An Analysis Of The Company Virgin Marketing Essay

An Analysis Of The Company Virgin Marketing Essay Virgin Atlantic, the UKs second largest long haul airline, operates a fleet of 38 aircraft to 30 destinations in Africa, Asia, Middle East, Indian Ocean, North America, the Caribbean and Australia. In a deal which was finalized in 2000, Branson sold 49% stake of Virgin Atlantic to Singapore Airlines for  £600.25 million to form a unique global partnership. Richard Branson is still the controlling authority as he retains 51% stake in the airline. This essay analyses the chief internal and external factors that contribute to the success of the organisation as well as provide a critical assessment on the effectiveness of the strategies employed. It further discusses a couple of strategic options that are available to the Virgin group for the next five years with reference to appropriate academic models and concepts.   (Source: http://www.virgin-atlantic.com/tridion/images/studentinformationkitmarch2009_tcm4-622791.pdf)   Internal Analysis Of Virgin Atlantic In order to understand the strategies, it is important to analyse the internal environment of the organisation. Internal analysis is done by means of the value chain of the Virgin Atlantic. Value Chain Analysis Porters (1990) Value chain framework is an interdependent model that helps to analyse specific activities through which an organisation can create value and gain competitive advantage. (Pathania-Jain, 2001). To conduct the value chain analysis, the company is split into primary activities (those that are related with production) and support activities (those that provide the background necessary for effectiveness and efficiency of the firm like human resources management) (Porter, 1985). These activates are discussed below: Primary activities 1. Inbound and Outbound logistics: In Inbound logistics, the key activities are those associated receiving the raw materials from suppliers and managing them within the firm. These activities includes Stock Control (storing and managing fuel, snacks, food and drinks.), passenger service system, facilities planning etc (Fig. 1.1). It provides ample of facilities to its customers, it gives choice of three entrees with main meal, free drinks, an amenity kit for outbound journey, complimentary newspaper of passengers choice. The facilities keeps on increasing if you move from economy to upper class. The upper-class passenger gets limo service to travel to airport where check in formalities are already completed before they check in hotel style lobby area and through a dedicated security area exclusively for virgin airline customers. The upper-class UK passengers gets a complimentary airport transfer in chauffeur driven Volvo or Virgin Limo Bike which makes there outbound logistics quiet impressing to customers. (Source: http://www.virgin-atlantic.com/tridion/images/studentinformationkitmarch2009_tcm4-622791.pdf; http://www.virginatlantic.com/en/gb/allaboutus/ourstory/forstudents.jsp#operation) Operations: Virgin Atlantic is the second largest long haul airline in the UK and the third largest European carrier over the North Atlantic. It operates to many of the top destinations around the world including destinations in the Caribbean, US, India, Far east and Africa. It has won many awards almost in most categories that travel industry offers. 3. Marketing and Sales: Virgin Atlantic uses a wide range of marketing techniques. Advertising activity includes magazines, TV, taxi sides press, outdoor posters and direct mail. Also promotional schemes plays vital role during traditionally low seasons. To encourage loyalty, Virgin Atlantic offers flying club membership where in members gets free miles that can be exchanged for free flights and other rewards. In addition, Virgin Atlantic also advertises through travel agents and runs wide range of promotional schemes, offers trade incentive, organises trips and social/educational events. The website (www.virgin.com/atlantic) also plays vital role as it offers full electronic booking, give information on destination, informs mileage balance to members and different promotional schemes. (Source: http://www.virginatlantic.com/en/gb/allaboutus/ourstory/forstudents.jsp#operation) 3.Service: Virgin Atlantic has won numerous awards for its service and claims to set up new standards of service by pioneering range of innovations. For example, with respect to comfort during journey, its upper-class suite has longest and most comfortable flat bed and seat in airline industry for which alone it won twelve awards. For travelling from airport, virgin Atlantic offers limousine service and Bike service to its customers. Support activities: Firm Infrastructure: It includes planning and control systems, such as corporate strategy, accounting and finance. (Lynch, 2003). Virgin Atlantic expends heavily on technological solutions and infrastructure. The Finance department analyse the expenses due and financial condition of the group and accordingly plans the expenses necessary for growth of organisation. 2. Human Resource Management: Virgin Atlantic recruit people by means of newspaper advertisements and through its website. Existing staff can also recommend and earn incentive through the same. Virgin Atlantic gives world-class training to its employees and develops their employees from time to time by organising educational events. Also they recruit and train people with sign language skill to facilitate to disable passengers 3.Technology Development: Virgin Atlantic not only considers technological developments as vital for growth but also spends a lot on it. It has award winning in-flight entertainment system, travel seats and beds designed to give extra comfort. Also it is continuously working on innovative aircraft design and technological solution to reduce carbon emission 4. Procurement: Virgin Atlantic has an efficient procurement department, which obtains quality goods and services at lowest price so that the passengers can avail these world-class facilities at competitive prices. The department takes benefit of large operations of and thus achieve economies of scale. The department also interacts with a number of organisations that provide handling services at airports, Including baggage handling, refuelling, maintenance, cleaner services and security. These services are offered by a number of companies and can help in reducing costs. (Source: http://www.virgin-atlantic.com/tridion/images/studentinformationkitmarch2009_tcm4-622791.pdf; http://www.virginatlantic.com/en/gb/allaboutus/ourstory/forstudents.jsp#operation) External analysis of Virgin Atlantic To have a grasp of the existing market as well as consumer and stakeholder perception, an awareness of external factors is essential. This section will highlight the position that Virgin Atlantic holds with respect to competitors, social perception, etc. PESTEL Analysis An organisations business environment is invariably governed by external factors which can be broadly analysed as Political, Economical, Social and Technological factors. To gain an advantage in the present and future market the organisation needs to reduce inefficiency and retain cost effectiveness (Grant, 2005). As Virgin Atlantic operates within Europe, North America, Africa, Asia and Oceania, these factors differ to a certain degree and the manner in which competitors, political bodies and social groups react and respond to the brand has to be anticipated with some care. Political and Legal factors As Virgin Atlantic operates across the globe, it has to adapt its practices to suite national and international laws as well as domestic aviation rules and regulations. The manner in which competitors react to new market shares may also involve political influences. When the United Kingdom opened Heathrow Airport to Virgin, thereby abolishing the London Air Traffic Distribution Rules, angered the chairman of British Airways and lead to BAA donations to the Conservative Party being halted. Virgin also incurred the wrath of Lord King when two unused slots held by BAA at Tokyo Narita International Airport were awarded to the airlines (BAA, 2009). Economic factors It must be stated that the brief financial crisis of the early 1990s forced the then Conservative British government to open Heathrow to Virgin despite opposition from BAA. This shows how external economic conditions can sometimes be favourable to a rising organisation in grabbing a hitherto inaccessible monopolised market. One of the main economic factors that affect the airline industry in general is the fuel hike. Conrady (2009) notes that the low cost fuel prices provided to the UK airline industry has greatly assisted in it escaping the fate of many of its European counterparts. Social factors The social perception and acceptance of a brand is of vital importance to any organisation and Virgin Atlantic has managed to do that in a relatively short period. Virgin Atlantic has been vying for the position to instil in the British public the brand image of a national and international organisation. When British Airways announced in 1997 that it will remove the Union Flag from its tailfins in favour of more international images, Virgin was quick to introduce the Union flag prominently in its winglets and noses with the tagline Britains Flag Carrier thereby challenging BAs traditional role as UKs Flag Carrier. The training of its staff is also a major issue and is vital in gaining stakeholders and achieving stakeholder targets (Nadal, 2009). The service staff need to have proper training to meet the high standards of service which is expected of it by the consumers as a hallmark of the airline industry. Technological factors As an industry that heavily relies on technology, the technological factor is the most essential factor in improving efficiency in the longer term. Virgin has managed to introduce more than 700 next generation aeroplanes, which provides a marking contrast to most of its competitors. According to Briggs and Burke (2009) this also minimises maintenance and training costs in the long run. Virgins initiative to focus on providing online service will also have a marked benefit as more and more consumers are being introduced into the World Wide Web on a daily basis. Consumers are thereby allowed to get up-to-date information regarding flight schedules and compare airline prices. Environmental factors Environmental concerns have also been a frequent issue as the airline industry is notorious as a major polluter. Many campaigns have tried to befriend or at least calm the environmental lobbies but more effort must be put into projecting the image of an organisation that is doing its bit for the environment. Virgin has focused on informing consumers about the CO2 pollution before each flight. The duty free bags are now composed of a significant proportion of recyclable material in compliance with the Ministry of Agriculture (Wheeler and Elkington, 2001). Critical assessment of the virgin Atlantics strategies The above-defined analysis conforms the strategy of Virgin Atlantic as being excellent service provider, it makes its path by providing distinct service. The corporate strategy of the organisation is to provide world-class service at a competitive price. The companys strategy is well supported by statement of Porter (1996), which says that executing the same activities in a different way than that of traditional competitors helps in achieving better position in sustainable manner. The company enters oligopoly market where customer usually receives poor deal and there is a scope of acquiring market by giving better services. To raise awareness of their products and services and new routes, Virgin Atlantic advertises through TV, press, magazines etc. Another strategy that organisation use is to make customers loyal by making them member of there flying club . The flying club offers numerous world-class facilities which will not only help in satisfying the customer but also gaining customer loyalty. The more customers travel through them, the more miles they get which can be exchanged with free flight and other rewards. They also get special support service and clubhouse access. Also during traditional low seasons, tactical promotions and price advertising are done to a large extent to maximize the aircraft capacity. In addition to all these, Virgin Atlantic also market through travel agents by offering them familiarisation trips, trade incentives. (Source: https://www.virgin-atlantic.com/en/gb/frequentflyer/index.jsp; http://www.virginatlantic.com/en/gb/allaboutus/ourstory/forstudents.jsp) Effectiveness of strategies chosen SWOT Analysis According to Johnson (2005) SWOT (Strengths, Weaknesses, Opportunities, and Threats) is a useful tool to examine financial accounts and developing healthy work environment of a company. It is a major step towards any strategic planning in a business. It is considered to be very important source of information for judging and understanding any sort of situations in the organisation. Given below is the SWOT analysis for Virgin Atlantic. Strengths Virgin Atlantic is headquartered in country where competition is enhanced and tolerated due to deregulation The virgin Atlantic has the head office in the country where the contest is heightened and tolerated due to the deregulation, which means the business is managed without the aid of following government restriction. The important feature of the Virgin Atlantic is the collaboration with Singapore airlines that made them one of the best airlines in the world. This has proven to be advantageous for virgin in many ways like huge market access, restructuring, converging technology to develop new one, gaining knowledge and extending supply etc. The strength of the Virgin group perhaps, is its importance to best customer service and innovation combined with brand name gives a big advantage to Virgin Atlantic. Virgin believes in creativity, adding its importance to customer service and innovation with the brand name virgin proves out to be the biggest strength of Virgin Atlantic. Its has introduced many firsts in the business like first to launch entertainment systems, onboard bars which increased social activities in-flight, providing complimentary limousines services, beauty treatments in-flight. It further introduced business economy cabin. It also has a website that dedicated to what a customer can expect from the airline and all other conclusive details of interest. Virgin has a powerful e-business structure that makes communications simpler and easier with the customers. They continually measure the performance delivered by each crewmember on flights. An additional feather to their cap is the exceptional service tin providing assistance to disabled/visually-impaired passengers. It not only helped in earning good reputation but also winning EASE award consecutive four years. (Source:http://www.virgin-Atlantic.com/en/gb/whatsonboard/index.jsp;http://www.virgin-atlantic.com/en/gb/allaboutus/ourstory/history.jsp) Weaknesses The major drawback Virgin Atlantic faces is limited market reach as unlike other major international airlines. It operates in limited countries only like UK, Caribbean, South Africa, India, Australia, and US The companies reach in code sharing is limited hence it is not able to enjoy the benefits of code sharing which the members of leading Global alliance are able to do such as lack of transferable priority status, lack of seamless travel, lack of enhanced frequent-flier program benefits, limited extended lounge access and lack of greater network access. This is because Virgin Atlantic is not part of any leading global alliances. (Source: http://www.virginatlantic.com/en/gb/allaboutus/ourstory/forstudents.jsp)   Opportunities Virgin Atlantic is one of the few airline companies operating successfully in African countries, gradual liberalisation in UK/south African market leading to 53% rise in flights and 62% increase in passengers. The business has increased incredibly. There are few more cities, which can be considered for hospitality service based on the smooth record of the airline. Some of the very well known and large airlines have experienced bankruptcy in recent times providing them a great opportunity. Also the European Union is on their side providing to a be great support. Going forward, Virgin still have a great scope to grow in African market as only the British and African airways in dominating the continent and virgin comes at third position. It should focus on increasing the market share in Africa. Another opportunity available with Virgin Atlantic is attracting customers by aggressively promoting the clubhouse facilities and introduction of its latest Heathrow clubhouse. The number of tourist coming to UK is increasing day by day which is an opportunities available to them but in competitive environment, its quiet tough but strategic and aggressive marketing can make it possible.      Threats The current situation all over the world has lead to increase in competition so there is high possibility of threat due to competitiveness in the market which in turn creates pressure to maintain continuous profit. This would in turn lead to forceful alliances, mergers and acquisitions which might not be in the interest of the company. Other issue of concern is accommodation of passengers on the aircraft. Other threat may be the legislations i.e. changing policies and rules by government in the country where Virgin Atlantic operates. This may slowdown the operations and business of the company. Another major threat is emergence of new airlines, which can increase competition. Also if new airlines or existing competitors adopt Virgin Atlantics concept and structure, it will be a major threat to the company Strategic options for Virgin media: Ansoff Matrix: The Ansoff matrix (Ansoff, 1957) invented by Igor Ansoff who is also known as father of Strategic Management and was first published in Harvard business review in 1957. It presents the product and market choices available to an organization. In this markets may be defined as customers and products as items sold to customers (Lynch, 2003). Main aspects of Ansoff Analysis The Ansoff matrix provides the basis for an organizations objective setting process and sets the foundation of directional policy for its future (Bennett, 1994). The four strategies entailed in the matrix are elaborated below. Ansoff Product-Market Growth Matrix: (Ansoff, 1957) Market Penetration: It occurs when an organisation accesses a market with its recent services products. The market penetration strategy begins with the existing customers of the organization. This strategy is often use by companies in order to increase sales without wandering from the original strategy of product-market. (Ansoff, 1957). Product Development: Firm develops new products catering to the same market. This strategy refers to the significant new development of products not just minor changes to the existing products (Lynch, 2003). Market development In this particular strategy, a company moves beyond its existing customer base in search of new customers for its existing products and services. This strategy involves searching of new segment of a market, searching of new area to attract new customers, different/new use of products and services. (Lynch, 2003). Another good strategy that comes under market development is selling existing products in new international markets. (for example British firms can consider of selling there products in complete European markets). Diversification Levitt (1983) rightly whispered that world these days is becoming common market and people no matter where they live are demanding similar product and lifestyle. There has been a massive raise in international trade because of globalisation and liberalization. Diversification strategy essentially involves movement of current products and services in new markets (Lynch, 2003; Macmillan et al, 2000). All four strategic options defined above in the Ansoffs model bears risk element with them. Although Market penetration is often considered as a low risk strategy but diversification is considered as a high-risk growth strategy as it involves huge investment that increases due to simultaneously movement into new products and new markets. When applied to Virgin Atlantic, this model results in to two vital strategic options available. Product development strategy and the Market development strategy, to become the most successful organization Virgin Atlantic should follow both of them. The product development strategy suggested through Ansoffs matrix can be a very good strategy for Virgin Atlantic because of the type of customer base, the company possess. The company has good customer base of upper class families and corporate tycoons. If the company introduce new products or sub products, they can market it to these existing customers. The company should focus on strengthening the relationship with existing clients often known as Relationship marketing. One of the ways to achieve it is being in contact with them, giving them special offers, and at times offering them concession. If they are given special facilities and excellent services then it will develop brand loyalty in them. Another option available with Virgin Atlantic is market development strategy which involves search of additional geographical regions and additional market segment. If we compare the flights/services offered by Virgin Atlantic with British airlines, there is a large gap. Although Virgin Atlantic is UKs second largest airline but it operates flights to only 26 major destinations whereas against BA has flights to more than 150 odd destinations. Virgin Atlantic should increase the number of destinations, which can be done after carefully analysing the facts and figures about the population, operations, flights of competitors etc. Also Virgin Atlantic group should focus on developing country (Asia Pacific Region) as the growth prospects ate higher than developed countries. China and India are two developing countries with highest population and expected compounded growth rate in this region in 2007-2012 will be 5.2%. The manufacturing cost is comparatively low in these countries making them attractive destination for business. Also it will be a sound decision to outsource operational work to these countries. Virgin Atlantic is famous for luxurious flights as it offers world-class facilities to their passengers but in this competitive environment they are not offering anything price conscious economy class passengers. They should introduce no frills flight with the objective of earning profits on economy of scales. With this strategy they will not only diversify their risk but can potentially capture a new segment using their brand name and service. Conclusion: To conclude, after analysing internal and external factors of the Virgin Atlantic, it has been observed that Virgin group has grown massively and became world-class brand following the path of virgin group but it is still in path as there is a massive scope of growth which can be realised by combination of two strategies. They are product development and market development and market development. If used appropriately, they can help Virgin Atlantic to

Social Media and the Egyptian Revolution

January 2011 marked the beginning of peaceful protests and movement demonstrations staged by citizens throughout Egypt. Movement actors fought for democratic advances, political freedoms and equality. The genuine commitment for change, the unity of the people and most notably the tactful com/the-effects-of-social-media-on-communication-skills/">manipulation of social media resulted in the disposition of the suppressive regime. Modern social media has significantly changed the traditional forms of activism and has simplified the efforts needed to provoke civic mobilization.Social media applications such as Twitter, Facebook and YouTube hold the dynamic power to manipulate, control, inform and motivate. Essentially, they have become excellent tools for activists. This paper seeks to describe and assess specifically the relationship between social media and the Egyptian Revolution. Building on this foundation, this essay will prove that social media platforms were the major catalysts fo r social change in Egypt. To begin, social media, or more precisely Twitter and Facebook, defined and formed the movement's collective identity.These platforms represented safe environments that permitted individuals to consult about common grievances and share revolutionary ideas (Comunello & Anzera, 2012; 466). Furthermore, social media applications played key roles in facilitating the efforts needed for communication, organization, and recruitment (ibid). These applications were highly trusted as they allowed activists to network effortlessly and moreover, assisted in turning rational individuals into constituents. Lastly, social media aided in attracting global support and ‘helped spread democratic ideas across international borders' (Comunello & Anzera, 2012; 466).By referencing the works of scholars such as Kenneth Pollack, Halim Rane and Francesca Communello, this paper will prove social media as the underlying force of the Egyptian revolution. To begin, the con versations held on Facebook and Twitter shaped the collective identity that would make ‘individuals feel capable of effecting change' (Staggenborg, 2008; 191). Twitter and Facebook were the underlying catalytic forces of the movement as they provided a space that would allow Egyptians to publically aspire for changes and ‘express opposition to the existing order' (Doran, 2011; 41).â€Å"We Are All Khaled Said† was a Facebook page that established Khaled Said's death as the spark of the Egyptian movement. With Said's brutally beaten face as the banner, this page quickly spurred anger as it emphasized both the unreasonable level of cruelty that was exerted towards him and as well as the oppression Egyptians faced daily. Remarkably over the course of a few weeks, half a million Egyptians were on Facebook, expressing their anger and sharing their grievances over police brutality, rising food prices and corruption.This platform page assisted in framing the movement â⠂¬Å"in terms of demands for dignity, justice, freedom and democracy† (Rane et al, 2012; 80). The establishment of the movement's frame gave rise to many other Facebook pages. These highlighted the corrupted practices of the government and educated both constituents and adherents to the movement about democracy and its benefits. Facebook succeeded in breaking down the psychological fear barrier that obstructed Egyptians from participating.Once fear was no longer an issue, the Egyptian social capital progressed intensively as the collective consciousness emerged. Facebook was used as a mobilization structure that would undeniably give back the power to the people and restore their self esteem. Correspondingly, Tunisia's success in toppling their dictator, had inspired a wave of revolutions in the Middle-East. Socio-political debates and ideas of democratic advances in Egypt were highly influenced by the current events in Tunisia. These influences had left a marginal impact on th e Egyptian collective identity.By using social media platforms, Tunisian activists guided their Egyptian counterparts regarding the matters of revolution. On Facebook, Tunisians inspired Egyptians by further highlighting the benefits of democratic advancements and by providing words of encouragement and advice ( Rane & Salem, 2012; 85). Tunisians contributed to the empowerment and collective morale of the Egyptian people entirely through the use of social networking applications. Social media is what ultimately allowed the Egyptian people to be galvanized.It created a type of common room that allowed dissidents to speak feely which gave emergence to the movements collective action frame and identity. As Twitter and Facebook were deduced as safe and anonymous environments, the psychological fear barrier had eventually been broken, thus supporting the thesis that social media was undeniably a prominent feature in the outcome in Egypt. (Rane & Salem, 2012; 84) In addition, Twit ter and Facebook had facilitated the movement's needed efforts for mobilization.Activists used these platforms as reliable tools  to propagate their message and contact fellow movement actors. Both Twitter and Facebook contain features that allow statements to be liked, shared or quoted; therefore breaking down all geographical barriers. Egyptian activists, while by passing government restrictions, would use these applications to strategically organize peaceful protests and other forms of collective activities and events. Movement actors would organize ways to contest authorities on Twitter or Facebook as they knew their great power to spread news (Idle and Nunns, 2011, p. 20).Specifically, Twitter played a key role during the revolution as it held the power to potentially turn a simple tweet into a worldwide trending topic. Similarly to the diffusion theory, Twitter along with Facebook became key channels of diffusion. Both these applications accelerated the speed at which the ad opters received the innovations initiated by the transmitters, resulting in the instantaneous mobilization of individuals and resources ( Rane & Salem, 2012; 78). The pertinent example of this phenomenon presents itself a few days prior to the massive revolutionary demonstrations of January 25.To avoid attracting authorities, main organizers of this uprising had avoided disclosing details too early. When details were finally shared, it diffused virally over social media applications at an impeccable speed that would attract 80, 000 protestors in two days, thus proving social media as a prominent inciting force. Social media was used to raise expectations of success and coordinate strategy (Howard et al. 2011; 9). These networks were manipulated in ways that would inspire â€Å"dissidents to organize protests, criticize their governments and spread ideas about democracy† (ibid).Twitter and Facebook supported Egyptian activists by sustaining collective action and by facilit ating the process of diffusion (Rane & Salem, 2012; 90). To deduce, social media simplified the dynamics needed to provoke the mobilization of the Egyptian social movement, thus supporting the thesis that Twitter and Facebook were the catalysts to the movement. Lastly, social media platforms galvanized foreign support and â€Å"helped to globally spread voices against [oppressive] regimes† factors that contributed to the movement's success (Comunello & Anzera, 2012; 466).As previously mentioned, social media networks had broken down the geographical barriers that would otherwise limit activists. Twitter, Facebook and YouTube disseminated images and videos of police brutality towards the relatively peaceful protestors; which heightened awareness in countries. Activists used these platforms in their favour to gain international support, thus weakening the oppressive regime. Simply put, the more Egyptians attracted awareness, the more likely Mubarak would fall.Specifical ly, Egyptians directed these images to Western countries as they recognized that added pressures from these States was paramount (Khamis & Vaughn, 2011). An important speech permitted Egyptian movement actors had known of their success days before Mubarak had actually resigned. When Obama publically stated his discontentment with the Egyptian government's abuse of power, there was a cry of victory in all of Egypt. The Leader of the Free World's statement had rekindled the fire of passion and had empowered Egyptians, inspiring them to continue their pursue for change.Moreover, similarly to the Tunisian Revolution, the Egyptian Revolution had sparked movements throughout the Middle East. Countries across the Middle East and North Africa (MENA) region share many common elements, thus explaining the wave of uprisings (Rane & Salem, 2012; 84). The Egyptian movement was merely a response to a lack of human rights and freedoms and its success, motivated all pro- democratic activist s in the MENA region. These activists learned of the power of social media by following the Egyptian movement on Twitter and Facebook.In hoping to rid their countries from â€Å"adverse social, economic and political situation†, activists look at social media platforms as the initiators for change (ibid).. Consequently, current oppressive governments in the Middle East have taken example from the failures of the Egyptian and Tunisian governments and â€Å"have been subjected to a new level of scrutiny† (Doran, 2011; 43). In Syria, the authoritative government has been behaving with great brutality in response to mobilization efforts. Assad has ruthlessly killed many of the rioting individuals all while censoring the media, in efforts of shielding ‘himself from foreign audit' (ibid).The social media tactics used by Egyptian and Tunisian activists have weakened their respective government all while strengthening other authoritarian governments in the region. Twitte r and Facebook supported Egypt during its plight for social change as they assisted activists in raising international awareness. Because of their abilities to cascade information virally with no geographical limits, the Egyptian Revolution became an international topic in a matter of weeks; ultimately leading to the movements success.Lastly, social media aided with  spreading ideas of revolution and democracy in the MENA region (Rane & Salem, 2012; 84). The diffusion of Egypt's success on Facebook and Twitter, inspired pro-democratic movements throughout the Middle East; thus supporting the statement that social media was the seminal impulse for social change in Egypt and as well as the rest of the Middle East. â€Å"The best practical reason to think that social media can help bring political change is that both dissidents and governments think they can† C. Shirky ( Comunello & Anzera, 2012; 461).The Egyptian Revolution and the contributory role played by Twitter and Facebook demonstrate the predominant effect social media platforms have on social movements. The achievement of the movements objectives didn't solely depend on social media; offline efforts were required. Nevertheless, Twitter and Facebook were the major driving forces of the movement as they accelerated the movement's progression towards success. To begin, these social media applications shaped the collective action frame and defined the collective identity, ultimately leading to the mobilization of the movement.Furthermore, these platforms facilitated communicational efforts and the transfer of pertinent information thus simplifying all the dynamics involved with mobilization. Lastly, Twitter and Facebook helped in the spreading of democratic ideas and attracted the international awareness needed that would essentially overthrow the Mubarak regime. Considering these statements aforementioned, it is extremely likely that without these social media platforms, the revolution wou ld have evolved at a much slower pace, therefore proving that these platforms were verily major catalysts for social change in Egypt.

The War Against Writing Research Paper

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Martin Luther King And Nelson Mandela - 880 Words

My essay is about the differences and similarities of two famous historical figures, Martin Luther King and Nelson Mandela. Some of the topics I will cover include the backgrounds of the individuals, where are they from, the achievements and accolades and public perception of these people and my personal opinion about everything accomplished in their lives. Mandela and King have some similarities in their lives. Nelson Mandela was born in July 18, 1918 and was a South African against racial segregation and politician who served as President of South African from year 1994 to 1999. Also he was the first dark CEO and chose in popularity based decision. His legislature was based on the political sanctioned racial segregation handling organized prejudice and emphasizing racial compromise. He served as President of the African national Congress. Mandela was also a Secretary of the Non-aligned Movement from 1998 to 1999. Martin Luther King was born in January 15, 1929 as American pastor , leader activist and humanitarian for the afro-American civil right Movement. He was well known for his development of social liberties using peaceful common rebellions based on Christian convictions. He also was one of the best speakers in American society. Both were global icons and well respected by public figures worldwide and spiritual leaders. They lived parallel lives sacrificed everything to battle for the human rights. Also they were freedom fighters and recipient of the NobelShow MoreRelatedMartin Luther King, And Nelson Mandela1678 Words   |  7 Pagespolitical leaders have transcendental ideas and beliefs, such as Martin Luther King, and Nelson Mandela, but there are many that do not conform to transcendental ideas, such as Alexander Hamilton and Joseph Stalin. It can also be noted that those who have transcendental ideas are 20th-century thinkers and politicians while those who are not transcendentalist thinker are 18th-century politicians. People such as Martin Luth er King and Nelson Mandela had their political career after the nineteenth-century transcendentalistRead MoreComparing Martin Luther King and Nelson Mandela1041 Words   |  5 Pagesthat are comparable in both the lives of Martin Luther King and Nelson Mandela. I. Martin Luther King Jr. and Nelson Mandela performed similar actions in their lives. A. In 1955, Martin Luther King, Jr., fought for the civil rights of the black population in America. B. Similarly, in South Africa, Nelson Mandela fought for the freedom of blacks from apartheid. II. Another similarity between King and Mandela is that they had the same beliefs. A. King firmly supported his nonviolence protestRead MoreMahatma Gandhi, Martin Luther King, and Nelson Mandela1504 Words   |  7 Pagesï » ¿Mahatma Gandhi, Martin Luther King, and Nelson Mandela Non-violence is a concept that people participate in social and political change without violence. It is a form of social and political change between passive acceptances and armed struggle. Non-violence way to participate in the social and political change is including nonviolent civil disobedience against, acts of civil disobedience or other powerful influence uncooperative antagonistic form; it is similar with pacifism, but it is notRead MoreMartin Luther King Jr. and Nelson Mandela2298 Words   |  10 Pagesaspirations were materialized because of firm beliefs and philosophies which were indoctrinated into the minds and crafted on the brains of their followers. â€Å"I have a dream† as laid down in the profound speech of Martin Luther King Jr. in August 1963; Ghandi’s belief of a changed Indian society; Nelson Mandela’s firm belief in freedom, to name a few, were realized decades after. However, undoubtedly these beliefs ‘dictated actions’, Be nnett (2009). Though not a great philosopher or freedom fighter, it isRead MoreBiography Of Martin Luther King, Mahatma Gandhi, And Nelson Mandela1430 Words   |  6 PagesLeadership.The word leadership was once thought of as something that you were born with, hence the very popular saying Great leaders are born, not made (What Makes An Effective Leader). Martin Luther King, Mahatma Gandhi, and Nelson Mandela were all great examples of people who were natural born leaders. These three leaders were very charismatic, which enabled them to gather many followers. To some extent, being born a leader was true because according to David Celeste, Qualities such as charismaRead MoreMohandas Gandhi, Nelson Mandela, and Martin Luther King Jr. were True Inspirations608 Words   |  2 PagesA man known as the â€Å"father of the Indian nation†, Mohandas Gandhi, also known as Mahatma, was a man of true inspiration. He inspired well known civil-rights leaders Martin Luther King Jr. and Nelson Mandela, and also revolutionary scientist Einstein. Gandhi was well known for using peaceful methods such as peace marches, boycotts, and sit-ins. Most people could call Gandhi the father of peace, for it was he who help the world recognize the effectiveness of non-violence. Gandhi’s peaceful ideals helpRead MorePeople Who Changed THE World1142 Words   |  5 PagesUniversity People Who Changed the World Nelson Mandela was one of the greatest social and political peacemakers that ever lived. His accomplishments were world changing. Mandela was not always able to pursue his democratic dreams nonviolently but that was his desire. Unfortunately, the South African Government felt it necessary to punish nonviolent protestors to discourage their cause (Book, 2009). As a leader in the African National Congress, (ANC), Mandela had to stay strong to be a contender inRead MoreGke 1 Task 21300 Words   |  6 PagesNelson Mandela was known as a world leader for his role in fighting apartheid and being the first multi-racial president of South Africa. His presidency created a significant change in the perception and building of a multiracial society in South Africa and around the world. Nelson Mandela was also known to be a leader of a civil rights organization known as the African National Congress. The purpose of the African National Congress was to demolish racial segregation and discriminati on. The two mostRead MoreLeaders for Social and Political Change1007 Words   |  5 Pagesas well as personal and political struggles. From the many injustices our predecessors have overcome, leaders have emerged. Individuals who will forever be revered by millions and will hopefully continue to inspire our youth. Nelson Mandela and Reverend Martin Luther King Jr. are two leaders that have greatly impacted not only their country, but the world. Both of these leaders had a significant impact on the people of their cause, both in a political aspect as well as for social change. InRead MoreDr. Martin Luther King Jr. Essay1134 Words   |  5 Pagesaround human rights race relationships and power. In this paper, I will focus on the themes of racism, human rights, and power and how history makers such as Martin Luther King Jr., Nelson Mandela, and Mahatma Gandhi (just to name these few) helped to redress them to an extent and how theirs efforts shape contemporary events. Dr. Martin Luther King Jr. was born on 15 1929 in Atlanta, Georgia and is one of the most remembered Human Rights Activists in America history. He is remembered for his nonviolent