Issues in gglobal development Essay Example | Topics and Well Written Essays - 4500 words

Issues in gglobal development - Essay Example The bags look very elegant and girlie. The range also includes make-up bags, umbrellas, lamp shades and stationery. Nowadays in big posh markets Clippy kits are being sold including Selfridges, Harrods and John Lewis. The Clippy products are also being sold at plenty of boutique-type shops across the UK and a growing number of stores in Europe. There have been celebrities also such as Jools, Jamie Oliver and Helena Bonham Carter who were seen with such Clippy bags. At the start of the business, they had to develop their product and brand but after the recession they concentrated on more sales. Most of the independent shops were lowering their orders so that they can again reassess the company. They enjoyed the way the product started getting developed but it got to the stage where they focused on increasing their sales, thereby targeting the Japan market. This paper will try to analyse how clippy bags can expand its global presence. In this age of globalization, it is very necessary to go global. Clippy Bags has itself recognised this need and has tried to take into account global expansion strategy. But till now it has concentrated its business mainly in europran markets and Japan. A significant potential markets is still unexplored. This paper will first look into the current exporting strategy of Clippy bags, then it will move on to analysing the internatioanl business strategy that it can consider for its global development. For this purpose, this paper will consider theoratical perspectives a s well as preactical considerations. 2. Strategies for global expansion: 2.1 Exporting and importing: The business woman Calypso Rose has run the stationary and accessories business since when she was just 23 years of age. The brand name Clippy has become a successful international venture across six different markets thereby strengthening its base in UK with the help of London International Trade Team of UK Trade and Investment (UKTI). (GLE, 2010) The company which w as owned by the mother-daughter team has doubled their export turnover in the year 2009-10, and during the first half of 2010, they have secured new international deals worth of 45000 dollar, which was a direct impact after a market visit of Japan. The entrepreneur Calypso Rose explained that she began by making one bag on the kitchen table for herself only. The bags became very popular among the masses. At that time she was on the first rung of a TV career, but it was a matter of weeks before she decided to change direction and start up a new venture on business. (GLE, 2010) Clippy established a strong foothold in the UK market before their potential for international success was recognized in 2007 by Gail Williams, UKTI London International Trade Adviser (ITA). Gail encountered the firm at a home, giftware and fashion trade show, and saw that the innovative, customizable, design-led, product range of handbags, makeup bags, umbrellas and stationery accessories of Clippy were highly suitable for overseas markets. It was not long before the company was benefiting from expert UKTI advice about the giftware sector in the UK and around the world. (GLE, 2010) Calypso said that the strategic advice of Gail Williams at the early stage of their export journey was really useful, which in turn enabled them to put Clippy in an international

Negative Consequences Of Gender Role Stereotyping Sociology Essay

Negative Consequences Of Gender Role Stereotyping Sociology Essay In todays community so many stereotypes happen daily. People judge others based on the visual representation they see and at times even make allegations based on these evaluations. Its immoral and shouldnt be supported. This assertion is true no concern how some in community wants to see it as wrong. It happens and I believe that people should not be judged based on their characteristics. Some people might believe we live in a community where stereotyping is eliminated to a minimum, as far as addressing them goes. Nevertheless, gender stereotypes, racism stereotypes, and sometimes prejudice stereotypes towards people have been acknowledged, they have attempted to be dealt with and attempted to be controlled but its unavoidable. Sure some might feel we live in a community where this doesnt occur, but the fact of the matter is its not, and it wants to be understood. Some feel you can accept people despite of race or sex. Accepting an individual who just selects to dress or look differe nt shouldnt be that difficult. Nevertheless, some have found, this is not the situation. Stereotypical bias towards anybody, particularly the ones who select to look differently, is a main problem. It is a main issue that goes most of the time un-addressed and its sad. The purpose of this paper is to establish a research in order to identify the negative consequences of gender stereotypes. Negative Consequences of Gender Role Stereotyping In our existing society, males and females execute specifically different roles which are found on nothing more than their natural gender. Although these roles do not posses true for every person, the mainstream of people lives out their lives in accordance with these very pervasive roles. Community tends to allocate classes of social roles to man individuals and classes of social roles to woman individuals (as community perceives their genders). These sex roles boundaries what both men and women can and cannot do. Gender roles enslave persons and force them to be what others want them to be. They are perpetuated and enforced by the mass media and community usually several ways, some which are evident and others which are more subtle. In several communities, there is a strong trend to overstate these sex roles, and it appears to regularly jump from a valid surveillance to a false conclusion. Gender roles can be described as a set of behaviors and attributes that are standard for every gender in a community. Gender role stereotypes are broadly-held beliefs about those behaviors and attributes (Singleton, 1987). The stereotypes to a great extent become the roles. Community forces people into some roles simply by anticipating that those roles are appropriate and enforcing them. Generally, the roles common in modern Western community recommend that males should be bossy, aggressive, and better at the maths and sciences, should become victorious in their professions, and should manage and suppress their emotions. Females, on the contrary, should be obedient, nurturing, gentle, superior at languages and the humanities, emotional, and eager of nothing more than a content family and a husband to provide for her, while she remains at home and tends the house. These gender-typed roles are effected and reinforced by the mass media and community usually in several ways, some evident and others more subtle. Nevertheless, there is a formerly broadly-held standpoint, somewhat less popular presently, that sex roles are the consequence of innate biological distinction between the genders; that men are biologically better-suited to hold positions of authority, for instance, and that females are more suited to look after the home and kids. It has been presently and regularly suggested that the presently championed roles are limiting and damaging to all engaged, males and females alike, from the time that they are kids. This view holds that our gender roles are solely the product of the community in which we live, and that their inappropriateness with the truth of individual characters causes pain and stress for several individuals, as do other types of oppression and stereotyping. Most of the study in this area has been based on researches which indicate the disparity and subordinate position of females in Western community. The natural view of sex roles states that the discriminated sex roles which survive in our community are the products of our evolution, and are inextricably connected with capabilities predominant in one gender or the other which are decided naturally. The roles prescribed for each gender are based on physical capabilities and properties of that gender, such as intelligence, brain lateralization, and varying hormone levels. This view was the accepted one all over the history, and has only recently been challenged. The issues with this view are, first, that it supposes that existing Western gender roles are the correct ones, second, that it rejects that we can or should alter our existing roles, and third, that it implies that conventional gender roles are adaptive and helpful to physical and psychological health. Recent proof and study favors the conclusion that none of these three points is really true. If existing Western gender roles are in fact naturally programmed into all human beings, we would anticipate such roles to be universal, and this is obviously not the case. If nothing else, this view overlooks, or diagnoses as pathologic, individual distinctions. Although certain consistency across several cultures is in fact discovered, even those who see these personalities as evolutionarily based have developed other, superior explanations for them than that they are natural and unchangeable. One such view states that societal distinctions in child-rearing practices are accountable for varying capabilities in every sex, but that these distinctions are due to the evolutionary sexual behavior of a polygenes species, as they believe humans to be. The supposition that gender roles are natural, and thus unchanging, can be refuted by the simple visible fact that gender roles, even within our community, have altered and are in the procedure of altering. Females, long deemed to be incapable to hold positions of authority or professions engaging intelligence, are at last beginning to be enabled to serve in such abilities (though the struggle for full identification is still far from over). Additionally, females are in the procedure of refuting the belief that they must have a family and kids to be done, when in fact several are happier without them. As regards psychological health and the adaptively of gender roles, the simple fact is that, when a association between gender roles and physical and mental health is discovered, it generally points to the conclusion that the woman gender role in specific is extremely associated to lower self-respect, higher levels of neuroticism (noticeable in such traits as over-sensitivity to condemnation and denial to involve in assertive behavior), and reduced capability to cope in those persons who adhere sternly to their socially prescribed sex role. Researches have proved that females, as well as males who are considered to be extremely feminine on the Bem Sex Role Inventory, are much more probably in situations of job stress to use avoidance coping at the cost of other, more useful, techniques. Additionally, females have been proven to be considerably less contented with their bodies, due to a sex role which states that they must be beautiful in order to attract a male, which should be of dominant significance in their lives. Even females of low body weight commonly diet, supposing themselves fat. This becomes an issue when it is proved that these thoughts of insufficiency about ones own body are connected to eating diseases, low self-respect, despair, and lowered or insufficient use of contraceptives. Perhaps one of the causes for the raised stress clear among those trying to adhere to the gender role recommended for them, also the most compelling proof against the natural approach, is the fact that several of the commonly-held Western gender capability stereotypes on which gender roles are based are simply inexact. Past and existing transforms in gender roles can furthermore be described by the fact that, since cultures alter, what roles are adaptive to each culture will also alter over time, and should do so. The socio-cultural view, affected to a large extent by feminism, additional states that the existing woman gender roles in our community are psychologically harmful to females, in that they encourage as desirable behaviors and beliefs which are unsuited with truth and are maladaptive to mental adjustment. The man sex roles are also harmful to males for the same causes. Much of the study completed on the harmful effects of sex stereotyping has concentrated on the way in which these stereotypes serve to further subjugate females. Nevertheless, males are hurt as well. Males are described that they should never show their feelings, they are socialized to be aggressive, and they are taught to derogate anything woman. This manifests itself as a high level of competitiveness, a disability to be open and susceptible, and a lack of ability in interpersonal communications. Inherent in this rejection of all things feminine is also a natural belief that maleness and femaleness are opposites. This dichotomy is damaging to males in specific, because it teaches them that if they try to gain some wanted feminine characteristics, they will in turn lose some of their maleness, which is perhaps the ultimate terror of the sex-stereotyped male. Moreover, both these dichotomized gender roles are detrimental to community as a whole because they promote violent behavior in males, against both each other and females, discourage individuals from following some activities in which they might excel provided the opportunity, and foster the communication space between the genders. For instance, several researches have establish that acceptance of rape myths such as most sufferers are at least partially to blame, are connected to gender role stereotyping and mistrust of the opposite sex on the part of both males and females. It would look clear, provided all the study extant, that even if it is the case that gender roles are the consequence of our species evolution and the physiological predispositions of each sex, and were adaptive in the past, these roles have not changed to reflect the altering truths of our community. Thus, any adaptive benefits they may have presented in the past are no longer present, and the roles must alter in order to be adaptive for individuals these days. This view is certainly daunting; if sex roles are to alter, then so must several other institutions of our community. The truth that most if not all adults these days adhere to these roles to some extent does not make this any easier. To alter the outlook on females would need alters in how we perceive family relations, how we teach our kids, our criminal and civil laws, and religion, among other things. Maybe the first step to making these alters is to change the methods in which males and females are presented in the mass media. Presently, such materials as T.V. perpetuate the conventional gender roles by presenting and emphasizing them, while discrediting those who go against the existing roles by either presenting them in an adverse light or, more regularly, by failing to present them at all. The belief that all females should be young and good-looking, and that their looks should be their main concern, is perpetuated by the facts that most females on TV are under 30 years old, and these females are shown continuously paying concentration to their looks, and by the fact that when females do make news, such things as their marital status, height, and hair color are regularly mentioned, even when these are unrelated to the problem at hand. Conclusion This is a very significant, if not essential, realization for community to come to. Provided that the existing gender role stereotyping has so several negative effects for all individuals in our community, and has yet to show any positive consequences, it stands to cause that when such an unbelievable force for oppression is eliminated from our lives, it can only advantage all engaged in the long run. Such study as has been completed in the past is required also in the future, but it must be accompanied by an active try to alter the things that are discovered, rather than simply acknowledging their harmful consequences in statistical breakdowns. It must also be made apparent that these roles are not general and unchallengeable and that there is hope for alter. Only when these truths are realized can our community begin to move toward a prospect of gender relationships that is adaptive for our time and for the upcoming.

Jerry Springer versus Oprah Winfrey Show :: Daytime Television TV

In the world of entertainment, TV talk shows have undoubtedly flooded every inch of space on daytime television. Many of us have seen and heard the often recycled topics found on such veteran shows as Geraldo and Sally Jessy Raphael. And anyone who watches talk shows on a regular basis knows that each one varies in style and format. One might enjoy watching the sometimes trashy subject matter found on Jenny Jones, while someone else might prefer the more serious and light hearted feel of the Maury Povich show. But no two shows are more profoundly opposite in content, while at the same time standing out above the rest, than the Jerry Springer and the Oprah Winfrey show. Jerry Springer could easily be considered the king of "trash talk." The topics on his show are as shocking as they get. For example, the show takes the ever common talk show themes of love, lust, sex, sexuality, adultery, cheating, guilt, hate, conflict and morality to a different level. In a vintage Springer show, one finds women who cheated on their boyfriends and are ready to confess. But the boyfriends are in for a bigger surprise. As it turns out that all the women haven't been secretly seeing other guys, but seeing other women, who also happen to be waiting backstage. Another episode tells of a John Wayne Bobbit type case, but with a more twisted plot. A male cuts off his own manhood because he claimed that his homosexual neighbor was stalking him. Shocking, indeed, but the list of talk material goes on from dangerous love triangles, broken homes, pregnant strippers, teenage prostitutes, adult film stars, devil worshippers and the ever popular talk show regulars, the members of the Ku Klux Klan. Clearly, the Jerry Springer show is a display and exploitation of societies moral catastrophes, yet people are willing to eat up the intriguing predicaments of other peoples lives. Oprah Winfrey was once a follower of the trash TV format, but her long running popular TV talk show has since been reformed. Like Jerry Springer, the Oprah Winfrey show takes talk TV to its extreme, but Oprah goes in the opposite direction. Oprah is probably the most immaculate talk show there is. It is unlikely that you will find guest on Oprah that have committed adultery, have sold their souls to the devil, or are part of a racist hate group. Instead, the show focuses on the improvement of society and an individuals quality of life. Topics range from teaching your children responsibility, managing your work week, proper etiquette, getting to know your neighbors and entertaining interviews with Jerry Springer versus Oprah Winfrey Show :: Daytime Television TV In the world of entertainment, TV talk shows have undoubtedly flooded every inch of space on daytime television. Many of us have seen and heard the often recycled topics found on such veteran shows as Geraldo and Sally Jessy Raphael. And anyone who watches talk shows on a regular basis knows that each one varies in style and format. One might enjoy watching the sometimes trashy subject matter found on Jenny Jones, while someone else might prefer the more serious and light hearted feel of the Maury Povich show. But no two shows are more profoundly opposite in content, while at the same time standing out above the rest, than the Jerry Springer and the Oprah Winfrey show. Jerry Springer could easily be considered the king of "trash talk." The topics on his show are as shocking as they get. For example, the show takes the ever common talk show themes of love, lust, sex, sexuality, adultery, cheating, guilt, hate, conflict and morality to a different level. In a vintage Springer show, one finds women who cheated on their boyfriends and are ready to confess. But the boyfriends are in for a bigger surprise. As it turns out that all the women haven't been secretly seeing other guys, but seeing other women, who also happen to be waiting backstage. Another episode tells of a John Wayne Bobbit type case, but with a more twisted plot. A male cuts off his own manhood because he claimed that his homosexual neighbor was stalking him. Shocking, indeed, but the list of talk material goes on from dangerous love triangles, broken homes, pregnant strippers, teenage prostitutes, adult film stars, devil worshippers and the ever popular talk show regulars, the members of the Ku Klux Klan. Clearly, the Jerry Springer show is a display and exploitation of societies moral catastrophes, yet people are willing to eat up the intriguing predicaments of other peoples lives. Oprah Winfrey was once a follower of the trash TV format, but her long running popular TV talk show has since been reformed. Like Jerry Springer, the Oprah Winfrey show takes talk TV to its extreme, but Oprah goes in the opposite direction. Oprah is probably the most immaculate talk show there is. It is unlikely that you will find guest on Oprah that have committed adultery, have sold their souls to the devil, or are part of a racist hate group. Instead, the show focuses on the improvement of society and an individuals quality of life. Topics range from teaching your children responsibility, managing your work week, proper etiquette, getting to know your neighbors and entertaining interviews with

The analysis of psychological phenomena

The analysis of psychological phenomena can be approached from several perspectives. Each offers somewhat different account of why individuals act the way they do, and each can make a contribution to our perception of the total person and a deeper understanding of a person’s overt and covert behavior. Human activities involves remembering,deciding,reasoning, classifying, planning, and so on- that have traditionally been thought to belong to a group of mental processes generally falling under the label â€Å"cognition. We can think of cognitive activities in terms of tasks. We use one cognitive powers and capacities to carry out all sorts of projects from deciding what to wear to a party to â€Å"keeping tabs† on a bank account. We may use our cognitive powers to solve our problems, fro example to find the shortest route home. These tasks can be performed well or ill, correctly or incorrectly, carefully or carelessly with many intermediate possibilities. Our solutions c an be more or less adequate more or less cleverly arrived at and so on. The study of these activities and the standards to which theory are taken to conform, is cognitive psychology. The modern cognitive perspective is a reaction to the narrowness of behaviorism and the stimulus-response view which tend to neglect complex human activities like reasoning, planning, decision making, and communication. The modern study of cognition is concerned with mental processes such as perceiving, remembering, reasoning, deciding, and, problem solving. Cognitive approach examines how we process, store, and use information and how these information influences what we attend to, perceive, learn, remember, believe, and feel. The modern study of cognition is premised on the supposition that: only by studying mental process can we fully understand what organisms do and why; and we can study mental processes in an objective fashion by focusing on specific behaviors – just as the behaviorists do, but also interpreting them in terms of underlying mental processes. In making these interpretations, cognitive psychologists often rely on an analogy between the mind and the computer. Incoming information is processed in different ways: It is selected, compared, and combine with other or all information already in the memory, transformed, altered, rearranged, organized, and so on. For instance, the simple act of recognizing who it is when a friend phones and says â€Å"Hello† requires you unconsciously to compare her voice to samples of other peoples’ voices that you have already stored in your long-term memory. We can use our sample problems to exemplify the cognitive perspective. When we interpret someone’s behavior, fundamentally we are engaging in the form of reasoning that is what is most likely cause of such action or conduct. Just as we may reason about why and what motivates human behavior. Cognitive approaches to motivation propose that motivation is a product of people’s thoughts, expectations, and goals- their cognition. Motivation is the emotional stimulus that causes an individual to act. The stimulus maybe a need or drive that energizes certain behaviors. (Feldman, R. 2003 p. 28). If only we fully understand what motivates us, we are more likely to achieve our personal of professional goals. The causes of motivation range from physiological events within our brain that involves cognition and the body where manifestation of covert actions are seen. Psychology have generally proposed that all human behavior is goal directed towards satisfying a felt need. As a conse quence, an unsatisfied needs causes one an inner tension which could be observable physically or psychologically. Then the individual engages in some action to reduce or relieve the tension. The individual wants to do something that will satisfy the perceive needs. For example, a thirsty man needs water, because he is driven by his thirst and is therefore motivated to drink. All humans have needs. They need to breath, eat, drink, and rest. But these needs are only part of a much larger picture. People also need to be accepted, fulfilled, recognized, and appreciated. They need to dream, aspire, desire , and acquire. These motives are all the result of how our cognition work by giving interpretation to what we desire and what the outcome of our goals maybe. Individual’s motives are the inner states that energizes, activates or moves and directs or channels behavior towards certain goals. Motives causes individuals to reach out, to seek fulfillment, and to begin searching for gratification. (Plotnik, R. 1999 p. 331). The cognitive theory explains that we may do things to satisfy our personal beliefs or meet our personal goals. For example, John may have undertaken a life-threatening behavior that is climbing the Mount Fuji of Japan. What motivates John to endure such agony? Cognitive theory’s concept of intrinsic motivation will explain John’s dangerous behavior; thus climbing itself was rewarding, climbing allowed him to meet his own personal goals, beliefs, and expectations. Everyone has their own personal goals, so does John. Cognitive theories of motivation draw a key distinction between extrinsic and intrinsic motivation. Extrinsic motivation involves engaging in certain activities or behaviors that either reduce biological needs or helps us obtain incentives or external rewards. While, Intrinsic motivation involves engaging in certain activities or behaviors because the behaviors themselves are personally rewarding because engaging in these activities fulfills our beliefs or expectation ( Atkinson et al. 1996 p. 335-337). These two types of motivation (intrinsic and extrinsic) were additive and could be combine to produce the highest level of motivation. These two forms of motivation may based either on enjoyment or obligation. In this context obligation refers to motivation based on what individuals thinks ought to be done. For instance, a feeling of responsibility for a mission may lead to helping others beyond what is easily observable, rewarded of fun. Intrinsic motivation explains that people volunteer their services, spend hours on hobbies, run marathons, or work on personal projects because these activities are personally rewarding, fulfilling or challenging. Intrinsic motivation emphasizes that we do many things because of personal beliefs, expectations, or goals, rather than external incentives. The concept of intrinsic motivation provides an explanation why humans are motivated to do the things they wanted to do, or to fulfill. Intrinsic motivation causes us to participate in an activity for our own enjoyment (like John did), rather than for any concrete, tangible reward that it will bring us. For example, when a physician works long hours because she loves medicine, intrinsic motivation is prompting her; if she works hard in order to make a lot of money, extrinsic motivation underlies her efforts. We are more apt to persevere, work harder, and produce work of higher and higher quality when motivation for a task is intrinsic rather than extrinsic (Rawsthorne & Elliot,1999) . Most explanations on the motivations of human behavior were a combine elements of Bernard Weiner’s attribution theory, and Bandura’s work on self- efficacy and other studies relating to locus of control and goal orientation. Thus it is thought that the students are more likely to experience intrinsic motivation if they attribute their educational results to internal factors that they can control the amount of effort they put in, not ‘fixed ability'; believe they can be effective agents in reaching desired goals (e. g. the results are not determined by dumb luck. ;are motivated towards deep ‘mastery' of a topic, instead of just rote-learning ‘performance' to get good grades. The cognitive concept of motivation is based upon several assumptions about people and what people think and do. More specifically, the needs view of motivation seems to assume the following that; individual are aware of their own personal needs in a conscious manner. Each individua l knows whether lets say the belongingness needs are personally important- as they perceived it to be, whether power needs are greater than security needs, and so forth. People recognize urgencies and are capable of putting them down into their priority; motives are primarily internal needs and not created by environment again as how interpreted it is to be; that more people are capable of assessing activities available to them to determine that if they do well and receive rewards for their performance, the result will be the fulfillment of known and interpreted to be their internal needs; and lastly, individuals are future oriented in their motivational drives. Instead looking to past performances and past rewards, the individuals are also concerned about existing and future unfilled needs, not the past fulfilled ones. In 1941, Miller and Dollard proposed a theory of social learning and imitation that rejected behaviourist notions of associationism in favor of drive reduction principles. It was a theory of learning, however, that failed to take into account the creation of novel responses or the processes of delayed and non-reinforced imitations. In 1963, Bandura and Walters broadened the frontiers of social learning theory with the now familiar principles of observational learning and vicarious reinforcement. By the 1970s, however, Bandura was becoming aware that a key element was missing not only from the prevalent learning theories of the day but from his own social learning theory. Bandura (1986) advanced a view of human functioning that accords a central role to cognitive, vicarious, self-regulatory, and self-reflective processes in human adaptation and change. People are viewed as self-organizing, proactive, self-reflecting and self-regulating rather than as reactive organisms shaped and shepherded by environmental forces or driven by concealed inner impulses. From this theoretical perspective, human functioning is viewed as the product of a dynamic interplay of personal, behavioural, and environmental influences. For example, how people interpret the results of their own behaviour informs and alters their environments and the personal factors they possess which, in turn, inform and alter subsequent behaviour. This is the foundation of Bandura's (1986) conception of reciprocal determinism, the view that personal factors in the form of cognition, affect, and biological events, behaviour, and environmental influences create interactions that result in a triadic reciprocality. Bandura altered the label of his theory from social learning to social â€Å"cognitive† both to distance it from prevalent social learning theories of the day and to emphasize that cognition plays a critical role in people's capability to construct reality, self-regulate, encode information, and perform behaviour. The cognitive approach to motivation suggests basically that people are mentally aware of how situations around them appeal to their needs. At the same time, people recognize the consequences and effects of their own personal actions as those actions results in either rewards or penalties. The key to motivation is the fact that the performer senses or comprehends what is taking place. As the power- oriented individual can be expected to respond to the opportunity to gain more power, so may the friendship-starved individual be appealed to by the opportunity for socializing- all these means to the attainment of one’s urgent need or to accomplish needs as perceived or construe them to be.

Machiavelli and Renaissance Humanism

Renaissance Humanism is defined as â€Å"a literary and linguistic movement-an attempt to revive classical Latin (and later Greek), as well as the values and sensibilities that came with the language† (Hunt et al, 415). I think that Machiavelli was a humanist of his era because in his writing The Prince, he relied on history to provide a handbook to future rulers and princes. Machiavelli drew much of this guidebook from his past dealings with politicians and their self-ambitious monarchies. In my opinion he wrote this guide to as a way to show future princes that the ways of the past should be adhered to in order for Italy to regain its prior glory. In The Prince Machiavelli uses many examples from history to show that we need to embrace the past in order to gain a prosperous future. Machiavelli's, The Prince serves as a handbook to future rulers with their roles and responsibilities. Machiavelli begins his handbook with his view of princely virtues. He argues that in order for a person to be a good leader and stay in rule he must not just be a good person but that â€Å"he must learn how to not be good† (Lawall et al, 1951) in order to protect himself from anyone trying to overtake his rule. He must always be prepared and not make himself the â€Å"good guy† all the time. Machiavelli shows that being a good person all of the time will only allow for the bad people to overpower the good people, â€Å"because anyone who determines to act in all circumstances the part of a good man must come to ruin among so many who are not good† (Lawall et al, 1951). Machiavelli goes on to further his humanistic views on how a prince should be viewed by his people. He discusses the choices a person of power has in being â€Å"liberal† (1952) and generous or stingy. He goes on to say that being too liberal will bring a man of power to ruin and that being frugal is important. He explains that as long as a ruler â€Å"abstains from the property of his citizens and subjects† he will gain the respect of his people. He goes on to discuss that a ruler will be more respected if he is living and spending other people’s money. He discusses the examples set by Cyrus, Caesar, and Alexander in which they lived off â€Å"plunder, loot and ransom† (1953). These three rulers were spending the â€Å"money of others† (1953) and therefore were not hurting themselves by having to spend what was already theirs. Machiavelli goes on to explain that â€Å"nothing eats itself up as fast as does liberality† (1953) because when practiced it can lead to poverty and will make a ruler have to raise taxes which will in turn bring hatred on by his people (1953). Machiavelli also discusses the importance of being feared and loved as well as, being thought of as cruel but compassionate all at the same time. He uses Dido and Borgia as examples. Borgia is used as the example for cruelty. He says that because Borgia was so cruel his cruelness brought prosperity and unity to Romagna and therefore was prosperous because of the fear that he instilled in his people. But because his Senate was too â€Å"compassionate† he lost his clout (1954). Machiavelli also explains that a new prince is going to face several challenges and because of this will be faced to make very hard decisions that may or may not hurt his reputation among his people. Here he uses Virgil’s Dido as an example, â€Å"Hard circumstances and the newness of my realm force me to do such things, and to keep watch over all my lands† (1954). From these examples, Machiavelli is telling his reader that as a prince they must be flexible and show cruelty or compassion when needed in any situation. Machiavelli goes on to state that a prince should â€Å"be slow in believing and acting, and should make no one afraid of him†Ã¢â‚¬ ¦so that â€Å"too much confidence does not make him incautious, and too much suspicion does not make him unbearable† (1954). This is the way to keep support from his people and will not turn their backs on him when the going gets tough. Renaissance Humanism is defined as â€Å"a literary and linguistic movement-an attempt to revive classical Latin (and later Greek), as well as the values and sensibilities that came with the language† (Hunt et al, 415). Machiavelli’s The Prince was essentially a handbook for how a Prince should portray himself but could also be seen as a day to day handbook by the everyday people of his time for they were all faced with the same moral decisions on a daily basis. Machiavelli used The Prince as a gateway to create a moral and philosophical guide for all people in general and uses examples from history to show that the past needs to be embraced in order to gain a prosperous future.