Social Media Marketing On Brand Loyalty-Free-Samples for Students

Question: Discuss about the advantages and disadvantages of using Social Networks in Business. Answer: Introduction Lin et al. (2014) depicts that social network resembles of a network that enhances the social interactions and personal relationships. In recent time, this interaction can be obtained from a dedicated website that allows different stakeholders to communicate with each other by sharing messages and information in form of both audio and visual (Chen 2013). This is known as social media marketing strategy that is adopted by marketers. The prime advantage from social networking is gaining valuable customer insights, effective brand awareness and loyalty, provision of rich customer experiences and real- time communication (Erdogmua and Cicek 2012). However, Alexander et al. (2016) argues that social networking consumes much time in navigating and managing the intricacies in every medium and accurate details regarding the products and services of the organization. This assessment illustrates the advantages and disadvantages of using social networks in business. The scope and objective of relevant journal articles were taken into consideration in order to carry out the comparative analysis of the selected articles. Moreover, the gap and conclusion drawn in each selected article will also be mentioned in this assessment. Discussion Social media and brand loyalty Erdogmus and Cicek (2012) mentioned that maintaining brand loyalty is the major concern of the marketers from conventional time to contemporary period. In order to accomplish the same, they use different medium through which effective brand loyalty can be attained and social media marketing one of the recent means for obtaining this objectives. In the article, The impact of social media marketing on brand loyalty, Laroche et al. (2013) said that brand loyalty influenced by offering of relevant and popular content in social media, appearance on various platforms and offers on social media and this is the major objective of this research paper. Lin et al. (2014) also depicts that the advantage of social network is that they can channel into much larger channels that cannot be gained through traditional channels. Another factor that drives the customer loyalty is better communication with the organization as customers are likely to talk about, recommend or purchase a company's products after they have developed their engagement with the organization. The media that are mostly referred by the customers are Twitter and Facebook (Laroche et al. 2013). Marketers also emphasize more on making relationship and connection rather than focusing on selling products and services. The gap in this article is that this research paper is not based on any organization and random respondents are collected for data collection. Thus, business strategies taken by a company cannot be drawn properly. Apart from the brand loyalty, customer engagement and effective buyer-seller relationships can also be attained if implemented properly. In this research also it is said that close relationship can be built effectively that not only drives the sense of loyalty in the customers but it also allows the marketers to built buyer- seller relationships. Zhang et al. (2017) also mentioned that presence of customer service and support ensures the effectiveness of social media in business. Moreno-Munoz et al. (2016) also depicts that it allows business people to clear the queries of the customers that makes more people to engage with its organization. Zhang et al. (2017) on the other hand mentioned that in conventional time that is 1990- 2000, call centers were there on behalf of every organization, who answers to all the queries of the organization. In the year 2000- 2010, telephone, IVR, E-mail services, SMS are developed that ensures multi- media customer interactions, whereas, after 2010, social media has replaced the conventional contact centre channels with social networking (Moreno-Munoz et al. 2016). It is also mentioned that all the relevant details are present on the internet sources like companys website and in their social media sites and that ensures the transparency regarding the business policies and information. This helps the customers to gain trust and remain engaged with the organization. However, Moreno-Munoz et al. (2016) also argues that trust is important in gaining customers attraction but due to the presence of social media, the role integrity of sellers and customers started to blur. Chen (2013) furthermore highlight that marketers follow customer engagement cycle for ensuring their associability and social media marketing allows them to do so. This cycle comprise of seven components- connection, interaction, satisfaction, retention, commitment, advocacy and engagement. Image 1- Customer engagement cycle (Source- Fulk and Yuan 2013) Compared to the first article, this research shows that social network provide connection that allows them to find desired customers through internet. Marketers develop their websites information with products details in several platform that make customer to remain connected with them. The social networks channels are two types- customer community/forum and external social media sites (Sivertzen et al. 2013). The former channel signifies the companys website and the latter channel resembles the Facebook, Twitter, YouTube, Instagram and Pinterest. Van Iddekinge et al. (2016) explains that this enables the ability of the organization to listen to their customers first prior to make any concluding statement. Social media or networking provide accurate details of their business operations that leads to satisfaction. Van Iddekinge et al. (2016) on the other argue by stating that sometimes marketers lower the quality and quantity of the material shown in the websites. The prime reason for the same is that the products cannot be assessed physically and hence the quality cannot be assured during the order placement. The fifth and the sixth level of this cycle are commitment and advocacy that resembles long-term relationshipsand sharing their experiences regarding the products respectively. All these factors help organization to obtain customer engagement through social network. Social networking and business The research paper initially highlights the gap compared to other papers that not much research has been done in context of health- care sectors. The benefits of using social networking are- effective interactions with general public, more available and tailored information, accessibility to health information, public health surveillance, gaining peer and emotional support along with potentiality to influence health policy on others (Moorhead et al. 2013). Health- care managing authorities can also broadcast video and audio excerpts on social media so that every individual can easily understand the information given. These video can also contains conferences with health experts and instructions on treatment and medication for particular kind of health adversities (Moorhead et al. 2013). Thus, communication in real time at a very cost effective way is the rime benefits of using social networking in a business. Zhang et al. (2017) portrays that since social media allows people to comme nt and response regarding their experience to health issues. Individual can easily access the data from companys website and other medial blogs to compare and ask relevant question directly to the organizations doctors. However, in this research article, some limitations are found like- quality concerns that lack reliable and accurate information regarding the health information. Moreover, Moorhead et al. (2013) also highlight that the authors, who wrote the information regarding heath factors on social media are often unidentifiable and that results in lack of trust on online available information. In addition to that, operating medical business online is not a professional way of doing business as e-mail is not considered as an official medical record. Furthermore, there are several risks in operating business like- security breaches and disclosure of personal information and this result in poor customer trust and ineffective brand recognition (Hohenthal et al. 2014). The gap present in this research article is that it focuses on specific population groups- patients group and minority group. Moreover, only the secondary data is taken into consideration which highlight that recent data on using social media to perform business are not available that lacks in accuracy for obtaining the research result. It can be also said that compared to first article, this article focuses on a sector that is health- care sector and it also highlights the limitation of social media also that is absent in first research article. Global perspective of social network In this context, Jamali et al. (2016) mentioned that the importance of social media comes in picture after global business suffers from crisis. The article To Be or Not to Be in Social Media Arena as the Most Cost Efficient Marketing Strategy after the Global Recession highlights that marketers opts for an alternative solution after they have faced global recession in 2008 and after that it has become the most preferred marketing driver. After the U.S. firms faced crisis, marketers opts for social network for their business promotion as it is easy to target audience through internet facility. Jamali et al. (2016) also examined that benefits of social networking is also witnessed through new products positioning and formulation of unique product mix. Another advantage of social media is to create a brand via community of customers and it accelerates communication among the customers and marketers. The research also shows that majority of respondents stated that they refer social media sites to get information on a company and for passing the information to known acquaintances. Image 2- Response on most visited site to get information on a company and source through which they as the information (Source- Jamali et al. 2016) Schaupp and Belanger (2013) also mentioned that social networking also drives purchase intent of the customers. This medium is beneficial for the on-line group since this platform provides them cross- selling opportunities. However, the disadvantages in this perspective are that there is no direct communication between the marketers and customers (Belanger et al., 2014). Schaupp and Blanger (2013) argues that social marketing is a great innovation for content discovery and people also use this medium more as it is free and easy to use and access. Thus, considering all these factors that drives customers to get aware regarding an organizations initiatives, products and services details, social networking helps companies to attain more customer during recession and hence considered as a powerful survival tool. Compared to the second chosen article, the gap of the study is that only one incident is considered and that is global crisis, though it is a crucial event to consider but it offer lack of particular business or firms in this research discussion. The similarity between To Be or Not to Be in Social Media Arena as the Most Cost Efficient Marketing Strategy after the Global Recession and A New Dimension of Health Care: Systematic Review of the Uses, Benefits, and Limitations of Social Media for Health Communication is that both research uses secondary data for their research and that represent a similar gap that lacks authenticity of the recent scenario of using social media. Social media and recruitment Among all the business promotional ideas and concerned, in recent times, organization uses the concept of social media in recruiting efficient employee, selection of employees and termination. In the research article Friend or Foe? The Promise and Pitfalls of Using Social Networking Sites for HR Decisions, Alexander et al. (2016) explains that social network like- MySpace, Facebook, Linkedln, Twitter are the most used tools for taking HR decisions. The prime advantage of using social network in HRM is that suitable candidates can be easily. HR can screen candidates and select them for organization. Van Iddekinge et al. (2016) furthermore portrays that applicants searches for job easily without a broker or consultancy services and HR professionals also gather information about applicants and develop targeted interview questions. Another advantage that HR can get is to follow their employees posts and assess whether or not they are ethical as a human and germinate employees, who provid e negative and embarrassing comments (Van Iddekinge et al. 2016). Moreover, it is also mentioned in the research article that some social network are developed solely for recruitment purposes like LinkedIn that attracts more passive job seeker and y could be contacted for career opportunity by HR of other desired organization. The disadvantage that is highlighted in this research article is that online screening not always provides reliable, valid and job-relevant information (Hohenthal et al. 2014). Moreno-Munoz et al. (2016) furthermore stated that the accuracy and relevance of the people, who posts the recruitment advertisement, cannot be evaluated through social networks. Moreover, this research scholar identifies a limitation of social network and that is businesspeople have to assess e-commerce legislations as well as all the civil rights of all nations. Social network also suffered from other legal issue like- privacy rights of every profile and potential defamation of character (Fulk and Yuan 2013). Thus, the conclusion that is drawn from this research article is that alike to the implication of social networking in health care centre, not much research work is done in context of recruitment strategy using social media networking. The gap in this literature is that there no primary data are collect ed in this research that signifies that the research contain biasness. Moreover, only recruitment strategy in HR decision making is focused and thus in future other decision making like employee retention and engagement. Conclusion Thus, it is concluded that social networking not only provides transparency among the marketers and customers but it also allows easy access of the relevant details, effective communication and interaction with stakeholders. These are prime advantage of using social networking. All these factors moreover offer effective customer loyalty, engagement and brand recognition of the organization. However, the overall limitation in this literature review is that not much research work are in the field of health- care sector and HR decision making for recruitment through social media. In addition to that, maintaining civil rights, business legislations along with the social networking and e-commerce legations become too cumbersome for marketers. Following to this adversity, lack of physical communication among the customers is also absent that result in poor performance of the organization. Thus, after assessing different articles the research topic that can be proposed for future is- Impact of social media on HR decision making for recruitment in a health- care sector. Reference List Alexander, E. C., Mader, F., and Mader, D., 2016. College Students Use Social Networking Sites for Sharing with Friends, But Guess Who Else is Looking?.Atlantic Marketing Journal,5(2), 5. Blanger, C. H., Bali, S., and Longden, B., 2014. How Canadian universities use social media to brand themselves.Tertiary Education and Management,20(1), 14-29. Chen, R. (2013). Member use of social networking sitesan empirical examination.Decision Support Systems,54(3), 1219-1227. Erdogmus, I. E., and Cicek, M., 2012. The impact of social media marketing on brand loyalty.Procedia-Social and Behavioral Sciences,58, 1353-1360. Fulk, J., and Yuan, Y. C., 2013. Location, motivation, and social capitalization via enterprise social networking.Journal of Computer Mediated Communication,19(1), 20-37. Hohenthal, J., Johanson, J., and Johanson, M., 2014. Network knowledge and business-relationship value in the foreign market.International Business Review,23(1), 4-19. Jamali, R., Moshabaki, A., and Kordnaeij, A., 2016. The competitiveness of CSR communication strategy in social media.International Journal of Business Information Systems,21(1), 1-16. Laroche, M., Habibi, M. R., and Richard, M. O., 2013. To be or not to be in social media: How brand loyalty is affected by social media?.International Journal of Information Management,33(1), 76-82. Lin, H., Fan, W., and Chau, P. Y., 2014. Determinants of users continuance of social networking sites: A self-regulation perspective.Information Management,51(5), 595-603. Moorhead, S. A., Hazlett, D. E., Harrison, L., Carroll, J. K., Irwin, A., and Hoving, C., 2013. A new dimension of health care: systematic review of the uses, benefits, and limitations of social media for health communication.Journal of medical Internet research,15(4), e85. Moreno-Munoz, A., Bellido-Outeirino, F. J., Siano, P., and Gomez-Nieto, M. A., 2016. Mobile social media for smart grids customer engagement: Emerging trends and challenges.Renewable and Sustainable Energy Reviews,53, 1611-1616. Schaupp, L. C., and Blanger, F., 2013. The value of social media for small businesses.Journal of Information Systems,28(1), 187-207. Sivertzen, A. M., Nilsen, E. R., and Olafsen, A. H., 2013. Employer branding: employer attractiveness and the use of social media.Journal of Product Brand Management,22(7), 473-483. Van Iddekinge, C. H., Lanivich, S. E., Roth, P. L., and Junco, E., 2016. Social media for selection? Validity and adverse impact potential of a Facebook-based assessment.Journal of Management,42(7), 1811-1835. Zhang, M., Guo, L., Hu, M., and Liu, W., 2017. Influence of customer engagement with company social networks on stickiness: Mediating effect of customer value creation.International Journal of Information Management,37(3), 229-240.

10 Metals and Minerals for Metaphors

10 Metals and Minerals for Metaphors 10 Metals and Minerals for Metaphors 10 Metals and Minerals for Metaphors By Mark Nichol Metals and minerals sometimes inspire associations with human characteristics or with circumstances, as in the case of the examples below: 1. Adamant Few people realize that this word, which in adjectival form means â€Å"insistent† or â€Å"unyielding,† has a lustrous origin: It comes from a Greek noun by way of Latin and originally referred to a diamond or any hard metal. In English, it also is a noun referring to the same materials or any similarly adamantine substances (yes, adamantine is a variant adjective). 2. Brassy From an association with the stridency of brass musical instruments, this adjective has come to refer not just to a quality of sound (as well as a description for the metal compound) but also to bold, clamorous, or unruly behavior. 3. Bronze The comparison of deeply tanned skin with the color of the metallic compound has resulted in the use of bronze to refer to a person with dark skin, either due to genetics or to extensive tanning, as in the reference to a physically imposing man with this hue as â€Å"a bronzed god.† 4. Flinty This term meaning â€Å"stern, unyielding† comes from the hard variety of quartz known as flint, which sparks when struck by steel and has therefore been used for millennia to start fires (though the â€Å"flint† in cigarette lighters is actually an iron alloy). The word skinflint, a synonym for miser, evokes the image of someone attempting to peel a layer off of a hunk of flint (a futile gesture because of its hardness). 5. Golden The value placed on the element gold has led to the use of the adjective golden for various figurative references. Among these, a golden musical tone is a mellow, resonant one; someone or something that is or is expected to be excellent, popular, or otherwise remarkable is marked, for instance, as a golden boy; an age or era might be described as golden; and a favorable occasion is often referred to as a golden opportunity. 6. Iron The word for this fundamental metallic element has been appropriated as an adjective denoting strength (â€Å"iron will†), robustness (â€Å"iron constitution†), relentlessness (â€Å"iron determination†), and firmness (â€Å"iron grip†). The rarely used noun form of these figurative senses is ironness. 7. Leaden Lead, because of its density and its dull color, is associated with literal (â€Å"leaden trudge†) and figurative (â€Å"leaden skies†) heaviness, as well as with dispirited or unsubtle characteristics. 8. Ossified This term literally denotes changing into bone and figuratively refers to becoming set in one’s ways. (Although bone is not strictly a mineral, it is largely composed of various minerals, hence its inclusion on the list.) 9. Silver The adjective form of the noun silver refers to soft or dulcet sounds (as of chimes), or to eloquent persuasion (â€Å"silver tongued†). Glossy gray hair is often referred to as silver, and that description leads to connotations of mature elegance (â€Å"silver-haired dignity†). 10. Steely This adjective referring to strength and hardness is best known as part of the clichà ©s â€Å"steely determination† and â€Å"steely resolve.† Want to improve your English in five minutes a day? Get a subscription and start receiving our writing tips and exercises daily! Keep learning! Browse the Expressions category, check our popular posts, or choose a related post below:Bare or Bear With Me?Acronym vs. InitialismAdverbs and Hyphens

Innovative Ways to Teach Math

Innovative Ways to Teach Math Believe it or not, math can be taught in some very innovative ways, and private schools are some of the top educational institutions pioneering new ways to master a traditional subject. A case study in this unique approach to teaching math can be found at one of the top boarding schools in the US, the Phillips Exeter Academy. Years ago, teachers at Exeter developed a series of math books containing problems, techniques, and strategies that are now being used at other private day and boarding schools. This technique has become known as Exeter Math.   The Process of Exeter Math What makes Exeter Math truly innovative, is that the traditional classes and course progression of Algebra 1, Algebra 2, Geometry, etc., is done away with in favor of students learning the skills and computations necessary to solve problems. Every homework assignment contains elements of each traditional math course, rather than separating them out into segmented annual learning.  The math courses at Exeter are centered on the math problems  written by the teachers. The entire course is different from traditional math classes in that it is problem-centered rather than topic-centered. For many, the traditional middle or high school math class generally presents a topic within the class time with the teacher and then asks students to complete lengthy assignments at home that consist of repetitive problem-solving exercises, intended to help students better master the procedures for homework. However, the process is altered in Exeters math classes, which involve little direct instruction drills. Instead, students are given a small number of word problems to complete each night independently. There is little direct instruction about how to complete the problems, but there is a glossary to help students, and the problems tend to build on each other. The students direct the learning process themselves. Each night, students work on the problems, doing the best they can, and log their work. In these problems, the learning  process  is just as important as the answer, and teachers want to see all of the students’ work, even if it is done on their calculators. What If a Student Struggles With Math? Teachers suggest that if students are stuck on a problem, they make an educated guess and then check their work. They do this by making up an easier problem with the same principle as the given problem. Since Exeter is a boarding school, students can visit their teachers, other students, or the math help center if they are stuck while doing their homework in their dorms at night. They are expected to carry out 50 minutes of concentrated work per night and to work persistently, even if the work is very difficult for them. The next day, students bring their work to class where they discuss it in a seminar-like style around a Harkness table, an oval-shaped table that was designed at Exeter and is used in most of their classes to facilitate conversation. The idea is not to just present the right answer but for each student to have a turn presenting his or her work to facilitate conversation, share methods, work out problems, communicate about ideas, and support other students. What Is the Purpose of the Exeter Method? While traditional math courses emphasize rote learning that does not connect to everyday issues, the purpose of the Exeter word problems is to help students really understand math by working out the equations and algorithms themselves rather than just being given them. They also come to understand the applications of the problems. While this process can be very difficult, particularly for students new to the program, students learn traditional math areas such as algebra, geometry, and others by working out the ideas themselves. As a result, they really understand them and how they relate to mathematical issues and problems they could encounter outside of the classroom. Many private schools across the country are adopting the Exeter math class materials and procedures, particularly for honors math class. Teachers at schools using Exeter math state that the program helps students own their work and take responsibility for learning it- rather than simply having it handed to them. Perhaps the most important aspect of Exeter math is that it teaches students that being stuck on a problem is acceptable. Instead, students realize that it’s all right not to know the answers right away and that discovery and even frustration are in fact essential to real learning. Updated by Stacy Jagodowski.

Essay Question Rewrite Assignment Example | Topics and Well Written Essays - 250 words

Essay Question Rewrite - Assignment Example As asserted by the author, it is for this reason that languages that rise out of pidgin do not suffer complications by â€Å"Dammit† moments (p 207). A8. As stated by the author, it is agreeable that communication would be much simpler if there were no evidentiary markers. Incidentally, humans’ need for expression and exchange leads to overgrowth of languages regardless of interests (p. 215). When their state is natural, acquisition of different languages is complicated by sludge and fluffs, specifically to those whose efforts are concerted towards overcoming these challenges. Communication between a huge group of different people can be made easier by simplifying languages to their lowest denominators. Better communication would bring better understanding and reduce hostility that commonly arises. It must, however, be noted that if these markers lacked in communication, it will be hard to distinguish the origins of different languages and what would remain after sometime would be the common elements. A10. As argued by McWholer in his book, the original context of a language is what sets a language’s tone and the tone cannot exist without it. Without the presence of tone infused words, originally languages still functioned. Presently it is by happenstances of accidental permutation that they occur. The importance of this argument is such that languages occur within a basic and defined set up that work with no superfluous structure variations. Such are foundational rules as they do not depend on tone or

Competition and Competition Policy Essay Example | Topics and Well Written Essays - 4500 words

Competition and Competition Policy - Essay Example As the essay discusses Blue Beer plc is an important producer of beer in Newcastle. Statistics shown that Blue Beer plc accounts for some 12% of all beer sold in the United Kingdom but that its Bluelite plc is especially successful and accounts for 40% of all non-alcoholic beer consumed in the UK. Blue Beer has been negotiating with County Beers Ltd with a view to merger. County Beers is the principal other producer of non-alcoholic beers and after merger the new company, British County Blue, will control 65% of the market in non-alcoholic bee. According to the paper findings the overall policy of the European Union of competitive practices is as follows – â€Å"In a free market, business is a competitive game. Sometimes, companies may be tempted to avoid competing with each other and try to set their own rules for the game. At times, a major player in the game may try to squeeze its competitors out of the market. The European Commission acts as the referee to ensure that all companies play by the same rules. This discussion stresses that markets started being highly competitive and this forced businesses to pursue ways and means to survive and grow. Price cutting, mergers and acquisitions, and formation of cartels began to be accepted as a way to keep away competition. Monopolies or monopolistic tendencies began to be seen in the market creating unfair competition for smaller players.

Comparing Physiology Worksheet Essay Example for Free

Comparing Physiology Worksheet Essay In this assignment you describe and compare the circulatory, skeletal, and respiratory systems of sharks, iguanas, eagles, and humans. Answer each of the following questions in 25 to 50 words. Circulatory System Shark How would you describe the structure and function of this animal’s circulatory system? Include any unique characteristics. How does this animal’s circulatory system work? Iguana How would you describe the structure and function of this animal’s circulatory system? Include any unique characteristics. How does this animal’s circulatory system work? Eagle How would you describe the structure and function of this animal’s circulatory system? Include any unique characteristics. How does this animal’s circulatory system work? Human How would you describe the structure and function of this animal’s  circulatory system? Include any unique characteristics. How does this animal’s circulatory system work? What is similar in all of these circulatory systems? What is different in all of these circulatory systems? Respiratory System Shark How would you describe the structure and function of this animal’s respiratory system? Include any unique characteristics. How does this animal’s respiratory system work? Iguana How would you describe the structure and function of this animal’s respiratory system? Include any unique characteristics. How does this animal’s respiratory system work? Eagle How would you describe the structure and function of this animal’s respiratory system? Include any unique characteristics. How does this animal’s respiratory system work? Human How would you describe the structure and function of this animal’s respiratory system? Include any unique characteristics. How does this animal’s respiratory system work? What is similar in all of these respiratory systems? What is different in all of these respiratory systems? Skeletal System Shark How would you describe the structure and function of this animal’s skeletal system? Include any unique characteristics. How does this animal’s skeletal system work? Iguana How would you describe the structure and function of this animal’s skeletal system? Include any unique characteristics. How does this animal’s skeletal system work? Eagle How would you describe the structure and function of this animal’s skeletal system? Include any unique characteristics. How does this animal’s skeletal system work? Human How would you describe the structure and function of this animal’s skeletal system? Include any unique characteristics. How does this animal’s skeletal system work? What is similar in all of these skeletal systems? What is different in all of these skeletal systems?

Comparing and Contrasting the Novel, Heart of Darkness :: comparison compare contrast essays

Comparisons and Contrasts in Heart of Darkness Comparisons and contrasts are important devices which an author may use to help convey his thoughts and feelings about a situation or an event. Joseph Conrad makes use of these devices in his novel Heart of Darkness. Throughout the novel when he was trying to convey a deeper meaning about a situation or a place, he would us a comparison or contrast. The comparative and contrasting themes in the story help to develop Conrad's ideas and feelings in the Heart of Darkness. Light verses dark, the Thames verses the Congo, the Savages compared to the civilized people, and the darkness of both worlds are all contrasts and comparisons that are important to the meaning as well as the understanding of this novel. The most obvious contrast found in Heart of Darkness is between that of light and dark. In the beginning of the novel when the sun set upon London, the city began to light up yet the narrator describes the light as a "lurid glare under the stars" (Conrad 6). The lights from the city illuminated the Thames River. Because London is described as being light, the light then symbolizes civilization, or at least Conrad's view of civilization. Conrad's view of civilization is one of great despise. Civilization is a place where evil is ever present but ignored and people believe they know everything. The light is the knowledge that we have gained through exploration and the civilizing of places that have not yet been civilized. In contrast there is the darkness. Represented in the novel by Africa and the Congo River, the darkness is the evil that lurks in the unknown. The darkness is full of savages and cannibals. It is the uncivilized and uninhabited part of the world where peop le eat people and the savages lurk in the trees and in the darkness. Africa is the "heart of darkness," the place where man's inner evil is brought out in the open and is displayed through their thoughts and actions, such as those on Marlow's boat, letting the bullets fly into the jungle without reason or need. The contrast between light and dark is very important when attempting to understand Conrad's thoughts and ideas about civilization and what it really is. Comparing and Contrasting the Novel, Heart of Darkness :: comparison compare contrast essays Comparisons and Contrasts in Heart of Darkness Comparisons and contrasts are important devices which an author may use to help convey his thoughts and feelings about a situation or an event. Joseph Conrad makes use of these devices in his novel Heart of Darkness. Throughout the novel when he was trying to convey a deeper meaning about a situation or a place, he would us a comparison or contrast. The comparative and contrasting themes in the story help to develop Conrad's ideas and feelings in the Heart of Darkness. Light verses dark, the Thames verses the Congo, the Savages compared to the civilized people, and the darkness of both worlds are all contrasts and comparisons that are important to the meaning as well as the understanding of this novel. The most obvious contrast found in Heart of Darkness is between that of light and dark. In the beginning of the novel when the sun set upon London, the city began to light up yet the narrator describes the light as a "lurid glare under the stars" (Conrad 6). The lights from the city illuminated the Thames River. Because London is described as being light, the light then symbolizes civilization, or at least Conrad's view of civilization. Conrad's view of civilization is one of great despise. Civilization is a place where evil is ever present but ignored and people believe they know everything. The light is the knowledge that we have gained through exploration and the civilizing of places that have not yet been civilized. In contrast there is the darkness. Represented in the novel by Africa and the Congo River, the darkness is the evil that lurks in the unknown. The darkness is full of savages and cannibals. It is the uncivilized and uninhabited part of the world where peop le eat people and the savages lurk in the trees and in the darkness. Africa is the "heart of darkness," the place where man's inner evil is brought out in the open and is displayed through their thoughts and actions, such as those on Marlow's boat, letting the bullets fly into the jungle without reason or need. The contrast between light and dark is very important when attempting to understand Conrad's thoughts and ideas about civilization and what it really is.