Multistream Leadership at Work in Hawaii

Lei Lei is a small but popular bar and grill in the north shore of Oahu Hawaii. Neubert and Buscher are the owners and managers which are examples of Multistream leaders. In this paper, I will study troubles that Lei Lei’s may face and ways in which they may be able apply leadership skills to perfect the issues that have arisen. For instance Neubert and Buscher have been offered several opportunities to expand their management responsibilities to other restaurants on the north shore of Oahu. Another idea discussed is can the management practices at Lei Lei’s be easily transferred to other existing restaurants or business. Expansion Opportunities Servant leadership is an active approach to leadership that promotes the interests of others. Neubert and Buscher help their employee to â€Å"grow† as persons. Their focus is let the employee learn by their own experience of the orientation the many ways to involve and do more complex tasks. Also Neubert and Buscher maintain a servant leadership approach by working extra hours as cooks or waiters to minimize the burnout of stuff that may have personal issues to manage or particularly heavy workload on any one day. In my opinion this expansion might influence their ability to be servant leaders. This expansion will take a lot of their time in the Lei Lei bar. It will need Neubert and Buscher’s attention and will demand their time. In that case opening anther bar will take their focus from being a role model and helping their employee to grow. More over I think the positive effect on the stakeholders will be less. Now Neubert and Buscher have personal concern to improve the situation for the members of the bar, and when their attention will be to get expansion opportunities it won’t be totally for the members. What make this bar so special and success is the owners approached based on their values and the afforded they put on creating a sense of belonging to each new hires. This can be reached only by the management personal daily involve. For example at my work I can see a lot of difference in my approach to situation when my â€Å"good† manager ask me to do some task ,compare to when my â€Å"bad† manager asks me the same thing. My â€Å"good† manager make me want to do the task by positive influence on me like- more responsibly , while the â€Å"bad† manager make me doing this task by negative influence like – threaten. For conclusion this issue, if the business will expand, Neubert and Buscher must find/hire new managers for the bar which will be able to replace them while they at other locations. Those managers need to keep the spirit of the Multistream leadership. It will be the best if the new managers will grow from inside which they know the best how to keep Neubert and Buscher approach. Management Practice Transfer The idea of the management practices at Lei Lei’s can be easily transferred to other existing restaurants or business is not that bad. It is possible to implant the basic approach (Multistream) which Neubert and Buscher use and improve other business. The first thing Neubert and Buscher doing is â€Å"Enabling† which is sharing or explaining information related to a job and its context. They do it by giving all the new hires the same task at the beginning – to do everything that is needed for the business. This is how the new employee will learn the best about the new job. And also it shows there is no shortcut to nobody. The second thing Neubert and Buscher do is evolving them in the business by creating responsibility such including more complex and important tasks that will fit their specific talents and strengths. This is â€Å"Equipping† which involves creating an environment for continuous learning on the job. Neubert and Buscher keep employees happy and in good care, by treating them with proper respect, pay those wages and offer enough hours, so they not require taking second jobs. This is â€Å"Engaging† which is the process of encouraging affiliation and enhancing the intrinsic meaningfulness of work. At the end all this bring the members to feel belonging and commitment to the bar, make the customers feel welcome and in good environment which lead to success and long term benefits to the business. My conclusion in this matter, that in order to transfer to other existing restaurant it is necessary to use all the mentioned above and if so it will be possible to make a change. The managers must be using the Multistream leadership approach to build the employees trust and appreciation. Lei Lei’s is a business that has great potential for growth and influences other business. The only thing that should be changed is to help the owners to have more time to expand. Any company that focuses their view of the human relations and the wellbeing of their employees will automatically build a good reputation. This will have a positive effect on the success and profits because the employees will work with more enthusiasm and apply themselves more to the job. References Bruno Dyck and Mitchell Neubert ,(2010) Houghton Mifflan/Cengage, Management: Current Practices and New Directions

Like A Flag in the Wind We are One

Stop. Tell the driver to pause and command the tires to be silent. Make sure everyone is quiet and not fidgeting. Direct those who are waving to cease wagging their hands and let them glance for a quick second at this still moment-in-time and think. Look. Examine the picture. Why is everyone saying goodbye? Is it because waving is an acceptable folkway that has now become clichà ¯Ã‚ ¿Ã‚ ½ and is just an easy way out when parting? Why are those who have raised hands crying? What is causing such emotion to be stirred in so many all at once? Why do I feel the same way? Camp comes once a year. One week of late nights, talking, fellowship with other believers and close encounters with God. Camp is another world; a place unlike home. However, that yellow school bus always brings us back to reality, reminding us that this oasis is only temporary. Yet despite camp's brevity, its memories will always dwell in the back of my mind, always moving, breathing, living. They are translated into ink and laid out onto paper but they are animated in my mind – looping in my memory. I am inundated in the recollection of their faces. They are here with me. Now I sit. I sit looking at these photos by myself, but this one stands out. It was the last day of camp and a grey day at that. Everyone was saying their last goodbyes. We already missed one another. At the time, I don't think we realized that we would be together soon; camp would only be a year away and the winter retreat a mere six months. But who thinks of that at the time? Who reflects on such details when so overcome with emotion? That's what pictures are for: to look back and rethink situations, to clear your head and to revisit and understand past circumstances. Now looking back I understand and am at peace – I will see them soon. This realization excites me; the thought of seeing their faces enthuses me like the thought of a warm summer day. Once again we will have the chance to talk about and worship Jesus and not hold anything back. It is seldom that I get the chance to have companionship with other Christians and to be in an environment where everyone's focus is on God. Times like these I savor; slowly nibbling a piece of chocolate – sweet and smooth -letting it melt on my tongue. But like any piece of chocolate, there is an end to it. Goodbye waves and driveways are in inevitable. However, when we go home, our relationship with our God stays the same; we are still followers of Jesus – only now swimming up stream. Yet we do this together; we may not be side by side but we all love our God simultaneously. I can still remember the warm kiss of the sun dancing on my arm; the sensation of relaxation and comfort came down from the sky and hugged me, masking the inner sadness I had welling up inside. Yet, looking back at this picture, I can now remember also a great sense of confidence, knowing I was and am not alone in sharing the gospel of Jesus Christ; those on the ground I was waving goodbye to and those whom I was sitting with on the bus all have the same purpose. This picture is a monument – lasting evidence, a reminder and an example of a great and notable event in my life: camp. It was a place where I became closer to God and made many marvelous friends. I will miss my brethren but despite the reality of our separation, there is comfort. There is comfort in knowing I will see them soon and until then we share the same purpose in unity. We don't have to be physically together in order to be brothers and sisters in Christ. We are connected by a common denominator: God. So tell those who are waving to stop†¦ pause†¦ realize†¦ We may not be united in close proximity, but like a flag in the wind we are one.

Cationic Antimicrobial Peptides in Humans

Cationic Antimicrobial Peptides in Humans Antimicrobial peptides Introduction Cationic antimicrobial peptides (AMPs) are gene-encoded peptides of the host defence system made up of 12-50 amino acids, with at least 2 positive charges conferred by lysine and arginine residues and about 50% hydrophobic amino acids (Hancock and Scott 2000). They are produced from gene transcription and ribosomal translation and often, further proteolytically processed (Zhoa 2003). The peptides are folded so that non-polar amino acid side-chains form a hydrophobic face and polar, positively charged residues form a hydrophilic face (Robert and Hancock 1997). Expression of antimicrobial peptides can be constitutive or inducible by infectious or inflammatory stimuli like cytokines, bacteria and lipopolysaccharides (LPS) (Cunliffe and Mahida 2004). They have diverse structures to effectively kill a wide range of microbes at prone sites e. g the skin and lungs, and in secretions such as sweat and saliva (Yeaman and Yount 2004; Santamaria 2005). Many mammalian antimicrobial peptides rouse the host’s innate immune system (Jenssen et al 2006) instead of directly killing the host. Peptides which are found in living organisms from bacteria to plants, insects, fish, amphibians to mammals including humans (Kamysz 2005) are recorded in numerous existing databases e. g. AMSDb (Eukaryotic peptides) (Tossi and Sandri 2002), BAPDb (bacterial peptides), ANTIMIC (natural antimicrobial peptides) (Brahmachary et al 2004) and APPDb. Currently, 1831 peptides are hosted by the Antimicrobial peptide database with 99 antiviral, 453 antifungal, 100 anticancer and 1179 antibacterial peptides (The Antimicrobial Peptide database 2010). In humans, antimicrobial peptides are produced by granulocytes, macrophages and most epithelial and endothelial cells. They boost the immune system, have anti-neoplastic properties and help in regulating cell signalling and multiplication. Amphibian AMPs have been discovered from the skin of frogs from families ra nging from Iomedusa, Pipidae, Hyperoliidae, Ranidae, Hylidae, Discoglossidae, Agalychnis and Litoria. The structure of these peptides as unravelled by CD spectroscopy, NMR spectroscopy and molecular modeling (Suh et al 1996) have been found to be generally 10-46 amino acid residues long (Rollins-Smith et al 2005), mostly linear and simple-structured, (Conlon et al 2004) the majority being hydrophobic, cationic and possessing an amphipathic a-helix in nature. Following production, they are stored in the granular glands (poison glands) of skin dermal layer to be secreted in response to injury (Bovbjerg 1963), or as defence against pathogenic bacteria, fungi, viruses and parasites. Biologically active molecules including antimicrobial peptides are produced as large proteins harbouring a signal and an acidic propiece which get cut off to give an active peptide prior to or at secretion from the poison glands (Amiche et al 1999). Cationic peptides are also expressed in the gastric mucosa cells and in the intestinal tract (Kamysz 2005). The best-known peptides isolated from frogs are caeruleins, tachykinins, bradykinins, thyrotropin- releasing hormone (Barra and Simmaco 1995), brevinins, esculentins, magainins, ranatuerins and temporins (Conlon et al 2004). In the past, peptides were extracted using solvents like methanol or acid from the skins of amphibians after sun-drying but with concomitant dwindling of many frog species, other alternative techniques have emerged, one of which comprises stimulating the frog using mild electricity and collecting the skin secretion; 2-4 weeks after, the secretion can be re-collected after replenishment of the glands (Barra and Simmaco 1995). Large amounts of small peptides and their analogues which are resistant to protease cleavage and contain D-amino acids can be chemically synthesised while larger peptides can be expressed in a prokaryotic host from cloned cDNAs coding for a fusion protein (Piers et al 1993). An efficient means of producing therapeutic peptides in transgenic mice red blood cells has been explained by Sharma et al (1994) whereby the required peptide is collected from proteolytic cleavage from the fusion protein where the peptide is at the C-terminal end of human a-globin.

Types of Convergent Plate Boundaries Essay Example | Topics and Well Written Essays - 750 words

Types of Convergent Plate Boundaries - Essay Example In a continental collision, the subducting plate is usually a plate with the oceanic crust that moves beneath the other plate with oceanic crust, therefore, moving beneath the other plate which can be made of either oceanic or continental crust. It is evident that during collisions between two continental plates large mountains ranges such as the Himalayas Mountains are made in the process. There are three types of convergent boundaries that can be subdivided into subduction and non-subduction. During the subduction types, there are two plates that the meet, the denser, cooler and heavier plate will dive below the lighter. The most floating plate one as it gets deeper into the mantle it then melts and creates a new magma (Ernst, 325-330). In this convergent boundary, two plates meet with the oceanic crust colliding, the one plate will be denser and heavier than the other, therefore, making it subduct. After the creation of the new magma, it then rises to the surface and pokes through the ocean surface as a submarine volcano. Connectively continuing eruptions will form a larger seamount where more and more eruptions will then eventually create a dry volcanic island in the ocean floor that will continue to erupt and build as long as it has a continued magma source. There is the presence of water in the rocks of the oceanic plate since they are made under the water in the oceanic floor. As the plate moves further down into the subduction zone more water contained in the plate is then squeezed out from the rocks when the plate begins to subduct. Nevertheless, the recrystallization of ocean floor rocks such as the serpentine that is unstable in the upper mantle recrystallizes forming olivine, causing dehydration through a loss of hydroxyl groups. In this case of oceanic-oceanic collision, the made magma will be mafic in nature with high iron and magnesium low silica making it very viscous. This result to shield volcanoes, due to this activity along an entire plane many volcanoes are made hence having a volcanic island and an arc of the chain of volcanoes.  

Network Security and Growing Problems Protecting your Privacy Research Paper

Network Security and Growing Problems Protecting your Privacy - Research Paper Example In the last decade, federal governments like the FBI and other organizations have supported the Cyber command battling computer intrusions to fend of attacks network systems. The problem with network systems security is how easy a hacker can access your system to gain what the criminal is targeting. The methods can be done from across the globe being sent thru an email to millions of people to entice them to open or allow access from them to the network. This method can be done thru a link posted in the email or it aggressively uploads a file once opened and once opened the malicious software penetrates into the network system loading or unloading data to its requester. Another method used by hackers is to use devices that passively listen to networks by accessing the broadcast being sent between the networks. When the hackers are trying to monitor the nodes or access points in the network the equipment typically used are network hardware typically found in electronic stores. The hardware that is typically used is Wi-Fi modem, laptop and a network analyzing software. The hardware listed can be then used to pick up Wi-Fi signals used in networks and then be managed in the software that is able to interpret its meaning. In Wi-Fi signals, the information being broadcasted is usually "open" since you cannot see what is being sent over the stream. With the information being free a hacker with bad intentions can collect a surplus of information without being detected. The typical hacker that finds ways to steal private information are not industry IT or IS professionals but enthusiast that are technically savvy enough to understand the inner workings of a computer and software language to control them. In current days in the tech industry, it's not out of the normality to hack to jailbreak a smartphone so you don't have to pay the manufactures prices but  instead get it for free. With the same concept, hackers can access networks.

Analysis of the Strategy Options for British Airways Term Paper

Analysis of the Strategy Options for British Airways - Term Paper Example Presently, aviation customers search for those airlines which provide quality service, on-time arrival and departure, and reasonable rate altogether. Thus, aviation organizations do not have any other alternative but to defy traditional business strategies and develop new strategies (Dostaler & Flouris, n.d.). Several tools help to analyze the strategic choices available for British Airways in order to stay competitive in the market. ...Among the three strategic alternatives, British Airways has implemented a differentiation strategy in terms of quality. British Airways provides quality services to the customers for generating a valuable traveling experience. It provides healthy food options, quick track change network, superior sleeper facilities, and in-flight shower system among others. These differentiating services help British Airways to develop a unique brand image for the company (Office Application Development, 2010). Ansoff Matrix Ansoff matrix is a popular marketing manage ment tool which helps to recognize potential alternative strategies British Airways can consider. British Airways needs to refine the ideas by identifying appropriate methods for accomplishing the strategic options. Growth can be accomplished by internal improvement or else it can be achieved by acquisition and progression of market/services (Bowhill, 2008). The following table will illustrate the Ansoff Matrix and different strategic options: Products Present New Market Present Market Penetration Product Development New Market Development Diversification The major strategic elements of British Airways for differentiating the services are: Improving interactions with employees and developing them towards high performance Provide outstanding traveling experience to the customers Increase financial performance Maintain superiority in business operations Maintain good relationship with suppliers, communities and other elements of the aviation industry (British Airways, 2010).  

Managing fo results Essay Example | Topics and Well Written Essays - 2500 words

Managing fo results - Essay Example The research revealed the existence of several cultures and subcultures in Widney Cabs Ltd that matched the theoretical models developed by both Schein in the three level of classification i.e. Assumptions, Values and Artefacts and Denison’s classification that outlines four attributes namely: Involvement, Consistency, Adaptability and Mission. This study will evaluate and assess the different aspects of organizational culture that exist in Widney Cabs Ltd. The study examines these culture(s) and sub cultures in light of the relationship with models or classification from academic literature, existing knowledge and theories on organizational culture. Jacques (1951) defines organizational culture as the customary or traditional ways of thinking and doing things common to most members of an organization. There exists a significant level of formal knowledge on the subject of culture(s) and sub-cultures that exist in organizations and their effects on the organizational behaviour. Founders and leaders of organizations create these cultures, which are then developed and sustained by people. Organization’s executives generate and impart the organizations ideals. They also promote the core values that convey inclination to certain behaviors or effects. Norms on the other hand express acceptable ways of achieving set goals. Studies have shown that the development of organizational culture requires interaction within the membership. (Louis, Posner, and Powell 1983). According to Schein (1985), there are three levels of culture,the basic being Assumptions that form the foundation of culture. These assumptions are unconscious beliefs, thoughts, perceptions, and feelings. Next to these are the espoused values that consist of goals, philosophies. Lastly are the artefacts, which are physical manifestations, which may not be obvious to a lay observer of organizational

Dangers of drunk driving Research Paper Example | Topics and Well Written Essays - 1000 words - 1

Dangers of drunk driving - Research Paper Example With the help of two informative articles, statistics and information on this very topic have been provided and discussed well within the confines of this paper in order for the reader to be able to gauge a better insight into the harmful effects that are caused by drunken driving. In the United States of America, the leading cause of deaths for people under the age of 24 has been branded as motor vehicle wrecks due to drinking and driving. It has been estimated that one American life is lost every 20 minutes due to a drunk driver on the road, or even drinking and driving. (Gieck, D, Joseph, and David M Slagle ) The main thing that most traffic policemen check is the blood alcohol concentration of a driver on the road. If this turns out to be about 0.10 or more, then the driver is seven times more likely to be involved in a car accident than a driver who is completely sober at the time of driving. Most college students and young adults form the population that undergoes these traffic related fatalities with respect to heavy episodes of drinking. Thus, the concept of a free ride was started in a number of states within the United States. The main aim of the free ride was to provide intoxicated drivers with a cheap mode of transportation so that they are able to reach home safely along with mitigating the chance of harming anyone else on the road. (Gieck, D, Joseph, and David M Slagle ) It is important for such programs to be effective all over and not just in parts of the world because according to harm theory, it has been suggested that most accidents due to the effects of alcohol happen due to secondary measures. This means that most people under the influence of alcohol cause harm on activities that they carry out rather than harming themselves directly. It is very important for people to be able to judge the level of alcohol that they have consumed before riding their vehicles on the

Accounting Ethical Issues of American International Group Case Study

Accounting Ethical Issues of American International Group - Case Study Example AIG is a company with strong financials, respected the world over for its financial might, but this controversy resulted in a lot of its energy and resources being diverted towards undoing the charges. What began as an investigation into two reinsurance transactions later mushroomed into a growing scandal that tarnished the reputation of one of America's premier corporations. On Mar. 30, AIG acknowledged that it had improperly accounted for the reinsurance transaction to bolster reserves, and detailed numerous other examples of problematic accounting. Subsequently the company took corrective measures and fortunately for investors, employees and other stakeholders in many countries, continues to conduct all its operations smoothly, unlike ENRON, WorldCom and some other companies. While these companies appeared to have had flawed business models and hid the real and rapidly deteriorating financial conditions, at AIG it appears to have taken place on account of some wrong practices. AIG is once again on course to have an important impact on social and economic development issues, infrastructure investment, education, and training etc.  In fact, this is not the first time that AIG is stuck up in controversies. Nature and scale might be smaller but AIG has had a taste of controversies earlier as well. In 2004, the insurer paid $126 million in fines to the Securities & Exchange Commission and Justice Dept. for deals it structured for outside clients that allegedly violated insurance accounting rules, although AIG admitted no wrongdoing. The company also came under the glare of New York Attorney General Eliot Spitzer for its role in bid-rigging with broker Marsh & McLennan Cos., which led to the ouster of Hanks son Jeffrey as CEO there. AIG admitted no wrongdoing, but two of its executives pleaded guilty and had to leave the company. In this era of cut-throat competition, such issues keep cropping up involving many big names.

The Theory Of Colour Essay Example for Free

The Theory Of Colour Essay Colour surrounds us and as such will impact, critically, on the way we feel. Certain colours and colour combinations or tone are mood enhancing making us feel happy, peaceful or energised, other colours will make us make us feel sad, angry, agitated or subdued. Business, fashion and the media make full use of their understanding of colour to achieve their aims and this often results in colour trends that will make certain colours or combinations being dated and others modern or up to the minute. The considered use of colour and tone can also make locations or items more attractive and thus increase sales or create environments where sales are enhanced. E. g. In hotels or restaurants colour can be used to create an ambience such as classical to ensure that customers will return and high prices charged. In a fast food restaurant, where sales are limited colour and design will be used to encourage customers to eat quickly and leave. The psychology of colour shows the degree to which we are all affected at a subconscious level by colour. For example the colour pink is used to suppress feelings of anger and violence in disturbed adolescents. Colours can also be related to gender and sexuality as well as seen as relating to periods in history e. g. Egyptian, Classical, and Victorian etc. It is clear then that in order to be effective in the area of interior design one needs to understand and apply the theory of colour. This is achieved by assisting the client to determining the most appropriate colour scheme for them. This will be based on a fluent understanding of colour carefully applied to the taste, personality and preference of the client, their choice of style or period, and the atmosphere they wish to create e. g. formal, cosy. Pragmatically it will need to include the consideration of furnishings, the purpose of the room, the geography of the room, lighting and costs. It is also very important to know when the room is likely to be used the most as colours are dramatically affected by the quality of light. That is to say a colour scheme will look quite different in the evening than it will in the daytime. Rooms that are used frequently tend to lend themselves to a lighter colour treatment. Thus colour is the foundation on which the design for an interior is based and should include all aspects such as walls, ceilings, woodwork, furnishings, architecture and needs to also consider contrasts and textures. It is important to start by understanding the theory of colour and the development of the colour wheel. This is based on the three primary colours red, yellow blue, that cannot be mixed from any other colours These colours are then the first on the wheel and by mixing them together we can create the whole colour spectrum. Thus two primary colours when mixed will provide a secondary colour e. g. red yellow will create orange thus we have the secondary colours orange, green purple. Tertiary colours are achieved by mixing one primary and one secondary colour together. Thus blue (primary) mixed with purple (secondary) creates blue violet (tertiary). See attached colour wheel. The tone of a colour refers to how light or dark it is. When we add white to a colour we have a tint and when we add black we have a shade. The addition of grey both white and black, to a colour creates a depth of colour called a tone (Please see attached) Hue is the correct name for colour it is important to note that the best use both hue and tone will provide a successful colour scheme for a room this includes mixing separate colours to the same tone. Restricting darker or lighter shades to small areas such as skirting and rails.

Reviewing Indian Culture And Society Senarios Film Studies Essay

Reviewing Indian Culture And Society Senarios Film Studies Essay Hindi cinema has always been a major point of reference for Indian culture and society. Not only has it shaped but also expressed the changing scenarios and contours of Indias cultural and societal sentiments to such an extent that no other preceding art form could ever achieve. Hindi cinema has influenced the way in which people perceive and deal with various aspects of their own lives. Movies now portray live-in relationships, girlfriends and boyfriends, pre-marital sex, corruption, people following live and let live policy in life and family, liberal parents, colleges are depicted like dating parties and professors like friends. Of course one has to admit that it is all exaggerated and blown up, sometimes even in epic proportions, but the core idea, the crux, the central theme, comes from the society itself. Obviously those situations and reflections of life and society are exaggerated and blown up converting it all into a motion picture with elements of drama, suspense and comedy so as to attract spectators. The society and the world that we live in is changing and these changes are echoed in the cinema. Lets take the example of the humble and illiterate mother or ma depicted in the Hindi movies of 60s, through the 70s right till the 80. The ma was a female figure, an epitome of sacrifice and hard work, caring and bothered about nothing but her children. She burned the midnight oil to stitch clothes to afford two meals a day and to pay for the heros BA degree, has slowly got replaced with the modern, educated and sometimes even independent mom. The heroine who was normally a simple homely girl has now been replaced by a woman who is not only educated and bold but is also confident about her sexuality. The hero no longer falls in love with a innocent uneducated gaon-ki-gori. He has now been replaced by a simple boy next door with no palaces to live in, with human capabilities, flaws and aspirations. The result is that the audience can now easily relate with the lead characters of the film. But there is a different aspect, a different side to the coin, as well; cinema itself can herald or bring about changes in the society. It inspires fashion and crimes when people try to mimic what they see in movies, failing to realise that what they see on screen is an altered or modified version of reality that is made to look glamorous though instruments and technology and that life like cinema is not predictable. But, there are some movies that bring about positive changes as well like the recent change in the old policy followed by CBSE as a result the movie Tare Zameen Par (2007). CBSE now gives extra time to dyslexic students for their board exams. Similarly, public interest in hockey was renewed after the hit movie Chak De (2007). So it wouldnt be wrong to say that cinema isnt just a source of popular entertainment for families and individuals, but also a vehicle of social change, as it should be. Audiences like to see the familiar on screen. They like to see what they know, what they are aware of, what they believe and it is this reflection on screen that caters to the tastes and sensibilities of the masses. People derive joy, pleasure and amusement when they watch such films and therefore it is the audience that decides what goes into a film. Next it is the investor. The producer of a film would want to invest in something that would fetch him some returns on his investment and therefore they put their money in films that would make the audience happy and consequently bring in the greens for the investors. Unless a film caters to the mass audience, it will not be economically viable. The representation of women is often used as a selling point of the films. Audience likes to watch women on screen in various song and dance routines, in stereotypical images, in various costumes ( as discussed in chapter 2) and the reflection of women on screen change from time to time with changing trends in the continuously evolving society ( as discussed in chapter 3). It is true that the changing ideologies of a society have the power over what is depicted on screen and how it is depicted but another truth is the fact that the patriarchal undercurrents in our society are still the same. Women are still depicted in a way that caters to the male gaze. Women are still categorised and this has been achieved through song and dance sequences, through various forms of dress and through stereotypical images. All these factors help to compartmentalise women, turn them into a fetish leaving no room for the real woman to be depicted on screen. A cursory glance on the history on Hindi cinema and the changing trends of society and cinema leads one to believe that Bollywood has progressed over time in terms of depiction of women. Globalization and western culture has had a strong influence and a huge impact on the content films, the locations where they are shot and even the settings. But a closer examination of the films reveal that indeed there has been progress, but only in terms of technological devices that are used for special effects, locations as in they are more scenic, the films have begun to represent N.R.Is, the speech has westernised, the dresses have a modern influence and the entire aspect of film making and marketing has becoming more commercial and corporate like. It has truly become an Industry, a business. Women are still depicted or portrayed in the old moulds of feminity. Heroines are westernised, as is everything around them, but this has resulted in turning a woman into a commodity that needs to be made a spectacle of so that the film can sell well. The western influence and modernisation has led to more skin show in order to make the film commercially viable as it is now sold to Indian as well as western audiences. Mythology, religion, notions and ideas about family and tradition, cultural ethos, all of these strongly influence Bollywood and consequently the representation of women on screen. But one must understand that all these values that dictate the trends of Bollywood are ruled and dominated by the premise of patriarchy and therefore women are represented in a manner which is submissive to these values and therefore subject to control by men. The women are shown in subordinate roles, upholding traditional values. They represent the community and are seen as repository of community values. Women authenticate a national/cultural identity. The body of the woman is the carrier of cultural signs. Symbols of marriage like the mangalsutra, sindoor etc. are fetishized.  [1]   Women are represented as prototypes, one dimensional characters as daughters, wives, daughter-in-law, courtesan, lover, widow. Such stereotypes have no personal traits, no substance in terms of character and temperament; they only exist in relation to men, to heroes on screen. They are there as foils to the male characters so as to highlight their characteristics. Feminity as it is outlined by the premise of patriarchy is more often than not adhered to in Indian films. However, through an analysis of new emerging trends in Bollywood cinema as well as the parallel cinema, it becomes clearly visible that some women break this mould. There are films that portray women in bold and strong characters and sometimes even as individuals but such films are not very successful commercially. And also the answer to the question whether women in Hindi cinema are constructed so as to attract male gaze remains yes because even in those films, the heroines who played the bold, strong and individual characters were good looking and attractive, they were used in various song and dance sequences and were objectified through the use of costumes and other cinematic tools. There have been attempts to emancipate women from the constraining stereotypical moulds through representation of strong women characters in powerful roles in mainstream cinema but they have been only partially successful because those films were made but they werent very successful. The art movies or parallel cinema as they call it, emerging in the 1970s, avoided objectifying women, and focussed on showcasing the prevalent oppression and exploitation of women in our society. But the overriding themes, ideologies and concepts of religion, culture and tradition have a very strong foothold when it comes to Hindi cinema and they entrap representation of women in fixed moulds of stereotypes strengthened by patriarchy. Events seldom catapult women characters of Indian cinema to a white-hot spotlight. They are dumped into the quagmires of tension-packed fireworks of the home-prison or the ambitious exploitations of healers and killers, lovers and betrayers. The women are shown as having no spheres of their own, no independent identity, no living space. They go down in collective memory as organic imperfections, ramshackle, rickety, unhinged creations, mere fictional constructs of the fragile handle with care male ego.  [2]   Hindi films with excellent photography, picturesque locations, designer costumes and gorgeous heroines enthral and influence audiences in a manner which slowly and steadily transforms the way they think and perceive the world around them. The youth that forms a large chunk of the audience start aping what is shown in screen in terms of costumes, language, style and above all the norms and ideologies highlighted by the films. These ideologies prescribe that domestic bliss and societal recognition is achievable only through submission to the pre-established hierarchies. One of the dictates of such ideologies is that women should be submissive and subordinate to the males in family and in society in general. Films often show heroes pursuing the heroines not with poetry, as the idea of chivalry preaches, but with songs and sequences that manhandle the heroine, pestering her with antics like playing with her dupatta, pulling and pinching her cheeks, blocking her path, coming too close for comfort and sometimes even kissing her without her permission. The girl initially tries to get away from this brute but finally gives in to him and accepts his love. The marvel of marvels happens when she succumbs to such degrading antics and is won over by his charm. Is it any wonder that eve teasing is rampant in this country when films show women giving in to such demeaning and crude gestures used by the male in the film in order to court her? In case a girl is raped in a film, the girl is compelled to marry the perpetuator of such a deplorable and detestable act. The girl isnt even asked if she wants to spend the rest of her life with the man responsible for violating her physically and psychologically in such a horrendous manner and robbing her of her freedom. The woman becomes the property of the man who ruined her life. If she refuses to marry her rapist she is immediately alienated from the society and is deemed undeserving of anyones sympathy and support for she refused to marry the man who violated her and then was willing to provide for her as his wife. The perpetuator, the criminal here becomes noble and self-righteous for in the act of agreeing to marry the woman he raped hes redeemed himself. The victim, if she refuses to marry him, becomes ungrateful, perverted and promiscuous for she refused a mans offer of marriage, a man who as per the norm, could have shrugged off all responsibility towards her. Most Hindi films portray love stories between a rich boy and a poor girl or vice versa. The predictable and often repeated story line being that they meet, fall in love, encounter opposition from their respective families, communities and society and finally they get married after innumerable trials and tribulations. The rich boy who wants to marry below his station is considered noble, heroic, sacrificing and generous while a rich girl who wants to marry the poor boy is often portrayed as fashionable, independent, spoilt, pampered and bratty who desperately needs to be tamed and domesticated so as to bring her in line with what the society expects. In other words she needs to wear Indian dresses with bindi and bangles, should be able cook and serve to the family and finally should see her husband as her sole reason for existence. This she is transformed into by the poor boy who as reward gets the woman as a trophy in the end. The whole idea defies logic. Why would a rich and pampere d girl want to marry a poor boy for there are enough good men in the world with the same moneyed background? The underlying patriarchal assumption being that any man is good enough to marry a girl, rich or poor doesnt matter. A woman, in a film, who puts her aspirations, ambitions and career before family is considered ruthless and also at time unwomanly but if a man does the same he becomes noble and virtuous. If a woman does it she is to be condemned for her professional goals come in the way of serving the family and her husband but if a man does it he is doing so to provide for his family which is commendable. The double standards of the society and hypocrisy of the patriarchal ideologies promoted by films are more than evident but such films are accepted by the audiences and they go on to become hits. The same ideology and story is repeated film after film transforming the ideology into a norm that soon becomes a trend followed by the people. Wielding the camera is probably a more onerous responsibility than wielding the pen, as the visual medium is several times more powerful than the written one. Add to this the sway that tinsel towns charismatic heartthrobs have over the masses and the job of film makers as arbiters of taste and public opinion becomes that much more accountable.  [3]   The ideology of patriarchy works through the concept of female morality setting territorial limits for the whole idea of feminine identity and exposing the hypocrisy of male attitude that ultimately seeks patriarchal domination of women. A females body remains central to the societys as well as her realization of self. Patriarchy, that asserts itself through marriage, adultery and rape, works through the female body. On the other hand a female who tries to resist patriarchy uses her body to express her freedom, desire and sexuality. Powerful woman characters and their impact is eclipsed by the manner in which she is depicted as stereotypes trapping a woman in roles that submit to the dictatorial conventions of our society in the process inhibiting the qualities of a woman as an individual at peace with herself and comfortable in the world of her personal aspirations and interests. This is because a girl child in the formative years of growing up is conditioned through the process of socialization where her freedom and liberty is cut down drastically. At a very young age she learns to submit to the whims and fancies of the patriarchal society. She gives in to the tyrannies of our society and forgets all about her own emotional, social and financial needs along with her individual aspirations. Women in our society are perceived and therefore represented as inferior beings. The realities of the patriarchal society and the standards set by it make the woman under confident and make her believe that the only form of security she can achieve is through obedience to the society that terrorizes her to begin with. This ideology perpetuated by the masculine world around her makes a woman consent to the unreasonable emotional, social and financial demands made upon her, all in the name of peace, happiness, order and security.