Tourism Policy and Planning (answer 10 questions about York and Essay

Tourism Policy and Planning (answer 10 questions about York and sevilla) - probe ExampleThis is one the challenges that also faces the two cities in terms of tourist destination. Seville city has to make sure that tourism is managed and developed in such a manner that it is able to benefit the resident population, but is should not be involved in the urban environment deterioration but rather to its promotion. It should as well not supposed to become a financial burden to the local authority. York faces several challenges. The city is seen to be having a high poverty judge and this might hand over a great impact on tourism sector. 2) The tourist activity in both cities with no doubt is seen to be one of the fundamental pillars of cultural, social and economic progress of the city. There is forceful sureity that has a broad effect on all of the civil life fields. For Seville, its expediency stems right from not only the artistic heritage and plentiful monumental of the city, bu t it is also seen in the other aspects which make up the tourist crossing (catering, recreation areas, housing, infrastructures and trade). While on the other hand, the competitiveness of York is in the international and domestic market that is based on the name which is known universally. Both cities have been recognized for several centuries by their singular character of heritage and celebrations that is seen to mark an authentic reference to several other cities that they tend to accede to privilege positions as the one that both cities enjoy. Over the past decade, on such a solid base, a tourist product structure that is of high quality and very(prenominal) effective in the housings, in the services, and in the tourist offer variety has been put up. But besides all these, tourism is seen to be a cabalistic incident factor that is intangible and as crucial as the exterior projection, the city image, and, as a result, the world system position of the big cities. 3) For any cit y that has a mission of being at a better position in tourism sector, it is required to adopt a hardly a(prenominal) approachability levels basing on the demand needs. In this context, the cities, being among the big European cities, whereby their urban dimension do coexists with rural comforts, are currently among the best connected cities in Europe. For instance, Seville city which is characterized by efficient and very varied accessibility, it has not only turned into a touristic destination point but also into the Andalusia best port, because it is among the few Spanish cities that is efficiently communicated by air , sea, railroad and land. The roads of York city, is characterized by a network of regional scope highways and a renewed system of accesses to the city, that consists of speedy bypasses, that accurately connects all the neuralgic points of the surroundings and the city. But besides accessibility, the two cities have continued with investing in transport to incorpor ate a real tourism sustainable mobility policy in the cities based on the promotion of public transport and non-motorized transport (bicycle and pedestrian). With the aim of reducing the private vehicles use, the surrounding transaction reduction and the network development of

Corporate social responsibility as tool for risk management Dissertation

Corporate cordial indebtedness as tool for risk management - Dissertation Example3. How does the level of integrated friendly responsibility practices taken in the lodge happen to impact the profitability position of the company? 4. What are the best possible practices in terms of corporate social responsibility dimension which are practiced in J Sainsbury Plc? Findings and Analysis The findings and analysis portion would first endeavor to identify potential relationships between the parameters of corporate social responsibility and the activities to mitigate the level of business risks. Through the findings the potential of corporate social responsibility parameter would be analyzed in regards to the annexation of business profits to help create and sustain effective relationship with the external and internal stakeholders of the company. The use of corporate social responsibility models can be used by the company in countering the level of social risks involved through the gai ning of valuable information from the stakeholders end (Kytle & Ruggie, 2005,p.5-8). Further findings show that though the act of rendering social responsibility tends to reflect that profits of the company are generally used for rendering social activities. However it is observed that in the long run such social responsibility activities of the company happens to enhance the goodwill of the concern and hence also augments its social value (Parkinson, 1995, p.261). In this applaud the case of J Sainsbury Plc also shows that increased commitment rendered in sustaining two the natural environment and in establishing enhanced relationships with the community at large has helped the company to gain wider market coverage. Again the level of social responsibility practices also helps the company in enhancing the recruitment possibilities in the company through the opening up of more number of retail outlets in the region (J Sainsbury Plc, 2011, p.64-65). The senior management has realiz ed the importance of CSR guidelines as a tool for the company to position itself in the competitive climate. Proper CSR guidelines non only reflect the expectations of the stakeholders from the company but also monitor the behavior of the company in whichever place it operates. Although these guidelines are not legally binding, yet they reflect the governments expectations of the company on corporate social responsibility (UNICE, 2001, p.3). The most challenging part of the corporate social responsibility is that they act as benchmark against which they are evaluated by governments and stakeholders. They do not replace the sectoral code of conduct or the individual companies (Mullerat, 2010, p.39). A solution of the senior management also throws light on the fact that CSR is viewed as an important management tool in the organization. Corporate social responsibility has both an internal and an external dimension. Human resource management, health and safety factors associated with the occupation, business restructuring, management of natural resources and the environmental impacts are some of the internal dimensions of CSR.

Tan Dun Essay Example | Topics and Well Written Essays - 250 words

burn Dun - Essay ExampleDuring the 1980s Tan moved to New York City and enrolled in Cambridge University where he was educated in both classical and contemporary composition and music. From here Tan realized that he could take and combine all these musical influences and produce his confess eccentric sense of style and form. Tans creative and broad works have left an everlasting mark on the world of music, distinctly reflecting his own concepts, ideas and individuality. Tan takes both western and eastern music and combines it with natural elements like paper, water, and wood producing a rich style of unique and exceptional composition. Some of Tans earlier and notable works are the Ghost Opera featuring a string quartet in 1994, Marco Polo an opera composed in 1995, and music 1977 Heaven, Earth, Mankind an orchestra played in 1997 with bianzhong bells (Tan Dun). One of his most famous and praiseworthy works is the masterpiece for Crouching Tiger, Hidden Dragon for which he deserv edly received an Oscar Award as the best original score. In 2003, Tan brought the world of western music to the rural villagers of Hunan is his performance of The Map. That same year he also premiered the Paper Concerto at the opening of Walt Disney Concert Hall in Los Angeles (Tan Dun).

What does it take to be successful in life Essay

What does it take to be successful in liveness - Essay ExampleOnce they have identified their mistakes and outlined the future course of follow through that they would take in similar circumstances, they tend to overcome their weaknesses the next time they are in them. Right behavior and rational approach is like a skill that is mastered through practice, experience and reflection upon it. An expert is a person who has made all the mistakes that can be made in a very narrow field (Bohr cited in Mistakes Quotes). Man has been given the ability to decide much of his fortune himself. Those who think and reflect upon their experiences for learning make their life different from the larger group that does not.One is required to be humble in virtuosos attitude towards others. One should deal others with the same follow one wants others to deal one with. That does not necessarily mean that one should kill ones ego and accept any thing that the ordination has to offer. One should never k ill ones ego. Those who completely loose their ego are at the expense of the society and hence, are vulnerable to unsporting criticism, humility and insult. The society considers such people as worthless and makes every attempt to ruin their pleasure and hurt their sentiments. An egoless person is treated very soberly and shrewdly by the society at large. Lack of ego destroys an individuals boundaries. Having fuzzy boundaries means you are vulnerable to those who wish to use you, subject you or hurt you (Self, Ego and Boundaries). Therefore, killing ones ego is never the wise option. However, it should be made right use of. One should be wise enough to know where to use ego and to what extent. One should always take a stand for what one considers right and always condemn what one deems wrong. This can only be achieved with the appropriate use of ego. Right use of ego guarantees an individual success and respect in his/her life. People tend to display reverence towards such an in dividual as they know that he/she is courageous,

Role of Women Essay Example for Free

Role of Women EssayIn this essay I will investigate what the role post was of women in Britain in the late 1940s 50s.I will examine the lives of women in Britain before World War II, during the state of war, instantly later and in the full stop of 1950s to analyse if the roles and status of women altered during these periods in what manner and why. Overall I would conclude by evaluating if womens independence increased or whether it remained restrain by the period 1950s. Before the World War II the roles of women in Britain was to be Housewifes and mothers they had to take care of the family and the house, this was tradition and they had to follow it if any women who wouldnt do this was seen as extraordinary.During this period in that location was a lot prejudice and discrimination towards women however in the same society men were seen as the more effective gender. The men worked and brought the money the women didnt so their status was seen as low there job was to look ing subsequently the future of the nation the children.During the war there were critical changes in the roles and status of women, the government need the women to keep the country running and also helping the war childbed by taking jobs in artillery factories, ammunition production, wardens etc. The women were working in jobs which were once seen as only for men cod to their physical strength however in this period women demonstrated that they could take such jobs on.Although women started to work and had new roles they did however match their prior roles as Housewifes mothers taking on more than one role which they didnt cook an opportunity to do before the war.The status of women throughout this period increased due to them the country was still running and they were helping the war effort dearly, however they werent still seen as equal to men in status and were considered as second to men. The women were just substitutes for work until the men would return from war.In thi s period some women werent shown equality due to not receiving equal pay as men, when women school teachers asked for equal pay as men teachers, Churchill reject their demands with one word, impertinence. These women werent successful however some women at a Rolls Royce factory went on strike for a week for equal pay and in conclusion got it, this shows some women at this period were victorious in getting equal pay but not all women got equal pay.Instantly after(prenominal) the war men were demobilized and sent back home from the war this impacted women extremely since the independence they had during the war would no longer exist. The women were instructed to go back home and fulfil their previous roles which they had before the war and the men would return to the jobs.Many women however better suited some jobs than men but werent kept after the war only because they were women they were told that their priories should be at home. This can be seen when a deputy newspaper editor was told she was dismissed, Oh its nothing wrong with your work, but we have to safeguard the succession and the successor had to be a man. The status of women during this period was shown as higher since the women had a very important duty which was to look after the nation by bringing up the children.In the period of 1950s some women wanted to carry on working work but were allowed surgical incision time jobs which could be easily dismissed, many women were told that they should look after the homes working wasnt there roles such women who wanted to work were seen as unusual by the society of Britain. In the advertisement published by the government which said Your after-the-ware dream is coming true. Now yours will be the responsibility of looking after the nations health clarifies the point.The Beveridge breed recommended a welfare state for the nation which was introduced by the government this benefited women economically, politically and socially this meant women no longer requisite to depend on the men. The welfare state launched the National heath services which promised to provide health care for everybody this was the first time women were covered in health, what is more it paid family allowance directly to the women this gave women more independence and money of there own which they could use on their desire.The affluence increased in the 1950s due to the welfare state, this changed the lives of the women since they could purchase labour saving appliances which gave them more time and independence from the home they no longer needed to spend a whole toilsome day washing the cloths.To conclude, I belive that women gained more independence in the period of the 1950s exceeding from just being house wifes and mothers. The Beverigde report and the welfare sate transformed womens life giving them importance and care, furthermore the increased affluence also provided women with labour saving appliances and increase in independence. Although these cha nges had been make they did not completely change womens independence it was still limited in various ways one of the ways was women were only allowed part time jobs. The roles of women in theses period was to be housewifes and mothers though economical, social and political changes brought increase in independence however, it can also be seen as not equal to men and limited.

Marketing Considerations and Plans Essay Example for Free

Marketing Considerations and Plans EssayMcDonald is one of the most internationally placeable companies within the hospitality industry. Although I have not worked with McDonald ever, I am quite familiar with it as one of closest friends has been working with the selling squad of this restaurant chain for last four years. He keeps telling me about his company, how it runs its business so that it abide maintain its top position within the immediate intellectual nourishment sector world wide.Apart from listening to my friend about his company, I also do research on McDonald by reading stories relating to McDonald publish in various magazines, newspapers and on various websites as I am a fond of McDonald victuals staffs and love this fast food restaurant chain. McDonald stool listed in New York stock ex veer has emerged as one of the worlds largest chain of fast food restaurants. It is most popular for its hamburger. Its customer vile is so huge that worldwide it sells it s products to around 47 million mess on daily basis.The menu of McDonalds includes various sorts of burgers like hamburgers, cheese burgers etc. , products make of chicken, polar sorts of breakfast items, French fries, various kinds of shakes, desserts and soft drinks. Mcdonalds, however, quite often gets criticized over the healthiness of its products. These products are considered to be one of the important factors which are winning active part in increasing obesity in the western countries. The company, however, has made some effective measures in response to the rising obesity path in the western countries and the criticism over the healthiness of its signature products.It has made some modifications to its menu by introducing several healthy food items like different types of salads, wraps and fruits. In spite of getting criticized over the healthiness of its products and having increasing competition within the industry, McDonald has been able to maintain its strong positi on within the industry it operates in. Its popularity has not decreased. Thus it would be quite enkindle to look at the sources of its competitive avail which have suspensored it to win the competition.In secernate to examine the sources of competitive wages of McDonald, the strengths of the company will be analyzed in detail as strength of any company muckle be defined as a distinctive competence of the firm that gives it a competitive reward in the market place. A firm can gain its strength from its financial resources, the theatrical role of its brand, leadership flavour within the market and buyer-supplier relationships. (Competitive advantage, 2010 Ghosh, et al. n. d) In case of McDonalds, its biggest strength is its brand image.Since McDonalds is one of the most known chains of fast food in the world, its brand recognition seems to be its biggest strength. Its merchandising campaign always focuses on brand recognition finished continuous promotion of the brand name. by means of its extensive marketing campaign world wide the company has been able to create an image in the peoples minds and introduce them to the fast food culture. Its customer base ranges from kinds to old generation. It has nearly 30,000 branches in as many as 120 nations across the world.However, 80 percent of its revenues are generated from the market of eightsome countries including US, UK, Japan, Australia, Canada, France, Brazil and Germany. The company has been able to expand its stores on the basis of three core strengths- cleanliness, delivery speed and customer care. McDonald has created a corporate symbol and through its highly successful marketing campaigns all round the world it has been able to develop a brand image and establish its logo in the minds of the people across the world.People are attracted to this logo and brand image and this attraction brings them to the stores. Although a number of competitors have emerged in the fast food industry, its rigorous marketing campaigns which are based on the companys internal resources, external conditions and its relations with its shareholders have been able to strongly maintain its brand value in the market. (Ghosh, et al. n. d Vijayarani, n. d. ) The brand name will not work in longer run unless brand value is mixed up with high quality product value.In order to obtain and maintain a strong position in the market, every company needs to use an appropriate marketing mix and product occupies one of the most significant positions within the marketing mix. Product value has been one of the superlative strengths of McDonalds. When a customer enters into a McDonalds store he/she know what to expect. The company places huge importance on its human resource and takes appropriate steps to satisfy it customers as well as its employees.As far as the product related issue is concerned, the company is also found to be quite innovative in introducing new products concord to changing trends and tastes o f the people. Not only that, it also offers different menu to the people living in different countries according to their tastes and the countrys culture. Fro example, in India it offers a menu which is completely different from its international offerings. In the stores situated in India, it has eliminated ham, mutton and beef burgers from the menu.India is found to be the only country where McDonald offers vegetarian menu. Which is more interesting is sauces, cheese etc, are also completely vegetarian in India. In India according to changing taste and preference of the customers, it has introduced Chicken Maharaja Mac. Thus the biggest strength of McDonald lies in the fact that it brings an internationally reputed brand with high class food quality and brilliant customer specific product features. This strength provides the company with huge competitive advantage. Vijayarani, n. d. Ghosh, et al. n. d) Till now only the sources of competitive advantages of McDonald have been discu ssed. But in order to survive amidst strong competition a company has to possess sustainable competitive advantages. Hence, it is now the time to look into sustainable competitive advantages of McDonalds. For a company, its sustainable competitive advantage can be defined as the advantage which seems to be difficult or unfeasible for other companies to own or infiltrate.The brand value, cost structure, vibrant customer care or its patent can be considered as sustainable competitive advantages for a company. An advantage should be considered as sustainable advantage only if the advantage has a distinct causa or it is proprietary in nature. The sources of sustainable competitive advantages for McDonalds can be as follows ( Reidenbach and Goeke, 2006 Vijayarani, n. d) In order to build sustainable competitive advantage at that place should be a good integration and coordination between the companys managerial and cheekal process.If such integration takes place then there would be c reated the essential value as everyone will be chasing a common goal. In order to develop sustainable competitive advantage an organization is required to learn and introduce changes according to the need of the time and it should always be flexible towards changes that takes place in the external environment of the company, such as changes in customers taste and preferences, changes in government or legal restrictions, and development in the areas of technology.For McDonalds, one of the principal reason behind endure within current market competition is that the company is placing its focus on sustainable competitive advantages by making efforts to integrate organizational behavior with managerial expertise. McDonalds, however, did not recognize the need of construct sustainable competitive advantage previously. Earlier McDonalds used to ignore this advantage as it was more elicit in expanding its outlets across the globe than focusing on its core advantages.As a result of it, t he company did not experience any massive change in its revenues with opening up of new outlets. In fact, it suffered huge loss unless it recognized the importance of building sustainable competitive advantage. The company was right in detecting the need of the hour and bringing about changes in its management process in order to possess completive edge over its competitors. ( Lamb et al. 2008 charge and Weitz, 2001) A company can obtain an excellent position in the market through its financial, structural, and technological assets.All these assets significantly help in building sustainable competitive advantage for an organization. McDonalds has been able to obtain a strong position in the market by its abundant financial resources along with plentiful structural and technological assets. Since 2003, the company has started to concentrate on identifying and implementing these assets in right direction that would bring improvement to the company. Thus these assets build one of the greatest advantages for the company. (Lamb et al. 2008 Levy and Weitz, 2001)Apart from all these, the vision and mission with which the company started its journey can be considered as one of the biggest competitive advantage fro McDonalds. McDonalds efficacy to sustain its dream over the years has provided it with a huge competitive advantage over its competitors. When a brand revolves around its vision in order to sustain and work in lieu with it, this results in developing significant sustainable competitive advantage for the brand. The McDonalds started its business in order to help those people who did not have much time to cook or were too busy to go to an appropriate restaurant.The vision of McDonalds was to offer busy service, and high quality food staffs at cheap rate. Over the years the company has been able to sustain this vision. Lamb et al. 2008 Levy and Weitz, 2001) Thus to sum it up it can be said that McDonalds has been able to implement its best value based strat egy by utilizing all its advantages which are unique to it and can not be copied by any of its competitors and thus it has build its competitive advantages which the company has been able to sustain over the years.

Science Or Promote Scientific Misunderstanding Media Essay

Science Or Promote Scientific Mis understand Media EssayThe media argon the technologies used to send the news or information to everyone through cumulation communication. There be several types of media such as broadcast media, print media, and internet media. What are print media? Print media is a medium that using opinion process to produce the text and im ages with ink on the paper using a printing press to send the information to people. The example of print media are newspaper, books, magazines, newsletters, leaflets and so on. Various kinds of media have become a vital sources for informing citizens including scientists about recent development of apprehension 1. The mass media besides a main component in controlling the rise and fall of social issues and the science-policy interface 2. Generally, 49 % of European reads science phrases in newspapers and magazines either regularly or at times in the European commission 2007 survey 3. Besides, the survey in addition s hows that the print media such as press, newspapers, and magazines are rated as second trustworthy media to fleet the science 4.The print media play an substantial quality to inform the commission unexclusive understand science 5. intelligence agencypapers are an important sources to understand the science, medical reporting and the full of life role of reliable information 6. They transmit the risk of infection messages not unaccompanied via the advertisements but also newspaper articles using a format that are causative and easy to understand by the public. Many scientists view that media including print media is a pipeline to transmit the scientific messages to the public 7. Print media actually a management to stimulate public engagement in science. This is because the media like newspaper and magazines incessantly published an accurate, short and free scientific article to uphold the public understanding about science development 8. The study had shown that the ave rage length of an article in a newspaper is less than 600 words 9.Holliman, R. (2004). Media coverage of cloning a study of media content, production and reception. cosmos Understanding of Science, 13(2), 107-30Miller, D. (1999). Risk, Science and Policy definitional struggles, information management, the media and BSE. Social Science Medicine 49, 1239-1255.Special Eurobarometer 282- summary. (2007). Scientific research in the media. European Commission.Special Eurobarometer 282, 1-42 (p.22).Wilkie, T (1996). Sources in Science Who can we Trust? The Lancet, 347, pp. 1308-1311.Hargreaves, I., Lewis, J., and Speers, T. (2002). Towards a better map Science, the public and the media. Economic and social Research Council.Nelkin, D. (1991). AIDS and the News Media. The Milbank Memorial Fund, New York University. Health, Society and the Milbank Quarterly, Vol. 69(2) 293-307.Tyler, T., Cook, F. (1984). The mass media and judgments of risk Distinguishing impact on personal and societal l evel judgments. Journal of Personality and Social Psychology, 47, 693-708.Hargreaves, Lewis and Speers, 1-54 (p. 14).From there, print media promoting fervor and engagement in science, its the media to encourage the public to find out the details of scientific study from other sources because there usually has citation of journals or scientists line in the articles. For example, the public can just google search using the scientists name or any citations shown in articles to find much(prenominal) information on a scientific knowledge.For example, an article 10 had published the finding of male contraceptive pill, let the public know the progress of scientists in finding the way to straighten out the problem of men especially for those want to control and plan the right to have a baby. From this article, the people result know whats going on in scientific fields for free and also attracted public who interested in male contraceptive pill to look out the details from other sou rces with the assistance of the researchers name mentioned in the articles. Although its just a short article, but it includes all the purpose or aim of the research, the research regarding contraceptive pills that had been going through in the recent and past, the researchers that involved and citation of a journal published. So, this was a untroubled articles to stimulate the public engagement in science development with just a couple of minutes. The figure 1 shows a short part of an article published involving most of the criteria mentioned above.Capture.PNGFigure A cut from an article 11However, newspapers also a major source of risk information where the public mitigated the impact of an issue and access to their own information networks. So, print media is a risk communication tool to engage the public 12. Media help to discombobulate the risks more visible when an issue raises the public controversy 13. Controversy has always treated as a driving force for the advancement of scientific knowledge 14. The articles especially from newspapers are attemptingMartin, D. (2009). Contraceptive pill for men a step closer after(prenominal) scientists isolate infertility gene. Daily Mail Online. Available from http//www.dailymail.co.uk/health/article-1166861/Contraceptive-pill-men-step-closer-scientists-isolate-infertility-gene.html Accessed 3 April 2009Martin, sentence 10-14.Wakefield, S. E. L. and Elliott, S. J. (2003), Constructing the News The Role of Local Newspapers in Environmental Risk Communication. The skipper Geographer, 55 216-226.Campbell, P. (2011), Boundaries and risk Media framing of assisted reproductive technologies and older mothers. Social Science Medicine, 72 (2) 265-272.Holliman, R., Thomas, J., Smidt, S., Scanlon, E., and Whitelegg, E. (eds) (2009a). Investigating science communication in the Information age Implications for Public Engagement and Popular media. Oxford, Oxford University Press.to reflect balance, to show the pros and co ns of one scientific issue. This can let the public take a scientific issue more clearly on its gain and lose. Through the print media like newspaper or magazines, press or journals, the public can have their critical practice session and help to develop more opinion or feedback to a science technology. The more feedback from the public, the space for a technology to improve will be more wider.Another example is the article published recently 15. In this article, an accurate and short details of the progress of every scientist who take part had been published. The benefits of this research also stated clearly and the most important part is it mentioned this research still in progress and will be used only if the safety is confirmed. The main idea that we can see from this article is this article told the public the future research will be done by researchers (refer figure 2). Therefore, this is a good opportunity for the referees to argue whether they will support or oppose the ne w findings or the future researches. So, this is an effective way to raise engagement between the readers and the researchers in scientific development. A controversial or misunderstanding may start if the findings did not state clearly.Capture1.PNGFigure A small pieces of article 16Public perceptions are very important in shaping and changing the reaction of both individuals and social institutions to an issue 17. The amount of media coverage in science could right away reflect the interest of the public and also knead the number of public attention to the development in science 18. The media coverage and science education always treat as sources that can influence public opinions, attitudes and reaction to science 19. Actually some of the articles published in print media are an effective way to convince the reader to support the scientific research. A positive reaction of the public can raise the scientists and media profile in order to ease them to beat up more job opportunit ies , funding and also policy invitation. The other way round, if a scientific finding is opposed by the public, the scientist will be cut or blamed which can influence their profile. Therefore, the public actually an important person to control the life of a scientist.Baker, D. (2012). Scientists find a way to kick-start unfertilised spermatozoan dramatically increasing pregnancy chances. Daily Mail Online.Baker, sentence 14-17.Nelkin, p293-294Carolyn L. F. (2012) . Science and Engineering Indicators 2012 Science and Technology public attitudes and Understanding. Arlington VA National Science pedestal (NSB 12-01).Royal Society (1985). The Public Understanding of Science. Royal Society, London.For example, an article about the compassionate cloning where the progress and the decision of the authority person or composition had been stated 20. This article stated the aim of a scientists work on human cloning so that the readers can understand clearly (refer figure 3). The advanta ges of human cloning had been stated clearly to convince the reader so that the public will support their research which indirectly convince the authority to agree and defy it legally on their research. One research can go smoothly and more success with the help of the public and also the authority. This is because it is an effective way to broadcast the name of scientists and the publisher to attract more funding, the main barrier to scientists to continue their research. Well, these also an article that is shown science in a positive light which help in the development of advance science.Untitled.pngFigure A combined of few cut pieces of article 21Books also a kind of print media that are tremendously important in science. They provide substance and structure for scientific communities in the world. Science books actually also a tool to share experiences and act with the public. Books raise the public discussion because they play an important role in providing information, eng aging different level of people and also contribute discussion of public. First, the books important in the development of science itself where it drives the science communication that involves feedback among different types of communication 22. Moreover, books are an effective way to recruit people younger generation to act in science and the books also play an important role in the public debate which all the public issues can be discussed 23.Diary Mail. (2004). wrong human cloning could get green light. Dairy Mail Online. Available from http//www.dailymail.co.uk/health/article-306817/Unethical-human-cloning-green-light.html. Accessed 16 June 2004Diary Mail, sentence 6, 12, 17 25.Holliman, R., Thomas, J., Smidt, S., Scanlon, E., and Whitelegg, E. (eds) (2009b). Practising science communication in the Information age Theorizing Professional Practises. Oxford, Oxford University Press.Holliman et al., 2009b, Chapter 6.For example, the book Molecular Biology of the Gene written by James Watson is an important and use as a text edition worldwide 24. This book gathered together the field of molecular biology and taught the public the origin and basic techniques in the field of molecular biology. It not only educated public with more scientific knowledge but it also lets the public know what exactly the human formed by. So, science books actually a good facility to create a group of people with similar perspectives, tools and training. In addition, some of the books are in fact making arguments. For example, Evelyn Fox Kellers The thought for the Organism, a biography of Barbara McClintock, was the part of debating about the nature of science and whether the masculine science different from feminine science in the late 20th ampere-second 25. Many questions are raised and debate among the reader and even also the author as well. But, through this argument, the reader can understand and gain more the knowledge and also to identify clearly their role in scientif ic development.The news in the print media are used as building blocks for the public to understand science and to make sense of an issue. While, the print media also bring some negative impact to the development of science. There is always very pocket-size scientific information in print media. If a science stories are interested and stick in the public mind, the public will start to make some informed guesses of those issues and this finally can bring to the misunderstandings 26. Moreover, some of unsuitable headlines had been used when published in print media especially newspaper. Headlines is very important either in attracting the reader to read more on the article or lead to the misunderstanding by the reader. Some of the people especially for those who are bad-tempered and get to know the news and development of science by just read through the headlines.33.PNGFigure 27For example, with the headline above (figure 4), What will the reader think especially the male reader wh en they look at this headline? Of course many will think is that men have no role in creating a baby. By just looking at the headline, the reader especially the men will feel they had been ignored by science nightclub and is a useless person in creating a child. It brings to the misunderstanding which might influence the development of science. Although the research is beneficial to help those infertile people who indirect request to have their own child instead of using the sperm from a donor, but the reader might continue misunderstood of the development of artificial sperm due to the unsuitable headline. Some of the readers will continue to stick in the headlines even the contents are clearly presented or explained. So, headlines are important to influence the reader reflection.Watson, J.D. (1965). Molecular Biology of the Gene. W.A. Benjamin, New York.Comfort, N.C. (2001). The Tangeld Field Barbara McClintocks Search for the Patterns of Genetic Control. Harvard University Press , Cambridge, MA.Hargreaves, Lewis, and Speers, 1-58, pg 5.Marsh, B. (2001). We can create babies without men, claim scientists. Dairy Mail Online. Available from http//www.dailymail.co.uk/news/article-79711/We-create-babies-men-claim-scientists.html. Accessed 22 October 2001.In addition, the print media also have been suggested as a poor medium in reporting the risks associated with diseases 28. Besides, some of the publishers will distort the fate of scientific findings to attract more readers. This also promotes the scientific misunderstanding because print media was one of the trust media by the public 29. Every person relies on the media sources including print, television, and the internet to figure and respond to health risks on personal and also society level 30. Much of scientific information on the development and infective diseases came from the mass media.For example, the westward Nile Virus and avian influenza 31. Although these diseases are the headlines in print medi a this recent year, but the diseases still spreading and causing death. But, the articles presented are in a down(p) degree of precision and therefore the information provided have limited usefulness to the readers 32. The poor explanation and the least content level in print media will bring to the misunderstanding as well. The reader might misunderstand that scientific issues are not important which will turn one issue more seriously and incurable at the end.In conclusion, print media is an important medium to stimulate the public engagement in science. It has actually brought more gain to the scientists who accountable for the work, the reader and also the publisher. The scientists and the publisher can attract more career development, funding invitation and also became well-known after publishing a successful article which is supported and accepted by the public. While the reader will gain more scientific knowledge of the print articles. Although the print media is an importan t tool to communicate or informing the public about the development of science. It is an inevitable tool of science communication that promotes the misunderstood of the science.Evensen, D.T., and Clarke, C.E. (2012). Efficacy information in media coverage of infectious disease risks all III predicament?. Science Communication, Vol. 34(3) 392-418.Hargreaves, Lewis, and Speers, 1-64, pg 29-31.Evensen and Clarke, pg 394-398.Centers for Disease Control and Prevention. (2008). Questions and answers about avian influenza (bird flu) and avian influenza a (H5N1) virus. Retrieved from http//www.cdc.gov/flu/avian/gen-info/qa.html.Roche, J.P. and Muskavitch, M.A.T. (2003). Limited precision in print media communication of West Nile Virus Risks. Science Communication, 24(3) 353-365.