Review the literature and evidence for or against the effectiveness of Essay

Review the literature and evidence for or against the effectiveness of packaging as an important part of tobacco promotion. With special reference to Australia - Essay Example igarettes or other tobacco products should carry no advertising or promotion, including design features that make products attractive† (Voon, Mitchell, and Liberman, 2012, p. 38). White, Webster, and Wakefield (2008) investigated the impact of introducing the graphic warning labels of health on the adolescents and found that the established and experimental adolescent smokers were more likely to consider quitting smoking. The researchers also found lower intentions of smoking among students that discussed the new labels of warning with one another. The use of stronger warning labels on the packaging of cigarettes in Australia led to an increase in the population of people that reported that the warning had always caught their attention by 29 per cent (Borland, 1997). The packaging of cigarettes has a significant impact on the tendency of people to smoke. According to the results of a survey that was carried out to investigate the transaction times of tobacco in 100 different suburban retail outlets in Perth before and after plain packaging of cigarettes found that the transaction times of most retailers were reduced because of plain packaging, that suggests increased sales of cigarettes (BMJ, 2013). This is why â€Å"[p]ackaging has been used for many years to generate evocative images such as luxury, freedom, glamour, status and masculinity and femininity† (World Heart Federation, n.d., p. 5). Graphic warnings on the packaging of cigarettes in Australia include information on the potential ways of quitting smoking like website addresses and quitline numbers. Use of this strategy has been found to be effective in encouraging the smokers to quit smoking (tobaccofreekids.org, n.d., p. 4). This can be estimated from the fact that after the pictorial labels were introduced with the quitline information on the packaging of cigarettes in Australia in the year 2006, a two-fold increase in the rate of callers of quitline was noticed in comparison to the two preceding

The Lord of Flies, by William Golding Essay Example | Topics and Well Written Essays - 500 words

The Lord of Flies, by William Golding - Essay Example Through this conflict between good and evil, and civilization and savagery the novel moves on from one step to other till it reaches the end. Lord of the Flies, being an allegorical novel, puts forward his main ideas and themes through symbols. Throughout the novel Golding uses his characters and objects symbolically. The conflict between civilization and savagery is handled by showing the conflict between his two main characters Ralph and Jack. In the novel, Ralph is a protagonist and is the symbol of governance and order. On the other hand, Jack is the Antagonist representing violence, savagery and has thirst of exercising power. In the novel, the writer shows the way people are influenced by these instincts of civilization and savagery to different levels. As for example Piggy is extremely peaceful and does not possess any instinct of savagery but on the other hand, Roger is unable to understand civilization and its rules. For Golding the instinct of savagery is more primitive and central in humans as compared to the instinct of civilization. Golding infers that if humans are left to make their own decisions, the behaviours of cruelty, savagery and violence is mostly shown by them. In the whole novel, the only character who shows natural and innate goodness is only Simon. In Ring of Gyges, Plato by narrating the story of Ring of Gyges raises the question that if one has no fear to be caught then why should one be moral? His character Glaucon through arguments shows that the person who is unfair is better-off as compared to the person who is fair. Apparently there does not appear any disproof of Gyge’s arguments. But on the other hand there are also strong reasons to believe that a person who is truly moral will behave morally in most of the circumstances and even if he is gifted the power of the ring. Philosophers since ages have been debating on the origin of human

The UAE Essay Example | Topics and Well Written Essays - 1000 words

The UAE - Essay Example Moreover, it was recently ranked number 40 out of the 183 countries with regard to the overall ease of conducting business. This article explores the business environment of the UAE by examining its PESTL environments. The United Arabs Emirates (UEA) is a Middle East country bordering the Arabian Gulf and Oman Gulf, between Saudi Arabia and Oman. It is a federation of seven countries established in 1971with its members operating under one federal government. The country which is a monarchy is politically stable. Even though democracy sometimes is jeopardized, citizens enjoy a lot of freedom. UAE has four levels of governments: President, Federal National Council, High Council, and Local Emirs. What is evident is that most powers are vested in the hands of the Emirs. As such, no authority is allowed beyond Emirs, implying that citizens from different Emirates have absolutely no say on political issues (Kjeilen 2004). The UAE enjoys favorable diplomatic relations with several countries. It has close ties with most Arab countries including Egypt and Pakistan. The country’s main export markets include Germany and the United Kingdom even as the U.S. and France maintain security related cooperation with the country. The government has made great effort to increase spending on job creation, opening up space for private investor involvement as well as expanding its infrastructural facilities to create a favorable environment for business and investment. The government’s commitment to promote business and investment is also seen when it created a free trade zone in UAE. The zone was mainly established by the government as a way of promoting direct foreign investment in the country. This implies that there are no limits on overseas ownership within UAE. The government in this case allows foreign investors to establish fully-owned companies within the free trade zones, which currently stand at

Total Quality Management at Work Essay Example | Topics and Well Written Essays - 1250 words

Total Quality Management at Work - Essay Example On the way to achieving Business Excellence firms' attempt to attain competitive advantage (Porter 1980) and organizations adopt various techniques to realize efficiency and effectiveness. Industries struggle to gain this competitiveness through shorter production cycles, improved quality and by responding with speed and efficiency to meet customer requirements (Ahmed and Abdalla 2000a, 2000b). To reach excellence it is critical to develop internal quality consciousness and the ability to respond quickly as per schedules (Clausing 1994). Usually profits and returns are considered to be a measure of accomplishment, but, in its widest sense, quality is perceived as the vital element for both national and global success (Dale 1999, Feigenbaum 1999). A number of organizations also implement Total Quality Management (TQM) practices to guide them through to becoming competent and successful as TQM is a preventive approach and not a detective approach to work (Walton, 1986). According to Zairi and Youssef (1998) in the global context today competition cannot be met with cost efficiency alone. Quality plays an equally important role in assessing competitiveness. Quality is a function of TQM is but it is focused on quality improvement alone and in the broader sense does not cover the entire activities of the organization and therefore the Business Excellence has replaced both Quality and TQM as the final measure of performance that effects all stakeholders. (Dale, Zairi, Van der Weile and Williams 2000). Amaratunga and Baldry (2003) state that it is a process of ascertaining and assessing progress and achievement of pre-determined goals and includes information on the efficiency that has been shown in conversion of resources into goods and services. The quality of these outputs and outcomes has a great bearing on the organization's effectiveness and its objectives leading to Business Excellence. The real measure of Business Excellence or Performance according to Evans and Lindsay (1999) is found in five key categories; customer satisfaction; financial and market performance measure; human resource measure; supplier and partner performance; and company strategy measures. Each of these segments plays a vital role in determining the actual value of performance in the context of performance measurements. Benchmarking is essentially a cost reduction method (McDougall and Hinks 2000). Its exercise results in pre-determined and pre-arranged costs. Deviations are the measures that performance management seeks to locate and redress. Managers depend upon it for performance measurement in the TQM context (Camp 1989) and it is considered as the most powerful technique for gaining and maintaining competitive advantage (Codling 1992). Benchmarking has also been defined as the continuous, systematic process for evaluating the products, services and work processes of organisations for the purposes of organisations improvement (Sarkis 2001). Theories of TQM One of the earliest theorists on quality management, Edward Deming, is regarded as not only a pioneer of the quality movement but also a prolific thinker who has inspired and influenced other academicians and practitioners of quality management. According to Deming, quality is not just an external aspect of a product or service that can be measured or controlled. Instead, quality is inherent in the form of people's attitudes and knowledge

Addiction Wrecks Essay Example for Free

Addiction Wrecks Essay Addiction is a chronic relapsing disease that affects the brains reward, motivation and other related systems. It is a relationship you have with an object or substance. Most addicts come to depend on that object or substance to meet emotional needs. Individuals struggling with addiction are unable to control their actions and make rational decisions about their behavior. There are two main forms of addiction, physiological and psychological. Psychological is an emotional dependence on the feeling a drug or action gives you. Physiological addiction goes beyond mental cravings. One becomes physiologically addicted to a substance when your body has marked a physical need for increasing doses. Drugs such as heroin, cocaine, nicotine, and alcohol are physiologically addictive. There are many warning signs and symptoms of physiological addictions; tolerance you need more and more to get high. Withdrawal: which has symptoms such as; sweating, tremors, tension, anger, irritability, becoming impatient, and rapid heart rate. Those symptoms appear when you quit using the drug or substance. There is no standard time it takes to become addicted, many say consistent use over a 30 day period but there is no magic number. No matter what once an addiction is forms it is extremely harmful. â€Å"In 2005 scientist found the so called addiction gene, a brain receptor that, in certain forms, makes people more susceptible to drug and alcohol addiction†. (Winters 8) Many believe that the disease is hereditary however no one is doomed from birth many factors beyond genetics play in, such as psychological factors; failure in parental guidance, unstable family environments. Psychological vulnerability, depression, stressed tense and unhappy life styles. Although knowing the gene exist is most useful in providing preventive treatment that isolates that particular receptor and potentially decreases a person’s change in becoming addicted (pg. 9) Many children develop addictive behaviors because it is a learned behavior. A big part of how you act is determined hoe your parents act, you learn by watching and interacting with them. Unfortunately people who are raised in addictive families learn addictive beliefs and logics. For instance, if one of your parents is an alcoholic you learn growing up that the way to cope with a bad day is to come home and have a few drinks to numb the pain. Pure pressure may also lead you into an addiction. There are different stages that lead to addiction; first experimentation it’s marked by someone wanting to do something only a few times to see what it’s like such as gambling or a sex experiment. Then there is casual use, doing something occasionally or just a few times a month. Abuse is the third stage that leads to addiction, abuse is when someone continues to abuse an object or substance regardless of the negative consequences or desire to quit. Dependence is next, using or doing on a regular basis. Increased tolerance levels and mild withdraw. Last you become fully addicted, an over whelming compulsion for an event or substance on a continuous basis. Once you become an addict it becomes the most important thing in your life above family and all. Addiction wrecks your life including your physical health, personal relationships and overall job performance. The worse the addiction the more the addict isolates him/her self from people who can help and the longer the illness progresses the less the addict feels like they cant turn to others. Most of the time the addict doesn’t realize there is a problem and are in denial. Addicts go to extreme life threatening behaviors because they lose control of their own actions. Alcohol is the most widely abused drug in the world. Technically a depressant, alcohol provides a drunken high that often allows people to forget their troubles. Extreme alcohol craving can also result from genetic vulnerability. Studies show that adult children of alcoholics are 3-4 times more likely to become alcoholics themselves (Kuhn 19). No one is doomed from birth; many factors beyond genetics play in such as psychological factors. Alcohol effects how the body works, when drinking all the time the body adapts its self to having alcohol in the blood stream and then comes dependent on it and needs it for stability. Marijuana usually know as the gateway drug is made from leafs of a cannabis plant and is usually smokes. State of intoxication from marijuana is also known as being high, usually people feel relaxed and their senses are heightened (Kuhn 3). Marijuana causes psychological dependence. While under the influence of marijuana sense of time is distorted and simple task seem to take longer to accomplish. Some effects of smoking marijuana are increased heart rate, slowing reaction time, memory loss, and slowing reaction time. These effects are noticeable in just a few min and last a few hours. The most lasting and harmful effect of marijuana is the physiological changes in neurotransmitters and structures in the brain, leading to the loss of motivation and cognitive impairments. Drug addiction is one of the most visible and common addictions today. One of America’s biggest battles today is on narcotics. The most common used narcotics are Vicodin, Percocet, and Oxy-cotton, which are all made with opium. Opium is a reddish-brown heavy scented addictive drug prepared from the juice of the opium poppy, used as a narcotic and in medicine as an analgesic. When opiates are introduced to the brain the body stops producing its own endorphins, which leads to tolerance and addiction. Narcotics cause an initial rush followed by a 4-6 hour high, during the high the user feels relaxed however after these phases wear off the user crashes and produces the desire for more of the drug. If the user doesn’t get more of the drug they go into what is called withdraw. Withdraw happens when the user does not have more of the drug within 8 hours after the user comes down. Symptoms of withdraw are tearing eyes, chills, sweats, nausea and increased heart rate. These symptoms can last 3-4 days if the user doesn’t have more drugs. The severity of withdraw depends on the severity of the addiction. Addiction and drugs don’t discriminate. They don’t care whose life they ruin or who they kill. Addiction doesn’t care what kind of home you came from or how responsible you parents are. Addiction can and will affect you if you let it. If you already find yourself in the vicious cycle of addiction there is a way out and always a road to recovery if you truly want it. It won’t be easy; it will be long night of no sleep and hard days of wanting to give into those painful cravings. However if you as an individual want it bad enough you can achieve sobriety. Step 1 is admitting you have an addiction. Confront what you have been ignoring and be honest with yourself. Second is to seek help, support groups with others who are in your same situation and can help you reach your goals of sobriety. Probably the most important is treatment or a rehab facility to keep you safe why you reach your maximum potential on your road to recovery. Recovery is a constant struggle; it may take many months’ even years for you to confidently say you are a fully recovered addict. However it can also be one of the most rewarding experiences of your life. You learn how and why you were addicted and how to work out many of the problems you were previously trying to avoid. The knowledge you learn can give you confidence in confronting an addiction urge may it ever appear again. If you’re struggling with addiction, get help! Talk to a friend, teacher, counselor, neighbor, you’re not alone. Addiction is one of the biggest problems in today’s society. Start today by taking the first step to make a life changing decision. You can overcome it and there are people and facilities out there that are willing able and ready to help addicts.

Yamaha Vietnam Essay Example for Free

Yamaha Vietnam Essay The current motorcycle market in Vietnam is developing with high competition among various manufacturers which have a lot of marketing strategies to attract target customers. Yamaha has made a lot of effort to expand the product which ensure the quality as well as reasonable price. With the same background of macro environment in the same market, there are many competitors that can be listed out as Honda, Suzuki†¦etc. targeting at extended problem solving, in other words, complex buying behaivours, Yamaha motor Vietnam have provided a range of products which currently stands in different stages in the product life cycle (PLC). These creates both strengths and weaknesses, opportunities and threats for Yamaha. Based on the analysis, Yamaha can figure out suitable marketing strategy concentrating on special design like sporty and colorful and the system of â€Å"3S’ outlets â€Å"Stop worry of customers†. All are aimed at reaching the final goal: â€Å"Growing with the country’s propensity. † YAMAHA MOTOR VIETNAM CO. , LTD is a joint-venture of Yamaha Motor Co. , Ltd. (46%), Vietnam Forest Corporation (8%), Co Do Mechanical Factory (22%) and Hong Leong Industries Berhad (24%). (Yamaha Motor Japan). Yamaha, which was established on April 1 1998, is located in Trung Gia Commune, Soc Son Dist. , Hanoi. The company specializes in manufacturing and marketing motorbikes. Up to now, the company has provided the Vietnamese market with many types of motorbikes to meet with the need of customers of all ages and genders. Some of the most famous brand names of Yamaha Vietnam are JUPITER, MIO, NOUVO etc. In the competitive market if tow-wheeler in Vietnam, Yamaha Vietnam is achieving significant success and is becoming one of the largest motorcycle manufacturers in Vietnam (including Honda, Sym, Suzuki etc.). To have such accomplishment, one of the companys major success factors is the focus on the importance of customer satisfaction, which is in line with the companys motto: Touching your heart. Also, the company has contributed greatly to the society of Vietnam by participating in many social activities such as: grant scholarship for poor student, building schools, teaching safe driving, etc. Gradually, not only the company touch the heart of the customers by their stylish, high-quality motorbikes but also by Yamahas many meaningful contributions to Vietnamese community.

Portrayal of Arabs and Muslims in Hollywood

Portrayal of Arabs and Muslims in Hollywood Zeinab Kobeissi Over the years, pre and post 9/11, many people have noticed that Hollywood tends to dehumanize Arabs and Muslims. In most western movies, Arab and Muslim characters are subjected to racial and ethnic stereotyping and have continued to be the center of vilification for the entertainment industry in the states. The mass media has depicted Arab and Muslim stereotypes in a number of ways within the American culture and the west in general. Through the society’s media, literature, theatre, and many other creative outlets, stereotyping of Arabs and Muslims is manifested continuously. Such representations have been negative for the most part, whether they were based on historical facts or on works of fiction. They have also had very negative repercussions on Arabs and Muslims who live in the west especially as a reaction to current events and when it came to daily interactions. Generally, Arabs and Muslims exist as one-dimensional characters in Hollywood cinematic works and appear almost sub-human. They are typically always a danger or a threat, ignorant, violent, and most importantly obsessed with kidnapping or killing as many Westerners as possible as they supposedly view them as the enemy. Edward Said notably coined the term â€Å"Orientalism† to express the cultural habit of converting those from eastern cultures into the â€Å"Other†. The notion of Orientalism presents exotic characters that are created from a Western political and social biased perspective in order to provoke a powerful reaction against the eastern culture while at the same time confirming western values. Basically, the hero westerner defeats the nameless evil villain from the east and the western audience in turn feels good about itself. In Reel Bad Arabs, Shaheen states that televisions image of the Arab is omnipresent [and] is becoming a part of American folklore. He also says that Arabs have consistently appeared in American popular culture as billionaires, bombers, and belly dancers† which are known as the 3 B’s for the role of a typical Arab character in a Hollywood movie. What most seem to be forgetting though is the fact that â€Å"Muslim† is no more synonymous with â€Å"Arab† than â€Å"Christian† is with â€Å"American†. In Hollywood movies, Arabs are equivalent to Muslims, though Arabs actually comprise only 12 percent of the Islamic world population. Islam followers or supporters live on every continent and the Muslim majority is not present in the Middle East, rather in the Asia-Pacific region in countries like India, Malaysia, and Indonesia. In fact, the latter has the largest population of Muslims and is a constitutional republic. It is not very surprising, however, that Hollywood makes Arabs and Muslims synonymous, appearing in such a manner as one. Hollywood is simply reinforcing the concept of Orientalism when it comes to Muslims. Edward Said explains how the image of Muslims in the eyes of orientalists was not any different from anti-Semitic views by saying that, â€Å"Not accidently, I indicate that Orientalism and modern anti-Semitism have common roots†¦ The transference of a popular anti-Semitic animus from a Jewish to an Arab target was made smoothly, since the figure was essentially the same.† Basically, what Hollywood now does is use a newer and more effective technique to warp the image of Islam; how Muslims are described in Hollywood is similar to how the Jews were portrayed in Nazi-inspired movies. It is crucial however, to mention that there have actually been some movies after 9/11 that portray Muslims quite fairly; such as The 13th Warrior. Unfortunately though, the negative image is usually more influential than the positive one as it feeds people’s fears. According to a survey done by the Pew Forum in 2009, 35 percent of Americans believe that Islam promotes violence more than the rest of the other religions. Moreover, according to a poll done by Time Magazine, 62 percent of Americans do not personally know a Muslim American. This means that most Americans form their concept of Islam from what the mass media offers them, and this is extremely problematic. Hollywood must give out an image that gives attention to what unites the people of this world, focusing on the positives and the universal humanistic qualities that bring people together instead of dividing them. The 13th Warrior is one of the very few Hollywood movies that portray Arabs and Muslims realistically. The Arabs in this movie are portrayed in a way that they appear to be multi-dimensional just as any westerner would be in a Hollywood production. The Arab here is not only depicted as a regular human being but even more so as an actual hero. Even Jack Shaheen deems it as one of the best depictions of Arabs in film; it has a balanced and progressive image of Arabs. The main character, Ahmad ibn-Fadlan Ibn-Fadlan is an Arab, who is at the same time the narrator describing his exploits with the Vikings. He tells his experience with them looking back as an outsider. The life of these Vikings is seen from the perspective of a character who appears to be a learned member of a civilized society, serving as an observer and the viewers’ window to a foreign culture from foreign eyes. Through him, we see and react to traditions that neither we nor him are familiar with, and this makes t he viewer discover more about him as well as those he is talking about. The way he adapts to their cultural ways and even adopts some of their social patterns as well adds more layers to his character, and this encourages respect and tolerance for other religions and races. Neither the Arabs nor the Vikings seem to be radical or fanatic and no faith is criticized or put down. In The 13th Warrior, from the point of view of the Arab â€Å"other†, we see characters from two distinct cultures and backgrounds learning from each other and growing from the experience. The main character and protagonist in this Hollywood movie is actually a likable Arab who realistically tells the tale of his encounter with a strange culture and convincingly demonstrates his attempts to connect with this odd and bizarre world that he has stepped into. In turn, the Vikings treat him kindly and put aside his differences instead of distrusting him for them. They even come to a point where they refer to him as â€Å"little brother†. The Arab is portrayed as rational and intelligent vs. impulsive and primitive. Ibn-Fadlan quietly learned the Vikings’ tongue by immersing himself into their conversations during their nights next to the bonfire and carefully dissecting their language. He learns to understand it and speak it by merely listening to them talk and repeating the sounds in his mind, a task that would probably be impossible in real life. This helps his character appear as an educated man who is clever enough to accomplish incredible tasks quite quickly, which earned the respect of the Vikings. Another act of intelligence by Ibn-Fadlan is when he deciphers what the oracle had told him and his fellow warriors when they went to see her. The men wanted to ask about the whereabouts of some men who had attacked them earlier, but the woman was quite mad and could not speak very coherently. When no one was able to understand what she was hinting at, Ibn-Fadlan was able to put the clues together and finally tell the warriors where the men who had once attacked them lived. Not to mention that the Arab was the only one who was able to provide a token from the enemy for the oracle to derive energy from. â€Å"Drawing sounds†, which referred to the writing of letters and words, was something the Vikings knew only the Arab was capable of doing amongst them. A fellow warrior found Ibn-Fadlan drawing these sounds into the sand with a stick and wondrously questioned him about it. Ibn-Fadlan explained to him how he could also speak them back – read them – and showed him how it could be done. Even though the Viking still did not quite grasp this notion, he recognized Ibn-Fadlan’s spectacular ability to comprehend such a novel and complex idea and eventually learned from him, as Ibn-Fadlan did from the Vikings. Even though Ibn-Fadlan is Arab and Muslim, there is no direct assumption that just because he is Arab he is also a Muslim. The emphasis of his identity remains on the fact that he is an Arab and that is where the focus lies. We discover he is Muslim when he tries to explain to the Viking that there is only one God, and that Mohammed is his prophet, which is an actual prayer in Islam. Also, we see him praying on the prayer mat only once in the entire movie, which helps in showing that Muslims are not necessarily praying and saying â€Å"Allahu Akbar† all the time as they do in most other Hollywood productions. We are used to seeing the intolerant and angry Arab who cannot accept other cultures and religions other than his own. In this film the Arab surprisingly shows tolerance to the others’ religion and cultural practices unlike a stereotypical Arab, as depicted by Hollywood, who is always at war with the West and their ways. When Ibn-Fadlan gets injured in battle, a Viking woman attempts to heal his wounds by applying cow urine. When he learns what she is putting on his cuts he reacts quite disgustingly and asks her for clean water instead. After explaining how this is better for the wound to heal properly, he complies and puts his recovery in her unusual methods. You would never imagine an Arab falling in love with a Western woman and actually having a respectful and polite interaction as Hollywood almost always portrays the Arab man to be abusive and oppressive to women. Ibn-Fadlan falls in love with a Viking woman and they share a mutual admiration to one another; neither looks at the other as an â€Å"other† but rather as true equals. Unlike the usual Arab depiction of them mistreating women, here the Arab treats the Western woman with utter appreciation and affection. He even makes love to her outside of wedlock, that night after the big battle where they find themselves unable to resist their attraction to one another, which is also not allowed in Islam. Ibn-Fadlan finds himself trying out new things and not resisting exposing himself to alien traditions. The Arab is usually never adaptive or social in Hollywood films, but more closed off and unwilling to interact with the outside world. Ibn-Fadlan breaks this stereotype and engages in a give and take relationship with the Vikings where he accepts that he can learn a few things from their culture just as they could from him. One of these examples is when he attempts, for the first time, to taste an alcoholic beverage which a Muslim cannot have. Religiously at the time, the fermentation of grapes and of wheat were forbidden in Islam, so when the Viking offers Ibn-Fadlan a drink after battle, he politely rejects. However, when the Viking explains to him that this was actually made of honey, Ibn-Fadlan dares to take a sip from the Viking’s horn. At the beginning, Ibn-Fadlan is given a sword by the Vikings as this is what he would be using in battle. Arabs back then were used to fighting with lighter and much thinner swords, which meant there was no way the Arab was able to strategically fight and win with a sword that weighs almost twice or three times the one he usually uses. He adapts to certain fighting styles by observing the Vikings fight and learns to use new armory, such as the wooden shield used for protection which he is also not accustomed to. At the same time though, while learning that he would be a much better fighter and far more useful as a warrior, he decides to stick to the same old kind of sword he is used to and goes to the blacksmith asking for one according to his own specifications. Through this, the Vikings see the advantage of a lighter and therefore faster sword and are impressed with his wit. He successfully shows the Vikings that although his sword is lighter, although his horse is smaller (which h e was ridiculed for), he can be far more effective. Despite the fact both Arabs and Vikings are portrayed fairly and as both having equal negatives as well as positives, the Vikings are portrayed as somewhat more barbaric than the Arabs. Ironically, the way Arabs are portrayed as primitive in Hollywood movies is how the Vikings are portrayed in this movie, to some degree. They appear to be aggressive and impulsive, lacking hygiene, and not all that clever, while the Arab is the epitome of self-control, decency, and wit. Generally, neither is depicted as evil or bad; they are both righteous and pious warriors as shown by this film, but the underlying qualities of culture and traditions that are present for each are shown in different lights. The Vikings, in the beginning, are made out to look like complete fools and dirty slobs who possess limited intellectual skills. They share a bowel of water to remove snot from their noses and rinse their mouth with which they pass around for everyone to use. They also cast a few of bones to predic t future events that might take place. However the Arab appears to be very clean and even shows disgust to their unhygienic ways (it is not shocking how he was unable to adapt to this specific cleansing method). The usual poor misrepresentation of Arabs and Muslims that dominates Hollywood movies is what seems to be pushing movies such as The 13th Warrior into the background. The twisted depiction of Arabs and Muslims is a representative image of how they truly are; it is a myth and does not fully reflect reality. A certain connotation is masquerading as a denotation and it became so literal that people started believing it as fact. There exists this dominant meaning or understanding of Islam or Arab-ness, which is not fixed or inherent, rather created based on a complex of social interaction among the two parties or sides. The interplay between the different cultures created this iconic image and a certain decision was made when it was chosen to be represented in this manner; it was agreed upon in a particular context to portray this value and this culturally imposed meaning. One thing is for sure: Hollywood’s determination on reacting to the same political and social spurs for years and even decades now is pretty consistent. No group of peoples provide more ground for Hollywood’s degenerating stereotyping than Arabs and Muslims, and it seems that this is probably not going to change any time soon. As the world’s leading cinematic industry, the Arab stereotype has a greater negative impact on audiences today than it did decades ago. Nowadays, Hollywood’s films are created, developed, and disseminated world-wide, reaching viewers globally. The international success of a movie has become the decider of its popularity; it is not just domestic and local approval that deems a movie a hit anymore. Also, Arab images not only affect international audiences, but international movie makers as well in this case. Arabs and Muslims have given the world quite a lot throughout the years, from architecture to mathematics, but how much of it has found its way onto the movie screens? They have grown tired of seeing rudimentary and inaccurate depictions of themselves that are causing them to be extremely misrepresented to others on this planet. In fact, what does Hollywood think the 1.6 billion Muslims around the world are thinking when they see movies that they are depicted so unjustly in? Hollywood realizes that it has a key role to play in shaping public opinion (domestically and internationally) but only time will tell whether it ever decides to deliver a realistic and just viewpoint on the Muslim world, the Arab world, and their peoples. The most effective films are the ones that remind us that the essence of our collective human experience shows us at our best, free of nationality, ethnicity, politics or religion. But before a movie can ever deliver that, it must be completely and utterly with out stereotype to say the least, Muslim, Arab or otherwise.