scatcherd because her finger nails were not clean. Jane w onders why she just took it and did not fight back. Jane says, â€Å"When we are struck without a reason, we should strike back again very hard; I am sure we should . . .† Helen replies, â€Å"Love you enemies; bless them that curse you . . .† (56). When Helen is dying of Typhus she reminds Jane, â€Å"I believe: I have faith: I am going to God,† (82). Jane is able to draw strength from Helen’s faith, making her stronger. Helen’s messages guide Jane through her turbulent life. This is how Jane learns not to worry so much how other think of her. Jane leaves Lowood for Thornfield, she is both older and wiser but she still is unfulfilled. Pursuing a new position as a governess, Jane hopes her new life will make her whole. At first she is bored by her work. Then Rochester totally transformsShow MoreRelatedJane Eyre And A Portrait Of The Artist As A Young Man1473 Words   |  6 Pages The novels Jane Eyre, by Charlotte Brontà «, and A Portrait of the Artist as a Young Man, by James Joyce, both exemplify the bildungsroman style, showing the growth of the characters over the course of each book. As bildungsroman novels, both texts share elements common to the genre, such as focusing primarily on character thoughts and reactions. They also share traits like periods of character development being tied to a particular place. However, they differ in other areas like narration styleRead More`` Money Makes The World Go Round `` By Jane Eyre1623 Words   |  7 Pagesaction. Elitism has a constant trend throughout history. Jane Eyre learns this lesson quite well in her life in the Victorian era. She constantly floats on the fringes of different social classes, allowing readers to see the revolution that really emphasizes the materialist nature of the book. Her journey towards independence represents her ability to free herself from the oppressive hierarchy of the patriarchal, elitist Victorian era. Jane represents the Marxist nature of the book which bases lifeRead More Brontes Jane Eyre Essay: Importance of Nature Imagery1550 Words   |  7 PagesNature Imagery in Jane Eyre      Ã‚  Ã‚   Charlotte Bronte makes extensive use of nature imagery in her novel, Jane Eyre, commenting on both the human relationship with the outdoors and with human nature. The Oxford Reference Dictionary defines nature as 1. the phenomena of the physical world as a whole . . . 2. a things essential qualities; a persons or animals innate character . . . 4. vital force, functions, or needs. Bronte speaks to each of these definitions throughout Jane Eyre. SeveralRead MoreJane Eyre By Charlotte Bronte1714 Words   |  7 Pages Jane Eyre by Charlotte Brà ¶nte voiced the radical opinions of Brà ¶nte on religion, gender, and social class. Jane Eyre, a young orphan who lived with her vituperative aunt and cousins, strayed away from the Victorian ideals of a woman and established a new status for herself. Jane Eyre was originally written in 1827 and was heavily influenced by the late gothic literature of the 19th century. Gothic literary aspects such as supernatural occurrences, mysteries and dark secrets, madness and dangerRead More Fire and Heat Imagery in Charlotte Brontes Jane Eyre Essay1576 Words   |  7 PagesBrontes Jane Eyre The essence of any true magnificent piece of literature is not what one can see in words. It is what one can see behind the words. It is through the symbolism and imagery found in works of literature that a reader can truly connect with the writer. Charlotte Bronte epitomizes the spirit of the unread but understood in her Victorian work Jane Eyre. There have been numerous essays and theories presented examining the complex symbolism and imagery used by Bronte in Jane Eyre. MuchRead More Imagery in Charlotte Brontes Jane Eyre Essay1089 Words   |  5 PagesImagery in Jane Eyre   Ã‚  Ã‚   Charlotte Bronte wrote the novel Jane Eyre in the mid-eighteen hundreds. In her novel she expresses her views on many important factors present during this time including social problems such as race, class, gender, and the role of religion. Each of these factors affects the way that the protagonist, Jane Eyre, grows as a person. Throughout the novel Charlotte Bronte uses images and symbols that either influence or represent Janes growth. Bronte uses a commonRead MoreEssay on A Comparison of Love in Jane Eyre and Wide Sargasso Sea1105 Words   |  5 PagesLove in Jane Eyre and Wide Sargasso Sea      Ã‚   In the passages presented below, both narrators are soliciting affection and love. For Jane, in Jane Eyre by Charlotte Bronte, her mother figure, Aunt Reed, shows absolutely no affection towards her niece. Coldly, Ms. Reed regards Jane only as a bothersome child she was left to raise. Similarly, Antoinette, in Jean Rhyss Wide Sargasso Sea, is raised disregarded and unloved by her mother Annette. Although shunned, Jane and Antoinette both have theRead MoreJane Eyre By Charlotte Bronte1552 Words   |  7 PagesBrontà «Ã¢â‚¬â„¢s Jane Eyre deals with a young orphan girl who lives a very repugnant life; the transition from her childhood to adulthood makes the reader effectively understand the character’s struggles and accomplishments. When reading this novel, a reader’s imagination can travel back to the Victorian age in England, where everything was differentiated between the men and women of this time era. This can aid readers to get a prominent picture of the life of the main character, Jane. Jane Eyre portraysRead MoreJane Eyre By Charlotte Bronte1554 Words   |  7 PagesBrontà «Ã¢â‚¬â„¢s Jane Eyre deals with a young orphan girl who lives a very repugnant life; the transition from her childhood to adulthood makes the reader effectively understand the character’s struggles and accomplishments. When reading this novel, a reader’s imagination can travel back to the Victorian age in England, where everything was differentiated between the men and women of this time era. This can aid readers to get a prominent picture of the life of the main character, Jane. Jane Eyre portraysRead MoreJane Eyre And Remains Of The Day By Kazuo Ishiguro1731 Words   |  7 Pagesand dialogue. Charlotte Brontà «Ã¢â‚¬â„¢s â€Å" Jane Eyre† and â€Å"Remains of the Day† by Kazuo Ishiguro both are told from the main protagonists point of view, and brings out their growing self awareness in themselves. The former is able to grow fr om this experience while the latter is unable to adapt and is therefore his growth is stunted. Jane Eyre , the main character of â€Å"Jane Eyre† is narrating her life from her infancy to her present married life. Her book began with her as a penniless orphan and as she

Day Light Factor in Office Spaces Free Essays

string(119) " Depending on the edifice designs, the twenty-four hours light factors have the capacity to act upon the design picks\." DAY LIGHT FACTOR IN OFFICE SPACES Background: Day illuming admitted into constructing through â€Å"holes† in external cloth ( Windowss, roof visible radiations, etc. ) which in adverse climes by and large incorporate glass or an alternate transparent stuff to heat loss. The energy efficiency and sustainability became progressively of import issues in the field of architecture. We will write a custom essay sample on Day Light Factor in Office Spaces or any similar topic only for you Order Now Often day-lighting is recognised as a cardinal scheme in cut downing the energy ingestion by cut downing sum of electrical lighting in a edifice. And even, twenty-four hours lighting is besides known for holding its positive effects on human wellness and productiveness. So by all these, the energy criterions and green edifice evaluation systems have strongly recommended that interior decorators incorporate twenty-four hours illuming schemes into edifice design. However, this recommendation is often ignored due to the complexness in following twenty-four hours illuming design and due to the ocular uncomfortableness caused by the inordinate sunshine incursions and Sun blaze. Many yearss illuming analysis have been developed and used by pupils, interior decorators and advisers. From physical modeling to computing machine based simulations, analysis methods are used to foretell the public presentation of twenty-four hours illuming systems before a edifice is completed.by utilizing all these methods, we can mensurate or cipher assorted values like illumination degrees. However it is non easy to acquire accurate predictable or frequently even fiting values between techniques due to variance in variables and besides due to the sky choices. Introduction: Day lighting is a extremely cost-efficient agencies of cut downing the energy for electrical lighting and chilling. But architecture instruction frequently reduces the facet of twenty-four hours illuming to attention-getting effects on frontages and barely discusses its possible effects – non merely on cost, but wellness, wellbeing and energy. The light affairs will research the frequently undiscovered facets of twenty-four hours lighting and present cardinal schemes for you to break integrated twenty-four hours illuming into design: from optimising constructing orientations to taking interior surface qualities that achieve the right coefficient of reflection. These stairss can significantly cut down your investing every bit good as operating costs. And while these schemes will surely catch the involvement of economically oriented clients, you will shortly detect that twenty-four hours illuming can make so much more. The chief survey of this paper is to understand the kineticss of twenty-four hours light factor in relation to edifice infinites and to understand twenty-four hours visible radiation as a design component. The development and effects of twenty-four hours light and its factor in office edifices. Abstractions: Lighting degrees in a edifice infinite are typically measured in foot-candles or lx. Light from electrical visible radiations is reasonably changeless so exact degrees of lighting can be obtained through the choice and layout of light fixtures. When it comes to twenty-four hours lighting, the light beginning is the sky vault which is outside the edifice s it becomes necessary to put in glassy gaps to acknowledge equal daytime to run into infinite demands. Planing for exact degrees of visible radiation from twenty-four hours visible radiation is hard since the light beginning is invariably altering depending on clip of twenty-four hours and conditions conditions. Alternatively of ciphering exact degrees of visible radiation ( foot tapers or lx ) in a given infinite from daytime, a daylight factor was created to mensurate comparative visible radiation degrees. Day light factor: The construct of daylight factor ( DF ) was developed in the United Kingdom in the early 20Thursdaycentury. Day light factors are used in architecture and edifice design in order to measure the internal natural lighting degrees. Daylight factor is defined as the ratio of the internal illumination at a point in a edifice to the unshaded, external horizontal illumination under a CIE cloudiness sky ( Moon and Spencer 1942 ) . The chief connotation of utilizing this type of ratios instead than absolute values, was to avoid the trouble of holding frequent and frequently terrible fluctuations in the strength of twenty-four hours illuming ( Waldram 1909 ) . In the beginning, sky factors were used to cipher the twenty-four hours light illumination from the sky dome to a peculiar point in the edifice. Later on, the sky factor was evolved into the daylight factor, as the visible radiation reflected from external obstructors, visible radiation from the glazing and internal refelectances were added every bit good ( Waldram 1950 ) . Day light factor is the ratio between indoor illumination and out-of-door illumination. It can be measured for a specific point or for an norm of a infinite. The undermentioned expression shows how to cipher twenty-four hours light factor from illumination degrees. img alt="" src="https://s3-eu-west-1.amazonaws.com/aaimagestore/essays/1329345.001.png"/ DF = 100 * Tocopherolin/ Tocopherolext Where DF= twenty-four hours light factor Tocopherolin: illumination due to twenty-four hours illuming on the indoor working topographic point Tocopherolext: illumination out-of-doorss on a unobstructed horizontal plane. Daylight reading at a mention point in a room can be made up of three constituents: Sky constituent– the visible radiation received straight from the sky Externally reflected constituent– the visible radiation received after contemplation from the land, edifice or other external surface and Internally reflected constituent– the visible radiation received after being reflected from the surfaces inside a edifice. All these three constituents need to be accounted for to find the twenty-four hours light factor. Day illuming factor was used to obtain the lower limit lighting demands, but it does non gives the thought of good twenty-four hours illuming. Even though the twenty-four hours illuming factor was used most widely to mensurate twenty-four hours lighting and for bulk of practicians, the consideration of twenty-four hours light Begins and terminals with twenty-four hours light factor ( Nabil and Mardaljevic 2005 ) . For the last 50 old ages, this design pattern has mostly remained undisputed with a few noteworthy exclusions ( Kendrick and Skinner 1980 ; Tregenza 1980 ) . So it is widely accepted, quantitative public presentation step for twenty-four hours lighting. Day light factor has besides got different back uping qualities for the design use in the edifices. Depending on the edifice designs, the twenty-four hours light factors have the capacity to act upon the design picks. You read "Day Light Factor in Office Spaces" in category "Essay examples" Coming to the different facets where the twenty-four hours light factor can impact the edifice design were similar, the geometry of the edifice, environing landscapes and environing edifices. Not merely the external belongingss, due to the twenty-four hours light factor, there a considerable affects in the inside of the edifices besides. They are like the coloring material, coefficient of reflection, transmission, diffuseness, secularity, etc. , have an impact on the twenty-four hours light factor. In general, the daylight factor steps are intuitive and easy to pass on. To cipher the twenty-four hours light factor, there are a figure of methods bing. They range from simple computations to the BRE split flux method to progress computation techniques based on radiosity ( Lighting Analysts Inc. 2006 ) , Lumen Designer ( Light Technologies Inc. 2006 ) and/or Raytracing ( Ward and Shakesphere 1998 ) . Using glow, for any geometry of edifice and any type of stuff, we can cipher the twenty-four hours light factor. The twenty-four hours light factor can besides hold the influence on twenty-four hours light planing in the peculiar edifices. Some signifier giving characteristics, which are by and large accompanied with the good twenty-four hours visible radiation, were influenced. Like the high window- caput highs, high ceiling coefficient of reflection, big frontages, wall coatings, narrow floor programs, high transmission glazing, sky light gaps, etc. If we go for the â€Å"the more the better† attack, the maximal twenty-four hours light perforating into the edifice in a to the full glazed edifice will be more. We can hold the adequate twenty-four hours lighting, but frequently those constructing exhibit comfort and energy related jobs. By and large these are conditions which we see in commercial edifices. There are few restrictions of the twenty-four hours light steps. They are ; Design recommendation based on the twenty-four hours light factor will be same for all types of facade orientations. Day light factor for all types of edifice locations will be same. Daylight factor does non see the season, clip of the twenty-four hours, variable sky conditions. Actually this bears really of import effects. Day light factor can non assist to forestall the blaze schemes for different facade orientations, even though the job of blaze is most outstanding. Day light factor in office infinites: A twenty-four hours light factor of 2 is a typical degree one would desire to accomplish for an office infinite. It assumes that 2 % of the entire visible radiation that is outside the edifice ends up on the working plane or desktop. Assuming an mean out-of-door illumination of 2500 pes tapers and a twenty-four hours light factor of 2 % the indoor illumination on the desktop would be 50 foot tapers. 2 % ten 2500 pes tapers = 50 pes tapers Other typical twenty-four hours light factors for assorted infinites are: Assorted infinites Day light factor Discussion groups 14 Residential life room 1 Residential kitchen 2 Office – item work 4 Office – outlining 6 Office – corridors 0.5 Schools – schoolrooms 2 Schools – art suites 4 Hospitals – wards 1 Hospitals – waiting suites 2 Sports installations 2 Warehouse – majority storage 0.5 Warehouse – medium size storage 1 Warehouse – little point storage 2 Calculating a twenty-four hours light factor based on the edifice design includes window/skylight sizes, overhangs/light shelves, glass types, and exterior/ interior refelectances can go really complex. A simple regulation of pollex to come close the twenty-four hours light factor for twenty-four hours lit infinites utilizing perpendicular Windowss is img alt="" src="https://s3-eu-west-1.amazonaws.com/aaimagestore/essays/1329345.002.png"D = 0.1 tens PG Where Calciferol= daytime factor PG= per centum of glass to floor country. For illustration, a 1000sft office infinite has 200sft of Windowss, and so the twenty-four hours light factor will be DF = 0.1 x ( 200/1000 ) = .02 or 2 % The twenty-four hours light factor degrees can be loosely classified into three classs: Under 2 Between 2 and 5 Over 5 Not adequately illume Adequately lit Well lit Room looks glooming under twenty-four hours light entirely Artificial lighting may be used partially Artificial illuming by and large non required except at morning and twilight Artificial lighting will be required But blaze and solar addition may do jobs Daylight factor contours: The twenty-four hours light factor inside a room will change harmonizing to place. Day light factors are frequently given as working plane contours. Tall windows supply deeper twenty-four hours light incursion, while multiple Windowss provide more even twenty-four hours light distribution. Appraisal of twenty-four hours light factors: The twenty-four hours light factor inside an bing edifice can be measured straight utilizing a photometer which gives a direct reading of the twenty-four hours light factor. In the design phase, twenty-four hours light factors can be predicted utilizing: Design tabular arraies ; Waldram diagram ; Computer plans ; Scale theoretical accounts ; Day light factor protractors. Day light factor analysis: In malice of the twenty-four hours light factor popularity as an index of twenty-four hours light public presentations, daylight factor has some serious restrictions. Day light factor doesn’t take consideration, the location of the edifice. DF can non stand for the alteration in illumination degrees indoors, due to the temporal fluctuations of the sky luminosity. The orientation of the frontage of the edifice has no consequence in twenty-four hours light computation. Da Y light factor doesn’t buttocks blaze caused by the twenty-four hours lighting. Glare is a major issue necessitating careful considerations during the design phase. Day light factor is non specific about the clime. LITERATURE REVIEW: Light is every bit much a â€Å"material† for edifice as the rocks, bricks, and other constituents used in building ; for, although there would be no wall without its structural constituents, the wall has no existent being for us unless it corresponds to a animal feeling, gained with our eyes and substantiated with our heads. Derek Phillips Natural visible radiation is recognized and varied for the qualities that it offers. Man’s faith, wellness and civilization has immense positive impact due to twenty-four hours lighting, since ages. The demand for natural light in insides has been investigated by illuming applied scientists, doctors and psychologists for several centuries, and therefore had a profound consequence on twenty-four hours lighting, the scientific discipline of natural light. Research on the effects of the want of visible radiation, the demand for position and effects on biological procedures have confirmed the factual bases for this demand. Features of Natural Light: Natural visible radiation that enters any room consists of two basic parts, viz. direct sunshine ( sunstroke ) and diffused fanlight.Roger Neal Goldstein in his Research on Natural Light in Architectural Designprovinces that by carefully pointing a window or a roof-light one can let for the incursion of both the elements of natural visible radiation, if desired. Harmonizing toMillet ( 1996 ) ,the aglow consequence of all light beginnings depends on four factors: The Source ( its strength, its directional features, its coloring material ) The Geometry ( its relationship between the beginning and the receiving system or having surface ) Different Surfaces inside the Space ( The surfaces that receive and modify visible radiation, going secondary visible radiation beginnings in themselves by reflecting, airting and coloring visible radiation ; and the individual who views the beginning and lighted surfaces as he or she moves about. ) Motion and Visual Perception of the Observer. He besides declares that by detecting how light behaves, we can work with it to uncover architecture. THE Beginning: Harmonizing to Millet ( 1996 ) , â€Å"Each peculiar topographic point has its visible radiation. Light showing topographic point encompasses two distinguishable facets: The topographic point itself, its physical characteristic and features that determine how it differs at any given minute from any other topographic point and The peculiar set of alterations that take topographic point within it over clip, making typical forms of diurnal and seasonal alterations. Sukhtej Singh Gill in his paper on the Study of the Characteristics of Natural Light in Selected Buildings by Le Corbusier, Louis. I.Kahn and Tadao Ando references that â€Å"these significances change the manner light interacts with the built environment.† â€Å" The window is a major constituent of the spacial record between interior and outside. With its size relation to the solid wall, it determines the way in which attending is focused. With its inside informations, it defines the passage between the room and landscape. † ( Millet 1996, p. 96 ) It is in this passage of natural visible radiation from exterior to the inside that a infinite is transformed and its character is defined. Intensity: The strength of visible radiation is judged based on the perceptual experience of the objects it tends to foreground. Lam ( 1977 ) states that â€Å" Percepts of the aglow environment ever include an affectional constituent an appraising or emotional response to the sensed province of personal businesss. † Opinions in a infinite, such as visible radiation or dark, bright or glooming, interesting or dull, sparkle or blaze, depend on whether or non the aglow environment meets our outlooks and satisfies our demands for ocular information by stressing what we want or need to see instead than the existent luminosity degrees in a infinite. Directional Feature: The directional features of natural visible radiation are defined out of the motion of the Sun across the sky. The deepness shadows and the contrast between two surfaces are born out of the directional features of the beginning of natural visible radiation one time interrupted by a physical plane or boundary. These are associated with the character of a infinite and aid to pull a meaningful relation with the beginning at all times of a twenty-four hours, month or season of a twelvemonth. Tannizaki ( 1997 ) describes that the beauty of a Nipponese room depends on a fluctuation of shadows, heavy shadows against light shadows. Light is an unerasable portion of our experience of life. It helps us understand the overall deepness of the scene by showcasing the difference between the bright and the dark. Color: The usage of colour can change the perceptual experience of a infinite. Lighter colourss reflect more light and the room appears to be of a greater size. When painted with dark colourss that tend to absorb most of the light falling on the surface, the same room appears much smaller in size. The visible radiation that filters through a coloured glass can alter the chromaticity of the base colour of the surface on which it falls. Apart from this, natural visible radiation alterations in colour as the instance is when comparing the forenoon, afternoon or flushing visible radiation from the Sun, but this alteration is compensated by our outlook in the manner we perceive the same infinite at different times of a twenty-four hours. Harmonizing to Philips ( 2004 ) , â€Å" the experience of natural colour, for whilst the physical colour of our universe as experienced in daylight changes from twilight to click, the alterations are portion of our experience ; we compensate automatically, a white wall appears a white wall even if in the eventide it may be warmer, or is coloured by sunshine, or altered by cloud formations†¦ . it is the colour we regard as natural † . THE GEOMETRY: Light is non perceptible without signifier and frailty versa says Sukhtej Singh Gill in his paper â€Å" The Study of Characteristics of Natural Light in Selected Buildings Designed by Le Corbusier, Louis. I. Kahn and Tadao Ando † . He quotes Millet ‘s statements that â€Å" Natural visible radiation that renders signifier seeable is ever altering, but we perceive the signifier as stable due to out perceptual procedure†¦ . Shadows aid in the perceptual experience of the signifier and the spacial deepness†¦ Extreme brightness or darkness can fade out a signifier as they tend to film over the inside informations and befog the soundness of a stuff†¦ Silhouetting is one of the ways in which visible radiation from the roof glazing can uncover the construction. † Importance: Research identified benefits of daytime, sunshine every bit good as position for people’s wellness and Wellbeing. Peoples believe that working under natural daytime is better for wellness and wellbeing than electric Light( Veitch et al. , 1993/1996 ) Less asthenopia( Cowling et al. , 1990 ) ,higher productiveness( Visher 1989 ) ,more effectual acquisition( Heshong et al 1999 ) Daylight is better for psychological comfort, for office visual aspect and pleasantness, for general wellness, for ocular wellness, and for color visual aspect of people and trappingss( Heerwagen et al.,1986 ) Having a window, or holding entree to daylight, improves satisfaction with illuming( Veitch et al.,2003 ) In deep on the job infinites people have a strong penchant for being near the Windowss( Christoffersenet al. , 1999 ) Mentions: A Study of the Natural Light In Selected Buildings Designed by Le Corbusier, Louis. I. Kahn and Tadao Ando by Sukhtej Singh Gill ; 2006 Natural Light in Architectural Design: Component and Determinant by Roger Neal Goldstein ; MIT ;1976 Day light benefits in wellness attention edifices, by prof. DTG Strong. hypertext transfer protocol: //www.arefianatelier.com/interior-light-effects-on-human-mood-and-social-behaviour.html Natural light presentation, by kjeld johnso. Health and Light, by John Nash 1973. Daylighting controls (hypertext transfer protocol: //windows.lbl.gov/comm_perf/daylight/esl321.html) hypertext transfer protocol ; //home.wlv.ac.uk/~in6840/Daylightfactor.htm daylight factor versusdaylihgt handiness in computer-based daylihgting simulations by Karen Kensek and Jae Yong Suk 1|Page How to cite Day Light Factor in Office Spaces, Essay examples

Changing Australias Perceptions on Refugees free essay sample

This report was commissioned to examine the behaviours and beliefs held by Australians in regards to the people identified as asylum seekers who arrive in Australia in search of humanitarian aid. The research draws attention to different newspaper commentators and evidence found by the Asylum Seekers Resource Centre that displays an overall negative and ill-informed opinions regarding asylum seekers. Further investigation revealed that many Australians, because of political jargon and journalistic hate-mongering, aren’t fully informed on asylum seekers, their human rights, and the expectation that Australian, as a signatory to the UN Convention Relating to the Status of Refugees, will assist them when they have been forced to flee from unlawful persecution. The information regarding the negative attitudes from many Australians towards asylum seekers was used to investigate ways in which a social marketing campaign could be implemented to influence a more open-minded and humanitarian approach towards asylum seekers. Through the use of the Social Cognitive Theory as a foundation for a social marketing campaign it is recommended that: Marketers wishing to eradicate racist and prejudicial feelings toward asylum seekers should aim at younger generations to stop racist behaviours starting from a young age. For older generations, it would be advisable that social marketing campaigners use newspapers and informative websites that dispel ill-informed rumors and mistruths about asylum seekers to make Australia a more racially tolerant society. Table of contents Introduction Analysis of Australia’s perceptions of asylum seekers The Social Cognitive Theory The Social Marketing Planning Process Recommendations Conclusion References Introduction During the last Australian Census in August 2006, 22. 2% of the Australian population was born overseas (ABS, 2006). Even with this vastly multicultural society however, racism is prevalent and is still a major issue in Australia. Starting with the horrendous treatment of the Aboriginal people during the original settling of Australia over two centuries ago, the focus of racism in this country has now shifted to asylum seekers. Analysis of Australia’s perceptions of asylum seekers The politically correct term for an asylum seeker is, ‘a person who has fled their own country and applies to the government of another country for protection as a refugee’ (UNHCR, 2010). They are people that for some reason, whether it be race, religion, gender or political opinion, have been ostracized in their home country and are unable or unwilling to return due to a well-founded fear of being persecuted (ASRC, 2011). As a signatory to the UN Convention Relating to the Status of Refugees (ASRC, 2011), Australia is, by law, bound to protect people fleeing unlawful persecution. Many asylum seekers arrive in Australia with a variety of needs, like Iranian asylum seeker Reza, who was in need of medical and psychological care after being beaten and starved for over three months, all because he wanted his political vote to be counted fairly (ASRC, 2011), yet are still seen as illegal migrants. With the ethical treatment of human beings at the heart of this social issue, the almost callous belief amongst Australians that they do not have a responsibility to protect these people fleeing from abuse and belittlement because they are ‘illegal immigrants’ who are, ‘coming to our country and taking advantage of us’ (ASRC Poll, 2010), is an issue that needs to be addressed through the implementation of a social marketing endeavor. The Social Cognitive Theory The concept of social marketing has been defined by Gerard Hastings (2007) as, ‘the application of marketing knowledge, concepts and techniques to enhance social ends’. His book also cites the definition of Susan Dann (2006), who defines social marketing as ‘ the simultaneous adoption of marketing philosophy and adaptation of marketing techniques to further causes leading to changes in individual behaviours which ultimately, in the view of the campaign’s originator, will result in socially beneficial outcomes’. To this end, the goals of social marketing, as opposed to commercial marketing, is to elicit positive changes in the behaviours and opinions of the population that will positively benefit society on a local, national and international level. When using social marketing strategy to promote behaviour change amongst a specific target market, certain predisposed theories can be used to create a starting point for developing a social marketing program (Andreasen, 1995). A theory identified by Hastings (2007) that that best fits the goals of changing Australian society’s perceptions on asylum seekers is the Social Cognitive Theory. The Social Cognitive Theory hypothesises that human behaviour is determined by a collection of internal personal factors intertwined with environmental factors that help create opinions and behaviours towards issues (Maibach and Cotton, 1995). The Social Cognitive Theory identifies the influences of peers, family members, personal characteristics and societal norms and culture as the main determinants of a person’s opinion (Hastings, 2007, Bandura, 1986). It identifies the reciprocal relationship between personal and environmental factors as an important factor that affect a person’s beliefs, opinions and behaviours toward a certain social issue. The concept of Social Cognitive Theory points out that, to change the perceptions and behaviour of the target market, an adjustment of how common and normal a particular behaviour is must be undertaken to influence the target market to engage in the alternative, more desirable behaviour (Bandura, 1986). The Social Marketing Planning Process Even with a theoretical approach to correcting a social issue, the development of a plan by which the desired behaviour can be achieved is essential to a social marketing campaign. To develop a plan for a successful campaign, target marketing must be undertaken to develop correct positioning strategies and an effective marketing mix (Hastings, 2007). Recognising the importance to social marketing of a central focus on consumer orientation, the concept of a voluntary and mutually beneficial exchange (Jones, et al, 2005), the use of marketing research to identify a target market will be conducted to investigate the salient issues and important messages for the target markets (Ibid. , 2005). A target market, as identified by Kurtz (2010), is a group of customers that a marketer has decided to aim it’s efforts towards. They are, in effect, the collection of people that need to be influenced to alter their beliefs and behaviours, and target marketing helps marketers to get a better understanding of whose behaviour needs to change and can pin down precisely how that change should be implemented (Hastings, 2007). When implementing a targeting strategy, segmentation variables must be undertaken in order to identify the main segment of society that needs to be addressed (Hastings, 2007). The main segmentation variables that help social marketers address the right target market include demographics such as a persons gender or age (Kurtz, 2010), geographics, regarding the targets’ area of residence and their attitudes toward an issue, whether this be positive, negative or neutral (Hastings, 2007). Once a target market has been investigated and identified, a marketing mix can be developed to help create a successful social marketing campaign. Originally coined by Neil H. Borden in 1965, the marketing mix is the basic, tactical components of a marketing plan (Shullz, 1993). More commonly known as the ‘Four Ps’, a marketing mix is comprised of certain elements such as price, product, promotion and place (Ibid. , 1993). Price refers to the, ‘costs that the target adopters have to bear and the barriers they must overcome’ (Hastings, 2007). Unlike commercial marketing, where the product is tangible, a social marketing product is, ‘the behavioural offer made to target adopters’ (Ibid. , 2007), while the place and promotion are the channels and means by which the change is encouraged and promoted to the target market (McCarthy, 1975). For the goal of changing Australians’ perceptions of asylum seekers, the most important component of the marketing mix would be the distribution channels and promotional outlines. As identified in the Social Cognitive Theory, human behaviour is only partially under individual control, and the social environment that people live in has a remarkable impact on society’s beliefs and opinions (Alcalay and Bell, 2000). For this reason, implementing the correct promotional tool at the right time and in the right environment would be greatly beneficial for this project. Recommendations It is recommended, then, that for this project, the campaign should be implemented both in primary schools and newspapers. Through the Social Cognitive Theory, it is known that opinions and beliefs can be formed at very young ages (Alcalay and Bell, 2000), which means targeting the next generation of Australians could help create a future where marginalisation is a thing of the past. For children, teachers could, as part of the curriculum, discuss themes such as human rights and equality, so as they can gain knowledge from a young age that, regardless of race, all people deserve to be treated equally. At an adult level, newspapers such as The Age and the Herald Sun could produce a ‘Mythbusters’-type document, dispelling the uninformed ‘illegal immigrant’ belief held by many Australians. Furthermore, works such as the ASRC’s stage play, ‘Not Just My Story’, could be promoted in Arts and Film sections of newspapers and event guides to encourage our society to go along to these inspiring acts and get a better understanding or the humanity that asylum seekers are so desperately seeking, and need the Australian ommunity’s support to do so. Conclusion It is a disgrace that Australian politicians do not educate our society as to the real situations of people seeking refuge and instead, use them as political pawns, giving them labels that inspire discrimination that society is happy to accept. The social marketing campaign outlined above would reveal some of the aspects of the real situation and hopefully inspire a change in the percept ion if asylum seekers within Australian society. References Alcalay, R. , Bell, R. A. , (2000) Promoting Nutrition and Physical Activity Through Social Marketing: Current Practices and Recommendations. Centre for Advanced Studies in Nutrition and Social Marketing, University of California Andreasen, A. (1995), Marketing Social Change: Changing Behaviour to Promote Health, Social Development and the Environment, San Francisco: Jossey Bass. Asylum Seekers Resource Centre, Reza flees Iran, viewed May 6, 2011, Asylum Seekers Resource Centre, Myths about asylum seekers, viewed May 6, 2011, Asylum Seekers Resource Centre, Australian Society Survey, viewed May 6, 2011, Australian Bureau of Statistics, (2006), Census 2006, viewed May 11 2011, Bandura, A. , (1986) Social Foundations of Thought and Actions: A Social Cognitive Theory, Englewood Cliffs, NJ: Prentice-Hall Crawford, B. , (2010) ‘Come by boat and get a Visa’, The Daily Telegraph, 31st October, Sydney Dann, S. , Dann, S. , (2006) Insight and overview of Social Marketing, Brisbane, Queensland University Hastings, G. , (2007) Social Marketing: Why should the Devil have all the best tunes? 1st Edition, Burlington: Butterworth-Heineman Irvine, J. , (2011) ‘Numbers belie fear of asylum seekers’, The Sydney Morning Herald, 14th May, Sydney Jones, Sandra C. , Iverson, D. C. , Penman, A. , Tang, A. (2005) A practical application of theory: using social marketing theory to develop innovative and comprehensive sun protection campaigns, Wollongong: University of Wollongong Kurtz, D. , (2010). Con temporary Marketing Mason, OH: South-Western Cengage Learning. Maibach, E. , Cotton, D. (1995) Moving people to behaviour change: a staged cognitive approach to message design. In Designing Health Messages. Approaches From Communication Theory and Public Health Practice, Newbury Park, CA: Sage McCarthy, E. J. , (1975) Basic Marketing: A Managerial Approach, 5th edition, Richard D. Irwin, Inc. , Schullz, D. , Tannenbaum, S. , Lauterborn, R. (1993) Integrated Marketing Communications, NTC Business Books, a division of NTC Publishing Group. United Nations High Commissioner for Refugees, viewed May 6, 2011,