Research Hypothesis Essay Example for Free

Research Hypothesis Essay Null Hypothesis: The new developed drug has no considerable difference from the standard multi-drug regimen used by most cancer patients (Â µ1 = Â µ2). Alternative Hypothesis: The new developed drug is considerably better from the standard multi-drug regimen used by most cancer patients (Â µ1 Â µ2). The dependent variable in the study is the so-called ‘level of efficacy’ (or in simple term, the level of effectiveness of the drug). This independent variable may be measured by: 1) T-cell counts among AIDS patients, 2) improved blood circulation (measured by blood pumped per ounce per second), and 3) rate of antibody formation. For the sake of simplicity, we shall only consider the first measure of ‘efficacy’ (T-cell counts among AIDS patients). The independent variable in the study is the ‘type of drug’ used to treat patients with AIDS. Method For the purpose of theoretical efficiency, we can assume the existence of two groups. Group A is a population sample treated with the ‘new developed drug.’ Group B is a population sample treated with the standard multi-drug regimen. Note that both drugs are assumed to have a general effect on the mitigation of AIDS among patients. A higher population mean (measured by T-cell counts) would indicate a higher ‘level of efficacy.’ Biases Experimenter bias may be exhibited in the study as: 1) error in the specification of experimental maneuver, 2) error in the measurement of outcomes, and 3) faulty interpretation of data. Because of the complexity of the study, it is very likely for the researcher to commit the second error. Selection bias is not present in the study. Ethical Issues There are two pressing ethical issues in the study. First, it is generally unethical to use an untested drug (medical) to a group of AIDS patients (although it may be argued that the drug has been tested many times in the laboratory). Second, it is dangerous to test the efficacy of two sets of drugs to ‘actual’ patients.

Interpretivism Approach In The Study Of Workers Behaviour Psychology Essay

Interpretivism Approach In The Study Of Workers Behaviour Psychology Essay The study of workers behaviour is a very complex phenomenon as it involves peoples attitudes, feelings and behaviours, which characterise life in an organisation. The field of human behavior is solidly grounded by researcher such as Taylor, Maslow, Herzberg and Elton Mayo. With the pace of industrial revolution, studies are now more focused on areas such as job satisfaction and analysis, performance evaluation, employee motivation and the human factor at workplace. Hence, the interpretivism approach has gained momentum in the study of human behaviour. This literature review will introduce the different research philosophies which have been used in the field of human behaviour, firstly, providing a descriptive analysis of the Positivist approach, which focuses on quantitative methods as opposed to the Interpretivist approach, which focuses on qualitative methods and secondly how the early approach to research in human behaviour has shifted towards qualitative methods as it enhances understanding of workers behaviours in organisations and hence facilitate management decisions. For decades, the way in which research is conducted has produced arguments relating to which research philosophies, approaches and strategies are best to follow.   A research philosophy is a belief about the way in which data can be gathered, analysed and used. Galliers (1991) identified two major school of thoughts as Positivist (also called scientific) and interpretivist (also known as anti-positivist). Positivism is a belief that it is possible to obtain objective knowledge through observation and that such knowledge is verified by statements about the circumstances in which such knowledge is true. Smith (1998) provides a useful insight into positivist thinking within social sciences with this description: Positivist approaches to the social sciences . . . assume things can be studied as hard facts and the relationship between these facts can be established as scientific laws. For positivists, such laws have the status of truth and social objects can be studied in much the same way as natural objects. In other words, Positivism views the social world as the natural world in terms of how it can be studied, because human behaviour is determined by rules and developed with social groups. Positivism is considered to be an empirical testing of theories by means of experimentations before reaching a general principle. Positivism adopts a clear quantitative approach to investigating phenomena by using data that are objective, discernible and measurable. According to House (1983) evaluation of information is considered to be scientifically objective in the sense that they can be verified by logical inspection regardless of who uses the techniques. Hence, the positivist approach to research is favoured due its exactness and impartiality. (e-International Relations, 2010).   Positivist research is usually conducted with a large number of participants. The research design tend to be comparative, hence the use of surveys or experimental designs is usually preferred. The methods used are more likely to produce quantifiable and testable data such as official statistics, structured interviews and observation.   Typically, they are rigid, unchanging and free from social constraints. However, the use of these methods can sometimes be very expensive and time consuming. Thus, critics argue that the positivist approach yields useful, but limited data, which only provide a superficial view of the phenomenon under investigation (Bond, 1993; Moccia, 1988; Payle, 1995) Early positivist theorist in the field or organisational and human behaviour searched for underlying principles of what happens in organisational settings. They were concerned with efficiency, or how to economically maximise workers productivity (Denhardt, 2008; Simon, 1947a). However, Dahl (1947) rejects the idea that the study of human behaviour could be classified as a positivist approach and could be designed as true experiments that produce uniform, reliable and verifiable data. A major criticism of the positivist approach is that it does not allow a comprehensive study and examination of human beings and their behaviours. Hence, the increasing importance of the human factor in the workplace leads to the emergent to a shift towards the interpretivist paradigm. Interpretivism approach focuses on methods that examine people and their social behaviour (Gill and Johnson, 1997). This approach considers human beings as part of the social world, which exists due to the interaction and actions of human beings. It emphasises a search for meaning, understanding and social interaction as the basis for knowledge. According to Cantrell (1993, p84), the aims of interpretivist approach research are to understand phenomena, to interpret meaning within particular social and cultural contexts, and to uncover beliefs and elicit meaning from action and intention through dialogical interaction between researchers and participants. According to the interpretivist view, the social world is open and changing by ways people go about their lives. Research methods therefore, must be capable of capturing the quality of peoples interpretations and understanding the meanings to people course of actions. Hence, the utility of qualitative data is preferred as it is more acquiescent to the study of organisation and human behavior. Qualitative research is a class of research methods in which the researcher actively interacting with the participants of the particular study (Muchinsky, 2003).   In other words, the researcher gets involved with the phenomena being researched. Thus, qualitative research produces narrative descriptions of events as opposed to quantitative research which produces results in numerical data (Landy Conte, 2004; Strauss Corbin, 1990) The interpretivist approach makes use of flexible and multiple methods, the most desirable way of studying a small sample in depth over time. The favoured common methods used include interviews, observational research and focus groups.   The characteristics of these methods are extremes to those used in quantitative research as they are exploratory rather than explanatory and focus on meanings than establishing facts. The interpretivist paradigm disagrees with the notion that human beings and its behaviour can be studied with scientific methods. Interpretivist theorists are more concerned with the study of organisation from inside as they assumed that a better understanding of how the company functions can only be achieved from the perspective of the workers. The favoured research design in Ethnography with the use of qualitative method such as observation is useful in answering questions on why employees behave the way they do in organisations and what happens in the organisation (Ehigie, R.I Ehigie B.O, 2005:621-638). Ethnography study is by means of which you assess people in their day to day activities, their behaviour and culture in a natural setting. Fetterman (1998) describes it as the art and science of describing a group or a culture. The group can be categorised as work group, organisations or team of individuals where as culture can be the prevailing culture in an organisation. Ethnography can be used to gain understanding of the real world context, social as well as work settings (Hughes et al, 1995; Blomberg et al, 1993). Bret et al (2003) argues that since organisations are presently turning towards the use of work teams, ethnography studies have become an important research method in understanding the complex interactions with work teams. Hence, the use of ethnographic methods help in gathering information by mainly watching and talking with people, and by scrutinising documented reports and records (Riemer, 2008:205). Observation is one of the ethnographic methods used by researchers to observe the population of the phenomena to be studied to develop an understanding of their behaviour and culture. The personnel of an organisation who usually make use of this method are supervisors, human resource experts as by nature of their job responsibilities they are expected to observe workers behaviour on the job (Krumm, 2001). Frederick Taylor, one of the early contributors in the study of motivation and performance at work carried out series of experiments at the Bethlehem Steel Company which included non-participant observation of workers. As the workers were constantly aware that they were being observed, there was a drastic change in their work pattern and consequently resulted to improvement in work performance, organisation productivity and earnings. Taylor (1856-1915) advocated that monetary rewards were the main cause of motivation, therefore observational studies on workers did not affect their p erformance, as they were drive by the financial rewards they would achieve by their course of actions. A very good example of participant observation can be related to the Hawthorne experiments allegedly conducted by Elton Mayo. The researchers involved in the Hawthorne Experiments did not understand the impact of human values and interaction until they personally interacted with the workers (Denhardt, 2009:3). Thus, through this interaction they had a better understanding of the workers actions in relations to the working environment. However, observational studies are also criticised as only small samples can be investigated such as in the case of Taylors research which was only conducted on manual workers. It is believed that if the research was conducted on white collar workers the findings would have been different. Another criticism by (Muchinsky, 2003; Sackett Larsen, 1990), observation is not frequently used in the study of human behaviour as it relies extensively on time and energy. One criticism of Mayos research is that the population involved knew that they were being studies. The critics argued that to capture a clearer picture of the research, the participants should not be made aware that they are being studied. Despite these criticisms, it is believed that Taylors observational studies have immensely contributed to present day management and gave birth to the concept of performance related pay system. To summarise, it can be argued that qualitative methods found its way in the study of both organisational and human behaviour. However, as a researcher to understand the phenomenon being studied, the use of converging information from different sources, regardless of its form is more advisable. Although Spector (2005) argued that qualitative methods of research offer an alternative to the highly quantitative methods, it is opined that both quantitative and qualitative research methods can help researchers understand issues better than either of the two separately. The use of qualitative methods is growing in the study of organisational and human behaviour (Lee, 1999) as human element are substantially emphasised in an organisation. Although the qualitative methods have significantly contributed to our understanding of human behaviour in the organisations, many avenues for future research are still open and new ones continue to emerge.

Huck?s Moral Lessons And His Changing Attitude Toward Jim :: essays research papers fc

In many ways, to understand the novel The Adventures of Huckleberry Finn, by Mark Twain, the reader must also know a little about the author. Mark Twain was one of the many pen names of Samuel Langhorne Clemens. He was born in 1835 and grew up in the Mississippi River town of Hannibal, Missouri. Twain is considered the father of modern American literature, primarily because of this novel. Numerous schools have banned this novel from their reading lists because they believe it to be racist. The ironic part of this is that Clemens was an abolitionist. He hoped that people would understand and be able to see the unfairness and horrors of slavery by reading his book and seeing what slavery does to people. This book is set in the year 1852 in the south. It is a coming of age novel about an adolescent boy named Huckleberry Finn. In this early stage of his life, Huckleberry is taught many of life’s lessons that will help him deal with events that may occur later on in his life. Huck fakes his death in order to run away from his alcoholic father and his caretaker, Mrs. Watson, and also to escape from being â€Å"sivilized†. While floating down the Mississippi River, he meets Jim, the runaway slave who is owned by Mrs. Watson. His life begins to change when he is faced with many moral struggles along the way. He has to fight against society’s views, which conflict with his views. One of the most significant moral struggles that confronts him is the issue of slavery. Throughout the novel, Huck Finn becomes more self-reliant and mature. He begins to understand the evil in slavery and he realizes that he must follow his own conscience in his actions towards Jim. Even at the beginning of the novel, before Huck has gotten a chance to explore what he believes is right, Huck has grown tired of dealing with society and what society thinks is right and civilized. He says, "The Widow Douglas she took me for her son, and allowed she would sivilize me...I got into my old rags and my sugar hogshead again, and was free and satisfied (1)." Huck prefers living free and being able to think what he wants, rather than being â€Å"sivilized.† When Huck escapes from society, he runs into Jim at Jackson Island and is very happy to see him.

Critical Issue: Promoting Technology Use In Schools Essay -- essays re

Critical Issue: Promoting Technology Use in Schools ISSUE: Although there has been a strong push to get educational technology into the hands of teachers and students, many obstacles to implementation still exist. Equipment may not be placed in easily accessible locations. Hardware and software often pose problems for teachers in the classroom, and just-in-time technical support may be unavailable. Teachers may lack the time and the motivation to learn technology skills. Professional development activities may not provide ongoing, hands-on training for teachers or practical strategies for implementing technology into lesson plans. Initial technology funding may not be sustained and thus not capable of providing upgrades, maintenance, and ongoing professional development. Fortunately, these obstacles can be addressed and overcome. This Critical Issue provides practical information for promoting technology use in schools. OVERVIEW: The push to provide technology in schools has been successful in recent years. According to Goldman, Cole, and Syer (2000), most schools have computer labs and many have computers in every classroom. More than 90 percent of all schools are connected to the Internet, and more than 33 percent of teachers have Internet access in their classrooms. Yet teachers readily admit that they are not making as much use of technology as they could. According to an Education Week survey, nearly 30 percent of teachers said their students use computers only one hour per week; nearly 40 percent said their students do not use computers in the classroom at all (Trotter, 2001). Although technology is more prevalent in the schools, several factors affect whether and how it is used. Those factors include placement of computers for equitable access, technical support, effective goals for technology use, new roles for teachers, time for ongoing professional development, appropriate coaching of teac hers at different skill levels, teacher incentives for use, availability of educational software, and sustained funding for technology. Placing Computers for Equitable Access Access to technology is an important issue for teachers and students. Although schools may have computers available, one factor that determines their use is where those computers are located. If computers are connected to the Internet but are not in a convenient location, the availabi... ...riodically visit classrooms to determine teachers' technology needs and to observe and encourage their integration strategies.  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Provide opportunities for teachers to observe effective technology use in other classes or schools.  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Recognize teacher successes with technology. Share these stories with the school and the community. Encourage teachers to share their successes with colleagues at conferences.  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Participate in professional development programs, study groups, and other technology activities with teachers and other staff members. REFERENCES Bailey, G., & Pownell, D. (2002, November). Technology staff development and support programs: Applying Abraham Maslow's hierarchy of needs. Learning and Leading With Technology, 26(3), 47-51. Burgos, M. (2001) A successful model for school improvement Glenn, A. D. (2003). Technology and the continuing education of classroom teachers. Peabody Journal of Education, 7(1), 122-128. Goldman, S., Cole, K., & Syer, C. (2000). The technology/content dilemma Trotter, A. (2001, September 23). Preparing teachers for the digital age. Education Week

Barbara Ehrenreichs Nickel and Dimed Essay -- Barbara Ehrenreich Nick

  Ã‚  Ã‚  Ã‚  Ã‚  Barbara Ehrenreich is a journalist who wrote the book Nickel and Dimed. She goes undercover to see how it feels to work for $6 to $7 an hour. She leaves her regular life to explore the experiences of a minimum wage worker. Ehrenreich travels to Florida, Maine, and Minnesota, looking for jobs and places to live on a minimum wage salary. At one point in time, she had to work two jobs to makes ends meet. As she worked all these jobs, she discovered many problems in the social world. The things she went through were not the types of situations that she usually experienced. She wasn’t used to living and working environments of the poor. She had to deal with the different personalities and customs of her co-workers, their living arrangement, and the management hierarchy in each job. She worked as a waitress at two different restaurants, as a maid service cleaning houses, and as a dietary aide at a nursing home.   Ã‚  Ã‚  Ã‚  Ã‚  Ehrenreich didn’t want to be a waitress any more than some waitresses, but she did it for her research. Ehrenreich once stated that, â€Å"Waitres sing is also something I’d like to avoid, because I remember it leaving me bone-tired when I was eighteen.† (13). Her first job was at Hearthside, a restaurant in Key West, Florida. She was hired as a waitress, starting at $2.43 plus tips. She worked the afternoon shift. Hearthside was being managed by a West Indian man by name of Phillip. The management wasn’t the best. They treated their employees disrespectfully. At an employee meeting, they were threatened by the management. Ehrenreich stated, â€Å"I have not been treated this way-lined up in the corridor, threatened with locker searches, peppered with carelessly aimed accusation-since junior high school† (24). When they were just standing around, the manager would give them extra work to do. According to Ehrenreich, â€Å"You st art dragging out each little chore because if the manager on duty catches you in an idle moment, he will give you something far nastier to do. So I wipe, I clean, consolidate catsups bottles and recheck the cheesecake supply, even tour the tables to make sure the customer evaluation is standing perkily.† (22). They were hired at Hearthside to serve the customers. There are twenty-six tables in the whole restaurant. All the food must be placed on the food trays; small items were to be carried in a bowl, and no refills on the lemonade (1... ...but she slept on the sofa, while her four grown children and three grandchildren fill up the bedrooms. But although no one, apparently, is sleeping in a car, there are signs, even at the beginning, of real difficulty if not actual misery† (79). No one likes what they do for a living, but they got to do whatever it takes to make it in life.   Ã‚  Ã‚  Ã‚  Ã‚  Yes, in the book Nickel and Dimed, Barbara Ehrenreich did face problems when working minimum wage jobs. In each state, Ehrenreich works with different people, but having the same problems in the end. The challenges she faced was the different people she worked for, who seemed not to care about their employees as long as they came to work and did what they were told to do. The rules and regulations at each job were different, and never the same. All her fellow co-workers’ personalities were different. Some of them were nice to work with, but had so many things going wrong with their lives. She had to adjust to her co-workers’ lifestyles and the way they support each other. It was a good experience for her and she was never in a situation that she could not get herself out of, even though she had other money saved up for those rainy days.

Confession found in Prison Essay

Charles Dickens starts his story with a very light atmosphere with him describing a man who was sent abroad to fight for his country and how he was sent home and so he retired from the service. He doesn’t expand on his experiences from the war at all, which maybe could be due to shame or loss of character. His wife and he then withdrew to the estate inherited by his wife which then belonged to him, as this was the done thing in at that time. After such a light hearted opening the atmosphere drops dramatically as he says â€Å"this is the last night I have to live†, this then causes the reader to want to read on with the question in the back of their head, why is that the last night he has to live? In that same paragraph he says â€Å"I was never a brave man, and had always been from my childhood of a secret, distrustful nature† this straight away informs the reader of the nature of this man, but I found this strange that a man who has come out and said that he was never very brave as a child, but years later found himself enrolled into the army. â€Å"I speak of myself as if I had passed from the world†, this indicated to me that he has come to terms with the fact that he is going to die, for whatever reason that may be, which builds increasing tension even this early in the story. The next paragraph explains the abstracted relationship with his brother, but they both found themselves married to two sisters. When I first read â€Å"his wife knew me well, I never struggled with any secret jealousy or gall when she was present but that woman knew it as well as I did. I never raised my eyes at such times but I found hers fixed on me† there are a few interpretation that could be taken from this, either she was really gazing upon him as they were in each other’s presence or that he found his imagination getting the better of him, however we can not be sure as I don’t really trust his judgement as the narrator. I think the tension increases considerably and the atmosphere becomes very heavy when he talks of his relief that his brother’s wife died abroad, â€Å"I was afraid of her; she haunted me† even after her death and this is where I started to question his sanity, he is almost saying that he can feel her eyes on him through her grave. â€Å"When my brother knew that all hope of his own recovery was past, he called my wife to his bed-side, and confided child of four years old, to her protection† I was very curious as to why he called his brother’s wife to his bed-side rather than his brother, maybe he also shared the suspicions that not all was normal with his brother. â€Å"Perhaps I hide the truth from myself, but I do not think that when this began, I meditated to do him any wrong† at this point I believe he is realising that something is wrong with him and I found the tension rising as the reader is then wondering what the man is contemplating to do to the child, he implies that he is thinking of killing the child when he says â€Å"I was under a fascination which made it a kind a business with me to contemplate his slight and fragile figure and think how easily it might be done† it obviously being the killing, but with this statement he felt no remorse for what he was saying, which I found quite abnormal which of course this man is. â€Å"I spent days in shaping with my pocket knife a rough model of a boat, which I finished and dropped in the child’s way† this made me realise that the boat was just a lure to get the child to the lake, which obviously a four year old would be completely oblivious to. He sometimes denies thinking about killing the child but goes to such lengths as to spend days making a boat as a lure for the child and the way that he â€Å"stole down after him, creeping under certain shrubs† almost like if the child sees him he will suspect his actions, this again signals his tendency to become pointlessly paranoid. As I reader I got very tense as the child was preparing to play with his boat in the lake, and the man was preparing to drown the child. As he was just about to push the child he saw his shadow and turned around, this was when he decided not to drown him, but to stab him instead. I think he decided to do this because as the child turned around and saw him â€Å"his mother’s ghost was looking from his eyes† and stabbed the child on the spur of the moment. â€Å"I sat at the bedroom windows all day long and watched the spot where the dreadful secret lay† even though he doesn’t admit this, I believe he was genuinely disgraced by what he had done, even though it was premeditated I think he was haunted by his actions and that he has to stay and watch the spot so as nothing disturbs it. He describes his anguish when a bird landed on the plot of grass he thought the bird would be â€Å"instrumental in the discovery†. After three days of ceaseless watching of the plot of grass, two officers visited about the â€Å"missing† child on the fourth. â€Å"Then I sat down with my chair upon the grave†, I am sure he did this so as long as he was sat upon the grave nothing could be discovered. Later on a pair of bloodhounds came into the garden and started circling around the chair the man sat on the atmosphere gets very heated as everyone is shouting at each other â€Å"In heavens name move! Or you will be torn to pieces† shouted one of the officers, â€Å"let them tear me limb from limb, I’ll never leave this place†, I think this is where the officers were aware of the man’s crime, as he would rather get torn limb from limb by the two bloodhounds than give up his position where his secret lay. â€Å"I am alone in this evil dungeon with my evil spirit, I die tomorrow† I think he is now along the line of thinking that him dying would part him from his evil spirit. I think this is because he knows he deserves to die, just as the child didn’t. Show preview only The above preview is unformatted text This student written piece of work is one of many that can be found in our GCSE Miscellaneous section.

Psychoanalysis, Popular Culture and Media Essay

Psychoanalysis is the science of the unconscious functions of the mind and personality. The theories originate from Austrian neurologist, Sigmund Freud. He discovered these as a treatment for health problems and also as a way to understanding more about your mind. In this essay I am going to discuss how these theories discovered many years ago have contributed to popular culture and media. Sigmund Freud divided the soul into the conscious and the unconscious. The conscious is the part of which we are mentally aware and in contrast the unconscious is where all are restrained wishes are stored. Freud stated that: â€Å"Each individual who makes a fresh entry into human society repeats this sacrifice of instinctual satisfaction for the benefit of the whole community†(Storey 2001:91). He also added: â€Å"Society believes that no greater threat to its civilization could arise than if the sexual instincts were to be liberated and returned to their original aims†(Storey 2001:91). What Freud is saying here is that we are born imperfect with many instinctual drives. From social to sexual drives, basically anything that are ID desires. He believes that these instinctual desires, especially sexual have to be restrained in the unconscious as they would have a detrimental act on society if they were to be followed through and would cause us to act in inappropriate manner to the views of our cultural society. This is where psychoanalysis demonstrates to us how it contributes to media and popular culture. It does this by teaching us certain ways to behave in order to fit in. There are right and wrong ways and psychoanalysis gives us an explanation to how our soul teaches us the appropriate mannerisms. Freud continued on with his discoveries and further divided the psyche into the ego, the ID and the superego. The ID is something we are born with and is totally unconscious. It is driven by the pleasure principle which means that it wants instant satisfaction for all its desires. Freud described the ID as the: â€Å"dark, inaccessible part of our personality†(Storey 2001:92) It is impossible to change our ID and are instinctual desires. The ego is the reality part of personality. It tries to satisfy the ID and its desires after weighing up the pros and cons and waiting until an appropriate time to do so. It develops as in becomes more in touch with culture, furthermore creating the superego. The superego is where we adopt qualities from people who have learnt how to cope in society, mainly are parents and other important figures in our lives at the time. By learning from other people and from what we hear and see on television etc we determine a sense of right and wrong. As a result, our superego helps to restrain the unacceptable urges of the ID, and tries to make the ego act in an appropriate manner that society expects and requires. Furthermore this psychoanalysis theory and breakdown of the psyche demonstrates to us how culture and media play a fundamental role on how we act in society. Its like a big circle, we learn how to act from elders and society and then people learn from us and so on. John Storey describes the superego as â€Å"the voice of culture† as it is what we learn from and Freud says that â€Å"our nature is governed by culture†(Storey 2001:92). He believes that human nature is in fact something that is not natural and controlled by the ever changing culture and media at that particular time. In my opinion, the ego of a person depends on the era they live, who they are surrounded by, the media and many other social and cultural factors. We learn from our contact with society and culture and that includes who we are with or what we here on TV, or see in the newspapers. Whether it be intentional or not, we consume all of that information and that forms are opinions on what is right and wrong etc and makes us who we are. We are in fact controlled by culture and what is going on around us, as this is the make up of our personality and determines the way we act in society. Furthermore, the superego keeps everything in balance. Without it we would be driven by our pleasure principle (ID) and not know how to express are opinions correctly or behave, essentially causing havoc. This results in their being a constant, ongoing conflict between the pleasure and reality principle. In conclusion, Sigmund Freud and Jacques Lacan have been greatly influential when it comes to culture and media. In my opinion the theory of psychoanalysis can be seen in everyday life when it comes to watching films etc as everything can be interpreted and has an effect on us. It had a large impact on how sound work in early childhood development and also in cinema. Psychoanalysis can be used to interpret different meanings, and what you get from it can vary from observer to observer. The cinema is full of hidden meanings and tempting us with desires. Slavoj Zizek states that: â€Å"The cinema doesn’t give you what you desire, it tells you how to desire† (Zizek:2007). When we are watching a film our instinctual drives are not fulfilled but it tells us how we should desire, and can be seen as a form of release. Many would argue that not every human desire has to be taught such as sleeping or drinking but many would argue they are not desires just basic needs. For an actual fact the desire is in the quantity of how much we want. The media affects are desires greatly by large and effective ad campaigns. Take for example McDonalds, the ad campaigns, the way they make the food look and its popularity entices us to desire it. If there wasn’t thousands of them an it wasn’t that popular I doubt we would desire it as much, however, it’s a big part of our fast-food culture. Psychoanalysis is very effective and demonstrates to us how our psyche works.