IPod Business Research Essay Example | Topics and Well Written Essays - 4000 words

IPod Business Research - Essay Example Analysts studying Apple Inc. indicate that sales have declined not just for the iPod (drop of 30% compared to 2008), which is the product this paper will be focusing upon, but also for other notable products including the iMac (decline of 25%). However, they attribute the successful figures posted by the company to an increase in laptop sales by 35% in comparison to the quarter sales during the previous year. This puts forward a question as to the reasons that have contributed to a decline in iPod sales and the factors that have led to a similar drop for some of Apple’s other products. From the perspective of the analyst, the goal of making a product like the iPod is to generate revenue through sales and remain profitable through related business operations. Abramsky further cautions that the explosive growth in iPhone sales since its introduction in 2007, has been constantly decelerating the expansion of the iPod, whose presence is approaching a level of saturation within the consumer electronics market. While stagnation in iPod sales continues to be the primary factors for its continued innovation and the introduction of newer and sophisticated models, it must be taken into note that the industry had been warning of such a saturation from the past 4 years. Yet, Apple has made huge investments in further innovation of the iPod and continues to introduce attractive models that take the experience a step further for a music enthusiast. The iPod was introduced in 2001 and was a household name by 2005. The company sold the highest number of iPods in a quarter during 2009, although every iPhone also serves as an iPod with several other capabilities. Further, the number of available media for transferring information and content is increasing with each day and the popularity of the iTunes store, both for downloading music and

Environmental Impact of Aviation Essay Example for Free

Environmental Impact of Aviation Essay Today, the world is bothered by the environmental issues reverberating in different parts of the world. Part of this environmental issue is focused on global warming. As part of the whole world’s response on the important concern, laws and policies have been drafted. Some of the known environmental policies are Clean Air Act and the Kyoto Protocol. Meanwhile, the Kyoto Protocol is an agreement between different nations, mainly industrialized, adopted on December 1997 in Kyoto, Japan (United Nations Framework Convention on Climate Change, 2008). The central function of the protocol is to set a target on the greenhouse gas emission for member countries (United Nations Framework Convention on Climate Change, 2008). This is to further reduce the impending consequences of the greenhouse effect. Since the report of international scientist that climate change is worsening, all sector of the society and all nations have been invited to participate in activities primarily to help cut gas emissions. Each government of member nations also implemented programs in order to reduce the gas emission that is aggravating the global environment situation. For the past years, the reality of the phenomenon has been severally debated, even among politicians. Eventually, environment was considered as priority in the policy making. Additionally, the international concern on global warming has reached every sector, big or small, in the society. Among the business sectors, rules and regulations have also been adopted internationally in order that a standard of environmentally hazardous substances be eliminated or minimized. An example could be the non use of lead. In Europe, the Restriction on Hazardous Substances was adopted and imposed upon all its suppliers worldwide (ROHS, 2008). According to the guidelines, minimum amount of the hazardous substances should be maintained. Hence, quality of the product depends on the substances comprising the product. The environmental issue, however, is not only limited to gas emissions and global warming. Instead it covers all kinds of pollution. In the field of aviation, policies and guidelines on environmental compliance also apply. Aviation plays a vital role in transportation. It is the easiest, fastest, and more convenient means in transporting people and goods from one border to another or from nation to nation. Being an essential factor in the growth of economy, it also has an essential contribution to global warming and other environmental problems. Remarkably, the aviation contributes to various environmental problems. One of the major problems faced by aviation industry is the noise pollution being suffered by the residence nearby airports (Kutz, 2008). At present, the aviation is one among the growing business opportunities. Since new and more improved planes have been introduced, the air traffic also increases. As such, there is also intensification of the environmental concerns. The second environmental problem affecting the industry is the climate change. Climate change is the foremost environmental phenomenon that is bothering the international community. In addition, it is believed to be the cause of the drastic change in weather and the emergence of illnesses. The third major problem being caused by aviation is the poor air quality (Kutz, 2008). All these environmental concerns are mandated by laws to be addressed by the aviation industry. In the field of aviation, BAA is widely known for being the world’s leading airport company (House of Commons, et. al. , 2004). At present, it is operating eight airports namely; Heathrow, Gatwick, Stansted, Glasgow, Edinburgh, Aberdeen, Southampton, and Naples (BAA, 2008). At present, its success still continues to shine and more developments are being planned in the future. In a report propounded by the BAA for year 2005-2006, the company laid down in details the achievements and plans of each airport. Aside from that, it also presented its financial statement to show the financial operation of the company. At a glance, the company has indeed a successful and is in a stable financial status. The over-all operation and employee handling are excellent. According to Mick Temple, Divisional Director, the company recognizes the existence of the environmental issues (Temple). But, the report of BAA did not actually addressed all issue about environment related to airline or airport. In addition, the BAA presented its report in a categorical yet orderly manner. After presenting the achievements, developments, and plans of each airport, the BAA also discussed issues faced by the company. It has specified corporate responsibilities. In scrutinizing the report, the BAA did not actually address all environmental problems. As stated earlier, aviation industry is challenged by problems on poor air quality, noise pollution, and climate change. In the report of the BAA, the report laid down the corporate responsibilities of the company but in a summarized and general form. Although it has addressed all the problems cited, it did not actually specified its future plan, present programs, current status and its over-all stand on the impending environmental problems. In addressing the environmental problem on air quality, the report stated its concern on the problem that is affecting both local and national (Temple). Notably, airports around emits nitrogen dioxide and other fine particles that have negative effect on heath and environment (BAA, 2008). In addition, it has stressed on government’s declaration of Heathrow’s compliance to EU Air Quality Standard (Temple). Contributing to poor air quality, however, are M4 and M25 traffic (BAA, 2008). Likewise, the report merely added measures it can implement in order to comply with the standard. These measures include â€Å"investing in public transport, promoting alternative fuels for airport- based vehicles, and using charges to penalise aircraft with poorer emissions standards† (Temple, p. 35). However, no other reports were propounded to show that these measures have been adopted. Furthermore, the company merely reiterates its desire to review its emission while extending help to other companies with regard to the problem. As to noise pollution, the aviation is considered as one among the major contributor due to noise caused by take offs and landings? taxiing, and engine tests (BAA, 2008). With regard to BAA’s stand on noise pollution, the company has laid down its strategies in minimizing the noise. In addition, it stated its desire to work with local government, airlines, and air traffic controllers to jointly implement these strategies. First strategy is the encouragement on the use of quieter new aircraft and engine by the manufacturers (Temple). The second strategy is giving reward to those airlines using a quieter aircrafts. The fourth strategy is the improvement of compliance with quieter operating practices (Temple). The last strategy is concerned with updates of information by keeping the noise-sufferers informed better (Temple). Today, the company is doing its part in addressing the complaints of those affected by the noise of airports. Furthermore, on the most relevant environmental issue on climate change, the company proudly stressed its target of 15% reduction on its carbon dioxide emission by 2010, which is even higher than the standard (Temple). The company’s strategy is focused on energy efficiency and renewable energy (Temple). Moreover, it has also implied its adherence to Emission trading which allows business incapable of achieving the target to buy permits from those industries that are capable but only within an overall cap (Temple). At present, the company is lobbying for the recognition of the emission trading to be an acceptable mechanism in greenhouse gas emission. In addition, in its desire to reduce the impact of climate change, the company is committed in investing into new energy efficient technology, sourcing out more renewable energy, reducing emissions of vehicles in the airport, among others (BAA, 2008). Based on the above mentioned, the report of BAA may be said to have mentioned the major environmental problems faced by airlines and airports. However, it was not able to state its impact on environment. It did not also laid down the programs it has adopted to address the issue. But nevertheless, it has recognized its role in the environment. By looking into the context of the report, is can be said that the company has been unfairly assessed. It is unfair on the reason that the report presented more on the developments, future plans, and achievements of the company but did not directly addressed on the corporate responsibilities. It is true that corporate responsibility have been included in the middle part, but there is no clear stand of the company. The report stressed on the company’s plan to expand, increase passengers, intensify investment but there are no more details as to the company’s action on environmental issues. Significantly, it did not state any of its achievements in helping in the abatement of the environmental problems. It merely presented it strategies but no update has been included as to the implementation and status of the company. Interestingly, the report of the Managing Directors of each airport has concentrated on the importance of shareholders. Hence, the report was concentrated on the good sides about the company. Airports and airlines are considered as one among the places vulnerable of being attacked by terrorist groups. Notably, in 2007, Glasgow Airport has been attacked by terrorists (BAA, 2008). On that very threatening day, the company has been given an idea on the loopholes on the airport’s security. It is also of no doubt that millions of passengers and employees come in and out of the airport. In line with this, the treat of terrorism has made passenger paranoid about safety. Hence, it is but necessary that safety should be the paramount concern of the company. In response to the attack in July, 2007, the company declared its dedication in making its passengers secure. As part of its response, the company has closely worked with the Department for Transport (DfT) for guidance on its security measures (Temple). Moreover, in concurrence with the government’s standard, the company has conducted a full range review of its security systems (Temple). In order to show its sincerity in making its airports secured and safe, the company has started using technological innovations such as hold-baggage screening, new security screening and x-ray screening (Temple). In line with the company’s purpose of ensuring safety and health of its passengers and employees, policies and programs have been adopted. Additionally, according to the report, the company’s stance on security is that it is considering it as a crucial issue. Aside from its possible effect on the company’s reputation, it also recognizes its effect on passengers’ experiences. As such, the company works closely with the government agencies, armed forces, and police force in order to upgrade its security system and match with that of government security (Temple). Furthermore, it has committed itself to comply with regulations concerning safety. In accordance with this, the Health, Safety, Security and Environment (HSSE) Executive Committee have been founded with the primary goal of determining and addressing these issues affecting the company (Temple). With the growing environmental concern, some say that aviation industry is not a sustainable business. However, BAA has proven this statement wrong. In order that environmental issue be addressed and at the same time maintain or increase the profitability of the company, the company may enhance its training on environmental awareness to its employees and passengers. In addition, carbon dioxide emission can be reduced through the use of biodeisel and other alternative energy. Moreover, through reducing its flight, the company could decrease its environmental impact but can increase profit because all flights would be certainly be filled. Another measure could be on the retail sector. Since the airports are open for stores, environmental measures should also be imposed upon them. Some of the policy that can be adopted is the ban on non-recyclable things. Through this measure, all waste coming from stores would be put to recycling areas. Finally, the company could enhance its pro- environment policies despite cost on its part. This way, the cost would be repaid by the loyalty and continued patronage of the passengers. References BAA. (2008). Corporate Responsibility. Retrieved October 31, 2008, from http://www. baa. com/portal/site/default/menuitem. a875fc32913746f398a5e186c02865a0/. House of Commons, Great Britain Parliament Environment, Food and Rural Affairs Committee. (2004). International Challenge of Climate. London: The Stationery Office. Kutz, M. (2008). Environmentally Conscious Transportation. London: John Wiley and Sons. ROHS. (2008). Restriction on the Use of hazardous Substances (ROHS). Retrieved October 31, 2008, from http://www. rohs. gov. uk/. Temple, M. (2008). BAA Annual Report 2005/06. Corporate Responsibility. Retrieved October 31, 2008, from http://www. baa. com/assets//B2CPortal/Static%20Files/BAA_Annualreport_05-06. pdf. United Nations Framework Convention on Climate Change. (2008). Kyoto Protocol. Retrieved October 31, 2008, from http://unfccc. int/kyoto_protocol/items/2830. php.

Relationship Between Food And Art English Language Essay

Relationship Between Food And Art English Language Essay This essay will examine the relationship between food and art by asking if food can be thought as an artwork, and if so, the commonalities it shares with other art pieces. To discuss the feasibility of the aforementioned relationship, this essay will use a particular example, through which different theories will be analysed. However, it is important to put forth this essays hypothesis, which agrees that food can be thought as an art piece, a concept which will be discussed later on. Our example concerns the figure of the Catalan cook Ferran Adrià  , who had the best restaurant in the world, El Bulli, for five years, with the added accolade of three Michelin stars until 2011, when it closed. The reason why this case has been chosen has to do with the fact that Ferran Adrià   has been compared as an artist and his dishes as unique artworks by different experts in gastronomy. FOOD AS AN ARTWORK In order to analyse if this connection is feasible, it is important to discuss the notion of food and its role in the society, an aspect that can be easily linked to the idea of artwork. Different authors have discussed the social function of food in the society. For instance, J. Hegarty(2001) says that one of the principal differences between animals and humans is the fact that we cook our aliments, which causes cultural differences among humans. Moreover, he also argues that cooking is something that humans learn and, therefore, it is not an innate characteristic but an idea that can be related to the dichotomy between nature and culture, discussed by different classic anthropologists, such as Claude Là ©vi-Strauss. Since food is one of the aspects that differentiate humans from animals and the notion that cooking is an acquired skill, it does belong to the culture. This is enough to conclude that food has an impact in the society. However, there are other reasons why, such as tho se discussed by O. Castillo and E. Gonzà ¡lez(2007), who purport that during the process of eating, human beings are also looking for other social elements, as establishing new friendships or partnerships. All these ideas discussed by these scholars can be applied in different societies and in specific social contexts, which will help to understand the importance of food within it. For instance, in the case of the birthday of a family member, all the family will meet up and have a meal together, normally lunch or dinner. In this case, the idea of meeting up to eat is used as an excuse to gather together all the family. This is only a particular social context that can be used to exemplify this connection between food and its role in the society as a process that goes beyond the simple fact of eating. So far it can be seen that food has a function in the society, which is a considerable aspect in order to link it with an artwork. As this module has shown throughout the term is that art pieces have social meaning and they structure a part of the society. One example could be the Bark Paintings, a type of Australian Aboriginal art, which are a re-representation of the landscape. Mainly, these form a representation of the external memory recalling clues of the ancestral intention, which is encoded in the landscape, linking emotional ties with the land and the presence of the ancestors in it. Another example could be the basketry by the Yekuana, which is used to structure the society in a particular way; as Guss says, Basketry therefore becomes a significant indicator in the general growth and competence of an individual, used to chart not only practical knowledge but also status and identity(2006:380). Whit both examples it has been shown how art also has a role in the society influe ncing different aspects of such. In the case of El Bulli, this idea that food goes beyond the simple fact of eating is also represented mainly attributed to two reasons. Firstly it can be thought that because of the high prices (minimum 400à ¢Ã¢â‚¬Å¡Ã‚ ¬/person) the people that decided to go there expected something more than just the food. Secondly, the fact that the waiting list was minimum two years it is another element that shows that the costumers looked for something else than just food but all the experience that goes with it. Some scholars have argued that food cannot be considered art because of its inherent and basic function: consumption. Before discussing this question, it is important to talk about the concept of aesthetic reactions, which in the words of Hegarty(2001), it is related to the idea of beauty, and specifically in the case of gastronomy: This translates into menu balance and harmony in such areas as colour, temperature, taste and texture which in some cases can be dictated by the aesthetic demands of the raw materials which are used to create a gastronomic work(2001:12) From this quote it can be said that if a specific dish has the characteristics mentioned, then it would be thought as beautiful and therefore as art. This idea of aesthetic reactions is also discussed by Tefler, who says that the aesthetic qualities can be characterised as non-neutral, non-instrumental, having certain intensity and often accompanied by judgements for which the judgers claim a kind of objectivity(2002:11). In other words, for Tefler an object has an aesthetic reaction if it is appreciated for its own characteristics, it can impress the viewer and it is not influenced by a personal criterion. In El Bullis case of study the idea of aesthetic reactions is useful because it is one of the characteristics associated with art. Aside from the different opinions of it, it can be said that the notion of aesthetic reactions is mainly related with the idea of beauty, and also to the different characteristics given by Tefler. Regarding this example, it can be seen that some of the dishes do not look as food at first sight but they can be thought as a portrait or as an artistic photograph  [1]  . Moreover, if the Hegarty point of view is taken into account, the harmony of Ferran Adrià  s dishes can be related to the idea of beauty and then to the concept of aesthetic reactions, which is a key concept for the art pieces. However, some scholars believe that food cannot be thought as art because of its function, such as M.L.Quinet(1981), who has the argument that the function of art is to provide an object for aesthetic contemplations and, on the other hand, the foods function is its consumption, which causes that these two concepts cannot be associated. However, she also states that in some cases food can be considered art as long as it has an aesthetic function and it is not expected to be eaten. This idea is relevant to demonstrate that what makes this discussion so complex is the main function of the food. But even if the purposes between them are different, it does not have to be the only criterion to conclude that food is not art. The Quinets idea is helpful because it introduces a key difference between the arts function, an idea discussed later on. Finally, it is relevant to discuss Teflers idea that not all objects with aesthetic reactions can be considered artwork, because they do not share the characteristics of what constitutes an art piece, a point I will endeavour to explore next. An artwork is by Tefler a man-made thing, even if the human involvement need consist of no more than putting a natural object in a gallery and giving it a title(2002:12). She differentiates between artwork which can be seen in a classificative or evaluative manner. In general terms, an artwork in the classificative sense has to do with how the object is regarded and if it is intended for an aesthetic consideration. On the other hand, an artwork in the evaluative way deals with the idea if the object deserves the merit of being considered as such. This difference in the meaning of an artwork is useful in terms of knowing that the concept of art cannot be thought as a static one with only one meaning. In regard to food this categorisation is also useful, because as Tefler says, food can be thought as art in the classifying way of artwork, since for many cooks and costumers some meals are intended to be considered in an aesthetic consideration, in other words, to be savoured, appraised, thought about, discussed(2002:14). So, the main point of those meals is not to provide nourishment but to have a further experience. This idea of food as an artwork in a classifying sense can be highly related with Ferran Adrià  s work, which requires a lot of thought and analysis before cooking it, and its aim is to provide an unforgettable experience to the customer, which goes beyond the simple fact of eating. In relation to this classification of artworks it is also important to mention the difference between art and craft, which is argued by various scholars. Quinet, who thinks that food cannot be considered art in general terms, concludes that The culinary arts, one might claim, are indeed arts, but only when we use the term art in the sense of mere craft; and this is not the way in which the term is used in aesthetics(1981:159). The difference between art and craft is also analysed by Tefler, who says that it lies in the degree of creativity, so something is considered art if it is an original creation and when the object is a result of carrying out instructions then it is contemplated as craft. The relationship between this classification and food is significant, because depending on the level of creativity in the process of cooking, food could be thought as art or not. Even if in general terms a receipt is being followed when cooking, in the case of El Bulli, the creativity applied i n their dishes is enormous, because there is a long process of analysis behind with the goal to create new imaginative dishes. One example of such could be the dish called Peach paper  [2]  , which is presented as a letter or also the liquid olives  [3]  , which is the result of a complex molecular technique created by Ferran Adrià   named spherification. Hence, the food cooked in El Bulli can be considered an art according to the amount of creativity. In relation to this difference between art and craft it is also advantageous to mention the classification between fine and useful arts, argued by Hegarty. The useful arts are those that are utilitarian, such as the design of a building or furniture. However, fine arts are defined by seeking to relate, to communicate and commune between people in that, the artist assumes an audience when he/she for example, writes a poem or paints a picture(2001:8). Food can be related to this last idea of fine art, as well as theatre, music or dance(Anson,2006), an idea that can also be known as minor art. CONCLUSION This essay has discussed the idea that food can be considered as art by using a specific case of study, El Bulli. Different arguments have been put forth to demonstrate the existence of this connection between art and food, such as its social role in the society as well as other artworks. Concerning the case of study of this essay, it can be said that El Bullis dishes can be related to the idea of artwork. One reason is their aesthetic reactions, meaning that they are associated with the concept of beauty, causing the difficulty to differentiate some of them from portraits. Another reason is because their function goes beyond the idea of nourishment, since they are expected to provide a further experience. Furthermore, they have a high degree of creativity, which makes it possible to correlate them with the idea of art and differentiate them from the notion of craft. appendix http://www.elbulli.com/catalogo/commons/generar_img.php?id=879PoG=G Picture 1.1: Soup of pink grapefruit with tarragon and praline salted with black sesame (2003) http://www.elbulli.com/catalogo/commons/generar_img.php?id=987PoG=G Picture 1.2: Blooming cucumbers in vinegar with mustard seeds and tarragon (2004) http://www.elbulli.com/catalogo/commons/generar_img.php?id=920PoG=G Picture 1.3: 2m of Parmesan spaghetti (2003) http://www.elbulli.com/catalogo/commons/generar_img.php?id=1207PoG=G Picture 1.4: Tree passion fruit (2005) Picture 1.5:http://www.elbulli.com/catalogo/commons/generar_img.php?id=973PoG=G Ties of beet with vinegar powder (2004) http://www.elbulli.com/catalogo/commons/generar_img.php?id=1098PoG=G Picture 1.6: Paper of peach Tramontana (2005) http://www.elbulli.com/catalogo/commons/generar_img.php?id=1095PoG=G Picture 1.7: Spherical green olives- I (2005) Liquid olives http://www.elbulli.com/catalogo/commons/generar_img.php?id=1085PoG=G Picture 1.8: Bicolour wafers of carrot and beet (2004)

A Reading of ?Those Winter Sundays? Essays -- essays research papers

A Reading of â€Å"Those Winter Sundays† In Robert Hayden’s poem â€Å"Those Winter Sundays† a relationship between the speaker and the speaker’s father is expressed in short but descriptive detail, revealing a kind of love that had gone unnoticed for so long. Throughout the poem, Hayden’s use of connotative diction keeps the poem short and sweet yet packed with significant meaning. The evocative sound patterns play just as great a role setting the harsh and reflective tone of the poem. Together, these devices are used to effectively deliver the poem. The speaker seems now to be a grown man, though it is not distinguished in the poem, remembering the distant relationship he had with his father as an adolescent. He would wake every morning to the warmth of a fire despite the biting cold which lay beyond the house windows and doors. The speaker took for granted the heat that he was provided, not acknowledging the effort that went into giving this simple expression of love. Now looking back, he seems to regret not being thankful for his father’s actions and being so blind and ignorant to the love that was right in front of him. From the very first words of the poem, the connotative diction gives the reader an idea of the direction in which the poem in going. â€Å"Sundays too my father got up early† (line 1), where the poem begins, expresses the fathers hard-working nature. The fact that he gets out of bed every day of the work-week and Sundays too, shows that his job as a father and provider...

Critique a Oral Presentation

Research the average salary range for the position, keeping in mind: * The company and Its culture (use annual reports, Web sites, reference materials available at libraries such as â€Å"Business Directory†) * The geographic location Your own market value (years of experience, education) * Assess your personal criteria * What are your â€Å"must haves†? * What are your â€Å"would like to haves†? * What are your â€Å"can live without†? Poise: This is the ability to remain calm and confident in uncomfortable situations.You will demonstrate poise if you: * Do not reveal your salary requirements too early * Convey confidence (remember, you would not have gotten the Interview If they didn't think you could do the Job! ) ; Show enthusiasm Stay positive * Take your time when an offer is made (ask for time to think about it) Professionalism: The way you negotiate is an example of the behavior the employer will expect to see on the Job. Things to keep in mind: * understand the dynamics of the situation (for instance, you may negotiate differently if you have been in Job search a long time vs..If you have several offers to consider) * Remain positive – you and the employer share a common goal getting you to feel good about joining the company * Be confident – companies expect negotiation * Ask questions – hearing how they arrived at their offer may give you clues about alternatives * Detach from the outcome – it will help you relax AND you won't alienate your future boss * Focus on the value of the total package * Look for different ways to achieve your objectives Know when to quit What to do if the company requests your salary requirements or salary history: * If job announcements request that you provide salary requirements in your cover letter, research what similar positions pay in that geographic location. Respond by giving a broad range, perhaps 10% above what you think it should be. (For a $39,000 position , you could say: â€Å"Your ad requested salary requirements. Given my education Ana experience, Dates on my research I expect to De considering something In ten $40,000 to $50,000 range.Research the company before you negotiate. 4. Be enthusiastic and professional during negotiations. . Never stop selling yourself. (Keep telling the company how you will benefit them throughout the negotiation process. ) 6. Ask for a few perks you can do without. (This gives you bargaining room. ) 7. Be willing to walk away. (You II be more confident, and you may receive higher compensation. ) 8. Don't say yes to an offer right away. (Be enthusiastic and appreciative when receiving the offer, but ask for at least 24 hours to respond. This gives you time to get over your initial elation at being selected and to determine if the Job is the best one for you. )

A danger of a single story Essay

Literature is something that matters. It has the power to change and shape our minds and opinions. It has the power to change the perception of the world around us and to boost our imagination. Take us far away from the reality to the world of illusions and let our minds flourished with imagination. One might think how amazing it is, but fiction as it is here today may often matter much more than it is meant to. TED is a non-profit global community whose mission is to spread ideas usually in the form of short talks which last no more than 18 minutes. TED began in 1984 as a conference, and today covers wide range of topics – from science to philosophy to global issues – in more than 100 languages welcoming people from every discipline and culture who seek a deeper understanding of the world. Both of the presenters whose ideas I will mention are novelists and story tellers. Chimamanda Ngozi Adichie is a Nigerian anglophone writer who succeeded in attracting a new generation of readers to African literature. In her novels, she is inspired by the history of her nation and its tragedies that are forgotten by recent generation of westerners. Elif Shafak is a Turkish novelist born in Strasbourg, France who is the most widely read female writer in Turkey. Her books have been translated into more than twenty-five languages. Ch. N. Adichie in her talk warns that if we hear only a single story about another person or country, we risk a critical misunderstanding. Things are not usually just black and white and we have to make every effort to open our minds and explore what is real. Elif Shafak talks about the danger into which writers from different cultures are put at; the pressure-that-makes-them-feel-as-a-representatives-of-their-cultures. She makes a strong division between fiction and reality – fiction and daily politics. Although, both of the writers are of non-western origin which to some extend make them quite similar in terms of cultural stereotypes, it  seems that they do not share the same view of function of a story in our lives. While talking about the cultural and social background of these two writers, there are many things in which they differ, although their life journeys have many in common. Ch. N. Adichie was born in Nigeria, Africa. She grew up in a conventional middle-class family, her father was a professor and her mother was an administrator. She had a very happy childhood in a very close-knit family. However, a kind of political fear invaded their lives on the place they live. However, Chimamanda was a happy child who was writing stories about white people, just like those who she was reading about in books. On the other hand, Elif Shafak; although, she has Turkish parents, was born in France, Europe and when her parents got separated she was bringing up by her mother and her grandmother in Turkey. Her position was quite dissimilar to Adichie’ as she was not living in a nuclear family. She grew up in a patriarchal environment where fathers were the heads of households. She was raised as a single child by a single mother, which was; at those times, a bit unusual. Elif Shafak was an introverted child talking to her imaginary friends. She had a vivid imagination and unlike Adichie, she was not inspired by stories that she had read, but she wrote about people she had never seen and things that never really happened. Nevertheless, their writing experience took place at the same time. They both started to write around the age of 7; though, their style was different. Moreover, the life journey of these two women seems to be quite similar. Just like Adichie, Shafak also studied abroad. They have travelled the world and this made these women who they are nowadays. It made them being experienced, open-minded and well-educated,-powerful-women. This leads me to the matter of stereotypes. As I mentioned, both writers have travelled a lot and during their lives they have experienced stereotypes on their own skin. Ch. N. Adichie mentions several personal stories from her life in which she pays attention to the stereotypes. She talks about how her roommate in the USA was surprised that she had learnt speak English so well,  that she had not been raised in poverty, that music which Adichie was listening to was not different in any feature from mainstream one. Chimamanda focuses on African stereotypes that she experienced. As a result, she demonstrates that stereotypes are created by single stories, and the problem with the stereotypes is not that they are untrue, but that they are incomplete. At the same time, Elif uses her personal experience as well. Like Adichie, she attended a school abroad as well, and she experienced cultural stereotypes. She talks about the clusters based on cultural identity. The school, which she attended, was multicultural. The only problem was that each child was seen as a representative of his or her nation and every time something happened in connection to their nation they were ridiculed and bullied because of it. As Adichie experienced stereotypes concerning Africa, Elif Shafak came across some cultural stereotypes concerning her nationality as well and these were politics, smoking and veil. Doesn’t matter she had never been smoking before, or she had never been raised in a environment where a rule of wearing a veil was obligatory, she was expected to do so because it was a general image of her nation and her culture. In contrast, the notion of power is discussed from different points of view by these two writers. To clarify this, I will put down both of them in sequence. The most significant difference is in context they use. On one hand, Adichie talks about the power as the ability not just to tell the story, but also as the ability to chose which story is being told, how it is told, who tells it; therefore, the ability to make from one story the definite one, the single story. She appeals not that much to writers, but to readers and people in general. She demonstrates how important it is not to see things just black and white; thus, try to open our minds and explore. Without doubt, Elif’s viewpoint to the question of power is quite distinct. It seems to me like the other side of the coin when she; unlike Adichie, analyses the relation between power and writer not power and reader. Shafak puts into relation power with the notion of pressure. She demonstrates how  writers are seen as the representatives of their cultures. In her talk, she manifests how world of politics affects the way stories are being written, reviewed and read. If you are a person with a particular cultural background you are expected to write informative and characteristic stories about your world and to show manifestation of your identity. As an illustration, Elif as a woman from a Muslim world is expected to write stories of Muslim women and preferably, the unhappy stories of unhappy Muslim women just because she happened to be one. And in connection to this, here comes the main distinction between their understanding of power. While Adichie sees a story and fiction as tools for shaping our minds by which we can understand people, nations and things what they really are, Shafak thinks that when stories are seen as more than stories, they lose their magic; in other words, she says fiction is just fiction, not daily politics. In both cases one must admit that thoughts which were brought up were relevant. It doesn’t matter what is your cultural background; what is important it is your personal growth. These two women have stepped over the shadows of their cultural stereotypes. They pointed at a serious problem of nowadays in a context of literature and the credibility of information itselves. They both; however, in a different way, open people’s minds and let us think. And this is when a story matters.