Factors of Affecting Online Game Satisfaction

Factors of Affecting Online spicy cheerCHAPTER ONEINTRODUCTION1.1 IntroductionOnline sport is one of the intimately democratic funs among the citizen in this demesne no matter what ages they atomic tote up 18. Due to the advancement in the techno lumberarithmies, it has brought lots of festering in this sedulousness since primaeval of 2000s. This development has been unquestionable online bouncy securities industry into the amount of money of the cosmea cultural industry (Sang, Yung, Jae, and Kyoung, 2004). Hsu and Lu (2003) stated that online naughty do has been a highly profit able-bodied e-commerce application in recent years and its market value has increasing markedly as closely as number of pre executeer maturement at the identical epoch.Now a day, about of the base testament owned at least one personal electronic data processor (PC) or a laptop computer and nearly even to a colossaler extent than that receivable to the cheaper constitute to c ede a computer. Consequently, the demand for computer has been grown rapidly throughout this recent year. The accessibility of network also is easier with distributively passing year and the cheaper expense to flip broadband internet connectivity (Bizymoms.com).Gener on the wholey, online bet on dish up shag be categorized as business-to-consumer or B2C in e-commerce and it is also one the icon bet and interactive entertainment industry. A strategic market look into and consulting business firm which focuses on the interactive entertainment and the emerging video biz, online feeble, interactive entertainment and portable plucky markets namely, DFC news show has made its forecast for general video spirited and interactive entertainment industry individually year since year 1995. tally to DFC Intelligence forecast on year 2008, the worldwide videogame and interactive entertainment industry revenue to reach USD 57 billion in 2009 with no signs of retardation due to the slumping economies and costly starkw atomic number 18 (Androvich, 2008).The rapid growth in videogame and interactive entertainment industry has been attracted lots of entrepreneur who would like to enter this fat industry. found on the report of DFC, PC was the top programme for games in 2007, with online game revenue alone eclipsing USD 7 billion on year 2006 and not including retail sales. The DFC also stated the entire PC game revenue is expected to reach USD 19 billion by year 2013 (Androvich, 2008).In Malaysia, at that place were 15 million affirmr of internet and it was 62.8% out of the total population in 2008 (Internet realism Stats, 2008). It was much than half of the citizens of Malaysia contribute used the internet and this has brought a great opportunity to the entrepreneur who would like to join this industry to be one of the online game serve suppliers to shargon the profit since the number of internet users was increasing each year. It did not showe d that the number of the online game subscribers unless there is a business opportunity for the entrepreneur to start-up their business through online.Table 1.1 Internet Usage and community Growth of MalaysiaYearNo. of UsersTotal cosmos%20003, 700, 00024, 645, 60015.0%200510, 040, 00026, 500, 69937.9%200611, 016, 00028, 294, 12038.9%200713, 528, 20028, 294, 12047.8%200815, 868, 00025, 274, 13362.8%(Source http//www.internetworldstats.com/asia/my.htm 2009, November 1)A con showed that node gaiety is the immediate instrument proceeding the consumer retains trueness (Cronin, Brady, and Hult, 2000). Most of the studies showed that higher levels of client felicity forget overhaul to guest homage. A minor change in enjoyment could lead to a substantial change in homage outgrowth (Bowen and Chen, 2001). However, most of these studies were in offline environs. Wind and Rangasamy (2001) found that online purlieus offer more opportunities for interactive and personalized ma rketing. Eventually, these opportunities may influences node joy and node fealty in the online surround if comp ard to the traditional market or offline environment (Shankar, Smith, and Rangaswamy, 2003).The main purpose of this study is to report the factors affects the client rapture towards online game dos and which could lead to customer the true. It is including the assist quality, accomplishment cost, bonk value, and engineering science acceptance factor. These intravenous feeding antecedents of online game renovation enjoyment and loyalty lead test associations found on the model that has been constructs.1.2 orbit of the investigateIn this century, computer might be a need for a person if comp bed to the decrepit days where there was a limited growth in technologies. Now, computer seems like a tool which stand do everything for you much(prenominal) as meddlesome education, payment, shopping, and so on. This powerful electrical appliance has pre slant a well response from the citizen of the world. It has many functions dope manage through computer and one of the most popular functions of computer is gaming.In the earlier 2000s, most of the games were played offline since the limited internet connectivity and expensive prices to have an internet connectivity. However, this situation has changed due to the technologies advancements and the industry has passd economical of scale. To more understand what online games is, it is a must to apprize its history.The very first online gaming activities were introduced in the late of 1960s and early of 1970s. Later, they started gain more popularity at bottom 1970s to 1980s when dial-up Bulletin Boards became popular and the users started play online game over them. Clyde and Thomas (2008) stated that the development of arcade game in the 1970s, and video and computer games in the 1980s digital games have expire an influential part of popular culture. The bulletin boards provided a multi-user platform which entrusted few users to play at the same time. Now, it has been transformed to MMORPG (Massively Multi-Player Online Role-Playing Games) which is popular all around the world presently (Bizymoms.com).At one time, games were used for educational purpose rather than entertainment (Clyde and Thomas, 2008). However, due to the changed in the perception of game post and the culture, it becomes an entertainment but there is still has some of the game designers and educators used it as educational purposed such as discipline typing skills and so on.In the year of 1990s, due to the growth of internet technologies of Flash and Java, it has led to the increasing system of the internet and the millions of new websites mushrooming across the World Wide Web. When enter to the millennium year, technological giants such as Sony, Microsoft and Ninetendo came out with advanced gaming consoles has changed the features of online gaming completely (Bizymoms.com). The pot a ll around scum bag play a same game with each another(prenominal) virtually at the same time.Currently, online gaming industry is growing each year and it has a great expansion in future. The online game wait on is one of the most competitive industries among the entire industries. The new and the existing online game helping provider atomic number 18 delivering their best serve to gain more market sh be to sustain its organization. To penetrate the market, the firm must reckon the customer prognosis which may lead to customer gladness. Eventually, it may bring customer loyalty.1.3 Research ProblemCustomer is the one who contribute the profit to the firm because they are the one who are development the ingathering or avails. However, consumers are becoming wisely now a day when they would like to use certain product or emoluments. They will tend to purchase the product me trust if the product keep meet their expectation which might lead to triumph. To meet the custo mer expectation, it is a biggest challenge for the firm.Other than that, the growth of the online game has brought some a major occupation to the service provider which is how to retain the existing online game users and will not shifting to other service provider or loyalty to the current provider (Yang, Wu, Wang, 2009). In order to survive in this competitive industry, many practitioners and academicians in this field have centre on how to rectify online services to attract capability buyers as well as the current customers (Jun, Yang, and Kim, 2004).There are some of the factors to achieve customer atonement. However, the winder factors especially in online game services which are able to make the customer satisfied with the products and services still under study or unusual (Dick, Wellnitz, and Wolf, 2005). If the key factors have been situated, the provider might be able to gain the competitive advantages which trying to meet the customer expectation.This research is emp hasizing the customer gaiety and loyalty in online game service. Specifically, it is trying to identify the key factors affects online satisfaction and online loyalty in order to guide the online game service provider to improve their service quality to garb more likely customers and retain the existing one.1.4 Research ObjectivesThe objectives were formed based on the research problem and there are formulated to achieve the main goal of this study which is to examine the factors of sham the online game satisfaction and loyalty.To determine service quality has a positive moveion towards online game satisfaction.To determine transaction costs has a positive impact towards online game satisfaction.To determine technology acceptance factor has a positive impact towards online game satisfaction.To determine experience value has a positive impact towards online game satisfaction.To determine online game satisfaction would have a positive impact on online game loyalty.To determine service quality, transaction cost, technology acceptance factors, and experience value will affect online game satisfaction and eventually online game loyalty.1.5 Justification of the StudyThis study is significant for several(prenominal) reasons. First, it can identify the gaps among customer expectation and perception about online game service provider in order to guide them to provide break dance services. It is familiarly known that there is a positive alliance between customer loyalty and favorableness (Bowen and Chen, 2001). It is correct once the customer is loyal to the company because they will visit the firm after a purchase and some even recommend to their friends. In the online environment, the online satisfaction also press studs much attention from all of the researchers because to meet a customer expectation is the toughest challenges to the company. Also, it brings the profitability and the excerpt of the company.Online game service provider should vex about the medium which may influenced the online game satisfaction and online game loyalty. The importance of the study is to keep the online game service improvement in order to achieve the customer satisfaction from time to time. In online environment, the customer can easily compared the alternate(a) than offline customer especially products and service (Shankar et al., 2003).As in online environment, the user is free people to search the information to the product that they demand. As well as online game, there is large amount of online game service provider. Therefore, the user can easily compared the features of the game and service quality that provided by the firm. Once the factor has a positive impact on online satisfaction has been determined, the service provider is able to strengthen their weaknesses in order to sustain its market share.Besides, the study is providing guidelines for the service provider to develop their future or long-term externalise. The importance of the online game satisfaction will fuddle a direction to the service provider to plan for their future such as strategic plan. It also helps the company to gain competitive advantages in this industry. Commonly, most of the studies regarding to customer satisfaction and loyalty were did for offline environment and only limited for online environment. However, consumers still have some same characteristics in make decision when they would like to purchase a product.As the study has identified the factors affect the customer satisfaction and loyalty, the firms are able to fulfill the users need and wants. This action is trying to meet the customer satisfaction and eventually customer loyalty. Once the customer become loyal, the company may survive in this competitive market.On the other hand, it is also will benefit the user to gain a split service from the online game service provider once they have responded to what they are percept towards the online game service provider that they currently subscribed. Also, the service provider is able to understand what kind of service quality that the users perceived and expected. It will leads to a win-win situation if both(prenominal) of the parties could perform what they are request and give.1.6 Definition of Important termThere are some heavy terms in this study Online satisfaction, online loyalty, service quality, technology acceptance factors, transaction cost, and experiences value.Online Game SatisfactionOnline game satisfaction is customer satisfaction towards online game service. Oliver (1980) defines customer satisfaction as customers evaluation of a product or service with regard to their needs and expectations. It is just in virtual environment perspectives.Online Game LoyaltyOnline game loyalty is customer loyalty towards online game service. It can be defined as a deeply held commitment to rebuy or repatronize a preferred product or service consistently in the future, thereby causing repetitive same-bran d or same brand-set purchasing, disrespect situational influences and marketing efforts having the potential to cause switching behaviuor (Oliver, 1997). religious service QualityParasuraman, et al., (1988) defined service quality as a global judgement, or attitude, relating to the superiority of the service, and explicated it as involving evaluations of the outcomes (i.e., what customer actually receives from services) and process of service act (i.e., the manner in which service is delivered) (Jain, and Gupta, 2004) technology word sense FactorsIt is also known as technology acceptance model (TAM). Davis (1989) proposed TAM to explain and predict user acceptance of information schemes (IS) or information technology (IT). In short, it is explaining intention to use a technology (Schepers and Wetzels, 2007). operation CostIt is a theory seeks to explain why firms exist and how firm boundaries were determined (Watjatrakul, 2005).Experience ValueIt refers to shopping efficiency and making good product performance and functionality (Wu and Liang, 2009). Wu and Liang (2009) added its perceptions are based on interaction involving either direct usage or distant appreciation of goods or services.MMORPG (Massively Multi-Player Online Role-Playing Games)It is known as a virtual environment where it allows multiple geographically distributed users interact with each other at the same time (Papargyris and Poulymenakou, 2005). Besides, it is offering an alternative channel for players to communicate, share experiences, socialize, and eventually from virtual communities (Chee, Zaphiris, and Mahmood, 2007)Online Game processIt is a service provider who provides a horde for the online game user to get into the entanglement to interact with each other by playing games.1.7 Organization of the ReportThis study will be constructed into five different chapters and there areChapter 1 is presenting the introduction and a brief overview of the study. The problems of the study , objectives of the study, significance of the study, and the chapter outline of the research are stated in this chapter.Chapter 2 provides an extensive review of international journals, reports, and articles from online and offline resources. Besides, all the reviews in this chapter are related to the problem of the research that will guide to construct the conceptual foundation and shot of the study.Chapter 3 is describing the methods used in conducting this study in detail. Besides, it also presents the development of the research framework which proposed the relationship between dependent variables and independent variables. Next, the methodology apply is provided, sampling procedures, hypothesis development, data analysis and musical rhythmment.Chapter 4 presents the findings and data analysis of the research. It analyses and discussed the data collected in the research using the research instrument which has been developed in chapter 3. The hypothesis will be well-tried an d it is also presents the results of statistical analysis used in this study (t-test, ANOVA, and etc.).Chapter 5 is presenting the conclusion and recommendation. There is also discussion of the studys implications, recommendations, limitations and suggestion for the future research.CHAPTER 2 books REVIEW2.1 IntroductionChapter 1 has discussed and highlighted the important issues which related online game service satisfaction and loyalty. All of these issues that mentioned in the chapter 1 are playing an important role for online game service industry in order to understand the expectation of the user and eventually grab more market share. As a result, to more understanding these issues, an examination of literature on related study were carried out. Generally, literature review provides the theoretical founding for the development of the research framework of this study, which will be discuss in the next chapter Chapter 3. This chapter consists of the following subject areas (1) D efinition of key terms (2) online game satisfaction (3) online game loyalty (4) the factors might affect online satisfaction and loyalty and (5) summary of literature review.2.2 Definition of Key Terms2.2.1 Online Game ServiceAs technologies have became more advance, people have more rely on the technologies and they even expect technology will do all the things for us. Now, most of the people are prefer online rather than offline when they would like to purchase or acknowledge a transaction. In the olden day around 1980 where the technology has a limited growth, people can only play games in offline environment such as TV and handheld game console (Nintendo).In the late 1980s computer game was invented and started popular. Currently, computer games have been transformed into MMORPG (Massively Multi-Player Online Role-Playing Games) which is popular all around the world (Bizymoms.com). Besides, the multi-player online role-playing games also known as Net games (Lo, Wang, and Fang, 2 005). Generally, net game can be divided into three which is web games, internet games, and online games. The below is the definition of this three types of net games.Table 2.1 Types of Net GamesTypesDefinitionPlayersWeb gamesGames which use a website as an interface.Players must register to play.Network gamesGames which allow multiple players to use their own PCs to interact via Local Area Networks (LANs) or the internet. Also, many of these closely correspond PC games.Players must purchase and install game software. However, it does not require any fees beyond those for internet connections.Online gamesGames where require players to connect to the service provider and log in to a server.Player must subscribe to the service provider and hold a role to interact with other virtual roles.Source Lo, 2008Online game is requiring player to log in to a server in order to play the games. It is means that the players must have internet connection to connect with the service provider. Aft er the player subscribe to the games, the user has to select a role to interact with the rest of the subscribers. The special characteristic of online game is the user can occur to play their role after they have log out for few days. The player can keep continue playing where they have stopped when they have log out last time with the experiences and assets are remain.Online game user must install a client program for internet connection and online game providers to attend the online game (Lo, 2008). This program is inexpensive and sometimes even free. However, there are some need additional fees are paid to the Internet Service Provider (ISP) (Lo, 2008). Commonly, the charges of online game is based on the time where the player spent to playing games and usually it is prepaid which pay before they play the games.Due to the technology advancement and the cheaper price for paying the internet connectivity, consumers are more easily to connect to the internet and playing online game . This golden business opportunity has been attracted lots of firms entered to this industry. Online game service is the company which provides a server for the players in order to play game with others. The company main activities is improve the performance of the online game also sustenance of the server to avoid any shut-down or system down of the server.There are some features have attracted lots of people subscribe to online game and the number of players is keep increasing each day. The online games allow the player to build the role based on their preference, beliefs, goal, or other factors and most of the time the players play it in a team (Klang, 2004). The features in the online games has play an important role in order to gain more subscriber and also some other factors.2.3 Online Game LoyaltyIn general, loyalty can be defined as faithful. However, in terms of customer loyalty, it is hard to define (Bowen ad Chen, 2001). Dennis (2003) stated that loyalty is the feeling w here a customer has about a brand. This could be explained as the customer has a positive perception about the brand and this brand will always come in the first of the consciousness of this particular consumer if compared to the other firms which have offer the same service or product. Edvarson, Johnson, Gustafsson and Strandvik (2000) define loyalty as a customers intention to repurchase from the same firm again.On the other hand, loyalty can be measured in three distinctive approaches and there are behavioural measurements, attitudinal measurements, and composite measurements (Bowen and Chen, 2001). Behavioural measurements can be defined as consistent, repetitious purchase behaviuor as an indicator of loyalty. For example, if the customer is often and parallel visit the same firm and purchase the product from the firm can be said as loyalty under the behavioural measurement.Next, attitudinal measurements can be defined as used attitudinal data to bounce the emotional and psyc hological attachment inherent in loyalty. Lets put it in a situation where a consumer holds a favourable attitude toward an online game service provider, but it is not necessary that consumer will subscribe o this service provider. It might be expensive to the consumer but the consumer will recommend it to others since he holds a favourable attitude towards the service provider (Toh, Hu, and Withiam, 1993).Composite approach is the combination of the first two dimensions and measure loyalty by customers products preferences, propensity of brand-switching, frequency of purchase, recency of purchase and total amount of purchase (Pritchard and Howard, 1997). This approach is valuable tool to understand customer loyalty in several fields such as retailing, upscale hotels and airlines (Pritchard and Howard, 1997).Many of the researchers and also in common think that loyalty is generating positive and measurable pecuniary results (Dennis, 2003). In short, there is a positive relationshi p between loyalty and profit (Bowen and Chen, 2001). When a company is able to retain 5 percentage more of its customers, consequently, profits will increase 25 percent to 125 percent (Reichheld and Sasser, 1990). The impact of loyalty has played an important role for the profit of the company.Based on the reasons mentioned above, online game loyalty (customer loyalty) is the independent variable for this study. On the past studies showed that online customer loyalty is result from customer satisfaction with the e-commerce channel. Also, the online satisfaction has the positive impact on online loyalty is the proved in the context of electronic commerce (Anderson and Srinivasan, 2003 Rodgers, Negash, and Suk, 2005. As proposed by Yang et al. (2009), online loyalty is the final result of their study. For this study, online loyalty is defined as a customers favaourable attitude and commitment towards online game service provider that results in sustaining in the same service provider which based on the study of Yang et al. (2009). Hence, this study is proposing online loyalty as the dependent variable.2.4 Online Game SatisfactionSatisfaction is the overall customer attitude towards a service provider (Levesque and McDougall, 1996). Oliver (1980) defined customer satisfaction as customers evaluations of a product or service based on their needs and expectations. In the other way, it is an emotional customer anticipates and what they receive (Zineldin, 2000). Customer satisfaction could be the big challenges for all the firms and to satisfy the customer expectation is not an easy job because customers are human being who has a complex mind.As a human being, we have different characteristics and different expectation. somewhat people might expect a basic service from the service provider but some might expect a high service from the service provider. When people would like to defined something which involve human attitude, it is hard to find a common or universal definition. Gerpott, Rams, and Schindler (2001) proposed satisfaction is based on the customers estimated experience of the extent when the service provider is able to fulfill customers expectations.There are some benefits of customer satisfaction and the major benefits of customer satisfaction is period loyal longer (Zineldin, 2000 Hansemark and Albinsson, 2004). Besides, Hansemark and Albinsson (2004) stated that satisfied customer are relatively less price sensitive, tend to purchase additional products, and they are relatively hard influenced by the competitors. They proposed many company view customer satisfaction as the crucial to a companys survival and must be satisfied those customer all the time as the company has been promised them.In general, much research no matter in offline environment or online environment, customer satisfaction is not truly a new concept and lots of research efforts have been made to understand its antecedents and consequences (Bai, Law, and Wen, 2008). To assess a firms productivity and its marketing performance, the measures of perceived quality, satisfaction and loyalty was being used (Cortina, Elorz, and Villanueva, 2004).Besides, the great number of study of customer satisfaction is because its potential influence on consumer behavioral intention and customer retention (Cronin, Brady, Hult, 2000 Yang et al., 2009). A study of online retailing stated that satisfied customer tend to have higher usage of service and have stronger repurchase intention (Kim, Jin, and Swiney, 2008). Also, this particular customer will often recommend the product or service to their friends than those who are not satisfied (Zeithaml, Berry, and Parasuraman, 1996 Kim et al., 2008).Anderson and Srinivasan (2003) have investigated the impact of satisfaction on loyalty in the context of e-commerce. They concluded that online satisfaction has an impact on online loyalty. However, they also stated that the relationship is just moderated both by co nsumers individual factors and firms business factors. However, the relationship between online satisfaction and online loyalty also has been found in numerous studies (Yang et al., 2009 Kim et al., 2008 Anderson and Srinivasan, 2003 Rodgers et al., 2005). Hence, this study is going to propose online satisfaction might have a positive resolution on online loyalty.2.4.1 Online game satisfaction as a mediatorOnline game satisfaction will be the mediator between the online game loyalty and its determinants which are service quality, transaction cost, technology acceptance factor, and experience value. As proposed by Yang et al., 2009, service quality, transaction cost, and experience value will influence on online game satisfaction. However, this study is going to propose another antecedent which is technology acceptance factors which based on the studies of Lin and Sun, 2009 Hsu and Lu, 2003. In this model, online game satisfaction is a function of the 4some antecedents operating i n a situation and helps to explain the influence of the antecedents on online game loyalty.As preliminary mentioned that online satisfaction has an impact on online loyalty, but, there are some factors might influence online satisfaction before it comes to online loyalty. To achieve the online satisfaction, the online game service providers have to meet the expectation of the consumer in some of the aspects as the four antecedents. Yang et al., 2009 stated that rare research examines the moderating effects of customer satisfaction in an integrated loyalty model and less formally tests that online game satisfaction in the online game service environment. Therefore, in this study, it proposes online game satisfaction as the mediator between the four antecedents and online game loyalty.The below table is to shows that the selected empirical research on determinants of customer satisfaction and loyalty (online).Table 2.2 Selected empirical research on determinants of customer satisfact ion and loyalty (online)Independent VariablesKey ReferencesContextService Quality (SERVQUAL)Yang et al., (2009)Lin and Sun (2009)Lee and Lin (2005)Santos (2003)Online Game ServiceOnline ShoppingOnline Shoppinge-Service QualityTechnology Acceptance FactorsLin and Sun (2009)Hsu and Lu (2003)Online ShoppingOnline GameTransaction CostYang et al., (2009)Liang and Huang (1998)Online Game ServiceElectronic MFactors of Affecting Online Game SatisfactionFactors of Affecting Online Game SatisfactionCHAPTER ONEINTRODUCTION1.1 IntroductionOnline gaming is one of the most popular entertainments among the citizen in this world no matter what ages they are. Due to the advancement in the technologies, it has brought lots of growth in this industry since early of 2000s. This growth has been developed online game market into the core of the world cultural industry (Sang, Yung, Jae, and Kyoung, 2004). Hsu and Lu (2003) stated that online game service has been a highly profitable e-commerce application in recent years and its market value has increasing markedly as well as number of player growth at the same time.Now a day, most of the household will owned at least one personal computer (PC) or a laptop and some even more than that due to the cheaper cost to have a computer. Consequently, the demand for computer has been grown rapidly throughout this recent year. The accessibility of internet also is easier with each passing year and the cheaper price to have broadband internet connectivity (Bizymoms.com).Generally, online game service can be categorized as business-to-consumer or B2C in e-commerce and it is also one the videogame and interactive entertainment industry. A strategic market research and consulting firm which focuses on the interactive entertainment and the emerging video game, online game, interactive entertainment and portable game markets namely, DFC Intelligence has made its forecast for worldwide videogame and interactive entertainment industry each year since year 1995. According to DFC Intelligence forecast on year 2008, the worldwide videogame and interactive entertainment industry revenue to reach USD 57 billion in 2009 with no signs of slowing due to the slumping economies and expensive hardware (Androvich, 2008).The rapid growth in videogame and interactive entertainment industry has been attracted lots of entrepreneur who would like to enter this profitable industry. Based on the report of DFC, PC was the top platform for games in 2007, with online game revenue alone eclipsing USD 7 billion on year 2006 and not including retail sales. The DFC also stated the total PC game revenue is expected to reach USD 19 billion by year 2013 (Androvich, 2008).In Malaysia, there were 15 million subscriber of internet and it was 62.8% out of the total population in 2008 (Internet World Stats, 2008). It was more than half of the citizens of Malaysia have used the internet and this has brought a great opportunity to the entrepreneur who would like t o join this industry to be one of the online game service providers to share the profit since the number of internet users was increasing each year. It did not showed that the number of the online game subscribers but there is a business opportunity for the entrepreneur to start-up their business through online.Table 1.1 Internet Usage and Population Growth of MalaysiaYearNo. of UsersTotal Population%20003, 700, 00024, 645, 60015.0%200510, 040, 00026, 500, 69937.9%200611, 016, 00028, 294, 12038.9%200713, 528, 20028, 294, 12047.8%200815, 868, 00025, 274, 13362.8%(Source http//www.internetworldstats.com/asia/my.htm 2009, November 1)A study showed that customer satisfaction is the immediate factor affecting the consumer retains loyalty (Cronin, Brady, and Hult, 2000). Most of the studies showed that higher levels of customer satisfaction will lead to customer loyalty. A minor change in satisfaction could lead to a substantial change in loyalty increment (Bowen and Chen, 2001). However, most of these studies were in offline environment. Wind and Rangasamy (2001) found that online environments offer more opportunities for interactive and personalized marketing. Eventually, these opportunities may influences customer satisfaction and customer loyalty in the online environment if compared to the traditional market or offline environment (Shankar, Smith, and Rangaswamy, 2003).The main purpose of this study is to identify the factors affects the customer satisfaction towards online game services and which could lead to customer loyalty. It is including the service quality, transaction cost, experience value, and technology acceptance factor. These four antecedents of online game service satisfaction and loyalty will test associations based on the model that has been constructs.1.2 Background of the ResearchIn this century, computer might be a need for a person if compared to the olden days where there was a limited growth in technologies. Now, computer seems like a too l which can do everything for you such as searching information, payment, shopping, and so on. This powerful electrical appliance has gain a well response from the citizen of the world. It has many functions can perform through computer and one of the most popular functions of computer is gaming.In the earlier 2000s, most of the games were played offline since the limited internet connectivity and expensive prices to have an internet connectivity. However, this situation has changed due to the technologies advancements and the industry has achieved economic of scale. To more understand what online games is, it is a must to brief its history.The very first online gaming activities were introduced in the late of 1960s and early of 1970s. Later, they started gain more popularity within 1970s to 1980s when dial-up Bulletin Boards became popular and the users started playing online game over them. Clyde and Thomas (2008) stated that the development of arcade game in the 1970s, and video and computer games in the 1980s digital games have become an influential part of popular culture. The bulletin boards provided a multi-user platform which allowed few users to play at the same time. Now, it has been transformed to MMORPG (Massively Multi-Player Online Role-Playing Games) which is popular all around the world presently (Bizymoms.com).At one time, games were used for educational purpose rather than entertainment (Clyde and Thomas, 2008). However, due to the changed in the perception of game role and the culture, it becomes an entertainment but there is still has some of the game designers and educators used it as educational purposed such as learning typing skills and so on.In the year of 1990s, due to the growth of internet technologies of Flash and Java, it has led to the increasing usage of the internet and the millions of new websites mushrooming across the World Wide Web. When enter to the millennium year, technological giants such as Sony, Microsoft and Ninetend o came out with advanced gaming consoles has changed the features of online gaming completely (Bizymoms.com). The people all around can play a same game with each other virtually at the same time.Currently, online gaming industry is growing each year and it has a great expansion in future. The online game service is one of the most competitive industries among the entire industries. The new and the existing online game service provider are delivering their best services to gain more market share to sustain its organization. To penetrate the market, the firm must meet the customer expectation which may lead to customer satisfaction. Eventually, it may bring customer loyalty.1.3 Research ProblemCustomer is the one who contribute the profit to the firm because they are the one who are using the product or services. However, consumers are becoming wisely now a day when they would like to use certain product or services. They will tend to purchase the product only if the product can meet their expectation which might lead to satisfaction. To meet the customer expectation, it is a biggest challenge for the firm.Other than that, the growth of the online game has brought some a major problem to the service provider which is how to retain the existing online game users and will not shifting to other service provider or loyalty to the current provider (Yang, Wu, Wang, 2009). In order to survive in this competitive industry, many practitioners and academicians in this field have focused on how to improve online services to attract potential buyers as well as the current customers (Jun, Yang, and Kim, 2004).There are some of the factors to achieve customer satisfaction. However, the key factors especially in online game services which are able to make the customer satisfied with the products and services still under study or unknown (Dick, Wellnitz, and Wolf, 2005). If the key factors have been determined, the provider might be able to gain the competitive advantages whic h trying to meet the customer expectation.This research is emphasizing the customer satisfaction and loyalty in online game service. Specifically, it is trying to identify the key factors affects online satisfaction and online loyalty in order to guide the online game service provider to improve their service quality to garb more potential customers and retain the existing one.1.4 Research ObjectivesThe objectives were formed based on the research problem and there are formulated to achieve the main goal of this study which is to examine the factors of affecting the online game satisfaction and loyalty.To determine service quality has a positive impact towards online game satisfaction.To determine transaction costs has a positive impact towards online game satisfaction.To determine technology acceptance factor has a positive impact towards online game satisfaction.To determine experience value has a positive impact towards online game satisfaction.To determine online game satisfacti on would have a positive impact on online game loyalty.To determine service quality, transaction cost, technology acceptance factors, and experience value will affect online game satisfaction and eventually online game loyalty.1.5 Justification of the StudyThis study is significant for several reasons. First, it can identify the gaps between customer expectation and perception about online game service provider in order to guide them to provide better services. It is commonly known that there is a positive relationship between customer loyalty and profitability (Bowen and Chen, 2001). It is correct once the customer is loyal to the company because they will visit the firm after a purchase and some even recommend to their friends. In the online environment, the online satisfaction also grabs much attention from all of the researchers because to meet a customer expectation is the toughest challenges to the company. Also, it brings the profitability and the survival of the company.Onli ne game service provider should concern about the medium which may influenced the online game satisfaction and online game loyalty. The importance of the study is to keep the online game service improvement in order to achieve the customer satisfaction from time to time. In online environment, the customer can easily compared the alternative than offline customer especially products and service (Shankar et al., 2003).As in online environment, the user is free to search the information to the product that they demand. As well as online game, there is large amount of online game service provider. Therefore, the user can easily compared the features of the game and service quality that provided by the firm. Once the factor has a positive impact on online satisfaction has been determined, the service provider is able to strengthen their weaknesses in order to sustain its market share.Besides, the study is providing guidelines for the service provider to develop their future or long-term plan. The importance of the online game satisfaction will give a direction to the service provider to plan for their future such as strategic plan. It also helps the company to gain competitive advantages in this industry. Commonly, most of the studies regarding to customer satisfaction and loyalty were did for offline environment and only limited for online environment. However, consumers still have some same characteristics in making decision when they would like to purchase a product.As the study has identified the factors affect the customer satisfaction and loyalty, the firms are able to fulfill the users need and wants. This action is trying to meet the customer satisfaction and eventually customer loyalty. Once the customer become loyal, the company may survive in this competitive market.On the other hand, it is also will benefit the user to gain a better service from the online game service provider once they have responded to what they are percept towards the online game s ervice provider that they currently subscribed. Also, the service provider is able to understand what kind of service quality that the users perceived and expected. It will leads to a win-win situation if both of the parties could perform what they are request and give.1.6 Definition of Important TermsThere are some important terms in this study Online satisfaction, online loyalty, service quality, technology acceptance factors, transaction cost, and experiences value.Online Game SatisfactionOnline game satisfaction is customer satisfaction towards online game service. Oliver (1980) defines customer satisfaction as customers evaluation of a product or service with regard to their needs and expectations. It is just in virtual environment perspectives.Online Game LoyaltyOnline game loyalty is customer loyalty towards online game service. It can be defined as a deeply held commitment to rebuy or repatronize a preferred product or service consistently in the future, thereby causing repe titive same-brand or same brand-set purchasing, despite situational influences and marketing efforts having the potential to cause switching behaviuor (Oliver, 1997).Service QualityParasuraman, et al., (1988) defined service quality as a global judgement, or attitude, relating to the superiority of the service, and explicated it as involving evaluations of the outcomes (i.e., what customer actually receives from services) and process of service act (i.e., the manner in which service is delivered) (Jain, and Gupta, 2004)Technology Acceptance FactorsIt is also known as technology acceptance model (TAM). Davis (1989) proposed TAM to explain and predict user acceptance of information systems (IS) or information technology (IT). In short, it is explaining intention to use a technology (Schepers and Wetzels, 2007).Transaction CostIt is a theory seeks to explain why firms exist and how firm boundaries were determined (Watjatrakul, 2005).Experience ValueIt refers to shopping efficiency and making good product performance and functionality (Wu and Liang, 2009). Wu and Liang (2009) added its perceptions are based on interaction involving either direct usage or distant appreciation of goods or services.MMORPG (Massively Multi-Player Online Role-Playing Games)It is known as a virtual environment where it allows multiple geographically distributed users interact with each other at the same time (Papargyris and Poulymenakou, 2005). Besides, it is offering an alternative channel for players to communicate, share experiences, socialize, and eventually from virtual communities (Chee, Zaphiris, and Mahmood, 2007)Online Game ServiceIt is a service provider who provides a server for the online game user to get into the network to interact with each other by playing games.1.7 Organization of the ReportThis study will be constructed into five different chapters and there areChapter 1 is presenting the introduction and a brief overview of the study. The problems of the study, object ives of the study, significance of the study, and the chapter outline of the research are stated in this chapter.Chapter 2 provides an extensive review of international journals, reports, and articles from online and offline resources. Besides, all the reviews in this chapter are related to the problem of the research that will guide to construct the conceptual foundation and hypothesis of the study.Chapter 3 is describing the methods used in conducting this study in detail. Besides, it also presents the development of the research framework which proposed the relationship between dependent variables and independent variables. Next, the methodology applied is provided, sampling procedures, hypothesis development, data analysis and measurement.Chapter 4 presents the findings and data analysis of the research. It analyses and discussed the data collected in the research using the research instrument which has been developed in chapter 3. The hypothesis will be tested and it is also pr esents the results of statistical analysis used in this study (t-test, ANOVA, and etc.).Chapter 5 is presenting the conclusion and recommendation. There is also discussion of the studys implications, recommendations, limitations and suggestion for the future research.CHAPTER 2LITERATURE REVIEW2.1 IntroductionChapter 1 has discussed and highlighted the important issues which related online game service satisfaction and loyalty. All of these issues that mentioned in the chapter 1 are playing an important role for online game service industry in order to understand the expectation of the user and eventually grab more market share. As a result, to more understanding these issues, an examination of literature on related study were carried out. Generally, literature review provides the theoretical basis for the development of the research framework of this study, which will be discuss in the next chapter Chapter 3. This chapter consists of the following subject areas (1) Definition of ke y terms (2) online game satisfaction (3) online game loyalty (4) the factors might affect online satisfaction and loyalty and (5) summary of literature review.2.2 Definition of Key Terms2.2.1 Online Game ServiceAs technologies have became more advance, people have more rely on the technologies and they even expect technology will do all the things for us. Now, most of the people are prefer online rather than offline when they would like to purchase or acknowledge a transaction. In the olden day around 1980 where the technology has a limited growth, people can only play games in offline environment such as TV and handheld game console (Nintendo).In the late 1980s computer game was invented and started popular. Currently, computer games have been transformed into MMORPG (Massively Multi-Player Online Role-Playing Games) which is popular all around the world (Bizymoms.com). Besides, the multi-player online role-playing games also known as Net games (Lo, Wang, and Fang, 2005). Generally , net game can be divided into three which is web games, network games, and online games. The below is the definition of this three types of net games.Table 2.1 Types of Net GamesTypesDefinitionPlayersWeb gamesGames which use a website as an interface.Players must register to play.Network gamesGames which allow multiple players to use their own PCs to interact via Local Area Networks (LANs) or the internet. Also, many of these closely resemble PC games.Players must purchase and install game software. However, it does not require any fees beyond those for internet connections.Online gamesGames where require players to connect to the service provider and log in to a server.Player must subscribe to the service provider and select a role to interact with other virtual roles.Source Lo, 2008Online game is requiring player to log in to a server in order to play the games. It is means that the players must have internet connection to connect with the service provider. After the player subsc ribe to the games, the user has to select a role to interact with the rest of the subscribers. The special characteristic of online game is the user can continue to play their role after they have log out for few days. The player can keep continue playing where they have stopped when they have log out last time with the experiences and assets are remain.Online game user must install a client program for internet connection and online game providers to attend the online game (Lo, 2008). This program is inexpensive and sometimes even free. However, there are some need additional fees are paid to the Internet Service Provider (ISP) (Lo, 2008). Commonly, the charges of online game is based on the time where the player spent to playing games and usually it is prepaid which pay before they play the games.Due to the technology advancement and the cheaper price for paying the internet connectivity, consumers are more easily to connect to the internet and playing online game. This golden bus iness opportunity has been attracted lots of firms entered to this industry. Online game service is the company which provides a server for the players in order to play game with others. The company main activities is improve the performance of the online game also maintenance of the server to avoid any shut-down or system down of the server.There are some features have attracted lots of people subscribe to online game and the number of players is keep increasing each day. The online games allow the player to build the role based on their preference, beliefs, goal, or other factors and most of the time the players play it in a team (Klang, 2004). The features in the online games has play an important role in order to gain more subscriber and also some other factors.2.3 Online Game LoyaltyIn general, loyalty can be defined as faithful. However, in terms of customer loyalty, it is hard to define (Bowen ad Chen, 2001). Dennis (2003) stated that loyalty is the feeling where a customer h as about a brand. This could be explained as the customer has a positive perception about the brand and this brand will always come in the first of the mind of this particular consumer if compared to the other firms which have offer the same service or product. Edvarson, Johnson, Gustafsson and Strandvik (2000) define loyalty as a customers intention to repurchase from the same firm again.On the other hand, loyalty can be measured in three distinctive approaches and there are behavioural measurements, attitudinal measurements, and composite measurements (Bowen and Chen, 2001). Behavioural measurements can be defined as consistent, repetitious purchase behaviuor as an indicator of loyalty. For example, if the customer is often and repeat visit the same firm and purchase the product from the firm can be said as loyalty under the behavioural measurement.Next, attitudinal measurements can be defined as used attitudinal data to reflect the emotional and psychological attachment inherent in loyalty. Lets put it in a situation where a consumer holds a favourable attitude toward an online game service provider, but it is not necessary that consumer will subscribe o this service provider. It might be expensive to the consumer but the consumer will recommend it to others since he holds a favourable attitude towards the service provider (Toh, Hu, and Withiam, 1993).Composite approach is the combination of the first two dimensions and measure loyalty by customers products preferences, propensity of brand-switching, frequency of purchase, recency of purchase and total amount of purchase (Pritchard and Howard, 1997). This approach is valuable tool to understand customer loyalty in several fields such as retailing, upscale hotels and airlines (Pritchard and Howard, 1997).Many of the researchers and also in common think that loyalty is generating positive and measurable financial results (Dennis, 2003). In short, there is a positive relationship between loyalty and profit (Bo wen and Chen, 2001). When a company is able to retain 5 percent more of its customers, consequently, profits will increase 25 percent to 125 percent (Reichheld and Sasser, 1990). The impact of loyalty has played an important role for the profit of the company.Based on the reasons mentioned above, online game loyalty (customer loyalty) is the independent variable for this study. On the past studies showed that online customer loyalty is result from customer satisfaction with the e-commerce channel. Also, the online satisfaction has the positive impact on online loyalty is the proved in the context of electronic commerce (Anderson and Srinivasan, 2003 Rodgers, Negash, and Suk, 2005. As proposed by Yang et al. (2009), online loyalty is the final result of their study. For this study, online loyalty is defined as a customers favaourable attitude and commitment towards online game service provider that results in sustaining in the same service provider which based on the study of Yang et al. (2009). Hence, this study is proposing online loyalty as the dependent variable.2.4 Online Game SatisfactionSatisfaction is the overall customer attitude towards a service provider (Levesque and McDougall, 1996). Oliver (1980) defined customer satisfaction as customers evaluations of a product or service based on their needs and expectations. In the other way, it is an emotional customer anticipates and what they receive (Zineldin, 2000). Customer satisfaction could be the big challenges for all the firms and to satisfy the customer expectation is not an easy job because customers are human being who has a complex mind.As a human being, we have different characteristics and different expectation. Some people might expect a basic service from the service provider but some might expect a high service from the service provider. When people would like to defined something which involve human attitude, it is hard to find a common or universal definition. Gerpott, Rams, and Schindler (2001) proposed satisfaction is based on the customers estimated experience of the extent when the service provider is able to fulfill customers expectations.There are some benefits of customer satisfaction and the major benefits of customer satisfaction is stay loyal longer (Zineldin, 2000 Hansemark and Albinsson, 2004). Besides, Hansemark and Albinsson (2004) stated that satisfied customer are relatively less price sensitive, tend to purchase additional products, and they are relatively hard influenced by the competitors. They proposed many company view customer satisfaction as the crucial to a companys survival and must be satisfied those customer all the time as the company has been promised them.In general, much research no matter in offline environment or online environment, customer satisfaction is not really a new concept and lots of research efforts have been made to understand its antecedents and consequences (Bai, Law, and Wen, 2008). To assess a firms productivity and i ts marketing performance, the measures of perceived quality, satisfaction and loyalty was being used (Cortina, Elorz, and Villanueva, 2004).Besides, the great number of study of customer satisfaction is because its potential influence on consumer behavioral intention and customer retention (Cronin, Brady, Hult, 2000 Yang et al., 2009). A study of online retailing stated that satisfied customer tend to have higher usage of service and have stronger repurchase intention (Kim, Jin, and Swiney, 2008). Also, this particular customer will often recommend the product or service to their friends than those who are not satisfied (Zeithaml, Berry, and Parasuraman, 1996 Kim et al., 2008).Anderson and Srinivasan (2003) have investigated the impact of satisfaction on loyalty in the context of e-commerce. They concluded that online satisfaction has an impact on online loyalty. However, they also stated that the relationship is just moderated both by consumers individual factors and firms busines s factors. However, the relationship between online satisfaction and online loyalty also has been found in numerous studies (Yang et al., 2009 Kim et al., 2008 Anderson and Srinivasan, 2003 Rodgers et al., 2005). Hence, this study is going to propose online satisfaction might have a positive effect on online loyalty.2.4.1 Online game satisfaction as a mediatorOnline game satisfaction will be the mediator between the online game loyalty and its determinants which are service quality, transaction cost, technology acceptance factor, and experience value. As proposed by Yang et al., 2009, service quality, transaction cost, and experience value will influence on online game satisfaction. However, this study is going to propose another antecedent which is technology acceptance factors which based on the studies of Lin and Sun, 2009 Hsu and Lu, 2003. In this model, online game satisfaction is a function of the four antecedents operating in a situation and helps to explain the influence of the antecedents on online game loyalty.As prior mentioned that online satisfaction has an impact on online loyalty, but, there are some factors might influence online satisfaction before it comes to online loyalty. To achieve the online satisfaction, the online game service providers have to meet the expectation of the consumer in some of the aspects as the four antecedents. Yang et al., 2009 stated that rare research examines the moderating effects of customer satisfaction in an integrated loyalty model and less formally tests that online game satisfaction in the online game service environment. Therefore, in this study, it proposes online game satisfaction as the mediator between the four antecedents and online game loyalty.The below table is to shows that the selected empirical research on determinants of customer satisfaction and loyalty (online).Table 2.2 Selected empirical research on determinants of customer satisfaction and loyalty (online)Independent VariablesKey References ContextService Quality (SERVQUAL)Yang et al., (2009)Lin and Sun (2009)Lee and Lin (2005)Santos (2003)Online Game ServiceOnline ShoppingOnline Shoppinge-Service QualityTechnology Acceptance FactorsLin and Sun (2009)Hsu and Lu (2003)Online ShoppingOnline GameTransaction CostYang et al., (2009)Liang and Huang (1998)Online Game ServiceElectronic M

Historical Development Of Radio And Recent Radios Media Essay

Historical Development Of Radio And Recent Radios Media EssaySince mid 1990s, with the liberalization of airwaves in Uganda, private communicate FM homes have been mushrooming and have challenge the four decades of dominance of state communicate. Majority of radios ar located in queen-size towns go a few at the countryside. Despite the change magnitude number of radio stations countrywide, womens rag and betrothal has remained minimal. In war torn Union Uganda, The Department of International Development (DFID) built a company station radio station-Mega FM. Today it is highly reve trigger-happy for womens em situationment in the country than every other radio station. This is bind is twofold. First, it undertakes to explore the development of radio industry and the position of women in the ever growing radio industry today. Secondly, it highlights how an alternative radio, particularizedally Mega FM biotic corporation radio is contri exclusivelying to womens empowerm ent in Northern Uganda.In Andhra Pradesh, India, alliance radio is being used for womens empowerments. (Hindi 2010). In Haiti, The Haitian Womens friendship Radio Network (REFRAKA) facilitates radio production on local union issues including womens voice (Bell, 2010). In Burkina Faso, Radio Pengdwend is sued for raising aw arness and increasing womens date in development Koala 2008. In Niger, The Bankilar radio station help in local mobilization of women. (Kohler 2008). Examples of womens driven initiatives like these atomic number 18 end petite. They demonstrate womens determination for cosmos sphere in different societies where their voices can be heard in development. While in some societies women have been able to set-up their own radios i.e. womens radios, others have non been successful in getting this space. Women still shargon radios with men but with greater womens involvement and participations.In Africa, according to African Media Development Initiative (AMDI) li ne, the termination two decades have seen significant growth in radio industry (AMDI 2006). These growths have been in some(prenominal) community radio and commercial radios. Commercial radios are situated in major cities and towns duration community radios have mainly dominated countryside. According to sterling et al, the number of community radio stations in sub-Saharan Africa has grown from 10 to more than 800 in the last 20 years. (Sterling et al 2007). This makes community radios the close to effective form of communication in inelegant Africa. According to Sibanda, listenership is estimated above at 91.1% in Sub-Saharan Africa (Sibanda 2001 Sterling et al 2007). Womens ownership of the radio is estimated at 67.8%.In Uganda, since liberalization of airwaves in the mid 1990s, there have been mass waves of radio stations (Khamalwa 2006). on that point are over 150 radio stations countrywide (Nassanga 20074) To date, radios are now in intimately all major towns in Uganda make uping all sections of people in the society. These radios have bridged the communication gap between the urban and boorish, literate and poor, men and women. The rural poor and marginalized women are taking active in publicise. Radio is the main source of information for Ugandans with very high listenership. According to Khamalwa, who cited Intermedia Report of 2005 and Uganda Census Report 2002, he writes thatListenership in Uganda is very high, with InterMedia estimating in 2005 that 100% of the race had listened to the radio in the past year, 92.8% in the past seven days, and 73.7% as recently as the day before (InterMedia, 2005).The 2002 census arrangemented that closely half of households (49.2%) in the country subjected that word of mouth was their main source of information, followed by radio (47.8%). This is compared with less than 1% of households who reported the bell ringer media ( wisespapers and magazines) as their main source of information and 1% for TV ( UBOS, 2002). (Khamalwa 200614)In Gulu, DFID, commissioned and built a new community radio station, Mega FM, to serve the rural war torn northern Uganda with information needs (Ibrahim, 2007). This station is operational since 2002 serving the marginalized communities of former ex-combatants, women and other sections of the population in northern Uganda due to over two decades of war between the Government of Uganda (GoU) and Lords Resistance Army (LRA). It broadcast in local languages with news and some free-and-easy disposal and NGOs programmes in English. The radio uses different broadcasting formats to suit different audiences. It employs 45 people with some acting as full snip plot of ground other works as part time staff (Otim 2007). The revenue for sustainability is majorly generated from NGO sponsored programmes and some commercial advertised by corporate companies. This radio is the most stable radio station in northern Uganda with powerful signal reaching as far as Sou th Sudan and Democratic republic of Congo.This article is an attempt to show the history of radio broadcasting in Uganda and the position of women in the current fast growing broadcasting industry. It seeks to highlight the contributions of a community radio to womens empowerment in rural northern Uganda while challenging the graphic symbol of other mainstream radios in the country. It illustrates the grandeur of alternative media for women as emphasized by feminist media scholars (Jallov 1992 Steiner 1992). This essay proceeds in several steps. First it traces the historical development of radio in Uganda from the colonial time to latest developments in the industry. Secondly, it seeks to show the position of women in radio industry in Uganda to understand womens portrayal, coverage and their participations. In the third section, I discuss several contributions of Mega FM community radio to womens empowerment in rural northern Uganda and in the long run highlight the challenges of community radios for womens empowerment in countryside northern Uganda.Growth and Development of radio in UgandaIn 1937, a Committee on beam Services in the Colonies was set up by the British political relation. This committee was charged with the responsibility of investigating the role of broadcasting in the colonies (Chibita 2006 ). This committee recommended that radio broadcasting was to be instrumental not only, and perhaps not even primarily for the entertainment, but for the enlightenment of the population for their instructions in public health, agriculture, etc (Kiwanuka-Tondo 199050). Acording to Chibita, it was until the 1940s, the British felt the need for communication more tha ever because they needed to explain it polcies, plans, programmes and intentions. It was by now clear that the print media could not carry out this roles. On recommendation of the Plymouth Report,The Uganda Broadacsting Servies was set up to cater for the interest of the colonial officials (Chibita June 2006112). Kiwanuka-Tondo adds that this service was set up for major one-third reasons Keep fo reiners informed, mobilization and governance and public education (Kiwanuka-Tondo 199054). These reasons are similar to one at the Gold Coast, the modern day Ghana (Head 1979). Therefore in 1954, the first radio named the Uganda Broadcasting Service set up by the British colonial government (Matovu March 1990, Kiwanuka-Tondo 1990).English became the dominant language on the station with a few Ugandan languages. (Chibita 2006 Chibita 2010 Matovu 1990). Indeed, radio was used by the governement as an information channel for the primary benefit of the British perosnnel in Uganda, the Asians, and the sharp but growing group of Uganda elite group. (Matovu 1990348). The radio remained under the control of colonial govenrment. According to Chibita, before liberty, the colonial govenrment controlled the radio. She adds thatUnder colonial rule the locals had bantam vex to radio as a political space either as employees or participants in the programming. Apart from monopolizing the airwaves, the colonial government enacted or applied specific laws and statutory instruments including the Penal Code Act of 1950 which criminalized a wide range of media offences including defamation, publication of false news, sedition and embarrassing foreign princes and dignitaries. Inevitably, at the height of the independence struggle, the role of radio as a political space was limited (Chibita 2010 )By 1957, Ugandan languages had started to dominate the station but they had very limited time on the air. 8 languages were incorporated into the programming (Chibita June 2006). The languages include English, Luganda, 4Rs, Ateso, Lwo, Lugbara and Hindustani (see Chibita June 2006). The languges shows attempts at regional represnetationby the Bristih governement. For example, 4Rs, (Runyoro, Rutoro, Runakore and Rukiga) are langauges in western Uganda, Lwo is primarily Acholi Lan gi and Alur in the north while Ateso is primarily eastern and Luganda, the dominant language in the central region. Lungauges like Lugbara were incorprated because of their disticnt aspect.In 1957, a committee again set up to evaluate the broadcasting service in Uganda (Chibita 2006 Matovu 1990). This committee was led Gervase Harley Chibita 2006). The committee finding was came out in what came to be known The Report of the Committee of Enquiry into the Organization, Policy and surgical process of the Governments Information Services. According to Matovu, this report underscored the relevance of broadcast services in the country. The report was overly critical of the short broadcasting period in Uganda. Among the problems,It cited the overlook of a more comprehensive news services as well as the low standard of translation and presentation over the microphone. Other criticisms were lack of sufficient programs reflecting the life, interests and culture of the African outside tow ns, insufficient attention to the needs of women listeners and lack of diversity of views on current political affairs. The report also tell that local talent in many field was not being fully encouraged and developed. Also, little was being done to establish broadcasting as a patron of the arts. On the whole, the report summed up, the significance of many of the important elements in Ugandas life and society was not being adequately brought out in the programs. (Matovu 1990349)Besides being critcal, It also made major recommendations on which the evolution of the Uganda Broadcasting services was to rely. It set up goals for the stations. Some of the recommendations included Brodcasting in both English and Uganda local langaguges proper prgramme content including information, education and entertainement integration of local talent and music and drama introduce broadcast in secondary schools and finally encourage use if English as a unifying langauge because if varity of Uganda lan gauges (Matovu 1990349-350).In 1962, Uganda gained its independence. Uganda Broadcasting Service became a government broadcast station (Kiwanuka-Tondo 1990). It was renamed Radio Uganda (Matovu 1990350 Chibita 2010). Ugandan started getting access to the radio. Radio became a tool for national consolidation (Chibita 2010 ). Many different programmes and languages were added. By December 1962, Radio Uganda was bordacsting in 13 languages and the hebdomadal total number of hours brodacst has risen from 19 hours in June to 112 in Decmeber 1962 (Matovu March 1990351). There was no language policy guideline developed by the British for inclusion of the different languages. Chibita states that The Bristish Colonial governement did not have a written policy on language use in the media. She adds that in the post-independece years, The local langauge that got adpoted by state brodcaster came on board one by one, first basing on demographic consideration and later through political pressure (Chibita 2006114).Due to increasing number of languages, broadcasts started on two channels .i.e. red channel and blue channel. The blue channel is for listeners who speak the Bantu language of the east, west, south and central regions. The red channel broadcasts to listeners who speak vernaculars from the north and north-east (Kiwanuka-Tondo 199054). To increase coverage, four hero stations were set up in the four regions of Uganda to ensure countrywide coverage. These booster stations included Bobi in the north, Butebo in the east, Mawagga in the south and Kyeriba in the west (Kiwanuka-Tondo 199054) This did not mean every person had access to the radio. It did not reach everyone since very few people could afford to own radio in the early post independence years.To complement radio Uganda, the first television station in Uganda was opened in 1963. This came to be called Uganda Television popularly referred to as UTV. This was a Black and White model. It was until 1975, that Idi Amin, a man known globally for his reign of terror in Uganda from 1971-1979, introduced the first coloured television in the face of Ugandans (Kiwanuka-Tondo 1990). To enhance coverage, countrywide, The TV boosters were set up in Mbale in the east, Soroti in the north-east, lira in the north, Masaka in the south-west and Mbarara in the west (Kiwanuka-Tondo 199054-55). The television access was much harder. It was accessible to only a few privileged persons especially elite and government civil servants. It is important to note that the introduction of Radio Uganda and Uganda Television laid the foundation for development of the broadcast media in Uganda.From 1963, Ugandas politics started changing drastically. There was no clear demarcation between the central government and Buganda kingdom. When Apollo Milton Obote became the first prime minister of the Republic of Uganda, tension developed between the central government and Buganda kingdom because Kabaka of Buganda was accorded t he the position of ceremonial president (Chibita 2010) at the time of Independence. The tension between the Republic and Buganda kingdom continued for a long time last culminating into what is often referred to as Uganda crisis of 1966. Obote abolished kingdoms and he went ahead to proclaim himself as the president of the Republic of Uganda. According to Kasozi et al, the traditional rulers were deposed in 1966-1967 not through votes of their subjects but by commandmentendorsed by the members of parliament (Kasozi et all59). Kabaka Mutesa was deported to UK. According to Chibita, Radio Uganda slowly mutated into a government mouthpiece that was used to denounce those perceived as opposition, who, needless to say, had little access to this channel. She adds that political programming gradually became highly unsafe so radio resorted to parroting government propaganda and patriotic songs. (Chibita 2010 ). This souring relation between the central government and Buganda kingdom greatl y affected the development of a free media in Uganda.In 1971, Amin came to power through a military coup. He seized power from death chair Milton Obote, the man who led Uganda to independence in 1962. (BBC). On assuming power, he reconstituted all the ministries and replaced them with his right hand men. The military became the centre of the government. He restructured the ministry of information by employing military people to head the Ministry of Information and Broadcasting, hiring and firing editorial staff at will and interfering, sometimes physically, in editorial policy and content. (Chibita, 2010 ) The years in between saw Idi Amin kill journalists and nationalize newspapers, a reversal that . . . significantly limited the role that the media could play. (Tabaire 2007194) This greatly affected the growth of media in Uganda. Only radio Uganda and Uganda Television operated but with firm grip on them by them by the dictatorial regime.When Idi Amin was deposed by the support o f government of Tanzania in 1979 (Tabaire 2007), in 1980, Ugandans went to poll to choose their president. Former president, Obote, was again elected as the president although there are claims of rigging. His second term popular known as Obote was short-lived. Many observers including the incumbent president, Yoweri Museveni, claims the elections was not free and fair. He formed the NRA and started a guerilla war against the indeed democratically elected government of Uganda but in 1985, Obote was legislatepled internally by his legions man command Tito Lutwa Okello in a military coup. Obote for the second time was deposed by his own army leadership. Immediately, Okello urged all political and insurgent groups to support the new government, but the large NRA group refused to join. Peace talks occurred between the government and the NRA, but no agreement was ever reached.(Marblestone 2005) The prevailing political atmosphere and effectual regime combined to make it impossible for Radio Uganda to serve as an arena that contributed meaningfully to political competition or participation.(Chibita, 2010 ).On January 26, 1986, Museveni seized power from General Okello (Borzello 2007, (Natukunda-Togboa 2008)). According to Batabaire, Museveni took the oath of office on 29 January 1986 promising that the occasion did not simply amount to another mere change of guard but a fundamental change. In the spirit of this statement, Musevenis NRM government has indeed includeed freedom of expression to a greater extent than previous Ugandan governments (Tabaire 2007230). He was then been glorified for making significant improvement compared to the past regimes of Obote and Amin. There was libration of airwaves in 1990s. Kavuma remarks that Museveni was originally labeled one of a new breed of African leaders was because of media freedoms. Magazines and newspapers thrivedand broadcast media were liberalised, leading to the creation, over the years, of more than 150 priva te radio and television stations (Kavuma 2010). In 1995, the new constitution of the Republic of Uganda bestowed the freedom of linguistic communication on Ugandans (Constitution of Uganda 1995) This according to Tabaire earned president Museveni international praise for cultivating a relatively liberal media climate (Tabaire Bernard 2007204).There was a rise in private FM stations in Uganda. Radio Simba became the first private radio station in Kampala and Uganda. In 1994, Capital radio was again licensed. Later Sanyu FM emerged in 1995. All these were commercially driven radio stations. Radio Simba broadcast in Luganda while Capital and Sanyu are predominantly broadcast in English with only News in vernacular Luganda only. These first three private stations showed the trend and in a decade the airwaves became so crowded. Each region started setting up a radio that would broadcast in its own languages. It worth noting that as several private radios emerged the government owned Ra dio Uganda doomed popularity due to attractive and more entertaining programme from private FMs. In 2005, the Ugandan two giant media houses Uganda Television (UTV) and Radio Uganda were merged through the Uganda Broadcasting Corporation Act of 2004 and became into effective on November 16, 2005. (Chibita, 210 ).Women and radio in Uganda.After a decade and half of the United Nations Fourth World Conference on Women in September 1994 in China, it recommended among many things increased participation and access to media for women, there have been little gains for women in the media? There is still Little women participations and access of women to media. There is still continued imbalanced in media and stereotyped portrayal of women. In Africa, women still lag behind both decision making and participation in media programming. This paper surveys women access to radio in Uganda. It covers among other things number of women in radio, women coverage, portrayal and participation and final ly a snapshot of factors hindering women participations.In Uganda, there is inadequate data if not almost none on women in decision making and participation in the radio industry. Many surveys on the state of media in Uganda only illustrate Radio as the most popular media in Uganda. It estimates radio access to be at 92%. It also shows radio is also the main source of information for most Uganda. Many show ownership of the radio stations. Some surveys also show the increasing popularity in community radios while some also highlights the competitions among commercial radios. None of these shows exhaustive data on womens access and participation in mushrooming radios in Uganda.However, according to international Report of Women in Media in New Media conducted in the Eastern African countries of Ethiopia Kenya and Uganda surprisingly, it shows Uganda has the highest proportion (42 percent) of women employees in media organizations (Kiage and Macakiage 20091) followed by Ethiopian and lastly, Kenya at 30% and 26 % respectively. The report shows gender segregation in three radio station in Uganda. It points out that The Central Broadcasting Corporation, Radio Uganda employs 12 female and 48 males. KFM, a Kampala based radio station affiliated to the Monitor News Papers of the Nation Media Group, it employs 11 female and 9 male and Radio florists chrysanthemum employs 23 female and 12 male. However the report does not show what the male and female employees do but it highlights that There is widespread shortage of women professionals at senior and executive level. Only about a third of positions in top management and senior management are women (Kiage and Macakiage 20092). The absence of women in top managerial positions makes it harder for women to participate effectively through expression and decision-making in media. According to Daisy Anne Namono, Board member of Uganda Television, There is a woman at the level of lieutenant Managing Director at the Uganda B roadcasting Corporation and a few others at the level of Manager Radio or Editors. . . . The institutional structure does not allow effective participation of the Deputy Managing Director in decision making (UN Public Information 2009). This illustrates the challenges of women in the mainstream media in Uganda.The Coverage of women in Uganda is found to be very little (Nassanga 2002). According to Nassanga, citing Uganda Media Womens connectors baseline survey in 1994, women received 16% of the media coverage (Nassanga 2002). This coverage are agin concentrated on urban women or those who occupy significant position in society (Nassanga 2002). Women are potrayed as mothers and caretakers (Nassanga and Nattimba 1994). Nassanga argues that media often potray women as inept, loose, sex objects, and so on. Women were usually portrayed in tralatitious domestic roles, and in feminine occupations which involved caring or big(p) service. The few in professional jobs were often shown as accessible misfits, especially if they had marital problems. (Nassanga 2002), Mukama remarks that women are also invariably portrayed as brainless, dependent, indecisive, subservient and sport for mens pleasure. She adds that Educated working women activists are portrayed as audacious insubordinate agitators, while those who opt to remain single are portrayed as prostitutes, social degenerates, and immoral beings who sleep their way to the top. (Mukama 2002147). According to Uganda Media Womens Association and Fredrich Ebert Siftung media report of 1998, findings show thatWomen are perpetually stereotyped as domesticated, given to leisure, fashion and beauty interests. They are also invariably portrayed as brainless, dependent, indecisive, subservient and sports for mens leisure. Women are persistently objectified as mens possession. It adds that Educated working women are projected as audacious insubordinate agitators, while those who opt to remain single are portrayed as prostitu tes, social degenerates, and immoral beings sleeping their way to the top. Those who hold high political or administrative positions are branded as incompetent and insufficient. They are ultimately demonised and detached as irrational and inefficient. (UMWA FES 199811)Lewis and Boswell, citing Nassanga, the Ugandan mainstream media institutions are ruthlessly masculinist environments that wholly ignore gender-sensitive reporting, and practice extremely hostile forms of gender discrimination. (Lewsi Boswell 2002). As a reslut, mens dominance, Wanyeki argues that women do not have the means to express their own realities, debate their interpretations of those realities and engage in discussions about potential solutions with decision and policy makers (Wanyeki 200033). Ojiambo asserts that Mianstream meida has done very little to help women organisations and women at alrge demistify (this kind) of stereotypical thinking (Ojambo 199911). Conclusively, Nassanga points that in terms of types of media, radio was found to be accessible than print media to women (Nassanga 2002).Finally, on factors hindering entry in managerial position and participation and, several reasons are cited. Anyango cites negative portrayal and poor working condition (Anyango 200924). Nassanga see it as due to lack of gender policies. and keeping women for special purpose reporting (Nassanga 2002). According to According to Anyango, Research findings indicate that the Ugandan patriarchal society places a lot of barriers in a womans career path thereby inhibiting professional advancement. Right from birth, it is written that societal norms, values and practices are inculcated into boys and girls such that the boy acquires knowledge and skills for self survival and independence. (Anyango 200925). Ojiambo mainstream are doing very little in to alleviate womens position (Ojambo 1999). NassangaIn sum, the reviewed works illustrates inadequacy of data and insights in Ugandas media on women. They reveal little coverage on women and the negative portrayal and several factors hindering women in achieving a gendered media in Uganda. However, not all negative. For example, Khamalwa claims that in the last five years, more women compared to men joined Journalism (Khamalwa 200613) According to Anyago, there has been womens improvement in media coverage due to affirmative action by the governement and aslo the rise of women like Action for Development (ACFODE) and Uganda Media Womens Association (UMWA) which have championed womens by advocating for positive portrayal and public education and sensitization (Anyango 2009). In Uganda, with the growth of alternative media especially community radio stations, there are avenue for women participations and expressions. In these stations, womens participate in programming. Women have enough space for voicing their concerns although they still lack representation at managerial level. Further debate is required to fully understand the wom en in radio industry, if meaningful gender balance is to be accrued in Ugandas radios and media. How is it then done with Mega FM community radios?Women are underrepresented in media content when compared to the 50% of the population which they constitute. In reality many more women work than we get to see or read about in media content. (Zoonen 199430)Towards contributions of Mega FM to womens empowermentThere has been contestation about the status of Mega FM. This has generated a great deal of debate. One group argues that Mega FM is a community radio while others reject this proposition and claim that it not a community radio at all. A community radio by rendering according to UNESCO is A community radio station is one that is operated in the community, for the community, about the community and by the community.1It adds that It serves a recognizable community It encourages participatory nation It offers the opportunity to any member of the community to initiate communication a nd participate in program making, management and ownership of the station It uses technology appropriate to the scotch capability of the people, not that which leads to dependence on external sources It is motivated by community well being, not commercial considerations, It promotes and improves problem solving.2Whatever their view points, Mega FM calls itself a community radio and has been revered for according space for womens participation in their programming. It employs and produces many women programmes than any radio station in northern Uganda. It has been awarded for participation of women and children.3David Okidi, the station manager Our programming is based on the fact that we need to inform and entertain so even when we are informing we need to do so in a way that is very interesting. So, coming from a background of conflict, our kind of programming should not forget the fact that listeners are get down and the programming should appeal to them.4Its programming is simi lar to womens community radio in Andhra Pradesh, India, where The radios team of reporters collect stories related to agriculture, education, health issues, womens empowerment.5Womens programmes are mainly pre-recorded and played as magazines. This is because of lack of access to telephone access by women. Besides recording, womens participations are still welcome through phone-in into on-air programmes and letters which are read on the stations.ContributionsThe power of community radio to mobilize groups and bring change to societies is well recognized.)6Community radios and formative broadcasting Mega FM promotes constructive communication for in northern Uganda. Their constructive broadcasting is shape by their understanding concerns and challenges in the community. Programme makers argue that they have wealth of reporters who constantly keep them informed in most community events. According to one radio presenter, doing a community programmes require understanding of the commun ity.7One radio producer adds that our programming is not just about giving women platform to talk, it about involving them in programming and developing content while aiming at one outcome together.8This reflects through understanding of radio programming. Elisa et al believe that Using radio as a catalyst for social change and development requires thorough understanding of the principles of radio programming. Such principles include the importance of clearly identifying and defining the specific target audience, ensuring continuity of radio programming and making certain that programmes have a strong, locally relevant message.9In this way Mega FM works to show positive portrayal of women while carefully highlighting the issues for public understanding and tackling issues that emerge within society. Programmes are custom-built to moderated and tailored to meet needs. According to Dyere womens group leader, who is a regular on Mega FM, she notes that Mega FM deals with womens issues that emerge within our different places.10Additionally, another one woman adds that It does not seek to damage women but it reports in an honest, responsible way.

Pay and Job Performance Essay -- Business Management Studies:

Critically evaluate this statement Managers who rely only on pay to motivate their employees to higher levels of job performance will always be thwarted n the results.Pay is one thing that causes many discrepancies indoors the workenvironment. Most employees continue to try and further themselves inwork usually with the hope of better pay fringe benefits i.e. companycars, pensions and so on. in that respect are however, those who show highlymotivated behaviour where economic rewards are low.1 This citationagrees with the above statement, however, throughout this essay I willsum up where pay stack be seen as a good motivator and where extrinsicbenefits fail.Content theorists much(prenominal) as Maslow and Herzberg look at needs and whatgives concourse the drive to work. A similar theme arises in thedifferent theories which on face value seem opposing they all look atones craving to work in order to satisfy their needs.To start, Maslow believed there is a hierarchy as to what mak es peoplework. The first being for survival. People need basic requirementssuch as food, water and shelter. Those in this group are notnecessarily poorly motivated but are purely working to satisfy needs.The guerrilla level of five is for safety reasons i.e. a safe workenvironment job security. Thirdly Maslow believed some are motivatedby the need for well-disposed interaction, friendship with fellow colleagues.This is inclusive of a sense of belonging. Further up the hierarchyis the need for status. When an employee is made to feel important andneeded in a job this will motivate them to do well. Lastly is personalambition called self-actualisation. This is a level of completesatisfaction.For Maslow, pay is the lowest in all of the motivators. He believesyou move up the scale towards self-motivation. However, his theory hasbeen met by much criticism. It can be seen as patronising and elitistin terms of the values it expresses.2 People can achieve completeself-motivation from acti vities they do outside of work i.e.childcare, for these employees they can have reached a higher orderbefore satisfying the lower ones. It is also a good deal impossible togeneralise everyones strengths and weaknesses as each person is anindividual. The theory is also often contradicted by research such asthe study by Hall and Nougain. (1968)3 In reality... ...r hard work showed in their performance.In conclusion, the essay has shown circumstances where pay works as amotivator and where it fails. The overwhelming tonicity is that pay isfine as a short term motivator but when it is used continually workerscan become reliant and it can confide pressure on employee relations aswell as encouraging them to work purely for economic reward. Managerswill not always be disappointed with results as explained but thereare other ways to motivate which have shown to produce continuallygood results such as job enrichment and fashioning employees feel asthough they genuinely matter. In my opi nion, managers who use payincentives can achieve good results but from reading the articles asevidence my advice would be to use them sparingly.1 Organisational demeanor compiled by A. Beauregard page 2012 Organisational Behaviour compiled by A. Beauregard page 2043 This study examined the changes in needs of a group of people. OB A. Beauregard page 2054 Organisational Behaviour compiled by A. Beauregard page 2055 Organisational Behaviour compiled by A. Beauregard page 2066 Harvard Business Review

the life of Dorothy Day :: essays research papers

Dorothy was born in Brooklyn, New York on November 8 1897. In 1906 her family survived the San Francisco earthquake and her and her family took a drastic change in lifestyle conditions after days father became unemployed and they were forced to move into a small flat in shekelss South Side. After seeing the shame her father felt with unemployment sparked her vocation to help the poor. Originally Day, in high school rejected organised religion because she claimed she never saw these Religious spate helping the poor. Her religious development was a slow process but eventually she became a real devoted catholic. She Saw the Catholic Church as the church of immigrants, the church of the poor This calling and strong beliefs in the teaching of God encouraged Day to help those who were poor and unemployed. With this in mind and her experience, strong faith and family past Dorothy started a paper known as The Catholic doer. She sold the paper for a penny a copy So cheap anyone could af ford it she explained. And on May 1st the first copies were issued at Union Square and by declination 100 000 copies were being printed each month. The papers purpose was to publicise catholic social teaching and promote steps to bring about the dovish transformation of society. By the winter the paper had received so much success homeless people began to knock on her door. Eventually an apartment was rented with shoes for 10 women and soon after a place for poor men. Next came a house in Greenwich Village. Then in1936 this community moved to two buildings in China town. The charity became a national movement. There were 33 Catholic worker houses spread across the country because of the depression there were many people in need of these places. Day took these people in As members of her family. As a strong catholic she went to daily mass and weekly confession and on a regular basis went on religious retreats and read the bible. Today the organisation is still running with 185 cat holic worker communities which are committed to non-violence, voluntary poverty, prayer and hospitality for the homeless, exiled, ravenous and forsaken. They protest injustice, war, racism and all violence. Through Days protests, achievements, actions, words and writings of 8 books, 350 plus articles for journals and magazines and also over 1 000 articles for the Catholic Worker newspaper she proved to be an excellent role model for many people.

Willa Cathers Death Comes for the Archbishop :: Willa Cather Death Comes for the Archbishop

Willa Cathers Death Comes for the ArchbishopA novel should be something that is easy to define. One would expect the novel to ache a plot, a central theme, a central character and a consistent style? The truth is that all of these things argon important but non specifically necessary. Willa Cathers Death Comes for the Archbishop cannot be easily classified as a novel in normal terms. It lacks a central plot that carries the work from stock to some sort of an ending. It does, however, contain central characters, themes, and a clearly consistent style, but the story that is told consists of small vignettes.Cather would prefer to call Death Comes for the Archbishop a autobiography as opposed to a novel. In terms of semantics a narrative is defined as an account of events anything that is narrated (Holman 336). She is not necessarily wrong, but the book is sure enough more than simply an account of events. A novel, on the other hand is defined as any extended fictional narrative (Ho lman 350). This definition would be to apply to Death Comes for the Archbishop except that it is not an extended narrative, but a series of narratives.Truthfully, one cannot read Cathers book as if it were a novel. in that respect are many separate stories within the Olivares, Buck Scales, Jacinto, Padre Martinez, and Friar Baltazar of Acoma who was dropped of a cliff. The stories are all held together by the common characters of Father Latour and Father Vaillant. There are also themes that run through most of the stories. The idea of justice seems to be important to the author as well as an important decompose of life in the southwest during this period. Maybe more important to the coherency of the book as a whole is the concept of loyalty. From the relationship of the boyhood friends who then travel Catholic missionaries in America to the two cream-colored mules, Contento and Angelica, who are always ridden together and have a great affection for each other (Cather 60).

Human Cloning - Up to the Individual :: Argumentative Persuasive Topics

Human Cloning - Up to the IndividualTo consider the cloning of another merciful being forces me to question the very concepts of right and wrong that make us solely adult male. Until the birth of Dolly the sheep, the first mammal to be success skilfuly cloned, it was conception that the ability to clone an adult human was im come-at-able or would and be possible somewhere in the distant future But that has all changed with the birth of Dolly and the explosion of advances in the field of Embryology and genetic screening. These advances are leading the way forward for the cloning of an adult human, which brings up many bran-new ethical and complicated questions that I feel must be addressed by the scientific community and the public, before these advances can reach there full potential. As with any scientific or technological advance, it brings around questions that I feel must be answered Do the pros out weight the advantages, and more importantly is it right? Will Human Clon ing become a brave new step in fighting disease and improving the quality of life, or will it lead to dehumanisation and a new genetic underclass? People say and strongly believe that biologists are cloning human embryos only to see how far they can push the scientific barriers. However not all things are corrupt, I believe, as do the leaders of Great Britain, that it is possible that the reasons behind Human Cloning, Embryology and genetic screening may be legitimate. Cloning could help improve the life of future generations. Although I still prefer the sentiment of these scientists spending all this money and their effort on finding a cure for a disease that has or will affect many of us in one way or another cancer I still keep an open mind about this subject as most of the embryologists and biologists claim that they are doing this as they feel that they put on a duty to the improvement of our society, or even perhaps a moral obligation. To this end the techniques have been o ffered to society as an option for the improvement of humanity. The human race is in the early stages of defining human cloning and what it means. The human race is defining it as a science as opposed to an art or religion, specifically a kind of science that is called Biotechnology. Biotechnology is the study into the design and manufacture of the human body.