Money vs. Feelings

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Money vs. Feelings

It is said that true happiness can only be achieved by possessing both money and a warm heart that could generate complex feelings towards the others. Unfortunately, there are very few who can be integrated into this category and therefore, we can infer that one can't reach both very easily.

Usually, during their lives, people try to propose themselves some targets to reach. Some want to have a wealthy and prosperous life, other s want a simple, happy life and to be surrounded by loving family. However, it is sad to realize that if people were put to choose between money and feelings, most of them would certainly choose money.

It is outrageous to see how society has deviated from the way of a simple and normal life to a life filled with the hunger for money and the avidity for more and more. People are blinded by greed and envy towards other people's money and thus, they tend to become some unscrupulous robots that would do anything in order to become affluent persons. They would be even capable of committing thefts, robberies or crimes, hence becoming some senseless creatures. Consequently, this attests that if you have a lot of money you don't necessarily have to possess those virtues that convert you into an admired person. Do my essay on Money vs. Feelings CHEAP !

Moreover, the more money you have, the more problems you encounter. There have been many cases in which rich persons have been robbed or even killed in order to inherit the wealth. On the other hand, if one had accumulated his money through a not very orthodox way, his consciousness or the police would follow him every night and he won't be able to close his eyes at night. It has been also demonstrated that money doesn't bring happiness but, even more, they can very easily change people for the worse.

Even tough money can nowadays buy everything from various items to court sentences and people, they cannot buy one's mind and soul. This is because feelings are something superior and abstract, that could never be controlled by anyone's money.

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Actibated Sludge

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Activated sludge is a common method used to biologically treat municipal wastewater. The method was first developed in England in the early 100's. In 11, H. W. Clarke studied the use of microorganisms in the purification of sewage through aeration. Edward Arden and William Lockett followed by carrying out similar experiments. They determined that high levels of purification could be reached through this biological process. They also integrated the use of recycle to the aeration stage. Arden and Lockett reported their findings to the Society of Chemical Industry in 114. Since then, the theory of activated sludge as a wastewater treatment process has continued to develop in small steps to the present day.

The activated sludge method typically consists of a well-agitated and aerated reactor and a settling tank. Depending on the design, the reactor can either model a plug-flow reactor, or a CFSTR. If the reactor is designed to be long and narrow, it will model a PFR, while circular tanks approximate a CFSTR.

It was discovered that wastewater could not be purified solely by aeration, but that it needed to be activated by the living organisms that are contained in it. Thus, the sludge consists of undecomposed materials as well as living organisms. The sludge is recycled to the reactor, but overgrown sludge is known as excess sludge, which needs to be disposed of. A schematic of a typical activated sludge process is shown in Figure 1.

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Figure 1-A schematic representation of an activated sludge process

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The activated sludge process has been extremely successful in treating wastewater, in spite of all the variable process conditions that can make purifying water complex. The process has the potential to metabolize a wide variety of organic compounds and can also remove compounds containing nitrogen, sulfur, phosphorus, etc. There are many variations of the process that have been developed to increase purification, such as membrane-coupled systems, and high purity oxygen systems. Some argue that activated sludge is the best method compared to all other biological processes, from both a technical and economical standpoint.

Overview

As mentioned before, wastewater treatment is a very complex process. Wastewater is made up of a vast amount of different compounds and solids. The purification process often includes a primary treatment before the wastewater even enters the sludge tank. The primary treatment may involve some type of screening or filtration to remove large solids. It also may involve conditioning treatments to adjust the pH, or add specific nutrients, which will be vital to the growth of cells. This treatment can remove 45-60 percent of the suspended solids, and even higher removals can be reached with chemical additions. After the primary treatment, the wastewater is then fed to the sludge tank. The activated sludge process generally occurs in two steps. The first step is the transformation of the contents of the wastewater into the activated sludge, and the second step involves the separation of the sludge from the cleaned water, typically through sedimentation.

The contents of the wastewater can be transformed into activated sludge by hydrolysis, adsorption, enmeshment, accumulation or storage. Larger solids that are found in wastewater generally are transformed through adsorption or enmeshment. Colloids, which have a diameter of approximately 10- microns, mostly adsorb on sludge flocs, while larger particles tend to become enmeshed in the void spaces between the sludge flocs. Accumulation, like enmeshment and adsorption, is a fairly fast process. It involves the uptake of small organic molecules. Experiments have shown that mono- and disaccharides, lower fatty acids, alcohols, amino acids, and other similar substances can be accumulated under rich nutritional conditions1.

Hydrolysis and storage, on the other hand, are rather slow processes. Hydrolysis is a process in which surface bound substrate is utilized by the cells. This process transforms some particles into a solved matter, typically a degradable organic matter. Solved matters can then be further transformed either into new cell substances by the bacteria or can be oxidized.

Once the wastewater components have been transformed into the sludge, it then moves on to the final clarifier. The sedimentation process heavily relies on the formation of flake-shaped sludge flocs in order to be efficient. The flocs then settle to the bottom of the clarifier where they thicken and are scraped into the withdrawal cone. The sludge is then recycled back to the sludge tank, while the excess is removed. The cleaned water effluent is removed from the process.

Terminology

Several parameters are of great importance in the understanding and designing of an activated sludge process. One of these parameters is the degree of biological oxygen demand, BOD. The BOD is typically reported for a 5-day time period. To find the BOD5 for a sample of wastewater, the sample is seeded with bacteria and is incubated at 0°C for 5 days along with an unseeded blank. The BOD5 is then calculated according to Equation 7.

()

Another important parameter that needs to be considered when designing an activated sludge process is the MLSS, or mixed-liquor suspended solid concentration, which represents the concentration of activated sludge in the sludge tank. The MLSS is often determined through filtration, with a pore size of 4.5 microns, followed by drying at 105°C, although this does not represent the actual solid concentration, it is a good approximation4.

Design

Contracted engineers do the design of most activated sludge process plants, however, they are restricted by state standards. A guide often used is The Water Pollution Control Federation (WPCF) Manual of Practice 8 (MOP 8)1. Most standards are used to control the amount of certain compounds in the effluent of the treatment process. These standards are set up by local and state agencies and are designed to meet current U.S. EPA Standards.

The first step in designing a purification process is to determine the type of wastewater that needs to be treated. For existing plants, this can be accomplished by studying past plant data. For new plants, however, much of the criteria need to be estimated based on the population. Table 1 shows typical characteristics of wastewater in the United States. It also is necessary to consider the recycle stream of the sludge. The recycle stream can increase toxins in the effluent by as much as 0%.

Concentration

ItemWeakMediumStrong

Biochemical oxygen demand(BOD)5, mg/l1100400

Chemical oxygen demand (COD), mg/l505001000

Suspended solids, mg/l

Total100050

Volatile8016575

Settleable solids, mg/l5100

Nitrogen (as N), mg/l

Organic8155

Ammonia1550

Total04085

Phosphorus (as P), mg/l

Organic15

Inorganic510

Total4815

Table 1-United States Wastewater Characteristics 1

In designing an activated sludge plant, the main tasks are to design the sludge tank and the clarifier, which will be discussed here. However, it is also important to note that in the final design of purification plants, the engineer must also design certain accessories, such as aeration diffusers and return sludge pumps.

When designing a sedimentation tank as a clarifier, both depth and shape need to be determined. Typically, the shape of the clarifier is either circular or rectangular. Most often rectangular clarifiers are used in large plants, or in plants that do not have a lot of space. Table compares the most documented circular clarifier, known as a "deep circular clarifier with a center flocculation well", to the most documented rectangular clarifier, a "Gould clarifier".

Deep, Center Floc CircularItemGould Rectangular

15-0 ftSidewater depth1 ft

Difficult, erraticScum/floating solids removalEasy, complete

GoodEase of covering odor/VOC controlExcellent

HighHead loss for flow distribution among clarifiersLow

HighSite requirementLow

NoCommon wall constructionYes

Table -Comparison of a Rectangular and Circular clarifier 1

Typically, state regulations set a maximum surface overflow rate, SOR. In most instances, the smallest clarifier that meets the state regulations for SOR is an efficient way to design the clarifier.

The main unit that needs to be designed in a purification plant is the activated sludge tank. Designing an activated sludge tank utilizes the rate expressions for cell growth and substrate use, and material balances for both the biomass and the substrate. The Monod equation can be used to approximate cell growth in the system.

(1)

where

m=Specific growth rate

mmax=Maximum specific growth rate

Ks=Saturation constant

S=Substrate concentration

Figure shows the flow rates and concentrations of both the cell mass and the substrate

in an activated sludge system.

Figure -Flow rates and concentrations used in material balances 7

By writing mass balances for the biomass and the rate-limiting substrates around the sludge tank

and the clarifier, an equation to determine the volume of the sludge tank can be derived 7.

()

where

V=Volume of sludge tank

F=Feed flow rate to sludge tank

=Substrate yield coefficient

=Solids' residence time

kd=Tate of cell death

X=Concentration of cells

S0-S=BOD5 removal rate

Thus, for a specified BOD removal rate, it is possible to determine the volume of reactor required.

As of 11, the depth of most typical sludge tanks is approximately 15 ft, or 4.6 m. However, more recent studies have shown that deeper reactor tanks may be equally efficient while consuming less space. Gnirss and Frolich conducted studies on both 10 and 15 m deep reactor tanks from 10 to 15. It was determined that sedimentation as the clarifying process would not work with deeper reactor tanks, so experiments were conducted with 10 and 15 m tanks with dissolved air flotation unit as an alternative clarifier. The 15 m tanks were found to be too costly, however, the 10 m tanks seem to be a good alternative to conventional purification processes. Some advantages of the deeper tanks with flotation are that they take up less than half the area of the typical sludge tank, the return sludge volume is very small, and there are not any problems with scum on the secondary clarifier. The only disadvantage is the small amount of experience with the deeper tanks. At the time of publication of the experiments, no full-scale plant of this type exists, although the authors reasoned that scale-up of their pilot plant should work at least as well .

Variations

Improvements are constantly being developed to advance the quality of wastewater treatment plants. For example, high-purity oxygen is often used in place of air to improve the quality of the purification system. Another improvement that has been found is the membrane-coupled activated sludge process, MCASP. This process uses the typical sludge tank, but varies from the conventional process in that it uses membrane filtration as a clarifying process rather than sedimentation. The MCASP can either have the cross-flow microfiltration unit located outside of the sludge tank or directly within. Figure gives a schematic of both configurations.

Figure -Schematic representation of MCASP with external (a) and internal (b) membrane filtration 4

The MCASP require cross-flow to ensure that the membranes are not clogged too quickly. The main advantage of using a MCASP is that higher quality effluents can be achieved. This is because there is a complete separation of solids due to the membrane depending on the pore size. The main disadvantage of this system is that it requires almost double the energy as a sedimentation system. Thus, each plant must be considered independently to determine if it is cost-efficient or not to install a MCASP4.

The addition ozone has also proved useful in the advancement of wastewater treatment. When ozone is added to the sludge tank, it increases its biological degradability. Therefore, the amount of excess sludge can be greatly reduced through ozonation. The process involves sludge digestion and wastewater treatment that are conducted simultaneously in the same sludge tank. Figure 4 shows a schematic representation of the ozonation process. Studies have shown that in most wastewater can actually be treated without any excess sludge. More recent studies have found that intermittent ozonation can be used in place of continuous ozonation in order to cut expenses, while still greatly reducing the amount of excess sludge6. Another advantage to ozonation is that it improves the settleability of the sludge.

Figure 4-Schematic Representation of an ozonation process 8

Separation Problems

Several problems can occur in the sedimentation tank. If the sludge to does not exhibit certain qualities, such as fast settling velocities ( 1m/h), leaving a clear supernatant after settling, and not rising within a - hour period after settling, the efficiency of the system is greatly damaged. Dispersed growth is one problem that might occur in the sedimentation tank. This occurs when the bacteria do not form flocs and instead grow in small clusters. The small clusters then are able to rise out of the settling tank with the effluent. This problem, however, rarely occurs in industry1.

Pinpoint flocs are similar to dispersed growth in that they are small flocs that escape with the effluent. Pinpoint flocs are generally flocs with a diameter that is less than 100 microns. They can occur from a low production of glycocalyx, which helps to form a polymetrix matrix of firm sludge flocs that aids in keeping the small flocs from escaping.

Rising sludge also creates a problem since the sludge is not settling to the bottom. This can occur due to either a high adsorption of oils and fats or from the occlusion of gasses. Non-filamentous bulking is a condition where the sludge loses its ability to flow. Yet another possible problem that can occur in sedimentation is filamentous bulking which leads to foaming.

Environmental Concerns

As mentioned before, the EPA regulates the amount of certain pollutants, such as nitrogen, phosphorus, and sulfur that can be contained in the effluent and released into the environment. These pollutants are originally contained in proteins, which are found in the influent to the sludge tank. When the bacteria degrade the proteins in the wastewater, certain inorganic products are released. Table summarizes these inorganic products. A high concentration of some of these inorganic substances can have an adverse affect on the surrounding environment.

Element Contained In ProteinsInorganic Product Released

CarbonCarbon Dioxide (CO)

HydrogenWater (HO)

NitrogenAmmonium Ion (NH4+)

OxygenWater (HO)

PhosphorusPhosphate ion (PO4-)

SulfurSulfate ion (SO4-)

Table -Inorganic Products released from the oxidation of Proteins

Nitrogen can lead to an assortment of environmental problems. Released nitrogen leads to a depletion of dissolved oxygen. Nitrogen follows the path shown below where each ammonium ion consumes two molecules of oxygen gas before it is converted to a nitrate ion.

NH4 + O NO-

NO- +O NO-

Nitrogen can also lead to the toxication of fish and other aquatic life. Ammonium, nitrite, and nitrate ions are among the most toxic. Nitrogen wastes, as well as phosphate ions, greatly contribute to eutrophication, which is the premature aging of lakes and ponds. Since both of these wastes are nutrients to algae and other plant life, the disposal of nitrogen and phosphorus ions lead to the overgrowth of these plants.

While phosphate can be easily removed from sludge plants by precipitation with alum or possibly another flocculant, nitrogen requires an extended aeration along with periods of anoxia. This leads to denitrification in the plant. However, this and other known methods are extremely costly. One interesting new finding in the area of nitrogen removal is the possibility of using wetlands to enhance the natural process of bacterial denitrification5. There exist bacteria that can naturally convert nitrite and nitrate ions into the harmless nitrogen gas. The nitrogen gas can then be released into the atmosphere. While wetlands may provide a cost-effective way to remove nitrogen from the effluent of wastewater treatment plants, they do require a lot of space and only are appropriate for specific locations.

Conclusion

Activated sludge as a municipal wastewater treatment has proven to be a very efficient way of purifying wastewater. Although, some problems can occur with this process, many of them have been overcome due to the lengthy history of this type of purification. With added technologies of ozonation and deeper sludge tanks, activated sludge can only improve as a cost-effective way to treat municipal wastewater.

References

1Eckenfelder, Wesley W., and Grau, Petr. 1. Activated Sludge Process Design and Control

Theory and Practice. Technomic Publishing, Lancaster.

Gerardi, Michael H. 00. Nitrification and Denitrification in the Activated Sludge Process.

Wiley-Interscience, New York, NY.

Gnirss, R. and Frolich, A. Peter. 16. Biological Treatment of Municipal Wastewater with

Deep Tanks and Flotation for Secondary Clarification. Wat. Sci. Tech. (4).

4Gunder, Berhold. 001. The Membrane-Coupled Activated Sludge Process in Municipal

Wastewater Treatment. Technomic Publishing, Lancaster

5Horne, Alexander. 15. Nitrogen Removal from Waste Treatment Pond or Activated Sludge

Plant Effluents with Free-Surface Wetlands. Wat. Sci. Tech. (1).

6Kamiya, T. and Hirotsuji, J. 18. New Combined System of Biological Process and

Intermittent Ozonation for Advanced Wastewater Treatment. Wat. Sci. Tech. (8).

7Shuler, Michael L. and Kargi, Fikret. (00). Bioprocess Engineering, Basic Concepts.

Prentice Hall, Upper Saddle River, NJ.

8Yasui, H, Nakamura, K. Sakuma, S. Iwasaki, M, and Sakai, Y. 16. A Full-Scale Operation

of a Novel Activated Sludge Process Without Excess Sludge Production. Wat. Sci. Tech

(4)

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Internet Democracy -The new Media

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The origins of the Internet dates back to the late 160's when the US Defence Department developed a command communication system for military contractors and universities doing military research to exchange information. The system known as the Arpanet sends packets of information off in the general direction of its goal, leaving routeing equipment along the path to forward the packets by whatever route is available. In the late 70's Arpanet was adopted by the US National Science Foundation to create the early Internet. The usage of Internet first started with Universities being connected to super computers. This enabled information retrievals. JANET or Joint Academic Network, similarly to the Internet was developed in Britain however its employment was incompatible (Holderness, 1).

Today, the Internet is one of the largest communications network. More than 1 million people around the world have access to the Internet and the percentage is increasing by 10 per cent every month (Holderness, 1). With the access of Internet, people are now able to communicate with geographically distant acquaintances through the usage of email, distribution list and chats on a minimal cost. The World Wide Web provides a vast sphere of information from education, entertainment, infotainment, business and so forth. With the emergence of the Internet, our lives have become an easier one. Thus this paper discusses the effects of the Internet on society in terms of public sphere.

Before attempting further on the question, it is first necessary to understand the words used. The word 'Public' has profound meanings to it; Public as the non-private, public as general and public as communal. Public denotes openness, community,

citizenship, discussion and debate. This is perceived through the media. There are two important ways in which the media serve public functions. First, by bring information and issues out in the open by constituting publicity. For instance matters concerning political corruption or disputes are publicised on the grounds of people's right to know. Second, by having multiple forums in which issues can be discussed or debated, or also known as the public sphere. According to Grossberg and Whitney, both functions are essential in a democracy if the meaning of democracy is the manifestation of the public will. Public will here means what the public wants and needs and the very issue of public is related to very the issue of democracy (Grossberg et al, 18).

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It was during the bourgeoisie period that the democracy level increased. According to Habermas, the development of public sphere as a social institution in seventeen and eighteen centuries was an important factor in the transition from monarchy to parliamentary democracy. In Germany, England and France many educated and well to do citizens gathered in coffee houses and salons to discuss affairs of the state. Consensual decisions from rational arguments were made based on merits and not the status of its creators. One of the main principals to Habermas' concept on the public sphere is that the forum should be accessible to as many people as possible so that vast social experiences can be expressed and exchanged (Verstraeten, 16). Habermas' theory on public sphere relates similarly to Internet or the now called new media.

In today's society, the Internet plays the same role in contributing democratic functions. It has allowed equal opportunity for its user to share information. The Internet has functioned as a medium without imposed limitation like the newspaper or the

television. Anyone and everyone are now able to publish their work and views on matters of their interest on the World Wide Web. This has indirectly raised press freedom via Internet (O'Brien, 1). Where most countries are concern, media restrictions by the government have suppressed press freedom. Take Malaysia for example, with the implementation of repressive laws such as the Printing Presses and Publications Act, journalist are constrained from reporting governmental disputes or misconducts although it might be of the public interest (Printing Presses and Publications ACT, 001). This has caused journalists' to go against the fundamental principle of journalism, which is respect for truth and the right of public to truth. As result, most journalists resolved in writing commentaries on the Internet. Steven Gan a former journalist with the Sun Newspaper is an example of a journalist who opted for Internet publishing. With a corporate slogan that reads 'only the news that matters' attracted huge number of readers who wanted in-depth news and details that most mainstream media would not report on. This has allowed readers the opportunity to obtain news from other means and sources and not just depending on mainstream medias. This form of freedom is important in creating democratic public sphere.

The Internet has also brought great changes in workplaces. It is quite evident that the emergence of the Internet has replaced places like libraries. It is much more easier for users nowadays to retrieve information through the Internet on whatever matters or issues that they are looking for. The cost effectiveness and dissemination of countless documents and the effortless updating of those documents initiated the use of Internet in the government and political sector. The Thomas system in the U.S, is an example of

Government maintained website that allows Internet users to freely obtain federal legislative information's. The Thomas system offers information on legislation of bills and amendments, congressional records, session calendars and reports, historical documents and etc. The public has now the access to governmental data and electronic documents of any states in America. Feedbacks, opinion columns and online forums in the Thomas system enable two-way interaction between public and the respective parties involved. This is a form of a civil public sphere on the Internet (Thomas, 00).

Most of the professional sectors such as the Legal sector have the access to legal databases. The Lexis legal database has over 000 judgement recordings since 145. This allows lawyers to trail every single legal precedent. According to Holderness, ventures such as this makes the information that already exist on paper an interesting and easier one. Computerised systems not only holds immeasurable amount of up-to-date information's but also allows quick and easy access to the selected body of knowledge (Holderness, 1). This is why most organizations settle for online data storing as compared to the traditional document file storing, which probably will not or have little access to the public. Thus it is agreeable to say that the whole market sectors are being transformed by the spread of information technology (Grieves, 18).

According to Habermas, a full functioning public sphere is of two way communication and discussion. Some scholars argue that Internet does not provide two-way contentious discussion on social or political issues. This however, is proved wrong by a research done by the Canadian Radio, Television and Telecommunications Commission (CRTC) with the assistance of McLuhan Program at the University of

Toronto by establishing its first public online consultation website. The website offers discussion forums mostly on social issues. The website attracted over 00 active contributors, of all ages, both men and women of various cultural background, from rural as well as urban and people of different levels of experience with the Internet. The contributors generally posted short thoughts however some developed greater opinions and engaged frequently on debatable issues. The CRTC study proves that not only the Internet initiates the engagement of citizens on matters that affect public interest but also allows greater public involvement than holding face-to- face hearings (O'Brien, 1).

According to Grieves, the development of the information superhighway will lead to changes in society in the way we work and interact with others. It is also said that the new media is capable of reinventing the public. Emails and web chats have replaced the conventional way of writing letters and making telephone calls. This is again due to its timeliness and cost effectiveness. Nowadays, people rely on emails to keep in touch with their loved ones who are away as compared to writing letters that would probably take weeks to receive. The same applies to greeting cards. People prefer sending online greetings during festive seasons because online greetings offers better features like audio and graphic effects as well as personalised images and messages.

Much speculation has been said about the emergence of Internet. While some say that the Internet is a democratic public sphere, others argue that Internet is one of the contributing factors in the decline of civic engagement and other social problems. Civic engagement is the voluntary participation of individuals in the social and political issues of their community (Greene, 18). In Putnam's argument of blaming television as the

cause of decline in civic engagement, many media scholars like Peter Dahlgren also agrees that the increasing prevalence of the mass media like the Internet erodes the critical functions of the public (Grossberg et al, 18). In Putnam's argument, he claims that television watching is the only leisure activity that inhibits participation outside the home. The study on American Television viewers' estimates the time spent on television watching is about four hours a day and thus TV viewers are homebodies. Besides that Putnam also argues that heavy television watching induces passivity as well as increasing pessimism about human nature. Thus it is assumed that the Internet will have the same effects of the television. What people fail to understand is that the Internet like the telephone enhances social participation whereas television only allows passive viewing.

In a study done by The Carnegie Mellon University, it is found that interpersonal communication is the dominant use of the Internet, followed by researching for educational purposes and finally entertainment like online shopping and so on. The two-year study that tracked the social participation of 56 members, all from different level of experiences of the Internet as well as different cultural backgrounds revealed that there were no differences between internet users and non users memberships in religious, leisure and community organizations or in the amount of time users and non users reported spending communicating with family and friends (Kraut et al, 18).

Although there is little evident that proves the decline in civic engagement is due to the new media, other form of problems do arise because of the Internet. One of the prevalent issues is about copyrights and piracy. The Internet being left free without restrictions or any regulations has meant that anyone can post, copy and edit anything on

the Internet. Due to this some industries like the music industry for example is being affected the most in terms of sales. With websites that offer free downloads like the Napster, Kazaa, bearshare and so on, allowed users to obtain their favourite songs without even spending money. This may sound good to most of us as user and consumers but what about those artist and musicians who devote their lives in singing or composing just to earn a living or to achieve their dreams. Don't they need recognition for their work? Another severe problem with the new media public sphere is that it encourages verbal violence. Since on line communication can be anonymous and users cannot be held physically accountable for their words, they tend to be verbally abusive when certain discussion gets heated up. This sometimes discourages the very formation of democratic debates or decision especially among women, as they tend to be the obvious victims (Hunter, 18).

Besides the music industry, another problem with the Internet being left free has caused the exploitation of cyberpornography. Cyberpornography has become a blooming business on the Internet today. In 11, Robert Thomas was tired of moving furniture's for a living so he decided to make money from his computer hobby. Thomas designed a bulletin board and posted 1 photos on it and charged for access. Within three years time he was already making USD 800 000 a year. In 14 however Thomas was arrested when a government agent found Thomas' website (Vivian, 18).

Like Thomas, there are thousands or maybe millions of people hosting websites that promotes cyberpornography. Some authorities argue that cyberpornography should

be eradicated because the exposure of it might affect the social well being of a child who views it, since anyone with a computer connected to a modem is accessible to these sites.

This brought about the proposal of the Communications and Decency Act 16 that imposes fines and imprisonment to anyone making indecent material available to minors online. The law however was eliminated because of the limitations on materials that adults can put on and read off the web. Hence credit card verifying system was implemented where by most sites could only be accessed once the credit card number is verified. While most cyberpornography websites adhere to the system there are also other small sites that promotes free tours of the website before credit card verifications as well as free downloads for newcomers. Since the Internet holds thousands of websites, it is difficult to regulate or even identify these sites. Thus the democratised public sphere of the Internet is often misused (Vivian, 18).

Fytton Rowland in his paper on Policy Issues in Electronic Publishing argues that some of the information posted on the Internet is of less or no quality. Since all publications exist in digital form in some time during their production, many publications are printed indirectly from the author's original keystrokes. He also states that electronic publication will be very different for the different classes of publication such as the scholarly literatures. According to Rowland, scholarly literature represents humanity's collective memory of its most advanced intellectual achievements. Thus he feels that it is important to preserve the unique features of scholarly literature and not sacrificing it for technological advancement (Grieves, 18). Imagine works of Shakespeare being posted on the Internet, and if any modification occurs while its re-publication on the Internet, the

credibility of the literature might be lesser. Internet user might not know the originality of the literature. Rowland states that it is usually easier to differentiate between a scholarly

journal and a popular magazine on the same subject but in the electronic media the distinction between formal and informal communication is becoming less clear. He then relates it to the functions that the library has performed over the years by preserving most

of the intellectual heritage. Materials on the World Wide Web are easy to mount, easy to remove and easy to disappear thus it is difficult to preserve original versions and comment of a scholarly work on the Internet. He concludes by saying that the Internet is genuinely a democratic place but paradoxically if there is no quality control the medium becomes less, not more democratic (Grieves, 18).

It is no doubt to say that the Internet or the new media is an important component in creating the public sphere. Since the prerequisite of the Public sphere as explained by Habermas is the accessibility to a forum by everyone disregarding social status so that view and arguments can be exchanged and confronted through rational discussions, meets what the new media has to offer. Although much speculation about the pros and the cons of the Internet is discussed, the myriad significance of it is incomparable to any other media. It is quite obvious that the number of Internet users all over the world is tremendously increasing due to the fast economic growth and technological development in most countries. Most people are switching to the Internet to obtain news, to check stock exchange rates, weather forecast, bank account balance and so forth. Hence the emergence of Internet is changing our conventional habits and thoughts therefore the Internet can also be useful in influencing public opinion as well as forming action in the public interest. It is important to have a democratised medium such as the Internet for the public to voice out their views and opinions. Information, opinions and discussions that the Internet provides are vital in achieving a civil society. The efficiency of the public sphere can only be achieved when civil societies make full use of the new media.

(700 words)

References

O'Brien, R. (1). Civil Society, The Public Sphere and the Internet. [Online]

http//www.web.net/robrien/paper/civsoc.html

Verstraeten, H .(16). The Media and the Transformation of the Public Sphere

[Online] http//www.vub.ac.be/SCOM/cemeso/paper-uk.html

Hunter, C. (18). The Internet and the Public Sphere Revitalization or Decay?

[Online] http//www.asc.upenn.edu/usr/chunter/public_sphere.html

Grieves, M. (18). Summary. In M. Grieves (Ed.), Information policy in an electronic age (pp. 11-44). Bowker- Saur British Library

Grossberg, L. Wartella, E. & Whitney D.C (18). The Media and the Public. In L. Grossberg, E. Wartella & D.C. Whitney, Media Making Mass Media in Popular Culture (pp.57-74). London, Sage.

Vivian, J. (1). Media of Mass Communications, Fifth Edition, Allyn and Bacon, United States of America.

Kraut, R., Lundmark, V., Patterson, M., Kiesler, S., Mukopadhyay, T. & Scherlis, W. (18). Internet Paradox A social Technology that Reduces Social Involvement and Psychological Well-Being. [Online] http/www.apa.org/journals/amp/amp5107.html

Holderness, M. (1). Down and out in the global village. New Scientist (pp.6-40).

Greene, S. (18). A World of Difference The chronicle of Philanthropy [online]

http//www.nonprofit.com/premium/articles/v11/i0/000101.htm

The Thomas Website (00). [Available online] http//www.thomas.com.

The Printing Presses and Publications Act 184(ACT 01) & Rules And Deposit of Library Material Act 186(ACT 1) 001. Kuala Lumpur International Law Book Services.

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Marketing

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Executive Summary

This report is designed to explain and evaluate a company's marketing strategy in a competitive industry. The whole report briefly introduces the company's background and its product. Through the analysis of the product life cycle and the explanation of why brand is so important especially in a maturity period, this report lists all efforts that have been done by Colorado to build its brand to stay longer in the maturity period. In particular, the report lists the process of targeting market and describes the positioning strategy and results. Pricing process and strategy is also mentioned in this report. While introduce the factor when pricing, the most suitable solution like value pricing has to be adopted to retain customers and defeat competitors. As a part of marketing, distribution channel has to be identified clearly as Colorado has done. In Colorado's case, it looks simple because it is conducting a direct marketing strategy. Through tracking the promotion mix that are currently using by Colorado, it is suggested that much more efforts such as strategic database and staff training should be done to enhance its IMC plan.

1.0 Introduction

Marketing is extremely important and necessary in today's business world. For a company in the shoes and apparel retail industry, the threat is not largely from external environment like competitors but from itself. If it cannot conduct marketing as a scientific way, the company may have no possibility to survive in the competition. That is why many selling concept holders disappeared although they do have experience a short honeymoon. Colorado's marketing practice is attractively because they hold the marketing concept and conduct their own marketing. Through the analysis below, it can be seen that brand, target market, positioning, pricing and integrate marketing communications are always the concern gone through its marketing practice. Obviously the company will continue to stick on the way to implementing marketing practice.

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.0 Company Background & Product Analysis

Colorado Group is Australia's largest specialty footwear retailer as measure by the number of retail stores. It operates over 00 retail outlets across Australia, principally under the names Mathers for Shoes, Williams the Shoemen, Colorado Adventurewear, ¡®Lynx', ¡®JAG' and ¡®DKNY'. Of late, the company acquired a new brand called ¡®Diana Ferrai' which was one of Australia's favorite womens footwear brands. After the introduction of its ¡®Colorado Adventurewear' brand in 1, Colorado has expanded its products into both specialty footwear and apparel categories.

Obviously Colorado's products should be classified into consumer goods. However, if identifying Colorado's products in detail, they can be attributed to specialty goods because they are with unique characteristics and brand identification that consumers are willing to pay extra to get the products. While many marketers classified product into three levels that is core product, actual product and augmented product, Kotler (000) identified that in planning it market offering, the marketer need to take account of five levels of the product including core benefit, basic product, expected product, augmented product and potential product. Core benefit is the most fundamentally level. For Colorado, the core benefit is that customers can enjoy outdoor fun by spreading themselves. At the second level, the marketer must turn the core benefit into a basic product. Colorado's basic products can be divided into seven product categories Men's tops, men's bottoms, men's shoes, accessories, women's tops, women's bottoms and women's shoes. At the third level, the marketer has to prepare an expected product to meet customer's minimum expectation. On the one hand, Colorado has expanded it product categories through a series of acquisitions. On the other hand, the company continuously makes efforts in maintain its product quality. Both efforts enable Colorado to get expected product to satisfy its customers. At the fourth level, Colorado prepares augmented products that exceed customer expectations. For examples, knowing that consumers are becoming more and more aware of protecting environment, Colorado use only recycled package to meet consumer's expectation. As to warranty, the company promised to guarantee its product to the last. In addition, all Colorado stores are designed to present a natural and outdoors image to stimulate customer's sense. At the fifth level stands the potential product. Colorado never stops its effort in searching for new ways to satisfy its customers. Colorado has established a strong presence on its web. Although sales volumes remain small, this attempt has proved an important avenue to build relationships with Colorados loyal customer base.

As table 1 shows that Colorado's product-mix consists of four strong product lines tops, bottoms, shoes and accessories (See table 1). These product lines are consistent insofar as they are consumer goods go through the same distribution channel and perform very close functions for the buyers.

Table1 Product-Mix Width and Product line length for Colorado

ProductLineLengthShoesTopsBottomsAccessories

Mathers ColoradoColoradoColorado

WilliamsColoradoDianna FerraiDKNYJAGDKNYJAGDKNYDKNY

Source Modified by Product-Mix Width and Product-line length for P&G Products, Kotler, P., Marketing management, the millennium edition, 000, pp.

.0 Branding

As above introduced that Colorado has build up a series of brands. For example, its ¡®Colorado adventurer' brand emphasis on outdoor lifestyle. In fact, the company has adopted multi-brand strategy since the very beginning. Brand ¡®Mathers' offers customers branded, quality footwear at mid to upper price. Its primary target customers are families who look for variety, familiar brands, fashionable styles and attentive service. ¡®Colorado adventurewear' is a concept embracing the values associated with a casual outdoor lifestyle. It was designed for everyday wear that is relaxed, natural and durable. Others like ¡®Williams', ¡®JAG¡± are all connected with each other at different level. Multi-brand decision has brought a lot of gains to Colorado Group. Firstly, multi-brand can enhance customer's loyalty by capturing customer's attention. For example, customers who like ¡®Colorado adventure' will be more likely to accept ¡®JAG'. Not only because ¡®JAG' are similar to ¡®Colorado adventure' by demonstrating leisure lifestyle, but also people would be more likely to agree that the similar brand have similar value that they can enjoy. Secondly, creating new brand develops efficiency within Colorado Group. Brand mangers compete to outperform each other, while resources like human capitals and fixed assets can be used more efficiently. Finally, a multi-brand strategy can attract more customers because each brand can attract a separate following. While ¡®Colorado adventure' attracts customers mainly aged from 18-5, ¡®Mathers' attract family members at different age. As a result, the more customers Colorado have, the more profit it can earn.

4.0 Product Life Cycle Stage

It is true that management is aware that each product will have a life cycle, although the exact shape and length is not known in advance. General speaking, firms that selling shoes and apparel should be put into maturity stages. The reason is the product has achieved acceptance by most potential buyers. From this point, Colorado is staying at the maturity stage (see table ).

Table

Source Modified by Sales and product life cycles, Kotler, P., Marketing management, the millennium edition, 000, pp. 04

In this period, the sales growth seems slowdown and the profits stabilize or decline because of increase competition. As Kotler (000) said that branded products could have a short or long product life cycle, well-built brand have a very long product life cycle. The problem for Colorado is how to cope with the problem of marketing the mature product. In practice, to ensure they can stay longer in the maturity stage Colorado has adopted a chain of strategies

lDevelop new brand product to attract customers From ¡®Mathers' to ¡®DKNY¡±, the company continues to develop related brand.

lOffer customers added value to satisfy customers For examples, ¡°Vanilla and chocolate biscuits are placed on the counter to provide customers with complimentary gift.¡±

lFocus niche market to avoid extensive competition while many other garment retailers compete on a widely range, Colorado advocates the concept of outdoor life and thereby develop a new brand called ¡®Colorado adventurer'. People between -5 are the mainly customer they aim to.

5.0 Target Market

As a retailer, Colorado realized that it could not make consistent decisions on product assortment, store decor, advertising messages and media, price, service level. In order to target its market, the company has taken account of many aspects such as geographic, demographics, psychographics, benefits sought and lifestyle characteristics.

uGeographic segmentation Colorado divided the market into different geographical unit. In Australia, Colorado has opened 74 stores in QLD, NSW, ACT, VIC, TAS, SA, WA and NT. Meanwhile the company set up 6 stores in neighboring country New Zealand.

uDemographic segmentation Colorado marketing managers has targeted their customers primarily on women and men between -5 years and secondarily on people above 5 years. As to income factor, Colorado aims to middle income class. No particular attention has been given to education, religion and occupation aspects.

uPsychographics segmentation Colorado positions its products to serve for people who are ambitious, adventurous and have active lifestyles. Because demographics show that people aged between -5 who usually have stable income are more likely to enjoy a leisure lifestyle.

uBenefits segmentation Colorado classified buyers according the benefits they seek. Those who travel for adventure may like ¡®Colorado adventure', while family members may accept the offer form ¡®Mathers' because of its reasonable price. Fashion followers would prefer ¡®DKNY' and ¡®Dianna Ferri' because of the modern design and lovely color.

6.0Positioning

As Colorado has decided which segments of the market it will enter, the company thereby decides what position it wants to occupy in those segments. Although it has developed different brands to assist its overall performance, the company basically positioned their products with leisure lifestyle. Firstly, Colorado positioned their products at the middle-price/high quality level in the market segmentation. To ensure its high quality, Colorado's shoes are made of natural fibers, which can last the product life. Secondly, Colorado can smoothly expand its sales because Colorado's target market results in a sufficient number of buyers with strong purchasing power. Thirdly, Colorado uses differentiate strategy to position its product as a symbol of outdoor lifestyle. The product lines range from fashion apparel to footwear and accessories, designed for everyday wear that is relaxed, natural, durable and original. Unlike sports brand, Colorado's products make people feel more leisurely and comfortable.

7.0Pricing

Colorado uses not only one kind of pricing strategy. On the one hand, rather than develop single products Colorado develops a series of product with different brand. Naturally the company adopts product-mix pricing, which means a retail store of Colorado carries different brand at different prices. Customers will associate comparatively low, middle and slightly high products with different brand and different price points. For examples, the price of ¡®Mathers' shoes is slightly lower than that of ¡®Colorado' although they have very similar costs. On the other hand, Colorado meanwhile adopts high-value pricing strategy, which means its products have the same quality as those products covered by premium strategy but charge less. As shoe and garment marketing are very competitive today, Colorado continues its efforts in adding more value to customers. These values included

lAmazing shopping experience rustic, natural image was reflected in the shop; music and even goldfish was selected to make customers happy; little gift was used to tempt customers.

lOutstanding quality and long using life guarantee

There are some factors the company should consider when setting prices. First is selecting pricing objective, if the aim is to expand market share, it should consider a lower price. But if the aim is to maximize profits, then the concern should be raise the price. Second is reference price. Rosch (175) defined reference as the standard price against which consumers evaluate the actual price they are thinking. Colorado has to take account of this factor when it develops a new brand. Because consumers may compare the price of new brand with the reference price, and if they think the price is far excess the reference price they will not accept the new brand. Costs is another concern, if the costs of a new brand cannot support Colorado's high-value strategy the company must abandon this brand. Otherwise, it will finally suffer loss and lose the brand.

8.0Placement

Market channel decision is a critical concern in Colorado's business practice. As introduced before, the company has its own stores to sell its products. If consider only the number of intermediary levels Colorado's channel, it is actually a zero-level channel that means manufactures selling direct to customers. Table shows the types of channel flows, which include physical flow, title flow, payment flow, information flow and promotion flow.

Table

Source Modified by ¡°five different marketing flows in the marketing channel for forklift¡±, Kotler, P., Chandler, P., Gibbs, R., McColl, R., Marketing in Australia, nd, 18, Perentice Hall, Brunswick, pp. 441

As table shows that at the physical flow level the raw materials flow from suppliers via transportation companies to Colorado's warehouse and plants. Then the products flow to Colorado shops. Customers can thereby buy the products at the shops. As to the title flow, title to raw materials and components passes from the suppliers to Colorado plants. Title to the finished products passes to its own shops and then to customers. At the payment flow section, customers pay cash on counter or credit card through banks to Colorado shops, the shops collect money to Colorado manufacturers via bank transfer, and then Colorado sends the payment to its suppliers via banks. When consider the information flow, customers needs can be collected and sent to Colorado. Colorado can therefore produce the customer's favorite products and introduce new product information to customers. Finally, Colorado can promote their shops and product via advertising agency to increase its shop sales, while Colorado shops also use different promotion tools to attract more customers.

.0 Integrated Marketing Communications

Colorado is currently using an efficient promotion mix to reach the trade channels and the target customers. This promotion mix includes

lSales promotion coupons, discount given, seasonal sales are major tools that Colorado used to promote sales.

lAdvertising Colorado opts for advertising that is conducted in major cities, on buses and trams. In addition, they are considering run certain movie at cinemas to aim to target market. For example, Colorado has introduced a new television advertising campaign that targets 18-5 years olds. The aim is to position the label as a globally brand.

lInternet marketing An integrated marketing campaign incorporating online and in-store activity aims to recruit 100,000 online members and contribute 1% of sales in the first 1 months of 00. In-store activity includes promoting the URL on Colorado packaging, postcards. In its online presence, Colorado is providing shoppers with the opportunity to purchase online and earn discounts, free products and free freight.

lBrand management For each brand Colorado owns, it build a separately team to manage it efficiently. Brand mangers are given responsibility to develop brand images and expansion. However, the consistency within each brand is existed to enhance customer's loyalty and efficiently allocate company's resources.

The appliance of integrated marketing communications (IMC) has brought a significant success to Colorado. However, the company still needs to make further efforts to improve the power of IMC. On e is that Colorado must train all its employees in how to communicate. This is because customers responded more to employees' actions than to specific programs. Another is that the company must develop and enhance a strategic database to anticipate customer interests and improve customer satisfaction and retention. Internet marking that has been used in Colorado gives the company a chance to close customers and catch their preferences. If it has been efficiently used to enhance the database, the company will be more competitive than its competitors because they can respond quickly to meet customer's needs.

10.0Conclusion

True, Colorado is in the maturity period of the whole shoes and apparel industry. With the efforts of continuously brand development and integrated marketing communication, plus its accurate product position based on the understanding of its target market and its value pricing strategy, the company successfully penetrated its target market and retained its customers. Simply speaking, its success is based on its understanding to customers. The result is the company can stay in the maturity period longer to grasp sound profit. However, to compete and survive in a hard industry further efforts are suggested to do by the Colorado to enhance it IMC program. Thus, resource can be allocated reasonably to serve for target customers and thereby enhance efficiency and profitability.

11.0Bibliography

Online Source and Journal

1.http//au.biz.yahoo.com/p/c/cdo.ax.html [Accessed on 15 May 00]

.http//www.coloradogroup.com.au/ [Accessed on 15 May 00]

.http//au.biz.yahoo.com/p/c/cdo.ax.html [Accessed on 15 May 00]

4.Annual report 00, pp. 6 http//www.coloradogroup.com.au/investors_desk/financials/coloradoar0.pdf [Accessed on 15 May 00]

5.Larissa Kaye, Colorado moves into online arena, http//www.bandt.com.au/articles/e/0c00fe.asp [Accessed on 15 May 00]

6.B&T Weekly, 1 August 18

7.Rajendran, K. N., & Tellis, G., Contextual and Temporal Components of Reference Price, Vol. 58, No.1, January 14, -4

Books

8.Harker, M., Harker, D., Graham, P. & Baker, M., Marketing Trends in Australia, 1, Macmillan, South Yara, pp. 70,71,7

.Kotler, P., Marketing management, the millennium edition, 000, Prenhall, New Jersey, pp. 04,4,

10.Kotler, P., Chandler, P., Gibbs, R., McColl, R., Marketing in Australia, nd, 18, Perentice Hall, Brunswick, pp. 441

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Center stage

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Center Stage

Hello my name is Vanessa Phillips and I have had many embarrassing moments, such as the time at grad rehearsal when I forgot to shake the principals hand, now I know why we had a rehearsal! But one of my most embarrassing moments would have to be the year I was in choir.

I was an alto in the Annette choir, and this year we were doing really well. In fact we were doing so well that people from the Massy Hall spring concert came and auditioned us! Believe it or not we made it! I was so excited, because I would be performing downtown at Massy Hall.

Well the concert went exceptionally well, and we were so good that we were asked to do another concert at the North York Performing Arts Theatre. I couldn't believe it! The whole choir was really exited.

Well we got to the theatre and I was placed on the end of the first row for the standing setup. I thought that didn't really matter till the concert director came to me and told me that I had to walk across the stage and get the flowers for my conductor. Well when I looked to where I was supposed to get her flowers later on, there was no door! It was just a wall. Also we were the first choir to go, so I had to know how it was done. Well I was just about to ask how I was supposed to do this when the audience started filling in. I knew I was in trouble, but I thought I could do it without embarrassing myself incredibly (I was wrong). The announcer announced our choir, I was so nervous that I can only remember singing one of our three songs "This Little Light Of Mine". When we finished singing the two other choirs sang their songs. After they were done the announcer announced my conductors name and that was my cue! I walked as gracefully as I could towards a wall, but when the wall didn't magically open I turned back. But then someone shouted over here! I spun around and looked in amazement as my eyes saw that the wall was actually a very large door. At this point I could see that the audience was trying to suppress numerous giggles. I went and got the flowers and practically threw them at my conductor! But then just as I thought the ordeal was over, I turned around to sit down but tripped on my heels and did a face plant onto the floor. I can't really blame people for laughing out loud as I got up and hastily sat down, all I could do was grin like an idiot and wait for it to end. Luckily my family couldn't make it to that concert!

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Freedom

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Freedom is being free. This country is free. The constitution states the freedom of speech and religion. Doing whatever is of interest to you whenever you feel like doing it.

Yesterday I was passing through Mamou and decided to stop at the store. When I parked the car I noticed a man standing on the shoulder of the road across the street where I was. He was preaching about God. He said to the public, "when you need help, don't turn to alcohol or drugs. Turn to God. Ask him for help." I was shocked to see that he was a white man in a black man's neighborhood. I thought the police or a prejudice citizen would stop him or make him leave, but he continued to say what he had to say. I realized that he was expressing what he felt through his freedom of speech and religion.

I recently moved out of my parents' house for freedom. I am now free to take on new responsibilities and be my own boss. I can tell myself what needs to be done and no one can tell me otherwise. I go to school five days a week to further my education in becoming a registered nurse. On the weekends I go to work in Washington at the antique school mall. I depend on that job to pay my rent, phone bill, and insurance note.

I was born and raised in the Catholic Church. In high school, sometimes I thought of switching to Baptist because all of my First Baptist friends talked bout how much fun they have on their trips.

Not long after I turned seventeen, I got my weekend job at the antique mall. As a result of this job I wasn't able to make to church anymore. I felt bad because I had never missed church before, but I had to make a living.

I think parents should have to make the decision of where their child goes to school. The school board doesn't need to consolidate the schools to mix the black to white ratio. If the students want to be in a better school they should move.

Freedom is a choice. It would be wrong for someone to tell another person what religion they have to follow. A person should be able to speak what's on their mind without feeling ashamed or put down by other people. Citizens of this country should stand up for themselves. After all, that's what American freedom is all about.

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POPCORN HISTORY

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What is the history of popcorn?

Pop! Pop! Pop! Pop! Dont you love the smell of fresh popped corn? Popcorns history dates back over 5,000 years ago. Its believed by archaeologists and researchers to be the oldest of a group of five sweet corns; Indian corn, pod corn, popcorn, sweet corn and field corn. Ancient corn pollen (not popcorn variety) has been found and judged to be 80,000 years old. This pollen was found two hundred feet below where the site of Mexico City sits today.

Popcorn was originally grown in Mexico but somehow it had spread globally through India, China and Sumatra years before the first European explorers arrived on North Americas shores.

Popcorn ears over 5,600 years old was found in the Bat Cave in New Mexico in 148 and 150. The size of these ears of popcorn ranged from 1/ inch to inches long and are the oldest ears of popcorn known.

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Popcorn was popped by throwing it on sizzling hot stones tended over a raging campfire. Naturally, as it popped it shot off in various directions. The game was to catch the popcorn and the reward was snacking on it.

Grains of popcorn over 1,000 years old were disvovered on Perus east coast. Preservation methods of the Peruvian Indians was so advanced that 1,000 years later, this corn still pops.

The Indians of North and South America popped corn ,000 years ago. Teenage girls today would most likely balk at wearing popcorn to the prom but Christopher Columbus, in 14, observed West Indian natives wearing popcorn corsages as well as using popped corn to decorate ceremonial headdresses. Columbus noted in his memoirs that Indians sold popcorn to his sailors.

Cortez, another European global explorer, wrote in his diaries Aztecs decorated ceremonial garb with popped corn. He noted it symbolized goodwill and peace and how the Aztecs made necklaces and other ornaments for the gods statues with the grain, especially that of the god Tialoc, the god of rain, fertility and maize (corn).

An amazingly clear documentation of popcorn comes from an early account of a Spaniard. He records observations of a ceremony honoring the Aztec god watching over fishermen. They scattered before him parched corn, called momchitl, a kind of corn that bursts when parched and discloses its contents and makes itself look like a very white flower; they said these were hailstones given to the god of water.

French explorers, about 161 in the Great Lakes region, made mention in their documents the use of popcorn by the Iroquois. This popcorn was popped in pottery with heated sand. The Frenchmen took part in an Iroquois dinner that included popcorn soup and popcorn beer.

Popcorn was spreading through almost all tribes of North and South America by the time the Pilgrims arrived. Quadequina, a brother of Chief Massasoit of the Wampanoag tribe brought popcorn to the first Thanksgiving dinner in Plymouth, Massachusetts. The Indians brought popcorn to many of the meetings with colonists as a goodwill gesture - kind of like their contribution to the potluck meal.

Ancient poppers made of soapstone, pottery and metal have been found in Indian excavation sites. Most of these have tripod legs and are large clay containers with lids to be set directly in the fire. They were used with and without oil, depending on preference.

Some Indian tribes discovered the delicacy of popping oiled popcorn while it was still on the cob. Somehow the corn stayed attached to the cob and it was eaten in the same manner as corn on the cob. This is the ancestor of buttered popcorn. The Winnebago Indians have a long history of enjoying popcorn on the cob, stabbing a stick through the cob and holding the ear close to the fire.

During this time, crude popcorn poppers were being invented. Some were small mesh baskets fashioned with a handle made by blacksmiths. Poppers have been found measuring up to eight feet across to handle large amounts.

The colonists loved popcorn so much they served it with sugar and cream for breakfast. This was the very first puffed breakfast cereal.

Popcorn carts were seen on every street always following the crowds after their invention in 1885. These were steam and gas poppers easily pushed through parks, fairs, carnivals, conventions and expositions. Home versions of popcorn poppers were invented in 15 and quickly snapped up by those able to afford them. Believe it or not, poppers started being manufactured by young teenagers in junior-high metal shop classes to keep up with the demand.

Popcorn eating thrived until the Great Depression. It was one of the few luxuries families could afford. Sugar was rationed and sent overseas to soldiers during World War II so candy was scarce. Because of this, the American consumer ate more popcorn, in fact, three times more popcorn than usually consumed.

However, this upswing was temporarily doomed. As television came into existence and going to movie theaters slowed down, so did popcorn snacking. It took a few years for people to get back into the popcorn habit in front of the small screen. But as you can see Jolly, Jiffy Pop and Orville Redenbacher rake in billions of dollars and popcorn enthusiasts live on.

The Papago Indians of Arizona still to this day pop corn in clay pots up to eight feet wide. These pots are known as ollas. Researchers have documented these poppers go back in design 1,500 years to the South American Indian and Mexican cultures.

Microwave popcorn is responsible for $50 billion yearly sales by itself. Experiments with popcorn and the microwave date back to 145. Perry Spencer then experimented with other foods.

Today the American public eats over one billion pounds of popcorn per year; translating to seventeen and a half billion quarts! The average American chows down on approximately 70 quarts per person yearly.

Title What is the history of popcorn?

Description Indians popped popcorn over 5,000 years ago making it one of the oldest snack foods. Ancient popcorn poppers contained it instead of catching it bursting from the campfire.

There is a legend that old-timers tell of one particular summer when it got so hot that the corn in the fields stared popping right off the stalks. The cows and pigs thought it was a snow blizzard and they lay down and froze to death.

In American Indian folklore, some tribes were said to believe that quiet, contented spirits lived inside of each popcorn kernel. When their houses were heated, the spirits would become angrier and angrier, shaking the kernels, and when the heat became unbearable, they would burst out of their homes and into the air in a disgrountled puff of steam.

Popcorn

Most of the worlds popcorn is grown in the midwestern part of the United States - principally in Nebraska, Iowa, and Indiana where it can get mighty hot in the summer. Although popcorn has been with us since pioneer times, it was not until 180 that popcorn became important enough to be raised as a crop for market. Before that time, individual families raised their own popcorn or bought it from their neighbors. Since that time, popcorn has brought enough income to its growers to earn the name prairie gold.

Prehistory - The oldest ears of popcorn ever found were discovered in the Bat Cave (a site known to have been occupied by cave dwellers practicing primitive agriculture three thousand years ago) of west central New Mexico in 148 and 150 by anthropologist Herbert Dick and botanist Earle Smith, Harvard graduate students. They discovered layers of trash, garbage, and excrement, which had accumulated over two thousand years. In the trash were 766 specimens of shelled cobs, 15 loose kernels, 8 pieces of husks, 10 of leaf sheath, and 5 of tassels and tassel fragments. The deeper they dug, the smaller and more primitive the cobs, until they reached bottom and found tiny cobs of popcorn in which each kernel was enclosed in its own husk. Among those prehistoric kernels, they found six that were partly or completely popped. These grains have been so well preserved that they would still pop. In fact, they took a few unpopped kernels and dropped them into a little hot oil to prove that they could still pop. They have been carbon dated to be about 5,600 years old.

4th Century A.D. - A Zapotec funeral urn found in Mexico and dating about 00 A.D. depicts a Maize god with symbols representing primitive popcorn in his headdress. Also ancient popcorn poppers (shallow vessels with a hole on the top and a single handle) have been found on the north coast of Peru and date back to the pre-Inca culture of about 00 A.D.

10th Century - In southwest Utah, a 1,000 year old popped kernel of popcorn was found in a dry cave inhabited by predecessors of the Pueblo Indian.

16th Century - Hernando Cortes (1485-1547), Spanish explorer and conqueror of the Aztec Empire of Mexico, got his first sight of popcorn when he invaded Mexico and came into contact with the Aztec people. Popcorn was an important food for the Aztec Indians, who also used popcorn as decoration for ceremonial headdresses, necklaces, and ornaments on statues of their gods.

An early Spanish account by Father Bernardino de Sahagun (14-150), Franciscan priest and researcher of the Mexican culture, of a ceremony honoring the Aztec gods who watched over fishermen read

They scattered before him parched corn, called momochitl, a kind of corn which bursts when parched and discloses its contents and makes itself look like a very white flower; they said these were hailstones given to the god of water.

17th Century -Early French explorers in the Great Lakes region reported that the Iroquois Indians popped popcorn in a pottery vessel with heated sand and used it to make popcorn soup, among other things.

Some historians suggest, but this theory has never been proved, that when the early English colonists held their first Thanksgiving celebration on October 15, 161, an Indian named Quadequina brought an offering for the feast - a great deerskin bag of popped corn. The Pilgrims enjoyed this treat, which was to become a unique part of the American way of life. The early colonists called it popped corn, parching corn, and rice corn. Native Americans would bring popcorn snack to meetings with the English colonists as a token of goodwill during peace negotiations.

In American Indian folklore, some tribes were said to believe that quiet contented spirits lived inside of each popcorn kernel. When their houses were heated, the spirits would become angrier and angrier, shaking the kernels until the heat became unbearable, at which point the spirits would burst out of their homes and into the air in a disgruntled puff of steam.

Colonial housewives served popcorn with sugar and cream for breakfast (the first puffed breakfast cereal). Some colonists popped corn using a cylinder of thin sheet-iron that revolved on an axle in front of the fireplace like a squirrel cage.

1th Century - The first popcorn machine was invented by Charles Cretors of Chicago, Illinois in 1885. In order to test his machine, it was necessary for Charles to operate it on the street as the customer. He was issued a peddler's license to use the machine on December , 1885. Until then, poppers were made to sit in front of stores to attract attention. The huge, ponderous popcorn machine with its gasoline burner became a familiar part of the scent. Street vendors used to follow crowds around, pushing steam or gas-powered poppers through fairs, parks, and expositions. This practice continued up until the Depression years (1-1). Today much of the popcorn you buy at movies and fairs is popped in poppers made by the Cretors family.

0th Century - In 114, Cloid H. Smith founded the American Pop Corn Company in the heart of corn country (Sioux City, Iowa) and launched Americas first brand name popcorn called Jolly Time. In 15, he introduced Jolly Time in a can designed specifically for popcorn. To show his confidence in h is new package, he flagged the can with a Guaranteed to Pop statement. It was a bold statement in those days.

With the opening of movie theaters across the nation early in the 0th century, popcorn became a part of the new excitement. During the Depression years (1-1), popcorn was one of the few luxuries down-and-out families could afford. While other businesses failed, the popcorn business thrived. There is a story about an Oklahoma banker who went broke when his bank failed. He bought a popcorn machine and started a business in a small store near a theater. After a couple years, his popcorn business made enough money to buy back three of the farms he had previously lost.

During World War II (141-145), sugar was sent overseas for American troops. This meant thaat there wasnt much sugar left in the United States to make candy. Due to this unusual situation, Americans ate three times as much popcorn as usual.

When television became popular in the 150s, popcorn sales again made a sudden rise (this time by an astonishing 500 per cent!) As families started buying television sets, they were changing their life-styles and staying home more and eating popcorn as they watched television.

Caramel Corn & Cracker Jacks

In 18, Cracker Jacks, a delicious mixture of popcorn, molasses, and peanuts, showed up at the Columbian Exposition at Chicago (which opened to show the world what progress Chicago had made since the fire of 1871). It was billed as Candied Popcorn and Peanuts.

Two brothers, Fred and Louis Ruekheim, German immigrants from Chicago, came up with the idea of covering popcorn with molasses. One legend notes that the name Cracker Jack came into use when a customer or a salesman, who tried the Rueckheim product, exclaimed That really a cracker - Jack! Actually the words cracker jack was a slang expression on those days, meaning something very pleasisng. The 108 song called Take Me Out To The Ball Game with the line, Buy me some peanuts and Cracker Jacks immortalized Cracker Jacks (this song is still sung at baseball games today). Cracker Jacks became a staple food item at baseball games throughout America and the cry, Getcha peanuts, popcorn, and Cracker Jacks! is still heard at sporting events and carnivals in America.

Popcorn Balls

There is a Nebraska legend that the popcorn ball is actually a product of the Nebraska weather. It supposedly invented itself during the Year of the Striped Weather which came between the years of the Big Rain and the Great Heat where the weather was both hot and rainy. There was a mile strip of scorching sunshine and then a mile strip of rain. On one farm, there were both kinds of weather. The sun shone on this cornfield until the corn began to pop, while the rain washed the syrup out of the sugarcane. The field was on a hill and the cornfield was in a valley. They syrup flowed down the hill into the popped corn and rolled it into great balls with some of them hundreds of feet high and looked like big tennis balls at a distance. You never see any of them now because the grasshoppers ate them all up in one day on July 1, 1874.

- from American Eats, by Nelson Algren, published by University of Iowa Prewss, 1

Tens of thousands of years before there were movies, there was popcorn.

Stone Age Snack?

Archaeologists have found 80,000-year-old corn pollen below Mexico City. Because this pollen is almost exactly the same as modern popcorn pollen, researchers believe that cave people most likely had popcorn.

Popcorn probably grew first in Mexico, though it was also used in China and India hundreds of years before Columbus reached the Americas.

Tasty Fossils

The oldest popcorn ever found was discovered in the Bat Cave of central New Mexico. It is thought to be about 5,600 years old. In tombs in Peru, archaeologists found ancient kernels of popcorn that are so well preserved that they can still pop.

Sometimes, conditions can preserve ancient popcorn so perfectly that it still looks fluffy and white when the dust is blown off of it. In a cave in southern Utah, researchers found surprisingly fresh-looking 1,000-year-old popcorn.

Popcorn was probably an important part of life in the ancient Americas. On a 1,700-year-old painted funeral urn found in Mexico, a corn god is shown wearing a headdress of popcorn. Decorated popcorn poppers from around the same time have been found in Peru.

An Explosive Discovery

Europeans learned about popcorn from Native Americans. When Cortes invaded Mexico, and when Columbus arrived in the West Indies, each saw natives eating popcorn, as well as using it in necklaces and headdresses.

Native Americans brought a bag of popped corn to the first Thanksgiving. A common way to eat popcorn at that time was to hold an oiled ear on a stick over the fire, then chew the popped kernels off it. Natives throughout the Americas also made a popcorn beer. Some made popcorn soup.

After learning about the fluffy food, colonists began enjoying the first puffed breakfast cereal a bowl of popcorn, served with cream or milk.

Popcorn and Americans True Love

Popcorn was very popular in the United States from the late 1th century through the middle of the 0th century. It was available in parks, from street vendors, and near theaters.

During World War II, when sugar was rationed, Americans changed their snacking habits they ate three times as much popcorn as they had before. Perhaps the favorite place to eat popcorn was at the movies. When television took off in the 150s, popcorn sales dropped for a while.

Today, the average American eats nearly 70 quarts of popcorn a year. But the United States isnt just a land of popcorn lovers its also the land of popcorn. Most of the world now gets its popcorn from Nebraska and Indiana.

Pop Secret

Popcorn Classification

KingdomPlantae plant

PhylumAnthophytaproduces flowers

ClassMonocotyledonaeeach seed produces a single leaf

OrderCommelinalesthe leaves are fibrous

FamilyPoaceaehas blade-shaped leaves, like grass

GenusZeaproduces fleshy, one-seeded fruits

Speciesmayscorn

A popcorn kernel is actually a seed. Like other seeds, inside it has a tiny plant embryo (a life form in its earliest phase). The embryo is surrounded by soft, starchy material that would give the embryo energy for growing into a plant. A hard, glossy shell protects the outside of the seed.

The soft, starchy material holds some water. When the kernel is heated to a high heat (400 degrees F), the water inside the kernel turns into steam. The pressure from the steam causes the kernel to explode. The soft starch inside bursts out at about 40 times its original size, turning the kernel inside out. This creates the fluffy white area of a popped kernel.

The ideal popcorn kernel contains about 14 percent moisture. If the popcorn is much drier, it will not pop. Popcorn kernels should be kept in a tightly sealed jar so that they will not dry out.

Fast Forward to the 100s

Popcorn was popular in the U.S. from the 180s until the Depression of 1. During the Depression, street vendors followed the crowds - pushing steam or gas-powered poppers through fairs, parks and expositions. During the Depression popcorn at 5 or 10 cents a bag was one of the few luxuries poor families could afford. While other businesses failed, popcorn businesses thrived. It is reported that an Oklahoma banker who went broke bought a popcorn machine and started a business in a small store near a theater. After a couple of years, his popcorn business made enough money to buy back three of the farms he had lost. During World War II, sugar was sent overseas to support U.S. troops. This meant there was not much sugar left to make candy. As a result, American ate three times as much popcorn as usual.

150s to Present

Popcorns popularity slumped during the 150s when television became popular and theater attendance dropped. When people began eating popcorn at home, the new relationship between television and popcorn led to a resurgence in popularity.

This trend has continued. Today, U.S. popcorn growers annually produce over 00 million pounds of raw popcorn. According to one source this is enough to fill a tub the size of a Mammoth Cave. About 0% of domestic production is exported. The top state producer is Nebraska with about 0% of the U.S. total.

Once processed and packaged, popcorn is offered to consumers in a variety of formats and flavors. It is sold in outlets as varied as Department Stores and QVC to movie complexes with huge snack facilities duplicating old fashioned Drive Ins. An expanding economy has created a whole new environment for the consumption of popcorn - the home theatre. This factor, growing distribution channels, new recipes and uses for popcorn and a growing awareness of the healthful and nutritious aspects of this product predict a bright and continued future for the popcorn industry.

As reported by the Popcorn Institute of Chicago, IL 16

popcorn Kernel contains a mass of moist starch surrounded by an extremely hard outer shell. The moisture level is ideally around 1.5 percent, any less and the kernels will not pop and should be discarded. When the kernels are heated to about 00c the moisture in the starch turns into steam and builds up pressure until the kernel explodes inside out, increasing in size by up to 40 times.

Once popped the corn falls into two distinct shapes, snowflake which is large and shaped like a cumulus cloud and mushroom, shaped like a large round ball.

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