The role of corporate identity in the Malaysian higher education sector Free Essays

string(141) " The creative activity of a logo is a portion of its individuality edifice procedure which represents what it stands for \( Olins, 1995 \) \." The Role of Corporate Identity in the Malayan Higher Education Sector Identity, image and repute are the chief docket of organisation through corporate communicating activities. Van Riel ( 1997 ) survey found that there are three chief constructs in corporate communicating that are ever being studied by bookmans. The constructs are corporate individuality, corporate repute and communicating direction. We will write a custom essay sample on The role of corporate identity in the Malaysian higher education sector or any similar topic only for you Order Now On overall, corporate communicating is referred to as communicating, added with advertisement, media matter, fiscal communicating, employee communicating and crisis communicating. In order to be effectual, every organisation needs a clear sense of intent that people within it understand. They besides need a strong sense of belonging. Purpose and belonging is the two aspect of individualities. Every organisation is alone and the individuality must jump from organisation ‘s ain roots, its personality, its strengths and its failings. The individuality of the cooperation must be so clear that it becomes the yardstick against which its merchandises and services, behaviours and actions are measured. This means that the individuality can non merely be a slogan, or a aggregation of phrases: it must be seeable, touchable and all encompassing. Everything that organisation does must be an avowal of its individuality. In globalisation universe, both academic and concern involvements in corporate individuality have increased significantly in recent old ages. Organizations have realised that a strong individuality can assist them aline with the market place, attract investing, actuate employees and serve as a agency to distinguish their merchandises and services. Identity is now widely recognised as an effectual strategic instrument and a agency to accomplish competitory advantage ( Schmidt, 1995 ) . Thus, many organisations are endeavoring to develop a distinguishable and recognizable individuality. Certain features of an efficacious corporate individuality include a repute for high quality goods and services, a robust fiscal public presentation, a harmonious workplace environment, and a repute for societal and environmental duty ( Einwiller and Will, 2002 ) Harmonizing to Melewar and Sibel Akel ( 2005 ) , the globalization of concern has eventually been embraced by the higher instruction sector in which instruction is seen as a service that could be marketed worldwide. Universities and other establishments of higher instruction have to vie with each other to pull high quality pupils and academic staff at an international degree. Hence, competition is no longer limited within national boundary lines. As instruction and preparation become a planetary concern sector, instruction selling is developing criterions more kindred to consumer goods selling. This presents several challenges for Malayan universities such as the development of a more client orientated service attack to instruction and an increased accent on corporate image. In a market where pupils are recognized as clients, universities have to implement schemes to keep and heighten their fight. Higher instruction sector in Malaysia develops quickly since 1990. Now, Malaysia has 20 public universities offering a assortment of classs and 100s of private universities. Competition is non merely within the state, but regionally and globally. The university needs to develop a competitory advantage based on a set of alone features. Furthermore, universities need to pass on these features in an effectual and consistent manner to all of the relevant stakeholders. Under these fortunes, universities have eventually realized the function of corporate individuality as a powerful beginning of competitory advantage.They understand that if managed strategically, corporate individuality can assist them develop a competitory border over rivals ( Olins, 1995 ) . As a consequence, a turning figure of universities have started to develop and implement corporate individual ity programme as portion of their strategic rowth and enlargement ( Baker and Balmer, 1997 ) . Reappraisal of Literature Corporate individualityBirkigt and Stadler ( 1986 ) derived from Cornelissen and Elving ( 2003 ) refer to corporate individuality as the strategically planned and operational self-presentation of a company, both internal and external, based on an in agreement doctrine, long term company ends, and a peculiar coveted image, combined with the will to use all instruments of the company as one unit achieved by agencies of behavior, communicating and symbolism. Although universities are a higher instruction establishment organic structure instead than a corporate company, they have somehow embodied a corporate mentality in its quest to recognize its mission statement as an in agreement doctrine outlined earlier. Give this state of affairs, university is extremely prudent in its attempt to accomplish what it has set out to carry through by foremost, beat uping its tools and means to pass on its individuality to its groups. In recent old ages, the importance of the corporate image has been recognized. One of the grounds behind this is the turning involvement in surveies of corporate image. The organisation considers that the transmittal of positive image is an indispensable stipulation for set uping a commercial relationship with mark groups ( van Riel, 1995 ) . Congruent with statements by Birkigt and Stadler ( 1986 ) and Alessandri ( 2001 ) who posit that corporate individuality needs to be founded upon the mission statement of a corporate entity, university, in advancing its academic excellence, has significantly rallied its forces in geting at a logo that is really much stand foring the organisation and what it has to offer based on its mission statement. Olins ( 1995 ) outlines four phases in constructing an individuality plan. First, probe, analysis and strategic recommendations are carried out internally to find what a corporate entity should stand for. Insofar as university is concerned, it considers factors such as its place, market portion, nucleus values, cardinal thought, growing forms, size, corporate civilization, profitableness and fight in puting its ends. Olins ( 1995 ) argues that one time internal analysis and strategic recommendations have been carried out, the following phase is developing the individuality by agencies of behavioral alteration, individuality construction and name and ocular manner. Harmonizing to Birkigt and Stadler ( 1986 ) , corporate individuality is besides communicated through the behavior of a corporate entity where mark groups are able to be judged by the actions conducted by the entity in covering with external forces or stimulations. The creative activity of a logo is a portion of its individuality edifice procedure which represents what it stands for ( Olins, 1995 ) . In planing the ocular manner, university makes usage of different colorss in the logo. To take words of Olins ( 1995 ) , the intent of a symbol is to show the cardinal thought of the organisation with impact, brevity and immediateness. The usage of different colorss and their representation in the logo of the university does show the cardinal thought to portray university as a modern organisation founded upon healthy rules and administration. Olins ( 1989 ) argues that symbolism warrants consistent quality criterions and contributes to the trueness of clients ( in our instance, pupil as clients to the university ) and other mark groups ( the possible pupils ) . The 3rd phase of Olins ‘ Corporate Identity formation is launched and introduced to pass on corporate vision. The individuality of university must be communicated through the mass media, another medium of individuality formation. The concluding phase of individuality formation is execution. In alliance with its mission statement to market the university as a first pick, university should join forces with other organisations in its quest to raise consciousness. Olins ( 1995 ) corporate individuality direction needs to be considered in the same position as fiscal direction or information system direction as portion of corporate resource where uninterrupted attempts is necessary to implement and keep it. However, Melewar and Jenskin ( 2002 ) place five sub-const ruct to mensurate corporate individuality or organisation viz. communicating and ocular individuality ; behaviour ; corporate civilization ; market conditions ; house, merchandise and services. The theoretical account adapts a multidisciplinary attack in the analysis of corporate individuality. It unites the psychological, in writing design, selling and public dealingss paradigms of the corporate individuality. In this manner the theoretical account represents different positions and school of ideas of corporate individuality, taking for a balanced combination between these different subjects. Furthermore, in footings of its application, the theoretical account presents a practical tool for analysis with its simple construction summarised in a comprehendible in writing presentation. Communication and ocular imagetouch about corporate ocular image ; corporate communicating ; architecture and location and unmanageable communicating. Corporate ocular individuality of the administration is reflected by five chief constituents which are orporate name ; symbol and/or logotype ; typography ; coloring material ; and slogan ( Dowling, 1986 ; Olins, 1995 ) . Harmonizing to Olins ( 1995 ) these constituents â€Å" present the cardinal thought of the administration with impact, brevity and immediateness † . Meanwhile, corporate communicating defined by Van Riel ( 1995 ) is a direction instrument to make and harmonize favorable relationships with external and internal stakeholders. As pointed out by Markwick and Fill ( 1997 ) , it is critical to guarantee that consistent corporate communicating is delivered to all stakeholders. Melewar and Sibel Akel ( 2005 ) surveies on corporate individuality of the University of Warwick sort its stakeholders into two classs viz. in ternal ; and external stakeholders. The external stakeholders cover a broad scope of audiences from sentiment leaders ( concern, media, academic, believe armored combat vehicle, instruction specializer, government/political ) to alumnas and instructors. The internal audiences are divided into three chief groups – pupils ; academic ; and non-academic staff. In a research survey conducted by the University ( Opinion Leader Research ) it was found that overall cognition of the University differed well between these audiences: On the whole, a far higher proportion of internal as opposed to external audiences province that they know the University good. Among the internal audiences, the faculty members in peculiar, demo a low degree of cognition of the university ( Jones, 2001 ) . Corporate communicating covers direction, selling and organisational communications. Among the three, direction communicating is seen as the most of import ( Van Riel, 1995 ) . Top degree directors are s een as the chief medium of direction communications since they are responsible for conveying the corporate doctrine and vision to the internal stakeholders ( Melewar and Jenkins, 2002 ) . The constituent ofbehaviorconsists of direction behavior and employee behavior. Given the current demand for economic answerability and the increased focal point on consumer pick, universities are sing pupils and staff as clients. Consequently, to prolong the coveted degree of service quality, the relationship between administrative staff and faculty members, and administrative staff and pupils has become more structured. Therefore, the behavior of direction at universities is progressively resemblers that of a commercial company. Increasingly, faculty members acknowledge that a â€Å" corporate individuality refers to an administration ‘s alone features which are rooted in the behavior of employees † ( Balmer and Wilson, 1998 ) . As a consequence of decreased authorities support and a larger societal focal point on consumer pick, universities design classs that are in conformity to what consumers want instead than what universities believe should be taught. This new manner of looking at â€Å" clients † of instruction has created a demand to reexamine the relationship between the clients and university employees. However, in the context of a university, the designation of the client and the employee is non an easy undertaking. First, as identified by Sirvanci ( 1996 ) the student-university relationship is non a typical customeremployee relationship. The university pupil differs from a â€Å" conventional † client in the sense that the university pupil does non hold full freedom of pick with the merchandise ( knowledge/education ) , duty for paying the monetary value and might non even â€Å" measure up † to buy the merchandise. Second, in an environment where the pupils are classified as internal clients the categorization of academic staff is debatable. Academicians are classified both under internal client and academic staff. Evidence shows that relationship between academic and administrative staff is an country of possible struggle ( Pitman, 2000 ) . The tenseness is likely to arise from the fact that academic staff have different motivations for working in a university fro m administrative staff members and utilize a different value system of their ain. Corporate civilizationhas been a chief focal point of academic direction since the early 1980s ( Wiedmann, 1988 ) . Culture is the normally held and comparatively stable beliefs, attitudes and values that exist within the administration ( Williamset Al., 1993 ) . Jarzabkowski and Wilson ( 2002 ) surveies found that civilization in University of Warwick is based on the undermentioned dogmas: successorientated ; entrepreneurial and competitory ; intra-organisational competition ; low tolerance for non-performers ; open uping ; viing at the highest degree of sectoral environment, ( Harvard, Berkeley, Cambridge and Stanford ) ; and â€Å" strong Centre, strong section † . However, in an academic establishment understanding on a individual value set is hard to accomplish. Baker and Balmer ( 1997 ) in their survey about the corporate individuality of University of Strathclyde place that the job arises chiefly from the fact that each member of the university is an expert in a specific country and has hence a really strong position about how to continue in this country. In the absence of a general way for the academic community to continue this sub-cultures and multiplicity in individualities may harm the successful execution of a corporate individuality programme. The constituent of corporate civilization fundamentally involves the component of nationality ; ends, doctrines and rules and organisational imagination and history. Top ranking university accommodates pupils from different nationalities. With increasing Numberss of abroad pupils and academic staff, the function of nationality is diminishing. However, pupil consumption for public university in Malaysia is controlled by the authorities. The assignment of the academic staff besides needs particular permission from the authorities. As is common among other Malayan universities, it capitalises chiefly on the English linguistic communication as the chief linguistic communication of commercialism. Moingeon and Ramanantsoa ( 1997 ) stress the interaction between history and corporate individuality. They point out the manner history influences the definition of corporate individuality, i.e. â€Å" individuality is the merchandise of the history of the administration † ( Moingeon and Ramanantsoa, 1997 ) . They further province that individuality influences history and shapes the perceptual experiences and actions of the organisation members. Therefore, individuality besides produces history. History created an individuality in support of the entrepreneurial self-image and income bring forthing orientation of the university ( Jarzabkowski and Wilson, 2002 ) . Component of corporate individuality focal point onmarket conditionsaffecting nature of the industry and selling scheme. Malaysia ‘s higher instruction market is crowded and competitory. The general regulation in the market is that prospective pupils will frequently go to a prima university because of its overall repute, even though it may be comparatively weak in the specific capable chosen. The instruction and research appraisal exercises conducted on a regular basis and the magazine ( such asThe Times Higher EducationAddendumetc ) publications of the ranking of the universities reveal that certain universities are more well-thought-of and are perceived to be general leaders in the field. However, the generic feature of higher instruction makes the projection of a differentiated individuality hard. Harmonizing to Melewar and Sibel Akel ( 2005 ) , some universities such as Cambridge, Oxford, Imperial College, Durham, LSE, UCL, York, Nottingham, Manchester and Bristol have succeeded in this hard undertaking. Corporate and selling schemes are one of the few attempt to advance university internationally. For illustration, University of Warwick ‘s schemes are â€Å" heightening and advancing the University ‘s repute, peculiarly on the international phase † and mottos such â€Å" maintaining and developing our strengths in institutional administration and direction † and attempts to demo that â€Å" the university is be aftering to go on its business-like development † Corporate and selling schemes non merely find coveted future provinces of the organisation but they besides influence the formation of trade name and corporate perceptual experiences. Therefore, the manner an organisation defines its corporate schemes has a important impact on how it is perceived by its stakeholders. Simoes and Dibb ( 2001 ) province that the impression of corporate individuality is linked to the corporate trade name construct. Besides harmonizing to Ind ( 1997 ) corporate stigmatization is more than a ocular projection of the organisation – it is a manifestation of the organisational nucleus alues. Firm, merchandise and servicesare the last constituent in corporate individuality developed by Melewar and Storrie ( 2001 ) . These constituents are branding schemes and organisational public presentation. Branding to the populace is through heavy advertisement of the company ‘s image in the media and by editorial coverage in the local or international imperativeness. Articles in academic periodical, refereed diary, continuing and books by university lectors and pupils are a portion of positioning scheme for the university to make a good trade name of the university. University ‘s design, landscapes, and image development could besides be considered as portion of the stigmatization scheme. Performance of the university is evident by itself in footings of constructing up a loyal client base, winning national awards, retaining and developing employees, and the growing to the franchise. The public presentation can be measured by the acknowledgment received by the university. University ranking published by Times Higher Educations Supplement and other reputable organisation is a best index to mensurate university ‘s public presentation. Besides university ranking, other acknowledgment and award such as ISO 9000, discoverer award obtained by pupils and lector of the university, can be considered as elements of public presentation. Purpose of the Study This survey ‘s major intent was to try to find what the function of corporate individuality from the position of the university ‘s prospective clients ( among the pupils from Matriculation College in Malaysia ) . We were most interested in how of import they considered the corporate individuality map is. The survey was designed specifically to detect what these pupils thought about corporate individuality and how they saw this map being implemented in the university. This survey ‘s major intent was to try to find what the function of corporate individuality from the position of the university ‘s prospective clients ( among the pupils from Matriculation College in Malaysia ) . We were most interested in how of import they considered the corporate individuality map is. The survey was designed specifically to detect what these pupils thought about corporate individuality and how they saw this map being implemented in the university. Method This was a bead and collect questionnaire survey of matriculation college pupils. Subjects came from 9 Matriculation College throughout Malaysia. In each of this matriculation college, pupils were prospective clients for the public university in Malaysia. In this subdivision, informations assemblage processs, respondents, and measurings of variables are detailed. Respondents Respondent in this research are prospective clients of the University Utara Malaysia ( among pupils from matriculation colleges in Malaysia ) . Survey packages were sent straight to 500 pupils. The sample n=496 ( 99.2 % ) in nine matriculation Centre. The ationale for taking this sample is that all respondents are prospective clients of the university and their perceptual experience is indispensable to find the corporate individuality of the university. Approximately 78.23 % ( n = 388 ) are female and 21.77 % ( n = 108 ) are male. This sample distribution reflects the norm of pupils in Malaysia. The bulk of the respondents are ( 70.97 % ( n = 352 ) respondents from history watercourse, while 29.03 % ( n = 144 ) from scientific discipline watercourse in matriculation Centre. Respondent in this research are prospective clients of the University Utara Malaysia ( among pupils from matriculation colleges in Malaysia ) . Survey packages were sent straight to 500 pupils. The sample n=496 ( 99.2 % ) in nine matriculation Centre. The ationale for taking this sample is that all respondents are prospective clients of the university and their perceptual experience is indispensable to find the corporate individuality of the university. Approximately 78.23 % ( n = 388 ) are female and 21.77 % ( n = 108 ) are male. This sample distribution reflects the norm of pupils in Malaysia. The bulk of the respondents are ( 70.97 % ( n = 352 ) respondents from history watercourse, while 29.03 % ( n = 144 ) from scientific discipline watercourse in matriculation Centre. Measurement Instrument Based on corporate individuality theoretical account developed by Melewar and Jenskin ( 2000 ) , there are five chief constituents to developing corporate individuality. Melewar and Storrie ( 2001 ) besides use in the survey for service company. Melewar and Sibel Akel ( 2005 ) , besides apply the same theoretical account to analyze the corporate individuality Warwick University. The instrument used to measure corporate individuality includes 80 points based on corporate individuality theoretical account developed by Melewar and Jenskin ( 2001 ) . The points stand foring four constituents of corporate individuality which are communicating and ocular image, behavior, corporate civilization, market conditions and house, merchandise and services. Each point is measured utilizing 5- point Likert type scale.Prior to the existent survey, we conducted a pre-test survey among respondents in the matriculation colleges. The pre-test conducted sought to find the grade of stableness, trustiness, dependableness of the measuring used in this survey, as there are really limited survey on corporate individuality and corporate repute. Consequences of the pre-test show Cronbach’s alpha for communicating and ocular individuality is.90, behaviour is.87, corporate civilization is.86, and market status is.80 and house, merchandise and services 0.78. Consequences Before we conduct factor analysis, informations are tested for coding/data entry mistakes and trials for normalcy are conducted for each of the study points every bit good as the concepts that are created by calculating single points. Trials for normalcy include kurtosis easures, lopsidedness steps, and ocular review of histograms. The bulk of points appear to be within normalcy. Kurtosis steps are below one. Lopsidedness steps are around zero, and analysis indicates normal-shaped histograms. Based on dimensions of corporate individuality in the communicating literature, and some points from Melewar and Akel ( 2005 ) , we generated an initial set of 80 points. These points focused on communicating and ocular individuality, corporate behavior, corporate civilization, market conditions and house, merchandise and services. Using informations collected from the sample of 496 pupils, we conducted an explorative factor analysis utilizing chief constituents with the figure of factors non sp ecified. The magnitude and scree secret plan of the characteristic root of a square matrixs indicated factors. In the following factor analysis, we set the figure of factors to five and interpreted factor burdens based on form matrix which resulted from oblique rotary motion ( Hair et al. 1998 ) . Oblique rotary motion was appropriate because the ultimate end of this research through factor analysis is to obtain several theoretically meaningful factors or concepts. Analysis of the 80 points resulted in five factors that explain 57 % of the discrepancy. Based on the oblique factor form, each factor clearly reflected one of the five priori dimensions. Subsequent loops were performed following omission of cross-loaded points or points that were theoretically inconsistent with their factor. The regulation of pollex provided by Hair, Anderson, Tatham and Black ( 1998 ) were applied where points load less than.30 were eliminated. The ensuing solution consisted of 52 points explicating 78.4 % of the discrepancy. The dislocation of these points was communicating and ocular individuality ( 19 points ) , behavior ( 11 points ) , corporate civilization ( 11 points ) , market conditions ( 6 points ) and house, merchandise and services ( 5 points ) . The revolved factor burdens for these 52 points appear in Table 1. Factor Analysis Normally, when factor analysis is used in a survey of this nature, consequences reveal a certain sense of conformance between variables. As a consequence, one normally can do well more sense out of factor burdens than is the instance in this peculiar survey. The chief constituents processs produced 5 factors with characteristic root of a square matrixs greater than 1.0. This 5 factor solution, shown in Table 1 ( see appendix ) , accounted for 57.9 per cent of the entire discrepancy. Factor 1 Nineteen points clearly define factor 1 as shown by the burdens in Table 1. All points load positively and the statement appear to stand for a construct of corporate communicating and individuality ocular. Statement such as ‘promotion ‘ , ‘advertising ‘ , ‘information and message ‘ and ‘media used ‘ , seem to stand for corporate communicating portion. Other point such as ‘office interior design ‘ , ‘lighting ‘ , ‘furniture ‘ , ‘design of edifice ‘ , ‘location ‘ , ‘landscape ‘ , ‘space ‘ , ‘logo ‘ and ‘the word UUM ‘ represent ocular individuality of the university. Communication and ocular individuality shows an of import component in mensurating the corporate individuality of the university. Factor 2 Behaviour is categorized under intangible individuality and highly of import in corporate individuality. Eleven statements clearly meet the lading standards on this factor. These points are ‘university ‘s policy ‘ , ‘behaviour of direction ‘ , ‘ethics ‘ , ‘quality of relationship ‘ , ‘staff dressing ‘ , ‘personal features ‘ , ‘suitable accomplishment ‘ , ‘helpful ‘ , ‘understanding ‘ and ‘knowledgeable ‘ . Factor 3 Another 11 points clearly define this factor. They are ‘vision and mission ‘ , ‘goal accomplishment ‘ , ‘philosophy and chief ‘ , ‘aspiration ‘ and ‘history and imagination ‘ . Most of these points reflect corporate civilization issues. Factor 4 Six points load flawlessly on this factor. They are ‘student oriented ‘ , ‘the function as pupil ‘s development ‘ , ‘strategic marketing ‘ and ‘promotion ‘ . This factor seems to reflect a sense of market conditions in the university ‘s corporate individuality. Factor 5 Five other statements specify this factor. They are ‘marketing scheme ‘ and ‘branding ‘ , stand foring the elements of branding. While, ‘award ‘ , ’employee public presentation ‘ , and ‘excellent ‘ loaded under component of public presentation. Discussion of Consequences This determination shows an of import facet of corporate individuality in Malaysia is higher instruction sector. For higher instruction sector in Malaysia, all constituent of corporate individuality ( communicating and ocular image, behavior, corporate civilization, market status and house, merchandise and services ) play an of import function in act uponing and possibly in finding their corporate individuality. This determination has interesting deductions. First, happening reveals Matriculation College ‘s pupils look at all facet of corporate individuality of the university. This survey presents considerable grounds to propose that prospective pupils of the university truly see university ‘s individuality based on ocular. Factor analysis consequences clear up this statement even more as 19 points are loaded under these factors. It is interesting to observe that the elements of ocular individuality such as logo, landscapes, edifice, illuming and furniture all loaded on t he same factor. This determination is supported by the literature on corporate individuality which sees corporate ocular individuality defined in the manner in which an organisation uses Sons, type manners, terminology and architecture to pass on its corporate doctrine and personality ( Balmer, 1995 ) . Identity should be seeable and easy to recognize by the people. These consequences show that the importance of ocular individuality should be a high spot to the university. A well-built corporate ocular individuality does non merely add to organisational visibleness, but can besides be used as a powerful arm in deriving an advantage over rivals, while pulling clients and assisting convince the parent to direct their kids to the peculiar university. Higher instruction sector in Malaysia, particularly universities should concentrate more on their individuality to guarantee the image of the university is increased. Second, this determination finds that corporate behaviors were considered to be particularly of import. Even though this constituent is categorized under intangible elements compared to ocular individuality that can be seen and touched, it is still an of import component to mensurate corporate individuality. Based on factor analysis, eleven points were loaded under this constituent. Customers are anticipating a specific set of personal features to organize or reenforce their feeling. Behaviour such as moralss, quality of relationship, staff dressing, personal features, suited accomplishment, helpful, understanding and knowing are the of import feature from the position of the clients. Training and instruction either takes topographic point in the university or exterior of the university will profit the university. Third, the constituent of corporate civilization including vision and mission, end accomplishment, doctrine and principal, aspiration and history and imagination is really of import to the university ‘s individuality. Corporate civilization portrayed the full organisation behavior. Positive corporate civilization and strong vision and mission will increase confident among the prospective clients, constituent market status and house, merchandise and services besides show to be an of import constituent to mensurate the corporate individuality. For university who intends to globalise their establishment, this consequences indicate that the corporate individuality direction should take into history its personality ( Balmer, 1995 ; Birkight and Stadler, 1986 ; Olins, 1978 ) , its corporate scheme ( Wiedmann, 1988 ) and the three parts of the corporate individuality mix ( behavior of organisational members, communicating and symbolism ) in order to get a favorable corporate repute ( Fombrun, 1996 ) which consequences in improved organisational public presentation ( Fombrun and Shanley, 1990 ) . If the consequences are generalizable, maximising all corporate individuality ( communicating and ocular image, behavior, corporate civilization, market conditions and house, merchandise and services ) should hold a positive consequence on the university ‘s corporate repute. Our findings suggest that corporate individuality of Malayan university instruments act upon their corporate image. One account for individuality is now widely recognised as an effectual strategic instrument and a agency to accomplish competitory advantage ( Schmidt, 1995 ) and to be researched by more faculty members and practicians. Decisions and Restrictions Because this survey focused merely on one university in Malaysia, it represents a limited trial on the corporate individuality. However, it has already suggested that corporate individuality does consequence the image of the university. The following measure is to measure the external cogency of he obtained consequences by retroflexing the survey to other Malayan university scenes. For illustration future research should prove whether similar consequence can be found in other public university or private university operating in Malaysia or foreign university based in Malaysia. We besides noted that, because this survey is derived from one beginning that is the possible clients, there is the possibilities of common method prejudices to be in this survey. Thus, future research should see obtaining informations from multiple beginnings. For illustration, elements of corporate individuality can be obtained from bing clients ( pupils ) . However, extra dimensions of corporate individuality needed to be considered. Such extra research can play a critical function in developing apprehensions about what and whether corporate individuality should divert from the ‘best ‘ corporate image. Additionally, we are besides cognizant that there are some restrictions in corporate individuality theoretical account used in this survey. Thus, for those who are interested to go on, the usage of seven dimension of corporate individuality ( Melewar and Karaosmanoglu, 2006 ) graduated table would supply better account about corporate individuality in organisations. 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Corporate individuality in the service sector.Public Relations Quarterly. Pp 20-26. Melewar, T. C. dan Jenkins, E. ( 2000 ) .Specifying corporate individuality – the hunt for a holistic theoretical account.Advanced Issues in Marketing. Warwick Business School. Melewar, T. C. dan Storrie, T. ( 2001 ) . Corporate individuality in the service sector.Public Relation Quarterly.Vol. 46 ( 2 ) . 20-26. Melewar, T.C. dan Jenskins, E. ( 2002 ) . Specifying the corporate individuality concept.Corporate Reputation Review. Vol 5 ( 1 ) . Pp 76-91. Melewar, T.C. dan Sibel Akel ( 2005 ) . The function pf corporate individuality in the higher instruction sector.Corporate Communication: An International Journal. Vol 10 ( 1 ) . Pp 41-57. Moingeon, B. dan Ramantsoa, B. ( 1997 ) . Understanding corporate individuality: The Gallic school of idea.European Journal of Marketing. Vol. 31. ( 5-6 ) . Pp 383-395. Olins, W. ( 1978 ) .The Corporate Personality: An Inquiry into the Nature of Corporate Identity.Design Council: London Olins, W. ( 1989 ) .Corporate individuality: Making concern scheme seeable through design. London: Thames and Hudson Olins, W. ( 1995 ) .The New Guide to Identity. Wolf Olins. Gower. Aldershot. Pitman, T. ( 2000 ) . Percepts of faculty members and pupils as clients: a study of administrative staff in higher instruction.Journal of Higher Education Policy A ; Management.Vol 22 ( 2 ) . Pp 165-76. Schmidt, K. ( 1995 ) .The Quest for Corporate Identity. London: Cassell Simoes, Claudia dan Dibb, Sally ( 2001 ) . Rethinking the trade name construct: new trade name orientation.Corporate Communicationss: An International Journal. 6 ( 4 ) . 217-224 Sirvanci, M. ( 1996 ) . ‘Are pupils the true clients of higher instruction? ‘ . Quality Advancement. Vol 29 ( 10 ) pp 99-103. Van Riel, C.B.M. ( 1995 ) .Principles of Corporate Communication. Prentice Hall: London Van Riel, C.B.M. ( 1997 ) . Research in corporate communicating: An overview of an emerging field.Management Communication Quaterly. Vol 11 ( 2 ) . 288-309 Vidari, P. P. ( 1993 ) , The late great tradition of corporate design.ItalyPrint. Vol 47 ( 6 ) . 28-39. Bahtiar Mohamad et Al. – The Role of Corporate Identity in the Malayan Higher Education 57 Wiedmann, K. P. ( 1988 ) .Corporate Identity ALSs Unternehmensstrategie. 5. pp 236- 242. Williams, A. , Dobson, P. dan Walters, M. ( 1993 ) .Changing Culture: New Organizational Approachs. 2nd Edition. Institute of Personnel Management. London How to cite The role of corporate identity in the Malaysian higher education sector, Essay examples

Tennis and Table Tennis free essay sample

Tennis and Table Tennis Almost everyone knows about tennis and table tennis,they are very popular among the world. Tennis is known by many people in most western countries like the United States and Australia. Although table tennis is not a well-known sport in western countries, it is very popular in the eastern countries like China. Table tennis became a symbolic sport in China, people think that table tennis is very easy to play. What they need is just one sets of table tennis bat, a table tennis ball, and a table for table tennis. There are many similarities between tennis and table tennis. The one similarity between tennis and table tennis is the number of the players. They both have a maximum of two players on each team. The players are available to choose whether one-on-one or two-on-two game. The rules of tennis and table tennis is also a similarity. We will write a custom essay sample on Tennis and Table Tennis or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Players earn points when their opponents are unavailable to hit the ball back to the other side of the court or hit the ball back but the ball did not land inside the court. The names of both sports are very similar too. People invented table tennis because they wanted to play tennis in an easy way. So they brought a table, set up a net, and built it up like a mini tennis court! That’s why this game called â€Å"table tennis†. Although tennis and table tennis are different in many ways, there are still many similarities between them like the number of the players, the rules, and thir names. I believe that tennis and table tennis will be more and more popular in the future.

The Psychological Effects of Divorce on Children Essay Example

The Psychological Effects of Divorce on Children Essay The Psychological Effects of Divorce on Children Dee Whitworth Angelina College Abstract Divorce can have many psychological effects on a child. When a marriage ends in divorce, a child of the marriage may view the divorce the same as if a parent has died. During the period following a parental separation a child may have feelings of denial, anxiety, abandonment, anger, guilt, depression and conflicts of loyalty. Because of the pain and emotional damage the child is sure to suffer, many parents stay in a dysfunctional marriage believing it is the best thing for their child. There are some cases where staying together for the sake of the child can actually be detrimental to the child. A parent can diminish the negative effects of a divorce by supporting and reassuring their children, before, during and after the separation. A parent can rebuild the child’s sense of security by reestablishing stability. If parents do not take the time to address the emotional needs of the child during the process of a divorce, parents can damage their relationship with their child and the emotional development of the child. Keywords: Divorce, Psychological effects, Children Divorce is a stressful time for every member of a family. The psychological effects of a child during this stressful time depend in part on the age of the child and the parents’ ability to control their emotions and to work together to sooth and reassure the child. Hetherington and Stanley-Hagan (1999) believe children in this age group are too young to understand what is happening. Even though these children may not understand what is happening between their parents, they may sense the distress their parents are feeling, and react negatively. We will write a custom essay sample on The Psychological Effects of Divorce on Children specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on The Psychological Effects of Divorce on Children specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on The Psychological Effects of Divorce on Children specifically for you FOR ONLY $16.38 $13.9/page Hire Writer According to Cohen (2002), â€Å"Infants and children younger than 3 years may reflect their caregivers’ distress, grief, and preoccupation; they often show irritability, increased crying, fearfulness, separation anxiety, sleep and gastrointestinal problems, aggression, and developmental regression† (p. 1019). The parents of a child in this age group need to work together to foster feelings of security in their child. According to Henning and Oldham (1977), Parents of pre-school hildren that establish consistent routines and reassure their children that they will not be abandoned are able to reestablish a child’s sense of security. Children that are four and five years of age sometimes feel that they are to blame for their parent’s divorce. They feel that if they had not been bad their parents would not be getting divorced. Additionally, children in this age group tend to believe that they can make their parents reconcile by being a good child. According to Henning and Oldham (1977), â€Å"Young children and pre-school children have an incomplete and confused understanding of what has caused such a radical change in the family routine† (p. 55). Cohen (2002) states that â€Å"At 4 to 5 years of age, children often blame themselves for the breakup and parental unhappiness, become more clingy, show externalizing behavior (acting out), misperceive the events of the divorce situation, fear that they will be abandoned, and have more nightmares and fantasies† (p. 1019). It has been implied that boys in this age group have a harder time adjusting to the divorce than young girls. According to Max (1970), the effects of an absent father are felt the most by boys aged four to six. Hetherington and Stanley-Hagen (1999) found that â€Å"Fathers involvement has been found to be greater with sons following divorce and to be more important for the development of boys than of girls† (p. 132). You could argue that the reason for this is because sons get their gender identify from their father, so the loss of a father affects a boy more than it does a girl. Parents can alleviate some of the anxiety of the child by allowing the father access to the child. If it is not possible for the father to maintain a close relationship with the child, due to violence or sexual abuse, the mother should take steps to find a suitable male role model to help her children, like a coach or scout leader (Sugar, 1970, p. 592). Gardner (1977) tells us that children often use a male teacher as a surrogate father figure. Adolescents and teenagers are more likely to openly show their anger toward their parents and become depressed during a divorce. They are more likely to act out by stealing, lying and becoming sexually promiscuous. These behaviors can lead the child to become pregnant or associate with other children who are also displaying delinquent behavior (Hetherington and Stanley-Hagan, 1999, p. 131). Cohen (2002) has stated that â€Å"School-aged children may be moody or preoccupied; show more aggression, temper, and acting out behavior; seem uncomfortable with gender identity; and feel rejected and deceived by the absent parent. School performance may decrease, and they may agonize about their divided loyalties and feel that they should be punished† (p. 1019). Adolescents and teenagers are often torn between their parents and show an alliance to one parent over the other parent. This alliance makes it difficult for the child to talk to one parent without feeling as if they are betraying their loyalty to the other parent. The alliance may also be utilized by the child to manipulate their parent (Henning @ Oldham, 1977, p. 56). Some children in this age group deal with their negative feelings by pulling away from their parents and becoming more independent. Hetherington and Stanley-Hagan (1999) found that â€Å"Some girls actually seem to be enhanced by dealing with the responsibilities, independence, and challenges associated with divorce in a supportive environment† (p. 132). Although some girls do seem to thrive after a divorce, they often grow into young women who set exceptionally high expectations for themselves, but still feel inadequate no matter how much they may accomplish. Although divorce has been found to enhancement some girls, it is rarely found that divorce has enhanced boys (Hetherington @ Stanley-Hagan, 1999, p. 132). Some parents maintain their unhappy marriage because they fear a divorce would negatively affect their child. In some cases, maintaining a turbulent marriage may be more detrimental to a child than an actual divorce (Rosen, 1977, p. 26). Additionally, â€Å"children adjust better in a harmonious single parent household that in an acrimonious two-parent household† (Hetherington @ Stanley-Hagan, 1999, p. 37). This confirms that a child can be negatively affected when parents try to stay together for the sake of the child. Rhona Rosen, M. A. , interviewed 92 children of divorce and found that â€Å"73 children stated in the strongest terms that they would not have chosen to have their parents stay together in conflict† (Rosen, 1977, p. 24). Parents who maintain a combative relationship for the sake of the child are actua lly hurting the child’s psychological development more than if they divorced. Hetherington and Stanley-Hagan (1999) believe â€Å"Children whose parents will later divorce is already showing problems in adjustment many years before the divorce† (p. 133). Children who are well adjusted before divorce are better able to adapt and navigate through the stressful time of divorce. Children who were poorly adjusted before a divorce continue having problems after a divorce and are at greater risk for adjustment problems in later life (Hetherington, 1999, p. 133). A lack of parental communication and guidance causes great distress to a child during a pending divorce. The paramount problem of children during the divorce process is that the adults involved in marital strife are not looking for ways in which to help their children adjust to the transition, but are searching for ways to implement their own personal life readjustment† (Henning @ Oldham, 1977, p. 56). Parents neglect to talk to their child the divorce because they fear giving too much informatio n would be detrimental to the child. This lack of information causes the child to blame themselves for the divorce or to come up with their own explanations for their parent’s divorce, which could be worse than the actual reasons for the divorce. According to Gardner (1977), â€Å"To deprive the children of information regarding the major issues that brought about the divorce can only produce distrust of the parents at a time when they are most in need of a trusting relationship† (p. 4). Couples that have friendly, cooperative relationships do not usually get divorced. When a relationship deteriorates and a couple decides to divorce, and there is a child involved, they need to put aside their hostilities and focus on the needs of the child. A child who is a product of divorce who has loving, supportive, communicative parents is more likely to be happy and social well adjusted. Alternatively, a child who is a product of divorce and has parents who remain combative and hostile is more likely to suffer depression and have dysfunctional relationships throughout their life. References Cohen, G. (2002). Helping Children and Families Deal With Divorce and Separation. American Academy of Pediatrics, 110(6), 1019-1023. Gardner, R. (1977). CHILDREN OF DIVORCE-SOME LEGAL AND PSYCHOLOGICAL CONSIDERATIONS. Journal of Clinical Child Psychology, 6(2), 3-6. Henning, J. , Oldham, J. (1977). CHILDREN OF DIVORCE: LEGAL AND PSYCHOLOGICAL CRISES. Journal of Clinical Child Psychology, 6(2), 55-58. Hetherington, E. , Stanley-Hagan, M. (1999). The Adjustment of Children with Divorced Parents: A Risk and Resiliency Perspective. Journal of Child Psychology Psychiatry Allied Disciplines, 40(1), 129-140. Rosen, R. (1977). CHILDREN OF DIVORCE: WHAT THEY FEEL ABOUT ACCESS AND OTHER ASPECTS OF THE DIVORCE EXPERIENCE. Journal of Clinical Child Psychology, 6(2), 24-26. Sugar, M. (1970). CHILDREN OF DIVORCE. Pediatrics, 46(4), 588-595.

SAT Practice Tests How to Reflect and Get the Most Out of Them

SAT Practice Tests How to Reflect and Get the Most Out of Them SAT / ACT Prep Online Guides and Tips Taking an SAT practice test is one thing, and using the results to actually improve your scores in the future is another. If you’re spending five hours on a practice test, you should make sure that you’re getting the most out of it and not sweeping your mistakes under the rug. In this article, I’ll give you some different strategies for making your practice test sessions count. Mistakes on Practice Tests: What They Look Like and Why They're Important After taking a practice test, it’s extremely important to look back at the questions you answered incorrectly and make assessments about which areas need the most improvement. You’re not going to be able to raise your SAT scores until you get to the bottom of what’s holding you back. Through evaluating your mistakes and fixing them methodically, you can make dramatic changes to your performance on the test. Most mistakes on the SATwill fall into one of four categories: Ran Out of Time Basically, this applies to questions that you missed because you didn’t get to them or you just guessed randomly at the end.If you end up with a lot of these types of mistakes, you'll need to revise some of your strategies for test taking.See our articles on how to stop running out of time on SAT Reading and SAT Math for advice. Content Weakness This type of mistake means that you didn’t understand the underlying concept that was being tested.This will come up most frequently on the math section.These mistakes can be broken down into more specific categories like â€Å"confusion about factoring† so that you know exactly which materials you need to study to improve your weak areas. Misunderstanding the Question This is a mistake where the phrasing of a question confused you and prompted you to answer incorrectly.These are tricky mistakes to fix, but it’s important to pay attention to them.Usually misunderstandings can be at least partially remedied by practice with the format of the test and greater familiarity with the types of questions that the SAT likes to ask. Careless Mistakes These are the mistakes you made that seem absurd in hindsight.You might have missed a â€Å"NOT† or an â€Å"EXCEPT† in a question, or you might have solved for the wrong value in a math problem.Usually these mistakes are a result of not reading carefully enough and letting your anxiety get the best of you. All of these mistakes can be remedied if you acknowledge them and adjust your study strategies appropriately. In the next section, I'll give you some tips on how to reflect on the results of practice tests by categorizing your mistakes and fixing them methodically. It's corny, but it's true. How to Understand and Reflect on Practice Test Mistakes Depending on how much time you have, you might use different strategies to reflect on your mistakes on practice tests. If You Have 20-40 Hours to Prep: You’re going to need to work fast to fix your mistakes, so you might not have time to get into the deeper issues you have with content weaknesses.After you take an initial practice test, you should see if you noticed any obvious areas of weakness. If you noticed that running out of time was a big issue, you might need to pace yourself better next time you take the test.Most of the time, this just means skipping difficult questions when you start to spend too much time on them (more than 30 seconds). Answer all the more straightforward questions first, and then go back and work on the hard ones so you don't miss out on any easy points at the end of the section. If you made a lot of careless mistakes, you should remind yourself to read the questions more carefully next time and check your answers at the end of each section.Careless mistakes sometimes mean you're rushing too much, so you may need to remind yourself to slow down a little and think through each question thoroughly before answering. If you notice some relatively superficial content weaknesses, you may be able to study up on those and fix them, but if you’re confused about a big topic area it’s best to just focus on more easily fixable problems in the short time you have before the test. After you spend four hours or so analyzing your mistakes, adjusting your strategies to account for them, and doing relevant practice questions, you cantake another test and see how you do.Repeat the same process of fixing your mistakes with the second practice test, and then take a third and final practice test when you’re done.If you have a little more time and you've noticed that you're improving significantly (by 50 to 100 points) with each new practice test, you can repeat the process again before your real test date. If You Have 40-100 Hours to Prep: If you have this much time, you can do a complete analysis of your mistakes on practice tests. First, take an initial practice test to get a baseline reading on your scores.After you finish scoring the test, you should go back through all of the questions that you answered incorrectly and categorize them based on the types of mistakes I mentioned in the previous section. Once you’ve categorized all of your mistakes, you can rank your areas of weakness from most frequently observed to least. This will allow you to get a better sense of where most of your mistakes are coming from and which areas need the most work. Then, you can start fixing things in order of which mistakes will respond the fastest to corrective prep measures.Usually, this means starting with content weakness since these mistakes can be fixed simply by studying up on the material you don’t know. They have the least to do with the format of the test itself, so they will respond more quickly to your studying efforts.Then, you can move on to formulating better strategies for coping with issues like time pressure and careless mistakes. After you’ve done a thorough assessment of your mistakes and corrected the most glaring problems you noticed, you should take another practice test to see whether you've improved.If you notice significant improvements, you can do another assessment to reevaluate your mistakes and shoot for even higher goals.If not, you should reconsider the manner in which you addressed your mistakes initially and see if you need to push your studying further and do more practice questions in order to break through to a higher score. Repeat the process of taking practice tests and assessing your mistakes until you reach a score level that makes you happy. You can consult this guide for advice on calculating a good target score for your needs.You might also decide to adjust your study time between practice tests to accommodate your personal level of focus and learning style. Taking a practice test is like sending out a crash test dummy for your SAT scores. When you reach your target score, you're safe to drive on the real SAT. Smart Practice Testing Strategies (Based on Your Score Level) In order to make the most out of each of your practice tests, you'll have to use test-taking strategies that work to your advantage. Many improvements are dependent on adjusting your strategy, especially when it comes to issues with running out of time and careless mistakes. The most effective strategies may differ depending on how well you’re currently scoring on the SAT. Crucial Tips for Taking a Practice Test, Regardless of Your Score Level: Stick to the real time constraints Take the test in a quiet, distraction-free environment Only use the materials you will have access to on the real test These tips are important because if you take practice tests with a longer time allotment or with more resources that you'll have on the real test, you won't get a realistic prediction ofyour performance. This will only hurt you in the long run when you end up getting scores that are lower than you expected on the actual SAT. Below are some more specific strategies for high and low scorers. I've divided the strategies this way because high and low scorers on the SAT often have very different needs. Low scorers may be able to afford to skip difficult questions completely, whereas high scorers need to try and answer most if not all of the questions in each section. People at different score levels also tend to make different types of mistakes, which I'll get into in a minute. You would be considered a high scorer if you're consistently scoring an 1800 or higher on practice tests. You would be considered a low scorer if you're consistently scoring a 1500 or lower. For High Scorers: You should approach the test with an eye towards avoiding careless mistakes and preventing yourself from rushing on complex questions.Careless mistakes are usually more common for high scorers.Students who are already doing well on the SAT tend to rush through sections and not take â€Å"easy† questions as seriously, so they end up missing things. Glance at the time now and then to make sure you’re pacing yourself appropriately. You should also be sure to double check your work at the end of each section; you can catch a lot of silly errors if you make a habit of doing this. For Low Scorers: The best strategy for taking practice tests if you’re scoring low on the SAT is to takea quick pass through each section initially and answer all of the easy questions first.This ensures that you won’t run out of time before you get to all the questions that you have the potential to answer correctly.After you finish answering all of the easy questions, you can go back through and spend more time on medium difficulty questions while feeling less pressured to get through the rest of the section. Using these strategies will help you to maximize your score and reduce mistakes progressively on each practice test. You'll be teaching yourself valuable skills for avoiding unnecessary pitfalls on the real test and increasing your familiarity with question types and test content along the way. It might be slow going at first, but with lots of practice you can make big positive changes in your scores. What's Next? Looking for some alternate SAT prep resources? Check out our article on the best websites to use for SAT prep. If you're not sure how much you need to prepare for the SAT, this guide will tell you how long you should be studying for the test based on your goals. You should also take a look at our SAT study plans for sophomore and junior year and for the summer before senior year. Disappointed with your scores? Want to improve your SAT score by 160 points?We've written a guide about the top 5 strategies you must be using to have a shot at improving your score. Download it for free now:

Limitations of Freedom Essay Example | Topics and Well Written Essays - 1000 words

Limitations of Freedom - Essay Example This answer will consist of the advantages first, then the disadvantages of being a field slave or house servant. House servants had several advantages. They generally had to do house chores, which were hard, but not dangerous. These chores included, but not limited to, cleaning, dusting, washing, cooking, childcare, and planting gardens for the household’s use. A household servant might have the advantage of eating better than a field slave. They were required to remain cleaner than a field slave. In the wintertime, a house servant was protected somewhat more than a field hand from the weather. Yet, they also had chores outside, such as gathering wood, drawing water, and shoveling snow, but it was not constantly like a field hand. The biggest advantage for a house servant was the opportunity to learn (Kelley and Lewis, 142). When watching young white children, they could play school. Other ways to learn would be if a progressive master allowed a favorite slave the right to read. In the fields, slaves had no opportunity to learn anything but fieldwork or trades. Field slaves had the advantage of being away from whites continuously. Although a white overseer would be in place, but an overseer could supervise hundreds of slaves or have many acres to cover in a day. The best advantage of being a field slave was the opportunity to learn a trade. Field slaves were counted on to fulfill not only all planting, but the maintenance on a farm or in a household. Masonry, carpenters, animal caretaker, and other trades were open to the field slaves. The disadvantages to both types of slaves outnumber the advantages. One disadvantage was house servants came into closer contact with whites. Kelley and Lewis explain â€Å"This meant everything from assignment to petty jobs to insults, spontaneous angry whippings, and sexual assaults†

A Characteristics Analysis of Scarlett Letter Defying on Major Essay

A Characteristics Analysis of Scarlett Letter Defying on Major Characters - Essay Example Hawthorne as a moralist defines the novel an investigative journey of human decency. While also as a determinist and skeptic thinker of human psychology some romanticism somehow presents the novel is a notable one of its own kind of interpersonal conflict by the nature of relationship and chemistry of different choices of intimated looks. Hawthorne, not apprehensive with the causes of committed sin, seems to overlook the outcomes of practicing so. For Hawthorne, sin has a conditional perspective by an individual’s strength of feelings in the way of life he has to go. By his view, an individual should only feel guiltiness when he acts against the creator, nature morally and subjected to the highly exercised social code or general standards of morality. Indeed all the three main characters –Hester, Dimmesdale and Pearls- in Hawthorne’s â€Å"Scarlet Letter† are characterized with the psychological schisms that are based on the perception of their sin. Contra st between Hester’s and Puritan View of Sin and Adultery Unlike Dimmesdale, Hester is an evil in the society’s eye. Though Hester has been abandoned by the society because of her adultery, she never perceives her adultery as an offense against God. She consciously avoids such feeling of being isolated from creator as she believes her disloyal act not a typical sin against the creator. Hester Prynne is treated by the society of the time as a great sinner, an outcast an object of ridicule and contempt. This attitude of society makes her feel that the scarlet letter â€Å"A† is burning on her bosom. In all her intercourse with society there is nothing to give her the feeling that she belongs to it. She awakens only horror and repugnance in the minds of the townsfolk whose words of scorn and hatred often fall upon her â€Å"like a rough blow upon an ulcerated wound† (Hawthorne, 2005, p. 45). When strangers look curiously at the scarlet letter, â€Å"they bra nded it afresh into Hester’s soul† while â€Å"an accustomed eye had like wish its own anguish to inflict.† (Hawthorne, 2005, p. 67) It is extremely painful for the readers to read about the way Hester Prynne is treated by this puritanical society and there is no doubt that Hawthorne’s own sympathies are on the side of Hester. The attitudes of even the leading citizens like Governor Bellingham and the Reverend Mr. john Wilson, towards Hester’s guilt show patriachy. Hester possesses the distinctive womanly virtues such as passionate devotions of a wife and a mother. After she gets her sentence she remains physically meek. But mentally she remains defiant. Due to the pressure of the puritan society, she gradually moves away from a woman’s natural sphere. She does not accept adultery as a sin but she does accept it to be a violation of social norms and customs. She comprehends that Pearl’s existence is the violation of a great law but she continues to be submissive to that law but defiant to the society. She is still at odds with society when she suggests flight with Dimmesdale. Even at the time of the minister’s public confession, she hopes that she and Dimmesdale will be united in the next world. After the death of Dimmesdale, she has to start a new life. But she must learn about the impropriety of her past thinking, Mathews (1957) says, â€Å"But she must recognize the unsoundness of her past thinking and make inner expiation† (p. 282). In her humble cottage she takes the proper place of women, with a natural compassion and love for those who need her. Dichotomy in Arthur Dimmesdale’s Character Though Dimmesdale occupies a reverend position in the Boston society,

Community Health Visit: Klinik Kesihatan

Community Health Visit: Klinik Kesihatan An Introduction to the Malaysian Healthcare System Most of us have been exposed to the Malaysian healthecare system one way another, be it, private clinics or government ones, even hospitals at times. The Malaysian healthcare system can be said to consist of a broad umbrella structure that encompasses the provision of healthcare to both urban, not to mentioni also, the rural regions of our beloved country. In general however, it can be classified under the public or private sector, which is very obvious in our country. The public sector which is backed financially by the government, constitutes a whopping 80% of the total health services in our country, the remaining 20%, needless to say, is provided by the private sector. The backbone, or in other words, basis of Malaysian Healthcare, is formed on the foundations of the complementary network of private and government clinics together with hospitals that are available to the public. Each state of our country have their respective General Hospitals located in the states capital. District hospitals will be present in most administrative districts. Health Centers (Klinik Kesihatan) will supplement these district hospitals. Under Health Centers, are the Rural Clinics (Klinik Desa). Comparing the healthcare system in Malaysia with other first world countries such as the United States of America and the United Kingdom, the healthcare system in Malaysia is heavily subsidized by our government, in the aforementioned first world countries, treatment costs can rocket sky high. Our government has made sure that the price the people pay for treatment from the public sector his reasonable and affordable to the majority of citizens. At least 5% of the national budget is allocated to healthcare system expenditures. Our government has listed the 8 elements of primary healthcare. To fulfill the 8 ELEMENTS, they provide these services as follows: Maternal and Child Healthcare Outpatient services Basic Dental Health Nutrition Environmental sanitation Essential drugs Control of Communicable Diseases Health Education Laboratory services Organization of Klinik Kesihatan Bukit Pelanduk Klinik Kesihatan Bukit Pelanduk is located in the state of Negeri Sembilan, Port Dickson to be even more specific. There are 12 villages in the Jimah District area, and this Klinik Kesihatan is located there. On the 29th of July 1986, operations begin to go on in this clinic and the clinic has served as major centre for the treatment and recovery of the Japanese Encephalities and Nipah virus infected patients. The vaccination for the deadly Nipah virus. There are subsidiary clinics such as Klinik Desa Chuah under the jurisdiction of Klinik Kesihatan Bukit Pelanduk that provides the medical services such as maternal and child healthcare services. Klinik Kesihatan Bukit Pelanduk is also located within the radius of 30 km from the Tuanku Jaafar Hospital and the Port Dickson Hospital in Negeri Sembilan Oganisation Chart Community nurse Public Health assistant U19 (6) U17 (1) Altogether there are 33 staff workers. Klinik Kesihatan Mantin is headed by an Administrative Doctor, who is directly responsible to the District Health Officer. Under the Administrative Doctor are two posts, which are the Assistant Medical Officer, and the Head Nurse. The Head Nurse is an authoritative figure, there are 7 components of the staff directly under her, which are the Assistant Pharmaceutical officer Medical Lab Technician, Assistant Medical officer, Senior Community nurse, Public Health nurse, Health nurse, and the Trained nurse. Under the Senior Community nurse would be the Community nurse, and the Public Health assistant. Components of Health Services. The Klinik Kesihatan Bukit Pelandok has 6 main departments which are the Outpatient, Maternal and Child Health, Pharmacy, Laboratory, Dental Health, and Emergency Department. The outpatient department is by far the biggest service rendered to the public and can be broken down in the diagram below The outpatient department consists of the diabetic, hypertension, mental health, healthy teen and out patient clinic. The out patient procedures of obtaining medical services is shown in the diagram on the left. The outpatient department in other words, functions as the primary healthcare clinic. It is headed by an Administrator doctor( Medical Office). The out patient clinic sees an estimated 100 patients every single day. And the head nurse and assistant medical officers will do their utmost best to carry out their respective responsibilities to assist the Administrator doctor in any duties relevant to them. The Maternal and Child Health Clinic is headed together by the administrator doctor and the head nurse. This helps in reducing the workload of the administrator doctor. The head nurse together with the staff under her will such as community nurses, will conduct frequent home visits and provide antenatal check-ups for pregnant women within that area. Diagram on the left shows a brief summary of Maternal and Child Health services. The Laboratory Department, which is headed by a medical lab technician. The medical laboratory is not as well equipped as those major hospitals, hence the Laboratory Department of Klinik Kesihatan will collaborate with the Laboratory Department of the Tuanku JaafarHospital such as urine protein tests, thyroid function tests, lipid profile and renal function tests. Diagram on left shows a brief summary of services provided by the Laboratory Department of Bukit Pelandok. Another important component of Klinik Kesihatan Bukit Pelandok. After consulting the medical officers, patients who are eligible for prescriptions, will have their medication prescriptions handed to the assistant pharmaceutical officer, who will then supply the patients and inform them of the usage of the medication. Klinik Kesihatan Bukit Pelandok also has a dental department, the dental functions under the same operational hours of the clinic. Tooth extraction, filling, scaling, whitening are provided services. Major oral surgeries however would be referred to the Tuanku Jaafar and Port Dickson hospitals. Last but not least, there is also an Emergency Department, this department is equipped to handle minor emergencies, it also has an ambulance and paramedics. The bar chart on the left shows the ethnicity of the total number of patients in 2010. Services Provided by Klinik Kesihatan Bukit Pelandok. I have already stated the various departments of Klinik Kesihatan Bukit Pelandok in the Components of Health Services provided section. The departments of this clinic provides a wide range of treatment modalities, hence allowing the clinic to ensure that patients enjoy effective treatment. The outpatient department is the most busy of all the departments. The purposes of the outpatient department are to provide immediate treatment to patients who are acutely or chronically sick, and also to act as a control for the clinic against infective disease such as Tuberculosis. Klinik Kesihatan Bukit Pelandok also provides the Tuberculosis Direct Observed Therapy Short-course treatment. Moving on to the Maternal and Child Health care department, the clinic mainly focuses on prenatal, antenatal, not to forget postnatal care of both the mother and foetus. There is a target to be achieved, which is the target of zero maternal deaths. They are accomplishing this target in a certain number of ways which include immediate diagnosis and treatment of pre-eclampsia, immunization of the mother and frequent antenatal check-ups up until the estimated delivery date. There are also activities scheduled by the department for disabled children on a case by case basis. For the Laboratory Department, their main role is to enable the clinician in conducting relevant laboratory studies that will help in the diagnosis and management of the disease. The Laboratory Department allows the clinic to receive results much faster compared to the time it takes to receive results from a nearby hospital. Some common tests conducted by this department are as follows: Blood tests for HbA1c, lipid profile, platelet count, ESR Light microscopy on blood smears to detect blood disorders such as anemia, or parasites in the blood smears. Urinalysis for toxins, glycosuria, urea and red blood cell casts. Pregnancy test Other more intricate and complicated tests such as FTA-Abs for treponema pallidum, would require samples to be obtained and sent to the Tuanku Jaafar or Port Dickson General Hospital for processing. The pharmacy is responsible for dispensing medication in safe and legal amounts to patients, and to advise patients on practicing compliance in taking their medications. Patients will also be counseled on the side effects and contraindications of the drugs. Reflections From observing the complex structure of roles and responsibilities held by the different components and departments of Klinik Kesihatan Bukit Pelandok, it brings to light the vast value of this particular clinic in the provision and primary healthcare of the residents in Bukit Pelandok. Many of the patients who visit this clinic are of the Malay ethnicity, I for particular, am one who is not fluent in Bahasa Melayu compared to the English language. I learnt that this could be a barrier in communicating with patients who can only speak the Malay language. I have decided that I will brush up my Bahasa Melayu, and master a few of the colloquial terms so that next time I would be able to communicate even better in the Malay language. This clinic visit has taught me that every component of the staff has a part to play, and has managed to teach me invaluable lessons of becoming a team player. Section II: Household Survey Introduction Bukit Pelanduk is most famous for the Nipah outbreak. Prior to the outbreak, during the 90s, it contain the largest pig farming communities in Southeast Asia. In between October 1998 and May 1999, that was the darkest time in Bukit Pelanduk recent history, there were approximately 104 deaths out of 258 cases of Nipah infected patients. Towards the Chinese new year in the middle of March 1999, a pig breeder from Sungai Nipah, which is located south of seremban, died suddenly triggering massive panic. Nearly half the population of the village migrated elsewhere out of fear towards the killer disease. The virus spread like a raging wildfire out of control causing many pig farmers not to mention villagers to abandon their farms and homes in panic. By March 1999, Bukit Pelanduk had become something like a ghost town due to the mass exodus. The ministry of health then decided to raise the level of this epidemic to the level of national crisis. A Cabinet-level task force was set up, and then headed by the then Deputy Prime Minister Abdullah Ahmad Badawi. What was confusing was that at that time, the government adamantly insisted that it was right in tagging the disease as Japanese Encephalities, however both farmers and scientists opposed this theory and suspected that it was a different strain or virus altogether. The virus then spread to Kampung Sawah, Kampung India and even Sepang. Farmers consulted temple mediums, and promptly put up red banners at the mediums advice in and around their houses to ward off the angel of death. After months of futility in treating the outbreak as Japanese Encephalitis, the government finally decided to call in the Department of Medical Micribiology of University of Malaysas medical faculty for assistance in dealing with this disease. Dr Chua Kaw Bing was the doctor who managed to isolate the virus in five days. 12 days later, it was identified as a new Hendra-like virus and tagged as Nipah. Over one million pigs, or half our contrys pig population at that time, were culled. Around 36000 ppl suffered unemployment due to the destruction of farms. According to the United Nations Food and Agriculture Organization, it is estimated close to RM 500 million of pig production was lost. Today, pig farming is no longer allowed legally in Bukit Pelanduk. Since the outbreak, the young had drifted elsewhere in search of a living. Only the old remain, to live out their days. Objectives The objectives of the study are To describe the social demographic of community To identify vectors and pests To comprehend health seeking behaviour To determine the housing conditions To understand food, nutrition and health awareness To determine working environment And to determine the knowledge, attitude and practices on dengue among the community. Methodology (Methods and Materials) The household group consisting of 15 members. We met up before going to Bukit Pelandok in IMU to discuss our strategies and to plan ahead before the Bukit Pelandok visit. Household questions and objectives for the Bukit Pelandok visit was meticulously discussed and great care was poured into the formation of our questionnaire. The questionnaire was in the English language and pretested to make sure no discrepancies arose when certain terms were used. After countless hours of discussion we finally agreed on a descriptive cross-sectional study upon the target population which were the residents of Bukit Pelandok. Due to obvious time constraints, not to mention logistical ones, the art of the convenience sampling technique was called to the fore with households being identified as the basic unit of due analysis. The survey was conducted over 2 working days around the 7 housing areas within a five kilometer radius which are as follows Kampung Sawah Kampung Pachitan Kampung Jawa Kampung Cina Kampung India   Rumah Rakyat Taman Bayan Most of us were well conversant in English as well as the Malay language, and we were able to translate all of the questions confidently into Mandarin as well. As names and specific home addresses were not included as part and parcel of the questionnaire, we managed to obtain consent of participants as well as guaranteeing their anonymity and confidentiality of their responses in the survey. To display the results in an attractive and efficient manner, descriptive statistics were employed in the formulation of the results which would be put under the results chapter. Formulation of results in this survey was done with the SPSS 18 program together with the dedication of the data entry and analysis team. The following is a brief summary of the study: Study location: Bukit Pelandok, Negeri Sembilan Study period: 17-18 February 2011. Total population of Port Dickson: 90 000 people Target population: Community in the 7 areas mentioned above. Sampling technique: Convenience sampling technique Sample size: 234 Basic unit of analysis: Household Study design: Descriptive cross sectional study Study instruments: Pre-coded and pretested questionnaires in the English language via face to face verbal interviews. Data entry and analysis: SPSS 18 Operational definitions Results Table 2.2 above shows the literacy level of respondents. For the male population, 50 out of 79 males ,63.29 % are literate whereas for the female population, 108 out of 155, 69.68% are literate. Women have a higher literacy level than men it appears. Figure 2.3 Figure 2.3 shows that the most common occupation of respondents are housewives, 108 out of 234, or 46.15%. the second most common occupation is the skilled manual/clerical which stands at 38 respondents, or 16.24%. Only 5 of the respondents were students, representing only a meager 2.14%. Figure 2.4 Figure 2.4 shows that the most of the respondents have a monthly household income of around RM 1000-RM1999 which was 84 out of 234, 35.90%. There were 11 respondents, 4.70% who were of the highest income bracket (>RM 5000) Figure 2.5 Figure 2.5 above shows that majority houses in Bukit Pelandok are of the detached type, 65.81%. Figure 2.6 Figure 2.6 shows that 53.2% of houses are made out of brick whereas 39.5% and 7.3% are made out of brick and wood, and wood respectively. Table 2.3 : The Housing Characteristics of Respondents in Bukit Pelandok (n = 234) Table 2.3 shows that 97.9% of the houses have 24 hour availability of electricity whereas 98.7 % have availability of piped water supply. Garbage collection facility was low as only 46.2% of the houses had that facility. Availability of a proper sewage system was high too at 85.9%. 231 out of 234 respondents did know where the nearest health clinic was, a 98.7% majority of them. 219, 93.7% of them claim they will seek medical assistance if sick. 70.5% would choose the government clinic for medical assistance whereas 26.9% will go to seek medical assistance from a private clinic. Discussion From Figure 2.3, the bar chart shows that a huge number of respondents are housewives. This is because the time we carried out the survey was during office working hours. Hence most respondents who were the most likely to be at home during this period of time tend to be housewives. From Table 2.3 more than half of respondents claim that they do not enjoy proper garbage collection privileges. When we asked more about garbage disposal practices in that area, we found out that about once a week, rubbish is brought to a place designated by the village chief (ketua kampung). There the rubbish is either burnt or buried. If villagers feel that this is a complicated process, they would burn or bury their own rubbish in their own backyards. From Figure 2.4, the majority of respondents household income can be appreciated to be below the RM 2000 mark. Most of the residents of this area belong to the skilled/ unskilled manual field of profession as stated in the operational definitions, hence their income is lower. Limitations While conducting the study, the survey team realized that we ran into several limitations. That was inevitable. And we will list it down below. The first limitation encountered by our team was the coverage in the area of our study. A limited area makes it difficult for any study to be effectively correlated and to allow for generalizations to be made. Certain questions in the survey were not specific for respondents such as the awareness of job related risks. If the head of household is not there to answer the questionnaire, the respondent might not be able to give a very accurate answer. Therefore certain conclusions about the population of Bukit Pelandok could not be accurately derived. There were variations between the way interviewers would ask the questions. Hence there might be a slight discrepancy between explanations of questions and answers from one interviewer to another. This means that the standardized understanding of questions by respondents would have been slightly affected. The reliability of the information provided by the respondents is very hard to verify also. We depend on truthful answers and had no concrete way to validate whatever the respondent answered. There were instances also where non responses were encountered. During the survey there were also noticeable language barriers between interviewers and respondents. There was an instance where an Indian lady could only communicate well in Mandarin, hence the Malay interviewers would have had a real difficult time if not for his Mandarin-speaking partner. Conclusion Bukit Pelandok is an area where the residents put more faith in western medicine and most of them will seek medical treatment and advice from the Government Health Clinic. Local authorities need to beef up their services and improve garbage collection facilities among this area to prevent air pollution which results from open burning. Reflections I feel that this project has taught me some very important lessons and even practical skills, for example, in the entering and formulation of graphs and tables by the SPSS 18 program. This will help me in my future career as a medical doctor in the world of medical presenting, teaching and learning. This project also gave me an experience of conducting a household survey together with my batch mates, we learnt how to delegate and carry out our respective responsibilities as a team. We also managed to learn from our mentors on how to facilitate this type of household survey research. Section III-Research Report Abstract The objectives of this research survey conducted were to investigate the social status of the community and the knowledge, attitude and practices (KAP) on dengue among rural communities in Bukit Pelandok, Negeri Sembilan. Convenient sampling was used as time was a major limiting factor. 234 and 250 people participated in the household and research survey respectively. Participants age were 18 years old and above, had the ability to converse and communicate in the Malay, English, and Mandarin language, resided permanently in the area, and holding a Malaysian citizenship. In our survey, we used a pretested, precoded, and well structured questionnaire in the English language for data collection via a face to face interview with participants. Introduction According to the WHO, the Dengue virus is transmitted through infected Aedes mosquitos with any single one of four dengue viruses when it bites a human being. This virus is more prevalent in the tropical and sub-tropical areas on Earth. After an infective bite, symptoms start presenting within the next 3-14 days. As the name dengue fever implies, it is a febrile illness that affects humans in all stages of life be it infants, young children or adults. The symptoms present with a wide range from a mild fever, to an immobilizing high fever, which is usually accompanied by severe headaches, muscle, joint pain and the occasional bout of rashes. Up to the present day, sadly, there are still no specific antiviral medicines to battle dengue. Hydration is of utmost importance when managing a patient with dengue fever. Aspirin or non steroidal anti-inflammatory drugs are not recommended for the treatment of dengue fever. The most widely feared complication is the dengue haemorrhagic fever which is accompanied with fever, abdominal pain, bleeding and vomiting. It is potentially lethal and usually this complication affects children. Prompt clinical diagnosis and meticulous clinical management by experienced doctors and nurses usually increase the rate of survival of patients. Over the past decade, dengue has emerged as one of the most common mosquito-borne viral disease among humans. On a global scale, an estimated 2.5 billion people reside in areas where the dengue viruse can be easily transmitted. From a geographical point of view, the spread of both the vectors (Aedes mosquito) and the dengue viruses has led to a resurgence globally of an epidemic dengue fever. Together with this epidemic, there is emergence of the dengue hemorrhagic fever (DHF) in the past quarter of the century. The main vector of dengue is the Aedes aegypti ¼Ã…’ there are four different but related viruses that cause dengue. The recovery from infection by one type will provide lifelong immunity only against that particular serotype. In other words, it means a human being can be infected by another serotype of dengue virus for a subsequent time. Dengue Hemorrhagic Fever was first identified during the 1950s in the Philippines and Thailand when those two countries experienced dengue epidemics. Around 1970, about nine countries had witnessed the DHF epidemic and continues to rise in our present day. All four dengue viruses are endemic in the Americas and Asia and has become one of the leading causes of hospitalization and mortalities among children in a few of their countries. Until now, vector control is the most widely used method for the dengue and DHF prevention. Broad research on dengue vaccines are still being conducted. Literature Review. A number of literature reviews provided me with a very handy guide to the socio-demography and KAP regarding dengue among the community of Bukit Pelandok, Negeri Sembilan. Since i had limited time to conduct the research, the literature reviews gave me an overview and acted as a stepping stone to getting the research report together. Even for professionals, literature reviews are useful reports that keep them updated about what is current in their field. 4 journals from the internet and online journal communities were reviewed before writing this report. This included studies on KAP among the adult population in Malaysia, Thailand and Myanmar. The quality of the journals was merely acceptable as most of them used convenience sampling. Only one journal used a cross sectional multistage sampling, this was the journal regarding Dengue-related Knowledge among Caregivers in Myanmar. From these journals, the group conducting the research managed to fine tune the questions in the questionnaire that was used so that the answers would be helpful and informative. According to the journal by Dr Farizah Hairi, out of all of the 200 respondents surveyed in Kuala Kangsar, only one had never heard of dengue. And the main source of information came from the television or radio. 88.5 % of the of the respondents thought that the cause of dengue was mosquitoes whereas only 2.5% knew it was the dengue virus to be exact. Out of these 200 respondents, only 91 could name Aedes as the type of mosquito that could transmit the dengue virus. The knowledge on the Aedes mosquito was quite poor. Only 25 percent of the respondents were able to mention that covering the stored water as a prevention method. The good news was that 192 (96%) of the respondents understood that presence of Aedes larvae in their residence was against the law. The practice of dengue control , the most common forms of prevention were using mosquito coils together with insecticides. Majority of respondents (96%) did consider the dengue virus as a very serious disease. All of the 200 respondents stated that they would seek treatment if they were infected with dengue. Out of the 200, 192 which is a large proportion felt that prevention was better than cure. 90.5% of the respondents support programmes or activities which are organized by the health authorities targeted at the elimination of Aedes mosquitoes. 91% of respondents too felt it was justified to punish those guilty of harbouring Aedes larvae in their residence. Based on the type of scoring system used which was described in the methodology of that particular journal, 68.5% of respondents possessed good knowledge of dengue and Aedes, whereas 91.5% had a positive attitude towards dengue control. What was disappointing was that only 51.5% of respondents actually adopted measures to prevent and control dengue and its vector. Research Question The following is the main research question that all the questions in the questionnaire are helping to answer. What is the current level of knowledge, attitudes practices for prevention of the Dengue virus among the semi-urban community? Objectives General objective To assess the Knowledge, Attitude and Practice on Dengue among the Bukit Pelanduk community. Specific Objectives: To determine the level of knowledge of the local communities on Dengue To appraise the attitude of the local communities towards Dengue To describe the practices taken by the local community to prevent Dengue infection Methodology For the KAP of dengue research survey, we used a cross-sectional study in Bukit Pelandok. Type of sampling used was convenience sampling. The sample size of the study was targeted at 250, we managed to hit that mark. A pre-tested and well structured questionnaire on KAP of Dengue was used. The household survey was carried out within the range of a 5 km radius around the Bukit Pelanduk Health Clinic which included -Kampung Chuah -Kampung Sawah -Kampung Pachitan -Kampung Cina -Rumah Rakyat -Taman Bayan From the 14th to the 16th of February 2011, we did some brainstorming to finalise the topic and questions. After that we sent the questionnaires for printing. 2 members of the group were sent to Bukit Pelandok to check out the area before the day we went to conduct the research. We then had to divide determine the criteria of interviewees which would be fit for selection to answer the questionnaires. The criteria the interviewees must fulfil is that they be above 18 years old, a resident of that household, and a Malaysian citizen. Our questionnaire had 4 main components which included socio-demographics, knowledge, attitude and practices. The medium used to conduct the interview were the Malay, English, and Mandarin language. On the 17th to 18th of February 2011, we proceeded to the execution of the research study. We divided the research group into 13 pairs. On the 1st day, we covered areas within walking distance, which was as far as up to Kampung Cina and Kampung Sawah. The 2nd day , we were dropped off by group members who had cars and managed to cover further areas as far as up to Taman Bayan and Chuah. As like the previous household survey, there was a key emphasis placed on obtaining consent from respondents of the survey as well as maintaining their anonymity and confidentiality of any of their responses to the survey. The descriptive statistics program, SPSS 18, was employed in the formulation of the results of the survey. The SPSS 18 greatly helped in data entry together with analysis. A P-value of less than 0.05 was used to prove the validity of the collected data unless otherwise stated. The scoring system used is as follows. Knowledge 10 vital questions à ¢Ã¢â‚¬ °Ã‚ ¥ 7 correct GOOD knowledge Attitude 6 vital questions à ¢Ã¢â‚¬ °Ã‚ ¥ 4 Yes GOOD attitude Practice 7 vital questions à ¢Ã¢â‚¬ °Ã‚ ¥ 4 Yes GOOD practice There were some protocols that we followed to reduce bias or error while conducting the interview. We did our best to avoid suggestive questions, and the questionnaire was pretested among our own group members. There was a briefing held to convey the standardization of questioning. House allocations were done to prevent overlap and we tried our best to extensive coverage of Bukit Pelandok. Our group also double checked the SPSS data after input. Results Socio Demographic data Gender Figure 3.1 shows the gender of respondents .60.4% and 39.6% were female and male respectively out of 250 respondents. Age group Figure 3.2 shows the age group of the respondents, a majority, 40.4% were middle aged. Ethinicity Figure 3.3 shows the Malay ethnicity is 59.6%, the majority. Figure 3.4 shows the educa Literature Review: Methods Of Virus Protection Literature Review: Methods Of Virus Protection Computer viruses are most critical area in computer science. All computer users in the world are suffering from this threat. Viruses reproduce themselves and spread through computer to computer as well as network to network. There are some antivirus software and some best practices to prevent from computer viruses. As well as this literature review contains the present situation of computer viruses, protection from computer viruses and how new antivirus software performs on computer viruses. end{abstract} section{Introduction} The only secure computer is one thats unplugged, locked in a safe and buried 20 feet under the ground in a secret locationÃÆ' ¯Ãƒâ€šÃ‚ ¿Ãƒâ€šÃ‚ ½ Dennis Huges, FBI begin{sloppypar} end{sloppypar} The above statement shows the current security situation of computers and the role computer viruses play in computer world. begin{sloppypar} end{sloppypar} Computer virus is a program that can execute itself with the help of another infected executable program without knowledge of computer user and infect to computer. Viruses usually copy itself in current host and another new host also. So generally viruses are infecting to executable files. Some kinds of viruses only reproduce itself within the current host and from the current host to another host and spread in the host. Those are harmless than viruses that damage to the computer program, activities and data in the computer. begin{sloppypar} end{sloppypar} But there are some other malicious software other than the viruses. Those are called malware. These malicious software can spread without help of executable program. begin{sloppypar} end{sloppypar} Computer viruses are also computer programs. So anyone who has a personal computer can create a virus program with few lines of codes. This means birth places of viruses are widely available. Also a virus is activated in host computer; the infection can spread through network (LAN or Internet) to other computers. begin{sloppypar} end{sloppypar} Virus attaches itself to other program and spreads with them. Most of the time virus attaches to executable program, when the infected executable program is running then virus is also executing behind that process. Also computer viruses can infiltrate to operating system. So all operating systems like MS Windows, PC Dos, Unix and Macintosh OS have probability to infect with viruses. begin{sloppypar} end{sloppypar} Some viruses do some destruction as soon as they enter a system. But some of others are programmed to lie dormant until activate by some signal. The signal may be mouse click, specific date, time or specific common sequence of keystrokes. As an example the famous Michelangelo virus, it is set to activate his birthday March 6. begin{sloppypar} end{sloppypar} Protecting the computers from the malicious software is the most challenging thing. But there are many ways to protect the computers from computer viruses. Although there are lots of methods to protect the computers from viruses, the computer users also have a responsibility to protect the computers from computer viruses. From the next section of review is considered about different types of Malware. cite{1} newpage section{Different types of Malware} There are different types of Malware spread in computer world. But it can mainly identified as follow. begin{itemize} item Viruses item Worms item Trojan Horses item Logic Bomb end{itemize} begin{figure}[h] par includegraphics[bb =0 0 100 325 ]{virus.png} caption{Malware Growth by Year} cite{10} par end{figure} newpage subsection{Viruses} Virus is block of executable code that is attached itself to another executable program by attaching external code, overwriting or replacing of the executable program code. When the computer user execute the infected program the automatically activate virus also by executing the hide block of code. This is the way how virus is infected to computer without knowing of user. But viruses get help from computer user to propagate in his machine. begin{sloppypar} end{sloppypar} There are several types of viruses; they are categorized into various categories according to the way how they infect to system and what part of system is. Figure1 shows how Malware growth with year. It clearly show increase of Malware in year by year. cite{1,5} begin{itemize} item Boot sector viruses item Macro viruses item File infecting viruses item Polymorphic viruses item Stealth viruses item Multi-partite viruses item Resident viruses item Companion viruses item FAT viruses end{itemize} subsubsection{Boot sector viruses} Boot sector viruses are infected to the boot sector of computer otherwise master boot record of computer. Boot sector viruses are very difficult to detect because the master boot sector is the first thing loaded when computer started. So if this virus effect to computer, the virus get fully control of the machine. begin{sloppypar} end{sloppypar} When boot sector virus infect to computer, they first move or replace the original boot code with infected boot code. Then the original boot code move to another sector of on disk and labeled that part as bad sector. So it will not use in future. The important thing is 75 per cent of viruses attacks are reported from boot sector viruses. The main and only way computer can infected with this virus is boot computer using infected disk. So some modern anti-virus software is designed to check infected disk, when boot using disk and before boot strap is loaded.cite{1,2} subsubsection{Macro viruses} In computing macro virus is virus that is crated using macro language. Macro language built into software such as word processor. So macro viruses propagate with applications which are used macros. In most of the time macro viruses infected with MS Office Word, MS Office Excel. However many of windows applications have to potential infected macro viruses too. begin{sloppypar} end{sloppypar} Because some applications allow macro program to be embedded in documents. So when the document is opening the macro run automatically. Also macro viruses spread rapidly because of peoples share data, documents and also use internet to get data and email document. Therefore Microsoft suggests opening file without macros or user can verify there is no damage macro with the document. But these methods are also not worked at all macro viruses.cite{2,3} subsubsection{File infecting viruses } File infecting viruses are infected to flies, and sometime they are allocated memory of computer. Files infecting viruses are infected with executable files, but most of the time it infect to executable files with extensions .COM, .EXE and .OVL. begin{sloppypar} end{sloppypar} Consider with boot sector viruses these are easy to detect. If the file infecting virus infects to some document, usually it increases the size of the file. Therefore Anti-virus software can detect those viruses using that feature.cite{1} subsubsection{Polymorphic viruses} Polymorphic viruses are change there appearance in each time when it infect to computer. So it is very difficult to detect theses type of viruses. begin{sloppypar} end{sloppypar} Polymorphic viruses also block of programming code, so they are encrypting there code using different algorithms every time they attack to system. Some polymorphic viruses can assume over two billion different guises. Therefore anti-virus software should make with good algorithmic scanning techniques instead of simple string based scanning techniques.cite{1,4} subsubsection{Stealth viruses} Stealth virus is a virus that hides its track after infecting to system. These types of viruses also try to hide from operating system and Anti-virus software. Therefore stealth viruses always stay in memory then they can intercept all attempts to use the operating system. Therefore these viruses waste memory available for user and hide it form both user and Anti-virus software. It hides changes it creates to files, directory structure and operating system also. begin{sloppypar} end{sloppypar} When detected theses type of viruses using Anti-viruses software, then first it should disable the virus before correct the memory location in memory because stealth viruses also stay in memory.cite{1,6} subsubsection{Multi-partite viruses} Multi-partite viruses infect both boot sector and executable program. Therefore this type of virus very difficulty detected.cite{1} subsubsection{Resident viruses} Permanent viruses reside in the RAM.cite{7} subsubsection{Companion viruses} These are working like resident viruses or direct action viruses. subsubsection{FAT viruses} These infect to the file allocation table. subsection{Worms} Worms is a self-replicating computer malware type. It spread copy of itself to other host using computer network. Worms different than viruses how the reproduce and spread. It was known viruses want host program or boot sector to activate it need file transfer (infected file) to another computer to spread to it. But worms did not want any host files to execute and they can execute independently and spread using network. Therefore they normally find addresses to propagate and they pick addresses in three ways, begin{itemize} item Randomly generate addresses item Find addresses in system tables item Find addresses in a program end{itemize} begin{sloppypar} end{sloppypar} The threat of worms is equivalent to that of viruses. Computer worms can damage and destroyed some important files and it can crash critical programs to stop working sometime. The very prominent examples of worms are the MS-Blaster and Sasser worms.cite{1,2,8} subsection{Trojan horses} Trojan horses are distractive programs that hide in some valuable and useful software in internet. Some time worms and viruses hide within Trojan horses. The different between virus an Trojan hours is Trojan did not spread itself. begin{sloppypar} end{sloppypar} Normally Trojan hours spread into two parts those are client side and server side. When the client Trojan executes in computer the server the attacker otherwise server can get high level control of the client computer. begin{sloppypar} end{sloppypar} The Trojan hours spread in several ways, most of the time with infected e-mail attachment. Also virus developers use some chat program like Yahoo messenger, Skype to spread these Trojans. begin{sloppypar} end{sloppypar} Commonly there are several types of Trojan horses like remote access Trojan, password sending Trojan, key loggers, destructive Trojan, FTP Trojan and proxy Trojan.cite{1,9} subsection{Logic bomb} The logic bomb virus is a piece of code that are inputted into a software system. When a certain and specific condition is met, such as clicking on an internet browser or opening a particular file, the logic bomb virus is set off. Many programmers set the malicious virus off during days such as April Fools Day or Friday the 13th. When the virus is activated, then various activities will take place. For example, files are permanently deleted.cite{1,10} newpage section{How viruses spread} Virus is one kind of malicious software which does some kind of harm to the activities of the computer. They always need a host program or any executable program to be executed its code. As viruses cannot execute its code by itself, the virus has to get the help of another file. Because of this reason, the viruses can effect only to several kinds of files such as html files with JavaScript, word documents and spread sheets. As the files with the extension .gif, .jpg,.wav,.mp3 files considered as pure data files, a virus cannot do a harm to these files. begin{sloppypar} end{sloppypar} What the viruses do to spread is copying its code to another executable file. Then when that executable file is executed by another person the code of the virus is also executing and it then starts to search for files it can reside in the same computer or in the other computer which has been connected to the computer. Then the newly attacked programs are also trying to search for files which it can attack. If the infected file sends to another computer by a removable media, the computer virus infects to that computer too. begin{sloppypar} end{sloppypar} There are number of ways which a virus can enter into a computer. Most of the time viruses are spreading through the internet. As creation of viruses is rapidly increasing and internet is everywhere available, spread of the computer viruses has increase more and more. Computer viruses are coming to the computer with e-mails in e-mail attachments. When the user opens the e-mail, the computer virus enters into the computer and grows in the computer. Another way of entering a virus into a users computer is by downloading something from some web sites. Through floppy disks or another removable media, it is possible for a virus to enter into a computer.cite{1} section{What the computer viruses and other malicious software can and cannot do} begin{itemize} item Use disk space by the computer viruses in vain. item Delete or modify the content of the infected files. item Interrupt to some operations of the infected computer. item Display some messages or images. item Decrease the performance of the computer. item Block the computer networks. item Do not do any harm to the hardware components that are connected to the computer. end{itemize} section{Protection from computer viruses} Once a computer infects with some computer viruses, the computer users cannot identify whether a computer virus has entered into the computer or computer system as some computer viruses are in idle mode for some period of time. The computer users can know that a computer virus has entered into the computer only by looking at the evidence of the destruction they have done. So the computer users must always consider about the safety of their computer before a virus do some destruction to the computer. begin{sloppypar} end{sloppypar} As most of the computer users are now aware of the computer viruses, they specially pay their attention to limit the chance for a computer virus to enter into their computer. By just installing an anti virus software the users cannot give the responsibility of protecting the computer from computer viruses only to the anti virus software programs. The computer users also have the responsibility of protecting the computer from computer viruses. Although most of the computer users trust and use an anti virus software to protect their computers from computer viruses, there are best practices which should be followed by the computer users. begin{itemize} item When downloading software or any other thing from web sites the users should always be careful to download them from reliable web sites. item As viruses can come with e-mail attachments when the computer user checks the e-mails, messages from unknown contacts should not be opened. item If the user is logging into the computer with admin privileges, the chance to be infected by some computer viruses or malware is greater than the user log into the computer with user privileges. As some viruses cannot enter into the computer when the user logged as a user, log into the computer with user privileges is safer. item Restrict the other users from write privilege is another option. item Put passwords that cannot be easily guessed by another person. item Backup data. item Use only trusted software. end{itemize} begin{sloppypar} end{sloppypar} How much the company or person has to pay for an anti virus software, today most of the computer users are used to get the service of an anti virus software as the data are worth than the amount they pay to protect their computer or computer system. So installing an anti virus software program has become the most popular and reliable method of protecting from computer viruses. cite{14} newpage subsection{Computer virus protection with anti virus software programs} As computer viruses are available everywhere in the world, the better way to protect the systems is installing an anti virus software in them. Because of that reason, there are lots of anti virus software providers to provide their services to the customers. Various anti virus software providers are providing their service to the customers in various ways. They are client pull method, provider push with consent method, subscription method and care taking method. begin{sloppypar} end{sloppypar} Client pull method After a request from the client or customer for the service of an anti virus software, the service provider provides their service to the client. In this method as its name said, client should take the initiative to get the service. begin{sloppypar} end{sloppypar} Provider push with consent method The service providers sends email notification about their product and then the customers download the anti virus software and install it on the computer. begin{sloppypar} end{sloppypar} Subscription method The client agree to an agreement with the service provider. In this method when the vendor updates the anti virus software, the updates will automatically downloaded into the customers computer. begin{sloppypar} end{sloppypar} Care taking method In this method none of the individual computer user should not do anything to protect the computer from viruses. The service provider provides the service as a whole. begin{sloppypar} end{sloppypar} The mechanisms used by various kinds of anti virus programs to detect a computer virus is not able to catch all the viruses or not able to not to catch the non virus things. Traditional anti virus software used two methods to detect a computer virus.cite{15,16} subsubsection{String matching technique} Some anti virus providers stored the codes of the computer viruses in a virus dictionary and when performing a scan, the anti virus software searches the scanning file for a piece of code from the virus dictionary. If a matching character is met, then the anti virus software detects that file as a suspicious file and alerts the user saying there is a suspicious file in the computer. begin{sloppypar} end{sloppypar} But if a virus creator creates and release a new computer virus, as the code of that virus is not available in the virus dictionary, the anti virus program is not able to detect that virus. So the anti virus software which use this technique cannot guarantee that all the computer viruses can be detected by itself.cite{17} subsubsection{Detecting a virus by monitoring the behavior of the program} The anti virus programs which use this technique is monitoring the behavior of the scanned program and if there is an unusual behavior, the anti virus program detect it as an infected program and report it to the user. begin{sloppypar} end{sloppypar} But if the anti virus software detect a non infected program as an infected program and after reporting it to the user if the user deletes it from the computer, a problem arise. begin{sloppypar} end{sloppypar} Although the anti virus software can be trusted, there are some fake anti virus software which do not provide a protection against computer viruses. They have created only with the objective of earning money from the computer users by intruding them. Because of this reason, the computer users also have the ability to download and install only the trusted anti virus software.cite{17} subsection{Antivirus software rating} The latest antivirus software rates in the world.cite{11} begin{itemize} item BitDefender Antivirus 2010 This provides a great security, simple usability, effective use of resources, and a valuable pricetag and provides up to date technologies to combat viruses and other malware.Active virus control is the latest technology they are looking for to give a great security by always observing the behavior of a file. cite{19} item Kaspersky Anti-Virus 2010 All around protection from number of threats like viruses, Trojans, bots, worms, and spyware. This is more easy to use as it has created with user friendly navigations. cite{20} item Webroot AntiVirus with SpySweeper 2010 A comprehensive desktop anti virus package which is used a multi-layered approach.Webroot AntiVirus with Spy Sweeper also features proactive technology to find malware before it does any harm to the computer. cite{21} item Norton AntiVirus 2010 Great protection level against malware but a problem arises when uninstalling the software as its partial ninstallation. This uses traditional signature based detection mechanism to detect malware. cite{22} item ESET Nod32 Antivirus 4 Kind of desktop anti virus software. But this doesnt provide a complete security and misses some protection. This is not in the competition with other anti virus software. cite{23} item AVG Anti-Virus 9 Includes antivirus and antispyware protection. provides complette protection from harmful downloads and web cites. cite{24} item F-Secure Anti-Virus 2010 Great desktop anti virus. Has one of the most effective scan procedure and test results are shown to prove that. When installing this anti virus software, it has been automatically configured to remove the other anti virus software installed to the computer. cite{25} item G DATA AntiVirus 2011 Uses two distinct antivirus scanning engines, behavioral/heuristic protection, and even self-learning fingerprinting.This provides protection against malware spreading via emails and IM. The types of malware which are detected by this anti virus software are,phishing scams, dialers, adware, malicious scripts, Trojans, rootkits and worms. cite{26} item Avira AntiVir Premium item Trend Micro AntiVirus + AntiSpyware end{itemize} section{Cryptography and viruses} Cryptography is technique use to safe some data from other unauthorized people. Most of the time this is used when transfers data from computer to another one. But the problem is virus programmers also use this technique to their viruses. begin{sloppypar} end{sloppypar} In cryptography there are different kind of cryptography methods available but most of the time the programmer who create viruses use symmetric single key cryptography. Actually what happen in cryptography is data encrypt using key and send that encrypted data to recipient then recipient decrypt and get original data using the key. This method is so safe because the encrypted data can not anyone understand. begin{sloppypar} end{sloppypar} Normally anti-virus program detect virus using the code of the virus. If there any virus with encrypted code then anti virus software can not identify those viruses. begin{sloppypar} end{sloppypar} Virus creators using cryptography, they encrypt the code of the virus. So some viruses change their aspects moment to moment and system to system but the key is same but is encrypted with virus code. So the virus is safe from anti-virus software, till the code is encrypted. begin{sloppypar} end{sloppypar} But some cryptography viruses keep their key in separate places instead of keep with the same file. So good anti virus software can detect the places which keys are stored. Then it can decrypt the virus code and delete it. begin{sloppypar} end{sloppypar} Therefore computer system is protected some operating system developers keep the system fies as encrypted. So even though, there are some advantages and the facilities in using cryptography systems to be it prctically applicapable in virus preventation more advanced features of cryptography should be applied.cite{13} newpage section{Conclusion} As computer usage and internet usage is increasing in the modern world, the computer virus creation and the computer virus infection has become a common thing. Computer viruses can destroy a whole computer system or computer network within few seconds. But for any kind of company, the data they have should have confidentiality, integrity and availability. But sometimes those three things will be lost by the computer viruses. So most of the computers users are now try to avoid from the computer viruses. begin{sloppypar} end{sloppypar} But computer virus infection has become so common thing because of the unawareness and the careless of the computer users about computer viruses. If the computer is attacked by a computer virus, the computer users do not do the correct thing to avoid spreading the virus to the other computers. That is why the computer viruses are spreading all over the world quickly. If a new computer virus is found from a users computer, the anti virus software providers are unable to provide a solution to the problem before it spread everywhere. The computer user has great responsibility to not to let a computer virus enter into the computer. To mitigate the destruction, this can happen to the computer from computer viruses, begin{itemize} item Aware the computer users about computer viruses. item Backup the data. item Put passwords which cannot easily guess by the outsiders. item Not to give write permission to the other persons. item Do not open suspicious e-mails from unknown contacts. item Download and use only the recommended software. item Install an anti virus software. item Always keep the anti virus database up to date. item Use only the recommended anti virus software. end{itemize} begin{sloppypar} end{sloppypar} As computer users are now searching for the best anti virus software which can give the best protection to their computers from computer malware, the anti virus market has grown and saturated with various kinds of anti virus software. But the problem is that though there are more anti virus software with the target of providing a better protection; virus creators are more powerful than anti virus program creators. They encrypt the code of the computer virus so that any of the anti viruses cannot detect that computer virus. begin{sloppypar} end{sloppypar} Considering all the fact we can come to a conclusion that any of the computer in the world cannot be there with no virus attack and any of the computer virus protection methods cannot eradicate the computer viruses from the computer forever. newpage begin{thebibliography}{widest entry} bibitem{1} McAfee,emph{An Introduction to Computer Viruses and other Destructive Programs},Available at: http://www.mcafee.com/common/media/vil/pdf/av_white.pdf bibitem{2} Markus Hanhisalo,emph{computer Viruses},Available at:http://www.tml.tkk.fi/Opinnot/Tik-110.501/1997/viruses.html# 1.Introduction% 20to% 20Computer% 20Viruses bibitem{3} Top Bits,2010, {http://www.topbits.com/types-of-computer-viruses.html} bibitem{4} Spamlaws,2009,emph{Understanding the Polymorphic Virus},Available at: http://www.spamlaws.com/polymorphic-virus.html bibitem{5} Ward Takamiya,Jocelyn Kasamoto,emph{An Introduction to Computer Viruses} bibitem{6} Spamlaws,2009,emph{Spotting the Stealth Virus},Available at:http://www.spamlaws.com/stealth-virus.html bibitem{7}Spamlaws,2009, emph{Understanding the Resident Virus},Available at:http://www.spamlaws.com/resident-virus.html bibitem{8} Top Bits,2010{http://www.topbits.com/computer-worm.html} bibitem{9} Top Bits,2010{http://www.topbits.com/trojan-virus.html} bibitem{10} Top Bits,2010,{http://www.topbits.com/logic-bomb.html} bibitem{11} emph{AntiVirus Software Review },http://anti-virus-software-review.toptenreviews.com/ bibitem{12} emph{Computer knowledge virus tutorial},Available at:www.cknow.com bibitem{13} Charles P. 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