Production of PR-protein 1 in Mangroves Leaves | Experiment

Production of PR-protein 1 in Mangroves Leaves | Experiment 1. Abstract One important trait of a plant is its ability to form natural barriers that keep harmful microorganisms away. For instance, mangrove leaves may produce a hormone called salicylic acid to inhibit the growth of fungal pathogens. Such a hormone may induce an antimicrobial substance known as Pathogenesis Related (PR) proteins. A lot of Pathogenesis related protein researches have been done with tobacco and tomatoes leaves. In this study, the aim of the experiment is to determine whether mangroves leaves induce the PR-protein 1. The mangrove leaves are treated with salicylic acid and are left for 7 days in order for leaves to induce proteins. The leaves extraction procedure is carried out by the reference procedure Verlag Paul Parey (1980) and Thierry Niderman (1995). The PR-protein 1 in the leaf extraction solution can be identified by using the SDS-PAGE technique, which the SDS detergent is sticking to the protein during denaturing of the protein and electrophoresis gel can separate the different PR protein family based on their molecular size. The molecular weight of protein bands can be categorized by using reference protein and the molecular weight of PR-protein is known as 14-17 kilo daltons. Acknowledgement Initially the gratitude I would like to extend to my supervisor and foremost, Mark Duxbury is of highest praise for his accomplishments in helping me to succeed in our field of study. Through-out my research project there has been a lot of work that i have strived to excel into a project worthy of my subject teachings, the questions that I have asked of him, he has never neglected to reply to in good time. Collectively with all the staff in the AUT laboratory, I would like to thank for providing all the equipment and chemical supplies and gear that have been used through-out the year in my research project. 2. Introduction There are approximately 70 different types of mangrove species in the world. Some countries have a variety of mangrove species, however New Zealand has only one species which is called Avicennia marina or Mana, it belongs to the Verbenaceae family that is a cosmopolitan species which is widely distributed along tropical and subtropical coastlines. Mangroves have been growing in New Zealand for more than 19 million years. Most mangroves tend to grow in warmer climates, which influences the diversity and size of growth in the tropics. Therefore, mangroves do not tend to survive in colder climates, and this is why all the mangroves in New Zealand are likely to grow in Northland because it is warmer there. They grow larger in warmer temperatures,so the optimum growth of mangroves in New Zealand is experienced within 60 centimetres of the tide line, and flourish mostly around placid waters with shelving along the shoreline, in and around harbours and estuaries. Otherwise alternative condi tions, harsh and rough water waves, can dislodge their roots as well as upset the silt that settles, which they require to grow. They can tolerate salt water even if submerged completely. This tolerance is not permanent, they need to be uncovered for half of either tide. 2-1. Importance of mangroves It is important to know about mangroves in New Zealand, what their role is in erosion control and what they support. Mangroves have wide a diversity in their roles of food webs and the support they have for animals and plants in their environment. There are four different reasons why the mangroves are important in New Zealand. Productivity of mangroves The productivity of Mangroves is measurable with close analysis of their reproductive parts, twigs and leaves, this measurement determines the organic matter of the plant, its energy and its ability to contribute environment. Food source The distribution of fresh organic matter is localised, the most important attribute of mangroves in New Zealand, is the dependence the environment has on them. They supports the greater habitat around the nearby harbours and estuaries. Reference to this process is called the food web, when the distribution feeds a range of animals like crabs that digest nutrients from mangrove and return these nutrients into the food web. Support for other plants Different varieties grow in different environments, in tropical environments, this supports low density growth on sandy shores and seagrass beds in between trees, and can form new beds with the upper edges of these mangroves from the edge of the forests. It is clear that these enviroments do not support the same growth as in New Zealand. Support for animals Mangrove beds are located in harsh conditions so the range of dependency on this plant life is limited, reasons being; decomposition of sediment, oxygen starvation, muddy flats and tidal exposure. The variety of animals that feed off mangroves are somewhat small but they include worms, mud crabs, shellfish, mud snails and whelks although terrestrial animals (spiders and insects) are also at home around mangroves. The range of inhabitants also varies with the location and nature of the sediment. 2-2 Defence mechanisms of plant Explanation of the first and second defence mechanisms of plant will follow, in the first defence mechanism the invasion of pathogens is protected by a physical barrier, in the plants developed cell wall, and is composed of cellulose, pectin and lignin etc. The second defence mechanism is different by the use of the plants chemical defence, by alkaloids, saponins and phenols. This process is a constitutive expression of the plants secondary metabolite. The reaction of the defence mechanism involves turning a cascade of genes to produce a plant-pathogen interaction. Production of reactive oxygen species, through cell wall defence and through other group proteins such as PR (pathogenesis-related). 3. Literature review Many of the PR proteins are diverse in their families, so that they are found in a lot of types of plants such as, 33 in Tobacco, 20 in sugar beets also in spinach. Classification of PR proteins that induce pathological and related states (Van Loon 1985), are a classification of family, through relationships of cellular form, amino acid sequences and biological activity, further families are identified as tobacco and tomatoes with classifying PR proteins. Sequence Homology is the term for the families of PR proteins, but are not defined only by this but also by migration, the specific reaction with antisera, biological activity also determines PR and resistance to interactions. Characters of cDNAs that reveal PR genes are seen in the systematic resistance in plants against pathogens, and incompatible hosts house bacteria, fungi and viruses, elicitors of PR genes derive molecules from pathogens. These proteins are found in different plant types, although healthy plants suffocate the c haracteristics of PR, multi gene families have the most PR proteins and are proven to inhibit the growth of fungi. Interestingly the use of large groups of PR genes can be characterised and used to sustain healthier responses to biotic and abiotic stress, to the betterment of transduction mechanisms and the measure of stress signals to return greater defence for enhanced engineering of crop plants. Necrotic lesions in plants, can be a result of the resistance produced by the PR. 3-1. Variation of infectious PR has been identified in the infected tissue of unhealthy plants, as well as in healthy plants, e.g Tomato plants are known to display seven PR's when they are in good health. Varieties of the plants also support PR proteins, in fact PR proteins are usually only present after stress, unlike flowers, pollens, stigma and seeds. Associated stress induced by pathogens is the dominant group PR-1 and is used as a signal for SAR. The research that has produced our current knowledge of PR-1 was undertaken in 1970, limited antifungal activity suggests it is a defence mechanism but the action it takes, and the relationship with other proteins is a new subject. 4. Pathogenesis-related (PR) proteins PR proteins induced in a pathological environment allow the role of the proteins defence in the plant, that is the result of a reaction to infection to produce the PR. Antimicrobial proteins attack molecules in the cell wall that are bacterial or fungal. Host plants see the interaction of pathogens that are labelled as hypersensitive reactions, that are the proteins produced in the event of a pathogen attack there are 17 types discovered (Van Loon,2001) 4-1. PR-1 protein family. PR protein typically has 160 amino acids in length, although it is not clearly studied in biochemical properties, the most abundant group in the PR-protein family is PR-1 because of its high sensitivity to infection, it induces a very high level, between 1 and 2 percent of the protein in the leaf. There is a molecular marker of the expression of PR-1 that indicates the plants defence response, this particular protein is most studied in tobacco. Picture 1. Families of PR proteins The picture 1 showed different types of the PR-protein family and different PR-families that have different molecular sizes. The first family is the PR protein 1 and it has a molecular size of 15 to 17 kDa. The biochemical properties of the PR-1 family is not clearly established, so those stated are unknown. However, it is known that the PR-1 family is the most abundant group of proteins, which induce very high levels of PR Protein when infected (approximately 1 to 2 % of the total leaf protein). They are typically 160 amino acids in length and exist as an acid or base dependent on their functional grouping (Punja, Z. 2004). 4-2. Acidic Pathogenesis Related -1 Proteins Tomatoes, barley, maize, parsley, as well as other plants of the Graminae, Solanaceae, Chenopodiaceae and Amaranthiceae families have detected acidic pathogenesis related -1 proteins. The high resistance to proteolysis is adapted to the extracellular environment, and the protein in the plant is soluble in acidic buffers with low molecular weights. The protein P14 isoforms have been found in barley, and tomatoes which have a similar protein to tobacco, that respond to different polyclonal antibodies, unlike acidic PR-1 genes that do not target vacuolar peptide sequences form PR-1 has 138 amino acids that synthesize a higher molecular weight that contains N-terminal amino acids that produce K15da mature protein. 4-3. Basic Pathogenesis Related -1 Proteins Basic Pathogenesis Related -1 protein contains 30 amino acids in the hydrophobic N-terminal region of 30 amino acids, this is a signal peptide that is the translocation of endoplasmic reticulum the C-terminal peptide also contains the vacuolar targeting signals, for example in tobacco leaf PR-1 proteins are localised in extracellular space responding to TMV infection. The 17KDA are two basic isoforms, and PR-1 has an isoelectric point of 10.5 and 11.0, the exception between the similarities of PR-1 basic and PR-1 acidic is one amino acid sequence and are identified in maize, celery and other cereals. 5. Salicylic acid The benzoic acid derivative is Salicylic acid (SA), an important phytohormone is involved in the regulation of the plants defense mechanism. The important role that Salicylic acid fills in plant defence for the protection from pathogen attack, recently was proven to be necessary for SAR. Salicylic acid has a role that is observed in the plants defence mechanism was similar to the medication of aspirin in observation, the acid induced resistance to the mosaic virus in tobacco. The accumulation of PR proteins increased in resistance, and assumed as markers of the defence response. Biosynthesis has elucidated in the pathway of salicylic acid and has synthesized from benzoic acid into cinnamic acid, and this reaction catalyzes a function of cytochrome P450 monoxygenase. Salicylic acid is an essential compound in the signal pathways accompanied by an induced excess of acidic pathogens- related protein genes. The production of pathogenesis-related proteins is the role Salicylic acid holds in the resistance to pathogens. 6. SDS PAGE(Sodium dodecyl sulfate Polyacrylamide gel electrophoresis). SDS is anionic detergent consisting of 12 carbon tail attached to sulphate group, which has a negative charge. It also disrupts the non-covalent bond particularly protein and denatures the molecule. The protein can be denatured at certain temperature and lose their shape. At that stage, SDS can stick to the denatured protein due to similar shape and charge ratio as protein. PAGE separates the macromolecule based on their electrophoresis mobility. Smaller polypeptides travel faster and quickly through pores, while large polypeptides travel slower. The polypeptides have similar charge to mass ratio which is dependent only on molecular weight. Factors in Business Cash Budgeting: With Examples Factors in Business Cash Budgeting: With Examples Contents (Jump to) Task One (p3d) XYZ Traders Cash Budget Task Two (p3abc) Alpha Manufacturing Budgets Task Three (p4abc) Beales Manufacturing – Variances Task Four (p2ab) Beales Manufacturing – Standard Cost Bibliography XYZ Traders Cash Budget Introduction In this report Part A presents a cash budget for XYZ Traders for the six month period from December 2008 to May 2009. Part B comments on the cash flow forecast and outlines the benefits of improved cash flow for the Company and recommends management consider a cash flow improvement program. Part A – Cash Flow Budget December 2008 – May 2009 Table 1 Table 1 shows the cash flow budget based on the following criteria: Cash balance as at 1 December 2008 totals  £2,600 Furniture units sold at  £100 each Furniture units purchased for  £60 each Customer collections on the basis of 50% in month of sale and the balance the following month Purchases paid for in the month following delivery Fixed expenses are  £4,000 per month Loan repayment of  £10,000 due in April 2009 Stock units carried over from October into November 2008 unknown Part B – Budget Cash Flow Commentary The cash flow budget/forecast for the next six months: is cash positive for each of the six months under review will generate sufficient cash for the  £10,000 loan repayment on schedule in April 2009 will allow supplier payment on time one month after receipt of goods has a lowest cash balance of  £1,200 at the end of April following the loan repayment in the same month Recommendation – Cash Flow Improvement Program The cash flow budget indicates that XYZ can continue trading for the next six months without recourse to additional funding. However improving cash-flow can have a number of benefits including: reducing the equity required to finance the business reducing loans and interest payments required for working capital releasing funds for expansion and/or new business activities providing funds for profit distribution to the owners/shareholders We recommend management plan and implement a coordinated program to improve cash-flow. Specific areas for consideration are: minimise inventory by introducing a â€Å"just-in-time† (JIT) arrangement where suppliers orders are placed at the time of customer purchase for receipt a day or two before delivery to the customer eliminate inventory (except for show-room stock) by arranging for suppliers to deliver direct to customers under XYZ Traders instructions and identity negotiate extended payment terms with the suppliers, say, three months credit encourage customers to pay the full purchase price on order placement offer sales on credit with a reputable finance company increase sales volumes with well designed and executed advertising and customer incentive programs reduce overheads and expenses with a cost-reduction program Alfa Manufacturing – Budget Report Introduction This report recommends Alfa Manufacturing introduce a budgetary control system. Section A outlines the purpose and benefits of budgets and Section B describes two possible budget formats, incremental and zero based budgeting and examines the advantages and disadvantages of each method. Section A – Budgets, Purposes and Benefits The primary purpose for introducing a budgeting system is to provide the Company with a powerful tool for planning and monitoring business performance. It improves productive effectiveness and enhances coordination between the various arms of management to achieve the overall Company aims. Budgets represent the primary means of communicating agreed-upon objectives throughout the organization. A budget is a formal written statement of the Companies plans for a specified time period. The principle element of a budget is to plan and predict future income and expenditure against a time-scale, usually on a monthly basis covering a calendar or accounting year. Actual income and expenditure is recorded as it occurs and monitored on a regular basis against the plan or budget. The differences between planned and actual results are monitored, reported and the variances analysed and explained. In summary, the benefits of a budget are that: Management must develop a comprehensive plan for the future. Key objectives are agreed for monitoring and performance evaluation. Potential problems are identified well in advance. Coordination of activities within the business is facilitated. Management is more aware of the Companies overall operations. Each level of management participates in the planning, preparation and monitoring of financial activity. The budget must have the complete support of top management and is an important tool for measuring and evaluating managerial performance. Contemporary budgeting has been defined as a system wherein managers are provided with the flexibility to utilize resources as required, in return for their commitment to achieve certain performance results (Deloitte Touche Tohmatsu, 2008). Section B – Budgeting Systems This section contrasts and compares two basic budgeting methodologies currently in use in industry today, Incremental Budgeting and Zero Based Budgeting. Incremental Budgeting (IB) is the traditional approach to budgeting which relies on historical information and the previous years budget as a basis for the preparing the input and data for the following year’s budget. For example, let’s say last year’s sales budget was for 1000 units at  £500, giving sales revenue of  £500,000. For next year’s budget the market for the product is anticipated to improve by 10% giving unit sales at 1100 thus giving budget sales revenue of  £550,000. Similarly costs would be based on last years budget, modified by projected inflationary factors. Anticipated raw material price increases and labour rates are used in the cost of production and increases in say, rent and utilities would reflect in overheads. Managers will prepare their individual budgets based on a series of pre-determined criteria and assumptions which are normally provided by top management, finance and accounts. The advantages of IB are that it is: relatively easy to implement easy to understand and appreciate less time-consuming to prepare than ZBB a â€Å"top down† approach with the same basic assumptions for all The disadvantages of IB are that it: assumes that the budget methodology and cost structure is correct encourages expectations of inflationary increases predicts sales will reflect the market without competitive analysis encourages departments to spend all of their allocated budget Zero Based Budgeting (ZBB) is an approach to budgeting that starts from the premise that no costs or activities should be factored into the plans for the coming budget period, just because they figured in the costs or activities for the current or previous periods. Rather, everything that is to be included in the budget must be considered and justified. (Chartered Institute for Public Finance and Accounting, 2006). Another definition is the use of budgets which start from a present base of zero and regard all future expenditure as being on new items rather than a continuation of existing ones. In practice this means that a budget has to be justified in full for each year of operation (Steven A. Finkler, 2003). In implementing this process each manager must critically examine his own activities and operations and build his budget from scratch. The advantages of ZBB are that it: questions accepted beliefs focuses on value for money links budgets and objectives involves managers leading to better communication and consensus can lead to better resource allocation is an adaptive approach in changing circumstances The disadvantages of ZBB are that it: is time-consuming and adds to the effort involved in budgeting can be difficult to identify suitable performance measures can be seen as threatening–careful people management is required is about costs and resources of options ignoring current practice can be difficult to comprehend and execute by managers with little financial knowledge and skills Recommendation Since Alpha Manufacturing has no previous experience of budgetary control it is recommended that an Incremental Budgeting program is introduced initially. The budget can be prepared using historical data with guidelines and assumptions provided to each manager by the Finance Department. Beales Manufacturing plc:  Flexible Budgeting Introduction This report examines the budget and actual results for October. It flexes the budget to actual output, provides a variance analysis and identifies possible causes for each negative variance. Managerial accountability for each variance is suggested and possible remedial actions for the unfavourable variances identified. The benefits of using flexible budgets are explained and it is recommended that this technique be introduced as a feature of Beales’ regular budget reviews. Variance Analysis and Explanations Table1 shows the results of the budget and actual output for October, flexed to actual output with each variance examined for possible causes, accountabilities and suggested remedial actions. Benefits of Flexible Budgeting Static budgets have the disadvantage of providing a single specific predicted volume of output. In reality, it very unlikely that the actual output exactly matches the budget. Thus any comparison of actual output to budget suffers from the problem that some of the variances, particularly for variable costs such as labour and materials, will be as a direct result of the differences in the volume of output. Flexible budgets provide an after the facts device to tell what it should have cost for the volume level actually attained (Steven A. Finkler 2003) They are a useful tool for analysing the effects of variations in volume of output against the original budget. Dennis Caplan (2006) suggests that â€Å"the motivation for the flexible budget is to compare apples to apples. If the factory actually produced 10,000 units, then management should compare actual factory costs for 10,000 units to what the factory should have spent to make 10,000 units, not to what the factory should have spent to make 9,000 units or 11,000 units or any other production level.† Recommendation For Beales Manufacturing to make the best use of the budgeting process it is recommended that flexible budgets are prepared each month. Variance analysis as demonstrated above will assist management to implement contingency plans to correct any unfavorable trends and enhance profitability. Beales Manufacturing plc:  Standard Costing Introduction This section defines and describes the principles of Standard Costing. It is an accounting technique which provides a powerful tool for management to analyze business performance and plan improvements. An example of a standard cost is derived from the October budget and the use of variance analysis to identify problem areas and possible remedial actions. Definition Standard costing involves the development of a product or service cost using estimates of both the resources consumed and the prices of those resources. The standard cost may then be increased by an estimated profit margin to produce a standard selling price. These estimates of cost and revenue then provide a foundation for further planning and control (Barrie Mitchinson 2000) Illustration The best way to illustrate the benefits of standard costing is to use the October budget data to arrive at an example of a Standard Cost. This cost can then be compared with the actual unit cost for October and the variances analysed as shown in Table 3 below. Standard Unit Cost vs. Actual (October) From this analysis specific product cost information can be derived. For example, although raw material costs per meter were below standard cost, more material than standard was required to complete the production schedule. Why was that? The manager responsible for production will be able to use the information to investigate the unfavourable variance. Possibly scrap rates were excessive so improved quality control could help reduce or eliminate the problem. Raw material costs were also above standard which will alert the purchasing manager to an overrun of purchasing costs which may require action. Recommendation We recommend that Beales consider the introduction of Standard Costing to provide management with a powerful tool to improve efficiency, productivity and product profitability. Bibliography Deloitte Touche Tohmatsu, 2008, Budgeting Budget Controls  http://www.deloitte.com Chartered Institute for Public Finance and Accounting, 2006, Zero Based Budgeting Briefing Paper, http://www.cipfa.org.uk Steven A. Finkler, 2003, p158, Finance Accounting for Nonfinancial Managers, CCH Tax and Accounting Steven A. Finkler, 2003, p162, Finance Accounting for Nonfinancial Managers, CCH Tax and Accounting Dennis Caplan, 2006, Management Accounting: Concepts and Techniques, OSU College of Business, http://classes.bus.oregonstate.edu Barrie Mitchinson, 2000, Standard Costing and Fixed and Flexed Budgets, Association of Chartered Certified Accountants, http://www.accaglobal.com

Having A Required GPA For Extra Curricular Activities Essay

â€Å"I am going to get through college on a football scholarship!† How many times have you heard that statement claimed by the average teenage boy? In all actuality getting a full ride football scholarship to a university is extremely difficult. Instead people trying to obtain scholarships through extra curricular sport activities should focus more on their academics. Some students are only doing extra curricular activities so that their college application will look better to administrators. However, a 4.0 grade point average is going to fare more impressive to the administrators then below average grades and a large quantity of extra curricular activities. By requiring a â€Å"C† grade point average we could stop a lot of the stereotyping occurring in most high schools. Also, great amounts of responsibility will be earned for people juggling both the â€Å"C† grade average and extra curricular activities. This additional experience and responsibility will help the person succeed to a greater level in their adult life. If you are a cheerleader, then you must be idiotic. If you get above 90% in almost any class, then you must be a nerd. Stereotyping is a horrible thing occurring all over the nation today. The worst case of this is in high school. What is the cause for these stereotypes? The activities you partake in and how well you are doing outside of these activities. Students with good grades that are in many clubs are more of thought as the nerds and goody-goods of the school population. The students on the football, basketball, cheerleading, and almost any other sport related team are thought of as idiotic. If students were required to have a certain grade point average to be on those teams they wouldn’t be thought of as nerdy or idiotic. The school wide population, while not completely stereotype free, would have calmed down with a lot of that stereotyping. We would be bridging the gap between the athletic and the academic. The more responsible you are the better you are going to be at succeeding at your desired profession. People that know how to cope with both academic and athletic fields will progress more then people that do not. If the person who is looking to hire a new employee sees that you can manage both of these fields they will think you are more responsible and choose you over a lot of the other applicants. Responsibility varies into many different forms, but  it usually matters most in your profession. Education is important in every aspect of life. More than any amount of athleticism you will need an education to survive in everyday life. Many people think they can get into a nationally ranked university if they have a lot of extracurricular activities. Although these look good on an application, maintained above average grades will look better. Even if you do not have perfect grades, a â€Å"C† average and some extra curricular activities will give you more chance of being accepted into the University of your Choice. Although you could argue that many students pride on their ability to do these extra curricular activities and their talent could most likely get them a scholarship it is not always so. For example, you could be working on a football scholarship, but, only an average of seventeen football scholarships are given out from a school per year. Being talented at a certain sport will usually not put you through college. Someone who has the talents and a better maintained grade point average will have an even better chance at getting that scholarship. In summation, it is my belief that a â€Å"C† grade point average should be required to participate in extracurricular activities. It will greatly reduce the amount of stereotyping happening in most high schools. More responsibility will be earned, therefore making your succession in a profession easier. Also, the more education you have, the easier it is going to be for acceptance into most universities. The better your application looks the better your profession will be.

Politics

Nowadays mass media plays significant role within the society structure and has grand influence on its development. Media already is tightly intervened with all the spheres of our everyday life. It is generally accepted that the press form public opinion and understanding. Media also has the power to shape even the country’s policy. Kathleen Hall Jamieson and Paul Waldman examine all these burning questions and give even more information in their book â€Å"The Press Effect: Politicians, Journalists and the Stories that Shape the Political World†. Their central thesis is that the stories the press tells are shaped not by a â€Å"liberal agenda† or a â€Å"right wing conspiracy† but rather by the desire, even pressure, to cast the news in a dramatic, easily packaged form.Jamieson and Waldman produce an incisive analysis of political media coverage, and how the press and the people both fail to think critically about one of the most important components of o ur political process – politicized media. â€Å"The Press Effect† makes a nonpartisan, well-documented, and very persuasive case that the mainstream media doesn’t so much report the news as create it. Focusing mostly on the 2000 presidential campaign and its aftermath, and on coverage of 9/11, the book also touches on historical issues and their presentation as well.Wide-ranging and accessible, â€Å"The Press Effect† is a must for news junkies and political buffs, and an excellent addition to any journalism, social studies, or government classroom. To illustrate more vividly the events the authors represent numerous recent examples, from media participation in spreading fabrications during the election campaign to the weight of journalists on the outcome of the 2000 presidential election in the United States.Too often, authors argue, reporters merely analyze the strategies used by the opposing instead of sorting out the facts behind the issues. While ack nowledging that the truth can be indefinable and very subtle, the authors cite a few exemplary cases of journalistic truthfulness and reliability and fact-finding. This important book, makes obvious the fact that media misrepresentation is far too complex and subtle to be explained by mere liberal or conservative bias, belongs in all journalism collections.The authors of â€Å"The Press Effect† suggests that the media frames issues and political figures in a way that their future stories on the matters or subjects will tend to fit neatly inside the predetermined scene. In view of the fact that the media is a follow-the-leader game, once a frame takes hold it doesn't let go very easily. Jamieson and Waldman utilize this speculation mainly to explore the 2000 Election between Gore and Bush.Unfortunately, there are simply no trustworthy ways of establishing definite effects of media products on public, opinions, attitudes or behavior. There are few credible analyses of how diffe rent media events, or the outcomes of particular media organizations, produced particular perceptions in media audiences. Taking into consideration the conformity between media representations and public opinion considered within the work â€Å"The Press Effect† puts an interesting question and not an answer.All in all, the title of the work is rather bold, for it speaks for itself and highlights how important the press is in shaping not only politics but also the society structure. But, apteral, it is not very understandable who is telling these â€Å"stories† that actually shape the political world and who in point of fact are the authors of them, or where they come from. Authors of this work also represent a critique of the media’s deep inclination for close psychological examination of foremost celebrities. In addition they review in brief some techniques of media effects research that are being used throughout the media world, at the same time emphasizing t heir confines and flaws.They pay attention to the fact what qualities a story should possess to influence strongly the public opinion. But what they are describing is better viewed as connections, mediated in both directions through political characters, representatives of press and public, rather than as direct causal effects. Yet Jamieson and Waldman do try to build up a more detailed approach. They combine critiques of media content with analysis of political rhetorical strategies, including opinion and survey data, thus the authors build up a persuasive and disturbing illustration of media unfairness and of  failure to tell the full story. In other words they what to communicate to the reader that not always the media is a liable source of getting true information.Nevertheless, throughout the book the authors make references to praiseworthy exceptions and admit that there are still many professionals  whose commitment to truth is undisputable. But we should mark that the pre vailing idea of Jamieson and Waldman’s study is to raise deep concern about the state of health of American journalism.Jamieson and Waldman outline six critical and very essential functions that the media and the press in particular perform in American society: storyteller, amateur psychologist, soothsayer, and shaper of events, patriot, and custodian of fact.In a function of a storyteller driving by the natural desire to tell a consistent story, journalists have a natural inclination to omit information that is somehow at odds with the general scene. For example, social scientists tell that the media circles create a particular outline or a frame for an event or a person, and all the data that does not comply with this frame is very often tends to be neglected. As an example we make take the following fact from the analyzed book. During the 2000 election course Gore was represented, as a liar so any report he made that could not be verified at once was believed to be a misre presentation.Bush on the other hand appeared as an intellectually challenged person with a lack of knowledge. Consequently, we seethe confirmation to the statements relayed within the â€Å"Press Effect† the media can easily shape the character either true or misinterpreted but it is immediately is believed by the public and it is very difficult to change that formed image. Here we may firmly assert that the media failed to serve the public in way of representing vital and burning information.As the Amateur Psychologist the media makes sometimes a monkey business. Rather than examining essential facts and characters the press instead analyzes the motives and strategies of moves made by a political figure sometimes irrelevant to the moment. The result is that an emphasis is made not on issues of importance, but on questions of technique and strategy. Very often the media seizes such facts as what one particular figure is wearing and how it moves rather than the aim he is tryin g to achieve.Even today, if one political figure announces a new program or political agenda, the mass media is inclined to focus its attention on analyzing why he chooses this particular moment to make the announcement rather than to analyze the suggestion itself. Again we wee that the authors try to communicate to us that the media fails to serve the public especially when it attempts to attribute motives to politicians instead of analyzing their proceedings and their policies.Taking into consideration the function of a custodian of fact imputed to the media it is important to say that it is a natural task of the mass media to explain or even uncover the data, hypothesis, and calculations behind declarations made by political figures in an election or officials in their offices. The media again fails to serve in relaying information to the public when it accepts the basically prejudiced accounts of a political actor and transfers them to the public without challenge.The authors pu t the question whether it is a fault of media in its unsuccessfulness. In fact, it is the blunder of all three participants within the structure of political system: politicians, mass media, and the electorate. Jamieson and Waldman conclude by stating, â€Å"We believe that if democracy is to thrive, holding journalists to the highest standards is not only reasonable but essential†. It has been observed on many occasions that we â€Å"get the government we deserve†, Jamieson and Waldman make a strong statement that we â€Å"get the media we deserve† as well.The key concept within the work is â€Å"framing,† which seeks to define what aspects of particular stories are given weight in their telling in the media. Analyzing print and broadcast media on a series of  issues over elections 2000, the authors reveal how story may shape the whole attitude of the public. Media coverage of the 2000 presidential election campaign is often said to have assumed the ou tline of Gore-as-liar and Bush-as-stupid. In part, it is attributed to the media’s need for personality profiling. In describing how the media treated recent political chapters, Jamieson and Waldman are being neither exceptional nor exceptionable.Jamieson and Waldman observe, reasonably, that the press highlights political strategy over policy and also how and why, rather than the what and who. But they are on icy ground when they claim that the responsibility of the press is to determine whose claims were correct. Policies, and any judgments on them, are matters of interpretation rather than statements of fact. The authors are definitely correct to say that media representatives play an essential role in serving the public make sense of policy choices, but that may as often involve judgments on motivation as arbitrations on fact.Telling stories is a bulky part of how we cooperate and how we make sense of things. It is rather significant to take into consideration the specifi c role of the press and to measure its performance against stated standards. It is a different thing to dispute that the press is the strongest linkage in the story-generating chain or to argue that it is deviating from its primary responsibility in telling stories or to argue that it accommodates too comfortably to the politically dominant story-frames. Jamieson and Waldman are ambitious and daring in seeking to argue all of these schemes, and even more. In addition, they offer much helpful evidence that others will want to scrutinize too. But, on balance, their case is unproven.As to investigate the issue further we should say that one of the most troublesome things about journalism nowadays is how normally and regularly lies and misrepresentations broadcasted on all sides of the political scale. To a great extent, this is the fault of journalists, whose primary job is or has to be to find out and report the truth about the most important issues of the day. Democracy is not suppos ed to function in well-organized manner if the public is constantly misinformed.Simply giving account of few opposing views also does not help the public find out the truth. There is general tendency that truth telling has to be rewarded and deception has to be punished. Unfortunately, this is not happening now, it is just the goal we are trying to achieve. The task of a real journalist is not to repeat the â€Å"spin† but to find the truth of the particular event and communicate it to public.Here we are bound to cite the authors of the â€Å"Press Effect† â€Å"Reporters should help the public make sense of competing political arguments by defining terms, filling in needed information, assessing the accuracy of the evidence being offered, and relating the claims and counterclaims to the probable impact of the proposed policies on citizens and the country†. Undoubtedly this is the hard work to do. It is much easier to make emphasis on the horse race and characte rs than to give a definite account and analytical information on the subject.Concluding we may say that this book can be of use not only for amateur readers but also for all journalists and concerned citizens. It gives an interesting and new approach to the problem of mass media truthfulness. It makes one think it over again about the facts we see on the TV, read in newspapers and listen over the radio. It gives the food for meditation over the fact whether we should rely completely on the media sources. â€Å"Press Effect† is the right book for those readers who are just entering the subject of media and are freshmen to the topic.In â€Å"The Press Effect†, Jamieson and Waldman carefully document the interaction between politicians or other political actors, such as press secretaries or campaign consultants and the media in the process of building up an overall message that is supposed to be communicated to the public. From the first sight it may probably come to one' s surprise that the media have actually failed in their task to both politicians and the public. But why and how it is still for us to decide.In this scrupulously researched and documented work Jamieson and Waldman have represented a chain of problems that come about when the media let down the public. The most noticeable and evident effects of this malfunction embrace cynicism about political figures in general, distrust of the government, doubt in the objectivity of journalists, and actually overall voter indifference. In about 200 pages of prose Jamieson and Waldman describe the causes, history, and consequences of the mass media's failures, including well-documented and unbiased examples.Jamieson and Waldman show that when political campaigns evade or reject to engage the facts of the opposing side, the press often fails to step into the void with the information citizens require to make sense of. â€Å"The Press Effect† is, ultimately, a wide-ranging critique of the pres s's role in mediating between politicians and the citizens they are supposed to serve.Reference:1.Brian Trench, reviewed. The Press Effect: Politicians, Journalists, and the Stories That Shape the Political World by Kathleen Hall Jamieson and Paul Waldman. Logos. Spring 20032.Eytan, Gilboa. Media and Conflict: Framing Issues, Making Policy, Shaping Opinions. Ardsley, NY: Transnational Pub Inc: 2002.3. World In Crisis, Media In Conflict. Database on www.mediachannel.org.   (last accessed February 13, 2006)

Is Anyone Exempt from the Influences of Advertising

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