Impact of the Internet on Relationships of 20-25 Year Olds

Impact of the Internet on Relationships of 20-25 Year Olds An electronic space for meeting new people, staying connected with friends and sharing ideas: Virtual reality or social reality in the age of narcissism? A study of hi5 network as an online community; its connection to offline relationships and motivations and expectations of people that become members. CHAPTER ONE Abstract The internet has changed the lives of many individuals and, with millions of people online it arguably represents the single most influential technological advancement of the Twenty First century (Aitchison, J. and Lewis, D. (2003) 1) (Crews, C. and Thierer, A. (2003) 3). Therefore the world of the internet is one which becomes more and more relevant in the lives of individuals across the world (Aitchison, J. and Lewis, D. (2003) 1) (Gauntlett, D., Gottlieb, N. and Mclelland, M. (2003) 19). The internet has touched the lives of most people within the 20-25 age groups, and this it perhaps even more relevant within Greek society, where internet dating and socialising has proven exceptionally popular. It is therefore not surprising that the internet is used effectively as a medium for the formation of relationships. The internet has given us electronic mail; internet blogs; pop-up message advertising; video messaging; smiley faces; on-line dating and friendship services; instant messages and internet threads and all of these have changed the way that individuals communicate with one another (Aitchison, J. and Lewis, D. (2003) 1) (Jordan, T. (1999) Ch.1). These more contemporary methods of communicating have impacted society at many levels (Crews, C. and Thierer, A. (2003) 3) (Gauntlett, D., Gottlieb, N. and Mclelland, M. (2003) 19) and this may be seen through an analysis of contemporary communication discourses and methods of socialisation. Specifically, the website www.hi5.com has provided a nexus where all of these technological and communication techniques have recognition and importance. Hi5 is an online community where communication is uniquely confined to electronic means and discourses. Introduction This thesis will explore the relevance of the internet to the formation of key social relationships within the 20-25 age group of Greek society. The fact that the formation of relationships online influences and shapes the nature of relationships offline is an interesting one to approach and it will be focused on throughout the thesis. The nature of the internet and specifically websites such as Hi5 as an electronic space which facilities human interaction and the maintenance of relationships will be considered. The dichotomy between social and virtual reality will be broached within this context and the writer will attempt to comment on which description of the internet is most appropriate. The question of whether the internet is a social reality in an age of narcissism or a virtual reality will also be addressed within the research. The subject matter of the thesis will also involve a consideration of the ways that the internet has indirectly and directly affected offline relationships and the motivations and expectations of people that become members. This is an important perspective; however it is one that could easily be neglected. Therefore one of the most important points which the thesis will seek to express is the pervasiveness of the internet, and specifically the pervasiveness of the online community which engages Greeks in the 20-25 age group, and its ability to influence their offline as well as online lives, self representations, motivations and expectations. The thesis will attempt to argue that the internet is an important mechanism of social interaction, which should not be pigeon-holed to simply make what is anyway a facile critique of the internet (i.e. that the internet simply promotes narcissism), more convenient to articulate. This chapter will provide the skeleton framework through which this argument will be made. The chapter will provide definitions of the internet, communication, language, computer mediated discourse, and semiotics and these definitions will be used as a springboard to discuss how the internet has changed the lives of Greeks within the 20-25 year age category. Wider issues such as globalisation, self representation, creativity and technological advancement (Smith, M. and Kollock, P. (1998) 4) will also be considered in this chapter since these are intrinsic to the ultimate argument of the thesis that internet friendship databases such as Hi5 are crucially important and representative of developments in human socialisation patterns. The effects of these processes will be extrapolated within the context of the research question and they will assist the writer to achieve a more in depth understanding of the significance of the internet within the social circles of Greeks within the 20-25 age group. The models of analysis that will be used will be discourse analysis and semiotic analysis of text and images. The profiles of Greek members of Hi5 will be widely consulted and primary research in the form of interviews and a questionnaire-based study will be consulted and evaluated qualitatively in the analysis of all of the above mentioned issues. Therefore there will be a lexicographical and semiotic extrapolation of both text and imagery to assist the writer in answering the question of whether the internet as a social medium/social hub is a positive development and to comment upon the question title. Computer mediated electronic discourse is the label given to describe electronic discourses (Holt, R. (2004) 129) and the effects which they produce at the level of social interaction between humans. Lexicographical sequences, syntax, the length and structure of sentences, the use of colloquial words and phrases and elaborate uses for punctuation devices may all be considered to be a part of this newly developing discourse which specifically facilitates communication over the internet (Holt, R. (2004) 129-130). These aspects of language and how language is represented have changed to reflect and to facilitate online communication and the development of new relationships through the medium of the internet (Holt, R. (2004) 129-132). Images and self-representations will be looked at in minute detail; these images and representations will be deconstructed and looked at in their most basic terms. It is hoped that this focus will allow the writer to consider the research question in a comprehensive and minutely detailed manner. It is anticipated that such a focus will impart an original and innovative insight into the subject of computer mediated discourses and the increasing importance of the internet in the lives of young people (20-25) in Greece and Greeks abroad in the Twenty First century. CHAPTER TWO Research Question and Theory The Hi5 Website: What is it? This website is an internet community where friendships and romantic attachments are solicited by members. The site enables members to represent themselves and to enable others to view what they have to say about themselves, remotely through the internet. The site itself involves the use of a database of individuals all over the world who have added internet pages describing themselves; their characteristics and interests. These descriptions are referred to as profiles and are added to the database which may be searched by prospective members and member of the Hi5 website alike. Members generally add photographs of themselves, and their friends and sometimes the members can add links and descriptions of the music that they like to listen to. Primarily the website is aimed at individuals from all ethnicities who are in their twenties, and who would like to make friends, stay in touch with friends or form romantic attachments to new people over the internet. The site allows companies and other advertisers to advertise their services on the website, which allows the website to disseminate products and services which may be of interest to young people within the 20-25 age group. The website is also different from online dating services as the romantic connections which may be formed through the internet are not the principal selling point of the website. The ideas of friendship, self representation and companionship are instead emphasised. Certainly, the idea of romantic attachments is something which the website may facilitate, but its capacity to do so is understated and not focused upon. Therefore the website describes and sells itself as primarily designed to enable people to form platonic relationships through using its facilities. What is Communication? Communication, at its most basic level may be understood as a way to convey messages and emotions between human beings (Duranti, A. (1997) 23-25) (Jennings, B. and Heath, R. (2000) 91). This is done mainly (although not exclusively as we will see explained below) through the use of language (Kaplan, R. (2002) Ch. 1), which is a complex collection of symbols which have specific meanings and when used collectively may be understood to represent codifications of human emotions and messages. The system of symbols which may be understood as the building blocks of a language do not have meaning in themselves; rather they represent meaning when they are arranged within certain patterns which are objectively recognisable by others who wish to interpret them. Therefore the signals which are relied upon in the context of language are constructed; they are not generic or pre-existing. This complex system of symbols allows humans to make others understand messages which have a generic codified meaning, which may be understood objectively, and cognitively. It is important to understand communication in these terms within the context of this thesis enquiry as it is an understanding of this particular property of communication which will allow the writer to comment upon the language used on Hi5 in an abstracted and theoretical manner. This will facilitate the methodology of discourse analysis and semiotics which underpins the thesis. Communication is therefore a cognitive process (Ellis, D. (1999) 1) (Giora, R. (2003) 13). It is essentially a manipulation of the senses of humans through systematic representations of meaning and images (Ellis, D. (1999) 1). Communication does not just involve language; one can communicate at many levels (Ellis, D. (1999) 1-3) (Giora, R. (2003) 13) (Turkle, S. (1997) Ch.1). Facial expressions; sign language; body language; intonation; voice pitch and just a few mechanisms which may be used to communicate without the use of language. Language may employ these techniques in an integrated manner, as communication rarely adopts a singular mode. Therefore the clothes we wear (their colours and texture); the facial and bodily expressions we adopt; the mannerisms we adopt; various postures and the signals which we give out are all complex and systematic methods of communicating (Duranti, A. (1997) 23-25). The underlying system (culture) is what allows one to describe these processes as both communicative and connected with language (Duranti, A. (1997) 23-25) (Fairclough, N. (2003) 124). Language may be described through the idea of a discourse (Fairclough, N. (2003) 124) (Chimombo, M. and Roseberry, R. (1998) 5). Discourses are particular amalgams of how language has come to be used within particular spheres for specific purposes (Chimombo, M. and Roseberry, R. (1998) 5). These purposes may be political, sociological and even ideological in nature (Duranti, A. (1997) 23-25) (Fairclough, N. (2003) 124). What makes a discourse a discourse is the style in which the language and communication techniques are manifested. These may be identified objectively and regarded as belonging within one given discourse. It is often the case that a discourse will be uniquely identifiable. Discourse may be understood at the level of lexicographical constructions and syntax (Fairclough, N. (2003) 123-124) (Chimombo, M. and Roseberry, R. (1998) 6). In this sense the discourse which is understood is viewed in a more mechanical and objective manner. Discourses of this modality will mainly occupy the methodological framework of the thesis, since this type of discourse analysis allows one to approach the understanding of the subject of electronic communication and socialisation techniques in an effective and simple way. Language also becomes a communication discourse when it is used as a system of communication within a particular community or culture (Fairclough, N. (2003) 124). This was Bourdieus viewpoint (Danaher, G., Fensham, R., Schirato, T., Threadgold, T. and Webb , J. (2002) 1). Pierre Bourdieu (1990) was one of the most influential communication theorists (Danaher, G., Fensham, R., Schirato, T., Threadgold, T. and Webb , J. (2002) 1). Pierre Bourdieu (1990) has attempted to deconstruct the idea of communication (Danaher, G., Fensham, R., Schirato, T., Threadgold, T. and Webb , J. (2002) 1) and to assist him he used the analogy of a map and a journey (Schirato and Yell (2000) p1). He argued that communication involved rules, conventions which map a language and that actual acts of communication were akin to the taking of journeys(Schirato and Yell (2000) p1). This broadly fits the writers earlier definition of communication which has been explained above as it explains how language symbols takes on a level of significance when they are arranged within a given structure or amalgam. Semiotics Communication may also be understood through the idea of signs and meanings (Giora, R. (2003) 13). Semiotics is perhaps a more abstract and theoretical way to understand the way that language is used to engender meaning. Saussure (1989) argued that the meaning of language is a subjective exercise whereby individuals read meanings into what he referred to as signs, which do not have any intrinsic meaning of themselves, but have meaning imputed into them by virtue of the meaning which is attached to them by people (Schirato and Yell (2000) p19). Therefore, for Saussure, language was not as important as what he regarded as its most basic constituent part; the sign. The sign is what is represented in relational terms and not in substantive terms through the medium of language and images (Schirato and Yell (2000) p19). Saussure split the idea of communication and meaning into three parts; the sign, the signifier and the signified, with the signifier meaning the actual physical manifestation or form of the sign (an example being a road sign or the written form of a word), and the signified meaning being what this physical form evokes and the sign itself being a combination of both the signified and the signifier (Schirato and Yell (2000) p20). Saussure believed that a sign was a link between a concept and a pattern of sound (Schirato and Yell (2000) p20), and that these linkages came together to comprise a semiotic system which disseminated meaning. What is Culture? Culture may be described in the following functional terms: In any society, culture, in its most general sense, is concerned with individuals in a group. It has four main functions: It determines the various ways open to the individual within the group to develop the self, and hence the group as well. It specifies means for self-preservation. It determines the individuals place within the group. And, it determines the individuals and the groups perception of the world. (Chimombo, M. and Roseberry, R. (1998) 6). Culture also constrains the perceptions which an individual may be exposed to and given that this exposure is generally delivered through discourses, it is important to understand the connections between culture and individual perceptions. Chimombo and Roseberry (1998) give us an account of this connection: The specific culture of the group restricts each of these cultural attributes to a range of values or possibilities deemed acceptable to the members of that culture. Thus, the ways in which an individual can achieve self-fulfilment or perceive the world within a given society are limited by that societys cultural norms and practices (Chimombo, M. and Roseberry, R. (1998) 6). What is the Internet? The internet is a complex network of technological communication mechanisms (Crystal, D. (2001) 24) (Gattiker, U. (2001) 56). These enable people to communicate through the use of computers (Gattiker, U. (2001) 56). The internet itself is both a communication mechanism and a source of information (Gattiker, U. (2001) 56) as it also allows the user to search vast databases of information using key word searches (Crystal, D. (2001) 24). It has changed the way that business, politics, government, education, communication and commercial affairs are conducted (Gauntlett, D., Gottlieb, N. and Mclelland, M. (2003) 19) (Gattiker, U. (2001) 56), and has enabled individuals both to access and to disseminate information more quickly and effectively (Crystal, D. (2001) 24) (Gattiker, U. (2001) 56). In this sense therefore the internet represents a mode of communication which is electronic in nature (Gattiker, U. (2001) 56), and the world is connected through this mode. This electronic characteri stic of the internet means that various modes of media may be enabled through the internet and these media connect people on another level (Gattiker, U. (2001) 56). How has the Internet Changed the Lives of Greek 20-25 Year Olds? Greek individuals in the 20-25 categories have been particularly susceptible to the changes which the internet has both precipitated and facilitated. It is often the case that a primary concern of those belonging to this age category will be romantically unattached and seeking to form relationships, both in the form of friendships and sexual partnerships. Therefore, it is important for one to understand that the internet is integrated within the lives of Greeks between 20-25, given the role it plays in allowing for relationships to be instigated and explored. The internet is a forum for these relationships to be instigated and played out (Kendall, L. (2002) 139-141). In the globalised world where technological advancement features strongly in the lives of most individuals this is not a surprising that the internet would be integrated in this way into such a fundamental sphere of the lives of these individuals (Gauntlett, D., Gottlieb, N. and Mclelland, M. (2003) 19) (Crews, C. and Thierer, A. (2003) 3). It is impossible to integrate the internet to this extent within a persons life, without the integration producing noticeable effects in both the offline and online settings. It is possible to infer from this, that offline relationships as well as the motivations and expectations of people that become members will be moulded and shaped through this process of integration. This rationalisation will be borne out in the next section. The offline relationships of individuals who also have access to online channels of communication will be affected in a number of ways. For example, it is often the case that the internet simply removes the inhibitions which are often experienced at the outset of a relationship (friendship or sexual). In a sense, the approach which may be employed between two people who are interested in one another is made easier and the fact that the feelings of rejection which may be experienced by a person after a spurned advance can be compensated for by that person, through withdrawing communication effectively and efficiently. The person in question can make their profile invisible and can also choose to which members their profiles can be made visible to. In a sense therefore traditional methods of engaging the opposite sex (or the same sex in the case of non heterosexual encounters) in conversation have been redefined through electronic discourse. Crews and Thierer (2003) give us a springboard upon which to elaborate on this point by explaining the system of rules and conventions which underpin the use of the internet: There are rules. Some of them are mechanical in the sense that the architecture of the Internet and the protocols that define its function determine the way in which it operates and the way in which applications like e-mail are or can be supported. Others are a consequence of policies set in a variety of venues and jurisdictions and informed or motivated by a variety of constituencies. (Crews, C. and Thierer, A. (2003) vii). Electronic discourse have facilitated the adoption of these rules and protocols to allow for easier and more relaxed connections to be established through the use of friendship databases such as Hi 5. This point will be backed up more thoroughly using primary research in the next section, in which syntax and the formations of language will be deconstructed and extrapolated to show how the language itself is a vehicle for these particular functionalities. For the moment it is enough to point out that these electronic discourses are driven by individual preferences of internet users. Crews and Thierer (2003) reinforce the point: Some rules may even be said to be set by the personal preferences and behaviours of Internet users, almost independent of outside forces. The ensemble of rule sets does not form a consistent or even coherent whole and there are notable conflicts, especially as local jurisdictions seek to enforce local rules on a system that is patently global (Crews, C. and Thierer, A. (2003) vii). Another point to be made about how useful the internet has proven in the lives of young Greeks is that fact that in purely logistical terms, traditional forums which are used to meet members of the opposite sex are not very effectual for the person who seeks to meet new people. Nightclubs for example could be a classic example. These venues are often very noisy and crowded. Interaction in such environments may be stressful and cumbersome. Therefore people tend to stick within the groups of people that they are familiar with and it is often difficult, for individuals to penetrate these niches, and thus strike up relationships with new people. The internet, and in particular websites such as Hi5 remove this logistical difficulty. It provides a safe and comfortable venue where relationships may be initiated on neutral terms, and the conventions which have evolved allow for interaction to flow smoothly within this environment. In terms of online and offline relationships, the sphere of socialisation which websites such as Hi5 provides often brings these two settings together, and it is perhaps unusual for a person within the age group to led an online life which is entirely separate from their offline lives. It is perhaps true that there are rules and conventions which govern the behaviour of actors within the two spheres in different ways; however this does not mean that in practical, physical terms the two spheres are separated. In actuality the two spheres have become more integrated than ever, as the internet grows in influence and importance. The impact of globalisation, also has made the internet very important in the lives of people within the age category 20-25 (Aitchison, J. and Lewis, D. (2003) 1) (Johnson, D. and Turner, C. (2003) Ch.1). The world is more technologically interconnected and cultures and foreign countries are more accessible than ever before (Crews, C. and Thierer, A. (2003) 3), making them more relevant in the lives of Greeks within this age group. This globalisation of culture is of particular relevance in this context, for Greeks within the 20-25 age groups. Given that Greece has become part of the European Union, free movement between European countries has heightened the changes that have taken place on a cultural level to an even greater extent, and this has allowed for greater integration between cultures online. This has changed socialisation processes. In this sense the internet may be understood as a virtual space in which people can meet and exchange ideas. However, the ways in which these outcomes are achieved may not be understood without looking more closely as the way that human relationships are formed through the internet, through electronic means and how this spills over into conventional human interplays. To identify the age of narcissism in the question title is arguably a meaningless endeavour. It is facile to tie narcissism just with contemporary society. The reality is that this is a universal concept which has many applications within both the traditional and the contemporary. We find narcissism everywhere; it is not just a generic feature of the internet, or generically manifested through internet discourses. Therefore the proposition in the thesis title that puts forward the view that the internet represents social reality in an age of narcissism is an over simplification of a process (narcissism) which pervades so ciety at many levels; not just specifically through the internet. Certainly one cannot deny that the internet and the Hi5 site can be a vehicle for narcissism in terms of individual modalities of self-representations. The images of the body, images of self which are communicated through text and image convey narcissistic tendencies. Indeed, this however is perhaps not just a cultural construct, but a more basic survival mechanism. The title proposition which insinuates that narcissism is a purely self indulgent process therefore fails to understand the various applications which narcissism may have within the context of human development (which must be set apart from mere social reality). Let us look for example at human reproduction. This is a natural instinct within most humans, and narcissism assists the human in attracting a mate; the presentation of self within particular terms is therefore not self indulgent, per se (it may be this of course, but the point here is that this is not the only function of narcissism); it is also a tool which is u sed by humans to present and project themselves as attractive potential mates. Therefore narcissism facilitates human socialisation at the most basic of levels. It is not a superfluous mechanism in which social reality is defined as the title implies. It has a base function which assists humans to find and attract partners through the internet and electronic discourses. However, since the title proposition that the Hi5 website is social reality in an age of narcissism has been critiqued here, let us turn to the alternative proposition which is presented in the question title; is the site just virtual reality? This too is far too narrow a definition of what the site may be to be a credible description of the site. The fact is that the site cannot be simply virtual reality, given its function within both online and offline relationships. This has been argued above. The internet site involves a degree of integration between online and offline expectations and motivations which prove that it is therefore not just virtual; it cant be simply this. It is a complex interconnected network which cannot be pigeonholed into either the category of virtual reality or social reality in an age of narcissism. Both of these representations misunderstand the use and importance of the internet site to society. They force the concept of the internet site into a narrow b olthole which cannot accommodate the complexities of a mechanism such as the Hi5. To present this question as if a choice must be made between the two implies that one of the other is an accurate representation of what the internet site is. The argument of this thesis is that this is a false premise to begin from. The internet site and the mode of its dissemination, the internet has become so integrated; so important and so pervasive that to define it in such narrow terms is both to do it a disservice and to misunderstand its function, and use. The next chapter will turn to the methodology of the thesis enquiry. It will discuss the different paradigms of research and it will explain how the research methodology of this thesis has been chosen and the reasons why. An argument will be made that qualitative research is more compatible with the overall aim of the thesis enquiry and therefore it has been the most appropriate means through which the research is the be carried out. CHAPTER THREE Methodology This chapter will firstly ask some questions about the nature, structure and applicability of certain methodologies within the framework of this research project. It will then go on to outline which methodology will be used as the foundation for the thesis and will explain why. In this way the advantages and disadvantages of each methodological framework will be evaluated and explained and the suitability of particular methodological frameworks will for this linguistic and discourse orientated project will be outlined. Firstly, what is methodology? Methodology involves two separate paradigms; qualitative (phenomenological) and quantitative (positivist) (Darlington, Y. and Scott, D. (2002) 1-6). The main difference which may be identified between the two paradigms of research is that qualitative method involves a socially constructed matrix of understanding (Darlington, Y. and Scott, D. (2002) 1-6). Conversely the quantitative seeks to understand phenomena through objective observation and hypothesising (Darlington, Y. and Scott, D. (2002) 1-6). Characteristics of qualitative research therefore are that it tends to be specific, confirmatory, scientific and outcome orientated (Jensen, K. (2002) 230). Characteristics of qualitative research involve explanatory aims and the method involved tends to be more situational than outcome oriented (Bauer, M. (2000) 4). The aim of qualitative research is to understand and interpret viewpoints subjectively whereas qualitative research involves more concrete and deductive foundations of research (Darlington, Y. and Scott, D. (2002) 1-6). The methodology which will be used will primarily be qualitative in nature. There will be interviews conducted with interested parties in the field of friendship databases, there will be a semiotic and discourse analysis of the Hi5 website and there will be a questionnaire; the results of which will be interpreted qualitatively. Therefore the research design will be both constructed and interpreted qualitatively. The sampling of data will involve random internet searches of the Hi5 website and the writer will use themselves as a device to take in views and imagery which will be presented in the results chapter and assessed through qualitative means. The targets of the writer in terms of samples for the research will take the form of firstly, the Hi5 website itself, and then profiles will be consulted. The writer will try to focus specifically upon an analysis of just Greek profiles, since the website allows one to narrow ones search on the basis of ethnicity. It must be emphasised that while this does narrow down the pool of profiles, the writer has no control over which profiles are presented, other than to specify that they should be from persons who classify themselves as Greeks. Therefore the integrity of the research in terms of using random data is preserved. Sampling techniques are very important to preserve the qualitative integrity of the research and therefore its credibility. The writer has been careful to attempt to examine profiles from both genders and to examine representations of both the male and female forms, since the factor which the writer would like to control is ethnicity (therefore just Greek profiles will be focused on primarily). The writer has attempted to guarantee that random material has been generated and has relied upon the mechanism on the Hi5 website itself which allows one to generate random searches. Representativeness too was considered throughout the research. As the topics which were under consideration were imagery, self representation and the concept of the self and body, it was important to have sufficient diversity within the constraints of the research variables which were to be controlled (i.e. age (20-25) and ethnicity Greekne Impact of the Internet on Relationships of 20-25 Year Olds Impact of the Internet on Relationships of 20-25 Year Olds An electronic space for meeting new people, staying connected with friends and sharing ideas: Virtual reality or social reality in the age of narcissism? A study of hi5 network as an online community; its connection to offline relationships and motivations and expectations of people that become members. CHAPTER ONE Abstract The internet has changed the lives of many individuals and, with millions of people online it arguably represents the single most influential technological advancement of the Twenty First century (Aitchison, J. and Lewis, D. (2003) 1) (Crews, C. and Thierer, A. (2003) 3). Therefore the world of the internet is one which becomes more and more relevant in the lives of individuals across the world (Aitchison, J. and Lewis, D. (2003) 1) (Gauntlett, D., Gottlieb, N. and Mclelland, M. (2003) 19). The internet has touched the lives of most people within the 20-25 age groups, and this it perhaps even more relevant within Greek society, where internet dating and socialising has proven exceptionally popular. It is therefore not surprising that the internet is used effectively as a medium for the formation of relationships. The internet has given us electronic mail; internet blogs; pop-up message advertising; video messaging; smiley faces; on-line dating and friendship services; instant messages and internet threads and all of these have changed the way that individuals communicate with one another (Aitchison, J. and Lewis, D. (2003) 1) (Jordan, T. (1999) Ch.1). These more contemporary methods of communicating have impacted society at many levels (Crews, C. and Thierer, A. (2003) 3) (Gauntlett, D., Gottlieb, N. and Mclelland, M. (2003) 19) and this may be seen through an analysis of contemporary communication discourses and methods of socialisation. Specifically, the website www.hi5.com has provided a nexus where all of these technological and communication techniques have recognition and importance. Hi5 is an online community where communication is uniquely confined to electronic means and discourses. Introduction This thesis will explore the relevance of the internet to the formation of key social relationships within the 20-25 age group of Greek society. The fact that the formation of relationships online influences and shapes the nature of relationships offline is an interesting one to approach and it will be focused on throughout the thesis. The nature of the internet and specifically websites such as Hi5 as an electronic space which facilities human interaction and the maintenance of relationships will be considered. The dichotomy between social and virtual reality will be broached within this context and the writer will attempt to comment on which description of the internet is most appropriate. The question of whether the internet is a social reality in an age of narcissism or a virtual reality will also be addressed within the research. The subject matter of the thesis will also involve a consideration of the ways that the internet has indirectly and directly affected offline relationships and the motivations and expectations of people that become members. This is an important perspective; however it is one that could easily be neglected. Therefore one of the most important points which the thesis will seek to express is the pervasiveness of the internet, and specifically the pervasiveness of the online community which engages Greeks in the 20-25 age group, and its ability to influence their offline as well as online lives, self representations, motivations and expectations. The thesis will attempt to argue that the internet is an important mechanism of social interaction, which should not be pigeon-holed to simply make what is anyway a facile critique of the internet (i.e. that the internet simply promotes narcissism), more convenient to articulate. This chapter will provide the skeleton framework through which this argument will be made. The chapter will provide definitions of the internet, communication, language, computer mediated discourse, and semiotics and these definitions will be used as a springboard to discuss how the internet has changed the lives of Greeks within the 20-25 year age category. Wider issues such as globalisation, self representation, creativity and technological advancement (Smith, M. and Kollock, P. (1998) 4) will also be considered in this chapter since these are intrinsic to the ultimate argument of the thesis that internet friendship databases such as Hi5 are crucially important and representative of developments in human socialisation patterns. The effects of these processes will be extrapolated within the context of the research question and they will assist the writer to achieve a more in depth understanding of the significance of the internet within the social circles of Greeks within the 20-25 age group. The models of analysis that will be used will be discourse analysis and semiotic analysis of text and images. The profiles of Greek members of Hi5 will be widely consulted and primary research in the form of interviews and a questionnaire-based study will be consulted and evaluated qualitatively in the analysis of all of the above mentioned issues. Therefore there will be a lexicographical and semiotic extrapolation of both text and imagery to assist the writer in answering the question of whether the internet as a social medium/social hub is a positive development and to comment upon the question title. Computer mediated electronic discourse is the label given to describe electronic discourses (Holt, R. (2004) 129) and the effects which they produce at the level of social interaction between humans. Lexicographical sequences, syntax, the length and structure of sentences, the use of colloquial words and phrases and elaborate uses for punctuation devices may all be considered to be a part of this newly developing discourse which specifically facilitates communication over the internet (Holt, R. (2004) 129-130). These aspects of language and how language is represented have changed to reflect and to facilitate online communication and the development of new relationships through the medium of the internet (Holt, R. (2004) 129-132). Images and self-representations will be looked at in minute detail; these images and representations will be deconstructed and looked at in their most basic terms. It is hoped that this focus will allow the writer to consider the research question in a comprehensive and minutely detailed manner. It is anticipated that such a focus will impart an original and innovative insight into the subject of computer mediated discourses and the increasing importance of the internet in the lives of young people (20-25) in Greece and Greeks abroad in the Twenty First century. CHAPTER TWO Research Question and Theory The Hi5 Website: What is it? This website is an internet community where friendships and romantic attachments are solicited by members. The site enables members to represent themselves and to enable others to view what they have to say about themselves, remotely through the internet. The site itself involves the use of a database of individuals all over the world who have added internet pages describing themselves; their characteristics and interests. These descriptions are referred to as profiles and are added to the database which may be searched by prospective members and member of the Hi5 website alike. Members generally add photographs of themselves, and their friends and sometimes the members can add links and descriptions of the music that they like to listen to. Primarily the website is aimed at individuals from all ethnicities who are in their twenties, and who would like to make friends, stay in touch with friends or form romantic attachments to new people over the internet. The site allows companies and other advertisers to advertise their services on the website, which allows the website to disseminate products and services which may be of interest to young people within the 20-25 age group. The website is also different from online dating services as the romantic connections which may be formed through the internet are not the principal selling point of the website. The ideas of friendship, self representation and companionship are instead emphasised. Certainly, the idea of romantic attachments is something which the website may facilitate, but its capacity to do so is understated and not focused upon. Therefore the website describes and sells itself as primarily designed to enable people to form platonic relationships through using its facilities. What is Communication? Communication, at its most basic level may be understood as a way to convey messages and emotions between human beings (Duranti, A. (1997) 23-25) (Jennings, B. and Heath, R. (2000) 91). This is done mainly (although not exclusively as we will see explained below) through the use of language (Kaplan, R. (2002) Ch. 1), which is a complex collection of symbols which have specific meanings and when used collectively may be understood to represent codifications of human emotions and messages. The system of symbols which may be understood as the building blocks of a language do not have meaning in themselves; rather they represent meaning when they are arranged within certain patterns which are objectively recognisable by others who wish to interpret them. Therefore the signals which are relied upon in the context of language are constructed; they are not generic or pre-existing. This complex system of symbols allows humans to make others understand messages which have a generic codified meaning, which may be understood objectively, and cognitively. It is important to understand communication in these terms within the context of this thesis enquiry as it is an understanding of this particular property of communication which will allow the writer to comment upon the language used on Hi5 in an abstracted and theoretical manner. This will facilitate the methodology of discourse analysis and semiotics which underpins the thesis. Communication is therefore a cognitive process (Ellis, D. (1999) 1) (Giora, R. (2003) 13). It is essentially a manipulation of the senses of humans through systematic representations of meaning and images (Ellis, D. (1999) 1). Communication does not just involve language; one can communicate at many levels (Ellis, D. (1999) 1-3) (Giora, R. (2003) 13) (Turkle, S. (1997) Ch.1). Facial expressions; sign language; body language; intonation; voice pitch and just a few mechanisms which may be used to communicate without the use of language. Language may employ these techniques in an integrated manner, as communication rarely adopts a singular mode. Therefore the clothes we wear (their colours and texture); the facial and bodily expressions we adopt; the mannerisms we adopt; various postures and the signals which we give out are all complex and systematic methods of communicating (Duranti, A. (1997) 23-25). The underlying system (culture) is what allows one to describe these processes as both communicative and connected with language (Duranti, A. (1997) 23-25) (Fairclough, N. (2003) 124). Language may be described through the idea of a discourse (Fairclough, N. (2003) 124) (Chimombo, M. and Roseberry, R. (1998) 5). Discourses are particular amalgams of how language has come to be used within particular spheres for specific purposes (Chimombo, M. and Roseberry, R. (1998) 5). These purposes may be political, sociological and even ideological in nature (Duranti, A. (1997) 23-25) (Fairclough, N. (2003) 124). What makes a discourse a discourse is the style in which the language and communication techniques are manifested. These may be identified objectively and regarded as belonging within one given discourse. It is often the case that a discourse will be uniquely identifiable. Discourse may be understood at the level of lexicographical constructions and syntax (Fairclough, N. (2003) 123-124) (Chimombo, M. and Roseberry, R. (1998) 6). In this sense the discourse which is understood is viewed in a more mechanical and objective manner. Discourses of this modality will mainly occupy the methodological framework of the thesis, since this type of discourse analysis allows one to approach the understanding of the subject of electronic communication and socialisation techniques in an effective and simple way. Language also becomes a communication discourse when it is used as a system of communication within a particular community or culture (Fairclough, N. (2003) 124). This was Bourdieus viewpoint (Danaher, G., Fensham, R., Schirato, T., Threadgold, T. and Webb , J. (2002) 1). Pierre Bourdieu (1990) was one of the most influential communication theorists (Danaher, G., Fensham, R., Schirato, T., Threadgold, T. and Webb , J. (2002) 1). Pierre Bourdieu (1990) has attempted to deconstruct the idea of communication (Danaher, G., Fensham, R., Schirato, T., Threadgold, T. and Webb , J. (2002) 1) and to assist him he used the analogy of a map and a journey (Schirato and Yell (2000) p1). He argued that communication involved rules, conventions which map a language and that actual acts of communication were akin to the taking of journeys(Schirato and Yell (2000) p1). This broadly fits the writers earlier definition of communication which has been explained above as it explains how language symbols takes on a level of significance when they are arranged within a given structure or amalgam. Semiotics Communication may also be understood through the idea of signs and meanings (Giora, R. (2003) 13). Semiotics is perhaps a more abstract and theoretical way to understand the way that language is used to engender meaning. Saussure (1989) argued that the meaning of language is a subjective exercise whereby individuals read meanings into what he referred to as signs, which do not have any intrinsic meaning of themselves, but have meaning imputed into them by virtue of the meaning which is attached to them by people (Schirato and Yell (2000) p19). Therefore, for Saussure, language was not as important as what he regarded as its most basic constituent part; the sign. The sign is what is represented in relational terms and not in substantive terms through the medium of language and images (Schirato and Yell (2000) p19). Saussure split the idea of communication and meaning into three parts; the sign, the signifier and the signified, with the signifier meaning the actual physical manifestation or form of the sign (an example being a road sign or the written form of a word), and the signified meaning being what this physical form evokes and the sign itself being a combination of both the signified and the signifier (Schirato and Yell (2000) p20). Saussure believed that a sign was a link between a concept and a pattern of sound (Schirato and Yell (2000) p20), and that these linkages came together to comprise a semiotic system which disseminated meaning. What is Culture? Culture may be described in the following functional terms: In any society, culture, in its most general sense, is concerned with individuals in a group. It has four main functions: It determines the various ways open to the individual within the group to develop the self, and hence the group as well. It specifies means for self-preservation. It determines the individuals place within the group. And, it determines the individuals and the groups perception of the world. (Chimombo, M. and Roseberry, R. (1998) 6). Culture also constrains the perceptions which an individual may be exposed to and given that this exposure is generally delivered through discourses, it is important to understand the connections between culture and individual perceptions. Chimombo and Roseberry (1998) give us an account of this connection: The specific culture of the group restricts each of these cultural attributes to a range of values or possibilities deemed acceptable to the members of that culture. Thus, the ways in which an individual can achieve self-fulfilment or perceive the world within a given society are limited by that societys cultural norms and practices (Chimombo, M. and Roseberry, R. (1998) 6). What is the Internet? The internet is a complex network of technological communication mechanisms (Crystal, D. (2001) 24) (Gattiker, U. (2001) 56). These enable people to communicate through the use of computers (Gattiker, U. (2001) 56). The internet itself is both a communication mechanism and a source of information (Gattiker, U. (2001) 56) as it also allows the user to search vast databases of information using key word searches (Crystal, D. (2001) 24). It has changed the way that business, politics, government, education, communication and commercial affairs are conducted (Gauntlett, D., Gottlieb, N. and Mclelland, M. (2003) 19) (Gattiker, U. (2001) 56), and has enabled individuals both to access and to disseminate information more quickly and effectively (Crystal, D. (2001) 24) (Gattiker, U. (2001) 56). In this sense therefore the internet represents a mode of communication which is electronic in nature (Gattiker, U. (2001) 56), and the world is connected through this mode. This electronic characteri stic of the internet means that various modes of media may be enabled through the internet and these media connect people on another level (Gattiker, U. (2001) 56). How has the Internet Changed the Lives of Greek 20-25 Year Olds? Greek individuals in the 20-25 categories have been particularly susceptible to the changes which the internet has both precipitated and facilitated. It is often the case that a primary concern of those belonging to this age category will be romantically unattached and seeking to form relationships, both in the form of friendships and sexual partnerships. Therefore, it is important for one to understand that the internet is integrated within the lives of Greeks between 20-25, given the role it plays in allowing for relationships to be instigated and explored. The internet is a forum for these relationships to be instigated and played out (Kendall, L. (2002) 139-141). In the globalised world where technological advancement features strongly in the lives of most individuals this is not a surprising that the internet would be integrated in this way into such a fundamental sphere of the lives of these individuals (Gauntlett, D., Gottlieb, N. and Mclelland, M. (2003) 19) (Crews, C. and Thierer, A. (2003) 3). It is impossible to integrate the internet to this extent within a persons life, without the integration producing noticeable effects in both the offline and online settings. It is possible to infer from this, that offline relationships as well as the motivations and expectations of people that become members will be moulded and shaped through this process of integration. This rationalisation will be borne out in the next section. The offline relationships of individuals who also have access to online channels of communication will be affected in a number of ways. For example, it is often the case that the internet simply removes the inhibitions which are often experienced at the outset of a relationship (friendship or sexual). In a sense, the approach which may be employed between two people who are interested in one another is made easier and the fact that the feelings of rejection which may be experienced by a person after a spurned advance can be compensated for by that person, through withdrawing communication effectively and efficiently. The person in question can make their profile invisible and can also choose to which members their profiles can be made visible to. In a sense therefore traditional methods of engaging the opposite sex (or the same sex in the case of non heterosexual encounters) in conversation have been redefined through electronic discourse. Crews and Thierer (2003) give us a springboard upon which to elaborate on this point by explaining the system of rules and conventions which underpin the use of the internet: There are rules. Some of them are mechanical in the sense that the architecture of the Internet and the protocols that define its function determine the way in which it operates and the way in which applications like e-mail are or can be supported. Others are a consequence of policies set in a variety of venues and jurisdictions and informed or motivated by a variety of constituencies. (Crews, C. and Thierer, A. (2003) vii). Electronic discourse have facilitated the adoption of these rules and protocols to allow for easier and more relaxed connections to be established through the use of friendship databases such as Hi 5. This point will be backed up more thoroughly using primary research in the next section, in which syntax and the formations of language will be deconstructed and extrapolated to show how the language itself is a vehicle for these particular functionalities. For the moment it is enough to point out that these electronic discourses are driven by individual preferences of internet users. Crews and Thierer (2003) reinforce the point: Some rules may even be said to be set by the personal preferences and behaviours of Internet users, almost independent of outside forces. The ensemble of rule sets does not form a consistent or even coherent whole and there are notable conflicts, especially as local jurisdictions seek to enforce local rules on a system that is patently global (Crews, C. and Thierer, A. (2003) vii). Another point to be made about how useful the internet has proven in the lives of young Greeks is that fact that in purely logistical terms, traditional forums which are used to meet members of the opposite sex are not very effectual for the person who seeks to meet new people. Nightclubs for example could be a classic example. These venues are often very noisy and crowded. Interaction in such environments may be stressful and cumbersome. Therefore people tend to stick within the groups of people that they are familiar with and it is often difficult, for individuals to penetrate these niches, and thus strike up relationships with new people. The internet, and in particular websites such as Hi5 remove this logistical difficulty. It provides a safe and comfortable venue where relationships may be initiated on neutral terms, and the conventions which have evolved allow for interaction to flow smoothly within this environment. In terms of online and offline relationships, the sphere of socialisation which websites such as Hi5 provides often brings these two settings together, and it is perhaps unusual for a person within the age group to led an online life which is entirely separate from their offline lives. It is perhaps true that there are rules and conventions which govern the behaviour of actors within the two spheres in different ways; however this does not mean that in practical, physical terms the two spheres are separated. In actuality the two spheres have become more integrated than ever, as the internet grows in influence and importance. The impact of globalisation, also has made the internet very important in the lives of people within the age category 20-25 (Aitchison, J. and Lewis, D. (2003) 1) (Johnson, D. and Turner, C. (2003) Ch.1). The world is more technologically interconnected and cultures and foreign countries are more accessible than ever before (Crews, C. and Thierer, A. (2003) 3), making them more relevant in the lives of Greeks within this age group. This globalisation of culture is of particular relevance in this context, for Greeks within the 20-25 age groups. Given that Greece has become part of the European Union, free movement between European countries has heightened the changes that have taken place on a cultural level to an even greater extent, and this has allowed for greater integration between cultures online. This has changed socialisation processes. In this sense the internet may be understood as a virtual space in which people can meet and exchange ideas. However, the ways in which these outcomes are achieved may not be understood without looking more closely as the way that human relationships are formed through the internet, through electronic means and how this spills over into conventional human interplays. To identify the age of narcissism in the question title is arguably a meaningless endeavour. It is facile to tie narcissism just with contemporary society. The reality is that this is a universal concept which has many applications within both the traditional and the contemporary. We find narcissism everywhere; it is not just a generic feature of the internet, or generically manifested through internet discourses. Therefore the proposition in the thesis title that puts forward the view that the internet represents social reality in an age of narcissism is an over simplification of a process (narcissism) which pervades so ciety at many levels; not just specifically through the internet. Certainly one cannot deny that the internet and the Hi5 site can be a vehicle for narcissism in terms of individual modalities of self-representations. The images of the body, images of self which are communicated through text and image convey narcissistic tendencies. Indeed, this however is perhaps not just a cultural construct, but a more basic survival mechanism. The title proposition which insinuates that narcissism is a purely self indulgent process therefore fails to understand the various applications which narcissism may have within the context of human development (which must be set apart from mere social reality). Let us look for example at human reproduction. This is a natural instinct within most humans, and narcissism assists the human in attracting a mate; the presentation of self within particular terms is therefore not self indulgent, per se (it may be this of course, but the point here is that this is not the only function of narcissism); it is also a tool which is u sed by humans to present and project themselves as attractive potential mates. Therefore narcissism facilitates human socialisation at the most basic of levels. It is not a superfluous mechanism in which social reality is defined as the title implies. It has a base function which assists humans to find and attract partners through the internet and electronic discourses. However, since the title proposition that the Hi5 website is social reality in an age of narcissism has been critiqued here, let us turn to the alternative proposition which is presented in the question title; is the site just virtual reality? This too is far too narrow a definition of what the site may be to be a credible description of the site. The fact is that the site cannot be simply virtual reality, given its function within both online and offline relationships. This has been argued above. The internet site involves a degree of integration between online and offline expectations and motivations which prove that it is therefore not just virtual; it cant be simply this. It is a complex interconnected network which cannot be pigeonholed into either the category of virtual reality or social reality in an age of narcissism. Both of these representations misunderstand the use and importance of the internet site to society. They force the concept of the internet site into a narrow b olthole which cannot accommodate the complexities of a mechanism such as the Hi5. To present this question as if a choice must be made between the two implies that one of the other is an accurate representation of what the internet site is. The argument of this thesis is that this is a false premise to begin from. The internet site and the mode of its dissemination, the internet has become so integrated; so important and so pervasive that to define it in such narrow terms is both to do it a disservice and to misunderstand its function, and use. The next chapter will turn to the methodology of the thesis enquiry. It will discuss the different paradigms of research and it will explain how the research methodology of this thesis has been chosen and the reasons why. An argument will be made that qualitative research is more compatible with the overall aim of the thesis enquiry and therefore it has been the most appropriate means through which the research is the be carried out. CHAPTER THREE Methodology This chapter will firstly ask some questions about the nature, structure and applicability of certain methodologies within the framework of this research project. It will then go on to outline which methodology will be used as the foundation for the thesis and will explain why. In this way the advantages and disadvantages of each methodological framework will be evaluated and explained and the suitability of particular methodological frameworks will for this linguistic and discourse orientated project will be outlined. Firstly, what is methodology? Methodology involves two separate paradigms; qualitative (phenomenological) and quantitative (positivist) (Darlington, Y. and Scott, D. (2002) 1-6). The main difference which may be identified between the two paradigms of research is that qualitative method involves a socially constructed matrix of understanding (Darlington, Y. and Scott, D. (2002) 1-6). Conversely the quantitative seeks to understand phenomena through objective observation and hypothesising (Darlington, Y. and Scott, D. (2002) 1-6). Characteristics of qualitative research therefore are that it tends to be specific, confirmatory, scientific and outcome orientated (Jensen, K. (2002) 230). Characteristics of qualitative research involve explanatory aims and the method involved tends to be more situational than outcome oriented (Bauer, M. (2000) 4). The aim of qualitative research is to understand and interpret viewpoints subjectively whereas qualitative research involves more concrete and deductive foundations of research (Darlington, Y. and Scott, D. (2002) 1-6). The methodology which will be used will primarily be qualitative in nature. There will be interviews conducted with interested parties in the field of friendship databases, there will be a semiotic and discourse analysis of the Hi5 website and there will be a questionnaire; the results of which will be interpreted qualitatively. Therefore the research design will be both constructed and interpreted qualitatively. The sampling of data will involve random internet searches of the Hi5 website and the writer will use themselves as a device to take in views and imagery which will be presented in the results chapter and assessed through qualitative means. The targets of the writer in terms of samples for the research will take the form of firstly, the Hi5 website itself, and then profiles will be consulted. The writer will try to focus specifically upon an analysis of just Greek profiles, since the website allows one to narrow ones search on the basis of ethnicity. It must be emphasised that while this does narrow down the pool of profiles, the writer has no control over which profiles are presented, other than to specify that they should be from persons who classify themselves as Greeks. Therefore the integrity of the research in terms of using random data is preserved. Sampling techniques are very important to preserve the qualitative integrity of the research and therefore its credibility. The writer has been careful to attempt to examine profiles from both genders and to examine representations of both the male and female forms, since the factor which the writer would like to control is ethnicity (therefore just Greek profiles will be focused on primarily). The writer has attempted to guarantee that random material has been generated and has relied upon the mechanism on the Hi5 website itself which allows one to generate random searches. Representativeness too was considered throughout the research. As the topics which were under consideration were imagery, self representation and the concept of the self and body, it was important to have sufficient diversity within the constraints of the research variables which were to be controlled (i.e. age (20-25) and ethnicity Greekne

A nature and sources of data

A nature and sources of data Methodology Nature and sources of data The specific data required for this study were from primary and secondary sources. Secondary data were obtained from the Ibadan North Local Government Authority and Ibadan Waste Management Board. Analogue map of the study area was obtained from the Local Government headquarters. Land use map (1995), road map, elevation data, rail line data were made available from Ibadan Waste Management Board. A field visit was paid in order to determine the names of features on the analogue map in the attribute field of the digitised copy. GPS was used to capture points on ground for analysis. Hardware and Software The hardware used in this study included PC Pentium IV (RAM 250 MB, HD 2 GB), HP DeskJet 1220C color printer, HP Scanjet 2400, Logic Trace digitiser, Sony digital camera (8mp) and Garmin E trex 12 channels GPS receiver. The software used in preparing and analysis of the data included MS Excel, ArcView 3.3 with Network Analyst and Super decision for the AHP aspect. Digitising The base map was transformed into digital map for use in GIS by digitising using the platform of ArcView 3.3 GIS software. Digitising a map means converting an analogue map into a digital form by encoding the spatial coordinates of features on the map through the process of on-screen digitising. A digital map that is recognised by the computer in a GIS environment is the end-product of this exercise. Data analysis Five major GIS spatial operations were performed to achieve the set of objective for this project. These are, buffering, overlay, query, network analysis and nearest neighbourhood analysis Buffering It is a spatial analysis known as proximity analysis, generating zones of a given distance around a feature theme. It forms a polygon around a point, line or polygon theme by locating its boundaries at a specified distance. GIS can create buffer zones around selected features. The roads and rails were buffered at a radius of 100m (Javaheri 2006) while the streets were buffered at a radius of 30m. Overlay Overlay was performed to identify areas that meet all the set criteria and to show areas that do not meet the criteria. GIS can overlay different pieces of information. It helps in understanding the association between network analysis and specific geographic features. Ibadan North map and other data were overlaid to get possible sites. Query This command is used to answer the question of ‘what is and where is in GIS. The land use was queried to get the open space while the elevation was queried to get the suitable elevation. Network analysis Arc view Network Analyst is a powerful extension that provides network-based spatial analysis including routing, travel directions, closest facility, etc. This was made use of in this study to show the possible routes of connection from the transfer stations to the disposal site. Nearest Neighbour Analysis The nearest neighbour analysis helps to determine the nature of the distribution of the features which can be clustered or scattered. It is employed in this study to determine the pattern of skip distribution. If the index is less than 1, the pattern exhibits clustering and if greater than 1, the trend is toward dispersion. Cartographic model ‘The cartographic model is simply a graphical representation of data and procedures used in a study (Eastman 1995). It is a set of interacting ordered map operations that act on raw data as well as derive intermediate data to simulate a spatial decision making process (Tomlin, 1990). It shows all the layers of information starting with the base maps on the left and ending with the end product on the right. Its purposes are to help the analyst organise and structure the procedures that the analysis to be performed in a study will require and to identify the data needed to complete them. LU= Land-use The above cartographic model was constructed based on the following parameters: The land use maps was queried because site location must fall outside the land use areas so that settlement will not be polluted by the exhume/stench from the waste. The roads and rail were buffered at a distance of 100m and the streets were buffered at a distance of 30meters to create a good distance between them and the landfill site. The elevation was queried to get an elevation greater than or equal to 222meters so that it will not be located in an area that is too low because of water flow. Questionnaire Questionnaires were designed to seek public opinion as they include part of decision-making in a study such as this. 720 questionnaires were distributed among the various stakeholders, which include the public, planners and officials of Ibadan Municipal Government and Waste Management Board. In order to identify the criteria for siting, opinions from planners were required. Questionnaires were given out to 10 experts as part of public participation. Questionnaires were also distributed among the people living in the major areas where skips were to be allocated. These areas include, Oje market, Gbenla, Adeoyo, Danadaru, Premier Hotel, Jemebewon, Poly road, Cultural Centre, Bodija, Ikolaba, Oyo Secretariat. 60% of the questionnaires were distributed around the southern part as it was observed during field visit that most illegal dumpsites are around that area. Criteria for selection To arrive at the selection criteria for choosing a site for landfill, relevant literature and decision makers opinion were sought. Site must be close to at least a street with a buffer of 30m (Decision makers preference) Site must not be too far from a transfer station (Decision makers preference) Site must be 3km from residential areas, with the exception of areas with barriers (trees, hills, etc.) (Banar et al. 2007). There should be a minimum distance of 100m between site and roads (Decision makers preference, Javaheri et al. 2006) Site must be on a suitable soil. Site should be constructed in areas which do not have an important economic or ecological value (Lober 1995, Siddiqui et al. 1996). The AHP component Finally, in the second step, a decision hierarchical structure using the AHP was developed and implemented to rank the two suitable sites according to their suitability for landfill siting. The AHP can assist in identifying and weighting selection of criteria and expediting the process of decision making (Sener 2010). Preferences of decision makers can be included in a planning problem within an AHP. The problems then structured in a hierarchical form to allow for weighting of the preferences by pairwise comparisons (Phua and Minowa 2005). The AHP typically involves establishing a graphical representation of problem as a hierarchy, weighting the elements at each level of the hierarchy and calculating the weights (Phua and Minowa 2005). The AHP methodology compares criteria or alternatives with respect to a criterion, in a natural, pairwise mode. To achieve this, the AHP uses a fundamental scale of absolute numbers (Table 3.2) that has been tested in practice and validated by physical and decision problem experiments. It is perhaps the most widely used decision making approach today. The AHP is generally used to support other methodologies such as in deciding how many servers to employ in a queuing situation taking into account factors like costs, waiting times and human frustration. Several other applications include resource allocation, forecasting, etc. The Super Decisions software (Saaty 2003) was used in developing the AHP model. A Super Decisions model generally comprises clusters of elements rather than elements arranged in levels. Clusters contain node which represent the elements in them. For example, the criteria for siting a landfill may include proximity to transportation networks, proximity to waste collection centres, etc. These represent the nodes in the ‘Criteria cluster. When a line joins a cluster with another cluster, it means the nodes in both clusters are connected together. The main aim of using the AHP is to assign weights to criteria and come out with the best alternative.

Power Struggles in Capitalist Democracies and the Fate of American Labo

Power Struggles in Capitalist Democracies and the Fate of American Labor Unions To some, "capitalistic democracy" conjures up the picture of a utopia where the free market is accompanied by individual liberty and social justice. To others, however, the term is more like a paradox—despite tremendous economic power, the advanced industrial nations are not immune from the evils of socio-political inequality as well as economical disparity. Amongst the capitalist democracies of the world, it is an established and well-known fact that when compared with the advanced industrial countries in Europe, the United States has the worst condition of economical-political inequality and social injustice. Its government is the least progressive, and its social inequalities the most deplorable. To explain the condition in the U.S. today, both the universality of capitalistic democracies and the peculiarities the American system employs—as well as this system's political and historical development—must be examined and explored. As Joshua Cohen and Joel Rogers articulated in On Democracy, a capitalist democracy is one that "if [it] is not just capitalism, still less is it just democracy" (Cohen 50). Indeed, despite the apparent political equality in a system that nowadays guarantees universal suffrage, the dominate socio-political structure in the United States and most western European countries does not allow—neither by intention nor in practice—free and equal competition between the capital and labor. Cohen and Rogers theorize that at the heart of this disparity lies what they call "the demand constraint" and "the resource constraint". In summation, the demand constraint states that because of the fact that the entire capitalistic econom... ...rlett, Donald L and James B. Steele. "Fantasy Islands". Time. November 16, 1998. Ideas & Institutions in American Society Course Reader, New York University. Spring 2001. Clawson, Dan and Alan Neustadtl, Denise Scott. Money Talks: Corporate PACs and Political Influence. 1992. Cohen, Joshua and Joel Rogers. "Structure". On Democracy. New York: Penguin, 1983. "Government." Encyclopedia Britannica. Web ed. http://www.britannica.com Indiana Historical Society. "Eugene V. Debs". 22 April 2001. http://www.indianahistory.org/heritage/evdebs.html Judis, John. The Paradox of American Democracy. New York: Pantheon, 2000. Lane, Charles. "Kohl Train". The New Republican Online. 18 February 2001. 20 April 2001. http://www.thenewrepublic.com/021400/lane021400.html Piven, Frances Fox and Richard A. Cloward. Why Americans Don't Vote. New York: Pantheon, 1989.

We Must Build a Culture of Peace Essay -- Graduate College Admissions

We Must Build a Culture of Peace      Ã‚   " Think global, act local" is an appealing slogan, but the advice falls short. We live in a world where our best friends live on different continents and we converse more with our neighbor in Nigeria than our neighbor next door. No longer is it logical to say, "Charity begins at home." Instead, our work for human dignity and human rights must be carried on everywhere at once. To create a global culture of peace, youth of the new millennium must think and act both "global" and "local" contemporaneously.    Youth with a burning inner desire to see a global culture of peace must seek opportunities and relationships in which to demonstrate peace. Over 50 years ago, a child fugitive knew this and proclaimed, "How wonderful it is that nobody need wait a single moment before starting to improve the world" (Frank). As a young teen, Anne Frank innately knew that the premise for building a global culture of peace is for each of us to reach out and touch the lives of as many people as possible in an attitude of love and tolerance. To accomplish this goal, young people must work concurrently in 3 spheres: local, national, and global.       Locally, we can create our own community-based peace clubs and/or we can join established clubs within schools which promote peace, peer mediation, and conflict resolution. In these clubs youth can learn about peace and then go a step further to educate others by organizing peace walks, writing letters, distributing petitions, planting peace gardens, writing poetry and essays about peace to present in coffee houses, sponsoring peace essay and art contests, writing peace plays to present to the public, and/or publishing our own newspapers.   ... ...me sow love" (Halamandaris). We must let our peace flow outward to influence other youth and adults to join us in our cause. For it is only when we agree to settle our disputes and attain "liberty and justice for all" with words and not wars, gentleness and not genocide, harmony and not hatred will we achieve the ultimate goal - a global culture of peace.    Bibliography Dumas, Alexandre. The Three Musketeers. Bergenfield, New Jersey: Penguin USA, 1982. Frank, Anne. The Diary of a Young Girl: The Definitive Edition. Otto H. Frank, Editor. New York: Doubleday, 1995. Halamandaris, The Brothers, editors. Caring Quotes: A Compendium of Caring Thought. Washington, DC: Caring Publishing, 1994. "World Population Trends." United Nations Population Division, Department of Economic and Social Affairs (DESA). May 28, 2000. Available http://www.un.org

Essay --

O’Connor’s background impacted her writing style of southern cultures in her short stories. Being born and growing up in the south played Born into an Irish Catholic family; Flannery O’Connor grew up alongside her encouraging and supportive father, Ed, and her overprotective, proper mother, Regina. She was the only child and of devoted Roman Catholic parents. O’Connor is a Georgia girl; her younger years were spent in Savannah, Georgia until the family relocated to Milledgeville, Georgia when her father was diagnosed with degenerative lupus. Much of her childhood was spent with her mother having a close look on her, overbearing her welcome. Behind her bold attitude â€Å"was a precocious, gifted and shy loner struggling to assert herself against the expectations of â€Å"proper† Southern womanhood,† (Desmond 151). Unfortunately, her graduate school days at Iowa University were put to a halt when she was diagnosed with lupus at age twent y-five. At this point in her life she moved back to live with her mom on a dairy farm right next to Milledgeville. O’Connor’s time spent growing up in Savannah and with her mom on a dairy farm has allowed her to develop characters, settings and scenes from her native south especially the properness and mannerisms established. Besides the culture effect and another big part of O’Connor’s short stories was her religious background. Although it was not until two years after her father’s death that O’Connor’s creative and inventive talents swiftly came alive as well as her deep profound faith. John F. Desmond was one hundred percent correct when he said, â€Å"writing was for her a spiritual vocation, success or failure to be measured by the fidelity to God and not by human standards,† (Desmond, 152). Not ... ...ut ten feet above and they could see only the tops of trees on the other side of it. Behind the ditch they were sitting in there were more woods, tall and dark and deep.† (O’Connor 359). The tall, dark and deep woods are a parallelism to the lack of faith and moving forward in it. Three shots and the grandmother was silent. The grandmother’s death signifies the rising of Christ. Although she didn’t always live a Christian lifestyle, the third shot it was almost as if she became alive spiritually. O’Connor’s illustrates the scene, â€Å"†¦her face smiling up at the cloudless sky. Without his glasses, The Misfit’s eyes were red-rimmed and pale and defenseless looking† (O’Connor 365). Smiling at the sky and eyes helpless, dead physically her facial expressions resemble that she spiritually came alive and rose like Jesus did, as if she was a believer accepting Him.

Auto Mechanics

Corey Bishop Contemporary Literature Informative – Persuasive Research Paper 22 May 13 Auto Mechanic Career One of the biggest needs on the Crow Creek Sioux Tribe reservation is a used car dealership, on top of that a certified Automotive mechanic that can fix those cars what money that will be made on the reservation will stay on the reservation. What I know about this automobile mechanic is it could get complicated at times such as wrong parts and tight squeezes you got to be physically in shape you have to be strong, in order to lift and turn things and not only physical things.But you have to be smart because automotive technology is becoming increasingly sophisticated some employers prefer service technicians who have completed a formal training program In a post secondary institution . industry certification is usually required once the person is employed How to become a automotive technician according to the bureau of labor statistics occupational outlook handbook, auto motive service technicians and mechanics education. High school courses in automotive repair electronics, computers, mathematics, and English provide a good background for prospective service technicians.However, high school graduates often need further training to become fully qualified. Completing a vocational or other post secondary training program in automotive service technology is considered the best preparation for entry – level positions. The programs last about 6 months to a year and provide intensive career preparation through classroom instruction and hands-on practice short-term certificate programs in a particular skill are also available training – most of the technicians must complete on the job training often is part a formal education program.Internet â€Å"article title† automobile service technicians & mechanics Name of source: Bureau of labor statistics Access date: 3-21-13 URL or Internet address: http://www. bls. gov Internet ‘Articl e title† Automotive technology Name of source: united tribes technical college # pages printed: 2 Access date: 3/21/13 URL or Internet address: http://www. uttc. edu

Corporate Irresponsibility and Corporate Social Responsibility: Competing Realities

Social Responsibility Journal Emerald Article: Corporate irresponsibility and corporate social responsibility: competing realities Brian Jones, Ryan Bowd, Ralph Tench Article information: To cite this document: Brian Jones, Ryan Bowd, Ralph Tench, (2009),†Corporate irresponsibility and corporate social responsibility: competing realities†, Social Responsibility Journal, Vol. 5 Iss: 3 pp. 300 – 310 Permanent link to this document: http://dx. doi. org/10. 108/17471110910977249 Downloaded on: 14-10-2012 References: This document contains references to 45 other documents Citations: This document has been cited by 3 other documents To copy this document: [email  protected] com Access to this document was granted through an Emerald subscription provided by UNIVERSITY OF BRIGHTON For Authors: If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service. Information about how to choose which publication to write f or and submission guidelines are available for all. Please visit www. emeraldinsight. com/authors for more information.About Emerald www. emeraldinsight. com With over forty years' experience, Emerald Group Publishing is a leading independent publisher of global research with impact in business, society, public policy and education. In total, Emerald publishes over 275 journals and more than 130 book series, as well as an extensive range of online products and services. Emerald is both COUNTER 3 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. *Related content and download information correct at time of download.Corporate irresponsibility and corporate social responsibility: competing realities Brian Jones, Ryan Bowd and Ralph Tench Brian Jones is a Senior Lecturer, Ryan Bowd is a Senior Lecturer and Ralph Tench is Professor in Communications Edu cation, all based at Leeds Business School, Leeds Metropolitan University, Leeds, UK. Abstract Purpose – Building on the work of Carroll this article attempts to unravel, explore and explain corporate social responsibility (CSR) as a theoretical construct that has implications and consequences for corporate governance in particular, and more generally for the economy, business and society.It aims to extend Carroll’s work on de? nitional constructs by re-examining some of the theoretical frameworks that underpin, inform and guide CSR. Design/methodology/approach – Carroll identi? ed different levels, or a pyramid, of CSR and these are outlined and the advantages and disadvantages of a pyramid, levels-based approach discussed. The main contributions of this article lies is in its exploration of corporate social irresponsibility (CSI) as a concept in contrast to CSR.Bowd, Jones and Tench’s CSI-CSR model is described, explained, analysed and used as a concept ual tool to make the theoretical move from a pyramid or level-based approach to a more dynamic framework of analysis. Findings – The proposition that CSI is better suited to a shareholder business model and CSR sits more comfortably with a stakeholder business model is examined. It is contested that people often wrongly equate CSR with irresponsible corporate actions. The CSI-CSR model establishes a theoretical framework around which grounded empirical research can be undertaken, applied and on which it can be reported.Research limitations/implications – This is a new area of research that addresses a gap in the literature and puts forward innovative theoretical models. Discussing the concept of irresponsibility makes for an interesting theoretical move. It questions the idea that corporations and business per se are always or necessarily socially responsible. Originality/value – In looking at and developing existing theoretical models, concepts and frameworks a nd exploring their merits, shortcomings and limitations, the article will be of interest and relevance to the business and academic communities.If there is such a thing as CSR then the implication is that there is such a thing as CSI and it is on this issue that this article seeks to promote and stimulate discussion. Keywords Corporate social responsibility, Business ethics Paper type Research paper Introduction Corporations, their activities and governance have long been of interest to management and social scientists (see for example, Sampson, 1983). As it has gained a higher pro? le on the political, economic and business agendas in recent years (see for example, www. csr. gov. k; Commission of the European Communities, 2001, 2002), corporate social responsibility (CSR) has received increased attention from academics (see Whetten et al. , 2002; Arpan, 2005; Evuleocha, 2005; Riese, 2007; Birch, 2008). Corporate governance can be de? ned in a narrow and a broad way. For those who d e? ne it narrowly corporate governance is largely concerned with board level management issues. Reporting on the situation in the UK the Committee on the Financial Aspects of Corporate Governance (1992, p. 15) described the term as ‘‘the system by which companies are directed and controlled’’.Such a narrow de? nition, adopting and advocating as it does a top The authors would like to thank David Crowther and two anonymous reviewers for their helpful comments in developing this paper. PAGE 300 j SOCIAL RESPONSIBILITY JOURNAL j VOL. 5 NO. 3 2009, pp. 300-310, Q Emerald Group Publishing Limited, ISSN 1747-1117 DOI 10. 1108/17471110910977249 down approach to management, serves to demonstrate by example the inherent weaknesses of a command and control managerial style. Adopting both a bottom up and top down approach to management can better facilitate progress in regards to CSR.Corporate governance is at least in part about managerial compliance with legal requi rements surrounding CSR. Accepting the above, a more broad based de? nition might suggest that corporate governance permeates every level of the organisation, its activities and actual day-to-day operational workings. CSR is not con? ned to management but affects the whole organisation and its stakeholders (for a discussion of the stakeholder model of the corporation please see Donaldson and Preston, 1995; Cornelissen, 2004). This article adopts a broad-based de? nition of corporate governance. ‘Corporate citizenship’’ is a term commonly used in the same debates. There is lack of agreement on a common universal standardised de? nition of CSR and as a result there is confusion and overlap in the plethora of terms used (see Nielsen and Thomsen, 2007, p. 25) This article helps de? ne elements of CSR, thus aids understanding of the term and in so doing can better inform strategies for communication (Demetrious, 2008). CSR and corporate governance and citizenship are increasingly debated academic issues (see, for example, Schleifer and Vishny (1997); www. csr. gov. uk).Much of the emphasis has been placed upon businesses and business people to act in a more socially responsible manner and to acknowledge that shareholders are only one of a number of business stakeholders (Letza et al. , 2004). New and innovative ways to address and deal with issues emerging from the CSR and corporate governance agendas are increasingly being sought. This article stresses the difference between corporate social irresponsibility (CSI) and CSR and contests that the dualistic (or CSI-CSR bi-polar) model allows for greater clarity and understanding of the concepts that constitute and de? ne these terms.It is suggested that CSI is a term better suited to describing the workings of the ‘‘old’’ shareholder business model (Friedman, 1962) and that CSR is more applicable to the workings of the new and emerging stakeholder business model (Freeman, 1984). The CSI-CSR model allows for discussion and positioning of issues around CSR. Communication about issues of social responsibility (Demetrious, 2008) vary according to whether it is irresponsible or responsible corporate action being reported. A range of internal and external variables (see Figure 1), for example new technology, impact on businesses, what they do and how they perform.Such issues or variables may contain differing degrees of responsible and irresponsible actions and activities. On one issue a corporation might have exemplary behavior but on another it may perform poorly and need corrective action; for example, a business may have good policies, practices and procedures with regards to issues of diversity and equal opportunities but may be weak in terms of its commitment to Figure 1 CSI-CSR dichotomous model VOL. 5 NO. 3 2009 SOCIAL RESPONSIBILITY JOURNAL PAGE 301 j j addressing pollution and environmental concerns. The ways in which CSI and CSR issues are commu nicated differ.Quite simply responsible actions are, or ought to be trumpeted and irresponsible actions should be acknowledged. This is not always so. Some companies doing well in regards to CSR fail to communicate this message effectively or meaningfully. Some companies either knowingly or unknowingly doing badly in regards to CSR, in other words they are at the CSI end of the spectrum, might have their practices exposed and thus be in need of a communication strategy to deal with such an event. The CSR pyramid and de? nitional constructs Corporate social responsibility is de? ned by the British government on their website www. csr. gov. uk/whatiscsr. html as being about how: business takes account of its economic, social and environmental impacts in the way it operates – maximising the bene? ts and minimising the downsides’’ (Crown copyright, 2004). However this de? nition is only one of numerous and in some cases apparently polarised viewpoints of how CSR is de? ned in academic and professional thought (see for example, Carroll, 1979, 1991). Furthermore it has been proposed that CSR can be seen to be a construct that is individual to the stakeholder that de? nes it, and has been referred to as the social contract organisations have with their stakeholders (Bowd et al. 2005). Tullberg (2005) suggested two approaches to CSR; one the ‘‘responsive’’ and the second the ‘‘autonomous’’ approach. The autonomous approach is described as more independent and involves the company ignoring other stakeholders’ opinions to formulate strategy. The responsive approach suggests organisations should aim at being as responsive as possible to the demands emanating from society for them to act responsibly. This approach allows managers to think about the hypothetical public reaction to situations and to consider strategies to deal with them. In carrying out an analysis of CSR de? itions in academic and professional literature Bowd et al. (2006, p. 150) captured a variety of points and attributes that are believed to make up CSR and suggest it involves: . . . proactive community involvement, philanthropy, corporate governance, corporate citizenship, addressing of social issues, a commitment to the quality of its products and services, human rights, health, safety and the environment. . . Carroll (1979, 1991) and Wood (1991) have contributed to building de? nitions of the different levels at which organisations respond to their corporate social responsibilities. These levels of responsibility are de? ed as follows: B Economic level. Organisation produces products and services that society wants and sells them at a pro? t. Legal level. Organisation obeys all the laws and rules applied by the state. (E. g. tax, regulation, etc. ) Ethical level. Organisation views it as its responsibility to satisfy society’s expectations of business to go beyond basic legal requirements and do what is just and fair, and their practice is re? ective of this. Discretionary level. Organisation goes beyond stakeholder views of what is just and fair, and is an exemplary corporate citizen (adapted from Carroll (1979, 1991)).B B B It is clear from the list above that Carroll’s (1991) pyramid has at its base starting point the economy and economic performance. This is seen as pivotal and from this the second level concerned as it is with the law and legal rights, duties, rules and obligations are built. The third level is focused on business ethics in a wide stakeholder context. Finally the discretionary level involves philanthropy and this is where an organisation typically goes beyond its everyday expected duty and is thus deemed to be a good corporate citizen. Carroll (1991, p. 2) cautions that: No metaphor is perfect, and the CSR pyramid is no exception. It is intended to portray that the total CSR of business comprises distinct components that, taken together, con stitute the whole. Though the components have been treated as separate concepts for discussion purposes, they PAGE 302 SOCIAL RESPONSIBILITY JOURNAL VOL. 5 NO. 3 2009 j j are not mutually exclusive and are not intended to juxtapose a ? rm’s economic responsibilities with its other responsibilities. These points remain relevant to the circumstances of the 21st century.Nevertheless, Carroll’s (1991) model can be critiqued on a number of grounds. Firstly in adopting and applying a level based pyramid approach it appears as a staged hierarchy in which movement is based on ? xed criteria. It is contested here that this is not necessarily the case and that the concept of a levels based approach and ? xed criteria can act as a hindrance to further developing knowledge and understanding. Secondly the dynamism that characterises the social, economic and business world is only partially captured by the CSR pyramid.At times, like all models Carroll’s pyramid appears as a t heoretical abstract removed from the complex realities of the world it seeks to explain. Despite these criticisms Carroll’s (1991) pyramid of corporate social responsibility does have varying degrees of theoretical and practical utility. The application of the model, together with the context in which it operates and an understanding of what it seeks to achieve at both the abstract and practical levels are in a number of respects crucial in developing knowledge, making sense of and interpreting the world.The model is useful as it aids understanding of CSR, the issues that pertain to it and can therefore help improve communication. The model helps unravel the concept, establishes key elements and distinguishes itself in its exploration of CSR. For this alone Carroll’s (1979, 1991) pyramid deserves plaudits. Nevertheless, despite the merits of the model it is suggested here (see Figure 2) that it can be improved by addressing the staged level based hierarchy to make it a more ? uid concept better able to adapt to a world in a state of near perennial ? ux.Change is constant and theoretical models are required to re? ect this universal truism. The CSI-CSR framework The CSI-CSR model As previously discussed in relation to the various component parts and models available, CSR can mean different things to different people. It might be suggested that a clear de? nition of the term should be provided for policy makers, practitioners, activists, business and the community. This issue has already been alluded to in terms of the existing plethora of de? nitions in existence and it is unlikely that one unifying de? ition will be agreed upon given the competing agendas of different stakeholders. Figure 2 CSI-CSR environmental dynamic model VOL. 5 NO. 3 2009 SOCIAL RESPONSIBILITY JOURNAL PAGE 303 j j It is contested here that traditionally CSR has been confused and equated with CSI. For many, CSR is understood as, or de? ned in relation to, CSI; for example dis cussion of social responsibility issues often occurs when things are perceived as having ‘‘gone wrong’’ such as the recent Bear Stearns and Northern Rock crises.It is therefore necessary at the level of policy and practice and important at a conceptual level to separate out and de? ne the terms. CSI can be de? ned in relation to the issues that encompass it. For the key differences between CSI and CSR please see Table I. CSI is about being reactive as opposed to proactive in addressing corporate issues and the ways and means by which they relate to wider society. At its extreme CSI may entail breaking the law (e. g. Conrad Black, Robert Maxwell, Ernest Saunders). Companies such as Enron, Worldcom, and amongst others Union Carbide typify CSI.Getting it wrong in relation to CSR, in other words operating in a CSI manner, can have disastrous social, economic and business consequences as the aforementioned companies demonstrate so well. The bi-polar model develo ped here is not a one-dimensional linear process, as depicted below, in which investors, producers and consumers move from being irresponsible to being socially responsible. The trajectory proposed in Figure 3, based as it is on the Whig view of history in which the march of progress is seen as inevitable, is an ideal to be striven towards. The Whig interpretation of history has been described by Marwick (1989, p. 05) as: Table I CSR-CSI positions CSI Environmental degradation and pollution are inevitable and little if anything can or should be done Employees are a resource to be exploited Minimal community consultation and involvement Failure to comply, or reluctant and only basic compliance with legislation pertaining to CSR Ethical issues, if relevant at all are on the periphery of organisational working CSR Environmental degradation and pollution are not inevitable, should not be tolerated and it is important to raise awareness and commit to action Employees are a resource to be valued Maximise opportunities for community consultation and involvement Compliance with, as well as policy and practical actions that go beyond the minimum legislative requirements for CSR Ethical issues are central to and at the heart of organisational working Social exclusion is an inevitable by product of the operation of the Social inclusion helps to correct market inef? ciencies market New technologies should be developed and introduced to the market Governance of companies is best left to shareholders and management Work with suppliers and customers on an unfair basis Pragmatic approach to CSR issues Sustainability de? ned in terms of business survival Pro? is the sole purpose of business and should be achieved at any cost New technologies should be developed, tested, evaluated and if harmless introduced to the market Governance of companies involves shareholders, managers and a wide range of stakeholders including unions, works councils etc Work fairly with suppliers and cu stomers Principled and pragmatic approach to CSR issues Sustainability de? ned in terms of business, environmental and community survival and mutual growth Pro? t is one of many purposes of business and should be achieved, but not at any cost Figure 3 Linear CSI-CSR model PAGE 304 SOCIAL RESPONSIBILITY JOURNAL VOL. 5 NO. 3 2009 j j . . the view, prevalent in nineteenth century Britain, that history was steady progress towards liberal ideas and institutions. The reality of CSI and CSR is something of a more complex dynamic. It is contested here that CSI and CSR lie at opposite ends of a continuum. On the CSI-CSR continuum individuals, groups and organisations are not static but move between the two extremes. Movement between the positions is two directional and is driven by external environment factors such as legislation, politics, technology, ? nance, economics, culture and such like. One factor may prompt movement towards CSR whilst a counter prevailing factor may prompt movement towards CSI.The dichotomous CSI-CSR framework contains within it an inherent tension that is irreconcilable given that CSR is an ever-evolving concept; for example, the recent move towards bio-fuels intended to address the problem of climate change and global warming is now being called into question as a result of the in? ationary impact it is having on food prices. It is a two way variable process and movement is back, forwards and multi-directional depending on the factors driving the issues. CSI and CSR need to be unpackaged in order to better understand the complex nature of their components, function, operation and practice. The model outlined in Figure 1 depicts the two-way ? ow of CSI and CSR and has the potential to act as a tool for un-packaging and better understanding of the terms.The CSI-CSR model contributes to theoretical analysis and practical description and explanation. Depending on which side of the model businesses choose to operate within CSR can be either a â⠂¬ËœÃ¢â‚¬Ëœcore’’ or ‘‘add on’’ feature. For companies at the left of the spectrum and although there is other recent examples (e. g. Bear Stearns) nothing typi? es this better than Enron, CSR is an ‘‘add on’’ feature to their business operation – an afterthought rather than forethought. For companies at the right of the spectrum, such as the Co-operative Bank in the UK, CSR is a core feature that underpins, informs and guides their business strategy, operation and practice.Corporate communication practitioners could use the model to map and monitor CSR issues as they impact on their organisation. The model can be used in both a reactive and a proactive way. For example management might undertake a mapping and monitoring exercise, in other words a CSR audit, whereby they identify where their organisation lies on the CSI-CSR spectrum according to pro? t, ethical standards, human resources, community involvement and so on. Such an exercise will help practitioners identify areas in which their organisation is performing well with regards to CSR and identify areas for improvement. The model is useful in so far as it allows for the application of theory to communication practice.The CSI-CSR model provides for an analytical approach as opposed to a more prescriptive, staged approach to corporate citizenship (Mirvis and Googins, 2006). Some of the issues impacting on and shaping the changing dynamics of the CSI-CSR continuum are shown in Figure 1 and given more detail in Table I. Almost inevitably CSI and CSR are ideal types and as such have potential but also limits to their usefulness. As ideal types the two approaches shown in Table I serve to represent the extreme positions. Reality is often a complex mix of CSI and CSR modes of working. In a business, community or organisational setting CSR practice in part depends on various stakeholder requirements, customer and business needs.Whether wit h regards to customers, suppliers or the wider community a mix of CSI and CSR mode of working can operate comfortably alongside and within the various functional areas of management and the actual practices of the business itself. The CSI versus CSR framework allows managerial practitioners, theoreticians and others to discuss, contextualise and re? ect on their own practice in relation to CSR. In itself the model does not provide answers but as a managerial tool of analysis it allows for exploration of issues that may otherwise be ignored, or simply forgotten. Rochlin and Googins (2005, p. 2) write: Increasingly, businesses are becoming exposed to the risks associated with the gap between what they say and what they do. ‘What they say’’ might be equated with CSR and ‘‘what they do’’ might be equated with CSI. There is a gap between management rhetoric and reality as it is experienced and lived on the ground. The CSI-CSR framework allows management to acknowledge company VOL. 5 NO. 3 2009 SOCIAL RESPONSIBILITY JOURNAL PAGE 305 j j mistakes, errors, as well as misjudgements and thereby help minimise reputation and substantive business damage from the rhetoric-reality gap. Increasingly business recognises the need to move from an irresponsible to a responsible position on CSR/corporate citizenship issues, such as community involvement. The CSI-CSR model can be described as a conduit of corporate governance in that it acts as an enabler to action.As a problem-solving tool it can assist planning and thus help facilitate a potentially better managed, more productive and socially responsible, pro? table business. As previously mentioned a CSR audit can help pre-empt and react to problems and in this sense the model acts as a problem-solving tool by identifying business and organisational areas for improvement. Having identi? ed areas that need addressing the business or organisation needs to establish a CSR plan of actio n to limit potential damage and maximise potential gain. The plan will need to be monitored and reviewed and ought to have short, medium and long-term aims and objectives.In all of this both internal and external communication is central to deliver effective corporate CSR change. It is suggested here that CSI is better suited to the workings of the ‘‘old’’ shareholder business model with the CSR approach being better suited to the needs of the new stakeholder business model (see for example, Hutton, 1995, 1999). The ‘‘old’’ shareholder business model (Friedman, 1962) with its overwhelming focus on pro? t and little or no regard to issues such as the environment is prone to the adoption of irresponsible business practices, a current example being the case of American banks and the sub-prime lending crisis. In contrast, the ‘‘new’’ stakeholder business model (Freeman, 1984) focuses on pro? but also seeks to address other issues of concern. As such, the CSI versus CSR model is representative of both broader and deeper structural change within the body politic, economy and society. Hutton et al. (1996, p. 88) write: Any civilised community should be justly concerned to create as much wealth as it can, to ensure that income and wealth are fairly shared and that centres of private and public power are properly accountable. The aim must be to build a free, moral, socially cohesive society based on universal membership, social inclusion and organised around the market economy. This is what we mean by the stakeholder economy and society.It can be argued that there has been a paradigmatic shift from a business model and way of working in which shareholder interests and issues such as return on investment reign supreme, to one whereby different stakeholders compete to in? uence and shape the business agenda, so that shareholder interests are simply one of many. Holding this thought in mind anot her way of conceptualising the CSI-CSR model and its relationship with internal and external environmental factors is detailed below. Figure 2 serves to show that internal and external variables as well as mixing with and affecting each other also interact and impact on the CSI-CSR continuum. The model conceived here is a rotating sphere intersected by its axis, the continuum. Business does not operate in a vacuum, it has rights as well as obligations and has competing needs to meet and address.Rights (see, amongst others, Locke, 1958, 1959, 1960, 1979 and Steiner, 1994), obligations (see Turner, 1986) and needs (see Ignatieff, 1990) change over time and between contexts. Customer needs do not always equate with supplier needs, for example in terms of delivery of goods. Compared to even the relatively recent past businesses today have obligations to address environmental and sustainability issues, for example by sourcing all or part of their energy needs from renewable sources. Busi nesses do have a right and are expected as well as encouraged to make a pro? t but not at any cost, for example by the use of child labour. Increasingly businesses have to meet increasing public expectations and to address legal obligations around environmental and sustainability issues. The need of business to make pro? can, and does at times, coincide as well as con? ict with its stated ethical aims and objectives. Competing stakeholders with differing needs, rights and obligations have to be managed to ensure con? ict is minimised, the business survives, grows and is able to meet its commitments to CSR. How needs, rights and obligations are prioritised and met in the context of changing internal and external environmental factors can determine business, life, death and growth. Rotating as it does on its axis serves to demonstrate that external as well as internal factors can at PAGE 306 SOCIAL RESPONSIBILITY JOURNAL VOL. 5 NO. 3 2009 j j times buffet direction of the sphere and m ovement on the axis.Equally so, movement on the CSI-CSR continuum, or axis, can affect change and direction in the external and internal environment. Thus far the article has proposed a move away from a de? nition, explanation and analysis of CSR as a staged hierarchy; as espoused by Carroll (1991) in his pyramid of corporate social responsibility. Here, an alternative conceptualisation is suggested based on the notion that CSI should be separated out from CSR to facilitate greater understanding of the terms, their meaning, nature and purpose. Issues interspersed and feeding into the CSI-CSR continuum are affected by internal and external environmental factors. Such factors give shape, form and context to corporate governance and CSR.Placing Carroll’s (1991) pyramid of corporate social responsibility in a sphere (see above, Figure 2) as well as on and intersected by the CSI-CSR axis makes for an interesting theoretical and conceptual move. Putting the pyramid metaphorically i n the sphere recognises that the levels of responsibility are intrinsic to the way in which CSR is conceived. However, in suggesting that the pyramid and by implication the levels, can be rotated the inference is that the levels are neither hierarchical or static but ? uid and necessary to the other. In this model the levels move and take on differing degrees of importance according to internal and external environmental factors and the issues impacting on the directional movement of the CSI-CSR continuum.Contextual factors mean that economic, legal, ethical and discretionary levels change position inside the pyramid and that one cannot be fully understood without reference to the other. There is almost structured chaos within the model and thus lends itself to ideas emanating from chaos and complexity theories (see for example Marion, 1999; Byrne, 1998; Rowley and Roevens, 2000). The signi? cance of this article’s theoretical contribution is that it addresses the discussion and de? nition of CSR. By introducing the concept of CSI it counteracts the tendency to treat the concept of CSR as a one-dimensional single entity and unpacks the terms to reveal multi-faceted layers of complexity that are shaped by context. The idea of corporations acting irresponsibly is theoretically validated by the arguments posited here.As an analytical tool the CSI-CSR typology is of use to academics and practitioners as it facilitates the development of pro-active as well as re-active internal and external communication strategies. It is increasingly the case that CSR and CSI are issues about which corporations are required and expected to communicate. To do this effectively tools of analysis are required and herein lies the unique contribution of this article. Concluding remarks This article has explored and analysed CSR and its antithesis CSI. That businesses act both irresponsibly and responsibly is highlighted in the distinction made by the terms. The terms themselves a re often con? ated and a greater distinction ought to be drawn between CSR and CSI.It is wrong to equate irresponsible business practice with CSR. Writing about the issue of social responsibility Milton Friedman (1962:133) asserted that it was ‘‘fundamentally subversive’’. More than 40 years on since making those claims it is interesting to speculate as to how Friedman would describe the concept of CSI. The concept may act as an af? rmation of his original statement and could well be described by some as being ‘‘totally subversive’’. However, this description only tells part of the story, for the reality is that CSI allows for greater understanding and clarity of the processes and practices by which businesses operate in doing good as well as doing wrong.The CSI-CSR framework acts as a tool of support for management to identify issues that may do harm to the business, pre-empt or react to them, and thus not only place the business in a better position to survive but to also better meet customer needs. What some may deem to be a subversive concept is in fact a practical tool of analysis for an increasingly competitive business environment. The CSI-CSR framework enables businesses to better meet existing and emerging needs in a dynamic, highly competitive, ever-changing business environment. The proposed bi-polar, dualistic model enables analysis of CSR business practice and allows for change and measurement to be reported on in terms of a sliding scale of ‘‘doing good’’ as well as ‘‘doing bad’’. As well as operating as a theoretical conceptual model the VOL. 5 NO. 3 2009 SOCIAL RESPONSIBILITY JOURNAL PAGE 307 j j roposed framework is also a tool of analysis that can be applied and used to enhance and make more transparent systems and practices of CSR. Analysed at a super? cial, linguistic level CSR is a concept that is hard to disagree with. It has a ‘à ¢â‚¬Ëœwarm’’ and ‘‘positive’’ feel to it and is something to which stakeholders are happy to sign up to in one way, shape or form. The sub-textual message inferred by the term CSR is that corporations are socially responsible. The term CSI challenges this CSR sub-text and poses questions around how corporations communicate these issues. That corporations can act irresponsibly is not something easily refuted.CSI and CSR are politically infused language based terms that surround and are about the roles of business, corporations and the politics and discourse of the workplace. The language used is soothing, calming and designed to ameliorate dissenting points of view. It is about building consent. At the same time however it is important for business to acknowledge when things go wrong in regards to issues of social responsibility, know how to deal with and manage the communication issues surrounding them with a view to mounting a damage limitati on exercise. One term cannot be conceived without the other, they are intertwined, belong to and are about each other. It is suggested here that CSI and CSR are part and parcel of the fabric of the ideal of a free, democratic, stakeholding, capitalist economy and society.As such, they are issues that require debate, monitoring and the engagement of individual and corporate active citizenship (see Marshall, 1963). Communication and dialogue are of critical importance for developing understanding and building knowledge of how to be a good individual and corporate citizen. For some the shift from a CSI to a CSR position is a perceptual rather than a substantive change. This critique of the CSR agenda is the voice of cynicism and belies what for others is an actual change in attitude and business practice. This of course is not to say that more could not be done. Such a critique is not without some merit in so far as CSI, even in today’s ‘‘open’’ and â⠂¬ËœÃ¢â‚¬Ëœtransparent’’ organisations, remains somewhat hidden from view.It should not be forgotten that CSI can impact on and harm companies’ bottom line and it is primarily for this reason that a conspiracy of silence pervades organisations and workplace cultures where irresponsible practices exist. Communication using open and transparent dialogue within organisations can facilitate the breaking of silence around irresponsible corporate practices and might limit future damage and/or create new business opportunities. The majority of companies are keen to embrace CSR issues and of their own volition go beyond legal minimum requirements. Not only do companies want to do well by doing good, but also some want to do good because they believe it to be the right and proper thing to do. Not all businesses are communicating what it is they do in regards to CSR to best effect.Regarding their social responsibility practices a CSI-CSR audit can help businesses identify areas of strength and areas for improvement. In itself such an exercise can act as a useful vehicle of and for communication. It is increasingly recognised that adopting a CSR approach can be both an ethical and pro? table way to manage a business. Ethics and pro? t are not mutually exclusive terms but have a symbiotic relationship in the form of CSR. Though nevertheless, at the end of the day and as Friedman (1962) rightly noted, the purpose of business is to make pro? t. In revisiting the work by Carroll (1979, 1991, 1999) and his exposition of CSR this article has sought to build on and further develop the concept, from both an academic and practitioner perspective.In applying the CSI-CSR framework as a legitimate tool of application and analysis it has established the premise that business does not always act in a responsible manner and does at times, given a particular set of circumstances, act irresponsibly. The import of the CSI-CSR model is in establishing this idea and rec ognising that from a theoretical and communication practice based world viewpoint action can be taken to address and minimise opportunities for irresponsible corporate actions and to maximise opportunities for responsible social behavior. The broad de? nition of good, ethically driven corporate governance strives towards CSR and away from CSI. 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(2002), ‘‘What are the responsibilities of business to society’’, in Pettigrew, A. , Howard, T. and Whittington, R. (Eds), Handbook of Strategy and Management, Sage, pp. 373-408. Further reading Center for Corporate Citizenship at Boston College and The US Chamber of Commerce Center for Corporate Citizenship (2005), The State of Corporate Citizenship in the US Business Perspectives in 2005, The Center for Corporate Citizenship at Boston College, Chestnut Hill, MA. European Commission (2004), European Multistakeholder Forum o n CSR, Final Report, 29 June.European Commission, Employment and Social Affairs, Industrial relations and industrial change, European Commission Directorate-General for Employment and Social Affairs (2004), ABC of the Main Instruments of Corporate Social Responsibility, European Commission. Little, A. D. (2003), The Business Case for Corporate Responsibility, Beacon Press, Uck? eld. Corresponding author Brian Jones can be contacted at: b. t. [email  protected] ac. uk To purchase reprints of this article please e-mail: [email  protected] com Or visit our web site for further details: www. emeraldinsight. com/reprints PAGE 310 SOCIAL RESPONSIBILITY JOURNAL VOL. 5 NO. 3 2009 j j